1. Beyond Facebook & Twitter:
How Brands are Accessing Startups to
Collaborate and Communicate
Michoel Ogince, @Twabbi
Director, Product & Platform Strategy
Director, Big Fuel Social Labs
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2. All-Stars Panel
•Kathy Leake - CEO & Founder, Local Response
•Roy Rodenstein - CEO & Co-Founder, SocMetrics
•Sarah Rapp - Community Manager, Behance
•Sean Barkulis - CEO & Co-Founder, UplanMe
•Todd Olmstead - Community Manager, Mashable
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3. Big Fuel
• Pure-play social media agency • Big Fuel Social Labs
• Hollywood meets Madison Avenue • Clients: Philips, Colgate-Palmolive,
Children's Place, GM, Microsoft
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4. The Agenda
1. Humanizing
Social
Technology
2. Facebook
Analysis
3. Mass
Influence
4. Industry
Commentary
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5. Humanizing Social Technology
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6. Humanizing Social Technology
• Real human interaction #fail
• e.g. sharing, interest graph, stream pollution
• Simulate the many layers of human social behavior #future
• Privacy, group sharing, multiple photos, moments, events,
niche networks
• Innovating the space: Path, Tracks, Pinterest, FoodSpotting
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7. Facebook Analysis
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8. Facebook Fan Growth
• Facebook growth has slowed
• Among 50 largest brand pages fan growth declined in 2011
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9. Facebook Engagement Rate (ER)
• 0.5-0.99 = average ER
Fans Average ER
0 - 10k 0.96%
10k - 20k 0.29%
20k - 50k 0.21%
50k - 100k 0.19%
100k - 200k 0.16%
200k - 500k 0.13%
500k - 1000k 0.11%
1000 - ~ 0.09%
Social Bakers, 2011
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10. Mass Influence
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11. Mass Influence
• Efficient means to drive earned media
• Micro-targeting
• Social channel targeting
• Emerging influencer and community identification tools
• Measurable ROI
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12. Industry
Commentary
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13. Industry Commentary
“…if you're a marketer, Facebook was never about you, it's not
about you, and it will never be about you.” (David Berkowitz, 2011)
“In theory, Facebook is well-positioned to address something that
the Internet has been notoriously bad at supporting: product
discovery, according to Forrest. ‘But the key challenge is that
Facebook is about socializing rather than shopping.’” (Gavin
O’Malley, 2011)
“Facebook and Twitter have now reached the point of being deemed
“ordinary” media platforms... Actually, you can throw LinkedIn and
YouTube into the ordinary consideration set too.” (Michael Wiley,
2012)
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14. Thank you!
@Twabbi
www.mountainclimber.me
Michoelo@bigfuel.com
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