Coca Cola has 53m followers on Facebook these days (November 2012.) But it sells ~2bn servings a day. Even if we were to pretend that those 53m fans didn't represent a saturated market, how much Coca Cola would they have to buy tomorrow to move the needle? What are Fans for?

1. WHAT DO WE WANT FROM OUR
FACEBOOK FANS?

2. THE CHALLENGES
NO MASS-MARKET BRAND CAN EVER SELL ENOUGH TO ITS FANS TO MOVE THE NEEDLE
REAL FANS ARE LIKELY TO BE BUYING AS MUCH AS THEY CAN
CRM IS BEST CARRIED OUT IN OTHER CHANNELS

3. FACEBOOK ISN’T CRM
BRAND DOESN’T OWN DATA
BRAND DOESN’T OWN RELATIONSHIP
BRAND CAN’T SEGMENT AUDIENCE
BRAND CAN’T PERSONALISE / OPTIMISE MESSAGING
BRAND CAN’T TRACK INDIVIDUAL BEHAVIOUR

4. AUDIENCES RESPOND WELL TO SOCIAL CUES
EFFECT OF SOCIAL ENDORSEMENT ON FUNNEL Audiences respond better to socially-endorsed
ads
Ad Exposure Social Ad Exposure Social Ad + Organic
+30%
Organic (earned) impressions from content
sharing, recommendations improve brand metrics
yet further
+16%
+13%
+10%
+8% +8% +8% Social ads are more media-efficient than
+4% standard ads when it comes to the click (often 3x
+2%
– 4x as efficient.)
Recall Awareness Purchase Intent

5. SO WHAT DO WE WANT FROM OUR FANS?
AUDIENCES RESPOND WELL TO SOCIAL CUES
WE WANT TO TURN OUR FANS INTO ADVOCATES
OPTIMISE FOR EXPOSURE AND ENDORSEMENT INCREASE E/P RATIO
Targeting friends-of-fans using a high-quality fan audience Facebook’s editorial algorithms respond quickly to brand
will improve media efficiencies and campaign content that fans engage with. The link between fans and
effectiveness, while reaching as large an audience as their close friends is generally stronger than the link
possible. between a Page and its fans.

6. HOW TO USE FANS AS ADVOCATES
CREATING APPEARING IN AS
AMPLIFY AND SUPPORT OPPORTUNITIES FOR MANY NEWS FEEDS AS
CONVENTIONAL BY AUDIENCE TO ENDORSE BY POSSIBLE WITH HIGHLY
MARKETING ACTIVITY & SHARE YOUR BRAND RELEVANT BRANDED
WITH THEIR FRIENDS CONTENT
SOCIAL MEDIA = TURNING OUR CUSTOMERS INTO OUR ADVERTISING ASSETS

7. SOCIAL CUES INCREASE RELEVANCE OF BRAND EXPOSURE
AIDING AWARENESS & RECALL
Stories about users friends
are more “relevant” to them PROMPTED
than stories about brands. SHARING
A large, high quality Page
Social ads benefit
following lets us maximise
from this effect.
the opportunity presented by
friend-of-fan targeting
FOF TARGETING
ALL OTHER PAID MEDIA