Going Beyond Social Media

5 RULES: BEYOND SOCIAL MEDIA
© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

RULE 1: THINK TIMELINE
IT’S A BUSY WORLD IN THERE

! Facebook releases x1 great new feature
each week

! We continue to have x24 hours in our day -
our attention span is not upgraded weekly

BUILD IT AND THEY PROBABLY WON’T COME

Every brand in the world competes
amongst the lunchtime / 9pm ‘Facebook
slot’ against other brands, interests,
mums, sisters, colleagues, friends and
LOL cats (and dogs)...


RULE 2: R*E*S*P*E*C*T
DON’T MAKE OUT ON FIRST DATES

Problem statement:

Can People Give a SH*T
Do they
Care?
Paul Adams Go
Global Head of Brand Design
Facebook


@Beyond, @RogerWarner

Note: watch 9.30 to 11.40...


The Big Launch?!?


RULE 3: IT’S NOT ABOUT YOU
IT’S ALL ABOUT THEM / PUT PEOPLE IN PRODUCT

Start Here:

Brand
Communications

Your agenda...

us
Their agenda...

rs
ve
Market
Needs


Different networks, different Goals:

Social graph Interest graph


Why people

share
?


Quantifying Future Trends
in Online Sharing
THE In five years, where will consumers be sharing content
online, and why? What types of content will be shared
most? How will consumers be sharing branded content?
And, what will make something share-worthy in the
future?
OF sharing These are all important questions, and using data as a
guide, the answers become within reach.


FUTURE SHARING ACTIVITIES

Offline social experiences will be brought online, growing the volume of shared content focused on
daily achievements and personal milestones.

WHAT WILL PEOPLE SHARE IN THE FUTURE?
43% 30% 28% 27%

PERSONAL TRAVEL PLANS TICKET CHARITABLE
MILESTONES PURCHASES DONATIONS
The percentages above reflect the proportion of people who indicated their
preference to share these activities.

Make People

Look Great!
Think: KUDOS, Social Capital
Create: Missions!

Ms Generous,
Mr Smart,
Director of Helpfulness
Mrs Entertainer, VP of Being Really Useful
Head of Being Funny The first person to share that The first person to share that
amazing gizmo for calculating promo for money off something
The first person to share that mortgages or the lead article really useful; likes to posts lists
must-see meme: usually a from The Economist (or the of good things to do; plus
video or a picture infographic amongst motivational Facebook stuff.
colleagues)

Making Missions OPPORTUNITY COST
What’s the personal ROI?
Is it easy / hard?

ATTENTION
EMPATHY Can I be bothered ADVOCACY
Is it in line with to view/participate? Is it good enough
my personal values? to share with friends?

PERSONAL VALUE
Will this enhance my
personal brand/network?


RULE 4: PLAN IT
DATA BEATS OPINION. INSIGHT CREATES CHAMPS.

consumers research & share experiences during whole purchasing journey
Pre-purchase Post-purchase

CUSTOMER AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY
JOURNEY
BRAND Visibility Evaluation
attributes Choice Experience Recommendation
& loyalty
PENETRATION
BRAND STRATEGY/ messages

MEASUREMENT Relative volume of each
of the positioning
statements and pillars
Attributes and topics
within positioning and
pillars are most Frequency of statements
Top likes and dislikes
------------------
Frequency of
frequently discussed of intent recommendations
------------------ ------------------ Frequency of emotive
------------------ words used ------------------
Share of voice against Level of agreement with Share of voice against
positioning Frequency of inhibitors ------------------
competition Verbatims competition
------------------ mentioned
visibility in search Sentiment towards
attributes

insight & How is your brand What does consumer What are the consumer What are the consumer
What are the barriers and
positioning penetrating perception of your brand likes and dislikes and likes and dislikes and
triggers for action?
look like? what words do they use? what words do they use?
Strategy
the market?


LOW vs high involvement products
Research/Time intensive; specialized knowledge

HIGH LOW
vs
LESS FREQUENTLY PURCHASED BOUGHT MORE FREQUENTLY

MORE COMPLEX LESS COSTLY

EXPENSIVE IN NATURE USUALLY BOUGHT WITH A
MINIMUM AMOUNT OF THOUGHT
REQUIRING MORE TIME AND AND EFFORT
EFFORT IN THE RESEARCH PHASE

Impulse buys; social

Facebook’s Influence on purchases
“To what extent did Facebook influence your view on the product you were shopping for?”
1002

1001.5

1001

1000.5

1000

uc
ts usi
c are uc
ts
tiv
es nic
s
hio
n
an
ts
oo
ls vel ces
an
ce
d M k w d
mo ctr
o
Fas
r T Tra lian in
Pro oo Pro tau p al
F
ab
y C uty uto Ele Re
s Ap n
B ea A
ch
en rso
B
Ki t Pe
Facebook Inﬂuence

actions taken after online interaction
PROMPTED
TO PURCHASE

43% uk
20%
PROMPTED
31% usa TO RECOMMEND
uk

20% usa

CHANGED
IMPRESSION
4% uk
3% usa
INCREASED
AWARENESS
8% usa
6% uk

9%
ENCOURAGED
TO VISIT
uk
OPEN 9% usa TAKE NO

26% usa
ACTION

15% uk
ENCOURAGED
TO CONTACT
3% uk
3% usa

RULE 5: RULE OF RULES
IT’S ALL ABOUT ROCK STAR CONTENT

A social brand

Do I Really Know
And
UNDERSTAND?
Go

...Or, Do I Just

Like Them?

HELP Them to
Like you and
engage with You
Use Social. Create Missions. Build Preference...

User Case Profiling:

High Attention
Big Content
‘LEAN FORWARD’ ‘LEAN BACK’

us
rs
Your Core Social play! Your Core Social play!

ve
Goal: the SHARE!! Goal: the SHARE!!
Low Attention
Small Content


From the Archives
Case Including: Guinness YouTube
Studies
Facebook Barclays TomTom


ABOUT BEYOND
SEE MORE AT WWW.BYND.COM

100 +

now

full time staff support

global reach
through parent group NEXT FIFTEEN
goal

visit us

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ANNUAL TURNOVER
london, lewes, new york, san francisco, mumbai


client list @Beyond, @RogerWarner


now
Moneyball
for social Brands
we create digital
experiences people want
to share.
...We do this Differently.


THANK YOU
for your
time
(MORE AT WWW.BYND.COM)

Going Beyond Social Media

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