Brief presentation about social media marketing status 2010, market in estonia and how to run campaigns using facebook.

1. Peek
to
social
media
marke7ng
and
Facebook
September
2010
Lassi
Nummi
CEO,
Nitro
Estonia

2. Background…
Lassi
Nummi
Digital
marke0ng
since
2001
Metropoliz.net
–
Nokia
–
Nitro
–
Nitro
Estonia
Digital
Agency
Clients:
Founded
2010
Lemminkäinen,
Nokia,
Finnair,
SOK,
BMW,
Largest
digital
agency
in
Finland
Starman,
Bigbank,
Loreal….
Offices
in
Turku
+
Helsinki
In
Estonia
since
2008
hJp://ee.linkedin.com/in/lassinummi
In
Estonia
part
of
Big
Idea
Group
hJp://www.facebook.com/lassi.nummi
Team
of
10
EE,
100
in
Finland
Finnair,
Nordea,
Lemminkäinen,
Nokia,
SOK,
Fiskars,
Vaisala,
Fazer,
Loreal,
MTV3,
Volvo,
BMW,
Starman,
Bigbank,
Rimi…
hJp://www.facebook.com/NitroEstonia

3. Agenda:
­ Social
media,
marke0ng
in
social
media
­ Who
rules
2010
?
­ Facebook
today
­ Marke0ng
in
Facebook
­ Why
Facebook
?
­ How
facebook
­ Success
0ps
/
criterias?
­ Examples
of
technologies
and
tac0cs
­ Life
a^er
Facebook
?

5. Social
media
­ Social
media
is
a
logical
extension
on
what
we
have
been
doing
for
centuries…..
­ The
technology
and
medium
has
changed,
but
the
same
driving
need
to
connect,
learn,
express,
share
and
interact
has
not.
­ Social
media
has
brought
humanity
back
to
digital
life….
­ From
users,
consumers,
shoppers
to
people
!
hJp://mashable.com/

6. Benefits
of
social
media
marke7ng
by
marketers:
• Souce:
social
media
marke0ng
report
2010
73.8%
of
marketers
who
have
been
using
social
media
for
years
report
it
has
helped
them
close
business

7. Commonly
used
social
media
tools
by
marketers:
• Souce:
social
media
marke0ng
report
2010

8. 4
Stages
of
Organiza7onal
adop7on
of
social
media…
Stage
1
Stage
2
Stage
3
Stage
4
• Chaos
• Experiences
• Opera7onal
support,
• Omnipresent
• Skep7cism
• Measurement
understands
the
• Strategic
tool
• Not
digitally
evolved
/
• ROI
meaning,
but
don’t
• Day
to
day
ac7ve
know
how
to
fully
interac7ons
u7lize
• Benefits
• Frequent
usage,
campaigns
etc..
Most
organiza0ons
More
advanced
Organiza0ons
that
are
here
Promised
land
J
are
here
organiza0ons
are
trying
to
“get
it”
and
are
ahead
of
figure
this
out
curve
65%
of
marketers
have
either
just
started
or
have
been
using
social
media
for
only
a
few
months
More
B2B
companies
have
been
using
social
media
longer
than
their
B2C
counterparts

10. Ok..
Social
media
is
something
we
should
think
of…
The
true
power
of
social
media
comes
from
the
ability
to
create
a
community
around
your
company
and
create
digital
conversa7ons
with
your
customers
and
clients.
hJp://www.viddler.com/explore/AnnEvanston/
videos/65/

11. Who
rules
social
2010
?

12. Facebook
Today

13. Facebook
­
More
than
500
million
ac0ve
users
­
50%
of
our
ac0ve
users
log
on
to
Facebook
in
any
given
day
­
People
spend
over
700
billion
minutes
per
month
on
Facebook
­ There
are
more
than
150
million
ac0ve
users
currently
accessing
Facebook
through
their
mobile
devices.
­ People
that
use
Facebook
on
their
mobile
devices
are
twice
as
ac0ve
on
Facebook
than
non-­‐mobile
users.

14. Estonia
–
Facebook
09-­‐2010
Estonia
top
10
(Alexa,
09/2010)
­ Number
of
users
on
Facebook
in
Estonia:
1. Google
261
900
2. Youtube
3. Facebook
­ Number
of
male
users
on
Facebook
in
Estonia:
108
980
4. Delfi
­ Number
of
female
users
on
Facebook
in
Estonia:
148
680
5. Pos0mees
6. Ne0
­ Penetra0on
of
Facebook
in
Estonia
to
popula0on:
20.28
%
7. Hot.ee
­ Penetra0on
of
Facebook
in
Estonia
to
online
popula0on:
27.01
8. Wikipedia
%
9. Orkut

15. Marke7ng
in
Facebook

16. Facebook:
A
Pla_orm
Marketers
Cannot
Ignore
Consumers
are
adop7ng
Facebook
at
staggering
levels.
– Over
500
million
users,
and
growing…
– Average
internet
users
are
spending
more
0me
on
Facebook
per
day
than
on
Google,
Yahoo,
YouTube,
Microso=,
Wikipedia
and
Amazon
combined
Consumers
lean
on
each
other
to
make
decisions
–
bypassing
brands.
– Consumers
trust
their
friends
and
family
more
than
other
sources
of
informa0on
about
products
and
services,
according
to
a
Nielsen
study.
– Another
study
reports
that
60%
of
Facebook
users
are
more
likely
to
recommend
a
brand
a^er
becoming
a
fan
(Chadwick
Mar0n
Bailey).
Brands
need
a
roadmap
–
or
risk
experimen7ng
on
their
own
customers.
– Seventy
percent
of
brands
indicate
that
they
planned
to
increase
spending
on
offsite
social
media
investment,
including
Facebook
in
2010,
according
to
an
eConsultancy
study
– Rather
than
spin
their
wheels
and
waste
resources
experimen0ng
on
customers,
brands
need
guidelines
for
Facebook
page
marke0ng
success.

17. So,
what
should
I
do
?
1. Plan
!

18. Points
to
consider
when
building
Facebook
strategy
­ What
is
the
engagement
value:
what
can
you
offer
people
that
they
will
find
valuable?
­
Are
you
ready
to
respond
to
your
customers
and
encourage
them
to
talk
about
your
brand?
­ Are
you
ready
to
make
a
commitment
beyond
a
campaign?
­ How
will
your
other
marke0ng
communica0on
strategies
integrate
with
Facebook?
­ What
assets
-­‐
tools
and
content
–
can
you
leverage?
­ Do
you
have
your
company
behind
you
and
resources
available?
­ How
will
you
measure
success?

19. Success
criterias
for
Facebook
marke7ng:

20. Set
Community
Expecta7ons
– Clearly
Ar7culate
Expecta7ons
to
Reduce
Confusion
and
Abuse
– Describe
what
fans
can
expect
from
the
brand:
from
deals,
0ps,
support,
or
just
news
and
informa0on.

21.
Provide
Cohesive
Branding
– Create
a
Holis7c
Experience
that
Matches
the
Brand.
– The
limited
customiza0on
features
of
Facebook
pages
should
not
deter
brands.
– hJp://www.facebook.com/FourSeasons?ref=ts

22. Be
Up
To
Date
– Keep
Interac7on
High
with
Fresh,
Timely
Content.
– New
visitors
want
to
know
that
the
brand
is
present,
while
exis0ng
followers
need
a
reason
to
stay
engaged.
– Create
a
content
calendar,
agree
on
responsible
persons

23.
Live
Authen7city
– Build
Trust
by
Personalizing
Interac7ons
with
a
“Human
Touch.”
– Facebook
is
unique
from
other
social
networks
in
that
it
requires
users
to
provide
their
real
names,
providing
authen0c
people-­‐to-­‐people
connec0ons.
– As
a
result,
brands
should
follow
suit
so
fans
connect
to
the
people
behind
the
brand.

24. Par7cipate
in
Dialog
– Connect
with
Customers
by
Fostering
Two-­‐Way
Dialog.
– Brands
must
engage
with
fans
in
the
manner
which
they
are
already
accustomed.
– hJp://www.facebook.com/walmart

25. Enable
Peer-­‐To-­‐Peer
Interac7ons
– Be
Efficient
and
Enable
the
Crowd’s
Help.
– Customers
are
already
talking
to
each
other
–
brands
should
enable
this
natural
behavior
– Start
by
crea0ng
an
environment
that
encourages
peer-­‐to-­‐peer
interac0ons
–
ask
fans
to
respond
to
each
other,
showcase
fan
contribu0ons,
and
recognize
top
contributors
on
Facebook’s
wall.

26. Foster
Word
of
Mouth
– Prospects
trust
customers
more
than
they
trust
brands,
so
promo0ng
advocacy
is
an
essen0al
strategy.
– Start
by
simply
asking
exis0ng
fans
to
suggest
the
page
to
others
or
“like”
a
wall
post
– Take
it
to
the
next
level
by
encouraging
fans
to
do
something
on
the
page
that
is
worth
sharing
with
their
Facebook
friends
– hJp://www.facebook.com/OldSpice?ref=ts#!/OldSpice?
v=app_130435530325515&ref=ts

27.
Solicit
A
Call
To
Ac7on
– Bring
it
Back
to
Business
and
Provide
a
Succinct
Next
Step.
– Many
brands
fail
to
deliver
simple
call
to
ac0ons
that
lead
fans
from
engagement
to
purchase.
“The
idea
is
to
eventually
sell
more
of
one’s
product.
Period,”
– hEp://www.youtube.com/watch?v=XXd0UoxK-­‐Ik

28.
Adver7se
– Facebook
offers
adver0sing
which
can
target
age,
gender,
loca7on,
rela7onship
status
and
interest,
or
music
and
lifestyle
interests.
– Several
ac0ve
campaigns
at
same
0me
to
several
target
groups
with
liJle
cots….
Easy
to
do
using
Facebook..
– CPC
or
CPM
possibility
– hJp://www.facebook.com/adsmarke0ng/

29.
Integrate
– Engage
your
fan
base
to
your
site
and
outside
Facebook
to
connect
with
your
facebook
brand.
– Like,
Recommend,
Login
from
your
site,
Comment
your
products,
Facepile,
Live
stream…..
– hJp://developers.facebook.com/plugins

30.
Applicate
(Build
applica7ons)
– Most
of
the
x
applica0ons
are
for
entertainment
purposes
(80%)
– However
u0lity
applica0ons
–
especially
mobile
ones
are
becoming
more
and
more
popular
– Branded
quizzes,
games,
tools
and
applica0ons
are
popular
among
big
brands
hJp://www.foodie.fm/
hJp://www.foodie.fm/mika-­‐on-­‐foodie/

31. Measurement
?
5
Important
Insight
Metrics
to
keep
eye
on
• Total
Fans
And
Unsubscribed
Fans
• One
of
the
most
important
levels
to
monitor
is
the
percentage
of
fans
who’ve
unsubscribed.
If
this
percentage
is
increasing
over
0me,
you
may
want
to
check
out
the
type
of
content
you’re
pos0ng
as
well
as
the
volume
of
posts.
While
pos0ng
o^en
is
important,
you
can
chase
fans
away
by
pos0ng
too
o^en.
• Interac7ons
• As
the
number
of
fans
on
your
Facebook
page
increases,
the
number
of
users
interac0ng
with
your
page
should
increase
as
well.
• Interac7ons
Per
Post
• If
your
interac0ons
per
post
aren’t
increasing
over
0me
then
you
aren’t
doing
a
good
job
of
producing
valuable
content.
• Page
Views
• As
you
grow
your
page,
the
total
number
of
daily
page
views
should
be
increasing
as
well.
• Demographics
•
By
viewing
the
demographics
chart
you
will
be
able
to
see
which
demographic
groups
are
growing
quickest
as
well
as
which
demographic
groups
are
the
largest.

32. What’s
next
in
facebook
?
E-­‐commerce
(facebook
money
already
introduced)
Mobile
(already
over
100
million
users)
Facebook
to
take
payments
from
commercial
pages
and
applica0ons
?
/
adver0sers
hJp://blog.facebook.com/

33. hJp://www.youtube.com/watch?v=OIw8kGulmB8

34. Kiitos!