DIGITAL MEDIA

When considering how best to spread the digital word, the modern marketer now has a variety of options to choose from. A well-constructed digital strategy from the old days, circa early 2007, might have included a visually appealing site featuring a ‘viral’ game, some token UGC component, a selection of inspiring animated sequences and a free packet of peanuts for good measure. With a bit of luck, the URL might even be advertised on a TVC to qualify it as an integrated campaign.

Now, although I like to think there’s a little more room for refining executions in the search for more relevant engagement rather than visual stimulation, I don’t necessarily think much will change in 2008. However, there are other avenues that marketers will need to explore if they are to optimise their digital footprint. Mobile remains one of these, while Facebook and the major social networking sites remain the other.

This article focuses on Facebook simply because the recent steps to introduce advertising components make it particularly pertinent right now for brands.

According to its website, Facebook has 58 million members globally with an average of 250,000 joining every day. In Australia, with 2.48 million unique visitors in November (Neilson Netview), Facebook has become a powerful marketing tool if leveraged effectively. Only the most traditional traditionalists would ignore it and, even if the sceptics are right in thinking the site has peaked, there’s no doubt marketers have at least a couple of years left to tap into the millions of daily interactions.

So, what then are the keys to successful brand promotion on Facebook?

1Make sure your core web presence is correct before you start working through anything else.

It may sound obvious, but your brand’s website is still the hub for all activity. It is the only online location where you have full license to communicate as much or as little of your brand message as you see fit. Since all other digital communications, including Facebook, should link back to this in some way, make sure you don’t undo any good work in other areas by failing to fully engage your user at the final hurdle.

2 Consider what Facebook is actually about. Facebook’s success to date lies in how easy it is to be sociable and to share things in your life with your friends. It is currently still about sharing and being social, so any message a brand wants to promote has to talk to the way people use the site. The 11,188 Facebook applications currently in existence (100 new applications added each day) all have one common theme; they facilitate greater social interaction amongst friend networks. It stands to reason that some types of application are more likely to appeal to certain demographics, so a clear understanding of the target audience is very important. The New York Times News Quiz application is likely to, but won’t necessarily, appeal to a different audience from the ‘Which Harry Potter character am I?’ application. However, both can clearly grease the wheels of social interaction.

The learning is that pure product information is not going to enhance the cyber social life of anyone on Facebook, but something that promotes competition between friends probably will. However, the fact that there are so many applications out there vying for the share of profile means that content, as well as the other areas of Facebook marketing, is equally important.

3Consider what Facebook will be about in the future. As it becomes the first port of call for each user’s online experience, the Facebook homepage is fast becoming a customizable desktop. It’s already possible to insert the weather and news headlines via RSS feeds, and plan your evening television viewing if the weather turns out to be bad. Once news and media groups become comfortable with the fact that their raison d’être is different to these global social networking sites, it becomes easier to understand the value of a ‘if you can’t beat them, join them’ strategy.

In their lifetime, any given user may have an online relationship with a brand that lasts for a number of years. At least, that’s certainly the intention of the brand custodian. However, within that time, the relationship changes in both meaning and in terms of priority status. Take The New York Times again as an example. Although it is possible to personalise the home page with your news, it is important to consider that news might be less important than a social life for many. In this instance, it makes sense to allow Facebook users to supplement their homepage with unobtrusive headline updates via RSS. As time goes by and a user’s preferences change, it may well be that they prefer to personalise the homepage of NYT with an RSS feed from Facebook. However, by enabling the initial integration, NYT earns more brand loyalty.

4Consider the official advertising options. In November last year, Facebook officially launched its first set of advertising opportunities. In that first 24 hour period, 100,000 branded pages were posted, each providing users the opportunity to become fans of their favorite brands. On the face of it, this doesn’t sound hugely appealing, but the page gives the opportunity to market those bespoke applications and RSS feeds already discussed. This can create a localised brand experience, but you can immediately appreciate the need to supplement this with a very clearly defined core message on your proprietary brand site.

Having a bespoke page is one thing, but raising public awareness of it is quite another. Seeding of applications is relatively straightforward as long as the content is engaging and you don’t feel any guilt at spamming everyone in your address book with a new non-critical download invitation.

Facebook is set up well for viral communication of new features, but there is work to be done to target the most relevant cross section of its audience.

The New York Times company profile has 7000 fans and provides an opportunity for the placement of the NYT News Quiz. Once there, the usual Facebook interactivity exists on the profile page whilst the quiz provides that friendly competitive element.

From a consumer goods perspective, the introduction of ‘Beacon’ will be interesting to observe. This new system passes on user’s shopping details from partner sites outside Facebook to other users, and links advertising to those product purchases.

However, there has been a public outcry as a result of the perceived invasion of privacy and it’s difficult to see why consumers would now opt into a program that shares their every purchase with the rest of their network. That said, there are some huge benefits for advertisers if the user base comes round. So, with modifications to the system likely, perhaps in the form of incentives for users to spread the word, we may yet see a successful rollout.

5Consider a professional strategy. Facebook is undoubtedly becoming a communication channel in its own right. However, one of the dangers is succumbing to the pressure of getting involved, just because everyone is talking about it.

The reality is that your brand might not have sociable values, in spite of the potential reach. This might well make it an appropriate channel.

Now that it has reached critical mass, and the pressure mounts on the owners to deliver more tangible ad revenues, there is more impetus to stop and think hard about the most appropriate investment. It might be use of the Beacon platform, but it might also be as simple as adding a link on your current web presence to link to Facebook.

In summary, Facebook is still an unknown quantity for brands. However, there is the not insignificant carrot of 2.48 million unique visitors per month, many of whom plan their social life on a daily basis through the social networking tool.

There are certainly enough different options to allow a brand’s digital strategy to integrate to varying degrees and the cost can therefore be contained. If this is the case, then it’s probably worth a shot, isn’t it?

Alex Hall is chief operating officer at TigerSpike.

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