automation of socialization
Post on 18-Sep-2014
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This is a presentation I gave at the DMA 2010 conference in San Francisco. The description of the session is: The challenge of social media is in how to make being personal cost efficient, and the solution is in the creating and relying on the right methodology. In this session, Jeff Hilimire introduces a new process called OFFER (Optimizing Facebook For Earnings and Relationships) that virtually automates successful outcomes.TRANSCRIPT
The Automation of Socialization
Presented by:Jeff Hilimire, Chief Digital Officer
Twitter: @jeffhilimire - Blog: jeffhilimire.com - [email protected]
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
[email protected] | @jeffhilimire
Go to www.engauge.com/dma fora copy of this presentation