iStrategy Melbourne 2011 - Matt Hehman, Facebook 'Social by Design' Closing Keynote (Day One)

1. Social By Design
Matt Hehman
Wednesday, May 25, 2011

2. the geek out room x
geek room 121 land of the lost geeks 221
Moderators
nice name “HEPCAT” ...So do you like ska
music or are you a swing dancer? JSPICOLI
JSPICOLI @ :
Participants
I’m totally into swing, WORD
HEPCATFUNKMACHINE @ : HEPCATFUNKMACHINE
how nerdy lol JSPICOLI @ : JSPICOLI
Wednesday, May 25, 2011

3. Wednesday, May 25, 2011

4. the geek out room x
geek room 121 land of the lost geeks 221
Moderators
nice name “HEPCAT” ...So do you like ska
music or are you a swing dancer? JSPICOLI
JSPICOLI @ :
Participants
I’m totally into swing, WORD
HEPCATFUNKMACHINE @ : HEPCATFUNKMACHINE
how nerdy lol JSPICOLI @ : JSPICOLI
Wednesday, May 25, 2011

5. Wednesday, May 25, 2011

6. The web is being rebuilt
around people
Wednesday, May 25, 2011

7. The web is being rebuilt
around people
Browse
90’s
Wednesday, May 25, 2011

8. The web is being rebuilt
around people
Browse Search
90’s 00’s
Wednesday, May 25, 2011

9. The web is being rebuilt
around people
Browse Search Discover
90’s 00’s 10’s
Wednesday, May 25, 2011

10. 1 2 3 The web isis
The Web
organizing
About People
around people
Wednesday, May 25, 2011
Businesses are
Marketing is
organizing
About People
around people
Organizing
around people
delivers results

11. Globally, borders are being
replaced with connections
600M users worldwide
Wednesday, May 25, 2011

12. Industries are transforming by
organizing around people
Wednesday, May 25, 2011

13. Gaming is organizing around
people
FarmVille XBox
%
s
42
er
ay
+2
pl
ts
ofi
M
80
Pr
Sources: Mashable, Gamespot
Wednesday, May 25, 2011

14. News is organizing around
people
NY Times Twitter Huffington Post
43%
of news sharing occurs
through social media
Source: CNN
Wednesday, May 25, 2011

15. Music is organizing around
people
Pandora Spotify
ts
s
is
er
yl
us
a
pl
M
0M
60
10
Sources: Pandora, Spotify
Wednesday, May 25, 2011

16. Need to look up stats.
See attached screenshot
http://reviews.cnet.com/4520-6451_7-6245115-1.html?
tag=rb_content;rb_mtx
Wednesday, May 25, 2011

17. Need to look up stats.
See attached screenshot
http://reviews.cnet.com/4520-6451_7-6245115-1.html?
tag=rb_content;rb_mtx
Wednesday, May 25, 2011

18. Matt Hehman
Wednesday, May 25, 2011

19. 1 2 3 The web is
organizing
around people
Wednesday, May 25, 2011
Businesses are
Marketing is
organizing
About People
around people
Organizing
around people
delivers results

20. Businesses are organizing around
people
• Product Development
• HR
• Customer Service
• Customer Insights
• Marketing
Wednesday, May 25, 2011

21. Product development is organizing
around people
Wednesday, May 25, 2011

22. Product development is organizing
around people
Wednesday, May 25, 2011

23. Product development is organizing
around people
Wednesday, May 25, 2011

24. Customer service is organizing
around people
Wednesday, May 25, 2011

25. Marketing is being rebuilt around
people
Wednesday, May 25, 2011

26. Marketing is being rebuilt around
people
Wednesday, May 25, 2011

27. Marketing is being rebuilt around
people
Wednesday, May 25, 2011

28. Marketing is being rebuilt around
people
Wednesday, May 25, 2011

29. Marketing is being rebuilt around
people
Wednesday, May 25, 2011

30. Marketing has always been a mix of
paid, owned and earned
Paid Owned Earned
Wednesday, May 25, 2011

31. Marketing has always been a mix of
paid, owned and earned
Paid Owned Earned
Print
Television
Wednesday, May 25, 2011

32. Marketing has always been a mix of
paid, owned and earned
Paid Owned Earned
Print Websites
OPEN
Television Store fronts
Wednesday, May 25, 2011

33. Marketing has always been a mix of
paid, owned and earned
Paid Owned Earned
Print Websites Public Relations
OPEN
Television Store fronts Word of Mouth
Wednesday, May 25, 2011

34. The ideal is more earned at the
scale and predictability of paid
Wednesday, May 25, 2011

35. Facebook lets you create
The ideal is more earned at the
“earned” predictability of paid
scale andat unprecedented scale
Wednesday, May 25, 2011

36. Fans are just the beginning
brand fan
Wednesday, May 25, 2011

37. Fans are more valuable when they
impact their friends
Facebook population
Fan base
Wednesday, May 25, 2011

38. Fans are more valuable when they
impact their friends
Facebook population
Fan base
Wednesday, May 25, 2011

39. Fans are more valuable when they
impact their friends
Facebook population
Friends of fans
3M friends
Fan base
25K fans
Wednesday, May 25, 2011

40. Fans are more valuable when they
impact their friends
Facebook population
Friends of fans
3M friends
My friend likes this brand
Fan base
Ads with friends 25K fans
Wednesday, May 25, 2011

41. This is the NEW word of mouth - it is
twice as effective
VS
Meg Griffing Sloan, Becca Foy, and
14 other friends like Heineken
Source: Nielsen
Wednesday, May 25, 2011

42. This is the NEW word of mouth - it is
twice as effective
1.6X
lift in brand recall
2X
lift in message awareness
4X Meg Griffing Sloan, Becca Foy, and
14 other friends like Heineken
lift in purchase intent
Source: Nielsen
Wednesday, May 25, 2011

43. Sponsored Stories is a new way to
scale word of mouth
Wednesday, May 25, 2011

44. This is how it works
Sponsored Stories
David likes this brand
Your Brand
David likes this brand Like
STEP 1: STEP 2: STEP 3:
David likes a brand, If this brand included
uses an application, A story is generated on David’s
friends’ News Feeds, which Sponsored Stories in their
or checks in to a Facebook Ads campaign,
they may or may not see
location David’s friends see this story
in the right column
Wednesday, May 25, 2011

45. 1 2 The web is
organizing
around people
Wednesday, May 25, 2011
Businesses are
organizing
around people
3 Organizing
around people
delivers results

46. A focus on people delivers the results
brands care about
Wednesday, May 25, 2011

47. A focus on people delivers the results
brands care about
+16%
awareness
+9M
recommendation
2X
5x preference
sales ROI
4X offline
2X online +7%
foot/web traffic intent
Wednesday, May 25, 2011

48. x
increase in traffic
to levi.com
Wednesday, May 25, 2011

49. x
increase in traffic
to levi.com
Wednesday, May 25, 2011

50. x
increase in traffic
to levi.com
Wednesday, May 25, 2011

51. x
# of mentions
over World Cup
sponsor
Wednesday, May 25, 2011

52. M+
recommendations
for Charity
Wednesday, May 25, 2011

53. Wednesday, May 25, 2011

54. Wednesday, May 25, 2011