Monthly Archives: March 2012

Facebook Timeline for Brands Resource

Written by: Digitally Approved
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One of our favorite blogs, Pam Dyer’s Pamorama shared this Infographic and resource guide for helping you change your brand’s Facebook page over to timeline – which happens automatically on March 30.  Read the original post HERE and check out and sign up for Pam’s blog updates while you are there.

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All Facebook Timelines will convert to the new format on March 30th, so it’s time to take charge of your business page to get the best results. Facebook has many resources to help you, including:

Social media connoisseur Mari Smith has written a fabulous guide for businesses about how to use Facebook’s new Timeline design for best results. Facebook Timeline for Business Pages – 21 Key Points To Know contains a wealth of information and step-by-step instructions to help brands get the most out of the new format. She has created a wonderful visual map of the advanced layout with labels explaining how to manipulate all the features — click the image to see it full-sized and make sure you read Mari’s very helpful article.

click image to enlarge

 

We’re Hiring

Written by: Digitally Approved
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Do you love this whole Internet thing? Or should we say, do you “like” this whole Internet thing?  Well, if you do, and you desire to work with a bunch of happy hard working social media-savvy geeks like us, then we’d love to talk to you about one of the 8+ jobs we have open right now.  Check out our job board here: http://bit.ly/FQYfr1 and if you see something you like, send us your resume with the job title you desire to: careers@fanscape.com.  Here are a few of the jobs we have open right now:

  • Account Director
  • Account Manager
  • Bi-Lingual Community Manager
  • Chief Strategy Officer
  • Creative Conceptor
  • Marketing Director / Marketing VP

Read about all of these and more HERE.

Come work with us!

SXSWi Recap

Written by: Larry Weintraub
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If you ask me how SXSW Interactive (SXSWi) was this year, I’ll tell you it was fantastic and that I was personally inspired on multiple levels.  Yes it was crowded, I’m not sure the exact number but I heard tale of 20,000 plus attendees, and yes it rained for part of the time.  But SXSWi is all about what you make of it; I went with an open mind, a light agenda, and the desire to learn, and I had a blast.

To summarize SXSWi 2012 in just a few words, it was a place to get motivated for what’s next.  The sessions I attended and the people I met were all looking forward and not back. This year wasn’t so much about what the next big technology was, it was more about what the next big concepts are.  Concepts like The Future of Content, The Start Up Revolution, Storytelling, and Distinguishing Your Product.

Here is a (relatively) short recap of my trip to Austin (Sessions link to the audio when I could find them)…

About Austin / SXSWi

Inside ACC Day 1
  • Long Lines – It started a little rough, the line to get my badge stretched through the entire building.  Estimates were 2 – 3 hour wait time.  #humblebrag, I was able to sneak in with some friends who were sponsors, but I felt a little guilty about it.  This signaled that this year would be much more crowded than in year’s past and made me realize that if I wanted to see specific sessions or attend parties, I’d have to plan on getting there early.
  • Beyond ACC – A few years back the only place you would need to be during the day was the Austin Convention Center.  But now sessions are scattered amongst multiple hotels, bars, restaurants, and private homes.  You learn quickly that you just can’t go to everything and you have to plan your day around travel.  The upside is that Chevy provided free rides if you could “Catch a Chevy” or test drive one of their new cars.
  • Rain – For the first two days it rained hard.  It put a damper on the companies that had outdoor installations and it also made it challenging to get from place to place. The upside was that crowds weren’t too bad and Bing was offering up free food and drinks to lure you in to their soaked city.

Sessions

  • Lots of Sessions about “Me” – The first panel I attended was the CEO and founder of Thrillist talking about… well, Thrillist.  I also saw sessions where leaders from Google Plus, SCVNGR, Funny or Die, and Living Social talked about themselves.  There were quite a few of these, and some were better than others.  The best ones were where the speakers spoke about mistakes they made and gave insight into what was coming.
Kawasaki + Gundotra
  • Great session about “Me” – I watched the Fireside Chat between social media celebrity Guy Kawasaki and Google+ Plus mastermind Vic Gundotra.  Kawasaki literally grilled Gundotra about Google+ with questions like, “Why don’t you open your API already like your competition?,” “What are you doing about the SPAM issue?” and “Will we see advertising around everything we do in Google+?” I give Gundotra credit, he answered every question with articulate professionalism and he didn’t shy away from anything.  He took full responsibility for the API issue saying that his mission was to open it up by year’s end but that because of the Google ecosystem that includes search, Gmail, and Android, he needed it to be of the highest quality and he wasn’t willing to allow things to break all the time like they do on a certain other social network.  He claimed that they were hyper focused on the SPAM issue and pointed out that because of Gmail, they were the best at figuring this out.  And he stressed that while you will see advertising, because of the laser targeting capabilities that Google has, you should be seeing incredibly relevant advertising.  He also stressed that not everything will have advertising, he said that you should not expect to see ads when you open content like photos.  The main takeaway, and the most important point for marketers like myself was that Gundotra wanted everyone to stop thinking of Google+ as a social network and instead think of it as Google 2.0.  He said that for the first time, all Google products were working together including search, documents, email, social, and mobile.  This is just the start of a major renovation for Google, he said, and you will see a continuity like you’ve never seen before.
  • Great session about storytelling – I went to the session titled, “Does Your Product Have a Plot?” by R/GA’s David Womack.  A full house watched as Womack described the structure of a good story and how some brands have mastered the art of storytelling and how others have not.  I am a huge fan of storytelling and as Womack was talking I found myself scribbling thoughts on how to improve many of the projects I’m working on right now.
Tim O’Shaughnessy and Steve Case
  • Another great session about “me” (Part 1 – Steve Case) – My favorite session of all was the Fireside Chat between AOL founder Steve Case and LivingSocial CEO Tim O’Shaughnessy in a session called, “Tapping Into America’s Secret Sauce: Entrepreneurs.”  Both were there to promote their own initiatives but the insight that O’Shaughnessy gave about building his business and where it was going was truly enlightening.  Case promoted his political initiatives surrounding the Small Business / Start Up act which is culminating right now in the Senate.  He explained that 40 Million jobs in the US are attributed to small businesses and that we should be promoting growth in this sector vs. large businesses which ultimately don’t net a lot of new jobs, they just rise and fall and essentially stay even.  Case also spoke about the Sharing Economy and some of the investments he’s made in transportation (zipcar) and hospitality (Exclusive Resorts). He also referenced his appearance on the Colbert Report and how Colbert asked him about sharing toasters.  Additionally he discussed the idea of Crowdfunding concepts like Kickstarter and how the Start Up bill would allow this to happen on a grander scale and relieve some of the restrictions that currently prohibit companies from having more than 500 investors.
OgilvyNotes Interpretation
  • Another great session about “me” (Part 2 – Tim O’Shaughnessy) – Case admitted in full transparency that he was an investor in LivingSocial but then proceeded to ask some incredibly challenging questions of O’Shaughnessy like, “When will you go public?” and “Why did you partner with Amazon?”  O’Shaughnessy handled the tough questions well and consistently referred to Groupon without calling out their name.  He explained that the climate was not right to go public (Groupon!) but that it was a necessary step to compensate both investors and employees.  In reference to Amazon, he said that LivingSocial is a local company and Amazon is a massive national/global company and together they were ideal partners.  This is where it got interesting.  He explained that LivingSocial’s mission is to be the local company that powers businesses that have things to sell.  Meaning that LivingSocial was looking beyond just “deals” and finding ways to help small businesses grow through their platforms.  One example he had was that LivingSocial was helping restaurants create new businesses such as cooking schools in their less busy hours.  He said that the “deal” business was just one step in their plans.  When Case asked “What mistake did you make that you could advise others to avoid?” O’Shaughnessy replied, “Move faster.”  He explained that LivingSocial started as a Facebook-based advertising-based business that was earning $1 Million a month and then scrapped that business for the “deal” business.  He said that was a hard thing to do both for his employees and investors but that in hindsight he wished he’d done it faster.  He said that 3 months could have made all the difference (alluding to the fact that Groupon got the jump on them).  The final point that resonated with me was when O’Shaughnessy explained that they realized the impact of Facebook ads before anyone else.  While other web-based companies were using mostly Google search, they realized that their audience was responding tremendously to Facebook ads.  He told the audience to pay attention to new forms of advertising and marketing that others haven’t figured out yet.

Conversations

Aside from the great sessions I attended, I received tremendous inspiration from the countless conversations I had primarily with people I was meeting for the first time or hadn’t seen in quite a while.  The topics that motivated me the most revolved around:

  • Content – It was clear from all the major media companies and countless start ups that content geared for online and mobile viewing is being produced at a rapid rate.  I have a personal point of view that within the next two years, once the connection between our mobile devices and our televisions becomes seamless, there will be an explosion of content.  We will go from 1,000 channels on our television to hundreds of thousands; that we’ll see far fewer shows that reach 5 million people and more that reach 10,000.  But those shows will be targeted.  We’ll see shows about home improvement, gardening, tax preparation, education… you name it.  There will be seemingly endless niche-based programming that will not have major ratings, but it will be appealing to advertisers and sponsors because of it’s hyper targeting.
  • Innovation – Riffing off of something that Tim O’Shaughnessy said in his panel, true innovation is not about improving another company’s product by 10%, it is about complete reinvention.  There was a lot of bouncing of ideas with people and improving each others’ concepts.

Sponsors 

Lots of them.  It is really hard to stand out at SXSW because there is a ton of competitive noise and very little space to properly brand yourself. That said, there were a few standouts:

  • Chevy – You could not miss Chevy at SXSW.  Their cars were everywhere as was their signage.  As previously mentioned, they provided tremendous utility with their “Catch a Chevy” program which helped people get from place to place – a significant help with the bad weather, the spread out sessions/parties, and a huge lack of hotel rooms.
  • Bing – Great setup with food, drinks, and games.  Bummer on the rain and the technology breakdown of trying to register on non-working laptops was comical given the Microsoft sponsorship.
  • Nike – Amazing installation for people that owned the Nike Fuel band.  Block long exercise court lined with massive digital walls.
  • The Sponsored Cafes – CNN and Fast Company took over restaurants and offered free food, drinks, entertainment, and co-sponsored interactions from the likes of 3M, Samsung, and Kind.

Parties

Also lots of them.  The best thing I experienced this year was seeing music at some of these parties.  I’ve spent the last couple of years trying to avoid music to just focus on tech, but sometimes  you just can’t get away from your true love.  And this year I ran smack into a couple of amazing bands that ended up being highlights of my SXSWi experience.

Ghostland Observatory
  • Friday night I was introduced to Ghostland Observatory at the Start Up America Partnership (Steve Case’s cause) party and was literally blown away.  I haven’t been this excited after seeing a band since the first time I saw Nine Inch Nails play.  Turns out I’ve been living under a rock and these guys are already huge, but thanks to @Brad Alesi at The Marketing Arm for introducing me to these guys.
  • Speaking of Brad Alesi, he also introduced me to Green River Ordinance at the AT&T w/ Jason Falls party.  Again, I didn’t go expecting to see a band, just to hang with some AT&T folks and to have great hot dogs @Frank, but turns out I got treated to a great band, who like Ghostland has been around for quite a while and has a huge following.  I must be living under a rock.  But glad I climbed out to see these bands.

In conclusion, I had a great trip, saw some amazing sessions, ate like a fool, rocked out, and came back invigorated!

Here are some other reports back from SXSW that will give  you some additional perspectives:

Fanscape’s March Newsletter

Written by: Digitally Approved
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Below is our most current Industry Newsletter.  You can also view it HERE

MARCH 2012

March is a good month. March means Spring, longer days, my birthday ☺, warmer weather, new Facebook products, March Madness, SXSW, and much much more. In our March Newsletter, we explore some of the things we’re most excited about this month! Thanks for reading.

LW Sig small copy

Larry Weintraub, CEO, Fanscape

New Facebook Brand Pages

Last week Facebook formerly rolled out the new Brand Pages, which, as expected, look just like your personal “Timeline” profile page. And we like it. Great big welcoming graphic, new tab location, “Pinned” post keeps your favorite post up longer, new community management dashboard and better analytics display. Plus much more. Lots to learn, you can start by checking out our graphical diagram of improvements HERE, and if you want to dive in deeper, read this article
HERE.

Facebook fMC

We were in attendance last week at the first ever Facebook Marketing Conference (fMC) at the Museum of Natural History in New York City. Facebook rolled out all of their new Brand Pages and the corresponding new Advertising platforms. It was a long day full of presentations from top FB brass as well as leading social brands such as American Express, Walmart, and Ford. You can read our detailed report from the event on our Digitally Approved Blog.

We ♥ LinkedIn

It’s true, we really do love LinkedIn. As a business networking tool, it is the best platform out there to keep you close to your business contacts. But LinkedIn is also making big strides to keep your business top of mind as well. LinkedIn recently launched a “Follow” button which you may already have seen on blogs and websites and they have added some nice features to their company profile pages that allow you to showcase your offerings even better. Read more about LinkedIn’s recent improvements HERE.

Interesting Stats we Spotted (onStatspotting.com)

    • 2/3 of Google Plus users are men
    • Tumblr has 15 Billion page views a month; 500 million a day
    • 97% of Pinterest users are women
    • Apple App store hit 25 Billion downloads this week
    • Consumers spent $2.3 Billion on virtual goods in 2011
    • Whitney Houston’s death was announced on Twitter 27 minutes before mainstream media
    • Facebook is reaching a saturation point while Twitter still has room to grow (eMarketer):

 

Stories We Like

 

The New Guy

We’re very excited to have Tom Edwards as our new VP of Digital Strategy. Thanks to Tom for a lot of the great content that is fueling this newsletter and our blog. Read Tom’s BlackFin360 blog HERE.

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My Day at the Facebook FMC – Pt. 2

Written by: Larry Weintraub
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After all of the big presentations, we were instructed to move into other rooms to attend breakout sessions.  There were two rounds of sessions, the first options were as follows:

Session One

a. Creative content on Facebook: What people share and why

People are most influenced by the people they are emotionally closest to. Learn how to create great content on Facebook by understanding the psychological motivations behind why people share, like and comment.

Presenter

Paul Adams, Global Brand Experience, Facebook, and author of Grouped

b. The Hacker way

The pace of change in today’s business world requires teams to move fast and be bold. Find out how Facebook’s engineering team fosters innovation, and how Ford adopted those principles to do the same.

Moderator

Doug Frisbie, Head of Automotive, Global Vertical Marketing, Facebook

Presenters

Andrew “Boz” Bosworth, Director of Product Engineering, Facebook

Julius Marchwicki, Product Manager, SYNC AppLink at Ford Motor Company

c. Facebook Pages: Telling your brand story

Facebook Pages offer an unprecedented opportunity to tell the story of your brand. Hear about the philosophy behind the design and learn how to use your page to the fullest.

Presenters

Blaise DiPersia, Product Designer, Facebook

Jeff Kanter, Product Manager, Facebook

I chose to attend “The Hacker Way” for a very specific reason, Boz.  When I was at Facebook last year, Boz was the most inspiring speaker of the whole group.  He is a master motivator and was the guy who inspired the concepts of “Social-By-Design” and other Facebook slogans such as “Move Fast.  Break Things.”  He is also one of the leaders of the hacker programs at Facebook and this session was explaining about what that means.

Andrew “Boz” Bosworth on stage at FMC talking about the Hacker Way

Most of what Boz spoke about was an abbreviated version of what I’d heard last year, but his delivery still inspired me.  He talked about how at Facebook they build things and then launch them with a very short lead time.  He admitted that not everything works but they prefer to “build it and see” rather than let things toil while in an effort to figure out every answer.  He used terms like “standardized disruption” to explain that you have to let people do what they came to do, even though it may go against the grain.  He blasted executives or long-term employees that “poison the well” for new people who enter a company that have interesting ideas but are often discouraged from thinking differently.

All of this may sound like common knowledge, but I find that when I am sitting in a room with Boz, he makes me take a deep look at myself and the way I’ve operated my business for the past dozen years.  And how I did the jobs before that and the people that told me that something couldn’t be done.  Don’t get me wrong, Boz is not a motivational speaker, he is really just an “aww shucks” guy that makes you believe that the world is changing for the better because of people like him.

After Boz, Julius Marchwicki from Ford come on to explain how they took the Hacker concept to heart and a handful of Ford engineers came to Facebook and they held a Hackathon to create new ways of making the automobile more social.  For a 24 hour period Ford and Facebook engineers competed with each other to create new ideas, many of which are now in the Sync-based system in Ford cars.

Julius showed how they incorporated many different things ranging from location check-ins, music integrations with Spotify/Pandora/Clear Channel’s I Heart Radio (where you can share your playlist with others who are driving in their cars), and overall voice activation of apps.  Julius did make the point that social networking while driving was not the goal, only to use voice activation and social compatibility to make your experience in your car that much more social.

You can watch the whole session HERE and if you want to watch the other sessions, you can watch them here:

Session #2 options included:

Session 2

a. Driving maximum value from your social marketing strategy

The most successful brands on Facebook are innovating in every dimension of their social marketing. Join us for a look at how to build the right strategy for your objectives.

Presenters

Mike Fox, Director of Global Vertical Marketing, Facebook

Wanda Young, Senior Director, Social Media Strategy, Walmart

b. Success through collaboration: Brands, agencies and Facebook

Today’s marketing landscape demands coordination across multiple teams and functions. Join us for a living case study on how brands, agencies and Facebook can best work together.

Presenters

Mark D’Arcy, Director of Global Creative Solutions, Facebook

Joe Grigsby, Group Planning Director, VML

Randall Brown, Global Director Digital, Gatorade

Sarah Robb O’Hagan, President North Amer ica and Global CMO, Sports Nutrition, Gatorade

c. Turning insights into engagement

Facebook Pages are at the center of successful marketing on Facebook. Learn how to use Page Insights to more effectively build connections and engage a wider audience with your content.

Presenter

David Baser, Product Manager, Facebook

I chose to attend the first one, Driving maximum value from your social marketing strategy.

Mike Fox, the head of Vertical marketing went through the steps for brands to best connect with their customers.  He explained that this is broken into 4 key areas:

  • Connect
  • Engage
  • Influence
  • Integrate

He went through each step and for each section he gave a really good example of what he meant.  Mike explained that it’s time we put real people on our Facebook pages and not interns.  How we connect with customers is vitally important.  He showed a video from Burberry featuring Christopher Bailey, the company’s Chief Creative Officer who explained how they’ve engaged with their customers through Facebook.  Mike also talked about how different brands utilize Facebook to create a better relationship with their customers.  Below are shots of each slide Mike showed to expand on each point.

Mike introduced Wanda from Walmart who told her story about how Walmart incorporated social-by-design into their marketing strategy.  She explained how they listened to customers who asked for products such as “bring back layaway” and acted on those requests.

Mike ended by saying that it is all about our stories.  It is not about Facebook creating stories, it is about you guys (the brands and agencies) creating compelling content for customers.
You can watch the whole session HERE and if you want to watch the other sessions, you can watch them here:

The final presentation was a fireside chat between Sheryl Sandberg and American Express CEO Ken Chenault.  They were introduced by Carolyn Everson, VP of Global Marketing Solutions, who stated that, “Today has been about you and how you been a connection between you and your customers and how we turn those customers into advocates.”

Carolyn introduced Sheryl and Ken and made it known that American Express has been the top example of a company that has used social to change their business.  She highlighted Small Business Saturday as an example of something that started on Facebook and has grown into a nationally recognized annual event.

You can watch this dialogue HERE.  In brief summary, the two discussed the state of the economy, how American Express innovates, how AmEx identifies and nurtures leaders.

Ken explained that they have to constantly change.  That while they study their competition, they look at their competition as more than just other card providers, but as the retailer that accept their cards as well.

This was a really good interview and Ken was an eloquent speaker, I recommend you take the time to watch this conversation.

After a long day, the event ended with a party included lots of food, drink, and music (provided by the special secret guest: Alicia Keys).
All in all a good day for networking and gaining insight into Facebook.

Phew, I think the recap took me longer than the actual conference.  🙂

My Day at Facebook FMC – Part 1

Written by: Larry Weintraub
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This past Wednesday I was in New York attending the Facebook FMC (Facebook Marketing Conference) event at the Natural History Museum. It was quite an affair with over 1,000 people in attendance. What follows is a recap.  I’m breaking this into multiple postings because it will get way too long and boring if I don’t.

(Note, many of the photos were taken by me – so don’t complain, I did my best!)

At noon I entered the museum just as the rain started coming down.  Registration was painless, people standing around with iPads asked for your name then sent you to a table to get your RFID encoded badge and a handy guidebook describing the day’s events.  From there I entered the museum and found a mass of people shaking hands with Facebook employees and friends.

Attendees gather in the museum’s hall

I was able to connect with several Facebook employees whom I’d met back in June of 2011 when I’d attended a small conference at Facebook headquarters in Palo Alto, CA .  They were excited at about what we were going to see during the day and promised to make themselves available after the conference if I had any questions.

Scattered around the room were places where you could take photos of yourself and tap your badge to upload automatically to your Facebook page.  There was also a place, where with a tap of your badge, it would scan your Facebook profile and create your own theme song which would play as you walked into the main hall.  I wish I could tell you either of these things worked, but sadly they didn’t.  I joked with the Facebook staff manning the computers about the irony of a technology fail at this particular event.

At around 1pm we all crammed into the museum’s main theater.  Apparently there were originally supposed to be 300 invites but that escalated to nearly 1,100 with hundreds being denied access.

First up was Sheryl Sandberg, Facebook’s COO.

I’m a big fan of Sheryl.  After hearing her speak last year and meeting her, I came back telling everyone I know that she would some day run for President.  Sheryl was definitely good, but it was a little different seeing her on a big stage versus seeing her in a small conference room.  She spoke for about 20 minutes talking mostly about the social graph and how Facebook has changed people’s lives.

I wrote a little note to myself that I felt like I was at the Church of Facebook and Sheryl was the preacher.  And she did a very good job.  She showed how people had used Facebook to help diagnose diseases, how governments had been toppled, and how adoptions had been made possible.

She spoke about the transparency in the world that has been proliferated thanks to Facebook, citing examples such as how congressman Justin Amash posts everything he votes for and why on Facebook.

And she ended by reminding us all that social media is about listening and not just talking and that as marketers and brands we need to have a 2 way conversation with our customers.

Next up was Chris Cox, VP of Products.  I was excited to see Chris because he was one of the few people I did not meet at Facebook last year.

Chris told the story of his awkward interview at Facebook back in 2004 and how Dustin Moskovitz explained to him how big Facebook was.  I liked how he summed up Facebook as “The first ever collaborative directory of people.”  Chris shared how Facebook has evolved from a very bland and fairly useless college student directory to a company intently focused on bringing people closer.  He also noted how focused they are on mobile and television.

Chris Cox showing the original design of The Facebook

Chris spent much of his time talking about the evolution of Facebook and called out Ticketmaster specifically as a company that had seen revenue growth of $6 per user as a result of their recent app that enabled people to find where their friends were sitting at shows.  He summarized Facebook as a provider of these three things:

  1. The Graph – A collaboratively-built directory of people, places, and things
  2. The Personal Newspaper – Rich, interactive, portable, social
  3. The Social Platform – Bring these tools to any software on any device

After Chris came Mike Hoefflinger, Facebook’s Director of Global Business Marketing.  Mike was the one who really dove into the new features of Facebook.  He stated that the new Facebook Timeline pages for brands were available today.

He went on to cite some of the first brands to showcase themselves in this new format including: Starbucks, American Express, Walmart, Red Bull, Kia, Macys, Butterfinger, Ben & Jerry’s, and Fanscape (just kidding).

Mike explained that as of today, in addition to the new brand pages, it was also the first time people could direct message brands, and it was the debut of “Offers” that could be sent to people on their phone and via email automatically because “Facebook already has their information.”

He then rolled out what this would look like and proceeded to show how brands could advertise to make this even more effective.  He made points about how the average person sees 16% of what is shared with them and that using their advertising platform, you could now reach upwards of 50% a week or 75% a month of your fans using what they called, “Reach Generator.”  He claimed beta-test brands such as Butterfinger had seen 6 point increases in brand visibility as a result of using Reach Generator.  The point he was making is that it is possible to now buy your way onto your brand’s home page and make the most relevant “stories” stick.  i.e. pin them on the home page via an ad.  This is Facebook’s big new advertising approach.  They want you to come up with great content such as a wall post, a video, an offer, etc. and then keep it prominently positioned on your page along with the endorsements (Likes, comments, etc.) from your fans thus ensuring that the optimal amount of fans see it.  Mike also made it clear that this new format would be available on mobile.  Additionally he said that Facebook is now offering up a way to connect with your fans as they log off as well.

Mike summarized by making the following points:

  • Pages are “Mission Control” for a brand and that after testing this new ad format brands were seeing 3X ROI
  • Brands need to understand how to communicate with their fans on their Pages and that by doing this correctly they will create great content that can then be used to reach more people via what they call “Premium on Facebook”
  • Premium on Facebook is the best way to ensure that people see your content (“stories”) on Facebook
  • Starting today, when you are telling stories, this now can be featured in the news feed and that you could expect 5-10x Click Through Rate (CTR)
  • Starting today Premium on Facebook works on mobile
  • Starting today there will be an additional ad placement on the logout screen – he claimed that 37 Million people logout every day and 105 Million logout every month
  • Stories are the new evolution of ads

The final presentation on the big stage during the first session was David Fisher, VP of Business and Marketing Partnerships who explained that while we are all marketers, we’re also customers.  He then brought on a panel of three senior executives:

  • Stephen Quinn – CMO and EVP of Walmart
  • Nigel Morris – CEO of Aegis Media North America
  • Chris McCann – President of 1-800-Flowers.com

and then proceeded to talk about how social media plays a role in their businesses.

Stephen explained that Walmart has embraced the “Social-by-Design” mantra that Facebook often touts and is aggressively working to make the shopper experience more social.  Nigel made the point that a current struggle is to hire people under 30 and then to keep them.  He said, “we need to evolve our businesses to accomplish this.”

And that was the end of the first presentations.  I’ll recap the rest of the day in my next blog post…  HERE.

Red Bull Facebook Timeline Timewarp

Written by: Tom Edwards
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The roll-out of Facebook Timeline for brands on leap day proved to be a showcase for brands that were a part of the private beta prior to the roll-out. One of the clear winners out of the gate was Red Bull. Not only has the brand done a great job of seeding milestone content since it’s founding, they launched an incredibly compelling scavenger hunt that spans the history of the company and integrates brand milestones in a seamless manner with the hunt.

By pinning the contest, Red Bull is highlighting the campaign for 7 days and ensures that any user that drops onto their timeline is met with an inviting opportunity to join the hunt. Terms and conditions are linked to an app that houses the rules of the contest.

Here is the app housing the terms & conditions. Note that canvas apps now have a width of 810 px.

Step 1 – The initial clue called for a user to go back to the 1st Red Bull ever sold. The next step was to identify the date on the bottom of the can for the next clue.

Step 2 – By applying an Instagram type filter and a clue to “look outside the box” the next date was revealed as part of the image frame.

Step 3 – Next, Red Bull pulled in a Spotify play-list image to unlock the next clue.

Step 4 – This clue took a moment as the border states this is a clue. Pull up the image and step back and “clear your mind” and the next date is revealed.

Step 5 – This clue took the longest for me to work through. Driven by a clue by Red Bull in the comments RE: CAPS, I took the first capped letters in the message to unveil the phrase “Find the Timecodes”. This referenced the 4 images below and the time in the YouTube video where they appear to reveal the next date.

Step 6 – This clues photo was tagged with “Anna Graham” and the comment clue was “a rag man” or anagram. Which is simply a puzzle to unscramble the words to form a new phrase. By taking the clues I was able to unlock the final clue.

Step 7 – The final step proved to be the most difficult of the 7 as it was based on clues using prime numbers combined with the final clue of 2=a & 3=x to decipher the final location of the Timeline Timewarp web-site along with the password to complete the scavenger hunt.

Once you decipher the last riddle you are taken to a “secret” landing page for one final challenge 😉

Yes, I won a prize!!!

The level of complexity associated with the hunt and the true integration into elements of timeline made the experience fun and engaging, but I question the duration of engagement for the average consumer to stay engaged throughout. I would love to see the level of fall-off at each given stage of the promotion.

You can tell some people really enjoyed the challenge

Regardless, it is the first example of a compelling brand promotion leveraging Timeline.