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Peer-to-Peer
  Sharing
Peer-to-Peer   Sharing

  Sharing
Agenda
1) Introduction: Who we are
2) Peer-to-Peer advertising (Digital) vs. Traditional advertising
3) The importance of peer-to-peer sharing via social media
4) Industry examples
    a. Procter & Gamble
    b. Nike
5) Questions and Answers


                                     Mavensocial.com
Presenter



Brienne Torley
Community Media Manager




        Mavensocial.com
Mavensocial.com
MavenSocial Leverages Peer-to-Peer Sharing




                   Mavensocial.com
MavenSocial Leverages Peer-to-Peer Sharing
                               • Internet distribution




                   Mavensocial.com
MavenSocial Leverages Peer-to-Peer Sharing
                               • Internet distribution
                               • Utilizes Social Media to share
                                     messaging Peer to peer




                   Mavensocial.com
MavenSocial Leverages Peer-to-Peer Sharing
                               • Internet distribution
                               • Utilizes Social Media to share
                                     messaging Peer to peer
                               • Data/analytics to understand
                                     economic impact (ROI) of marketing
                                     campaigns




                   Mavensocial.com
MavenSocial Leverages Peer-to-Peer Sharing
                               • Internet distribution
                               • Utilizes Social Media to share
                                     messaging Peer to peer
                               • Data/analytics to understand
                                     economic impact (ROI) of marketing
                                     campaigns
                               • Uses a pilot then to revenue share
                                     model to reduce sales cycle and
                                     enhance revenue
                   Mavensocial.com
Traditional Marketing

TV, radio, and print

1-2% conversion rate

Unilateral - Share with 1



                               Mavensocial.com
Traditional Marketing

TV, radio, and print

1-2% conversion rate

Unilateral - Share with 1



                               Mavensocial.com
MavenSocial: Peer-to-Peer Sharing
Traditional
MavenSocial: Peer-to-Peer Sharing
Digital
Traditional vs Digital Wealth Transfer
                  Facebook: 800M users
                  1 to 200+ interactions
                    = 16T connections

                   $100B FaceBook IPO
                  $10B Groupon valuation

         2008

                +/- $15 Trillion Downturn
                    1 to 1 interactions


                      Mavensocial.com
Population: 7B




    Mavensocial.com
Population: 7B




    Mavensocial.com
Population: 7B




In Developing countries 50% of the population is under 25




                 Mavensocial.com
Internet:



            Mavensocial.com
Internet: 2B   online




                        Mavensocial.com
Internet: 2B   online




                        Mavensocial.com
Internet: 2B             online

World’s largest distribution
channel




                                  Mavensocial.com
Social Media:




          Mavensocial.com
Social Media:1B            connected




         Mavensocial.com
Social Media:1B            connected




        Digital
    Relationships




         Mavensocial.com
Social Media:1B                   connected




                     Digital
                 Relationships

Largest Community of trackable digital relationship in history.



                         Mavensocial.com
Social Media:1B                  connected




                               Digital
                           Relationships

          Largest Community of trackable digital relationship in history.
Ages under 25 work in Social Media Ages over 25 communicate in Social Media.


                                   Mavensocial.com
Social Media:1B                  connected




                               Digital
                           Relationships

          Largest Community of trackable digital relationship in history.
Ages under 25 work in Social Media Ages over 25 communicate in Social Media.
         Coca-cola has 37M likes,

                                   Mavensocial.com
Social Media:1B                  connected




                               Digital
                           Relationships

          Largest Community of trackable digital relationship in history.
Ages under 25 work in Social Media Ages over 25 communicate in Social Media.
         Coca-cola has 37M likes, translates to over 700M potential connections.

                                   Mavensocial.com
Social Media:1B                  connected




                               Digital
                           Relationships

          Largest Community of trackable digital relationship in history.
Ages under 25 work in Social Media Ages over 25 communicate in Social Media.
         Coca-cola has 37M likes, translates to over 700M potential connections.

                                   Mavensocial.com
Social Media Influencers
The 20% of your customers who bring 80% of the responders
               to most marketing programs!




                           Source
                       Mavensocial.com
Social Media Influencers
The 20% of your customers who bring 80% of the responders
               to most marketing programs!




  Mass Connectors




                           Source
                       Mavensocial.com
Social Media Influencers
The 20% of your customers who bring 80% of the responders
               to most marketing programs!




  Mass Connectors                        Mass Mavens




                           Source
                       Mavensocial.com
Social Media Influencers
        The 20% of your customers who bring 80% of the responders
                       to most marketing programs!

Trust


          Mass Connectors                        Mass Mavens




                                   Source
                               Mavensocial.com
Social Media Influencers
        The 20% of your customers who bring 80% of the responders
                       to most marketing programs!

Trust


          Mass Connectors                        Mass Mavens




                                                                    Scale
                                   Source
                               Mavensocial.com
Social Media Influencers
            The 20% of your customers who bring 80% of the responders
                           to most marketing programs!

Trust


              Mass Connectors                        Mass Mavens




Relevancy                                                               Scale
                                       Source
                                   Mavensocial.com
Social Media Influencers
            The 20% of your customers who bring 80% of the responders
                           to most marketing programs!

Trust
                                                                    Influence

              Mass Connectors                        Mass Mavens




Relevancy                                                               Scale
                                       Source
                                   Mavensocial.com
Social Media - Peer-to-Peer Sharing
                    “It’s a people driven economy, stupid.” - Erik Qualman


Track economic impact of
peer-to-peer sharing

Social Media Influencers

Share with 1 - share with 10 = Social Lift


                                         Mavensocial.com
Brand Influencers: Maven Economic Impact

               Track individual Influencers and their interaction with the brand.

               Measure & track each Influencers social reach

               Measure & track actual influencer activity associated with campaign
                especially economic impact

               Influencer analytics provides data to predict future outcomes




                    Mavensocial.com
Brand Influencers: Maven Economic Impact

               Track individual Influencers and their interaction with the brand.

               Measure & track each Influencers social reach

               Measure & track actual influencer activity associated with campaign
                especially economic impact

               Influencer analytics provides data to predict future outcomes




                    Mavensocial.com
Brand Influencers: Maven Economic Impact

               Track individual Influencers and their interaction with the brand.

               Measure & track each Influencers social reach

               Measure & track actual influencer activity associated with campaign
                especially economic impact

               Influencer analytics provides data to predict future outcomes




                    Mavensocial.com
MavenSocial Campaign Example

Social sharing:
Conversions to Opt-in
29% of the campaign


Facebook and Google
ads account for only 5%.



                                     Mavensocial.com
MavenSocial Campaign Example

Social sharing:
Conversions to Opt-in
29% of the campaign


Facebook and Google
ads account for only 5%.



                                     Mavensocial.com
Procter & Gamble
$10 billion annual add budget

Now to lay-off 1,600 staffers

CEO, Robert MacDonald told Wall Street analysts that he would have to “moderate” his ad budget
because Facebook and Google can be “more efficient” than traditional media


Example:      P&G’s Old Spice Commercial


 Article Source                        Mavensocial.com
Procter & Gamble
$10 billion annual add budget

Now to lay-off 1,600 staffers

CEO, Robert MacDonald told Wall Street analysts that he would have to “moderate” his ad budget
because Facebook and Google can be “more efficient” than traditional media


Example:      P&G’s Old Spice Commercial


 Article Source                        Mavensocial.com
Nike Digital Sport
Goal: develop devices and technologies that allow users to track their personal statistics.

Nike+ running sensor, performance-tracking tool

5 million runners now log on to Nike to check their performance.

Bottom Line: Build an online community - shifting marketing priorities

When was the last time you saw a Nike TV or magazine commercial?




   Article Source                     Mavensocial.com
Nike Digital Sport
Goal: develop devices and technologies that allow users to track their personal statistics.

Nike+ running sensor, performance-tracking tool

5 million runners now log on to Nike to check their performance.

Bottom Line: Build an online community - shifting marketing priorities

When was the last time you saw a Nike TV or magazine commercial?




   Article Source                     Mavensocial.com
Overall
6 Key Findings:

1) Professional decision-making is becoming more social - social media peer groups

2) The “Big Three” have emerged as leading professional networks: LinkedIn, Facebook & Twitter

3) Professional networks are emerging as decision-support tools

4) Professionals trust online information as much as information gotten in-person

5) Reliance on web-based professional networks and online communities have increased significantly

6) Social media use patterns are not pre-determined by age or organizational affiliation
*Study: Forrester Peer Influence Analysis (PIA)

                   Source                          Mavensocial.com
JOIN US


Contact details



         Mavensocial.com
JOIN US

                               facebook.com /mavensocial

Contact details
                               Twitter/mavensocial.com




         Mavensocial.com

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MavenSocial: Peer-to-Peer Sharing

  • 2. Peer-to-Peer Sharing Sharing
  • 3. Agenda 1) Introduction: Who we are 2) Peer-to-Peer advertising (Digital) vs. Traditional advertising 3) The importance of peer-to-peer sharing via social media 4) Industry examples a. Procter & Gamble b. Nike 5) Questions and Answers Mavensocial.com
  • 6. MavenSocial Leverages Peer-to-Peer Sharing Mavensocial.com
  • 7. MavenSocial Leverages Peer-to-Peer Sharing • Internet distribution Mavensocial.com
  • 8. MavenSocial Leverages Peer-to-Peer Sharing • Internet distribution • Utilizes Social Media to share messaging Peer to peer Mavensocial.com
  • 9. MavenSocial Leverages Peer-to-Peer Sharing • Internet distribution • Utilizes Social Media to share messaging Peer to peer • Data/analytics to understand economic impact (ROI) of marketing campaigns Mavensocial.com
  • 10. MavenSocial Leverages Peer-to-Peer Sharing • Internet distribution • Utilizes Social Media to share messaging Peer to peer • Data/analytics to understand economic impact (ROI) of marketing campaigns • Uses a pilot then to revenue share model to reduce sales cycle and enhance revenue Mavensocial.com
  • 11. Traditional Marketing TV, radio, and print 1-2% conversion rate Unilateral - Share with 1 Mavensocial.com
  • 12. Traditional Marketing TV, radio, and print 1-2% conversion rate Unilateral - Share with 1 Mavensocial.com
  • 17. Traditional vs Digital Wealth Transfer Facebook: 800M users 1 to 200+ interactions = 16T connections $100B FaceBook IPO $10B Groupon valuation 2008 +/- $15 Trillion Downturn 1 to 1 interactions Mavensocial.com
  • 18. Population: 7B Mavensocial.com
  • 19. Population: 7B Mavensocial.com
  • 20. Population: 7B In Developing countries 50% of the population is under 25 Mavensocial.com
  • 21. Internet: Mavensocial.com
  • 22. Internet: 2B online Mavensocial.com
  • 23. Internet: 2B online Mavensocial.com
  • 24. Internet: 2B online World’s largest distribution channel Mavensocial.com
  • 25. Social Media: Mavensocial.com
  • 26. Social Media:1B connected Mavensocial.com
  • 27. Social Media:1B connected Digital Relationships Mavensocial.com
  • 28. Social Media:1B connected Digital Relationships Largest Community of trackable digital relationship in history. Mavensocial.com
  • 29. Social Media:1B connected Digital Relationships Largest Community of trackable digital relationship in history. Ages under 25 work in Social Media Ages over 25 communicate in Social Media. Mavensocial.com
  • 30. Social Media:1B connected Digital Relationships Largest Community of trackable digital relationship in history. Ages under 25 work in Social Media Ages over 25 communicate in Social Media. Coca-cola has 37M likes, Mavensocial.com
  • 31. Social Media:1B connected Digital Relationships Largest Community of trackable digital relationship in history. Ages under 25 work in Social Media Ages over 25 communicate in Social Media. Coca-cola has 37M likes, translates to over 700M potential connections. Mavensocial.com
  • 32. Social Media:1B connected Digital Relationships Largest Community of trackable digital relationship in history. Ages under 25 work in Social Media Ages over 25 communicate in Social Media. Coca-cola has 37M likes, translates to over 700M potential connections. Mavensocial.com
  • 33. Social Media Influencers The 20% of your customers who bring 80% of the responders to most marketing programs! Source Mavensocial.com
  • 34. Social Media Influencers The 20% of your customers who bring 80% of the responders to most marketing programs! Mass Connectors Source Mavensocial.com
  • 35. Social Media Influencers The 20% of your customers who bring 80% of the responders to most marketing programs! Mass Connectors Mass Mavens Source Mavensocial.com
  • 36. Social Media Influencers The 20% of your customers who bring 80% of the responders to most marketing programs! Trust Mass Connectors Mass Mavens Source Mavensocial.com
  • 37. Social Media Influencers The 20% of your customers who bring 80% of the responders to most marketing programs! Trust Mass Connectors Mass Mavens Scale Source Mavensocial.com
  • 38. Social Media Influencers The 20% of your customers who bring 80% of the responders to most marketing programs! Trust Mass Connectors Mass Mavens Relevancy Scale Source Mavensocial.com
  • 39. Social Media Influencers The 20% of your customers who bring 80% of the responders to most marketing programs! Trust Influence Mass Connectors Mass Mavens Relevancy Scale Source Mavensocial.com
  • 40. Social Media - Peer-to-Peer Sharing “It’s a people driven economy, stupid.” - Erik Qualman Track economic impact of peer-to-peer sharing Social Media Influencers Share with 1 - share with 10 = Social Lift Mavensocial.com
  • 41. Brand Influencers: Maven Economic Impact Track individual Influencers and their interaction with the brand. Measure & track each Influencers social reach Measure & track actual influencer activity associated with campaign especially economic impact Influencer analytics provides data to predict future outcomes Mavensocial.com
  • 42. Brand Influencers: Maven Economic Impact Track individual Influencers and their interaction with the brand. Measure & track each Influencers social reach Measure & track actual influencer activity associated with campaign especially economic impact Influencer analytics provides data to predict future outcomes Mavensocial.com
  • 43. Brand Influencers: Maven Economic Impact Track individual Influencers and their interaction with the brand. Measure & track each Influencers social reach Measure & track actual influencer activity associated with campaign especially economic impact Influencer analytics provides data to predict future outcomes Mavensocial.com
  • 44. MavenSocial Campaign Example Social sharing: Conversions to Opt-in 29% of the campaign Facebook and Google ads account for only 5%. Mavensocial.com
  • 45. MavenSocial Campaign Example Social sharing: Conversions to Opt-in 29% of the campaign Facebook and Google ads account for only 5%. Mavensocial.com
  • 46. Procter & Gamble $10 billion annual add budget Now to lay-off 1,600 staffers CEO, Robert MacDonald told Wall Street analysts that he would have to “moderate” his ad budget because Facebook and Google can be “more efficient” than traditional media Example: P&G’s Old Spice Commercial Article Source Mavensocial.com
  • 47. Procter & Gamble $10 billion annual add budget Now to lay-off 1,600 staffers CEO, Robert MacDonald told Wall Street analysts that he would have to “moderate” his ad budget because Facebook and Google can be “more efficient” than traditional media Example: P&G’s Old Spice Commercial Article Source Mavensocial.com
  • 48. Nike Digital Sport Goal: develop devices and technologies that allow users to track their personal statistics. Nike+ running sensor, performance-tracking tool 5 million runners now log on to Nike to check their performance. Bottom Line: Build an online community - shifting marketing priorities When was the last time you saw a Nike TV or magazine commercial? Article Source Mavensocial.com
  • 49. Nike Digital Sport Goal: develop devices and technologies that allow users to track their personal statistics. Nike+ running sensor, performance-tracking tool 5 million runners now log on to Nike to check their performance. Bottom Line: Build an online community - shifting marketing priorities When was the last time you saw a Nike TV or magazine commercial? Article Source Mavensocial.com
  • 50. Overall 6 Key Findings: 1) Professional decision-making is becoming more social - social media peer groups 2) The “Big Three” have emerged as leading professional networks: LinkedIn, Facebook & Twitter 3) Professional networks are emerging as decision-support tools 4) Professionals trust online information as much as information gotten in-person 5) Reliance on web-based professional networks and online communities have increased significantly 6) Social media use patterns are not pre-determined by age or organizational affiliation *Study: Forrester Peer Influence Analysis (PIA) Source Mavensocial.com
  • 51. JOIN US Contact details Mavensocial.com
  • 52. JOIN US facebook.com /mavensocial Contact details Twitter/mavensocial.com Mavensocial.com

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