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Social Media Week 2012 Panel : Beyond Facebook and Twitter
This document discusses how brands are using startups beyond Facebook and Twitter to collaborate and communicate. It summarizes a panel discussion on how brands are using platforms like Local Response, SocMetrics, Behance, UplanMe and Mashable. It then discusses Big Fuel, a social media agency, and how they help brands like Philips, Colgate and GM. Key topics covered include humanizing social technology, analyzing Facebook growth and engagement rates, the importance of mass influence, and industry commentary on Facebook and the future of social media for brands.
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Social Media Week 2012 Panel : Beyond Facebook and Twitter
- 1. Beyond Facebook &Twitter: How Brands are Accessing Startups to Collaborate and Communicate Michoel Ogince, @Twabbi Director, Product & Platform Strategy Director, Big Fuel Social Labs 1
- 2. All-Stars Panel •Kathy Leake- CEO & Founder, Local Response •Roy Rodenstein - CEO & Co-Founder, SocMetrics •Sarah Rapp - Community Manager, Behance •Sean Barkulis - CEO & Co-Founder, UplanMe •Todd Olmstead - Community Manager, Mashable 2
- 3. Big Fuel • Pure-playsocial media agency • Big Fuel Social Labs • Hollywood meets Madison Avenue • Clients: Philips, Colgate-Palmolive, Children's Place, GM, Microsoft 3
- 4. The Agenda 1. Humanizing Social Technology 2. Facebook Analysis 3. Mass Influence 4. Industry Commentary 4
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- 6. Humanizing Social Technology •Real human interaction #fail • e.g. sharing, interest graph, stream pollution • Simulate the many layers of human social behavior #future • Privacy, group sharing, multiple photos, moments, events, niche networks • Innovating the space: Path, Tracks, Pinterest, FoodSpotting 6
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- 8. Facebook Fan Growth •Facebook growth has slowed • Among 50 largest brand pages fan growth declined in 2011 8
- 9. Facebook Engagement Rate(ER) • 0.5-0.99 = average ER Fans Average ER 0 - 10k 0.96% 10k - 20k 0.29% 20k - 50k 0.21% 50k - 100k 0.19% 100k - 200k 0.16% 200k - 500k 0.13% 500k - 1000k 0.11% 1000 - ~ 0.09% Social Bakers, 2011 9
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- 11. Mass Influence • Efficientmeans to drive earned media • Micro-targeting • Social channel targeting • Emerging influencer and community identification tools • Measurable ROI 11
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- 13. Industry Commentary “…if you'rea marketer, Facebook was never about you, it's not about you, and it will never be about you.” (David Berkowitz, 2011) “In theory, Facebook is well-positioned to address something that the Internet has been notoriously bad at supporting: product discovery, according to Forrest. ‘But the key challenge is that Facebook is about socializing rather than shopping.’” (Gavin O’Malley, 2011) “Facebook and Twitter have now reached the point of being deemed “ordinary” media platforms... Actually, you can throw LinkedIn and YouTube into the ordinary consideration set too.” (Michael Wiley, 2012) 13
- 14. Thank you! @Twabbi www.mountainclimber.me [email protected] 14