marcus wareham - facebook - 26 january 2011
TRANSCRIPT
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Marketing reorganised around people
Marcus Wareham 26th January 2011
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Today’s web is about people
Businesses are reorganising around people
Reorganising around people delivers results
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The web is being rebuilt around people
10’s
Discover Search
00’s
Browse
90’s
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600M users worldwide
Globally, borders are being replaced with connections
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Companies that connect people have taken off globally
V Kontakte 104 M users
Orkut 28 M users
QZone 305 M users
Mixi 20 M users
Facebook 600 M users
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Industries are transforming by reorganising around people
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Gaming is reorganising around people
FarmVille Xbox
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News is reorganising around people
NY Times Twitter CNN
of news sharing occurs through social media
43%
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Music is reorganising around people
Pandora Spotify
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Shopping is reorganising around people
Amazon Groupon
increase in average order value
up to 50%
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Institutions are reorganising around people
Red Cross British Monarchy
of all government agencies are using at least one social networking tool
66%
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This is all happening in an age of rapid technology innovation
Incumbent Entrants
iPad, iPhone iTouch, iTunes
Android, Chrome, Youtube, web Apps
Kindle, electronics & general merch
Motion sensors in gaming inputs
Social graph, credits, real-time
communications
Social gaming, virtual goods, offers
Social group buying
Location-aware mobile services
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Source: Morgan Stanley Research
Inte
rnet
Use
rs (M
illio
ns)
0
400
800
1200
1600
2000
GLOBAL MOBILE VS. DESKTOP INTERNET USER PROJECTION 2007 - 2015
MOBILE INTERNET USERS
DESKTOP INTERNET USERS
Mobile has a steeper adoption rate than any past technology
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These social experiences are following us throughout our lives
TV Car Phone iPad
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Who. What. When. And now Where.
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The web is reorganising around people
Businesses are reorganising around people
reorganising around people delivers results
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Businesses are reorganising around people
Product Development
HR
Customer Service
Customer Insight
Marketing
“…technology-enabled collaboration with external stakeholders helps organizations gain market share from the competition ”
- McKinsey & Co
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Product development is being reorganised around people
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Product development is being reorganised around people
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Human resources is being reorganised around people
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Customer service is being reorganised around people
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Customer insights are being reorganised around people
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Marketing is being reorganised around people
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Marketing has always been a mix of paid, owned and earned
Public Relations
Word of Mouth
OPEN
Websites
Store fronts
Television
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The ideal is more earned at the scale and predictability Facebook lets you create “earned” at unprecedented scale
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Fans are just the beginning
brand fan
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Facebook population
Fan base 500K fans
Fans are more valuable when they impact their friends
Friends of fans
60M friends
My friend likes this brand
Ads with friends
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This is the NEW word of mouth - it is twice as effective
Meg Griffing Sloan, Becca Foy, and 14 other friends like Heineken
VS
1.6X lift in brand recall
2X lift in message awareness
4X lift in purchase intent
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Starbucks
Facebook population
Fan base 19M fans
global data
This is word of mouth at unprecedented scale
Friends of fans
527M friends
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Brand
Facebook population
Fan base XXM fans
{insert client logo
here} Friends of fans
XXM friends
Here is what it looks like for your brand
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Facebook has two ways to access the new word of mouth
Premium
Marketplace
1 1
2
3
4
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Premium Ads drive brand impact
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Premium Ads drive brand 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
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Marketplace Ads drive action
1
2
3
4
• Auction-based pricing • Drive actions
• Off-site clicks • Transactions • Game installs
• E-commerce sales • Kick-start fan base
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use circles as the key? show photos or events pages
PREMIUM
MARKETPLACE
BENEFITS
Action
Brand 6
3
Premium Ads offer unique benefits
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Reach Block
Target Block
Target
Duration
1-3 Days 6 Weeks
Broad Reach
Demographics or Geographic Targeting
Campaign Sustained
Always-on strategy
There are four Premium Ads strategies to address your goals
Launch products Timely messages
Keep community engaged Maintain brand perceptions
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The web is reorganising around people
Businesses are reorganising around people
reorganising around people delivers results
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A focus on people delivers the results brands care about
+6% intent
2X preference
foot traffic
+9M recommendation
+11% awareness after
product launch
4X offline
2X online
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12%+ increase in brand awareness
7%+ increase in purchase intent
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2x #of mentions over World Cup sponsor
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6% more likely to purchase Umbro sportswear and football shirts
*Result is better than 96% of similar studies conducted by Nielsen according to their normative data.
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2x increase in traffic to levis.com
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11% increase in awareness of Krave cereal after product launch in UK
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9M+ recommendations for Charity
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How could you build around people?
Insert brand logo
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[Insert client recommendation]
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Approach depends on client scenario
SCENARIO ONE:
Premium to drive awareness 1
Marketplace to build a fan base
2
Premium to reach friends of fans before launch
3
Marketplace to reach fan goal 1
Stay top-of-mind. Premium for big impact, Marketplace for light reminders
2
Premium to drive awareness in line with seasonality
3
SCENARIO TWO:
Product launch
Drive constant awareness
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The web reorganised around people creates new opportunities
Businesses are transforming how they relate to people and operate
Companies recognizing this shift are gaining strategic advantage
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Appendix
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Marketers are reorganising around people (option 2)
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Experiences are better when reorganised around people
Home Page: 7.25 hrs/month
Photos: 3B/month