5. Conclusion
Facebook is a (good) way of ‘engaging’ with
0.0024% of your audience
But what about views (reach)?
General rule: 1 ‘engagement’ = 50 views
Therefore: Facebook is a (good) way of
reaching 0.12% of your audience
6. Question: Are there any
circumstances under
which reaching 0.12%
of your target audience
is anything other than a
stupid thing to do?
Answer: That depends (on who the
0.12% are and the context within
which you are reaching them)
18. Generated ‘engagement’ of 22,000
0.43% of the 5.1 million who tweeted
0.02% of the 108 million who watched on TV
19. Well – it was the best
ad that reached 0.02%
of the audience
Winner 2012
Golden Turkey
20. This was actually a highly successful
• Recruitment campaign for Oreo
• New business campaign for the 25
agencies involved
• Career boost for the 500+ people
who produced the tweet
A B2C campaign?
(Where were the Cs?)
21. Why are organisations doing
silly things in social media?
airy
The Facebook Fairy is a fantasy!
23. Why are organisations doing
silly things in social media?
They believe it is a
form of media
Function of media =
distribution
(audiences)
In reality, it is a form of
infrastructure
Function of
infrastructure =
connection (between
individuals or groups)
24. Facebook was designed to
help geeks get girlfriends
(connection task)
What was Facebook
designed to do?
25. Complaining /
trying to change
something
Looking for
information
Talking to friends
(Talking to colleagues)
35. The rules for Superfans
They are not ‘Ambassadors’
because they are not
representative
They are not ‘Evangelists’
because the communities they
want to be a part of comprise
people who are also like them
Their value is not in spreading
information, it is in helping you
manage your business
• Customer service
• NPD
• Google endorsement
38. Vodafone identified a long-term
need to hire 40 specialist
technicians (in an area not
conventionally associated with
mobile telecoms). A £1.5 million
budget was allocated
(advertising and agency fees)
Objective: To hire at least 50%
via direct recruitment (via social
channels), thus saving agency
costs
39. Process – train existing
employees on social networking
and publication techniques – to
raise the profile of Vodafone’s
expertise and participation in this
space. Note: they did not publish
the availability of jobs
Result: 80% of the hires made via
direct recruitment, saving approx.
£1.3 million