— blending the mix

Archive
January, 2012 Monthly archive

As marketers and communicators, we’ve long known that the more we know about people, the better our chances of success. The right message delivered at the right time to the right person stands a much greater chance of generating a reaction than something irrelevant.

To coin a more recent social medial cliche, we are talking about context.

As media become increasingly digital and therefore accountable, there are plethora of ways to understand and identify patterns of habits through activity (and a lack of activity) around certain contant. However, in this increasingly social world, these are number, faceless statistics.

At Brazen, we call these HARD metrics, things which are simply numerical in value which contain little indication of sentiment or emotion.

In walks Facebook and its social graph.

The social graph (upon which Facebook’s Advertising Platform is built) presents the significant human angle to analytics – the missing piece so to speak. That we can now select and understand people’s personal and lifestyle preferences means that we can have a previously untold picture of WHO not WHAT the person is.

The Open Graph

 Now that the Social Graph has become the Open Graph (i.e. 3rd party services can now connect to your Facebook profile data), we are entering an area where the web experience can be a totally customised one – and one which you may well not even realise is personalised until you see someone else’s version of the same site. I expect to see a huge increase in 2012 in the number of sites personalising your website experience as a result of being able to access your social graph, introducing content and products that are more relevant than ever before. The right product to the right person at the right time.

The Trust Issue

Facebook has to continually battle trust issues for good reason. Without the trust of its users (i.e. the respectful handling of sensitive, personal information), they lose the virtual tons of lifestyle information customers pour into it and Facebook loses a revolutionary way to provide insight for advertisers.

In some way, one might argue that in collating all this social data, Facebook’s more sinister data gathering role is actually helping to bring about a better experience for web users. But this will only work as long as trust prevails.

For 2012, get your head around how you could personalise your customer’s web experience just by looking at what information YOU give to your Facebook profile. It could be the most creative thing you could do today!

 

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2012 has started off where 2011 ended…with Facebook in the digital headlines.

The way that its Sponsored Stories advertising programme can use your “friendship” of a Facebook Page in its adverts had shocked a lot of people. The fact that these stories can now appear in your personal, customised news stream (the big stream of content in the middle of your Facebook page) and appear as genuine news items has caused even more concern.

Seamless Sharing

Furthermore, Facebook’s integration with Spotify at the end of 2011 also brought with it the seamless sharing of music to your Facebook wall. Music that you thought you were listening to in private was suddenly, automatically being broadcast to Facebook. All of these “tweaks” raise significant questions about privacy.

What is privacy any more?

In this social world, has the generally accepted definition of privacy changed? Do we understand what privacy is any more? Do we care? What opportunities and threats does this present to brands and consumers? The video below is the first in a series of ten short videos looking at what needs to be on your agenda for 2012.

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The latest news from the around the web:

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Could be the fastest growing aspect of Facebook this year.

http://developers.facebook.com/blog/post/626/

Sent to you via Google Reader

Sent from my Kindle Fire

Posted via email from paulfabretti’s posterous

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“My responsibility is to teach the organization something they’re not willing to learn. If I get fired because of it or if I don’t fit, I should not have been there any way. We live in a new paradigm…with a new opportunity.” – Jim Farley

http://feedproxy.google.com/~r/Pr20/~3/xZTXWDI0AL4/

Sent from my iPhone so there’s a god chance of typos :-)

Posted via email from paulfabretti’s posterous

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Media_httpwwwthinkout_kjrhc

This is really, really important if content is at the heart of your website. By content, I don’t just mean social “chit-chat” kind of stuff, I mean product too. Frictionless sharing and the increasing integration of Open Graph insights into web experiences will personalise your web experience like you won’t believe.

Posted via email from paulfabretti’s posterous

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Media_httpcdnthenextw_bqwda

I don’t think we can underestimate the importance of this announcement. Far from being a tourism gimmick, this should be the template to put the rest of the country in the same situation.

Posted via email from paulfabretti’s posterous

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Love this – simple and effective. I suspect that this has more effect as a stand-alone image than it does as an ongoing campaign but lets wait and see.

Posted via email from paulfabretti’s posterous

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The latest news from the around the web:

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It’s interesting how, in this fast-moving space, the consideration of success is still largely based on coverage in traditional media – yet at the same time, we talk of the death of the traditional media like we are excited to see its demise.

This is why, I am desperately keen to see how Steve Rubel’s latest project transpires as he explores the new, traditional media. WAs Steve says, with the increasingly social focus to our media consumption, previously walled territories are now producing significant returns to media outlets.

That’s not to say that this social evolution will solve the immediate, long-term revenue decline (the answer to which is NOT paywalls), but perhaps as eyeballs go social as well as conventional, traditional media CAN enjoy a prolonged period of ad-supported revenue generation until such time as they hit upon a GREAT idea.

In the meantime, if the evolution of media DOES interest you (and it WILL affect you anyway), then I will leave you with Steve’s presentation.

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