Facebook users are twice as likely to click on ads for consumer packaged goods, and mobile CPG ads drive 2.2 times the engagement of desktop ads and lead to five times more likes, according to a recent study by enterprise marketing technology provider Unified.
Seth Godin answered a question, “How do you turn something that is considered a commodity into a Purple Cow when the lowest price is the only thing that seems to matter to customers?” A Purple Cow, by the way, is defined as anything phenomenal and counterintuitive. We’ve seen hundreds of cows in our lifetime, but if we saw a purple cow, we couldn’t ignore it.
This group tracks " the social activity of 30,000 brands and 248,000 advocates, shows that while advocates make up only .001% of a brand’s social subscribers, they’re responsible for 5.3% of a brand’s total signal and for starting 8.3% of all company related discussions."
Mike Ellsworth's insight:
Activating brand advocates (which we call evangelists) should be a primary goal for any brand. We talk about brand evangelism on our blog in a series that starts with Social Media is Not Advertising. Duh! http://bit.ly/VgFsha
In sum, we believe that the way most marketers approach social media misses the point. And the point is: Social media provides a means to not only microsegment but to establish actual relationships with your customers and prospects. To show that we’re not totally out in left field on this, let’s take a look at what some of the most advanced brand marketers are currently doing with microsegmentation.
This is the third post in our Infinite Touches(tm) series.
"Beautiful, Impactful Brand Story-telling from BMW BMW stunned Singaporeans with an interactive 3D outdoor brand experience (a first in Asia) to promote its BMW 5 series. They transformed two busy office buildings at Suntec City from a symbol of work, into a symbol of Joy"
BMW gets it. But then again, BMW has gotten it ever since it plopped Madonna down in the backseat of an M5 and sent her on a wild ride (http://bit.ly/5BS9f) four years ago.
This is what brands need to do: create experiences that engage. Something more than "I can get it for you cheap . . . ."
"new research says people aren't engaging with brands on facebook."
Brands on Facebook have gone from 1% engagement all the way to 1.4% engagement, mostly courtesy of Facebook changing the way they measure engagement.
The solution? As proposed by Ehrenberg-Bass Institute, a marketing think tank based in Australia: "Facebook is becoming more and more like traditional media. It may be time for advertisers to move on from worrying about how many fans they have to instead explore how many category buyers Facebook can reach, for what cost, and to what effect."
The solution is to actually engage with people. Have something to say besides "I can get it for you cheap!"
Wake up marketers. This isn't your grandkid's marketing. It's a whole new way of relating to your franchise, beyond BS demographics.
The only thing that will work - and you may eventually find this out - is developing relationships, not better segmentation.
The article that inspired this series of posts is entitled Brand Engagement Rate Still 1%, But Facebook Is OK With That which appeared in Ad Age on 11/15/12. In addition to the implications in the title, several comments in the article got my blood boiling.
Foremost among them was this assertion:
Facebook is becoming more and more like traditional media. It may be time for advertisers to move on from worrying about how many fans they have to instead explore how many category buyers Facebook can reach, for what cost, and to what effect.
"I have used Red Bull a couple times in the past as an example of a company that understands the nature of branded online video content quite well and it se (How Red Bull’s Marketing Wings Lifted Them to Most Powerful Brand in Social Video"
So let's see. All you have to do to dominate the news, reach millions of new potential buyers and light up the social media world is spend seven years and millions of dollars to drop a claustrophobic hero with anger issues from 128,000 feet.
"We're curious just like everyone else to see where the two companies go with all this," says Evan Silverman, senior vice president for Digital Media at A&E Networks.
Well, NIelsen Media might be starting to get it. At least this acquisition might get networks and advertisers to try to listen. But trying to roll all this up into some kind of quant score really misses the point.
It's funny for an industry that makes more and more of its bread from "reality" can't face the reality of the social media revolution.
Your quanitified approximations of reality might still work, for a while, but you're missing the whole point of social media: the ability to reach out and touch someone - as more than some fuzzy representative of a basically flawed, demographics-based persona.
There's a sea change in the wind and seeing everything in terms of the world you know now will cause you to miss the real opportunity.