So, what happened at Facebook Studio Live? Hundreds of agency heads, clients and industry professionals gathered together on a rainy Wednesday afternoon at the trendy space at Carriageworks in Eveleigh. There has always been a cloud of mystery and secrecy that surrounds the Facebook brand, which was evident upon arrival. Small Facebook branded moleskins were handed out and guests not knowing what to expect were ushered into dark auditorium with microkitchens on either side of the room that included unlimited refreshments and snacks, we later learned a staple feature of every Facebook office. The crowd got to hear from superb speakers about the Facebook hacker culture, the evolution of Facebook over the past decade, creative solutions for advertising, and the deepest level of Facebook insights and metrics available to brands with additional ad spend (of course.) My top four key takeaways I took from the day are summarised below:

1) The most successful social campaigns have impact through ALL of the following: connections, engagement, influence, and integration. The best social marketers in the world don’t create campaigns that just have the BIG idea any more, they create social programs that scale in all four categories. How do you do this? It all starts with the standard creative brief and asking two key questions a) What is the key engagement insight? b) What is the social insight?

2) Don’t underestimate the power of the conversation calendar. More and more marketers are fighting for the same short-attention span on Facebook. So, what does this mean for brand pages? Facebook is about creating authentic relationships and creating a community management strategy and conversation calendar that demonstrates the following:

• Understand what motivates social behavior
• Have a clear purpose and authentic voice
• Create many meaningful and light-weight experiences
• Posting is like a dinner party, be a brilliant conversationalist
• Creative is both an art and a science

3) Facebook Studio online offers a fantastic wealth of global information and resources available to all marketers, brands, and agencies. The site aims to celebrate the great work of agencies and marketers and inspire others, while sharing resources to help strengthen existing Facebook campaigns. Take for example the Flair Fashion Tag campaign. This highly innovative and creative Facebook app developed by Belgian agency Duval Guillaume Modem allowed people to easily tag pieces of clothing in photos and share them with friends. All “fashion tags” were then displayed on the Flair Facebook Page and the top submissions were also featured in a magazine, a nice integration between Flair’s offline and online presence. This campaign was one of the first ever to be featured on the site and even earned a Media Lion at Cannes last year.

4) The possibilities for brands on Facebook are boundless. Facebook allows brands to connect with consumers in a digital world with the same authenticity as the real world. According to Mark D’Arcy, Director of Creative Solutions at Facebook, successful Facebook campaigns for brands focus on utility, relevance, caring/sharing, and light-weight design, rather than disruption. If used smartly and strategically, a Facebook brand page is one of the most amazing devices for storytelling and understanding consumer insights.

There are just a few of the takeaways I took away from Sydney’s first ever Facebook Studio Live. I will be sharing more content and key learnings over the next few weeks!

It’s also worth noting that Japan has added 500,000 users and Korea 347,000 users in the past month – Japan has the highest growth rate (8.01%) of the top 25 countries – so we also expect to see the social media landscape changing rapidly in both these markets in 2012.

Facebook Asia – January 2012 (as quoted from Socialbakers.com).

]]> http://www.asiadigitalmap.com/2012/01/india-now-worlds-second-largest-facebook-country/feed/ 1 http://www.asiadigitalmap.com/2011/12/ogilvy-on-facebook-for-business-in-asia/ http://www.asiadigitalmap.com/2011/12/ogilvy-on-facebook-for-business-in-asia/#comments Wed, 07 Dec 2011 07:43:08 +0000 Asia Digital Map Administrator http://www.asiadigitalmap.com/?p=5139 With more than half a billion users logging onto Facebook in a single day, more and more businesses rely on the world’s largest social network to build essential connections to consumers. Asia is no exception.Not only are India and Indonesia among the largest nations on Facebook, but markets like Singapore and Hong Kong have a huge portion of the population logging in each day. Even companies familiar with the platform, however, need to learn about the implications of the newly introduced Timeline, fast-moving news ticker and new ways to build applications.

This was the motivation behind our latest Wall Street Journal webinar in which Thomas Crampton,  Ogilvy & Mather’s Asia-Pacific lead for  Social Media, together with Erik Johnson, Facebook’s Vice President for Asia-Pacific, discussed Facebook and its implications for businesses in Asia.  Highly interactive in nature, this webinar was yet another successful session of the social media training series by Ogilvy & Mather, the Wall Street Journal Asia and Citrix that takes a hard-nosed look at the real meaning for business of recent trends in social media in Asia.

Ogilvy On: Facebook in Asia

Sundew, dynamic social Q&A service that is based on your trusted friend network Now, you can ask questions through your mobile app and get answers right away. SK Planet, a new platform subsidiary of Korea’s top mobile carrier, launched a mobile Q&A application ‘Sundew’. It provides honest, reliable answers, fast from your friends who really know you. It helps you get the answers in real time from trusted sources. Users can ask, forward, or answer questions anywhere in the world with their mobile. ’Sundew’ is similar to ‘Intelligence’ of Naver and ‘Wikipedia’ that it constructs database on questions and answers. However, it is optimized for mobile environment.

Now you might wonder why the app is named as ‘sundew’. Sundew is an insect eating plant which is the same as a venus flytrap. Likewise once a question is posted on Sundew, it cannot be removed from Sundew friends network until gets answered. Read more

SK플래닛, 내달 ‘모바일 소셜 Q&A’ 앱 출시 이제 모바일을 통해 자신이 궁금한 것을 묻고 답하는 ‘모바일 소셜 Q&A’을 즐길 수 있습니다. 모바일을 통해 전 세계인을 대상으로 질문과 답변을 할 수 있다는 데서 기존의 ‘지식인’과는 차별화를 할 것으로 보입니다.

Mobile territory war begins with social games The Korean graphic technology is going in advance. Now it is possible to embody high resolution graphic games on social platforms. Thus existing games are moving their platforms to social. One of the successful case was ‘ Rule the Sky’ which has more than 200,000 daily users. ’Rule the sky’ contains high resolution graphic features which attract users. In addition, subject matters to the social games are changing. For instance, first-person shooter(FPS) games or role playing games (RPG) are now implemented on social platforms. ‘Uberstrike’ from CrazyFish was implemented in 3D as the first domestic social game on Cyworld app store.  Read more

SK컴즈 등 소셜게임 강화…모바일 영토 전쟁 시작됐다 웹에서 고품질의 그래픽을 처리하는 기술이 발전하면서 RPG, FPS등의 고용량 그래픽 게임들이 소셜 플랫폼에서도 가능해졌습니다. 따라서 게임 소재도 대작들로 다변화되고 있습니다. 이에 국내에서 웹 기반 소셜게임 플랫폼 싸이월드 앱스토어를 가장 먼저 구축한 SK커뮤니케이 션즈도 모바일 게임 강화에 나섰다고 합니다.

LG U+ launched fashion SNS ‘Cosmostyle’ LG U+ launched a fashion SNS ‘Cosmostyle’ collaborating with the first fashion magazine, Cosmopolitan. Users of Cosmostyle can share their fashion style as well as they can see the realtime fashion trend. It is also linked to facebook and twitter so that users can share the pictures they like on other SNS. It is now free to download at App store, Android market and T-store. Read more

LG유플러스, 패션전문 SNS ‘코스모스타일’ 출시 LG유플러스가 패션 잡지 ‘코스모폴리탄’과 함께 패션 전문 소셜네트워킹서비스(SNS)인 ‘코스모스타일’을 출시한다고 하네요. 앞으로 자신만의 패션 스타일에 대해 친구들과 더욱더 빠르게 공유할수 있겠네요~!

Intensive investment on mobile, cloud, and social is expected next year It is predicted that Korean corporations would intensively invest their budget into IT field. The investment amount is estimated as 50 billion dollars and the most of the budget would be spent on Cloud computing, mobile and SNS. According to Gartner, information technology research and advisory company, services and items related to IT would increase its sales by 8% in Asia Pacific countries in 2012.  Read more

“내년 국내기업 IT지출 50조원 전망”…모바일·클라우드·소셜 투자 집중 내년에 국내 기업이 정보기술(IT)에 투자할 금액은 약 50조원에 이를 것으로 전망됩니다. 또한 투자 대부분은 클라우드 컴퓨팅과 모바일, 소셜네트워크서비스(SNS) 등에 집중될 것으로 예상됩니다. 시장조사기관인 가트너는 아태지역 2012년 엔터프라이즈 IT 관련 제품 및 서비스 지출이 전년 대비 8% 증가할 것이라고 전망했습니다.

www.facebook.com/OgilvyPRSeoul

Highlights:

1. “Important Metrics”

a) Total Likes: self-explanatory – the total number of likes on the page
b) Friends of Fans: Facebook now shows you the total reach of your page when someone “Likes” it i.e. the cumulative number of friends of all your fans put togetger
c) People Talking About This: the number of unique people who have created content about your page on Facebook in the past week
d) Weekly Total Reach: the number of people who have seen all content about your page (from you + others) shared on Facebook, calculated by aggregating all the “friends” each shared post has reached.

What this means: We now have the “total reach” of your content – down to how far your initial content was seen, then got shared; the more content is viewed, the more awareness is spread, and thus the higher the chance of them clicking through to your page.

2. Overview of Activity

Facebook has upgraded their graph to show you how “individual posts influence the number of people talking about you, as well as the impact it has on the overall reach”. The size of each circle (at the bottom) shows you how much you published on that day, and also shows you the corresponding data of “people talking about this” and your “Weekly total reach”.

Why we should care:  This data will inform our conversation calendars and content strategy. HubSpot’s graph above shows you that the number of times they’ve posted does not correlate with total shares or reach. Other brand pages may reveal other nuggets of insight – great for monthly reporting.

3. Understanding Your Posts

Facebook now reveals the:

a) Total reach for each individual post
b) The number of users engaged on that same post
c) The number of people talking about that post
d) The virality of that post

And we care because: It’s important to note that with the specific data at post-level, it’s easier than ever to note the kinds of content your fans actually want (whether in terms of content or media type). This can then inform other tactics like competitions, givewaways, content-curation and fan engagement.

4. Your Audience

Previously, Facebook allowed you to see the demographic information of the people who have liked your page. You can know also see the same information for ALL the people your content has reached (via fan sharing), and also the people who are talking about it. The data is still represented in the same easy-to-read way.

We want to know this so: we can tailor content, offers and information to the people who are most engaged with the page, as well as those who are earlier along in the “Like” funnel. Why? Because it allows us to see what our real and potential fans want, so you can target new customers/fans for better conversion rates.

And that’s the quick and easy breakdown. Hope it helps – what has your experience been with the updated Facebook insights?

[Image from carrotblog]

RSVP via a Facebook Event

Announcements on Facebook and Twitter aside, I created a Facebook Event to invite my guests. With a simple message and a few clicks, I reached out to almost all my friends on FB. That saved me tonnes of time when it comes to finalizing the number of attendees and finding out if my guests were bringing their +1s or not. When planning a wedding, especially when the date draws closer, time is a luxury piece and you don’t get to waste much. So this alone saved me much time.

A mini teaser for the wedding via a Wedding Teaser Photo Album

We took some beautiful wedding portraits to be shown during the wedding. If you knew about it and remember, the photography session caused me to miss the Social Media Summit in HK earlier this year! Aaarrrrgggghhhhh!

Anyway, to create anticipation and excitement a few days before the wedding, we released a few of these pictures on Facebook. It was fun, friends were glued on and excited to view the next picture to be uploaded.

A video to tell our little story

They say a picture is stronger than a thousand words, while I disagree SEO wise, we took it one step further and hired a videographer to make us a video instead, and we loved it. The attendees found it entertaining and we get to keep our sweet sweet memories foerever (unless the video file somehow got lost or corrupted, I hope not!). We then uploaded the video on YouTube for all those who missed it and those who would like to see it again, my wife and I especially.

(The video is the one at the top by the way)

IT ALL REALLY STARTED WITH FACEBOOK

So there you have it, 3 ways I’ve used social media for my wedding. If I can only quote ONE SINGLE example on using social media for a wedding, how about this….. I met my wife on Facebook, how’s that for a social media case study!

Hope you’ve enjoyed this. Have you got similar stories to share? How have you used social media for your wedding? Looking forward to hearing your stories, cheers!

But don’t get confused – Google’s only indexing the comments from the Facebook connect add-on commenting system (read this if you’d like to find out how to install it on your website), NOT personal Facebook comments on Facebook itself.

These comments are now being crawled – and ranked – in Google SERPs (Search Engine Results Pages). It seems Google is continuing to take its dedication to integrating social signals into its search algorithm. Social signals refers to a social search feature that tailors  your personal search engine result rankings that’s influenced by your own social circle i.e. if a friend of yours has commented, +1′d or “Liked” a particular article, product listing or review, that result will rank above other “organic” results.

This is obviously going to be a huge plus for e-retailers – Think Geek is a great example of this. Their product pages utilise both a Facebook social plug-in as well as the Facebook “Like” button, allowing visitors to see which of their own friends have already “Liked” the product, as well as the ability to read what other users have to say about the product.

We already know that personal advice and online comments by users influence purchase decisions more strongly than other types of information, with online reviews second only to word of mouth in purchase influence. As such, there’s now an ongoing trend for marketers to consider integration with social platforms to support and encourage online comments and personal advice around products – and it’s precisely this phenomenon that Google (and/or Facebook) is leveraging by indexing Facebook comments. The key takeaway from Rubicon’s research above? The Web is the #2 resource for customer support information, after user manuals.  It ranks ahead of calling the manufacturer or asking a dealer.

Now, more than ever before, websites have more incentive to install the add-on, once again preserving Facebook’s position as the leading social network.

We’ve got a great example of the Facebook comments plugin below, right on Asia Digital Map, showcasing the broader appeal for the plugin on blogs and other content distributors. With social signals becoming more and more important to SEO, it does look like it’s the next frontier for Google and Bing. If you’d like to find what which social signals Google and Bing actually count, Search Engine Land has a really good article here.

1. The name of the page
2. The agency managing the fan page
3. The number of fans on the page
4. The page’s “People Talking About” Statistic – showing page engagement
5. Percentage of fans engaged

They purpose of their report is to set engagement level benchmarks for each of the 6 industry verticals that they covered in their study:  Fashion, Tourism, Media, Sport, Politics and FMCG.

A statistic of note is their “Australian [Facebook Page] Engagement Average” – 1.96%
To provide some context:

• the population of Australia: 21,874,900 (Source)
• the number of internet users as a percentage of population in Australia:  72% (Source) or 15,749,928 internet users

You’ll find a snapshot of their original report below, but if you’re after the full report, you can download it here. There’s already been some criticism of the study for various reasons – and any attempt at ranking brand pages is sure to result in some controversy. Some thoughts and criticisms from the community management community include:

• There is no indication of whether a brand is in the middle of a huge campaign or not (which is sure to skew the study)
• The “People Talking About” statistic, while useful, is a dynamic figure that changes daily – and the study doesn’t state its methodology – so it’s not possible to tell is the numbers are an average over time or just a snapshot
• Lack of sentiment analysis

That said, it’s still a great point of reference and a valuable look into the world of Australian community management.

This machine allows users to login to the Coca Cola app in real life using the face recognition feature, a very clever way to extend the offline experience to users’ friends and family through Facebook.

Also look at the previous campaign Coca Cola village.

Facebook now proposed to some people if they wanted to display different names according to the language used by their friend. In my case, my friends who are using the simplified, Cantonese and traditional Chinese Facebook interface would only see my Chinese name (孫尚謙) while the rest of the world would see my French one (Jean-Francois Amadei).

I’m still not sure how extended this option is (locations, languages…etc, so far only my friend in Taiwan have been asked if they wanted this option to be activated) yet, but it’s interesting how Facebook digs into details in order to keep up with its ‘real name policy” crusade.