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Social Media –
an Expense or an
Investment?
Andrey Shirben@ashirben
Social Enterprise Conference
Wednesday 23 May 2012
<Insert Creative
Commons Logo>
2 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
Today We’ll Review�Doing it for the right reasons
�Social media strategy
�Investment that pays off exponentially
�Some examples
3 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
First, Let’s Talk About
The Crazy Pace• I was asked to present @CeBIT back in Dec-11
• The amount of things I’ve learned since then is
probably double from what I previously knew…
• In most of the traditional fields, this pretty much
means I don’t have a clue what I’m talking about ☺
• This also means that you can become a
Social Media expert by Christmas if
you’ll start now!
4 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
Well Maybe Not by Christmas ;)
5 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
Doing It For The “Right” Reasons
• I’ve heard Facebook is cool
• All my competitors are there
• The guys in US\Europe are there
• There are 900M users there
6 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
Doing It For The Right Reasons
• Selling to consumers (product fit)
• Engaging with my customers
• Listening to the wisdom of the crowds
• Getting new customers
• There are 900M users there
7 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
Social Media Strategy
• Where do you want to be in 10 years?
• Where do you want to be in one year?
• Where do you want to be in one month?
• Why without a clear plan and Social strategy
you’re not likely to achieve much
• Social Media is not a stand alone
8 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
Gimme “Likes”
• Don’t overestimate “likes”, these can be easily
bought…
• You want to gain relevant “likes” either from
your existing or potential customers
• Give users a good reason to like you!
• Providing relevant and interesting content helps
creating a healthy engagement with your fans
• Make them feel good about their purchase
9 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
10 Quick Tips for Your fb Page1. Post 2-3 times a day (and yes your users are on fb during the weekend)
2. Encourage fans to comment & spread the word/share
3. Reply swiftly to user comments
4. Use pictures/videos when posting
5. Get interactive - ask questions / use polls / play games
6. Utilise all of the page components (pics, apps, info)
7. Use fb promotional tools (campaigns, sponsored stories etc.)
8. Monitor your competitors
9. Learn from other good pages
10. Keep yourself updated & educated (read relevant blogs, books etc.)
11. Hire an expert? ☺
10 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
Get CREATIVE!!!
11 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
No Overnight Success Formulas• It’s all down to lots of planning, hard work,
readjusting, more hard work and then it’s still
down to 99% luck…
• Rovio prior to “Angry Birds” – 6 years, 51 games, at the
verge of bankruptcy
• OMGPOP prior to “Draw Something” – 6 years, $16.6M
of funding, 35 games\failures and $1,700 in the bank
• So next time you hear someone saying “we’ll go viral in
no time” – keep this in mind
12 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
Budget Planning
• Typically – most of the
budget goes towards
product development,
leaving ~10-15% for
marketing
• However if you want
to succeed in today’s
overwhelming world,
the ratio of your
product\development
costs to the marketing
investment should me
more closer to 1:10…
13 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
Exponential Investment Pay-out
• This can’t be true, certainly not with the
budget ratio mentioned before
• But actually, how do we define a pay-out?
• Do you know your user lifetime value \ ARPU?
• It might be a good idea to have proper
tracking\analytics in place
14 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
Interesting Examples
• Dollar Shave Club - 4,555,005 views (and
4,218 comments) for their commercial on
YouTube (as of 12.5.12)
• Zappos – actually a pretty good example
for everything, also for extending their
excellent service to Social Media channels
• GM - great example for getting it all wrong...
15 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
Where facebook Can Evolve To?• The trivial step – getting the search box to
work… Users spend most of their day on
facebook anyway, so it’ll be a natural move to
enable them finding stuff as well
• The non-trivial step – introducing facebook
ads partner program (a.k.a. “FaceSense”),
leveraging millions of Open Graph plug-ins
(Like, Recommend, Share, Connect,
Comment)
16 of 16<Andrey Shirben>Social Enterprise Conference @ CeBIT Australia 2012
Thank You!
Questions Anyone?
@ashirben
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