Marketing in the Facebook Era: Preparing for a New Kind of Customer Relationship The holy grail for marketers is a 100% response rate for their campaigns and the results are in: response rates go up dramatically when communication feels personalized or is endorsed by a friend. Learn why Facebook is transforming the marketing discipline and see how to use social networks to transform your marketing funnel with increased leads, conversions, and word of mouth. * Clara Shih, Author of The Facebook Era and CEO of Hearsay Labs

1. Marketing in The Facebook Era Preparing for a New Kind of Customer Relationship Clara Shih CEO of Hearsay and Author of The Facebook Era July 7, 2010

2. Follow along #OMSBOS @clarashih http://facebook.com/thefacebookera

3. Who am I? Featured in the New York Times Used as textbook at Harvard Business School http://tinyurl.com/facebookera2

4. Welcome to The Facebook Era facebook 475M users 22B minutes a day linkedin & twitter 50M each

5. Facebook is global and mainstream

6. Social media is a top focus for business 73.5% of companies consider social media a top priority for 2010. —CMO Survey, February 2010

7. Today Psychology of Facebook 5 Business Use Cases Q&A

8. the psychology of facebook

9. Facebook has become the template for our online identity

10. Facebook Open Graph extends identity across the Web

11. Meanwhile, user expectations have changed

12. People trust friends most

13. Facebook and Twitter are radically new modes of communication

14. 5 exciting business use cases

15. 1. Listening… and social crowdsourced customer service

16. 2. Hypertargeted , social marketing

17. 3. Replacing your (small business) website

18. 4. You can even order pizza on Facebook!

19. 5. Social relationship marketing & CRM Hearsay – 2010 Social Marketing CRM that is actually about customers Faceconnector – 2007 First business application on Facebook (developed by Todd Perry and me) Try Hearsay free for 30 days http://hearsaylabs.com/summer

20. Thank you Clara Shih CEO, Hearsay Labs clara@hearsaylabs.com http://hearsaylabs.com/summer Featured in NY Times Used as textbook at HBS

21. Protecting privacy

22. Evolving our metrics Social CLV =CLVold + Word-of-mouth referrals + Customer support cost savings + Sales resulting from idea contributions