Carolyn Everson, VP Global Marketing Solutions, Facebook
Carolyn Everson, VP Global Marketing Solutions, Facebook during the recently held Festival of Media Asia 2011 event talked about people’s relationship to technology today, and how brands can leverage that to get more consumer attention.
On humans as the social being
We have always lived in social networks, in fact since the dawn of time. Social discovery is the most powerful behaviour in the world today. Today we have 350 million people access Facebook via mobile, which shows that how people like to stay connected. We find that the increased use of mobile has accelerated the use of Facebook.
On brand-person relationship
Now we are working on Timeline, the new product that captures the emotional aspect of a person’s journey through life. And we find that brands have always been a major part of any person’s life. Brands still play a major part in a person’s life both offline and online. They are going to have even bigger relevance in the history of person’s life going forward. With Timeline people will be able to relive their memories, and connect even better with family and friends. That is where the brands can also make their presence felt.
On technology as the connector
Earlier there was just television with content that talked about everything and it did not matter whether the message actually got across to the right people…it just played. Then there was the CD and then CD player which got content across in a more personal way. Today there is a blend of all of these things and more. There is a different kind of pattern emerging in the way we consume content. There is networking in a big way.
We are often asked whether it is true that technology is separating people or bringing them closer. According to a survey done by us technology is helping us to get closer to people. 96 percent of the people that we spoke to said that “social networking sites are helping me to connect with friends.”
On digital happiness
What are these technologies that have impact on our lives? Is it possible to have a different relationship with technology at different aspects of our lives? That is where we talk of digital happiness or digital bliss. It comes from the right impact of technology in our lives. Digital happiness or digital bliss depends of four different pillars of technology that help us identify with other people, help connect with other people, track our life or what you are doing, and technology that makes us more productive.
On marketing in Facebook
Facebook has become a strong medium for marketers and advertisers to create targeted advertising that is relevant for the consumer. 96 of the top 100 global marketing brands use Facebook as part of their strategy. It is on Facebook that a person is a unique identity. The person is a known identity which makes it easier for the brand to create a focussed conversation. Facebook allows brands to be more precise with marketing opportunities than traditional ads and businesses can benefit from positive customer comments and create buzz with exclusive sales that create a sense of urgency.
On advertising the right way
When targeting people always try to answer the two key questions, “why would I care? and why would I share?” It has to be a cause related marketing because content without any relevance to the lifestyle of the consumer will not have the impact. You have to be able to spark a conversation. Advertising can be personalised. In the new world order it is about finding the critical mass of people who will talk about your brand, instead of you talking about your products, you have to let your consumers talk about them.
On being on the same page
Some businesses stick with more traditional ads on Facebook pages, while others use more sophisticated approaches, such as “sponsored stories” that allow fans to promote products, and platform integration, in which fans can “like” products on a retailer’s web site and broadcast that information to their Facebook friends. The industries like travel, insurance, healthcare must fanatically make sure how to connect with people today. So the page has to be the essence of the brand. That way the like goes up, doubling in a short time. The brands need to make sure that their social page is like hosting a party. The aim should be to connect, amplify, and engage. All campaigns need to work together in the connected world today for the brand to be successful.
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