Facebook’s paperwork for its Initial Public Offering filled this month, has created some media buzz and speculation as to what the company will be doing next. The IPO included stats like, “Facebook had 845 million active users as of Dec. 31, with slightly more than half of those people, 425 million, using mobile devices such as smartphones and tablets to visit Facebook. An average day on Facebook sees about 483 million people logging into the world’s largest social network, an increase of 48 percent over the previous year.”, and other tid-bits that sparked a lot of ideas as to what to expect this year from the company. In just the beginning of this year, Timeline was released for user profiles and will soon be made available for businesses too. If you haven’t been following all the media, here is a review of a few anticipated Facebook Updates in 2012 we think are important for businesses watch for.
Mobile App with Ads
The IPO alluded to mobile as a potential revenue source, and cautioned that the lack of mobile revenue could harm it, since nearly half of the users access the site on a mobile device. According to Zoe Fox at Mashable, “Users of Facebook‘s apps — for Android, iPad and iPhone — may begin seeing ads as soon as early March, as the company looks to gain an addition revenue source before it goes public.” Also, a new advertising method to expose ads to mobile users called, Sponsored Stories, was released in December of 2011, and embeds the advertised posts directly into the newsfeed of an individual’s profile.
Facebook Timeline for Businesses
On Feburary 29th, Facebook will be sponsoring an event for marketers where it is expected to announce the release of Timeline for Business Pages. Timeline was recently released to profiles for all users and although it is getting mixed reviews, it offers a new experience for the site. Timeline aggregates every Wall post in a profile into a chronological view that can be adapted, added to, and hidden away from view, changing the way information is accessed. Also, the new enhanced options for sharing with media partner applications directly in the Timeline. Facebook VP-Marketing and Business Partnerships David Fischer said Timeline for brands would be “consistent” with the Timeline look-and-feel, but not a carbon copy.
What does that mean for businesses?
Marketers can use those mentions from user interaction, and give their brand wider distribution through sponsored stories. “Marketers want to promote stories about the things they’re affiliated with but don’t always own the apps,” said Gokul Rajaram, Facebook Ads director of product management, referring to apps from services such as Spotify, Netflix or Pintrest that allow users to share what content they’re consuming. “Now you can promote stories from any app about objects you own, not just from the page owned by the marketer.” This will open a whole new way to target ads as well, based on what a user is listening to, reading, or watching when the ad is served.
Brands will have the ability to promote the history of their business by adding historical facts to the Timeline. A large customized design in the profile banner can be adapted more often to promote the brand, campaigns and contests, or other relevant marketing to drive traffic to. Unfortunately it’s rumored that Page Tabs, which were once visible under the profile image, will now be condensed and hidden in a box at the top of the page. Kunur Patel of Ad Age Digital suspects that the format change is to promote the use of the “Open Graph” apps and could put pressure on brands to develop their own apps using custom verbs other than “like,” in the same vein as Pinterest, which has a Facebook app that tracks when its users have “pinned” something.
As Facebook continues to expand, and gain the billions of revenue expected from the public offering, there will be new internal initiatives being added frequently to ensure that the revenue generated by the company will meet stockholder’s expectations. That being said, we expect the advertising element within Facebook to continue to expand and add options for businesses to increase exposure and engagement with their fans.
What updates will you need to make in your own Social Media Strategy for the Facebook of 2012?
Foursquare is an LBS (locations based services) social network accessed from a popular mobile application – desktop available too – that can be integrated with a member’s Facebook and Twitter account. They describe themselves as “a service that helps find where your friends are hanging out and offers tips from other users on what to do once you get there.” Around 15 million people worldwide have committed to over 1.5 billion check-ins with millions more being added daily. Beyond just checkins, other tools for members like tips, photos, and a new integration with Garmin also aid in fan engagement. There are over 600,000 businesses using the Merchant Platform to connect with customers and generate traffic to their locations. Both Merchants and Brands have the ability to create a business page, however the recommendations to follow focus on a merchant’s marketing strategy for Foursquare.
1. Claim your venue. Sign up for an account and search for your location. It might be that a customer has checked into your venue, and you can claim it by proving that you own it. If you can’t find it or you are opening a new location, click “Add a new venue to Foursquare,” which is at the bottom of the page. Once all the information is supplied, your venue page will come up for you to claim. Foursquare will ask you a few questions about the business and how you’d like to verify your ownership.
2. Create a Special. There are seven types of specials to choose from to reward your fans for visiting your location to check-in, leave a tip, or share their location with friends.
3. Educate the Staff. You never want someone to redeem a special and show it to your staff, only to be looked at with a vacant expression. Be sure your team is prepared and can recognize a Foursquare special and offer the redemption. Once you create a special, Foursquare generates flyers for you to print -one for employees, and one for customers – to aid in building awareness for the special promotion. Your staff can easily tell when a person has ‘unlocked’ a Special because the color will change from gray to orange on their phone. Another technique is to include a register code in the Special. Maybe have it say: ‘upon checkout tell us this discount code: ‘4sqSpecial’.
4. Dashboard Analytics. The Foursquare merchant dashboard is full of useful information. Business owner’s can see when and how many people are checking in, along with details on the gender and age breakdown of those users and who the most frequent visitors are.
5. Advertise That You’re a Foursquare Merchant. People might not be inclined to check in if they don’t know there’s a reward. Foursquare will send you window clings for each location you verify and set up a special for. Display them in your windows and print out signs to place next to registers letting customers know you’re on the network.
6. Target Hot Spots. Look around your area for businesses that get lots of checkins and try adding tips to these venues that point people to your business or special. Foursquare includes a feature that will point to nearby specials, but try to write a quirky tip like “we deliver to this hotel – even if you answer the door in your PJ’s” and possibly attract even more of those people already in the area.
Foursquare isn’t the first location-based social network to help you connect with friends using GPS via your mobile device, it is however becoming the most popular. As an inexpensive solution for creating specials and generating buzz for your business, it’s a no brainer why so many merchants and brands already participate in this network. For any additional questions you might have about Foursquare, there is a very helpful site here, or contact us today for a social media consultation.
This week a new re-desigen of Twitter has been slowly rolling out to the public. The user experience will be getting an upgrade with the launch of Twitter’s enhanced profile page within both the desktop and mobile version of the site. Four new tabs will give tweeters an enriched experience for following topics of conversation. A profile landing page design allows for a custom banner area and re-arranges the users profile stats in an easy to locate top header. The Let’s Fly blog from @twitter stated, “What we’re announcing today is just the beginning. We now have a framework in place that we will quickly build and iterate upon to help users connect with whatever is meaningful to them.” This means a better playground to attract more user engagement, making it a more viable channel for businesses to maintain a presence on as well. Below is a summary of the features and images from Twitter.
User Experience Overview:
Twitter Background Re-Design:
If you haven’t see the new profile or landing pages it’s only a matter of time before you will. As accounts are converted over, users will also have access to a new profile page background design. Twitter background designs previously were very limited to only a left margin area. A new banner area under the profile stats header has been added and can give a business page more options for promoting. If your business would like ideas on what to promote in that space and the best way to utilize and customize that new design area available, then please contact us for help.