facebook garage 06102011_final
DESCRIPTION
Presentation by MindTRANSCRIPT
October 2011
We work with strategic counseling, development and implementa<on of social media solu<ons, ini<ated to create value for companies and organiza<ons related to internal and external communica<on, public
rela<ons, product development, branding and marke<ng.
25% Strategy – 25% Technology – 25% Creative – 25% Human
A full‐service social media agency
We help companies and brands organize, manage and engage in social media to leverage and measure the opportunity of crea<ng value through the online social sphere.
Who we are
What we do Organize – Manage – Engage ‐ Measure
We find it essen<al that we hold knowledge and best prac<ce on how the various social media plaHorms are to be used in a business perspec<ve and that we through our community connects with thought leaders within social media around the world.
We welcome you to become part of our community.
Time spend on Facebook
Users are 40‐150 <mes more likely to consume branded
content in the Newsfeed than to visit the Fan page itself
Source: ComScore Mediabuilder
The average Facebook user
Visits the site 40 <mes per month
Spends 15 hours and 33 minutes on Facebook per month (23 minutes on
each visit)
Has 130 friends and sends 8 friend requests per month
Has more than 900 million objects to interact with (community pages, groups
and events)
Creates 90 pieces of content each month,
which brings a total of 30 billion pieces of shared
content
On an average day
• 15% update their own status
• 26% like another user’s content • 22% comment on another’s post or status
Source: facebook.com, PEW Reseach Center, InSites Consul<ng
Fans liking brands
78% of people who “like” brands on Facebook like fewer than 10
brands
76% of people have never “unliked” a brand
56% of fans say they are more likely to recommend a brand to a friend
aeer becoming a fan
51% of fans say they are more likely to buy a product since becoming a
fan
Source: Syncapse.com, InSites Consul<ng
Building a community
Goals
Targets
Strategy
Tac<cs
Building sustainable rela<onships
Jakob Holm Kalkar, Media & Digital Communica<ons Director Group Sales, Marke<ng & Innova<on (GSMI) Carlsberg Breweries A/S
“Social media should not be about promo4ng brands and products, but about facilita4ng conversa4ons and experience around consumer passion points”
”Brand role is to provide useful, relevant or entertaining content to facilitate the conversa4on and create brand endorsement”
“Social media is not about building awareness and considera4on, but about building brand engagement and driving advocacy”
“Social media is not about campaigning, but about con4nuously managing a community, engaging with and responding to consumers”
Role of the brand
Socially sharable
A Social Designer assures that the outcome involves user mo<va<on and is
socially sharable to fit the digital plaHorm and it’s
users needs and behaviour, both strategically when developing concepts as well as graphical when ensuring usability within the design and layout.
Social Designer @Mindjumpers
Concept Development
Goals Social Sharable
15
My brand
If you wanna be my brand!
Never let me down
Keep on making me
smile
Alwayssurprise me
Change when you need to,
but stay true to your heritage
Dress nicely
Stay honestand tell the truth
- cause I willforgive you
Never ever take me for
granted
“If you’ll stick to these simple guidelines – I’m prepared to spend the rest of my life with you and give you my all my love.”
Johan Ronnestam
Social Designers
Crea<ng conversa<on
Tone of Voice
Conversa<onal touch points
Engagement Key words
Target group / Tribe
Approval flow
Edgerank ‐ dominate the newsfeed
Affinity Interac<ons a user has with a
page (one‐sided)
Time The more recent the more likely
to appear
Weight Different weight scores of
different content
Source: Facebook
18 Social Designers
How tocreate engaging
updates and rank higher in people’s
news feed?
Ask questions and provide easy call-to-action
Make conversational topics and plan updates accordingly
Never miss proof reading
Remember people see updates in their news feed
Post only 5-10 % sales-oriented updates
Include photos and videos as often as possible
Keep timing in mind and post only once or twice a day
Communicate in the brand’s tone of voice
Keep updates short and focused
How to produce engaging updates
Content Manager for Coca‐Cola Ski Hotel
2011/2012
1 month of training + 4 ½ months in Val Thorens
If you love to create content, social media, skiing and of course
Coca‐Cola