Socialize: Monetizing Social Media - Michael Jaindl

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Strike While the Iron is Hot: The Power of Real Time Social Engagement

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Socialize: Monetizing Social Media - Michael Jaindl

  1. 1. Socialize: REAL TIME Social Engagement<br />April 1 2011<br />Presented by:<br /> MICHAEL“MJ” Jaindl<br /> Chief client officer @ Buddy Media<br /> Facebook: facebook.com/jaindl<br />Twitter: @jaindl<br />Email: MJ@buddymedia.com<br />1<br />
  2. 2. Big Questions<br />How do I get Facebook users to engage with my brand?<br />How do I encourage viral growth?<br />Why does Facebook Page growth and engagement matter?<br />2<br />
  3. 3. How to improve engagement<br />Strategy #1: Content + Context = Engagement<br />Know what your audience gets excited about!<br />Identify potential “couch conversations”<br />Publish brand content that enriches existing conversations<br />3<br />
  4. 4. Case studyGiants v Eagles<br />vs<br />4<br />
  5. 5. Game Week<br />5<br />Friday December 17, 2010 – Misc<br />Right Time<br />Bad Content<br />Good Content<br />362<br />Engagements<br />Wrong Time<br />
  6. 6. Game week<br />6<br />Friday December 17, 2010 – Player Update<br />Right Time<br />Bad Content<br />Good Content<br />918 Engagements<br />Wrong Time<br />
  7. 7. Pre Game<br />7<br />Sunday December 19, 2010 – Player Update<br />Right Time<br />Bad Content<br />Good Content<br />1762<br />Engagements<br />Wrong Time<br />
  8. 8. During Game<br />8<br />Sunday December 19, 2010 – Fact<br />Right Time<br />Bad Content<br />Good Content<br />1380<br />Engagements<br />Wrong Time<br />
  9. 9. During Game<br />9<br />Sunday December 19, 2010 – Play-by-play<br />Right Time<br />Bad Content<br />Good Content<br />2011<br />Engagements<br />Wrong Time<br />
  10. 10. During Game<br />10<br />Sunday December 19, 2010 – Play-by-play<br />Right Time<br />Bad Content<br />Good Content<br />2839<br />Engagements<br />Wrong Time<br />
  11. 11. What Happened next?<br />11<br />
  12. 12. During Game<br />12<br />Sunday December 19, 2010 – Play-by-play<br />Right Time<br />Bad Content<br />Good Content<br />8254<br />Engagements<br />Wrong Time<br />
  13. 13. AFTER GAME<br />13<br />Sunday December 19, 2010 – Update<br />Right Time<br />Bad Content<br />Good Content<br />6448<br />Engagements<br />Wrong Time<br />
  14. 14. NEXT DAY<br />14<br />Monday December 20, 2010 – Question<br />Right Time<br />Bad Content<br />Good Content<br />1316<br />Engagements<br />Wrong Time<br />
  15. 15. Content + context = engagement<br />
  16. 16. Contextual Relevancy is critical<br />16<br />Sunday December 19, 2010 (Eagles v Giants)<br />17,541 engagement in 9 minuteson 3 posts<br />October 1 – October 10 (Eagles v Redskins)<br />16,312 engagement in 7 days on 30 posts<br />“Give me six hours to chop down a tree and I will spend the first four sharpening the axe”<br />-Abraham Lincoln<br />
  17. 17. Every audience has a sweet spot <br />17<br />
  18. 18. Sparking viral growth<br />18<br />Strategy #2: Make your fans look good<br />Understand how your audience likes to be perceived<br />Create sharable content that creates that perception<br />If it doesn’t make them look good fans won’t share<br />
  19. 19. Case Study The Oscars<br />19<br />
  20. 20. A Daily Glow User profile<br />20<br />Meet Patti<br />Wife<br />35 <br />Mother of 2<br />Movie buff<br />Likes to be “in the know”<br />Loves looking good, feeling good and sharing beauty secrets with her close group of girl friends<br />
  21. 21. What does Patti engage with?<br />21<br />Out of these 4 polls 1 received 10x the engagement<br />Predictions – Fri 2/25<br />Most Improved– Sat 2/26<br />Most Memorable– Sun 2/27<br />Best of 2011 – Sun/Mon 2/27<br />
  22. 22. POLLs TAKEN<br />Total Polls Taken = 3,338 Total Polls Shared = 2,691 <br />22<br />-relevant<br />-real time<br />-shareable<br />Over 10x Engagement<br />
  23. 23. Know your demo<br />23<br />Patti is more likely to engage with content that:<br /><ul><li>Is relevant
  24. 24. Is real time
  25. 25. Is part of an hot conversation
  26. 26. Makes Patti look like she is “in the know”</li></li></ul><li>Amplifying Fan growth and engagement<br />24<br />Strategy #3: Think holistically<br />Owned, earned, paid media need to work together<br />Continue conversations on Facebook <br />Give back to your fans<br />
  27. 27. What not to do<br />25<br />Find us on Facebook?<br />
  28. 28. On air<br />26<br />1,899,852 fans<br />1,812,569 fans<br />172,510 fans<br />2,429 fans<br />
  29. 29. Email<br />27<br />Owned media promotion<br /><ul><li>NY & Co</li></ul>90,000 -> 160,000+ Fans<br />
  30. 30. Paid media<br />Facebook tabs can act as an amplifier for existing paid media campaigns <br />By interacting with content on the tab, users generate additional viral lift helping you get more fans for free and lowering your cost per fan<br />This works best when marketing efforts are focused around an event<br />28<br />
  31. 31. Spark viral lift with paid media<br />29<br />$1.02 - $0.10 cost per fan<br />$0 cost per viral fan<br />$2.50 – $0.30 cost per paid fan<br />
  32. 32. Give back – what is the value exchange?<br />
  33. 33. How to improve engagement<br />Strategy #4: Optimize Your Posts<br />Your fans are emotional<br />Your fans are busy<br />Respect and love them and they will love you back<br />31<br />
  34. 34. Best practices<br />Keep post short and sweet<br />Be careful about using URL shorteners<br />Timing is everything!<br />Post on the right day<br />Use the right words<br />Place questions at the end of posts<br />32<br />
  35. 35. WHY DOES it Matter?<br />33<br />
  36. 36. Facebook is where people spend time<br />FACEBOOK BY THE NUMBERS<br /><ul><li>600 million users worldwide spending an average 25 minutes per day
  37. 37. The most visited site in 2010 in the U.S., beating out Google and Yahoo
  38. 38. Receives 3 out of every 10 website page views</li></ul>34<br />
  39. 39. The Facebook generation is growing up<br />Facebook beats email for the 18-24 year old demographic<br />35<br />
  40. 40. Consumer spending on the rise<br />Social commerce is on the rise:<br /><ul><li>Social commerce is currently a $5 billion market globally
  41. 41. Social commerce is estimated to expand to a $30 billion market in the next 4 years
  42. 42. Facebook is the obvious social commerce play for brands</li></ul>36<br />
  43. 43. Remember1) Content + context = engagement2) Make your fans look good3) Think holistically4) Optimize your messaging<br />37<br />
  44. 44. Thank You!<br />MICHAEL“MJ” Jaindl<br />Chief client officer @ Buddy Media<br />Facebook.com/jaindl<br />Twitter: @jaindl<br />Email: MJ@buddymedia.com<br />38<br />

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