Social network marketing, engagement marketing and brands

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Slide deck of report 'Social network marketing, engagement marketing and brands' presented to London Business School, February 2009. Full report can be downloaded from www.socialnetworkmarketinguk.com

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  • The content of this presentation is taken from the report ‘Social network marketing, engagement marketing and brands’ that can be downloaded from www.socialnetworkmarketinguk.com
  • Social network marketing, engagement marketing and brands

    1. 1. Social network marketing, engagement marketing & brands London Business School [email_address] socialnetworkmarketinguk.com February 2009 Find this presentation on slideshare.net/tomchapman
    2. 2. Social media guy
    3. 3. The report To download a copy of this report please visit http://www.socialnetworkmarketinguk.com
    4. 4. “ The social network conceptual map refers to the final page of the report which you’ll need to go see for yourself. I’ve printed it out and tacked it to my office wall because it maps a process to successful social networking activity I would consider sound and reliable.” – Jason Falls, Social Media Explorer Press coverage
    5. 5. Consumers expect to be involved, engaged and invited to collaborate The rise of social media
    6. 6. Social media optimisation
    7. 7. Network theory
    8. 8. Sarnoff’s Law Network value =n
    9. 9. Metcalfe’s Law Network value =n(n-1)
    10. 10. Sarnoff’s Law Metcalf’s Law N(N-1)/2 Number of possible connections = 4,950 Reed’s Law 2 n -n-1 Number of possible connections =1,267,650,600,228,229,401,496,703,205,376 Based on an N of 100 100 Total value of Network =100 Reed’s Law Network value = 2n –n-1
    11. 13. Social network sites
    12. 14. Social network profiles
    13. 15. Weak tie relationships
    14. 16. Monetization
    15. 17. Research objectives
    16. 18. Literature review
    17. 19. Research methodology
    18. 20. Quantitative research findings
    19. 21. Small % of SN users friend or fan of brand
    20. 22. Facebook users more likely to promote brands
    21. 23. Users unlikely to fan/friend brand via connections
    22. 24. Facebook users more likely to share widgets/apps
    23. 25. Users will ignore brand promotions from friends
    24. 26. Users unlikely to remain loyal if sent advertisements
    25. 27. Users unlikely to purchase products via profile
    26. 28. Users object to purchases being made public
    27. 29. Users display loyalty to brands that communicate
    28. 30. Small % SN users aware of social ads
    29. 31. Small % SN users have become friend/fan of brand via social ad
    30. 32. SN users aware of advertisers use of SN
    31. 33. SN users will not alter profile to disrupt ads
    32. 34. Qualitative research findings
    33. 42. Brand engagement & loyalty I nvolvement I nteraction I ntimacy I nfluence
    34. 43. Summary of key findings
    35. 44. Brands must use transparent communications
    36. 45. Users do not want to purchase via profile page
    37. 46. Brands must listen to fans/friends
    38. 47. Any brand can benefit from social network sites
    39. 48. Engage consumers beyond first transaction
    40. 49. Consumer comments offer real value
    41. 50. Great creative is the key to effective engagement
    42. 51. Social ads help build trust between brand and consumer
    43. 52. Loyalty & trust is the key metric
    44. 53. Social network marketing concept map – Tom Chapman Concept map is featured within the report at http://www.socialnetworkmarketinguk.com
    45. 54. Future considerations
    46. 55. Thank you & please get in touch… www.headstreampr.com www.fivebyfivedigital.com [email_address] socialmediamarketinguk.com twitter.com/tomchapman linkedin.com/in/tomchapmanuk

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