Buddy Media’s Michael Lazerow delivered a fantastic talk at LeWeb11 on the latest trends for Facebook Pages, and Michael highlighted some of the best ways brands are currently using Facebook to engage with people and grow their business. The entire video is well worth watching and Michael’s deck from the talk is also available in this post. I have highlighted my own notes in bullet form which you can read below.
- Facebook is massive – 850M active users on one global platform
- 50% login everyday
- 94% of digital marketers focus on Facebook
- 9M businesses have a page on Facebook
- Successful brands are dominating the wall and publishing to it with a purpose
- Increases in engagement, lead to increases in impressions which then lead to more engagement. This is Facebook’s virtuous cycle.
- Tie your posts to what is going on in the real world – Break news!
- Keep status updates short, with a simple Call to Action (CTA)
- Simple CTAs are very important, tell your consumers what you want them to do! Don’t make users think
- Use photo galleries and put the CTA in the photo itself
- Success depends on understanding Facebook metrics.
Confused about the metrics? Just look at what Facebook SAYS is important.
If Facebook says its important, then then they are optimising it against their algorithms
- How many people are engaging on your page? “Talking about this?” There are people who have created a ‘story’ in the last seven days (comments, likes, responses to events, most commented posts, answered a question, mentioned your page, tagging your page, checked in, etc)
- Look at impressions, how many people saw your post though the organic news feed? How many people saw your page through paid media? How many people saw your page through viral actions e.g non fans, who your post through your friends actions?
- Coupons work! – coupons are the most engaging word on Facebook
- Lots of brands are using exclusive content – even if it’s non fan gated (Share this with friends and we will reveal something exclusive)
- Like-Gate content and vote!
- Like our page to get access to the event, or content FROM the event
- If you are having events, invite people THROUGH Facebook
You can also see the panel discussion that followed Michael’s talk – Going beyond creating a Facebook page which is also well worth watching.
In 5-10 years, how will people get things done at work, at home, and on the go?
Watch Microsoft’s concept video to get a glimpse of the future of productivity. Watch how future technology will help people make better use of their time, focus their attention, and strengthen relationships while getting things done at work, home, and on the go. This video is a follow up to their excellent ‘vision’ video in 2009.
Twitter has announced a radical new design for their own homepage. Yesterday, to much fanfare they announced “Today, we’re introducing a new, re-engineered Twitter.com that provides an easier, faster, and richer experience”. You can find out more about the enhancements on Twitter information page here. But here are some of the highlights:
- Enchanced new design. The new Twitter.com has a cleaner timeline and a rich details pane that instantly adds more impact to individual Tweets. The site also now offers infinite scroll — you no longer have to click “more” to view additional Tweets.
- Embedded Media. You will now be able to embed photos and videos directly intoon Twitter, due to 16 partnerships with DailyBooth, DeviantART, Etsy, Flickr, Justin.TV, Kickstarter, Kiva, Photozou, Plixi, Twitgoo, TwitPic, TwitVid, USTREAM, Vimeo, yfrog, and YouTube.
- Related content. Click on a tweet and the details pane shows you additional information related to the author or subject. Depending on the Tweet’s content, you may see: replies, other Tweets by that user, a map of where a geotagged Tweet was sent from, and more.
- Mini profiles. Click a username to see a mini profile without navigating from the page, which provides quick access to account information, including bio and recent Tweets
Mashable succinctly describes the forthcoming update as “…a desktop app minus the download” and I think that makes a very fair description of the new site. You can see an example of the new interface below. For iPad users, the revamped Twitter interface will be familiar. Twitter for iPad uses a very similar display to the new Twitter site.
Lifehacker has collated a list of all of the keyboard shortcuts which will helpful to users, once they are migrated to the new site. You can learn more about the shortcuts below:
- j/k to move between the next and previous tweets
- Enter to drill down into or close a selected tweet
- space to page down
- Shift+space to page up
- / to jump to the search box
- . to refresh and jump back to the top
Actions for Individual Tweets
- f to favorite a tweet
- r to reply to a tweet
- t to retweet
- m to send a direct message
- n to compose a new tweet
- Escape to cancel a compose window, dismiss the help window
The roll out for Twitter users will begin within the next few weeks, so watch out for your upgrade. Personally, I think this is a great revamp. The Twitter experience will become richer for users, and the embeddable media features will save time. Today, I don’t like having to go to sites such as Twitpic and Yfrog to view picture content. However, I do wonder how desktop clients such as Seesmic and Tweetdeck will respond to this update? Are we going to Twitter desktop clients evolving. Or, does the new Twitter upgrade make desktop clients redundant? Only time will tell.
Great job Twitter team!
A fantastic presentation by Rohit on reinventing marketing. I have been a long term fan of his work for many years and I found this recent Tedx talk particularly inspiring. In this talk, he states why we are all in the business of marketing. In everyday life we try to influence others to do something, whether its trying to convince a spouse over what dinner choices to make. Or, trying to convince our kids to eat their vegetables. However, over recent years marketing has experienced a bit of a bad reputation because “it will bend you to its will”.
Rohit continues to state that marketing suffers from what he calls “The Marketing Mirage”. Namely products have traditionally been marketed on the basis of:
- Features – People buy things because of features. Or, the belief that it solves a particular need.
- Promotions – If I give you something for free or discount it, you will buy it or more of it.
- Demographics – If I know my target audience, I can just purchase media to target my segment better and succeed.
Such models worked particularly well during the 1960s and 1970s, when consumers were “mass media consumers”. However, consumers have changed and many marketing teams have evolved and become more complex (teams are spread throughout the world, some work together others work in silos). The consumer of today is different, they have full control, it’s become “a one button economy”. All the consumer has to do is publish his or her thoughts online, by a touch of a button and share them with the world quickly easily and cheaply than ever before.
For the first time, we have a huge shift where "virtual trust" now exists. In essence, I will trust the opinion of someone I don’t know, who no one in my network knows and I have no way of verifying whether they are real or not, or credible or not. But I will still trust them. If ten people all say that a digital camera is not good on Amazon I will believe that. Even if i don’t know who those ten people actually are.
Rohit, ends the talk with a great quote:
When it comes to marketing and when it comes to reinventing marketing, it’s not about retelling the features and benefits and having something that somebody can connect to. What it’s about is having a story that you can tell and that someone else can take, make their own and retell.
Wonderful to see that Erik Qualman has refreshed his Social Media Revolution video. I only wish he had used a difference accompanying soundtrack this time. Fat Boy Slim, so 2008?
Key stats from the video follow below:
Stats from Video (sources listed below by corresponding #)
- Over 50% of the world’s population is under 30-years-old
- 96% of them have joined a social network
- Facebook tops Google for weekly traffic in the U.S.
- Social Media has overtaken porn as the #1 activity on the Web
- 1 out of 8 couples married in the U.S. last year met via social media
- Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…
- Facebook added over 200 million users in less than a year
- iPhone applications hit 1 billion in 9 months.
- We don’t have a choice on whether we DO social media, the question is how well we DO it.”
- If Facebook were a country it would be the world’s 3rd largest ahead of the United States and only behind China and India
- Yet, QQ and Renren dominate China
- 2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction
- 80% of companies use social media for recruitment; % of these using LinkedIn 95%
- The fastest growing segment on Facebook is 55-65 year-old females
- Ashton Kutcher and Ellen Degeneres (combined) have more Twitter followers than the populations of Ireland, Norway, or Panama. Note I have adjusted the language here after someone pointed out the way it is phrased in the video was difficult to determine if it was combined.
- 50% of the mobile Internet traffic in the UK is for Facebook…people update anywhere, anytime…imagine what that means for bad customer experiences?
- Generation Y and Z consider e-mail passé – some universities have stopped distributing e-mail accounts
- Instead they are distributing: eReaders + iPads + Tablets
- What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…
- The #2 largest search engine in the world is YouTube
- While you watch this 100+ hours of video will be uploaded to YouTube
- Wikipedia has over 15 million articles…studies show it’s more accurate than Encyclopedia Britannica…78% of these articles are non-English
- There are over 200,000,000 Blogs
- Because of the speed in which social media enables communication, word of mouth now becomes world of mouth
- If you were paid a $1 for every time an article was posted on Wikipedia you would earn $156.23 per hour
- 25% of search results for the World’s Top 20 largest brands are links to user-generated content
- 34% of bloggers post opinions about products & brands
- Do you like what they are saying about your brand? You better.
- People care more about how their social graph ranks products and services than how Google ranks them
- 78% of consumers trust peer recommendations
- Only 14% trust advertisements
- Only 18% of traditional TV campaigns generate a positive ROI
- 90% of people that can TiVo ads do
- Kindle eBooks Outsold Paper Books on Christmas
- 24 of the 25 largest newspapers are experiencing record declines in circulation
- 60 millions status updates happen on Facebook daily
- We no longer search for the news, the news finds us.
- We will non longer search for products and services, they will find us via social media
- Social Media isn’t a fad, it’s a fundamental shift in the way we communicate
- Successful companies in social media act more like Dale Carnegie and less like Mad Men Listening first, selling second
- The ROI of social media is that your business will still exist in 5 years
- Bonus: comScore indicates that Russia has the most engage social media audience with visitors spending 6.6 hours and viewing 1,307 pages per visitor per month – Vkontakte.ru is the #1 social network
A fascinating web documentary describing what the Semantic Web may hold for all of us. Are you ready to put your data on the web yet?
Interviews with Tim Berners-Lee, Clay Shirky, Chris Dixon, David Weinberger, Nova Spivack, Jason Shellen, Lee Feigenbaum, John Hebeler, Alon Halevy, David Karger and Abraham Bernstein
Yesterday, Prime Minister Gordon Brown outlined a series of initiatives for Britain’s digital future.
These initiatives can be summarised as:
- The creation of a web portal called MyGov, that will allow individuals to personalise their experience to public services.
- £30m worth of funding to create an “Institute of Web Science”, which will focus on the economic and social benefits of the web.
- The publication of an online inventory of all non-personal datasets held by departments, creating a modern day "Domesday book".
- All public service contracts over £20,000 will be made available on a free online portal by the end of 2010. Thus allowing any suitable business to bid for them.
- Roll out broadband access to all, with digital champion Martha Lane Fox broadening her role to set up a Digital Public Services Unit in the Cabinet Office
- Quoting Brown
I want Britain to be the world leader in the digital economy which will create over a quarter of a million skilled jobs by 2020; the world leader in public service delivery where we can give the greatest possible voice and choice to citizens, parents patients and consumers; and the world leader in the new politics where that voice for feedback and deliberative decisions can transform the way we make local and national policies and decisions.
Underpinning the digital transformation that we are likely to see over the coming decade is the creation of the next generation of the web – what is called the semantic web, or the web of linked data”.
Now, whilst I applaud the Government’s efforts in each of the areas above. I do have serious concerns about our IT future in 2020. For Britain to be a true world leader in the digital economy, the Government must invest in universities for tomorrow’s IT graduates. Funding cut backs are already causing big problems and the disruption is only going to get worse.
Yesterday morning, I was alarmed to read Dr Black’s tweet on the lack of support for Computer Science courses. The link she provides leads to a report on the decline in computing graduates. (Read the full report below).
The report states:
The UK is currently sitting on a ticking time-bomb – all of the evidence shows a significant and increasing gap between supply and demand for IT professionals in the critical IT sector of the UK economy which, if left unchecked, will severely damage the competitiveness of UK industry in the global marketplace, and will hit smaller employers and the public sector particularly hard”.
The recession has caused many jobs within the IT sector to evaporate. This, coupled with the proposed closure of many computer science departments, is only going to make a bleak IT future for Britain. We need the best and brightest computer scientists to help deliver the wealth of opportunities that will appear on tomorrow’s digital landscape. Without a dedicated and passionate IT workforce, we risk a “brain drain”.
I completed my Information Systems degree in 1998. My course was more than than “a short journey into IT”. It has proved to be a true life skill. I’ve been lucky to work with a number of global businesses, in a continued cycle of learning and delivering value. My IS degree gave me the passion for that. Working alongside talented IT colleagues gave me inspiration to work harder, and to provide simplified business solutions.
Making sense of technology, and sharing that with the world is a wonderful and enriching feeling. IT graduates push the technology envelope further each day. Not only in the worlds of coding and architecture. But many, in the worlds of business, engineering and even geek marketing (Just like me!). IT graduates don’t think in black and white, they dream in colour.
Dear Gordon Brown,
Please don’t forget that Britain needs thousands of IT graduates for 2010. To provide them in sufficient numbers, computer science departments need adequate funding. Don’t allow them to close. Overseas expertise will eventually costs us dearly.
Here’s a worrying paper, with a specific list of recommendations for you to consider.
Andy Serovitz posted a very interesting blog post on how Coca Cola have devised a new set of social media principles. Coke have developed 10 “Principles for Online Spokespeople” which make good sense for other brands to follow. You can read the main set below.
- Be Certified in the [Coca Cola] Social Media Certification Program.
- Follow our Code of Business Conduct and all other Company policies.
- Be mindful that you are representing the Company.
- Fully disclose your affiliation with the Company.
- Keep records.
- When in doubt, do not post.
- Give credit where credit is due and don’t violate others’ rights.
- Be responsible to your work.
- Remember that your local posts can have global significance.
- Know that the Internet is permanent.
Watch Andy’s interview with Coca Cola’s Adam Brown, on how they developed the social media principles.
- Coke’s complete policy document can be found below. At three pages, I like this a lot!
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