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What Builds Fans SA Marketing Week 2010

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Session from Marketing Week 2010, under the theme of Fans Build Brands, this looks at how to build fans

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What Builds Fans SA Marketing Week 2010

  1. 1. If fans build brands, how do you build fans? CONTENT IN THE CONTEXT OF THE AUDIENCE
  2. 2. #marketingweek confused! One session says don't have strategy for social media, baby steps. Next session MUST need strategy.
  3. 3. PHASE 2
  4. 4. Build it and they will come….. Really?
  5. 5. 6 parts to phase 2….
  6. 6. Connect Relevant Consistent Trust Engage Evolve
  7. 7. Ok – but why?
  8. 8. 90 9 1
  9. 9. Power Law: 1% of the customers create most of the user-generated-content, 9% engage with the content and 90% simply read the content.
  10. 10. Define what type of fans
  11. 11. "The philosophy behind much advertising is based on the old observation that every man is really two men -- the man he is and the man he wants to be.” William Feather
  12. 12. The internet has made constructing our (multiple) identities through communities more visible, accessible, and rewarding.
  13. 13. "multiple e-dentity disorder"
  14. 14. So there is another measurement we need to consider in our activities, to ensure that activities also have the greatest measurable impact on human interaction.
  15. 15. CONNECT
  16. 16. Tweetmeme’s re-tweet buttons, are being displayed 500 million times a day and now on about 200,000 sites.
  17. 17. Source: http://www.seomofo.com/wordpress/tweetmeme-retweet-button.html
  18. 18. Did the change of “Become a fan” to “Like” create greater engagement?
  19. 19. "Becoming a fan of a brand is perceived as a large commitment and is an important measurement metric... 'Liking' can be another great driver of awareness and an opportunity for users to show an additional form of affinity,” Scott Kepler, CTO Context Optional
  20. 20. Facebook, 3 Billion ‘Likes’ per day
  21. 21. Facebook’s social plug-ins are now on around 350,000 sites globally.
  22. 22. 3 variations to “like”
  23. 23. 1. I hit the like button on pages all the time. I like your picture. I like the fact you had fun on your vacation. It doesn’t mean I want to get into a long involved conversation or see all your vacation pictures.
  24. 24. 2. I like the jeans you are selling on your website. I like them because I already own a pair. I am not giving you permission to contact me and try to sell me something or to suggest to my friends that they should buy them because I like them.
  25. 25. 3. I like the book you just read. I would like to buy a copy. It would save me time if by liking this book someone would contact me from Amazon with a link to quickly allow me to buy it.
  26. 26. 4. “Liking” something can have any number of meanings. Unless FB comes up with a solution for the problems caused by the misinterpretation of these meanings, the Like button will quickly become a nuisance. – Mark Cuban, blog maverick
  27. 27. Like ≠ Fan
  28. 28. and the one thing in common among (nearly) all? They are fmcg brands
  29. 29. social media facilitates broader coverage than a site destination
  30. 30. As facebook engagement grows the question arises - what does this mean for web sites?
  31. 31. RELEVANT
  32. 32. Great content drives the conversation – and it is out of the hands of the creator as the message travels from one to one through to many. Great content provides the reason that people will continue to visit and explore. Great content, consistently delivered, will create fans.
  33. 33. RIGHT PLACE, RIGHT TIME
  34. 34. Go back three years ago. Twitter was being used by the same crowd that is playing with Foursquare today….. …but I think this lame little location game is going to be bigger than Twitter. Why? Because eventually businesses will learn that this is an even better way to engage with customers than Twitter is. Robert Scoble
  35. 35. 2.4 million people use Foursquare globally 100,000 sign on everyday 40% of users are outside US Large communities in Australia, Singapore, Hong Kong, Malaysia, and Indonesia Source: Foursquare, August 2010
  36. 36. “…I want Foursquare to be able to tell people where to go wherever they are in the world, based on their previous visiting habits, likes and dislikes and the time of day…We want to be able to push venue suggestions to you.…. as we develop Foursquare tools and how we use our data,” Dennis Crowley, co-founder Foursquare.
  37. 37. CONSISTENT
  38. 38. The site is known for its local daily deals, often offered by small businesses including restaurants, gyms and spas. With a $1 billion valuation and more than 9.4 million Groupons sold since its launch, it has become one of the most recognized group buying sites on the web.
  39. 39. Groupon launched its first national deal (20/8), partnering with Gap to offer $50 worth of apparel and accessories at the low price of $25. Update: By day’s end, 441,000 Groupons were sold, bringing in a little more than $11 million. Groupon usually splits the revenue with partners, but declined to disclose its share.
  40. 40. TRUST
  41. 41. Whether an individual can be influenced and become a fan is as important as the desirability of the influencer.
  42. 42. Keeping control of your fans privacy…. Via http://blogs.forrester.com/augie_ray/10-07-30-amazon_shows_how_protect_your_brand_while_connecting_facebook? cm_mmc=RSS-_-MS-_-913-_-blog_2586
  43. 43. Facebook’s privacy policy is longer than the U.S. Constitution. The U.S. constitution has a paltry 4,543 words to Facebook’s 5,830. Nick Bilton, NY Times 5/2010
  44. 44. ENGAGE
  45. 45. Content
  46. 46. EVOLVE
  47. 47. “Studies have shown that marketers perceive blogs to have the highest value of any social media in driving site traffic, brand awareness, lead generation and sales—as well as improving customer service,” Source: eMarketer : Steady Gains in Blogging by Marketers August, 2010
  48. 48. Building fans should not be seen as an end in itself remember Stage 2?
  49. 49. Gaining 700,000 Facebook fans by accident •  This was not due to interest the topic, but because they identified with his title: “They were the sort of people who were also fans of such inane but popular Facebook fan pages as “Punching Things” and “I hate it when I get fingerprints all over my phone.” •  This Facebook popularity has had hardly any impact on book sales
  50. 50. The brand does not always need to be in control
  51. 51. There needs to be a balance of being in control and being in touch. The more in control the brand is, the less in touch they become. Marketers are most likely to succeed and be "in touch" when they let consumers be in control. AG Lafley, CEO Proctor & Gamble
  52. 52. Fan-run communities can be powerful brand advocates – e.g Blackberry Cool
  53. 53. RATM
  54. 54. Having been Christmas no.1 for 4 years in a row, 2009 seemed like a forgone conclusion
  55. 55. Ultimately, engagement beat reach
  56. 56. Rage Against The Machine OUTSOLD X Factor by 50,000 records 500,000 to 450,000
  57. 57. Why did it work?
  58. 58. •  Context •  Provocative •  Co-ownership •  Simple goal •  Leveraged high profile supporters •  Viral nature of networks •  Conversion was easy
  59. 59. A closing thought
  60. 60. Thanks phil@apparent.com.au twitter.com/phillipsmith twitter.com/weareapparent facebook.com/weareapparent

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