Beyond the

How we misunderstood Facebook and how to create social value.

Matias Vaara

@matiasvaaramatias.vaara@n2.fi

Stategist @ N2 Marketing

One suggestion

One statement

Introduction

Everyone and their grandma is on Facebook Great

Lillian Lowe104 years old

1/3Over

of Finnish peopleuse Facebook actively*

*Social Bakers 2012

How does a business stand out on Facebook and get

people to like them?

How does a business find anyoneto listen to them?

I think these are the wrong questions. I think we’ve

misunderstood the technology.

This happens because we look at new technologies

through the lens of old ones.

“We drive in to the future using only our rearview mirror.”

Marshall McLuhan

In 1860, it was required that a car should always have a

red warning flag in front of it.

Printed word Radio TV Social media

We look at social media through the lens of traditional media. We

see it as a channel for spreading our message to

people.

One suggestion

One statement

Introduction

We like to talk to our friends

Not strangers

Not companies

Just mainly our friends

1% of Finnish Facebook users

talk to brands*

*Hill & Knowlton - The State of Facebook Marketing in Finland 2012

99%

of Finnish Facebook userstalk to friends*

*My guess - not actual data

One suggestion

One statement

Introduction

Instead of bribing people to talk to them..

Companies should help people do what they already like doing

Companies should help people connect with their

friends

Businesses should create social value

The key is to think about what is already social about the

product and make it easier/more fun to share

using social technologies.

Some products are more social then others

Social elements

Social aspect of product

Facebook platformIdentity + Social Connections

Social value

Social aspect of product

Facebook platformIdentity + Social Connections

Social value

TwitterLinkedIn

serviceexperience

Social aspect of product

Facebook platformIdentity + Social Connections

More sharing

More recommendations

Better product

Increased sales

Identity

Social connectionsand

Examples

People like sharing music

Identity + Social connections

People like sharing music

Facebook platformIdentity + Connections

More sharing

More recommendations

Better product

Increased sales

People like sharing travel tips

Identity + Social connections

People like sharing travel tips

Facebook platformIdentity + Connections

More sharing

More recommendations

Better product

Increased sales

People like going to concerts with friends

Identity + Social connections

People like going to concerts with friends

Facebook platformIdentity + Connections

More sharing

More recommendations

Better product

Increased sales

People like to cheer and challenge each other when running

Identity + Social connections

Running is more fun with friends

Facebook platformIdentity + Connections

More sharing

More recommendations

Better product

Increased sales

Angry birds is more fun when played with friends

Identity + Social connections

Facebook platformIdentity + Connections

More sharing

More recommendations

Better product

Increased sales

Angry birds is more fun when played with friends

One suggestion

One statement

IntroductionBusinesses typically think about how to get people to like them and talk to them. I think we misunderstood the technology.

People enjoy talking to their friends rather than strangers or companies.

Businesses should help people connect with their friends using social technologies.

The possibilites are endless once we understand what the technology is.

Photo Credits

Thanks.

Slide 7 flickr: epSos.deSlide 14 flickr: colpo d'occhio♥♥TORNATAAAAAAAAAASlide 15 flickr: m. t. sullivanSlide 16 flickr: lili1760Slide 21 flickr: thebestfeeling.slide 44 flickr: Ronn ashore