From the Compete charts below, it is clear that Facebook is seeing a decline in pageviews, average stay, and pages per visit. But why?
I know that I have reduced the time I spend on Facebook and I have also reduced the number of messages and other social actions as well. And I have deleted virtually all of my personal and family photos and will not upload any more. These may be the first signs of a waning of Facebook due to a number of factors.
I can’t get my stuff back out
For example, Facebook has stated that it will not participate in OpenSocial because they do not want people to be able to export their content, conversations, photos, etc, out of Facebook and use on another social network. I am concerned that I will not be able to retrieve or back up content which I believe is mine. I like to have control over my family photos, conversations with friends, etc. I am willing to accept as a “cost” of using the Facebook system the fact that they know who my friends are. But I am less willing or unwilling to continue putting my content where I cannot get it back, in its entirety. (Google Docs, for example, just launched a feature where you can back up everything back out of Google Docs into Microsoft Office formats).
Ads in the stream, erosion of trust
A second issue mentioned in a previous post is the increase in advertising on Facebook and also the more unscrupulous practice of injecting ads “into the stream” — ads masquerading as status updates. These are harmful to the overall trust built up in the community and I have un-friended quite a few people whose accounts were clearly used to promote events, products, etc.
From a prior post – http://bit.ly/EhiW9 – Facebook advertising metric are absolutely abysmal. They keep trying to sell advertisers on the hundreds of billions of pageviews they throw off. But advertisers are getting smarter and more and more of them will buy ads on a cost-per-click basis (instead of CPM, cost per thousand impressions basis). This means that the ad revenues that Facebook enjoyed from gross INefficiencies will be decimated.
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What is the ROI (define) for social media? It’s zero. That’s because there’s no such thing as “social media.”
People’s conversations are not media; they can’t be purchased as such by advertisers. In other words, people don’t talk whenever advertisers want them to and they won’t say whatever advertisers tell them to — so it isn’t “media” like TV, print, and radio.
If you treat people’s conversations as media, you’d be doing it wrong. Social marketing done right means asking for and respecting people’s conversations and giving them a public place to talk so others can hear. If the advertiser’s product is already great, much of the conversation will be positive. But even if it isn’t the advertiser will have the benefit of free “product research” because people will give them ideas for improvement.
Untargetables are hard to reach. Unreachables are not reachable by traditional advertising media or channels.
read more about the ROI of social media on ClickZ … http://www.clickz.com/3633341
Tags: advertiser, advertisers, advertising, advertising media, benefit, ClickZ, conversation, conversations, digital strategy, improvement, marketing, place, print, Product, product research, radio, research, right, ROI, roi of social media, social actions, social amplification, social intensity, social marketing, social media, social networks, thing, traditional advertising, unreachables, untargetables
the brilliance of its simplicity has irked social media pundits and experts – “why didn’t I think of that first?”
And if marketing campaigns are supposed to drive traffic, it drove traffic.
If viral campaigns are supposed to drive chatter and discussion, it did.
If social marketing is supposed to drive social actions (like friending or becoming a fan on Facebook) it did.
and on top of all that, they are getting free consulting from all social marketing experts, gurus, pundits, specialists, etc.
pro or con, this experiment will tell Skittles and their agency what worked and what didn’t and next-up, they’ll do more of what worked, thank you very much.
Tags: Agency, brilliance, chatter, consulting, discussion, experiment, Facebook, fan, first, free consulting, gurus, marketing, marketing campaigns, media pundits, simplicity, skittles, social actions, social marketing, top, traffic
tracks the most tweeted URLs
nifty and awesome
if you had a dollar to spend today, where would you spend it? on paid advertising or on social marketing? why?
Paid advertising – it’s over once it’s aired
1. peers telling peers – a lot more effective and trusted by modern consumers than a paid ad
2. archived conversations – when people take social actions like rate, review, comment, recommend, and share, these actions are archived for everyone to see online (valuable to future users doing research)
3. it yields a continuously increasing stream of free traffic (enhances SEO efforts)
So whatcha gonna do?
Tags: advertising, consumers, conversations, digital strategy, doing research, dollar, everyone, free traffic, gonna, lot, marketing, online, paid advertising, peers, rate, research, review, SEO, share, Social, social actions, social marketing, social media is free, stream, today, traffic, whatcha
in a budget-constrained environment, the best thing an advertiser can do is shift more attention (notice, I didn’t say money) to social marketing and stimulate social actions among target users and customers. While paid media used to just get people to some place (like a website), social marketing is about stimulating social actions — so the people actually do something — share, rate, comment, recommend, etc. These actions lead to an accumulation of value over time such that future visitors will get the benefit of all of the actions that went before (e.g. I only watch the highest rated or most viewed videos on YouTube; I don’t have to wade through and find the good stuff myself). Furthermore, social actions are free to the advertiser — think “advocacy.” When real people carry the message forward to their friends, it is free amplification for the advertiser — social amplification.
Tags: accumulation, advertiser, advocacy, amplification, attention, benefit, budget, digital strategy, environment, good stuff, marketing, message, money, notice, place, rate, real people, share, share rate, shift, social actions, social amplification, social marketing, something, stuff, target, target users, thing, time, value, website, WOM amplification rate, YouTube
social networks – the places where people go online to socialize
social actions – the act of socializing on social networks
social intensity – the frequency and quantity of social actions; this can/should be a new KPI (key performance indicator) for marketers to assess whether digital marketing efforts are working and yielding positive results against business objectives
Tags: act, business, business objectives, digital, digital marketing, frequency, indicator, intensity, key performance indicator, KPI, kpi key performance indicator, marketers, marketing, marketing efforts, online, performance, quantity, social actions, social intensity, social marketing, social media, social networks
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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