Facebook Content Strategy: Socialbakers

October 29th, 2012 • Marketing Insights

Alright, a while ago I was told to audit the social media of some of the largest Indonesian FMCG brands.  I came across a Facebook analytic/listening tool powered by www.socialbakers.com.  The site has all sorts of bells and whistles however, the company I work for has not yet purchased an account – alas I am left only able to wonder what lies beyond the login page.

Slightly ticked off that I couldn’t open my shiny present under the Christmas tree early, I naturally decide to probe around.  It turns out that there is a section which lists all Facebook pages in order of decreasing Likes.  Here is the link to for the lazy: http://www.socialbakers.com/facebook-pages/

Now, if you manage to find your Facebook page in the 33,195 pages on the list, you would find a handful of useful information such as: # of fans, # people talking about the page, fan growth by day/week/month, graph of the page’s fans (last 6 months), graph of the page’s people talking about (last 6 months).  Now the trick to find your page out of the pile is to simply search “social bakers [the exact name of the Facebook page]”.  Uncle Google will find that page out of the haystack for you no problem.

It might not be all the bells and whistles that the website has to offer, but beggars can’t be choosers!  Plus, with a little creativity and more probing on Facebook, you could theoretically deduce all sorts of useful information that can even get you started on developing more sophisticated engagement strategies.

** HINT: classify posts into content buckets + compare with talking about this graph

Facebook Analytics

October 17th, 2012 • Marketing Insights

Facebook Metrics Analysis

So a while back when Facebook launched its timeline format, a new metric was launched to help people/companies analyze what’s going on with their pages.  As I was researching the metric, I found that a lot of people are skeptical about its effectiveness in measuring what it was designed to, which is interaction.  I also found several applications of the metric on blogs and articles that are blatantly incorrect.  I made this little snippet of research on Facebook’s “talking about this” metric a while ago and figured I would share it.  The first thing to understand is that “talking about this” is a tally of the unique number of people that create a story about your page in a given week.  A story is created when someone:

• likes your page
• likes your post
• posts on your wall
• comments on your post
• tags a photo of you
• shares of a photo
• answers a question
• checks-in at your place
• recommends your place
• recommends you
• responds to your event

Many people wonder why the “talking about this” count is often so much smaller than the “like” count.  This is predominantly because of the measurement period, which in the case of the “talking about this” metric, is only a week.  This vastly differs from the traditional “like” button, which is a total sum of unique people that maintain a “like” status of your page at any given time.

What does this all mean to businesses that have invested money to maintain a Facebook fan page?  Well it means that people can now more easily see if your page is active and engaging your fans.  If you don’t make an effort to generate stories, one of the two numbers under the name of your page will look pathetically small compared to the other.  A fan page is a commitment, and this metric will clearly reveal your fidelity to that commitment.

Awareness: Tactical or Strategic?

October 8th, 2012 • Marketing Insights

You will hear the topic of awareness being thrown around like cigarette buds in the Indonesian advertising industry.

Whether the word materializes in the strategy of clients or planning of agencies, in my opinion, awareness as a goal is either used in excess or its purpose is misinterpreted and thus misused.  In an attempt to get to the bottom of this, I just want to talk about what I think its values are and how it can serve as a tool to achieve certain goals.

James Thompson, CMO of Diageo APAC, stated in an earlier issue of Campaign Magazine this year that “[he] expects a campaign to drive top-of-mind awareness, but if it’s not driving other specific attributes then it’s not going to lead to consumption”.  Thompson raises a good point about the insufficiency of awareness on its own.  No one pays good money simply to be known.  There is always a catch.

Thompson mentions top-of-mind awareness.  In marketing, this is a highly sought after characteristic which basically allows a brand to be recalled off the top of someone’s mind upon mention of a certain industry.  This I believe, is where the attractiveness of “awareness” stems from; because with TOMA, brand managers believe that their brands will continue to benefit through word of mouth.  Essentially, it is thought that when you are able to achieve TOMA for opinion leaders, you have a greater chance of increasing the number of nodes in your customer network.  What some forget is that even with all the awareness in the world, your brand could remain without advocacy.  Advocacy is a pre-requisite to fuel the type of word of mouth that generates a desired change in behavior, whether that be participation, education or purchase.

To many companies, the  goal in hiring advertising agencies is to drive up sales.  As Thompson mentions, to do this, a positive change in consumption is needed.  Now obviously, not all goals are related to sales.  For those that have a different goal such as participation, the approach to awareness may be different however, the end goal is still a change in behavior.  Some campaigns are very successful in achieving awareness but fail to convince their audience to take action.  Viral campaigns often have this conundrum, such as the KONY 2012 campaign.  The video has almost 90 million views on YouTube, however the action that it calls for in the video received a less than impressive result in real life.

I could argue that this was the difference between a tactical and strategic campaign.  KONY 2012, an extremely successful campaign in terms of reach, was a strictly tactical campaign.  It came out with one viral video and had “Cover the Night” merchandise, but could not achieve the result it called for because the campaign failed to achieve advocacy.  To my understanding, advocacy can only be achieved through strategic, continuous and integrated campaigns.  Once awareness is achieved, incentives and social pressures have to be mobilized to convert thoughts into opinions and eventually into action.

All I’m trying to say is that measures of success need to be focused on end goals rather than the means to that end.  Often times, awareness can be weighed too highly in KPIs and therefore distort perceptions of success.  That’s my 2 cents at least.

Facebook in Indonesia

October 2nd, 2012 • Marketing Insights

For those of you unaware, in addition to being my motherland, Indonesia is the largest archipelago, 4th largest country by population, and 18th largest economy by nominal GDP (G20 member).

If you put these facts in a meat grinder, the sausage of information that comes out is that Indonesia’s Social Media scene is exploding.  People here are fanatics about keeping in touch, sharing every move they make, and retaining high visibility.  As an everyday example of the growing platforms of social media in my country, I’d like to share the story of my “Ojek” driver.  An ojek is essentially a motorcycle taxi (some guy on a bike that’s willing to drive you around traffic), and as an indicator of their SES, you would be generous to pay them $2 USD to take you 25 kilometers.

So my story begins with a simple explanation of the nature of my agreement with my ojek driver.  He would take me to and from work everyday for a grand total of $2 USD per day; I would pay him at the end of the week in lump sum.  At the end of the first week, I paid the kind man and we agreed to exchange contact information.  His contact information: BB Pin 29C***** -_-  I was naturally surprised to see that he had a Blackberry, and I asked him how he liked his new phone (it was a newer model than mine).  He said he loved it, and told me that I should subscribe to his Twitter and Path (a local foursquare) accounts because he always posts where he is on those applications.

I found out the other day at work that Indonesia has the 4th largest number of Facebook users in the world, after the US, Brazil, and India.  One in every five Indonesians are active users; that’s a lot of folks plugged in once you realize that Indonesia has a population of over 250 million people.  Companies that are trying to get/maintain their competitive edge MUST consider social media platforms as channels that are unique to any other.  We know that mobile phones containing all of these channels are always being checked by their users in Indonesia, this allows companies to deliver messages to their followers at ANYTIME and ANYWHERE.

The parasitic addiction to our handhelds has in fact revealed itself as a vast and limitless opportunity for advertisers such as myself.  Guilt eludes me as I’m one who has always played the hands I’m dealt, but there are potential threats that come out of this.  But for now, let’s focus on this emerging opportunity under the bliss of ignorance.

Stay tuned for my take on latent hazards of “glued-to-screen syndrome”

The Paper to my Rock

October 2nd, 2012 • Personal Insights

In my toddler years, my dad told me not to fear failure.  I struggled with the thought, perceiving him as someone who had accomplished so much and is persistently good at everything he does.  I can’t even beat him at ping pong!  I simply couldn’t accept such advice from someone who probably knew nothing about failure.

I tried my best at everything I did in life but never once was I naturally gifted at anything.  It had sunk in that I was bound for failure.  I confronted my dad about this and he smirked.  “Everyone is bound for failure” he said, and i realized that the more failure you can tolerate, the more experience you are ultimately able to gain.

As someone who already has enough “W”s on his belt, I didn’t feel like giving him the satisfaction of being right.  So I told him that with all the mistakes I’ve been making, I had better be in line for a big Win someday, and if I don’t, I’ll be sure to recall this moment and tell him that he was wrong for once.

The Return of the Blogger

October 2nd, 2012 • Personal Insights

The convenient truth about this blog is that it was an assignment given to me in class; thus any accountability directed towards me about how lame it is could be easily evaded by simply saying so.  Another truth about this blog is that it hasn’t been updated in about 1 year and 5 months.  In all honesty, I completely forgot about its existence.

Reading through the entries once more, I realized that I’ve come a long way in a year and a half.  I remember writing the entries in a frenzy on thursday nights (as it was naturally due the next day, as all things are in my world) thinking halfway through my posts – that I’ve officially run out of f%*!s to give about this assignment.  But on a lighter note, I am currently working at my desk after serving myself a brilliant cappuccino, realizing that this assignment actually changed my perception of marketing.  It changed it so much so, that I am happily married to the idea that it is a career path I will follow for years to come.

I seek to reclaim the throne of this Blog, firstly to recognize the impact it has had on me to this day, but more importantly to bounce ideas that my mind simply cannot contain.