See my more recent version here: http://www.slideshare.net/_jemima/meaning-of-like-smw-barcelona-2012 What do Jesus, Justin Bieber, and Manchester United have in common? Two things: tattoos on the arms of their most passionate fans, and leadership of the like-economy on Facebook. Can brands learn to elicit similar passion and trust in their customers? And should they be swapping sales funnels for the funnel of love? Questions Answered: What are the top passions that drive engaged communities, what can we learn from them? What is the true value of a like? What are the main factors that justify a brand's interaction with a passion group, and how can they interact with a passion group? In an era of data security, how can brands elicit trust in their customers with social media spaces? How can brands respect the 'like' they receive, and turn it into a passionate 'love'.

1. the meaning of like
(and the funnel of love)
MediaPro
2 November 2011
@_jemima garthwaite
social media lead @pokelondon

2. I’m @_jemima garthwaite, social media lead @pokelondon
A Creative Company.
Conception, creation and design. Digital centric.

3. @pokelondon

4. @pokelondon

5. @pokelondon

6. what’s this all about?
we’ll be talking about:
• what can we learn from the best
• how we measure up (new Facebook insights)
• three important principles: social, fun, functional

7. engaged communities
It’s a big part of my job to ensure all our communities
are compelling and rich.
So we focus (first and foremost) on:
• Tone of voice
• Conversation strategy
• Regular community analysis

8. edgerank
Old news, but definitely still relevant.

9. community analysis
At f8 Facebook introduced 207 page level metrics.
Now it’s very easy to optimise your communications
(and improve your edgerank) by comparing post-level
reach metrics on:
• Time of day / Day of week
• Tone of voice
• Media type
• Frequency
• Topic

10. which metrics to track?
207 is a lot to choose from, but here’s a starter:
by @tomszekeres, Social Data Analyst @pokelondon

11. what’s the meaning of like?

12. what’s the meaning of like?

13. sales funnels do work
A LE
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F
TI
O
M
T
E
I N
P O

14. (but this is much more
lo fl ove interesting)
efun ne
th
S T
TI
R U
M
T
E

15. and so, to tattoos

16. Most engaged Pages
and so, to tattoos

17. if not tattoos, then...

18. 91% of top 100 brands have mobile apps
(24 apps each on average)
if not tattoos, then...

19. social, fun, functional
Social - Drives discussion
and on a sliding scale...
Fun - Taps into a passion or addiction
Functional - Provides a valuable service
a social thing
Fun Functional
The follow are examples of brands using social media
to get into their customers day-to-day life.

20. nike +
functional social fun

21. the creators project
functional

22. the creators project
fun

23. the creators project
social

24. orange film club
social

25. orange film club
functional

26. orange film club
fun

27. heineken star player
fun social functional

28. Thanks
@_jemima from @pokelondon