Peek to social media marke7ng and Facebook September 2010 Lassi Nummi CEO, Nitro Estonia
Background… Lassi Nummi Digital marke0ng since 2001 Metropoliz.net – Nokia – Nitro – Nitro Estonia Digital Agency Clients: Founded 2010 Lemminkäinen, Nokia, Finnair, SOK, BMW, Largest digital agency in Finland Starman, Bigbank, Loreal…. Oﬃces in Turku + Helsinki In Estonia since 2008 hJp://ee.linkedin.com/in/lassinummi In Estonia part of Big Idea Group hJp://www.facebook.com/lassi.nummi Team of 10 EE, 100 in Finland Finnair, Nordea, Lemminkäinen, Nokia, SOK, Fiskars, Vaisala, Fazer, Loreal, MTV3, Volvo, BMW, Starman, Bigbank, Rimi… hJp://www.facebook.com/NitroEstonia
Agenda: Social media, marke0ng in social media Who rules 2010 ? Facebook today Marke0ng in Facebook Why Facebook ? How facebook Success 0ps / criterias? Examples of technologies and tac0cs Life a^er Facebook ?
Social media Social media is a logical extension on what we have been doing for centuries….. The technology and medium has changed, but the same driving need to connect, learn, express, share and interact has not. Social media has brought humanity back to digital life…. From users, consumers, shoppers to people ! hJp://mashable.com/
Beneﬁts of social media marke7ng by marketers: • Souce: social media marke0ng report 2010 73.8% of marketers who have been using social media for years report it has helped them close business
Commonly used social media tools by marketers: • Souce: social media marke0ng report 2010
4 Stages of Organiza7onal adop7on of social media… Stage 1 Stage 2 Stage 3 Stage 4 • Chaos • Experiences • Opera7onal support, • Omnipresent • Skep7cism • Measurement understands the • Strategic tool • Not digitally evolved / • ROI meaning, but don’t • Day to day ac7ve know how to fully interac7ons u7lize • Beneﬁts • Frequent usage, campaigns etc.. Most organiza0ons More advanced Organiza0ons that are here Promised land J are here organiza0ons are trying to “get it” and are ahead of ﬁgure this out curve 65% of marketers have either just started or have been using social media for only a few months More B2B companies have been using social media longer than their B2C counterparts
Ok.. Social media is something we should think of… The true power of social media comes from the ability to create a community around your company and create digital conversa7ons with your customers and clients. hJp://www.viddler.com/explore/AnnEvanston/ videos/65/
Facebook More than 500 million ac0ve users 50% of our ac0ve users log on to Facebook in any given day People spend over 700 billion minutes per month on Facebook There are more than 150 million ac0ve users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as ac0ve on Facebook than non-‐mobile users.
Estonia – Facebook 09-‐2010 Estonia top 10 (Alexa, 09/2010) Number of users on Facebook in Estonia: 1. Google 261 900 2. Youtube 3. Facebook Number of male users on Facebook in Estonia: 108 980 4. Delﬁ Number of female users on Facebook in Estonia: 148 680 5. Pos0mees 6. Ne0 Penetra0on of Facebook in Estonia to popula0on: 20.28 % 7. Hot.ee Penetra0on of Facebook in Estonia to online popula0on: 27.01 8. Wikipedia % 9. Orkut
Facebook: A Pla_orm Marketers Cannot Ignore Consumers are adop7ng Facebook at staggering levels. – Over 500 million users, and growing… – Average internet users are spending more 0me on Facebook per day than on Google, Yahoo, YouTube, Microso=, Wikipedia and Amazon combined Consumers lean on each other to make decisions – bypassing brands. – Consumers trust their friends and family more than other sources of informa0on about products and services, according to a Nielsen study. – Another study reports that 60% of Facebook users are more likely to recommend a brand a^er becoming a fan (Chadwick Mar0n Bailey). Brands need a roadmap – or risk experimen7ng on their own customers. – Seventy percent of brands indicate that they planned to increase spending on oﬀsite social media investment, including Facebook in 2010, according to an eConsultancy study – Rather than spin their wheels and waste resources experimen0ng on customers, brands need guidelines for Facebook page marke0ng success.
Points to consider when building Facebook strategy What is the engagement value: what can you oﬀer people that they will ﬁnd valuable? Are you ready to respond to your customers and encourage them to talk about your brand? Are you ready to make a commitment beyond a campaign? How will your other marke0ng communica0on strategies integrate with Facebook? What assets -‐ tools and content – can you leverage? Do you have your company behind you and resources available? How will you measure success?
Set Community Expecta7ons – Clearly Ar7culate Expecta7ons to Reduce Confusion and Abuse – Describe what fans can expect from the brand: from deals, 0ps, support, or just news and informa0on.
Provide Cohesive Branding – Create a Holis7c Experience that Matches the Brand. – The limited customiza0on features of Facebook pages should not deter brands. – hJp://www.facebook.com/FourSeasons?ref=ts
Be Up To Date – Keep Interac7on High with Fresh, Timely Content. – New visitors want to know that the brand is present, while exis0ng followers need a reason to stay engaged. – Create a content calendar, agree on responsible persons
Live Authen7city – Build Trust by Personalizing Interac7ons with a “Human Touch.” – Facebook is unique from other social networks in that it requires users to provide their real names, providing authen0c people-‐to-‐people connec0ons. – As a result, brands should follow suit so fans connect to the people behind the brand.
Par7cipate in Dialog – Connect with Customers by Fostering Two-‐Way Dialog. – Brands must engage with fans in the manner which they are already accustomed. – hJp://www.facebook.com/walmart
Enable Peer-‐To-‐Peer Interac7ons – Be Eﬃcient and Enable the Crowd’s Help. – Customers are already talking to each other – brands should enable this natural behavior – Start by crea0ng an environment that encourages peer-‐to-‐peer interac0ons – ask fans to respond to each other, showcase fan contribu0ons, and recognize top contributors on Facebook’s wall.
Foster Word of Mouth – Prospects trust customers more than they trust brands, so promo0ng advocacy is an essen0al strategy. – Start by simply asking exis0ng fans to suggest the page to others or “like” a wall post – Take it to the next level by encouraging fans to do something on the page that is worth sharing with their Facebook friends – hJp://www.facebook.com/OldSpice?ref=ts#!/OldSpice? v=app_130435530325515&ref=ts
Solicit A Call To Ac7on – Bring it Back to Business and Provide a Succinct Next Step. – Many brands fail to deliver simple call to ac0ons that lead fans from engagement to purchase. “The idea is to eventually sell more of one’s product. Period,” – hEp://www.youtube.com/watch?v=XXd0UoxK-‐Ik
Adver7se – Facebook oﬀers adver0sing which can target age, gender, loca7on, rela7onship status and interest, or music and lifestyle interests. – Several ac0ve campaigns at same 0me to several target groups with liJle cots…. Easy to do using Facebook.. – CPC or CPM possibility – hJp://www.facebook.com/adsmarke0ng/
Integrate – Engage your fan base to your site and outside Facebook to connect with your facebook brand. – Like, Recommend, Login from your site, Comment your products, Facepile, Live stream….. – hJp://developers.facebook.com/plugins
Applicate (Build applica7ons) – Most of the x applica0ons are for entertainment purposes (80%) – However u0lity applica0ons – especially mobile ones are becoming more and more popular – Branded quizzes, games, tools and applica0ons are popular among big brands hJp://www.foodie.fm/ hJp://www.foodie.fm/mika-‐on-‐foodie/
Measurement ? 5 Important Insight Metrics to keep eye on • Total Fans And Unsubscribed Fans • One of the most important levels to monitor is the percentage of fans who’ve unsubscribed. If this percentage is increasing over 0me, you may want to check out the type of content you’re pos0ng as well as the volume of posts. While pos0ng o^en is important, you can chase fans away by pos0ng too o^en. • Interac7ons • As the number of fans on your Facebook page increases, the number of users interac0ng with your page should increase as well. • Interac7ons Per Post • If your interac0ons per post aren’t increasing over 0me then you aren’t doing a good job of producing valuable content. • Page Views • As you grow your page, the total number of daily page views should be increasing as well. • Demographics • By viewing the demographics chart you will be able to see which demographic groups are growing quickest as well as which demographic groups are the largest.
What’s next in facebook ? E-‐commerce (facebook money already introduced) Mobile (already over 100 million users) Facebook to take payments from commercial pages and applica0ons ? / adver0sers hJp://blog.facebook.com/