dmx dublin - social-media-marketing
Post on 21-Oct-2014
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Is social media marketing about recruiting (facebook) fans to become customers and recruiting customers to become fans... it all depends which moment of truth your digital marketing strategy needs to focus on....TRANSCRIPT
Leveraging social media to recruit consumers at
Like+1 level. Laurent Muzellec, Programme Director, MSc in Digital Marketing
Why is your company trying to recruit fans? What are the ultimate objectives of your social media strategy?
Forget stupid metrics… question is: can my fans help me to increase market share or increase my share of wallet?
Social Media Marketing: recruiting fans to become customers ?
Stimulus
•Need
Search for Information
•Zero Moment of Truth
Shelf
•First Moment of Truth
Experience
•Second Moment of Truth
Moment of truth in the digital context
• Third Moment of Truth ?
Wh
o d
o y
ou
tru
st?
Social Media Marketing: recruiting your best customers to become your fans (…to recruit strangers) !
Some Theory to inform Practice:
Network effect of recommendations
92% of Facebook users are connected by only four degrees of separation (5 hops)
Source: http://www.facebook.com/note.php?note_id=10150388519243859
Number of friends on Facebook…
Ratio of Impressions of Fans and Friends of Fans to Page views on Brand Fan Pages
Few people are looking at your brand fan
page….
Cumulative Reach as a Function of Post Frequency
Key Implications
1. Leverage on Market Reach
16
An easy (wrong?) option: Promoted posts that target friends of fans…
18
A more compelling reason: Give customers relevant content to share….
19
2. Engage with (loyal) customers
20
3. Beware of consequences when things go wrong
Stimulus
•Need
Search for Information
•Zero Moment of Truth
Shelf
•First Moment of Truth
Experience
•Second Moment of Truth
• Third Moment of Truth ?
