Tag Archives: facebook

Social FTMF – Using social media for “hand” tasks

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A lot of brands’ social media strategies revolve around dialogue, CRM or monitoring of buzz and sentiment.  But it’s also possible to use social platforms to drive short-term sales or other “hand” objectives.  Obviously, DR advertising runs on social platforms, but there are other more creative ways of getting people to act.

For example, Marks And Spencer use their Facebook presence to alert fans to sales, both on and offline.  And they create media pitstops, with timed messages suggesting tasty sandwich options just prior to lunch, or easy meal solutions at the end of the day.

Dell use their DellOutlet twitter account to tell followers about stock sales.

Skittles use their Facebook page to maintain a continuous dialogue with 600k+ fans – this is (at least in part) intended to prompt regular reminders about the brand to increase frequency of purchase and rate of sale.

And Orange use their Orange Film Club page to suggest films for people to see on Orange Wednesdays, pushing more people to redeem the offer, meaning more loyal Orange customers and more vocal advocates.

Anyone got any more examples?

We should be considering how we can get people to buy, go instore or act on a brand message when building social strategies for our clients.  Perhaps time-limited sales to create a sense of urgency.  Or deals exclusive to our social media fans / subscribers to reward them for signing up to our page.   Or timed messages to prompt action close to purchase opportunities (eg the end of the day / Friday night / lunchtime / the weekend).

Which Facebook groups are scams?

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It’s hard not to miss your Facebook friends signing up to groups in an effort to ‘win a free iPad’, ‘a digital camera if you invite your friends’ or ‘Get £300 to spend @ Topshop’.  What caught my eye about the latter was that I wasn’t actually sure whether it was genuine or not….some effort had been put into the group landing page, including an embedded video and the image looked ‘right’ (although the quality is a bit dodgy).  But the ‘step 2 – tell your friends’ put me off….. Despite my friends still joining in an effort to get that £300 a backlash against scammers is starting – these are the statuses I found when I typed in ‘ipad scam’ whilst searching for ‘everyone’s’ Facebook updates.

(SCREENSHOT TAKEN FROM FACEBOOK)

Scam groups and brand jacking are becoming more common across social networking sites and this must surely impact on how consumers engage with genuine brand Twitter streams and Facebook fan pages and groups….  Brands need to be using these spaces with a real understanding of consumers needs and mindsets within these digital spaces and as scammers become more convincing and persuasive in their efforts will brands have to work harder to prove they are genuine – particularly where competitions and giveaways are concerned?

Pulse real-time insights – only from Facebook

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So your client says they’ve got a huge Facebook page populated by friends of the brand/product/campaign. In the hands of a normal planner, it’s just a quanititve measure – a big number – that doesn’t really tell you much.

Unless, of course, you use the new real-time insight tool from Tim Page in Investment. Simply tell Facebook you want a Pulse run done on your client’s page, drop the CSV file into Ivan’s new PulseInterpretationTool and, hey presto, you get a pen-portrait of the punters who’ve taken the time to be Friends with the page.

We’re already used it to recalibrate our targeting on a couple of Universal Music releases, proving that the fans of Delphic and Kate Nash aren’t quite the same profile as the product managers might have thought.

Speak to Tim or me for more details. It’s a small part in a big jigsaw, I know. But it’s real-time data, baby…

Ben’s Eye – 18/9

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Hello one and all,

‘Tis been a week when the PM finally mentioned the c-word (cuts) and the king of social media marketing has faced more problems with his health care plans.  But let’s not worry about that, here’s some media(ish) news.

Shock horror, web company makes money

No it’s not Twitter (that’s waaaay off) but Facebook (remember them?) who this week reached 300m users and is making money.  Seems there is money in the internet after all.

http://is.gd/3pn1Z

Look out for Fosters in the Rovers Return

as age old regulations on product placement are set to be relaxed.  Cue stampede to have your drink on the judge’s table during X-Factor

http://is.gd/3pnhg

Serendipity and the internet

Too much choice or too targeted?  Is the internet simply accumulating all the stuff it knows we will like through rss feeds et al leaving no room for chance discoveries?  Interesting post here

http://is.gd/3poCy

Google continues to conquer the world

You think it’s big here?  We’ve got nothing on Brazil and India where Google and their sites account for 30% of total time spent on the internet – scary stuff

http://is.gd/3po9A

And finally

RIP Patrick

http://is.gd/3pptC

Have a great weekend

Cheers,

Ben