Beyond theHow we misunderstood Facebook and how to          create social value.
Matias Vaara           Stategist @ N2 Marketing@matiasvaaramatias.vaara@n2.fi
IntroductionOne statementOne suggestion
Lillia                                n Lo                       104 y         we                              ears       ...
Over                          1/3                        of Finnish people                      use Facebook actively**Soc...
How does a business stand out on Facebook and get  people to like them?
How does a business find anyone      to listen to them?
I think these are the wrong  questions. I think we’ve     misunderstood the         technology.
This happens because welook at new technologies through the lens of old          ones.
“We drive in to the future using only      our rearview mirror.”                             Marshall McLuhan
In 1860, it was required that a car should always have ared warning flag in front of it.
Printed word         Radio         TV        Social media               We look at social media through               the ...
IntroductionOne statementOne suggestion
We like to talk to our friends
Not strangers
Not companies
Just mainly our friends
1                        of Finnish Facebook users                              talk to brands*                           ...
99          %                        of Finnish Facebook users                              talk to friends**My guess - no...
IntroductionOne statementOne suggestion
Instead of bribing people to talk to them..
Companies should help people do what they  already like doing
Companies should helppeople connect with their         friends
Businesses should create      social value
The key is to think about what  is already social about the product and make it easier/       more fun to share   using so...
Some products are more  social then others      Social elements
Social aspect of product   Facebook platform   Identity + Social Connections      Social value
service        Social aspect of product                               experienceTwitter Facebook platformLinkedIn Identity...
Social aspect of product   Facebook platform   Identity + Social Connections         More sharing    More recommendations ...
Identity
andSocial connections
Examples
Identity + Social connections                         People like sharing music
People like sharing music   Facebook platform       Identity + Connections         More sharing     More recommendations  ...
Identity + Social connections                      People like sharing travel tips
People like sharing travel tips      Facebook platform         Identity + Connections           More sharing       More re...
Identity + Social connections          People like going to concerts with friends
People like going to concerts with              friends        Facebook platform           Identity + Connections         ...
Identity + Social connections          People like to cheer and challenge each other                          when running
Running is more fun with friends       Facebook platform          Identity + Connections            More sharing        Mo...
Identity + Social connections            Angry birds is more fun when played with                             friends
Angry birds is more fun when    played with friends     Facebook platform         Identity + Connections           More sh...
Businesses typically think about howIntroduction     to get people to like them and talk to them. I                 think ...
The possibilites are endless once weunderstand what the technology is.
Thanks.Photo CreditsSlide 7 flickr: epSos.deSlide 14 flickr: colpo docchio♥♥TORNATAAAAAAAAAASlide 15 flickr: m. t. sullivanSl...
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Beyond the Like - Matias Vaara 16.3

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Marketing on Facebook shouldn't be just about getting people to talk to brands. Companies should identify the social elements of their offering and make it easier for people to connect with their friends around those.

Published in: Technology, Business

Beyond the Like - Matias Vaara 16.3

  1. 1. Beyond theHow we misunderstood Facebook and how to create social value.
  2. 2. Matias Vaara Stategist @ N2 Marketing@matiasvaaramatias.vaara@n2.fi
  3. 3. IntroductionOne statementOne suggestion
  4. 4. Lillia n Lo 104 y we ears old Everyone and theirGreat grandma is on Facebook
  5. 5. Over 1/3 of Finnish people use Facebook actively**Social Bakers 2012
  6. 6. How does a business stand out on Facebook and get people to like them?
  7. 7. How does a business find anyone to listen to them?
  8. 8. I think these are the wrong questions. I think we’ve misunderstood the technology.
  9. 9. This happens because welook at new technologies through the lens of old ones.
  10. 10. “We drive in to the future using only our rearview mirror.” Marshall McLuhan
  11. 11. In 1860, it was required that a car should always have ared warning flag in front of it.
  12. 12. Printed word Radio TV Social media We look at social media through the lens of traditional media. We see it as a channel for spreading our message to people.
  13. 13. IntroductionOne statementOne suggestion
  14. 14. We like to talk to our friends
  15. 15. Not strangers
  16. 16. Not companies
  17. 17. Just mainly our friends
  18. 18. 1 of Finnish Facebook users talk to brands* %*Hill & Knowlton - The State of Facebook Marketing in Finland 2012
  19. 19. 99 % of Finnish Facebook users talk to friends**My guess - not actual data
  20. 20. IntroductionOne statementOne suggestion
  21. 21. Instead of bribing people to talk to them..
  22. 22. Companies should help people do what they already like doing
  23. 23. Companies should helppeople connect with their friends
  24. 24. Businesses should create social value
  25. 25. The key is to think about what is already social about the product and make it easier/ more fun to share using social technologies.
  26. 26. Some products are more social then others Social elements
  27. 27. Social aspect of product Facebook platform Identity + Social Connections Social value
  28. 28. service Social aspect of product experienceTwitter Facebook platformLinkedIn Identity + Social Connections Social value
  29. 29. Social aspect of product Facebook platform Identity + Social Connections More sharing More recommendations Better product Increased sales
  30. 30. Identity
  31. 31. andSocial connections
  32. 32. Examples
  33. 33. Identity + Social connections People like sharing music
  34. 34. People like sharing music Facebook platform Identity + Connections More sharing More recommendations Better product Increased sales
  35. 35. Identity + Social connections People like sharing travel tips
  36. 36. People like sharing travel tips Facebook platform Identity + Connections More sharing More recommendations Better product Increased sales
  37. 37. Identity + Social connections People like going to concerts with friends
  38. 38. People like going to concerts with friends Facebook platform Identity + Connections More sharing More recommendations Better product Increased sales
  39. 39. Identity + Social connections People like to cheer and challenge each other when running
  40. 40. Running is more fun with friends Facebook platform Identity + Connections More sharing More recommendations Better product Increased sales
  41. 41. Identity + Social connections Angry birds is more fun when played with friends
  42. 42. Angry birds is more fun when played with friends Facebook platform Identity + Connections More sharing More recommendations Better product Increased sales
  43. 43. Businesses typically think about howIntroduction to get people to like them and talk to them. I think we misunderstood the technology.One statement People enjoy talking to their friends rather than strangers or companies.One suggestion Businesses should help people connect with their friends using social technologies.
  44. 44. The possibilites are endless once weunderstand what the technology is.
  45. 45. Thanks.Photo CreditsSlide 7 flickr: epSos.deSlide 14 flickr: colpo docchio♥♥TORNATAAAAAAAAAASlide 15 flickr: m. t. sullivanSlide 16 flickr: lili1760Slide 21 flickr: thebestfeeling.slide 44 flickr: Ronn ashore

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