Post on 12-Jan-2015
description
The Facebook EraPreparing for a New Kind of Customer Relationship
Clara ShihAuthor, The Facebook EraCEO, Hearsay Labs
October 15, 2009
“The Facebook Era recognizes that we’ve come to a place where people can represent their real identity—and use the social filters on the Web to connect with the world around them.” —Sheryl SandbergChief Operating Officer, Facebook
TheFacebookEra.com
Practice what we preach
@clarashih#EEC09
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Agenda
Trends and Numbers
New Consumer Psychology
Rethinking Sales and Marketing
Q&A
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The trends and numbers
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Welcome to The Facebook Era
On Facebook alone . . .
Over 300M active users
8 billion minutes spent each day
1 million developers from 180 countries
is email dead?
PUBL
ISH
CONSUME
1-1 1-many
many-to-many
everybody-to-everybody
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Winning mainstream audience appeal
Source: Nielsen Online Global Index, Dec 2008
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Facebook’s growth just keeps going
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CMO Council – March 2009
“ Digital marketing and new media dominates demand generation and advertising spend allocation priorities for the coming year, with budgets aimed at online and Web 2.0 initiatives almost 50% higher than spend earmarked for traditional media. ”
CMOs are shifting dollars to social media
Three Pillars of Facebook Marketing
Facebook Apps Facebook Pages Facebook Ads
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The new consumer pyschology
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Why Facebook was different
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Facebook as a forum for online identity
Photos and interests
Demographic info
Employer, school, city
Friends
Socially acceptable to share
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Facebook Connect extends trusted identity to any website
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Example. http://thefacebookera.com
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Due diligence expected
Personalized interactions
Transitive trust
As a result, user expectations have changed
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Facebook and Twitter invented new modes of communication
Casual
But emotional
Foster weak ties
Capture long tail
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Rethinking Sales & Marketing
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Sales: The Power of Transitive Trust
Qualify leads early
Low-cost way of staying in touch
Build personal rapport
Navigate buyer orgs
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Sales: Prospecting Friend-of-Friend Networks
Example:
Aster Data Systems
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Customer Service: Crowdsource to Your Customers
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The ultimate opt-in marketing channelsExample
Dell Outlet moved $2M in inventory over Twitter last year
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Marketing: The power of hypertargeting
Minimize wasted ads
Latent interest
Test new segments and
messaging
Fifty percent of my advertising is wasted, I just don’t know which fifty percent
“
”
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Marketing: The power of referrals
Word of mouth automated
Existing customers = your sales force
Search.twitter.com
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eMarketer: Endorsements from friends matter most
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Social Customer Lifetime Value (sCLV)
Social CLV = CLVold + Word-of-mouth referrals + Customer support cost savings + Sales resulting from idea contributions
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Thank you
Stay in touchhttp://facebook.com/thefacebookera
RELEASED APRIL 2009Featured in The New York Times