Posts Tagged Facebook RFID

#EventTech deck on Doubling Social Media Reach from Events

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?

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Facebook’s 20% rule – a little help from your friend

Many of you may know that Facebook relaxed it’s 20% rule for text on cover photos and posted photos. You can read the new Facebook 20% guidelines and see how they apply to you.

I came across a nifty tool to help you stay within those guidelines and wanted to share it with folks who are designing Facebook marketing programs to make your life a little easier. So follow this link to the Facebook 20% test tool. And enjoy.

Remember the most effective Facebook advertising has three attributes:

1. In the newsfeed

2. Subtle (think product placement)

3. Coming from user’s themselves (user generated content UGC)

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Optimizing Facebook Sponosred Stories

Facebook’s most effective advertising is in the stream. No one is looking on the sidelines, and I’ve said it a million times, no one goes to Facebook to shop. However FB is tremendously influential. Sponsored stories so far have the best success for marketing a brand on Facebook, but how can you really amp up the Facebook marketing success?

The problem arises from the typical misconception that advertisers do not have any creative control over sponsored stories ad types because they are generated from an organic user action. At most advertisers wrongly believe, these ads might include a page or current profile photo. If you are not familiar with the make-up of a sponsored story it usually is when someone likes a page or brand, or item. This is relatively lackluster content, although it comes in the form of a trusted source (a friend’s user stream), or appears on a mobile device so you will see it and the brand gets an earned impression. The way to take sponosred stories to the next level is to show actual interaction with your brand.

If you are a car dealer and you capture a person jumping in the air the moment they take delivery of a new car – that will drive engagement. It is dramatically different than someone liking the Ford page.

Take a look at this first sponsored story – no interaction, a quick glance because it is in the user’s stream:

Facebook sponsored story

A typical Facebook sponsored story

That is a typical Facebook sponsored story. It is much more effective than the ads on the right side, no doubt. Rosetta Stone is getting good take-up rate for a medium that is not focused on buying.

But check out the engagement of this user-generated content that can then be further amplified by creating a sponsored story:

Dirty Girl Overlay

User Generated Content on dwinQ’s Product Placement Platform

 

 

 

 

 

 

850% more people clicked on this picture from the user’s timeline! There was real-world engagement and very positive brand association.

Capture people interacting with your brand. Let users generate amazing and genuine real world content and you will have Facebook advertising on steroids!

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Facebook search – what is your marketing strategy?

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). 

Facebook & RFID marketing at events for LexusdwinQ used RFID & Facebook to drive high brand recognition for Lexus at the US Open – this is high ranking searchable content.

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

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Getting drunk is the key to ROI on Facebook

I drink therefore I am.
–W.C. Fields

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.

facebook marketing is about drinking heavily

Cliff and Norm are social media marketing gods

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

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Own the inner circle and you will control social media marketing

Staying in control of social media marketing is simple, but it is not easy. Every type of social media marketing is new. People have only been using social media as a marketing tool for the last 18-24 months. I often say “Nobody gets fired for buying Google Adwords” but social media is another kettle of fish. It’s scary, uncharted waters. The flip side is that there is no better way to become your company’s fastest rising star, than social media marketing.

Social media is all about the inner circle. Seth Godin, one of the most prolific digital marketing experts refers to four circles – the outer circle of traditional marketing “yelling about your product” whether people are listening or not. The first inner circle which is creating brand advocates who love your product and the most overlooked inner-most circle of actually changing how people think of your product. And the kernel, as I call it, is the product itself. If you use your customers (and word of mouth marketing or social media marketing) to tell the story for you, you will have the most powerful marketing success of all. Learn to leverage the inner circles and you will be in control of your own destiny, budget and future.

The best way to control the inner circles is to capture people at the height of engagement and enjoyment – this is usually a time when most people are having too much fun to talk about “a product”. This is why an automated social media program can be so powerful.

Think about the last time you bought a new car. You drove off the lot feeling like a million bucks, you drove by your favorite places in hopes of being seen, you sped down a windy road to see what she could do, you may have even drove to your parents or best friend’s to show off. Imagine if a person’s entire social graph could share that moment. That’s not selling or marketing – that’s sharing an emotion.

Capturing a photo and some unique text at that precise moment is worth thousands of pages in a glossy magazine because one trusted person is happily engaged with your product. Amplify that emotion with your brand across Facebook and you are telling a story of your product changing someone’s life; if only for a moment.

I took my kids to Canobie Lake Park in New Hampshire last weekend and my youngest son rode his first roller-coaster. He was thrilled, we all had fun. It would have been a perfect time to amplify that moment – but that brief moment was lost forever because they did offer a way to grab that memory and share it. Fun, social memories are what we try to capture every day at dwinQ.

If you can grab that emotion, associate your brand with it and tell a story –you are on your way to becoming a marketing legend and you will stay in control of your future and your marketing program for a long time. Do what everyone else does, buy Google ad words and put up a fancy booth at a trade show and you won’t get fired. You won’t get noticed either.

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