SlideShare a Scribd company logo
Facebook

      @+     mpiskorski

Associate Professor of Strategy
 and Richard Hodgson Fellow
  Harvard Business School
There are 2,000,000,000 people on the internet today…
        … and they are social


          1000                                                     Number of site visits
                                                                        (index)
              800
                                                               Job search
                                                                   Politics
              600                                                  Beauty
                                                                         …
                                                                Research
              400
                                                              Newspapers
                                                                   Photos
              200                                               Lifestyles
                                                                   Social
                     0                                                        0   20 40 60 80 100
                               E-mail      Social Platforms
                               2009 Users (million)
                               2010 Users (million)

© 2011 Mikołaj Jan Piskorski                              2
Social means…
        … stalking other people


                                   Add or delete
                                     friends
                       Add content      8%              E-mail
                        to profiles                       5%          View profiles
                            8%                                       and pictures of
           View own                                                      friends
            profile                                                        35%
              9%

                                                    View profiles
                                                   and pictures of
                                                      stangers
                                                        35%




                                                                              Percentages of all unique action clicks
© 2011 Mikołaj Jan Piskorski                               3                   excluding navigation, platform and IM
Who is viewing whom

                                                Men                 Women

                                         They      They       They      They
                                         Know    Don't Know   Know    Don't Know
                                Men
                                         8%           8%      19%          22%
                               Viewing
                               Women
                                         10%          8%      17%          10%
                               Viewing


                                                1/3                  2/3
         Adding Content
          To Own Profile                        2/3                  1/3
         Profile is Private                     1/3                  2/3
© 2011 Mikołaj Jan Piskorski                           4
So you try advertising…
        … but so few people click!




© 2011 Mikołaj Jan Piskorski         5
You build a company page on Facebook…
        … but no-one comes!




© 2011 Mikołaj Jan Piskorski             6
You must evolve from digital strategy…
        … to social strategy!

                               Digital Strategy                   Social Strategy
            creates electronic platforms to reduce        creates platforms to help people
                  marketing or customer acquisition       improve existing relationships or
                               and service costs                  build new ones

                                      Company
                                                                        Company




© 2011 Mikołaj Jan Piskorski                          7
Ask yourself a question…
        … What Would Zynga Do?




© 2011 Mikołaj Jan Piskorski       8
Three elements of successful social strategy…
        … or What Would Zynga Do?


                                                    Use Facebook Platform
                                                    • To get friendship data
                                                    • To write to people’s profiles
               Post status                                                                      Busy women
                updates                                                                         keep in touch
                                                         250 million players
           Talk about                               Cityville gets 20 million a day          Or make new friends
        the game off-line                                                                       through games
                                                 Zynga made $600 million last year
                                                 Social channels saved $150 million


                                 And get them to do                          To connect people to
                                   tasks for you                              each other in ways
                               • Such as advertising or                     • They can’t connect on FB
                                 providing inputs for free                  • Or in the off-line world
                                 as they connect to others




© 2011 Mikołaj Jan Piskorski                                        9
Social Strategy at eBay:
        GroupGifts




© 2011 Mikołaj Jan Piskorski       10
Social Strategy at eBay:
        GroupGifts




© 2011 Mikołaj Jan Piskorski       11
Social Strategy at eBay:
        GroupGifts




© 2011 Mikołaj Jan Piskorski       12
Social Strategy at eBay:
        GroupGifts




© 2011 Mikołaj Jan Piskorski       13
Social Strategy at eBay:
        GroupGifts




© 2011 Mikołaj Jan Piskorski       14
Social Strategy at eBay:
        GroupGifts




© 2011 Mikołaj Jan Piskorski       15
Social Strategy at eBay:
        GroupGifts




© 2011 Mikołaj Jan Piskorski       16
Social Strategy at eBay:
        Results



                    Lots of happy people getting gifts!
                        –      Successful gifts had 4.2 participants
                        –      Amazing stories and thank yous in the notes included with the gift


                       Economic effects
                        –      Average ticket price = five times eBay average sale
                        –      One in three visitors signed up for a new PayPal account
                        –      Every visitor returned to eBay 4 times on average


                       How much did it cost eBay?
                        –      Nothing… the connection with Facebook costs nothing…


© 2011 Mikołaj Jan Piskorski                                   17
Three elements of successful social strategy…
        … or How is eBay like Zynga


                                                    Use Facebook Platform
                                                    • To get friendship data
                                                    • To write to people’s profiles




                                 And get them to do                          To connect people to
                                   tasks for you                              each other in ways
                               • Such as advertising or                     • They can’t connect on FB
                                 providing inputs for free                  • Or in the off-line world
                                 as they connect to others




© 2011 Mikołaj Jan Piskorski                                        18
Social Strategy at American Express:
        Facebook Page and Deals




© 2011 Mikołaj Jan Piskorski                   19
Social Strategy at American Express:
        Facebook Mobile and Deals




© 2011 Mikołaj Jan Piskorski                   20
Social Strategy at American Express:
        Foursquare Integration




© 2011 Mikołaj Jan Piskorski                   21
Three elements of successful social strategy…
        … or How will You be Like Zynga?


                                                    Use Facebook Platform
                                                    • To get friendship data
                                                    • To write to people’s profiles




                                 And get them to do                          To connect people to
                                   tasks for you                              each other in ways
                               • Such as advertising or                     • They can’t connect on FB
                                 providing inputs for free                  • Or in the off-line world
                                 as they connect to others




© 2011 Mikołaj Jan Piskorski                                        22

More Related Content

Similar to Social strategies

Wireless@Kth
Wireless@KthWireless@Kth
Wireless@Kth
Annika Lidne
 
Social Networking and Identify - A Cautionary Tale
Social Networking and Identify - A Cautionary TaleSocial Networking and Identify - A Cautionary Tale
Social Networking and Identify - A Cautionary Tale
Enterprise 2.0 Conference
 
Mobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from AsiaMobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from Asia
Benjamin Joffe
 
Mobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from AsiaMobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from Asia
MobileMonday Beijing
 
USING SOCIAL MEDIA IN YOUR COMMUNICATION STRATEGIES
USING SOCIAL MEDIA IN YOUR COMMUNICATION STRATEGIESUSING SOCIAL MEDIA IN YOUR COMMUNICATION STRATEGIES
USING SOCIAL MEDIA IN YOUR COMMUNICATION STRATEGIES
tudorwilliams
 
Three Tales about Social Networks
Three Tales about Social NetworksThree Tales about Social Networks
Three Tales about Social Networks
Bernard Leong
 
Social Media and the Talent Economy
Social Media and the Talent EconomySocial Media and the Talent Economy
Social Media and the Talent Economy
Laurence Bret
 
Connectr8 - Exploding The Barriers To Social Computing (UKLUG 2009)
Connectr8 - Exploding The Barriers To Social Computing (UKLUG 2009)Connectr8 - Exploding The Barriers To Social Computing (UKLUG 2009)
Connectr8 - Exploding The Barriers To Social Computing (UKLUG 2009)
Stuart McIntyre
 
LinkedIn Tips for Nonprofit HR Professionals.
LinkedIn Tips for Nonprofit HR Professionals.LinkedIn Tips for Nonprofit HR Professionals.
LinkedIn Tips for Nonprofit HR Professionals.
Box
 
The Art of Socializing, Mobilizing, Localizing, & Monetizing: An Outlook on L...
The Art of Socializing, Mobilizing, Localizing, & Monetizing: An Outlook on L...The Art of Socializing, Mobilizing, Localizing, & Monetizing: An Outlook on L...
The Art of Socializing, Mobilizing, Localizing, & Monetizing: An Outlook on L...
Sohag Sarkar
 
[발표] 소셜웹 완전정복하기
[발표] 소셜웹 완전정복하기[발표] 소셜웹 완전정복하기
[발표] 소셜웹 완전정복하기
Taehyun Brad Kim
 
Scanlon social media 2010
Scanlon social media 2010Scanlon social media 2010
Scanlon social media 2010
Mindful Innovation, Inc.
 
Social Media for Arts Entrepreneurs at ASU
Social Media for Arts Entrepreneurs at ASUSocial Media for Arts Entrepreneurs at ASU
Social Media for Arts Entrepreneurs at ASU
Devon Smith
 
Lava Con2010 - Introduction to Social Media
Lava Con2010 - Introduction to Social MediaLava Con2010 - Introduction to Social Media
Lava Con2010 - Introduction to Social Media
jolynnatkins
 
Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...
Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...
Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...
Lumen Consulting
 
Social Business: Hype or Reality?
Social Business: Hype or Reality? Social Business: Hype or Reality?
Social Business: Hype or Reality?
Ayelet Baron
 
Top 10 Need-to-Knows About Social Networking and Where It's Headed
Top 10 Need-to-Knows About Social Networking and Where It's HeadedTop 10 Need-to-Knows About Social Networking and Where It's Headed
Top 10 Need-to-Knows About Social Networking and Where It's Headed
Dr. William J. Ward
 
Top 10 need-to-knows_about_social_networking_and_where_it_is_headed
Top 10 need-to-knows_about_social_networking_and_where_it_is_headedTop 10 need-to-knows_about_social_networking_and_where_it_is_headed
Top 10 need-to-knows_about_social_networking_and_where_it_is_headed
Dr. William J. Ward
 
myYearbook/Ketchum Teen Study
myYearbook/Ketchum Teen StudymyYearbook/Ketchum Teen Study
myYearbook/Ketchum Teen Study
Path of the Blue Eye Project
 
Assistants and social media
Assistants and social mediaAssistants and social media
Assistants and social media
Yves Van Seters
 

Similar to Social strategies (20)

Wireless@Kth
Wireless@KthWireless@Kth
Wireless@Kth
 
Social Networking and Identify - A Cautionary Tale
Social Networking and Identify - A Cautionary TaleSocial Networking and Identify - A Cautionary Tale
Social Networking and Identify - A Cautionary Tale
 
Mobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from AsiaMobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from Asia
 
Mobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from AsiaMobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from Asia
 
USING SOCIAL MEDIA IN YOUR COMMUNICATION STRATEGIES
USING SOCIAL MEDIA IN YOUR COMMUNICATION STRATEGIESUSING SOCIAL MEDIA IN YOUR COMMUNICATION STRATEGIES
USING SOCIAL MEDIA IN YOUR COMMUNICATION STRATEGIES
 
Three Tales about Social Networks
Three Tales about Social NetworksThree Tales about Social Networks
Three Tales about Social Networks
 
Social Media and the Talent Economy
Social Media and the Talent EconomySocial Media and the Talent Economy
Social Media and the Talent Economy
 
Connectr8 - Exploding The Barriers To Social Computing (UKLUG 2009)
Connectr8 - Exploding The Barriers To Social Computing (UKLUG 2009)Connectr8 - Exploding The Barriers To Social Computing (UKLUG 2009)
Connectr8 - Exploding The Barriers To Social Computing (UKLUG 2009)
 
LinkedIn Tips for Nonprofit HR Professionals.
LinkedIn Tips for Nonprofit HR Professionals.LinkedIn Tips for Nonprofit HR Professionals.
LinkedIn Tips for Nonprofit HR Professionals.
 
The Art of Socializing, Mobilizing, Localizing, & Monetizing: An Outlook on L...
The Art of Socializing, Mobilizing, Localizing, & Monetizing: An Outlook on L...The Art of Socializing, Mobilizing, Localizing, & Monetizing: An Outlook on L...
The Art of Socializing, Mobilizing, Localizing, & Monetizing: An Outlook on L...
 
[발표] 소셜웹 완전정복하기
[발표] 소셜웹 완전정복하기[발표] 소셜웹 완전정복하기
[발표] 소셜웹 완전정복하기
 
Scanlon social media 2010
Scanlon social media 2010Scanlon social media 2010
Scanlon social media 2010
 
Social Media for Arts Entrepreneurs at ASU
Social Media for Arts Entrepreneurs at ASUSocial Media for Arts Entrepreneurs at ASU
Social Media for Arts Entrepreneurs at ASU
 
Lava Con2010 - Introduction to Social Media
Lava Con2010 - Introduction to Social MediaLava Con2010 - Introduction to Social Media
Lava Con2010 - Introduction to Social Media
 
Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...
Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...
Exhibitor2010 Lumen Consulting Leveraging Social Media To Drive Better Engage...
 
Social Business: Hype or Reality?
Social Business: Hype or Reality? Social Business: Hype or Reality?
Social Business: Hype or Reality?
 
Top 10 Need-to-Knows About Social Networking and Where It's Headed
Top 10 Need-to-Knows About Social Networking and Where It's HeadedTop 10 Need-to-Knows About Social Networking and Where It's Headed
Top 10 Need-to-Knows About Social Networking and Where It's Headed
 
Top 10 need-to-knows_about_social_networking_and_where_it_is_headed
Top 10 need-to-knows_about_social_networking_and_where_it_is_headedTop 10 need-to-knows_about_social_networking_and_where_it_is_headed
Top 10 need-to-knows_about_social_networking_and_where_it_is_headed
 
myYearbook/Ketchum Teen Study
myYearbook/Ketchum Teen StudymyYearbook/Ketchum Teen Study
myYearbook/Ketchum Teen Study
 
Assistants and social media
Assistants and social mediaAssistants and social media
Assistants and social media
 

More from Misiek Piskorski

IMD Biennial 2014 Piskorski
IMD Biennial 2014 PiskorskiIMD Biennial 2014 Piskorski
IMD Biennial 2014 Piskorski
Misiek Piskorski
 
China prezo
China prezoChina prezo
China prezo
Misiek Piskorski
 
Big Data Strategies
Big Data StrategiesBig Data Strategies
Big Data Strategies
Misiek Piskorski
 
Kleinbaum social networks in organizations syllabus (tuck school 2013)
Kleinbaum  social networks in organizations syllabus (tuck school 2013)Kleinbaum  social networks in organizations syllabus (tuck school 2013)
Kleinbaum social networks in organizations syllabus (tuck school 2013)
Misiek Piskorski
 
Kleinbaum social networks in organizations syllabus (tuck school 2013)
Kleinbaum  social networks in organizations syllabus (tuck school 2013)Kleinbaum  social networks in organizations syllabus (tuck school 2013)
Kleinbaum social networks in organizations syllabus (tuck school 2013)
Misiek Piskorski
 
AOM 2013 Bill McEvily
AOM 2013 Bill McEvilyAOM 2013 Bill McEvily
AOM 2013 Bill McEvily
Misiek Piskorski
 
Reciprocity ring teaching social networks pdw ao m 2013 baker
Reciprocity ring   teaching social networks pdw ao m 2013 bakerReciprocity ring   teaching social networks pdw ao m 2013 baker
Reciprocity ring teaching social networks pdw ao m 2013 baker
Misiek Piskorski
 
SVIXP 11 - The state of the consumer internet
SVIXP 11 - The state of the consumer internetSVIXP 11 - The state of the consumer internet
SVIXP 11 - The state of the consumer internet
Misiek Piskorski
 

More from Misiek Piskorski (8)

IMD Biennial 2014 Piskorski
IMD Biennial 2014 PiskorskiIMD Biennial 2014 Piskorski
IMD Biennial 2014 Piskorski
 
China prezo
China prezoChina prezo
China prezo
 
Big Data Strategies
Big Data StrategiesBig Data Strategies
Big Data Strategies
 
Kleinbaum social networks in organizations syllabus (tuck school 2013)
Kleinbaum  social networks in organizations syllabus (tuck school 2013)Kleinbaum  social networks in organizations syllabus (tuck school 2013)
Kleinbaum social networks in organizations syllabus (tuck school 2013)
 
Kleinbaum social networks in organizations syllabus (tuck school 2013)
Kleinbaum  social networks in organizations syllabus (tuck school 2013)Kleinbaum  social networks in organizations syllabus (tuck school 2013)
Kleinbaum social networks in organizations syllabus (tuck school 2013)
 
AOM 2013 Bill McEvily
AOM 2013 Bill McEvilyAOM 2013 Bill McEvily
AOM 2013 Bill McEvily
 
Reciprocity ring teaching social networks pdw ao m 2013 baker
Reciprocity ring   teaching social networks pdw ao m 2013 bakerReciprocity ring   teaching social networks pdw ao m 2013 baker
Reciprocity ring teaching social networks pdw ao m 2013 baker
 
SVIXP 11 - The state of the consumer internet
SVIXP 11 - The state of the consumer internetSVIXP 11 - The state of the consumer internet
SVIXP 11 - The state of the consumer internet
 

Recently uploaded

Is Email Marketing Really Effective In 2024?
Is Email Marketing Really Effective In 2024?Is Email Marketing Really Effective In 2024?
Is Email Marketing Really Effective In 2024?
Rakesh Jalan
 
Split Shifts From Gantt View in the Odoo 17
Split Shifts From Gantt View in the  Odoo 17Split Shifts From Gantt View in the  Odoo 17
Split Shifts From Gantt View in the Odoo 17
Celine George
 
Chapter-2-Era-of-One-party-Dominance-Class-12-Political-Science-Notes-2 (1).pptx
Chapter-2-Era-of-One-party-Dominance-Class-12-Political-Science-Notes-2 (1).pptxChapter-2-Era-of-One-party-Dominance-Class-12-Political-Science-Notes-2 (1).pptx
Chapter-2-Era-of-One-party-Dominance-Class-12-Political-Science-Notes-2 (1).pptx
Brajeswar Paul
 
(T.L.E.) Agriculture: Essentials of Gardening
(T.L.E.) Agriculture: Essentials of Gardening(T.L.E.) Agriculture: Essentials of Gardening
(T.L.E.) Agriculture: Essentials of Gardening
MJDuyan
 
How to Store Data on the Odoo 17 Website
How to Store Data on the Odoo 17 WebsiteHow to Store Data on the Odoo 17 Website
How to Store Data on the Odoo 17 Website
Celine George
 
2024 KWL Back 2 School Summer Conference
2024 KWL Back 2 School Summer Conference2024 KWL Back 2 School Summer Conference
2024 KWL Back 2 School Summer Conference
KlettWorldLanguages
 
Howe Writing Center - Orientation Summer 2024
Howe Writing Center - Orientation Summer 2024Howe Writing Center - Orientation Summer 2024
Howe Writing Center - Orientation Summer 2024
Elizabeth Walsh
 
Configuring Single Sign-On (SSO) via Identity Management | MuleSoft Mysore Me...
Configuring Single Sign-On (SSO) via Identity Management | MuleSoft Mysore Me...Configuring Single Sign-On (SSO) via Identity Management | MuleSoft Mysore Me...
Configuring Single Sign-On (SSO) via Identity Management | MuleSoft Mysore Me...
MysoreMuleSoftMeetup
 
No, it's not a robot: prompt writing for investigative journalism
No, it's not a robot: prompt writing for investigative journalismNo, it's not a robot: prompt writing for investigative journalism
No, it's not a robot: prompt writing for investigative journalism
Paul Bradshaw
 
BRIGADA ESKWELA OPENING PROGRAM KICK OFF.pptx
BRIGADA ESKWELA OPENING PROGRAM KICK OFF.pptxBRIGADA ESKWELA OPENING PROGRAM KICK OFF.pptx
BRIGADA ESKWELA OPENING PROGRAM KICK OFF.pptx
kambal1234567890
 
How to Create Sequence Numbers in Odoo 17
How to Create Sequence Numbers in Odoo 17How to Create Sequence Numbers in Odoo 17
How to Create Sequence Numbers in Odoo 17
Celine George
 
The Jewish Trinity : Sabbath,Shekinah and Sanctuary 4.pdf
The Jewish Trinity : Sabbath,Shekinah and Sanctuary 4.pdfThe Jewish Trinity : Sabbath,Shekinah and Sanctuary 4.pdf
The Jewish Trinity : Sabbath,Shekinah and Sanctuary 4.pdf
JackieSparrow3
 
Individual Performance Commitment Review Form-Developmental Plan.docx
Individual Performance Commitment Review Form-Developmental Plan.docxIndividual Performance Commitment Review Form-Developmental Plan.docx
Individual Performance Commitment Review Form-Developmental Plan.docx
monicaaringo1
 
SEQUNCES Lecture_Notes_Unit4_chapter11_sequence
SEQUNCES  Lecture_Notes_Unit4_chapter11_sequenceSEQUNCES  Lecture_Notes_Unit4_chapter11_sequence
SEQUNCES Lecture_Notes_Unit4_chapter11_sequence
Murugan Solaiyappan
 
How to Handle the Separate Discount Account on Invoice in Odoo 17
How to Handle the Separate Discount Account on Invoice in Odoo 17How to Handle the Separate Discount Account on Invoice in Odoo 17
How to Handle the Separate Discount Account on Invoice in Odoo 17
Celine George
 
ENGLISH-7-CURRICULUM MAP- MATATAG CURRICULUM
ENGLISH-7-CURRICULUM MAP- MATATAG CURRICULUMENGLISH-7-CURRICULUM MAP- MATATAG CURRICULUM
ENGLISH-7-CURRICULUM MAP- MATATAG CURRICULUM
HappieMontevirgenCas
 
Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...
Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...
Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...
Murugan Solaiyappan
 
Delegation Inheritance in Odoo 17 and Its Use Cases
Delegation Inheritance in Odoo 17 and Its Use CasesDelegation Inheritance in Odoo 17 and Its Use Cases
Delegation Inheritance in Odoo 17 and Its Use Cases
Celine George
 
NLC English 7 Consolidation Lesson plan for teacher
NLC English 7 Consolidation Lesson plan for teacherNLC English 7 Consolidation Lesson plan for teacher
NLC English 7 Consolidation Lesson plan for teacher
AngelicaLubrica
 
Odoo 17 Social Marketing - Lead Generation On Facebook
Odoo 17 Social Marketing - Lead Generation On FacebookOdoo 17 Social Marketing - Lead Generation On Facebook
Odoo 17 Social Marketing - Lead Generation On Facebook
Celine George
 

Recently uploaded (20)

Is Email Marketing Really Effective In 2024?
Is Email Marketing Really Effective In 2024?Is Email Marketing Really Effective In 2024?
Is Email Marketing Really Effective In 2024?
 
Split Shifts From Gantt View in the Odoo 17
Split Shifts From Gantt View in the  Odoo 17Split Shifts From Gantt View in the  Odoo 17
Split Shifts From Gantt View in the Odoo 17
 
Chapter-2-Era-of-One-party-Dominance-Class-12-Political-Science-Notes-2 (1).pptx
Chapter-2-Era-of-One-party-Dominance-Class-12-Political-Science-Notes-2 (1).pptxChapter-2-Era-of-One-party-Dominance-Class-12-Political-Science-Notes-2 (1).pptx
Chapter-2-Era-of-One-party-Dominance-Class-12-Political-Science-Notes-2 (1).pptx
 
(T.L.E.) Agriculture: Essentials of Gardening
(T.L.E.) Agriculture: Essentials of Gardening(T.L.E.) Agriculture: Essentials of Gardening
(T.L.E.) Agriculture: Essentials of Gardening
 
How to Store Data on the Odoo 17 Website
How to Store Data on the Odoo 17 WebsiteHow to Store Data on the Odoo 17 Website
How to Store Data on the Odoo 17 Website
 
2024 KWL Back 2 School Summer Conference
2024 KWL Back 2 School Summer Conference2024 KWL Back 2 School Summer Conference
2024 KWL Back 2 School Summer Conference
 
Howe Writing Center - Orientation Summer 2024
Howe Writing Center - Orientation Summer 2024Howe Writing Center - Orientation Summer 2024
Howe Writing Center - Orientation Summer 2024
 
Configuring Single Sign-On (SSO) via Identity Management | MuleSoft Mysore Me...
Configuring Single Sign-On (SSO) via Identity Management | MuleSoft Mysore Me...Configuring Single Sign-On (SSO) via Identity Management | MuleSoft Mysore Me...
Configuring Single Sign-On (SSO) via Identity Management | MuleSoft Mysore Me...
 
No, it's not a robot: prompt writing for investigative journalism
No, it's not a robot: prompt writing for investigative journalismNo, it's not a robot: prompt writing for investigative journalism
No, it's not a robot: prompt writing for investigative journalism
 
BRIGADA ESKWELA OPENING PROGRAM KICK OFF.pptx
BRIGADA ESKWELA OPENING PROGRAM KICK OFF.pptxBRIGADA ESKWELA OPENING PROGRAM KICK OFF.pptx
BRIGADA ESKWELA OPENING PROGRAM KICK OFF.pptx
 
How to Create Sequence Numbers in Odoo 17
How to Create Sequence Numbers in Odoo 17How to Create Sequence Numbers in Odoo 17
How to Create Sequence Numbers in Odoo 17
 
The Jewish Trinity : Sabbath,Shekinah and Sanctuary 4.pdf
The Jewish Trinity : Sabbath,Shekinah and Sanctuary 4.pdfThe Jewish Trinity : Sabbath,Shekinah and Sanctuary 4.pdf
The Jewish Trinity : Sabbath,Shekinah and Sanctuary 4.pdf
 
Individual Performance Commitment Review Form-Developmental Plan.docx
Individual Performance Commitment Review Form-Developmental Plan.docxIndividual Performance Commitment Review Form-Developmental Plan.docx
Individual Performance Commitment Review Form-Developmental Plan.docx
 
SEQUNCES Lecture_Notes_Unit4_chapter11_sequence
SEQUNCES  Lecture_Notes_Unit4_chapter11_sequenceSEQUNCES  Lecture_Notes_Unit4_chapter11_sequence
SEQUNCES Lecture_Notes_Unit4_chapter11_sequence
 
How to Handle the Separate Discount Account on Invoice in Odoo 17
How to Handle the Separate Discount Account on Invoice in Odoo 17How to Handle the Separate Discount Account on Invoice in Odoo 17
How to Handle the Separate Discount Account on Invoice in Odoo 17
 
ENGLISH-7-CURRICULUM MAP- MATATAG CURRICULUM
ENGLISH-7-CURRICULUM MAP- MATATAG CURRICULUMENGLISH-7-CURRICULUM MAP- MATATAG CURRICULUM
ENGLISH-7-CURRICULUM MAP- MATATAG CURRICULUM
 
Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...
Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...
Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...
 
Delegation Inheritance in Odoo 17 and Its Use Cases
Delegation Inheritance in Odoo 17 and Its Use CasesDelegation Inheritance in Odoo 17 and Its Use Cases
Delegation Inheritance in Odoo 17 and Its Use Cases
 
NLC English 7 Consolidation Lesson plan for teacher
NLC English 7 Consolidation Lesson plan for teacherNLC English 7 Consolidation Lesson plan for teacher
NLC English 7 Consolidation Lesson plan for teacher
 
Odoo 17 Social Marketing - Lead Generation On Facebook
Odoo 17 Social Marketing - Lead Generation On FacebookOdoo 17 Social Marketing - Lead Generation On Facebook
Odoo 17 Social Marketing - Lead Generation On Facebook
 

Social strategies

  • 1. Facebook @+ mpiskorski Associate Professor of Strategy and Richard Hodgson Fellow Harvard Business School
  • 2. There are 2,000,000,000 people on the internet today… … and they are social 1000 Number of site visits (index) 800 Job search Politics 600 Beauty … Research 400 Newspapers Photos 200 Lifestyles Social 0 0 20 40 60 80 100 E-mail Social Platforms 2009 Users (million) 2010 Users (million) © 2011 Mikołaj Jan Piskorski 2
  • 3. Social means… … stalking other people Add or delete friends Add content 8% E-mail to profiles 5% View profiles 8% and pictures of View own friends profile 35% 9% View profiles and pictures of stangers 35% Percentages of all unique action clicks © 2011 Mikołaj Jan Piskorski 3 excluding navigation, platform and IM
  • 4. Who is viewing whom Men Women They They They They Know Don't Know Know Don't Know Men 8% 8% 19% 22% Viewing Women 10% 8% 17% 10% Viewing 1/3 2/3 Adding Content To Own Profile 2/3 1/3 Profile is Private 1/3 2/3 © 2011 Mikołaj Jan Piskorski 4
  • 5. So you try advertising… … but so few people click! © 2011 Mikołaj Jan Piskorski 5
  • 6. You build a company page on Facebook… … but no-one comes! © 2011 Mikołaj Jan Piskorski 6
  • 7. You must evolve from digital strategy… … to social strategy! Digital Strategy Social Strategy creates electronic platforms to reduce creates platforms to help people marketing or customer acquisition improve existing relationships or and service costs build new ones Company Company © 2011 Mikołaj Jan Piskorski 7
  • 8. Ask yourself a question… … What Would Zynga Do? © 2011 Mikołaj Jan Piskorski 8
  • 9. Three elements of successful social strategy… … or What Would Zynga Do? Use Facebook Platform • To get friendship data • To write to people’s profiles Post status Busy women updates keep in touch 250 million players Talk about Cityville gets 20 million a day Or make new friends the game off-line through games Zynga made $600 million last year Social channels saved $150 million And get them to do To connect people to tasks for you each other in ways • Such as advertising or • They can’t connect on FB providing inputs for free • Or in the off-line world as they connect to others © 2011 Mikołaj Jan Piskorski 9
  • 10. Social Strategy at eBay: GroupGifts © 2011 Mikołaj Jan Piskorski 10
  • 11. Social Strategy at eBay: GroupGifts © 2011 Mikołaj Jan Piskorski 11
  • 12. Social Strategy at eBay: GroupGifts © 2011 Mikołaj Jan Piskorski 12
  • 13. Social Strategy at eBay: GroupGifts © 2011 Mikołaj Jan Piskorski 13
  • 14. Social Strategy at eBay: GroupGifts © 2011 Mikołaj Jan Piskorski 14
  • 15. Social Strategy at eBay: GroupGifts © 2011 Mikołaj Jan Piskorski 15
  • 16. Social Strategy at eBay: GroupGifts © 2011 Mikołaj Jan Piskorski 16
  • 17. Social Strategy at eBay: Results  Lots of happy people getting gifts! – Successful gifts had 4.2 participants – Amazing stories and thank yous in the notes included with the gift  Economic effects – Average ticket price = five times eBay average sale – One in three visitors signed up for a new PayPal account – Every visitor returned to eBay 4 times on average  How much did it cost eBay? – Nothing… the connection with Facebook costs nothing… © 2011 Mikołaj Jan Piskorski 17
  • 18. Three elements of successful social strategy… … or How is eBay like Zynga Use Facebook Platform • To get friendship data • To write to people’s profiles And get them to do To connect people to tasks for you each other in ways • Such as advertising or • They can’t connect on FB providing inputs for free • Or in the off-line world as they connect to others © 2011 Mikołaj Jan Piskorski 18
  • 19. Social Strategy at American Express: Facebook Page and Deals © 2011 Mikołaj Jan Piskorski 19
  • 20. Social Strategy at American Express: Facebook Mobile and Deals © 2011 Mikołaj Jan Piskorski 20
  • 21. Social Strategy at American Express: Foursquare Integration © 2011 Mikołaj Jan Piskorski 21
  • 22. Three elements of successful social strategy… … or How will You be Like Zynga? Use Facebook Platform • To get friendship data • To write to people’s profiles And get them to do To connect people to tasks for you each other in ways • Such as advertising or • They can’t connect on FB providing inputs for free • Or in the off-line world as they connect to others © 2011 Mikołaj Jan Piskorski 22

Editor's Notes

  1. first-ever application to deliver deals, access & experiences based on "Likes" & interests on Facebook
  2. first-ever application to deliver deals, access & experiences based on "Likes" & interests on Facebook
  3. Launched first-of-its kind digital partnership with foursquare