from relevant marketing to community monetization

FROM RELEVANT MARKETING TO COMMUNITY MONETIZATION

2. © www.playapp.net – Living communities

RELEVANT MARKETING


AVOID USELESS EFFORTS

Do you enjoy making effort?

I really don’t know why we haven’t

invented the wheel yet !


SIMPLIFY YOUR LIFE

Less effort more effects


RELEVANT MARKETING

This is the opposite of SPAM

This is the right message at the right time

This improves the conversion rates


DATA COLLECT

I browse there, but I leave the page


TARGETED MESSAGE

Then, if I keep browsing, here is what I see

This is great but there still is a problem


PEOPLE TRUST PEOPLE

14% trust advertisement


THEY TRUST THEIR FRIENDS EVEN MORE !

But where are my friends ? …


FACEBOOK IS ESSENTIAL !


YOUR CLIENTS AND YOUR FRIENDS ARE ALREADY THERE

Like 36% of Frenchmen, he is on

Facebook

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


WHERE WOULD YOU ESTABLISH YOUR STORE ?

there or

Here


FACEBOOK IS A FACILITATOR

Facebook is a great tool to make word of mouth easier

In an instant

1 fan

In an instant ….


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


SOCIALIZATION OF WEBSITES AND PRODUCTS


CUSTOMIZATION OF WEBSITES


HOW TO USE FACEBOOK IN ORDER TO MONETIZE YOUR COMMUNITIES ?


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


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


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


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


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


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 »

https://www.facebook.com/PSG?sk=app_253454268017795


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


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 »


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


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 ?


KEY SUCCESS FACTORS OF SOCIAL COMMERCE

REMEMBER !

USE THE POWER OF FANS TO FRIENDS RECOMMANDATIONS !


REMEMBER !

USE FACEBOOK AS A DIFFUSION FACILITOR

In an instant

1 fan

In an instant ….



CREATE SOMETHING EXCLUSIVE, SIMPLE AND SOCIAL



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


AND HERE IS WHAT DOESN’T WORK

Gift lists


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 !


PARC ASTÉRIX CASE STUDY


+ 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 »


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


THE IDEA : OUTINGS WITH FRIENDS (HALLOWEEN 2011)

Facebook studio video

Youtube Video

https://apps.facebook.com/applipa-sortie/?ref=ts

http://www.facebook-studio.com/gallery/index

http://www.youtube.com/watch?v=_YrCmI2TK4s

http://www.facebook-studio.com/gallery/index

http://www.youtube.com/watch?v=_YrCmI2TK4s


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


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


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


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.


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 !


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


OTHER SOCIAL COMMERCE EXPERIENCES


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


WEB CUSTOMIZATION ! A SMARTER WEB ?

Today, if I want to see a concert, I have the choice

between …


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


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

http://www.myconcertadvisor.com/


ENJOY A SMARTER AND MORE RELEVANT WEB

My concerts

My friends’ concerts

Timeline Publication

Suggest a concert to a friend


Thank you for your attention

© www.playapp.net – Living communities 51.

OUR REFERENCES PlayApp trained more than 20 community managers, manages 10 communities, which represent more than 2 million fans and active application users.


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

http://www.playapp.net/

http://www.twitter.com/playappteam

http://www.twitter.com/playappteam

http://blog.playapp.net/

http://www.facebook.com/playapp

http://www.facebook.com/playapp

mailto:[email protected]

http://playapp.net/?q=content/contact



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from relevant marketing to community monetization

Business

key success

relevant marketing

create

www

enjoy

concerts

dont

friends