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Social strategies

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  • first-ever application to deliver deals, access & experiences based on "Likes" & interests on Facebook
  • first-ever application to deliver deals, access & experiences based on "Likes" & interests on Facebook
  • Launched first-of-its kind digital partnership with foursquare

Social strategies Social strategies Presentation Transcript

  • Facebook @+ mpiskorskiAssociate Professor of Strategy and Richard Hodgson Fellow Harvard Business School
  • There are 2,000,000,000 people on the internet today… … and they are social 1000 Number of site visits (index) 800 Job search Politics 600 Beauty … Research 400 Newspapers Photos 200 Lifestyles Social 0 0 20 40 60 80 100 E-mail Social Platforms 2009 Users (million) 2010 Users (million)© 2011 Mikołaj Jan Piskorski 2
  • Social means… … stalking other people Add or delete friends Add content 8% E-mail to profiles 5% View profiles 8% and pictures of View own friends profile 35% 9% View profiles and pictures of stangers 35% Percentages of all unique action clicks© 2011 Mikołaj Jan Piskorski 3 excluding navigation, platform and IM
  • Who is viewing whom Men Women They They They They Know Dont Know Know Dont Know Men 8% 8% 19% 22% Viewing Women 10% 8% 17% 10% Viewing 1/3 2/3 Adding Content To Own Profile 2/3 1/3 Profile is Private 1/3 2/3© 2011 Mikołaj Jan Piskorski 4
  • So you try advertising… … but so few people click!© 2011 Mikołaj Jan Piskorski 5
  • You build a company page on Facebook… … but no-one comes!© 2011 Mikołaj Jan Piskorski 6
  • You must evolve from digital strategy… … to social strategy! Digital Strategy Social Strategy creates electronic platforms to reduce creates platforms to help people marketing or customer acquisition improve existing relationships or and service costs build new ones Company Company© 2011 Mikołaj Jan Piskorski 7
  • Ask yourself a question… … What Would Zynga Do?© 2011 Mikołaj Jan Piskorski 8
  • Three elements of successful social strategy… … or What Would Zynga Do? Use Facebook Platform • To get friendship data • To write to people’s profiles Post status Busy women updates keep in touch 250 million players Talk about Cityville gets 20 million a day Or make new friends the game off-line through games Zynga made $600 million last year Social channels saved $150 million And get them to do To connect people to tasks for you each other in ways • Such as advertising or • They can’t connect on FB providing inputs for free • Or in the off-line world as they connect to others© 2011 Mikołaj Jan Piskorski 9
  • Social Strategy at eBay: GroupGifts© 2011 Mikołaj Jan Piskorski 10
  • Social Strategy at eBay: GroupGifts© 2011 Mikołaj Jan Piskorski 11
  • Social Strategy at eBay: GroupGifts© 2011 Mikołaj Jan Piskorski 12
  • Social Strategy at eBay: GroupGifts© 2011 Mikołaj Jan Piskorski 13
  • Social Strategy at eBay: GroupGifts© 2011 Mikołaj Jan Piskorski 14
  • Social Strategy at eBay: GroupGifts© 2011 Mikołaj Jan Piskorski 15
  • Social Strategy at eBay: GroupGifts© 2011 Mikołaj Jan Piskorski 16
  • Social Strategy at eBay: Results  Lots of happy people getting gifts! – Successful gifts had 4.2 participants – Amazing stories and thank yous in the notes included with the gift  Economic effects – Average ticket price = five times eBay average sale – One in three visitors signed up for a new PayPal account – Every visitor returned to eBay 4 times on average  How much did it cost eBay? – Nothing… the connection with Facebook costs nothing…© 2011 Mikołaj Jan Piskorski 17
  • Three elements of successful social strategy… … or How is eBay like Zynga Use Facebook Platform • To get friendship data • To write to people’s profiles And get them to do To connect people to tasks for you each other in ways • Such as advertising or • They can’t connect on FB providing inputs for free • Or in the off-line world as they connect to others© 2011 Mikołaj Jan Piskorski 18
  • Social Strategy at American Express: Facebook Page and Deals© 2011 Mikołaj Jan Piskorski 19
  • Social Strategy at American Express: Facebook Mobile and Deals© 2011 Mikołaj Jan Piskorski 20
  • Social Strategy at American Express: Foursquare Integration© 2011 Mikołaj Jan Piskorski 21
  • Three elements of successful social strategy… … or How will You be Like Zynga? Use Facebook Platform • To get friendship data • To write to people’s profiles And get them to do To connect people to tasks for you each other in ways • Such as advertising or • They can’t connect on FB providing inputs for free • Or in the off-line world as they connect to others© 2011 Mikołaj Jan Piskorski 22