Presentación de Clara Shih, creadora de la aplicación Faceconnector, para EEC09

1. The Facebook Era Preparing for a New Kind of Customer Relationship “The Facebook Era recognizes that we’ve come to a place where people can represent their real identity—and use the social filters on the Web to connect with the world around them.” —Sheryl Sandberg Chief Operating Officer, Facebook Clara Shih Author, The Facebook Era CEO, Hearsay Labs October 15, 2009

2. Practice what we preach @clarashih #EEC09

4. Agenda Trends and Numbers New Consumer Psychology Rethinking Sales and Marketing Q&A

5. The trends and numbers

6. Welcome to The Facebook Era On Facebook alone . . . Over 300M active users 8 billion minutes spent each day 1 milliondevelopers from 180 countries is email dead?

7. PUBLISH everybody-to- everybody many-to-many 1-1 1-many CONSUME

8. Winning mainstream audience appeal Source: Nielsen Online Global Index, Dec 2008

9. Facebook’s growth just keeps going

10. CMOs are shifting dollars to social media

11. Three Pillars of Facebook Marketing Facebook Apps Facebook Pages Facebook Ads

12. The new consumer pyschology

13. (short video)

14. Why Facebook was different

15. Facebookas a forum for online identity Photos and interests Demographic info Employer, school, city Friends Socially acceptable to share

16. Facebook Connect extends trusted identity to any website

17. Example.http://thefacebookera.com

18. As a result, user expectations have changed Due diligence expected Personalized interactions Transitive trust

19. Facebook and Twitter inventednew modes of communication Casual But emotional Foster weak ties Capture long tail

20. Rethinking Sales & Marketing

21. Sales: The Power of Transitive Trust Qualify leads early Low-cost way of staying in touch Build personal rapport Navigate buyer orgs

22. Sales: Prospecting Friend-of-Friend Networks Example: Aster Data Systems

23. Customer Service: Crowdsource to Your Customers

24. The ultimate opt-in marketing channels Example Dell Outlet moved $2M in inventory over Twitter last year

25. Marketing: The power of hypertargeting “ Fifty percent of my advertising is wasted, I just don’t know which fifty percent Minimize wasted ads Latent interest Test new segments and messaging ”

26. Marketing: The power of referrals Word of mouth automated Existing customers = your sales force Search.twitter.com

27. eMarketer: Endorsements from friends matter most

28. Social Customer Lifetime Value (sCLV) Social CLV =CLVold + Word-of-mouth referrals + Customer support cost savings + Sales resulting from idea contributions

29. Thank you Stay in touch http://facebook.com/thefacebookera RELEASED APRIL 2009 Featured in The New York Times