A practical guide to building your own media channel to inspire brand ambassadors

1. Fuck Facebook Graph: The House of Marketing

2. PEOPLE CONTROLLED PLATFORMS BRAND CONTROLLED WEBSITES 2 Source: Stats from Google trends and Compete.com

3. Social Networks vs. Search Engines Source: Compete, April 2010

4. 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

5. The Facebook Fanpage Introduction The value of a Facebook Fan Why Facebook? Why a Fan page? Getting started!

6. 2 The Value of a Facebook Fan

7. Hypothesis “A Facebook Fan deserves to be treated better”

8. All customers are equal, but some customers are more equal than others Somewhat George Orwell

9. Pareto Rule 12% 80%VOLUME 6,5% 20% CONSUMERS 3% Src: Beverage Spectrum Magazine

10. Deriving Fan Value Facebook Fan Your Business $ value surplus product spending $ value surplus loyalty $ value surplus VALUE SURPLUS probability to recommend $ value surplus fan acquisition $ value surplus media value $ value surplus brand affinity Src: Syncapse Corp Research June 2010

11. Annual Product Spending Facebook fans spend +71,84 $ more than non-fans per year Src: Syncapse Corp Research June 2010

12. Brand Loyalty Facebook fans are 28% more likely to continue using a brand Src: Syncapse Corp Research June 2010

13. 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

14. Deriving Fan Value Facebook Fan Your Business $71.84 value surplus product spending $43.71 value surplus loyalty $13.57 value surplus probability to recommend $ 136.38 annually $0.47 value surplus fan acquisition $6.79 value surplus media value Soft value surplus brand affinity Src: Syncapse Corp Research June 2010

16. Annual fanpage value $ 580.003.461 likin’ 2.232.328 fans X $ 259,82/fan annually

17. Get a account managerconversation manager

18. How does this impact the way we do business?

20. More repeat purchases (loyalty or retention)

21. More high-end products (up selling)

22. More product categories (cross selling)(cfr. The Customer Life Time Value model) Grow Monetary Value [Sales per Consumer] New Consumer hello

23. It’s not only about future cash flows

24. What’s missing is the value of WOM

25. We might need a new value axis

27. More positive WOM per promotor (social tools)

28. Less negative WOM (reputation management)(cfr. The Net Promotor Score model) New Consumer hello Grow Social Value [WOM References per Consumer]

29. Facebook Page Happy Profitable Consumer Grow Monetary Value [Sales per Consumer] CONSUMER GROWTH New Consumer hello Grow Social Value [WOM References per Consumer]

30. A Facebook fan page is a self-segmenting audience of highly valuable consumers + Monetary Value Social Value

31. Hypothesis “A Facebook Fan deserves to be treated better”

32. 3 WHY Facebook? Why Fanpage?

33. Social Media Platforms in Belgium* * Data from Comscore Studies, Google Trends, Commentag, Smartbusiness.be

34. Facebook identity formats

35. 4 Getting started

36. België - Belgique - بلجيكا

38. Navigation of the page is in the language of the user (tabs, etc...)

40. Why is this important? You can never change your fanpage name You cannot transfer fans to another fanpage

41. Interest = The Brand?

42. April: + 14.000 FANS January : +2000 FANS Interest = Issue? +700% 12.000 new fans in 3 months

44. op vakantie gaan: # 96.000

45. slapen: # 84.000

46. ijsjes: # 69.000

47. op restaurant gaan: # 48.000Try Thinking “Interest Fields” too + 504.000

48. Securing the URL

49. 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

50. Design a strong landing page

51. 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/

52. What’s the promise?

53. What’s the promise?

54. 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

55. 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

56. Be Up-To-Date

57. 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)

58. Create polls

59. Define what’s inappropriate

60. Define what’s inappropirate

61. Sync with other social media

62. Youtube channel

63. Twitter account

64. Brand platform

65. Events

66. Conclusion

67. 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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