The document discusses the value of Facebook fans and engagement over quantity of fans. It notes that while brands see fans as valuable based on potential equivalent advertising costs and increased spending, many brands fail to leverage their fan bases. The document argues that brands should focus on fan quality over quantity and ensure they are actively engaging fans to earn media exposure rather than treat social media as just another advertising platform.

1. What is the value of
a Facebook fan?
How I learned to stop worrying about quantity and love the quality.
Wednesday, October 26, 2011

2. “If you are not paying for it,
You are the product.”
- Some really smart guy on the internet -
Wednesday, October 26, 2011

3. We all have an individual
Social Value.
Based on what we do and
what is our role.
Wednesday, October 26, 2011

4. Wednesday, October 26, 2011

5. We are part of a machinery,
which is sold to marketeers
as any other media.
Wednesday, October 26, 2011

6. “A Fan base of 1 million
translates into at least $3.6M
in equivalent media over a year.”
- Vitrue -
Wednesday, October 26, 2011

7. “Fans are 28 % more likely than
non-fans to continue using a
specific brand”
- Synpase -
Wednesday, October 26, 2011

8. “On average fans spend an
extra $72 that they would not
otherwise spend.”
- Synpase -
Wednesday, October 26, 2011

9. But still many brands
fall short from their potential
in Social Media
Wednesday, October 26, 2011

10. “Maybe the problem is that we
still treat Social Media as a
media, not as an environment”
- I said that many times -
Wednesday, October 26, 2011

11. From singularity and simplicity..
Wednesday, October 26, 2011

12. to complex networks..
Wednesday, October 26, 2011

13. And this means we have to
change the way work, the way
we think and way we produce.
Wednesday, October 26, 2011

14. Wednesday, October 26, 2011

15. Wednesday, October 26, 2011

16. Marketing is always on!
Wednesday, October 26, 2011

17. Wednesday, October 26, 2011

18. There has to be a clear goal
and way to measure it.
Wednesday, October 26, 2011

19. Wednesday, October 26, 2011

20. This is no goal.
Wednesday, October 26, 2011

21. This might be, but it’s not enough.
Wednesday, October 26, 2011

22. One thing is for sure:
Somebody else’s goal is not
your goal.
Wednesday, October 26, 2011

23. Brands are very different
and so are their fans.
Wednesday, October 26, 2011

24. Wednesday, October 26, 2011

25. Wednesday, October 26, 2011

26. Instead of focusing on quantity,
we should start embracing quality.
Wednesday, October 26, 2011

27. If you build a fan base, be sure
you are leveraging it!
Wednesday, October 26, 2011

28. If it’s earned media that we want.
Let’s start earning it!
Wednesday, October 26, 2011

29. “Luke, use the data.. ”
Wednesday, October 26, 2011

30. Facebook’s latest update on
insights is all about
engagement and activity
Wednesday, October 26, 2011

31. Wednesday, October 26, 2011

32. Not every fan will see your
update, because Facebook tries
to show users only most relevant
stuff according to EdgeRank
Wednesday, October 26, 2011

33. Wednesday, October 26, 2011

34. Talking about this
Wednesday, October 26, 2011

35. Wednesday, October 26, 2011

36. • Liking a Page
• Posting to a Page’s Wall
• Liking, commenting on or sharing a Page post (or other
content on a page, like photos, videos or albums)
• Answering a Question posted
• RSVPing to an event
• Mentioning a Page in a post
• Phototagging a Page
• Liking or sharing a check-in deal
• Or checking in at a Place
.
Wednesday, October 26, 2011

37. That’s all folks!
Wednesday, October 26, 2011