Your Brand has an Application on Facebook, now what?

May 29, 2009

Your VP just ran to you in a panic after reading that Facebook had hit 200 million users “We NEED to develop an application and get on Facebook”!  As a good employee and student of the Social Media world, you went out, hired someone to develop the application.  The application is launched and everyone is happy. You send the application to your boss on Facebook, he shares it with his friends, and everyone is happy, right?

Well, sort of. After a few weeks your boss asks you “how’s the application doing?  You say “what do you mean”?  The application is…well the application right?  We followed the rules; we’re interacting with our consumers on Facebook. We GET Social Media….WRONG.

tips

Relevant actions that your consumer can take within your application to gage success:

  • Contest/Sweeps Entries – Perfect for companies like Bluefly, Coke (my coke rewards), Publishers Clearing house etc.
  • Coupons Downloaded/redeemed
  • Games played
  • Videos Viewed
  • Uploads (e.g. images, videos)
  • Poll Votes
  • Messages sent (*e.g bulletins, Updates, Emails, Alerts)
  • Invites sent
  • Newsfeed items posted
  • Comments Posted
  • Friends Reached
  • Topics/forums created
  • Number of Group Members or Fans
  • Reposts *”Shares”
Advertisements

The Application has become the new Ad Unit

May 28, 2009

The job of a brand right now, when interacting in the Social Media eco-system is to get the most effective ad unit in front of an ever elusive group of consumers.  Currently the only way that this can occur in a cost effective manner is via an appropriately designed and implemented application. 

Think of it this way: if you pay for development of an application at Buddy Media the media buy is strictly performance based, once you pay for the initial installation of the app, you no longer pay a fee. Meaning that if consumer #1 installs, then passes you appropriately viral application to their friends and family (consumers #2 -#30), you don’t pay a red cent beyond consumer #1.  Suddenly the ground swells. You start to leverage the power, and see the value.  A guaranteed media buy within the most engaged attentive ecosystem of educated, consumers…ever. Keep in mind that the largest growing group of facebook users is 35+. Now we start to see the truly viral nature of the social web.

Social brand loyalty results in trial or adoption of a page, education of the brand features and benefits, extended reach to a broader demographic target (remember my post regarding the network neighbor).  Rapid lift in awareness of the brand.  Applications are the most powerful Ad Unit online today.

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Killer Categories for Social Media Applications

May 28, 2009

The IAB recently issued “Social Media Ad Metrics Definitions” May 2009. Included are the following categories they feel are common and appropriate for Social Media engagement with consumers: If you feel like your brands’ application may appropriately fit into these categories, you should have a well thought out Social Media strategy either in place, or in development.  Common dedicated brand application categories include but are not limited to:

Alerts

Business

Chat

Classified

Competitions

Dating

Education

Events

Fashion

File Sharing

Food and Drink

Games

Fun

Messaging

Mobile

Money

Music

Pets

Photos

Politics

Quizzes

Sports

Travel

Utility

Video


Buddy Media Continues to Experience Record Growth; Adds Industry Veterans to Expanding Sales Team

May 27, 2009

This entry was posted by Buddy Media on May 27, 2009

New hires to help meet tremendous market demand for Social Media Applications & Strategy.

Buddy Media, the leading media company for social media campaigns and branded app-vertisements, today announced it has experienced record growth and has undergone a significant expansion with several new appointments to its sales team. The company has run programs for more than 100 clients and is on track to post a 300% increase in revenue in 2009 compared to 2008.

The new hires include Andrew Goldberg and Chris Dessi who join the company as Directors of Sales for the East and Mark Sarsha as Director of Sales, West Coast. All three bring relevant media and advertising sales experience to help Buddy Media meet increasing market demand for smart social media strategies and app-vertisements that help bring brands and social networkers together in meaningful ways.

Andrew Goldberg has more than 15 years of experience in media sales and joins Buddy Media from XM Satellite Radio, where he was Director of Advertising Sales and was responsible for building XM’s Northeast ad sales team.

Chris Dessi brings more than a dozen years of experience to Buddy Media, having previously held the positions of Vice President of Sales and Business Development at Miva (NASDAQ:MIVA) and Zanox, Inc., a Berlin, Germany based multinational ad network. Dessi has also served as Director of National Ad Sales for Epic Advertising (formerly AzoogleAds, Inc).

Mark Sarsha joins Buddy Media from OK! Magazine, where he served as Western Sales Director and built a team that grew sales volume by more than $3 million during his tenure. Prior to OK!, Mark was the Western Advertising Sales Director at USA WEEKEND magazine and usaweekend.com.

“We continue to grow by leaps and bounds because brands see the value in engaging the hundreds of millions of people on social networks wherever they exist,” said Buddy Media Chairman and CEO Mike Lazerow. “Chris, Andrew and Mark bring exactly the kind of experience and track records that we look for in Buddy Media employees. All three will be invaluable to driving our success and that of our clients.”

About Buddy Media

In today’s social media world, every brand needs a Buddy. Buddy Media, the leading media company for social media strategies and branded app-vertisements, offers proprietary technology solutions – including Builder, BuddyBrain and the Social Page Management System – to help brands engage their audiences by extending their advertising campaigns into the social world. Some of the world’s largest brands, including FedEx, New Balance, Time Inc. & Microsoft work with Buddy Media to create social brand loyalty and social brand advocates. Based in NYC, Buddy Media is a privately held company backed by Softbank, European Founders Fund and GreyCroft partners amongst other investors.


The Total Facebook Makeover for Brands

May 27, 2009

“Facebook marketing requires communicating, not advertising” Forrester Research, Inc

Facebook users are aging.  Over 35 may not be the largest group that is interacting on Facebook, but they’re the ones that are growing the most.  What worked for your brand on Facebook yesterday will not work on Facebook tomorrow.  What does that mean for your brand? You need to hire professionals.  Don’t always look for the silly hook. Sometimes slow and steady wins the race. Just do it. Get engaged, and get into the Social Media sphere. If you work with a partner, your applications and pages will evolve with your brand.  Ads on Facebook are horrible, and don’t convert.  Ads that are INSIDE applications are powerful.  Sponsorship deals will continue to grow. 4-26% CTR for Sponsored feed stories.  Read and respond to comments.  Enable discussion by leveraging your pages, and a page management system.  Be transparent about your role and perspective. 

Finally, create useful apps that model what friends do naturally – share info, experiences, and laughs

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Anyone know where I can find a list?

May 27, 2009

Would love to see a great well thought out Mashable list regarding the top 10 gatherings facilitated by Social Media? 🙂

Originally posted as a comment by Chris Dessi on Mashable – The Social Media Guide using Disqus.


The New York Times Hires a Social Media Editor; Does it Need One? My thoughts via a Comment on Mashable

May 27, 2009

I feel like we should hold off passing judgment, and commend the effort. Hiring someone for a role like this is certainly more forward thinking that ignoring Social Media altogether. I think we should also take this as further indication that Social Media isn’t going anywhere. This isn’t a bubble, this is a definitive shift in the manner in which media and information is shared by human beings.

Originally posted as a comment by Chris Dessi on Mashable – The Social Media Guide using Disqus.