Facebook News Feed Insights from Intel Fan Page Manager

This a great interview with one of Intel’s social media center of excellence stars, Ekaterina Walter. We we inherited the Intel Fan page created by real fans and grew it whimsically, Ekaterina put research time, smarts and her personality into helping the Fan Page grow by what I believe is 100 times since she grabbed the reins.
clipped from www.socialmediaexaminer.com
Ekaterina: Nowadays it’s all about news feed optimization.  It’s almost becoming the equivalent of SEO for Facebook.
For those folks who are not really familiar, news feeds display the most popular stories on Facebook. According to Facebook, 0.02% of stories actually make it to the news feed, which is rather scary if you look at it as a marketer.
They told us they want to stay on top of technical news.  They want to be the first to know about Intel products that are coming out and what we were up to in general.
They also liked the fact that they can chat with their fellow geeks and ask them for all kinds of advice about how build their own system.
Because of the news feed algorithm and the engagement they call fan growth, the higher the engagement with you (which are likes, comments, etc.), the more likely it is that your page will be picked up by the Facebook algorithm and make it into the news feed.
blog it

Connected Agencies & Corporate Marketing Change Agents

I just skimmed Forrester Research’s report “The Connected Agency” from their Interactive Marketing Professional team. This is great stuff I’m going to read again and map out how I feel and where I fit in their scheme of things.
UPDATE: I got a nice call from Forrester this morning (2/11/08). Here is how you can access the full report:

The link we discussed (www.forrester.com/connectedagency) now directs visitors to the main report page, where Forrester clients can log in and download the report, or non-clients can purchase a copy for $279.

As an corporate communications dude, I see how things are changing inside. Silos are coming down. People with skills are connecting with people on different teams to get advice, maximize resources and share learnings.I see agencies and vendors evolving quickly too. They’re racing to capture talented people, participate in key communities (for their industry and for the benefit of their clients) and they’re mastering new tools.There is an healthy pull pulling both corporate communications/marketing and agencies/vendors up to new heights, faster and faster. And along the way more people from both sides are participating online, testing and improving new Web 2.0 tools. We’re also learning a lot and getting better at making sense of data and sharing it quickly, broadly. Those abilities will improve in 2008.One thing I’d like is to start pulling in what Forester pegs to happen in 2013 “the agency is part of the community.” I believe we’re actually seeing “the agency promotes the community” in some cases right now. But I do think Forester has it right here:

* 2008 to 2009: The agency involves the community. Even in 2007, agencies and marketers began to reach out to consumers: Chanel worked with viral agency BuzzParadise to tap select bloggers for participation in special events and to receive insider brand news; Publicis launched a blogger advertising network, with the twist that amateurs create the ads. Agencies need to keep consumers involved consistently and begin to build a specialization in specific target markets or with communities based on the brands with which they are working. Where’s the money? Brands will pay a premium for the high conversion rates that the agency can guarantee based on its community insights.

* 2010 to 2012: The agency promotes the community. Agencies focus dedicated teams on creating direct relationships with tightly defined communities. At shops like Leo Burnett, job titles shift from account manager to community animator. Media fragmentation, communities embodying multiple personas, and niche brands offer a rich opportunity for agencies to compile distinct portfolios of closely knit consumers, uncovered by disparate data sources. Much like a talent or sports agent, the community animator will begin promoting its own communities to compatible brands, rather than the reverse. Agencies will take the place of gatekeeper to those communities, and brands will need to pay to get in. By 2010, brands like BMW will have realized that mass marketing is over and that access to influencers is the way forward.

* 2013 on: The agency is part of the community. Agency staff will draw closer to the communities they interact with and ultimately become part of the community itself. Fast-forward to the future: The successful agency has intimate involvement with community members as an external mouthpiece and internal catalyst. This bond allows the agency team to “age” with its community, brokering relationships with new brands as the community’s needs change. Large groups like JWT will scale by managing a kaleidoscope of different consumer groups, introducing and handing off appropriate brands as communities evolve. Advertisers will consolidate business with agencies that can adeptly accompany brands throughout their life cycle within diverse consumer communities.

clipped from www.forrester.com
The Connected Agency
Marketers: Partner With An Agency That Listens Instead Of Shouts
by
Mary Beth Kemp, Peter Kim

Today’s agencies fail to help marketers engage with consumers, who, as a result, are becoming less brand-loyal and more trusting of each other.
A new definition of “mass media” is emerging. Content Creators comprise 13% of the US adult online population and 11% of online Europeans.(see endnote 8) Communities can now find and consume media that speaks directly to niche interests, published by other community members. The new mass media is made up of a collection of communities. While many consumers are involved, each individual community is small, fragmenting the market further. As more consumers become involved in Social Computing, these platforms will grow and eclipse today’s mainstream media.
New players compensate for left-brain deficiencies.
Pull dominates push; quality trumps quantity.
Creative talent resides inside and outside the firm
The agency promotes the community
  blog it

Seth Godin Says it Best: Anticipate Relevance

* Go to where the puck is going

* Marketing do not equal advertising

* Don’t worry about the tactics

* Social graphs of what people are doing online:  open approach like Google vs. more walled garden of Facebook

* The mix of experts vs. wild west mentality on blogospher will settle down

* People want a voice and want to be treated with respect

* Anticipate how you’ll be relevant to people’s lives

Here’s a video interview with the great marketing guru Seth Godin sharing great insight as public relations, marketing and advertising find ways to team up more and more for online efforts.  He mentions a forthcoming book “Meatball Sunday,” finding the best mix and match to meet relevance.  He has a great collection of fun-to-read books and an edgy, thought leading blog.

Thanks to Polli.com for the inspiration.