Social clay, creating an efficient facebook ecosystem 2012 03-27

Creating an efficient Facebook ecosystem

- Last updated 28th March 2012 -

at the Social Media World Forum

Social claySocial clay

• Facebook is more than just one Timeline. It is an ecosystem.

• Each part of the ecosystem can be made more efficient.

• As each part becomes more efficient so the ecosystem itself becomes more powerful as a marketing tool.

• Our aim is to use Facebook to reach out to just shy of a billion existing and potential customers.

• Our target is to leverage our access to this community to achieve your business objective.

28th March 2012 Social clay @ SMWF 2


• Facebook is more than just one Timeline. It is an ecosystem.

• Each part of the ecosystem can be made more efficient.

• As each part becomes more efficient so the ecosystem itself becomes more powerful as a marketing tool.

• Our aim is to use Facebook to reach out to just shy of a billion existing and potential customers.

• Our target is to leverage our access to this community to achieve your business objective.


Anatomy of your social media strategy

28th March 2012 Social clay @ SMWF

Business objectives

Social media planning

Measure & report

Core ecosystem

Advanced ecosystem

• Your Strategy begins by setting Business Objectives and agreeing KPIs.

• Planning involves ecosystem architecture, forecasting, timelines & brand protection.

• Implementation begins by creating the Core ecosystem & curating its community.

• As each part of the core ecosystem is built, efficiency is gained. Targeted campaigns created in the Advanced ecosystem experience greater viral uplift.

• We measure against KPIs, report lessons learned to the board and iterate.

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Business objectivesYour Strategy begins by setting Business Objectives and agreeing KPIs.

Business objectives


Measure, report & iterate

Core ecosystem

Advanced ecosystem

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Social media strategy > Business Objectives

• What success are we going to achieve in 6 months?

• How are we going to measure this?


What success are we going to achieve in 12 months?

How are we going to measure this?

Larger community Fan count

More people talking about our brand Engagement

Tracking Calls to action (CTA) Web visits from Facebook / web visits

More Leads (CTA) Followed calls to action in ecosystemWeb users originating in Facebook who add a product to their cart

More Sales (CTA) Number of users originating in Facebook who buy; also total value of sales

Ability to compare margin on Facebook vs Web users

Track Facebook sales and margin per basket. Compare with web sales.

More Recommendations and word of mouth Clicks on Likes, Comments, Shares to Wall / Newsfeed

Month on month increase in Forecasted annual sales

Forecasted annual sales (total for period x 12 months)

Increase the brand value Total fans x Value of a Fan

Place value on today’s ecosystem Brand value + current sales

Higher IPO / Exit value NPV (Brand value + future sales value)

Social media strategy > Success measures


Social media strategy > What’s inside?


Recommendations for the most efficient use of Facebook

Examples of best practice

Benchmarking of where we are today

Suggested Campaign ideas

Timeline of recommendations and campaigns for next 6-9 months

What’s inside…

Social media strategy > Timeline

Timeline

It takes time and care to grow a community

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Social media strategy > Example timeline


A. Business Objectives

B. Social media strategy

C1. Cover Page

C4. Promote

E. Performance review

D. F-commerce R1

C2. Community Management Training

C2. Content planning meetings

C1. Campaigns begin

D. F-commerce?

C4. Promote

B. Strategy updateSet KPIs

C1. CTA1 tab

Period 2 Period 3 Period 4Period 1 Period 5

C1. Heritage tab

C3. Like buttons C3. Recommend box C3. Low friction reg.

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The Core Facebook ecosystem

Business objectives



Core ecosystem

Advanced ecosystem

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Core Facebook ecosystem

The Core Facebook ecosystem leverages the Facebook Newsfeed to amplify the content within your ecosystem, through your community.

The Newsfeed shares the content that your Community Likes to Friends of Friends outside your Community.

When the core ecosystem is in place, efficiency is gained. Targeted campaigns experience greater viral uplift to a wider audience.

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Core Facebook ecosystem > 1. Create beautiful content


The Cover Page

Assures the user they have arrived at the right placeAssure the LikePrimary call to action

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• First we create a beautiful Cover Page for first time visitors. • Think of this as the cover of a magazine. Which one do you choose?


Core Facebook ecosystem > 1. Create beautiful content > Cover Page

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• Examples from 2011:



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Must have

•On Brand design– capture the personality of

the brand•Assure your primary call to action– CTA1


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Optional

•Let the image explain•Secondary calls to action: CTA2, CTA3, etc.– e.g. click through to website– e.g. link to engage on

Facebook Wall– e.g. click through to F-

commerce app– e.g. click through to other

social application– e.g. trackable telephone

number for taking orders


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Core Facebook ecosystem > 2. Engage the Community


Engage the CommunityEngagement is at the centre of your ecosystem.

This is where the budget you spend on infrastructure is made or lost.

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Facebook content plan

•A content plan is required•Plan at least one week in advance•Cover multiple categories of conversation to keep the content fresh


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Strong engagement

– show that your brand is active within your community

– Connecting with potential customers breeds loyalty (and ultimately, sales).

– Vary the topics by tagging categories of banter

– Track success of the types of content

– A message that reaches 10,000 fans is amplified to 130 of their friends via the Newsfeed.

– That’s a theoretical community of 1.3m people.


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Events

•List all the events you may host.


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Conversation management platforms•Choosing the right one•Volumes•Price•Customer service



Core Facebook ecosystem > 3. Connect your website


Connect your websiteIntegrating your eCommerce experience with Facebook makes your purchase path socially aware.

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Like Buttons

•Leverage the power of the Facebook Newsfeed on your website.•Place a Recommend & Send button (or Like & Send button)– on every product– on valuable, time sensitive

content like your blog

•Each click on a Like button appears in the Timeline for the user and the Newsfeed for their friends. This amplifies your web traffic by attracting that persons Facebook Friends.


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Recommend box

•Use a recommendations box in place.

•Two minutes of your visitors’ time will be spent on the best content

•Once we have good numbers on the popular products, we can create a Top 10 list of most Liked content.

(and we don’t have to do this in the Facebook style.)


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One click Register with Facebook

•Reduces friction at registration. More visits convert to signup than when using a traditional form.

•Measure the business impact of the using Register and Login using Facebook on new customers and sales.

•Efficiency is synonymous with frictionless purchase. Login with Facebook brings us closer to this ideal state.

Recruit and retain


Recruit and retainThe ecosystem is brought to life by people. We must invite them!

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Three invitations to join the community:

A. Ads : The first wave of fans from each campaign will come from ads

B. Email campaigns

C. Cross-fertilisation tabs

Recruit and retain

Guests rarely turn up to a party without being invited.

Photo: Steve Collins

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A. Facebook adsSet aside an ad budget that rises over timeto allow you to optimise both your ecosystem for your audience and your audience for your ecosystem.

•Ads cost between 50p and £2 per Visitor.•Ads cost between 50p and £4 per Like.•If we want to gain…

1000 Likes = £500 - £4000 10,000 Likes = £5,000 - £40,000 100,000 Likes = £50,000 - £400,000

N.B. Ensure that ads are optimised and that a capped cost per fan is in place to avoid inefficient ad spend.

Recruit and retain > Facebook ads

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B. Email campaigns

Include links to your ecosystem within your Newsletter and other email communications, like corporate signatures and transactional receipts.

This allows you to design custom banners within your mailshots that encourage a different CTA for existing Facebook fans vs unconnected potential fans.

A powerful tool we can speak of in due course.

Recruit and retain > Email campaigns

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C. Cross-fertilisation tabs

Multiple brands with independent ecosystems must create a parent ecosystem to efficiently encourage fans of a child brand to visit other brands in the ecosystem.

By connecting all our sub brands together we are able to create bridge between mutual friends across brand ecosystems.

We must look at this as a game changer for your industry.

Recruit and retain > Cross fertilisation

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Measure, report and iterateKnowledge of the past will equip us to plan correctly for the future.

Business objectives



Core ecosystem

Advanced ecosystem

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1. Without feedback from the previous period we are driving blind: piloting a ship in the fog.

2. The feedback from last period helps us to adjust our aim for the next period.

3. Continuous iterations mean we arrive efficiently at our goal.

Measure, report and iterate


“The analysis from each reporting cycle must feedback into the ecosystem such that each period becomes more successful than the last.”

Geoff HughesCo-founder & CEO


• You have business goals that must be met by each campaign.

We need to regularly monitor & measure performance to

ensure we reach your goals.

• Each reporting cycle must feedback into the living social media strategy so that lessons learned are used effectively

• The value that this campaign contributes to the business is reported in real time.

Measure, report & iterate > Performance measurement

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• Each KPI that we actively measure for you maps back up to a business success measure as agreed earlier during the strategy work.

Measure, report & iterate > KPIs


We must allocate a portion of available budget to measure and analyse performance from last period to ensure the budget we allocate to ads next period is spent correctly.

Measure, report & iterate > KPIs


The worst thing our brand can do is spend all our budget on attracting Fans without measuring the impact of these fans on our bottom line.

Measure, report & iterate > Budget for CFe stats


• The Social clay performance measurement report compares the varying success of each section within your ecosystem.

• This allows you to tactically reallocate ad budget to the best performing area(s) in this period…

• Whilst strategically optimising under performing areas ready for next period.


The Advanced Facebook ecosystem

We use the advanced ecosystem to create campaigns which focus on the use of user CRM data to maximise efficiency.

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Core Facebook ecosystem > 1. Create beautiful content

Campaign tabs

Time critical ideas targeting a niche demographic to efficiently achieve a tactical goal.


Campaign tabs are where we start to ask for user data and use it to really target our sales funnel.

•Competitions

•F-commerce portals

•Fan only content

•Links to other ecosystems

Core Facebook ecosystem > 1. Create beautiful content > Landing tabs




• At this point, its like being Neo in the matrix…

• Everything just works together.

• As each cycle continues, the ecosystem becomes more and more efficient.

Primary contacts


Geoff HughesCEO and co-founder+44 20 3397 3768+44 7811 160 [email protected]/socialclay

Rob O’CallaghanCTO and co-founder+44 20 3397 3768+44 7912 044 [email protected]/socialclay

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Technology

Social clay, creating an efficient facebook ecosystem 2012 03-27