What exactly does it mean to be a “social” brand? You’ve probably heard the term being bandied about by people wearing suits; in this webinar we really dive into what a “social” brand is, and how to be it.

Here’s a taste of what all brands should avoid on social media… at all costs.

Owners, Amy and Samy, of Amy’s Baking Company Bakery Boutique & Bistro, based in Scottsdale Arizona took their fury to social media recently. After seeing Amy’s bakery being featured in an episode of Gordon Ramsay’s Kitchen nightmares, Amy and Samy of the bakery received worldwide criticisms on Reddit and Yelp, and they did not like the criticisms that amassed one bit.

The battle then moved onto the restaurants Facebook page, with the owners attacking Reddit, Yelp, and Facebook users for posting what they thought was misleading and negative comments about their restaurant. The owners fought back with numerous offensive comments and updates, calling users ‘stupid’, ‘weak’, ‘trash’ and ‘punks’. With the story gaining momentum, more and more Facebook users flocked to the restaurants Facebook page giving their two cents on the now infamous bakery. To top it off, the following night, the owners claimed that their Facebook page was hacked and they did not post the offensive comments. It was like adding fuel to a fire, and it spread very quickly. Click here if you want to read the full story.

So we gave you an example of what not to do. But what can you do to positively maximize your brand presence on social media?

This Friday (May 24) we will be hosting a webinar to discuss what makes a brand a part of the conversation that people have on social networks, it will cover:

•  The difference between a traditional and social marketing model
•  Case studies of brands who get social right
•  6 steps to becoming a social brand

Register for the webinar now and find out more!
https://www1.gotomeeting.com/register/801633689

No, not a soap opera… It was Consumer Day in China, the night that CCTV, the national broadcaster and one of China’s most influential media, hosts its annual 315 Consumer Day Gala. Every year some of the biggest brands operating in China are named and shamed for alleged misdemeanors in front of hundreds of millions of viewers.

A mention on the show can be a nightmare for brands… and their communication agencies. So, naturally, Social@Ogilvy wanted to be there ready and waiting in case any clients were reported.

Last year CCTV took on giants such as Carrefour and McDonald’s, resulting in major issues for the brands involved. The response of their communications people was essential in mitigating the damage.

When McDonald’s was accused of poor hygiene, to use last year’s example, the brand responded in minutes on Weibo. The response generated more than 18,000 retweets, many of which were in support of the fast-food chain. What could have been a catastrophe for the brand turned out to be an opportunity to enhance consumer support and loyalty.

With last year’s events still fresh in our minds, we were ready for more on Friday night – and we were not disappointed.

A key highlight (or lowlight, depending who you are) was Apple, who was accused of discriminating against Chinese customers by providing them with lower quality after-sales services. Yet the story did not end with this TV report…

It all started 20 minutes into the program, when Chinese actor and spokesperson for Samsung Peter Ho, with over 5 million followers, tweeted the following:

“Apple played so many tricks in customer service? As an Apple fan, I am really hurt… So you bully customers just because you are big! To be sent at around 8:20.”

This last sentence was, believed many, the instruction of a third party – perhaps a competitor, perhaps media – that was hoping to coerce Ho into attacking Apple. Cynical observers thought Ho had forgotten to remove this reminder.

The hashtag #PostAround8.20, along with variations of the true story, rapidly went viral on Weibo. It was soon believed that Peter Ho was paid by a third party for its anti-Apple tweet.

Things got even worse when the post was deleted and Ho claimed his phone had been stolen. This explanation is hard to believe, since the post was one of many sent by influential personalities simultaneously attacking Apple on Weibo. Coincidence or not, consumers felt that Apple was being targeted.

So what can we learn about a modern Chinese crisis?

EVENT STATISTICS:

• 525 top level Asia executives from 250 major brands attended
• 250 companies represented
• Over 4,000 social media mentions
• More than 3,000 YouTube views
• 527,000 reach on Twitter alone*

We’ve gauged that Social Media plays a primary role for business in Asia. However there is still reluctance by companies to fully engage and adapt to this change (For details of Ogilvy’s study in partnership with research firm IPSOS, check out our infographic). Our hard-nosed look at social media was catered for skeptics who dared to challenge orthodoxy and ask, ‘Does Social Media really matter?’ Here are some of the insights we learned from the event:

EVENT KEY TAKEOUTS:

• Connect with Mobile: Gopi Kallayil revealed that there are 1 million new mobile Android users who come online every single day. This makes social media the most pervasive technology in human history and gives brands an unprecedented opportunity to connect.

• Listen and Engage: Go beyond to develop insights that improve your products and services. Paolo Mercado, Head of Marketing at Nestle China gave a great example of social media’s power to connect brands with consumers by demonstrating the success of Nestlé’s BeNana (笨Nana) campaign. The campaign attracted over 10 million fans to the site and made Nestlé the number one trending brand on Weibo from May to June 2012.

• Measuring Success: Brands have traditionally looked at social media metrics from a PR perspective and a lot of marketers are used to thinking only about direct effects from media. For example, ‘Our Time Magazine article got us 1,000,000 impressions.’  ROI is more than just likes, fans and impressions, it’s about shifting from ‘activity’ to ‘value’ metrics: increasing revenue, deflecting costs, moving brand perceptions and preference. For full details, check out the presentation given by Walter Carl, Founder of ChatThreads on The 3 Myths of Social Media ROI.

• Social Business: Leading companies are seizing on opportunities to create real business value – moving from using social technologies for basic communication to driving disruptive change in their industries. Using this structure of the Social Business Agenda, here are some of the main objectives to consider in order to become a truly social business:

A – Align Organisational Goals & Culture

G – Gain Social Trust

E – Engage Through Experiences

N – Network Your Business Processes

D – Design for Reputation & Risk Management

A – Analyze Your Data

On behalf of Social@Ogilvy, I would like to thank all attendees of the Social Media Matters event as well as the thousands of you who followed the event on Twitter. For more information about Social Media Matters, please visit www.allthatmatters.asia/social and stay tuned for information on the next Social Media Matters event.

As you can see from the graphic, Social Media now plays a primary role for business in Asia, however there is still reluctance by companies to fully engage and adapt to this change.

This research illustrates how keen executives are to understand the true business value of social media in the run up to our upcoming conference, Social Media Matters 2012.

Social Media Matters 2012 aims to help brands and agencies understand the true value of Social Media from Facebook likes to YouTube views. The day features some of the world’s top investors, platforms, brands and industry leaders, including Joseph Chen, Chairman and CEO of Renren; Gopi Kallayil, Chief Evangelist, Google Social for Brands, Google; and Esther Dyson, Internet investor and visionary. We will be discussing a variety of topics, with sessions ranging from Social Media ROI to What’s next in Social Media.

If you would like to understand the real value that Social Media can bring to your business as well as meet some of the greatest minds in the industry, then check out the full details of the conference via the Social Media Matters 2012 website. The conference takes place on September 7^th in Hong Kong and you can also follow the event on Twitter.

Kakao Talk Launches its Own Imaginary Currency, ‘Choco’

 Korean social network website, Cyworld, has imaginary currency called ‘acorn’, while Facebook has ‘Facebook Credit’. Recently, Kakao Talk launched its own imaginary currency called ‘choco’, which can be used to buy stickers or emoticons for messaging. Read More

 카톡, 가상화폐 ‘초코’ 내놔

 싸이월드에는 ‘도토리’가 있고, 페이스북에는 ‘페이스북 크레딧’이라는 가상화폐가 있습니다. 얼마 전 카카오톡도 메시지에 쓰는 스티커를 파는 이모티콘 샵에 ‘초코’라는 가상화폐를 출시했다는 소식입니다.

‘Closed-up SNS for Couples’ is Becoming Popular

‘Between’, a ‘Closed-up SNS for couples’, reached 1 million downloads on the 7 months from its launching date. ‘Between’ is an SNS that protects privacy and allows for communications between intimate friends, which is quite different from Facebook or Twitter, which is more open. Among local start-up companies, ‘Between’ is the first SNS-based application that recorded 1 million downloads, except for games and messengers. Average messages written in a day on ‘Between’ is about 4.5 – 5 million, and average photo uploads in a day is about 350 thousand uploads. Read More

‘커플을 위한 폐쇄형 SNS’ 묻지마 인기…

‘커플을 위한 폐쇄형 SNS`를 표방한 `비트윈(between)`이 론칭 7개월만에 100만 다운로드를 돌파했다고 합니다. 비트윈은 프라이버시를 보호하고 밀도 있는 사람끼리의 소통을 위한 SNS이어서 페이스북과 트위터 같은 개방형 SNS하고는 다릅니다. 국내 스타트업 서비스 가운데 게임과 메신저를 제외한 SNS 기반 앱이 100만 다운로드를 기록한 건 비트윈이 처음이라고 하는데요. 비트윈에서 작성한 메시지 수는 하루 평균 450만~500만건, 사진 업로드는 35만건이나 된다고 합니다.

Subscription Commerce is the New Model

Following social commerce, the new models for the next generation, subscription and curation commerce are receiving attention. Subscription commerce is a service that consumers pay monthly fees to receive products, like magazine subscriptions. It is on the spotlight nowadays, since consumers can receive all sorts of newest products without having to personally research information and do a lot of legwork. The concept of curation is embedded in this type of service. Since curation is about experts searching and analyzing related services and products and recommending them to the subscribers, so without following the form of purchasing monthly, this commerce is faithful to curation itself. Read More

 소셜 커머스 보고있나? 서브스크립션이 뜬다

소셜 커머스를 잇는 차세대 모델로 서브스크립션 & 큐레이션 커머스가 주목받고 있습니다. 서브스크립션 커머스는 매월 일정액을 내고 제품을 배달 받는 서비스로 잡지 구독하듯이, 제품을 받아보는 모델로 소비자가 일일이 정보 서치를 하고 발품을 팔지 않아도 원하는 최신 제품을 골고루 받아볼 수 있어 각광을 받고 있다고 합니다. 이러한 서비스에는 이른바 큐레이션 개념이 녹아 들어 있는데요. 큐레이션이란 전문가가 관련 서비스와 제품을 서치하고 분석하여 추천해주는 것으로서 매월 구매라는 형태를 띠지 않고 큐레이션 자체에 충실한 커머스로 역시 주목되고 있다고 합니다.

Social Commenting Meets with TV Broadcasts

 ‘LiveRe’ is a social commenting service, on which consumers can discuss TV programs while watching TV, using smart phones or tablet PC’s. ’LiveRe’ service, which is provided by Cizion, is used as contents for call-in shows. For instance, viewers and the program hosts can communicate on live show using this social commenting service. Read More

소셜댓글, 방송과 만나다

TV를 보며 스마트폰이나 태블릿PC로 TV 프로그램에 대한 이야기를 나누는 소셜TV 문화를 소셜댓글 ‘라이브리’가 포착했다고 합니다. ‘라이브리’는 시지온에서 제공하는 서비스입니다. 요즘 소통형 방송 콘텐츠로 ‘라이브리’가 쓰이고 있는데, 예를 들자면 소셜댓글로 시청자와 MC가 생방송 중에 이야기를 나눌 수 있다네요.

WildFire Starts Official Social Media Marketing in Korea

Wildfire officially starts its service in Korea. Wildfire is a social media marketing software company, which has 30 of the top 50 global brands as its clients. Global companies, including CocaCola, Nike, Amazon, Ogilvy, and Virgin, are doing social media marketing through Wildfire. WildFire’s marketing software is comprised of page management, promotion development, general platform management, and statistical analysis. Read More

와일드파이어, 한국서 정식 소셜미디어 마케팅 서비스 실시

와일드파이어가 국내에 정식으로 서비스를 시작했는데요. 와일드파이어는 소셜미디어 마케팅 소프트웨어 기업으로 글로벌 탑 브랜드 50개 업체 중 30개 업체가 클라이언트로 있으며 코카콜라, 나이키, 아마존, 오길비, 버진 등의 글로벌 기업들이 와일드파이어를 통해 소셜 미디어 마케팅을 하고 있다고 합니다. 와일드파이어의 마케팅 소프트웨어는 페이지관리, 프로모션 생성, 플랫폼 통합 관리, 통계분석으로 이뤄져 있네요.

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Social Commerce moving off from its deficits and turning into surpluses That fell during the cycle of deficits of Social Commerce are now turning into surpluses. It could happen because of increase in turnover and normalized fee rate rather than a temporary reduction in marketing costs. It is looking forward to Social Commerce’s uprising movement. Read More

거품론 ‘소셜커머스’, 2년만에 적자 탈출 ‘기사회생’ 그 동안 치열한 경쟁 속에 적자의 늪에 빠졌던 소셜커머스 업체들이 흑자 기조를 보이고 있다고 합니다. 일시적인 마케팅 비용 감소가 아닌 거래액 증가와 수수료율 정상화가 흑자전환의 배경으로 평가되고 있다고 하네요.

Nate, adding a location information exporting service to Nate map These days, it is common to share locations with friends through online with Google maps or site URL. Followed by this trend, Nate map messenger has added a function that exports users’ location information in the form of URL. This service provides a variety of location information in the form of URL to Cyworld, Facebook, and Twitter. Now users can more easily share their location information on SNS with Nate. Read More

네이트, ‘위치 내보내기’ 기능 추가 요즘은 친구들과의 약속장소를 지도 url을 공유하는 경우가 많은데요. 네이트 지도에서 메신저나 SNS로 위치정보를 내보내는 기능을 추가했다고 합니다. 각종 위치 정보를 네이트온, 싸이월드, 페이스북, 트위터에 url 형태로 내보내는 서비스로 유무선 모두 사용 가능하다고 하네요.

KakaoTalk, now available in mostly all mobile environment KakaoTalk released Windows Phone version of its service. KakaoTalk now implemented cross platforms including the world’s major mobile operating system (OS). KakaoTalk announced that it has registered its 1.0 service version on marketplace for Windows mobile phone. Now KakaoTalk is available in most of major mobile environment which includes iOS, Android, Blackberry and Windows. Read More

카톡` 윈도폰 버전 나왔다…이럴수가 주요 모바일OS 모두 지원 `크로스 플랫폼‘ 구현 카카오톡이 윈도폰 버전을 출시되었습니다. 전 세계 주요 모바일 운영체제(OS)를 망라한 크로스 플랫폼을 구현했다고 합니다. 카카오톡 운영업체 카카오(공동대표 이제범, 이석우)는 마이크로소프트의 윈도폰 전용 앱스토어인 마켓플레이스에 윈도폰용 카카오톡 1.0 버전을 출시하였고 이로써 카카오톡은 iOS, 안드로이드, 바다, 블랙베리에 이어 윈도까지 지원, 국내외 주요 모바일 OS에서 모두 사용이 가능하다고 합니다.

KakaStory, having more loyal users? KoreanClick conducted a research of SNS usage among Cyworld, Facebook and KakaoStory towards domestic Android users. Users only using KakaoStory took 49.2%, 8.5% of Facebook, and 2.8% of Cyworld. The half of KakaoStory users use other SNS, however, more than 80% of users of Facebook and Cyworld use other SNS. Hence, KoreanClick concluded that KakaoStory has more loyal users than Facebook and Cyworld.  Read More

충성도 높은 카카오스토리 코리안클릭이 국내 안드로이드 이용자를 대상으로 싸이월드와 페이스북, 카카오스토리 서비스간 이용률을 조사하였습니다. 카카오스토리만 사용하는 비중은 49.2%, 페이스북 8.5%, 싸이월드 2.8%였고, 카카오스토리는 사용자 절반이 다른 SNS를 쓰는데 페이스북과 싸이월드는 사용자 80% 이상이 다른 SNS를 쓰는 것으로 나타났습니다. 이를 통해 코리안클릭은 카카오스토리 사용자가 나머지 두 서비스와 비교했을 때 서비스 충성도가 높다고 판단했네요.

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That was the topic of discussion wrestled with during this week’s OgilvyOn event in Sydney, and it was fascinating to hear from some of the leading minds from the public and private sector debating how to put community needs at the heart of business in this country.

I’ve always had an interest in CSR and its role in the business world, but often come away from these sorts of discussions with the sense that they’re too ‘feel good’ and altruist, without really presenting the business case. We all know the world would be a better place if corporation sewed into local communities so the challenge is providing hard evidence for why this should be the norm.

So, how do you do it?

Given my social media interests, one idea really grabbed me around bridging this gap, and calling on organisations to take up the challenge. Tim O’Leary, Chief Sustainability Officer at Telstra, mentioned the concept of ‘social isolation’ faced by marginalised communities in this country, and how social media channels provided them access to society where previously they may have struggled.

While I agree with this notion, and have seen the benefits first-hand through wonderful organisations like Special Olympics Australia, I think social media also plays a role in engaging corporate Australia, and transparency is at its core.

Consumers are demanding more of organisations. Rather than simply being told which products and services are available to them, consumers now have a voice in shaping the service they receive and social media has changed the game for business. You only need to post an irate remark about a customer-facing brand on Twitter to see this in action…

Consumers make decisions based on more than the physical products and services. Emotions, values and morals all feed into this process, and businesses have realised they can start to tap into these traits via communication on social media channels – they can turn buyers into advocates.

As such, we as consumers are in a position to demand more of businesses. Away from deals and discounts, if we use social media channels to call out the socially responsible actions of business, imagine the change that would cause? Given the relationships we’re now forming with brands online, if corporate Australia fails to prove its genuine commitment to society, patrons will continue head for the exit and tell everyone they know on the way out.

That’s dollars. That matters.

In the words of Michael Triall, CEO of Social Ventures Australia:

‘The binary divide between doing good and doing business is nonsense’ #ogilvyon

— Roger Christie (@rogerchristie) June 18, 2012

What great examples of Australian businesses investing in the community in this manner have you seen?

If you’re interested in reading more, Tom Beall (Managing Director, Ogilvy Engage) recently authored the From Cause to Change: The business of behaviour whitepaper on this topic. A fantastic wrap of the event from our Media Director, Sam North, can also be found online.

SK Communications, launching a global Cyworld application in Android version SK Communications’ Nate application has been placed on the 2^nd rank among many main portal applications. Although Nate application monthly users (3.89 million) are less than Naver’s (7.80 million), they has reached more than two times of Daum application’s monthly users (1.98 million). Read More

 글로벌 싸이월드 안드로이드 앱 출시 SK컴즈의 네이트 애플리케이션(앱)이 다음 앱을 누르고 포털 메인 앱 중 2위를 차지한 것으로 나타났습니다. 네이트 앱의 월간 이용자수는 389만명으로 780만명인 네이버에는 미치지 못하지만, 198만명인 다음보다는 약 2배 많은 이용자수를 기록했습니다.

SK Communications, the worst earning shock due to a slump of Nate and Cyworld SK Communications, owning Nate and Cyworld, has marked a worst business loss due to the weakening its core business. Search engine has weakened its power in the industry since 2010 because SK communications has decreased its investment. Online community business also experienced the die-out from the industry, because it fell behind the trend. Although SK Communications felt the fierce coming from SNS’ rapid growth with Twitter and Facebook, it has not defended itself with step-up action. So, is there any alternative for SK Communications against its suffering? Experts say that SK Communications needs to put aside its fear toward trend transition and to turn itself into the change. Read More

SK컴즈, 네이트·싸이월드 부진에 따른 ‘최악의 어닝쇼크’ 네이트와 싸이월드 운영업체 SK컴즈가 핵심사업이었던 검색과 커뮤니티가 경쟁력을 상실하면서 최악의 영업손실을 기록했습니다. 이러한 위기기 어떻게 찾아왔는지, 극복할 가능성은 있는지 한 번 살펴보시죠.

 LG U+, launching a fashion social networking service LG U+ announced that it launched “CosmoStyle 2.0,” a fashion social networking service, in partnership with the fashion magazine, Cosmopolitan. CosmoStyle2.0 allows users to upload their styling photos and further provides connection with others to share their opinions. This application provides social plug-in functions so that users are easily able to post and share their opinions through SNS. For those who are interested in fashion, this application would be a good one to tryout. Read More

LG유플러스, 패션 전문 SNS 출시 최근 특정 분야의 SNS가 인기를 끌고 있는데요. LG유플러스는 코스모폴리탄과 함께 패션 전문 SNS인 ‘코스모스타일 2.0’을 출시한다고 합니다. 자신의 스타일을 올리고 다른 참여자들과 친구가 되어 의견을 공유하는 서비스라고 하니 패션에 관심 있는 분들이라면 이용해보셔도 좋을 듯 하네요.

‘200m’ app, receiving attention even before the launch, and “given chance to launch abroad” ‘200m’ app is attracting public attention even before its launch. What is ‘200m’? It’s a new form of the Social Commerce application providing a cashable money coupon at 10% discounted price. Consumers are able to use it equivalently to cashable price at any store affiliated with the app. This app also provides information of nearby affiliated stores based on the users’ location. Because of its exclusive concept, they have been proposed of 7 billion won of investment from ‘berni&LS, the U.S game development company. Read More

‘200m’ 앱, 오픈 전부터 주목 “해외진출 길도 열려” ‘200m’앱이 본격적인 서비스를 앞두고 주목을 받고 있는데요. 소비자가 먼저 10% 할인된 현금성 머니 쿠폰 등을 구매해 현금과 동일하게 가맹점에서 사용할 수 있는 새로운 형태의 소셜커머스 앱이라고 합니다. 독특한 컨셉으로 미국 게임개발 회사인 ‘berni&LS’등으로부터 약 70억원의 투자유치를 제의 받는 등 해외 기업들로부터 주목을 받고 있다고 하네요.

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Mumbrella Social@Ogilvy Webinar: Facebook Timeline for Brands

Q1: Apart from advertsing, what do you think is the best way of increasing fans?
A: Using a structured approach for engagement with conversation calendars that tie into your event calendar and competitions. During these periods you will find a higher engagement with the brand and more opportunities to drive traffic to your community. Additionally cross promotion from other social platforms such as Twitter and YouTube channels can drive more fans to your Facebook page. Have a look through a previous webinar we hosted on “Facebook for Business” which outlines some ways in which you can increase fans through non-paid means.

Q2: How often should we change the cover photo?
A: I think there are two things involved in getting the cover photo right. One is to change it when you are changing the “big story” that you’re telling via your Timeline. That could mean quarterly, or monthly or somewhere in between. Secondly, if you have a large community and lots of brand activity happening throughout the year, you might consider changing things up on a weekly basis – again mapping to the story you’re looking to tell through the Facebook page. Tourism Australia’s Facebook Page was featuring a fan photo of the week, so that’s a great example. I wouldn’t recommend changing it more frequently than once a week, however.

Q3: What’s your feedback on the app? As the comments on the app store are not very positive.
A: We’ve recently tested the app on a few brand pages and it works quite well. It’s a great tool to be engaging on the go, however it shouldn’t be viewed as an outright replacement for web-based Community Management. You can download the Facebook Page Manager app from itunes.

Q4: Any info on how many brands on average a user will engage with on FB on a regular basis?
A: Whilst there’s no info on how many brands a fan regularly engages with, an Infographic from Kiss metrics shows FB users are, on average, connected to 80 community page, groups and events. That’s a lot of clutter to cut through, making it essential to go the extra mile and be really compelling with the content you share. Take a look at the Kiss Metrics Infographic.

Q5:  Hi, I was just wondering why some posts can rise above newer posts on the timeline if they run in chronological order? Thank you Verity #FBTL
A:  All posts in Timeline will be placed in chronological order, with the except of pinned posts, which will remain at the top of the Timeline for up to 7 days.

Q6: Do you think the introduction of the compulsory timeline is a bit too intrusive for individual users?
A: It has always been Facebook’s way to ensure that all users are accessing the same platform when it comes to both news feed and personal pages. Facebook are typically quite accommodating by offering lengthy ‘trial periods’ where users are told of the upcoming changes, and given the option to change to the latest version when they feel comfortable. Ultimately it is a choice to be on Facebook and Timeline can be utilised as much or as little as users feel comfortable.

Q7: Can you think of any brands that have executed successful competitions using the new FBTL format?
A: There’s a great case study on Red Bull who launched a great scavenger hunt and worked well to stay within FB Guidelines to create a really compelling experience and contest for their fans and new visitors. Check out the Red Bull Case Study.

Q8: How useful is Timeline in f-commerce?
A: F-Commerce is definitely an emerging trend and something that marketers need to understand to determine if it fits their overall sales strategy moving forward. The social proof of your Facebook connections ‘liking’ and purchasing products via Facebook can have strong benefits in generating positive word-of-mouth for brands.

Q9: More on copyright – can you use google images on the feed as part of a post?
A: We would recommend against using Google images in your posts. Try to use sites such as Flickr where you can search for images that have Creative Commons licensing selected by the image owner. These are images you can use freely. Additionally, sites such as Getty Images have huge archives of either free or fairly cheap images. The best advice is to approach the image owner to state your desired use for their image to see if you can gain their permission for use.

Q10: What is the app called that allows you to manage a page?
A: The app is called ‘Facebook Pages Manager’ and it’s available for free download from the App Store here.

Q11: The 90 piece of content on facebook seems high – is this all new content?
A: This stat was reported on by Facebook itself. There’s a great infographic from kiss Metrics that shows this and many other great stats here.

Q12: Is the size of the profile picture adjustable?
A: No, the display size is 180 x 180. For this reason, it’s recommended that you make it as recognisable to fans to make your posts stand out in their news feeds. If you need more detailed information about the specs of the cover photo and an explanation of the other elements of the new Timeline layout, Facebook has a great Facebook Pages Guide (pdf).

Q13: How will it work…reach generator. Is it part of the facebook ad structure?
A: Facebook Reach Generator is a new ad product from Facebook designed to get your updates out to more of your fans. Reach Generator is not yet available here in Australia and will be available only to pages with more than 50,000 fans.

Q14: Hi. When I post on the timeline of my business page it doesn’t appear in the newsfeed of my business page, but it does appear in the newsfeed of my profile page. do you know why? thanks
A: As a community manager, you have access to two versions of Facebook – one as you, one as the business. If you are posting on your business page and using Facebook as the business, you will only see newsfeed content from the pages your business likes. When you post as the business, and you go to the business newsfeed, the content you see there will be from other pages.

Q15: if you are a community organization – without a budget- so cannot afford the ‘reach generator’ – if a key post will only rech 16% of your audience, should you post it more than once?
A: No, we would not recommend posting the same thing multiple times during the day. The key to success is to know when your fans are most active on the Facebook page and to time your posts accordingly. Also, keep in mind that the 16 percent is an industry average, so it might be that your Facebook updates will reach more people. Jeff Bullas wrote a great post that included a tip around the best time to post on Facebook.

Q16: Hi there – can you pin more than one post per week?
A: Yes, you can change the pinned post as often as you like. There can only be one pinned post at a time, and after 7 days it will effectively ‘expire’ with the next post taking the place at the top of the news feed.

Q17: We post 5 messages accompanied with 5 images per day – is that too much?
A: In general, we believe that “everyday engagement” is what is needed in order to cultivate an active and engaged fan community. So that means, in most cases, posting at least once per day. From our experience, we have observed that more than two posts per day begins to have a negative impact on the community – you may begin to see people unlike the Page if you post too frequently. However, if you have a large community of over 100,000 “likes” you could look at geo-targeting your posts so that fans in only certain areas see the customised posts… in which case posting five geo-targeted updates reaching different people per day might be OK!

Q18: I wondered how I can add apps that are not just notes, events and videos… I’m interested in Competitions and additional info but couldn’t see how.
A: There are a range of 3rd party app suppliers that can do the above, and they range from free to quite expensive enterprise level offerings. You’ll have to do some digging to find out what works for you and the budget you have, but Buddy Media, Involver and Wildfire are great places to start, and Short Stack is a free one that might be handy. We also through our partners at DTDigital can develop custom contest apps for Facebook pages. You do get what you pay for!

Q19: Apart from advertsing, what do you think is the best way of increasing fans?
A: A solid content strategy. Engaging updates. Leveraging influencer engagement. Rewarding existing fans. Encouraging them to share the page to their own networks with incentives. Increasing awareness of social media channels on other assets e.g. websites, offline marketing material. The question is – why do you want to increase your fans? Once you have that rationale in mind, it’ll be easier to create a targeted, qualitative strategy rather than just growing the fan base for numbers’ sake.

Q20: As most people use Facebook on their phone these days, do you think that some of the energy creating engaging content is lost?
A: No. As CMs it’s thus now our opportunity to understand the mobile consumption of social media content because it’s only going to grow.

Q21: Most businesses haven’t been around for 100 years. Can you show some examples of young businesses using milestones effectively?
A: Spotify’s Facebook page and the history of music. Check out the Spotify Timeline.

Q22: When you highlight key content, it only changes how it appears on your page, not how it appears in your fan’s newsfeeds – is that right?
A: Yes – but you can then turn it into an ad if you want.

Q23: Hi guys, will the recording of this webinar be available for download?
A: Sure will be! You can download a copy of the presentation deck here on the Social@Ogilvy Australia Slideshare account. And you can view a recorded version of the Facebook Timeline Hidden Implications webinar here, thanks to GoToMeeting which powered the webinar.

Q24: Hi, wondering what the pros/cons are of having number of likes as one of 4 apps displayed?
A: It depends on what you’ve got available on the page in terms of the other apps. Most brands use the “number of likes” on the page for bragging rights – and to be fair, it’s an indicator of success that there are lots of people that like the page, because it means that there’s value in being a fan. That said, if you’ve got an app or campaign running that you’re trying to push your fans towards, you should probably give that precedence over the “number of fans” app.

Q25: For those tabs, any idea when custom tabs will be viewable on tablets and mobile?
A: That’s a question for Facebook, unfortunately! That said, we’ve been assured that it’s in the pipeline.

Q26: Confused if can still set up a welcome page for sign ups. If not, what’s the best alternative for timeline?
A: With the new Facebook timeline, you are no longer able to provide a “Welcome tab” that fan-gates content on the page. All users, whether or not they’re fans on the page, will arrive on to your brand page on the main timeline. That said, there’s a great opportunity for Timeline here in the sense that you can still “fangate” quality content or competitions, which makes brands think about creating quality content – but remember that you are not allowed to use a Facebook “Like” as the sole entry mechanic for Facebook competitions! You should check out the Facebook Promotions Guidelines.

Q27: Re cover page: Can you have keywords re your business?
A: You can have keywords, but they can’t be calls to action, or be about promotional activity – more details are available by Facebook Promotion Guidelines. 

Q28: Wouldn’t you think the LV cover photo is a call to action which is against the new rules?
A: It’s a tenuous line, but it’s not strictly a “call to action’ because it’s not asking users to do anything. It’s simply letting them know that events were going to be taking place. You can read more about what’s allowed in cover images here.

Q29: Can you recommend a piece of software for pre-programming Facebook posts?
A: Hootsuite is a great free tool, but you should have a look at the other 3rd party tools available – as it really depends on your needs. Buddy Media is another great (paid) tool to consider!

Q30: Are you able to add a photo when you ask a question on your timeline through the event/milestone/question area?
A: You can for events (once you actually create the event, you can change the event photo after you create it). You can also definitely use photos for milestones. For questions, you won’t be able to use a photo for the official “Question” tool, but if you want to, you can post a regular status update asking a question, and insert a photo then. We’d recommend being clear and concise about the possible answers though, i.e. “Which do you prefer, apples or oranges?”

Q31: Have you heard of plans from FB that will allow brand admin features to be accessed on iphone/ipad FB app??
A: Yes – there is an app called ‘Facebook Pages Manager’ which allows admins to manage pages on their mobile device.

Q32: Hi There…I’ve done this but why can you only ‘pin’ once…I tried to do it a second time for a month-long promotion and it stayed in its original position. Thanks!
A: You can only pin posts for 7 days at a time, and once the 7 days pass, you’ll have to re-pin your post to the top of the page. Also, you’re only able to pin one post to the top of the page at a time.

Q33: should the profile pic change just as often as the cover photo?
A: While that’s really up to you, we’d recommend against it – the cover photo is meant to let you and your brand be creative and provides some “colour” to your Facebook page. Your profile picture tends to be more directly reflective of your brand, which is why they’re often logos. That said, you can consider changing the background of the display picture to match your cover photo (rather than having a plain white background behind your logo)! Check out Qantas’, which is a good example. 

Q34: Do you have to pay for conversation calendar? Where do we find it?
A: The creation of conversation calendars is a service that we provide here at Ogilvy, and we’d be more than happy to help you out. That said, you should be able to create a conversation calendar by keeping in mind what’s going on in your industry and region, as well as what’s going on I your regular marketing calendar.

Q35: where do we find out more about the rules and restrictions using a facebook page to ensure we aren’t shutdown?
A: You should be able to find most of the information you’ll need here.

Q36: Why wouldn’t these creative efforts be put towards a brand’s own website? What is the benefit to putting all this creative time into Facebook versus a tailored and credible site?
A: Brands should definitely put a similar amount of creative effort into their own website, but it’s probably come to a point in the conversation now where it’s not an either/or question. The reason why brands are on Facebook is because that’s where the people – their customers – are, and it’s a great opportunity to provide another immersive brand touchpoint with fans and advocates of the brand and interact and continue to build the relationship with the brand and company.

Q37: Do updates with previous dates come up in current news feeds when they are posted? Or do they just get posted into the timeline without going into fans feeds, to be seen by readers viewing back in your timeline?
A: Milestones do not post to the News Feed, only to your page’s Timeline. You can, however, “Pin to Top” a Milestone, if you like.

Q38: Can we have contact details in the profile pic (125×125) square? I work at an automotive dealer and can’t have two sets of locations in my “About” section, so I have these details in the profile pic.
A: The profile pic at 125×125 is very small, and it probably wouldn’t look very good to have both your logo as well as contact details in that small square. Would it be possible to include both address details in your “about” section and say at the top of the “About” section that you have two locations, one in X and one in Y? Users will then know that the address in “Location” is for only one of your locations.

Q39: Would it be against the cover photo rules to add an arrow pointing at the ‘Like’ button (assuming you didn’t make any reference to it in text)?
A: It’s a tenuous line, but probably not. That said, Facebook intended the cover photo to enable brands to have more control over using their Facebook brand pages as part of a larger brand narrative, moving the purpose and conversation away from merely generating “Likes”. Would recommend having a look at something of the examples we highlighted during the webinar as best practice and brainstorm similar ideas, rather than going with simply encouraging users to Like the page. You should also be asking yourself what you’re trying to get out of the fans on the page, and using the answer to that question to inform a broader content strategy – it isn’t always about quantity!

Q40: Are there any initiatives as part of the new timeline feature that will help brands?
A: Completely understand where you’re coming from, but that’s a question many have asked. The reach generator was created for large brands with large fan following to reach more of their fanbase – but Facebook’s regular advertising model has still proven immensely helpful for follower acquisition, especially when it’s centred around a campaign or competition, or other compelling incentive.

Q41: While the ‘important dates in history’ is a nice feature of timeline, is there any evidence to suggest that fans actually have a look at this information or get any benfit from it?
A: Because the “important dates in history” functionality is so new, there hasn’t been a whole lot of research or data as yet that shows actual industry averages. That said, it’s sure to vary from industry-to-industry. Realistically, the historical timeline will not be something that all your fans will spend the time to look through, but is a fantastic opportunity to create an immersive brand experience for the true brand advocates that you have on your page to have a better understanding – and build a stronger relationship with – your brand.

Q42: reach generator – how does this work? Are brands paying to mees with my feed?
A: Reach generator is a tool that Facebook has created for brand pages with more than 50,000 fans and who post more than 7 times a week. Facebook has a great Reach Generator Guide, which is worth checking out. These brands aren’t messing with your feed, they’re trying to increase the volume of engagement that they have with their existing fanbase, and you’ll only see it if you already “like” the brand page. As a consumer and user of Facebook, you ultimately make the decisions over the types of branded content you see on your news feed – and it keeps brands and organisations on their toes to make sure that they deliver the best quality content they can to their fans!

Q43: How much does it cost for a community manager per month for a site like MILO?
A: Unfortunately, this question is very much a “how long is a piece of string” one, as it depends on the size of the community, the strategy behind the Facebook page, what you’re trying to achieve and what’s required of the community manager’s time. If you’d like for us to give you a clearer quote for your needs, feel free to get in touch for a chat!

Image from talent donation Nanum concert

 

The emergence of SNS has not only changed the online community culture which was formed in Korea, but it has also significantly changed the way we live our lives and the way we communicate with each other.

Beyond the personal communication, SNS has established an important role in today’s society which includes a method of brand marketing for companies as well as a way to exert political influence.  SNS also has a strong popularity in the performance culture scene.  Many celebrities and musicians utilize SNS which has led to the participation of many performers in performances that are held in the form of talent donation.

Recently in Korea, The talent donation based concert “Nanum” (which means sharing in Korean) was successfully held from April 19 until April 21, 2012.  Under the theme of “Nanum”, the concert was made possible through the exchange of thoughts and opinions of many performers and staff that participated in the concert through SNS.  Popera star Una, who lives inParis,Franceand performs all overEurope, communicated with the executive producer of the concert through SNS and had even paid out of her own pocket to be a part of the benefit performance.  Also, as the benefit performance was widely made known through SNS messages and communications of individuals, many artists and performers from all over the world such as theU.S.andJapaninquired about participating and performing at the concert.

Beginning of successful business is to gain consumer’s heart. If businesses can move consumer’s heart through SNS, it may just be a bridge which connects the company with consumers - Finding the right way to utilize SNS will be our main challenge.