One of the constants you’ll come across in dealing with Facebook, from a business perspective at least, is that it’s always changing. And perhaps that’s a good thing. It keeps you from becoming complacent and on top of your social environment. The downside? You spend a lot of time trying to keep up with the tech side of things instead of simply dealing with your customer base.
One of our clients, a not-for-profit organization, has made very good use of Facebook since it’s inception in 2007. The number of members in its Facebook group has steadily grown although that number has settled at the 1,500 mark in the past year. But since then, Facebook has introduce the Fan Page, offering businesses more ways to track and interact with their “fans.” And so the idea of switching from a Group to a Page has been lingering for quite some time. But at what cost? You can’t simply switch from one to the other and bring all your members along; you need to start from scratch. Back at zero.
Of course, we’re don’t expect all 1,500 Group members to migrate to the Page. So how do you make the transition and bring along as many as possible? You start by talking with them honestly and point out what’s in it for them; more info, better interaction, contests and whatever other benefit you offer. Then you look at the other ways in which to reach them, and others; we’ve made tremendous use of this client’s Twitter account, weekly e-newsletter and website. And finally, consider an incentive, something worthwhile to compensate your members for making the effort to switch over and keep in touch with your brand. After all, would you expect any less?
Posts Tagged ‘Social Media’
On the Rails
We’re sitting at the Oshawa train station, barely outside of Toronto and it’s been a little over an hour since I checked-in on Foursquare, broadcasting to those who follow me on Twitter and Facebook that I was heading to Ottawa. Thanks to such modern conveniences as free Wi-Fi, I’ve been able to check my email and get a bit of work done. When I logged into Facebook, I noticed a couple of messages linked to my original post. One, from an old college friend who warned me that it’s only 13ºC and rainy in Ottawa, hoping I’d brought a jacket. Another from a friend who asked if I was visiting for business or pleasure.
I explained I was in town to help out family and wouldn’t have time to get out. It was then that he asked what time my train was arriving and offered to pick me up. Here we are again, serendipity, much as I discussed in my last post that was oh, so long ago. A few minutes later I got a call from my Mum, telling me someone would be picking me up. I told her not to bother; that was already taken care of.
When Will It All End?
That’s a common question we get from people entering the social fray. “Facebook. Twitter. Foursquare. When does it end?”
It doesn’t. And that’s a good thing.
The latest social network I’ve looked into is called Stickybits. Where Facebook connects you to a network of friends and Foursquare connects you to a location, Stickybits does this with both and a brand. How does it work? First, you download an application to your mobile device (only Android and iPhones thus far), then scan anything that has a barcode–a granola bar, a box of Band-Aids, a bottle of Coke. Stickybits then asks you to attach a note, photo, video or audio clip which it then sends (with your location) to a stream where others from around the world can share.
What’s the point?
Well, I could scan a can of Guinness and send like-minded drinkers a cheers from Toronto. I could scan a food product and send along a recipe for others to try out. As David Berkowitz from Inside the Marketer’s Studio explains: “People are already experimenting with Stickybits in cases such as scavenger hunts and business cards. Soon enough, brands will get to take control of their own bits and share their own messages with consumers. Right now, it’s all about having fun, and with any luck it will largely stay that way.”
But what about the numbers? Exactly how many people are doing this and do I really need to be there? The answers: not many and probably not yet. Maybe never. But with all things social, you should be less concerned with how many people you’re hitting and working toward conversing with those that matter to you and your brand. Will Stickybits work for you and your business? Perhaps. The key is to keep yourself open to these new opportunities and decide for yourself if you should embrace them or not.
Are you ready for the next thing?
Kicking into High Gear
Unveiling the Audi R8 Spyder
Yesterday was quite an enjoyable—albeit busy—day at the Canadian International AutoShow’s Media Day. Both Kyle and I met early before making our way to the South Metro Toronto Convention Centre for Chrysler’s presentation. I was there to take photos, tweet and help out Kyle with our wee Flip videocamera. We managed to catch the majority of the presentations and interview half a dozen manufacturers for an episode of AutoShow WebTV which we’ll produce and post on YouTube (which you can check out here). It was quite the job juggling cameras and tweeting more than 20 updates (with pictures) but I’d be lying if I said it wasn’t a whole lot of fun.
It was a great event that added yet another layer to our experience in both social and experiential marketing. The trip down naturally increased our engagement with the AutoShow’s website community, Twitter followers and Facebook fans. In addition, it helped create even more patron excitement before the Show opened.
