The Facebook Era

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Presentación de Clara Shih, creadora de la aplicación Faceconnector, para EEC09

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  • The Facebook Era

    1. 1. The Facebook Era<br />Preparing for a New Kind of Customer Relationship<br />“The Facebook Era recognizes that we’ve come to a place where people can represent their real identity—and use the social filters on the Web to connect with the world around them.” <br />—Sheryl Sandberg<br />Chief Operating Officer, Facebook<br />Clara Shih<br />Author, The Facebook Era<br />CEO, Hearsay Labs<br />October 15, 2009<br />
    2. 2. Practice what we preach<br />@clarashih<br />#EEC09<br />
    3. 3.
    4. 4. Agenda<br />Trends and Numbers<br />New Consumer Psychology<br />Rethinking Sales and Marketing<br />Q&A<br />
    5. 5. The trends and numbers<br />
    6. 6. Welcome to The Facebook Era<br />On Facebook alone . . .<br />Over 300M active users<br />8 billion minutes spent each day<br />1 milliondevelopers<br />from 180 countries<br />is email dead?<br />
    7. 7. PUBLISH<br />everybody-to-<br />everybody<br />many-to-many<br />1-1<br />1-many<br />CONSUME<br />
    8. 8. Winning mainstream audience appeal<br />Source: Nielsen Online Global Index, Dec 2008<br />
    9. 9. Facebook’s growth just keeps going<br />
    10. 10. CMOs are shifting dollars to social media<br />
    11. 11. Three Pillars of Facebook Marketing<br />Facebook Apps Facebook Pages Facebook Ads <br />
    12. 12. The new consumer pyschology<br />
    13. 13. (short video)<br />
    14. 14. Why Facebook was different<br />
    15. 15. Facebookas a forum for online identity<br />Photos and interests<br />Demographic info<br />Employer, school, city<br />Friends<br />Socially acceptable to share<br />
    16. 16. Facebook Connect extends trusted identity to any website<br />
    17. 17. Example.http://thefacebookera.com<br />
    18. 18. As a result, user expectations have changed<br />Due diligence expected<br />Personalized interactions<br />Transitive trust<br />
    19. 19. Facebook and Twitter inventednew modes of communication<br />Casual <br />But emotional<br />Foster weak ties<br />Capture long tail<br />
    20. 20. Rethinking Sales & Marketing<br />
    21. 21. Sales: The Power of Transitive Trust<br />Qualify leads early<br />Low-cost way of staying in touch<br />Build personal rapport<br />Navigate buyer orgs<br />
    22. 22. Sales: Prospecting Friend-of-Friend Networks<br />Example: <br />Aster Data Systems<br />
    23. 23. Customer Service: Crowdsource to Your Customers<br />
    24. 24. The ultimate opt-in marketing channels<br />Example<br />Dell Outlet moved $2M in inventory over Twitter last year<br />
    25. 25. Marketing: The power of hypertargeting<br />“ <br />Fifty percent of my advertising is wasted, I just don’t know which fifty percent<br />Minimize wasted ads<br />Latent interest<br />Test new segments and messaging<br />”<br />
    26. 26. Marketing: The power of referrals<br />Word of mouth automated<br />Existing customers = your sales force<br />Search.twitter.com<br />
    27. 27. eMarketer: Endorsements from friends matter most<br />
    28. 28. Social Customer Lifetime Value (sCLV)<br />Social CLV =CLVold<br />+ Word-of-mouth referrals<br />+ Customer support cost savings<br />+ Sales resulting from idea contributions<br />
    29. 29. Thank you<br />Stay in touch<br />http://facebook.com/thefacebookera<br />RELEASED APRIL 2009<br />Featured in The New York Times<br />

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