Facebook Success Summit 2010 Summary

Thanks to Randy Duermyer for summarizing all of the Facebook Success Summit 2010 sessions. Each summary can be found on the blog, which includes:

Day 1: Why FB and social media

Day 2:

  1. Facebook Tips and Page Tools
  2. How to Build and manage a FB fan base
  3. Leveraging the Power of Facebook Advertising

Day 3:

  1. Facebook Strategies
  2. Leverage the Open Graph
  3. Intel and Cisco use of Facebook

Day 4:

  1. Boost Your Facebook Engagement
  2. Facebook Fan Page Promotions
  3. Profiles of Retailers and Restaurant success on Facebook

Day 5:

  1. B2C Big Brands and Facebook
  2. Build Community with Facebook and Blogs
  3. Facebook Page Analytics

Day 6:

  1. Using Facebook to create Events
  2. Preparing for the future of Facebook
  3. Bring your brand to customers via Facebook

The Twitter stream of conversations and observations during the webinars can be seen at: http://tweetchat.com/room/FBSS10 or http://search.twitter.com/search?q=%23FBSS10


Social Media Must Be Integrated

Tom Martin just wrote a good article at Advertising Age about Why Ad Agencies Should Own Social Media. He touches on topics that a few of us raised in a #SM77 chat on Twitter on September 14. But the part of Tom’s article that really resonated was what I’ve been saying for some time now and that I want all marketers to understand:

social media cannot be a silo. To truly leverage the power of the channel, it must be integrated with a brand’s total communication program. It must be integrated both operationally and in terms of the brand’s communications programs.

Brand Advertisers Using Location-Based Services

I work with advertisers who usually don’t have their own locations/stores but I also look at the latest and greatest digital efforts that these advertisers are leveraging. Recently I’ve been looking at Location-Based Services (LBS) and how these brand advertisers are using LBS. Here are 9 examples I’ve found.

  1. Coca-Cola on Foursquare: http://mashable.com/2010/09/16/coke-machine-fairy-foursquare/
  2. Red Bull on Facebook Places: http://www.allfacebook.com/red-bull-places-baseball-2010-10
  3. Warner Bros. on Foursquare: http://mashable.com/2010/02/09/foursquare-media-deals/
  4. HBO on Foursquare: http://mashable.com/2010/02/09/foursquare-media-deals/
  5. Tasti D-Lite on Foursquare: http://mashable.com/2010/01/13/tasti-d-lite-tastirewards/
  6. Eye-Fi on Gowalla: http://www.mobilemarketingwatch.com/gowalla-tries-its-hand-at-rewards-allows-offers-for-anyone-who-checks-in-7459/
  7. AT&T on SCVNGR: http://mashable.com/2010/08/24/att-scvngr-rewards/
  8. Virgin America on Loopt: http://www.businessinsider.com/biggest-check-in-reward-ever-loopt-and-virgin-are-giving-away-2-for-1-plane-tickets-to-mexico-2010-8
  9. Nike’s Own Location-Based Game: http://thenextweb.com/uk/2010/10/12/nike-grid-twists-foursquare-gaming-into-a-turfwar-for-runners/

I have also put these into a presentation with more details at Slideshare.net. See: Examples of Brand Advertisers using LBS

If you have other examples, please leave a comment. 

Marketing Strategy Tips

I often talk about Earned + Owned + Paid media, such as in my Slideshare presentation on social media. Therefore, I was excited to see Tom Martin’s article at the Social Media Examiner about using social to leverage advertising and vise versa and allow social media to bring believability back to an advertising campaign.

The full article is at http://www.socialmediaexaminer.com/how-to-integrate-social-media-with-traditional-media/ but the first 6 questions to ask yourself as an advertiser are:

  1. What is the business goal of our campaign?
  2. Who is the audience for this campaign?
  3. Where is this audience?
  4. How can I connect with this audience? Or put another way, what will get them engaged?
  5. How do I keep the conversation going after the campaign starts?
  6. How can my audience introduce my brand? 

Your own web site, your social media efforts and your advertising all play a part in answering these questions. In other words, Earned + Owned + Paid media play an integrated part in your marketing strategy.

Keep these in mind when thinking about social media PLUS audiences accessible via targeted advertising.

A great way to summarize the thinking is from a comment Daniel Stoica left on Tom’s article:

Full integration of all marketing efforts is the only way to achieve synergy and maximize the outcome of your efforts.
Business Plan -> Marketing Plan -> Social Media Marketing Plan -> Strategies -> Tactics
It has to flow!

Attending the Facebook Success Summit 2010

I'm attending Facebook Success Summit 2010The Facebook Success Summit 2010 is being run online via Live Meeting and recorded for later playback by the attendees. As a Microsoft employee, I’m happy to see that! So far, the audio and presentation has been going great. I look forward to the next couple of weeks worth of webinars. Attendees have paid to attend, but anyone can follow the Twitter comments at http://tweetchat.com/room/FBSS10 


Summary of day 1 with Brian Solis – thanks Steve @dolphingroup

Summary of day 2 (3 sessions) – thanks @MarketItWrite