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Word of mouth marketing at scale

Word of mouth marketing at scale. Jon Harvey March 2011 . The web is being rebuilt around people. Building a place for your brand on Facebook . New product release : Places & Deals. The web is organising around people and their connections. Search. Browse. Discover. 90’s. 10’s. 00’s.

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Word of mouth marketing at scale

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  1. Word of mouth marketing at scale Jon Harvey March 2011

  2. The web isbeing rebuiltaround people Building a place for your brand on Facebook New product release : Places & Deals

  3. The web is organising around people and their connections Search Browse Discover 90’s 10’s 00’s

  4. Experiences are better whenreorganised around people Home page: 26 mins/day Photos: 3B/month

  5. Globally, borders are being replacedwith connections 600 m users worldwide

  6. 14M 250M = as many people as The X Factor (every day!) people in the UK on an average day people globally on any given day

  7. Facebook Page • Connections • Brand voice • Viral word-of-mouth at huge scale

  8. 04,100,000 010,100,000 12,500,000 19,700,000 325,000 270,000 290,000 1,800,000 Website Visitors Facebook Likes Facebook Likes Facebook Likes Facebook Likes Website Visitors Website Visitors Website Visitors Brands have gone social using Pages Facebook Page Monthly Website Visitors * Source: DBM/Scan Likes as of September 2010; Visitor numbers Compete (US-only data), August 2010

  9. Social fits within a larger brand strategy… …It’s about relationships, not advertising. Source: Alexandra Wheeler director, digital strategy

  10. Giving your customers a place to express themselves

  11. 19,776,713 people like this Scaling a global community of brand advocates

  12. Fans are just the beginning brand fan

  13. Facebook population Fan base Fans are more valuable whenthey impact their friends My friend likes this brand Friends of fans 500 k fans Adverts with friends 60 m friends US data

  14. This is the NEW word of mouth -it is twice as effective 1.6x lift in brand recall vs. 2xlift in messageawareness Meg Griffing Sloan, Becca Foy and14 other friends like Heineken 4x lift in purchase intent

  15. Facebook population Fan base This is word-of-mouth at unprecedented scale Friends of fans 527 m friends 19 m fans global data Starbucks

  16. 94% lift in intent The outcome: Increased sales and passion for your brand

  17. Check-in Deals Facebook Deals

  18. Deals A sneak peak

  19. Deal flavors Individual Four types of deals at launch Charity Loyalty Social

  20. Individual

  21. Friend deal

  22. Family Friends Coworkers Brands Social Graph

  23. Newsfeed Stories – 4 types Check in Story Claim Story

  24. Publish Story Share Story

  25. Creating a Deal is easy… What does it look like?

  26. How could you build around people? Insert brand logo

  27. Questions?jharvey@fb.com

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