Posts Tagged ‘ Facebook ’

Marketing 2.0: Ad Smarketing

Marketing has come a long way from the days of the ever-so relatable Joe Camel. Gone is Joe, and so too are the cigarette ads, now a new player is in town: Facebook.

Marketing has finally come to the people. Egocentric marketers, whom really have no relation, nor understanding of their target audience, save for a few Nielson test group results, no longer dictate what is successful and what is not.

Now the people, the consumers, and even the Facebook-stalkers hold the key to a successful marketing plan – public opinion finally matters. On the Internet, things are not broadcasted en masse, marketing as a whole has become very demographic-specific. It is now possible to reach a group of unwed, white, 16-19 year old girls in the mid-west with great accuracy.

Today, Neilson released a special report entitled “Advertising Effectiveness: understanding the value of Social Media impressions.” This 12-page report is the result of six months of research consisting of surveys of over 800,000 Facebook users, 125 Facebook advertising campaigns and 70 brand advertisers.

The study concluded that there are two types of impressions in social media marketing (smarketing): paid impressions, and ‘earned’ or ‘organic’ impressions. These impressions are garnered from three sources: Homepage Ads, Homepage Ads with social media context and organic impressions. Of course, my favorite is the organic impression (duh).

What are ‘organic impressions’?

These are impressions that are a direct referral from a consumer; it is word-of-mouth 2.0, if you will (e.g., “Joshua Plant Became a Fan of Twitter”). These impressions have the least reach, but have the most impact.

Organic impressions nearly quadruple a campaign’s effectiveness across the board, when compared to a conventional Homepage Ad. According to Nielsen’s BrandLift research, purchase intent was merely 2% with Homepage Ad exposure, compared to 8% with Homepage Ad exposure with organic impressions. Similarly, ad recall’s numbers jumped from 10% to 30% when organic impressions were added to the mix.

It is evident that the key to effective marketing is to include interactive elements within the ad creative, such as a “become a fan” button or a “follow us on twitter” link, something that engages the consumer and allows them to broadcast their recent ‘fan-hood’ of a particular product or service to their audience (i.e. friends). Generally, this leads to a sudden bombardment of new “fans.” Even the chattiest of chatty Kathys could not spread news of a great thing as fast as residual organic impressions can.

The hardest part is that one cannot buy organic impressions, or force something into the viral market. The only way to do this is by offering a great product, targeted campaigning and brand integrity.

Social advertising is simply the beginning of Smarketing, community building is the next crucial building block in your foundation, but I will touch more on that in a later post.

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Facebook: A place for revenue

Facebook board member, Marc Andreessen projected that Facebook would top $500 million in revenue for 2009; also, eluding that it could very well become a billion-dollar company within the year.

Namely, the reason for this sudden jump in revenue is because of Facebook’s transition into Social Ads over banner ads. These new ads target users with keywords in their status messages, profiles, etc, and gives the users the ability to “like” or “dislike” an ad; ergo, creating more precisely targeted ads to Facebook patrons.

A secondary source of income came from their “engagement ads,” which are ads with which users can interact, comment or send as a “gift” to their friends. Different companies sponsor these “gifts”, or users can pay for other more generic “gifts” – creating a virtual world of chatkas and sentimental gifts.

Facebook has really become the thought leader and innovator of advertising through social media, and they are one of the first social media networks to really figure out how to turn a [dot]com into a profitable and self-sustaining machine.

Because of this, and many other solid and profitable tools that Facebook has developed they “are definitely in no rush” for an IPO. “If you don’t need that capital, then all the pressures are different, and the motivations (to go public) are not there in the same way,” said the 25-year-old CEO, Mark Zuckerberg.

And Zuckerberg is certainly under no pressure to raise outside capital, since they just turned $1 billion in revenue, last year; up $500 million from Andreessen’s estimates.

Facebook certainly has a solid chance of turning into the next Google-esque cash cow. Time to start buying up some private shares!!

Social News: Chile’s Earthquake Shakes Up Social Media

On February 27, 2010, just outside of Chile’s second-largest city, Concepción, an 8.8-magnitude earthquake devastated the area. It wasn’t long thereafter, that social media was feeling the aftershocks.

First, it was Twitter: Because of twitter’s accessibility via text message, many locals were updating their twitter pages in an effort to tell others that they were okay and safe. Other users were using it to get in contact with locals to try and find loved ones. Twitter instantly became a back and forth of information about those affected.

Hashtags such as, “#terremotochile,” “#Chile,” “#ChileEarthquake” were being used to centralize tweets about the quake. Many users were retweeting missing persons tweets, in an effort to reach more people in the Concepción area.

@SherylBreuker, in particular, tweeted “Any info on Maria Alicia Moya, please update http://tinyurl.com/yfjtzed or contact @kencamp or @sherylbreuker ASAP #chile #quake.” It wasn’t long after, that Maria was found and @sherylbreuker tweeted “we just got word that Mariali is safe and ok thanks to an amazing new friend and the power of Twitter! OMG! Awesome!!!!” This is just one instance of how social media helped connect people.

Another is Google’s Person Finder app, which was used in Haiti in January after a 7.0-magnitude earthquake that devastated Port-Au-Prince, was relaunched for the relief effort in Chile. The app gives up-to-the-minute information about nearly 63,400 records to those providing (or seeking) information about those affected by the earthquake. Although the information is not verified, it still provides a resource for families and friends to find missing loved ones faster than an agency could.

It works simply by providing the user with two buttons, “I’m looking for someone” and “I have information about someone.” The user selects which one and enters the information accordingly. It also provides a map pinpointing aftershocks.

(Credit: Google)

To some, social media is a stupid time-suck, but in times of crisis, it saves lives, helps connect loved ones and keeps people better informed at a faster rate than mainstream media outlets.

Text your support:

1. Text the word “CHILE” to 25383 to donate $10 on behalf of the Habitat for Humanity

2. Text the word “CHILE” to 20222 to donate $10 on behalf of World Vision

3. Text the word “CHILE” to 52000 to donate $10 on behalf of the Salvation Army

4. Text the word “CHILE” to 85944 to donate $10 on behalf of International Medical Corp.

How I Became A Farmer

I never thought it would happen to me. I never wanted it to either. But, one morning out of the blue, I put on my overalls, boots, and Carhartts and took to the fields.

I started small; after all, I was new to this whole thing. First I started planting the basics: wheat, soybeans and corn. As I remembered from my history classes, Native Americans would bury fish with the seeds of the corn. As the fish decomposed, it would act as a fertilizer for the newly germinating seeds. I wished to try this for myself, but I didn’t see it as an available option.

After spending what seemed like hours plowing and planting, my farm was ready to go! Three days later, I had crops! I was amazed. I knew I could do it. I knew I could be a great farmer: and, indeed, I was!

I harvest my crops and took them to market and sold them. I felt like I was in Union Square on a summer Saturday, it was fabulous!

After returning from the market, I went right back to work! Only this time, I had a little extra cash, so I plowed an extra row and planted more crops. This was so exciting, I really felt like I was making a difference.

While I waited for my crops to grow, I took a gander at my neighbors. You know, sizing up my competition. As a gesture of civility, I decided to rake their fallen leaves. I thought it was nice, and so started a “you scratch my back, I’ll scratch yours” relationship with my neighboring farms.

Then, disaster struck! No, not a drought – worse! The Internet froze! Facebook crashed, and all was lost! My farm was gone. My newly found career and passion: destroyed!

I thought, “how could this happen to me?” I have been helping people; I successfully planted and harvested several bushels of crops and now look… my life as a farmer has ended. I was devastated.

It was days before FarmVille was up and running again. I didn’t know what to do with myself. I felt lost, alone and without a purpose. This was simply unacceptable. So, I took to the forum and filed an official complaint!

It wasn’t long after becoming a farmer that I too started to moonlight as a vampire. At first, I thought it was going to conflict with my busy farming schedule, but it all worked out well.

All is well on the farm, that has since been converted to a vineyard and we hope to double our profit by the end of the month!

Thank you FarmVille for changing my life.