The industry is rightly or wrongly obsessed with Likes, Followers, and +1s. When our social feeds are packed with companies struggling to find creative ways to achieve these goals, it’s clear that chasing likes can be a damaging distraction for brands. So what should they really be chasing? In one word: love. Jemima will explain this using the medium of Justin Bieber, FC Barcelona and Jesus.

1. Meaning of Like
Funnel of Love
Social Media Week Barcelona 2012
@_ jemima

2. @_ jemima
Social Media Lead @pokelondon
Jemima Puddle Duck

3. @pokelondon
A digital-centric creative company
in London and New York

4. Barcelona
Social Media Week
me

5. “The Meaning of Like
and the Funnel of Love”

6. Justin Bieber FC Barcelona Jesus

7. Justin Bieber FC Barcelona Jesus
#15 #31 (Jesus Daily)
#157

9. Lesson #1

10. ‘Like’ & ‘Share’ this!
(this might hurt your eyes)

13. Edgerank + bad KPIs

14. Social Sales Funnel
L E
S A
F
TI
O
M
T
E
I N
P O

15. ve
(but this is much more interesting)
el of lo
he funn
t
S T
TI R U
M T
E

25. Like request = Coupon

27. of lo ve
funn el
t he

28. Justin Bieber FC Barcelona

29. They’re not great at social media

30. 8 Lessons on love
(and engagement)
Justin Bieber FC Barcelona

31. 1. Més que un club
A symbol of Catalan culture/identity

32. Passion topics
To maintain conversation, your brand
must stand for more than its product.
= Extreme sports
= Film

35. Hotpoint
Try to inspire parents,
but you can’t stand for
something through
words alone.
Brands need to commit
and invest in these
passion groups.

36. Hotpoint
Try to inspire parents,
but you can’t stand for
something through
words alone.
Brands need to commit
and invest in these
passion groups.

37. 2. Play on Rivalries
Being a supporter of FC Barcelona is part of a
fan’s identity as a human being.

38. Classic Rivalries
Rivalries are a part of this, e.g El Clàssic game.
vs. vs.
vs. vs.

39. Samsung
The Next Big Thing

40. @TacoBell @OldSpice
Twitter and FB are perfectly suited to brands
challenging one another.

41. 3. Share Ownership
FC Barcelona is owned by Justin Bieber’s Youtube
its fans subscribers made him
famous

42. Snakes on a plane
Built communities
while still filming,
and took script
suggestions.
The fans made the
film.

43. Kaiser Chiefs
Create your own album

44. @EE
Celebrating the first EE fans

46. Wispa relaunch

47. Walkers crisps
1.3 million entries
YoY sales up 14%

48. Walkers crisps
The charity version

49. 4. Be Charitable
0.7% profits time and name

50. Virginmoneygiving.com
the free alternative to JustGiving.com

51. 5. Reward your fans
FC Barcelona has hundreds of Penyes to
promote the club around the World.
Fans are rewarded and respected for
their efforts.

52. Groupon
Growth powered by fan
recommendations for cash incentives.

53. Fab.com
Financial incentives & goals

54. Orange Film Club
Virtual rewards through content

55. 6. Break the mould
Stand out.
When JB was
discovered, he
was a little kid
signing soulful
R&B songs, and
no one else
was doing that.

56. @Betfairpoker
Completely unique and inimitable.

57. Burberry Instagram
Completely unique and inimitable.

58. 7. Collaborate
Stand on the shoulders of giants (for
mutual gain).

59. NIKE + Apple

60. Barbour

61. Barbour

62. Barbour +
Paul Smith To Ki To Anya
Hindmarsh

63. ASOS Starbucks

64. 8. Organically shareable
Justin Bieber’s tweets automatically
receive thousands of RTs.

65. UNIQLO
A share button/request is lazy.
Try to make sharing part of the process.

66. There are more...
Aspirational
Memorable
Don’t push the product
Have many faces
Less is more

67. Actions speak louder than words
Don’t change your social media
behaviour...
...change how your brand behaves.

68. Justin Bieber FC Barcelona

71. canut!
orça al
ut i f
Sal
do say hello on twitter
@_ jemima