Facebook’s recent layout change prompted push-back from users and application developers alike. While the merits of the changes are debatable, it is apparent that Facebook has placed renewed emphasis on newsfeed as a primary channel for user interaction. Concurrently with this action, Facebook has also minimized the the role of apps within the ecosystem.
Retailers and advertisers can take advantage of Facebook's revamped user interface and its emphasis on newsfeeds. The newsfeed mechanism can be leveraged to serve both as an advertising medium as well as a conversation generator between the advertiser and user. Piggybacking on Facebook’s renewed emphasis on newsfeeds, advertisers can fine-tune their marketing message and/or applications to take advantage of the newsfeed mechanism in the following ways:
1) Provoke discussion
2) Reveal preferences
3) Spark action
1) Provoke discussion
Many advertisers and application developers succeed in the approach of "provoking discussion". After all, it is a feature that's inherent in the context of using a newsfeed to spread updates/news. Advertisers who are successful in this context offer unique content as well as regular updates to engage and inform their audience.
2) Reveal preferences
Fewer advertisers are able effectively utilize both approaches in terms of provoking discussion as well as engage users in revealing their preferences. In going this extra step, advertisers can get a sense of what their users want from the advertiser's offerings and begin to map out a strategy of fulfilling this gap.
3) Spark action
The ultimate goal of utilizing social media from a advertiser's standpoint is to convert the "buzz" in to action. This brings us to the third approach. Few advertisers effectively capitalize on the newsfeed mechanism to leverage all three approaches outlined above. The problem lies in designing an effective campaign that takes these three approaches into consideration from the start of the process. By failing to leverage these three critical approaches, the advertiser loses out on the opportunity to lead the user to commit to a desired outcome.
In the examples below, I'll attempt to analyze advertisers that fit the profiles outlined in each of the three approaches.
1) Provoke discussion
While a relative new comer to establishing a Facebook presence, the New York City Ballet has done a superb job in spreading the word about its offerings in terms of upcoming performances, video interviews with key personnel as well as related activities...etc. The Ballet offers a rich Facebook page that generates newsfeeds on a regular basis to keep its fans updated.
However, in terms of getting users to reveal their preferences as well as sparking action, the New York City Ballet falls short on both accounts. The newsfeeds and updates are essentially one-way broadcasts that do little to engage users in offering feedback or to prompt users to perform a desired action (such as reserving or purchasing tickets). The New York City Ballet can benefit from subtly introducing both of these missing elements to great effect while keeping the focus on the art itself rather than on the advertising.
2) Reveal preferences
Living Social's "PickYourFive" app on Facebook is a great example of an application that not only uses the newsfeed mechanism effectively, but also does a superb job in getting its users involved in further propagating the application via intrinsic viral mechanisms.
The "PickYourFive" app's fundamental premise is simple yet effective. It is a framework on which users in addition to Living Social can pose 5 questions and ask other users to generate content as well as providing ranking. For example, users are asked questions such as "Top 5 fast food". From this simple question, users are engaged in not only revealing their preferences but also in a form of self expression through this revelation. The results are then posted to their profile or transmitted to other users via newsfeed. It becomes an effective catalyst to generating additional activity and participation from other users. Advertisers can user similar mechanisms to poll users and generate buzz.
3) Spark action
This is the "holy grail". There are few, if any, applications or advertising approaches on Facebook that effectively and consistently spark users to an action leading to conversion. By combining the best aspects of the rich content of the New York City Ballet’s approach with the interactive nature of Living Social's "PickYourFive" app, advertisers can design approaches that leverages Facebook and its newsfeed mechanism to effectively engage in meaningful conversations with their users as well as achieve their conversion goals.
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