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?
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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