Us+p ss facebook newsfeed model[1]

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Us+p ss facebook newsfeed model[1]

  1. 1. Social Media That Sells NFL Fan Nation! Newsfeed Optimization on Facebook An US+Partners Social Media Exclusive advertising for the second digital age www.usandpartners.com mmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmm advertising!for!the!second!digital!age! mmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmm http://www.usandpartners.com! The ideas, concepts and processes expressed on this page and throughout this document are the property of the US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright © 2011, US+Partners LLC.US+PARTNERS Steve Stepanek, Co-Founder and Managing Director, T 313-701-9172 steve.stepanek@usandpartners.com www.usandpartners.com The ideas, concepts and processes expressed on this page and throughout this document are the property of US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright 2011, US+Partners LLC.
  2. 2. WHAT YOU NEED TO KNOW. RIGHT NOW.In today’s virtual world — like it or not — Facebook conversations are having a direct impact onyour sales and your brand’s reputation. Every day, customers are questioning their product optionsand making product choices based on the likes and dislikes of their friends and family membersonline — and much of it is based on un-edited, un-qualified user-generated content.With the increased popularity of tools such as Twitter, Facebook — and now Google+, amongother social networks and online communities — families and teens are able to interact with eachother from across the globe, in unprecedented numbers at unprecedented speeds. For manypeople, the first place they seek purchasing information is online, and increasingly on Facebook.Trouble is, most brands still haven’t found a credible way into these personal conversations. Likethe least popular guests at a dinner party, many brands are finding themselves all too often on theoutside looking in — awkward at best and unable to find the after-party.US+Partners would like to help you with that problem. We have shattered the “can’t-be-done”barrier when it comes to catalyzing credible, consumer-generated conversations about brandswithin key Facebook communities. That’s right. We understand the technology and know how touse it to build communities and guide their most influential consumers around positive brand ex-periences. We utilize techniques that generate great content — in-the-moment, grassrootsengagement that creates authentic advocacy, moves products off shelves and provides continuouslymeasurable consumer insights that, ultimately, keep good brands from wearing out their welcome.And best of all? We’re already doing it. We can do it for you. Read on>US+PARTNERS Steve Stepanek, Co-Founder and Managing Director, T 313-701-9172 steve.stepanek@usandpartners.com www.usandpartners.com The ideas, concepts and processes expressed on this page and throughout this document are the property of US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright 2011, US+Partners LLC.
  3. 3. LET US HELP YOU MAKE UP FOR LOST TIME.Getting the attention of 800 million Facebook users is still a puzzle for most brands. Most spendtime and money trying to convince Facebook users to visit the company’s Facebook page. We —at US — reverse that approach. We point brands away from themselves and into the pages andstories of their most influential consumers. Our Newsfeed Optimization Model offers a provenway for good brands to work within already established Facebook communities to promote theirproducts — fan-to-fan. On consumers’ terms. In their words and worlds and through “right now”experiences. US+Partners gets good brands inside consumers’ newsfeeds — where people aremost actively and authentically engaged. We guide and influence active consumers to share theirbrand experiences through their photographs, words and video stories.To be sure, this kind of content and engagement doesn’t happen easily — or overnight. We’vespent years building and sweating the relationships to get them just right. Trusted. With US, youcan make up for lost time — and then some. Consider the latest numbers, which confirm what wealready know about your need for speed:* Consumers absorb more content from their own Facebook newsfeed far more than contentposted on a brands’ Facebook pages (Amex/comScore November 21, 2011)* People are twice as likely to remember an ad if their friend is in it or is part of its distribution(Nielsen Co., November 2011)* A person’s intent to purchase rises fourfold when they see “social” ads that involve people theylike or know. (Pew Research 2011) That’s twice the recall, quadruple the purchase intent. Moreproduct flies off retail shelves; more donations flood into nonprofit coffers.US+PARTNERS Steve Stepanek, Co-Founder and Managing Director, T 313-701-9172 steve.stepanek@usandpartners.com www.usandpartners.com The ideas, concepts and processes expressed on this page and throughout this document are the property of US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright 2011, US+Partners LLC.
  4. 4. * There are 800 million people on Facebook worldwide with 12% now able to instantly contacttheir communities via their smartphones and tablets. Say what? We repeat: Right now, hundreds ofthousands of people are beginning to livestream video on everything from their climb up El Capitanto their latest tailgate party -- directly to their Facebook newsfeeds. In real time, as it happens. That’slive broadcasting, social media-style. Me-feeds. [Don’t just watch the game. Watch Seattle Seahawksfans watching the game as they share live insights and brand experiences you just can’t get fromsitting in front of a TV or in the stands.]* Social “streaming” gets you into multiple brand experiences simultaneously — on the field, in thestands and at fan gatherings and news events. You don’t just watch the newsfeeds. You become part ofthem. Your brand becomes part of the cause-and-effect.But the biggest need-to-know? The best, most successful ads on Facebook aren’t ads. Not in thetraditional sense. They’re bits of consumer-generated content — photos, videos, livestreams —that mention or refer to your brand as part of a group’s ongoing experience. When produced bythe most influential people in any one Facebook community — whether NFL fans or mommybloggers — this content can go viral, passed on to friends and their friend’s friends. According tocomScore, friends-of-fans groups, on average, are 34 times larger than original fan groups.And that’s just for starters. While email and texting remain popular and important ways to sharecontent, incorporating Facebook communities into brand emails, coupled with incentives to share,can dramatically enhance distribution. In 2012, Facebook communities will produce even moredynamic and engaging content as newsfeed access goes increasingly mobile, becoming portable —or even wearable. Clip from live video “share-stream” of NFL Fans watching game, shot from an iPad in a sports bar and streamed live to multiple Facebook newsfeeds, simultaneously — November 2011US+PARTNERS Steve Stepanek, Co-Founder and Managing Director, T 313-701-9172 steve.stepanek@usandpartners.com www.usandpartners.com The ideas, concepts and processes expressed on this page and throughout this document are the property of US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright 2011, US+Partners LLC.
  5. 5. CASE STUDY: Fan NationWe don’t just talk ‘social.’ We monetize it. US+Partners is the exclusive liaison for a community of15 million NFL football fans across 5,000 fan pages. These groups represent a cross-section ofAmerican consumers — with 38% Millennials, 27% GenXers, 16% teens and 17% Baby Boomers.Nearly three-quarters of them are college-educated or higher; 75% attend tailgate parties; 64%travel to attend community events, and more than half learn about new tailgate products onlineand from each other. Fan Nation is local and global, spanning 8 languages, 10 countries and dozensof American cities, from Dallas to Boston. It can target local and national markets. These Fan Nation communities share strong community values. They bond not only over their common role as fans, but also as demographic subsets, from fashionistas to moms to social entrepreneurs; their interactions are rules-based. Monitored by the community, for the community. Members meet frequently offline. They’re cause-oriented; highly social but not overtly political. And they will promote brands that respect them.US+PARTNERS Steve Stepanek, Co-Founder and Managing Director, T 313-701-9172 steve.stepanek@usandpartners.com www.usandpartners.com The ideas, concepts and processes expressed on this page and throughout this document are the property of US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright 2011, US+Partners LLC.
  6. 6. Think of it. Hundreds of thousands of local “buying clubs” across America. Virtual sports barsand stadiums. United by their passion for the game, their shared values and their willingness toexperience your brand.Peer-to-peer. Trusted. Credible. Powerful. Real. Community members continuously sharing theirfood, clothing and lifestyle choices with each other. With US+Partners. With you. 24/7.“People share what works; what they trust to be true. If your mental model is that you needestablished marketing techniques to help your brand become and stay healthy, that’s not howthe market works anymore. There’s been a dispersion of activity; networks of individuals versusinstitutions and established brands. These informal, social networks are the most trusted andcomfortable ways to explore new product breakthroughs; they are the most influential inpurchasing decisions. They carry the most clout as sources of consumer information.” - John Palfrey, Co-Director, Harvard University’s Berkman Center for Internet & SocietyUS+PARTNERS Steve Stepanek, Co-Founder and Managing Director, T 313-701-9172 steve.stepanek@usandpartners.com www.usandpartners.com The ideas, concepts and processes expressed on this page and throughout this document are the property of US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright 2011, US+Partners LLC.
  7. 7. HOW WE DO IT. US+Partners utilizes proprietary technologies to identify the most influential consumers on Facebook and create and sustain their affinity for good brands — on customers’ terms. US+Partners identifies, tracks,measures and manages the relationships with the most influential consumers in target communities.We curate, seed and help distribute original, consumer-directed content that directly or indirectlyreferences dynamic brand-related experiences.In short? It’s not about pushing a few one-offs. Our communities aren’t interested in being used thatway. For one, they don’t like being told what to do. And more importantly? They’re not for hire. AtUS, it’s about leveraging trusted relationships to target, identify, build, cultivate, manage and sustainauthentic connections with highly influential consumers across multiple networks. For your brand,category exclusive:Community creation. Count on US to spend the hours, weeks and months that you can’t investyourself to identify your most influential consumers, spawn relationships with them and garner their ongoingtrust and affinity. We help cultivate their willingness to experience your brand — up close and personal —and to share it creatively with others. For every community we build for you, we’ll generate a unique‘scope-of-work’ roadmap, outlining the path, spelling out the timelines and pinpointing the deliverables.Community content management. Hundreds of thousands of photographs, video clips, eventinvitations, conversations and online/offline meetups and parties comprise the voluminous contentnewsfeeds of our Fan Nation “Influentials.” We monitor this steady, continuous stream of content and cancurate the best of it for your pages; we can encourage the best producers to do more. We’re also expertsin mobile social media; we can catalyze Fan Nation influentials to generate live videostreams from theirsmartphones and iPad/tablets for broadcasting community gatherings around live games and other events.Community insights. Our community news teams pore through continuous streams of popularnewsfeed content generated by target Fan Nation communities to cull unique and valuable consumerinsights and attitudes that your analytics tools might miss and can’t respond to effectively or quickly enough.Success in Fan Nation is about brand content worth sharing and worth talking about — the kind thatencourages dialogue. Being able to listen and respond is key within these communities. We can help youcatalyze, generate and expand conversations that sell — and help you avoid any mis-steps in the process.US+PARTNERS Steve Stepanek, Co-Founder and Managing Director, T 313-701-9172 steve.stepanek@usandpartners.com www.usandpartners.com The ideas, concepts and processes expressed on this page and throughout this document are the property of US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright 2011, US+Partners LLC.
  8. 8. Community analytics. Our careful approach to measuring engagement, conversions and “what peopleare saying” metrics — combined with proprietary tools that closely track when, where, why and how bestto engage with influentials from one day to the next — can translate into higher sales and measurableimpact, boosting social media ROI for your brand. Additionally, visitors driven to a brand site by influentialFan communities are four times more likely to convert compared with visitors from other sources.Community partnerships. We combine human and machine intelligence to find new ways toconnect with influentials across the social graph and its ever-expanding network platforms, based oncommunity needs and behaviors unique to your demographics and consumers’ needs. We help brandsrespond to outside events and help you convert this awareness to relevant engagement opportunities.Community incentives. With the ability to combine detailed, dynamic data with human response toyour most influential consumers, US+Partners can match needs, wants and aspirations across the Web. Wecan integrate incentives to act, to buy, to test and to innovate on behalf of the brand in unprecedented ways.To make social media marketing effective, we need to reward our “super influentials” — Fan Nation’s topcatalysts, and we ask participating brands to help us do so. Fan Nation’s interest in NFL teams offers theopportunity for brands to offer enticing travel, clothing, food, and other deals that not simply encouragethem to convert, but to share those deals with others.WHAT ARE YOU WAITING FOR?US+PARTNERS Steve Stepanek, Co-Founder and Managing Director, T 313-701-9172 steve.stepanek@usandpartners.com www.usandpartners.com The ideas, concepts and processes expressed on this page and throughout this document are the property of US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright 2011, US+Partners LLC.
  9. 9. When you bring an idea alive and it fuels a movement, you are no longer doing advertising. You are making change happen. www.usandpartners.comUS+PARTNERS Steve Stepanek, Co-Founder and Managing Director, T 313-701-9172 steve.stepanek@usandpartners.com www.usandpartners.com The ideas, concepts and processes expressed on this page and throughout this document are the property of US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright 2011, US+Partners LLC.

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