engagement, i'm just not buying it. bring business back into social,

BRINGING BUSINESS BACK INTO SOCIAL

Nicolas Moerman Digital Strategist These Days Telenet, BNP, P&G, Kraft, Nissan, Wrigley’s @moerman nicolas-moerman.be

THE PEAK OF INFLATED EXPECTATIONS

MOST BRAND ENGAGEMENT

MAINLY BOILS DOWN TO THIS:

ENGAGING FOR THE SAKE OF ENGAGING

JUST 0.5% OF FANS

FROM THE TOP 200 BRAND PAGES ON FACEBOOK

ARE ENGAGING WITH THE BRAND

ONLY 23% OF CONSUMERS HAVE A RELATIONSHIP WITH A BRAND.

IN THE TYPICAL CONSUMER'S WORLD, RELATIONSHIPS ARE RESERVED FOR FRIENDS, FAMILY AND COLLEAGUES.

Harvard Business Review Survey

1% Heavy contributors

9% Passive contributors

90% Lurkers

AN AUDIENCE THAT IS HARD TO REACH

FACEBOOK IS NOW

ADVERTISING CHANNEL

=

BRAND MESSAGE + PAID MEDIA

“FOCUSING REACH AND FREQUENCY IS WHAT DRIVES EFFECTIVENESS. ENGAGEMENT IS AN INTERESTING AND IMPORTANT METRIC FOR SOME MARKETERS AND CAMPAIGNS. BUT IT SHOULDN'T BE STANDARD BY WHICH FACEBOOK AS A MARKETING PLATFORM IS EVALUATED”

BACK TO THE ROOTS

SOCIAL CONTENT CREATION =

CRAFTING PRINT ADVERTISING

BUT AT THE SPEED OF CULTURE

STARTING FROM BRAND PURPOSE

AND DARE TO TAKE A STAND

CRAFTED STORIES WILL WIN

THE BATTLE OF THE NEWSFEED

HIGH SELL HIGH BRANDING

SUBTLE SELLING OBJECTIVES

^

SOCIAL BELONGS TO THE WHOLE

BUSINESS NOT JUST MARKETING

(AND NOT JUST FACEBOOK)

1% Heavy contributors

9% Passive contributors

90% Lurkers

WHAT IMPACT CAN THE 10%

HAVE ON YOUR BUSSINESS?

SOCIAL MEDIA AS A BUSINESS STRATEGY

Social

intelligence

Social Business Networks

Social Lead Generation

Social Customer Service

Social R&D

Social HR

GIFFGAFF OUTSOURCES TO CUSTOMERS

JUSTGIVING CONNECTS ACTIVISTS & LURKERS

BARCLAYCARD CO-MANAGES

THE GUARDIAN OPENS JOURNALISM

1. Use Facebook as a creative media channel for the 90% lurkers

1. Use Facebook as a creative media channel for the 90% lurkers

2. Connect the 10% of people who want engage on your platform

1. Use Facebook as a creative media channel for the 90% lurkers

2. Connect the 10% of people who want engage on your platform

3. Explore how they can drive value throughout the business.

1. Use Facebook as a creative media channel for the 90% lurkers

2. Connect the 10% of people who want engage on your platform

3. Explore how they can drive value throughout the business.

4. If you're doing social well, you’ll get compliments from non-marketing people

JUST FOCUS ON GREAT PRODUCTS & SERVICES

THANKS