© 2011 Forrester Research, Inc. Reproduction Prohibited...4) Integrate Facebook into your marketing...
Transcript of © 2011 Forrester Research, Inc. Reproduction Prohibited...4) Integrate Facebook into your marketing...
© 2011 Forrester Research, Inc. Reproduction Prohibited1
© 2011 Forrester Research, Inc. Reproduction Prohibited2 © 2009 Forrester Research, Inc. Reproduction Prohibited
Making Facebook And Twitter Work
Sean Corcoran, Sr. Analyst
Nate Elliott, VP Principal Analyst
November 29, 2011
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It’s Time To Prove The Value.
Facebook and Twitter have changed
the way people communicate. Now it’s
time to prove their marketing value.
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Agenda
Recommendations For Making Them Work
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64% of US online adults have an account.
The average US online adult has 131 friends.
62% of all “influence impressions” in 2009.
According to Facebook:
Over 800 million users worldwide.
More than 4 billion things shared each day.
96 of the top 100 advertisers using it.
Source: North American Technographics Online Benchmark
Survey, Q2 2011 (US); Facebook
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Most marketers are now coming out of the “Coordinating” stage
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Marketers have been failing to prove value through Facebook because:
They lack focus
There’s a lack of understanding about how the platform works
The right resources are not yet in place
They’re seeking the wrong metrics
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Facebook hasn’t made it easy
Content management is hard
They are constantly changing the rules
Their data is limited
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Interactive marketers don’t yet see Facebook as the best option for engagement
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A four-step process for making Facebook marketing work
1. Set clear objectives
2. Build a page that provides value to your fans
3. Use the full Facebook toolkit to increase reach and engagement
4. Integrate Facebook into your marketing mix
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1) Set clear objectives: Facebook can play many roles in your business
Generate word-of-mouth to increase reach
Drive people down the sales funnel
Increase loyalty
Help with product development and commerce
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1) Set clear objectives: Social networking can play a role across the purchase path
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…and that role has been growing over the past 3 years
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Consumers use social networks for a broad range of product and brand information
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2) Provide value: Is there a reason why someone would want to “like” your brand page?
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2) Provide value: Start by learning who your fans are
EMI worked with NeoLane to ask Facebook fans to opt-in so they could collect more information and tie their fans back to their
customer database
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2) Provide value: Use apps and tabs to create richer experiences
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2) Provide value: Keep your community active at all times
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2) Provide value: Leverage emerging tools to learn how to optimize your content
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Marketers haven’t been playing for the long term
According to Syncapse, Facebook page engagement was down 22%
from 2010 to 2011
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3) Use the full Facebook toolkit
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3) Use the full Facebook toolkit: Facebook ads can catalyze reach and sharing
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3) Use the full Facebook toolkit: Events and location help create real world engagement
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4) Integrate Facebook into your marketing mix: Start with owned media
Step2 worked with Powered Reviews to integrate Facebook Connect with their
product reviews. The results:
• 7% of site visitors verified their accounts
• 50% of verified accounts shared their review on Facebook
• 135% increase in FB referral traffic
• 3X increase in revenue from FB referred traffic
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4) Integrate Facebook into your marketing mix: Consider it as the foundation of your broader campaigns
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4) Integrate Facebook into your marketing mix: Use Facebook data to make other programs more effective
Companies like DataXu use social data to help inform display ad
targeting through its DSP
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Tasti D-Lite learned that social networks brought them new loyalty members
"Of those that are connecting [their loyalty
program account] to Foursquare, from a
customer frequency standpoint, as well as
an average sales standpoint, they are not
exhibiting the typical behavior of our core
customers. Which really means we're
reaching outside our demographic and
reaching new customers by adding these
features and benefits to our loyalty
program.“ – B.J. Emerson, social technology
officer
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Agenda
Recommendations For Making Them Work
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13% of US online adults have an account.
The average US online adult has 66 followers.
According to Twitter:
Over 100 million active users worldwide (50% active every day).
250 million tweets per day.
Source: North American Technographics Online Benchmark
Survey, Q2 2011 (US); Twitter
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Only a small percentage tweet regularly
Nearly half of all tweets consumed are created by the top 20,000 tweeters –
that’s .02% of its 100 million users
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But those tweeters are influential, creating word-of-mouth on steroids
Twitter represented 10% of all influence impressions in 2009
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Twitter already adds value to the marketing mix
Listening to the voice of the customer
Driving direct revenue
Creating reach through sharing
Aiding brands in crisis
Providing customer support
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BP uses Twitter to get their message out about the Gulf clean up
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The Hyatt Concierge takes hotel support out of the property and to the web
12% of US online adults agreed that complaints about customer service from
other consumers on social sites like Facebook or Twitter strongly influence
their image of the company
Source: North American® Technographics Omnibus Online
Survey, Q4 2010 (US)
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Marketers are struggling with it – because it’s different
It requires a diverse – and often disparate – skill set
It offers a fire hose of skewed data
It is dominated by a small number of influentials
It is a very public arena where missteps are scrutinized
Its advertising is organic to the platform, but foreign to the
standards
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Interactive marketers don’t yet see Twitter as a strategic channel for engagement
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The four step process for success with Twitter marketing
1. Determine its role
2. Prepare your team for using Twitter
3. Build a strong base of followers, then energize them
4. Drive conversation and sharing
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1) Determine its role in the mix
Get to know how your audience uses it
Decide how many accounts are needed – and the purpose of each
Define clear metrics for success for each of those accounts
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Audi’s “Next Big Social Thing” focused on pre-orders as its primary metric for success
And it worked, according to the chairman of Audi, the campaign
drove the largest amount of pre-orders in Audi’s history
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2) Prepare your team for using Twitter
Learn the nuances yourself
Seed new social technologies
Implement rules of engagement
Implement process for sharing across teams
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The Twitter toolkit is growing
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3) Build a strong base of followers, then energize them
Offer value to your audience (i.e. a reason to follow and stay
engaged)
Keep the community active by publishing valuable content
Build relationships with influential tweeters
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IBM leverages relationships with influentials to increase event participation
IBM worked with influentials with over 147,000 followers to energize the community about their Impact
2011 conference, ultimately doubling event attendance from 2010
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4) Drive conversation and sharing
Use Twitter as a gateway to other content
Drive real world brand interaction
Spark conversation
Make your traditional media more interactive – especially TV
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RadioShack sparks conversation that people want to participate in and that helps their brand
#UNeedANewPhone
- Double digit increase in total wireless sales year over year
- Above average engagement rate of 8.8% (average 3-8%)
- 65 million trend impressions
- 84,000 mentions
- 116,000 tweet impressions
- Became #1 organic trending topic on December 3
- @RadioShack followers increased 38% in 12 days
Holiday Hero
- Capes, masks and gifts were customized and layered upon
hundreds of photos
- More than 68.4 million impressions on Twitter
- 158,000 mentions of #IfIHadSuperPowers
- 13.6% engagement rate
- Crushed paid promotion success and became the second highest
rating for a promoted trend in Twitter history at the time
- Twitter called personally, claiming broken records
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Social media has become the interactive platform for TV
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+1.82
Networked Insights shows the “true reach” of the Super Bowl
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Agenda
Recommendations For Making Them Work
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Recommendations: Be the gatekeeper and the oracle
Identify who should have access – and who shouldn’t
Help secure budgets and seed usage
Implement a social media management technology
Develop an internal process for publishing and responding
Keep on educating about the constant change
Lead, but don’t try to own, your social networks
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Social networks change how marketers AND consumers think of advertising
Influence metrics, along with lifetime value metrics, become the
standard for measuring marketing success
Twitter becomes the tool of the empowered employee – because
not everyone will have access to your Facebook pages
The content calendar becomes “smart” – constantly optimized for
the best engagement and ultimately, business results
Marketing content becomes more valuable to the audience than
ever
– The value of earned media reach and engagement metrics will force
brands to create valuable content – or else they won’t even reach their
own fans and followers
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Questions?
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Thank you