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October 2011 
Facebook garage 06102011_final
Who we are
                          A full‐service social media agency 




            25% Strategy – 25% Technology – 25% Creative – 25% Human




                                     What we do
                      Organize – Manage – Engage ‐ Measure 
We work with strategic counseling, development and implementa<on of social media solu<ons, ini<ated to 
  create value for companies and organiza<ons related to internal and external communica<on, public 
                        rela<ons, product development, branding and marke<ng. 
        We help companies and brands organize, manage and engage in social media to leverage 
             and measure the opportunity of crea<ng value through the online social sphere. 
We find it essen<al that we hold knowledge and best prac<ce on how the various social 
  media plaHorms are to be used in a business perspec<ve and that we through our 
  community connects with thought leaders within social media around the world. 


        We welcome you to become part of our community.
Time spend on Facebook 




                                  Users are 40‐150 <mes more 
                                    likely to consume branded 
                                  content in the Newsfeed than 
                                     to visit the Fan page itself 




 Source: ComScore Mediabuilder 
The average Facebook user 



                                                                             Spends 15 hours and 33 minutes on 
       Visits the site 40 <mes per month                                     Facebook per month (23 minutes on 
                                                                                         each visit) 



                                                                          Has more than 900 million objects to 
         Has 130 friends and sends 8 friend 
                                                                        interact with (community pages, groups 
         requests per month                                                            and events) 



             Creates 90 pieces of                               On an average day 
             content each month,                                •  15% update their own status 
           which brings a total of 30                           •  22% comment on another’s post or status 
            billion pieces of shared 
                                                                •  26% like another user’s content 
                     content   


 Source: facebook.com, PEW Reseach Center, InSites Consul<ng 
Fans liking brands 


            78% of people who “like” brands            76% of people have never 
             on Facebook like fewer than 10               “unliked” a brand 
                        brands 




        56% of fans say they are more likely 
                                                51% of fans say they are more likely 
         to recommend a brand to a friend 
                                                 to buy a product since becoming a 
                aeer becoming a fan 
                                                                fan 



 Source: Syncapse.com, InSites Consul<ng 
Facebook garage 06102011_final
Building a community 




                        Goals 



                        Targets 



                        Strategy 


                        Tac<cs 
Building sustainable rela<onships 
Role of the brand 


                     “Social media should not be about promo4ng brands and 
                     products, but about facilita4ng conversa4ons and experience 
                     around consumer passion points” 


                     ”Brand role is to provide useful, relevant or entertaining content 
                     to facilitate the conversa4on and create brand endorsement” 

                     “Social media is not about building awareness and 
                     considera4on, but about building brand engagement and 
                     driving advocacy” 

                     “Social media is not about campaigning, but about con4nuously 
                     managing a community, engaging with and responding to 
                     consumers” 

                Jakob Holm Kalkar, Media & Digital Communica<ons Director 
                Group Sales, Marke<ng & Innova<on (GSMI)  
                Carlsberg Breweries A/S 
Socially sharable 
Social Designer @Mindjumpers 




                                 A Social Designer assures 
                                that the outcome involves 
                                   user mo<va<on and is 
                                 socially sharable to fit the 
                                   digital plaHorm and it’s 
                                users needs and behaviour, 
                                  both strategically when 
                                   developing concepts as 
                                   well as graphical when 
                                  ensuring usability within 
                                   the design and layout.  
Concept Development 



         Goals         Social Sharable 
If you wanna be my brand!

                                         Keep on
                                        making me
                Never let                 smile
                me down


                                                               Always
                                                             surprise me

  Stay honest
and tell the truth
  - cause I will
   forgive you
                             My brand
                                                             Change when
                                                             you need to,
                                                            but stay true to
                                                             your heritage

            Dress nicely
                                      Never ever
                                      take me for
                                        granted




“If you’ll stick to these simple guidelines – I’m prepared to spend the rest
of my life with you and give you my all my love.”
Johan Ronnestam



                                                                               rs
                                                                                    15 
                                                                        Designe
                                                               Social
Crea<ng conversa<on 



        Target group / Tribe 


           Tone of Voice 

     Conversa<onal touch points 


       Engagement Key words 



           Approval flow 
Edgerank ‐ dominate the newsfeed 




                                              Affinity 
                                    Interac<ons a user has with a 
                                          page (one‐sided) 



                                               Weight 
                                      Different weight scores of 
                                          different content 



                                                Time 
                                    The more recent the more likely 
                                              to appear 


 Source: Facebook 
How to produce engaging updates

                                  How to
                             create engaging
                            updates and rank
                            higher in people’s
                                news feed?




Post only 5-10 %                                             Ask questions
sales-oriented                                               and provide
updates                                                      easy
                                                             call-to-action
                 Keep timing in               Keep updates
                 mind and post                short and
                 only once or                 focused
                 twice a day
Communicate
in the brand’s        Remember              Include
tone of voice         people see            photos and
                      updates in            videos as
                      their news            often as
                      feed                  possible
                                                      Make conversational
                                                      topics and plan
                                                      updates accordingly
                                  Never miss
                                  proof reading



                                                                       Designe
                                                                                 rs   18 
                                                              Social
Content Manager for  
   Coca‐Cola Ski Hotel 
      2011/2012 

1 month of training + 4 ½ 
 months in Val Thorens 

  If you love to create 
 content, social media, 
  skiing and of course  
       Coca‐Cola 

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Facebook garage 06102011_final

  • 3. Who we are A full‐service social media agency  25% Strategy – 25% Technology – 25% Creative – 25% Human What we do Organize – Manage – Engage ‐ Measure  We work with strategic counseling, development and implementa<on of social media solu<ons, ini<ated to  create value for companies and organiza<ons related to internal and external communica<on, public  rela<ons, product development, branding and marke<ng.  We help companies and brands organize, manage and engage in social media to leverage  and measure the opportunity of crea<ng value through the online social sphere. 
  • 4. We find it essen<al that we hold knowledge and best prac<ce on how the various social  media plaHorms are to be used in a business perspec<ve and that we through our  community connects with thought leaders within social media around the world.  We welcome you to become part of our community.
  • 5. Time spend on Facebook  Users are 40‐150 <mes more  likely to consume branded  content in the Newsfeed than  to visit the Fan page itself  Source: ComScore Mediabuilder 
  • 6. The average Facebook user  Spends 15 hours and 33 minutes on  Visits the site 40 <mes per month  Facebook per month (23 minutes on  each visit)  Has more than 900 million objects to  Has 130 friends and sends 8 friend  interact with (community pages, groups  requests per month  and events)  Creates 90 pieces of  On an average day  content each month,  •  15% update their own status  which brings a total of 30  •  22% comment on another’s post or status  billion pieces of shared  •  26% like another user’s content  content    Source: facebook.com, PEW Reseach Center, InSites Consul<ng 
  • 7. Fans liking brands  78% of people who “like” brands  76% of people have never  on Facebook like fewer than 10  “unliked” a brand  brands  56% of fans say they are more likely  51% of fans say they are more likely  to recommend a brand to a friend  to buy a product since becoming a  aeer becoming a fan  fan  Source: Syncapse.com, InSites Consul<ng 
  • 9. Building a community  Goals  Targets  Strategy  Tac<cs 
  • 11. Role of the brand  “Social media should not be about promo4ng brands and  products, but about facilita4ng conversa4ons and experience  around consumer passion points”  ”Brand role is to provide useful, relevant or entertaining content  to facilitate the conversa4on and create brand endorsement”  “Social media is not about building awareness and  considera4on, but about building brand engagement and  driving advocacy”  “Social media is not about campaigning, but about con4nuously  managing a community, engaging with and responding to  consumers”  Jakob Holm Kalkar, Media & Digital Communica<ons Director  Group Sales, Marke<ng & Innova<on (GSMI)   Carlsberg Breweries A/S 
  • 13. Social Designer @Mindjumpers  A Social Designer assures  that the outcome involves  user mo<va<on and is  socially sharable to fit the  digital plaHorm and it’s  users needs and behaviour,  both strategically when  developing concepts as  well as graphical when  ensuring usability within  the design and layout.  
  • 14. Concept Development  Goals  Social Sharable 
  • 15. If you wanna be my brand! Keep on making me Never let smile me down Always surprise me Stay honest and tell the truth - cause I will forgive you My brand Change when you need to, but stay true to your heritage Dress nicely Never ever take me for granted “If you’ll stick to these simple guidelines – I’m prepared to spend the rest of my life with you and give you my all my love.” Johan Ronnestam rs 15  Designe Social
  • 16. Crea<ng conversa<on  Target group / Tribe  Tone of Voice  Conversa<onal touch points  Engagement Key words  Approval flow 
  • 17. Edgerank ‐ dominate the newsfeed  Affinity  Interac<ons a user has with a  page (one‐sided)  Weight  Different weight scores of  different content  Time  The more recent the more likely  to appear  Source: Facebook 
  • 18. How to produce engaging updates How to create engaging updates and rank higher in people’s news feed? Post only 5-10 % Ask questions sales-oriented and provide updates easy call-to-action Keep timing in Keep updates mind and post short and only once or focused twice a day Communicate in the brand’s Remember Include tone of voice people see photos and updates in videos as their news often as feed possible Make conversational topics and plan updates accordingly Never miss proof reading Designe rs 18  Social
  • 19. Content Manager for   Coca‐Cola Ski Hotel  2011/2012  1 month of training + 4 ½  months in Val Thorens  If you love to create  content, social media,  skiing and of course   Coca‐Cola