facebook new insights one pager download October 25, 2011Posted by nicholas gill in analytics, data, download, facebook.
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Drowning in data? Fed up of everyone asking you what the new-fangled insights mean? Wading in pages of printout with little insight as to what the data means? Yeah, me too. So I did this. it’s a one-pager to stick the new Insights info into and share with whoever needs it, whenever they need it. It isn’t a substitute for needing a good community manager to spot what’s happening on a micro level and escalate exceptions but it helps put the new data into context. Especially when you start to look at the metrics in a funnel (see my scribble above). As ever, download it (it’s in the Box.net download widget on the right of my blog alongside the Social Content Planner download), and use it, improve it (please share back), credit it but don’t just steal it.
Facebook F8 download September 23, 2011Posted by nicholas gill in brand experience, facebook.
Last night the Facebook team revealed a whole new set of products to help connect people together and share their experiences more deeply than ever before. This is on top of the News Feed changes already implemented this week.
As is typical, most users had an initial moan about the stories and news feed ticker implemented this week but then you quickly see the benefit. The ticker (top right hand corner of your Facebook home page) lets you see quickly what’s happening; no need to scroll through a large real-estate update of old news feed telling me you checked in at work, I see it quicker. Those of us who are used to scrolling news on Sky News or Sky Sports News quickly become accustomed to this. The stories feed is again based on your relationship with people and uses the Facebook Edge algorithm, which is somewhat like the Google search algorithm that you need a large pointy head to decipher.
Implication: Even before yesterday’s raft of updates was announced, this already provides a clear message to marketers. To become a top story, you need to be relevant. Which comes down to content. Be inspirational and involving. Be active and involved. Provide something that is interesting. And be creative.
So, to the changes announced yesterday.
The most significant is the new Timeline. A place where you can see the connected you. It’s really quite lovely. This video explains it rather well:
Implication: It is clear that Facebook is becoming the social layer in your life. As a brand, your apps are the key to become entwined in this Timeline. Apps that are useful, entertaining, imaginative and enduring rather than one-offs. It also means advertising that is more likely to be intertwined with your Timeline become more important so playing with Social Stories rather than the standard ASUs is now a requirement. This also means dialling up your ad budgets.
Apps – from nouns to verbs
Like isn’t dead. It’s just evolved. To actions such as Listening, Reading, Watching, Eating etc. The social layer deepens beyond what has always been a slightly one-dimensional element of Liking. Apps need to become smarter and use Facebook and the way users use Facebook in a smarter way. Spotify shows the way with music. Here you’ll find a list of European launch partners.
Implication: Apps interact with your Timeline. Apps just became a hell of a lot more important than the brazen pursuit of Likes. Which has always been the wrong objective anyway. Facebook has been about what value you can create from your audience there; not just about how many. So this change is hugely welcome. It forces brands to think about how they intervene helpfully and become entwined with their audience rather than just using Facebook as another one-dimensional broadcast channel.
Wired – round up
Huffington Post – 7 biggest announcements at F8
Mashable – what the changes mean for marketers
Post also appears on DCH blog.
Facebook moan image from Flo Heiss
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Facebook have added new Questions functionality. Good as you get people responding in a vote manner and adding comments. Better in that everybody who answers, also has that question & their answer displayed to all their friends’ news feeds. Social graph woo hoo! But all was not rosy in our trials. We picked up some top tips. Make sure you have your brand or product name in the question title though as the branding doesn’t seem to be carried through beyond your page. And make sure you use the check box that doesn’t allow people to add their own, hilarious, options. Because we tried it on London Pride and had someone add the option of “wanking and crying” to what they’ll be doing for the London Marathon. Not the kind of thing you want to associate London’s greatest beer with. Needless to say it’s been changed.
there was this one time… at band camp… March 18, 2011Posted by nicholas gill in facebook, story telling.
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Memorable status updates. Tapping into the tales we regale/bore each other senseless with. For the Facebook age. Told in status updates. That may or may not be memorable. So far. Cam (legend tells of our legendary Digital Creative Director) has said some memorable things to me. Most of them unrepeatable. With due respect to Cam, I don’t think the four above fit into that. But here’s the thing. Google knows stuff about you. Facebook knows stuff about you. The technology that looks increasingly like Skynet knows stuff about you even you didn’t know. So one day, when they figure out Sarah Connor must be destroyed, you will get a memorable status update that stops you in your tracks. Makes you laugh. Makes you cry. Makes you happy. And you’ll look at it again. Because we tell stories. And we capture them in real-time. Only looking back at photos. Currently. This brings the words and emotion back through yours and your friends narratives.