Tag Archive for: Facebook

eblizz – the next social shopping extension

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In the last four weeks, some of the users of The Strategy Web might have seen a small icon on the right hand side of my blog called ‘SocialSpace’. You might have wondered what it is. Or how to use it. Here comes the answer. Now, that the team around the eblizz founders, Jeanette Okwu and Martin Wawrusch, has completed the integration of the social software tool, I will introduce you to a technology that I would call the next social shopping extension for future business.

Social networks are on an all-time high. Corporate websites and shops loose out on traffic and referential linking as people start talking, connecting and linking via social networks like Facebook, Twitter or other social networks. SEO doesn’t work here as closed front doors don’t allow access for SEO tactics. And with the massive rise of social networks, especially Facebook, the question comes up how to bridge the lack of a connection between social networks and homepages or shops.

eblizz offers this solution. It brings social networks and brands together. In a way that social Networks become an integral part of brand websites – be it homepages, shops or blogs. For now, eblizz starts with Facebook – but Martin told me, other networks will follow.

With eblizz users can interact with their social networks without leaving branded sites. Content can be shared with friends on Facebook. Users can immediately comment from the website they are on. Or store products visually in ‘The Shoebox’ and keep it for later purpose or use. Content can be, or as eblizz calls it, has to be ‘liberated’

What is the benefit of eblizz?
Business perspective Think about it. Prosumers create masses of content on the social web. Consuming that content, prosumers realize that brands become more and more exchangable. This causes problems for companies. They need to increase efforts to make their brand get heard. So ideally, companies make use of recommendation marketing to use the buzz of their brand fans.

User perspective Consumers often find things like nice products in online-shops. Or great music. Or funny videos. Or great pictures. And they want to recommend this to friends they are connected with on social networks. Today, it is impossible to take your friends from homepage to homepage, and easily share that content via a social network with one click.

Imagine your Facebook friends follow you from website to website. And, when you want to recommend something to them, you don’t have to change browser windows. You don’t have to cut-and-paste content. You just drag and drop it to the relevant person. Watch the short explanation and tell me if this isn’t really cool…

Companies pay a fee to get their websites eblizzed – no matter if it is a shop, a homepage or a blog. Their sites will be defragmented like a cake. This makes it easy for prosumers to share and recommend relevant pieces of content of a website: videos, links, pictures, etc.

Once a site is eblizzed, users find a button called SocialSpace – the button I started talking about at the beginning. The user logs in with on the question-marked face with their social network account. The SocialSpace opens up in a small picture on the website they are on. The users see their profile, the friends and updates immediately. They can also search for friends. And, they can immediately interact with their social network friends.

Users can even ‘bookmark’ interesting content in their Shoe-Box. The Shoe-Box is a place for personal content belongings. Here the users keep very special things in their SocialSpace. Maybe to recomment or remember a product or present for a Christmas or birthday in the future.

eblizz offers a next generation website customer service. eblizz integrates social network interaction in companies websites. And eblizz will become the driver of social commerce efforts by enabling engagement and brand buzz.

“Prosumers” create masses of content on the internet, including blog posts, product reviews and ratings. Producing all that content, prosumers begin to blur the lines between brands, making them more interchangeable. Not good for individual brands. That’s why companies need to increase efforts to distinguish their brand from all the rest. One way is to capitalize on “recommendation marketing” — build the buzz created by their brand fans. eblizz can help.

And here is how it works…
Consumers often discover products that they love online. And great music, funny videos and awesome pictures. They want to recommend them to their social-network friends. Today, it is impossible to take social-network friends from homepage to homepage, and easily share that content via a social network with one click. This is a universal social web problem!

So, imagine your Facebook friends follow you from website to website. And, when you want to recommend something to them, you don’t have to change browser windows. You don’t have to cut-and-paste content. You just drag and drop it to the relevant person.

eblizz was created to make things easier for anyone who wants to recommend content, product and services to any or all of their social-network friends. Websites and blogs sign up to get “eblizzed”. The fee seems very reasonable. Once a site is eblizzed, a button appears on the site’s homepage called “SocialSpace.” When a user logs in with their social network account information, Facebook for example, the SocialSpace opens up into a small picture that displays the user’s Facebook profile, Facebook friends (and their pictures!) and updates that are happening on facebook right from the website the user is on. The user can then drag and drop anything from the website right onto the Facebook page of any or all of their Facebook friends.

The user can also ‘bookmark’ interesting content from the website by dragging into their “ShoeBox.” This content stays in the Shoe Box for the user’s later use, can be edited and also shared.

Spot On!
So for me, the reason for a website to get “eblizzed” is simple. eblizz integrates social network interaction for all the users who visit a website, making it easy for them to recommend and share the website’s content. That’s how eblizz helps companies distinguish their brands. What is your take on it? Maybe you want to test it with my eblizz SocialSpace button? Drag and drop me your best videos on advertisement, funny pictures, shopping tips or cool texts. Looking forward to it!

And sure, let me know what you think about eblizz…

The end of the future of advertising agencies?

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An apocalytic vision of the advertising future? A prevision of advertising mistakes? Or just a gag of a digital event-organizer that wants to wake up the advertising industry? Or does the event need more attendees? Maybe it is just a simple commercial clip? Or is it even meant to be spread the viral way (well done then, it seems to work, right…)? A video clip that allows so many questions, is worth being mentioned.

This video commercial could also be just a short film to demonstrate the creativity of the co-production companies FITC, Saatchi & Saatchi Canada, Lunch, and Tool. For their next flash event in Toronto the FITC has started a remarkable commercial ad that will make the advertising agency world think… hopefully.

The spot introduces an advertising agency that does not exist but might have been the last agency on earth “mps+c worldwide”. And the story is told just after the last employees have left the agency. A nice idea, right?

Allow some remarks…
If I had had the idea, I had tried to set up a community website for this fictional agency (the creators did not… at least for now) and created a charity story or some alike fiction around it for all people working in the ad agency industry.

It could have been a nice approach. Especially for advertising people to get ideas out of the cultural advertising change trap. Agencies could have collaborated and networked. Agencies could have… But, do agencies really want that? Collaboration, communication, creativity in an open world?

I had tried to integrate social comments function to enable, engage and enter the conversation directly on the website. If you understand how the customers are moving along the web, then why not living the idea with the viral… (is the reason a lack of resources and community management for such a sustainable idea?)

The increasing trend on the web is described quite well and companies should be thinking about this customer change in web use: “Internet Viewing, Facebook Updating and Obsessive Blogging”.

The production companies of this video clip could done much, much more with such a nice idea. Oh yes… But the message sounds great. Should we say that agencies should really, really, really wake up? Oh yes… And I am asking myself what comes after the last advertising agency has gone? Oh yes… Produce another film? Why? Success is never final! (Winston Churchil)

The change we see is a cultural one with high social impact on the world we live in. And companies should start seeing the web from a business-strategic point of view and understand, find and align their web-strategy with it. Companies should stop producing TV ads or banners without any call-to-action. And starting Twitter streams like “clowns” is definitely not the right way to approach the future of customer communication…

The Last Advertising Agency On Earth from FITC on Vimeo.

News Update – Best of the Day

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Using a web analytics tool is one of the essentials when businesses want to get some insights on their customers’ movement around their websites. The Cosmos blog shows 10 useful website analytics tools. And before you ask: The tool I am using is Statcounter.

If your company has a fan page profile on Facebook, there are also some tools to track stats and monitor the traffic. The All Facebook blog offers 4 ways to monitor Facebook page traffic.

Some years ago, we were used to listen to street sales people in pedestrian areas downtown telling us how to get our vegetables, fruit or onions get cut and done. Now, all this can be done by just using a viral. Watch this Slap Chop sales guy and don’t tell this is not persuasive…

Study: Comparison Twitter vs. Facebook

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A recent study by Irbtrax, a SEO Internet Marketing firm, tries to determine which platform is the best fit for a particular business application or niche. So, the results of the study is not saying the one or the other is better, but the results give some good basic orientation for marketeers.

Category 1: Traffic ranking and user metrics
Traffic Ranking US and Global traffic ranking:
Facebook 2 – 7 day average daily time on site by users: 32.2 minutes
Twitter 12 – 7 day average daily time on site by users: 7.8 minutes
Facebook has the lead due to its sheer size, traffic volume, and time on site.

Category 2: Online destination for potential clients in the B2C market
Facebook offers more potential as of the option to include photos, detailed information, multiple outbound links, videos, and other business to consumer apps. The study states it is easier to build a larger network of followers in the shortest amount of time to help market a consumer product or service.

Category 3: Online destination for potential clients in the B2B market
The advantage is on Twitter as it provides more viral marketing flexibility while requiring less followers. Viral Marketing is a core business to business social media application for service recognition and other benefits. Popular industry related tweets are redistributed creating a domino effect even if you don’t have thousands of followers.

Category 4: market research benefits
Again Twitter shows more potential. Its search features can be efficiently used to monitor what people are saying about a company, service, product and competitors. Increasing or declining trends can be tracked effectively as well.

Category 5: internal viral marketing benefits
Facebook is top as it’s much easier to build a larger following. Plus, Facebook ‘wall’ feature is much more interactive than Twitter’s internal communication features.

Category 6: external viral marketing benefits
Twitter offers a greater external internet reach – no front door. Google’s ‘Real Time’ search feature often streams live tweets. A comparison of the number of tweets an independent article/release receives verse the number times they are shared by Facebook accounts appears to strongly favor Twitter.

Category 7: Use of each platform for direct internet communication
Facebook offers an instant message feature which allows you to communicate with other users globally.

Spot On!
The study concludes that in order to maximize your social media marketing results companies ideally create a presence on both. And I am happy that a study mentions this: Which platform a company engages first, or where to spend the most amount of available time or budget depends on your customers!!! Businesses should be checking their web-analytic metrics to apply the findings to your target group, and evaluate the potential and strengths of each platform.

Study: Twitter users not as social as they seem?

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A new report by Barracuda Networks on the company’s newly launched security research portal unveils a truth that was already found in this Harvard study some months ago: Twitter users are not as social as they might seem.

Although Twitter is probably the fastest growing social network, most of its 50 million accounts seem to follow other users – instead of posting their own messages. In some way this sounds positive, as it shows that we are not living in a pure self-referential world.

The Barracuda study states that in December 2009 73% of Twitter accounts have tweeted fewer than 10 times. Only 21% of Twitter account holders are “true users” as Baracuda defines them. The “true user”, according to their definition, is someone who has at least 10 followers, follows at least 10 people and has tweeted at least 10 times. Now, we may argue differently about that, but it definitely shows a trend.

Paul Judge, author of the report and chief research officer at Barracuda, thinks that Twitter is becoming more of a news feed channel than a social network. That indicates that most Twitter users “came online to follow their favorite celebrities, not to interact with their buddies the way they would on Facebook or MySpace,” said Judge.

The follow-only trend might be part of the is part of Twitter’s “red carpet era” when celebrities pushed their microblogging account into the mainstream during the six-month research period of Barracuda.

From November 2008 to April 2009, some celebrities, like Ashton Kutcher, Oprah Winfrey and John Mayer, joined Twitter. In these days the micro-blogging service grew 21.2% in the month of April 2009 alone.

Spot On!
The question remains if Twitter will be able to get more of these followers activated to become “true users” and to start tweeting themselves. Or if security risks will keep users away from becoming the active Twitterati. In combination with news about sites like Pleaserobme.com people have scared of users not to tell to much about their real-time privacy. In my eyes Twitter should be making the main benefit clear to their potential users and show some monetization strategy for companies and users. Why should someone use a platform that does not show a valid business reason?

Moms access point for engagement? – Social Networks!

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If your company sells children (car) seats, diapers, baby buggies or lipstick, when it comes to engaging at-home moms you may think about social networks. At least two recent reports from the Retail Advertising and Marketing Association (RAMA) conducted by BIGresearch as well as another one conducted by Lucid Marketing and analyst Lisa Finn in the US make clear that moms are more likely to be on Facebook, MySpace or Twitter than other moms.

Moms log on almost daily
And moms are using social networks quite often. A Lucid Marketing study states that 80% of Facebooking moms log in at least daily. Even more, 30% of the responding moms login more than five times each day. Also mobile logins are quite popular: About 40% login from smartphones and computers.

The future seems to belong to Facebook. 90% of the moms say the Facebook benefit is that its easy contacting friends/family. 26% mention they like the apps (games and quizzes).

Social web for at-home moms important
– 60% more likely to use Facebook
– 42% more likely to use MySpace
– 16% more likely to use Twitter
– 15% maintain their own blogs

“Retailers who aren’t engaging customers through social media could be missing the boat” (…) “Twitter, Facebook and blogs are becoming increasingly popular with moms as they search for coupons or deals and keep in touch with loved ones. The web provides efficient, convenient ways for brands to stay in front of their most loyal shoppers and attract new ones.”
Mike Gatti, Executive Director, RAMA

Spot on!
Now, the most interesting part for marketers: 64% like ads (or feeling neutral about) on Facebook, says the Lucid Marketing study. Meaning, Facebooking moms are apparently open to get in touch with brands and marketers – if they take their wants and needs into account. The ‘social moms’ are getting engaged when they search for exclusive deals (i.e. coupons and discounts). Apart from that, these studies indicate that companies addressing moms could replace old loyalty programs. I am sure, this is a great opportunity. But don’t forget to provide sustainable conversation – moms hate it not to be taken serious in their job at-home.

Case Study: Social Media zur Lead Generierung

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Eine aktuelle Fallstudie von Breakingpoint (THX to Jeff Bullas) unterstreicht die weitreichenden Möglichkeiten, die das Social Web bei der Lead Generierung offeriert. Im Mittelpunkt der Strategie stehen dabei als taktische Massnahmen integrierte Emailkampagnen und Social Media Ansätze, welche über verschiedene Plattformen angegangen werden. Die Messung der Ergebnisse zeigt vorzeigbare Zahlen…

55% aller Leads kommen von Inbound Web Visits
75% der durch Marketing beeinflußten Pipeline kommen von Inbound Web Leads

Das Fallbeispiel “verordnet” 6 Social Media Schritte, die den Sales Funnel füllen:

1. Erstelle ein Blog, um anzufangen und nimm an der Konversation teil.
2. Setze einen aktiven Twitter-Account auf.
3. Erstelle eine LinkedIn Gruppe (oder Facebook Page, abhängig von deiner Demographie) – Anmerkung: XING Gruppe in Europa ist sicherlich auch nicht verkehrt.
4. Modifiziere Deine Strategie für Pressemitteilungen für Blogger Coverage
5. Promote Social Media Channels auf Deiner Firmen Webseite und in Email Signaturen
6. Messe die Größe der Social Media Accounts und des Web-Traffic

Die Ergebnisse der Social Media Kampagne machen klar, daß es einen starken Zusammenhang zwischen der Nutzung von Social Media Channeln und dem Wachstum des Web-Traffics sowie der Leads gibt. Das Besondere daran ist, daß der Zuwachs des Traffics sich in der Mehrzahl der Leads niedergeschlagen hat. Hier die Ergebnisse nach sechs Monaten Laufzeit:

10,230 Unique Blog Page Views in Q3
280 Twitter Follower
141 Mitglieder in ihrer LinkedIn Gruppe
155% Erhöhung der Unique Visitor

Die Aufsplittung der generierten Leads…

55% Inbound Web
23% Messen
20.5% Email
1.5% Seminare

Durch Marketing beeinflußte Pipeline…

75% Inbound Web
17% Email
4% Seminare
4% Messen

Spot On!
Die Zahlen wirken sehr überzeugend und zeigen die Möglichkeiten, die dem Social Web bei der Lead Generierung beigemessen werden können. Man darf bei der gesamten Euphorie ein paar Dinge nicht vergessen: Die saubere Trennung der Lead-Ursprünge dürfte noch schwierig nachzuvollziehen sein. Und es stellt sich immer die Frage, wieviele der generierten Kontakte man als bestehende Kunden hatte oder ein Salesteam als “Datenbank-Leichen” über Jahre mit sich herumschleppt. Dennoch kann man die Aktivierung solcher Kontakte mittels Social Media als einen fast noch größeren Erfolg im Vergleich zu kostspieligen Outbound-Aktionen werten. Natürlich wäre es wichtig zu wissen, welchen Aufwand an Personal und Budgets man hinter die Anstrengungen gepackt hat im Vergleich zu traditionellen Marketing-Strategien zur Lead Generierung.

PS: Da habe ich Kyle Flaherty (Marketingleiter von BreakingPoint) mal drauf angesprochen. Hier ist seine Antwort…

News Update – Best of the Day

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Are you surprised when somebody says Facebook is better than Twitter for marketing purpose? Amy Porterfield cites a report by MarketingProfs called ‘The State of the Social Media Marketing’. The report delivers great insight in social media usage by marketers, tactics and strategic approaches.

With the rise of thew social web, governance for social networking in businesses becomes even more important. A recent study by Cisco states that most businesses have no “formal process associated with adopting consumer-based social networking tools for business purposes”.

If you treat your customers like the sales person in this creditbuilder commercial, you won’t make big deals… but you will definitely raise awareness.

News Update – Best of the Day

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Best of the DayPeople are asking me quite often, what it takes to become a smarter social businessperson? I was about to write a post about it. But my strategy works along Jeff Jarvis words: “Do what you can do best and link to the rest!”. And yes, I have found that Don Reisinger at Gigacom has written some excellent 10 tips for becoming a smarter social business person. So, why should I…?

Some companies like AUDI let their social community and fans co-create their new design for the car of the future. Vitamin waters newest flavor was created by their brand’s Facebook fans. Matt Rhodes shares the social experiment which is not finished with the launch of the product in March 2010. The success factor for the engagement of the community was a competition (again – incentives are key, it seems)… and for the success? Collaboration…! The co-creation included: choosing the flavor, designing the packaging, and naming the water.

This Doritos commercial makes me laugh… join in!

The Strategy Web – going mobile on an iphone app

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The mobile iphone app trend can be heard all over the bloggosphere. We all know the future is mobile and people want to read their preferred social medians on the go. And some web-experts have launched their own iPhone app lately. The Strategy Web (download in iTunes) went mobile with the start of this year 2010 as well…

Two of my favorite web-experts Jeremiah Owyang and Seth Goddin started their iPhone app more or less at the same time. And they all can be read every day, for free. You just have to download it on your iPhone!

Jeremiah and I have chosen the nice developer guys from MotherApp to get our personal version of a real iphone app. It took the guys just one short week to get the app live on iTunes. And this is not only a mobile version of our blog without heavy graphic load in the back-end. This is a true iPhone app with native Apple interface which includes the integration of all the main relevant social media platforms of my social web strategy (except from Facebook): Blog, Twitter and YouTube.

TSW iPhone App As

Above: screenshot of the app start page and latest blog update

TSW iPhone App Bs

Above: screenshot of a post page, YouTube channel, and the Twitter timeline.

MotherApp offers an interesting way to get your brand and content mobile. Even if there is no internet connection the content can be read as it is downloaded. Good work!

Two further iPhone apps I woul dlike to recommend. Take a look at Guy Kawasaki and Brian Solis (he even has integrated location-based features).

This is still an early stages version. Two negative things that will hopefully improve in the future: Brands need a developer to create the iPhone app and only my comments can be seen – not really social web world, I know. But hey, who is perfect…?!

Let me know what you think. Looking forward to your feedback.