TAG | Facebook
Everywhere we turn, we hear how businesses are hurting. Ad budgets are shrinking, fast. People are worrying if they can make payroll and keep locations open, yet everybody has money to promote facebook and Twitter.
What gives?
Last I heard, facebook and Twitter were doing okay. They have billions of dollars. They are working to take over the world. And guess what? They don’t run ads. They know that social media works organically. They also are enjoying the fact that companies, large and small, promote them for nothing, giving their logos all kinds of real estate not only on their online properties, but on their traditional print and TV ads.
Sure, you want people to know you’re “with it…” “Visit us on facebook! Follow us on Twitter!” Sure, if you’re online you can include a link, but anywhere else, print, radio, TV, let’s take a breath and reconsider. While it’s nice to make things as easy as possible for the consumer, people who are really using social media will know to look for you there.
If your brand has something to say, people will listen. The problem is, having something to say is a lot harder than putting a facebook logo on an ad. Of course facebook and Twitter are powerful tools, but we don’t need to sell the category. People are really into this stuff. It has become the fabric of their lives. And they know when you are just pretending to be in the space and when you are really utilizing it. The challenge is understanding how to spend the time, energy and resources to do something meaningful on facebook and Twitter.
Facebook just announced a bunch of changes that will affect the visibility of brands and the engagement users have with brands. Here are some key elements to keep in mind.
Timeline
Facebook released an entirely new perspective on a user’s social profile called Timeline (https://www.facebook.com/about/timeline). Timeline is fundamentally a catalogue of the user’s whole life (at least as he may have uploaded it to Facebook) curated by the user. Users choose a cover photo and highlight life events (e.g, birth of a child, marriage, etc.) to tell their story. To make the whole timeline manageable, Facebook condenses the information that is displayed in the user’s Timline the further back in time you scroll.
What is most meaningful for marketers is that users can connect applications to their Timelines. Once connected, an app automatically loads information and actions into a user’s Timeline. The actions can be any verb and noun combination – listening to music, cooking a recipe – that the brand establishes for its apps. If it meets relevancy criteria (see GraphRank below) the auto-inserted information appears in the Ticker of the user’s friends. The insertion continues forever or until the user actively stops it – which is great for brands!. Important events also appear in the user’s News Feed. The Ticker drives social discovery of your app, and your brand, by the user’s friends.
GraphRank
For marketers, application and brand discovery have always been a problem on Facebook. To help solve the discovery issue, in addition to the compelling solution of the Timeline and the Ticker, Facebook has built a relevance filter called GraphRank. GraphRank promotes information based on the amount a user and his/her friends interact with an application and its content. More interaction – greater visibility, For marketers, this ups the ante to create and deliver applications and content that users want to, and do, regularly engage.
The above italics are quoted from Direct Message Lab‘s email newsletter. Nice write up!
Social media is affecting the world in big ways, both good and bad. Just a few years ago, news didn’t travel as quickly as it now does through Twitter, Facebook, news aggregators, etc. Positively, this means we have access to world news in a matter of seconds, and we no longer have to wait for the evening news to catch up on daily occurrences (see: social media’s role in Egypt’s 2011 Revolution). Negatively, especially for those in the public eye, this means that nothing goes unreported, even private pictures sent through a site like Twitter (see: Anthony Weiner). We take a look at some ways social media is affecting the way we look at religion, sports and politics:
Religion: The Catholic Church has joined Facebook and Twitter. In June, The Vatican announced the launch of a social media-integrated official news website, news.va, that will make heavy use of social networks. Pope Benedict XVI himself sent out the first papal tweet. News.va will function essentially as a Vatican and Catholic Church-related news aggregator, republishing stories from L’Osservatore Romano, Vatican Radio, Vatican Television, the Fides news agency and from Vatican media relations. Livestreaming of Papal events will also be featured, along with links to homilies, statements, and speeches. Spanish, French, German, and Portuguese-language versions of the site will be launched over the next few months. Users will also be able to post links on Twitter and share stories on their Facebook walls.
Sports: The International Olympic Committee has issued rules for athletes using social media at the 2012 London Games. The athletes are encouraged to “post, blog and tweet their experiences,” but forbidden from using Twitter, Facebook or personal blogs for commercial or advertising purposes or to share videos filmed at Olympics venues. If the rules are broken, athletes are warned that it can withdraw accreditation, shut down online operations and start legal action for damages. These new social media rules come after some controversy at the 2010 Vancouver games, where US skier Julia Mancuso was asked to stop online merchandise sales after her silver medal-winning performances generated interest in her official website. Some of the other social media stipulations for London? Posts, blogs, etc. should be in first-person, should not contain vulgar or obscene words or images, and should not reveal confidential information. “Unlike in Vancouver, where the rules were adapted to fit changed circumstances, the rules in force in London have been properly codified,” the IOC said.
Politics: In mid-June, Rep. Anthony Weiner, D-N.Y., resigned from Congress in the wake of a sexting scandal. The move, which abruptly put an end to Weiner’s on-the-rise political career, serves as a warning to politicians and lawmakers about dealing with the social media world. To recap: Reports indicated that a college student had received a sexually suggestive photo from Weiner’s Twitter account. Weiner denied sending it, saying the account had been hacked, but as more texts and photos of the congressman surfaced, Weiner finally admitted that he’d sent the photo. The story picked up and more revelations surfaced, including messages to a 17-year-old Delaware girl. Ultimately, Weiner sought a leave of absence and said he’d seek treatment. While Weiner isn’t the first politician to deal with a sex scandal, the incident reverberates as politicians grapple with the new world of social media. It should serve as a “serious warning sign to politicians,” said Steven Schier, a professor of political science at Carleton College in Minnesota, that that they need to be careful. “They send out this stuff unfiltered, so the risk is increased considerably,” Schier said.
In what other ways is social media changing the world? Tell us in the comments!
Unsurprisingly, Facebook’s top branded fan page is…Facebook’s own Facebook page, now at around 40 million fans. Last month, a few more surprising brands made it into the top 50, including:
Playboy: Newcomer Playboy rounded out the top 50 as number 47, with 5,038,757 fans. It bumped Forever 21 off the list, which just goes to show the power of those…bunny ears?
Red Bull: Red Bull ( number eight ) has been a steady fixture on this list for a while now. The energy-drink superstars keep their 20 million plus fans engaged daily with interesting apps, such as access to Red Bull Athletes on Twitter, Red Bull Web TV, and games, such as the Soapbox Racer.
Ferrero Rocher: Number 17 on the list, the Ferrero Rocher fan page features not much to engage its 11 million fans besides pictures of the delicious chocolate. Sometimes, that’s all you need.
Disneyland: The Disneyland fan page jumped two spots to number 22, keeping fans entertained with an app that allows them to share their favorite Disney memories. The page’s almost nine million fans also have a chance to ask vacation planning questions when traveling to Disneyland, and users can even create a stick figure Disney family!
What are your favorite Facebook pages and why? Share with us!
Social Media moves at a remarkably fast pace, meaning that just one month in social media time can lead to stunning new developments, including new tools that allow you to save both time and money. Let’s take a look at some of this month and last month’s newest tools:
Panabee: This site is truly a one-stop shop; search for available web domains by desired address or via associated keywords, browse related terms, the Google definition, and more. A simple entry like “safety pin” in the search box immediately yielded suggestions for available domains (safetypinn.com and gosafetypin.com) since our first choice (safetypin.com) was already taken. Panabee also pulled up to-the-minute twitter feeds relating to safety pins, as well as the top Google searches related to the product. Consider us hooked.
AppMakr: This free ‘drag and drop’ tool allows you to create your own mobile apps on iPhone, Windows and Android. It might signal the full arrival of mass mobile media and allows you to see the thousands of apps that have already been created using the site, by people just like you!
IconSeeker: This site solves the difficult problem of finding social media icons to suit your site. While Google Image search can leave you with hundreds of options as far as site icons, IconSeeker narrows the results down to only the best. Example: We searched “fire” on both IconSeeker and Google Images. The results speak for themselves: and
Facebook Vanity: Check out the availability of Facebook URLs in a matter of seconds, and grab yours if its available- it makes for a professional addition to your business card to have your profile listed as facebook.com/john.smith, versus facebook.com/skjdwi13.
PeerIndex: Use it to get an initial feel of key conversation drivers in a particular field.
What social media tools do you use on a daily basis? Tell us some of your new favorites in the comments.
Do you like things? That is, do you often, or even sometimes, “like” the news story, music video, picture or status that your Facebook friend has posted? Chances are, you’ve “liked” something in the past year; it has become second nature to most of the Facebook-using world. Which is why Google’s new service, +1, which launched a few months ago, may be turning your “like”-heavy world upside down.
The explanatory copy reads:
Use the +1 button to publicly show what you like, agree with, or recommend on the web. The +1 button can appear in a variety of places, both on Google and on sites across the web. For example, you might see a +1 button for a Google search result, Google ad, or next to an article you’re reading on your favorite news site. Your +1’s and your social connections also help improve the content you see in Google Search.
Hmm, sounds familiar…
Google’s +1 competes directly with the Facebook like button, in that it serves as a signal for determining what content appeals to a certain individual. Google, as the world’s largest search engine, integrated the product immediately. Since the mega-site accounts for over half of incoming traffic on many sites, publishers had a marked interest in implementing +1. The question is, aside from Google’s touting of the product, is it actually that great?
First of all, at its most basic, it’s hard to argue that “+1” is a great name. How awkward is it to tell someone, “Yeah, I totally just +1’d that page; check it out!” It just doesn’t flow that smoothly. “Liking” something, on the other hand, comes pretty naturally to most of us.
Furthermore, when you +1 something, the +1 button will turn blue and the +1 will be added to the +1′s tab of your profile. Meaning, anyone who wants to participate in +1’ing has to create a Google profile as a sort of basecamp. There, you can manage all your +1’s.
Whether or not you choose to make your +1’s public through sharing, they will be visible to others viewing the content. Meaning, you really shouldn’t +1 something you wouldn’t want your boss to stumble across, because your name could appear next to the +1 to help your friends and contacts identify which content may be most useful to them. +1’ing is a public action, and although one would wonder why you’d “like” or “+1” something you wouldn’t want others to see, this visibility aspect is nonetheless an irritating one.
Google’s goal is clear; they want to be bigger players on the social media field, and who better to steal plays from than Facebook? Google will need to be markedly aggressive in order to implement +1, which started off as an experimental feature. However, they don’t exactly have a great track record in the world of social media; i.e. Buzz. What Google does have going for them is influence, but as we’ve seen with other social media failures, influence can only carry a brand so far if their product fails to deliver.
So, is +1 for you? Let us know in the comments!
Since we’ve recently highlighted a few of our favorite social media case studies, this week we thought we’d bring attention to some top social media agencies and what they are doing. These are the agencies that are setting the bar high and implementing innovative social media marketing.
There are many types of social media companies; some are research focused, some feature a team of app developers, some are extending and developing upon tradition PR. The best social media agencies combine these skills and help companies extend their brands through training, long term strategy, and execution.
Mullen is a full-service modern advertising agency, with clients ranging from Fage Greek yogurt to the Department of Defense. National brands like Zappos, Olympus and Jet Blue have turned to Mullen for campaigns; last year, the social-media savvy JetBlue chose Mullen as its lead advertising and marketing agency. The You Above All campaign featured a full mix of media including online, social media, in-flight, print, and out-of-home components. For the social media portion of their campaign, the agency created a series of hidden camera scenarios called Ground Rules. The unscripted videos poke fun at other airlines’ service policies by featuring real people in being deprived of things they’ve come to expect, such as legroom in a taxi and a full can of soda from a street vendor. The videos were primarily shown through a YouTube homepage takeover.
Ignite is a social media agency completely and exclusively focused on social media marketing. As opposed to PR and marketing firms that offer elements of social media marketing (like Mullen), Ignite’s team of tech, creative, account, and strategy professionals form a complete social media company, solely dedicated to the interactive and social media markets. Their work for Bing is one example of their success in the social media market. Bing wanted a tab on their Facebook Page that would showcase the variety of what Bing Travel has to offer its fans. Ignite created a tab with a standardized background to tie all of the individual pieces together; each individual section engages the fan in a different aspect of Bing Travel. Fans can also share Bing Travel elements on other social networks, by retweeting Did You Know facts on Twitter, for example.
Crispin Porter & Bogusky, an advertising agency based out of Miami, is known mostly for viral marketing techniques. Their Subservient Chicken campaign for Burger King was created to promote the chain’s TenderCrisp chicken sandwich and the “Have it Your Way” campaign. Crispin created the “The Subservient Chicken” web page, on which a “chicken” performs actions based on user input, showing pre-recorded footage and appearing like an interactive webcam. The site is meant to capitalize on the slogan: “Get chicken just the way you like it”.
Have you come across any social media agencies doing some truly innovative work? Let us know in the comments!
This week, we take a look at a few more cool social media case studies and the success certain brands have seen from their efforts. While in the past, social media campaigns were best used by marketing giants like Coca-Cola and Burberry, today social media is present in many industries, including healthcare, real estate and even credit card companies. Here are a few of our favorites unexpected uses of social media:
Mall of America: Lisa Grimm, digital public relations specialist for the Mall of America in Minnesota, recently shared the success of one of the Mall’s most triumphant campaigns. Since the most difficult time to park at the mall is during Christmas week, the Mall of America team decided to take advantage of this increase in activity to boost their social media following. The team decided to actually auction off parking spaces in the front row of the mall’s lot, but only to their social media followers. By using the parking event’s hashtag on Twitter, followers were entered into the auction. The campaign was a success: The Mall’s Twitter following increased by 11% and the campaign was covered by Forbes, among other news outlets. This campaign is just one example of the far-reaching grasp of social media.
Century 21 Real Estate: Century 21, a leader in real estate, recently revealed that QR codes will be available on Century 21 signs. These custom bar codes can be scanned on a smartphone and will direct you to specific information, such as a real estate listing.
American Express: American Express has been heavily targeting small business in the US for the past few months. One feature of their campaign is the American Express OPEN and Facebook collaboration called Big Break for Small Business. The national contest was designed to help transform the way small businesses use Facebook, and of course, to publicize American Express as the leader for small business use. Business owners could enter to win an all-expense paid trip to Facebook headquarters for a two-day “boot camp” and a US $20,000 cash prize by submitting responses to a short questionnaire. Over 10,000 businesses entered to win their “big break,” and on July 5th the five finalists will be subject to a public vote. Read an interview with Rosa Alfonso of of the American Express Open program here.
The No Kids Hungry Pledge: Share our Strength, a non-profit organization, is working through their Facebook page to help end childhood hunger. On their custom welcome page, they ask you to take a pledge and help end childhood hunger by 2015. Once you sign up by providing your email and zip code, you receive an email asking you to help spread the word by way of social status updates (templated Facebook and Twitter posts) or via email. Note, they don’t ask for money or for you to volunteer your time. In doing so, Share our Strength is building their email database while gaining trust from their new fans.
Have you seen any cool uses of social media in the past few months? Share with us in the comments section!
A successful Facebook promotion does more than get “liked” by fans. It is a powerful way to generate buzz, to engage existing fans and boost fan count, to spark the interest of potential clients; ultimately, it is a way to grow your brand.
The most triumphant Facebook contests/promotions have a few characteristics in common:
- Organization: In today’s social media- savvy world, just posting your contest on your Facebook wall and hoping for the best won’t get you very far. Approach your Facebook contest as you would a traditional media campaign. Have a plan of attack ready from the start: How many entries would you like, ideally? Or the flip side: If you get only five entries, will you be prepared to shut the contest down? In other words, what is your minimum and what is your maximum? If you spend $100 on a contest app and promotion, will you be happy with 20 new fans? 50? It takes work to maintain a Facebook contest; on the upside, you could gain hundreds of new fans and expand your company, but on the downside, you could seriously alienate your existing fans with poor response time and sloppy organization.
- Prize: The easiest way to figure out what to give away? Poll your existing audience and ask them what prize justifies contest entry. This is free, and you’ll get, if nothing else, inspiration. Ultimately, you’ll want to give away something that you’d be excited to receive yourself. Brainstorm with your team, with friends, with family, and ask: What prize would be worth what we are asking you to do? No one is going to submit a video or a post a picture in order to win an outdated electronic or a sub-par food product.
- Promotion: Since social media doesn’t usually rely on press releases, think of other ways to get the word out. Email bloggers, tweet about your contest, place a link on your actual website. Actively promoting your contest on a daily basis is necessary, but you have to think past garnering the attention of your current followers, because you want new ones. Approach large Facebook pages that are similar to yours to set up a sort of promotional exchange. Ask friends to contact their networks.
Some of the greatest Facebook promotions have taken all these steps and more:
Facebook giant Red Bull, with over 18 million fans, often features fun contests. In 2010, their “Create the Next Red Bull Commercial” Contest excited both techies and non-techies alike. Entries could be sent by story board, video clip, hand drawn illustrations or a conventional script.
Discovery Adventures, a subsidiary of the Discovery Channel, is currently running a contest that is geared to increase its current 4,303 likes by…a lot. Fans can enter to win a trip to Italy for two, including airfare, sponsored by Pompeii the Exhibit. Clearly, Discovery has found a model that works for them and is sticking to it; their Italy contest mirrors their last contest, called Win a Trip to Egypt, featuring a 9 day Egyptian archeological adventure for two. Facebook contest rule #4394390- If it ain’t broke, don’t fix it.
Conan O’Brien’s Facebook Page currently features his F*Cards promotion. “Sometimes it’s hard to compose just the right status update or wall post for those uniquely Facebook moments,” the app explains. “So why not let Conan O’Brien do your Facetalkin’ for you with F-Cards? Huh? How? Watch this video and let Conan explain…” In under a minute, I’m intrigued and I’m amused. It’s fun and while there is no prize, this is promotion at its best: Conan is engaging his fans, who will most likely link to him on their own pages and give him free publicity.
While these big-brand Facebook contests & promotions have been wildly successful, when creating your own, make sure to read the fine print.
In the past few years, Facebook has changed the rules regarding contests quite a few times, mostly recently in November 2010. The most notable rule is this one: You MUST use an app to conduct a contest or risk facing the wrath of Facebook. Ultimately, while a Facebook contest or promotion requires hard work to succeed, the payoff of a well-executed campaign is well worth it.
Typewriter Robot by Jeremy Mayer
I’ve been asked to write a blog post.
A blog? Me? But I get PAID to write and to whip other people’s meandering brain-farts into glorious prose! Well, that is, I did until two weeks ago, when I was laid off from my job as editor at a book publisher. You know, moldy old books. Like, paper and ink and four-color printing and stuff.
I’ve been in print publishing for nearly 20 years, writing for and editing magazines and books on everything from international business news to music to architecture. Why should I stoop to a medium that’s attainable to any idiot with an iBook? I mean (to paraphrase the old joke about awards), blogs are like hemorrhoids: sooner or later, every asshole gets one.
The truth is, publishing now really is for everyone, from bloggers to tweeters to the right-place-at-the-right-time bystander who manages to capture breaking news with a cellphone camera.
This may be bad news for the professionals, that endlessly growing pool of talented, out-of-work journalists who are duking it out for the few available jobs at established publications. For everyone else, though, it means access to a wealth of opinions, points of view, and, yes, insane ramblings, which may inform, infuriate, call to act, or simply amuse.
The Web, with its accessibility and immediacy, lends itself intrinsically to writing of an egocentric nature. My own writings have never been personal; my professional duties have always been as a reporter or as an editor of other people’s work. I find it incredibly embarrassing to talk about myself; can’t we discuss that fascinating individual over there?
But clearly I need to get with the program. My profession has changed; hell, even the language we use to discuss it has changed. While I won’t stop looking for a job at a “legitimate” media outlet, in the meantime, I will begrudgingly learn to write snappy, snarky, first-person Web-speak, and to embrace the blogs and Twitters and Diggs and Wikis, and, yeah, I still don’t know what Foursquare is.
So, here’s my blog entry. Maybe some people will happen upon it. But for now, until I get used to the idea, one thing you can count on is that I won’t be posting a link for all of my friends on Facebook. Just give me a few weeks.