matt hehman, facebook - 'social by design

Social By DesignMatt Hehman

Wednesday, May 25, 2011

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

Wednesday, May 25, 2011

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

Wednesday, May 25, 2011

The web is being rebuilt around people

Wednesday, May 25, 2011

The web is being rebuilt around people

Browse

90’s

Wednesday, May 25, 2011

The web is being rebuilt around people

Search

00’s

Browse

90’s

Wednesday, May 25, 2011

The web is being rebuilt around people

Discover

10’s

Search

00’s

Browse

90’s

Wednesday, May 25, 2011

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

Globally, borders are being replaced with connections

600M users worldwide

Wednesday, May 25, 2011

Industries are transforming by organizing around people

Wednesday, May 25, 2011

FarmVille XBox

80M pla

yers

Profits

+242%

Gaming is organizing around people

Sources: Mashable, Gamespot

Wednesday, May 25, 2011

NY Times Twitter Huffington Post

News is organizing around people

43% of news sharing occurs through social media

Source: CNN

Wednesday, May 25, 2011

Music is organizing around people

Pandora Spotify

60M users

100M pla

ylists

Sources: Pandora, Spotify

Wednesday, May 25, 2011

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

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

Matt Hehman

Wednesday, May 25, 2011

3Marketing is About People2Businesses are

organizing around people2 Organizing

around people delivers results

The web is organizing around people1

Wednesday, May 25, 2011

Businesses are organizing around people

• Product Development

• HR

• Customer Service

• Customer Insights

• Marketing

Wednesday, May 25, 2011

Product development is organizing around people

Wednesday, May 25, 2011

Product development is organizing around people

Wednesday, May 25, 2011

Product development is organizing around people

Wednesday, May 25, 2011

Customer service is organizing around people

Wednesday, May 25, 2011

Marketing is being rebuilt around people

Wednesday, May 25, 2011

Marketing is being rebuilt around people

Wednesday, May 25, 2011

Marketing is being rebuilt around people

Wednesday, May 25, 2011

Marketing is being rebuilt around people

Wednesday, May 25, 2011

Marketing is being rebuilt around people

Wednesday, May 25, 2011

Marketing has always been a mix of paid, owned and earned

Paid Owned Earned

Wednesday, May 25, 2011

Marketing has always been a mix of paid, owned and earned

Paid Owned Earned

Print

Television

Wednesday, May 25, 2011

Marketing has always been a mix of paid, owned and earned

Paid Owned Earned

Print

Television

Websites

OPEN

Store fronts

Wednesday, May 25, 2011

Marketing has always been a mix of paid, owned and earned

Paid Owned Earned

Print

Television

Websites

OPEN

Store fronts Word of Mouth

Public Relations

Wednesday, May 25, 2011

The ideal is more earned at the scale and predictability of paid

Wednesday, May 25, 2011

The ideal is more earned at the scale and predictability of paid

Facebook lets you create “earned” at unprecedented scale

Wednesday, May 25, 2011

Fans are just the beginning

brand fan

Wednesday, May 25, 2011

Facebook population

Fans are more valuable when they impact their friends

Fan base

Wednesday, May 25, 2011

Facebook population

Fans are more valuable when they impact their friends

Fan base

Wednesday, May 25, 2011

Facebook population

Fans are more valuable when they impact their friends

Friends of fans

3M friends

Fan base25K fans

Wednesday, May 25, 2011

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

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

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

Sponsored Stories is a new way to scale word of mouth

Wednesday, May 25, 2011

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

Businesses are organizing around people2The web is

organizing around people1 3 Organizing

around people delivers results

Wednesday, May 25, 2011

A focus on people delivers the results brands care about

Wednesday, May 25, 2011

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

!xincrease in trafficto levi.com

Wednesday, May 25, 2011

!xincrease in trafficto levi.com

Wednesday, May 25, 2011

!xincrease in trafficto levi.com

Wednesday, May 25, 2011

!x# of mentions over World Cup sponsor

Wednesday, May 25, 2011

"M+recommendationsfor Charity

Wednesday, May 25, 2011

Wednesday, May 25, 2011

Wednesday, May 25, 2011