That is phenomenal growth by any standards with over 70% outside the US 50% of active users log on to Facebook each day More than 55 million status updates posted each day More than 700,000 local businesses have active Pages on Facebook Pages have created more than 5.3 billion fans
Total at the end of 2009 was 350 million members worldwide, 23 million of those in the UK Is your Mum on Facebook?? Mine isn’t yet but I know lots who are. The 35+ demographic now represents more than 30% of the entire user base, that is over 5 million in the UK alone Interestingly we could see this change even more as the kids look for the next big thing More than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week More than 2.5 billion photos uploaded to the site each month More than 3.5 million events created each month
Recent Study looked at around 19 million Twitter accounts Only 26% of Twitter users had 10 followers or more by December 2009, Only 40% were following 10 people or more (in fact, a majority of Twitter users, 51%, were following less than five people). 34% of Twitter users hadn’t tweeted even once, 73% of Twitter’s users tweeted less than 10 times. Nearly all of the tweets are coming from about ¼ of the userbase. Power users dominate.
24 hrs of video uploaded every minute YouTube is about more than virals from a brand point of view Google uses it to index video content Set up a brand channel and feed it into your FB page or blog Live broadcast is the new direction Your company blog should sit a the centre of your Social Media content strategy
This is a topic which will be covered in much greater detail later by one of our guest speakers
Twitter and FB can already be used to push products direct to fans and followers Its just a question of getting the balance right
Caveat only surveyed 1000 customers to online electronics store 28 percent of iPhone owners check or update Twitter before they get out of bed in the morning. And 26 percent check or tweet before they turn on their TV. That leads to the 23 percent who rely on Twitter for their morning news. According to online advertising network Chitika , Twitter users mostly consume news, MySpace users want games and entertainment, Facebookers are into both news and community Digg’s audience have mixed interests.
the global average time spent per person on social networking sites is now nearly 5 ½ hours per month (Feb 2010) Facebook accounting for the majority of that time. That’s up more than two hours from last year. What is just as interesting was how I found this report Sitting in a pub waiting for my girlfriend Checked my Facebook on my mobile saw a post from Mashable Thought this might be useful for the presentation…. And here we are
There is no doubt that based an the previous facts & figures facebook is the most important Social network at the moment With the introduction of brand pages many brands have really started to push in this area We have already established how many people are interacting on FB so their first impression of you brand is cruicial
A brand page doesn’t have to look like every other FB page This is fairly typical of a brand page on FB wall, info, links tabs etc. While there is nothing wrong with this it could be so much better
More of a Microsite than FB page This is classed as an app rather than a page and was used to collect fans while they were working ion the new FB page
Following a similar approach in this case this is the welcome page when you arrive at LV on FB
Recent microsite that Burberry used to promote their dedication to trench coats this was an interacive video which linked to the microsite
The page still contains familiar FB style info pages but keep them detailed and to the point with prominent links to all web properties
Use your assets if you have created beautiful lookbooks for websites or microsites embed them into the FB pages Remember the same best practice rules still apply Keep important info above the fold Link through to products further information Strong call to action etc So far we haven’t really talked about how social media in this case FB can generate revenue….
How about taking the lookbook one step further and allow users to shop from it direct from FB
This obviously opens up a whole realm of social shopping possibilities Although worth noting at present most applications send users to the website to complete the payment section
Another nice example designed by Pod1 NY as a Christmas gift finder
Threadless makes good use of FB functionality allowing you to comment and post to your profile
A little food for thought So-called “lo-so” networks or ‘location based’ social networks enable any business with a physical location to not only communicate with customers online, but actually get more of them to walk in the door — and that’s exciting Its all about building your network and interacting with them while making sure all your different social media applications are working together Add to this the proliferation of smart phones and hand held devices and this area id set for rapid growth
Foursquare is a web and mobile application that allows registered users to connect with friends and update their location. Points are awarded for &quot;checking in&quot; at venues. Users can also choose to have their Twitter and/or their Facebook accounts up dated when they check in Marc Jacobs and Foursquare created the “Fashion Victim” badge, which allowed Fashion Week attendees (and others) to “check-in” at any Marc by Marc Jacobs stores in New York and around the country to unlock the badge. Four people who unlocked the badge in New York were randomly chosen to receive tickets to the Marc Jacobs show. The partnership provided both Marc Jacobs & Foursquare with extra exposure Its easy to see how this can be adapted for any kind of discount or promo opportunity If a user has checked-in to a venue more than anyone else, on separate days, and they have a profile photo, they will be crowned &quot;Mayor&quot; of that venue
The audience is evolving……in other words, twitter is not just for for thirtysomethings and facebook is not just for teens. Double digit rise in 18-24yr olds using twitter A kind of closing of that generational gap as it relates to technology, Young and old alike are joining and the same networks and socialising in the same spaces
Audience Age % Reach of Internet Audience 15-24 86% 25-34 89% 35-44 79% 45-54 77% 55+ 67% If Facebook was a country it would be the third biggest in the World Facebook in the UK has 23m+ monthly reach and a 12m+ daily reach
-How many of you have read and been influenced by customer reviews before making a purchase? -How many of you have not made a purchase decision because the product you were considering didn’t have any supporting reviews? -How many of you have left a site because it didn’t have reviews to find them elsewhere? -If the reviews contradict the product description, how many of you would trust the reviews rather than the product description?
Change to pie charts
Contextual Social Media Enhances participation Grows knowledge and Passion Provides UGC in a way that is relevant to intent Get the most participation out of your entire community
We often refer to the concept of social commerce. Simply put, it is all about creating customer interactions that maximize business results. There are numerous social technologies that you can invest in and a number of business metrics that you can influence; the key is figuring out where to start. The technologies shown in orange have been proven to drive the associated metrics you see in green and do so in a significant way. All of these technologies are valuable; it's just a question of the size of impact. You’ll also notice that social networks, one of the most discussed items today, is orange but on the outskirts. When you combine social networks with social commerce technologies, you start to see this move in. If you just view it as a standalone solution it ends up being on the far left side of the circle. <THIS IS A GOOD PLACE TO HAVE A DIALOGUE WITH A PROSPECT ABOUT THEIR CURRENT PLANS>
Reviews are consistently shown to drive sales. In this case study you can see the overall increase in conversion after adding reviews is 25%. You’ll also note that products that have a higher volume of reviews see an even greater increase in conversion. On top of that products that are rated a 4.3 or higher show the highest increase. The goal for anyone deploying reviews should be to plan appropriately to expose the review content throughout the site and make sure you are planning ways to drive participation (something we are an expert at).
Often reviews are used earlier in the sales process to help filter out the noise and quickly find the best product for a certain set of needs. By enabling consumers to sort by top-rated products, Golfsmith measured a 175% increase in conversion for customers using that functionality versus all other choices. In addition, they found that these customers ultimately spent more. They also found that this behavior carried over through other mediums such as email – they saw that top-rated emails drove 42% higher revenue compared to emails not highlighting top rated products.
Not only will reviews help drive sales but they will also lead to more profitable customers. Products that have reviews on PETCO show a 20% reduction in return rates. For products with higher volumes that reduction almost doubles going to 45%. The takeaway is that you can reduce your return costs and at the same time create a more satisfied and more loyal customer.
One of the unique benefits of Ask & Answer is that it creates a knowledge base of information that the entire community can benefit from. Canadian Tire saw this effect. For products that had at least one question and answer they saw a 28% drop in pre-sales customers service calls . This number went up to 81% for products with 3 or more questions and answers. This shows not only that consumers prefer the self-service model but also that the answers have a long-standing benefit helping future shoppers buy as well.
Results have been fantastic. Customers who upgraded to microsite have seen 142% increase in search traffic. <2% overlap in brand searches: We don’t compete with branded searches – there’s less than 2% of overlap between “reviews” searches versus product searches. Looks at keywords used to find SearchVoice pages versus our client sites (brand sites). SearchVoice is 100% complementary with what our clients are doing to drive search to their sites. Also, the audience we bring usually has longer search threads, and are more likely to buy. Basically, we provide a new audience and this audience is more likely to buy. 97% more revenue than natural traffic: People who come to our landing pages convert more often and spend more, versus people who just find a site via natural search (to a product page).
One of the first ways to tap into customer passions is through brand association stories . For New Balance it wasn’t about the shoes it was about “Tales from the Road”. New Balance is associated with running, with marathons, triathlons – and people that participate in those activities are passionate about them. We all probably know someone that has done a triathlon – they love to share those experiences. The goals they set, beating them, coming up short, whatever the case – it becomes a part of who they are. That is the power of Brand Association stories. You have an opportunity to engage people, within your community and those that may have never heard of you, in an authentic way that will capture someone’s attention and likely pull them into the sales process.
As with all of our solutions its not just the customer that benefits from this information. In the case of The Land of Nod they took customer feedback on a particular table that was pointed out as being “too soft”, worked with suppliers to improve it, then sent free replacements to everyone who reviewed the product. This not only created a customer for life, it also created such a unique experience that those customers are now spreading word of the story helping to bring new customers to The Land of Nod. And it also helped The Land of Nod create a better table for future customers.
Content is King, but Context is Queen If you can’t find the content, it is useless Social tools helping goal-oriented conversations Customers providing valuable content that is relevant to your products and services and will help other visitors to your site
Tweeting is a great way to create another point of brand engagement with your customers. There are two basic rules for a winning Twitter strategy: post interesting content and post it often. For many companies, this can create a content shortage. How will you know what is most interesting to customers and how will you have enough of it to create a daily stream of tweets? UGC answers both problems. You already know what customers are talking about and you’ve captured their real-time opinions, knowledge and experiences. Now you just need a structured way to share it. TweetConnect amplifies the power of on-site UGC by syndicating it to your corporate Twitter account, based on the criteria you specify. You can set what gets tweeted depending on # of stars, product SKU, and product categories. The link in the tweet takes you directly back to the product page (for R&R and A&A) or campaign page (for Stories), so customers are just a link away from your purchase path. TweetConnect can benefit both your customers and your internal stakeholders. Some clients create private twitter accounts for their different departments to share the voice of the customer. For example, some post low reviews to the product development department so they can address product defects. Some clients tweet high reviews to the merchandising department so they know what to feature online and in-store. It can be a great tool to operationalize UGC in and around your business.
Mark Blenkinsop, Senior Search Marketing Manager, Pod1
As the job titles suggests Mark is responsible for all things relating to Search Marketing within the agency with a particular focus on SEO and Social Media. He joined Pod1 in April 2006 with a view to integrating SEO into the agency’s’ offering and the result nearly 4 years later is a healthy client list and an expanding department. An avid interest in digital marketing with a decidedly ecommerce bias has definitely been a plus.
Anthony is currently heading 33 Seconds, a media consultancy business which specialises in Social Media. Clients include ATC Management (who work with artists such as Radiohead, Kate Nash) and BD, a creative agency, where they act as Social Media Strategists (clients include Mars, Coke, Nintendo and Cineworld)
Previously he was MD for MySpace UK for two and half years as well as European Head of Business Development. Before that he was at AOL Europe for over 7 years as Head of European Business Development, Head of Search and ran a company wide product innovation project based on Kim and Mauborgne’s Blue Ocean Strategy.
If Facebook was a country it would be the 3 rd largest in the world (Comscore)
People spend more time on Facebook than on Google, Amazon, Wikipedia, Yahoo and You Tube combined (Nielsen)
Mobile traffic on Facebook and Twitter is growing in triple digits (Comscore)
In the US, Facebook finally overtook Google for weekly hits (Hitwize)
Daily reach vs traditional media in the UK 9.2m Viewers Christmas Ep (BARB Dec 2009) 23m Active Users - 11m daily reach (25 min session time/day) 2.9m daily readers (ABC Nov 2009) 12.4m Semi-Final (BARB Dec 2009) 1.3m viewers (BARB Oct 2009) 1.8m Breakfast Show (RAJAR Q3 2009) 250,000 monthly circulation (ABC Nov 2009) 783,000 UK circulation (ABC Dec 2009)
And it’s for everyone… SOURCE: Pew Internet Nov 09 / Comscore May 09 Age % Reach of Internet Audience 15-24 86% 25-34 89% 35-44 79% 45-54 77% 55+ 67%
New communication models Engagement Model Exposure Model
Why is Social Media effective? Passive Active It can upgrade consumer behaviour from passive into active engagement
Turning fans in to advocates Fan Advocate Who are you What do you think How could it be better Who have you told Tell us what you like Would your friends like this Would like to be part of our team
A Network Strategy SOCIAL SUCCESS SOCIAL SPARK SOCIAL MOMENTUM SOCIAL STEPS Why Social Media / Strategy – v - tactics / Post campaign vision An idea(s) that will propel conversation within the social space Ensuring there is mass sharing of the idea across social touch points Gaining tangible results out of more anecdotal statistics 1/ 2/ 3/ 4/
“ We don’t think anybody has really cracked this one, and certainly not us. We thought it was as important to start engaging in social media because this is where the conversation is now happening (and it would with or without us).
For us, the true strength of social media is engagement so we also look at which discussions, posts, videos and events get the most comments and the level of detail of those posts. What we also need to do is quantify the value of the insight we receive about our products, services and brand through social media.”
Sienne Veit, Business Development Manager, Marks and Spencer
Marks & Spencer (o ver 108,000 fans)- www.facebook.com/marksandspencer
What they do well:
Community Management – daily responses to user questions and comments in a consistent tone – great customer relations channel
User experience – easy to find offers, features, competitions, videos, etc linking in most cases to their site
Targeting your audience – regular offers to specific community members – similarly linking to their site
Videos – product led but not too invasive.
What they do less well:
Interactive features– Apart from the very active wall there are few interactive elements on the page – no polls, calls for fan photos/videos, competitions etc – very much a brand talking to the community not facilitating the communities discussion – no lifestyle engagement
A lot of content links to the main site – they don’t try to integrate and use to engage the community in discussion
Main learning: For what is essentially a fashion and lifestyle brand they make little attempt to engage their users in product led interactive features – less about M & S and more about fashion, lifestyle, food etc
Marks & Spencer (o ver 108,000 fans)- www.facebook.com/marksandspencer
Page name – recognition that a heavily branded page will put off a vast majority of the potential community members.
Topical and anecdotal status updates
Celebrity involvement – directing traffic to celebrity content led by product. “Check out Chris Moyles and chums enjoying a curry and a Cobra in this clip!”
Polls – regular low user investment activity, open ended, provocative questions.
Driving Offsite Traffic – competitions and features are a good way to drive traffic to your website if that’s a KPI.
Integrating social media – by integrating the community feed into your .com there’s a clear route back into the community.
Community competitions to encourage engagement – Naan that Tune!
Additional features and functionality for the community e.g. receipes and local curry finder
What they do less well:
Use of other networks – they’ve developed a Twitter application which drives no traffic to a Twitter presence and doesn’t seem to have any relationship to Twitter activity whatsoever. http:// twindaloo.cobrabeer.com /
More community produced content e.g. rating the curry houses etc
They have employees tweeting their thoughts – gives ASOS personality
Announce ASOS Events and tweats & pics from it
ASOS Here to Help – use it as a customer service communication path
ASOS Service updates – explaining shipping issues and holidays
How can it be better used as a communication path at key purchase points during the day?
ASOS FOLLOWS FASHION
http:// www.asosfollowsfashion.com /
Twitter feeds of those it regards as the most influential fashion Tweeters. Aggregates streams, fashion tips, photos, links – everything for the “fashion-forward” trendster – from the likes of designers, photographers, journalists and brands.
http:// asosreviews.com /
If even has an open forum for people to tweat reviews of ASOS!
http:// www.flickr.com/people/asosstreetstyle /
In the past run a competition for best street style / linked back to Facebook.
Do ensure the community is engaging, Don’t make the community just an advert
Do allow the community to contribute and ask them what they want – it’s theirs as much as yours, Don’t replicate a website or broadcast to them
Do facilitate conversation, Don’t own it
Do talk in their language, Don’t use the tone of a corporate brand – you’re one of them
Do have a longer term vision for the community, Don’t just build community for a single marketing push
Do have fun with them
Some hygiene factors for any community Polls (topical) 1 to 2 a week Community Videos, Photos, Stories Once a week/ Bi Weekly Brand Content Bi Weekly Additional Competitions TBD based on prizes available Other possibilities Fan Photo requests Up to Daily Chat Monthly Brand Focus TBD
Find and engage your visitors where they already live
Talk to them and new audiences that are new to your brand
Job number 1 is to find your audience
Obvious places – Facebook, Twitter etc
Not so obvious places – special communities, blogs
Measure what you can
Code and make all links unique, segment social inbounds, baseline and measure community sentiment
How to spread the word other than paid Advertising Brand Site Brand s community Relevant Interest Sites Interest Groups (including Facebook) Other partners? E.g. Charities Twitter Friends of Brand fans You Tube
To increase brand reach Brand lovers Potential Customers Friends of Potential Customers
Facebook has standard information on users making targeting on the site very accurate
In most cases they have a lot more information including marital status, children, hobbies, musical tastes and film preference
This means we can be highly targeted by segment, film or proposition
2 dedicated ad positions Homepage Ad Ad Space Unit
Ad formats Standard Ads (Can be used to drive traffic to any destination) Engagement Ads (Require a Facebook Page to support them) Video homepage ad Homepage ad ASU Video homepage ad Poll Ad Virtual Gift Event Ad
First job is to recruit fans Become a fans ads
Once the fan page is set up and ready for use Standard ads are the quickest way to increase fan numbers
The Ad is served to the right of people’s home page and instantly allows people to become a fan
The unit also allows users to invite their friends to join
The action of becoming a fan is public and may appear within theirs or their friends news feeds.
Hakan Thyr, International Partnerships Director, Bazaarvoice
Håkan has 13 years international business development experience from the IT industry with companies ranging from high-growth start-ups to established industry leaders. He has a special passion for companies that succeed by rewriting the rules of the industry. Håkan holds an MSc in Civil Engineering from Chalmers University of Technology.
Fergal is a director and co-founder of 10CMS and is primarily responsible for strategic business development. Fergal has worked in the digital media space since 1999 with a particular focus on retail and consumer brands and he helped form 10CMS in 2006.
10CMS is a complete Interactive Merchandising solution On-site Interactive Merchandising Tools Off-site Interactive Merchandising Tools User Generated Content Tools Mobile (device) Deployment Flash 10.2 will be available on: Android (Google) Symbian (Nokia) Windows Mobile In Q2 / Q3 ‘10 10CMS V2 10CMS V2.5 10CMS V3 10CMS V3.5
Emma was part of the initial set-up of Meltwater’s Social Media monitoring arm, MBuzz early 2009. In less than a year, MBuzz has now grown to consist of 13 offices spread from California to Hong Kong with over 50 employees and from start-up to one of the most recognised Social Media monitoring providers globally.
Kryptonite Bike Locks “ A 50-year-old lock design was rendered useless last week when a brief post to an internet forum revealed the lock can be popped open with a cheap plastic pen” Wired Magazine 2009
YouTube Video Posted 7 Days later it hit local news 3days later it hit mainstream McDonalds