Is social media marketing about recruiting (facebook) fans to become customers and recruiting customers to become fans... it all depends which moment of truth your digital marketing strategy needs to focus on....

1. Leveraging social media to recruit consumers at
Like+1 level.
Laurent Muzellec, Programme Director, MSc in Digital Marketing

2. Why is your company trying
to recruit fans?
What are the ultimate
objectives of your social
media strategy?

4. Forget stupid
metrics… question is:
can my fans help me
to increase market
share or increase my
share of wallet?

5. Social Media Marketing: recruiting fans to
become customers ?

6. Moment of truth
in the digital context
Stimulus Search for Shelf Experience
Information
•Need •Zero •First •Second
Moment of Moment of Moment of
Truth Truth Truth
• Third
Moment of
Truth ?

7. Who do you trust?

8. Social Media Marketing: recruiting your best
customers to become your fans (…to recruit
strangers) !

9. Some Theory to inform
Practice:
Network effect of
recommendations

10. 92% of Facebook users are connected by only
four degrees of separation (5 hops)

11. Number of friends on Facebook…
Source: http://www.facebook.com/note.php?note_id=10150388519243859

12. Few people are looking at your brand fan
page….
Ratio of Impressions of Fans and Friends of Fans to Page views
on Brand Fan Pages

13. Cumulative Reach as a Function of Post
Frequency

14. Key Implications

15. 1. Leverage on Market
Reach

16. 16

17. An easy (wrong?) option: Promoted posts
that target friends of fans…

18. A more compelling reason: Give
customers relevant content to share….
18

19. 2. Engage with (loyal) customers
19

20. 3. Beware of consequences when
things go wrong
20

21. Stimulus Search for Shelf Experience
Information
•Need •Zero •First •Second
Moment of Moment of Moment of
Truth Truth Truth
• Third
Moment of
Truth ?

22. Keep in Touch