Archive of ‘Social networks’ category
Can you remember waiting for the postman for hand written cards and only receiving two handfuls on your birthday? I can. I would be overjoyed to get them and then display them for weeks. I bet you recognize the feeling. But what a contrast with today. The internet changes everything. Even before breakfast I had over 50 birthday wishes and they keep on coming from all over the world. And as a highly congratulated person, we now have options we never had before…
Google even congratulates me, but I cannot find a way to say thanks to them personally.
1. Ignore them
Yes, I know, totally rude. But that really is like it was in the old days. We would get the cards, but we would never send one back. Or did you? I sure did not. But now, we would consider that rude. Or at least, I would. Why? Because there is a difference in the way I congratulate you through social media. It is like shaking your hand. And I wouldn’t like it if I would shake your hand and congratulate you, with you doing something completely different at the same time and ignoring me. So, for me, the first option is probably the worst.
2. Send a general thank you message
This is something that has been getting popular lately. Messages like “I want to thank everyone who has congratulated me today, and I am so overwhelmed by the amount of reactions that I cannot possibly answer to all of them personally.” It seems like a nice thing to do. But is it? I doubt it. There are countless people that have taken time out of their busy schedule to acknowledge your existence and to send you their best wishes. So, how do you repay them? By getting up in a crowded room and saying “Thanks folks, it is great that you all want to shake my hand, but I am not going to shake yours.” Again, that does not really feel good, now does it?
3. Acknowledge the congratulations, then do a general message
Another option. You can like, favorite, +1 or otherwise acknowledge the question. That at least gives people the general idea that you have seen that they want to congratulate you. But you are still not actually interacting with them. It is sitting at your desk, doing your work while sticking your left hand out and keeping your head down so people can shake your hand but not disturb you wile doing it. And then the next morning you get up and say “Oh, yes and thanks everyone who shook my hand. You know who you are and I appreciate it.” Yeah, right. Like I am going to come up to shake that hand again.
4. Thank them. Personally.
For me, this is the only option. People are initiating a conversation with me. They are sticking their hands out waiting to shake mine. So I need to grab theirs and shake them, look them in the eye and respond to them. There really is no other way. You might think I have nothing better to do, but in reality, I love it when people take time out of their busy schedule to show me they appreciate me. Even though it has been a quickly scribbled message on Facebook, Twitter, Google Plus, LinkedIn, Ello or another network. By responding, I make sure that they know I appreciate them too. So, yes, this is taking time, but it is also a great way to get back in touch.
Want to test it? Drop me a message. I will respond to all of them personally. I promise. Though it might not be in the first 5 seconds. 😉
For the first time, Guy Kawasaki has made it to the LeWeb stage. Fortunately, Loïc and Guy reached an agreement that he is going to be back next year. And that is a good thing as this session had great content and it also as a great laugh.
Guy looked back on the past 10 years and said that back then everyone said that myspace was going to be the operating system of the internet. And some 7 or 8 years ago nobody really thought we needed twitter. In fact, I personally remember a conversation I had with some Dutch early adopters back in 2008 when we said that Twitter was probably not going to be there in three years time. And as Loïc and Guy reminded everyone, Twitter is worth about 20 billion. And Guy went on saying that if we would look at his past at Apple, who would have thought that they would have become the most valuable company in the world. It is really hard to predict the future. That is hard for the next 10 monts, but impossible to do for the next 10 years.
Guy feels that Bitcoin is a lovely idea. Even if for nothing else than that it is completely outside of the grasp of Goldman Sachs. There have been people questioning the Bitcoin because it can be used to fund illegal things as it is not traceable. However, Guy says that there are a lot of technologies that are coming up that will be enabling that. And they will have a balance where some of what they are used for will be for good, and some will be used for bad things. But all of that technology is important to have as that helps us grow and develop new things. And sometimes it can even evolve from something that starts without control and evolves into something that grows something that goes into a control situation. It is when we started with Napster which grew into a movement which has then helped a whole new industry grow. Including iTunes which is very controlled.
Loïc triggers the social media card stating that Guy is a social media powerhouse. Guy answers that his approach is very different from most ‘experts’. And he adds that he uses the term experts very lightly. Social media for Guy is a means to an end. He is not looking to make more friends and more relationships. He says that he has a wife and four kids and that is enough for him. He is not looking to meet new people and have more friends. Social media for Guy is about building a platform. He has embraced the public radio model. At NPR they provide great content 365 days a year and then they gain the privilege to run the telethon once a year. So, his model is to constantly provide great content. He also has a team constantly curating great content, so that he is constantly able to provide his followers with great content. And that also gives him the opportunity to run the Guy Kawasaki telethon, because he has earned the right to do that. That is why he is constantly sharing great content, so that when he publishes a book, he has gained the right to promote his book. Or a new Evernote function as he is an advisor to Evernote. He does read all the interactions and every response from the account is done by him himself. Nobody on the team does that. Guy also repeats all of his tweets four times eight hours apart. The reason for that is that he does not believe that everybody is going to be awake and looking at Twitter at the moment a tweet is posted. Plus, he is not assuming that people are going to be scrolling back through their timelines to find that one awesome tweet. And even though that might piss people off, his reasoning is that if you are not pissing off people on social media, you are not using it hard enough. Also, he has found that posting a tweet with a link four times, really does deliver four times the clicks. He is not using different links for those four links as people rarely see that same tweet and that same link twice. And with a smile he adds that if you see that same link more than once, you probably do not have a life.
Loïc asks Guy to share some tips on entrepreneurship with the audience. He believes that the most important thing an entrepreneur can do, is to make a prototype. If you build a prototype you may never have to prepare a pitch, powerpoint deck or a projection. Because at a pitch, everyone everyone says is that they are going to be doing 100 million in 5 years. If you say you will do 500 million investors feel like you are overestimating yourself and if you are saying you will do 25 million, they think they do not take yourself serious. So, the best thing you can ever do with an investor is to show them a demo that is already in use with actual users and signup numbers. His second tip is that the challenge for European entrepreneurs is to create a product or service that is so good that American entrepreneurs want to copy it. Not to make your own local version of a great American service, but to create something awesome yourself. And there are a few European startups that have made that status like Soundcloud or Spotify. The fun part was that then Loïc took this as an insult to European entrepreneurs where he felt that Guy was saying that European startups just copy American startups. Where Guy is just saying to look beyond the Americans and paying a compliment to the companies that did just that and are defining the playing field they operate in. And his third advice to businesses is to never ask anyone to do something that you would not do yourself. Because that will never work.
Guy shared that the richest vein for Sequoia investment is two guys of girls building something in a garage that are building something they want to use. That is very different from people that build something from a business point of view to earn money. Again, I personally agree with that and that has been a point I have been pushing since 2008. If you want to build a startup, make it something that you want to use yourself and that addresses a problem that you have yourself. If you are just doing it for the money, you will have a hard time making it.
A guy from the audience asked Guy what he thinks about an investor offering to invest money if the startups would move to their area. And Guy said that if this would be the decisive factor on whether or not you can get the investment, they ought to drop the investor and find another investor that will work with them However, he does offer a middle ground where you keep your developers local, create a Delaware corporation and a west coast head office in Silicon Valley. Because it allows you to have the best of both worlds for both parties as investors do not really want to fly for 11 hours for a board meeting. And that is a factor for Guy himself as well. He is not specifically looking for opportunities that are far away. His statement literally was “why fly 30 hours to loose money there, when you can loose the same amount of money closer to home”. Mich Atagana came back to that statement and asked Guy whether he thought that not investing further away from your home town is a potential for lost opportunity? Guy agrees, but from the investors perspective it is a slightly different issue. They do not know a thing about the financial laws for investments or IPO’s and then the board meetings are 30 hours away. That is just throwing up speed bumps while you are the one looking for investment. But he does agree with Mich that the next Google might be in South Africa for instance and an American investor would not know about it.
HMV was hot news on Twitter today when staff took over the retailers twitter channel. I am not going to dive into the whole deal about financial troubles and layoffs. It is a tough time for retailers in the business HMV is in and with their new owners it might take them some time to get back on top. In the meantime it has been interesting to see how new technology has been completely passed up on in the first steps of restructuring.
I will try to set the scene based on the -now deleted- tweets by HMV staff this afternoon. Apparently HMV had an intern make the HMV Tweets account on Twitter. Nothing special. Even big companies choose to let interns rule their interpersonal communication with their fans. A good idea? Not at all, and I can give you lots of reasons why. However, that is not the purpose of this post, so I will leave them out.
So, HMV had a twitter account and they have mainly used it to communicate new releases, congratulating the stars on their own label and congratulating followers with winning their own competition. They did do a single personal retweet of someone calling everyone to purchase from HMV to support the high street. So, nothing too personal and relational on there. But as people love their media, they still have thousands of followers. There are two sides to that story. Yes, you can dump your messages to almost 70 thousand people as a corporate. But the people holding the keys to that account can also reach some of your most loyal 70 thousand customers with one simple click.
And that is what happened. The person(s) who tweeted this have been seeing the demise of HMV as something they could have been able to turn around. It might have been someone who has really wanted to put in more than their share to make HMV work again. Or so the tweet seems to suggest when he or she says: “However, when the company you dearly love is being ruined and those hard working individuals, who wanted to make hmv great again, have mostly been fired”. So they broke the silence they were bound to by their contracts and came out with what was happening at the offices. The bad news spread quickly over twitter and it did not take long before the news picked up on it and articles started appearing on the BBC and ITV website.
Will this affect the retailer in the long run? Possibly. After all, the tweets first reached their 70 thousand most loyal followers. So what should have been done? It is hard to say, but it does start with control over the social media channels of your organisation. Especially when you are going to be giving the company a lot of bad news, it might be wiser to make sure the account is under control of someone you can really, really trust. Perhaps only for that first hour after the bad news hits, perhaps for longer, but make sure there is some kind of control. After all, these are channels that are now seen as at least as important for your communications as your official press releasees.
- If you are a large organisation, use something like Hootsuite or another client that will allow you to grant access to teams of coworkers to your social media channels. You might never need to, but the ease of -temporarily- denying someone access can come in handy one day.
- If you are in a position where media silence needs to be obeyed, make sure social media is on that list of media channels that you have created a strategy for.
- Have a quick press release available when someone has been able to gain access to the account after all your trouble. Don’t let it spin out of control. Take over the channel again and communicate with your audience.
- Do not go around and delete all the tweets thinking that that will be the end of it. Screenshots happen. And they are around for a lot longer.
- Know your way around your social media channels. The HMV marketing manager that asked how to shut down Twitter is an example of how quickly your organisation can look bad.
Seriously, the Beatles have sung it so many times that anyone that sees the title can probably hum the tune to it. However, marketeers still do not seem to be able to understand that it is the truth. Especially in this age of social media. Money cannot buy you love. However hard you try. And lately we have seen many trying. Over the past weeks, Shell has often turned up in my Facebook timeline. They are talking about how wonderful they are. How much they care about the world and the environment. And only a day or two ago they posted the oil companies’ equivalent of the old boys game “who’s got the biggest”. (See image.) This morning I was greeted by the results of all their money spent. Three of my friends have liked their page. Pathetic.
So, I went to take a look at their Facebook page. It is a site describing Shell in all its glory. Like the sites of so many large companies, you could call it a corporate display of narcissism. The subjects adressed are Shell, and Shell alone. If they address any other subject, it is solely from the Shell point of view. Where working on a less pollutive environment has become about the Shell eco challenge. And even regular oysters are turned into a Shell product. To be honest, it does not matter how many dollars you spend on Facebook marketing, the general outlook does not trigger me to be a Shell fan. And it shows. For a company with over 90,000 employees and almost 500 billion in revenues, a mere 2.5 million Facebook fans should not be something Shell is excited about.
I could understand if you, and Shell, would come up with the argument that its business is fuel. Nobody loves fuel. It is something you put in your tank whenever you want, wherever you are. And that is a reasonable case to make. However, that whole process changes when you put love in it. When you love your customers. When you talk to them. When you address the things that they feel are relevant to them.
I know the comparison with coffee is going to be a big step. But for many, coffee used to be like I described fuels. At some point in time you will be craving a cup. You need it and you bought it whenever you want and wherever you are. And then Starbucks came along. They made buying coffee a rewarding experience. They put the love in it. And if you go to their Facebook page, you see that they care for their customers. This morning when I went to their page, they had just used a customers’ picture as their cover photo. They talk to their customers and address their issues. They even allow their customers to vent their thoughts towards Starbucks. When I visited their page today, there was someone who posted about how Starbucks does not support the military. And 107 comments below the post where from fans defending their shop and setting the record straight. Why? Because they love their shop and their coffee. The 33 million likes prove that point.
If you want to be on Facebook, remember one thing. It is never about the likes. It is about your attitude towards your customers and potential customers. Because your Facebook Page (or your Google+ page, or any other social network page or account) is not about YOU, it is about THEM. And if you remember that, your likes will come. Because they care about you, because you care about them.
This was a conversation with Roberto Kusabbi from the British Heart Foundation and Euan Semple from Voice. Really, this is an overview of a number of things that have been discussed. And it includes a number of suggestions and experiences that will be very beneficial to you if you are looking to use social media for a non profit organization.
At the British Heart Foundation (BHF), they put social first. They do not consider it as a bolt on at the end, but everything needs to be centered around being social. That makes a huge difference in how you create the things you share, but also your ad campaigns for instance.
One of the biggest challenges Voice has found with their clients who are non profits is that it is hard to sell the idea into the organization. Even though as a charity you have a unique audience that is looking to connect to you, it is sometimes quite difficult to help the organization to get a vision to engage with people outside. And to be honest, it can be a quite daunting situation if you are a 14 year old that they have asked to tweet on behalf of a charity. Mainly because you were the only one they knew who was using social media tools in the first place. And if something goes wrong, people can jump on you from great height. These are the issues that need to be addressed.
You cannot just add a brand name, you need to add value to the community. That is the main thing for BHF to gain traction in their recent campaigns. And for them the promoted tweets were great value for money. Six months later they are still going over the data. And as a result of their campaign they have found 60 people that have said that after seeing the video on Facebook and Twitter, they have saved people’s lives. That for them has been absolutely incredible.
For Voice, another challenge that exists is that the level of experience of their client groups have is very basic. And their clients are very cautious about getting involved. Another reason for that is because it is harder to get budget allotted to online engagement. And then there are lots of questions to be answered. What to do, who to talk to, how does it work etc. Most of the people have not used social media on a personal level, so that creates a whole new situation. They get into new relationships that they have not been in before.
Roberto says that the biggest challenge is the culture within the organization. To be successful you need belief. Non profits are not built to be social internally. We are lucky at BHF, but that is what we see. You need to have clear leadership on the inside, so you can be social to the outside. If you use it well, you can do a lot more work through social media, but it is a cultural shift. Social is by definition quick and spontaneous. You can plan campaigns and other things, but it is important to be quick and spontaneous.
Euan shares that his dream is that everyone within a non profit can blog. There are many things that are intriguing to the outside that you take for granted on the inside. And it is the mundane that is interesting for the outside world. Luckily we see that more and more non profits realize that they have been hiring media companies to thick boxes, but that they need to more than that to be successful. Roberto jumps in and says that even though the content strategy is not sexy to talk about, it is vital to have good content. Once you are on the way with that you can create new content together with the people around you.
Euan reminds of statement Halley Suitt wrote which said “content is a pimp word”. Having a content strategy often sets off a bell for him as it can also mean you are feeding content into a machine. And that is the antithesis of personal contact.
Both agree that it is easier for newer organizations to integrate social. It is a lot harder to make that cultural shift for organizations that have been around for longer. And that is probably the biggest problem for non profits. A great bonus for charities, is that commercial organizations need to look for an ideal to sell, but charities have that ideal ready. That does give them an advantage.
The last question asked is whether they will be using Kickstarter for fundraising? But that is a route that is not new and other have done that already. Kiva is also a very good platform to raise funds on as that makes it easier to see where your money goes.
As a last addition Roberto adds that gaming companies are interesting to non profits as well. Not to just use the fashionable term gamification, but it can be very beneficial to apply game techniques to what non profits are doing.
The most important two words by Jan Rezab for his presentation were “socially devoted”. In all honesty, social media marketing so far has been mostly broadcasting. Companies are sending out their messages proactively, but they are still just sending out their messages. The interaction also needs to be social reactive. A conversation has two sides that means that both speak and listen. That part has been missing in many cases. Right now Emarketer says 80 or 90% of the companies are active in social media. But only a very small percentage of them is doing it well. At LeWeb Socialbakers presents a study that they have done for Facebook, but they intend to gather similar figures for other networks as well. From the figures they have gathered, they have deducted three main points that you can use as guidelines to becoming more socially devoted as a company.
They have put those three points into a very basic manifest:
1. Opening yourselves. Do not close your Facebook wall, or close your profile be open.
2. Responding to fan questions. At least 75% of questions needs to be answered
3. Communicating in a timely fashion. The industry standard is 28 hours to give an answer, which is much too long. You will not wait in a store for an answer for 28 hours.
Then Jan Rezab shows a couple of examples. Claro answers 90% of its question within 19 minutes. They are doing well. But If we look at car companies, that are effectively social companies, they answer just 17% of their customers’ questions.
Shockingly, Disney, American Express, Xbox, Skype, British Airways, McDonalds all have their walls on Facebook closed. What are they afraid of? Why do they not dare to answer the questions of their customers?
Through quick response and being socially devoted, Vodafone UK didn’t just cut the amount of questions through the regular channels, but they made 1 million Pounds in upsales. That can be completely assigned to being socially devoted to their customers.
Having a personal touch in social media is important. There are companies that are trying to automate the process like they have automated the phone services but really, do not automate it. You cannot automate real human interaction and the result comes from real human interaction.
Interestingly enough, with gains at close reach, we still see that 70% of all fan questions are not responded to. Which is strange if we factor in the efforts we make in marketing. We spend a lot of money to get people interested. But once we have them interested or once they have become a client, they are socially ignored. In 70% of the cases they do not receive answers to their questions. And that is a great challenge for companies.
If you want to read up on Socialbakers manifest, read up on it on http://www.socially-devoted.com. And if you want to, you can help to extend the manifest.
I talk to a lot of startups about various subjects. I like those talks. Most startup owners are passionate about their ideas. They all believe theirs is the best idea in the world. And they all go for world domination. Unfortunately, many of them are living in a dream world. A world where everyone flocks to their app, service or product. Just because it is so incredibly brilliant. But lets face it, it rarely works like that.
The biggest trigger for people to use an app or a service is when they get invited by their friends. Or if they see their friends use it. This should not come as a suprise to you. So, really, if you are building a service or an app, make sure that you include a way to have your users share it with their friends. Through Facebook, Twitter, Pinterest or other serivces. Integrate Facebook’s Open Graph to give live updates on your users’ timeline. But whatever you build, make sure your users can use it with their friends. Your apps’ life depends on it.
As I returned to IRC today for the first time in at least six years, it struck me. Back in 1994 I was on a unix terminal and I used the internet for at least six to eight hours a day. My phone bills were astronomical. But everything was new. Everything was exciting. The internet, though in black and white and text only in Lynx, was this huge new universe that spanned the earth and had an unsaturable urge to grow into all possible directions. Back in 1995 I blagged my way into one of the Netherlands biggest mail order furniture retailers and sat across their marketing director explaining him why they needed to take their business online. Needless to say that he thought I was a lunatic and that people would never buy their couch online. They went bankrupt last year.
Five years ago I joined Twitter. I found that same kind of people. They were enthusiastic, eager to break the barriers. They saw opportunity everywhere. Nothing was too crazy. They were looking for the edge. The next direction of growth. New things were started daily.
And today? Today the internet has become a common good. And we notice. Everything seems to be smothered in marketing. Money and opportunities to make money seem to rule the sentiments online. Where are the modern day explorers? It is not like the internet has stopped expanding. It is not like there is nothing new on the horizon. And I strongly believe that there are many things beyond the horizon that will change our world forever.
As a kid, I read about the great explorers. And now it is time to get on that horse again. There is more out there. Way more. The only thing that is keeping us from progressing further is the comfort of the city that we have built around us. And it is time we find our way back to where we can enter the jungle from our paved roads and mirror glass buildings. It is time to go.
Amazing. It used to be that the motto for the Olympics was: “Participating is more important than winning”. But now that all seems to be changed. An article on photography website PetaPixel pointed me to the conditions on which you are buying your Olympic tickets. Amazingly, amongst a list of other things you are obliged to agree to or promise you won’t do, there is a rule about social networks.
19.6.3 Images, video and sound recordings of the Games taken by a Ticket Holder cannot be used for any purpose other than for private and domestic purposes and a Ticket Holder may not license, broadcast or publish video and/or sound recordings, including on social networking websites and the internet more generally, and may not exploit images, video and/or sound recordings for commercial purposes under any circumstances, whether on the internet or otherwise, or make them available to third parties for commercial purposes.
Yes, you have read that right, you are not allowed to post video, images or even sounds of the Olympic Games to social networks. Or to the internet in general.
Honestly? I knew the Olympic Games originated in ancient Greece. However, I did not know they still adhered to their standards of sharing the experience. Back in the day, drawings and word to mouth would have been the only ways to share what you have seen or heard. And it seems we are back there.
Sharing is dangerous. Especially if you have a high cost event. People might not want to buy tickets anymore. Or the television rights to your spectacle. And that is what it is about, isn’t it? Cashing is more important than allowing people to share their experience. So where is the new social business model for the Olympics? Where is the thought that sharing makes the event bigger? Makes it reach more people. Makes it the event even more worth it for sponsoring campaigns? Where are Olympic Games premium models? Buy a basic ticket and you have got access. But then the fun really starts.
Encourage sharing. And then offer extra’s through social networks. Allow others to experience the Olympics through official online offerings that can be shared with friends. After all, there are more seats outside the stadium than inside. Which means more potential. But a potential that you can only reach through the power of the visitors inside your stadiums. And for them, participating to reach their friends to share their experience is going to be much more fun than people tracking whether they have mistakenly done what they do in every day life. Sharing what they see and hear.
If you have read my previous post on Facebook, you might be inclined to think that I would advice any company against being on Facebook. But that is not the case. In fact, I strongly believe you need to be on Facebook.
In my previous Facebook post, I used analytical data from several sources to determine that only 0.4% of your Facebook fans actually visit your Facebook page and that only 0.02% of your Facebook fans visits one of the tabs you put on your Facebook page. However, there is a much more important reason to be on Facebook and even to gather likes on Facebook.
People spend a a great deal of their time on Facebook. They come there to share with their friends. To talk. To hang out. Basically, they are not spending time with Facebook, they are spending time with their friends. That is the reason why commerce on Facebook failed, but also why branding works.
“It was like trying to sell stuff to people while they’re hanging out with their friends at the bar.” That was the feeling why large retailers closed their shops on Facebook. And that is a great analogy. As Facebook is very similar to hanging out at the bar. People share stories, jokes, have fun, play games, exchange thoughts. People are there together. Nobody walks into a bar to buy a suit and neither will someone go to Facebook to do the same.
However, they do talk to the sales manager of their favorite store at the bar. They will exchange stories, ask questions and point others to him. And that conversation is usually what will get them back in the store the next day. That is the power of Facebook. Building that relationship.
Six things to do on Facebook?
- Be personal
Not just a company account. Build your presence based on your people and gather them to be the pillars of your Facebook page.
- Be personal
Talk to your visitors and your fans. Be genuinely interested in who they are, what they care about and what you can do for them. Not to push a product, but to build a relationship.
- Be inquisitive
There is a reason why people like you. There is a reason why they like your page. Find out why. NEVER assume you know! Rule of thumb, if you have not asked and they have not answered, you do not know.
- Be relevant
Once you have found out why people like you, you can be relevant to them. You can share with them what they care about. There is a fair chance that they are not interested in you pushing your products. Keep that in mind. But the only way to find out, is to ask!
- Be sharable
If you are relevant, you can become sharable. That is the point where you communicate such good content to your fans, that they actually want their friends to know about it.
- Be available
The key to it all. You have to be available. People need to be able to talk to you and get an answer. Not just your biggest customers, but everyone. Because it is like that bar scene. If you only talk to your biggest client, none of the others in the bar feel pulled towards you. Even though you might be offering something they want. If they feel ignored, they will ignore you.
Ok, here it is: Facebook is not the holy grail in communicating with your customers. It is not even a nice place for ecommerce. And it is not just me that says this. There are actual statistics that say the same thing. Read on to find out why.
Before I start this, let me get one thing straight with you. I like Facebook. It is the biggest social network where people spend most of their time. We already knew people spend one out of every 7 minutes online on Facebook. Now, new statistics show that visitors in January spent 405 minutes on Facebook on average. So, a great place to be.
But that is where it ends. A great place to be. And the main reason is that that is what people do on Facebook. They are. They are with their friends, they talk, hang out, joke, play and all that. Commerce is rarely on their mind when they are on Facebook. Something that has been demonstrated last week when American retailers Gamestop pulled the plug on their store on Facebook after JC Penney and Nordstrom already closed their Facebook stores. “There was a lot of anticipation that Facebook would turn into a new destination, a store, a place where people would shop,” Sucharita Mulpuru, an analyst at Forrester Research in Cambridge, Massachusetts told Bloomberg in a telephone interview. “But it was like trying to sell stuff to people while they’re hanging out with their friends at the bar.”
Data from startup PostRocket agrees with the conclusions of Sucharita Mulpuru and gives extra insights into what is happening at Facebook. One of the biggest misconceptions on Facebook has to do with people liking your page. For most marketeers the reasoning goes something like “Hey, we’ve got 4 million fans, so those are people who are ready to buy our stuff.” However, data from BrandGlue indicates that 96% of the fans will never return to the Facebook page after they have liked it! And keeping in mind that a lot of page likes are gathered by advertising on Facebook, most people will never have visited the page in the first place. But assuming that all of your 4 million fans have, only 160,000 people will ever visit your Facebook page again.
Now we get to the PostRocket figures. Through their analysis they have found that the number of Facebook page visits amounts to 0.7% of your fan count. In our example that would give our page 28,000 views. Through the same analysis it was found out that a Facebook page only gets 0.4% of its fan count in unique visitors. In plain English, only 16,000 of our 4 million fans visit our Facebook page on a given day. A good e-commerce site like Gamestop (who had 4 million Facebook fans) brings in around 180,000 visitors every single day. That is over eleven times more!
But it gets worse. Facebook points your fans to your wall. Which means that if you want to sell anything to your customers, you need to install a tab application in Facebook. Data shows that non-landing tabs on Facebook pages only get between 1% and 10% of the page visitors. And the 10% is only reserved for ridiculously well performing tabs offering a direct discount or a super interesting deal. For the sake of argument, lets just take the average. Based on the 16,000 unique visitors we calculated before, only 800 unique visitors will actually be visiting the store (or another tab) on your Facebook page.
Long story short, on average only 0.02% of the fan count of your page will actually be visiting the tabs you created on your Facebook page. Can your situation be different? Of course it can be. Is Facebook a lost cause for companies? Certainly not. But you need to keep in mind that people are not on Facebook to buy. They are on Facebook to share and to hang out. That means that creating a good ecommerce site will easily beat your efforts on Facebook. Just something to think about.
Last Friday afternoon I got my Nokia Lumia 800 in. First impressions were of a great looking phone with a solid feel to it. The packaging was nice as well, so it all built up pretty nicely. After getting myself a micro sim, the test period was on. I had set myself the challenge to really use it as my only phone over the coming weeks, to see how it would stack up to the iPhone and my Nexus S. Due to something missing on my Lumia, Nokia is going to exchange my phone for another one. Nothing to alarming, but to be honest, I loved the sound of my Nexus S turning on again.
I have written about Windows Phone before. But I had never tried to live with it. And that changed over the course of these last three days. I installed lots of apps, I made calls, took pictures, did video, texted and used social networking sites. Just like I do on my other phones. But it did feel different this time. Let me get this clear. I really do love the feel of the phone. I love the pictures it takes. I like how it integrates things into its user interface. And I definitely, definitely love the looks that Microsoft has given Windows Phone. The tiles are nice and mostly functional. Even though I don’t understand why some are animated and some aren’t.
But in a way, the phone leaves me feeling oddly detached. I am used to the notifications on Android 4.0 and iOS 5. Notifications that tell me when people want to interact with me across all networks. Yes, there is the “Me” tile that I can tap and then go to notifications to see Facebook, Twitter, Windows Live and LinkedIn, but that needs action from me. And as soon as I power up my Nexus S or iPhone, I get flooded with updates that I never saw on the Lumia. And that annoys me. My phone is not about calling. It is about interaction.
And about making a call. That is a completely different problem. When logged on to Twitter, Facebook, LinkedIn, Windows Live and four of my Google accounts, the address book becomes a total nightmare. Lots of people are in several of my networks, which puts them in my address book several times. But not all of them have phone numbers. So, I keep on choosing the wrong contact. And trying to call home, I didn’t even find the number. I am sure there are great ways of streamlining this. I do that on the Nexus S and iPhone as well. But I have not found out how to do it on this one.
I think Nokia made a nice phone, but I am not enjoying it because Windows Phone doesn’t work the way I would want it to. And I might be able to solve a lot of this by choosing the right apps. So, tell me, what are the apps you enjoy most on Windows Phone and why? And how did you sort out your address book? Looking forward to hearing from you so I can give the Lumia a second chance!