Matt Hehman, Facebook - 'Social by Design'
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Matt Hehman, Facebook - 'Social by Design'

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iStrategy Melbourne 2011 - Matt Hehman, Facebook 'Social by Design' Closing Keynote (Day One)

iStrategy Melbourne 2011 - Matt Hehman, Facebook 'Social by Design' Closing Keynote (Day One)

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Matt Hehman, Facebook - 'Social by Design' Matt Hehman, Facebook - 'Social by Design' Presentation Transcript

  • Social By Design Matt HehmanWednesday, May 25, 2011
  • the geek out room x geek room 121 land of the lost geeks 221 Moderators nice name “HEPCAT” ...So do you like ska music or are you a swing dancer? JSPICOLI JSPICOLI @ : Participants I’m totally into swing, WORD HEPCATFUNKMACHINE @ : HEPCATFUNKMACHINE how nerdy lol JSPICOLI @ : JSPICOLIWednesday, May 25, 2011
  • Wednesday, May 25, 2011
  • the geek out room x geek room 121 land of the lost geeks 221 Moderators nice name “HEPCAT” ...So do you like ska music or are you a swing dancer? JSPICOLI JSPICOLI @ : Participants I’m totally into swing, WORD HEPCATFUNKMACHINE @ : HEPCATFUNKMACHINE how nerdy lol JSPICOLI @ : JSPICOLIWednesday, May 25, 2011
  • Wednesday, May 25, 2011
  • The web is being rebuilt around peopleWednesday, May 25, 2011
  • The web is being rebuilt around people Browse 90’sWednesday, May 25, 2011
  • The web is being rebuilt around people Browse Search 90’s 00’sWednesday, May 25, 2011
  • The web is being rebuilt around people Browse Search Discover 90’s 00’s 10’sWednesday, May 25, 2011
  • 1 2 3 The web isis The Web organizing About People around peopleWednesday, May 25, 2011 Businesses are Marketing is organizing About People around people Organizing around people delivers results
  • Globally, borders are being replaced with connections 600M users worldwideWednesday, May 25, 2011
  • Industries are transforming by organizing around peopleWednesday, May 25, 2011
  • Gaming is organizing around people FarmVille XBox % s 42 er ay +2 pl ts ofi M 80 Pr Sources: Mashable, GamespotWednesday, May 25, 2011
  • News is organizing around people NY Times Twitter Huffington Post 43% of news sharing occurs through social media Source: CNNWednesday, May 25, 2011
  • Music is organizing around people Pandora Spotify ts s is er yl us a pl M 0M 60 10 Sources: Pandora, SpotifyWednesday, May 25, 2011
  • Need to look up stats. See attached screenshot http://reviews.cnet.com/4520-6451_7-6245115-1.html? tag=rb_content;rb_mtxWednesday, May 25, 2011
  • Need to look up stats. See attached screenshot http://reviews.cnet.com/4520-6451_7-6245115-1.html? tag=rb_content;rb_mtxWednesday, May 25, 2011
  • Matt HehmanWednesday, May 25, 2011
  • 1 2 3 The web is organizing around peopleWednesday, May 25, 2011 Businesses are Marketing is organizing About People around people Organizing around people delivers results
  • Businesses are organizing around people • Product Development • HR • Customer Service • Customer Insights • MarketingWednesday, May 25, 2011
  • Product development is organizing around peopleWednesday, May 25, 2011
  • Product development is organizing around peopleWednesday, May 25, 2011
  • Product development is organizing around peopleWednesday, May 25, 2011
  • Customer service is organizing around peopleWednesday, May 25, 2011
  • Marketing is being rebuilt around peopleWednesday, May 25, 2011
  • Marketing is being rebuilt around peopleWednesday, May 25, 2011
  • Marketing is being rebuilt around peopleWednesday, May 25, 2011
  • Marketing is being rebuilt around peopleWednesday, May 25, 2011
  • Marketing is being rebuilt around peopleWednesday, May 25, 2011
  • Marketing has always been a mix of paid, owned and earned Paid Owned EarnedWednesday, May 25, 2011
  • Marketing has always been a mix of paid, owned and earned Paid Owned Earned Print TelevisionWednesday, May 25, 2011
  • Marketing has always been a mix of paid, owned and earned Paid Owned Earned Print Websites OPEN Television Store frontsWednesday, May 25, 2011
  • Marketing has always been a mix of paid, owned and earned Paid Owned Earned Print Websites Public Relations OPEN Television Store fronts Word of MouthWednesday, May 25, 2011
  • The ideal is more earned at the scale and predictability of paidWednesday, May 25, 2011
  • Facebook lets you create The ideal is more earned at the “earned” predictability of paid scale andat unprecedented scaleWednesday, May 25, 2011
  • Fans are just the beginning brand fanWednesday, May 25, 2011
  • Fans are more valuable when they impact their friends Facebook population Fan baseWednesday, May 25, 2011
  • Fans are more valuable when they impact their friends Facebook population Fan baseWednesday, May 25, 2011
  • Fans are more valuable when they impact their friends Facebook population Friends of fans 3M friends Fan base 25K fansWednesday, May 25, 2011
  • Fans are more valuable when they impact their friends Facebook population Friends of fans 3M friends My friend likes this brand Fan base Ads with friends 25K fansWednesday, May 25, 2011
  • This is the NEW word of mouth - it is twice as effective VS Meg Griffing Sloan, Becca Foy, and 14 other friends like Heineken Source: NielsenWednesday, May 25, 2011
  • This is the NEW word of mouth - it is twice as effective 1.6X lift in brand recall 2X lift in message awareness 4X Meg Griffing Sloan, Becca Foy, and 14 other friends like Heineken lift in purchase intent Source: NielsenWednesday, May 25, 2011
  • Sponsored Stories is a new way to scale word of mouthWednesday, May 25, 2011
  • This is how it works Sponsored Stories David likes this brand Your Brand David likes this brand Like STEP 1: STEP 2: STEP 3: David likes a brand, If this brand included uses an application, A story is generated on David’s friends’ News Feeds, which Sponsored Stories in their or checks in to a Facebook Ads campaign, they may or may not see location David’s friends see this story in the right columnWednesday, May 25, 2011
  • 1 2 The web is organizing around peopleWednesday, May 25, 2011 Businesses are organizing around people 3 Organizing around people delivers results
  • A focus on people delivers the results brands care aboutWednesday, May 25, 2011
  • A focus on people delivers the results brands care about +16% awareness +9M recommendation 2X 5x preference sales ROI 4X offline 2X online +7% foot/web traffic intentWednesday, May 25, 2011
  • x increase in traffic to levi.comWednesday, May 25, 2011
  • x increase in traffic to levi.comWednesday, May 25, 2011
  • x increase in traffic to levi.comWednesday, May 25, 2011
  • x # of mentions over World Cup sponsorWednesday, May 25, 2011
  • M+ recommendations for CharityWednesday, May 25, 2011
  • Wednesday, May 25, 2011
  • Wednesday, May 25, 2011