PASIÓN POR EL MARKETING

Another interesting Infographic with updated numbers for Facebook (2013) Source: Great Business Schools

That Facebook is the smartest is probably one of the most holy truths I’ve ever heard. It’s known that deleting a FB account is not as easy as it should be. Facebook doesn’t want to lose any of its billion users. This means great Advertising incomes and it took also some time to build it up.

This morning, an amazing new app showed up but it was killed by Facebook after few hours. I’m taking about Social Roulette : 1 in 6 chance of deleting your account. What are you afraid of?

How to delete your Facebook Account Social Roulette

Anti-Facebook feelings are growing as a consequence of the BLUE domination. I think Social Roulette was the perfect way to do it from a fun perspective hence play a game. Actually, right after I saw the app, I thought that, probably, inviting brands to join by providing with products or prizes could be such a great business idea. Obvisouly, not all the brand might be interested in it, but what about “Extreme” brands like Red Bull?

Facebook hasn’t doubted a second and has denied the access to its API - As simple as that! Social Roulette and its dream is over or might be NOT!

As The Next Web has written, here are the main causes of this decision from Facebook.

Facebook’s terms ad verbatim, there is debate as to whether allowing deactivation automatically is considered circumvention of Facebook’s limitations on its features. Facebook doesn’t want anyone interfering with deactivations apart from users themselves.

While there are no written terms against an app deactivating accounts, the last thing a business wants is to lose customers, especially in an automatic way. It would come as no surprise were Facebook to add a special clause in its terms in the near future.

In any case, thanks guys from bringing to life this awesome idea!

How to write to go viral. Thanks Seth Godin!

How to Go viral

Nowadays, we see many presentations about social media but very few are actually interesting or say something new. I did like this presentation run by Jeremy Waite, Head of Social Strategy at Adobe. Check it out and pay attention to the stats he provides. For me, the most interesting point (without any doubt) is the fact that 50% of users go to social media to simply waste their time. Thing about it…

Engage 2013 loyalty fans

Facebook user behavoiur

when fans see your content on facebook

Social media ROI 2013

how many fans see content on brand pages

How to appear more often and more efficiently in the Facebook Newsfeed, the key question

Here is another interesting post about how Facebook Edgerank works I wrote some time ago and below it’s a fantastic post written by Pam Dyer.

Give your posts a higher probability of appearing at the top of users’ News Feeds.

The News Feed — in the center column of your home page — is a list of stories from the people and pages you follow on Facebook. Customized and continuously updated, it is designed to make the most out of the time you spend on the social network by serving up the information that’s the most meaningful to you. News Feed stories include likes, status updates, app activity, photos, videos, and links. According to comScore, 40% of time on Facebook is spent on the News Feed. When a user logs in, there are normally many more posts than can fit in their “top news”. EdgeRankis an algorithm developed by Facebook that governs what is displayed — and how high — on the News Feed. Knowing how Facebook decides what shows up (and what doesn’t) in news feeds is key for digital marketers. If you can write posts with an eye toward the EdgeRank algorithm, they will have a higher probability of being displayed at the top of users’ “top news”.

What is an Edge?

Every piece of content in Facebook is called an Object (for our purposes here, think “post”), and each interaction with that content is called an Edge. Examples of Edges include status updates, comments, likes, and shares. Each Edge is comprised of Affinity, Weight, and Time Decay. Sounds pretty complicated, right? Stay with me and you’ll understand why it’s simple and effective — it’s very similar to Search Engine Optimization (SEO).

The EdgeRank algorithm

EdgeRank is the sum of Edges. It looks at all of the Edges (actions on Facebook) that are connected to you and ranks them according to their importance to you. Objects(posts) with the highest EdgeRank typically appear at the top of the News Feed, although there’s a small amount of randomness.

What is Affinity?

Affinity is a one-way relationship between a user and an Edge.Think of it as a measure of the closeness between you and a brand. It looks at whether or not you’ve previously interacted with a post or whether your friends are engaging with it — actions taken into consideration include liking, sharing, commenting, and messaging.

What is Weight?

Weight is a system that increases or decreases the value of actions within Facebook. All Edges(Facebook actions) are assigned a value chosen by Facebook. Edges that take the most time to accomplish tend to weigh more — for example, commenting is more involved than simply liking a post, so it’s considered to be more valuable.

What is Time Decay?

Time Decay is the easiest of these variables to understand. It refers to how long the Edge has been alive — expressed mathematically, it is 1 ÷ (Time Since Action). The older an Edge is, the less value it has. This helps weed out old content and replace it with interesting new content.

Improve the EdgeRank of your posts

Here are some ways to get your posts to the top of Facebook’s News Feed:

1. Create and post more engaging content and post it often

Increase affinity for the people who like your Facebook page by posting content that appeals to them. Polls, questions, contests, and other interactive initiatives increase engagement. The more often you post, the less you’ll deal with post decay, which lowers content visibility.

2. Calls to action will encourage more people to like your page

Engagement increases with the size of your audience. Clear CTAs that raise interaction rates — sharing, liking, and commenting on your posts — improves the weightof that content. Post trivia questions and encourage people to answer by commenting on the posts, ask users to tag themselves in photos and like their favorites, etc.

3. Post links, photos, and videos frequently

Facebook pages that always include these have the best EdgeRank scores. Text-only posts don’t stand out or offer much opportunity for engagement. Adding links, photos, and videos to all of your posts increases visual interaction, making it more likely that users will view/watch, share, like, comment, and browse. This improves affinity and weight.

4. Avoid attracting Likers with low affinity

Contests that give away unrelated prizes attract many people who will never engage with your brand — they’re only liking your page to get the swag you’re giving away. Chances are that none of your messages will show up in their news feeds. If thousands of people like your page but only a few actually see your content, you’re not accomplishing your goal. It’s important to build an online community instead of going for the “low-hanging fruit” to increase the number of people who like your page, which creates an illusion of engagement.

5. Post consistently at strategic times

Post often — at least once a day — to decrease the time decay of your content. See my post, How to Improve Your Facebook Fan Engagement, for detailed analysis about the best times to post by industry. It includes a cheat sheet for effective wall post strategies.

Facebook EdgeRank Explained

Everybody in the world is on Facebook is a fact. That very few are doing it right is too.

Surfing the web I found this pretty cool list of brands doing right on Facebook that I would like to share with you. The good point here is the fact that these campaigns / actions have been picked by Facebook juries. Well, let’s be right, for juries selected by Facebook to run this competition meaning no people who actually work on Facebook but professionals coming from the big creative agencies.

Facebook Studio Judges 2013

Here is the list of the top brands. As expected, some excelent social brands are there like OREO, NIKE OR P&G. Enjoy and leave your comments!

Facebook’s top brands 2013

I would recommend you to take a look of these to get some inspiration. Something that I’ve found particulary interesting is the fact that all the brands include a “Campaign Performance” section which showcases the achievements, metrics and KPI’s,

Best metrics and KPI for Facebook

What’s your favourite campaign? I loved many of them but I found this one very simple and high engaging!

In a moment when everybody is talking about technology, networks, social, internet, etc. There is a smart brand who is taking advantage of it but in a different way. This brand is not using the same argument but the oppositive narrative. The result is a simple but great concept which fits perfectly into its positioning. Welcome to Free No Wifi by Kit Kat.

Kit Kat: Free No-WiFi Zone from Fethi Uluak on Vimeo.

“Free WiFi is available everywhere we go. People are constantly online, busy with their electronic gadgets all the time. As Kit Kat we saw that as an opportunity to give people a break. So instead of offering Free WiFi like every other brand, we created a Free No-WiFi Zone. A big sign with a small WiFi jammer that blocked all signals within a five meter radius. By doing that we encouraged people to read a newspaper, a real book or have a genuine conversation again. All while munching on a Kit Kat.”

Kit Kat Free No-WiFi Zone

Guess how many fake and inactive users are following you? Would you like to know how many of your Twitter followers don’t contribute to your “real” influence?

Surfing the web again I’ve found this pretty interesting tool which basically gives you an overview of how many of your followers (%) are fake, inactive or good. Here is my test…

Fake Twitter Follower Check

Something that is very cool is the fact that you can actually check any account you know. I mean, you don’t have to be the admin of the account to be able to get the results.

I think this tool could be helpful for any social media manager to:

- Understand how healthy is your follower base on Twitter.
- For new clients, it can give you a clue on how “professional” was the previous agency that was managing the given Twitter handle.
- Set up a KPI for a better balanced Twitter account. For instance, we can say decrease INACTIVE followers down to 10% and clean up every FAKE account following us.

Check the tool here

What do you think about this tool Status People? How accurate do you think this is?

It seems we finally got a right way to measure influence. These are good news!

As you might know, Brian Solis (Altimeter) developed a pretty interesting piece of research about Digital Influence. Basically, they found out that Digital Influence can be defined by 3 main pillars: Reach, Resonance and Relevance. In my opinion, I think it’s a great way to measure it. I would add some more elements like for example Antiquity and Industry. Antiquity because the older you’ve been publishing the more likely you are to be influent because you got many back-links and you are kind of a reference for the new comers (Obviously if you did well). Industry / Narrative , it’s another factor. I mean, there are industries more likely to spread than others (Celebrities VS History).

So basically, using this model, Traackr has developed this cool Infographic and a corresponding research. I do really like the fact that we can tailor our influencer strategy depending on the goal we are trying to achieve. For instance, if our goal is to increase awareness we definitely will go with a mix of celebrities, connectors, activists and probably journalists.

Types of influencers

Hope you find it this interesting!

Marketers, creatives, account people, etc. We all work day to day in agencies, offices and many times we don’t look beyond of what we do. It seems that Communications and Marketing are there just to develop people’s needs and make them pay more for products they’ve never thought about. However, and fortunately, things are changing for the better

Yesterday I got impacted by this amazing campaign and idea that is happening in Lima, Peru. Mayo DraftFCB and The University of Engineering and Technology have built the first-ever billboard to capture air humidity and turn it into potable drinking water in Lima, the second largest desert capital in the world.

To be honest, seeing these sort of campaigns is what make you feel proud of working in this industry. Congrats to DraftFCB and the University because every single detail of the idea makes totally sense. Big ideas usually come from a right research and a suitable insight identification.

Billborad Potable Water Generator

Do you know any more examples which contribute to a better life for the community? Leave your comment.