EEC09 - Clara Shih, autora del libro The Facebook Era y creadora de la aplicación Faceconnector
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Transcript of EEC09 - Clara Shih, autora del libro The Facebook Era y creadora de la aplicación Faceconnector
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The Facebook EraPreparing for a New Kind of Customer Relationship
Clara Shih
Author, The Facebook Era
CEO, Hearsay Labs
October 15, 2009
“The Facebook Era recognizes that we’ve come to a place where people can represent their real identity—and use the social filters on the Web to connect with the world around them.”—Sheryl SandbergChief Operating Officer, Facebook
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TheFacebookEra.com
Practice what we preach
@clarashih#EEC09
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TheFacebookEra.com
Agenda
Trends and Numbers
New Consumer Psychology
Rethinking Sales and Marketing
Q&A
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TheFacebookEra.com
The trends and numbers
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TheFacebookEra.com
Welcome to The Facebook Era
On Facebook alone . . .
Over 300M active users
8 billion minutes spent each day
1 million developers from 180 countries
is email dead?
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PUBLISH
CONSUME
1‐1 1‐many
many‐to‐many
everybody‐to‐everybody
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TheFacebookEra.com
Winning mainstream audience appeal
Source: Nielsen Online Global Index, Dec 2008
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TheFacebookEra.com
Facebook’s growth just keeps going
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TheFacebookEra.com
CMO Council – March 2009
“ Digital marketing and new media dominates demand generation and advertising spend allocation priorities for the coming year, with budgets aimed at online and Web 2.0 initiatives almost 50% higher than spend earmarked for traditional media. ”
CMOs are shifting dollars to social media
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Three Pillars of Facebook Marketing
Facebook Apps Facebook Pages Facebook Ads
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TheFacebookEra.com
The new consumer pyschology
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TheFacebookEra.com
Why Facebook was different
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TheFacebookEra.com
Facebook as a forum for online identity
Photos and interests
Demographic info
Employer, school, city
Friends
Socially acceptable to share
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TheFacebookEra.com
Facebook Connect extends trusted identity to any website
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TheFacebookEra.com
Example. http://thefacebookera.com
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TheFacebookEra.com
Due diligence expected
Personalized interactions
Transitive trust
As a result, user expectations have changed
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TheFacebookEra.com
Facebook and Twitter invented new modes of communication
Casual
But emotional
Foster weak ties
Capture long tail
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TheFacebookEra.com
Rethinking Sales & Marketing
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TheFacebookEra.com
Sales: The Power of Transitive Trust
Qualify leads early
Low‐cost way of staying in touch
Build personal rapport
Navigate buyer orgs
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TheFacebookEra.com
Sales: Prospecting Friend‐of‐Friend Networks
Example:
Aster Data Systems
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TheFacebookEra.com
Customer Service: Crowdsource to Your Customers
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TheFacebookEra.com
The ultimate opt‐in marketing channelsExample
Dell Outlet moved $2M in inventory over Twitter last year
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TheFacebookEra.com
Marketing: The power of hypertargeting
Minimize wasted ads
Latent interest
Test new segments and
messaging
Fifty percent of my advertising is wasted, I just don’t know which fifty percent
“
”
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TheFacebookEra.com
Marketing: The power of referrals
Word of mouth
automated
Existing customers = your sales force
Search.twitter.com
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TheFacebookEra.com
eMarketer: Endorsements from friends matter most
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TheFacebookEra.com
Social Customer Lifetime Value (sCLV)
Social CLV = CLVold
+ Word‐of‐mouth referrals+ Customer support cost savings+ Sales resulting from idea contributions
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TheFacebookEra.com
Thank you
Stay in touch
http://facebook.com/thefacebookera
RELEASED APRIL 2009Featured in The New York Times