Session from Marketing Week 2010, under the theme of Fans Build Brands, this looks at how to build fans

1. If fans build brands,
how do you build fans?
CONTENT IN THE CONTEXT OF THE AUDIENCE

3. #marketingweek confused! One session says
don't have strategy for social media, baby steps.
Next session MUST need strategy.

4. PHASE 2

6. Build it and they will come…..
Really?

7. 6
parts to phase 2….

8. Connect
Relevant
Consistent
Trust
Engage
Evolve

9. Ok – but why?

12. 90 9 1

13. Power Law: 1% of the customers create
most of the user-generated-content, 9%
engage with the content and 90% simply
read the content.

14. Define what type of fans

15. "The philosophy behind much advertising
is based on the old observation that every
man is really two men -- the man he is and
the man he wants to be.” William Feather

16. The internet has made constructing our
(multiple) identities through communities
more visible, accessible, and rewarding.

17. "multiple e-dentity disorder"

18. So there is another measurement we need
to consider in our activities, to ensure that
activities also have the greatest
measurable impact on human interaction.

19. CONNECT

21. Tweetmeme’s re-tweet buttons, are being
displayed 500 million times a day and now
on about 200,000 sites.

22. Source: http://www.seomofo.com/wordpress/tweetmeme-retweet-button.html

23. Did the change of
“Become a fan” to “Like”
create greater engagement?

24. "Becoming a fan of a brand is perceived as
a large commitment and is an important
measurement metric... 'Liking' can be
another great driver of awareness and an
opportunity for users to show an additional
form of affinity,” Scott Kepler, CTO Context Optional

25. Facebook, 3 Billion ‘Likes’ per day

26. Facebook’s social plug-ins are now on
around 350,000 sites globally.

27. 3 variations to “like”

28. 1. I hit the like button on pages all the time.
I like your picture. I like the fact you had
fun on your vacation. It doesn’t mean I
want to get into a long involved
conversation or see all your vacation
pictures.

29. 2. I like the jeans you are selling on your
website. I like them because I already own
a pair. I am not giving you permission to
contact me and try to sell me something or
to suggest to my friends that they should
buy them because I like them.

30. 3. I like the book you just read. I would like
to buy a copy. It would save me time if by
liking this book someone would contact me
from Amazon with a link to quickly allow
me to buy it.

31. 4. “Liking” something can have any number
of meanings. Unless FB comes up with a
solution for the problems caused by the
misinterpretation of these meanings, the
Like button will quickly become a nuisance.
– Mark Cuban, blog maverick

32. Like
≠ Fan

43. and the one thing in common
among (nearly) all?
They are fmcg brands

44. social media
facilitates broader
coverage than a
site destination

45. As facebook engagement grows the
question arises - what does this
mean for web sites?

48. RELEVANT

50. Great content drives the conversation –
and it is out of the hands of the creator as
the message travels from one to one
through to many. Great content provides
the reason that people will continue to visit
and explore. Great content, consistently
delivered, will create fans.

54. RIGHT PLACE, RIGHT TIME

57. Go back three years ago. Twitter was being
used by the same crowd that is playing
with Foursquare today…..
…but I think this lame little location game is
going to be bigger than Twitter. Why?
Because eventually businesses will learn
that this is an even better way to engage
with customers than Twitter is. Robert Scoble

58. 2.4 million people use Foursquare globally
100,000 sign on everyday
40% of users are outside US
Large communities in Australia, Singapore,
Hong Kong, Malaysia, and Indonesia
Source: Foursquare, August 2010

59. “…I want Foursquare to be able to tell
people where to go wherever they are in
the world, based on their previous visiting
habits, likes and dislikes and the time of
day…We want to be able to push venue
suggestions to you.…. as we develop
Foursquare tools and how we use our
data,” Dennis Crowley, co-founder Foursquare.

66. CONSISTENT

68. The site is known for its local daily deals,
often offered by small businesses including
restaurants, gyms and spas.
With a $1 billion valuation and more than
9.4 million Groupons sold since its launch,
it has become one of the most recognized
group buying sites on the web.

72. Groupon launched its first national deal
(20/8), partnering with Gap to offer $50
worth of apparel and accessories at the
low price of $25.
Update: By day’s end, 441,000 Groupons
were sold, bringing in a little more than $11
million. Groupon usually splits the revenue
with partners, but declined to disclose its
share.

74. TRUST

75. Whether an individual can be influenced
and become a fan is as important as the
desirability of the influencer.

77. Keeping control of your fans
privacy….
Via http://blogs.forrester.com/augie_ray/10-07-30-amazon_shows_how_protect_your_brand_while_connecting_facebook?
cm_mmc=RSS-_-MS-_-913-_-blog_2586

78. Facebook’s privacy policy is longer than
the U.S. Constitution. The U.S.
constitution has a paltry 4,543 words to
Facebook’s 5,830. Nick Bilton, NY Times 5/2010

82. ENGAGE

84. Content

88. EVOLVE

89. “Studies have shown that marketers
perceive blogs to have the highest value of
any social media in driving site traffic,
brand awareness, lead generation and
sales—as well as improving customer
service,”
Source: eMarketer : Steady Gains in Blogging by Marketers August, 2010

90. Building fans should not be
seen as an end in itself
remember Stage 2?

93. Gaining 700,000 Facebook fans by accident
• This was not due to interest the topic, but
because they identified with his title:
“They were the sort of people who were also
fans of such inane but popular Facebook fan
pages as “Punching Things” and “I hate it
when I get fingerprints all over my phone.”
• This Facebook popularity has had hardly
any impact on book sales

94. The brand does not always need
to be in control

95. There needs to be a balance of being in
control and being in touch. The more in
control the brand is, the less in touch they
become. Marketers are most likely to
succeed and be "in touch" when they let
consumers be in control.
AG Lafley, CEO Proctor & Gamble

96. Fan-run communities can be powerful
brand advocates – e.g Blackberry Cool

97. RATM

98. Having been Christmas no.1 for 4 years in a row,
2009 seemed like a forgone conclusion

100. Ultimately, engagement beat
reach

101. Rage Against The Machine
OUTSOLD
X Factor by 50,000 records
500,000 to 450,000

102. Why did it work?

103. • Context
• Provocative
• Co-ownership
• Simple goal
• Leveraged high profile supporters
• Viral nature of networks
• Conversion was easy

106. A closing thought

108. Thanks
phil@apparent.com.au
twitter.com/phillipsmith
twitter.com/weareapparent
facebook.com/weareapparent