Social By Design                    Matt HehmanWednesday, May 25, 2011
the geek out room                                                            x          geek room 121                    l...
Wednesday, May 25, 2011
the geek out room                                                            x          geek room 121                    l...
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’sWednesda...
The web is being rebuilt        around people                 Browse      Search   Discover                      90’s    0...
1 2 3           The web isis                The Web                organizing                About People                a...
Globally, borders are being        replaced with connections                               600M users worldwideWednesday, ...
Industries are transforming by        organizing around peopleWednesday, May 25, 2011
Gaming is organizing around      people                          FarmVille        XBox                                    ...
News is organizing around      people                          NY Times   Twitter   Huffington Post                        ...
Music is organizing around      people                          Pandora            Spotify                                ...
Need to look up stats.                          See attached screenshot                                                   ...
Need to look up stats.                          See attached screenshot                                                   ...
Matt HehmanWednesday, May 25, 2011
1 2 3            The web is                 organizing                 around peopleWednesday, May 25, 2011               ...
Businesses are organizing around    people                          • Product Development                          • HR   ...
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 ...
Marketing has always been a mix of        paid, owned and earned                     Paid   Owned    Earned               ...
Marketing has always been a mix of        paid, owned and earned                     Paid     Owned        Earned         ...
Marketing has always been a mix of        paid, owned and earned                     Paid     Owned              Earned   ...
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” predic...
Fans are just the beginning                          brand   fanWednesday, May 25, 2011
Fans are more valuable when they     impact their friends                          Facebook population                    ...
Fans are more valuable when they     impact their friends                          Facebook population                    ...
Fans are more valuable when they     impact their friends                           Facebook population                   ...
Fans are more valuable when they     impact their friends                                            Facebook population  ...
This is the NEW word of mouth - it is     twice as effective                          VS                               Meg...
This is the NEW word of mouth - it is     twice as effective                              1.6X                          li...
Sponsored Stories is a new way to   scale word of mouthWednesday, May 25, 2011
This is how it works                                                                 Sponsored Stories                    ...
1 2              The web is                 organizing                 around peopleWednesday, May 25, 2011               ...
A focus on people delivers the results   brands care aboutWednesday, May 25, 2011
A focus on people delivers the results   brands care about                                                     +16%       ...
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...
M+                          recommendations                          for CharityWednesday, May 25, 2011
Wednesday, May 25, 2011
Wednesday, May 25, 2011
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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)

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Matt Hehman, Facebook - 'Social by Design'

  1. 1. Social By Design Matt HehmanWednesday, May 25, 2011
  2. 2. 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
  3. 3. Wednesday, May 25, 2011
  4. 4. 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
  5. 5. Wednesday, May 25, 2011
  6. 6. The web is being rebuilt around peopleWednesday, May 25, 2011
  7. 7. The web is being rebuilt around people Browse 90’sWednesday, May 25, 2011
  8. 8. The web is being rebuilt around people Browse Search 90’s 00’sWednesday, May 25, 2011
  9. 9. The web is being rebuilt around people Browse Search Discover 90’s 00’s 10’sWednesday, May 25, 2011
  10. 10. 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
  11. 11. Globally, borders are being replaced with connections 600M users worldwideWednesday, May 25, 2011
  12. 12. Industries are transforming by organizing around peopleWednesday, May 25, 2011
  13. 13. Gaming is organizing around people FarmVille XBox % s 42 er ay +2 pl ts ofi M 80 Pr Sources: Mashable, GamespotWednesday, May 25, 2011
  14. 14. News is organizing around people NY Times Twitter Huffington Post 43% of news sharing occurs through social media Source: CNNWednesday, May 25, 2011
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. Matt HehmanWednesday, May 25, 2011
  19. 19. 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
  20. 20. Businesses are organizing around people • Product Development • HR • Customer Service • Customer Insights • MarketingWednesday, May 25, 2011
  21. 21. Product development is organizing around peopleWednesday, May 25, 2011
  22. 22. Product development is organizing around peopleWednesday, May 25, 2011
  23. 23. Product development is organizing around peopleWednesday, May 25, 2011
  24. 24. Customer service is organizing around peopleWednesday, May 25, 2011
  25. 25. Marketing is being rebuilt around peopleWednesday, May 25, 2011
  26. 26. Marketing is being rebuilt around peopleWednesday, May 25, 2011
  27. 27. Marketing is being rebuilt around peopleWednesday, May 25, 2011
  28. 28. Marketing is being rebuilt around peopleWednesday, May 25, 2011
  29. 29. Marketing is being rebuilt around peopleWednesday, May 25, 2011
  30. 30. Marketing has always been a mix of paid, owned and earned Paid Owned EarnedWednesday, May 25, 2011
  31. 31. Marketing has always been a mix of paid, owned and earned Paid Owned Earned Print TelevisionWednesday, May 25, 2011
  32. 32. Marketing has always been a mix of paid, owned and earned Paid Owned Earned Print Websites OPEN Television Store frontsWednesday, May 25, 2011
  33. 33. 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
  34. 34. The ideal is more earned at the scale and predictability of paidWednesday, May 25, 2011
  35. 35. Facebook lets you create The ideal is more earned at the “earned” predictability of paid scale andat unprecedented scaleWednesday, May 25, 2011
  36. 36. Fans are just the beginning brand fanWednesday, May 25, 2011
  37. 37. Fans are more valuable when they impact their friends Facebook population Fan baseWednesday, May 25, 2011
  38. 38. Fans are more valuable when they impact their friends Facebook population Fan baseWednesday, May 25, 2011
  39. 39. Fans are more valuable when they impact their friends Facebook population Friends of fans 3M friends Fan base 25K fansWednesday, May 25, 2011
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. Sponsored Stories is a new way to scale word of mouthWednesday, May 25, 2011
  44. 44. 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
  45. 45. 1 2 The web is organizing around peopleWednesday, May 25, 2011 Businesses are organizing around people 3 Organizing around people delivers results
  46. 46. A focus on people delivers the results brands care aboutWednesday, May 25, 2011
  47. 47. 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
  48. 48. x increase in traffic to levi.comWednesday, May 25, 2011
  49. 49. x increase in traffic to levi.comWednesday, May 25, 2011
  50. 50. x increase in traffic to levi.comWednesday, May 25, 2011
  51. 51. x # of mentions over World Cup sponsorWednesday, May 25, 2011
  52. 52. M+ recommendations for CharityWednesday, May 25, 2011
  53. 53. Wednesday, May 25, 2011
  54. 54. Wednesday, May 25, 2011
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