I have decided to create a regular feature called S.M.U.T that identifies recent social media updates to Facebook, Google, Twitter etc that I consider to be significant.
The goal of these posts will be to provide my marketing/media friends with latest social media changes in a concise, visual way with videos, images and examples.
Today in S.M.U.T #1, I shall explain the following 3 interesting social media updates:
- Facebook Social Graph Search
- Increase in size of Facebook link previews
- Different Facebook post organic reach, by post type
So here goes :
1, Facebook Social Graph search
- Launched in small beta on January 15th to ‘hundreds or thousands of Facebook users'(very small test)
- Allows Facebook users to search for various things such as music, restaurants, bars and much more, based on what their friends like and have interacted with – this social context makes search results more credible to the user
Here is an excellent video (that my good friend Carlos Pacheco) made me aware of that I find is an excellent demonstration of its functionality/capabilities – click on image below to view it.
If you want an excellent textual summary of ‘4 reasons why marketers should be interested in Graph search’ (when it becomes available), click on our Dentsu partner’s, 360i, logo below to go to concise blog post about it:
2, Increase in size of link previews in Facebook
- According to Facebook, it seems that they are increasing the size of link previews when you post a link (other than a Youtube video link.)
- Size of image to double from 90 x 90 pixels to 154 x 154
- More space for text
- Greater chance that fans (of brands) or friends (of individual Facebook users) will see their posts and links, due to greater visual visibility on page
Here is the difference in size with the new 154 x 154 pixel link preview format vs previous 90 x 90:
An example of a Jame Oliver post link preview (not exact size but just to show what an actual link preview looks like) :
3. Facebook post organic reach – different by post type
It seems that Facebook organic post reach is different according to post type (eg the number of friends or fans who are exposed to your Facebook posts, without you increasing post reach by paid advertising .)
- For video, images and link posts: 8-9% of your Facebook fans or friends will see them
- For text status posts, 11-19% of your Facebook fans or friends will see them
Here is a post from social bakers that shows the decrease in overall organic Facebook post reach up to October 2012 – it contains the following very interesting visual for marketers
I shall try in future to regularly give social media updates in a clear concise fashion that requires little effort on your part, that will allow media, marketing and brand strategists to retain key takeaways quickly. I hope this was a helpful post. Everybody loves SMUT !
Myth #1 – ‘The great thing about social media is that it’s free.’ WRONG
Myth #2 – ‘Can you make us a viral video please.’ WRONG
Myth 3 – ‘It doesn’t matter that we have nothing to say – everyone will come to our Facebook page anyway.’ WRONG
Nothing dispels these commonly recurring myths more than the latest excellent, online efforts by Ultimat Vodka, whose objective was to capture the attention of a difficult to reach target group, predominantly tied to their offices by their work.
Ultimat created a video of a guy lowering himself down the side of an office tower in a window cleaning cradle, showing the workers written signs through the windows and encouraging them to stop working, get drinking.
Here is the video:
Why were their online efforts successful?
1. Insight about the people they wanted to reach
”White collar professionals spend a lot of time behind their desks, so leveraging something like video content that they can access through our Facebook page, made a lot of sense to us,” explained Jennifer Long, brand director, Patrón Spirits.
A typical approach for brands in this situation would be to produce a TV spot purchased in prime time along with other traditional media, some limited digital media to reach this elusive crowd.
Ultimat’s insight made them want to take the brand to the consumer where they worked,in an impactful and entertaining way
2. ‘Share-worthy’ Killer Content
I just mentioned that they brought their message to the consumer in an ‘entertaining’ way – all marketing/advertising content in 2012 needs to either entertain or provide utility to its actual and potential consumers. Ultimat did this.
The tone of the content is also vital to any project’s success – if consumers perceive it as ‘a corporation trying to be cool,’ it is doomed. Ultimat got the tone of their video just about right, in my humble opinion, as the reaction of office workers to seeing this strange man, seemed very natural.
3. Use of Paid media to help generate earned media
The best social initiatives online will not simply happen ‘virally’ on their own, as many people seem to think. Of course, there are numerous exceptions to the rule like :
but these are the creme de la creme of viral content that are not the norm, and the degree of success of these could not possibly have been predicted. Even Old Spice has used massive amounts of paid media to promote their great content.
If these 3 examples above of viral success were pop songs, they would be Bohemian Rhapsody.
If they were movies, they would be The Godfather.
But 99% of content that brands hope will go viral, are not even close to being a Godfather or a Bohemian Rhapsody in terms of their quality.
So they need help to amplify their brand message.
Ultimat used the following paid digital touchpoints to amplify their video content:
- Targeted Facebook buys leveraging their YouTube player
- They created a Facebook App called Social Life Audit that crawls users Facebook content and gives them a social life score based on how often they check into fun locations and whether they smile in photos. (Great use of technology.)
- Used Facebook Sponsored Stories to promote the App
- Ran pre roll ads on Hulu and other digital platforms
So next time someone expects you to produce the next Bohemian Rhapsody or Godfather content for your ‘viral’ campaign, just make sure you mention the ‘Ultimat Social Media campaign’ to them, which wasn’t free and which did have something very interesting to say.
And if they ignore your recommendation, they just might reply to you:
Nothing really matters
Anyone can see
Nothing really matters
Nothing really matters…….. to me !!
I absolutely love the strategy adopted by Porsche to thank its first million fans in Facebook ( I think this was done last year but I’ve only just come across it!)
They designed a brand new Porsche and printed the 1 million fans’ names onto it. Watch the time-lapse video showing what they did.
Then they created a special thank you page just for fun!! This is great too.
It’s extraordinary the way that Porsche has been able to make 1 million people feel special – now that is how to do ‘mass personalization, people !’
C & A are currently trying to influence offline sales in their Brazil stores by showing real time Facebook likes on the hangars of various pieces of clothing.
Online shopping by its very nature is usually simply based on a product photo that obviously doesn’t allow you to feel it or try it on.
They are hoping that peer credibility via real time Facebook likes of their products will influence offline sales since people are likely to at least try on or investigate those clothes hangars with high levels of Likes – it is human nature since most people feel reassured by peer approval.
I love the insight and the strategy – no idea if it has been successful so far.
Great idea but not sure if it’s one I’d hang my hat on… or my Facebook Likes !
As a huge believer that that a picture is worth a thousand words (and that clichés are a dime a dozen,) here are my visual representations of both the current Google+1 and Facebook communities, as they exist today in my experiences with them.
I’ll let you guys figure out which one is which !
Father gets his revenge on his daughter about her ‘disrespectful’ Facebook wall post that obviously touches a nerve or two!!
Great narrative build up to a fantastic finale that begins at around 7 minutes. Seems long but worth every moment!
2012 Parenting, Redneck style! Enjoy.