Archive for Daniel Flamberg

Optimize Your Brand's Facebook Posture

Posted by Daniel Flamberg on April 12th, 2012 at 1:36 pm

It’s hard to imagine that there are people who use social media, without having a relationship with brands. Hard as it may seem, given the endless hype, social media is mostly about friends and not about brands.
But the numbers are startling.

3 in 5 Facebook users have not friended or liked a brand
78% of those who like brands, friend fewer than 10 brand pages
Only 1% engage with brand pages
Just 4% prefer to received brand promotions on Facebook
60% are annoyed by brand communication on Facebook
39% don’t think their “like” is an opt-in for marketing messages
1/3 of those who friend brands subsequently drop the friendship and the brand

Jay Baer captured this idea when he wrote, “It’s not as if we signed up for social media sites so we could hang out with software companies and hotel chains and T-shirt vendors and ham merchants. We signed up to connect with each other, not with commerce.” According to Nielsen, consumers worldwide trust word-of-mouth recommendations from friends above all other sources.
Brands need to take this to heart when framing their social media posting strategies. Brands are like a friend-of-a-friend  -- not really invited but tolerated -- at a party where everybody already knows each other. The... Read more

Does Timeline Increase Engagement?

Posted by Daniel Flamberg on April 4th, 2012 at 9:38 am

Now that Facebook has strong-armed everyone into the Timeline format, a skirmish has broken out over how much incremental engagement brands can expect.
Introduced with claims that Timeline increased engagement for Toyota by 161 percent and Livestrong by 156%, expectations ran high. It turns out that this study covered only 15 brand pages over a 60-day period and covered Facebook’s beta partners, like Red Bull, Coca Cola, Walmart or Macy’s, who had strong existing brand social presence, and who switched over early and were highly publicized and hardly representative.
When you dig into the hyperbolic work done by Simply Measured, you discover that response to status updates declined on Timeline while clicks to and views of pictures and videos went up. Increased size for visual assets easily accounts for the increased engagement activities.
New data from Edgerank Checker based on an analysis of 3500 brand pages in the Timeline format found that sixty percent of the pages studied experienced a decrease in engagement. But since the majority of friends and fans visit the brand page just once and the real locus of engagement is on friend’s Newsfeeds, the real impact of Timeline on brand engagement is basically neutral.
The bottom line is that the... Read more

Target Content by Device

Posted by Daniel Flamberg on March 30th, 2012 at 11:51 am

Armed with smartphones, tablets and laptop/desktop computers, consumers are beginning to use each device to do distinct tasks. And while e-mail, Internet access, search, Facebook, music, photos and gaming are widely used on all three screens, increasingly consumers are turning to specific tools to accomplish specific things.
Smartphones are the all purpose in-motion utility device. The voice/text/audio recording tool replacing watches, alarm clocks, instant cameras, to-do lists, address books, PDAs, gameboys, calendars, weather 800 numbers and soon -- wallets. Tablets are becoming multi-dimensional infotainment centers. And personal computers, which are more likely than either phones or tablets to be shared devices, are serious tools for serious matters and the repository, or gateway to the cloud repository, of our key files and critical data.
The division of labor seems to a function of technical capabilities, psychology, demographics and habits. People are used to doing certain things on the go, like texting, calling, checking e-mail, tweeting, etc. Shopping is a mixed bag. According to PriceGrabber, 1 percent of on online shoppers will buy exclusively using a mobile device and another 45 percent will combine offline, online and mobile to make a purchase.  And while the number of these tasks is expanding to include payments,... Read more

3 UXD Factors Changing the Face of Strategic Planning

Posted by Daniel Flamberg on March 26th, 2012 at 2:26 pm

User experience design (UXD) is breaking out of its native digital niche becoming a critical element in marketing strategy. Understanding the full range of consumer experiences with a brand is a critical factor in building awareness, engagement and advocacy and in framing or evolving a value proposition that integrates and romances features and benefits in believable and sustaining ways.
UXD is changing how brands approach strategic planning and how they develop customer insights. Once thought of exclusively as a digital concept, UXD promises to stitch together what consumers say with what consumers actually or habitually do to create insights that will suggest how messages are framed and where messages are transmitted and received.
In applying  UXD principles to integrated marketing programs, consider these 3 key factors.
End-to-End Planning. It’s not just about the product or the transaction. People want to buy into brands not just buy stuff. You need a longitudinal perspective on the process. Anticipate and plan for information needs, feelings and functionalities at every step from the first glimmer of an idea in your prospect’s mind through the completion of a successful interaction and onto the next one. Every customer takes a journey to identify and interact with your brand. Map... Read more

The Trade-Off Between Privacy & Utility

Posted by Daniel Flamberg on March 14th, 2012 at 11:26 am

You've probably been hearing a lot about Big Data; huge databases accumulated by companies. The challenge is to make sense of that data in ways that personalize the experience for consumers and sell more stuff.
The other faster moving data trend is collecting different sets of data, linking them and automating them to serve specific purposes. A huge number of start-ups are based on this premise. They use Facebook, as the database of choice because it’s rich (and getting richer each day) in personal information and because Facebook has made it easy and cheap for developers to get access to its data.
Imagine a travel company that uses your Facebook info (posts, photos, apps, games) to figure out what kind of traveler you are. They know or can infer who you are, where you went, whom you went with and what you did there. Then they marry your info to a database of travel locations and deals and serve you up offers that match your style and your inferred budget.
The richer the data sets; the richer the value to you and to them. The underlying assumption is that people will appreciate data mash-ups because it will yield more personal, relevant and valuable... Read more