iStrategyBlabs

Introducing The Social Memo: January 2015

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Introducing the Social Memo a series of posts meant to cover any new tools, platform changes, or interesting data in Social Media. 

Facebook has made some major announcements in the past few months that are changing the way marketers manage their Facebook pages. Perhaps the most notable change is to their newsfeed algorithm, penalizing the organic reach of promotional posts. This decision is based off of the social network’s survey data, which reveled users wanting to see more content from friends and brand pages they “like” and less promotional content. According to Facebook there are three main traits that make an organic post appear promotional:

1. Posts that solely push people to buy a product or install an app

2. Posts that push people to enter promotions and sweepstakes with no real context

3. Posts that reuse the exact same content from Facebook Ads

The two ads below are examples, provided by Facebook, that host these qualities:

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While this change is positioned as a benefit to users, which I believe it is, it is also clear that Facebook is sending a powerful message to marketers: if you want to advertise on Facebook then you are going to have to pay. That said, Facebook is  deliberate in stating that this move does not change how paid promotions work.

Note that the key word here is “advertise.” If you are simply trying to push your product, then you will need to pay for those advertisements, because that is exactly what they are…advertisements. It’s no different than having to pay for placement in a magazine, on a billboard, or on television. Facebook is not implementing anything detrimental to those brands that are producing quality social content for their fans. That means brands can still generate engagement on Facebook without having to pay for it — they just need to stop producing “advertisements” and start creating awesome content.

Cinnamon Toast Crunch Cinna-Party

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The Cinnamon Toast Crunch (CTC) Cinna-Party was a two day livestreamed event where individuals played CTC-themed online games to gain points and trigger real-world activities. As players achieved specific accomplishments online they saw real-world results play out on a customized set. The Cinna-Party was a huge success — becoming the longest viewed page on the client’s website with more than  200,000 views in just 2 days.

Experiential campaigns such as this are comprised of a number of non-traditional components and a lot of out-of-the-box thinking. Here’s an overview of a few elements we focused on:

Set Design + Construction

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We designed and constructed a set centered around a large milk-bowl and raised platform from which a human-sized Cinnamon Toast Crunch square was periodically blasted with “cinnamon” and “dunked” into the bowl. Special set considerations included a primary “cinnamon meter”, secondary activation indicators, and the cinnamon blaster design and function. These were designed for optimal viewing on a live-streaming web video.

Costume Design:

 

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We sourced the design and fabrication of human-sized Cinnamon Toast Crunch square costumes and actors to fill them. These characters populated the set and played out on-set activations throughout the entirety of the live event.

On-Set Activations

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Periodically throughout the engagement, in-game accomplishments online triggered real-world activations on our physical set. These included the primary cinnamon blast and milk bowl dunk and secondary intermediate activations.

Enjoy our Cinna-Party? Check out some similar projects: Nickelodeon SpongeBob Skill Crane and Miller Coors’ Redds Apple Ale launcher.

The Facebook “Mentions Box” Goes Live At The Emmy Awards

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Facebook, already the biggest brand in social media, was looking for a better way to bridge the gap between celebrities and fans, specifically at live events. Behold: The Facebook “Mentions Box” which just debuted at the 2014 Emmy’s — allowing celebrities to “shake” the device to surface a fan question (pulling directly from the event’s Facebook Page) and immediately record a video response back.

At the Emmys, the Mentions Box was used by everyone from Jimmy Fallon, to Matthew McConaughey, to Ty Burrell and Jason Biggs — to stars from Game of Thrones, Orange Is the New Black, and HBO’s Silicon Valley (see below!).

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After many discussions, brainstorms, and rapid prototyping efforts focused on how to best represent the Facebook platform in physical space, we landed on a simple concept drawing inspiration from mediums people already know and enjoy (landing on something between a Magic 8-Ball in function and an Etch-A-Sketch in form).

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Ultimately, we settled on a tablet encased in a polycarbonate form factor, with a luxury car finish.

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We started the process by concepting potential types of physical devices that talent would be able to easily (and quickly) interact with — using cardboard and simple materials to play around with various form factors.

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The admin console (primarily a question moderation tool) sources questions from specific Facebook posts and then pushes approved questions straight to The Facebook Mentions Box.

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Leading up to the Emmy’s, The Mentions Box was featured on Access Hollywood by hosts Billy Bush and Shaun Robinson:

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More pics of the Mentions Box in action, straight from the Access Hollywood Facebook Page!

 

 

 

 


Update
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On September 5th, Facebook teamed up with Stand Up To Cancer to utilize the Mentions Box to connect celebrities with donors supporting the live charity event.

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The World According To Facebook — iOS vs Android Usage In The World’s Most Populous Countries…Android Wins

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We pulled data from Facebook’s Advertising Platform and the United States Census Bureau to analyze device preference for Facebook users across the 50 most populous countries in the world.  The information we gathered is based on users’ purchase behaviors or intents, device usage, and more.

Take a look at the infographic below to see which mobile devices these other populous countries prefer.  Enjoy!

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  • The three countries with the highest percentage of  users on Facebook — United Kingdom, United States, and Canada — were using iOS devices significantly more than they were using Android devices.
  • Only 5 of the 50 most populous countries in the world favor iOS devices, as opposed to the other 45 who favor Android.
  • China is the most populous country in the world with over 1 billion people. Only .06% of the population is on Facebook.  Of those 840,000 people, 280,000 use an iOS device.
  • Over 50% of the total selected population uses Android while only 22% uses iOS.

 

AM/PM, Recap of Our First Digital PM Event

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Last week our Strategy team hosted AM/PM, our first ever coffee chat for digital Project Managers to discuss tools, tips, and challenges facing our community. We had a great turnout, with about thirty attendees from top DC agencies such as Viget, AKQA, and RepEquity. It was amazing to be around so many talented individuals, and hear their insights on project management tools, team structure, and project scope.

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With all of the meet-ups for designers and developers, it’s a rare treat for digital PM’s to have their own space to exchange ideas and foster relationships. We’re hoping that AM/PM can serve that purpose!

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Thanks to everyone that participated! With all the positive feedback we’ve received, we’re looking at hosting our second AM/PM chat later this summer. Stay tuned and join the conversation on the AM/PM twitter account!