Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social network marketing, engagement marketing and brands

6,127 views

Published on

Slide deck of report 'Social network marketing, engagement marketing and brands' presented to London Business School, February 2009. Full report can be downloaded from www.socialnetworkmarketinguk.com

Published in: Business

Social network marketing, engagement marketing and brands

  1. 1. Social network marketing, engagement marketing & brands London Business School [email_address] socialnetworkmarketinguk.com February 2009 Find this presentation on slideshare.net/tomchapman
  2. 2. Social media guy
  3. 3. The report To download a copy of this report please visit http://www.socialnetworkmarketinguk.com
  4. 4. “ The social network conceptual map refers to the final page of the report which you’ll need to go see for yourself. I’ve printed it out and tacked it to my office wall because it maps a process to successful social networking activity I would consider sound and reliable.” – Jason Falls, Social Media Explorer Press coverage
  5. 5. Consumers expect to be involved, engaged and invited to collaborate The rise of social media
  6. 6. Social media optimisation
  7. 7. Network theory
  8. 8. Sarnoff’s Law Network value =n
  9. 9. Metcalfe’s Law Network value =n(n-1)
  10. 10. Sarnoff’s Law Metcalf’s Law N(N-1)/2 Number of possible connections = 4,950 Reed’s Law 2 n -n-1 Number of possible connections =1,267,650,600,228,229,401,496,703,205,376 Based on an N of 100 100 Total value of Network =100 Reed’s Law Network value = 2n –n-1
  11. 13. Social network sites
  12. 14. Social network profiles
  13. 15. Weak tie relationships
  14. 16. Monetization
  15. 17. Research objectives
  16. 18. Literature review
  17. 19. Research methodology
  18. 20. Quantitative research findings
  19. 21. Small % of SN users friend or fan of brand
  20. 22. Facebook users more likely to promote brands
  21. 23. Users unlikely to fan/friend brand via connections
  22. 24. Facebook users more likely to share widgets/apps
  23. 25. Users will ignore brand promotions from friends
  24. 26. Users unlikely to remain loyal if sent advertisements
  25. 27. Users unlikely to purchase products via profile
  26. 28. Users object to purchases being made public
  27. 29. Users display loyalty to brands that communicate
  28. 30. Small % SN users aware of social ads
  29. 31. Small % SN users have become friend/fan of brand via social ad
  30. 32. SN users aware of advertisers use of SN
  31. 33. SN users will not alter profile to disrupt ads
  32. 34. Qualitative research findings
  33. 42. Brand engagement & loyalty I nvolvement I nteraction I ntimacy I nfluence
  34. 43. Summary of key findings
  35. 44. Brands must use transparent communications
  36. 45. Users do not want to purchase via profile page
  37. 46. Brands must listen to fans/friends
  38. 47. Any brand can benefit from social network sites
  39. 48. Engage consumers beyond first transaction
  40. 49. Consumer comments offer real value
  41. 50. Great creative is the key to effective engagement
  42. 51. Social ads help build trust between brand and consumer
  43. 52. Loyalty & trust is the key metric
  44. 53. Social network marketing concept map – Tom Chapman Concept map is featured within the report at http://www.socialnetworkmarketinguk.com
  45. 54. Future considerations
  46. 55. Thank you & please get in touch… www.headstreampr.com www.fivebyfivedigital.com [email_address] socialmediamarketinguk.com twitter.com/tomchapman linkedin.com/in/tomchapmanuk

×