Archive for March 2010
The pressure for a business to gain a bigger a Facebook audience is reaching a fever pitch. Brands are trying everything to increase their communities short of giving away the store. This trend will not only continue, it will increase. And why not? As a marketing channel, Facebook represents a tremendous opportunity for brands to distribute information and content more cost effectively than paid media.
Yesterday, we discussed how Mircosoft’s Bing gained 400,000 new fans in 24 hours. If you don’t have Microsoft’s money or muscle – and who does – there are other ways to get results. Scott Meldrum – head of integrated marketing at Tivo – points out a few of them in this excellent article below:
If you have struggled to connect your customer base to your official page at Facebook, you’re not alone. Many brands are finding it difficult to turn customers into fans. Last week, I defined the 4 Cs of scaling your social media efforts (customer support, communication, content, count). While most brands want to scale social media responsibly, there is constant pressure from senior management to grow social media as a marketing channel. This pressure can sometimes lead to hasty decisions and bad investments as brands desperately try to get their numbers up on Facebook.
The good news is that there are several ways to grow your audience at Facebook without spending a ton of money. Depending on the size of your customer base and website traffic, it may not be necessary to spend any money on paid media to bring more customers into your Facebook. Regardless of the size of your fan base, you can experience exponential growth if you can follow most, if not all, of these highly effective habits of brands that have been successful at Facebook:
1) Give them a reason Include a compelling call-to-action on your Facebook page and give them an incentive for your customers to join your Facebook community. Offering an incentive is an important component in this process. Remember — you are building a community here and the audience will scale much faster if you can provide a clear benefit for your audience to join your community. Effective incentives include discounts, special offers, exclusive content, product giveaways, and/or anything else your customers might find valuable.
2) Invite interaction Another way to activate your customer base to interact with you at Facebook is to invite them to join the conversation. I’ve seen this work particularly well with broadcast news and talk radio. A celebrity gossip show like “Entertainment Tonight” will post a topic to its Facebook wall and invite fans to comment. It will also integrate that topic into the show on air. This brings fans and non-fans alike into the channel to interact. Consider doing this with your regular email communications and blog posts. Post one or two topics at Facebook that are central to your email communication; then, in the email or blog post, invite your subscribers to comment.
3) Fans recruiting fans Whether you have 300 or 300,000 fans at Facebook, two things are certain: 1) You want more fans and 2) you should be leveraging the fans you already have to get them. Facebook fan drives are becoming more popular than ever. Some of the best examples include “everyone benefits” promotions, where the fan base is activated to recruit their friends to join the page at Facebook. Once the fan base reaches a certain number, the brand unlocks a special “members only” benefit for all. Don’t underestimate your fans’ willingness to bring their friends into the fold — the entire Facebook platform was built on just such a notion.
4) Content, content, content By far, the most effective method of building your audience at Facebook is by delivering regular content that is truly engaging to your fan base. Every time fans interact with your content at Facebook — be it a wall post, a video or link, poll, or app — they have the opportunity to share that experience with their own networks. The more content you deliver, the more sharing opportunity you create. This sharing opportunity is the Holy Grail of Facebook marketing. Your wall posts need to engage fans to not only read your message, but to interact with it by responding with a “like”, a share, or a comment. In addition to your wall, you should be very focused on creating tabs that motivate consumption and sharing of content. Facebook tabs are your rich media banners. You should absolutely be taking advantage of them with more than text or a single HTML graphic.
5) Make it Visible As I pointed out last week, turning customers into fans can be as easy as making them aware of your presence at Facebook. It’s important to merchandise the connection to your Facebook page everywhere a customer might interact with your brand online. This certainly includes your website(s), newsletters, purchase confirmation emails, and other email communications. Be sure to make your links, buttons, and banners highly visible. Where possible, make sure to use the “one-click” fan button feature offered by Facebook. And, do not hesitate to cross-promote your Facebook page via other social media channels like Twitter, LinkedIn, or your online forums.
The amount of information on the Internet today is staggering. We are reaching the point where it is too large to be effectively searched, filed, indexed, briefed, organized, or numbered. What can we do? Here is an excellent article on “Internet Overload” that was written by a leading authority on the subject – Andrew Kantor.
The Beginning
The Internet, as we all know, removed previous barriers to publication: the money required to buy a printing press or a transmitter or what have you. And that’s good; more voices are heard. But those barriers served a purpose that is only now been seen. They kept the signal-to-noise ratio low and kept the amount of information out there manageable.
But the amount of stuff on the Internet is of a magnitude larger than any previous collection of any sort. There is too much information to manage. But we still try.
As the Internet grew, better ways of organizing the information on it emerged. In the early days, you had to know exactly what you wanted and where it was, and go directly there. Word of mouth was the name of the game. Then came Gopher, which allowed people with servers to organize their text documents within nested menus.
The Internet Today
Today’s web is so much bigger that it’s impossible to organize it by category in a meaningful way. One of two things happens: You end up either with broad categories with too many items to be useful. That is why search tools like AltaVista and Google became so important. Browsing couldn’t cut it because predefined categories couldn’t cut it — should Jeep be under “Cars/Chrysler” or “Military equipment/historical”? Answer: It depends.
Search tools dispense with categories and let users define their needs ad hoc. Everything’s in a pool, and the keywords you enter narrow it down.
But even they have become less and less useful because there’s too much stuff to search. Unless you narrow your search down with a long list of carefully chosen search terms, you’ll end up with hundreds, thousands, or even millions of results.
Think about it — there are now search tools that aggregate other search tools, taking results from several search engines and try to find the most meaningful of them. “Unwieldy” doesn’t begin to describe it.
Playing Tag Doesn’t Work Anymore
One of the best ways to deal with the massive amount of information on the Web is something that’s only really possible with the power of computers: tagging.
Tagging is simply associating words, keywords, with something, in this case web pages. One of the big guns in this space is del.icio.us.
If you’re not familiar with it, it works like this. When you find a web page you want to remember or bookmark, you add it to your del.icio.us account and can give it a list of keywords.
So instead of rigid, predefined categories, you have flexible ones defined by all the users; it’s called a “folksonomy.” With it, a web page about the WWII classic US Army Jeep might end up tagged “military,” while one about DaimlerChrysler’s Jeep Liberty might be tagged simply “car.”
Del.icio.us leverages the power of users to define and clarify categories, and — something you can’t as easily do with books in a library — to put web pages in as many categories as they like. When the information source gets too big, tagging replaces sorting as the best way to organize it. Structures can’t support something that large.
Even Tagging Can’t Handle the Internet
First of all, a tag-based organizing system is hard to browse; imagine a library where all the books are sorted randomly.
There are other problems – “polysemy” – the same word but with different meanings, e.g., apple or window.
Then there’s the opposite — different words for the same thing. What if the best article on television has been tagged “tele” by a Brit, but you search on “TV”? Or tagged as “cat” and you search on “cats”?
When you have a lot of people doing the tagging, of course, the aggregate wins out and while you’ve have plenty of people using “TV” and “tele,” the majority will (hopefully) use “television.” But the majority’s tags will tend to be broader because there’s more overlap in a broad space than a narrow one — that is, there are more people who will think of something as a “dog,” and fewer who will think of it as a “Bulgarian Shepherd Dog.”
Therefore, you are going to have a lot of things tagged “dog” (294 million when Kantor wrote this). But the net is so big that even the narrow category is overloaded. There are 219,000 Google hits on “Bulgarian Shepherd Dog.”
The Web is just too big for any current organization scheme to handle. There are only so many meaningful tags.
So where does it lead? Back where we started — to categories and organization, but in a Balkanized way. It leads to Wikipedia. That site is so popular because it serves as a convenient central repository for, well, everything. It makes the Web a manageable organism, but still one that everyone can contribute to.
The web will continue to grow, but it will also splinter more and more often as it bursts its britches.
Andrew Kantor is a technology writer who covers technology for the Roanoke Times. You can read more of his work on his website.