meaning of like (smw barcelona 2012)
DESCRIPTION
The industry is rightly or wrongly obsessed with Likes, Followers, and +1s. When our social feeds are packed with companies struggling to find creative ways to achieve these goals, it’s clear that chasing likes can be a damaging distraction for brands. So what should they really be chasing? In one word: love. Jemima will explain this using the medium of Justin Bieber, FC Barcelona and Jesus.TRANSCRIPT
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