Slide deck of report 'Social network marketing, engagement marketing and brands' presented to London Business School, February 2009. Full report can be downloaded from www.socialnetworkmarketinguk.com

1. Social network marketing, engagement marketing & brands London Business School [email_address] socialnetworkmarketinguk.com February 2009 Find this presentation on slideshare.net/tomchapman

2. Social media guy

3. The report To download a copy of this report please visit http://www.socialnetworkmarketinguk.com

4. “ The social network conceptual map refers to the final page of the report which you’ll need to go see for yourself. I’ve printed it out and tacked it to my office wall because it maps a process to successful social networking activity I would consider sound and reliable.” – Jason Falls, Social Media Explorer Press coverage

5. Consumers expect to be involved, engaged and invited to collaborate The rise of social media

6. Social media optimisation

7. Network theory

8. Sarnoff’s Law Network value =n

9. Metcalfe’s Law Network value =n(n-1)

10. Sarnoff’s Law Metcalf’s Law N(N-1)/2 Number of possible connections = 4,950 Reed’s Law 2 n -n-1 Number of possible connections =1,267,650,600,228,229,401,496,703,205,376 Based on an N of 100 100 Total value of Network =100 Reed’s Law Network value = 2n –n-1

13. Social network sites

14. Social network profiles

15. Weak tie relationships

16. Monetization

17. Research objectives

18. Literature review

19. Research methodology

20. Quantitative research findings

21. Small % of SN users friend or fan of brand

22. Facebook users more likely to promote brands

23. Users unlikely to fan/friend brand via connections

24. Facebook users more likely to share widgets/apps

25. Users will ignore brand promotions from friends

26. Users unlikely to remain loyal if sent advertisements

27. Users unlikely to purchase products via profile

28. Users object to purchases being made public

29. Users display loyalty to brands that communicate

30. Small % SN users aware of social ads

31. Small % SN users have become friend/fan of brand via social ad

32. SN users aware of advertisers use of SN

33. SN users will not alter profile to disrupt ads

34. Qualitative research findings

42. Brand engagement & loyalty I nvolvement I nteraction I ntimacy I nfluence

43. Summary of key findings

44. Brands must use transparent communications

45. Users do not want to purchase via profile page

46. Brands must listen to fans/friends

47. Any brand can benefit from social network sites

48. Engage consumers beyond first transaction

49. Consumer comments offer real value

50. Great creative is the key to effective engagement

51. Social ads help build trust between brand and consumer

52. Loyalty & trust is the key metric

53. Social network marketing concept map – Tom Chapman Concept map is featured within the report at http://www.socialnetworkmarketinguk.com

54. Future considerations

55. Thank you & please get in touch… www.headstreampr.com www.fivebyfivedigital.com [email_address] socialmediamarketinguk.com twitter.com/tomchapman linkedin.com/in/tomchapmanuk