Active unique users of social
networks are also up nearly 30% globally, rising from 244.2 million to 314.5 million collectively. http://www.ﬂickr.com/photos/ stickathing/1943486952/
Globally, brands will spend 3.3
billion dollars (USD) in social network advertising. In 2011, non-US advertisers will outspend the United States. Facebook’s Chief Operating Ofﬁcer, Sheryl Sandberg, says top global brands have increased spending by a factor of 10 this year alone. “Facebook Advertisers Boost Spending,” BusinessWeek, Aug 4, 2010.
To receive discounts & promotions
Deal Seekers To get a "freebie” Passives To stay informed about a company To get updates on future products To learn more about the company Fanatics For education about company topics To interact (e.g. share ideas, provide feedback) To get access to exclusive content Someone recommended it to me Badgers To show my support for the company to others
To receive discounts & promotions
Deal Seekers To get a "freebie” Passives To stay informed about a company To get updates on future products tor To learn more about the company rac Fanatics For education about company topics To interact (e.g. share ideas, provide feedback) Det To get access to exclusive content Someone recommended it to me Badgers To show my support for the company to others
Passives For the vast majority
of brand pages, passive are the most common brand fans. These fans are unlikely to participate on discussion threads or share branded content for a variety of reasons: Infrequent users: half of Facebook users don’t log into the network everyday. Online and annoyed: ask fans that have recently left a brand community why they “un-friended” a page and the number one reason…too many irrelevant updates.
Passives Tips for Engaging… Look
at historical spikes in fan count to isolate periods when Passives joined the page. Identify the sort of engagement that occurred at that time (e.g. contest, new product launch) and revisit that content to re- engage.
Fanatics There are more than
you may think: 49% of Facebook users would “certainly” recommend a brand to a friend, that same groups is responsible for as much as 75% of reposts. http://farm4.static.flickr.com/3539/3285881286_4cc77a78c9.jpg?v=0
Fanatics Tips for Engaging… Fanatics
are the most likely to vote in polls so use Facebook’s Poll feature to test our new products and get insight from your most passionate fans. Rely on Fanatics to help shoulder the responsibility of responding and policing the community.
Dealer Seekers Tips for Engaging…
Strike a balance by creating a regular schedule for deal & pricing related updates so this audience segment can plan to tune in at certain times. Consider using polls to crowd-source pricing information. Warning: balance the needs of this group with those of the Passives who may leave the community if there are too many promotional updates.
Social Badgers These fans follow
brands as a method of personal branding, called social-badging. This is most prevalent on Facebook - almost 40% of fans join primarily to publicly display brand affiliations to friends. Perhaps to appear more intellectual, off-beat, in-the-know, etc. The number drops to 23% on Twitter, where follows are less prominent on a profile Sources: Marketing Profs, “Facebook Users Like Brands for Discounts, Social Badging,” September 2010
Social Badgers Tips for Engaging…
Social Badgers are the fans most in tune to the brand personality, values and ideals. Ensure the info page provides a good description of what the brand stands for. Warning: Swings in brand positioning from one campaign to another risk losing the inherent value in “social badging” Opportunity: Virality: exposure and access to friends
Detractors come in many forms.
Brand fans upset and reacting to a bad brand experience. Brand loiters who stick around long enough to post negative comments for the sake of getting a reaction. Either way, they will be heard. And sometimes, joined.
Detractors Tips for Engaging… •
Develop community management strategy before engaging • Rely on professional community managers, not junior level staffers. • Plan for detractors and develop respond protocol in advance
As a result of the
growth, brands have shifted from influencer only programs to social “grassroots” models: Influential Bloggers Social Grassroots 57
1 Plan 2 Manage 3
Equip 4 Optimize Move beyond fan count Use a “Conversation Assign Conversation As the community grows, metrics and asses positive Calendar” to plan social Managers to respond to social networks need a tool to sentiment, engagement network engagement across fans and execute against assign tasks, track analytics levels, and time spent with campaigns the Conversation Calendar and asses the ROI branded content
Research Resources: 1. Mashable Facebook
Resource: http://mashable.com/category/facebook/ 2. Neilsen - Social Media Usage Dominates Asia-Pacific: http://blog.nielsen.com/nielsenwire/global/social-media-dominates-asia-pacific-internet-usage/ 3. Allfacebook.com Resource: http://www.allfacebook.com/ 4. TechCrunch Facebook Resource: http://techcrunch.com/tag/facebook/ 5. McKinsey Quarterly - Unlocking the Elusive Potential of Social Networks: http:// www.mckinseyquarterly.com/Unlocking_the_elusive_potential_of_social_networks_2623 6. Asia Digital Map - Social Network Users in China: http://www.asiadigitalmap.com/2010/11/china_social_network_users_infographic/ 7. InsideFacebook.com http://www.insidefacebook.com/ 8. Pew Research Center http://pewresearch.org/pubs 9. Hitwise Data Center: http://www.hitwise.com/us/resources/data-center
CONTACT “ One company that
goes with this online-initiated flow is Ogilvy Public Relations. ” Thomas Crampton Asia-Pacific Director | 360° Digital Influence Ogilvy Hong Kong p +852 6397 1662 e email@example.com t @thomascrampton Brian Giesen Regional Director | 360° Digital Influence “ 25 China Experts you should follow on Twitter… Thomas Crampton ” Ogilvy Sydney p +61 2 8281 3853 e firstname.lastname@example.org t @bdgiesen John Stauffer Regional Strategy Director | 360° Digital Influence Ogilvy Hong Kong p +852 9661 0998 “ Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ” e john.stauffer t @johnstauffer For case studies... www.asiadigitalmap.com asiadigitalmap.com