word of mouth marketing at scale
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Word of mouth marketing at scale. Jon Harvey March 2011 . The web is being rebuilt around people. Building a place for your brand on Facebook . New product release : Places & Deals. The web is organising around people and their connections. Search. Browse. Discover. 90’s. 10’s. 00’s. - PowerPoint PPT PresentationTRANSCRIPT
Word of mouth marketing at scaleJon Harvey March 2011
The web isbeing rebuiltaround people
Building a place for your brand on Facebook
New product release :Places & Deals
The web is organising around people and their connections
10’s
DiscoverSearch
00’s
Browse
90’s
Experiences are better when reorganised around people
Home page:26 mins/day
Photos:3B/month
600 m users worldwide
Globally, borders are being replaced with connections
=as many people as The X Factor
(every day!)
250M people globally on any given
day
14M people in the
UK on an average day
Facebook Page1. Connections2. Brand voice3. Viral word-of-
mouth at huge scale
* Source: DBM/Scan Likes as of September 2010; Visitor numbers Compete (US-only data), August 2010
Facebook Likes19,700,000 1,800,00
0WebsiteVisitors
Facebook Page
Monthly Website Visitors
Facebook Likes12,500,000 270,00
0WebsiteVisitors
Facebook Likes10,100,000 290,00
0WebsiteVisitors
Facebook Likes4,100,000 325,00
0WebsiteVisitors
Brands have gone social using Pages
9
Source: Alexandra Wheeler director, digital strategy
…It’s about relationships, not advertising.
Social fits within a larger brand strategy…
10
Giving your customers a place to express themselves
Scaling a global community of
brand advocates
19,776,713 people like this
Fans are just the beginning
brand fan
Facebook population
Fan base500 k fans
Fans are more valuable when they impact their friends
Friends of fans60 m friends
US data
My friend likes this brand
Adverts with friends
This is the NEW word of mouth - it is twice as effective
Meg Griffing Sloan, Becca Foy and 14 other friends like Heineken
vs.
1.6xlift in brand recall
2x lift in message awareness
4xlift in purchase intent
Starbucks
Facebook population
Fan base19 m fans
global data
This is word-of-mouth at unprecedented scale
Friends of fans527 m friends
16
94%lift in intent
The outcome: Increased sales and passion for your brand
Check-in Deals
Facebook Deals
DealsA sneak peak
Deal flavorsIndividual
Charity Loyalty SocialFour types of deals at launch
Individual
Friend deal
Social GraphFriends
Family
Coworkers
Brands
Newsfeed Stories – 4 types
Check in Story
Claim
Story
Publish Story
Share Story
Creating a Deal is easy…What does it look like?
How could you build around people?
Insert brand logo
