Archive for category social media marketing
This is the first of two talks I gave in Las Vegas last week to a sold out crowd at EventTech – EventMarketer magazine’s big fall conference on technology for event marketing.
I gave the talk to a standing-room-only crowd which was great fun and it was voted one of the best talks of the show! I was really excited by the engagement and feed back so I thought I would add some more text to the slides and post up here for blog followers. I’d love your feedback and thoughts – is anything missing, anything need to be added, etc?
I’ve been a pilot for a number of years and recently started training for an aerobatics competition. It’s one of my life goals and it gives me a whole new perspective on things and the importance of real time information. I was upside down last weekend looking at the ground 3,000 feet “above” me through the plane’s clear ceiling, and thought about how much perspective (and gravity) can change everything. My instructor said I needed one key element to be successful. It dawned on me that was the same element for success in social media marketing.
If you remember last year there were two monumental announcements: one was that physics found the “God particle” and would explain the entire universe and second was that the Facebook IPO would be the biggest in history. Both were wrong. Guess who had the biggest IPO*?
The hysteria around both the Higgs Boson “God” particle and the first social media company to go public created a classic hype cycle that has taken over a year to sort out. There was no solid data to back up either massive claim. In the mean time, LinkedIn and Yelp have quietly obliterated the stock market by increasing in value 400% since their IPO and out performing expectations. Largely because they have specific value and data to back it up; in Yelp’s case to local businesses who have seen footfall double when they run Yelp Ads.
Many advertisers still look at the Facebook advertising through an overhyped lens – not giving serious analysis to the data available around advertising in socia media. Too many brands are buying Facebook ads without serious consideration for what makes Facebook a successful marketing medium. Word of mouth advertising is much more than paying for an ad to interrupt someone’s browsing experience.
The biggest brands know they need to invest money to make social media work – what they all may not realize is that user-generated content that creates a social media product placement can be 5-8x more effective than regular Facebook ads in creating buying influence.
Mr. Herscovici: “In today’s world with Facebook you need [paid] media in order to reach consumers at scale. We have 17 million fans across our brands, but we know when we post something in our pages we are not reaching all of our fans, we are only reaching a certain percentage of our fans because Facebook has algorithms that control that. So if you really want to reach a bigger audience, you need to put money behind it.”
The algorithm he is talking about is called EdgeRank and it means only about 15% of those 17 million fans will see any one post.
With user generated content and good creative we have regularly documented OpenGraph actions appearing on 40-50% of a users social graph, and then being shared virally to friends of friends even more. At the 2012 Olympics Cadbury used a social media operating system to obtain over 600 earned impressions per photo posted. No wonder the project was nominated for 14 awards and won eight of them!
So by now you have probably figured out that what I need to be successful in aerobatics is data and real time information. Things like airspeed, altitude, pitch and bank angle, weight and balance, cross wind component, etc all effect how well and how safely aerobatics are performed. The right data can be the difference between life and death in an airplane. The right data can mean the difference between life and death of your career in social media. Use information and data as much as you can to make buying decisions and you’ll always be flying the friendly skies even if you seem a bit upside down at times.
Make your marketing as well hyped as the God Particle and put some sound logic behind those dollars you spend by creating user generated content with a social media operating system for events.
dwinQ facebook RFID, facebook marketing, RFID and social media, social media marketing, social media marketing 101, social media marketing basics, social media puppy, social puppy, twitter markeing, youtube marketing
How many things do you “Like” on Facebook. How many do you like in the real world. The place you ate lunch, your sneakers, your bike, the movie you saw last night. You might like them all but I bet you haven’t Liked them. I would bet money that nine out of ten times the answer is you haven’t Liked what you like int eh real world. Even though you like something doesn’t mean you’ve Liked it. And if you are a brand marketer that fact should really worry you.
Facebook’s new search is all about finding out what kind of car your friends like. What restaurant people in Chamonix like best après-ski, or which bike is the fastest for your first triathlon. Users know those are very valuable recommendations. Marketing professionals want to be at the top of the list for those recommendations. The problem is, right now, you probably are not controlling that brand message. The key to getting the most out of Facebook’s new search engine is to start optimizing it early. The first people buying Google paid ads were the ones who, for pennies, got the top of the search engine. Be first optimizing Facebook’s search and you’ll be a pioneer mining a heart of gold.
social media product placement
One of the best ways to ensure your brand is searched in user-created content is to fricitonlessly embed your brand in the users photos. How? Find events you already sponsor with lots of people and do a bit of automagic social media. Combine RFID or NFC with Facebook. Look at the picture from my Facebook page on the right. I used an RFID tag to wave infront of a photobooth to generate that cool image (at an event where they don’t allow cameras).
If you can create a positive brand message that is shared automatically by thousands, or even millions of people you will optimize Facebook search engine. Photo marketing solutions are one powerful way.
The message talks about Lexus and Excellence in the timeline of a user. This brand message was seen by hundreds of thousands of people because the thousands of fans who engaged at the US Open
I drink therefore I am.
The last time you got drunk probably started out as a great night (how it ended was anyone’s guess – including likely you). But when you went into your local bar, you met up with friends met new friends, talked politics, sports, relationships, sex, sales, and gossip. Maybe not in that order. You were at your local bar relaxed and having fun socially. Facebook is the local bar of the millennial generation – without the nasty hangover.
Keeping that frame of reference is the key to social media marketing success. Think about it: marketing in bars is prevalent, elegant and clandestine. It’s all about product placement and not pop-up ads. Local watering holes are not about eyeballs and impressions they are about fun ties with friends. Bar marketing is the secret to winning influence on social media.
Interruption marketing techniques of old commercial advertising are not part of bar culture. When was the last time you were in a bar and a salesman came and interrupted your conversation? That’s not to say there isn’t great marketing in pubs. It’s all around in the form of product placement. The signs are everywhere – literally.
The biggest problem with Facebook marketing today is that big brands haven’t figured out that they need to treat Facebook the same way Heineken and Budweiser treat bars. The reason they are not yet – but will soon – is that Facebook marketing is so new that if the only tool you own is a megaphone, every thing in marketing looks like a shouting match. Therein lies the key to dominating Facebook marketing.
Solving the world’s problems on bar stool or social media account at a time
Bouncing into your favorite bar with friends on a Friday night and you immediately feel fun, relaxed and engaged. remember the TV show Cheers? That as the ultimate example of social engagement – everyone knows your name, says hello and talks about news of the day. Cliff an Norm’s behavior at the bar holds a much different intention than going out with their wife shopping. If you knew CLiff and Norm you’d know they had a much different mindset and attitude when their seats were on their stools.
Cliff and Norm never expected a used car salesman to jump in front of you and start a pitch like a real world pop-up ad. If he did, they would have bounced them out in a Boston minute. However, when they go to Costco or Sainsbury’s to shop with their wives, they are expecting to try a sample of bacon wrapped turkey legs or something similar. Their intent is to shop. Nobody goes onto Facebook looking to shop. It’s the local bar of the Internet, they want to relax and see what is happening. Marketers have to understand this mindset and be subtle and thoughtful. if they want to effectively market on Facebook.
Social Media Success is Subtle Product Placement
Think of Facebook as a fun meeting place, not a mall, social media marketing should view guests from a different perspective. Take a page from the Budweiser marketing handbook – It is not at all about banner ads and video promos. It is all about social media product placement.
What do the taps behind the bar at any bar say? Stella, Guinness Carlsberg, Budweiser… if you’re lucky Sierra Nevada. What does the neon sign on the wall say? Maybe it’s the countdown to St. Patrick’s Day with the Guinness logo underneath it. Maybe it’s a big poster for the Heineken Cup rugby. The cardboard tents on the table with the scantily clad women and wing specials; you guessed it: Bud logo at the bottom. The tiffany lamp hanging over every pool table in every dive bar – got a beer logo on it. All of these bar marketing tactics have been successful for years because of the subtlety of product placement in a pub. You’ll never see a guy in a cheap plaid sports coat jumping up and down in between folks shouting about the Ford dealer’s excess inventory that really must go! (the equivalent of banner ads). Shouting on social doesn’t work, so put away the bullhorn.
If you want to be successful with Facebook marketing, and social media marketing in general, think about creative ways to get your product logo in front of people where it is authentic to the environment or story. Marketers have been taught to tell a story. The next evolution is letting your clients tell the story and your brand happens to be weaved into the fabric of that story.
I dwinQ therfore I am
– P. J. Sweeney
A sneak preview of what is on tap for Nissan’s Super Social Stand at the 2012 Paris Motor Show. Google+ hangouts, Facebook connection, Twitter updates and a social media marketing program that will set the standard for social media in the automobile indsutry.
What do you think the biggest social attraction will be at the show?
Permission marketing, just like it sounds – a company gets permission to send fans marketing information. Permission based marketing used to be all about email. Social media changed that forever.
Facebook encourages companies to collect “Likes” on their Facebook page because once a person Like’s a brand’s Facebook page, that brand can send the fan messages and post them to their newsfeed directly (Facebook uses the EdgeRank algorithm to determine if it gets placed on the newsfeed) . Pinterest and Twitter have similar social media marketing capabilities but I’m going to focus on Facebook today.
What makes permission based social media marketing compelling gets back to the value of Newsfeed Product Placement. As soon as a person sees a post on their Newsfeed or Timeline that they are interested in – and they engage with it (Like, Comment or Share) – that post now gets amplified to all of that person’s friends’ Newesfeed. Boom! One person seeing your brand just turned into hundreds.
Permission based social marketing means you target the people who engaged with you and you also reach their friends (if the content is compelling enough to get others engaged). The content is often where companies go wrong. Very wrong.
Going back to my Facebook Blog on CNBC – Newsfeed product placement is all about the Fan being the star of their own movie – the movie of their life. The one question every marketer must answer is the question your fan is asking: “What’s in it for me (WIIFM)?”
To give you an example of how effective Permission Marketing and Newsfeed Product Placement can be – look at the Facebook users at the US Open Golf Championship who used the Lexus-sponsored dwinQ social platform. The diagram below shows the amplification from each person!
- Provide a picture or video of the person interacting with your product(the Lexus model)
- This must be captured at one of your events or locations. If you can post it in real time all the better – then it’s news. We’ve found shares on these activieties to be as high as 60% (Lexus at the US Open Golf tournament)
- Provide “Secret” informationabout a product release
- Rumor mills like MacRumor or Wikileaks are among the most popular sites on the web – letting your fans in on a secret keeps them riveted
- Use humor – some of the most popular videos on YouTube are “Fail” videos. People falling of bikes, kids jumping off cliffs and belly-floping, etc. Think of a way to incorporate your product in a funny (but not too polished video)
- Give away a beta or early releaseversion of your product to the most influential fans that you have. This may not necessarily be the ones with the most friends – you need to asses interaction among friends
- Having 1,500 Friends but only engaging with 50 is not nearly as valuable as finding someone with 500 friends and who regularly engages with 200 of them. Engagement is key
- Create a user advisory group
- A private web page, an in-person meeting, a VIP event at your main trade show all allow you to create scarcity and help your key fans feel special. A contest or event that will allow people to apply for that position, and then getting user feedback is a great way to create brand ambassadors who will amplify your message.
These five rules are enough to keep any marketing professional busy for a while. The key to permission based marketing is optimizing the Newsfeed Product Placement and Branding a Memory on Social Media – you need to figure out “what’s in it for me” and then test out all the ways you can develop something that really gets amplified and something your fans will want to engage with and share
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