Planning & Designing Facebook Promotions

Facebook made a change to its Promotions Guidelines this week. The big news is; there is no longer a requirement to obtain approval from Facebook to run a promotion entirely within Facebook.

The two major changes are;

1) No need for prior written Facebook approval to administer a promotion on Facebook.

This makes life for brands much easier. According to Wildfire Blog:

“Previously, in order to administer a promotion inside of Facebook, you had to either obtain explicit approval from a Facebook representative, or else run your promotion in two parts by  ”publicizing” it in a tab on Facebook but “administering” it (collecting submissions or entries, conducting the drawing, judging winning entries, or notifying winners) off of Facebook. But now, there is no need to obtain approval to administer the entire promotion inside of Facebook, so users participating in your promotions will remain inside of the Facebook environment by default throughout the entire process flow of the promotion (and do not need to be taken to microsite to submit their data). This is great news because generally promotions that are run entirely in Facebook have better conversions (i.e. higher entry rates) and higher rates of sharing (via newsfeeds and friend invites) than those that are only publicized in Facebook but administered via a microsite.”

2) No need for a minimum media spending to support the promotion.

This is also a good news for brands. It is now easier for marketing people to get their promotion campaign approved internally and gives the ability to plan smaller size / focused test promotions..

But keep in mind that all promotions are still subject to Facebook Promotion Guidelines and the following types of promotions are still not allowed:

  • Photo contests which require profile photo manipulation
  • Status update contests which require posting status updates for entry
  • Contest entries once a user has become a fan

See AllFacebook article:  Facebook Promotions No Longer Need Explicit Approval From Facebook

“Push marketing” has died, long live “pull marketing”

Who am I talking to?
“You Ought To Know” video was produced two years ago by Hubspot as a viral marketing campaign. It is unfortunate that today most of the marketers still don’t get the idea behind the video.
Marketing is changing, this is the era of pull marketing.
It is a great video, highly recommended for all Radical Marketers. Don’t forget; “Radical Marketers are pull marketers”.

The end of advertising era

I have written many times about the end of advertising era & end of the 30 second spot. FITC, the design and technology event organizer recently released “The Last Advertising Agency On Earth” video, which puts “The end of advertising era” in nicely on a video. It is also a smart viral move on their part. They are putting their money on where their mouth is, a big applause from RadicalMarketer;

4 Tactics for Social Commerce on Facebook

The biggest challenge to e-commerce in the Social Web Era is the emerging Social Commerce. With the raise of Social Commerce, Facebook is becoming the Mecca for commerce. Companies need to be fast to grab land on Facebook. Below you can find the best ways to implement Social Commerce on Facebook;

1) Integrate Facebook Like button to your product description page

This is a must for any e-Commerce site. It is easy to implement, and an instant win for any ecommerce site. Also, it is the most used tactic already on eCommerce sites.

2) Advertise on Facebook to drive traffic directly to your product pages

Paid advertising on Social media is often mixed with social media activities. However, it is a totally different discipline and is much easier to set up and run than any social media activity. However, remember following four advise when advertising on Facebook;

  • Don’t let your online media planner run static / boring advertising on this media. Facebook advertising should be managed in savvy hands who have a good understanding on advertising on Facebook
  • You should understand that the real cost on Facebook advertising doesn’t lie on the amounts paid to the media, but costs are in managing the campaigns in the required detail with a savvy team
  • Automated solutions can help you reduce costs, but don’t try to lower your managing budget with automated solutions and cut on headcount for managing the campaigns, because automated solutions when not audited can cause much more harm than help
  • Manage product launches differently than your everyday campaigns; don’t fall into the basic mistake of stopping or modifying everyday campaigns during product launches. Also keep in mind that during a product launch a social media activity backed with advertising is much more effective than just advertising on social media

3) Use Facebook Login for your e-Commerce site

Facebook Login is a great way to authenticate people on your eCommerce site. This functionality does not only enable the easy sharing of thoughts and likes on your products, but is also a great win if you want to increase your user base fast. It is an ease of use for visitors in order to quickly login to your site in one click.

4) Build your eCommerce application on Facebook

Companies are planning to develop their own applications on Facebook. An e-Commerce application on Facebook has three major advantages,

  • Presence: Your customer is already there (They don’t come to your web site every day)
  • Ease of use: There is an opportunity to increase ease of you on two dimensions; first the real ease of use by making it simple to shop, second the perceived ease of use by just being on Facebook
  • Trust: People will have less trust issues on Facebook domain than your company-specific domain to share their information with you

These three advantages will increase your potential buyers, since there is a target population who find it difficult to shop on different sites or are still afraid to shop online from e-commerce sites. For any online retailer with serious online revenue eCommerce application on Facebook is a great way to increase sales.

If you have not already applied social commerce tactics for your company or are resisting social commerce reality, please see the data below. Both are recent (June, 2010) survey results of US online marketers on Social Plug-ins & Social Commerce plans.

1) Facebook Social Plug-ins implemented by online marketers
2) Facebook Social Commerce Plans for online marketers


The 4th Era of Internet is starting

We are again in the midst of a new evolution. There is another change of era on the internet. Like the Chinese curse says: “May you live in interesting times!” The new era will bring new challenge to each one of us, not to mention the major effects on marketers.
We can divide the internet age into four era:
1) Academic Internet Era (before 1993)
Enabling technology: the internet infrastructure
2) The Browsable Web Era (1993 to 1999/2000)
Enabling technology: world wide web
3) The Searchable Web Era (2000 to 2010)
Enabling technology: Google Search
4) The Mobile & Social Web Era ( 2010 to …)
Enabling technology: Apple (iPad/iPhone) & Facebook Like
All the new era’s on the internet brought it’s own winners and losers and new business models to the internet. The fourth era, however is even more challenging. The change is on two axis; the mobility (always on mechanism), and the social aspects of the internet. This era will not only bring it’s own winners and losers and business models, but will also touch the DNA of capitalism, democracy and the society. It will touch every company, every political party, every government, every NGO, every family much deeper.
The big change that the 4th era is bringing is the social aspect which will change our habits of consuming the internet. Web will not be ranked to Google’s algorithm anymore, but with our friends choices (that is “Facebook Like” functionality).
Pete Cashmore of Mashable takes it even further saying; “Facebook seeks to replace this open system of links between pages with the “social links” (or Likes) that it controls. Google and other search engines won’t have full access to all these Likes, so the company best positioned to rank the Web will be Facebook.” (see the full article on CNN: Google’s nightmare: Facebook ‘Like’ replaces links )
PS. The bad voices against Facebook and its somehow “ethically challenged” founder Mark Zuckerberg are also to note. I hope Facebook will be in the hands of good management and it will be an enabling catalysator to this new evolution.

Top 10 Marketing Events

Below, you can find my list for top ten marketing events that you should not miss in 2009. Of course, I don’t advise you to attend all of them. However, if you are in marketing business in North America and/or Europe, this is a list you should keep in mind, so that you can schedule your trips accordingly. A top marketing executive should attend at least two of these events within 2009.

Top 10 Marketing Events
Top 10 Marketing Events
Start Date End Date Event City 10-Aug-2009 14-Aug-2009 SES San Jose 11-Aug-2009 11-Aug-2009 Social Media & Video Strategies (Clickz) San Jose 21-Sep-2009 22-Sep-2009 MIXX NewYork 22-Sep-2009 23-Sep-2009 Ad-Tech London 23-Sep-2009 24-Sep-2009 dmexco (IAB EU) Köln 20-Oct-2009 22-Oct-2009 Web 2.0 Summit San Francisco 16-Nov-2009 19-Nov-2009 Web 2.0 Expo NewYork 16-Nov-2009 18-Nov-2009 Brand Summit Brighton, U.K 17-Nov-2009 18-Nov-2009 Ad-Tech Beijing 24-Nov-2009 25-Nov-2009 SES Berlin 6-Dec-2009 9-Dec-2009 Agency Summit Scottsdale, AZ 9-Dec-2009 10-Dec-2009 LeWeb Paris Paris

Oh, did you say, there are 12 top events on the list?

Yes, I gave you two bonuses (in case you can not make it to the original ten top events). Also do not forget, these events are a good opportunity to meet likeminded “Radical Marketer”s.

Four commands of Radical Marketer

Four commands of Radical Marketer.com;
  1. You shall believe in “web centric integrated marketing” and know it is the right way of new, “radical” marketing.
  2. You shall know that “Marketing cannot be left to Marketers only“. Marketing and strategy should be hand in hand, and the top management (or the top brains of the corporation) should be very close to the strategic marketing issues.
  3. You shall not just seek for “Market Shares” but “Soul Shares“.
  4. You shall see that “Marketing is not a cost center, but a profit center“.

Evolution of Advertising

Umair Haque had a great article on the Evolution of Advertising, which inspired me. Following his article, I think there are two drivers in the evolution of advertising; first being serving the relevant ad to consumers (which Umair clearly mentioned in his article), and second being the shift from push to pull advertising (with the raise of the social media). The second driver is much harder for brands, first to understand, second to manage.

Martin Sorrell, CEO of WPP on Charlie Rose

A conversation with Martin Sorrell

Martin Sorrell, chief executive officer of WPP Group was on Charlie Rose on My 21st for the first time. It is a show worth watching. You can find some of my quick notes from the interview below;

Martin Sorrell quotes;

CMOs are mostly old people, and change is the last thing they have in mind.

Currently, digital is 25% of our business (& emerging markets is 27% of our business)

Traditional look to advertising: 33% TV, 33% Print, 33% Other media

Now, balance is shifting: 25% TV, 25% Print, 25% Digital, 25% Other media

In a few years there will be a big change: within couple years (it will be fairly quick), all media is becomming digital

Listening to this interview one question came to my mind; Can you spot me one Turkish CMO who spents 25% in digital?

Social Marketing is Not a Tactic

I was reading an article (from Michael Gass) on social media, and realized how many people in the marketing area are looking at social marketing from a very narrow angle.

Social Media’s (&social marketing’s) effect on Web Marketing can be considered as being similar to Web’s effect on marketing.

Social Marketing is to Web Marketing,

what Web was to Marketing!

The effect is total change, a need for a different mindset, different organization and people with different skills.

You can see the full article below;

“Social media is much more than a tactic. The more you participate in social media and learn what can be gleaned, you will soon realize its potential. Rich, valuable and instantaneous feedback from your audience. Lots of opportunity to conduct primary research. A wealth of information from online discussions as informative as the very best focus groups.”

via Ad Agencies Please Know That Social Media is Not a Tactic « FUEL LINES Fueling Ad Agency New Business Through Social Media.

Online creative ads

“Every ad on the internet should give users the option to expand the ad, request more information, watch a video demo of the product, or even to purchase the product right from the ad.”

via Why online creative stinks so badly – iMediaConnection.com.

Eric Picard has the right vision on interactive ads. Even a pure branding campaign should have these options. We are trying to explain this to our customers as well. However, I believe the industry and the brand managers are slow in understanding these dynamics.

“The entire marketing infrastructure and the economy is going to be diminished.” by David Poltrack of CBS is a correct statement, and the marketing economy is moving ahead wheater the marketers like it or not.