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Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

YouTube has added new real-time reporting to its analytics dashboard that provides view counts down to the minute for your videos.  The new report is available for channels, groups with less than five videos, and content owners.


More changes are coming to Facebook’s News Feed Algorithm. When deciding which posts to show to which users, the social network will now give greater consideration to timeliness and activity-based relevancy. Facebook explains: “There are some instances where a post from a friend or a Page you are connected to is only interesting at a specific moment, for example when you are both watching the same sports game.” Users will now be more likely to see “trending” stories in their News Feed – but only after a “friend” expresses interest in such a story. Early testing showed that this change led to a 6% increase in post engagement.


YouTube this week announced that it will begin footing the bill for new videos from some of its top creators. The move is intended to help its homegrown stars produce high-quality content for their millions of fans.  More than 1 billion viewers visit YouTube every month, and daily watch time is growing at 50% annually.


Twitter released an internal study this week that found networks and studios that live-tweet during their popular programming can dramatically boost followers and Twitter mentions. Posting from a show’s Twitter handle, like @GameofThrones, increases total Twitter conversations by 7% during television premieres. Having a show’s cast members live-tweet is even better – increasing total tweets by 64%.

Global Social Media

Mobile commerce continues to grow exponentially in Asia. For retail marketers, that means they must develop an effective and transactional mobile presence. China is leading the way when it comes to mobile retail. A whopping 94% of those surveyed own a smartphone and regularly use it to make purchases, redeem coupons, and send gifts.

Noteworthy Campaigns

In the ’90s, Coca-Cola had a “fully-loaded citrus soda with carbos” called Surge. Internally it was developed under the moniker “MDK” or “Mountain Dew Killer.” Unfortunately that wasn’t the case, and the product didn’t last more than a couple of years. But, the soda is making a comeback (a reSURGEnce? Get it? Get it?) thanks to a Facebook campaign called “The Surge Movement,” which has 150,000 followers. Based on the demand, Coca-Cola decided to reinstate the product, selling it exclusively through Amazon at $14 for a twelve-pack (yet another sign that CPG brands are seeking more online sales). Within hours the first batch of Surge sold out.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Facebook Seeks Patent for Tech to Let Kids on Its Network 
Facebook currently restricts users to those over the age of 13. But it now appears that the social network wants to create a new way for young people to join — and still comply with the law.  In a patent application recently made public, Facebook describes a system to let parents authorize and supervise accounts for younger children in compliance with COPPA.

LinkedIn Rolls Out New Design
LinkedIn is rolling out a new profile design for its premium members. The new look includes a larger profile photo and customizable header image that spans the width of the screen. The new look is similar in style to Facebook and Twitter profiles. The new look is only available for premium members currently. The rest of the LinkedIn community will get the new look “in a few months.”

Facebook Rolls Out One-Column Design to All Pages
Facebook has started rolling out its streamlined desktop look for Pages to everyone worldwide. All Pages should have access to the new design by today. Admins accessing their Pages will see a tour of the refreshed design, and can switch to the updated design two weeks after the tour has been viewed.

Pinterest to Launch Self-Serve Ad Auction
Pinterest unveiled its first paid ads last month with a select group of marketers. Now the social network plans to roll out a self-serve, auction-based ad system aimed at small and medium businesses. Unlike the CPM-based ad business it has launched with big brands like Kraft and Nestle, the self-serve auction will take bids on a CPC basis. And while Pinterest has set a high spending threshold for brands to experiment with its “promoted pins” — asking for $1 to $2 million commitments – pricing in the auction will be set by the marketplace.

Google Search Intent Comes to Facebook
Google search intent can now be harnessed for Facebook ad targeting. Advertisers can target people who have clicked on their search ads on Google, Bing, and Yahoo, effectively bringing together search-intent data.  Here’s how it works: Hypothetically, Cadbury could target ads to Facebook users who’ve already clicked on Google ads yielded by searches for “chocolate,” “Easter egg,” and “Easter Bunny” – terms that signify a high degree of interest in their product. Facebook’s demographic and interest-level targeting parameters can also be applied to refine the audience.

Instagram Added 10 New Features This Week
Instagram announced 10 new editing tools this week for both iOS and Android. In addition to new adjustments like contrast, brightness, and saturation, Instagram’s filters have also been tweaked; users can now adjust the filter’s intensity with a slide bar.  Other tools include adjust (crop and straighten photos), warmth, highlights, shadows, vignette, and sharpen.

Global Social Media

Google Introduces an Online Form  to Let EU Users Request the Removal of Outdated Links
The Court of Justice of the European Union (ECJ) ruled last month that individuals should have the right to remove outdated information about themselves from search engine results. The so-called “right to be forgotten” means that an individual should be allowed to request that irrelevant or outdated information is removed from a company’s servers and therefore removed from being publicly available on the web. In response to this ruling, Google has launched an online form which will allow users to submit an official request. 12,000 requests were submitted the first day of the form’s launch.  Google handles nearly 80% of all searches in Europe.

Noteworthy Campaigns

Sephora’s Augmented Reality Mirror
For their latest project, beauty retailer Sephora has teamed up with augmented reality and virtual reality technology company ModFace to launch a mirror that may change the way people shop for makeup.  Sephora’s new mirror will simulate makeup on a person’s face in both real time and 3D. This unique technology tracks a person’s facial features and “applies” eye shadow to your face via a camera’s video stream. Customers can try out multiple colors and textures by tapping the color on the screen and see how it looks from all angles by merely turning their faces.  The product will help the store eliminate the need for tester products and utensils used to apply and remove them. The mirror is currently only available at the Milan store, but should it become a success, it will be placed in locations around the world.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Twitter Strikes Billboard Deal For Real-Time Music Stats
Twitter has struck a deal with Billboard Magazine to serve up real-time stats on the top trending music. The charts provide real-time ranking on the most-shared tracks in the U.S. during the past hour. Filters present a real-time feature to search and view the most-shared tracks in the U.S. over the past 24 hours, with a weekly summary for both Trending 140 and Emerging Artist charts. More than 1 billion tweets were sent about music in 2013. Seven of the top 10 most-followed accounts on Twitter are musicians.

Facebook Cuts Down Automatic Updates in Your Friends’ News Feeds
Facebook announced this week that from now on fewer “Implicit stories” will make it into the News Feed. That’s Facebook’s way of describing automatic updates from third-party apps. From the Facebook Blog: “We’ve found that stories people choose to explicitly share from third party apps are typically more interesting and get more engagement in the News Feed than stories shared from third party apps without explicit action.”

Psy’s Gangnam Style Nears 2 Billion Views
K-Pop legend Psy’s “Gangnam Style” is nearing the two billion mark, almost double Bieber’s “Baby,” which is in second place. It is the undisputed champion of YouTube’s most watched videos list. Though music videos became a thing of the past on television, they continue to see huge success on YouTube. Twenty-nine out of the 30 most watched YouTube videos are music videos.

Global Social Media

Twitter will hit nearly 400mm users by 2018, with over 40% in Asia-Pacific. 
eMarketer has released a forecast of Twitter users worldwide and projects that the social network will have nearly 400 million users by 2018, with over 40% in the Asia-Pacific region. By the end of this year alone,  AsiaPac will account for 32.8% of all Twitter users, exceeding its 23.7% share in North America. This is despite the ban on Twitter in China, which represents the region’s largest portion of internet users. India and Indonesia are strong markets for Twitter. Both countries have seen user numbers increase by more than 50% this year, becoming the third and fourth largest Twitter populations, at 18.1mm and 15.3mm users respectively,  passing the UK for the first time.

Iranian Judge Summons Facebook CEO For Breach of Privacy
A conservative Iranian court opened a case against instant messaging services WhatsApp and Instagram while summoning Facebook CEO Mark Zuckerberg over complaints of privacy violation.  The Zuckster is unlikely to heed the summons, which is asking him to appear in court to “defend himself and pay for possible losses,” after some citizens in the region issued a complaint. On a separate note, Iran recently sentenced eight Facebook users to a combined 123 years in jail for various charges  including insulting the country’s supreme leader on the social network.

Noteworthy Campaigns

IBM Crowdsources Latest Smarter City Effort
In the latest phase of its “People for Smarter Cities” marketing push, IBM crowdsourced digital videos from around the world showcasing how residents would improve their cities. The first phase, known as “Smart Ideas for Smarter Cities,” ran last year and featured IBM-branded structures like benches, rain shelters and ramps that improved or enhanced some aspect of urban life.  This new push was done via partnership with Zooppa, a community made up of 200,000 members, including filmmakers, bloggers and environmental communities. Out of nearly 80 accepted entries, eight winners from around the world were selected. Videos covered a range of topics from repurposing empty spaces and aiding the physically challenged to spurring employment. Awards ranged from $500 to $10,000. The videos are available on the branded People for Smarter Cities site as well as through IBM social channels.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Everything Facebook Announced at F8
Anonymous Logins: When a user logs into an app for the first time they can now login anonymously before deciding if they want to keep using the app. FbStart Developer Tools: Developers can apply to the FbStart program for access to free tools and services “to get your app up and running fast.” Audience Network: Facebook introduced its mobile ad network with three formats: banner, interstitial and native. Mobile Like for Apps: Facebook introduced a “like” button on mobile giving developers access to users’ Timelines.  Local Datastore for Offline App Use: Facebook announced offline data storage, allowing developers to keep apps running while a mobile device is no longer connected to the internet. Two-Year Stability and 48-Hour Bug Fixes: Facebook’s core APIs  will come with a two-year stability guarantee and the company promises to handle all major bug fixes within 48 hours. AppLinks: Developers can now link between apps. New Media APIs:  Facebook announced four new APIs for media organizations: Trending, Topic Insights, Topic Feed, and Hashtag Counter. Test Apps: Developers can create Facebook App Ids quickly for development and staging.

Meet Swarm: Foursquare’s Ambitious Plan to Split its App in Two
This week, Foursquare announced a new app called Swarm that will exist alongside the current Foursquare app. Swarm will be a social heat map, helping users find friends nearby and check in to share their location. A completely rewritten Foursquare app will launch in a month. The new Foursquare will ditch the check-in and focus solely on exploration and discovery – taking on Yelp.

Twitter Considers “Whisper Mode”
Twitter is looking to encourage more private discussions on its service. CEO Dick Costolo would like to have a “whisper mode” that allows users to take public conversations and discuss them solely with friends.

SnapChat Rolls Out Text, Video Messaging
SnapChat is rolling out a text and video-messaging feature named Chat, while making it easier for users to save their exchanges with friends. The text and video messages will still disappear after users are through with them, but SnapChat is encouraging everyone to save whatever information they like.

LinkedIn Launches Sponsored Updates API and Partner Programs
LinkedIn this week announced two new types of Certified Marketing Partners – Sponsored Updates Partners and Content Partners  – to make it easier for brands and agencies to scale their content marketing efforts on the platform. Sponsored Updates partners will have access to advanced tools to manage campaigns. Content Partners will provide access to high-quality content to enhance advertiser activities on LinkedIn.

Instagram Video Ads Are Coming Soon
Video ads on the platform are quietly being tested. Instagram says it’s still far off from offering self-serve advertising tools and still needs to vet and approve every sponsored photo (and soon video).

Global Social Media

Russia Orders Bloggers to Register; Outlaws Anonymous Blogging, Continues to Clamp Down on Social Media 
Russia has been steadily trying to bring the Internet under control with ever-more stringent measures. After tackling general Web sites through powers that allow them to be blocked more easily, it is now turning its attention to bloggers. A new law requires that bloggers declare their family name and email address on their blogs. Any authors whose personal site has more than 3,000 visitors per day must register on a special list and abide by mass media restrictions and laws pertaining “resistance to extremism.” Abuse will be punishable by fines  and website suspensions.  Russian  authorities have also tightened their grip on Vkontakte. The founder of the Russian Facebook fled the country after being threatened by Kremlin officials. The former CEO now claims that the site is now under “the complete control” of Vladimir Putin.

Noteworthy Campaigns

CB2 Invites Pinterest Users to Design an Apartment in Real Time
Home décor chain CB2 wanted to turn aspirational online home design daydreams into reality with APT CB2, a five day event in which five popular designers decorate one real-world apartment using furniture from the CB2 catalogue with the real-time input from the Pinterest community. Starting on May 7, each designer will have one day to transform one room in a vacant NYC apartment into a fully realized space, the progress of which will be shared over Pinterest and through a campaign microsite. Throughout the day, people can vote on a design choice an hour – for instance which chair or lamp to put in the space — all with the promise of winning $5,000 to spend at CB2 for their own dream apartment.

The Power of Google in Social Media Marketing

Written by: Hannah Redmond
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Hannah.pixOn March 7, Google knew it was my birthday and served me a birthday Google Doodle. When I left work, my Android phone told me that it would take me 32 minutes to get home, that an Amazon package was waiting on my doorstep, and that a new episode of my favorite show would be on TV that night. I didn’t set up any of these alerts; Google just knew to tell me.

Since Google implemented a new design and Single Sign-On (SSO), requiring Google Plus accounts for all users, it knows what I search for (Google Search), where I’ve been/where I’m going (Google Maps), and what I buy (receipts in my Gmail). Google Plus ties this all together to create a database of information to deliver custom digital experiences.

As a user, I love this integration. It makes my life easier and makes running errands more efficient. And I am happy to let Google learn more about me and deliver these custom ads and experiences if it means that this wonderful service will remain free for users.

As a marketer, it’s exciting to think about how this will impact the work we do for our clients. Google is tracking loads of behavioral data on what consumers are doing online and offline every single day, creating an opportunity for incredibly innovative and targeted marketing.  For example, if we know that our target consumer is reading reviews of pet food during a lunch break, we could potentially send them a coupon when they’re about to pass by our pet food store on their way home.

Users’ experience on Google Search is becoming more custom, as well. Based on variables like a user’s connections, friends, search history, and location, Google Search results are unique. As a marketer, I want to give consumers a voice and a platform to publicly talk about and review my clients’ products and services to help insert them into more search results. I want to make sure our clients have a strong, optimized presence on all things Google – from Google Plus to YouTube – since Google social channels are the only social channels indexed in Google Search, unlike Twitter or Facebook.

Google is becoming a foundational platform on social, and the brands that win will be the ones who are harnessing its influence across platforms.

Facebook News Feed Announcement

Written by: Tom Edwards
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Today Facebook held an event to announce the first major change to the Facebook News Feed in six years. The theme reinforced by the Facebook team was reduction of clutter by providing more choice and control over the content and stories users will see in their feeds.


From the beginning, our goal with News Feed was different from any other social service was trying to provide… You should be able to share any content that you want. Status updates, links, photos, etc… You should be able to share with any audience that you want, publicly, with the world, with just friends, or privately” – Mark Zuckerberg


Here are feature highlights from today’s announcement:

The newly designed newsfeed will start rolling out in limited rollouts today with a focus on a “mobile first” design.


The new design is heavily reliant on the ability to segment content by feed type allowing for more control:

  • All Friends will showcase everything your friends are sharing this feed will highlight friend content and add a “facepile” type of overlay to the side of the story to show who has shared the content. Social connectivity is highlighted as the intersection of timeline & the newsfeed becomes more pervasive with the inclusion of friends “add a friend” which allows you to see more about that person directly in the news feed.

Screen Shot 2013-03-07 at 1.52.54 PM

  • Photos will provide a feed with nothing but photos from your friends Pages you like

Screen Shot 2013-03-07 at 1.50.37 PM

  • Music a feed with posts about the music users listen to

Screen Shot 2013-03-07 at 1.50.04 PM

  • Following, a feed with the latest news from the Pages you like and the people you follow, think of this as a Facebook “newspaper” feature

Screen Shot 2013-03-07 at 1.50.42 PM

Within the News Feed design, photos are getting larger in the new design and attachments from links will also get more space. This will include a much larger image, a more prominent title, and a longer summary accompany a linked story.


This is great, but what does this mean as a brand?

Visual Enablement: Further enabling visual storytelling and cross platform consistency are at the heart of the change. One of the forgotten elements previously is the brands cover photo. Yes, it will pop in the newsfeed when the image changes, but with the refresh the cover photo will be pulled into page “Like” stories in the news feed for both organic & paid. This will provide more context about the page, but also provides another opportunity for the brand to be relevant and engaging with their cover photo & profile photo combination. More frequent updates may be required to ensure that brands are maximizing their opportunities.

Screen Shot 2013-03-07 at 9.12.43 PM

Also note that when people and pages post photos, Facebook will try to display the caption on top of the image if the caption is legible and the image does not contain text and when the image is of sufficient size (at least 425x157px). This puts additional emphasis on either minimal or extremely engaging copy.

Screen Shot 2013-03-07 at 9.25.48 PM

Engagement: The core motivation of this revamp is focused solely on keeping users engaged by allowing more freedom and control over the platform and the information that is relevant for them. Facebook is positioning this change as a more engaging place for brand messages. The goal is to get more people spending time reading and interacting with the news feeds and this should beget more opportunities for us a marketers to reach & engage with our audience.

In my opinion it is too early to tell whether this is good or bad news for brands. The fear from a brand perspective is to lose engagement opportunities by being relegated to a lower visibility feed such as the “following” feed, which currently will not support paid at the initial rollout, but Facebook left it open for opportunities later this year.

Also, one key point to consider, the affinity & engagement of content is key in this new structure, as the more individuals engage with content, the higher the position within the feeds. Obviously this is a key attribute of EdgeRank, but engagement on a post level is still as important as ever. Facebook did confirm that as of now the change is mainly aesthetic for desktop and there will not be a change to Edgerank as it stands today, however this is something that continues to evolve and I would not be surprised if there are changes when the change is fully rolled out to the public.

Paid: The initial rollout will focus on better utilizing paid assets via incremental value adds vs. new streams tied to feeds . but Facebook did leave the door open for injected paid units into subsequent feeds such as “following”. Let’s fast forward for a moment, the new feeds will offer more opportunities to append paid for both small & large advertisers as a whole. The new model also reinforces spend on the post level to further drive visibility of content across feeds. It will be interesting to test media against feed types as units become available as the new design looks to further enhance existing units and offer more opportunities for engagement.

Example of new Page Post Ads

Screen Shot 2013-03-07 at 9.37.42 PM

Example of new Sponsored Ads
Screen Shot 2013-03-07 at 9.37.35 PM

Brand Reach & Visibility: More real-estate should theoretically increase the throughput of branded content if it is optimized for EdgeRank. This also reinforces the importance of having a relevant content strategy that can maximize content distribution across the various feeds. The thought is that this change will net more visibility for brands moving forward. The key to increasing reach and visibility is to combine organic engagement and then amplify the content via paid that is driving engagement naturally. This Pwned Media approach will optimize paid while leveraging the best of organic engagement to propel content and further drive impactful brand reach & visibility.

The assumption on increased engagement through segmentation/multiple feeds may have an initial lag. The native user behavior of the primary newsfeed as the consumer catch-all and primary point of engagement will remain for awhile until users are reconditioned to filter feeds. One of the inherent benefits of the news feed over the last six years has been tied to the simplicity and minimal effort on behalf of the user to engage with content. It remains to be seen how much usage the secondary feed options will see in terms of interaction type.

Analytics: From an analytics perspective, my hope is to also append feed distribution as an option to track content performance. This would then inform content decisions in addition to social interactions to further optimize content for optimal impact. As it stands today, Facebook has stated there will be no immediate impact on performance, and they will continue to monitor various performance metrics, including performance of Page posts and paid media.

Here is a link to Join the waiting list for the new News Feed.

Follow Tom Edwards @BlackFin360

New Facebook Post Targeting Not Matching Facebook Insights

Written by: Digitally Approved
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Earlier today one of the pages we manage for a client received the new post targeting features.

New Facebook Targeted Posts

With these new targeting features you will be able to target your posts to specific groups of fans based on gender, relationship status, and everything else you see listed in the screen shot below. Also, note the number in the red.

Facebook Targeted Posts - No Targeting Applied

These new targeting features are pretty neat and can be incredibly useful when running very targeted campaigns. However, it seems to be a wee bit broken right now. If you add targeting and then remove it, the “Targeted to:” resets to what appears to be a random number, but oddly enough is does relate to something.

Facebook Targeted Posts - Targeting Added Then Removed Number


4,460 is the number of Men + Women the targeting thinks we have on the page… but our insights say otherwise.

The location targeting also seems to be a wee bit off based on the page’s insights data.

Facebook Targeted Posts - Targeting Not Matching Facebook Insights Location

This is a rather surprising dissimilarity in the numbers, but it gets even weirder. If I switch over to using Facebook as the page I’m admin of I get yet another set of numbers for some of the targeting options.


Facebook Targeted Posts Wrong Numbers Acting As The Page

Facebook rolling out products before they’re completely ready isn’t new, but this does raise a few questions. If Facebook’s post targeting is this far off, then how far off is their ad targeting? Or is it insights that’s really off and we’ve all just been getting bad data this whole time?  I figured Facebook would just modify their ad targeting engine for posts instead of reinventing the wheel, but if they did write a whole new targeting engine then who was in charge of QA on this project and how did this slip by them?

If you’re a page admin and you have the new targeting rolled out to your page take a look at the targeting vs your insights and then let me know if you’re seeing the same  issue or not in the comments below.

Thanks for reading,

Josh S Peters


UPDATE: 8-27-11 @ 11:33am

As of this morning Facebook has removed the updated targeting from our client’s page and the traditional targeting has been put back in it’s place.

Facebook Targeting Removed

Social Media Becomes Social Business

Written by: Larry Weintraub
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As social media matures, so too do its related expectations. We’re in the midst right now of a transition from social media to social business. Sure, we’ve all been searching for the ROI associated with our Facebook and Twitter endeavors for a few years now, but what we’re really starting to see is a fundamental shift in the way social media fits within a company.

Back in my music business days, the Internet guys (or should I say – guy) were the last ones consulted on what to do with a new artist. Today they lead the conversation. As do the respective leaders in film, television, and publishing.  Businesses outside of entertainment are quickly gaining traction in that area too as digital becomes core to the launch of any new product from all aspects including market research and product development. 

Digital and social media find themselves at the center of a business’ strategy and not the add-on. Thus the transition from social media to social business. These days, when we get called in to talk about social media with a brand, for the most part they already have a significant presence on Facebook, Twitter, Google+, YouTube, LinkedIn, and even Pinterest. The conversations have become far less about how can we help you get to a million fans on Facebook and more about how can we turn those virtual fans into even bigger fans of the brand. And let’s cut to the chase – we want those fans to buy more and tell others to buy more.

A social business strategy is more complex than a social media strategy. It involves multiple divisions of a company and it involves buy-in from the senior level. All you have to do is look at what Walmart and American Express are doing to understand that social is quickly becoming a core part of some of the biggest companies in the world.

A social business strategy is essentially a collection of strategies that work together to ultimately drive loyalty and sales.  This includes:

  • Analytical Strategy – Analysis of action to date – a deep understanding of what is working and what hasn’t.  You’ve most likely spent at least a year trying things in the social space, what are the results?  What are the needs identified such as personnel, better reporting, data analysis, training, etc.?
  • Establish a Value Proposition – Have you identified what your customer wants in exchange for being part of your social presence? What’s in it for them?
  • Growth Strategy – You probably have a semi-arbitrary goal for the amount of fans you want following you on your various social properties. Do you have a legitimate reason for this number or does 1 million or 2 million Facebook fans just sound like a good number to report to the bosses? Have you studied the direct competition? Have you studied the quality of fan that you currently have and identified where they came from and how often they participate? We’ve all heard the quality vs. quantity argument, but have we really spent time determining if every new fan is as valuable as the ones that came before?  Have you used every asset you have at your fingertips such as email, in-store signage, better presence on your website, or integration with your advertising efforts? Before you start buying those fans with Facebook ads, have you tried to convert your actual customers?
  • Activation Strategy – What do you do with people when they become a fan?  This is also known as community management. You’ve got them there, now what do you do with them? Do you actually engage with them or do you just recite quotes from famous people and send out 25% discounts on things they don’t necessarily want?  Do you have the proper resources to manage your community? 
  • Content Strategy – One of the most important strategies in showcasing your company and your products. We’re a visual society and the smartphone revolution is making it easier to take photos and capture video at a quality previously owned by Nikon and Canon.  You need a definitive approach to not only capturing content but how you disseminate it.  Is your content compelling? Is it real? Is it sharable?  
  • Mobile Strategy – Everything we do on our desktops and laptops is headed into the palms of our hands. Every point made above should have mobile factored in as well. View this presentation to really get the point.

I could go on, but any more and you’ll start getting dizzy and ask yourself how on earth you could ever get all of that done. The point is that everything I stated above is meant to drive more business your way. It asks you to take a good look at what you are doing and whether you have the right process in place to make this work. Again, this is for your business, not for bragging rights.

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.


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.


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


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.


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.


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.


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.


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.  🙂