Social network marketing, engagement marketing and brands

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Information about Social network marketing, engagement marketing and brands
Business & Mgmt

Published on March 7, 2009

Author: tomchapman



Slide deck of report 'Social network marketing, engagement marketing and brands' presented to London Business School, February 2009. Full report can be downloaded from

Social network marketing, engagement marketing & brands London Business School [email_address] February 2009 Find this presentation on

Social media guy

The report To download a copy of this report please visit

“ 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

Network theory

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


Research objectives

Literature review

Research methodology

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

Future considerations

Thank you & please get in touch… [email_address]

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