meaning of like (smw barcelona 2012)

Meaning of Like

Funnel of LoveSocial Media Week Barcelona 2012

@_ jemima

@_ jemimaSocial Media Lead @pokelondon

Jemima Puddle Duck

@pokelondonA digital-centric creative company

in London and New York

BarcelonaSocial Media Week

me

“The Meaning of Like

and the Funnel of Love”

FC BarcelonaJustin Bieber Jesus

FC Barcelona

#31

Justin Bieber

#15

Jesus

(Jesus Daily)

#157

Lesson #1

‘Like’ & ‘Share’ this!(this might hurt your eyes)

Edgerank + bad KPIs

POINT O

F SALE

TIME

Social Sales Funnel

TRUSTTIME

the funnel of l

ove(but this is much more interesting)

Like request = Coupon

the funnel of l

ove

FC BarcelonaJustin Bieber

They’re not great at social media

FC BarcelonaJustin Bieber

8 Lessons on love

(and engagement)

1. Més que un clubA symbol of Catalan culture/identity

Passion topicsTo maintain conversation, your brand

must stand for more than its product.

= Extreme sports

= Film

HotpointTry to inspire parents,

but you can’t stand for

something through

words alone.

Brands need to commit

and invest in these

passion groups.

HotpointTry to inspire parents,

but you can’t stand for

something through

words alone.

Brands need to commit

and invest in these

passion groups.

2. Play on RivalriesBeing a supporter of FC Barcelona is part of a

fan’s identity as a human being.

Classic RivalriesRivalries are a part of this, e.g El Clàssic game.

vs.

vs.

vs.

vs.

SamsungThe Next Big Thing

@TacoBell @OldSpiceTwitter and FB are perfectly suited to brands

challenging one another.

3. Share Ownership

FC Barcelona is owned by

its fans

Justin Bieber’s Youtube

subscribers made him

famous

Snakes on a planeBuilt communities

while still filming,

and took script

suggestions.

The fans made the

film.

Kaiser ChiefsCreate your own album

@EECelebrating the first EE fans

Wispa relaunch

Walkers crisps

1.3 million entries

YoY sales up 14%

The charity version

Walkers crisps

4. Be Charitable

0.7% profits time and name

Virginmoneygiving.comthe free alternative to JustGiving.com

5. Reward your fans

FC Barcelona has hundreds of Penyes to

promote the club around the World.

Fans are rewarded and respected for

their efforts.

GrouponGrowth powered by fan

recommendations for cash incentives.

Fab.comFinancial incentives & goals

Orange Film ClubVirtual rewards through content

6. Break the mouldStand out.

When JB was

discovered, he

was a little kid

signing soulful

R&B songs, and

no one else

was doing that.

@BetfairpokerCompletely unique and inimitable.

Burberry InstagramCompletely unique and inimitable.

7. CollaborateStand on the shoulders of giants (for

mutual gain).

NIKE + Apple

Barbour

Barbour

Barbour +

Paul Smith Anya

Hindmarsh

To Ki To

ASOS Starbucks

8. Organically shareableJustin Bieber’s tweets automatically

receive thousands of RTs.

UNIQLOA share button/request is lazy.

Try to make sharing part of the process.

There are more...Aspirational

Memorable

Don’t push the product

Have many faces

Less is more

Actions speak louder than words

Don’t change your social media

behaviour...

...change how your brand behaves.

FC BarcelonaJustin Bieber

Salut i força al

canut!

do say hello on twitter

@_ jemima