The Psychology of Facebook: Implications for Social Commerce

Nice post from Paul Mardsen via Social Commerce Today, on the why's of facebook usage

Thinking of using Facebook as a social commerce platform? Then it can help understand the social psychology of the Facebook user. Here are 7 evidence-based insights from recent psychology research into why we do what we do on Facebook (to learn more, check out Jeremy Dean’s wondrous PysBlog – an Aladdin’s Cave of practical insight)

• It’s all about ‘Social Capital’, baby: Facebook is used to manage social capital – the power, privilege and possibilities we have by virtue of the social networks we are part of. Ellison et al. (2008) found that Facebook users had higher levels of ‘social capital’ – in other words more ‘friends with benefits’. Social Capital is a BIG concept in understanding social media – more in upcoming posts. How could social commerce help improve the social capital of Facebookers, whilst helping them shop smart with their social intelligence?
• The Facebook 7s. Tap into one or more of the 7 core Facebook activities (‘uses and gratifications‘) identified by Joinson (2008). Note: connecting with or buying from brands and businesses is not one of them)
  1. Connecting (with People)
  2. Participating (Group Behaviour)
  3. Sharing (Media)
  4. Using (Apps)
  5. Updating (Status Updates Sharing/Learning)
  6. Surfing (People – Virtual People Watching)
  7. Investigating (People – Social Surveillance)
• The Disinhibition Effect: Facebook disinhibits people – they say, share and do things they wouldn’t share, say or do in face-to-face situations. Nosko et al. (2010) found that young, single people were particularly likely to disclose sensitive information about themselves. How could you use the ‘disinhibition effect’ to build a revealing social commerce strategy (think blippy)
• Beautiful People: Walther et al. (2008) found that attractive friends boosted the perceived attractiveness of participant’s profiles (unlike the contrast effect in real life). Boost the attractiveness of Facebookers by helping them mix with beautiful people.
• The magic number of 150: People can manage relationships with 150 people – and Tong et al. (2008) found Facebooker’s social attractiveness peaked at around this number. Help people manage relationships.
• Jealousy: Compulsive Facebook usage is a sign that your partner may be a jealous type (see social surveillance above): Muise et al. (2009) found that participants who spent more time on Facebook were more jealous of their partner. Opportunity to build apps that play on partner paranoia?
• The Truth is Out There: Strangely, people tend to be honest about themselves on Facebook: Back et al., (2010) found that Facebook profiles generally reflected their owner’s actual rather than idealised selves. Harness honesty in social commerce.

Slow start to 2011 - but not for facebook

Hi all and apologies for the hiatus in posting. End of the old year and start of the new have definitely provided more than a few distractions. In any case, back into it now and hoping to be able to provide more frequent Stickyness in 2011.

To get things rolling, here's a couple things that caught my eye this week:

Facebook is making big strides towards having its own economy. With Facebook Credits out of beta and set to become the mandatory currency for all social gaming purchases (Thanks Mashable: http://mashable.com/2011/01/24/facebook-credits-out-of-beta/), and the recent announcement that Facebook is testing a Group Buying scheme using the credits as currency ( http://mashable.com/2011/01/26/facebook-buy-with-friends/), it certainty looks like the site is setting itself up for a transition into a more commercial environment, and one that it pulls all the levers in. Who's taking bets on Facebook Credits being listed as a tradeable currency within 2 years? I've got a case of red on it if there are any takers?

And, the New York times is thinking of creating its own version of Wikileaks (Thanks Cutline: http://yhoo.it/fU3SDA) The ironic nature of the relationship between Wikileaks, Assange and main stream outlets like the NYT aside, this is certainly an interesting development that might not bode well for Wikileaks in the long run, certainty feels like a good move for news. I'm just left wondering about how much we can trust the main stream outlets when it comes handling really explosive info.

Happy weekend

Brand Campaigns Drive Most Social Media Following

Nice insight... Cheers Brian. Via eMarketer

OCTOBER 18, 2010
Three-quarters of Facebook fans have signed up with pages after invitations or ads from brands

Research on social media users who follow brands has shown marketers the importance of offering deals and discounts on Facebook fan pages as well as the nature of brand following as a form of self-expression, through which advocates can show support for a company they love. But what triggers Facebook users to “like” a brand is typically some form of outreach.

Most commonly, that outreach comes from the brand itself. Three-quarters of Facebook users worldwide who had “liked” a brand told DDB Worldwide and Opinionway Research in September 2010 that they had been spurred to do so by an invitation or advertising from the brand they followed. More than half had also followed a brand based on an invitation from a friend. Many of those invitations are likely a secondary form of brand outreach as well, as marketers encourage current followers to become brand advocates on their behalf.

Only about half of all Facebook brand fans ended up following brands after their own research, making action by marketers critical in building up a following on social sites even though most users already know and like the brands they become fans of.

The effort brands must put into amassing fans doesn’t stop there, of course. While the top reason former fans gave for unsubscribing from Facebook pages was waning interest in the brand, complaints about the information offered on fan pages were also a major factor. Posting too often or posting uninteresting information, taken together, turned off nearly half of respondents.

“Unsubscribers, at 36%, are something to watch out for. And though the majority of fans now unsubscribe by deleting a brand from their friends list, brands, when trying to measure the value of their community, are going to need to be more mindful of those who just hide the brand's message in their newsfeed," said Catherine Lautier, director of business intelligence at DDB, in a statement.

Keep your business ahead of the digital curve. Learn more about becoming an eMarketer Total Access client today.

Check out today’s other article, “Online Video Big Draw on Health Sites for Marketers and Consumers.”

Question: What's a Facebook Fan Really Worth to Marketers?

Interesting piece from Adage

Two Social-Media Tech Companies Set Out to Answer It With Differing Formulas

Posted by Judy Shapiro on 06.14.10 @ 06:40 PM

True to form, many of the technologies showcased during New York's annual Internet Week wowed, but what really generated attention were efforts to answer the $64,000 question: How do we measure the value of a Facebook fan, especially since Facebook is a dominant part of a marketer's toolkit?

Two clever social-media technology companies, Syncapse and Vitrue, took a crack at answering this seemingly simple question. I say seemingly simple because, in reality, the "value" of a fan can mean lots of things such as actual sales value or value as evangelists or value as a research resource in a crowdsourcing campaign.

And given the ad hoc nature of measurement today, it's no surprise, therefore, that we see wildly divergent answers from these two companies. Syncapse, for instance, assigns the average value of a fan at $136.38, and Vitrue pegs the value of a Facebook fan at $3.60. The wild differences, of course, lies in what you are measuring. Let's take a closer look.

The Syncapse approach
I got to hear Syncapse CEO Michael Scissons present the findings from a joint, proprietary research study his company did with Hotspex. It was designed to calculate the value of a fan based on a set of attributes as described by Synapse in the study:

• Product spending -- Facebook fans spend, on average, $71.84 more than non-fans over a two-year period.
• Loyalty (meaning ability to influence and promote brand loyalty within a target audience) -- Facebook fans are 28% more likely to continue using a brand than consumers who are not fans on Facebook.
• Propensity to recommend -- 68% of fans are "very likely" to recommend a product to family and friends (as opposed to 28% of non-fans).
• Brand affinity -- 81% of fans feel a connection to the brand (versus only 39% of non-fans).

Together these attributes (and a few others) roll into a sophisticated formula which yields an average value of $136 per fan. Now, I love the idea of these metrics. I love the scope that these attributes reach for. I appreciate how cleverly they assigned a dollar value to intangible attributes such as brand affinity. And rightly, the study spends a fair amount of time acknowledging that the value is highly dependent on lots of variables.

Yet, the study requires us to take some pretty big leaps of faith since the data is self-reported -- not behaviorally tracked. This somewhat stacks the data deck – after all a fan means they are already favorably predisposed.

But even if one is willing to take these leaps of faith, what are the practical applications of this information? Does a marketer then use this measure to justify shifting dollars from one media into Facebook? Is it a "dollar for dollar" shift? Or is this information best used as a theoretical baseline for some objective measure of progress? While I like this approach because it is innovative and ambitious, its practical application remains to be seen.

The Vitrue approach
Vitrue's approach to the question, "What's the value of a Facebook community?," is to associate fan value to the value of impressions generated in the Facebook news feed. It then applies display banner advertising pricing to the number of Facebook fans (at $5 per CPM) for a value metric. The results of the study are based on Vitrue's own client data that had a combined 41 million fans. With this approach, one can theoretically increase monthly media impressions significantly so that, for instance, a marketer with a large Facebook fan base that posts twice a day can deliver 60 million more impressions/ month. Here is a recap (and many thanks to Webtechuniverse's blog post) of the formula: 1M impressions x 2 posts x 30 days = 60M impressions 60M impressions / 1000 x $5 CPM = $300,000 $300,000 x 12 months = $3.6M $3.6M / 1M fans = $3.60

This approach is valid and similar to the methodology used to assign media value to publicity received in the news. "It's important to understand that once you build that fan base, you want to make sure you're leveraging it," said Michael Strutton, chief product officer at Vitrue, and they provide a nifty tool to help you measure your value Facebook fan page.

While this approach is more focused than the Syncapse approach (though less strategic), even within the more limited scope, here too we must be willing to take a leap of faith, which is that all impressions perform equally irrespective of environment within which those impressions are delivered. And then the inevitable "Now what?" problem also raises its head because we are not clear on how to apply this learning in the real world. Does this suggest that a wholesale dollar shift will deliver comparable results? (I'd love to hear from the Vitrue folks on this point.)

Conclusion
I fully appreciate the need to put an ROI face to the question (pun intended), and I much applaud the efforts by these companies to give guidance. But it seems fair to step back for a moment and ask ourselves a bigger question: "What is our Facebook marketing investment worth?" The way to answer that bigger question might be, in fact, to reframe it within the context of specific marketing campaigns like direct marketing rather than looking at this problem in a "monolithic" sense. As David Armano, senior VP, Edelman Digital, observed in a session on Facebook; we would do well to think of Facebook as part of a larger marketing "ecosystem" where there are practical and actionable set of measures like customer lifetime value, acquisition costs and sales.

The way forward
There is a rising chorus of voices demanding a coordinated industry approach to metrics and methodology used in the measurement of social media that integrates the disparate trade organizations' efforts while introducing the best thinking from innovative companies like Syncapse and Vitrue. This will allow the industry to come up with an accepted standard set of metrics that provide true actionability. It's time we roll this initiative out in earnest -- so if you have a voice or want to help, feel free to e-mail me.e-mail me

So what did I learn about the value of a Facebook fan in the last week? At least I learned enough to say, "It all depends..."

ABOUT THE AUTHOR

Judy Shapiro is chief brand strategist at CloudLinux and has held senior marketing positions at Paltalk, Comodo, Computer Associates, Lucent Technologies, AT&T and Bell Labs. Her blog, Trench Wars, provides insights on how to create business value on the internet.

Goldstar Beer: Park Fight Facebook App

Brands trying to generate large numbers of fans on Facebook know it generally involves some serious work over a decent period of time, or in this case (and the much preferred method!), just a very clever idea that has a platform to go viral! This is a new Facebook app for Gold Star Beer (Israel’s #1 Beer), created by McCann Israel where they have created a man vs woman car parking challenge for players recruit friends to help win the battle of supremacy!

You’ve got to park a car perfectly in the fastest possible time to help your genders average parking score! The app has been a massive hit over in Israel, with 200,000 people becoming fans, generating 2.5 million + games in under a week! Check out the Facebook app here! (thanks Nir!)

Oh, women are currently parking in about 53 secs while men are averaging a speedy 42 secs!

Posted from Digital Buzz

COCA-COLA - SPIN THE BOTTLE V2

The original app which was downloaded over 870,000 times was a simple take on the classic spin the bottle game, once users downloaded the free app they could choose a series of themes - each with its own soundtrack and background and then using the touch screen interface, spin the iconic glass bottle.

The latest iteration connects users to Facebook to spin with friend's profiles or use the images in their phone's camera roll. Users can then choose whether players Kiss, Hug, Tickle or High-five and then post messages about the winners of their Spin the Coke game to their Facebook walls.

Facebook Now Tracking Gross National Happiness; Continues Hoarding Data

Thanks Mashable for this on Facebook's latest data fun... and greed

Written by Marshall Kirkpatrick / October 5, 2009 1:09 PM / 12 Comments

« Prior Post Next Post »

Facebook announced this afternoon that it is tracking what it calls its version of Gross National Happiness, based on an analysis of the positive and negative words people use when updating their Facebook status. It's very interesting to see how people feel about various world events that Facebook has cross referenced - US users are more happy on Thanksgiving than on Christmas, for example.

The new index is interesting, but it's also a frustrating example of just how much value Facebook is withholding by not allowing everyone access to the anonymous, aggregated activity and conversation of more than 300 million people.

Almost a year ago we wrote about how a widely discussed Facebook Sentiment Engine could be a huge asset. That theoretical possibility held at least as much potential as the very real Google data about most popular searches minute-by-minute during the last Presidential debates.

One best-case scenario we imagined looked like this:

Think of the non-commercial, public interest kind of data that could be acquired. When the economic stimulus plan of 2009 was first announced on national television - what was the reaction of people in their mid twenties who lived in the Mid West of the US? Was that collective reaction substantially different from the reaction of self-identified queer people of color living in the North East US? How did the public reaction to the proposed plan change one hour, one day or one week after the announcement? This is all very interesting and potentially valuable data that could be, for the first time in history, available in near real time. Just by listening to what people are talking about in status updates and comments.

Unfortunately, that's not what Facebook has given us. It's almost a year later and all we get is a hands-off graph showing that people were sad when Heath Ledger died and were happy on National Holidays. What a tragic loss of public access to a valuable resource that we ourselves are creating.

If the movement to make social networking a distributed, decentralized phenomenon ends up succeeding and capturing these kinds of benefits of scale - we're going to look back at this point in history and think it's absurd that one company kept so much important knowledge from society at large.

Smokescreen - online game / show

Thanks Contagious... love this approach to making content interactive

Smokescreen

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08/09/2009

While teens, and the majority of other web users, are aware of threats that exist online, they have a tendency to seem relatively seem distant and remote. With this in mind, Channel 4’s web adventure Smokescreen has just launched, challenging teens to increase their awareness of some internet dangers, while taking part in a 13-part web adventure aimed at 14-16 year olds.

Developed by the production company Six to Start in London, which also produced Penguin’s We Tell Stories ARG, the game challenges players to uncover a mystery behind a sinister new game, Rumour Mill, hosted on a fictional social network known as White Smoke. Players must set about uncovering information via chat rooms, IM, widgets, profile pages, emails, voicemails, CCTV footage, twitch games, puzzle games to drive the plot forward.

Alice Taylor, commissioning editor, education, explains: ‘We wanted to help teens learn about data issues through play, while exploring big ideas such as privacy and surveillance, Orwell and CCTV. We focused the plot down to within social networks, where teens spend a large amount of their time, looking at issues such as stalking, fishing, data awareness, privacy settings and policies.’

The various missions can be played over the next eight weeks, after which the game will form a complete three hour playing experience. Taylor adds: ‘We have a presence on social networks because we wanted to turn up in teen’s attention streams, but these spaces are really crowded with a lot of brands searching for attention. Teens love to play games, even if they don’t label themselves as gamers. Therefore, we decided to spend at least half our budget on games.’

She adds: ‘We are building these games to try and be as native to the internet as possible. We are seeding content by behaving like a dandelion, including on US sites, such as www.kongregate.com as well as UK ones, because nine out of ten sites visited by teens are based in the US.’

Adrian Hon, co-founder Six to Start, says: ‘Smokescreen is the world’s first game about life online. Every time you hear about a teenager being hauled up at school because of their Facebook profile, or someone being conned out of their password on Twitter - that's what Smokescreen aims to explore. And because our game puts players in a simulation situation, we can give them an experience that is far more powerful and immersive than any other media.’

www.smokescreengame.com
www.sixtostart.com

Social media stats

Nothing new here, but a nice video summary of some of the more interesting social media stats. Thanks Digital Buzz Blog



By Eric Qualman from Socialnomics. This is another great visualisation of the latest social media statistics that always makes for a few minutes well spent watching! It provides a range of great stats like these…

• By 2010 Gen Y will outnumber Baby Boomers
• 96% of them have joined a social network
• 1 out of 8 couples married in the US last year have met via social media
• Facebook added 100 million users in 9 months
• If Facebook would be a country, it would be the world’s 4th largest
• 80% of companies are using LinkedIn as their primary tool to find employees
• 80% of Twitter usage is on mobile devices. People update anywhere, anytime. Imagine what that means for bad customer experiences?
• In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen
• YouTube is the 2nd largest search engine in the world
• There are over 200.000.000 Blogs. 54% of bloggers post content or tweet daily.

10 Impressive New Implementations of Facebook Connect

Thanks Sora for posting this great article from Mashable on some excellent uses of Facebook Connect.

Facebook Connect is an exceptionally useful technology for web developers. Not only can they offer Facebook () users one-click registration and sign-in, but by accessing profile and social graph information, Facebook Connect gives developers a way to create a richer experience for their visitors and gives publishers a brand new promotional channel.

In January, we brought you a list of 10 great Facebook Connect implementations, and developers across the web have been busy since then coming up with new and innovative ways to integrate with Facebook. So below is a list of 10 more great implementations of Facebook Connect that stand out for their creativity, their usefulness, or their seamless integration.

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1. Watchmen on Blu-Ray

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Back in May, Warner Bros. announced that the special Director’s Cut Blu-ray edition of the movie Watchmen would utilize Facebook Connect. The disc arrived in stores today, and it does indeed feature Facebook Connect features for those with BD-Live enabled Blu ()-ray players. That means that people with both Facebook accounts and BD-Live players can invite friends for live viewing parties, exchange comments, and update their Facebook status.

Yes, that’s a lot of prerequisites, but still, the possibilities here are pretty neat. As we noted in May, the new Watchmen integration is “a huge step forward in bringing our social graph to entities beyond the Web.”

Also arriving today is a special edition Blu-ray version of the film 300 that also includes integrated Facebook features (300 and Watchmen were both directed by Zach Snyder).

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2. Frenzied Waters

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One thing we’re starting to see more and more is the use of Facebook Connect for clever, and in the case of the Disovery Channel’s Frenzied Waters, exceptionally unsettling marketing campaigns. A couple of weeks ago, the Discovery Channel sent out packets to a handful of bloggers containing some gnawed swim trunks, a key with a floating keychain, a warning sign advising against swimming at the beach, and a copy of an obituary customized with personal details about the blogger the package was sent to.

One final item in the package was a shark tooth attached to a piece of brass with the web address “FrenziedWaters.com” stamped on it. It was clearly an invitation to visit the web site, where of course, the ghoulishness continued. Frenzied Waters is an interactive flash movie designed to make watchers feel like they’re in the water being attacked by a shark. If you click on the floating jar all the way to the right (on the splash screen), the application will ask you to connect with Facebook, where it will pull photos and information from your account to create a montage about your death by shark attack.

Our best guess is that Frenzied Waters is a promotional campaign for the Discovery Channel’s upcoming Shark Week (which runs on the network annually in August). If that’s the case, it is definitely brilliant — very, very creepy, but brilliant nonetheless.

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3. The Prototype Experience

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Like Frenzied Waters, the Prototype Experience uses Facebook Connect as a way to personalize a media campaign and insert you into a starring role. The site is a promotion for the “Prototype” video game from Activision and scores huge points for taking the normally static concept of a trailer and making it interactive.

Once you connect with Facebook, the Prototype Experience pulls in photos and other information from your profile in order to customize the trailer and insert you into the video game’s world. The site adds a viral element by asking you to “infect” your friends in order to enter for a chance to win an Xbox 360.

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4. Beware of the Doghouse

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Beware of the Doghouse is a brilliant marketing campaign for retailer JCPenney from ad firm Saatchi & Saatchi that utilizes Facebook Connect. The site allows anyone to punish their significant other for a wrongdoing by putting them in the doghouse using Facebook.

Once notified that someone has placed you in the doghouse, users can view a hilarious video about what life in the doghouse is like (above) or they can find out how to get out of the doghouse… by buying diamond jewelry from JCPenney, of course!

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5. Eventbee

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Facebook has an amazing platform for virally publicizing events, but right now, it doesn’t have any way to support ticket sales. Eventbee solves that problem using Facebook Connect in a very clever way. Not only can events be promoted on Facebook via your friends’ news feeds, but Eventbee offers a way to turn your Facebook friends into ticket sellers.

After your friends have connected to Eventbee via Facebook, they can become “Partners,” and begin promoting your event to their own networks on Facebook. You can allow your partners to offer their friends a special discount rate on tickets and can even give Partners a sales commission on the event tickets they sell.

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6. GirlsGuideTo

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GirlsGuideTo is a social network just for girls that uses Facebook Connect as its only login option. By using Facebook Connect, the site is able to make sure the network actually stays girls only.

Because the vast majority of people don’t lie on their Facebook profiles, GirlsGuideTo is able to fairly accurately determine the gender of people trying to access the site and keep the guys out. The creators of the site plan to open a sister (brother?) site for guys in the future, and invites any male user attempting to get into GirlsGuideTo to sign up for beta notifications.

Sorry guys, we are still in our beta but the Guys Corner will be open soon. The “GC”, as we call it, is where you can post content, give advice, lend your perspective and provide real time advice. Please fill out this form and we will send you a notice as soon as the Guys Corner is open. Thanks

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7. Tweetpo.st

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For those of you who find yourselves spending more time on Twitter () these days, but still don’t want to give up on Facebook, there’s Tweetpo.st. Tweetpo.st is an application that uses Facebook Connect as a way to automatically update your Facebook status based on your tweeting activity. The site will post any tweet (except @replies and those containing !fb) to Facebook as a status update, but has some nifty features to make your tweets read better on Facebook.

For example, tweets that include a URL can be posted on your Wall as a shared link instead of as status updates, and tweets containing an @username can automatically swap out the username for that person’s Twitter “real name.” Further, tweets containing links can automatically be encoded with Awe.sm, for users of that service.

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8. Drop.io

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Drop.io’s Facebook Connect integration essentially allows you to share files and other media through your Facebook news feed and status updates. Once you’ve connected your drop to Facebook, any time you add new media to the drop, your friends will be notified via a status update included in their news feeds. They can then click-through to the drop and interact with the media or download the file you’ve shared.

For users that don’t want to publicly share their files, Drop.io offers a “Friendlock” feature, which allows users to specify which friends get invited to a certain drop and get notifications of new media added to the drop.

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9. Brightkite

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Location-based social network Brightkite () is one of those obvious candidates for Facebook Connect integration, and they’ve done a wonderful job with it. Once you create an account and sign in (which can be done via Facebook Connect), visit your settings page to grant Brightkite deeper access to your Facebook account.

You can specify settings for your checkins, notes, and posted photos, and whether you want those automatically added to your Facebook status, news feed, or photo albums. (Brightkite can also sync each of those types of updates with Twitter.)

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10. The Washington Post

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In June, the Washington Post pushed out Facebook Connect integration. On the surface, this just adds a way for Facebook users to get by the annoying registration wall the paper puts on its content, and a way to easily share stories from the Post site with your Facebook friends.

But on a deeper level, Facebook Connect could theoretically be very valuable for the newspaper. They could get better ad targeting information from user profiles, for example, or they could increase traffic by syndicating user actions (like commenting) back to Facebook, or they could personalize news based on your age, location, interests, or work — the possibilities are really endless, and show how Facebook Connect could be important for the future of the newspaper business.

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BONUS: Xbox Live

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Starting this fall, Xbox Live will get an update that will allow you to connect to Facebook directly from your console. That unlocks all sorts of possibilities — sharing scores with Facebook friends, challenging buddies to online games, making photo albums of in-game screenshots, etc.

The actual details are a bit hazy now, so we’ll have to wait until the update is rolled out this autumn to know for sure how cool (or lame) Facebook Connect on the Xbox really is.

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More Facebook resources from Mashable

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- 5 Great Examples of Facebook Connect on the iPhone
- FACEBOOK FAIL: How to Use Facebook Privacy Settings and Avoid Disaster
- HOW TO: Build Your Personal Brand on Facebook
- 9 Fantastic Facebook Pages for Fashion

6 best job lessons

Nice outakes from Rohit Bhargava's Influential Marketing blog on Fast Company.

1. Make it believable. Many marketing groups would never make a claim if they can't provide substantial evidence. How might Tourism Queensland prove that their job is the best in the world? They can't. But it is believable because it is a beautiful place and fits what many people's definition of a dream job might be.
2. It's not about how much you spend. One of the major benefits of smart public relations and social media is that it scales in a way that advertising typically doesn't. In other words, you don't have to pay more to get more. The real trick is to have something worthwhile to say that people can't help talking about. You need a good story.
3. Focus on content, not traffic. The typical marketing campaign focuses on traffic to some kind of site. For Tourism Queensland, the biggest payoff of this campaign was having over 34,000 videos on YouTube from people around the world talking about how much they love Queensland. Aggregate the views of all those videos, and multiply them over the long term and you'll start to understand the true impact of their campaign.
4. Create an inherent reason for people to share. Another element of this campaign that worked extremely well was the fact that there was voting enabled on the videos. What this meant was that after someone submitted their video, they had an incentive to share it with everyone in their social network online to try and get more votes.
5. Don't underestimate the power of content creators Most recent statistics point to some number between 1% and 10% of the user base of any social network are the active content creators. Though these percentages may seem small, the potential impact of some of these individuals are vast online. It could easily become the secret weapon for your next marketing campaign.
6. Give your promotion a shelf life. The best thing about this campaign may just be the content yet to come. Ben, the winner, just started blogging and sharing videos and photos, but the content is already engaging, high quality and inspires you to dream of making it to Queensland yourself. Over the next six months, his itinerary will take him across the state of Queensland and unlock many other unique opportunities. Best of all, this content will live on far beyond the time span of the campaign.

Great use of Facebook Connect

Facebook connect as the means to automate personalisation and context of a digital experience: http://www.prototype-experience.com/

Found via this post from Jeremiah Owyang. Thanks

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Remember early Jib Jab cartoons where you’d manually upload your own photo and that of your friends? Now, it’s much easier with just a few clicks to Facebook Connect.

Last week, I had dinner with Chris Pan (linkedin, twitter), Head of Brand Solutions at Facebook, who pointed me to a new social interactive marketing advertisement for a video game called “Prototype”. Upon accessing the site, Prototype Experience, (try it for yourself) you’ll be prompted to login with your Facebook account. After a rather lengthy loading period (it’s worth it, hang tight) you’ll watch a short teaser trailer.

This isn’t a normal trailer, as it uses your own social information in Facebook from your profile picture, your profile information, and photos from your friends. Here’s what I saw, see screenshots below.

What’s going on here? This is an example of more contextual ads based off social profiles, which is a trend as you can see my coverage of VW’s Twitter and Facebook campaign). These are early examples of the era of Social Context, where content, media, and ads will be personalized in the future based off your social information, learn more about this in the future of the social web.

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User Experience: Screenshot Storyline
Here’s the blow by blow, with my thoughts.
Above Image: First, users are encouraged to login with Facebook Connect –a few clicks. If you’re already logged into Facebook, it’s just a few clicks –all without entering a password. Expect more people to interact as there’s less commitment and up front investment than finding photos and uploading them –Facebook already has the inventory you need.

Above Image: Promo video includes my profile pictures –making things a bit more interesting and personalized. As this evolves, imagine how your face and profile info will populate other experiences and content –we’re instinctively drawn to look at ourselves.

Above Image: “Is that me?” Yes it is, this promo video includes information from my profile –I’m right in the game. In consideration of my friends, I didn’t include their photos –which you’ll see in your own trailer video. Expect future ads where friends ‘promote’ or even sponsor content –some opt-in, some not.

Above Image: Participants are ‘hooked’ into the registration form in order to win in the sweetstakes, a good example of gathering leads from an engaged audience. Facebook isn’t a great way to generate leads, while you can get users to be ‘fans’ of your Facebook page, getting their true identity and email is often limited –as dictated by their Terms of Service.

Above Image: The participants are encouraged to share the campaign with their Facebook or Twitter friends, thus staring a “Viral Loop”. It spreads.

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Key Takeaways

• This is clearly a trend, expect many interactive and digital agencies to offer this social campaign to their clients.
• Consumers will initially ‘freak out’ and be concerned that big brother is watching them –then will accept this as mainstream media over the next few years.
• At some point, nearly every campaign will have social content influencing the content –hitting a saturation point that disinterests users
• Expect site wide Facebook Connect initiatives to happen, allowing all of the media, content, and ads to be socially contextual. Expect media sites and eCommerce sites to launch this first.
• Expect recommended products and ads to appear from your friends and those connected to you in your social network.

KFC's reinvention plans

Thanks Mashable

KFC has put a lot of marketing muscle behind their new “Kentucky Grilled Chicken,” most notably with the free meal giveaway by Oprah. While that campaign generated enormous online buzz – some of it rather unfavorable as stores refused to honor the coupons – the chicken chain is now turning its attention to social media.

Specifically, KFC has launched a promotion on MySpace (), where the user that submits the best video ad for the brand will both star in an upcoming TV ad campaign and receive a lifetime supply of chicken. KFC will then pick three finalists, and users will get to vote for the winner. How much is a lifetime’s supply of chicken you ask? According to Brand Republic, KFC will be on the hook for around $16,000 USD, or roughly 2,600 two-piece meals.

KFC’s broader strategy, however, is called “unthinkfc,” and features its own website, as well as a presence on Twitter (), YouTube (), and Facebook (), where the company has amassed nearly 200,000 fans. There are also games – like uploading your own “chicken dance” and a “custom grillz” (get it?) application for iPhone.

Ultimately, KFC appears to be a company trying to re-invent itself somewhat, and they’ve setup a well rounded campaign that can certainly generate buzz if executed well. On the other hand, for fans to enthusiastically endorse KFC and participate, the in-store experience will also have to win them over. Having yet to sample the colonel’s grilled chicken, I can’t speak to how they’re doing, but given the clumsy Oprah launch, it would seem the company still has a ways to go.

Web Trends: What's New in 2009, Part 2

Thanks again ReadWriteWeb for this post on what's new in digi in 2009


Last week we discussed some of the new trends we're seeing on the Web in 2009: open data, structured data, apps that filter content effectively, real-time, personalization, mobile (especially location-based), and Internet of Things (the Web in real-world objects). We asked for your thoughts on these trends, along with your suggestions on what we should add. Also we were interested to know what products you've seen this year that are doing something new and 'beyond Web 2.0'. In this post we look at some of your responses, to try to define further what defines this current era of the Web.

So What Else is New?

Other than the trends we've already listed, what else did our readers identify as new this year?

Babak Samii pointed out that in 2009 there has been an increase in "real, defined business models that can actually generate revenue." MacStories agreed, noting that we'll see many innovations in revenue models as a result.

Aaron Fulkerson of Mindtouch commented that "Web Oriented Architectures are redefining ROI and TCO for enterprises." I had to google the second acronym (shows how long I've been out of the corporate world - it means "Total Cost of Ownership"). Aaron is right that enterprises are taking the Web seriously now for business apps - the slow rise in popularity of Google Apps in enterprises is evidence of this.

Willi commented that there is a "new lightweight" about the current Web. "There is a new granularity, atomicity and a kind of chemistry," he remarked. He noted the way that people can "jump in Twitter from persons to hashtags to new interesting persons and their social bubble in real-time." As examples, he pointed to products like Evernote (a note-taking app - our most recent review) and Mir:ror (we reviewed Mir:ror earlier today - it's an Internet-enabled device which enables you to create actions on your computer via everyday objects such as coffee mugs and books). Willi noted that while they may appear to be relatively trivial products, "new use patterns and user benefits emerge" out of them.

Open Data... Except Export

Not everyone in our previous post agreed with the initial set of trends. RWW commenter William claimed that 'open data' is a misnomer, because users mostly cannot export their data from the likes of Facebook, Twitter, Myspace, Friendfeed, Google, et al. We wouldn't go as far as William and label this "web 1.9.8.4.", however it's fair to say that - as far as users go - the promise of open data far outweighs the reality.

Having said that, the other meaning of 'open data' is that it's open for developers to build on top of. The plethora of Twitter apps built on top of Twitter's API is evidence enough of this. While Jason Barone called this "a one-way stream back to their closed system, in the form of an API," it's better than what we had before - which was fewer APIs and not many Linked Data sets (see the Linked Data graph from just 2 years ago, in this recent post). So overall we're encouraged that API data - or even better, Linked Data sets - will enable more and better connected web apps. This makes for a richer ecosystem of Web apps and social connections, which is a very good thing.

But point taken William and Jason, today for users the idea of 'open data' is half-realized at best. It won't be truly open until we have data portability - when you own your identity and content on the Web.

Real-time in the Real World

So far much of the focus on real-time as a new(ish) trend on the Web has focused on trendy apps such as Twitter and FriendFeed. However, Andria Krewson pointed out in the comments to our last post that real-time will spread much further than the early adopters:

"Real-time is huge. Many companies are built on timed data dumps, with the timing affecting workflow and cash flow, but the always-on generation will soon pressure businesses to provide real-time online information. Banks that don't post real balances in a timely way, or insurance companies that take weeks or months to process paperwork, or government agencies that don't provide timely transparent data will face pressures from millennials demanding faster, more accurate information."

On this note, a commenter called Joe remarked that we may be mis-using the term 'real-time.' "For the record," said Joe, "none of those sites you mentioned are doing REAL real-time, they are simply doing interval-based polling for new data on the server." Joe advised us to check out http://obama.collecta.com to see a good example of pushing to the browser using long-polling, not interval polling. We did indeed check that out, and wrote up our findings. While we were impressed that the search results were all less than a minute old, we're not convinced that just more speed means a better form of real-time than Twitter or FriendFeed. Time will tell.

Note: for a very mathematical explanation of why Twitter isn't really real-time, read this comment by Falafulu Fisi (made on a recent RWW post).

Conclusion

Well, there is no conclusion because the Web is an evolving beast. We're excited to see open data becoming more prevalant, even if it hasn't fully opened up yet. We're excited to see real-time making such an impact this year. We're excited about mobile and Internet of Things. There is a lot of innovation happening this year, which is pleasing to see.

Once again we invite you to list in the comments any other trends you're noticing - and just as importantly, what products you're seeing that exemplify these trends.

Here's the original 5-minute presentation which kicked this series off:

Image credits: cartoon screenshot from Geek And Poke; nano:ztag by aaron schmidt

Big brands looking to Facebook

Thanks WARC

Big brands looking to Facebook

PALO ALTO, California: Advertisers including Coca-Cola, Starbucks and Kraft are all using Facebook, the social networking service, to generate consumer insight, but their varying approaches and experiences show marketers have not yet established a consistent approach to using the website.

Many brands have displayed an increasing enthusiasm about utilising social media as popular interest in the medium has grown, but the developing nature of this channel means that few "best practice" examples of how to do so have emerged as yet.

As previously reported, Coca-Cola's main page on Facebook was originally created by two brand enthusiasts, and now has over three million "friends", making it one of the most popular areas of the Palo Alto-based website.

Michael Donnelly, director of worldwide interactive marketing at the soft drinks giant, argues that “many consumers are already sharing information regularly on Facebook," meaning the fan-page was "just one more way to quickly share information in a place where they are already spending time."

He also asserted that the "ease of creating content makes it so that we get very high engagement, far beyond typical page views" by using Facebook, which also "gives us a great platform to listen to the feedback we receive from our consumers."

In support of this, he added that every time the company added "photos, videos or status updates from the page, our fans are quick to tell us what they think. Their feedback is shared with their network of Facebook friends, exposing them to our fan-page."

Starbucks, the coffee house chain, which currently has 1.5 million "fans" for its official page, has also previously employed the social media site to communicate with users about its efforts to raise money for Global Aids Day.

Alexandra Wheeler, the firm's director of digital strategy, said the initiative "became the most viral event in Facebook history," and meant that "not only were customers excited about the brand, but they came together on one day to do something good."

Overall, she asserted that Facebook "helps us get a pulse on what is important to our customers. We can have a real dialog with them about the values and ideals that they share with us."

Kraft, the food manufacturer, also launched an "app" on the site last December, donating six meals to the not-for-profit organisation Feeding America each time it was downloaded.

Over 230,000 people did so within the first six weeks of its launch, while an unofficial page for the company's Oreo brand has also acquired more than 1.3 million "friends."

Stephen Chriss, director of consumer and customer engagement, at the company's US snacks business, said that while the company currently doesn't "formally interact with fans" on Facebook.

However, it does "keep an eye on the content, conversation and number of fans" on the service, and is also "reviewing" its approach.

Victoria's Secret and Sears have also used the site to offer discounts on products, and Unilever's Simon Clift has previously encouraged brands to make full use of such social media

Ted McConnell, Procter & Gamble's general manager for interactive marketing and innovation, however, has warned against brand's trying to "hijack" the conversation between consumers.

Data sourced from Brand Channel/ClickZ; additional content by WARC staff, 26 May 2009
portals.

Brands tap do-gooder impulse to encourage consumers to pass along marketing messages

Thansk Matt for shiring this from Adweek

May 18, 2009
-By Brian Morrissey

NEW YORK Target is no stranger to cause marketing. The retailer is unusual in that it dedicates 5 percent of its income to charity. It's also no stranger to social marketing, having more than 260,000 fans on Facebook.

Last week, it brought the two together by kicking off "Bullseye Gives," a campaign that invites users to choose from a list of 10 charities to which Target will donate $3 million. The social twist: After voting for a charity, users are invited to broadcast their selection to their Facebook friends via their news feeds, the running summary of updates that is central to the Facebook experience. In less than a week, Target tallied 40,000 votes, which translated into tens of thousands of peer-to-peer impressions.

The effort is one of several undertaken by companies recently that use charities to give people a reason to share brand messages. In the social world, the central front for brands is what's been called "the stream," the real-time feed of updates, links and bits of content that has become the defining characteristic of Facebook and Twitter. Entry to the stream is coveted by brands desperate for the word-of-mouth appeal that comes close to a personal recommendation to friends.

"What we've learned is it's not the cause but it's the idea of a brand truly doing good that has a significant impact through social media," said Joe Marchese, CEO of SocialVibe, a Los Angeles-based startup that runs cause-related social campaigns for brands like Kraft, Sprint and PowerBar. "When you do something good, it used to be that you had to buy a bunch of media and tell people or do PR. Now, the potential is for people to tell each other that you do good."

For brands, particularly those in low-consideration categories like consumer goods, charities can become a cheap way to get access to the megaphones everyone has in social media. Take Colgate. It created a Facebook application called Smiles that languished for months, with just a few hundred people sharing it. Then it hooked up with SocialVibe to recast the tool to tap into the do-good vibe. The brand offered charitable donations each time users shared Smiles. The result: The widget was shared 500,000 times in five weeks.

Kraft is in the midst of a "Share a Little Comfort" campaign that offers to donate 1 million boxes of Kraft Macaroni & Cheese to needy families based on the number of messages people share via Facebook and Twitter. The added bonus of such programs, according to Marchese, is that brands can simply redirect some of their media budgets to cover the donations. It can turn out to be cheaper to offer donations in exchange for people-powered media than buying ad space for promotion. So far, more than 23,000 messages have been posted in response to Kraft's effort.

There is a downside, of course. Efforts can cross the line into social-media spam. Giving people an incentive to pass along messages from brands could come to be seen, reasonably, as an alternative way for brands to buy their way into conversations.

"If it's viewed as a front and that you don't really care, then it can be a setback," said Steve Rubel, svp and director of insights at Edelman. "If it's viewed as a tactic to build buzz, not as a tactic to solve problems or effect change, then you're going to lose all credibility."

This has caused Procter & Gamble, for instance, to shy away from incentivizing sharing with its Tide "Loads of Hope" program, which donates clothing to disaster-stricken areas. It dabbled in the tactic during its "Digital Hack Night," when social-media experts tapped their networks to sell "Loads of Hope" T-shirts. But P&G has not chosen to promote the program the same way with consumers. "There's always a balance of inspiring authentic conversation and being too promotional," said Kash Shaikh, a Tide rep. "We don't want to be too promotional."

To get over that, and to give the marketing programs legs, SocialVibe in some cases sends participants evidence of what their pass-along did. For instance, charity: water, a cause devoted to providing clean drinking water in impoverished areas, takes pictures of the wells dug and sends them to participants a few months later. "People think back to the brands supported over the months and connect it with a specific action," Marchese said. To date, SocialVibe has raised $500,000 for three-dozen charities.

Charities are also a handy way to ensure that "viral" efforts don't completely fail. Sun Products brand All Small & Mighty used the lure of charities to goose distribution of YouTube videos it created last month. It linked up with NBC's Celebrity Apprentice to drive viewers to an All Web site to see videos created by Joan and Melissa Rivers. Each time a video is forwarded, All donates 50 cents to charity. The gambit fits with the Apprentice construct of awarding a winning team with a donation to the charity of its choice.

"We wanted to test how big of a role this would play," said Shiv Singh, social-media lead at Razorfish, the agency that created the program. "You can only create so much passion around a detergent."

The charity game has even gone in an unusual direction. Unemployed copywriter Chris Kahle is trying the approach in the hopes of getting his dream job with Crispin Porter + Bogusky. Last week he posted an offer to donate $1 to charity for the first 200 people who sent Twitter messages to Crispin co-chairman Alex Bogusky and interactive creative director Jeff Benjamin, urging them to hire him. That part of the gambit worked: Dozens of people sent messages to the execs. Bogusky was impressed, calling the idea "really smart," although he didn't commit to interviewing Kahle.

Answers to Questions from Twitter on Teen Practices

Thanks Futurelab for this Q&A on teen Twitter usage and attitudes

by: danah boyd

Before I headed to Atlanta to do fieldwork, I asked folks who follow me on Twitter (@zephoria) what questions I should ask teens. Many of the questions that I received were more general questions about teens, rather than questions for teens. Still, I'm going to take a stab at very briefly answering some of the questions that I received based on what I know and what I learned. I am not answering the larger questions that would require pages and pages and my apologies if my short answers are not sufficient but I wanted to at least respond. Thank you all who contributed questions and my apologies if I didn't answer yours.

To all who asked questions about Twitter: average teens don't use Twitter. They may in the future, but they do not now. Those who do are early adopters and not representative of any mainstream teen practice. Because of Oprah and celebs, some teens are starting to hear about it, but they don't understand it and they aren't using it.

@connyb: Parents' concerned with what kids do online, right? I'd ask teens if they know what exactly their parents do at their dayjobs.

Teens do not tend to know exactly what their parents do, nor do they particularly care. (It's important to note that parental concern stems from a position of power, not interest in the actual activities.)

@mauraweb: when they're searching for info, how do they know what info to trust? esp. w/internet searches

Media literacy amongst teens is extremely varied, but the short answer is that most don't know what to trust. They know that they are not supposed to trust Wikipedia because it's editable (and they automatically recall Wikipedia when you ask about trustworthy information.. that's so actively hammered down their throat, it's painful). One girl told me that she trusts websites that "look" like they are reputable. When I asked her about this, she told me that she could "just tell" when something was a good source. And besides, it came from Google. Le sigh.

@AlterSeekers: According to Facebook Era, Teens see email as a "work" tool and prefer to Facebook message. Is this true among these teens?

I was surprised to find that email is deader than ever among teens. As more of their parents and teachers are getting on Facebook (or MySpace), they see little reason to email with anyone. Thus, email is increasingly needed for having an account on various sites and for getting access to or sending attachments. But even when teens do use email for "work", they do not use it for social purposes.

@mirroredpool: What borders to teens place of social networking sites and education? How would they react to using an SNS to do class work?

@annejonas: i'm curious if they want schools involved in social networks or if they like it as a social space outside the realm of formal edu.

This is messy. Many teens have ZERO interest in interacting with teachers on social network sites, but there are also quite a few who are interested in interacting with SOME teachers there. Still, this is primarily a social space and their interactions with teachers are primarily to get more general advice and help. In some ways, its biggest asset in the classroom is the way in which its not a classroom tool and not loaded this way. Given that teens don't Friend all of their classmates, there are major issues in terms of using this for groupwork because of boundary issues.

@shcdean: What future do they see for FB or Twitter.

They don't use Twitter. When asked, teens always say that they'll use their preferred social network site (or social media service) FOREVER as a sign of their passion for it now. If they expect that they'll "grow out of it", it's a sign that the service is waning among that group at this very moment. So they're not a good predictor of their own future usage.

@lazygal: Do they really care about/use school library websites? Twitter? Pageflakes? Libguides? or only if teacher insists?

Nope, they don't. All but Twitter are categorized as school tools and are only used when absolutely necessary and Google won't suffice.

@anindita: My favorite question: read anything good lately?

I asked "Recent book that you enjoyed" on my questionnaire. Half said "none" and most said books they read in school (with a *). Books that were mentioned: City of Bones, Ashes & Glass, A Year of Impossible Goodbyes, The Outsiders*, Drama High Series, Mice and Men*, Catcher in the Rye*, The Poisonwood Bible*, Twilight series (twice).

@texas_sooner: I'd be interested to know if teens denied access to SNS (by parents/choice/SES reasons etc ) feel left out/pressure to join, etc.

Parental restrictions are a huge source of frustration because of a sense of isolation. (As a result, they are typically ignored.) SES is not actually a predictor of non-use at this point except in more rural regions where Internet access is generally absent for the majority of teens. In these cases, teens don't feel left out because they aren't being socially isolated by it.

@SavvyPriya: what is one thing that teens are passionate about?

This varies across teens, but God comes up a lot. The only thing that really competes is friends. Family is also important to some teens. School and sports are also important to some teens. And then some teens have particular hobbies or activities that they love. But God and friends really dominate the passion list.

@paullowe: where do they get their news from and what kind of news do they want to get

Teens primarily get their news from word-of-mouth, not directly from any particular source. School current events and TV time are the other dominant place I hear about. Otherwise, it's generally osmosis. They walk through the living room when their parents are watching the news. Or they pass by a news article when they get online. But they are not directly and intentionally consuming much news at all.

@thornet: ask 'em how they judge whether a news outlet is credible.teens r good @ spotting fakes & phonies;wonder what their news criteria r

They don't watch a lot of news and they have no media literacy training and they're not even thinking about credibility of news.

@andrewmiller: how does having a smartphone change their interactions w/each other on SNS? more photos/videos? faster rumors? have/have-not gap?

A gap is definitely occurring. A smart phone means more more more more more - more SMS, more web consumption, more status updates, more photos, etc. Certain smart phones are desperately desired items. That said, teens are also doing quite well with the iPod Touch + wifi as an alternative. Smart phones are helping them stay more engaged and connected.

@shawncalhoun: Were teens more engaged in politics by Obamas #socialmedia storm? If so has engagmnt continued evolved in2 something new or faded?

Most teens are pretty oblivious to his social media practices. That's actually hitting the college/20-somethings more.

@alexleavitt: Ask them if they feel like they'll want to develop the social Net when they get older: eg., developers developers developers.

No. Most don't associate using social media with computer science or developing software whatsoever. And the classes on programming in their schools aren't helping.

@pbernard: do they still care about changing the ringtone on their phone, even though they make less and less calls?

Ringtones are tricky with American youth because it very much depends on who pays for the phone/ringtones. Among teens who can change their ringtones whenever they want, there's still motivation. The phone still rings (and beeps with new SMSes) and having a cool sound is desired. But of course many teens spend most of their day with their phones on buzz-only.

@harraton: Do they care about their privacy?

VERY much so. But what constitutes privacy for them is often quite different than what constitutes privacy for adults. Privacy is not dead.

@simonchambers: I'd ask how they see themselves helping to solve problems like climate change and extreme poverty...

They don't. Most teens are not that engaged with larger societal issues (except as activities to get into college). This makes sense - they are not part of public life. They have no voice. They don't hear the debates. They aren't exposed to much beyond their narrow worlds. And, for most of them, their parents aren't involved either.

@dougthomas: Teens; what are their thoughts about downloading songs? films? software? without paying for it.

They want access. Their parents won't pay for it. They don't have credit cards. They get what they are looking for by any means necessary. And those who get access to it traffic in that content among their peers who may be less technologically savvy/economically privileged.

@jamesb: how does their mobile contacts differ from social network contacts? When do they crossover?

Mobile consists of their closest friends because of the economics of the phone. Social network sites are their broader peer group. Their closest friends are a subset of their broader peer group.

@alfredtwo: Do teens view all adults in social networking the same or are parents a special case? Young relatives friend me not their parents

Depends on the teen, but many are happy to connect with adults who don't directly hold power over them or who they "trust" - aunts, older cousins, youth pastors, "cool" teachers, etc.

@mjmantey: how aware are they of general advertising/marketing ways and means?

If it has advertising, they think that it means that it'll be free for a long time. But they don't really think much about it.

@mojo_girl: how many email accounts do they have that parents don't know about- do they use same password 4 all #socialmedia ? #teens

They don't use email so it's more a matter of which ones they forgot about. They often forget their passwords so I would guess that they don't use the same password consistently. Of course, they also share certain passwords with their closest "trusted" friends so that gets messy really fast. And they change it when there's a breakup.

@matlockmatlock: OMGSEXTINGWTF?

Continuing to be present and very very messy. Sharing of naked photos seems to be more prevalent in certain teen groups than others and I'm still trying to work out what this means.

Original Post: http://www.zephoria.org/thoughts/archives/2009/05/16/answers_to_ques.html

Tags:

• danah boyd
• digital living
• online behaviour
• social media
• teens
• Twitter
• young