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.


How to Ensure Your Facebook Application & Page will Crush it! 3 Tips for Advertisers

May 27, 2009

Freshness and relevance is appropriate regarding anything in social media, but are especially important for brand pages, and applications.  Even though Social Media offers a unique manner of communication with your consumer, that’s not to say it’s easy to engage said users.  Pages must have a dedicated page manager to update posts, and content.  Content management by a third partly is also strongly recommended. Full Disclosure – I work at Buddy Media which provides these services.  I fully feel they are essential if you’re to engage with your users appropriately.  Management, and tracking of these activities will place your Brand ahead of the game.

Consider this: Branded Social Media Applications or App-Vertising campaigns, deliver six times the number of impressions that traditional banner display campaigns.  SIX TIMES!  Essentially what you get as an advertiser is an accelorator.  Applications surpass banner placement on social networks.  When utilizing an appropriately designed, well thoughtout and appropriately implemented application a brand is paying almost 80% less for each engaged user than if they were to purchase display advertising on a social media network.  

1. Applications should have a fresh “hook” to them to facilitate viral growth

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2. Don’t reinvent the wheel – if your current UI is loved by your users, request that your application developers replicate the look and feel

3. Give the users a reason to re-visit the application. Anything where they may be competing against friends always works. 

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Social media: Whose job is it anyway? (page 2 of 5) – iMediaConnection.com

May 26, 2009
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Why Facebook has a $10billion dollar valuation – Network Neighbors

May 26, 2009

Brands leveraging only demographic, geographic and psychographic information about a consumer is dead. This type of information is certainly powerful to gain insight into your consumer, but my belief is that this is only the tip of the proverbial ice berg. spaceball

While studying direct marketing at NYU in the late 90’s this information was the holy grail of marketing.  Today, it’s no longer the case.  As social media has become ubiquitous the manner in which people interact with each-other is now available.  This information is certainly more powerful, and more telling to a large brand regarding the consumers likes, dislikes and potential purchasing habits.

handsI’d argue that the more compelling information that’s available to a brand is who are Network Neighbors.  These network neighbors are consumers linked to a prior consumer. They adopt a service at a rate 3-5 times greater than baseline groups selected by the best practices of the firm’s marketing team. Analyzing the network allows the firm to acquire new customers who otherwise would have fallen through the cracks, because they would have not been identified based on traditional attributes. – Statistical models, built with geo demo and prior purchase data are significantly and substantially improved by including network information. More sophisticated network information allows the ranking of the network neighbors so as to permit the selection of small sets of individuals. with very high probabilities of adoption. As a traditional direct marketer within the Social Media world, this is very exciting.  This is why every brand needs to be engaging with their consumers in Social Media.


Rich Page, Poor Page – Not every Facebook Page is created Equal

May 26, 2009

Pages are becoming more and more an essential part of major brand’s Social Media Arsonal. Facebook has recently allowed brands to increase the breadth and depth of information available on said pages. Essentially these pages (if developed and tracked properly) can become micro-sites assisting in all marketing efforts for a brand. They’re easily modified, appropriately engaging, and at times can become the central hub of information or PR for major brands. AtmosphereBBDO

Because you cannot track how many “fans” you have on your page, brands should look to alternate ways to track success of a page.  Firstly, ALL brands should have a page presense. If you don’t I can almost guarantee that one of your customers has already taken the liberty of starting a fan page, and or (worst case) and negative page about your brand.  Once your page has been launched, your message and voice conveyed appropriately you must of course have a media dollars to help support the page. If you build it, unfortunatly they don’t always come. 

  • Number of Fans
  • Active Users – Total users that interact with your page over a specfic time frame, usually per day, week, month. 
  • Fan Profile – mining the information about the fans of your page can offer optics into a consumer base you may have never tapped into before.
  • Unique user reach – percentage of those users that have become a fan among the total social media audience (or calculated as active page users per audience)
  • Growth – Average numer of users within a specific time frame
  • Influence – Average number of friends among each “fan” of your page
  • Number of pages your fans are also fans of