meaning of like (2011 version)
DESCRIPTION
See my more recent version here: http://www.slideshare.net/_jemima/meaning-of-like-smw-barcelona-2012 What do Jesus, Justin Bieber, and Manchester United have in common? Two things: tattoos on the arms of their most passionate fans, and leadership of the like-economy on Facebook. Can brands learn to elicit similar passion and trust in their customers? And should they be swapping sales funnels for the funnel of love? Questions Answered: What are the top passions that drive engaged communities, what can we learn from them? What is the true value of a like? What are the main factors that justify a brand's interaction with a passion group, and how can they interact with a passion group? In an era of data security, how can brands elicit trust in their customers with social media spaces? How can brands respect the 'like' they receive, and turn it into a passionate 'love'.TRANSCRIPT
the meaning of like (and the funnel of love)
MediaPro2 November 2011@_jemima garthwaitesocial media lead @pokelondon
A Creative Company.Conception, creation and design. Digital centric.
I’m @_jemima garthwaite, social media lead @pokelondon
@pokelondon
@pokelondon
@pokelondon
what’s this all about?
we’ll be talking about:
• what can we learn from the best
• how we measure up (new Facebook insights)
• three important principles: social, fun, functional
It’s a big part of my job to ensure all our communities are compelling and rich.
So we focus (first and foremost) on:
• Tone of voice
• Conversation strategy
• Regular community analysis
engaged communities
edgerank
Old news, but definitely still relevant.
community analysis
At f8 Facebook introduced 207 page level metrics.
Now it’s very easy to optimise your communications (and improve your edgerank) by comparing post-level reach metrics on:
• Time of day / Day of week
• Tone of voice
• Media type
• Frequency
• Topic
which metrics to track?
207 is a lot to choose from, but here’s a starter:
by @tomszekeres, Social Data Analyst @pokelondon
what’s the meaning of like?
what’s the meaning of like?
POINT O
F SALE
TIME
sales funnels do work
TRUSTTIME
the funnel of l
ove(but this is much more interesting)
and so, to tattoos
and so, to tattoos
Most engaged Pages
if not tattoos, then...
if not tattoos, then...
91% of top 100 brands have mobile apps
(24 apps each on average)
social, fun, functional
Social - Drives discussion
and on a sliding scale...
Fun - Taps into a passion or addiction
Functional - Provides a valuable service
Fun Functional
The follow are examples of brands using social media to get into their customers day-to-day life.
a social thing
fun
nike +
socialfunctional
the creators project
functional
the creators project
fun
the creators project
social
social
orange film club
orange film club
functional
orange film club
fun
heineken star player
functionalsocialfun
Thanks@_jemima from @pokelondon