Facebook’s Changes: How to Get Timeline Now, What Changes Mean for Brands

Mashable has had some really informative posts on all the recent Facebook announcements of late. The first one here walks you through how to enable Facebook Timeline now. It’s really just a more visually oriented way of viewing your Facebook status and profile.  The instructions are fairly easy to follow but be aware that only other people who have done this will be able to see your changes for now. Once timeline goes out of public beta, it will be viewable by everyone.

Mashable added another article a day or two ago regarding how these changes might directly effect brand pages. And this one discussing what this all means for marketers using Facebook. According to the later post:

“Marketers, who have been told for years that they’re actually publishers now, will have to put that into practice”, says Ian Schafer, CEO of Deep Focus, a digital marketing firm. “Facebook is a channel, albeit a collaborative one, that needs to be programmed,” says Schafer. “We need to get people to share and interact with more content.”

This is a perfect example of why brands needs to focus on building an engaging brand experience on their own site and not put all their eggs in a specific social media service’s basket. If you build a storefront in Facebook, what happens when Facebook changes their terms of service? It’s kind of like a New Jersey protection racket…”Gee, it would be a shame if your nice little store had a fire or somethin’, wouldn’t it? But, if you take advantage of our special policy, I can assure you nothin’ will happen.” We’ve already heard rumblings that Facebook is pushing down brand pages from fan’s news feeds, in preparation for coming back to brands with their hands out for MONEY!

Social media is great, until it isn’t. For years, all brands could do was lease somebody elses media to reach an audience. Not anymore. A smart brand, who knows how to find out the information, education and inspiration needs of their customers can now cheaply create their own media channel and build an audience that they own.

Really, we think the safe bet is for brands to take the later course, viewing themselves as media companies, producing helpful, relevant, engaging and entertaining content that people are already searching for and building an audience they own on their own brand site. This site then functions as a distribution hub for the content to be scattered over then entire web. By all means, post it on Facebook and Twitter and LinkedIn and YouTube and any other specific social site that makes sense for your audience. But, don’t for a minute think these social channels will continue to offer brands their services for free forever. It’s only a matter of time before they start flexing their media might and changing for audiece acces.

Image searches ‘poisoned’ by cybercriminals

 

Saw this in New Scientist last night and it scared me because I search for a lot of images online. Holy cow, those hackers are nasty little dudes…kind of like digital weeds…or mosquitoes. Maybe someone should develop a malware for malware…a software that attacks any computer attacking yours. What do you think of that idea?

 

Optimizing LinkedIn

By popular request, my Optimizing LinkedIn presentation ready for downloading. I’ve been giving it for various groups and the feedback has been encouraging. One person told the group I presented to this morning that he’d been to numerous LinkedIn training sessions and mine was far and away the most practical and informative. That was good to hear because I always want to deliver helpful, relevant information, value and thought leadership.

Please let me know how I could improve this. It’s intentionally designed to be light on text as it’s given as a workshop presentation. Hubspot has a number of more detailed e-books and white papers to walk you through particulars. In addition, the LinkedIn learning center is a great place to lean more. Enjoy!

 

Winning at the Zero Moment of Truth

Google report on the Zero Moment of Truth

Jim Lecinski, managing director of U.S. Sales and Service for Google and all around good guy, has kindly given us permission to distribute his phenomenal report entitled Winning at the Zero Moment of Truth. The 73-page e-book documents the startling changes in consumer researching and buying behavior occurring as the internet, social networks and channels, content like user reviews, ratings and other consumer-generated content,  search engines and “always on” smart phones and other mobile devices converge to create a new kind of world where your brand is not what you say it is but what the consumer says it is.

In reality, the “internet of things” arrived a bit earlier than anticipated. It came in form of the Internet of US! It came about because of our iPhones, iPads, Androids and other smart, mobile devices, perpetually connected to the internet, broadcasting our likes and dislikes…our sharing, creating, commenting, reviewing and recommending. The hard cold truth for most brands is not that the technology is ahead of their marketing efforts…their customers are ahead of their marketing efforts!

Marketing model for the first moment of truth
Legacy Marketing Model: First Moment of Truth

In order to understand the Zero Moment, you have to understand the First Moment of Truth concept popularized by Procter & Gamble. It referred to the first place a brand had to win…when the consumer, stimulated by some kind of marketing communication or advertising like a TV spot, a coupon or a magazine ad stands in front of the product at the retail shelf and decides to put the brand in their shopping cart. The marketing model that goes along with this concept is simple: run creative advertising to get the consumer to be aware, to have interest, to go to a retail location and buy your product. A tremendous amount of time, money and effort has gone into perfecting this system.

graphic depiction of the zero moment of truth concept

What’s changed is huge critical moment now occurs between stimulus and shelf. It impacts every product or service category, whether it’s a considered good like a $40,000 automobile, a $2,500 HDTV or a $3 bottle of body wash. It has implications for both business-to-business and business-to-consumer marketers.

Consumers still may watch your TV spots or see you magazine ad. But they now immediately  grab their laptop or smart phone and search for reviews to see what others are saying about your product. They go to Facebook or Twitter and ask their friends if anyone has used the product and if so, what they think. They may go to YouTube and look for a vedeo of someone demoing the product…or making fun of it. Before they’ve even been able to go to the store, they have all the information they need and they’ve already made up their mind.

The Zero Moment of Truth describes this dominant role these connections, community and content are now playing in how we research, learn, search and ultimately find and buy products and services.

Jim sites several examples of zeros moments of truth in his report:

  • A busy mom in a minivan is looking up decongestants on her mobile phone as she waits to pick up her son from school.
  • An office manager at her desk, comparing laser printer prices and toner cartridge costs to determine which office supply store has the best price
  • A student in a cafe, scanning user ratings and reviews while looking up a cheap hotel in Barcelona.
  • A winter sports fan in a ski store, pulling out a mobile phone to watch video reviews of the latest snowboards
  • A young woman in a condo, searching the web for juicy details about a guy with whom she’s been set up on a blind date

Kim Kadlec, worldwide vice president of Global Marketing at Johnson & Johnson puts it this way in the report:

We’re entering an era of reciprocity. We now have to engage people in a way that’s useful or helpful to their lives. The consumers is looking to satisfy their needs, and we have to be there to help them with that. To put it another say: How can we exchange value instead of just sending a message?

That’s the question every marketer should be exploring and using to examine every piece of traditional advertising and marketing. Is it delivering value? Is it helping to answer the consumers need for information. Is is designed to engage and amplify across this environment filled with zero moments of truth. Something to think about.

Infographic: Most Content Sharing Occurs on Facebook

Mashable posted this cool infographic this morning based on research from the sharing widget AddThis. In 2010 Facebook grew as the number one destination on the web for sharing content, outpacing all other sites and sharing vehicles. Still, there’s lots of sharing going on, with a variety of tools used.

 

Infographic Showing How/Where Content is Being Shared

 

 

 

Social Media: Past, Present and Future

Been meaning to post this for a couple weeks but the holidays just seem like such an appropriate time to blog about the ghost of social media past, present and future, don’t they. I thought this was a pretty compelling presentation by entrepreneur-turned-venture capitalist Mark Suster, presented at the Caltech MIT Enterprise Forum in October.

His presentation is a pithy take on where we’ve been, where we are and where we’re headed with the social web. His main takeaway, at least from my read, is that the rise of massive social networks such as Facebook and Twitter inevitably means that fragmentation is on it’s way. The social web is already starting to splinter into more vertically aligned interest groups (i.e. the Birds of a Feather” effect).

This fragmentation of the social web, he finally points out, is why Mark Zuckerberg remains paranoid (after all, where is AOL or even Yahoo! two titans of the early internet today?) and why right now is one of the greatest times since the last wave of digital innovation to work hard and innovate. Great, inspiring stuff.

SocialPastPresentFuture

10 Trends in Mobile Technology

Mobile Gaming

From the Wall Street Journal the top trends in mobile for the coming year. Here they are:

  1. Tablets will take over the world
  2. Android will take over the world
  3. Apps will take over the world
  4. 4G will take over the world…eventually
  5. Parts for mobile handsets and networks will be in short supply
  6. The attorneys will have a field day protecting turf via patent warfare
  7. Security and privacy will be insecure and not so private
  8. China will screw everyone
  9. Your phone replaces your wallet/purse
  10. Location, location, location…as in using your phone to broadcast yours to everyone and allowing marketers can know your location so they can bombard you with coupons, offers and other Minority Report-like advertising assaults.

Mobile Virtual Goods Generate 4X More Revenue Than Ads

There’s gold in them ‘thar hills of virtual stuff. According to data from analytics firm Flurry, mobile virtual goods are hot. So hot, in fact, they’re far surpassing the revenue generated from mobile advertising.

The study, conducted using data collected from leading iOS social networking and social gaming apps, shows that in September of ’09, out of close to every $2 of mobile revenue… either advertising or virtual goods…over 2/3rds went to advertising. Just one year later, not only has the amount of revenue grown significantly, the amount going to virtual goods…swords, gold coins, respect points or plum trees for farm plots…has shifted dramatically to where virtual goods now account for $8 of every $9 in revenue. And, because Google’s Android Market does not yet support in-app purchases or micro-transactions, the data doesn’t include users from this rapidly expanding platform.

Virtual goods sales were already going gang busters on social sites like Facebook. Michael Pachter, Wedbush Morgan Securities video game analyst, reports that social gaming revenue has grown from approximately $600 million in 2008 to $1 billion in 2009. Further, he forecasts that social gaming will generate nearly $1.6 billion this year, and grow to more than $4 billion by 2013. That’s a lot of quarters for plum trees on your Farmville farm.

The convergence of social and games will continue to expand their reach into our lives. In fact, social gaming is reaching a tipping point and with Wal-Mart and Verizon now selling iPads, the size of social gaming’s audience will quickly surpass prime time television viewership.

For marketers, this sweeping technology, entertainment and behavioral change represents tremendous opportunity to create highly engaging content built around the core premise of your brand, then invite consumers into a branded experience that extends far beyond your physical product or service. In fact, maybe it’s time to start thinking beyond the five “P’s” when it comes to marketing. Maybe it’s time to add a “V”. Seems plausible doesn’t it…the brand manager of the new realities has to think about Product, Price, Place, Promotion and Virtual. Can you imagine what a virtual version of your brand or brand experience would be, could be? If not, you should start dreaming. There’s money to be made for the imaginative mind.

Top 5 Emerging Brand Trends on Facebook

This was an excellent and comprehensive Mashable overview of the five major trends brands are using to connect, transact and serve customers on Facebook. There’s some very impressive innovation going on in the space, lead by some very big brands like Ford and Nike. What have you seen brands doing on Facebook that impresses you?

How the Old Spice Videos Are Being Made

Excellent post from ReadWriteWeb on How the Old Spice videos were made. I love this campaign. Everyone does. The videos have been a huge hit on YouTube and other social media sites. There’s some disappointing news this morning that Old Spice sales aren’t benefiting from the campaign….yet. I think the jury’s still out. After all, body wash isn’t something you pantry load…unless you’re me and your teenage sons take yours out of the shower all the time.

I’ve got some ideas regarding what Old Spice could have done to insure better sales success. What about you?