iStrategy AMS 2011 - Emeric Ernoult, Agorapulse

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iStrategy Amsterdam 2011 : Emeric Ernoult, Co-Founder, Agorapulse - Why brands are still wasting money on Facebook while they could be making profit? (Day One - Workshop One)

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iStrategy AMS 2011 - Emeric Ernoult, Agorapulse

  1. 1. Why brands are stillwasting<br />Money on facebookwhiletheycouldbemaking profit?<br />
  2. 2. email<br />Marketing<br />effectiveness<br />
  3. 3. email<br />Marketing<br />effectiveness<br />SEM<br />cost<br />
  4. 4. email<br />Marketing<br />effectiveness<br />SEM<br />cost<br />SOCIAL<br />Web<br />Audience<br />
  5. 5.
  6. 6.
  7. 7. ROI<br />QUANTITY<br />FIRST TRIALS<br />2011<br />2009<br />2010<br />
  8. 8. Social marketing ROI is on the top priorities of the CMO<br />Source : Marketing Sherpa, 2011<br />
  9. 9.  “In Q1 2011, 20% of CMOs said that social marketing is producing a measurable ROI for their organization, and that they would continue to invest in this tactic.<br /> This percentage has nearly tripled from 7% a year ago and the perception of social<br />marketing’s value continues to improve”<br />Marketing Sherpa, Social Marketing Benchmark Survey 2011<br />
  10. 10. How about you ?<br />
  11. 11. How many of you have a Facebook presence?<br />
  12. 12. How manyFacebook fans do you have ?<br />
  13. 13. Do you have an idea of the value of each of your fans?<br />
  14. 14. However,youprobably know …<br />
  15. 15. How muchis<br />worth<br />a client<br />
  16. 16. How muchis<br />worth<br />a qualified lead<br />
  17. 17. How muchis<br />worth<br />an email address<br />
  18. 18. But most brands have no idea of<br />The value of<br />a facebook fan<br />
  19. 19. The cold truth:<br />NOT MUCH...<br />Unlessyoucan engage them<br />and know whoyou are engagingwith! <br />
  20. 20. engaging<br />qualifying<br />AND<br />
  21. 21. engaging<br />qualifying<br />AND<br />One does not create <br />measurable value <br />without the other<br />
  22. 22. qualifyingwithoutengaging :<br />If no one hears you, <br />your effort is worthless<br />
  23. 23. engagingwithoutqualifying :<br />You may Spend your money and energy in engaging with “fans” who love to chat but will never buy anything from you<br />
  24. 24.
  25. 25.
  26. 26.
  27. 27.
  28. 28.
  29. 29. Brands build Facebook apps<br />to engage their fans with<br />giveaways, contest and games<br />
  30. 30. BUT REMEMBER<br />
  31. 31. BUT REMEMBER<br />engagingisonly the first key<br />to create value, <br />youalsoneed to qualifyyour fans<br />
  32. 32. what do you<br />REALLY know about them?<br />
  33. 33. Let’smeet Gianni<br />Let’smeet<br />Gianni<br />
  34. 34.
  35. 35. Weoperate the fan page of a famousItalianmotorbikebrand and Gianni is one of ourmost active fans<br />
  36. 36. we know hesaysnicethings<br />about the brand<br />
  37. 37. So weanswerGianni’s questions, <br />congratulatehim for likes and comments…<br />But what do we really <br />know about Gianni?<br />
  38. 38. Does<br />heown one of our brand products?<br />Which<br />one?<br />But what do we really <br />know about Gianni?<br />Is heready to spread the word about our brand ?<br />Is helooking to buy one?<br />
  39. 39. The problemis…<br />Facebook does not give us<br />thatkind information about Gianni…<br />
  40. 40. Whenviewing the list of fans, <br />thisiswhat Facebook gives us, pretty light huh?<br />
  41. 41. And identifyingourbest fans isstillguesswork<br />
  42. 42. Luckily, Gianni’sprofile is public, sowecanreadthroughit<br />
  43. 43.
  44. 44. But wedo not have the time to do that for our 9,500 fans<br />
  45. 45. x 9 500 ??<br />Nor do wehave time to copy / paste<br />that information in our CRM !<br />
  46. 46. Worse, wewereluckywith Gianni, but mostfacebook profile are private<br />
  47. 47. So thisiswhatyouget<br />
  48. 48. Almostnothing…<br />Can you get more<br />than « nothing » ?<br />
  49. 49. The good news :<br />Facebook appscangiveyou<br />the information youneed about your fans<br />
  50. 50. Hereisthe type of information <br />an appcan have access to:<br />
  51. 51. You canevenrequest<br />yourownspecificinformation:<br />
  52. 52. So the apps are great to engage fans and are also the key to a <br />betterknowledge of your fans!<br />
  53. 53. Buy me !<br />That’s one reasonwhy all agencies<br />want to sellyou Facebook apps for your page<br />
  54. 54. Sweep<br />stakes<br />contests<br />Theyorganize sweepstakes <br />and contests to increaseyour fan base<br />
  55. 55. But how do theirappswork for you?<br />
  56. 56. So youcancollect data, right?<br />Well…<br />
  57. 57. Look again to the waythingsworktodaywithotherappssuppliers<br />
  58. 58. Each application collectsitsown set of data<br />
  59. 59. So each application create a new data silo<br />
  60. 60. The problem?<br />
  61. 61.
  62. 62.
  63. 63.
  64. 64.
  65. 65. So yes, youcollectdata<br />but itisalmostworthless<br />(Unlessyoulikecollecting .CSV)<br />
  66. 66. The result:<br />
  67. 67. Most of the appswill engage your audience, <br />
  68. 68. Most of the appswill engage your audience, <br />but theywon’t help you<br />qualifyyour fan base.<br />
  69. 69. Neitherwilltheygiveyou a unifiedview<br />of your fan base activity and value<br />
  70. 70. So youkeep<br />talking to <br />strangers<br />
  71. 71. And youare building this:<br />Campaign 4<br />Campaign 1<br />Campaign 3<br />Campaign 2<br />
  72. 72. Whenwhatyoushouldbe building isthis:<br />Campaign 4<br />Campaign 3<br />Campaign 2<br />Campaign 1<br />
  73. 73. And what if…<br />All the data collected by eachapp<br />wascontributed to a single database?<br />And eachappwas accessible <br />through a single sign on?<br />
  74. 74.
  75. 75. And thatdatabasewas<br />directlylinkedto your fan profiles <br />on yourfanpage manager?<br />So whenlookingat a fan’s comment, <br />you’d know whohe/sheis<br />and what to reply?<br />
  76. 76. And what if…<br />All this data couldbedirectly<br />linked to you in-house CRM ?<br />So when a client calls, <br />you know whathesaid on Facebook?<br />
  77. 77. That are the « if(s) » wewanted to solve<br />
  78. 78. So wewentfromhere …<br />
  79. 79. … to there<br />
  80. 80. First wedidlikeeverybodyelse : webuiltengaging applications <br />
  81. 81. First wedidlikeeverybodyelse : webuiltengaging applications <br />Quizzes<br />
  82. 82. First wedidlikeeverybodyelse : webuiltengaging applications <br />Quizzes<br />sweepstakes<br />
  83. 83. First wedidlikeeverybodyelse : webuiltengaging applications <br />Quizzes<br />sweepstakes<br />photomontage<br />
  84. 84. First wedidlikeeverybodyelse : webuiltengaging applications <br />Quizzes<br />sweepstakes<br />photomontage<br />photo contests, <br />group buying, <br />etc…<br />
  85. 85. But we made them accessible through a single backoffice<br />
  86. 86. And we manage all the data in a single database<br />
  87. 87. So youcanaccesseverything<br />from a single log in<br />Such as the list of <br />your best fans…<br />
  88. 88. So youcanaccesseverything<br />from a single log in<br />A clear view of <br />their interactions…<br />
  89. 89. So youcanaccesseverything<br />from a single log in<br />A comprehensive <br />history of their activity…<br />
  90. 90. So youcanaccesseverything<br />from a single log in<br />And more importantly, <br />all the data collected <br />through our apps<br />
  91. 91. who <br />they are<br />whatthey’ve been saying<br />So you know:<br />theirlevel of engagement<br />their sentiment about your brand<br />
  92. 92. So wecan propose himaccessories for his bike, VIP tours withother bikes owners and otherproducts or information hemightbeinterested in.<br />We know<br />heis a client<br />We know<br />what model of bike he owns<br />We know<br />he loves us<br />So Gianni is not <br />a strangeranymore !<br />
  93. 93. And finally, all thisvaluable information is accessible by the brand’s in-house CRM through a dedicated web service<br />
  94. 94. So Facebook is not justanother silo in your clients / prospects knowledge system<br />
  95. 95. Remember, to create value on Facebook, <br />you have to solve the equation :<br />Engagement + qualification = value<br />
  96. 96. There is no unique recipe <br />for maximizing your Facebook ROI. <br />Each brand has to build its own way<br />However, one thing is for sure: <br />an unqualified fan base has no inherent value <br />for your business whereas a qualified leads base <br />has a clearly defined one.<br />
  97. 97. You already know how much <br />a client, a qualified lead and an email address are worth. <br />So if Facebook can qualify them <br />for you, the value is there, instantly<br />
  98. 98. If a qualified lead is worth 5€ in your business, <br />here is the difference :<br />100 000 fans<br />with 20 000 qualified fans<br />100 000 <br />unqualified fans<br />Value : 100 000 €<br />Value : ???<br />Simple maths …<br />
  99. 99. Brands need to focus <br />on both, by adding <br />qualification to <br />the engagement<br />Engagement + qualification = value<br />Today, the market focus <br />on one set of the equation: the engagement…<br />
  100. 100. So Facebook canadd<br />business value to the conversations…<br />
  101. 101. …and transformyour fans into clients <br />and leads that are easy to activate and value!<br />
  102. 102. contact@agorapulse.com<br />

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