Facebook’s New, Entirely Social Ads Will Recreate Marketing

Leaked documents show Facebook making a radical departure from traditional online display advertising into a world where ads are conversations and brands automatically tell you which of your friends are already on their side.

Facebook appears ready to launch a new set of premium ad units, and, based on a review of documents which purport to describe them, the social network would seem to be doubling down on two core principles that mark fundamental departures from traditional advertising.

First, Facebook is making the new ads social by default, meaning they will automatically show users when their friends have already Liked the advertiser. And the new formats will draw their content exclusively from posts to brands’ Facebook Pages, rather from advertising copy written independently.

Combined, these features make two statements about where Facebook believes the future of online advertising lies–at least in its particular universe. It is saying that ads based on content, rather than messaging, have a better chance of hitting home, and that ads involving tacit endorsements from the people you know have a better chance of capturing your attention.
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Does ‘Liking’ a Brand Drive User Loyalty?

59% of consumers have ‘liked’ a Facebook brand page in the past 6 months

brand loyalty social media

brand loyalty social media

When it comes to Facebook “likes,” social network users are sending brand marketers mixed signals. AneVoc Insights study indicates 59% of Facebook users have “liked” a Facebook brand or company page in the past six months. Although this statistic may seem promising for brands, how “liking” a brand connects with consumer loyalty is still vague.

When surveyed by eVoc, 54% of Facebook users who “liked” the page of a brand or company that sells a product or service said they were somewhat or much more likely to purchase from that brand. The study confirms that the most “liked” pages are for food brands, TV shows, music, movies and clothing.

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The test: Facebook vs Search

search vs facebookWe’ve been testing the performance of Facebook advertising on our Facebook optimisation platform, and how it performs against search for a test sample of brand clients.

We did this by running two simultaneous campaigns across search and Facebook for each client (both campaigns are designed to work together, with a similar message and content). We’ve measured the impact of each on conversions (predominantly sales and registrations) on each brand’s website.

The first step was to build and optimise the brands’ search campaigns across Google, Bing and Yahoo!. Then, we built and optimised Facebook campaigns designed to achieve the same goals. This lets us look at how Facebook and search campaigns perform together, and against each other, and what the different benefits are of each.

Our goal for these test clients was to distribute spend across each channel in the most efficient way possible, to effect the most conversions at the lowest possible cost-per-conversion.

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What Brand Marketers Expect from Social Media Followers

How much is a brand fan worth? It’s a question some social media marketers have been asking for a while, but research suggests many are moving on from the search for a hard number.

According to a July 2010 survey of social media marketers byMillward Brown and Dynamic Logic, the most valuable aspects of social media brand fans go beyond anything with an immediate monetary value. Increased short-term and long-term spend on the brand were the bottom two results.

At the top of the list were the fan’s value as a source of insight and increased loyalty overall. Advocacy and engagement were also important to at least three-quarters of respondents.


Value of a Facebook Fan According to Marketers Worldwide, July 2010 (% of respondents)

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#Malaysian airlines lets members book, check-in and change seats via facebook

Malaysian facebook booking pageMalaysia Airlines in partnership with technology provider SITA have launched a new Facebook application, called MHbuddy, that allows users to search, book and pay for flights with the airline directly through Facebook. Malaysian is not the first to introduce such functionality (see “Delta first airline to sell tickets on Facebook”), but the airline has gone several steps further by integrating the booking process with the user’s Facebook profile, allowing members of the popular social network (over 500 million members worldwide) for example to identify friends who might be on the same flight.

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Social Media: you are only as secure as your Dumbest Friend

Funnily enough, this was the question that came up at a workshop on social technology strategy,dumb facebook friend which I ran to coincide with the publication of“Social Business Strategy.” To put it into context, we were discussing the development of social media policy guidelines and how secure Facebook is as a social network. One of the participants was suggesting that Facebook can be secure because you can restrict the content to be visible to just your friends. At this point another participant jumps in with this wonderful one-line response:

“Yeah, but you are only as secure as your dumbest friend!”

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Why do people follow brands on Facebook?

From Econsultancy.com:

Exactly why do people follow brands on Facebook? I thought I’d ask that question to a whole bunch of consumers to find out.

The survey coincides with the launch of Econsultancy’s 90-page best practice guide to creating Facebook Pages, which I co-authored, and which we released today.

The guide, aimed squarely at brands (and agencies that build pages for clients), contains 50 recommendations and includes 60+ examples of Facebook Pages. It should provide you with lots of insight and ideas to help you brainstorm and execute a brilliant Facebook strategy for your company.

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