Beginner Marketing & Monetization Presentation: Media Kits at BlogHer '13
From relevant marketing to community monetization
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Transcript of From relevant marketing to community monetization
FROM RELEVANT MARKETING TO COMMUNITY MONETIZATION
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RELEVANT MARKETING
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AVOID USELESS EFFORTS
Do you enjoy making effort?
I really don’t know why we haven’t
invented the wheel yet !
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SIMPLIFY YOUR LIFE
Less effort more effects
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RELEVANT MARKETING
This is the opposite of SPAM
This is the right message at the right time
This improves the conversion rates
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DATA COLLECT
I browse there, but I leave the page
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TARGETED MESSAGE
Then, if I keep browsing, here is what I see
This is great but there still is a problem
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PEOPLE TRUST PEOPLE
14% trust advertisement
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THEY TRUST THEIR FRIENDS EVEN MORE !
But where are my friends ? …
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FACEBOOK IS ESSENTIAL !
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YOUR CLIENTS AND YOUR FRIENDS ARE ALREADY THERE
Like 36% of Frenchmen, he is on
130 friends in his network
Linked to 80 Fan pages, groups or events
23 million users in France
Among them, 50% log in every day
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WHERE WOULD YOU ESTABLISH YOUR STORE ?
there or
Here
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FACEBOOK IS A FACILITATOR
Facebook is a great tool to make word of mouth easier
In an instant
1 fan
In an instant ….
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FACEBOOK PROVIDES AND ALLOWS TO GENERATE A LOT OF DATA TO SERVE BRANDS
Source : Agorapulse
The « Social data » business opportunities
On your website For your products On Facebook
Customized offers “Social data” collection Peer-to-peer recommandation
Users retargeting depending on the products they “liked” Involvement,
conversation Fans qualification
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SOCIALIZATION OF WEBSITES AND PRODUCTS
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CUSTOMIZATION OF WEBSITES
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HOW TO USE FACEBOOK IN ORDER TO MONETIZE YOUR COMMUNITIES ?
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GOAL :
REACH A CRITICAL MASS
GOAL :
ENGAGE YOUR FANS
GOAL:
GENERATE ADDITIONAL TURNOVER
3 KEY STEPS TO MONETIZE
BUILD YOUR COMMUNITY STIMULATE YOUR
COMMUNITY MONETIZE YOUR
AUDIENCE
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FROM COMMUNITIES TO RELEVANT MARKETING
YOUR TARGET They hardly know you (maybe not at all) and they have no intention to buy your product.
YOUR TRIBE They know you, they like you, they have already used your products or are about to.
YOUR EXPERTS They talk about you or about related subjects : they are influencers.
WHO ?
HOW ? Fame/branding - Media coverage - Recommandation
Manage/Engage - Listen/answer - Offer/ innovate - Monetize
Converse/Collaborate - Listen/answer - Work with - Prevention/improve
WHERE ? TV/radio/print/web/mob Web/mob /social media Event / PR /ePR
GOAL ? GET KEEP/INCREASE CONVINCE
Share Influence Relevant Marketing
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GET ORGANIZED! STAY READY TO LISTEN AND ANSWER
Organizational process • Listen • Capitalize • Answer • Learn • Change
Listen Converse
Capitalize
Process
Answer
Social CRM Gather information
Management support
Broadcast to ESN Enterprise Social Network
Marketing Customer Service Other
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GEAR UP ! DON’T LOSE INFORMATION
Social CRM tools : • Listen/Manage • Capitalize • Qualify • Segment • Target
Advantage : • Relevance • Loyalty
Editorial animation
Fan pages Event Animation
Mobile
Contest Quiz
Virtual Gifts
Community Database
Animation statistics and
finding the most engaged fans
Create a loyalty program rewarding fans’ activities with
points
Enlarge the client’s database
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YOU WON’T REGRET THIS !!!
Campaign by fits and starts Allow you to gradually build your fanbase thanks to previous campaign capitalization
Traditional campaign Social Network based campaign
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RECRUIT AND QUALIFY YOUR FANS
Goals: • Collect data • Increase the Fanbase • Develop fan loyalty
Means : • Facebook Apps • Media Coverage+ prize • Animation Key Figures: • 80 000 users • 70% of filed forms • Daily Fan recruitment x2
« QUALIFY »
« STIMULATE / RECRUIT »
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CREATE FUSE CAMPAIGNS!
FUN : don’t take it too seriously, stay human USEFUL/UNIQUE : bring something more SOCIAL : make your content shareable ENGAGING : try to engage them in your campaign
Engaging Unique Useful
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DO NOT FORGET MEDIA COVERAGE (ANYMORE)
TELL THE WORLD YOUR OPERATION EXISTS
70% to manage and promote your operation
30% to create your application
Facebook tend to become a “classic” media
« earned media » is increasingly limited compared to « paid media »
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MANAGING YOUR FACEBOOK PAGE LOOKS INCREASINGLY LIKE SEO
Improve the« EDGERANK » of your page. You are entering the private sphere of your fans, you have to arouse interest create involvement and sharing. Improve your visibility Facebook created a solution called « sponsored stories » !
(In average) only 30% of your Fans see
your publications According to PlayApp managed pages
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I TALK TO THEM – OK
I LISTEN TO THEM – OK
I ANSWER THEM – OK
BUT HOW TO MONETIZE MY COMMUNITY?
NOW THAT I HAVE FANS – WHAT CAN I DO ?
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KEY SUCCESS FACTORS OF SOCIAL COMMERCE
REMEMBER !
USE THE POWER OF FANS TO FRIENDS RECOMMANDATIONS !
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REMEMBER !
USE FACEBOOK AS A DIFFUSION FACILITOR
In an instant
1 fan
In an instant ….
KEY SUCCESS FACTORS OF SOCIAL COMMERCE
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CREATE SOMETHING EXCLUSIVE, SIMPLE AND SOCIAL
KEY SUCCESS FACTORS OF SOCIAL COMMERCE
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HERE IS WHAT YOU SHOULD NEVER DO
USERS DON’T BROWSE YOUR FACEBOOK PAGE LIKE A WEBSITE
FACEBOOK SHOPS ARE TOO CRAMPED
IT IS HARD TO MAKE A « STORE » TAB ALIVE
WHAT SOCIAL ADVANTAGE CAN THE USER GET OUT OF IT ?
NOTHING
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AND HERE IS WHAT DOESN’T WORK
Gift lists
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SOME IMPORTANT RULES
Rule n°1 : Never sell on Facebook like you would do on your regular website. There is no interest for users.
Rule n°2 : your fans deserve a special treatment. They said they loved you, so they deserve something more.
Rule n°3 : be relevant and try to make an impact when you manage your community. Create and say something special or let your fans speak.
Rule n°4 : Think social !
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PARC ASTÉRIX CASE STUDY
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+ 190 000 Facebook fans
Among them, 150 000 French fans
(Page created in 2009)
N°3 Tourism category (FR)
(Natural growth + 4 %)
PARC ASTERIX – A « LOVE BRAND »
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WHAT ARE THE OBJECTIVES OF THE PARC ASTÉRIX
1- Usefulness & Exclusivity: Make group creation easier thanks to a dedicated group offer 2- Business: Transform your fans into ambassadors 190K fans => 23 500K friends 3- Business: Increase the average basket size 4- Innovation: Test and learn, co-production with web experts
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THE IDEA : OUTINGS WITH FRIENDS (HALLOWEEN 2011)
Facebook studio video
Youtube Video
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FROM THE STIMULUS TO THE EVENT CREATION
Communicate to your fans, to your newsletter subscribers (facebook), on your website or through Facebook Ads
Homepage - Concept - Offer - Explanation - Call to action
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FANS INVITE THEIR FRIENDS
Event creation Manage your friends / follow them up
YOUR FANS GET ORGANISEZ TO RECEIVE A COUPON = 6K USERS IN 3 WEEKS
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THE ORGANIZER PURCHASES THE TICKETS
As soon as a 5 friends group is created, they receive a clickable coupon
On Parc Astérix’s ticketing service, the shopping cart is ready to be paid
Ratio Nb ordered outings/ Nb outings with coupon = 55%
In average, 9 tickets per purchase
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KEY FIGURES : WEBSITE VS. FACEBOOK EXPERIENCE
THE SAME OFFER WAS AVAILABLE ON THE WEBSITE AND ON FACEBOOK
ON THE WEBSITE THROUGH FACEBOOK JOURNEY
Group tickets purchase= in average 5 tickets per purchase
Group tickets purchase= in average 9 tickets per purchase
KEY TAKE AWAY : FACEBOOK IS A PURCHASE BOOSTER FOR GROUP BUYING WITH FRIENDS.
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Website socialization
- N°1 distribution channel
New mobile website and mobile application
25% of Facebook Publications traffic comes from mobiles
PARC ASTERIX –2012 PHARAONIC YEAR !
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THE KEY STEPS FOR YOUR SOCIAL COMMERCE PROJECT
1 Create a
social offer
2 Design the Customer journey
3 Develop the
social commerce experience
4 Marketing and communication about your offer
5 Reporting,
analysis and improvements
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OTHER SOCIAL COMMERCE EXPERIENCES
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PSG MONEY COLLECTION : AUTOMATED GROUP-GIFTING
Hello Laurent, don’t forget to give Benjamin, who is a PSG Fan too, a present for his birthday. Create a PSG money collection with your friends to buy him a gift ! Collect Money
SEND TO THE RIGHT PEOPLE
THE RIGHT MESSAGE
AT THE RIGHT TIME
= RELEVANT
« Hello Laurent…
… don’t forget to give Benjamin, who is a PSG Fan too, a present …
… for his birthday »
Better conversion rate
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WEB CUSTOMIZATION ! A SMARTER WEB ?
Today, if I want to see a concert, I have the choice
between …
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FORGET THE WEB OF YOUR CHILDHOOD
I hate Marilyn Manson
I like Jazz but they don’t know that.
This:
I live in Lyon but all the concerts they show me take
place in Paris
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ENJOY A SMARTER AND MORE RELEVANT WEB
And this :
• A website with all the concerts of my favorite singers, the ones I like or listen to on Facebook.
• The artists my friends like
• My actions are displayed on the Timeline
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ENJOY A SMARTER AND MORE RELEVANT WEB
My concerts
My friends’ concerts
Timeline Publication
Suggest a concert to a friend
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Thank you for your attention
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OUR REFERENCES PlayApp trained more than 20 community managers, manages 10 communities, which represent more than 2 million fans and active application users.
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CONTACT US !
www.playapp.net to know us
Twitter.com/playapp to follow us
Blog.playapp.net to read and comment us
Facebook.com/playapp to interact with us and our fans
[email protected] to write us
Tél : +33 1 48 06 13 59 to talk to us
28 rue du chemin vert 75011 Paris to meet us