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Marcus Wareham - Facebook - 26 january 2011
- 1. Marketing reorganised around people Marcus Wareham 26th January 2011
- 2. Today’s web is Businesses are Reorganising about people reorganising around people around people delivers results
- 3. The web isbeing rebuilt around people Browse Search Discover 90’s 00’s 10’s
- 4. Globally, borders arebeing replaced with connections 600M users worldwide
- 5. Companies that connectpeople have taken off globally Facebook V Kontakte Orkut QZone Mixi 600 M 104 M 28 M 305 M 20 M users users users users users
- 6. Industries are transformingby reorganising around people
- 7. Gaming is reorganising aroundpeople FarmVille Xbox
- 8. News is reorganising aroundpeople NY Times Twitter CNN 43% of news sharing occurs through social media
- 9. Music is reorganising aroundpeople Pandora Spotify
- 10. Shopping is reorganising aroundpeople Amazon Groupon up to 50% increase in average order value
- 11. Institutions are reorganising aroundpeople Red Cross British Monarchy 66% of all government agencies are using at least one social networking tool
- 12. This is allhappening in an age of rapid technology innovation Incumbent Entrants iPad, iPhone Social graph, credits, iTouch, iTunes real-time communications Android, Chrome, Social gaming, Youtube, web Apps virtual goods, offers Kindle, electronics & Social group buying general merch Motion sensors in Location-aware gaming inputs mobile services
- 13. Mobile has asteeper adoption rate than any past technology GLOBAL MOBILE VS. DESKTOP INTERNET USER PROJECTION 2007 - 2015 2000 1600 Internet Users (Millions) 1200 800 400 MOBILE INTERNET USERS DESKTOP 0 INTERNET USERS Source: Morgan Stanley Research
- 14. These social experiencesare following us throughout our lives TV Car Phone iPad
- 15. Who. What. When.And now Where.
- 16. The web is Businesses are reorganising reorganising reorganising around people around people around people delivers results
- 17. Businesses are reorganising around people Product Development “…technology-enabled collaboration with HR external stakeholders Customer Service helps organizations gain market share from Customer Insight the competition ” Marketing - McKinsey & Co
- 18. Product development isbeing reorganised around people
- 19. Product development isbeing reorganised around people
- 20. Human resources isbeing reorganised around people
- 21. Customer service isbeing reorganised around people
- 22. Customer insights arebeing reorganised around people
- 23. Marketing is beingreorganised around people
- 24. Marketing has alwaysbeen a mix of paid, owned and earned Print Websites Public Relations OPEN Television Store fronts Word of Mouth
- 25. Facebook lets youcreate The ideal is more earned at the scale and predictability scale “earned” at unprecedented
- 26. Fans are justthe beginning brand fan
- 27. Fans are morevaluable when they impact their friends Facebook population Friends of fans 60M friends Fan base My friend likes this brand 500K fans Ads with friends
- 28. This is theNEW word of mouth - it is twice as effective 1.6X lift in brand recall 2X VS lift in message awareness 4X Meg Griffing Sloan, Becca Foy, and lift in purchase intent 14 other friends like Heineken
- 29. This is wordof mouth at unprecedented scale Facebook population Friends of fans 527M friends Starbucks Fan base 19M fans global data
- 30. Here is whatit looks like for your brand Facebook population {insert client logo here} Friends of fans XXM friends Brand Fan base XXM fans
- 31. Facebook has twoways to access the new word of mouth Premium Marketplace 1 1 2 3 4
- 32. Premium Ads drivebrand impact
- 33. Premium Ads drivebrand impact • 100% Share of voice • Guaranteed delivery • Users don’t have to leave their home or profile page • Most trafficked pages on Facebook • Engagement sparks organic sharing to the user’s friends, giving advertisers viral impressions
- 34. Marketplace Ads driveaction • Auction-based pricing 1 • Drive actions • Off-site clicks 2 • Transactions • Game installs 3 • E-commerce sales • Kick-start fan base 4
- 35. Premium Ads offerunique benefits BENEFITS PREMIUM Brand 6 MARKETPLACE Action 3
- 36. There are fourPremium Ads strategies to address your goals Launch products Keep community engaged Timely messages Maintain brand perceptions Target Block Campaign Sustained Demographics or Geographic Targeting Target Reach Block Broad Reach 1-3 Days 6 Weeks Always-on strategy Duration
- 37. The web is Businesses are reorganising reorganising reorganising around people around people around people delivers results
- 38. A focus onpeople delivers the results brands care about +9M +11% awareness after recommendation product launch 2X preference 4X offline 2X online intent foot traffic +6%
- 39. 12%+ increase in brand awareness 7%+ increasein purchase intent
- 40. 2x #of mentions over WorldCup sponsor
- 41. 6% more likely to purchaseUmbro sportswear and football shirts *Result is better than 96% of similar studies conducted by Nielsen according to their normative data.
- 42. 2x increase in traffic tolevis.com
- 43. 11% increase in awareness of Kravecereal after product launch in UK
- 44.
- 45. How could you buildaround people? Insert brand logo
- 46.
- 47. Approach depends onclient scenario SCENARIO ONE: SCENARIO TWO: Product Drive constant launch awareness 1 1 Premium to drive awareness Marketplace to reach fan goal 2 Marketplace to build 2 Stay top-of-mind. Premium for big impact, a fan base Marketplace for light reminders 3 Premium to reach friends 3 Premium to drive awareness in of fans before launch line with seasonality
- 48. The web reorganisedaround people creates new opportunities Businesses are transforming how they relate to people and operate Companies recognizing this shift are gaining strategic advantage
- 49.
- 50. Marketers are reorganising aroundpeople (option 2)
- 51. Experiences are betterwhen reorganised around people Home Page: Photos: 7.25 hrs/month 3B/month