Social Enterprise Conference 2012 Andrey Shirben

Social Media –

an Expense or an

Investment?

Andrey Shirben@ashirben

Social Enterprise Conference

Wednesday 23 May 2012

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2 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012

Today We’ll Review�Doing it for the right reasons

�Social media strategy

�Investment that pays off exponentially

�Some examples


First, Let’s Talk About

The Crazy Pace• I was asked to present @CeBIT back in Dec-11

• The amount of things I’ve learned since then is

probably double from what I previously knew…

• In most of the traditional fields, this pretty much

means I don’t have a clue what I’m talking about ☺

• This also means that you can become a

Social Media expert by Christmas if

you’ll start now!


Well Maybe Not by Christmas ;)


Doing It For The “Right” Reasons

• I’ve heard Facebook is cool

• All my competitors are there

• The guys in US\Europe are there

• There are 900M users there


Doing It For The Right Reasons

• Selling to consumers (product fit)

• Engaging with my customers

• Listening to the wisdom of the crowds

• Getting new customers

• There are 900M users there


Social Media Strategy

• Where do you want to be in 10 years?

• Where do you want to be in one year?

• Where do you want to be in one month?

• Why without a clear plan and Social strategy

you’re not likely to achieve much

• Social Media is not a stand alone


Gimme “Likes”

• Don’t overestimate “likes”, these can be easily

bought…

• You want to gain relevant “likes” either from

your existing or potential customers

• Give users a good reason to like you!

• Providing relevant and interesting content helps

creating a healthy engagement with your fans

• Make them feel good about their purchase


10 Quick Tips for Your fb Page1. Post 2-3 times a day (and yes your users are on fb during the weekend)

2. Encourage fans to comment & spread the word/share

3. Reply swiftly to user comments

4. Use pictures/videos when posting

5. Get interactive - ask questions / use polls / play games

6. Utilise all of the page components (pics, apps, info)

7. Use fb promotional tools (campaigns, sponsored stories etc.)

8. Monitor your competitors

9. Learn from other good pages

10. Keep yourself updated & educated (read relevant blogs, books etc.)

11. Hire an expert? ☺


Get CREATIVE!!!


No Overnight Success Formulas• It’s all down to lots of planning, hard work,

readjusting, more hard work and then it’s still

down to 99% luck…

• Rovio prior to “Angry Birds” – 6 years, 51 games, at the

verge of bankruptcy

• OMGPOP prior to “Draw Something” – 6 years, $16.6M

of funding, 35 games\failures and $1,700 in the bank

• So next time you hear someone saying “we’ll go viral in

no time” – keep this in mind


Budget Planning

• Typically – most of the

budget goes towards

product development,

leaving ~10-15% for

marketing

• However if you want

to succeed in today’s

overwhelming world,

the ratio of your

product\development

costs to the marketing

investment should me

more closer to 1:10…


Exponential Investment Pay-out

• This can’t be true, certainly not with the

budget ratio mentioned before

• But actually, how do we define a pay-out?

• Do you know your user lifetime value \ ARPU?

• It might be a good idea to have proper

tracking\analytics in place


Interesting Examples

• Dollar Shave Club - 4,555,005 views (and

4,218 comments) for their commercial on

YouTube (as of 12.5.12)

• Zappos – actually a pretty good example

for everything, also for extending their

excellent service to Social Media channels

• GM - great example for getting it all wrong...


Where facebook Can Evolve To?• The trivial step – getting the search box to

work… Users spend most of their day on

facebook anyway, so it’ll be a natural move to

enable them finding stuff as well

• The non-trivial step – introducing facebook

ads partner program (a.k.a. “FaceSense”),

leveraging millions of Open Graph plug-ins

(Like, Recommend, Share, Connect,

Comment)


Thank You!

Questions Anyone?

@ashirben

Social Enterprise Conference 2012 Andrey Shirben

Technology

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