iStrategy Amsterdam 2011 : Emeric Ernoult, Co-Founder, Agorapulse - Why brands are still wasting money on Facebook while they could be making profit? (Day One - Workshop One)

1. Why brands are still wasting
Money on facebook while they
could be making profit?

2. email
Marketing
effectiveness

3. email SEM
Marketing
effectiveness cost

4. email SEM
Marketing
effectiveness cost
SOCIAL
Web
Audience

7. 2009 2010 2011

8. Social marketing ROI is on the top priorities of the CMO
Source : Marketing Sherpa, 2011

9. “In
Q1
2011,
20%
of
CMOs
said
that
social
marke<ng
is
producing
a
measurable
ROI
for
their
organiza<on,
and
that
they
would
con<nue
to
invest
in
this
tac<c.
This
percentage
has
nearly
tripled
from
7%
a
year
ago
and
the
percep<on
of
social
marke<ng’s
value
con<nues
to
improve”
Marke&ng
Sherpa,
Social
Marke-ng
Benchmark
Survey
2011

10. How about you ?

11. How many of you have a Facebook presence?

12. How many Facebook fans do you have ?

13. Do you have an idea of the value of each of
your fans?

14. However,
you probably know …

15. How much is worth
a client

16. How much is worth
a qualified lead

17. How much is worth
an email address

18. But most brands have no idea of
The value of
a facebook fan

19. The cold truth:
NOT MUCH...
Unless you can engage them
and know who you are engaging with!

20. engaging AND qualifying

21. engaging AND qualifying
One does not create
measurable value
without the other

29. Brands build Facebook apps
to engage their fans with
giveaways, contest and games

30. BUT REMEMBER

31. BUT REMEMBER
engaging is only the first key
to create value,
you also need to qualify your fans

32. what do you
REALLY know
about them?

33. Let’s meet Gianni
Let’s meet
Gianni

35. We operate the fan page of a famous Italian motorbike
brand and Gianni is one of our most active fans

36. we know he says nice things
about the brand

37. So we answer Gianni’s questions,
congratulate him for likes and comments…
But what do we really
know about Gianni?

38. Does
he own one
of our brand Which
products?
one?
But what do we really
know about Gianni?
Is he ready
Is he
to spread the
looking to
word about
buy one?
our brand ?

39. The problem is…
Facebook does not give us
that kind information about Gianni…

40. When viewing the list of fans,
this is what Facebook gives us, pretty light huh?

41. And identifying
our best fans is still guesswork

42. Luckily,
Gianni’s profile is public,
so we can read through it

44. But we do not have the time to
do that for our 9,500 fans

45. x 9 500 ??
Nor do we have time to copy / paste
that information in our CRM !

46. Worse, we were lucky with Gianni, but
most facebook profile are private

47. So this is what you get

48. Almost nothing…
Can you get more
than « nothing » ?

49. The good news :
Facebook apps can give you
the information you need about your fans

50. Here is the type of information
an app can have access to:

51. You can even request
your own specific information:

52. So the apps are great to engage fans and are
also the key to a
better knowledge of your fans!

53. Buy me !
That’s one reason why all agencies
want to sell you Facebook apps for your page

54. Sweep
stakes
contests
They organize sweepstakes
and contests to increase your fan base

55. But how do their apps work for you?

56. So you can collect data, right?
Well…

57. Look again to the way things work today
with other apps suppliers

58. Each application collects its own set of data

59. So each application create a new data silo

60. The problem?

65. So yes, you collect data
but it is almost
worthless
(Unless you like collecting .CSV)

66. The result:

67. Most of the apps will engage your audience,

68. Most of the apps will engage your audience,
but they won’t help you
qualify your fan base.

69. Neither will they give you a unified view
of your fan base activity and value

70. So you keep
talking to
strangers

71. And you are building this:
Campaign 1 Campaign 2 Campaign 3 Campaign 4

72. When what you should be building is this:
Campaign 4
Campaign 3
Campaign 2
Campaign 1

73. And what if…
a collected by each app
All the dat atabase?
ntributed to a single d
was co
And each app was accessib
le
through a single sign on
?

75. A nd that dat abase was
d to your f an profiles
dir ectly linke
our fanpage manager?
on y
So when looking a
t a fan’s comment
,
you’d know who
he/she is
and what to rep
ly?

76. And what if…
is data could be directly
All th
ou in-hous e CRM ?
linked to y
So when a client calls,
you know what he said on Facebook?

77. That are the « if(s) » we wanted to solve

78. So we went from here …

79. … to there

80. First we did like everybody else : we built
engaging applications

81. First we did like everybody else : we built
engaging applications
Quizzes

82. First we did like everybody else : we built
engaging applications
Quizzes sweepstakes

83. First we did like everybody else : we built
engaging applications
Quizzes sweepstakes age
photomont

84. First we did like everybody else : we built
engaging applications
Quizzes sweepstakes age
photomont
photo contests,
group buying,
etc…

85. But we made them accessible through a single
backoffice

86. And we manage all the data in a single database

87. So you can access everything
from a single log in
Such as the list of
your best fans…

88. So you can access everything
from a single log in
A clear view of
their interactions…

89. So you can access everything
from a single log in
A comprehensive
history of their activity…

90. So you can access everything
from a single log in
And more importantly,
all the data collected
through our apps

91. who
what they’ve
they are So you know: been saying
their level of their sentiment
engagement about your brand

92. So we can propose him
accessories for his bike,
VIP tours with other bikes
We know owners and other
he is a client products or information
he might be interested in.
We know
what model of
We know
bike he owns
he loves us
So Gianni is not
a stranger anymore !

93. And finally, all this valuable information is
accessible by the brand’s in-house CRM
through a dedicated web service

94. So Facebook is not just another silo in your
clients / prospects knowledge system

95. Remember, to create value on Facebook,
you have to solve the equation :
Engagement + qualification = value

96. T here is no uni que recipe
g your Face book ROI.
f or maximizin its own way
Each bran d has to build
However, one thing is fo
an unqualified fan base r sure:
has no inherent value
for your business where
as a qualified leads bas
has a clearly defined o e
ne.

97. You already know how much
a client, a qualified lead and an email address are worth.
So if Facebook can qualify them
for you, the value is there, instantly

98. If a qualified lead is worth 5€ in your business,
here is the difference :
100 000 100 000 fans
unqualified fans with 20 000 qualified fans
Value : ??? Value : 100 000 €
Simple maths …

99. Brands need to focus
on both, by adding
qualification to
the engagement
Engagement + qualification = value
Today, the market focus
on one set of the equation:
the engagement…

100. So Facebook can add
business value to the conversations…

101. …and transform your fans into clients
and leads that are easy to activate and value!

102. contact@agorapulse.com