word of mouth marketing at scale

Word of mouth marketing at scaleJon Harvey March 2011

The web isbeing rebuiltaround people

Building a place for your brand on Facebook

New product release :Places & Deals

The web is organising around people and their connections

10’s

DiscoverSearch

00’s

Browse

90’s

Experiences are better when reorganised around people

Home page:26 mins/day

Photos:3B/month

600 m users worldwide

Globally, borders are being replaced with connections

=as many people as The X Factor

(every day!)

250M people globally on any given

day

14M people in the

UK on an average day

Facebook Page1. Connections2. Brand voice3. Viral word-of-

mouth at huge scale

* Source: DBM/Scan Likes as of September 2010; Visitor numbers Compete (US-only data), August 2010

Facebook Likes19,700,000 1,800,00

0WebsiteVisitors

Facebook Page

Monthly Website Visitors

Facebook Likes12,500,000 270,00

0WebsiteVisitors

Facebook Likes10,100,000 290,00

0WebsiteVisitors

Facebook Likes4,100,000 325,00

0WebsiteVisitors

Brands have gone social using Pages

9

Source: Alexandra Wheeler director, digital strategy

…It’s about relationships, not advertising.

Social fits within a larger brand strategy…

10

Giving your customers a place to express themselves

Scaling a global community of

brand advocates

19,776,713 people like this

Fans are just the beginning

brand fan

Facebook population

Fan base500 k fans

Fans are more valuable when they impact their friends

Friends of fans60 m friends

US data

My friend likes this brand

Adverts with friends

This is the NEW word of mouth - it is twice as effective

Meg Griffing Sloan, Becca Foy and 14 other friends like Heineken

vs.

1.6xlift in brand recall

2x lift in message awareness

4xlift in purchase intent

Starbucks

Facebook population

Fan base19 m fans

global data

This is word-of-mouth at unprecedented scale

Friends of fans527 m friends

16

94%lift in intent

The outcome: Increased sales and passion for your brand

Check-in Deals

Facebook Deals

DealsA sneak peak

Deal flavorsIndividual

Charity Loyalty SocialFour types of deals at launch

Individual

Friend deal

Social GraphFriends

Family

Coworkers

Brands

Newsfeed Stories – 4 types

Check in Story

Claim

Story

Publish Story

Share Story

Creating a Deal is easy…What does it look like?

How could you build around people?

Insert brand logo

Questions?jharvey@fb.com