Facebook Comes of Age?


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Presentation to Facebook & PR conference (7th December 2011)

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  • We now have 300,000 pages and three of our top 15 Pages are brands
  • We now have 300,000 pages and three of our top 15 Pages are brands
  • Facebook Comes of Age?

    1. 1. Facebook Comes of Age? Martin Thomas @crowdsurfing
    2. 2. A Market Matures Gartner Hype Cycle 46% of UK Facebook users have thought about leaving network & user numbers dropped by 100,000 May-Jun (Marketing, Jun 11)
    3. 3. A Market Matures Gartner Hype Cycle 10,000 new companies begin marketing with Facebook every day (Facebook, Jul 11)
    4. 4. Growing Specialisation “ as social networks mature the individual platforms are beginning to demonstrate their core strengths & UK consumers are increasingly differentiating them” YouGov (Jul 11) Strength or Weakness?
    5. 5. A Market Matures <ul><li>New behaviour & expectations </li></ul>Gartner Hype Cycle
    6. 6. New Behaviour “ Amplifying the volume of moaning”
    7. 7. Supercharged Activism
    8. 8. New Internal Challenges “ R ude, smelly and stupid” “ Pikey skanks” “ Chavs” “Poor safety standards”
    9. 9. New Internal Communications Responsibilities Even though posts were set to 'private', tribunal ruled that they could have been forwarded on and said the sacking was justified because Apple has a clear policy against employees making critical remarks regarding the brand. http://wp.me/p1xtr9-u60 Be honest, respectful, confidential, think of the community & stay in compliance. Apple places a huge value on their brand and their reputation and they expect employees to enhance, not besmirch it.
    10. 10. New Expectations “ Customer service expectations are not set by what your competitors are doing but by anyone” General Manager, Customer Services, O2
    11. 11. Real Social Media Effect <ul><li>Dramatizing institutions’ structural, operational & cultural weaknesses </li></ul>Connected Consumer meets Disconnected Corporation
    12. 12. “ Digital communications is a destabilizing force in a bureaucratic environment. And I am sitting right in the middle of a bureaucratic environment.’” Senior corporate communications director “ We’re not set up for this shit” UK CEO
    13. 13. Thriving by Loosening Up <ul><li>Operational & cultural traits of successful organisations </li></ul><ul><ul><li>Trusting </li></ul></ul><ul><ul><li>Open </li></ul></ul><ul><ul><li>Agile </li></ul></ul><ul><ul><li>Informal </li></ul></ul><ul><ul><li>Collaborative </li></ul></ul>
    14. 14. Tight Thinkers Need Not Apply <ul><li>Organisations & people that struggle with this new world </li></ul><ul><ul><li>Hierarchical </li></ul></ul><ul><ul><li>Bureaucratic </li></ul></ul><ul><ul><li>Process oriented </li></ul></ul><ul><ul><li>Distrustful </li></ul></ul>
    15. 15. A Market Matures <ul><li>New behaviour & expectations </li></ul><ul><li>Gimmicks to game changers </li></ul>Gartner Hype Cycle
    16. 16. Game Changers? <ul><li>Community engagement </li></ul><ul><li>Transforming customer service </li></ul><ul><li>Social (F) commerce </li></ul><ul><li>Mobile/geo-targeting </li></ul>
    17. 17. 1. Community Engagement Communities already exist ... think about how you can help that community do what it wants to do. Mark Zuckerberg, founder & CEO of Facebook
    18. 18. Harnessing new patterns of collective behaviour
    19. 19. Tapping into Collective Spirit <ul><li>Leveraging people’s willingness to shape service & product offers </li></ul><ul><li>70% of companies regularly create value through use of web-based communities (McKinsey) </li></ul>
    20. 20. The Power of Communities Create Content Solve Problems Create Businesses Contribute Ideas 80,000 ideas 
    21. 21. Engaging a Community
    22. 22. 2. Transforming Customer Service <ul><li>50% of comments tend to be general questions/queries, 35% general feedback and only 15% complaints </li></ul><ul><li>Take customer-specific queries offline for 1:1 attention </li></ul><ul><li>Roughly 50% of general queries, are answered by other customers  Need to learn to step back </li></ul>
    23. 23. 3. F-Commerce 89% of people have not bought anything via Facebook and 44% don’t have any interest in doing so Havas/Lightspeed, July 11
    24. 24. 4. Mobile/Geo-Targeting
    25. 25. Commercial Opportunity <ul><li>500+ places </li></ul><ul><li>1 million check-ins </li></ul><ul><li>958,000 visits to the app </li></ul>What’s Top What’s Nearby What’s Hot What Can I Buy
    26. 26. Summary <ul><li>Organisational culture more important than technology </li></ul><ul><li>Gamechangers have ability to transform organisations </li></ul>@crowdsurfing