Matt Hehman, Facebook - 'Social by Design'

Social By DesignMatt Hehman

Wednesday, May 25, 2011

HEPCATFUNKMACHINE @ !":#$

JSPICOLI!%&@ !":#$

the geek out room

nice name “HEPCAT” ...So do you like ska music or are you a swing dancer?

I’m totally into swing, WORD

how nerdy lol

Moderators

Participants

x

JSPICOLI!%&

JSPICOLI!%&

HEPCATFUNKMACHINE

land of the lost geeks 221geek room 121

JSPICOLI!%& @ !":#$



HEPCATFUNKMACHINE @ !":#$

JSPICOLI!%&@ !":#$

the geek out room

nice name “HEPCAT” ...So do you like ska music or are you a swing dancer?

I’m totally into swing, WORD

how nerdy lol

Moderators

Participants

x

JSPICOLI!%&

JSPICOLI!%&

HEPCATFUNKMACHINE

land of the lost geeks 221geek room 121

JSPICOLI!%& @ !":#$



The web is being rebuilt around people



Browse

90’s



Search

00’s

Browse

90’s



Discover

10’s

Search

00’s

Browse

90’s


The Web isAbout People1The web is

organizing around people1 Marketing is

About People2Businesses are organizing around people2 3 Organizing

around people delivers results


Globally, borders are being replaced with connections

600M users worldwide


Industries are transforming by organizing around people


FarmVille XBox

80M pla

yers

Profits

+242%

Gaming is organizing around people

Sources: Mashable, Gamespot


NY Times Twitter Huffington Post

News is organizing around people

43% of news sharing occurs through social media

Source: CNN


Music is organizing around people

Pandora Spotify

60M users

100M pla

ylists

Sources: Pandora, Spotify


Need to look up stats. See attached screenshot

http://reviews.cnet.com/4520-6451_7-6245115-1.html?tag=rb_content;rb_mtx


Need to look up stats. See attached screenshot

http://reviews.cnet.com/4520-6451_7-6245115-1.html?tag=rb_content;rb_mtx


Matt Hehman


3Marketing is About People2Businesses are

organizing around people2 Organizing


The web is organizing around people1


Businesses are organizing around people

• Product Development

• HR

• Customer Service

• Customer Insights

• Marketing


Product development is organizing around people






Customer service is organizing around people


Marketing is being rebuilt around people


http://vimeo.com/14309202






































































































































Marketing has always been a mix of paid, owned and earned

Paid Owned Earned



Paid Owned Earned

Print

Television



Paid Owned Earned

Print

Television

Websites

OPEN

Store fronts



Paid Owned Earned

Print

Television

Websites

OPEN

Store fronts Word of Mouth

Public Relations


The ideal is more earned at the scale and predictability of paid


The ideal is more earned at the scale and predictability of paid

Facebook lets you create “earned” at unprecedented scale


Fans are just the beginning

brand fan


Facebook population

Fans are more valuable when they impact their friends

Fan base


Facebook population


Fan base


Facebook population


Friends of fans

3M friends

Fan base25K fans


Facebook population


Friends of fans

3M friends

Fan base25K fansAds with friends

My friend likes this brand


Meg Griffing Sloan, Becca Foy, and 14 other friends like Heineken

VS

This is the NEW word of mouth - it is twice as effective

Source: Nielsen


Meg Griffing Sloan, Becca Foy, and 14 other friends like Heineken

1.6X lift in brand recall

2X lift in message awareness

4X lift in purchase intent

This is the NEW word of mouth - it is twice as effective

Source: Nielsen


Sponsored Stories is a new way to scale word of mouth


STEP 1:David likes a brand, uses an application, or checks in to a location

David likes this brand

STEP 2:A story is generated on David’s friends’ News Feeds, which they may or may not see

STEP 3:If this brand included Sponsored Stories in their Facebook Ads campaign, David’s friends see this story in the right column

Sponsored Stories

David likes this brand

Your Brand

Like

This is how it works


Businesses are organizing around people2The web is

organizing around people1 3 Organizing



A focus on people delivers the results brands care about


A focus on people delivers the results brands care about

preference

2Xrecommendation

+9M

foot/web traffic

4X offline

2X online

intent

+7%

sales ROI

5x

awareness

+16%


!xincrease in trafficto levi.com






!x# of mentions over World Cup sponsor


"M+recommendationsfor Charity




Matt Hehman, Facebook - 'Social by Design'

Technology

jspicoli jspicoli

rebuiltaround peoplewednesday

marketing isorganizing

word hepcatfunkmachine

mix ofpaid

new word of mouth

brand recall2xlift

brand likestep