Een straffe stelling voor digital believers zoals wij? Toch is het waar, zeker als je het helemaal fout aanpakt. Vorig jaar vertelden we over het concept van ‘social check marketing’ waarbij bedrijven social media-profielen verzamelen, zoals badges op Foursquare. Pak je het daarentegen wel goed aan, dan is het zonder meer the most underrated trend. Je zal je dan ook terecht afvragen waarom je er al die tijd niet meer tijd en middelen in stopte. Die meet- & weet-baarheid tonen we met veel plezier aan.

1. Social Media: the most overrated trend in business

3. AdNerds
The Radically Digital Division of Proximity BBDO

4. Does being radically digital make us digital fundamentalists?

5. The most overrated trend in business
The most underrated trend in business
The new and improved role of traditional media

6. Social Media: the most overrated trend in business

7. My guess is that
9 out of the 10 people who believe in
social media advertising/ROI
are those selling this hype to others
John Jackson, quote from his comment on a Fast Company article about Social Media ROI

8. THE SOCIALLY SMART(ER) COMMERCIAL

14. “Our study found that 63% of TV commercial impressions were
avoided simply by not paying attention to the screen.”

16. most watched American television broadcast
one of the most watched sporting events in the world
most expensive commercial airtime of the year

19. $ 120,000/day

21. +12,000 tweets

22. Did the Twitter campaign prompt anyone to consider buying an A8 or go to a dealership to test-drive one?
Did the tweets inspire an outpouring of positive brand feelings toward Audi?

23. ?

24. Today the equation to measure
that doesn't exist
Doug Clark, Audi of America's general manager for social media and customer engagement

26. How do you gauge the value of a Twitter audience?

27. http://www.klout.com

35. Is social media a bit of a black hole?

36. Social Media: the most underrated trend in business

37. Where in the Media Spectrum does social media fit?
4,4 million users
rs?
1 05K use 25K users?
Google Adwords Social Media TV advertising
&
Short Term Short Term Long Term Long Term
Highly Relevant Highly Relevant Might be Relevant Might be Relevant
Conversions Conversions Impressions Impressions
CPA CPA GRP GRP
* Belgian figures

38. "Typical approaches that focus on
raw fan counts, or the total number
of engagements on a given piece of
content, fail to depict the potential
and realized scope of social media
brand impressions"
The Power of Like, Co & Facebook, May 2011

39. To leverage Facebook as a viral platform,
you have to understand what makes it tick

41. Social Epidemics*: the Law of the Few
!
ls
In fluentia ! !
! !
slide van viral uit vroegere
presentatie met daarin meer en
meer en meer
!
" ! ! !
M
<>
IL
" ! !
vaststelling dat het over 1 graad
!
LI
gaat
!
" ! ! !
N
S
! ! !
Only Cert
ain People
Can Drive
! !
Trends !
*Malcolm Gladwell: “The Tipping Point”.

43. Social Epidemics*: the Law of the Few
!
!
! !
slide van viral uit vroegere
presentatie met daarin meer en
meer en meer
! <> !
! ! !
vaststelling dat het over 1 graad
gaat
! !
All people ! !
c
drive tren an !
but only s ds,
ome will
!
Duncan Watts, recent research for McKinsey Quarterly & Yahoo! Research

44. What we recently stumbled on is that
almost nothing spreads. Instead, the
vast majority of all adoptions happen
within just one degree of the seed.
Duncan Watts, Principal Research Scientist at Yahoo! Research
in McKinsey Quarterly, July 2011

45. All of these so-called Viral videos
benefited from tremendous mass-
media coverage. Once you get your
video on the front page of Yahoo!,
100 million people see that.
So this is not about viral anymore.
This is mass media.
Duncan Watts, Principal Research Scientist at Yahoo! Research
in McKinsey Quarterly, July 2011

48. 4 million
3 million
2 million
1 million
21/09 26/09 10/03
The Standaard homepage article gave an immediate boost in views
and as a result reached much more worldwide mainstream media.

49. FACEBOOK, A VIRAL PLATFORM

50. G E
HAN
IN GC
H
ATC
YE-C
STE
MO

51. G E
HAN
IN GC
H
ATC
YE-C
STE
MO

54. fans

55. friends of fans fans

56. 6.059
friends of fans fans
1.254.213

57. # fans
23.000.000 784.000.000
6.059 1.245.213
# unique friends / fan
34 207
The Power of Like, Co & Facebook, May 2011

58. ComScore finds a high degree of similarity
between the tastes of friends.

59. HOW TO COLLECT FANS (&FRIENDS OF FANS) THE RIGHT WAY?

60. Two ways to get people to “like” you...
organic marketing efforts

61. Like Widget
“Friend us on FB”
Ads
organic
Search
Friend Suggestion

62. Like-gates
Like us first & win...
Coupons
Share a wall post
and get a
coupon!
Invite Friends
Invite friends to
get benefits.
marketing efforts
Exclusive Content
Leave your
credentials for a
wallpaper...

64. This begs the question, how much
efforts are consumers willing to exert
in order to get something in return?
Alex Bernstein, managing partner at North Social

65. Two typical consequences
Your virtual fan base resembles or differs from your actual fan base

66. Two typical consequences
te
like-ga
like wi
dget
Your brand new fans are staying or leaving you.

67. UNDERSTANDING HOW SUCCESSFUL POSTS ARE CREATED

68. Remember this slide?

69. Luckily for me, Facebook created Edge Rank
Every post that gets published to the Wall
receives a quality score, called Edge Rank.

70. It’s a little bit about math...
an edge is an interaction with your wall post: a like, a
comment, a share as well as the post itself
Edgerank = ∑
e=1 n
affinitye x weight e x time decay e
edge
affinity of an every type of edge has a the time decay
is
is higher specific weight: higher
o
1) for fans wh act 1) on the creation side: 1) if an edge h
is
ter
frequently indates some types of posts are recent enoug
with your up son
tions
worth more 2) in comparis edge
2) for interac o are 2) on the interaction side: with the previ
ou
by friends whll a comment is worth more
fans as we than a like or a share

71. 5 tips & tricks to create better posts

72. 5 tips & tricks to create better posts
Use content types that are more heavily weighted
Questions Videos Pictures Shares Wall Posts

73. 5 tips & tricks to create better posts
Request explicitly for feedback & interaction
+
Questions Comment Like Photo Tags

74. 5 tips & tricks to create better posts
Time your posts to garner the greatest response.
Use the Facebook Conversational Calendar via
http://www.facebook.com/business/pages/

75. 5 tips & tricks to create better posts
Analyze your page statistics and focus your
efforts on the best scoring tools, demographics,
times of day etc.

76. 5 tips & tricks to create better posts
Use Tools to help you understand what’s behind it all
Facebook.com/Insights gives basic insights EdgeRank.com tells you your edgerank
PageLever has detailed statistics Vitrue has an extended analytics suite

77. WHERE DO MY FANS CONSUME MY CONTENT?

78. It helps to understand what people do on Facebook
Other 25% 27% Newsfeed
Apps 10%
21% Profiles
17% Photos

79. Good news? Think Again.
1 post/day, 7 days a week only reaches 21% of your fan base!
27% Newsfeed
20%
10%
21% Profiles
hotos 1 day 2 days 3 days 4 days 5 days 6 days 7 days
The Power of Like, Co & Facebook, May 2011

80. Remember this slide?

81. Depending on your posts’ Edge Score, it ends up...
It used to be “simple”...
Most Recent Top News

82. Depending on your posts’ Edge Score, it ends up...
... since two weeks there’s an extra threshold
Ticker Recent Stories Top Stories

83. Every light has its shadow...
20%
good posts
are reward
with atten ed
10% tion
newsfeed
impressions
likes comments
-10%
tent”
“spammy con shed
is being puni
-20%
-30%

84. FOCUS ON INTERACTIONS VIA OPEN GRAPH APPS

85. “Like” has been synonym for “am a fan”
but its exact meaning has been more diverse...

86. Diverse meanings for one verb...
I 10 years of Techno means I will visit 10 years of Techno
I Volvo C30 means I drive a Volvo C30
I Porsche Panamera means I dream of a Porsche Panamera
I Levi’s 501 Jeans means I want to buy a Levi’s 501 Jeans
I Chocolate Crumble means I just ate a chocolate crumble

87. Guess what... It is possible
I 10 years of Techno means I will visit 10 years of Techno
I Volvo C30 means I drive a Volvo C30
I Porsche Panamera means I dream of a Porsche Panamera
I Levi’s 501 Jeans means I want to buy a Levi’s 501 Jeans
I Chocolate Crumble means I just ate a chocolate crumble

88. Where to use the custom verbs...
want one
have one
website

89. Where to use the custom verbs...
want one
have one
testdrive
buy
website webapps

90. Where to use the custom verbs...
want one
have one
compare
testdrive
request info
buy
website webapps facebook apps

91. Users grant immediate permissions to share on their behalf
“Add to Timeline” adds basic timeline sharing permissions

92. Users grant immediate permissions to share on their behalf
The typical “Allow” button can (optionally!) extend permissions

93. The result? A timeline update.

94. Bart Muskala
Bart Muskala

95. Bart Muskala
Bart Muskala

96. But will it end up reaching a user’s friends? Similar to post updates...
There is a quality score for apps, called Graph Rank.
Graph Rank
+
There is also a multiplier on top of GraphRank that is applied to users that are
interested in same interests, near the same location, both fans of the brand etc.

97. Depending on an app’s Graph Score, actions ends up...
Ticker Recent Stories Top Stories

98. The distribution of updates...
Most impressions are consumed in the ticker, generating most traffic.

99. EXTEND YOUR REACH VIA THE AD SYSTEM

100. The types of ads
Jan Algoed likes this
Jan Algoed “
RECENT POST
“ likes this
Jan Algoed likes this like like
like like comment
“Expandable Ad Unit”
Ads Social Ads Sponsored Stories

101. 5 tips & tricks for more effective ads

102. 5 tips & tricks for more effective ads
Make sure to opt for “social” ads over normal ads.
like Jan Algoed likes this like
average CTR: 0,1% average CTR: 0,36%
average interaction: average interaction:
0,05% 0,37%

103. 5 tips & tricks for more effective ads
Use user’s content to boost sponsored stories’ CTR
Wildfire’s Storyteller App requests for feedback and generates Sponsored Stories
Boost from 3,3% to 17% conversion rate

104. 5 tips & tricks for more effective ads
Make sure to target friends of fans.
Remark: this is standard behavior when choosing for
Sponsored Stories.

105. 5 tips & tricks for more effective ads
Analyze your ads’ statistics and focus your
efforts on the best scoring formats, messages,
demographics etc.

106. 5 tips & tricks for more effective ads
Use tools to get the best out of your ads
Alchemy by Techlightenment allows for easy AB-testing

107. Volvo Opendeurdagen Banner Ad Test
The initial setup...
!

108. Volvo Opendeurdagen Banner Ad Test
The social work-around
Jan Algoed is
attending Volvo
Opendeurdagen 2011
Volvo Open
!

109. A target audience of 1.254.213 Facebook users

110. Short Term Ad Performance expressed in Incidences
7.523.802 1.010
impressions new fans
0,03%
avg CTR
2.356
clicks fans

111. Long Term Ad Performance expressed in GRPs
GRP = frequency x % reach

112. Long Term Ad Performance expressed in GRPs
7,5 million impressions reaching almost 640.000 unique Facebook users!
11,8 x 15% = 177
Jan Algoed is attending Volvo
Opendeurdagen 2011
11,8 x 39,7% = 468
Total GRP’s 645
Cost/GRP 1,55 €

113. Marketing is going to become a much more science-driven activity

114. The new and improved role of traditional media

115. We went from a monologue to a
dialogue. Mass media will continue to
play a role. But its role has changed.
John Hayes, Chief Marketing Officer American Express

116. To truly engage customers for whom
“push” advertising is increasingly
irrelevant, companies must do more
outside the confines of the
traditional marketing organization
McKinsey, “We’re all marketers now”

118. The old consumer decision journey
many brands
fewer brands
final choice
BUY

119. Today’s consumer decision journey
r
side
con eva
lua
te
The Loyalty Loop
BO
ND
advo
cate BUY
enjoy

120. insights
media usage
message
DIABOLO
MODEL paid acted
impressions WE TALK
owned interaction
expressions YOU TALK
earned real
users usage
metrics

121. Marketing is going to become a much more science-driven activity

126. Turning to so-called influentials,
will make it very hard to actually
know or measure what your
communication efforts do for your
brand

127. so- nulle d influentials,
Turning toThe ca mber o afans lis only of
of ctua ly
e impoy hard tif your content is
r
will mak it ve rtance t your
a
know or measure wh in invitinrgyconsumers
successful
fo rts do fo our
com munito interaf
cation e ct
brand

128. dllr ofi f l uentia s, ll have an
The nuTraaeitionnflmedia lsti
g to somb ed a ns isually
-c
Turninim a act on o
f
p i r venco ifad to le to
e ot timpe rtrynturoconteplay. Creativity
a ry ha o r
will makc a
sn rvnwnmtire im nrtant one.
su cesasueeenhat your po t is
ow o r me f l i i vio ng consuur
kn t o in
tcaaictn efforts do f r yomers
com muni er t o
brand

129. EK
T WE
X
E NE
D SE
AN
ME
CO
Social media strategy for suits

130. Thx!