Matt Hehman, Facebook - 'Social by Design'
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Social By DesignMatt Hehman
Wednesday, May 25, 2011
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HEPCATFUNKMACHINE @ !":#$
JSPICOLI!%&@ !":#$
the geek out room
nice name “HEPCAT” ...So do you like ska music or are you a swing dancer?
I’m totally into swing, WORD
how nerdy lol
Moderators
Participants
x
JSPICOLI!%&
JSPICOLI!%&
HEPCATFUNKMACHINE
land of the lost geeks 221geek room 121
JSPICOLI!%& @ !":#$
Wednesday, May 25, 2011
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Wednesday, May 25, 2011
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HEPCATFUNKMACHINE @ !":#$
JSPICOLI!%&@ !":#$
the geek out room
nice name “HEPCAT” ...So do you like ska music or are you a swing dancer?
I’m totally into swing, WORD
how nerdy lol
Moderators
Participants
x
JSPICOLI!%&
JSPICOLI!%&
HEPCATFUNKMACHINE
land of the lost geeks 221geek room 121
JSPICOLI!%& @ !":#$
Wednesday, May 25, 2011
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Wednesday, May 25, 2011
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The web is being rebuilt around people
Wednesday, May 25, 2011
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The web is being rebuilt around people
Browse
90’s
Wednesday, May 25, 2011
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The web is being rebuilt around people
Search
00’s
Browse
90’s
Wednesday, May 25, 2011
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The web is being rebuilt around people
Discover
10’s
Search
00’s
Browse
90’s
Wednesday, May 25, 2011
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The Web isAbout People1The web is
organizing around people1 Marketing is
About People2Businesses are organizing around people2 3 Organizing
around people delivers results
Wednesday, May 25, 2011
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Globally, borders are being replaced with connections
600M users worldwide
Wednesday, May 25, 2011
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Industries are transforming by organizing around people
Wednesday, May 25, 2011
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FarmVille XBox
80M pla
yers
Profits
+242%
Gaming is organizing around people
Sources: Mashable, Gamespot
Wednesday, May 25, 2011
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NY Times Twitter Huffington Post
News is organizing around people
43% of news sharing occurs through social media
Source: CNN
Wednesday, May 25, 2011
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Music is organizing around people
Pandora Spotify
60M users
100M pla
ylists
Sources: Pandora, Spotify
Wednesday, May 25, 2011
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Need to look up stats. See attached screenshot
http://reviews.cnet.com/4520-6451_7-6245115-1.html?tag=rb_content;rb_mtx
Wednesday, May 25, 2011
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Need to look up stats. See attached screenshot
http://reviews.cnet.com/4520-6451_7-6245115-1.html?tag=rb_content;rb_mtx
Wednesday, May 25, 2011
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Matt Hehman
Wednesday, May 25, 2011
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3Marketing is About People2Businesses are
organizing around people2 Organizing
around people delivers results
The web is organizing around people1
Wednesday, May 25, 2011
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Businesses are organizing around people
• Product Development
• HR
• Customer Service
• Customer Insights
• Marketing
Wednesday, May 25, 2011
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Product development is organizing around people
Wednesday, May 25, 2011
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Product development is organizing around people
Wednesday, May 25, 2011
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Product development is organizing around people
Wednesday, May 25, 2011
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Customer service is organizing around people
Wednesday, May 25, 2011
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Marketing is being rebuilt around people
Wednesday, May 25, 2011
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Marketing is being rebuilt around people
Wednesday, May 25, 2011
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Marketing is being rebuilt around people
Wednesday, May 25, 2011
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Marketing is being rebuilt around people
Wednesday, May 25, 2011
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Marketing is being rebuilt around people
Wednesday, May 25, 2011
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Marketing has always been a mix of paid, owned and earned
Paid Owned Earned
Wednesday, May 25, 2011
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Marketing has always been a mix of paid, owned and earned
Paid Owned Earned
Television
Wednesday, May 25, 2011
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Marketing has always been a mix of paid, owned and earned
Paid Owned Earned
Television
Websites
OPEN
Store fronts
Wednesday, May 25, 2011
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Marketing has always been a mix of paid, owned and earned
Paid Owned Earned
Television
Websites
OPEN
Store fronts Word of Mouth
Public Relations
Wednesday, May 25, 2011
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The ideal is more earned at the scale and predictability of paid
Wednesday, May 25, 2011
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The ideal is more earned at the scale and predictability of paid
Facebook lets you create “earned” at unprecedented scale
Wednesday, May 25, 2011
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Fans are just the beginning
brand fan
Wednesday, May 25, 2011
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Facebook population
Fans are more valuable when they impact their friends
Fan base
Wednesday, May 25, 2011
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Facebook population
Fans are more valuable when they impact their friends
Fan base
Wednesday, May 25, 2011
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Facebook population
Fans are more valuable when they impact their friends
Friends of fans
3M friends
Fan base25K fans
Wednesday, May 25, 2011
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Facebook population
Fans are more valuable when they impact their friends
Friends of fans
3M friends
Fan base25K fansAds with friends
My friend likes this brand
Wednesday, May 25, 2011
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Meg Griffing Sloan, Becca Foy, and 14 other friends like Heineken
VS
This is the NEW word of mouth - it is twice as effective
Source: Nielsen
Wednesday, May 25, 2011
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Meg Griffing Sloan, Becca Foy, and 14 other friends like Heineken
1.6X lift in brand recall
2X lift in message awareness
4X lift in purchase intent
This is the NEW word of mouth - it is twice as effective
Source: Nielsen
Wednesday, May 25, 2011
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Sponsored Stories is a new way to scale word of mouth
Wednesday, May 25, 2011
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STEP 1:David likes a brand, uses an application, or checks in to a location
David likes this brand
STEP 2:A story is generated on David’s friends’ News Feeds, which they may or may not see
STEP 3:If this brand included Sponsored Stories in their Facebook Ads campaign, David’s friends see this story in the right column
Sponsored Stories
David likes this brand
Your Brand
Like
This is how it works
Wednesday, May 25, 2011
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Businesses are organizing around people2The web is
organizing around people1 3 Organizing
around people delivers results
Wednesday, May 25, 2011
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A focus on people delivers the results brands care about
Wednesday, May 25, 2011
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A focus on people delivers the results brands care about
preference
2Xrecommendation
+9M
foot/web traffic
4X offline
2X online
intent
+7%
sales ROI
5x
awareness
+16%
Wednesday, May 25, 2011
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!xincrease in trafficto levi.com
Wednesday, May 25, 2011
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!xincrease in trafficto levi.com
Wednesday, May 25, 2011
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!xincrease in trafficto levi.com
Wednesday, May 25, 2011
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!x# of mentions over World Cup sponsor
Wednesday, May 25, 2011
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"M+recommendationsfor Charity
Wednesday, May 25, 2011
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Wednesday, May 25, 2011
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Wednesday, May 25, 2011