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Marketing reorganised around people
Marcus Wareham 26th January 2011
Today’s web is about people
Businesses are reorganising around people
Reorganising around people delivers results
The web is being rebuilt around people
10’s
Discover Search
00’s
Browse
90’s
600M users worldwide
Globally, borders are being replaced with connections
Companies that connect people have taken off globally
V Kontakte 104 M users
Orkut 28 M users
QZone 305 M users
Mixi 20 M users
Facebook 600 M users
Industries are transforming by reorganising around people
Gaming is reorganising around people
FarmVille Xbox
News is reorganising around people
NY Times Twitter CNN
of news sharing occurs through social media
43%
Music is reorganising around people
Pandora Spotify
Shopping is reorganising around people
Amazon Groupon
increase in average order value
up to 50%
Institutions are reorganising around people
Red Cross British Monarchy
of all government agencies are using at least one social networking tool
66%
This is all happening in an age of rapid technology innovation
Incumbent Entrants
iPad, iPhone iTouch, iTunes
Android, Chrome, Youtube, web Apps
Kindle, electronics & general merch
Motion sensors in gaming inputs
Social graph, credits, real-time
communications
Social gaming, virtual goods, offers
Social group buying
Location-aware mobile services
Source: Morgan Stanley Research
Inte
rnet
Use
rs (M
illio
ns)
0
400
800
1200
1600
2000
GLOBAL MOBILE VS. DESKTOP INTERNET USER PROJECTION 2007 - 2015
MOBILE INTERNET USERS
DESKTOP INTERNET USERS
Mobile has a steeper adoption rate than any past technology
These social experiences are following us throughout our lives
TV Car Phone iPad
Who. What. When. And now Where.
The web is reorganising around people
Businesses are reorganising around people
reorganising around people delivers results
Businesses are reorganising around people
Product Development
HR
Customer Service
Customer Insight
Marketing
“…technology-enabled collaboration with external stakeholders helps organizations gain market share from the competition ”
- McKinsey & Co
Product development is being reorganised around people
Product development is being reorganised around people
Human resources is being reorganised around people
Customer service is being reorganised around people
Customer insights are being reorganised around people
Marketing is being reorganised around people
Marketing has always been a mix of paid, owned and earned
Public Relations
Word of Mouth
OPEN
Websites
Store fronts
Television
The ideal is more earned at the scale and predictability Facebook lets you create “earned” at unprecedented scale
Fans are just the beginning
brand fan
Facebook population
Fan base 500K fans
Fans are more valuable when they impact their friends
Friends of fans
60M friends
My friend likes this brand
Ads with friends
This is the NEW word of mouth - it is twice as effective
Meg Griffing Sloan, Becca Foy, and 14 other friends like Heineken
VS
1.6X lift in brand recall
2X lift in message awareness
4X lift in purchase intent
Starbucks
Facebook population
Fan base 19M fans
global data
This is word of mouth at unprecedented scale
Friends of fans
527M friends
Brand
Facebook population
Fan base XXM fans
{insert client logo
here} Friends of fans
XXM friends
Here is what it looks like for your brand
Facebook has two ways to access the new word of mouth
Premium
Marketplace
1 1
2
3
4
Premium Ads drive brand impact
Premium Ads drive brand impact
• 100% Share of voice • Guaranteed delivery • Users don’t have to leave
their home or profile page • Most trafficked pages on
Facebook • Engagement sparks
organic sharing to the user’s friends, giving advertisers viral impressions
Marketplace Ads drive action
1
2
3
4
• Auction-based pricing • Drive actions
• Off-site clicks • Transactions • Game installs
• E-commerce sales • Kick-start fan base
use circles as the key? show photos or events pages
PREMIUM
MARKETPLACE
BENEFITS
Action
Brand 6
3
Premium Ads offer unique benefits
Reach Block
Target Block
Target
Duration
1-3 Days 6 Weeks
Broad Reach
Demographics or Geographic Targeting
Campaign Sustained
Always-on strategy
There are four Premium Ads strategies to address your goals
Launch products Timely messages
Keep community engaged Maintain brand perceptions
The web is reorganising around people
Businesses are reorganising around people
reorganising around people delivers results
A focus on people delivers the results brands care about
+6% intent
2X preference
foot traffic
+9M recommendation
+11% awareness after
product launch
4X offline
2X online
12%+ increase in brand awareness
7%+ increase in purchase intent
2x #of mentions over World Cup sponsor
6% more likely to purchase Umbro sportswear and football shirts
*Result is better than 96% of similar studies conducted by Nielsen according to their normative data.
2x increase in traffic to levis.com
11% increase in awareness of Krave cereal after product launch in UK
9M+ recommendations for Charity
How could you build around people?
Insert brand logo
[Insert client recommendation]
Approach depends on client scenario
SCENARIO ONE:
Premium to drive awareness 1
Marketplace to build a fan base
2
Premium to reach friends of fans before launch
3
Marketplace to reach fan goal 1
Stay top-of-mind. Premium for big impact, Marketplace for light reminders
2
Premium to drive awareness in line with seasonality
3
SCENARIO TWO:
Product launch
Drive constant awareness
The web reorganised around people creates new opportunities
Businesses are transforming how they relate to people and operate
Companies recognizing this shift are gaining strategic advantage
Appendix
Marketers are reorganising around people (option 2)
Experiences are better when reorganised around people
Home Page: 7.25 hrs/month
Photos: 3B/month
