From relevant marketing to community monetization

FROM RELEVANT MARKETING TO
COMMUNITY MONETIZATION

RELEVANT MARKETING

© www.playapp.net – Living communities 2.

AVOID USELESS EFFORTS

Do you enjoy making effort?
I really don’t know
why we haven’t
invented the wheel
yet !


SIMPLIFY YOUR LIFE

Less effort more effects


RELEVANT MARKETING

 This is the opposite of SPAM

This is the right message
at the right time

 This improves the conversion rates


DATA COLLECT

 I browse there, but I leave the page


TARGETED MESSAGE

 Then, if I keep browsing, here is what I see

 This is great but there still is a problem


PEOPLE TRUST PEOPLE

14% trust advertisement


THEY TRUST THEIR FRIENDS EVEN MORE !

But where are my friends ? …

FACEBOOK IS ESSENTIAL !


YOUR CLIENTS AND YOUR FRIENDS ARE ALREADY THERE

23 million users in
Like 36% of
France
Frenchmen, he is on
Among them, 50% log
Facebook
in every day

Linked to 80 Fan pages, 130 friends in his
groups or events network


WHERE WOULD YOU ESTABLISH YOUR STORE ?

there
or
Here


FACEBOOK IS A FACILITATOR

Facebook is a great tool to make
word of mouth easier

In an instant In an instant ….
1 fan


FACEBOOK PROVIDES AND ALLOWS TO GENERATE A LOT
OF DATA TO SERVE BRANDS

The « Social data » business
opportunities
On your website For your products On Facebook

Customized offers Users retargeting
“Social data” depending on the
collection products they “liked” Involvement,
Peer-to-peer conversation
recommandation Fans qualification

Source : Agorapulse


SOCIALIZATION OF WEBSITES AND PRODUCTS


CUSTOMIZATION OF WEBSITES


HOW TO USE FACEBOOK IN ORDER TO
MONETIZE YOUR COMMUNITIES ?


3 KEY STEPS TO MONETIZE

STIMULATE YOUR MONETIZE YOUR
BUILD YOUR COMMUNITY
COMMUNITY AUDIENCE

GOAL:
GOAL :
GOAL : GENERATE
ENGAGE YOUR
REACH A CRITICAL MASS ADDITIONAL
FANS
TURNOVER


FROM COMMUNITIES TO RELEVANT MARKETING

WHO ? YOUR TARGET YOUR TRIBE YOUR EXPERTS

They hardly know you They know you, they like They talk about you or
(maybe not at all) and they you, they have already about related subjects :
have no intention to buy used your products or are they are influencers.
your product. about to.

GOAL ? GET KEEP/INCREASE CONVINCE

WHERE ? TV/radio/print/web/mob Web/mob /social media Event / PR /ePR

HOW ? Fame/branding Manage/Engage Converse/Collaborate
- Media coverage - Listen/answer - Listen/answer
- Recommandation - Offer/ innovate - Work with
- Monetize - Prevention/improve

Relevant Share Influence
Marketing


GET ORGANIZED! STAY READY TO LISTEN AND ANSWER

Organizational process
Social CRM
Listen Gather information
Converse
• Listen Management support

• Capitalize
• Answer
• Learn Capitalize

• Change
Broadcast to ESN
Enterprise Social Network
Process
Marketing Customer Service Other

Answer


GEAR UP ! DON’T LOSE INFORMATION

Editorial animation
Event Animation
Social CRM tools : Fan pages

• Listen/Manage
• Capitalize Mobile Virtual Gifts

• Qualify
• Segment Contest Quiz

• Target

Advantage : Community Database
• Relevance
• Loyalty Animation Create a loyalty Enlarge the
statistics and program rewarding client’s database
finding the most fans’ activities with
engaged fans points


YOU WON’T REGRET THIS !!!

Traditional campaign Social Network based campaign

Campaign by fits and starts Allow you to gradually build your
fanbase thanks to previous
campaign capitalization


RECRUIT AND QUALIFY YOUR FANS

Goals:
• Collect data
• Increase the Fanbase
• Develop fan loyalty

Means : « STIMULATE / RECRUIT »
• Facebook Apps
• Media Coverage+ prize
• Animation

Key Figures:
• 80 000 users
• 70% of filed forms
• Daily Fan recruitment x2 « QUALIFY »


CREATE FUSE CAMPAIGNS!

FUN : don’t take it too seriously,
stay human

USEFUL/UNIQUE : bring something
more
Engaging Unique
SOCIAL : make your content Useful
shareable

ENGAGING : try to engage them in
your campaign


DO NOT FORGET MEDIA COVERAGE (ANYMORE)

TELL THE WORLD YOUR OPERATION EXISTS

Facebook tend to become
30% to
a “classic” media
create your
application « earned media » is
70% to manage
increasingly limited
and promote compared to « paid
your operation media »


MANAGING YOUR FACEBOOK PAGE LOOKS INCREASINGLY
LIKE SEO
Improve the« EDGERANK » of your page.
You are entering the private sphere of your fans, you have to arouse
interest create involvement and sharing.
 Improve your visibility

(In average) only
30% of your Fans see
your publications
According to PlayApp managed pages

 Facebook created a solution called « sponsored stories » !


NOW THAT I HAVE FANS – WHAT CAN I DO ?

I TALK TO THEM – OK
I LISTEN TO THEM – OK
I ANSWER THEM – OK

BUT HOW TO MONETIZE MY COMMUNITY?


KEY SUCCESS FACTORS OF SOCIAL COMMERCE

REMEMBER !

USE THE POWER OF FANS TO FRIENDS RECOMMANDATIONS !



REMEMBER !

In an instant In an instant ….
1 fan

USE FACEBOOK AS A DIFFUSION FACILITOR



CREATE SOMETHING EXCLUSIVE, SIMPLE AND SOCIAL


HERE IS WHAT YOU SHOULD NEVER DO

USERS DON’T BROWSE YOUR
FACEBOOK PAGE LIKE A WEBSITE

FACEBOOK SHOPS ARE TOO
CRAMPED

IT IS HARD TO MAKE A « STORE »
TAB ALIVE

WHAT SOCIAL ADVANTAGE CAN
THE USER GET OUT OF IT ?

NOTHING


AND HERE IS WHAT DOESN’T WORK

Gift lists


SOME IMPORTANT RULES

 Rule n°1 : Never sell on Facebook like you would do on your regular
website. There is no interest for users.

 Rule n°2 : your fans deserve a special treatment. They said they
loved you, so they deserve something more.

 Rule n°3 : be relevant and try to make an impact when you manage
your community. Create and say something special or let your fans
speak.

 Rule n°4 : Think social !


PARC ASTÉRIX CASE STUDY


PARC ASTERIX – A « LOVE BRAND »

N°3 Tourism category (FR)
(Natural growth + 4 %)

+ 190 000 Facebook fans
Among them, 150 000 French fans
(Page created in 2009)


WHAT ARE THE OBJECTIVES OF THE PARC ASTÉRIX

1- Usefulness & Exclusivity:
Make group creation easier thanks to a
dedicated group offer

2- Business:
Transform your fans into ambassadors
190K fans => 23 500K friends

3- Business:
Increase the average basket size

4- Innovation:
Test and learn, co-production with web
experts

THE IDEA : OUTINGS WITH FRIENDS (HALLOWEEN 2011)

Youtube Video
Facebook studio video


FROM THE STIMULUS TO THE EVENT CREATION

Communicate to your fans, to your
Homepage
newsletter subscribers (facebook), on
- Concept
your website or through Facebook
- Offer
Ads
- Explanation
- Call to action


FANS INVITE THEIR FRIENDS

Event creation
Manage your friends / follow them up

YOUR FANS GET ORGANISEZ TO RECEIVE A COUPON
= 6K USERS IN 3 WEEKS


THE ORGANIZER PURCHASES THE TICKETS

On Parc Astérix’s ticketing service, the
shopping cart is ready to be paid
As soon as a 5 friends group is
created, they receive a clickable
coupon
Ratio Nb ordered outings/ Nb outings with coupon = 55%
In average, 9 tickets per purchase


KEY FIGURES : WEBSITE VS. FACEBOOK EXPERIENCE

THE SAME OFFER WAS AVAILABLE ON THE WEBSITE AND ON
FACEBOOK
ON THE WEBSITE THROUGH FACEBOOK JOURNEY

Group tickets purchase= in average Group tickets purchase= in average
5 tickets per purchase 9 tickets per purchase

KEY TAKE AWAY : FACEBOOK IS A PURCHASE
BOOSTER FOR GROUP BUYING WITH FRIENDS.


PARC ASTERIX –2012 PHARAONIC YEAR !

Website socialization
- N°1 distribution channel

New mobile website and mobile application

25% of Facebook Publications traffic comes from mobiles


THE KEY STEPS FOR YOUR SOCIAL COMMERCE PROJECT

1 2 3 4 5
Create a Design the Develop the Marketing and Reporting,
social offer Customer social communication analysis and
journey commerce about your offer improvements
experience


OTHER SOCIAL COMMERCE
EXPERIENCES


PSG MONEY COLLECTION : AUTOMATED GROUP-GIFTING

SEND TO THE « Hello Laurent…
RIGHT PEOPLE

Hello Laurent, don’t forget to give
… don’t forget to
THE RIGHT Benjamin, who is a PSG Fan too, a
give Benjamin,
MESSAGE present for his birthday. Create a
who is a PSG Fan
PSG money collection with your
too, a present …
friends to buy him a gift !
Collect Money
AT THE RIGHT … for his
TIME birthday »

Better
= RELEVANT
conversion rate


WEB CUSTOMIZATION ! A SMARTER WEB ?

Today, if I want to see a
concert, I have the choice
between …


FORGET THE WEB OF YOUR CHILDHOOD

This:
I like Jazz but they don’t
know that.

I hate Marilyn Manson

I live in Lyon but all the
concerts they show me take
place in Paris


ENJOY A SMARTER AND MORE RELEVANT WEB

And this :
• A website with all the
concerts of my favorite
singers, the ones I like or
listen to on Facebook.

• The artists my friends like

• My actions are displayed
on the Timeline


ENJOY A SMARTER AND MORE RELEVANT WEB

Timeline Publication
My concerts

My friends’ concerts
Suggest a concert
to a friend


Thank you for your attention


OUR REFERENCES PlayApp trained more than 20 community managers,
manages 10 communities, which represent more
than 2 million fans and active application users.


CONTACT US !

www.playapp.net to know us

Twitter.com/playapp to follow us

Blog.playapp.net to read and comment us

Facebook.com/playapp to interact with us and our fans

team@playapp.net to write us

Tél : +33 1 48 06 13 59 to talk to us

28 rue du chemin vert 75011 Paris to meet us


From relevant marketing to community monetization

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