Facebook is a party. It is not a trip to the mall. Facebook is a doorway to family and friends. We bring our pictures and all kinds of information about us to the party. We share. We play games there, connect to old friends and make new ones. We review our past and we plan our futures on Facebook. It’s fun. According to a recent ExactTarget study, 30% call it their “guilty pleasure” It has become an alternate life, a place to kill time, an escape. It is a place of serendipitous discoveries where we discover things we were not even looking for. It has been called the “default social community” and most of the community says that marketers are not welcome. Period. Yet…here’s the rub, the ultimate tease, according to a Nielson study in 2009, 90% of the Facebook community trusts product recommendations from Friends. We are not allowed in, but, but, if we can get there, then Oh Boy, Look Out. We are on a rocket ship to marketing nirvana.
So, focusing again on ME. When ME goes to Email, Google and LinkedIn, ME takes their wallets. That’s the trip to the mall. ME is going to shop. ME is looking for deals. If ME met and Liked You at the Facebook party, ME might look you up if you gave ME a deal. 58% of Fans expect this according to ExactTarget. Remember, just because ME Liked you at the party, it doesn’t mean you have permission to call ME. If you start constantly calling (marketing to) ME without permission, then ME will drop you. 44% will Unlike you if you post too frequently. The question remains: How do we get ME, that we met at the Facebook party, to Like our company and visit us at the mall and shop with us?
First, be entertaining when you are at the party and every time you call. Remember it’s a party. ME is there for fun. If it doesn’t work out, it’s not ME it’s you. A recent report, “The Power of Like” a collaboration between comScore and Facebook, talks about how social marketing works. It states that accumulating Fans is only the first step. The next step is accumulating Friends of Fans and thus amplifying the marketing message. They talk about Fan Reach, Engagement and Amplification. Once the brand has been seen on Facebook, presumably for this discussion from “paid media” (an ad), it then attempts to Reach its Fans via the News Feed and their Brand Pages. If it is “entertaining” enough, Fans become Engaged and they talk to their Friends about the brand. This is “earned media” and thus we have Amplification. Yes, it’s all about gossip. One Fan talks about the brand to a Friend and that Friend talks to another Friend etc. etc. So, although an initial brand Engagement rate might be just 1%, it is Amplified to a factor of 10 or more. It cascades.
That’s the theory with some supporting data. The author, Andrew Lipsman was reported in Time Business on August 7, 2012 as stating that there was still not enough data and that the process will play itself out over the next couple of years. Right now, it appears that the stock market has decided not to wait. It’s hard to sell products at a party when people only attend for fun.
Of course, the next step in cascading Fans and Friends of Fans into customers is to seek permission for one to one marketing via ME’s favourite digital marketing channel – Email. You, know, the shopping channel. One more step in cascading media.