Microsoft Launches So.cl

May 22, 2012 Leave a comment

Microsoft quietly launched so.cl (Pronounced “Social”) yesterday. Developed by Microsoft’s FUSE labs, it is focused on exploring the possibilities of social search.

So.cl is a combination of social networking & search. At it’s heart is social connectivity with like minded people that is topically driven. It combines elements of Google+, Facebook & Pinterest with the underlying goal to further integrate social with search.

With So.cl you can share your searches & help others discover what they might be looking for by aggregating content into topical categories. Many social elements are taken from existing networks. Video Parties are similar to Google+ hangouts. The all too familiar activity stream drives relevant content directly to the user. So.cl also features visually driven topics similar to Pinterest, but the core differentiator is that the content is primarily driven off of a users search results.

So.cl claims that it is an experiment in open search, meaning your searches on So.cl are viewable by other So.cl users and also available to third parties, assuming for relevance & targeted topical advertising. There is the possibility though that this experiment becomes the basis of Microsoft & Facebook’s social search strategy.

Google+ took the first major step in driving connectivity via social search, with the search giant owning 83% of organic search traffic, launching a socially enabled network that also extends via search via the “+1″ as well as Google+ direct connect shows how the future of social will become synonymous with search.

You cannot talk about social without referencing Facebook. Facebook’s platform is like a walled garden when it comes to relevant/topical searching outside of Facebook. The “Like” button has become ubiquitous throughout the web, but when it comes to amplifying and connecting via traditional search Facebook is lagging behind Google.

With their recent partnership with Microsoft’s Bing search engine, and so.cl built on Bing API’s, so.cl focuses heavily on discoverability associated with “open search”, this may be the next step in amplifying Facebook topical activity.

So.cl features social sign on with both Facebook & Windows Live ID, which sets the stage for deeper integration into the social graph. One interesting observation when you authenticate via Facebook is that of the 180 data points that can be mined, so.cl only wants your basic info, e-mail & group data. The groups option really peaked my interest as to how they are going to use this data.

One of the interesting options buried in the settings is the ability to set your primary search provider to So.cl to publicly share your posts. So.cl is powered by Bing’s API’s but is branded So.cl.

Similar to Pinterest’s Pin it option, So.cl also deploys a bookmarklet option, essentially providing a quick and easy option to share any web item directly into your so.cl stream.

One key difference from Pinterest is that So.cl allows users to create “Rich Posts” where users can combine interesting images and links on the web and assemble them automatically into a compelling visual montage.

What does So.cl mean for brands? At this point So.cl is still a “research project” and is not designed to take the place of full-featured search & social networking tools, but this project could lead to the future of social + search integration as it pertains to Bing & Facebook. This also provides insight into the coming convergence of search + social.

Follow Tom Edwards @BlackFin360

Filed under BlackFin360, Facebook Marketing, Google+, Marketing, Social Media Tagged with , , , , ,

5 Types of Socially Enabled E-mail

May 10, 2012 Leave a comment

So much time is spent defining intricate social strategies across owned social channels. But there are certain branded elements that receive minimal attention that can significantly amplify these efforts.

One such item is how organizations incorporate social elements into their e-mail marketing campaigns. This is relevant as organizations that leverage both e-mail marketing & social channels tend to receive better results for their campaigns according to a report from Vertical Response. This strong correlation can be further amplified by fine tuning the social enablement of the actual messaging.

If you review branded e-mail marketing campaigns you will see inconsistency in how social sharing is enabled. The goal should not be to drive awareness that the channel exists, but to create frictionless sharability of the content and in some cases to also provide relevantly targeted messaging based on the users social graph data.

There are multiple buckets that brands across multiple verticals fall into when representing social connectivity via e-mail.

1) The Social Chicklet – Many brands follow the rule of just adding a socially enabled chicklets to the top or bottom navigation of communication. While paying homage to the brands owned channels, the actual engagement on this style of placement is lower than other methods.

Playstation as well as a majority of brands that reference social channels in this manner go with the approach of simply providing visibility into the fact that their channels exist. There is however a missed opportunity to share the message itself or specific content segments that are worthy of sharing.

2) The Social Call Out – The second level of integration takes the social chicklet & applies a direct call to action that is specific to the desired channel. This at the very least calls out to the user that a certain action needs to be taken that may drive additional value to the user.

In the example below, Fandango provides specific calls to action on what they would like for the user to do with the referenced social channels. FOLLOW us on Twitter, LIKE us on Facebook

Here are other examples from Eddie Bauer which leverages the facebook share call to action, Macys & Red Envelope.

 

3) Socially Enabled Content – Xbox deploys a strategy that not only calls attention to their specific channels but also the ability to directly share the content of the e-mail, they also take special care to socially enable each individual content block for maximum sharability.

4) Socially Centric Communication – Some brands have invested efforts to provide communication that directly highlights their social channels and how users can benefit from engaging directly with their channels. The benefit to this approach is that individuals consume different types of information across different channels. By highlighting the benefits that their social channels provide, they are potentially driving the user to action to associate with the brands owned social channels. It is also possible to track the organic growth associated with the call to action to test the impact of the campaign as some brands e-mail databases triple their current fans/followers, etc…

Below is an example from CORT that highlights an individual receiving value and drives a targeted message about a potential value exchange from engaging via their social channel.

Pizza Hut dedicated an e-mail message touting the value of becoming a member by leveraging their current network size, teasing with potential exclusives.

5) Socially Relevant – One of the bigger opportunities for brands is associated with the adoption of social sign on & leveraging open graph data to drive highly targeted recommendations and communication. In my recent post I wrote about the benefits of social sign on and open graph.

From an e-mail standpoint, the ability to pull in relevant open graph elements to further drive socially enabled gifting, such as birthday reminders and socially optimized wish lists come to forefront. These principles can then be applied to driving socially relevant and targeted messaging to drive a user to take action on behalf of either themselves or their closest friends.

Example of how Old Navy could further socially enable a post purchase e-mail

By taking the time to consider how to truly socially optimize e-mail marketing, a brand can truly capitalize on the permissive nature of their users to share their content vs. vaguely eluding to the fact that the brand has social channels.

On a final note, socially enabled sharing when it comes to retail shopping experiences are key across the prime millennial & gen x targets when it comes to point #3 below.

Follow Tom Edwards @Blackfin360

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Klout Launches Topical Brand Pages

April 17, 2012 Leave a comment

Back in January I wrote about 3 brand benefits of Klout. Today, Klout launched brand squads, which is their version of brand pages into beta with Red bull as their primary launch partner with more to come in upcoming weeks. Red Bull was also a key innovator with the launch of Facebook timeline for brands as I recently covered as well.

In recent conversations with Klout’s Garth Holsinger, he provided insight into the release of brand pages for Klout. “Previously, a brand was treated like an individual user, which in some cases does not necessarily make the most sense as a Klout score for a brand should mean something different.”

With the new release, Garth’s words ring true in that the new squad pages uncover the top influencers associated with the brand (topic) as well as showcasing the latest Red Bull content and providing a platform for the brand to directly reward influencers with brand centric perks.

Below is an example of the initial beta for the new Red Bull squad page

This presents an interesting dynamic for brands, as they are able to reward those individuals that are already passionate about the brand vs. pushing content to individuals to consume. By aligning influencers directly with the brand, it provides an easy point of connection between brand & influencer.

The example below showcases the top 1000 influencers tied to the topic of Red Bull

The top influencers are determined by +K’s which are given to other users who are influential around specific topics. Note that +K’s are specific to the Klout platform meaning, users who are already engaged with Klout directly are influencing the allocation of +K’s vs. simply using a users Klout score. This is a key point to consider for brands looking to solely use Klout squads as a primary influencer identification & engagement channel.

Top influencers also have an opportunity to receive a news associated with the brand as well as access to brand perks that are centralized within the topical brand page vs. the normal perks location via the navigation.

Normally, perks are exclusive products or experiences that users can earn based on their overall influence tied to their Klout score that are distributed to select influencers based on their topics of authority, location & score. With the introduction of squads, a secondary level of perk associated with topic specific influencers are also available. I have a request in to Klout to confirm if the topical perks are also associated with a premium cost similar to the existing perks program.

This is a significant step forward for Klout as it creates a more relevant experience for brands vs. treating brands as an individual and applying the Klout algorithm solely based on the brands published content. This new model makes more sense from a brand perspective. It will be interesting to see how the topically driven influencers begin to align as the system is predicated on klout’s proprietary +K’s.

Follow Tom @Blackfin360

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The Relevant Web

April 6, 2012 Leave a comment

By Tom Edwards

Recently, I attended the Facebook Studio Live event in LA. The keynote speaker was author & Facebook employee Paul Adams of the Global Brand Marketing team. Paul provided a very insightful presentation that proved to be the highlight of the event.

In February I wrote about the importance of Social Sign-On for brands. Paul’s presentation reinforced this message and also provided additional insight into 3 fundamental shifts that are key factors to what is quickly becoming the next iteration of the web.

1) The web is being rebuilt around people
2) Amount of information we can access is increasingly exponential
3) Information is everywhere but our physiological capacity to process information has remained the same

From a marketing standpoint, these shifts also represent a fundamental change in how we as marketers should approach campaign strategy as well as the design of brand sites moving forward.

Lets consider the initial statement “The web is fundamentally being rebuilt around people”.  Think about how Facebook has redefined how you as an individual represent your virtual persona. You show affinity towards brands via Likes,  your opinion and interaction with others are the keys to fueling the algorithm that shows you the most relevant content. You select the types of content that you interact with from the sources that you deem have value. In essence, you are now in control.

The side effect to this control is that you are also providing extensive amounts of data via your social graph that now allow for more personalized experiences across the web.

Web experiences have evolved from the early dot com days of simply repurposing marketing materials to becoming more interactive by nature. The web as it stands today, represents incremental innovation when it comes to true integration of social with branded web sites. Strategies today involve “bolting on” social features. This meets a basic need of interconnection, but the brands who will truly capitalize on the next iteration of the web will provide a social by design approach that drives frictionless and relevant engagement to its users.

Examples of this concept are beginning to appear across the web as more organizations begin to adopt open graph principles into their brand presence. One example is Etsy. When you initially look at a site such as Etsy, you see a standard web presence that could be any commerce driven site that you have seen before. The site puts the onus on the user to drill down via categories or assuming the user knows what they are searching for.

By leveraging Open Graph, Etsy is able to create an experience that is incredibly relevant to the end user and their friends by quickly analyzing their Likes & affinities and presenting items that may be of interest. This frictionless discovery increases purchase intent by quickly surfacing items that may be immediately relevant.

An even richer experience is being provided by Amazon’s new Facebook open graph driven beta.

Amazon has been at the forefront of surfacing relevant items based on purchase history. Their relevancy algorithm’s have been a foundational element of their success over the years. It is very telling that they have recently launched a beta that further integrates a users social graph data to provide additional levels of recommendation.

The Amazon Facebook beta experience quickly scans the LIkes of the user as well as the social graph data of their friends to surface targeted recommendations that are based on interaction by friends as well as actual amazon purchase.

By adding additional utility in terms of gift giving for friends and discoverability of wish-lists, a user quickly has access to items that their friends may be truly interested in receiving.

The process of leveraging social graph data to streamline the path to purchase exemplifies the potential of social graph enabled social commerce. Social commerce should be less about seeding products via social channels, and more about creating seamless experiences that are permissible to end users vs. trying to interrupt. More on the topic of interruptive vs. permissive marketing based on this model in a future post.

The relevant web is also incredibly important based on the statements associated with the amount of information that is available as well as our capacity to comprehend information. With the exponential growth of information and choices, our dependency on our closest bonds to help us process information becomes even more relevant.

By enabling relevant experiences that users can seamlessly engage with, the ability for brands to capitalize on these fundamental shifts become fully realized. Those that embrace the social graph and redesign their brand presence to seamlessly integrate with social channels vs. simply bolting on features will realize greater returns.

Follow Tom Edwards @Blackfin360

Filed under BlackFin360, Facebook Marketing, Marketing, Social Media Tagged with , , , , , , ,

4 Brand Benefits of Twitter Brand Pages v2.0

March 8, 2012 Leave a comment

Last December, Twitter launched their version of brand pages which provided the first step towards leveraging Twitter as a destination for brands. While the validity of brand pages in their current form have been questioned based on how users consume feeds vs. actual page interaction, it is clear that this was the initial step in a broader strategy.

Today, it was announced that Twitter is now taking the next step with their brand pages offering and will soon allow brands to create specific experiences tied to the brand page, including e-commerce, contests and sweepstakes and according to early reports will be contained within the brand’s tweet timeline vs. a 140 character limit.

This is big news for brands for a number of reasons:

1 – Brand centric activation opportunities – By allowing brands the opportunity to directly tie contests & sweeps to a brand page vs. separate landing pages, their is an opportunity for longer dwell times on a branded presence and more of an opportunity for a user to directly connect with the brand. This also provides additional value to brands who have or will invest in Twitter’s advertising platform.

Here is an example of how brands have facilitated Twitter sweeps in the past. The new announcement will create associations directly with a brands page vs. separate landing pages as shown below.

McDonalds is already using a combination of pinned & promoted posts & a Hashtag centric campaign. In the future, this will drill into a Twitter based branded experience vs. micro-site that facilitates deeper brand engagement & also drives a more robust CRM strategy. 

2 – Social Commerce – The future connection between Twitter & e-commerce is officially on the product roadmap. Based on the dual role of co-founder Jack Dorsey, who is also the CEO of mobile-payments company Square, we definitely foresee an opportunity to further drive e-commerce interaction that is tied to existing Twitter behavior. This is further fueled by Twitters performance over the 2011 holiday season, where Twitter led the way in average order size over Facebook.

Recently, Twitter partnered with American Express allowing Amex card holders to sign up for a service that ties a users tweet via a Twitter hashtag, or search term, that’s unique to a specific offer. After the user makes a purchase, deal savings are automatically credited to that customers American Express card statement within one to three days.

3 – Destination vs. Portal – Since inception, Twitter has performed as an aggregation hub or portal vs. a true end destination for users. This is supported by the amount of overall referral traffic Twitter creates. By connecting branded destinations with branded acquisition enablement vs. simply aggregating content, advertisers can now create more robust programs via Twitter by providing an end destination within Twitter vs. driving to Facebook or other owned channels.

4 – Connect Organic & Paid Content – This move will also greatly lift the importance of Twitter’s ad programs as brands can leverage promoted tweets and other ad types to drive brand engagement directly with their branded presence. Those brands that incorporate promotion with natural extensions of Twitter’s most compelling engagement techniques will be the ones to truly capitalize on additional engagement & acquisition rates.

While Twitter has a ways to go in order to rival Facebook in terms of direct brand interaction, today’s announcements show Twitters dedication to continue to enable brands by providing more opportunities for users to interact directly with a brands presence vs. simply consuming their feeds.

NOTE: It should be noted that only brands that spend a minimum in advertising are eligible for brand pages.

You can follow Tom Edwards on Twitter @BlackFin360

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Facebook Timeline for Brands Visual Overview

February 29, 2012 3 Comments

Today marked a day that we have been anticipating for a few weeks now. No not leap day, but the launch of Facebook’s timeline for Brand Pages. Brands have an option to now preview or publish their brand pages with the comprehensive roll-out happening on March 30, 2012.

Instead of going into a lot of detail out of the gate, I am changing the normal format and going with a more visual representation of changes as well as guidelines for some of the changes based on my roll-out of the BlackFin360 Timeline Brand Page.

Below is an example of the Legacy posts / Brand Milestones. Note the ability to append location & date and to post current & back-dated updates without pushing into the newsfeed. Also note that milestones will appear as full-page width updates vs. the staggered approach used for regular updates.

Once the milestone is published, you have the option to “pin the post” to create a semi-static piece of content towards the top of your brand timeline. Pins can be stories, photos, videos, campaigns, tab cross promotion, contests, etc… this is handy for promotions and highlighting key events or even simply highlighting your fan of the week. Once you have pinned a piece of content it has a “bookmark” signifying that it has been pinned.

Example of a pinned post

In future posts we will explore the ins and outs of the changes as well as what happened to custom landing pages as well as Like gating. But for now enjoy the visuals.

Filed under BlackFin360, Facebook Marketing, Marketing, Social Media Tagged with , , , , ,

Linkedin Launches Company Follow Button

February 28, 2012 1 Comment

Linkedin has proven to be an incredible asset for B2B Social Media Strategy & execution. With Hubspot defining Linkedin (45%) as the most effective B2B source for lead generation followed by Facebook at 33%.

With the roll-out of company status updates last October, Linkedin took the first step towards positioning itself as a marketing channel for brands. Now with Monday’s announcement of the Company Follow button, they are taking the next step in their follower ecosystem strategy.

Linkedin is now expanding the ability to follow a company beyond it’s core domain and now enabling organizations to allow individuals to follow them directly from their branded homepages or other owned properties by adding a quick code snippet to their branded pages. Brands such as Starbucks, AT&T and American Express are initial launch partners.

Similar in its impact as a Facebook like, the individual will receive status updates via their Linkedin feed. By extending the reach of the follow beyond Linkedin, the over 2 million companies in it’s network will have even greater opportunities to execute B2B content strategies both within Linkedin & their branded & owned channels.

Because B2B social is generally more targeted than B2C social, the ability to drive targeted interaction in one location while also providing a comprehensive footprint throughout the channel is key. Now with the ability to more closely associate the follow externally, it enables a more dynamic experience for the brand. As Linkedin can serve as a hub of services & 3rd party validation of those services via recommendations.

For those interested, here is the location to add the new company follow button to your branded website.

Filed under BlackFin360, Marketing, Social Media Tagged with , , , , ,

Facebook Timeline Brand Pages To Be Unveiled

February 15, 2012 Leave a comment

For the past few weeks I have received numerous calls and e-mails on the topic of Facebook Brand Pages & the Timeline roll-out. There have been many discussions with Facebook, with those in the industry and internally looking past the roll out and how strategies will need to be adjusted based on the new direction.

All of the feedback pointed to the fMC or Facebook Marketing Conference on the 29th as the location to unveil Timeline centric brand pages. And with official outlets now reporting what we have known for a while now, such as Mashable’s post today, Timeline brand pages will be announced on leap year.

Since the roll-out of Timeline for general users, it was not an “if” but a “when” will brands have access to Timeline and what does this mean for a current brands strategy. What will happen to custom landing tabs? How will Timeline impact brand engagement and what about my custom apps?

There will be a phase of growing pains as brands transition and I will take a wait and see approach and follow up with a post shortly after the official roll-out as to not drive additional speculation, but there will be some potential changes that will definitely require a new approach in terms of user flow, especially if you deploy tactics that map paid elements to custom tabs to drive a specific user action.

You can see evidence of the shift toward Timeline support in some of the changes that are already rolling out on the self-service ad platform as well as the recent introduction of Timeline based apps and the desire to incorporate new verbs into users newsfeeds as well as expand the footprint of frictionless 3rd party services into Facebook.

Even before we had a date we had begun sharpening our pencils and reviewing current strategies to ensure that the new direction continues to support brand goals & objectives. I am definitely looking forward to the announcements on the 29th.

You can livestream the fMC event directly from their site.

Filed under BlackFin360, Facebook Marketing, Marketing, Social Media Tagged with , , , , , , , ,

The Importance of Social Sign-On

February 9, 2012 2 Comments

We have all dealt with “YAN” in one form or another over the past few years. YAN stands for Yet Another Network login. This stems from brands using proprietary authentication methods vs. leveraging Open Authorization (OAuth) such as Facebook’s Graph API (OAuth 2.0). To put it simply, brands like to use their own username & passwords vs. allowing a user to login with their Facebook or Twitter ID’s.

YAN is an even bigger issue when combined with the fact that 88% of online buyers had at some point intentionally left registration information blank or used incorrect information when signing up for a new account, up 12% from 2010. Also, the expectation of consumers for brands to support Social Sign-On has increased significantly as eMarketer and Janrain recently reported that consumer desire for Social Sign-On has increased to 77% of US Online Buyers in 2011.

The importance of leveraging a single sign on authentication platform that is socially enabled becomes the key to unlocking a brands social CRM strategy. The reason for this is that Social Sign-On can lower the barrier of entry for a user, increase validity of data via the users social graph as well as increase stay rates.

According to recent research from Gigya, web users who log into 3rd party sites with Facebook’s Graph API spend 50% more time on those sites, and view twice as many pages. Think about the impact to a Fortune 500 retailer with 50% increase in stay rates and how that may impact purchase frequency.

When it comes to selecting which service is ideal for your brand, Gigya also released information that shows that Facebook accounts for 61% of those social logins.

Where social sign on really gets interesting is when a brand leverages an OAuth solution, such as Facebook’s Graph API. Instead of depending on a user to input a few sets of pre-determined data, you potentially have access to 180 data points to associate with the user. This includes the ability to access data tied to their feed, friends, activities, interests, music, books, movies, television, likes, checkins and more based on the users privacy settings.

This increases the probability of accurate subscriber data as well as the ability to append your proprietary questions on the back-end of the authorization of the user. Users in this scenario are more likely to share information as they are not repeating the information process. This also means that for a brand, the ability to build a robust profile around an individual beyond the standard data points such as basic demographic data and purchase history becomes a reality.

One of the more progressive brands when it comes to Social Sign-On is Nike.

Nike offers multiple options for authentication.

When you choose to login via Facebook, look at the data that Nike gains access to in one session…

A possible user scenario is as follows. Nike is about to become the uniform provider for the NFL in the upcoming 2012 season. Imagine if Nike had the ability to quickly scan the profile data of those who have authenticated via social sign-on and find team & athlete related Likes, game Checkin’s from the last season (Timeline makes this even easier), team related status updates, etc… tied to the users NFL team & players of choice. They would be able to proactively target those users with highly targeted and relevant offerings around the upcoming seasons jerseys and other merchandise that the user would then be compelled to engage.

This solution combined with other integrated tactics would most likely net better results than engaging in a mass e-mail/traditional campaign. Moving forward, the brands that understand how to leverage the immense amounts of data that individuals are providing via their social graph and then create relevant & highly targeted outreach campaigns will be the brands that will capitalize on socially enabled commerce.

As e-marketer shows below, in 2012 $3 billion in goods will be sold via social media this number jumps to $14 billion by 2015.

The key to this trend is not just positioning products via social channels, but lowering the barrier of entry, mapping CRM & social graph elements as well as highly targeted, relevant and timely offers via social & traditional channels.

The brands that understand how to better integrate their CRM programs with Social Graph data to create robust user profiles that are then the basis for executing their marketing strategy will be the winners.

It should be noted that integration of SSO is a cross departmental effort and this is one of the primary reasons more fortune 500 organizations have not adopted this method. It will take visionary executives who understand the value of data integration to push SSO forward.

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