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Facebook’s ‘Life Events’ are the main event for digital marketers

The life-events engine behind Facebook’s new timeline may be the most powerful digital marketing tool ever created.  It allows Facebook users to record the milestones of their life. And, it allows digital marketers to deliver the most effective and  relevant just-in-time messages.

One of the biggest challenges for all marketers is getting the right message… to the right people… at the right time.  Digital marketers have typically had the advantage meeting this challenge by leveraging pay-per-click advertising (PPC) and display ads triggered by keywords appearing in on line content.  While these tactics allow better targeting than traditional media, they’re still limited by the universe of individuals searching with the right keywords and finding the right destinations.

Facebook’s new timeline overcomes these limitations by enabling and encouraging Facebook users to share their life events with others.  Facebook’s new timeline allows users to share information when they move, buy a home, add a vehicle, have a child, change their job and so on. The possibilities are endless.

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On the Plus Side: Brands can build a Google+ following now.

In it’s first month Google+, Google’s new social network, has attracted more than 20 million unique visitors — and a lot of unwelcomed interest from leading brands.

Google+ (pronounced ‘Google Plus’) is a group of social sharing tools that lets existing Google users leverage their existing Google profile and Google Buzz account in new ways: They can share content with friends using friend ‘circles’; They can recommend content to followers using ‘+1 button’; They can find social content on topics that interest them via Google ‘Sparks’; They can video conference with friends via ‘Hangouts’;  And, they can send mobile messages with groups of friends using mobile ‘huddles.’

All of the features of Google+ (or G+) are anchored to an individual’s Google account.  As a result, their social activity can be leveraged to influence their Google search results.  This is why many brands — especially those spending 100′s of thousands on search engine marketing — are keenly-interested and highly-motivated when it comes to Google+.

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Social media powers immediate, grassroots giving

When an 8.9 magnitude earthquake hit Japan in March 250 miles northeast of Tokyo, it triggered a tsunami that caused major destruction in northern Japan. It also triggered assistance a groundswell of concern, conversation, and financial support on social networks.

Twitter aided Japanese users by providing a Tsunami support page to help them gain first hand information, locate loved ones and share status updates abroad.  Global Voices, translated Japanese Tweets and blogs. and charitable organizations went into action organizing relief efforts and connecting donations. Katya Andresen, COO of Network for Good, said her organization helped dozens of responding organizations accept relief donations within hours of the tragedy. The organization has raised more than $6.7 million in growing relief effort so far.

“As soon as we hear about something that looks like a large-scale humanitarian disaster – within hours, we put together Japan Quake and Tsunami Relief page so that people know where they can donate and what trusted organizations are rushing aid,” Andresen said. “Then, we have some great partnerships that drive a lot of donations to that page.” She said AOL and Yahoo featured Tsunami relief charities ton their homepages to donations and business sponsors like CapitalOne notified its members how they could support the Japan relief effort.

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Businesses to Facebook: Where are you taking Facebook Places?

Facebook Places remains promising. It allows Facebook users to ‘check in’ to local destinations on Facebook and it allows businesses to reward Facebook visitors with discounts, coupons and freebies.

However, it’s been more than six months since Facebook announced Places and many of the promises offered by Facebook regarding Places remain unfulfilled. Facebook said it would become easy for businesses to create, manage, and merge Places pages with the existing Facebook pages. It’s not.

When places rolled out, Facebook promised to provide a bulk management tool for brands with several locations. This hasn’t happened. Adding places remains a barrier for businesses with multiple locations. It requires being physically present at each location with a Facebook supported device. New places are immediately visible to Facebook users and are owned by Facebook until the business goes through a second, more arduous process to claim them. Each Place must be claimed separately and requires individual verification by phone or by providing related ownership.

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End video clutter: Add links to make online videos more effective, manageable and social

Video content is an important aspect of every company’s digital marketing strategy. It’s popular, social and effective. According to a recent study, the average internet user watches 186 online videos per month.

Video is popular. The most recent comScore study indicates that 183 million U.S. Internet users watched an all-time record 33.9 billion online videos in May, 2010.

Video is social. YouTube is the most popular site for viewing online video (43 percent) and content viewed on YouTube and other sites is often driven by sharing on social networks where users spend the majority of their online time.

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