Graph: The House of Marketing

Fuck Facebook

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PEOPLE CONTROLLEDPLATFORMS

Source: Stats from Google trends and Compete.com

BRAND CONTROLLED WEBSITES

Social Networks vs. Search Engines

Source: Compete, April 2010

Did you know?

FACEBOOK

Over 3.5 million Belgian users

+22 year old: 2.492.140

Over 500 million members worldwide (100 million by mobile)

More than 25 billion pieces of content are shared every month

50% logs in on Facebook on a daily basis

On average, one member has 130 friends

Every month, over 70% engage with applications

Source: http://www.facebook.com/press/info.php?statistics

The Facebook Fanpage

1. Introduction

2. The value of a Facebook Fan

3. Why Facebook? Why a Fan page?

4. Getting started!

2The Value of a Facebook Fan

“A Facebook Fan deserves to be treated better”

Hypothesis

All customers are equal, but some customers are more equal than others

Somewhat George Orwell

Pareto Rule

20% CONSUMERS

80% VOLUME

12%

6,5%

3%

Src: Beverage Spectrum Magazine

Deriving Fan Value

product spending

loyalty

probability to recommend

media value

brand affinity

VALUESURPLUS

$ value surplus

$ value surplus

$ value surplus

$ value surplus

$ value surplus

$ value surplus

Your BusinessFacebook Fan

Src: Syncapse Corp Research June 2010

fan acquisition

Annual Product Spending

Facebook fans spend +71,84 $ more than non-fans per year

Src: Syncapse Corp Research June 2010

Brand Loyalty

Facebook fans are 28% more likely to continue using a brand

Src: Syncapse Corp Research June 2010

Probability to Recommend

68% of Facebook fans indicate to be very likely to recommend that product, in contrast to 28% of non-fans

Src: Syncapse Corp Research June 2010

Deriving Fan Value

product spending

loyalty

probability to recommend

fan acquisition

media value

brand affinity

$ 136.38annually

$71.84 value surplus

$43.71 value surplus

$13.57 value surplus

$0.47 value surplus

$6.79 value surplus

Soft value surplus

Your BusinessFacebook Fan

Src: Syncapse Corp Research June 2010

2.232.328 fans X $ 259,82/fan annually

$ 580.003.461

likin’

Annual fanpage value

Get a account managerconversation manager

How does this impact the way we do business?

GrowMonetary Value[Sales per Consumer]

New Consumer

hello

More consumers (trial purchase) More repeat purchases (loyalty or retention) More high-end products (up selling) More product categories (cross selling)

(cfr. The Customer Life Time Value model)

It’s not only about future cash flows

What’s missing is the value of WOM

We might need a new value axis

GrowSocial Value[WOM References per Consumer]

GrowMonetary Value[Sales per Consumer]

New Consumer

hello

More promotors (satisfaction) More positive WOM per promotor (social tools) Less negative WOM (reputation management)

(cfr. The Net Promotor Score model)

GrowMonetary Value[Sales per Consumer]

CONSUMER GROWTH

New Consumer

Happy Profitable Consumer

hello

GrowSocial Value[WOM References per Consumer]

A Facebook fan page is a self-segmenting audience of highly valuable consumers

Monetary Value Social Value+

“A Facebook Fan deserves to be treated better”

Hypothesis

3 WHY Facebook? Why Fanpage?

Social Media Platforms in Belgium*

3.5 million users in 2010

50% of Belgian online surfers

18-30y: 45% 30-50y: 36%

50+: 8%

30-60k users in 2010

1% of Belgian online surfers

Mainly 30+

4 million users in 2010

+50% of Belgian online

surfers

Video sharing

1.6 million users in 2010

+20% of Belgian Online

Surfers

Professional use

2,2 million users in 2010

+30% of Belgian Online

Surfers

80% is in between 14 and

25 year old

* Data from Comscore Studies, Google Trends, Commentag, Smartbusiness.be

Formats Characteristics ↓

Profile (Fan) page Groups Applications

Follower = Friend Fan Member User

Status update sent to follower’s newsfeed

YES YES YES YES(automatically, ask permission)

Advertising within Facebook NO YES YES YES

Advertising on external website YES(profile badge, photo badge, like badge)

YES(fan box, page badge, Twitter link)

NO NO

Indexation in Search Engines Public part(privacy settings)

YES NO NO

Facebook In-mail to ALL NO NO YES(if less than 5k members)

NO

Receive Follower Email address NO NO NO YES(ask permission)

Send msgs to walls of friends of followers

NO NO NO YES(limited, ask permission)

Control over who gets to participate

YES YES YES(permission settings)

NO

Host an application NO YES NO YES (the app itself)

Create related Events YES YES YES ??

Vanity URL(facebook.com/name) YES YES NO NO

Facebook identity formats

4Getting started

België - Belgique - بلجيكا

Target your posts by LOCATION + LANGUAGE

We advice to make 1 fanpage for Belgium / the Benelux

You can target your posts on an international facebook fanpage (cfr. Benelux) Navigation of the page is in the language of the user (tabs, etc...) Other information should be in English, or in 2 languages (Dutch/French)

What’s in a name? Well...

Why is this important?

You can never change your fanpage name You cannot transfer fans to another fanpage

Interest = The Brand?

January : +2000 FANS

April: + 14.000 FANS

Interest = Issue?

+700% 12.000 new fans in 3 months

- shoppen: # 207.000- op vakantie gaan: # 96.000- slapen: # 84.000 - ijsjes: # 69.000- op restaurant gaan: # 48.000

Try Thinking “Interest Fields” too

+

504.000

Securing the URL

Vanity URL

Reserve the vanity URL as an easy link to the page Useful for offline communication and Facebook SEO You need a minimum of 25 fans Eg. http://www.facebook.com/schweppes

GO TO http://www.facebook.com/username

Design a strong landing page

TAB Landingpage

A good landingpage contains

What will they get out of becoming a fan of your page? What’s the promise? What kind of updates will they get? Eg. Promotions, discounts, exclusive content, ...

Have a call to action “Click on the ‘Become a fan’ button above” with an arrow pointing up toward

the “Become a fan” button.

Who are you or what is your company? Consistent brand, logo, colours, product visuals

NO LINKS to external sites on the landingpage. Focus is on fan recruitment.

How? http://mashable.com/2010/02/22/build-facebook-landing-page/

What’s the promise?

What’s the promise?

Expectations

Breakdown of why users might “Like” your brand

40 percent to receive discounts and promotions 39 percent to show my support for the company to others 36 percent to get a "freebie" 34 percent to stay informed about the activities of the company 33 percent to get updates on future products 30 percent to get updates on upcoming sales 29 percent for fun or entertainment 25 percent to get access to exclusive content 22 percent someone recommended it to me 21 percent to learn more about the company 13 percent for education about company topics 13 percent to interact 

Src: ExactTarget, 2010 research

EXTRA: Invisible content to non-fans

It’s possible to prominently hide content for people that are not a fan yet.

Exclusivity is very powerful and shows that the brand is committed to do something more for fans on Facebook

Be Up-To-Date

Fresh & Timely Content

New visitors want to know that the brand is present

Existing followers need a reason to stay engaged.

Brands can accomplish both of these by keeping their pages current and consistently adding fresh content.

HINT: create polls for more engagement (cfr. Skittles)

Create polls

Define what’s inappropriate

Define what’s inappropirate

Sync with other social media

Youtube channel

Twitter account

Brand platform

Events

Conclusion

Remember to...

Treat Facebook fans better Post targeted messages

Per region (country)

Per language

Choose the name wisely Design a strong landing page Be up-to-date & synchronize with existing social media accounts Have some fun!!

*Source: http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf

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