Presentation for #SMForum on why we have to stop focusing on engagement. Bring back craftmanship on Facebook. Social media is interesting to reach the 90% lurkers with great brand messaging. Use the other 10% to change your business.

1. BRINGING BUSINESS
BACK INTO SOCIAL

2. Nicolas Moerman
Digital Strategist
These Days
Telenet, BNP, P&G,
Kraft, Nissan, Wrigley’s
@moerman
nicolas-moerman.be

8. THE PEAK OF
INFLATED EXPECTATIONS

9. MOST BRAND ENGAGEMENT
MAINLY BOILS DOWN TO THIS:

15. ENGAGING FOR THE
SAKE OF ENGAGING

16. JUST 0.5% OF FANS
FROM THE TOP 200 BRAND
PAGES ON FACEBOOK
ARE ENGAGING WITH THE
BRAND

17. ONLY 23% OF CONSUMERS HAVE A
RELATIONSHIP WITH A BRAND.
IN THE TYPICAL CONSUMER'S WORLD,
RELATIONSHIPS ARE RESERVED FOR FRIENDS,
FAMILY AND COLLEAGUES.
Harvard Business Review Survey

18. 1% Heavy
contributors
9% Passive
contributors
90% Lurkers

19. AN AUDIENCE THAT IS HARD TO REACH

20. FACEBOOK IS NOW
ADVERTISING CHANNEL
=
BRAND MESSAGE + PAID MEDIA

21. “FOCUSING REACH AND FREQUENCY IS WHAT
DRIVES EFFECTIVENESS. ENGAGEMENT IS AN
INTERESTING AND IMPORTANT METRIC FOR SOME
MARKETERS AND CAMPAIGNS. BUT IT
SHOULDN'T BE STANDARD BY WHICH FACEBOOK
AS A MARKETING PLATFORM IS EVALUATED”

22. BACK TO THE ROOTS

23. SOCIAL CONTENT CREATION =
CRAFTING PRINT ADVERTISING

24. BUT AT THE SPEED OF CULTURE

25. STARTING FROM BRAND PURPOSE

26. AND DARE TO TAKE A STAND

27. CRAFTED STORIES WILL WIN
THE BATTLE OF THE NEWSFEED

28. HIGH SELLHIGH BRANDING
SUBTLE SELLING OBJECTIVES

30. ^
SOCIAL
BELONGS TO THE WHOLE
BUSINESS
NOT JUST MARKETING
(AND NOT JUST FACEBOOK)

31. 1% Heavy
contributors
9% Passive
contributors
WHAT IMPACT CAN THE 10%
HAVE ON YOUR BUSSINESS?

32. SOCIAL MEDIA
AS A BUSINESS STRATEGY
Social
intelligence
Social
Business
Networks
Social Lead
Generation
Social
Customer
Service
Social R&D
Social HR

33. GIFFGAFF OUTSOURCES TO CUSTOMERS

34. JUSTGIVING CONNECTS
ACTIVISTS & LURKERS

35. BARCLAYCARD CO-MANAGES

36. THE GUARDIAN OPENS JOURNALISM

38. 1. Use Facebook as a creative media channel for the 90% lurkers

39. 1. Use Facebook as a creative media channel for the 90% lurkers
2. Connect the 10% of people who want engage on your platform

40. 1. Use Facebook as a creative media channel for the 90% lurkers
2. Connect the 10% of people who want engage on your platform
3. Explore how they can drive value throughout the business.

41. 1. Use Facebook as a creative media channel for the 90% lurkers
2. Connect the 10% of people who want engage on your platform
3. Explore how they can drive value throughout the business.
4. If you're doing social well, you’ll get compliments from non-
marketing people

42. JUST FOCUS ON GREAT
PRODUCTS & SERVICES

44. THANKS