Just when you thought you had it all figured out, Facebook rolls our another major wrinkle to Facebook marketing. The “Send” button.
The Send button is a social plugin that, like the “Like” button, websites can use to let users broadcast information they’re consuming on the web to their friends on Facebook. The “Send” button is different from the “Like” button in that “Send” enables private sharing. Where a user hitting the “Like” button within a website publishes a feed post of this activity to his entire list of friends via his public news feed, hitting “Send” will enable that user to instead choose the exact people he’d like to share the content with. This linked content can be sent via Facebook message, email, or posted right into a specific Facebook Group’s wall. This addition to open graph sharing abilities will enable greater private sharing and more social sharing among groups of friends. Facebook is already calling it “the easiest way to privately share things with groups and individuals.”
Social media marketers will find the “Send” button a promising addition to the sharing functionalities of your brand website. Since visitors will now be able to target their sharing activity to specific people, instead of worrying about blasting their entire Facebook friends list each time they want to “Like” something on your site.
The Send button is a social plugin that websites can use to let people send a link to a friend through Facebook Messages, post it to a Group, or email it to an individual. For example, if you see a Mother’s Day gift idea on 1-800-Flowers.com, you can now send a message or email to your family members to discuss. Or say you’re training for a marathon and you come across a great article about running shoes on The Huffington Post. Now you can share it with your entire running group in just one click.
Facebook provides code that will enable you to add this feature to your site, however most of us will probably wait for the development of plugins with this feature before we install. If you would like the details on how to install, go to Facebook Developers.
With this new tool, Facebook is competing with other sharing tools such as Sharethis and Addthis. And because it is a Facebook app, I am sure there quickly will be widespread adoption because of the integration to your list of Facebook friends.
I read a post this morning by Daniel Ambrose, an editor for Online Pubishing Insider where he speculates that the success of Google’s and similar sites ability to create 90% of their revenue without salespeople. I have wondered about this also. I fundamentally agree with his premise, which is that even though the industry is changing, there will always be a need for salespeople. He states…
“Even more convincing should be the example of the financial services business. Financial products are the ultimate commodity. Mutual funds are merely bunches of stocks or other financial products that are priced daily, hourly or even by the second on exchanges around the world. Stocks and mutual funds and other financial services, from the “boring” life insurance, to the notorious Collateralized Debt Obligations and the many other so-called-sophisticated financial instruments (still all made up of financial products that can be counted and measured), are sold by the highest-paid salespeople in the country.
What do media advertising and financial services have in common? In both cases they have a clear and quantifiable history that can be viewed and analyzed for what worked. For both, past performance is no guarantee of future performance. Yes, that is the problem. The market keeps changing, customer behavior keeps changing, and advertisers are always trying to understand and anticipate that change. So salespeople who bring a sophisticated understanding of their customer’s business and their customer’s needs, are valuable. And they will be valuable as long as change keeps happening – likely to be true for a very long time.” Quoted from Are Ad Salespeople Doomed?
The problem is that so many salespeople don’t get it yet. They are not striving to become one of the elite that will survive. It is certainly a business of “Survival of the fittest”.
Recent studies show that consumers spend 40% of their media time online making online advertising an ideal place to deliver brand messages. However, in the past we have used only one metric to measure online advertising…clicks. We were wrong!
The Online Publishers Association, OPA, released a study today that assessed 80 of the largest consumer websites. over a month’s time analyzing consumer behaviors of those Internet users who were exposed to display advertising. “The Silent Click” measured three consumer actions:
- Searches conducted related to the advertisers’ brands
- Site visitation, the traffic driven to the advertisers’ site
- Consumer spending, the e-commerce transactions related to the advertisers’ brands
For consumers exposed to brand display ad campaigns, the research found that:
- One in five conduct related searches and one in three visit the brands’ sites
- Users spent over 50% more time than the average visitor to these sites and consumed more pages
- Users spent about 10% more money online overall, and significantly more on product categories related to the advertised brands
- Higher income audiences visited the advertisers sites
“To date, measuring a brand campaign meant relying on the click, a metric more appropriate for direct response advertising. In order to understand the value of the audiences that display advertising attracts, the study helps marketers think about real behavioral measures designed to move the needle,” said Pam Horan, president of the Online Publishers Association. “The findings suggest that measuring consumers exposed to an advertiser message in terms of their search activities associated with that brand, their visitation to the advertisers’ site and finally their e-commerce and retail spending activities, is a smart formula for getting an important view into display ad effectiveness.”
To understand if the environment that the advertising appears in has an impact on its effectiveness and more importantly the characteristics of the audiences that the different environments attract, the study found that high quality sites delivered a better response and a higher consumer spend. The results continue to reinforce why environment matters and how the brand halo effect is furthered among high quality trusted content sites.
I am reading through reports this morning from the Business Marketing Association’s annual meeting which had the theme “Unlearn”. It is about time! Regardless I give them credit for their efforts. Here are some of the more interesting points that were presented.
“Business marketing is rapidly changing, and business marketers need to learn about the full spectrum of change that is taking place in our field,” said Gary Slack, chairman-chief experience officer at Slack Barshinger, Chicago, and chairman of the BMA. Pffffft, what did I say earlier? “It is about time!”
““We have been too worried about shareholders and not focused enough on customers,” said Ralph Oliva, executive director of the Institute for the Study of Business Markets. “When did the shareholder become No. 1? We need to unlearn going along with this ride and begin constantly teaching people how business markets work. In the wonderful place between the supplier and customers, when we do our job well, we work together to create new value. This is what will drive the growth of our domestic product.” THAT was profound! I would totally agree that our customers look to us for guidance. They want us to be the expert and to help them to understand.
Some Tweets I followed from the conference.
Help people declare their love – Let people tell their friends about ur brand in any way possible. @sernovitz
Word of Mouth Topics (WOMT) – Portable, repeatable, memorable. @sernovitz
Skittles example – Home page is now Facebook cuz fans have more to say than company could. @sernovitz
#bma09 – HIGLY Recommended… got to www.skittles.com
NOW, THIS is a game changer, skittles.com. You have to take a look at these innovators. Their home page is taken from Wikipedia. Their friends page links to Facebook. Wow! This will certainly be a marketing study for future Marketing 101 classes.