Session 3:
Online Advertising.

http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/

Dave Winer
“Online
advertising is
now dead.”
http://en.wikipedia.org/wiki/Dave_Winer
http://en.wikipedia.org/wiki/Dave_Winer
http://www.scripting.com/stories/2008/11/13/onlineAdvertisingIsNowDead.html

Assuming
the economy comes
back from the
recession-depression
thing that it's in now,
we will have
completely moved on
from advertising.

We need to rethink
some givens

2000
emailings
banner ads
Online CPM
sponsorships
advertising

behavioral ads
2008
emailings contextual ads
newsletter marketing banner ads
video ads
CPA sponsorships mobile
social advertising CPM
advertorials
search engine influence marketing
free marketing location based ads
CPC
viral marketing in-game ads
affiliate marketing reactive advertising

“No one needs advertising,
and there are much better
ways to sell products.”

“And that’s why it is no
longer a business of solely
media buying.”

Tina Turner was right:
simply the best

Making
Traditional Online
Advertising
more relevant.

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What Copybox basically does is that it
enables copywriters and creative directors,
people that are not very tech savvy in
general, to squeeze out everything that the
Internet offers in terms of technology and
data smartness.

Free Advertising

The self-igniting
community.

The self-igniting
community.

Online Video

“This is a game changer.
This takes us from a world of 'no'
to a world of 'yes,' where the
audience gets to curate content,
express and share it as they
choose, while copyright holders
are not only respected, they get to
make money.”
Jeff Berman, Myspace’s president of sales and marketing

Viral Video Marketing.

“We will implement
a viral marketing
strategy.”

1.Would you share the video with friends?
2.Viral success depends in great part
on how well it's seeded.
3.Be transparent!
4.Keep it almost real.
5.Subtly reveal your brand link.
6.Move beyond the view.

399$

Don’t Mess with
Moms.

#motrinmom

1.You need to monitor your brand on social
networking sites.
2.Design your website for rapid response.
3.Learn to think as a blogger, tweeter or
citizen journalist.
4.Have a good Google strategy in place.

Don’t push it,
peer it!

Social Influence has
always been around

Classic and new influentials
classic influentials new influentials
passive influencers by responding to active influencers by proactively
requests for advice giving advice
good for purchase intent and the good for brand awareness and
actual purchase brand affinity

Classic and new influentials
Mainly males, aged 15 to
25 are most likely to
exert influence on others.

Marketers must set their goals,
then reach out to the influentials
who can help them achieve
those goals.

“Facebook, a ready-made
Marketing platform, offers a vast
toolset (with challenges) but
brands must first develop a
strategy.”
Jeremiah Owyang, Forrester Research

Why Facebook is a ready-made platform
1.3 million users in Belgium
it is still growing
people are there to talk, share, do things with friends
they trust
enormous amount of personal data
the newsfeed principle makes it the basis for influence
there are are lots of branding possibilities like fan and
brand pages, groups

“Prepare for the
distributed web,
understand OpenSocial
and the aggregation of
Social Graph”

1 Social Ads

click often better than regular ads
are sold on a CPC basis
are targeted
are highly manageable
show relevant activities from friends
are able to be part of the conversation
have limited editing capabilities
are not that good positioned on the page

Homepage ad units:
video ads
virtual gifts
sponsored events
advertise your page
Profile ads
(non-)targeted regular ads

1. Target carefully and opt for pay-per-click

2. Get to the point, focus on the
consumer benefit.

3. Ad a photo. Use a thumbnail that’s
visually compelling. Not your logo.

4. Provide a compelling reason to click.
Make an offer they can’t refuse.

5. Encourage sharing. You’re on a
social network!

2 Apps

Missed Opportunities...
no direct push to the news feed from interactions
putting it on the profile is rather hidden
application box on profile page is not too obvious
it does not appear in the ‘requests’ page
only works as a realtime game
too complex for a simple game
...

The Pareto principle states that,
for many events, roughly 80% of the
effects come from 20% of the causes.

This is even more true
with applications:
1% apps > 74% usage
20% apps > 98% usage

Why you shouldn’t Why you should
There are no branded apps at the top. Experience with your brand is higher compared
to traditional or TV ads. Users become fans.
New Facebook design & decreased visibility => Apps offer better opportunities for brand
challenging to launch a successful application. alignment and integration.
Facebook apps are not for all brands. App usage is a better signal for intent than
profile data.
In a social platform environment brand The NewsFeed allows viral effects.
evangelists are more important than apps.

3 Pages & Groups

Facebook offers many ways to
get the word out and enable
engagement with your brand in
more compelling ways than were
ever before possible on the web.

Groups are oldest and
simplest way to build
community around
SEO advantage: site +
your brand or
company on Facebook.

-
First and foremost, Facebook removes
your ability to blast messages to your
group once it surpasses a certain size.
if your group becomes popular, it can become a target for spammers. If you
want to keep your group clean, be prepared to spend time deleting spam wall posts
and reporting users that spam your group to Facebook.

Groups Pages
Visibility Only Facebook users Public
Accessibility Admin determined Any Facebook user
Searchability Only in Facebook Yes
Buzz Good Better
Inviting Any Facebook user Only sharing, no invites
Discussion/Wall Yes Yes
Video/photo Yes Yes
Layout Limited HTML & Flash
E-mail members Limited to 5000 Unlimited Fans
Events & invites Yes Yes
Social ads Yes Yes
Stats No Yes

Facebook Events is a free application developed by Facebook that anyone can use to
promote marketing events, sponsored parties, or even product launches, transactions,
or company milestones.
You can invite all of your
friends to the event; friends you invite will receive a special notification
requesting their RSVP.
Facebook Events makes it easy to get the word out to hundreds of people, manage
your guest list, and build community around your upcoming event.
Events API
In an effort to allow applications to more tightly integrate with the Facebook Events system,
Facebook launched new APIs that allow applications to create and manage Facebook Events
from within the application in August 2008. Application users can RSVP to events, which will
result in News Feed stories being published and give the user an opportunity to invite friends.
SEO ready

Facebook Share is a Facebook application that lets you promote any Group, Event,
Photo, Link, or Application you come across by a) giving it real estate in your “Posted
Items” list on your profile page, or b) sending it directly to your friends’ Inbox.

In May 2008, Facebook launched a feature specifically designed to make it easier to
share content from around the web, called Feed Importing. Users just enter their
credentials for their accounts at supported partner sites and your content will appear
in your Mini Feed (and your friends’ News Feeds).

While all the channels I’ve described above are useful for grassroots marketing on
Facebook, the wind that blows your marketing seeds is Facebook’s News Feed.
While you’re not able to publish directly to the feeds (unless you’re willing to pay or
build an application), Facebook’s Mini Feed and News Feed archive your users’
engagement with your brand and syndicate it to their friends, networks, and beyond,
amplifying the reach of your campaign by orders of magnitude.

I’ve just created a page, how do I promote it?
1. Share/Post your page on your Facebook profile. This will convert
more friends and profile visitors.
2. Make sure to build your network by inviting as many relevant
people as possible.
3. Create Events within your page. When fans RSVP, their friends will
see the news in their News Feeds.
4. Use Facebook’s search function to post messages in related groups.
Or talk to the administrators.
5. Email the Page URL to your mailing lists and invite contacts to
become Facebook “Fans” of your page.
6. Keep the Page alive by regularly adding pics, vids, links, ...
7. Buy targeted Social Ads to promote your page.
8. Encourage members to post items regularly
9. Message your Page members regularly

4 Facebook Connect

Facebook Connect is the next evolution of Facebook
Platform - enabling you to integrate the power of the
Facebook Platform into your own site.

Missed opportunities...
show a personalized set of restaurants, movies, ...
based on the profile data
notify when a friend posts a new review
‘show only Facebook Friend reviews’ as filter
put reviews by friends on top of search results
put relevant friends’ reviews as a permanent widget
on each page
allow sharing of reviews with your friends, even
using the Facebook Inbox or SMS capabilities
invite friends to the website using Facebook Invites

It’s just like Google Marketing after all
SEO NFO
SEA NFA

Radically reduce
advertising

... in broadcast media.
Relevance
Advertising should fit the consumer’s
profile.
Viral
is the effect, not the cause.
Social Influence Marketing
Should be an essential part of your
overall online marketing plan.

http://proximity.bbdo.be/digitalnatives
http://adnerds.be
http://www.friendfeed.com/bartmuskala
http://www.friendfeed.com/jalgo