Embed Size (px)
DESCRIPTION
Citation preview
The Modern Consumer is Social by Design Sifiso Mazibuko Facebook National Account Manager Twitter: @SifisoMaz
Sifiso Mazibuko
iKapa Lodumo
@SifisoMaz
Social media evangelist and
recovering vegan
Can leap Webber braais in a single
bound
Not sure, birth certificate got
lost in the mail
Web 1.0 was Commerce Web 2.0 is People - Ross Mayfield
Web 2.0 seems to be like Pink Floyd lyrics: It can mean different things to different people, depending upon the your state of mind.
- Kevin Maney
Evolution
Social Media isn't about re-inventing the wheel
It’s about sharing with friends
It’s about expressing your love
It’s about sharing those secret gem hang outs
It’s about sharing memories
It’s about recording great memories
Success on The Social Web
“Think Differently”
Customise content for individuals
Design for more than a single device
Why are brands sometimes scared?
One reason: Unhappy customers talking
Another reason:
Knowledge speaks. Wisdom listens
10’s
Share (Resonance)
Search (Relevance)
00’s
Browse
90’s
The web is being built around people
Real people sharing their real identities
If Julius Ceasar had a Facebook profile
-21%
+52%
Source: ComScore Global Y/Y change Jan 2010 - Jan 2011
+1%
Social
Portals
Search
The transition is happening rapidly
>600 million
people use
social networks
at least once a
day
58% of
users
log-in at least
once a day
(>400M)
Based on the data from participating countries, we can make the following assumption.
800 million Facebook users worldwide
Globally, borders are being
replaced with connections
Facebook users in South Africa
M
5M
10M
15M
20M
25M
30M
4.7 million+ users
11%
32%
33%
25%
13-17 18-24 25-34 35+
49% 51%
Male Female
Source: Facebook internal data, September 2011
South African Demographic Breakdown
The Rise of the “Silver Surfer”
Facebook is part of the daily routine for users
6+ hours
Average hours per month
21 visits
Average visits per month
57% Daily (85% Return weekly)
Active users log in daily
Strong user engagement globally
South Africa:
4.7 million on Facebook
3.5 million using a mobile phone
The Open Graph
First Rule: The tools are the tools. The tools are not the thing.
THE SCENE / BOSS IS ENTERING THE
OFFICE
BOSS / SEES HIS SECRETARY SURFING
IN FACEBOOK
10:00am @ the office
THE DIALOGUE
Borrowed from Stefanos Karagos / Xplain.co
BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOSS
BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999!
BOSS / HOW LONG DID THIS TAKE?
SECRETARY / ONLY ONE MONTH MY BOSS!
BOSS / CAN YOU CREATE AND RUN OUR CO’S PAGE?
SECRETARY / YES MY BOSS! GIVE ME 5 MINUTES.
the time it takes to start your FB Page
BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOSS
Borrowed from Stefanos Karagos / Xplain.co
BUT OF COURSE HE HADN’T SEEN HER PERSONAL PAGE
Content
Her sexy photos from her latest holiday
Audience
97% “hungry” men 18 - 35
THE RESULT
AFTER 6 MONTHS
555 LIKERS/FANS CONTENT AUDIENCE
Bla, Bla, Bla Bla Bla, Bla Bla
Who knows, Who cares
Borrowed from Stefanos Karagos / Xplain.co
Facebook my ass!
NEXT TIME MARKETING MANAGER ASKED HIS BOSS TO INVEST $$$$ ON FACEBOOK MARKETING
Borrowed from Stefanos Karagos / Xplain.co
Making your communication social
– Context:
• First P&G brand in the UK to invest in engagement activity
• Leveraged quirky Mother Nature by allowing her to communicate with Fans from her own Facebook Page
– Strategy:
• UK Reach Block running Polls and Video Commenting Ads
– Success:
• Over 100,000 Likes of the Page driven
• Over 20,000 entrants into the Gift’o’Matic competition
Tampax Mother Nature (UK)
1. Make it social. “That’s what I do on the internet.”
2. Keep it simple. “If I understand something, I’m more likely to try it.”
3. Create brand stories worth sharing. “I share great stories with my friends on social networks”
4. Integrate. “Consistent message across different platforms.”
Final considerations
“In times of change, learners inherit the Earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists.” Eric Hoffer
