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Marketing on Facebook shouldn't be just about getting people to talk to brands. Companies should identify the social elements of their offering and make it easier for people to connect with their friends around those.
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Beyond the
How we misunderstood Facebook and how to create social value.
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
