The most important reason for the meteoric growth of Social Networks is something called “The Network Effect”. This equates to a tipping point when the value of a communications network to its users rises exponentially with the number of people connected to it. In the past year, we have witnessed one such rising star, Facebook ( but it begs the question is it the only one? ). It took 5 years for Facebook to reach 150 million users and then a further 8 months to double that number. Today, according to Facebook Statistics, it has 400 million users. In 2009 we saw Facebook become almost ubiquitous in every conversation swirling around Social Media and social networks. It was the year in which Facebook exploded into a global phenomena, dominating the Social Networking market worldwide as it became an international social network giant. While its dominated the english speaking press and displaced MySpace its not the only Social Network in the world.
To believe that Facebook or english speaking social networks are the only “players in Social networks” worldwide would be nothing short of one sided owed to very narrow perspective of the hyper connected world we live in. According to Wikipedia, there are some 1.5 billion members worldwide. Across the world there a number of culturally, language, local and regionally driven social networks , that both singularly and accumulatively pose the question whether Facebook can dominate the world in Social Networking. As startling as it is, the ” Facebook Network Effect” is not only a Facebook phenomena and its also occurring across other Social Networks in the world , albeit with different speeds.
The rise of the importance of the Facebook fan page has become an integral part of companies social media campaigns or presence. Its not hard to understand why. Facebook is the web’s most popular destination after Google ( it is number 1 in Indonesia, Philippines , Malaysia and Singapore ) where the average user spends in the order of 33 minutes per day and its registered user numbers are upwards of 350 million. As the use or entry to a brand’s website are in decline due to a shift in how consumers use the web this days it makes common sense to to add Facebook into the online marketing mix. With number of brand, star, cause or business fans ranging close to 5.3 billion , that means News Feeds to user’s pages are carrying a range of brand content and updates.
Last November “The Big Money” part of Slate Magazine, ranked 50 brands that they see as making the best use of Facebook. The ranking is based on factors like number of fans, page growth, frequency of updates, creativity and fan engagement, not just numbers of fans. According to “The Big Money” Coca-Cola is ranked as the brand that makes best use of the social network thanks to its “organic fan-centric page without a corporate feel” and some extremely good apps the currently coin the phrase “Share Happiness” in a campaign to boost the diffusion , awareness and contact with the brand in social media.
When it comes to using Facebook as the primary point or integrated into the marketing channels, some brand are beginning to find there feet by working with the endemic functions of the service. Lots of brands have also begun an integrated approach to engaging with their consumers to build buzz, distribution and awareness of their campaigns either through or surrounding Facebook. The reality is that Facebook has become the perfect supplement to any website and online marketing efforts and in some cases become a pivotal or primary focus. While not all efforts are excellent here are some that we think are working extremely well.
IKEA’s Facebook Propagation Planning Campaign has used the concept of tagging in an online competition to support the opening of a new store. Some call it a genius use of one of Facebook’s inherent functions. While some of the best campaign strategies in Facebook are simple, and nothing should be simpler than using the default “tagging” tool on Facebook to help create a bit of buzz for an online competition. Users were drawn to the new Facebook profile page of the store manager, who’d uploaded pictures of his new showrooms in a store Ikea was due to open.
“People were told that the first to tag their name on any item, would win it. With the way tagging works on Facebook, the moment you tagged anything, everyone in your network instantly knew what was up for grabs! Subsequently, thousands and thousands of people were flooding the Facebook page in search of freebies!”
Amongst the daily exchange, promotion, and web of connections woven into the fabric of the online movement of social media specialists, yesterday I read a post by Jason Falls, on his blog the Social Media Explorer. It extolled that the social media pragmatist would prevail over the social media purist.
It is one of the most sensible commentaries I have seen in this space cluttered by the usual virtuous publishings – listen first, stop shouting, transparency, need for spontaneity and speed of action , or the big question on how to measure Social Media ROI. Why does it standout as a poignant comment when all we hear is the importance of engaging in conversations and building relationships ( they still are of pivotal importance ) ? For me it’s the action associated to doing and making an impact on the bottom line that Jason is highlighting. You have take notice of the old direct to consumer or relationship adage – “Call to Action “ – what do you want your consumers to do now? ( it is an interactive environment after all ) Buy, learn more, fulfill a service or need, or be entertained?
Last week LABEL, in collaboration with Starfish Community Group, launched its very own Social Media Roundtable: SM@RT. This initiative aims at gathering companies’ communication, marketing and social media representatives around a table (which in fact was square and not round) to discuss actual topics concerning social media. With presentations and debates animated by social media adepts (let’s not call them gurus or experts. As one speaker said, we all learn everyday about social media so no one can pretend to be an expert), the participants have the occasion to share their opinions and experience and learn best practice methods.
As the digital shift continues to move marketing communications to more direct and dialogue driven channels companies should adopt a simple methodology in identifying what will work for them and their consumers. The dialogue idea is as unifying concept that aligns relationship or socially driven programs with other communications as a part of an integrated marketing approach. As more participatory channels for consumers are developed the need to establish consistent, non-campaign driven dialogue points becomes critical in the marketing mix. These are not just limited to the direct channels, as we know them; (CRM, DM, email, websites), but really extend across any personal contact that can be associated to the “ brand experience”; customer and consumer services, in store demonstrations, events etc.
A real world experience with a brand is only mirrored in the participatory platforms online and this mirroring reflects the sentiments it arouses in real world conversations. (more…)
One of the more interesting pieces of news I read in the last week was that the Paris-based holding company Publicis Groupe said it has acquired Pour Tout Vous Dire, the French customer relationship management program of a key client, Unilever. While the exact figures have not been disclosed Publicis has obviously seen this as buying a solid media entity that you can build upon. In its original form the CRM program was a direct to consumer magazine that has since morphed into a lifestyle portal online with over 5 million subscribers. (more…)
The most interesting thing I read all week in the myriad of information I digest was the posting for eMarketer titled Marketers embrace Twitter over Facebook with and insightful tag line “Follow me” replacing “friend me”? eMarketer reported that “Facebook may have recently passed MySpace as the most-visited social networking site in the US, but it’s facing stiff competition for the attention of social media marketers.” So why is it so interesting for me and why should it interest you?
Marketing and advertising in Facebook is problematic. In fact its inherent culture is anti advertising and its user base have in the past voiced disappointment and disapproval of the introduction of targeted advertising. There is an high emotional attachment to the service as it relates to sharing amongst friends, family, and having fun in a protected environment. They don’t want the intrusion or interruption by advertisers. They will choose whether or not they want to be associated to you. Marketers need to learn a new approach in social networks like Facebook. (In MySpace its a different commercial proposition, brands can advertise and “own” or design their own space. )
I do believe that in the classic brand ownership argument, Facebook - the brand, is owned by it consumers, not the other way round. Facebook does not own it users it provides a service to them . Its how the consumers adopt and use the platform and what the platform provides to them that makes it so successful. Facebook has to be very careful not to upset or dis-enfranchise its consumers or it will suffer dramatically. Selling out its user base to advertisers would lead to its demise. Brands and companies operating in this environment must also be mindful of “adding value” to their fan bases and inspiring some open and fun dialogue that piques their interest. Do not assume that its a broadcast channel for self interest. You have to ask why would you, or someone else for that matter, want to befriend a brand ? What is interesting for me is that Facebook fan pages represent an emotional not a rational connection and affiliation to brands. e.g. I love / like you therefore I want to be associated to you! If you offend this sensibility you will loose your most valuable asset, your loyal and emotionally attached consumer.
Like good old fashioned direct to consumer communications such as CRM, Social Media Marketing is also about managing the relationships between a brand and its consumers and the consumer expectations of that brand. The shift in the relationship from direct to dialogue is the key difference between the two. In many recent iterations of CRM the shift to dialogue has also become the norm. The principals behind CRM and Social Media Marketing (SMM) are in fact the same, managing and nurturing relationship through a value proposition or value exchange. Whether it’s an actual product, entertainment, services, dialogue or even intangible forms of social currency such as inside information or a virtual asset, consumers expect more from brands today, and they expect it for free. The key to sustaining the relationship is to manage the expectations of the brand in the consumer interaction with the brand. This management needs to be supported beyond the experience of consumption or use to include the experience of consumer services and other brand associations as well.
The brand benefits of CRM and Social Marketing Programs are obvious. Value exchange creates loyalty and potentially advocacy – By providing a benefit you will be most successful if you also consider the value expectations of your audience. Providing value will ensure your customers continue engaging with your brand in the social landscape. In the sense of making brand advocates of your consumers your exchange might even inspire them to share the value you provide with others. (more…)
The past two weeks has been a defining period for Twitter. # Iranelection and Micheal Jackson’s death are the most recent defining moments that have allowed the microblogging service and Social Media to show their impact on mainstream mass media and government affairs. Early morning Friday (Europe) Twitter’s servers collapsed under a tsunami of tweets in the public out pouring surrounding the king of pop’s death. Not only was Twitter buckling under the deluge of Tweets but Google also served an error page and News websites around the world slowed considerably. As the news of the king of pops death broke, Google feared it was under a denial of service attack and served its error page. As it calmed down the Michael Jackson search trend was substantiated and it was rated as “volcanic”. Follow the trend on Nielsen’s Blog Pulse
According to the BBC, initial data from Trendrr, a Web service that tracks activity on social media sites, the number of Twitter posts containing “Michael Jackson” totaled more than 100,000 per hour. That put the momentary news of Jackson’s death equal to the peak surrounding the Iran protests ten days before. (more…)
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With 60 experts based in Geneva, LABEL not only advises more than 100 customers such as Nestlé, Baume & Mercier, Tag Heuer, CIO, Swissquote, Veolia, Hayek, ..., it conceptualizes, develops and implements business solutions.
