automation of socialization

The Automation of Socialization

Presented by:Jeff Hilimire, Chief Digital Officer

Twitter: @jeffhilimire - Blog: jeffhilimire.com - jhilimire@engauge.com

Agenda

Who, me?

1to1toMany

Why’s Facebook so dang important?

How can you use it to grow your database and (GULP) generate revenue!

Introducing O.F.F.E.R.

Tips to embracing social and emerging technology

Who we are

One of the nation’s largest independent agencies, Engauge is forging a new agency model dedicated to total engagement among people and brands.

Chaired by Stan Rapp

Total Engagement

Make your brand a living brand.Be a magnet not a megaphone.Become iDirect.Achieve 1to1toMany.

Engauge

Our name is a rallying cry, an ethos that drives accountability and measurement across the entire organization for each and every client and campaign.

Who, me?

That’s aniPad

And that’s a1-year-old

And that’sFacetime

And that’s my3-year-old

at our housein Atlanta

That’s me at theColumbus, OH

airport

That’sa 5-year-old

I think he might be smarter than me

Introducing the marketing of the future:

1to1toMany

Embrace this concept: YOU are the least credible personto be talking about YOUR company

Your Company

YourCustomer

The MOST credible personto be talking about your company

Still not convinced?

84% of consumers trust the recommendations of their friends

70% trust online recommendations from complete strangers

Only 5% of consumers trust advertising

Source: “Your brand: At risk? Or ready for growth?Alterian Whitepaper, 2010

A 1to1

toMan

y Exa

mple

500+ Million Users

Yes, that says

83 MILLION

100 Million Mobile Users

If Facebook were a country it would be the world’s

3rd largest

1. China2. India3. facebook4. United States5. Indonesia6. Brazil7. Pakistan8. Bangladesh

Facebook tops Google for weekly traffic in the U.S.

Age of facebook users!

35 +!

25-34!

18-24!

13-17!

Source: Facebook!

Women aged 55 and up are the fastest growing Facebook demographic

in the U.S.

The average facebook user!

spends >55 minutes on Facebook!

per day! per month!

has 130 friends!

Invited to 3 events!

Sends 8 friend requests!

Becomes a fan of 2 Pages!

Writes 25 comments!

Clicks Like button 9 times!

Time for an exercise:

# of Facebook Fans you have:

# of friends average Facebook user has:

Total reach of your Facebook Page:

130

12,000x

1,560,000

25

Growing your database

Grow your social connections through:

EngagementCouponing/OffersAdvocacy Programs

Grow your social connections through:

EngagementCouponing/OffersAdvocacy Programs

Grow your social connections through:

EngagementCouponing/OffersAdvocacy Programs

Fan Appreciation Pint Giveaway captured user data through promotion

registration form once consumers became a fan of the page. After

submitting the form, fans could share the promotion with friends.

E-mail opt-in rate for this promotion was 70%

This couponing program took the page from 0 fans to over

100,000 fansin less than a month

Grow your social connections through:

EngagementCouponing/OffersAdvocacy Programs

Case-mate Facebook Page Growth

Launched 8/11/10

Wednesday, September 29, 2010

Monetizing Facebook

Loyalty, coupons and specials

Loyalty program integration

Email sign up

Specials

Coupons

Cross channel promotion

facebook.com/ChickfilA

What’s on the page: Menu, Store Locator, Downloads, Photos, Videos, Specials, Product Launches, Store openings

Chick-fil-A was the first restaurant page on Facebook to hit 1 million fans!

No. of fans: Over 3,000,000Now the largest restaurant

Facebook page

•Facebook Fans in Chicago were invited to a Premiere Event in downtown Chicago

•The event was to kick-off Chick-fil-A opening locations in the Chicagoland area

Chicago Premiere Event

Ustream•Fans on Facebook could watch

the Chicago event live via Facebook-Ustream

•Chat w/ other fans across the country

•Viral component - fans comments seen by their friends

Countdown to Spicy!

•Limited-release trial locations, reservations thru Facebook

•Built an app for the Spicy launch

•Shared with other Operator Facebook Pages

•Change content before, during, & after the campaign

1.2 million reservations

Introducing O.F.F.E.R.

Optimizing FacebookFor Earnings & Relationships

Initial O.F.F.E.R. research shows...

- 85% became a Facebook fan because they love the brand; 68% because they love the product(s)

- 32% of the Facebook fans stated they liked being a fan for new product information and promotions

- Over 12% more traffic to a retail location vs. non-Facebook fans

- 2% of the Facebook fans had NOT been a customer until AFTER they became a Facebook fan

- Go to www.engauge.com/DMA to sign up to receive the research when its complete

“You can’t stop the waves, but you can learn to surf.”

Jon Kabat-Zinn

Some tips to getting started

embracing social

Make

Shareability a Priority

52

Do you really want tobe an “immobile” brand?

Thanks!

www.engauge.com

jhilimire@engauge.com | @jeffhilimire

Go to www.engauge.com/dma fora copy of this presentation