Meaning of Like Funnel of Love    Social Media Week Barcelona 2012                           @_ jemima
@_ jemimaSocial Media Lead @pokelondon       Jemima Puddle Duck
@pokelondonA digital-centric creative companyin London and New York
BarcelonaSocial Media Week                    me
“The Meaning of Likeand the Funnel of Love”
Justin Bieber   FC Barcelona   Jesus
Justin Bieber   FC Barcelona      Jesus     #15            #31        (Jesus Daily)                                   #157
Lesson #1
‘Like’ & ‘Share’ this!(this might hurt your eyes)
Edgerank + bad KPIs
Social Sales Funnel                                   L E                                S A                            F ...
ve                        (but this is much more interesting)          el of lo  he funnt                                 ...
Like request = Coupon
of lo ve     funn elt he
Justin Bieber   FC Barcelona
They’re not great at social media
8 Lessons on love(and engagement)Justin Bieber   FC Barcelona
1. Més que un clubA symbol of Catalan culture/identity
Passion topicsTo maintain conversation, your brandmust stand for more than its product.               = Extreme sports    ...
HotpointTry to inspire parents,but you can’t stand forsomething throughwords alone.Brands need to commitand invest in thes...
HotpointTry to inspire parents,but you can’t stand forsomething throughwords alone.Brands need to commitand invest in thes...
2. Play on RivalriesBeing a supporter of FC Barcelona is part of afan’s identity as a human being.
Classic RivalriesRivalries are a part of this, e.g El Clàssic game.         vs.                         vs.         vs.   ...
SamsungThe Next Big Thing
@TacoBell @OldSpiceTwitter and FB are perfectly suited to brandschallenging one another.
3. Share OwnershipFC Barcelona is owned by   Justin Bieber’s Youtubeits fans                   subscribers made him       ...
Snakes on a planeBuilt communitieswhile still filming,and took scriptsuggestions.The fans made thefilm.
Kaiser ChiefsCreate your own album
@EECelebrating the first EE fans
Wispa relaunch
Walkers crisps1.3 million entriesYoY sales up 14%
Walkers crispsThe charity version
4. Be Charitable 0.7% profits   time and name
Virginmoneygiving.comthe free alternative to JustGiving.com
5. Reward your fansFC Barcelona has hundreds of Penyes topromote the club around the World.Fans are rewarded and respected...
GrouponGrowth powered by fanrecommendations for cash incentives.
Fab.comFinancial incentives & goals
Orange Film ClubVirtual rewards through content
6. Break the mouldStand out.When JB wasdiscovered, hewas a little kidsigning soulfulR&B songs, andno one elsewas doing that.
@BetfairpokerCompletely unique and inimitable.
Burberry InstagramCompletely unique and inimitable.
7. CollaborateStand on the shoulders of giants (formutual gain).
NIKE + Apple
Barbour
Barbour
Barbour +Paul Smith   To Ki To      Anya                        Hindmarsh
ASOS Starbucks
8. Organically shareableJustin Bieber’s tweets automaticallyreceive thousands of RTs.
UNIQLOA share button/request is lazy.Try to make sharing part of the process.
There are more...AspirationalMemorableDon’t push the productHave many facesLess is more
Actions speak louder than wordsDon’t change your social mediabehaviour...     ...change how your brand behaves.
Justin Bieber   FC Barcelona
canut!          orça al    ut i fSal    do say hello on twitter         @_ jemima
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
Meaning of Like (SMW Barcelona 2012)
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Meaning of Like (SMW Barcelona 2012)

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The industry is rightly or wrongly obsessed with Likes, Followers, and +1s. When our social feeds are packed with companies struggling to find creative ways to achieve these goals, it’s clear that chasing likes can be a damaging distraction for brands. So what should they really be chasing? In one word: love. Jemima will explain this using the medium of Justin Bieber, FC Barcelona and Jesus.

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Meaning of Like (SMW Barcelona 2012)

  1. 1. Meaning of Like Funnel of Love Social Media Week Barcelona 2012 @_ jemima
  2. 2. @_ jemimaSocial Media Lead @pokelondon Jemima Puddle Duck
  3. 3. @pokelondonA digital-centric creative companyin London and New York
  4. 4. BarcelonaSocial Media Week me
  5. 5. “The Meaning of Likeand the Funnel of Love”
  6. 6. Justin Bieber FC Barcelona Jesus
  7. 7. Justin Bieber FC Barcelona Jesus #15 #31 (Jesus Daily) #157
  8. 8. Lesson #1
  9. 9. ‘Like’ & ‘Share’ this!(this might hurt your eyes)
  10. 10. Edgerank + bad KPIs
  11. 11. Social Sales Funnel L E S A F TI O M T E I N P O
  12. 12. ve (but this is much more interesting) el of lo he funnt S T TI R U M T E
  13. 13. Like request = Coupon
  14. 14. of lo ve funn elt he
  15. 15. Justin Bieber FC Barcelona
  16. 16. They’re not great at social media
  17. 17. 8 Lessons on love(and engagement)Justin Bieber FC Barcelona
  18. 18. 1. Més que un clubA symbol of Catalan culture/identity
  19. 19. Passion topicsTo maintain conversation, your brandmust stand for more than its product. = Extreme sports = Film
  20. 20. HotpointTry to inspire parents,but you can’t stand forsomething throughwords alone.Brands need to commitand invest in thesepassion groups.
  21. 21. HotpointTry to inspire parents,but you can’t stand forsomething throughwords alone.Brands need to commitand invest in thesepassion groups.
  22. 22. 2. Play on RivalriesBeing a supporter of FC Barcelona is part of afan’s identity as a human being.
  23. 23. Classic RivalriesRivalries are a part of this, e.g El Clàssic game. vs. vs. vs. vs.
  24. 24. SamsungThe Next Big Thing
  25. 25. @TacoBell @OldSpiceTwitter and FB are perfectly suited to brandschallenging one another.
  26. 26. 3. Share OwnershipFC Barcelona is owned by Justin Bieber’s Youtubeits fans subscribers made him famous
  27. 27. Snakes on a planeBuilt communitieswhile still filming,and took scriptsuggestions.The fans made thefilm.
  28. 28. Kaiser ChiefsCreate your own album
  29. 29. @EECelebrating the first EE fans
  30. 30. Wispa relaunch
  31. 31. Walkers crisps1.3 million entriesYoY sales up 14%
  32. 32. Walkers crispsThe charity version
  33. 33. 4. Be Charitable 0.7% profits time and name
  34. 34. Virginmoneygiving.comthe free alternative to JustGiving.com
  35. 35. 5. Reward your fansFC Barcelona has hundreds of Penyes topromote the club around the World.Fans are rewarded and respected fortheir efforts.
  36. 36. GrouponGrowth powered by fanrecommendations for cash incentives.
  37. 37. Fab.comFinancial incentives & goals
  38. 38. Orange Film ClubVirtual rewards through content
  39. 39. 6. Break the mouldStand out.When JB wasdiscovered, hewas a little kidsigning soulfulR&B songs, andno one elsewas doing that.
  40. 40. @BetfairpokerCompletely unique and inimitable.
  41. 41. Burberry InstagramCompletely unique and inimitable.
  42. 42. 7. CollaborateStand on the shoulders of giants (formutual gain).
  43. 43. NIKE + Apple
  44. 44. Barbour
  45. 45. Barbour
  46. 46. Barbour +Paul Smith To Ki To Anya Hindmarsh
  47. 47. ASOS Starbucks
  48. 48. 8. Organically shareableJustin Bieber’s tweets automaticallyreceive thousands of RTs.
  49. 49. UNIQLOA share button/request is lazy.Try to make sharing part of the process.
  50. 50. There are more...AspirationalMemorableDon’t push the productHave many facesLess is more
  51. 51. Actions speak louder than wordsDon’t change your social mediabehaviour... ...change how your brand behaves.
  52. 52. Justin Bieber FC Barcelona
  53. 53. canut! orça al ut i fSal do say hello on twitter @_ jemima

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