Our new research: a metric to measure the engagement between users and companies on Facebook.
The research looked into more than 100 Facebook fan pages mantained by different brands of different sizes.
Regardless of size, number of fans or industry, fans showed common behaviors by rewarding key achievements from the brand and showing little interest when the brand does not share real value or, simply, the created content is not what the audience is looking for.
Platforms for Facebook Contests
in US
in EU
FB Rules of the game – You Must
FB Rules of the game – You Can’t
FB Rules of the game – You Can
examples
DIY or outsource ?
Our new research: a metric to measure the engagement between users and companies on Facebook.
The research looked into more than 100 Facebook fan pages mantained by different brands of different sizes.
Regardless of size, number of fans or industry, fans showed common behaviors by rewarding key achievements from the brand and showing little interest when the brand does not share real value or, simply, the created content is not what the audience is looking for.
Platforms for Facebook Contests
in US
in EU
FB Rules of the game – You Must
FB Rules of the game – You Can’t
FB Rules of the game – You Can
examples
DIY or outsource ?
SLAM Strategy Social Media Live - Case StudyShaun Cornu
SLAM Strategy formally SLAM Marketing, Social Media Live is the most up to date social media strategy on the market. Perfect for any business wanting to get live coverage of their event to all their fans in a truly engaging way. This is real social media
Staying on top of marketing trends and best practices to effectively engage your customers is a challenging task. At Yesmail Interactive, we have you covered.
Do you know…
• Which day garners the most customer engagement for both Facebook and Twitter for leading retail brands?
• Which day are 20% of all Twitter campaigns deployed in?
• How your email campaigns affect your Facebook and Twitter performance?
We do! Join Yesmail Interactive on Thursday, June 21st at 1pm CST and be the first to learn how to reshape and improve your multi-channel marketing programs by cashing in on the newly discovered positive correlation between email marketing and social channel engagement.
Road to Programmatic - An IAB Europe White PaperBoris Loukanov
The Road to Programmatic explores the operational models of agency and agency trading desks, independents and independent trading desks, programmatic services, client in-house and hybrid. It demonstrates the different levels of expertise and involvement required of the different stakeholders for each approach. This enables advertisers, agencies and publishers to develop their strategies and maximise value.
Improving Quality Score - The Value of Being More RelevantBoris Loukanov
Develop a Systematic, Sustainable Approach to Rasing Quality Score
to Increase Exposure, Lower Costs, and Generate More Conversions - a WordStream White Paper
Leveraging Social Media Marketing Trends in the Apartment Industry Erica Campbell Byrum
Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.
Preview of our study "Brands, TV & Facebook" held at Next Conference 10 in Berlin.
An overview of Facebook activities of big German brands from the Top 100 TV-spenders.
This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
SLAM Strategy Social Media Live - Case StudyShaun Cornu
SLAM Strategy formally SLAM Marketing, Social Media Live is the most up to date social media strategy on the market. Perfect for any business wanting to get live coverage of their event to all their fans in a truly engaging way. This is real social media
Staying on top of marketing trends and best practices to effectively engage your customers is a challenging task. At Yesmail Interactive, we have you covered.
Do you know…
• Which day garners the most customer engagement for both Facebook and Twitter for leading retail brands?
• Which day are 20% of all Twitter campaigns deployed in?
• How your email campaigns affect your Facebook and Twitter performance?
We do! Join Yesmail Interactive on Thursday, June 21st at 1pm CST and be the first to learn how to reshape and improve your multi-channel marketing programs by cashing in on the newly discovered positive correlation between email marketing and social channel engagement.
Road to Programmatic - An IAB Europe White PaperBoris Loukanov
The Road to Programmatic explores the operational models of agency and agency trading desks, independents and independent trading desks, programmatic services, client in-house and hybrid. It demonstrates the different levels of expertise and involvement required of the different stakeholders for each approach. This enables advertisers, agencies and publishers to develop their strategies and maximise value.
Improving Quality Score - The Value of Being More RelevantBoris Loukanov
Develop a Systematic, Sustainable Approach to Rasing Quality Score
to Increase Exposure, Lower Costs, and Generate More Conversions - a WordStream White Paper
Leveraging Social Media Marketing Trends in the Apartment Industry Erica Campbell Byrum
Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.
Preview of our study "Brands, TV & Facebook" held at Next Conference 10 in Berlin.
An overview of Facebook activities of big German brands from the Top 100 TV-spenders.
This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
The future of Facebook fundraising - IoF National Convention 2012Jonathan Waddingham
Facebook is the world's largest social network and charities are keen to create communities and engage with supporters there, yet few are using any of Facebook's tools to raise any money effectively. Based on data from Facebook and JustGiving, we show you how to prompt donors to share their donations and the pound value of a Facebook share compared to other social networks. You'll also hear Facebook's own advice to charities on using the platform, and how a charity has successfully done so.
Provides Facebook lessons learned including: why Facebook matters to brands, scaling Facebook brand pages, optimizing your Facebook newsfeed, adding dynamic content to brand pages, and creating compelling landing pages. We have gained 800,000 Facebook fans in ~8 months and the attached shares our lessons learned.
6 Models for Measuring Social Media ROI - Ignite Social MediaJim Tobin
http://www.ignitesocialmedia.com/resources/whitepaper-measuring-roi/ Slides from a webinar with Tom Webster (http://www.twitter.com/webby2001) and Jim Tobin (http://www.twitter.com/jtobin) discussing 6 models anyone can use to measure the return on investment from social media marketing.
They include:
1) The Amplification Model;
2) Value of Social Media Traffic vs. Display Advertising Traffic
3) Quality of Visitors from Social Media Traffic vs. Display Advertising
4) Calculating Revenue from Facebook Fans
5) Calculating Revenue from Social Media Marketing
6) Social Media Promotions Sales ROI
Whether you’re new to Facebook or have years of experience, this guide is a comprehensive resource to help you be as successful as possible.
Published by Facebook
Society of Professional Journalists Code of EthicsBoris Loukanov
The SPJ Code of Ethics is a statement of abiding principles supported by additional explanations and position papers (at spj.org) that address changing journalistic
practices. It is not a set of rules, rather a guide that encourages all who engage in journalism to take responsibility for the information they provide, regardless of medium.
Using Wikis in Government: A Guide for Public ManagersBoris Loukanov
Using Wikis in Government: A Guide for Public Managers
by Ines Mergel, Associate Professor of Public Administration Maxwell School of Citizenship and Public Affairs, Syracuse University
Published by IBM Center for The Business of Government
www.businessofgovernment.org
A Manager’s Guide for Using Twitter in GovernmentBoris Loukanov
Working the Network - A Manager’s Guide for Using Twitter in Government
by Ines Mergel, Associate Professor of Public Administration Maxwell School of Citizenship and Public Affairs, Syracuse University
Published by IBM Center for The Business of Government
www.businessofgovernment.org
A manager’s guide to assessing the impact of government social media interact...Boris Loukanov
A Manager’s Guide to Assessing the Impact of Government Social Media Interactions
by Ines Mergel, Associate Professor of Public Administration Maxwell School of Citizenship and Public Affairs, Syracuse University
Published by IBM Center for The Business of Government
www.businessofgovernment.org
ITU-T Study Group 13 Future networks including mobile and NGNBoris Loukanov
DRAFT NEW RECOMMENDATION ITU-T Y.2770 PROPOSED
FOR APPROVAL AT THE WORLD TELECOMMUNICATION
STANDARDIZATION CONFERENCE (WTSA-12),
World Telecommunication Standardization Assembly (WTSA-12)
Dubai, 20 November - 29 November 2012
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
4. Kevin Kelly, “1,000 True Fans”
A True Fan is defined as someone name.
who will purchase anything and They bookmark the eBay page
everything you produce. where your out-of-print editions
They will drive 200 miles to see show up. They come to your
you sing. They will buy the super openings.
deluxe re-issued hi-res box set They have you sign their copies.
of your stuff even though they They buy the t-shirt, and the
have the low-res version. They mug, and the hat. They can't wait
have a Google Alert set for your till you issue your next work. They
are true fans.
http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php
3
5. We use brands to tell a story about ourselves.
MUFC Harley Davidson Legend of Zelda
Playboy Apple Nike
Some brands are easier to co-opt than others
4
6. The spectrum of fandom
Mad Love Really Like Fairly Oblivious Actively Dislike
5
7. Superfans: True Fans with body paint & tattoos…
This fan… …creates the space for
these fans to exist
6
8. But I’m only talking about Facebook Fans
Not “True Fans”
Not “Superfans”
But “Facebook Fans”
7
9. Why is Facebook so important?
1000 Facebook growth: users and 100
estimated market cap
800 80
600 60
Facebook users (millions)
400 40
Facebook valuation ($bn)
200 20
0 0
Dec 04 Dec 05 Dec 06 Dec 07 Dec 08 Dec 09 Dec 10 Dec 11
Data: Facebook, VentureBeat, SharesPost, SecondMarket
8
10. European Web Usage
85 billion
user
minutes/mo
nth
Data: comScore EMEA August 2011
9
11. European Web Usage
163 billion
page
views/mont
h
Data: comScore EMEA August 2011
10
12. The most-loved brands on Facebook last week
Brand Fans • November 2007;
Coca-Cola 35,017,182 Facebook introduces
Starbucks 25,747,572 Pages
Oreo 23,271,622
Red Bull 22,673,250 • “We’ve built a way for you
Converse All Star 20,883,240 to connect to things other
Converse 20,410,948 than people”
Skittles 19,460,585
Pringles 15,855,303 • Effectively sets strategy
Monster Energy 12,504,459 for Brand Advertisers for
adidas Originals 11,273,177
next 4 years.
11
14. I won’t insult your intelligence…
(Of course it does. Now I can go home.)
13
15. The costs are fairly simple
Annual cost of
Annual cost Community
of Recruitment Management
Fans
14
16. Value is more complex
Valuation Method Publisher Date
$3.60 Media Vitrue Apr 2010
Value
$71.84 Incr. Spend Syncapse Jun 2010
$136.38 Agg. Value Syncapse Jun 2010
$2.53 Incr. Sales EventBrite Oct 2010
470% Incr. Spend WFA/Millward Brown/ Mar 2011
Dynamic Logic
$2.10 Incr. Sales Spinback May 2011
15
17. Why Brands like Fans
Sign of my brand’s popularity
Source of insight
Generate increased engagement with brand
Generate increased short-term spend
Generate increased long-term spend
Increased loyalty
Increased advocacy/recommendation
Source: SMG London Client Interviews
16
18. Why Brands like Fans
Earned Media Value
Direct Sales/Sales Promotion
Brand Preference Metrics
17
21. And where that model goes wrong:
Daily Active Users
Reach Pages reach between 5% and 20% of their fans
1m fans may mean 50K Daily Active Users
Frequency Smart advertisers cap frequency to avoid burnout
DAUs are exposed multiple times
Result? Hard to value this way – but let’s dig deeper
20
22. How people use a Facebook Page (real client data)
Audience Activity Day Part Week Day Competitor Activity
See Brand See/Don’t
Ignore,
Post in See
Like Page Like or
News Future
Comment
Feed Posts
Like source First exposure Responders Ongoing Exposure
0.6% 11%
36%
99%
0.6% attributed to Estimate Comments + Likes DAU
“on Page” Likes Total
DAU 21
Fans
23. Post engagement by hour and day
(most responsive days highlighted)
To May 2011 Since May 2011
60 40
30
Count of Posts by Hour
40
20
20 10
- -
0 6 12 18 0 6 12 18
80 40
60 30
Count of Posts by Day
40 20
20 10
0 0
Mon Thu Sun Mon Thu Sun
Single client data. Your mileage will vary
24. The effect of EdgeRank
åuwd e e e
edges e
EdgeRank
See Brand See/Don’t
Ignore,
Post in See
Like Page Like or
News Future
Comment
Feed Posts
Like source First exposure Responders Ongoing Exposure
0.6% 11%
36%
Key take-out: if you don’t use them, you lose them
99%
0.6% attributed to Estimate Comments + Likes DAU
“on Page” Likes Total
DAU 23
Fans
25. Could we earn more value by posting more often?
• 80% of responses within 3 50%
91.4%
hours. 40%
• 90% within 6 hours
30%
• (There’s a small blip after 24
hours: engaged/non-daily users) 20%
• What does this imply about 10%
how often the page could
0%
post?
0 6 12 18 24 30 36 42 48
• How does post frequency Elapsed Hours
impact other KPIs? %age responses cumulative
24
26. Impressions & Reach grow strongly inline
with post frequency
15.5 -1.4
y = 1.108x + 11.63
15
R² = 0.9438 -1.6
14.5
y = 0.4005x - 2.3461
-1.8 R² = 0.5301
14
ln(7-day rolling imps)
13.5 -2
ln(reach)
13 -2.2
12.5
-2.4
12
-2.6
11.5
11 -2.8
0 1 2 3 4 0 0.5 1 1.5
ln(7-day rolling posts) ln(posts)
25
27. ..but Unlikes increase, too
• Nearly all Unlikes are a response to 7.5
post activity*
y = 0.4594x + 5.5239
R² = 0.5779
• Post frequency seems to lead to fan 7
attrition:
ln(7-day rolling unsubs)
Increase from 1 to 2 posts = 46% 6.5
increase in Unlikes.
• Recent f8 changes suggest that 6
users may increasingly hide posts
rather than Unlike the page:
5.5
This should have a long term impact
on DAU/Reach – but Post
engagement may increase and 5
Unlikes decrease. 0 1 2 3 4
ln(7-day rolling posts)
26
28. Why direct media value isn’t enough
Incremental media value, not cost
reduction
Fan audiences remain small vs. total
target audience
Impressions not a proxy for subsequent
user behaviour or revenue growth
27
33. Indirect Media Value: Homophily & Social Proof
Nielsen BrandLift
Ad Exposure Social Ad Exposure Social Ad + Organic
+30%
+16%
+13%
+10%
+8% +8% +8%
+4%
+2%
Recall Awareness Purchase Intent
http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/
32
34. How to make Media Valuation work for you
Remove focus from Fan growth at any cost
Reach/Frequency
Focus on
Sharing
Engagement
Integration with campaigns
Audience quality
Efficiencies & cost reductions
33
36. Why people “Like” Brand Pages on Facebook
To receive discounts and promotions 40%
To show my support for the company… 37%
To get a "freebie" 36%
To stay informed about the activities… 34%
To get updates on future products 33%
To get updates on upcoming sales 30%
For fun and entertainment 27%
To get access to exclusive content 25%
Someone recommended it to me 22%
To learn more about the company 21%
For education about company topics 13%
To interact (e.g. share ideas, provide… 12%
Data: ExactTarget/CoTweet September 2010
35
37. Example from a major multiple
493 Clicks 3,008 Clicks
£5 Off Code Half Price Sale
Tesco Data is in public domain courtesy of Bit.ly
36
38. Online Retailer
130,000 Clicks
Live Sale
ASOS data is in public domain courtesy of Bit.ly
37
39. How to make DR Valuation work for you
Obsessive Tracking Use [[Google Analytics]] (insert own choice)
Combine with (branded) short links
Track individual channels and posts/tweets
Form & test hypotheses
Learn from other channels
Optimise Earned Media Reach
Metrics Frequency
Sharing
Engagement
Audience quality
Efficiencies & cost reductions
38
41. Building loyalty. One fan at a time.
Customer Services does one-to-one
Marketing doesn’t 40
42. Social Interactions appear to impact brand metrics
SMBI: Impact on Brand Metrics
Visit Only Visit + Action
+78% +79% +79% +81% +82%
+74%
+41% +43%
+31% +34% +35%
+28%
SMBI is a Starcom MediaVest Product
41
43. What did we learn from the SMBI study?
Sharing/recommending is the key action we should
seek
Not simply because it reaches others…
..but because it’s a public commitment
…and has high impact on future
preference/behaviour
42
44. How to make Brand Metrics Valuation work for you
Invest in market research to justify activity
Compare across multiple channels
Optimise content and earned media metrics for
sharing
43
45. Don’t have to Like a Page to engage & share…
People want to
promote
themselves, and
they’re prepared
to let Brands
help.
Make the content
about them, and
they’ll share it.
44
47. Why do people become Fans?
To receive discounts and promotions 40%
To show my support for the company to others 37%
To get a "freebie" 36%
To stay informed about the activities of a… 34%
Mostly, they’re “Subscribers”
To get updates on future products33%
or “Permissions”, and not 30%
Tp get updates on upcoming sales “Fans”
For fun and entertainment 27%
To get access to exclusive content 25%
Should this make us think?
Someone recommended it to me22%
To learn more about the company 21% “Truly social”
For education about company topics 13%
Channel duplication
To interact (e.g. share ideas, provide… 12%
Data: ExactTarget/CoTweet September 2010
46
48. What if we unbundled the user journey?
From a consecutive model …to parallel streams
Fan acquisition & MGM
MGM & Sharing
Fan acquisition
Engagement
DR
Engage
DR
Sequential Parallel
• Orthodox model insists • Allow users to interact
Question: Does every brand need to maintain
that users “join with brand on own terms
community” before • Increased
a day-to-day relationship? focus on
receiving benefits Performance Marketing
or Brand Metrics
47
49. Caveat
Facebook changes fast & often
Marketers must be prepared to change minds
and direction
Seemingly established models are only 12 or
24 months old
Smart marketers are asking questions about
value of their fans
48
50. How is it changing?
Owned Space
Your
Your Your Site
Apps Pages
CRM messages
Your
Places
Social Signals
Your
Apps
Targeting Data
Friends
Fans
of Fans
User Data
Targets Your
Traffic eCRM
49
51. It’s less about your brand on Facebook,
more about putting Facebook in your brand comms
• Used in varying ways by
publishers (HuffPo,
Independent, TechCrunch,
Travelocity), retailers (Amazon,
ASOS), and advertisers (Aviva,
Intel, Heineken Group)
• Recent f8 announcements
make it even more important to
begin integrating Facebook
elements into your site.
50
52. Are we looking at this the right way?
Valuation Approach Publisher Date
$3.60 Media Vitrue Apr 2010
Value
$71.84 Incr. Spend Syncapse Jun 2010
$136.38 Agg. Value Syncapse Jun 2010
$2.53 Incr. Sales EventBrite Oct 2010
470% Incr. Spend WFA/Millward Brown/ Mar 2011
Dynamic Logic
$2.10 Incr. Sales Spinback May 2011
51
53. So for our purposes, is a fan…
Someone who engages with your content?
Someone who promotes your products?
Someone who promotes your content?
Someone who buys your product?
Someone who becomes content for campaign?
52