Marketing on Facebook shouldn't be just about getting people to talk to brands. Companies should identify the social elements of their offering and make it easier for people to connect with their friends around those.

1. Beyond the
How we misunderstood Facebook and how to
create social value.

2. Matias Vaara
Stategist @ N2 Marketing
@matiasvaara
matias.vaara@n2.fi

3. Introduction
One statement
One suggestion

4. Lillia
n Lo
104 y we
ears
old
Everyone and their
Great grandma is on Facebook

5. Over
1/3
of Finnish people
use Facebook actively*
*Social Bakers 2012

6. How does a business stand
out on Facebook and get
people to like them?

7. How does a business find anyone
to listen to them?

8. I think these are the wrong
questions. I think we’ve
misunderstood the
technology.

9. This happens because we
look at new technologies
through the lens of old
ones.

10. “We drive in to the future using only
our rearview mirror.”
Marshall McLuhan

11. In 1860, it was required that
a car should always have a
red warning flag in front of it.

12. Printed word Radio TV Social media
We look at social media through
the lens of traditional media. We
see it as a channel for
spreading our message to
people.

13. Introduction
One statement
One suggestion

14. We like to talk to our friends

15. Not strangers

16. Not companies

17. Just mainly our friends

18. 1
of Finnish Facebook users
talk to brands*
%
*Hill & Knowlton - The State of Facebook Marketing in Finland 2012

19. 99 %
of Finnish Facebook users
talk to friends*
*My guess - not actual data

20. Introduction
One statement
One suggestion

21. Instead of bribing people to talk to them..

22. Companies should help
people do what they
already like doing

23. Companies should help
people connect with their
friends

24. Businesses should create
social value

25. The key is to think about what
is already social about the
product and make it easier/
more fun to share
using social technologies.

26. Some products are more
social then others
Social elements

27. Social aspect of product
Facebook platform
Identity + Social Connections
Social value

28. service
Social aspect of product
experience
Twitter Facebook platform
LinkedIn Identity + Social Connections
Social value

29. Social aspect of product
Facebook platform
Identity + Social Connections
More sharing
More recommendations
Better product
Increased sales

30. Identity

31. and
Social connections

32. Examples

33. Identity + Social connections
People like sharing music

34. People like sharing music
Facebook platform
Identity + Connections
More sharing
More recommendations
Better product
Increased sales

35. Identity + Social connections
People like sharing travel tips

36. People like sharing travel tips
Facebook platform
Identity + Connections
More sharing
More recommendations
Better product
Increased sales

37. Identity + Social connections
People like going to concerts with friends

38. People like going to concerts with
friends
Facebook platform
Identity + Connections
More sharing
More recommendations
Better product
Increased sales

39. Identity + Social connections
People like to cheer and challenge each other
when running

40. Running is more fun with friends
Facebook platform
Identity + Connections
More sharing
More recommendations
Better product
Increased sales

41. Identity + Social connections
Angry birds is more fun when played with
friends

42. Angry birds is more fun when
played with friends
Facebook platform
Identity + Connections
More sharing
More recommendations
Better product
Increased sales

43. Businesses typically think about how
Introduction to get people to like them and talk to them. I
think we misunderstood the technology.
One statement People enjoy talking to their friends rather
than strangers or companies.
One suggestion Businesses should help people connect with
their friends using social technologies.

44. The possibilites are endless once we
understand what the technology is.

45. Thanks.
Photo Credits
Slide 7 flickr: epSos.de
Slide 14 flickr: colpo d'occhio♥♥TORNATAAAAAAAAAA
Slide 15 flickr: m. t. sullivan
Slide 16 flickr: lili1760
Slide 21 flickr: thebestfeeling.
slide 44 flickr: Ronn ashore