Present time…
Thursday 25th of February I attended an interesting seminar at GUAVA called “Facebook -- so what?“.
The responsible for Facebook in DK gave a 45 minutes lecture about the various types of advertising opportunities when using Facebook.
The message was very clear -- Advertising using Social Media is here to stay and something that is growing day by day.
GUAVA also talked during the meeting about what works and what don’t when using Facebook as advertising channel.
This part was based in a large amount of campaigns executed on Facebook. It gave some basic tools for generating a successful campaing when using Facebook as point of contact.
Old news…
All the valuable information given during the seminar was of HIGH interest and very educating.
However a lot of the thoughts behind advertising in Social Media presented seemed like “old news” to me.
Not that I am the smartest person on the planet, but I must say that all the considerations and to-dos was something that I already went through 4 years ago when working with teen-communities.
Engagement and communication at eye level might be new to a lot of companies marketing their products and services towards Facebook users in general and I will not try to patronise that in this article.
I would like to point out that once more the teenagers, and especially the companies selling to teens, usage of Social Media is several laps ahead of the rest of us.
Teen-campaign
Back in 2006 I created and executed a campaign for a major brand selling chewing gum world wide.
This campaign was a huge success and the client got extremely good feedback from the community.
This was manifested in two ways.
Banners -- overall statistics:
Ordinary banners on the site had CTRs in the area of 2%.
Banners in the 3D environment had CTRs up to 16% (!)
In-game activities:
The in-game activities (in the 3D interface) gave the client a unique opportunity to actually engage with the target audience. Through a wide range of activities the users started adapting names, and terms from the products from the client. Users started -- without any encouragement -- to use these terms and names as part of getting closer to the product. This engagement also included mentioning and discussions about favourite flavours outside the community, and through that the viral effect lifted the campaign to an even higher level.
At the end of the campaign everyone was happy -- Client, users of the community, and service provider (me).
Users performing in the in-game contest (it’s me “sitting” in the chair with the glasses)
Let’s get back to present time…
When comparing statements from the seminar to my own experience I see a clear indication of the future usage of advertising in Social Media.
I am eagerly waiting for the next level of usage, and think that some of my campaign set-ups executed two years ago in the teen-online-world will be re-invented in the adults Social Media… I cannot wait -- WAKE UP companies!
Thank you GUAVA and Facebook for the interesting seminar! -- and for encouraging advertisers to try getting closer to target audience through Social Media!
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