Published on March 7, 2009
Social network marketing, engagement marketing & brands London Business School [email_address] socialnetworkmarketinguk.com February 2009 Find this presentation on slideshare.net/tomchapman
Social media guy
The report To download a copy of this report please visit http://www.socialnetworkmarketinguk.com
“ The social network conceptual map refers to the final page of the report which you’ll need to go see for yourself. I’ve printed it out and tacked it to my office wall because it maps a process to successful social networking activity I would consider sound and reliable.” – Jason Falls, Social Media Explorer Press coverage
Consumers expect to be involved, engaged and invited to collaborate The rise of social media
Social media optimisation
Sarnoff’s Law Network value =n
Metcalfe’s Law Network value =n(n-1)
Sarnoff’s Law Metcalf’s Law N(N-1)/2 Number of possible connections = 4,950 Reed’s Law 2 n -n-1 Number of possible connections =1,267,650,600,228,229,401,496,703,205,376 Based on an N of 100 100 Total value of Network =100 Reed’s Law Network value = 2n –n-1
Social network sites
Social network profiles
Weak tie relationships
Quantitative research findings
Small % of SN users friend or fan of brand
Facebook users more likely to promote brands
Users unlikely to fan/friend brand via connections
Facebook users more likely to share widgets/apps
Users will ignore brand promotions from friends
Users unlikely to remain loyal if sent advertisements
Users unlikely to purchase products via profile
Users object to purchases being made public
Users display loyalty to brands that communicate
Small % SN users aware of social ads
Small % SN users have become friend/fan of brand via social ad
SN users aware of advertisers use of SN
SN users will not alter profile to disrupt ads
Qualitative research findings
Brand engagement & loyalty I nvolvement I nteraction I ntimacy I nfluence
Summary of key findings
Brands must use transparent communications
Users do not want to purchase via profile page
Brands must listen to fans/friends
Any brand can benefit from social network sites
Engage consumers beyond first transaction
Consumer comments offer real value
Great creative is the key to effective engagement
Social ads help build trust between brand and consumer
Loyalty & trust is the key metric
Social network marketing concept map – Tom Chapman Concept map is featured within the report at http://www.socialnetworkmarketinguk.com
Thank you & please get in touch… www.headstreampr.com www.fivebyfivedigital.com [email_address] socialmediamarketinguk.com twitter.com/tomchapman linkedin.com/in/tomchapmanuk
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