I received an email today inviting me to try a new crispy chicken taco via facebook. However, getting the coupon seems to be a little loco (their words, not mine).
On the first Monday of March I received an email from Nabisco. The email was an invitation to become a fan of Nabisco Cookies on facebook. Actually it was more than an invitation — it was a fan bribe. Nabisco is offering free cookies, sort of, if I become a fan. The email made me wonder how well bribes work. Secondly, if someone does join based on a bribe, how much of a fan of the brand are they?
What is a facebook fan worth? The question is intriguing. Marketers struggle with the valuation of social initiatives. While no one questions the value of someone advocating your brand, people question the impact of a social campaign.
Cyber Monday is about the deal, getting a jump on holiday shopping, and for some people avoiding a little work. With a projected 68 million hitting cyberspace, it makes you wonder if it may also be a social opportunity. Like Cyber Monday, Black Friday is about the deals too, and for many a social experience too — normally hitting the malls with a friend or family member. So why not Cyber Monday?
I met with some people from facebook today. They were covering their new consumer insight platform — a platform that allows marketers to garner insights from their 90 million-plus domestic membership. Based on the topic I wondered if the knew How are people on facebook using their social groups as advisors when purchasing new products? Although they did not have an answer, we did discuss methods to answer the question.
I’m just waiting for the first marketer to have an official “FaceUp” with their facebook fans.
Cokes expedition 206 makes you wonder if this was the best way to engage coke fans globally. Sure the winning team gets a once-in-a-lifetime experience, but how enriching is the brand experience to the billion of global coke drinkers? Or the 3.7 million fans on facebook? What’s in it for them? Why should they care? Is there a better experience to engage more people in Coke’s Happiness campaign?
The consumer left turn will make or break a marketing campaign. People are online going about their business. They don’t intend to engage with marketing. They may be checking sports scores, reading email, or updating their facebook status. En route to these actions we try to intercept them, engage them, and provoke a left turn in their day — redirecting them from their original intent.