Facebook Introduces Offers, Share exclusive offers only with Facebook fans for free!

It appears that in a bid to become advertiser friendly, and get closer to delivering ROI, Facebook has introduced Offers.  With this option, brands can now provide exclusive offers to their Facebook fans via status updates.  Facebook evidently also hopes that these posts will be further promoted by brands to reach a larger audience.

Facebook Offers

Facebook Offers Display

This is how it appears on the page next to Status Updates:

The way in which you post an offer further has 3 options:

Options for Facebook Offers Posting

This appears to be in beta as not all brand pages have it, so don’t be surprised if your brand page is not showing up this option. May be you could contact your Facebook relationship manager to get this enabled for you.

The brands we stumbled across using this feature is the etailer brand Fashionandyou.com and firstcry.com on its fan page.

Fashionandyou.com Facebook Offers
First Cry Offer on Facebook Availed By Fan

Once a fan avails of an offer, you get further visibility as their engagement becomes known to their friends.

Clearly Facebook is exploring newer and relevant means to appeal to the brands that are using its platform to engage with an audience, and hoping that these measures will help to increase advertising spends on the social network. After all with General Motors announcing that it was pulling out of Facebook, did send ripples in the market questioning Facebook’s advertising’s efficacy.

Further unlike a Google that has been focusing its sales pitch on ROI, the social network has had done little to build and market advertiser-led case studies , even while it attempts to assist marketers with analysis at a click on the reach and engagement your Facebook initiatives have managed to achieve.

But the real question is that just like Google’s practices  that can be questioned particularly when it comes to PPC, and  its algorithms can regularly challenge many an SEO expert (search engine optimization) equally challenging is Facebook’s own mechanisms of ensuring that a limited number of users only can see your posting. Facebook has the Edgerank.

Not more than 16 per cent of your Facebook friends can see a wall post or status update. While you can adopt various strategies to try to increase the reach  fact is that all of this requires more hard work and resources, and use the `promote’ feature and `offers’ feature might just help you reach many more of those audiences faster!

Posted in Facebook, Facebook Fans, ROI | Tagged , , , , , , | 5 Comments

How To Trend On Twitter – A Case Study On Fevikwik Friendship Day Campaign

The Trendsetter – #ThatOneFriend”

With Friendship Day round the corner, we decided to do a Twitter campaign for our client, ‘Fevikwik’ – India’s leading adhesive brand that bonds instantly! The idea was to celebrate bonding with friends and create buzz for Fevikwik on Friendship Day through a contest. We aimed to get @Fevikwik_tweets or the hashtag (#ThatOneFriend) trending.

The campaign:

We invited tweeps to share something cool, meaningful, quirky and fun about #ThatOneFriend – a commonly used cyber phrase. Everybody has #ThatOneFriend friend they can borrow from and not bother to repay, or one who knows too much, or one they always call when they’re sad – tweeps had to name or tag that friend in their tweets to win a prize for themselves and the friend. These tweets were targeted to @Fevikwik_tweets.

We started talking about the contest on Facebook & Twitter 2 days before the contest. This helped create a buzz on the social platforms. Our fans and followers were already aware of the upcoming contest which increased the curiosity among them.

Fevikwik Twitter Campaign

Twitter Campaign Launch Tweets

The contest was announced on Friendship Day at around 10 a.m.

Fevikwik Twitter Campaign Response

Twitter Feed Responses

Tweeps responded with some witty, cool and meaningful tweets.  They tagged their friends to show their love on Friendship day. Many used #ThatOneFriend to hilarious effect. @Fevikwik_tweets engaged in active conversations with these tweeters to popularize the hashtag. Soon enough the Twitterverse was abuzz with mentions of #ThatOneFriend who was their support in times of need, who was their movie partner, who they could call up even at random hours, who was always broke, who never showed up on time and likewise.

With such a huge response it was not long before #ThatOneFriend was trending in Delhi followed by Mumbai. As more and more people picked up on the hashtag, an India trend was not far in sight.

Fevikwik Twitter Campaign Trends

Fevikwik Twitter Campaign Starts Trending

Even hours after the contest was closed, #ThatOneFriend was trending. It was not about the contest and the gratification anymore! The sheer joy of being able to thank their friends for their love and togetherness over the years made this hashtag popular with the tweeple.

Also, with over 500 mentions for @Fevikwik_tweets and an increase of about 50 followers, the brand garnered greater visibility and is now able to reach out to a larger number of people on Twitter!

 Key Learning:

Being topical and actively engaging in conversations with tweeps led to an increase in our visibility over the twitterverse. It helps to talk to people rather than just giving them a topic to talk about.

 

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What All Is Included In Digital Marketing, This Image Has The Answers

Digital Marketing Tree

The Internet Marketing Tree

Posted in Internet Marketing | Tagged , , , , , , , , , , , , , | 6 Comments

When Ratan Tata Tweets You Really Need To Ask – Have I Been Ignoring Twitter?

When a stalwart industrialist like Ratan Tata, with just 57 but powerful messages to the world does it on Twitter, it would be the penultimate call for Industry leaders who are, to a great extent, still ignoring the power of the web. Especially when these select few tweets get picked up and covered by the largest selling business news paper in the country – The Economic Times.

In fact, Tata, the article opines, has bypassed traditional communication channels to directly talk to the world. This is a huge move from the 143-year old and otherwise hard-walled Tata Group.

What this also states is the power of Twitter. Unlike an Anand Mahindra who has 534928 followers and 4078 tweets, Ratan Tata has 289307 followers and tweets occasionally. The point is who are the tweeple reading the tweets? And what is the multiplier effect that the tweet can have. This is because the tweets can be read by key influencers – the media, opinion makers, opinion seekers, brand ambassadors, consumer loyalists, researchers, bloggers, et al — who then carry it forward to the world.

The impact a Tweet can make can be much more powerful than the status updates a brand does on a Facebook.

If your brand has a face, that face can make one powerful Tweet that can be read and transformed into gigantic proportions. In fact it was the Indian Premier League (IPL) founder Lalit Modi’s Tweets that the media got wind of and replayed on print and TV over and over again. That’s what made Twitter popular in India.

You may well have 2000 followers on Twitter as opposed to 200,000 on Facebook, but there may be a powerful 20 in these 2000 who can explode your ROI positively.

Posted in ROI, Twitter | Tagged , , , , , , , , , , | 2 Comments

What Is The Future of Digital Marketing, A Marketer’s Guide – 2012-22

Digital can be mainstream in 10 years

Youth in the larger metros and hand-held devices could be responsible for driving this change.

Why?

  • Already a major source for news even in real-time
  • TV networks seeking online model to secure their share of the online revenue pie.
  • Online ads are not just cheaper, but efficient and can be customized and served in real-time.

Social Communities Will Be a Part of Life

Current Global Trends:

  • 57 percent of people talk to people more online than they do in real life and 78 percent of people trust consumer opinions posted online.
  • Social networking has exploded globally. Nearly 1 in 5 minutes online is spent on social networking sites.
  • What does it mean for brands: Digital media is increasingly becoming a part of life. Weave social media into everything you do to reach, engage, listen to consumers and invest in ORM.

Auction-Based Buys Will Take-over 

  • The top ranking reach networks Google and Facebook operate on bidding. The display investment with Google increased by 92 per cent in the past year.
  • Real-Time-Bidding (RTB), based on audience data will become a ‘must’ for marketers due to their potential to enhance campaign performance.

 Digital Media Agencies Will Buy Audiences

As it is an era of an increasingly data-driven market where consumers play a central role,traditional ad space buying model will slowly disappear, in exchange for an audience-centric model with greater efficiency to eliminate campaign waste.
This is the most outstanding trend that every marketer, publisher, agency, data mining company and technology enabler will have to watch out for.

 Real Time Planning Will Take Over

Pre-campaign planning will be replaced by planning during the campaign. Instead of inventory, marketers will choose for an audience based on valuable intelligence that satisfies an advertiser’s requirement in real time.

Websites Will Be Critical

  • Branding is going to play an enormous role in the future of website marketing because consumers are seeking information when they want and not necessarily when you are pushing content.
  • Web marketers who take a strong branding and business building approach to the online platform (brands like Nike, the Mini, Adidas, Uniqlo, etc.) will flourish as opposed to those who do one off tactical initiatives on their websites.

Connectivity Will Be Independent of Devices

By 2016, it will all be about connection and what your device can do to achieve that. Media communications will be simplified owing to everything being well connected. Increased compatibility will facilitate communication across multiple platforms through which, the advertising industry will benefit tremendously.

Technology Will Drive Marketing Online

Will we be using a search engine like Google in 5 years? Will we be using desktop computers in 5 years? What will future social networks look like?
The acceleration of innovation in online technologies and the ways we can discover, consume and engage with information can be a challenge to keep up with.

Technology Will Drive Creative (& vice-versa)

  • Driven by consumer expectations who need stimulus beyond the ordinary, first movers, stand alone innovations – that deliver a WOW experience to the consumer will stand out
  • Marketers will need to look for communication opportunities that have the right mix of relevancy & surprise – To have long term ‘Top of Mind’ impact in the increasingly competitive space.

App-based Behaviour Will Drive Mobile Ads

  • With mobile internet usage and mobile search already ahead of desktop, behavioral and geo-targeting, apps will completely change the way ads are sold and consumed on mobile.
  • In the Indian context – Apps can drive rural marketing where other modes of reach are limiting.

Location Based Services on the Go Advertising

  • If used right, LBS can be a boon and offer an important basic capability that enables all sorts of innovation in mobile device tools and marketing.

Branded Apps Will Be a Norm

  • Letting someone download a branded tool to enhance their experience of your brand, offers great potential for engagement, lead generation and even direct sales.
  • The App revolution is fueled by a new level of utility in content for mobile devices. The popular tagline ‘there’s an app for that’is based on this utility. When you can find an app to enhance just about anything you are doing, the net effect becomes transformative.

M-comm will take Over E-comm

  • Easily click a button on a device to trigger a micropayment from your own account without having to re-enter or re-confirm credit card details. M-coupons and offers will further fuel marketing efforts.
  • As the recent text-to-donate campaign for Haiti from the Red Cross showed the world, trying these payments to user’s phone bills may offer another solution.

Digital Will Go Beyond Desktops & Hand-held

  • Digital will link to outdoor, ambient and unexplored realms; all with traditional digital linkages – the Internet
  • National Geographic’s Augmented Reality (AR) Experience in malls, Lynx Falling Angels outdoor AR experience, will be unforgettable for a long time to come and looked up on the web- way beyond the time when these events actually happened.
  • For Marketers it means – Integrating digital in all your plans and capitalizing on activation opportunities where digital can add a revolutionary layer plus long term shelf life.

Consumer-centric Approach v/s Brand Approach

  • Consumer data in terms of their likes and preferences is more accurately available. These can be harnessed to deliver a communication that is relevant and meets intangible consumer needs thereby strengthening relationships. Brands need to be more humane and grounded in order to strike a chord with the audience.

Brands with Pull Strategy Are the Dark Horses of This Race over push strategy.

@bcwebwise

We build a digital architecture that is rooted in research, strategy, branding and content. Layering it with the right brand building assets and maximizing deliverables with the right reach vehicles and technology in the digital spectrum is the key. Through this approach, we strive to achieve the extraordinary and build businesses.

Posted in Future of Digital Marketing, Marketing & Communications | Tagged , , , , , , , , , , , , , , , , , , , | 16 Comments

How To Create An Award-Winning Website – A Case Study Presentation

Award Winning Website for Vardenchi Custom Motorcycles

Award Winning Website for Vardenchi Custom Motorcycles

Visit the Vardenchi Website
Find Vardenchi on Facebook
Follow Vardenchi on Twitter
Check bcwebwise Portfolio 

Posted in Award winning, Brand building, Consumer Experience, Customer Experience, Online Advertising, Website, Website Design | Tagged , , , , , , , | Leave a comment

How Facebook’s Close Friends Feature Can Affect Your Brand’s Wall Posts

Close Friends Feature on Facebook

Close Friends On Facebook

 

Have you stumbled across the Close Friends feature on Facebook? It appears as an alert as you log in to your Facebook profiles. A very welcome feature indeed considering large networks of friends one gathers over time. With friends of friends, work acquaintances, random people, far off relations, absolutely unknown people and all of their status updates filling up your wall,  Facebook as a true friend’s network was not serving at its optimal best. A chance to see only posts from significant few who matter the most is a welcome change.

Jump to Close Friends on Facebook

Jump to Close Friends on Facebook

So here’s what the Close Friends Feature does. It suggests and allows you to star the select few friends who’s updates you want to know about the most. What’s even better, these friends will not know you tagged them, so this is a little secret between you and Facebook’s backend program.

Close Friends Suggestions

Close Friends Suggestions

You can change and alter this list whenever you want. Everytime you open the Facebook page you can select the Close Friends option and see only news feeds from them.  Essentially Facebook has taken its `lists’ feature and taken it a step further making it simple and quick for users to follow who they want to the most and minimizing the clutter.

What does this mean to posts made on Brand Pages ? Currently the wall posts made by brands on their brand pages go into the news feeds of the fans that have `Liked’ them just as the status updates of those in the friends networks of their fans appear. Once the Facebook user opts for the Close Friends option however, they will see only the posts made by these close friends! In other words the status updates or wall posts made by brands are likely to never get seen at all by Facebook members because they can only select `Friends’ or `People’ and not pages or groups that they follow!

So time for Facebook to introduce a `Pages I Follow’ listing, that will enable users to also track the brand posts they would like to see. This will not only be user friendly, but will really help to give better visibility of brand posts to serious fans.

Posted in bcwebwise, Brand building, Consumer Experience, Customer Experience, Facebook, Facebook Fans, Facebook Likes, Online Advertising, Return on Investment, ROI, Social Media | Tagged , , , , , , , | 3 Comments