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Apps, Posts and Discovery on Facebook and the Chai Shop
When we go and meet our customers most of the times we discuss some new campaign/contest idea on Facebook, which we want to do to engage users. Customers want the fan base to grow ( the campaign idea to achieve its business goal). Discussion boils down to two points:
1. What is the contest design?
2. How will it be discovered and hence become popular ?
While the first question we are able to answer after some brainstorming but for the second question when our customers do not want to spend money on advertising the campaign we are left with limited choices. How will the users discover the application if we are not advertising it.
The reason I am writing this post is to put my thoughts around how we as an agency/business see Facebook and how a user sees the platform. So, it is an attempt to understand how to do organic promotion
Our Illusion: A brand page is the place where the user comes and interacts with the content and we try to make nice cover pictures and place applications to engage users apart from posting.
User’s view: A timeline where content from friends and pages is passing like traffic on a busy road.
So, in this context when we build an application for running a contest, while we do all our effort to build it and make it visible under the cover picture. Will an average fan notice it? No, they are not visiting our page instead our content reaches out to them (that too only with a limited percentage of the fan base)
Let’s take a real world analogy to understand the content flow.
So, the analogy here is like if a locality (say locality represents Facebook) and where each of the house in locality is like a brand page/profile and the chai shop at the gate of the colony represents a typical Facebook user. The chai shop owner might notice people passing by when her attention is on the street traffic or if person comes to have a chai (here people represents Facebook posts). In most cases the chai shop owner would only notice how the passerby look (their dress, interaction etc) and might not notice how their houses look (read: our office looks or what change we do in office on a daily basis, as we also have a chai shop nearby)
Her only window to our office is the people who either pass by her shop or visit her shop (because she never comes to our office, our office folks only go to her) . This analogy pretty much gives me the essence of content flow on Facebook. So, if we have to be noticed by the chai shop owner we have to look nice and pass by/visit her shop when we know she will be free on shop noticing who is passing by.
Which means we can do the following to popularize the campaign using posts alone:
1. By making visual posts about the campaign idea, having the application link:
2. By making more frequent posts about the contest around the time when engagement is high.
Cheers
-Sachin, MixORG Team
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Social Recruiting: Which Platforms to Use?
Convinced that Social Recruitment is the way to go? Wondering where to start?
In the second article on the Social Recruiting series by MixORG, we talk about the large number of platforms through which you can target talent these days. How can each of these be used and what are their special features? Read on.
LinkedIN: According to a survey conducted by recruiting platform, Jobvite, close to 80% of organizations today are on LinkedIn for the purpose of recruitment. A professional network where people list out their professional achievements and qualifications, this is one of the best portals to spot appropriate talent. Added advantages: use premium filters and professional recruitment tools, directly message candidates, attract right talent with targeted campiagns.
Facebook: Without doubt the single largest networking platform today, this is where you want to be if you want to reach out to a larger audience. Attractive Social Apps don’t just give out information, but also engage job seekers and serve towards Employer Branding. This is also one of the first places an employee will check you out. That is to say, a future employer’s brand and image can make or break depending on their Facebook page.
Twitter: Follow Google’s own example and tweet about job opportunities, offices, culture and work life. Thanks to Twitter’s ‘Follow’ option, interested job seekers can now ensure your job postings reach their home page directly. The power of ‘Retweet’ would ensure that word spreads around rapidly enough.
BranchOut: Surveys on Social Recruiting claim that more than 80% of job seekers today are on Facebook. BranchOut, thus, is an attempt to create a professional network within Facebook and capture this audience. The ‘Jobs Tab’ allows brands to post jobs here, leverage on relevant Facebook communities and use the effective Recruiting tools this portal offers. Job seekers find it easy to spot the vacancy, apply, share the job with friends and find their contacts within the company.
Pinterest: The fun pin-up board is the last place you might expect yourself going for recruitment purposes. But this is exactly where you may want to go if you’re looking for creative people. Jeanne was famously hired by Pinterest after she used the portal to pitch herself through a stunning ‘visual resume’ pinned to her page. Employers too, are now pinning up job-postings on their Pinterest board!
With so many options to advertise those vacancies in your organization, what are you waiting for? If you’re still wondering how to begin your social recruitment on these amazing networks, remain with us. The third article in this series of blogs on Social Recruitment will be coming soon with some tips and tricks for you!
Read other articles on Social Recruiting and Social Media here: http://mixorg.tumblr.com/archive -
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IPL Teams Compete on Another Pitch: Social Media
In a world where each brand is beginning to increase its Social Media budget, the IPL teams have no intention to be left behind. Well-aware of the viral potential of this medium, each team has invaded the social media sphere to bring its large scale of fans together.
Let’s take Facebook for instance. Winners of the Champion League 2011, Mumbai Indians lead the way here as well with a whopping 2.6 million Likes. The entire team led by Harbhajan Singh declares boldly on the cover photo, “Duniya Hila Denge Hum!” An actively maintained page, it also offers fans the appealing option of interacting with players. From ‘Wish Sachin’ to ‘Meet the Players’ to ‘MI Paltan’ as well as personal videos of each player on the page, Mumbai Indians definitely know how to capture ‘millions’ of hearts.
Lagging way behind with Likes only in the six-digit range, the other teams still have active fan-following on their Facebook pages. Delhi Daredevils relies on contests like ‘Devil’s Eleven’ a merchandise-winning competition, Dare2Wish Contest to win IPL tickets, ‘Twitter Anagram’ and ‘Fan of the Week’. With something new to offer, Kolkata Knight Riders’ Facebook page encourages you to check out their very own Match Reports. Rajasthan Royals meanwhile offers you The Locker Room, a weekly dose of news about the team.
Twitter is another medium that can capture action and fans moment to moment. Rajasthan Royals makes its mark here with close to 30,000 followers and 6000+ tweets till date. Score updates, injury updates, owner updates, contest updates: you have it all here and live at that!
Twitter, in addition, offers IPL fans the opportunity for frank expression of sentiments, thanks to the power of the famous hashtag. Conducting a sentiment analysis on the tool ‘Twitter Sentiment’ reveals that things are not as hunky-dory for Mumbai Indians on this platform as they are on Facebook. Around one-third of the sentiments being tweeted about Mumbai Indians at the moment are negative. By contrast, Delhi Daredevils has definitely got a sweet spot in our hearts, as evidenced by the 90% positivity towards the team on Twitter.
Sentiments, updates, scores, photos and posts are pouring in on Social Media platforms even at this very moment. Forget the pitch; this is where all the action is!
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Facebook Ads vs Google Ads: The extra millions!
If you create an ad on Facebook and Target for example Delhi. You see close to 48 Lakh people who come in target group. (see the screenshot attached)
If you create an ad on Google and target Delhi (Google shows you only one option for Delhi, which is better ). You see close to 34 Lakh people in the target group. (see the screenshot attached)
So, now we have 14 lakh people extra in Facebook who are not tracked by cookies of Google to be in Delhi. So, where is the problem? Are people filling wrong location information in their profiles in Facebook or Google is not at all used by the extra 14 lakh people we see on Facebook.
Our take is that people have reported the wrong location information. Which means that whenever you advertise on Facebook, people who must not see your advertisement if you have filtered them using geography filters it will not work that great. Especially in the cases when you are trying to do lead generation for businesses you will end up having lot of outstation numbers! (atleast that is our personal experience with lead generation on Facebook, to solve it you need more proxy measures to sharpen your focus on target group)
What really excites us in this not so great Facebook advertisement platform when it comes to geography filters is the opportunity it presents. Now that Facebook is going for IPO they will have all the money to buy out companies and any company which can improve the location targeting for Facebook would be a good item in their shopping list. (atleast in the Indian context we need some work on location targeting)
So, how do you create a double click for the Indian context which Facebook can buy? any ideas?
Yours Truly
-Sachin from MixORG Team
