Monthly Archives: April 2012

Stats of the Week

Written by: Digitally Approved
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Every week we compile lots of interesting stats here at Fanscape. Here are some of our favorites.

These stats are compliments of AllFacebook, eMarkter & PageLever:

  • The average Facebook page post is only viewed by 7% of page’s fan base.
  • As a page grows, page views drop 12 times faster than impressions.
  • Pages have reported a 46% increase in engagement since Facebook Timeline launched.

Per Facebook’s recent SEC filing, Facebook now has:

  • over 901 Million users
  • 500 Million users accessing Facebook via Mobile devices


Stats of the Week

Written by: Digitally Approved
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Every week we compile lots of interesting stats here at Fanscape. Here are some of our favorites.

These stats found on Statspotting

  • By the end of 2012, the number of mobile-connected devices will exceed the number of people on earth, and by 2016 there will be 1.4 mobile devices per capita. There will be over 10 billion mobile-connected devices in 2016, including machine-to-machine (M2M) modules-exceeding the world’s population at that time (7.3 billion).  Source: Cisco
  • Apple’s stock soared to new heights on Thursday, pushing the company’s market capitalization to $456 billion, a number that is greater than the values of rivals Google and Microsoft combined. Source: Apple Insider
  • What is the fastest adopted gadget of the last 50 years?  Nope, not the computer, the TV, or the mobile phone.  Drum roll… The boom box!  Source: The Atlantic


Klout Launches Topical Brand Pages

Written by: Tom Edwards
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Back in January I wrote about 3 brand benefits of Klout. Today, Klout launched brand squads, which is their version of brand pages into beta with Red bull as their primary launch partner with more to come in upcoming weeks. Red Bull was also a key innovator with the launch of Facebook timeline for brands as I recently covered as well.

In recent conversations with Klout’s Garth Holsinger, he provided insight into the release of brand pages for Klout. “Previously, a brand was treated like an individual user, which in some cases does not necessarily make the most sense as a Klout score for a brand should mean something different.”

With the new release, Garth’s words ring true in that the new squad pages uncover the top influencers associated with the brand (topic) as well as showcasing the latest Red Bull content and providing a platform for the brand to directly reward influencers with brand centric perks.

Below is an example of the initial beta for the new Red Bull squad page

This presents an interesting dynamic for brands, as they are able to reward those individuals that are already passionate about the brand vs. pushing content to individuals to consume. By aligning influencers directly with the brand, it provides an easy point of connection between brand & influencer.

The example below showcases the top 1000 influencers tied to the topic of Red Bull

The top influencers are determined by +K’s which are given to other users who are influential around specific topics. Note that +K’s are specific to the Klout platform meaning, users who are already engaged with Klout directly are influencing the allocation of +K’s vs. simply using a users Klout score. This is a key point to consider for brands looking to solely use Klout squads as a primary influencer identification & engagement channel.

Top influencers also have an opportunity to receive a news associated with the brand as well as access to brand perks that are centralized within the topical brand page vs. the normal perks location via the navigation.

Normally, perks are exclusive products or experiences that users can earn based on their overall influence tied to their Klout score that are distributed to select influencers based on their topics of authority, location & score. With the introduction of squads, a secondary level of perk associated with topic specific influencers are also available. I have a request in to Klout to confirm if the topical perks are also associated with a premium cost similar to the existing perks program.

This is a significant step forward for Klout as it creates a more relevant experience for brands vs. treating brands as an individual and applying the Klout algorithm solely based on the brands published content. This new model makes more sense from a brand perspective. It will be interesting to see how the topically driven influencers begin to align as the system is predicated on klout’s proprietary +K’s.

Follow Tom @Blackfin360

Thoughts on Instagram Purchase

Written by: Digitally Approved
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Larry did a quick interview with The Marketing Arm’s ShareBlog, check it out…

30 Seconds With: Larry Weintraub, CEO and Co-founder of Fanscape

In the wake of Facebook’s very expensive acquisition of Instagram, the numbers are just a small part of the story.

Q: What’s behind Facebook’s billion-dollar Instagram buy?

A: What you often see with big technology companies is that they’re actually purchasing the people almost as much as the technology. Yes, they’re buying this photo sharing technology that makes their service more robust and knocking out a competitor, but they’re also buying the minds of the team and ultimately the creator of Instagram [Kevin Systrom].

For example, Facebook bought Gowalla not too long too ago. Meanwhile, you don’t hear about Gowalla anymore. So what did Facebook really buy? Some of the technology and some of the people, which just makes their offering better. A billion dollars may be a high price to pay for the Instagram team and that technology, but it’ll tell a better story when Facebook goes public.


Q: Speaking of storytelling, what role does that play in mobile photography? 

A: Photo sharing is exploding and Instagram is a leader in that service. We’re all getting caught up in Pinterest and Instagram, but the reason is because the quality of the photos that we take on our phones now are as good as a Nikon camera was two years ago – we’re talking 6 or 8 megapixels.

Then on the display side, if you look at the new iPad3 campaign, its focus is on the retina display. The iPad doesn’t seem to be that much different, but they’re hanging their hat on the quality of the photos because it’s the convergence of what I call “visual storytelling.” People are using these photo-sharing apps to tell stories. This is reflected in the rollout of Facebook’s new Timeline for brand pages where there’s a big emphasis on the cover image.

So is $1 billion crazy? Not for a great mobile-photo sharing experience, no.

Read more at:

Stats of the Week

Written by: Digitally Approved
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Every week we compile lots of interesting stats here at Fanscape.  Figured we’d start sharing some of them with you.

  1. Google+ grew 27% in March and logged 61 million visits. More.
  2. 38% of children on Facebook are younger than 12. More.
  3. 69% of millenials rarely visit Facebook fan pages. More.

Global Consumers place the highest Trust in “Earned” Media (92%) –  Source: Nielsen

– Next most trusted is customer reviews at 70%

– 58% trust “Owned” Media

47% trust TV ads

40% trust product placements in TV shows


The Relevant Web

Written by: Tom Edwards
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Recently, I attended the Facebook Studio Live event in LA. The keynote speaker was author & Facebook employee Paul Adams of the Global Brand Marketing team. Paul provided a very insightful presentation that proved to be the highlight of the event.

In February I wrote about the importance of Social Sign-On for brands. Paul’s presentation reinforced this message and also provided additional insight into 3 fundamental shifts that are key factors to what is quickly becoming the next iteration of the web.

1) The web is being rebuilt around people

2) Amount of information we can access is increasingly exponential

3) Information is everywhere but our physiological capacity to process information has remained the same

From a marketing standpoint, these shifts also represent a fundamental change in how we as marketers should approach campaign strategy as well as the design of brand sites moving forward.

Lets consider the initial statement “The web is fundamentally being rebuilt around people”.  Think about how Facebook has redefined how you as an individual represent your virtual persona. You show affinity towards brands via Likes,  your opinion and interaction with others are the keys to fueling the algorithm that shows you the most relevant content. You select the types of content that you interact with from the sources that you deem have value. In essence, you are now in control.

The side effect to this control is that you are also providing extensive amounts of data via your social graph that now allow for more personalized experiences across the web.

Web experiences have evolved from the early dot com days of simply repurposing marketing materials to becoming more interactive by nature. The web as it stands today, represents incremental innovation when it comes to true integration of social with branded web sites. Strategies today involve “bolting on” social features. This meets a basic need of interconnection, but the brands who will truly capitalize on the next iteration of the web will provide a social by design approach that drives frictionless and relevant engagement to its users.

Examples of this concept are beginning to appear across the web as more organizations begin to adopt open graph principles into their brand presence. One example is Etsy. When you initially look at a site such as Etsy, you see a standard web presence that could be any commerce driven site that you have seen before. The site puts the onus on the user to drill down via categories or assuming the user knows what they are searching for.

By leveraging Open Graph, Etsy is able to create an experience that is incredibly relevant to the end user and their friends by quickly analyzing their Likes & affinities and presenting items that may be of interest. This frictionless discovery increases purchase intent by quickly surfacing items that may be immediately relevant.

An even richer experience is being provided by Amazon’s new Facebook open graph driven beta.

Amazon has been at the forefront of surfacing relevant items based on purchase history. Their relevancy algorithm’s have been a foundational element of their success over the years. It is very telling that they have recently launched a beta that further integrates a users social graph data to provide additional levels of recommendation.

The Amazon Facebook beta experience quickly scans the LIkes of the user as well as the social graph data of their friends to surface targeted recommendations that are based on interaction by friends as well as actual amazon purchase.

By adding additional utility in terms of gift giving for friends and discoverability of wish-lists, a user quickly has access to items that their friends may be truly interested in receiving.

The process of leveraging social graph data to streamline the path to purchase exemplifies the potential of social graph enabled social commerce. Social commerce should be less about seeding products via social channels, and more about creating seamless experiences that are permissible to end users vs. trying to interrupt. More on the topic of interruptive vs. permissive marketing based on this model in a future post.

The relevant web is also incredibly important based on the statements associated with the amount of information that is available as well as our capacity to comprehend information. With the exponential growth of information and choices, our dependency on our closest bonds to help us process information becomes even more relevant.

By enabling relevant experiences that users can seamlessly engage with, the ability for brands to capitalize on these fundamental shifts become fully realized. Those that embrace the social graph and redesign their brand presence to seamlessly integrate with social channels vs. simply bolting on features will realize greater returns.

Follow Tom Edwards @Blackfin360