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From like to buy Presentation Transcript

  • 1. SYZYGY FIRESIDE TALK FROM LIKE TO BUY FACEBOOK MARKETING THAT SELLS 9 MARCH 2011 DISCUSSION HOST / DR PAUL MARSDEN DIGITAL ETHNOGRAPHER / SYZYGYSaturday, 5 March 2011
  • 2. HELLO. PERMIT ME TO INTRODUCE MYSELF... DIGITAL EDITOR ETHNOGRAPHER INDUSTRY BLOG AUTHOR AUTHOR CONNECTED MARKETING SYZYGY SYZYGY CONNECTED MARKETING SOCIAL PSYCHOLOGIST NET PROMOTER CERTIFIED REFORMED BODYBUILDER DR PAUL MARSDENSaturday, 5 March 2011
  • 3. 642 652 380 16 215 380 FACEBOOK IS HUGESaturday, 5 March 2011
  • 4. 16 215 380 FACEBOOK IS GR OWSaturday, 5 March 2011 G IN
  • 5. FACEBOOK IS ADDICTIVE 34% SOURCE http://mashable.com/2010/07/07/oxygen-facebook-study/Saturday, 5 March 2011 PROPORTION OF WOMEN AGED 18-34 WHO CHECK FACEBOOK WHEN THEY FIRST WAKE UP - EVEN BEFORE GOING TO THE BATHROOM.
  • 6. FACEBOOK IS A GENERATION F-GEN: AN ATTITUDE NOT A COHORTSaturday, 5 March 2011
  • 7. FACEBOOK IS SOCIAL MEDIA SOURCE http://www.penn-olson.com/2010/12/21/facebook-vs-twitter/Saturday, 5 March 2011
  • 8. FACEBOOK IS A MARKETING PLATFORM Ads sCRM Sales FACEBOOK ADS SOCIAL CRM F-COMMERCESaturday, 5 March 2011
  • 9. Ads SOURCE http://econsultancy.com/uk/blog/6383-facebook-expects-its-advertising-revenue-to-explode-this-yearSaturday, 5 March 2011
  • 10. sCRM IN PRINCIPLE... Social Customer Relationship Management SOURCE http://www.web-strategist.com/blog/2010/03/05/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship- management/Saturday, 5 March 2011
  • 11. sCRM IN PRACTICE... 2.0 MAGAZINE ON-DEMAND INTERACTIVE REAL-TIME MULTIMEDIASaturday, 5 March 2011
  • 12. sCRM MAGAZINE 2.0 CONTENTS Editorial News Features How To... Quiz Reviews Contest Offers IMAGE CREDIT http://www.flickr.com/photos/londonfashionphotographer/5270813964/Saturday, 5 March 2011
  • 13. sCRM MAGAZINE 2.0 EDITORIAL EDITORIAL ENGAGING CUSTOMERS WITH A POINT OF VIEW AND PERSONALITY: WOMANITY BY THIERRY MUGLERSaturday, 5 March 2011
  • 14. sCRM MAGAZINE 2.0 NEWS SOURCE http://l2thinktank.com/digital-iq/digital-iq-beauty/ NEWS ENGAGING CUSTOMERS WITH RELEVANT LOCAL MARKET BRAND & BEAUTY NEWS CLINIQUE - BEAUTY BRAND WITH THE HIGHEST DIGITAL IQSaturday, 5 March 2011
  • 15. sCRM MAGAZINE 2.0 FEATURES FEATURES ENGAGING CUSTOMERS WITH ‘FEATURE’ SECTIONS L’ORÉAL PARIS’ BEHIND THE SCENES VIDEO WITH GWEN STEFANISaturday, 5 March 2011
  • 16. sCRM MAGAZINE 2.0 HOW TO... HOW TO... ENGAGING CUSTOMERS WITH HOW-TO VIDEO GUIDES LANCÔME WITH MICHELLE PHAN - WORLD’S TOP SUBSCRIBED YOUTUBERSaturday, 5 March 2011
  • 17. sCRM MAGAZINE 2.0 HOW TO... HOW TO... ENGAGING CUSTOMERS WITH HOW-TO VIDEO GUIDES L’ORÉAL’S ‘DESTINATION BEAUTY’ GUIDESaturday, 5 March 2011
  • 18. sCRM MAGAZINE 2.0 QUIZZES QUIZZES ENGAGING CUSTOMERS WITH REGULAR QUIZZES, TESTS & GAMES: MAC - #1 BEAUTY BRAND ON FACEBOOK - 1,591,988 LIKESSaturday, 5 March 2011
  • 19. sCRM MAGAZINE 2.0 REVIEWS REVIEWS ENGAGING CUSTOMERS WITH TRUSTED USER REVIEWS CLINIQUE USER REVIEWS ON FACEBOOKSaturday, 5 March 2011
  • 20. sCRM MAGAZINE 2.0 REVIEWS REVIEWS ENGAGING CUSTOMERS WITH CELEBRITY POINT OF VIEW AND PERSONALITY: WOMANITY BY THIERRY MUGLERSaturday, 5 March 2011
  • 21. sCRM MAGAZINE 2.0 CONTESTS CONTESTS ENGAGING CUSTOMERS WITH REGULAR CONTESTS & SWEEPSTAKES E.L.F. COSMETICS - A BRAND BUILT ON SOCIAL MEDIASaturday, 5 March 2011
  • 22. sCRM MAGAZINE 2.0 CONTESTS CONTESTS ENGAGING CUSTOMERS WITH REGULAR CONTESTS AND SWEEPSTAKES NIVEA - NEW YEARS CONTESTSaturday, 5 March 2011
  • 23. sCRM MAGAZINE 2.0 OFFERS OFFERS ENGAGING CUSTOMERS WITH SPECIAL OFFERS CLARINS ‘F-SAMPLING’ - FREE STUFF FOR A LIKESaturday, 5 March 2011
  • 24. sCRM Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like SO WHAT? Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like LikeSaturday, 5 March 2011
  • 25. sCRM SO WHAT? ...ACTUALLY QUITE A LOT HOW MUCH IS A LIKE WORTH? 1x Like = 130 x Reach 6x Like = 1x Buy SOURCE http://socialcommercetoday.com/facebook-share-worth-14-rpa-revenue-per-action-a-tweet-5/Saturday, 5 March 2011
  • 26. sCRM Spam 2730 AV. NEWS FEED ITEMS/WEEK FACEBOOK MARKETING: LESS IS MORE SOURCE http://www.facebook.com/press/info.php?statisticsSaturday, 5 March 2011
  • 27. sCRM + Buy Deals 68% WHY DO YOU FOLLOW BRANDS? 38% 34% 28% 20% FOR SPECIAL TO KEEP UP SHOPPING TO LEAVE TO SHOW DEALS WITH NEWS FEEDBACK OTHERS I’M A FAN SOURCE http://econsultancy.com/uk/blog/7136-why-do-people-follow-brands-on-facebook (UK Nat Rep Survey Feb 2011 2500 respondents)Saturday, 5 March 2011
  • 28. Buy sCRM sCRM + Buy Buy = $ ROI (INVESTMENT) + INCOME = ROI ONLY WAY TO CALCULATE ROI OF SCRM: CREATE A DIGITAL TRACE TO SALESSaturday, 5 March 2011
  • 29. e-commerce Buy SELLING WITH FACEBOOKSaturday, 5 March 2011
  • 30. f-commerce Buy SELLING WITH FACEBOOKSaturday, 5 March 2011
  • 31. social commerce SELLING WITH SOCIAL MEDIA SOURCE http://socialcommercetoday.com/speed-summary-boozco-report-the-30bn-social-commerce-market/Saturday, 5 March 2011
  • 32. Buy 1. 2. 3. 4. 5. FACEBOOK FACEBOOK FACEBOOK FACEBOOK FACEBOOK ADS STORES DEALS IN-STORE ENHANCED (FOR E-SALES WEB-STORES TRAFFIC) F-COMMERCE | SELLING WITH FACEBOOKSaturday, 5 March 2011
  • 33. Buy 1. FACEBOOK STORES VIP FAN-STORES BUILDING LOYALTY AND ADVOCACY WITH YOUR BEST CUSTOMERS BY OFFERING AN EXCLUSIVE VIP RETAIL EXPERIENCESaturday, 5 March 2011
  • 34. Buy 1. FACEBOOK STORES VIP FAN-STORES BUILDING LOYALTY AND ADVOCACY WITH YOUR BEST CUSTOMERS BY OFFERING AN EXCLUSIVE VIP RETAIL EXPERIENCESaturday, 5 March 2011
  • 35. Buy 1. FACEBOOK STORES VIP FAN-STORES BUILDING LOYALTY AND ADVOCACY WITH YOUR BEST CUSTOMERS BY OFFERING AN EXCLUSIVE VIP RETAIL EXPERIENCESaturday, 5 March 2011
  • 36. Buy 1. FACEBOOK STORES ‘POP-UP’ CAMPAIGN STORES BUILDING BUZZ AROUND CAMPAIGNS WITH TEMPORARY STORES SELLING PROMOTED PRODUCTS & CAMPAIGN MERCHANDISESaturday, 5 March 2011
  • 37. Buy 1. FACEBOOK STORES TRYVERTISING (SAMPLING) STORES DRIVING TRIAL AND ADVOCACY WITH SAMPLING STORESSaturday, 5 March 2011
  • 38. Buy 1. FACEBOOK STORES WALL STORES DRIVING STORES TO WALLS VIRAL SHOPLETS EMBEDDED INTO NEWSFEEDSSaturday, 5 March 2011
  • 39. Buy 1. FACEBOOK STORES MIRROR STORES DRIVING E-COMMERCE TRAFFIC BY MIRRORING WEB-STORE IN FACEBOOKSaturday, 5 March 2011
  • 40. Buy 1. FACEBOOK STORES CURATED STORES BUILDING LOYALTY AND ADVOCACY WITH YOUR BEST CUSTOMERS BY OFFERING A CURATED SELECTION OF THE BEST OF WHAT YOU SELLSaturday, 5 March 2011
  • 41. Buy 2. FACEBOOK DEALS FACEBOOK DEALS DRIVING FOOTFALL - GAP, H&M, NORTH FACE, MCDONALDS, STARBUCKS, MACY’SSaturday, 5 March 2011
  • 42. Buy 2. FACEBOOK DEALS FACEBOOK DEALS DRIVING FOOTFALL - GAP, H&M, NORTH FACE, MCDONALDS, STARBUCKS, MACY’SSaturday, 5 March 2011
  • 43. Buy 2. FACEBOOK DEALS FACEBOOK DEALS DRIVING FOOTFALL - BUILDING ON THE GROUPON GROUP-BUY MODELSaturday, 5 March 2011
  • 44. Buy 3. FACEBOOK IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED EXPERIENCESaturday, 5 March 2011
  • 45. Buy 3. FACEBOOK IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED EXPERIENCESaturday, 5 March 2011
  • 46. Buy 3. FACEBOOK IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED EXPERIENCESaturday, 5 March 2011
  • 47. Buy 3. FACEBOOK IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED EXPERIENCESaturday, 5 March 2011
  • 48. Buy 3. FACEBOOK IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED EXPERIENCESaturday, 5 March 2011
  • 49. Buy 4. FACEBOOK ENHANCED WEB-STORES FACEBOOK ENHANCED WEB-STORES ENHANCING THE E-COMMERCE EXPERIENCE - ‘SHOP WITH YOUR SOCIAL GRAPH’Saturday, 5 March 2011
  • 50. Buy 4. FACEBOOK ENHANCED WEB-STORES FACEBOOK ENHANCED WEB-STORES ENHANCING THE E-COMMERCE EXPERIENCE - ‘SHOP WITH YOUR SOCIAL GRAPH’Saturday, 5 March 2011
  • 51. Buy 5. FACEBOOK ADS (FOR E-SALES TRAFFIC) FACEBOOK ADS FOR E-COMMERCE TRAFFIC DRIVING E-COMMERCE TRAFFIC WITH FACEBOOK ADSSaturday, 5 March 2011
  • 52. Buy WHERE TO START? 1. 2. 3. 4. 5. FACEBOOK FACEBOOK FACEBOOK FACEBOOK FACEBOOK ADS STORES DEALS IN-STORE ENHANCED (FOR E-SALES WEB-STORES TRAFFIC) sCRM → Buy ✕ sCRM + Buy ✓Saturday, 5 March 2011
  • 53. Buy STARTING OUT: TRYVERTISING STORE sCRM F-COMMERCE STEP 1: TRYVERTISING (SAMPLING) STORES DRIVING TRIAL AND ADVOCACY WITH SAMPLING STORESSaturday, 5 March 2011
  • 54. Buy STARTING OUT: TRYVERTISING STORE sCRM F-COMMERCE 3. CUSTOMER 5. BRAND 1. CUSTOMER 2. CUSTOMER 4. ALL 3*+ TEAM RECEIVES STEP 1: TRYVERTISING (SAMPLING) STORES PAYS VIP RECEIVES REGULAR REVIEWS FAVOURITE REVIEWS AUTO POSTED TO ‘REVIEW CLOUD’ SUBSCRIPTION SUMMARY DRIVING TRIAL AND ADVOCACY WITH SAMPLING YT SAMPLE BOX PRODUCT IN FB + STORES BOX (WORDLE)Saturday, 5 March 2011
  • 55. Buy L ISTEN LISTEN TO YOUR FOLLOWERS - WHAT KIND OF F-COMMERCE WOULD INTEREST THEM E XPERIMENT EXPERIMENT WITH A RANGE OF LOW-COST TRIALS TO SEE WHAT WORKS FOR YOUR BRAND A DAPT ADAPT YOUR STRATEGY BASED ON FEEDBACK AND WHAT WORKS D EVELOP DEVELOP YOUR F-COMMERCE STRATEGY CONTINUOUSLY, TRIALLING NEW SOLUTIONS AS THEY BECOME AVAILABLELEAD APPROACH TO DEPLOYING F-COMMERCESaturday, 5 March 2011
  • 56. “It’s not the strongest that survives. Nor the most intelligent. It’s the one most adaptable to change” CHARLES DARWIN IMAGE CREDIT http://neoformix.com/2009/Darwin.htmlSaturday, 5 March 2011
  • 57. SYZYGY FIRESIDE TALK THANK YOU FROM ‘LIKE’ TO ‘BUY’ FACEBOOK MARKETING THAT SELLS CONVERSATION STARTER... IF YOU WERE TO TRY F-COMMERCE WHICH TOOL WOULD YOU FIRST USE?Saturday, 5 March 2011