What do we want from our Facebook fans?

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Coca Cola has 53m followers on Facebook these days (November 2012.) But it sells ~2bn servings a day. Even if we were to pretend that those 53m fans didn't represent a saturated market, how much Coca Cola would they have to buy tomorrow to move the needle?

What are Fans for?

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  • Hey Mat, really interesting presentation. I love how you're promoting the use of social cues to engage fans. I think drawing out emotion and ideas that people connect with beyond purely brand attributes helps bridge the gap to business to fan to friend.

    One area i don't necessarily agree with is the Facebook isn't CRM. From the timeline and post side, all of your arguments hold true. However, Facebook apps allow the brand to own the data and leverage that to segment the audience, personalize and track individuals. As a FB app developer that came out of the FB fund, I think there's a huge opportunity for brands especially in the fashion, home goods, furniture space to build a Social CRM. Would you still argue against it?
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What do we want from our Facebook fans?

  1. 1. WHAT DO WE WANT FROM OURFACEBOOK FANS?
  2. 2. THE CHALLENGES NO MASS-MARKET BRAND CAN EVER SELL ENOUGH TO ITS FANS TO MOVE THE NEEDLE REAL FANS ARE LIKELY TO BE BUYING AS MUCH AS THEY CAN CRM IS BEST CARRIED OUT IN OTHER CHANNELS
  3. 3. FACEBOOK ISN’T CRM BRAND DOESN’T OWN DATA BRAND DOESN’T OWN RELATIONSHIP BRAND CAN’T SEGMENT AUDIENCE BRAND CAN’T PERSONALISE / OPTIMISE MESSAGING BRAND CAN’T TRACK INDIVIDUAL BEHAVIOUR
  4. 4. AUDIENCES RESPOND WELL TO SOCIAL CUES EFFECT OF SOCIAL ENDORSEMENT ON FUNNEL Audiences respond better to socially-endorsed ads Ad Exposure Social Ad Exposure Social Ad + Organic +30% Organic (earned) impressions from content sharing, recommendations improve brand metrics yet further +16% +13% +10% +8% +8% +8% Social ads are more media-efficient than +4% standard ads when it comes to the click (often 3x +2% – 4x as efficient.) Recall Awareness Purchase Intent
  5. 5. SO WHAT DO WE WANT FROM OUR FANS? AUDIENCES RESPOND WELL TO SOCIAL CUES WE WANT TO TURN OUR FANS INTO ADVOCATES OPTIMISE FOR EXPOSURE AND ENDORSEMENT INCREASE E/P RATIO Targeting friends-of-fans using a high-quality fan audience Facebook’s editorial algorithms respond quickly to brand will improve media efficiencies and campaign content that fans engage with. The link between fans and effectiveness, while reaching as large an audience as their close friends is generally stronger than the link possible. between a Page and its fans.
  6. 6. HOW TO USE FANS AS ADVOCATES CREATING APPEARING IN AS AMPLIFY AND SUPPORT OPPORTUNITIES FOR MANY NEWS FEEDS AS CONVENTIONAL BY AUDIENCE TO ENDORSE BY POSSIBLE WITH HIGHLY MARKETING ACTIVITY & SHARE YOUR BRAND RELEVANT BRANDED WITH THEIR FRIENDS CONTENT SOCIAL MEDIA = TURNING OUR CUSTOMERS INTO OUR ADVERTISING ASSETS
  7. 7. SOCIAL CUES INCREASE RELEVANCE OF BRAND EXPOSURE AIDING AWARENESS & RECALLStories about users friendsare more “relevant” to them PROMPTEDthan stories about brands. SHARING A large, high quality PageSocial ads benefit following lets us maximisefrom this effect. the opportunity presented by friend-of-fan targeting FOF TARGETING ALL OTHER PAID MEDIA

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