The document discusses how the modern consumer is social by design and driven by social media. It notes that social media allows for real people to share their real identities and experiences with others. The rise of platforms like Facebook are changing how people interact and share information globally. Over 600 million people now use social networks daily and Facebook has over 800 million users worldwide. The document advocates that brands communicate through social channels by making their messages social and shareable in order to engage modern consumers.

1. The Modern Consumer is
Social by Design
Sifiso Mazibuko
Facebook National Account Manager
Twitter: @SifisoMaz

2. Not sure, birth certificate got
Sifiso Mazibuko lost in the mail
Social media evangelist and
iKapa Lodumo recovering vegan
Can leap Webber braais in a single
@SifisoMaz bound

3. Web 1.0 was Commerce
Web 2.0 is People
- Ross Mayfield

4. Web 2.0 seems to be like Pink Floyd
lyrics: It can mean different things to
different people, depending upon the
your state of mind.
- Kevin Maney

5. Evolution

6. Social Media isn't
about re-inventing the
wheel

7. It’s about sharing with
friends

8. It’s about expressing
your love

9. It’s about sharing those
secret gem hang outs

10. It’s about sharing
memories

11. It’s about recording
great memories

12. Success on
The Social Web

13. “Think Differently”

14. Customise content for
individuals

15. Harness Collective Intelligence,
users can great add value

16. Design for more than
a single device

17. Why are
brands
sometimes
scared?

18. One reason:
Unhappy customers talking

21. Another reason:

22. Knowledge speaks.
Wisdom listens

23. The web is being built around people
Browse Search Share
(Relevance) (Resonance)
90’s 00’s 10’s

24. Real people sharing their real identities

25. If Julius Ceasar had a Facebook profile

26. The transition is happening rapidly
+ 52%
Portals + 1%
Search Social
-21%
Source: ComScore Global Y/Y change Jan
2010 - Jan 2011

27. >600 million
people use
social networks
at least once a
day

28. 58% of
Facebook
users
log-in at least
once a day
(>400M)

29. Based on the data from participating countries,
we can make the following assumption.

30. Globally, borders are being
replaced with connections
800 million Facebook users worldwide

31. Facebook users in South Africa
30M
25M
20M
15M
10M
5M
4.7 million+ users
M

32. South African Demographic Breakdown
11%
25%
49% 51%
32%
33%
Male Female 13-17 18-24 25-34 35+
Source: Facebook internal data, September 2011

33. The Rise of the “Silver Surfer”

34. Strong user engagement globally
Facebook is part of the daily routine for users
6+ hours 21 visits 57% Daily
(85% Return weekly)
Average hours Average visits Active users
per month per month log in daily

36. South Africa:
4.7 million on Facebook
3.5 million using a mobile phone

41. The Open Graph

46. First Rule: The tools are the tools. The tools are not the thing.

47. 10:00am @ the office
THE SCENE / BOSS IS ENTERING THE
OFFICE
BOSS / SEES HIS SECRETARY SURFING
IN FACEBOOK

48. THE DIALOGUE
Borrowed from Stefanos Karagos / Xplain.co

49. BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOSS
BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999!
BOSS / HOW LONG DID THIS TAKE?
SECRETARY / ONLY ONE MONTH MY BOSS!
BOSS / CAN YOU CREATE AND RUN OUR CO’S
PAGE?
SECRETARY / YES MY BOSS! GIVE ME 5
MINUTES.
the time it takes
to start your FB Page
Borrowed from Stefanos Karagos / Xplain.co

50. BUT OF COURSE HE HADN’T SEEN HER PERSONAL PAGE
Content
Her sexy photos from her
latest holiday
Audience
97% “hungry” men
18 - 35

51. AFTER 6 MONTHS
THE RESULT
555 LIKERS/FANS
CONTENT AUDIENCE
Bla, Bla, Bla Bla Who knows,
Bla, Bla Bla Who cares
Borrowed from Stefanos Karagos / Xplain.co

52. Facebook my ass!
NEXT TIME
MARKETING
MANAGER ASKED HIS
BOSS TO INVEST
$$$$ ON FACEBOOK
MARKETING
Borrowed from Stefanos Karagos / Xplain.co

53. Make your communication social

54. Making your communication social

57. Nivea What type of Hugger are you?

58. Tampax Mother Nature (UK)
– Context:
• First P&G brand in the UK to invest in
engagement activity
• Leveraged quirky Mother Nature by allowing
her to communicate with Fans from her own
Facebook Page
– Strategy:
• UK Reach Block running Polls and Video
Commenting Ads
– Success:
• Over 100,000 Likes of the Page driven
• Over 20,000 entrants into the Gift’o’Matic
competition

59. Social communication

60. Final considerations
1. Make it social.
“That’s what I do on the internet.”
2. Keep it simple.
“If I understand something, I’m more likely to try it.”
3. Create brand stories worth sharing.
“I share great stories with my friends on social networks”
4. Integrate.
“Consistent message across different platforms.”

61. “In times of change, learners inherit the Earth,
while the learned find themselves beautifully
equipped to deal with a world that no longer
exists.”
Eric Hoffer