March 5, 2012 § 1 Comment
Currently, Facebook’s EdgeRank algorithm filters through posts to enhance users’ experience by putting only the most relevant content in the news feeds. With EdgeRank, only about 16% of a brand’s fans see the organic content posted by brands. To increase reach, Facebook unveiled their tool, the Reach Generator.
The Reach Generator, available to large companies, will allow marketers to buy all of the reach they want. Priced according to the size of the brand’s fan base, the tool is designed to take a piece of content and amplify its reach by resurfacing it at as an ad. Facebook guarantees that the reach generator will allow brands to reach at least 75% of its fans. During the initial tests, Ben and Jerry’s was reported to have reached 98% of its fan base.
Additionally, Facebook announced its plans to launch a promoted advertisement upon account logout called the “logout experience.” Any premium advertisements are already fair game to appear as a part of this new promotion in which a sponsored advertisement is featured after a user logs out of Facebook.
These new tools will allow brands to reach their fan base on a larger, more consistent scale as users will see brand content more frequently with Reach Generator.
March 2, 2012 § Leave a comment
This week Facebook announced that the Timeline for Brands format would be rolled out during March. The changes to the page experience on Facebook will be significant but we believe very positive for brands and their consumers. In particular, the visual representation of the brand is greatly improved throughout the experience from the top image to posts. To provide some perspective on the changes, here are the features that we believe will be most important and relevant to you.
The Timeline format offers a large cover photo. To marketers this is a blessing. A large image provides a strong branding opportunity which can be changed out frequently to represent the latest marketing campaign or activities of the brand (not direct promotions). We encourage you to think about this in the same way as changing out the imagery on the home page of your site.
Three Highlighted Tabs
The running list of tabs down the page is changing to now highlight three tabs visually just below the top image. Brands now have the tools to visually call out the most important tabs but must choose carefully which ones to showcase. To access others the user uses a drop down box. New icons (111×74 pixels) will be required for the tab icons.
No Default Landing Page
Many brands use the default landing page to control the initial experience of the user on the page. In the new format the landing page goes away and this puts even greater emphasis on your choice of top image and the tabs that you choose to highlight. This is particularly true for new marketing campaigns where your overall messaging should now include the app, the top image, the tab image, Facebook ads and highlighted posts (see below).
Brands now have the ability to “pin” specific posts to the top of the Timeline for up to a week. The highlighted post will remain above all other content and is a great way to ensure that the messaging you feel is most important receives the most attention.
Expanded Tab Content
The 520 width pixel restriction has been changed to 810. This provides plenty of new real estate to expand the consumer experience. Fortunately, old applications will be centered in the tab so that you can continue to provide the same experience to users as before.
Check out some brands using the new Timeline effectively:
Coca-cola uses the new Timeline to highlight Coca-Cola’s history all the way back to 1886. This is a unique and interactive way to share the brand’s history with customers.
Starbucks takes advantage of the way photos post on the new Timeline, sharing a variety of photos and pairing them with conversation pieces such as fill-in-the-blank statuses.
Red Bull launched a Red Bull Timeline Timewarp game-sweepstakes to celebrate the new page. The game is a scavenger hunt that has participants find the answers to clues on the brand’s new timeline page.
Our team at Direct Message Lab would be happy to walk you through these changes and help you determine the next steps for your brand. Please contact us with any questions about these new changes.
January 10, 2012 § Leave a comment
At the end of 2011, Instagram, the mobile social network where you can share edit, share photos and follow friends and brands streams was named the number one application by Apple. With 15 million users, it is set to be the fastest growing social network, surpassing Facebook, Twitter and Foursquare. That’s quite the statistic for an app that is just over a year old. Like Foursquare, Instagram is a mobile based network. Using the app means using it solely on your smart phone (and currently, only if you’re an iPhone user. Although, plans to release an Android app are in the works).
With new social networks popping up every few months (didn’t everyone just decide to give Google+ a shot?), it’s hard to wrap your head around joining yet another network. Instagram, however, really is one of the next big things in social sharing. Where Facebook initially began as a network to connect with your friends, Instagram is solely a network about sharing. Brands should start thinking about how they can build Instagram into their digital marketing campaigns. News agencies like CNN and CBS News, designers and stores like Bergdorf Goodman, Kate Spade and Gucci already have a strong Instagram following. Redbull and Nike have also integrated the network into their strategy and General Electric recently held a contest for the “Next GE Instgrapher.” You can view the photos of the hashtag #GEInspiredMe on Statigr.am.
A photograph has the ability to capture something that words can’t and now brands have the opportunity to take their digital marketing to a more visual level. Giving customers the chance to see an inside look into a brand, such as a typical day inside a business or how a product is made allows customers to feel connected to the brand in a different, more personal way. Allowing the same customers to share their opinions on photos of products, or share them using a company’s product gives customers the chance to express their feelings towards a product through a creative outlet.
Similar to Twitter, Instagram uses hashtags to categorize photographs. Brands can use hashtags in connection to a specific campaign or contest, or Kate Spade uses a hashtag (#popofcolor) regularly to identify posts about their brand. Nike launched a campaign at the start of 2012 asking fans to photograph how they plan on making 2012 count. #MakeItCount has nearly 2,000 photographs in just a couple of weeks. Hashtags are a filter people are already familiar with, and an easy way to track mentions of your brand.
Unsure of how your brand can integrate a photo based program into your digital marketing? Do you have products to sell (like Nike) or an image to build (like President Obama)? Perhaps you want to engage your fans in a different way, or rebuild a loyalty program? Brands can use Instgram to give insight into a company, let users show off how they use a brand’s products, or enhance a loyalty program. Possible aspects of such program could include sending a photograph of a receipt or while inside the store. A campaign giving users a visiual of how a new product is made and allowing them to give their insight along the way would allow customers to feel connected to the brand. For more information on how your brand can begin to implement your brand into Instagram, we welcome you to contact us here at Direct Message Lab.
Learn about how Instagram is changing social mobile sharing, and what brands have already launched Instagram campaigns by downloading our white paper on here. Check out how some of the most prominent brands on this list.
December 2, 2011 § 1 Comment
How are brands using social media to stay relevant this holiday season? Not surprisingly, businesses are doing this in a variety of ways. From holiday apps, Twitter personas and holiday sweepstakes, brands are finding unique ways to keep their customers engaged during the holidays.
Starbucks just launched a free mobile application for iPhone and Android to give users a fun way to interact with their famous red holiday packaging (cups, bags, gift packages, etc.). With the Cup Magic application, users scan their cup and watch the unique scene come to life. Interact with the scene, discover what other merchandise comes to life and even send the video to a friend or share it on Facebook. Additionally, you can send Starbucks eGift Cards direct from the app, with a personalized message and in any amount you choose. Reviews for the application itself are strong, but the specificity of the app makes it have quite a short shelf life.
Walmart took a more philanthropic approach to its holiday marketing. This past month it launched the “12 Days of Giving” program on Facebook. Customers can nominate charities that help provide basic necessities to communities. In the month of December, Walmart will choose 12 winners from December 12-23rd to receive a portion of $1.5 million. Using social media to help companies allocate funds to charities isn’t an entirely new concept, but it’s still a great way to get your customers engaging with your company and allowing them to feel like they’re having a say. Grand Marnier is holding a similar Facebook campaign. For the Grand Giving Tree, users pick an ornament relating to one of three charities and place it on a virtual tree. At the end of the campaign, the cause with the most ornaments will receive a $10,000 donation. Grand Marnier’s Tree of Giving is a unique, interactive way to get users in the holiday and giving spirit.
Target used Twitter to kick off Black Friday and the holiday shopping season. Their persona, the Christmas Champion, could be followed at @ChristmasChamp for updates on the sale, shopping and gift advice. The account had 19,400 followers, and gives a personal face to the Target brand. RadioShack launched The Great Giftervention, allowing customers to post pictures of the worst gift they’ve ever recieved. Each week, the top worst gifts will receive gift pack from RadioShack.
The holiday season has given brands and social media marketers a great opportunity to create unique and engaging campaigns. Through interactive social apps and mobile apps, brands are not only boosting their digital presence, but reaching their most loyal customers where they spend their time. Through Direct Message Lab’s REACH v4 platform, social media marketers can manage multi-channel campaigns for any holiday or occasion. REACH’s Social Analysis allows brands to collect deep user profiles of customers that engage with their social networks and mobile apps, to target future content and promotions.
Happy Holidays from all at DML!
Direct Message Lab provides a central platform , REACH v4, for brands to effectively build, manage, and analyze their social, mobile and app-based marketing. For more information, check out www.directmessagelab.com, and follow us on Twitter, @dmlinfo.
November 15, 2011 § 3 Comments
With 800 million users on Facebook, 200 million Twitter users and 10 million checking-in on Foursquare it is easy to understand how social commerce is quickly growing into a massively successful business. Pampers’ Facebook store reports 1,000 transactions per hour. Groupon is one of the fastest growing businesses and social commerce is only expected to become an even larger industry. Similarly, mobile commerce is a business that is quickly being tapped into by brands and advertisers. A huge increase from the expected $6 billion it will bring in by the end of the year, it is estimated to become a $30 billion dollar industry by 2016.
Already brands and customers are utilizing their smart phones to engage with each other and interact in social loyalty programs. Branded applications allow users to track their progress in a loyalty program, as well as participate in games and social sharing. Direct Message Lab’s platform, REACH v4 gives brands the ability to build and launch mobile applications so that brands can deploy information, build loyalty programs. Additionally, REACH complies user data so that the brand is able to receive and analyze information and metrics.
As security, speed and availability increases, customers are looking to their smart phones to get even more done. PBS recently launched their mobile kids product store after seeing that the demand for parents of young kids wanting to do their shopping on-the-go via their phone was high. Lucky magazine, owned by Condé Nast released Lucky Shopper, a mobile application that allows the user to scan any bar or QR codes, Microsoft tags or digital watermarks all from the same app. From there customer is able to compare prices and find out information about the product that exists in an issue of Lucky magazine. Furthermore, advertisers are able to partner with Lucky to offer users to scan their products targeted information, special offers, videos and branded games.
There are a variety of directions mobile commerce can head. To some extent, businesses are already testing out different ways a mobile device can integrate the entire shopping experience, target customers and make the entire process easier. Starbucks’ Android application allows customers to manage their virtual gift card, check their balance, earn rewards, reload the card, and most importantly pay with it. A bar code allows cashiers at Starbucks to scan the card off the phone and the user’s balance is instantly deducted .
Additionally the realistic possibility of brands and advertisers being able to send
location based offers directly to a users phone might not be too far off. Just by entering a mall with a specific store, or walking through the doors of a business, offers could be instantly sent to your phone, further creating incentive for the customer to make a purchase during the visit.
E-Commerce Guide offers a plethora of statistics that all point to the growing success and possibilities of the mobile commerce business. A few notable points include that over half of those surveyed used a mobile phone during their shopping experience, with almost half (48%) of mobile users having made a purchase on their smart phone.
The scope of mobile commerce is expanding quickly. The industry has the possibility to have a larger impact on how customers make purchases as well as how brands are able to target their customers. As a brand, this is not an industry to ignore.