Intro: Facebook Impressions vs. other online promotions
So back to the original question: What is the value of a Facebook impression? Consider pricing today for products like e-mail and online advertising.
e-mail newsletters in niche categories like sport fishing can command $100 cpms. If we valued Facebook impressions at that rate, then a 100,000 impressions on Facebook would be worth $10,000. But it's clear that Facebook impressions are worth more.
A click on a typical sponsored link or display banner priced on a cost-per-click basis can cost anywhere from pennies to several dollars, but a conservative number is $.50 in the fishing category. If we thought of an impression as the equivalent of a click, then 100,000 impressions would be valued at $50,0000, which doesn't sound reasonable. That's because clicks are a deliberate act by the consumer, whereas impressions are informed programming suggestions by Facebook. The click does beat the impression.
What's more like a click, when it comes to a Facebook impression, is interaction with impressions—likes, comments, click-thru. But if you see 2 percent interaction rate with 100,000 Facebook impressions, and you price those like clicks at $.50, you come out at $1,000, which values the impression well below what we argue is an inferior product, the marketing e-mail.
In the end (finally, a stake in the ground), we think a sound way to view the value of a Facebook impression is the impression itself the interaction with the impression. The impression is inherently valuable because it reaches consumers due to the programming smarts and accumulated trust that get the post through Edge Rank to become an impression for any given Facebook member. That's much harder to do than delivering e-mail or blanketing the Web with sponsored links. But interaction is also key because marketers want to know what consumers think, not just what Facebook's Edge Rank thinks.
In the end, price is not objective. It's what the market will bear. GoFISHn is in experimental territory, and we are pricing so that marketers feel comfortable trying out our ideas and theirs in the programming and promotion framework we've created. We deliver many times those 100,000 impressions within Facebook for our clients, not to mention we also have e-mail lists, banner ads, and all that. We think the Facebook impressions and interactions are worth more than e-mail cpms and less than clicks in a sponsored link. That's a big spread, and there is plenty of room to build a great business there.
Twitter now has 100 million active users generating some 200 million tweets and 1.6 billion search queries every day. Despite the promise of reaching such a massive, highly-engaged audience, many advertisers have struggled to find the best way to connect with Twitter users.
Brands have had success using Twitter to distribute coupons and special offers – gaining followers on the lookout for deals – but have stumbled when it comes to building brand reach and engagement on the network.
1. Promote Great Content
2. Keep Watch
3. One is Good, Six is Better
4. Own the Hashtag
5. Study Up
6. Think Twice Before Jumping on a Topic
Intro: Some tips to make the most of your 15 minutes
Creating a video that attracts millions of viewers and becomes a pop culture phenomenon involves an unpredictable cocktail of luck and timing. A dash of cute babies or people acting like idiots can only help. But once a video goes viral, making some cold cash depends on quick action.
Here is some advice on how to take advantage of your 15 minutes of Internet fame from people who did just that.
Take the time to identify the video by writing a detailed title and description so people and search engines can find it easily, said Kevin Allocca, manager of YouTube Trends. “Surprised Kitty” (55 million viewings and counting) is far better than “Video of Tigger.”
They can also read YouTube Trends, a blog YouTube started in December to analyze what makes videos popular, whether they are about babies using iPads or scenes from the earthquake in Turkey.
Intro: To be linked from Google AND Facebook?
But then news broke, first by TechCrunch, that Google planned to use Lala’s service as a back-end infrastructure for a new music search feature to enhance its overall search offering.
Then things got wilder, when Facebook suddenly pushed up its announcement that it, too, planned to unveil a Lala-based music plan. Rather than stick to its plan to begin a limited roll-out to a small percentage of Facebook users later this week, suddenly the social networking giant confirmed its overall plan. “All of a sudden, it was like ‘we were launching right now,’” says Nguyen.
He thinks traffic from Facebook alone could increase the number of songs doled out from Lala’s servers by an order of magnitude above the 5 million or so songs it currently delivers each month. While he won’t comfirm the Google deal, it’s pretty clear it’s coming.
Of course, it’s never had to deal with tens or hundreds of millions songs a month. As such, there remains the small question of execution. But if Nguyen & Co. can keep up with rising demand, the 35-person start-up may emerge as a company to reckon with amid thd digital music industry’s walking wounded. Never one to shy away from a bold prediction, he says that “I think we’ll be one of the top two or three retailers of music within a year.” That suggests that while Apple’s lead is safe, little Lala might catch Wal-Mart and will likely pass Best Buy, Amazon, Target and Borders.
Intro: The giants aligning? Can MySpace be resurrected?
There were excitable reports overnight that Google is about to launch its own music service. That is seemingly not the case. However, what Google IS doing is preparing to unveil richer music features within its main search engine.
Essentially, when users search for band names, they’ll bring up a “One Box” including a photo, biographical info and an option to stream preview clips and/or full streams from partners including Lala and iLike. There will also be prominent Buy MP3 buttons.
Separately, MySpace has launched the MySpace Artist Dashboard, which gives artists and labels better metrics on their profiles and streams on MySpace and MySpace Music. It integrates recent acquisition iLike’s own artist dashboard. Finally, MySpace Music now offers Buy links to iTunes as well as Amazon.
And finally… Facebook has its own new initiative to reveal: music gifting. The social network has been selling virtual items to Facebook users to give to their friends for some time, but now it’s added a Music and MP3s category, with partner Lala – a busy week for them.
Intro: Are there any humans left on MySpace?
Owen Van Natta, MySpace chief executive, is about to take the stage here at the Web 2.0 conference in San Francisco. Mr. Van Natta, who joined the News Corp.-owned social network in April, comes bearing some modest news: MySpace will expand its selection of music videos and make them more prominent in its search results, profile pages and on a “New Music Video” hub.
In an interview on Tuesday, Mr. Van Natta laid out some of his plans to stem the decline. In the five months since he joined the company, he has hired a new executive team, started cleaning up the site’s clunky, ad-choked interface, and acquired the social music service iLike in an effort to expand MySpace’s reach beyond the confines of its own social network.
“Over 100 millions users per month are socializing on our products,” Mr. Van Natta said. “It’s a massive audience and they are extremely engaged. There is a lot of clutter, so people can’t do as much as they should. But if we can make the site easier to use, and introduce new things, we can increase their engagement without necessarily increasing their time on the site.”
iLike is also part of the new Google music service we wrote about Wednesday, which means song clips from MySpace will be available to people searching for artists and songs on Google.
And those deals, Mr. Van Natta indicated, are just the beginning of his effort to syndicate MySpace content across the Web.
“I believe strongly that the future of web is openness and distribution,” Mr. Van Natta said. “People’s behavior on the Web will get more atomized over time and you have to embrace that. People want to embrace these things in different places.”
They didn’t want to jump the gun and launch them before they were ready, that’s understandable. To be fair, Facebook had years to develop their version of brand pages and they continue to evolve. If you’re going to take on the social media Goliath, though, you had better come out swinging and knock our socks off.
However, Google Brand Pages are inexplicably missing what many consider basic functionalities, such as:
Contests/promotions (not allowed)
Multiple user admin or posting privileges (reportedly in the works)
Clear separation between personal/professional identity
Email or navigation bar notifications
As Google power-user Robert Scoble expressed, this first iteration of Google brand pages is confusing, tedious, and even scary. A period of trial and error with users as guinea pigs wouldn’t be as much of an issue with personal accounts, but who wants to play fast and loose with their business reputation?
Intro: Excellent piece defining the possibilities with Social Networks.
Businesses have embraced online communities as a means of communicating with their customers—and for good reason. An online community offers unmatched opportunities for customers, prospects, advocates, and fans to support and engage in conversation about their favorite brands in a brand-safe environment.
Yet building a successful online community isn't as easy as it might seem. A thriving community requires defined goals and a clear strategy if it is to consistently attract and engage participants. Below are five tips to help you build an online community.
1. Determine your goal
2. Identify metrics
3. Develop a marketing plan
4. Identify monetization goals and strategy—brand-building vs. monetization
5. Determine how you'll build it
SEO firm BrightEdge is reporting that 61 percent of world’s top 100 brands have already created Google pages. As we reported last week, Google launched “Pages” for Google to allows brands, products, companies, businesses, and organizations to build their very own tailored Google presence.
For basis of comparison, 94 percent of the Top 100 brands have a presence on Facebook. BrightEdge says that only 12 percent of the brands that created these pages displayed a link to them on their home page. About 53 percent of the Top 100 brands display a link on their home page to their Facebook page. And brands appear to be having mixed success at building social networks around their Google presence. In fact, Google had the largest fan contingent of any brand on Google , having attracted more than 65,000 fans.
Only one Top 100 global brand, Marlboro, has no social media presence on either Facebook or Google . And Microsoft and General Electric are the two largest brands that have a Facebook page but no Google presence.
Intro: MySpace gobbles iMeem in addition to iLike.
MySpace is in late stage negotiations to acquire music streaming service iMeem, we’ve confirmed from multiple sources. MySpace is on a bit of an acquisition spree – they acquired iLike, another music service, three months ago.
We don’t know the price of the acquisition, but this isn’t going to be a big win for investors. iMeem has raised at least $25 million (that we’ve been able to track) plus at least another $10 million in debt. But the difficultly in making a free streaming music service work as a business model forced them to make some hard decisions. Earlier this year they renegotiated label contracts and recapitalized the company, bringing in $6 million in fresh capital.
What’s in it for MySpace – the acquisition of a seasoned team with lots of experience in music. Plus the iMeem and SNOCAP intellectual property.
Facebook Has More Active Users
The first and most obvious hurdle that businesses hoping to take advantage of Google Pages face is the number of active Google users.
Google Lacks Key Services
Google Pages were launched without many of the advantages that Google could inherently bring to the table.
Google Doesn't Allow Promotions and Contests
This is a distinct problem with Google Pages before it even has a chance to get off the ground. One of the benefits of having a presence on Facebook is that you can grow your audience by enticing them with promotions and contests directly on Facebook itself.
Google Pages Take More Work
If you look at the composition of a Google page, you'll see that you have four tabs to talk to your customers. While automatic posting tools such as HootSuite will likely be upgrading their service to include Google Pages, you'll still need to curate content like photos and videos separately on Google .
Like Facebook Pages, Google Pages allow brands, products, companies, groups and others to create a professional presence on the social network. However, according to Google ’s Policies, it appears that Google will not allow brand Page owners to host contests or promotions directly on the on the social network itself.
This could be a matter of Google just not being ready to deal with the overhead, the spam or the potential fraud that contests would inevitably bring to the network. But it could also be reflective of a broader vision that Google has for its social network – one where it’s not about tricking users into “liking” (plussing or Circling) a brand in order to win something (as is too often seen on Facebook), but one where users and brands have a different type of conversation.
MySpace jumped 8 spots to #42 in comScore's list of most visited U.S. web properties in February. The Specific Media-owned site attracted 25.5 million unique U.S. visitors in February, up from 25.1 million in January.
Facebook actually dropped a bit in February, from 163.5 million uniques in January to 158.7 million uniques in February. Because the number of U.S. Internet users held steady at roughly 220 million, the percent of total Internet users who visited Facebook dropped to 72.2% in February from 74.3% in January.
The real Internet star lately has been Pinterest, the social network favored by women in flyover states. Its traffic has tripled its number of U.S. unique visitors since November. The site's traffic grew to 17.8 million uniques in February from 11.7 million in January, 7.5 million in December and 4.9 million in November.
Intro: An exclusive look inside CEO Ben Silbermann's social media sensation.
Pinterest, for the uninitiated, is a deceptively simple-sounding, insanely addictive social media site that lets users collect and share images on digital pinboards.
In February Pinterest drove more traffic to websites than Twitter, Google , LinkedIn (LNKD), and YouTube combined.
By January 2010, Silbermann and his co-founders were e-mailing friends and family to invite them to try the service. It was slow going. For one thing, they were hard up for cash, and no one wanted to invest in a startup with three nontechnical founders.
Once Pinterest began growing, it didn't stop. Since inception, the site has added an estimated 40% to 50% more subscribers each month.
Essentially, Pinterest excels at something that's very hard to do on the web -- help people discover new things.
Intro: 18 companies are charged in a class action suit with surreptitiously taking data from smartphone users
The lawsuit was filed by a group of 13 individuals in the United States District Court for the Western District of Texas earlier this week. The suit charges 18 companies with surreptitiously gathering data from the address books of tens of millions of smartphone users.
The lawsuit seeks a permanent injunction against such data collection and the destruction of all personal data collected by mobile application vendors so far.
The lawsuit comes at a time when privacy concerns over mobile applications appears to be steadily rising.
Intro: More new chiefs at MySpace
"It would be silly to count us out," says Jason Hirschhorn, who, with Mike Jones, runs the company as co-president. They replaced Owen Van Natta, who was jettisoned as CEO last month after less than 10 months on the job.
They have their work cut out. MySpace, a unit of News Corp. Digital, has stumbled through two CEO resignations in the past year, while Facebook and Twitter surged. (Van Natta's predecessor, Chris DeWolfe, left in April 2009.) Nonetheless, MySpace remains one of the Internet's most enduring brands. It is profitable, and it is expected to haul in more than $350 million in revenue this year — mostly from ads.
MySpace is moving back to its original DNA: appealing to self-expressive, creative under-35-year-olds who are into games, music and movies. More than half of MySpace's estimated 100 million users are 25 and younger, according to market researcher ComScore. The 13-to-34-year-old demographic spends 84% of all user time on the service.
"Their brand was born in the music community, as a hub for attracting bands and fans," says Tim Westergren, founder of Pandora, an online music service."There still is a tremendous loyalty toward MySpace, and it is a monster audience. They were the first mass destination and home for DIY artists. Bands remember that."
"The game isn't over for (MySpace)," Owyang says. "They still have a strong foothold, the opportunity to try new tactics, if their management team — and internal culture — can quickly come into alignment."
Says Hirschhorn, "We will always be culturally relevant. And we'll be here in five, 10 years."
Intro: Pinterest already offers users some great tools to help them get their accounts get noticed, including a Follow Button and Pin It button which can easily be installed on any website. But with such an active community, it’s no surprise that there are a ton of other interesting tools, apps, and sites which aim to enhance the Pinterest experience.
WordPress plugins, Pinterest analytics, cool Pinterest layouts and hacks, and mobile access – Pinterest’s vibrant community has pretty much left no stone unturned.
For those truly addicted to the site, Pinterest has an official iPhone app which makes it easy to take your account with you everywhere you go. You can pin photos you’ve taken, or saved, through the app. Android users, however, aren’t as lucky. You can still access all of the site’s features using the HTML5 mobile version of the site in your browser, but have no uploading capability.
One major issue when it comes to using a service like Pinterest as a marketing tool is that you don’t have access to any sort of metrics tools. With Pintics, that’s exactly what you’re going to get. Currently in private beta, we’re going to take an in-depth look at this site very soon. For the time being, we can tell you that you can use the service to manage multiple accounts, and find out more about the traffic and sales your account is generating.
Article Title: Google
Intro: Dumbest deal of the year? VEVO to shun non-Facebook users
Lately, there have been rumblings that VEVO was looking to ditch its biggest technology partner, Google's YouTube, and form an alliance with Google rival Facebook. And now there's reason to believe the rumors might be true.
While a break-up with YouTube could have been written off as being too risky given the amount of traffic YouTube delivers to VEVO, the email seems to indicate that such a break-up is imminent.
Given the music industry's track record of poor strategy and execution over the past decade, the structure of the apparently impending VEVO-Facebook marriage isn't all that surprising, even if it is still disappointing.
Intro: Exclusive offer for Facebook users
Here's the twist: You can't find the deal in any newspaper or magazine. It doesn't exist in print, only on Facebook.
That's a switch for corporations, seeking to advertise their wares.
'Digital couponing’ like Monday’s offer also allows companies to track how well their Facebook page is doing in attracting potential costumers.
“With social media, it’s hard to see how many people are visiting your site,” said Mr. Simonds. “When you give them a promotional code to bring when they go to the store, you know who’s been on your Facebook page.”
Intro: The search for social media standards
True to form, many of the technologies showcased during New York's annual Internet Week wowed, but what really generated attention were efforts to answer the $64,000 question: How do we measure the value of a Facebook fan, especially since Facebook is a dominant part of a marketer's toolkit?
Synapse, for instance, assigns the average value of a fan at $136.38, and Vitrue pegs the value of a Facebook fan at $3.60.
Synapse in the study:
Product spending -- Facebook fans spend, on average, $71.84 more than non-fans over a two-year period.
Loyalty (meaning ability to influence and promote brand loyalty within a target audience) -- Facebook fans are 28% more likely to continue using a brand than consumers who are not fans on Facebook.
Propensity to recommend -- 68% of fans are "very likely" to recommend a product to family and friends (as opposed to 28% of non-fans).
Brand affinity -- 81% of fans feel a connection to the brand (versus only 39% of non-fans).
David Armano, senior VP, Edelman Digital, observed in a session on Facebook; we would do well to think of Facebook as part of a larger marketing "ecosystem" where there are practical and actionable set of measures like customer lifetime value, acquisition costs and sales.
There is a rising chorus of voices demanding a coordinated industry approach to metrics and methodology used in the measurement of social media that integrates the disparate trade organizations' efforts while introducing the best thinking from innovative companies like Synapse and Vitrue. This will allow the industry to come up with an accepted standard set of metrics that provide true actionability.
Intro: Good general starter tips
Nielsen recently published a study stating that 79% of Fortune 100 companies are leveraging social media to engage their audience, and they are doing it in innovative ways to build buzz, establish relationships, foster communication, improve products, and cultivate long-term brand awareness and consumer trust.
Social media is ultimately about relationships. It should be viewed as a two-way street. As a brand, you aren’t there to promote a product, you are there to communicate and relate. If you approach social media with sales as your end goal, your audience will notice and, most likely, you will be ignored.
1) Raise brand awareness by hosting an online game or contest
2) Drive valuable traffic to your social network with a free giveaway
3) Grow consumer loyalty by giving consumers a stake in your brand
4) Build brand equity by aligning with a higher purpose
Intro: Integrating social media services in your website design is vital if you want to make it easy for readers to share your content.
While some users are happy with the social media buttons that come built into their design template, the majority of WordPress users install a plugin to automatically embed sharing links on their pages.
Many of you will find that a plugin does exactly what you need; others not so much...And while some great social media plugins are out there, they don’t integrate with every WordPress design.
Today, we’ll show you how to manually integrate the three most popular social media services on your website: Twitter, Facebook and Google .
Intro: There have been many stories and guest posts on Hypebot recently about how to use social media to market to fans. This seems only fitting, since 2012 will see an increased scrutiny on social media marketing strategies, metrics and results.
The biggest problem artists face today is generating awareness. This is particularly true for emerging acts and even more so for DIY artists.
Artists need to feed the machine at one end so that the conversions on the other end have more impact.
But this does not mean grow at any cost. And let’s be clear… cost can be a major factor when considering your social awareness options.
Intro: With the ever-growing number of companies relying on an online presence, the addition of a community manager to the team has become increasingly important.
Depending on the company, a new community manager may find that his or her role is not exactly defined. However, the following are general tips that can lead to successful community management.
Online community management is a relatively new field, without a clearly defined role. However, this undefined nature is appropriate, as each community is unique to a brand. Regardless of whether the individual is a new of experienced community manager, it is up to the individual to determine what practices are best for the community.
Intro: Facebook storefronts fail, but f-commerce isn’t a failure
Retailers are opening Facebook storefronts only to be forced to shut them down soon after. Is this Facebook’s fault or are the companies not taking the right approach?
There was a lot of anticipation that Facebook would turn into a new destination, a store, a place where people would shop, But it was like trying to sell stuff to people while they’re hanging out with their friends at the bar.
In short, there are companies who are using Facebook to grow their business and those who are failing to do so. Here’s the trick: don’t just shove your products onto Facebook users; build a service or feature people will actually want to use with their Facebook friends. Increased sales will follow.
Intro: A good guide for user interactivity
Contests are a core way to drive participation on your Ning Network and keep members coming back.
Make sure the topic or theme of the promotion is relevant and interesting to your members. This will help shape your promotion and ultimately drive participation. Provide creative goalposts to encourage the submission of compelling creative.
2. Keep it simple
Design the promotion to make it accessible to as many members as possible. Create clear and transparent rules to inform and aid in the vetting of submissions.
3. Spread the word
Send a broadcast message to alert your members to the promotion and provide timely updates.
4. Compelling prizes
Attention and recognition prizes are often as valuable as cash prizes. People love getting recognition
5. Measure your success
Predetermine a set of metrics prior to launching your promotion that will help you measure success
Intro: Good tips for weathering the social media storm
We hear so much about the “best practices” in social media and what they’re doing right. Won’t there be much more to learn from their journey to social media success, rather than the success itself?
1. Don’t force yourself into the conversation
2. You CAN be too personal
3. You can’t just jump in and expect success.
4. You have to show results.
5. Separation of personal and professional networks for employees.
6. There is such a thing as too much content.
7. Social Media is an addition, not a replacement.
8. Social media is not an end.
9. Know your audience.
10. Reward the customers that want to be rewarded.
11. Use what you have first.
12. Learn along the way.
Intro: Are silos erecting bridges?
The move could potentially see MySpace music and video footage being shared on Facebook via its Connect platform, which allows people to log into third party sites using their Facebook ID.
Sheryl Sandberg, Facebook’s chief operating officer, told The Telegraph: “Facebook is focussing on building the best technology which helps people share content, while at MySpace they are focussing on more a content-led strategy. We would like to have their content, as we already do with many other sites, shared across our network because it is good for our users.
When asked how the partnership could work, Ms Sandberg explained: “Hypothetically speaking, as nothing has been formally arranged yet, MySpace could become a Facebook Connect partner – which would allow people to share content they liked from MySpace with their Facebook network.”
Owen Van Natta, MySpace’s chief executive, formerly Facebook’s chief revenue officer, also confirmed the two companies are in talks. Since joining the company in April earlier this year, Mr Van Natta has refocused MySpace, moving it away from being a social networking platform which directly rivals Facebook.
He says the product is now “a platform where people socialise around content” and is aiming for MySpace to become the place where people find and share music, TV, films and games.
Intro: Some good basics for social sites.
1. Be Human
2. Know What You Want
3. Listen and Respond
4. Diversify and Pace Your Content
5. Inject Yourself Into the Conversation
6. Get Feedback in Real Time
7. Know Your Audience
8. Know the Platforms
9. Create a User-Centric Experience
Intro: Great perspective on posting for real people.
As well as my own experience, I decided to do a bit of amateur research this week. I asked people to reveal what they find most annoying about brand behaviour on social media platforms, with a particular focus on Facebook and Twitter. Below is the culmination of that research.
1. Sell, Sell, Sell!
If you want to guarantee a fanbase of annoyed and frustrated customers, use your social media channels EXCLUSIVELY as a sales tool.
2. Treat your social customers as a nuisance
If you want to drive people away from your brand, treat them like they're a real thorn in your side. Take a long time to reply to some, ignore others - make them feel like they should be grateful that you're even talking to them!
3. "Facebook, Twitter - it's all the same isn't it?"
Want to make it look like you don't know what you're doing, and spending very little time getting to know your community? Then post exactly the same content to all the channels you have presences on!
4. Act like a spammer
As all Facebook users will know, seeing too much content from one source in your feed (whether it be an annoying school friend or a brand you've followed) can be a real pain. It's a brilliant way to annoy fans and create a backlash from users!
5. Beg for more
If Oliver Twist has taught us one thing, it's that nobody likes people who beg for more before bursting in to song. Or something like that anyway. Why not make your existing customers feel like they don't matter by continually begging for MORE MORE MORE?
6. "New customers only"
Anyone who can remember those annoying Nationwide Building Society adverts from the late 90s will know how annoying it is to be told a promotion is 'open to new customers only'. But social media is completely different, isn't it? Those customers won't mind, will they? No, surely not...
7. Use an RSS feed from your blog - nobody will mind!
Until recently I thought this had all but died out, but a few examples I've seen this month have shown that the auto-post RSS-feed spammers are alive and well. So why not join them? It's much easier than writing real content!
8. Promote one channel on the other, over and over again
"We love all our children the same... though Toby is our favourite!" - you know the drill. You might well have decided that Twitter is the best channel for your business, and are only keeping your Facebook page because "you've got to, haven't you?". So what's the harm in just telling your Facebook fans that they can find you on Twitter, on a daily basis? Right?
9. Don't repeat yourself. Don't repeat yourself. Don't...
We all know it can be a bit tiring to think up engaging content EVERY SINGLE DAY, right? So why not just post the same thing over and over? Nobody would mind that, right? After all, people don't visit your page every day, so they'll never notice...
10. Brush the nasty bits under the carpet
Every brand gets negative feedback from time to time - so who's going to care if you hide these, delete them or just pretend they don't happen? Nobody, right?
Intro: Online reputation management is an important sector of the Internet marketing industry.
Perhaps one of the most important values to have in order to be successful in this field is good study habits. Given the nature of SEO, social media and online reputation management changes everyday, so it’s vital to stay on top of current day-to-day trends. One of the most recent factors, at least in the aspect of the Google search space, is Google Business Pages.
It has always been a common practice in online reputation management to work with the profiles, domains, subdomains, directories, blogs, article sites, etc. that rank well in Google. The reason being that they allow the company to gain more branded search space and reduce the amount of negative listings.
Intro: Evolution at YouTube
And Salar Kamangar is the guy charged with ensuring its continued success and stewarding its increasingly important relationship with Hollywood.
Onstage at D: Dive Into Media this afternoon, Kamangar talked about the transformation YouTube is currently undergoing. “We are channelizing YouTube the product,” Kamangar said. “We want for YouTube to become the platform for the new video channel ecosystem developing on the Web.”
Kamangar said that video on the Web is becoming much more niche-driven; and importantly, participatory. Enhancing these niches are interactivity elements and social experiences that Kamangar compares to a “5-D experience” that can add audience input, choose-your-own-adventure-style participation, and the gamification of content to the typical video viewing experience.
Intro: And how musicians can make the most of them
The industry’s poster boy for this success is producer and DJ David Guetta.
His main fan page on Facebook is approaching 33m Likes. This puts him just outside the top 10 of this chart, which is almost as dominated by musicians as Twitter’s. But it is not simply the figure for the number of fans who have clicked on a button which impresses his industry, it is what he has done with it. He has developed a series of brand partnerships notably with Coca-Cola’s Burn energy drink and car manufacturer Renault from his native France.
By monetizing his personal brand, quantifiable thanks to social networks, he is showing how a new business model works successfully for the music industry, although there are plenty who dislike his overt commercialism. The point is he is making money after the probably permanent destruction of the industry’s traditional business model.
For decades that model was quite straightforward. Sell records. Everything else was subservient to that goal. Touring, merchandising, radio airplay and everything else could make a loss provided they led to sufficient sales of vinyl and later CDs.
The rise of digital media and file sharing has drastically reduced the importance of recorded music sales to the industry. As a result, what were ancillary activities before are now potentially the most important revenue streams.
Merchandising has moved way beyond the sale of tour t-shirts and now encompasses complete clothing ranges, designer headphones and, in fact, anything that can have a logo put on it. And recorded music frequently exists to promote live performances rather than, as used to be, the other way round.
Intro: Stores on Facebook still need to be figured out
The first generation of stores inside Facebook have been total flops, Bloomberg reports.
This is a problem for Facebook because it's one less business it can
Why is f-commerce a flop? Chris Dixon, CEO of Hunch, explains it pretty succinctly on Twitter: "Facebook is like Starbucks where everyone hangs out but no one ever buys anything."
Now, this is just the first attempt at commerce on Facebook. And it sounds like the big problem is that companies were just replicating what they had on their websites inside of Facebook. There's still a chance someone will figure out a way to make an e-commerce experience that works in Facebook by tailoring it to Facebook's strengths.
Intro: Solid move to diversify from Facebook
Through a new publishing program, due to begin in March, other game developers will be able to advertise their wares in Zynga titles and on a separate Web portal, said the people, who asked not to be identified because the plan isn’t public. Zynga will keep a portion of the sales generated from the games, according to the people.
“Any progress Zynga can make in revenue diversification is a positive,” said Colin Sebastian, an analyst at Robert W. Baird & Co. in San Francisco, who downgraded shares of Zynga to “neutral” earlier this week.
Zynga, with more than 246 million users, operates six of the seven most popular games played on Facebook, according to research firm AppData.
During an event at the company’s San Francisco headquarters in October, Zynga debuted a new service, called Project Z, geared toward curbing its dependence on Facebook.
Project Z would be part of a larger corporate strategy, dubbed Zynga Direct, that is aimed at building “a direct relationship with consumers whether they are on the Web or mobile,” Chief Executive Officer Mark Pincus said at the event.
Intro: Scoble on Google for brands
Well, when you work for a public company anything you post as a representative of that company needs to be done very carefully (I work on the media team at Rackspace, going around the world studying the bleeding edge of the technology industry). The problem is that there’s no editorial tools for anything posted to our Google account. Google brand accounts are woefully inadequate for public companies’ needs. Let’s discuss some of the limitations:
So, let me get this straight, only one person, working on one team, can post to a social networking account? So, if the brand needs to say something to customers in a high-touch, high-service business like ours (we have customer service people posting and answering phones and talking on chat 24 hours a day 365 days a year) they will need to wake me up to get me to post something? Really? Google, did you really think this through?
Even worse, I’m up early this morning to upload a video, with the founders of New Relic (very cool new company that our customers will want to know about) and now I have to decide where to post that content. Do I post it to Rackspace’s new account, or do I post it to my own personal account? Or do I post it to both (which will look spammy to customers who follow both of us). Yet another reason why I wish I had never heard of Google brand accounts: I can’t post content to multiple places. Grrr.
Facebook marketing is about getting the right fans, not just lots of fans.
Having a lot of fans also enables you to market to fans’ friends.
Because of EdgeRank, most pages don’t reach most of their fans. In fact, see this post on the PageLever data about how only 7.5 percent of fans see page posts daily.
Don’t just push messages at your fans — engage them.
Market like a mullet — business in front and party in the back (thanks to
Duncan from Firebelly for that one!)
Public relations wants a seat at the social media table and everyone should please leave their silos work together as a team on Social Media!
The data shows that Facebook is a top of funnel influencer for many online sales and last-click analytics will not give Facebook all the credit it deserves.
Images in Facebook ads are critical. Try faces. It is called FACEbook, isn’t it?
High clickthrough rates on Facebook ads lowers click and fan costs.
Contests shouldn’t be used to get fans, but to engage fans.
Facebook should complement, not replace your website.
Consumers don’t use Facebook nine to five, so you can’t be a community manager with those limited hours.
Brands overcomplicate Facebook marketing which lowers response rates. Keep it simple. People are busy.
Iterative creative makes more sense in Social Media (than traditional all-at-once unchangeable creative, which really came from the limitations of print media).
People connect emotionally- think about what emotions your brand inspires.
People connect with businesses that align with causes. What does your company believe in?
80 percent of fans from ads come from the like on the ad- these new fans never see your custom landing tab.
Don’t take numbers as is — compare them to your industry’s average, e.g. fan counts and likes and comments per post.
Business-to-business Facebook marketing can work, but stop talking so much about your company and engage!
There’s no right number of posts per day for every company — don’t post if you have nothing, but post 10 times if you have that much to share. And some businesses, like tourism and sports, are very seasonal and have more to say at certain times of year.