DM Event: The Facebook Ecosystem Speaker Series                                                                           ...
The Facebook HaloDiscussion on the Facebook Economy & Social Marketing Eco-System                                         ...
Presenter Background                                                                              Founder & CEO of Syncaps...
What We’ll Cover Today• The Facebook Eco-System – with Facebook heading for IPO –  what is the “Facebook Halo”.• Understan...
Facebook European Economic          Impact: 2011                                                                          ...
Facebook Global Economic                    Impact: 2011                                                        €50+bn Glo...
Facebook Global Economic                    Impact: 2011         and this excludes value created through the Facebook IPO ...
The Social Marketing Eco-                          SystemSYNCAPSE | New York - Toronto - London - Boston - Portland       ...
Key Points in Understanding the             Space• It’s still early days, but ecosystem is maturing rapidly, driven by  VC...
Enterprise Social Marketing Use Curve                                       Tactical                                      ...
Demand Curve: Key Points• Demand primarily driven by the CMO today: CTO involvement  will inevitably increase over time.• ...
Marketers’ Main Challenges                          Created by Facebook• Operationalizing new ways to drive business objec...
Characteristics Of Social Media                  UsersThey are AFFLUENT• > 50% are College educated• 70% shop online• Over...
Where it once took millions of dollars to reach thefew, it is now the few who can reach millions…                         ...
THERE ARE 50 MILLION “LIKES”              ON BRAND PAGES PER DAYSYNCAPSE | New York - Toronto - London - Boston - Portland...
Fans Are Worth More…Spend $71.84                                                                41% more likely to        ...
Measurement• Most marketers are confused between Listening &  Measurement – market remains VERY immature.• Social media is...
Syncapse: Our Measurement                      Focus                                                                      ...
Syncapse: Overall Focus                                     Enterprise Social Software & Services                         ...
THANK YOU.Michael ScissonsPresident and CEOm.scissons@Syncapse.com@scissonsTo see more, visit Syncapse.comSYNCAPSE | New Y...
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DM Event Facebook Ecosystem 1

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  • Source: Nielsen’s State of the Media: The Social Media Report Q3 2011 (http://blog.nielsen.com/nielsenwire/social/)Source: Twitter Blog, June 2011 (http://blog.twitter.com/2011/06/200-million-tweets-per-day.html)Speaking Notes:Social media is transforming the way businesses communicate and connect with their customers.
  • Source: Facebook Sales (Josh Bloom), October 2011
  • DM Event Facebook Ecosystem 1

    1. 1. DM Event: The Facebook Ecosystem Speaker Series Lou Kerner Michael Scissons - Syncaps Justin Kistner - Webtrends February 8, 2012 SYNCAPSE | New York - Toronto - London - Boston - Portland 1 All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    2. 2. The Facebook HaloDiscussion on the Facebook Economy & Social Marketing Eco-System New York - Toronto - London – Portland - San Francisco All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited. 2
    3. 3. Presenter Background Founder & CEO of Syncapse: A leading provider of SaaS software and services to Fortune 500 companies globally. Software powering social marketing, data management and measurement for leaders in Financial Services, Package Goods, Alcohol, Sprits, Beverage and Electronics. Contributor to AdAge (LINK) and Fast Company (LINK) Follow @scissonsSYNCAPSE | New York - Toronto - London - Boston - Portland 3All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    4. 4. What We’ll Cover Today• The Facebook Eco-System – with Facebook heading for IPO – what is the “Facebook Halo”.• Understanding Marketer Demand: What opportunities are created in the new marketing mix.• Measuring Results: Understanding how marketers evaluate, measure, and understand social marketing performance.SYNCAPSE | New York - Toronto - London - Boston - Portland 4All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    5. 5. Facebook European Economic Impact: 2011 €15.3bn Impact Deloitte: Measuring Facebook’s economic impact in Europe, January 2012SYNCAPSE | New York - Toronto - London - Boston - Portland 5All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    6. 6. Facebook Global Economic Impact: 2011 €50+bn Global Impact (based on 3.5X assumption) Deloitte: Measuring Facebook’s economic impact in Europe, January 2012SYNCAPSE | New York - Toronto - London - Boston - Portland 6All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    7. 7. Facebook Global Economic Impact: 2011 and this excludes value created through the Facebook IPO (Palo Alto Porsche and Hublo dealers rejoice)SYNCAPSE | New York - Toronto - London - Boston - Portland 7All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    8. 8. The Social Marketing Eco- SystemSYNCAPSE | New York - Toronto - London - Boston - Portland 8All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    9. 9. Key Points in Understanding the Space• It’s still early days, but ecosystem is maturing rapidly, driven by VC funding and early-stage M&A activity.• Early “social” players filing for IPO in 2011/2012 (Bazaarvoice, Lithium, Jive) - Part of “social” halo; but business success is not based on Facebook.• “Facebook Halo” space subject to rapid change and displacement, driven by feature changes by Facebook, Twitter, Google, etc.• What’s old is new again. Business models are being informed by former successful and unsuccessful models of the early web.SYNCAPSE | New York - Toronto - London - Boston - Portland 9All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    10. 10. Enterprise Social Marketing Use Curve Tactical Strategic Social Data Storage & Social CRM Reporting, ROI Campaign Business Critical Integration Content Mgmt. across all Social Media, Languages, etc. Collaboration, workflow processes Compliance requirements, adherence to corporate standards Launch Multiple Blogs, Twitter Pages, and Facebook Pages Launch a Single Corporate Blog and a Twitter Page Build a Single Facebook Page to Respond Begin Listening to Customers Recognize significance of social media Enterprise ROI As Social Media Management becomes an increasingly “business critical” process, enterprises must find ways to streamline and simplify their effortsSYNCAPSE | New York - Toronto - London - Boston - Portland 10All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    11. 11. Demand Curve: Key Points• Demand primarily driven by the CMO today: CTO involvement will inevitably increase over time.• The Facebook “Halo” will increase staffing and content agency demands for the foreseeable future.• Technology “Point solutions” will give to integrators and consolidators as enterprise adoption increases.• New technologies, like Syncapse, have evolved to drive efficiencies across the demand curve.SYNCAPSE | New York - Toronto - London - Boston - Portland 11All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    12. 12. Marketers’ Main Challenges Created by Facebook• Operationalizing new ways to drive business objectives in social media channels: reach, frequency, and brand impact of marketing.• Managing and measuring social media data.• Importing social media practices into mixed-media-ROI- modeling.• Staff training, knowable and hiring.• Executive support.SYNCAPSE | New York - Toronto - London - Boston - Portland 12All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    13. 13. Characteristics Of Social Media UsersThey are AFFLUENT• > 50% are College educated• 70% shop online• Over-index on lifestyle purchases (music, clothing, shoes and accessories)They are SATURATED• 4 in 5 internet users are on social networking sites• 800+ million on Facebook = most trafficked internet site• 1 BILLION tweets are sent every 3-4 days Source: Nielsen’s State of the Media: The Social Media Report SYNCAPSE | New York - Toronto - London - Boston - Portland 13 Q3 All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited. Source: Twitter Jan 2012 & Twitter Blog, June 2011
    14. 14. Where it once took millions of dollars to reach thefew, it is now the few who can reach millions… Source: Epiphany Metrics 2009SYNCAPSE | New York - Toronto - London - Boston - Portland 14All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    15. 15. THERE ARE 50 MILLION “LIKES” ON BRAND PAGES PER DAYSYNCAPSE | New York - Toronto - London - Boston - Portland 15All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    16. 16. Fans Are Worth More…Spend $71.84 41% more likely to 28% more likelymore than non- recommend to continue using fans Syncapse Value of a Facebook Fan: An Empirical Review, June 2010 SYNCAPSE | New York - Toronto - London - Boston - Portland 16 All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    17. 17. Measurement• Most marketers are confused between Listening & Measurement – market remains VERY immature.• Social media is fundamentally an audience panel for ALL marketing efforts; therefore discerning cause and effect is very difficult and the MAIN challenge.• “Bullshit” levels extremely high given market’s frothiness: newswires clogged with “pressware” or “means nothing” press releases.• Tactical measurement of social marketing is quite manageable; but other areas are still developing and vastly unscientific.SYNCAPSE | New York - Toronto - London - Boston - Portland 17All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    18. 18. Syncapse: Our Measurement Focus Content/MessageAudience Measurement Measurement• Influencer Identification • Earned Media• Audience Segmentation • Reach, Frequency & Impact of (CRM) Campaign messaging• Audience Behavior • Performance Metrics• Brand Measures • Competitive Benchmarks SYNCAPSE | New York - Toronto - London - Boston - Portland 18 All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    19. 19. Syncapse: Overall Focus Enterprise Social Software & Services Analytics | Infrastructure | Data Management | ConsultingPoints of Difference: Comprehensive Integrated social media Secure and centralized Strategic partner to measurement and management platform social media data and navigate the increasingly analysis of owned social tailored for large content management complex social media media enterprises landscape • Empowers social CRM –• Standard & customized • Syncapse Platform™ understanding how to • Ensures success dashboards, data provides technology integrate it securely with internally (infrastructure) visualization, and reports infrastructure to: traditional CRM and externally (delivering provide complete  build tabs and apps against KPIs) • Data and content oversight and  publish and archive management compliance • Strong partnerships with understanding content (e.g., archiving; social media channels,• 3rd party data integration  Collaborative, global integration with other agencies, and other (e.g., listening; paid approvals and data management social media companies media) provides the workflow systems) • 24/7 support and entire picture of a brands  manage compliance • Consumer information is consistent analysis and social media presence  measure social secure and protected understanding of the and campaigns content performance social media landscape SYNCAPSE | New York - Toronto - London - Boston - Portland 19 All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.
    20. 20. THANK YOU.Michael ScissonsPresident and CEOm.scissons@Syncapse.com@scissonsTo see more, visit Syncapse.comSYNCAPSE | New York - Toronto - London - Boston - Portland 20All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

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