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By In Content Creation, Marketing, Social Media

Facebook Visual Communication Summit in Belgium

Yesterday, 17/3, MBP attended the Facebook Visual Communication Summit in Belgium. I would like to share with you some of the learnings of the day.

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Together, growth and being mobile are the 3 key terms with which we were introduced into the afternoon of talks on Social Media. Be open, be bold; the world is becoming more and more mobile and we need to adapt. Is your mobile investment following the trend?

The first person to take the stage was Paula Bonomo. She informed us that within 5 hours, people tend to consume 7 hours of content. Multitasking has changed: whereas before people would be knitting while watching TV, now people tend to spend their time consuming information on multiple platforms at the same time. Everything is in competition with everything for attention, so it is harder to be noticed and therefore important to be meaningful.

To communicate with people in a natural and relevant way is to create an engaged audience for your brand, which will feel more connected to you and your brand.

Communication is becoming:

  • Immediate
  • Expressive
  • Immersive
facebook video

Facebook Video Section

This explains why the most used apps are messenger apps. You will find 1B people on Whatsapp and 800M users on Facebook messenger.

Because the human brain processes images 60.000 times faster than words, visuals are becoming more and more pertinent for advertisers. This takes us to video advertising on social media. On Facebook we are seeing around 8B video views per day, even on mobile. It seems that emotional closeness compensates for the size of the screen. Facebook has developed a video section which allows a total immersion in video viewing. Later on, Facebook will unroll a storytelling medium called Canvas, which will allow for even more immersion in your storytelling experience as a consumer.

The next step will be Virtual Reality and Augmented Reality. We are looking forward to the possibilities Facebook will bring us with Oculus, a new computing platform.

Paula summarised:

  • Reach people where they are
  • Embrace messaging
  • Experiment with expressive storytelling
  • Embrace new formats

Next up was Bert Hendrickx of GfK Belgium. According to him, 29% of people go on Facebook to discover new information. It has become their news platform as well as a place to connect with friends.

A very interesting habit Millenials are picking up is using your mobile in-store for extra information. Not only do they go to websites to compare the market, but also to ask friends their opinion on what they are buying/should buy.

However, we are seeing a trend that if people actually shop online through their mobile, they tend to spend less (€50 on average in their cart) when shopping on their smartphones than they do on tablet and desktop (€110 on average in their cart). Is mobile disrupting e-commerce?

We see separate functions in each piece of equipment we use:

  • Smartphones are for staying connected
  • Tablets are for entertainment (and often shared within a household)
  • Desktops are seen as a work device (larger screen for convenience)

–> people do tend to skip between devices.

Camilla Desmond‘s talk was all about video. Here is what she highlighted during her talk:

  1. Mobile is different
    • People are consuming more video on mobile – >75% of views
    • Consumers are more visual
    • Visual is the way to communicate
    • Virtual Reality will become a key player in brand communication
      • 1.7 seconds are needed to consume content on mobile
  2. Business Outcomes
    • Outcome needs to be measurable
    • Less is more – try and keep them interested
    • Earn attention – learn how to connect with your audience
    • Creative – tailor your communication to your consumer
    • Experiment – it is important to test, learn and iterate
  3. How to earn a consumer’s attention
    • Look for what matters to your consumer.
    • Create longer exposure
    • Use the Facebook function for automated captions (coming soon): Facebook creates captions for your video’s; good for a sound-off environment.
    • Transparency in reporting

Julie Pellet charmed us all with her french accent during her presentation: Instagram, from text to image.

She reminded us that images are a universal language and that if you have a smartphone, you are a photographer. Capturing images has become very easy for us and second nature to a lot of us, a behaviour we see especially in Millenials. Apps such as Snapchat and Instagram make this possible for all of us.

Capture and share the world’s moments – Instagram is a place for creativity and inspiration: have a look at 15-year-old Adeline from Nivelles who was inspired and now inspires more than 17.000 people every time she posts:

There's a whole world out there

A post shared by Adeline Wantiez (@toxicspiritss) on

Each Instagram feed is unique, different, because we all choose who we follow based on our interests. It can be seen as a fingerprint. 80M photo’s are shared on Instagram every day, inspiring many of us.

When placing a brand in the Instagram environment, it is important to keep in mind that you need to remain an inspiration to your followers: place your brand at the center of visual inspiration:

  • 60% learn about brands on IG
  • 75% take action after being inspired by content on IG

As a brand on IG, branding drives awareness: make sure the brand is visible, but in a relevant way. A great example of this is Ben & Jerry’s:

Don't burn up your Leap Day without celebrating. We've got 20 ways to do it – link in profile. #LeapDay

A post shared by Ben & Jerry's (@benandjerrys) on

As well as relevant branding, it is important to create a concept for your IG account. See what your target is into and inspire yourself to inspire others. A concept drives brand lift.

Some things to keep in mind when turning to Instagram to communicate to (potential) followers about your brand:

  • Think about the consumer journey
  • Create and use a distinct visual voice
  • Combine Facebook and Instagram (both have the same targeting options in ads)

 

So, how do you see your brand evolving on social media? Will you be creating more visual communication? Would you like to brush up on your video skills? Don’t hesitate to contact us for more information, we will sure be able to help you with all of these questions, and more: info@mediabrands.pub

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By In Social Media

Nieuwe Mijlpaal: Facebook bereikt nu 1 miljard mensen per dag

Facebook heeft een nieuw record gevestigd. Het is de eerste keer allertijden dat 1 op 7 mensen op aarde zich aanlogde bij het sociale netwerk op één dag. Het vorige record werd in juni 2015 gevestigd en stond toen op 968 miljoen actieve gebruikers op één dag. Amper twee maand later werd de kaap van 1 miljard dagelijkse gebruikers doorbroken. Dat maakte Mark Zuckerberg bekend via een filmpje op zijn Facebook

”In onze financiële cijfers gaat het vaak over gemiddelden. In dit geval is het helemaal anders,” schrijft Zuckerberg. “Het is de eerste keer dat we deze mijlpaal halen, en het is nog maar het begin van ons doel om de hele wereld te connecteren. Een meer open en verbonden wereld is ook een betere wereld,” besluit Zuckerberg.

Volgens Mark Zuckerberg draagt Facebook bij tot een betere wereld. “Facebook versterkt de banden met degenen van wie je houdt, zorgt voor een sterkere economie met meer mogelijkheden en weerspiegelt ook de waarden van onze maatschappij.”

 

Dit artikel is eerder verschenen op Bloovi.be

 

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By In Content Creation, Social Media

Sharing is caring: 4 sharer profiles to keep in mind

What is it exactly that makes online news and entertaining content go viral? What and why do people share? Finding the key to what people share and why, and adapting your branded content accordingly, might just open the door to that much wanted online brand advocacy. Sarie Robijt and Ike Picone (VUB, When news goes viral: a user-oriented approach to news shared on social networks) analyzed  over 1000 profiles and came up with 4 sharer profiles to keep in mind when posting on social media.

Picture4The social sharer is highly active on social media and rather self-confident online. For him, sharing is not so much about personal branding, but all about staying in touch with others. His primary audience consists of friends and family.

 

Picture2For the reflective sharer, making a good impression and gaining status is equally important as staying in touch with others. More than other types of sharers the reflective sharer is active on all kinds of social media channels: Facebook, LinkedIn, Twitter, blogs… The reflective sharer focuses not only on friends and family, but shares with a wide and professional network as well. This is the kind of sharer you should want to reach.

 

Picture3The uncaring sharer rarely shares anything. He still turns to e-mail most of the time when sharing something with friends or family. The uncaring sharer scores low on the self-presentation as a sharing motivator and is more worried about privacy than the social and reflective sharer.

 

Picture1The moderate sharer is on all levels moderate. He scores only average on self-presentation and social connection as a motivation for sharing posts. The moderate sharer likes e-mailing and is not too keen on technology. No need in trying to reach him, since he will not share with a large network anyway.

So, next time you are creating content for social media, think about this: What is the goal of your post? What kind of people do you want to reach? Keep in mind these 4 sharer profiles and their motives for sharing when developing your content, and you’ll be fine.

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By In Content Creation, Social Media

Les 3 avantages d’intégrer la vidéo dans votre stratégie de contenu Facebook

Facebook-VideoLes vidéos sur Facebook ne représentent actuellement que 5% de tout le contenu publié sur la plateforme sociale. Et pourtant, ces dernières dominent les interactions une fois intégrées dans une stratégie de contenu. (more…)

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By In #SxSW

The Battle for Social World Domination: The Stacks : taking over your life

How do you get absolute control? That quest for world domination has been around for a couple of millennia. There are ways: become a dictator, a Kaiser, a God, Charlie Sheen, President of the United States or start a religion.

But there are other ways. 5 big companies are silently plotting their ways to world domination. They hide in the open, their battle so obvious that it stays hidden. Bruce Sterling, Sci-Fi writer, Visionary in residence and Transglobal Futurist exposed them already at his #SxSW2012 closing keynote:

“There is a new phenomenon that I like to call the Stacks; vertically integrated social media. And we’ve got five of them — Google, Facebook, Amazon, Apple and Microsoft. The future of the stacks is basically to take over the internet and render it irrelevant. They’re not hostile to the internet — they’re just looking after their own situation. And they all think they’ll be the one Stack… and render the others irrelevant. And they’ll all be rendered irrelevant. That’s the future of the Stacks.

People like the Stacks, because the internet is scary now — so what’s the problem there? None of them offer any prosperity or security to their human participants, except for their shareholders. The internet has users. Stack people are livestock — ignorant of what’s going on, and moving from one stack to another. The Stacks really, really want to know you’re a dog.

They’re annihilating other media… The Lords of the Stacks. And they’re not bad guys — I’d be happy to buy them a beer. But really, a free people would not be so dependent on a Napoleonic mobile people. What if Mark Zuckerberg trips over a skateboard?

This structure won’t last very long… But you’re really core people for them and their interests. You are them. I’m them. And your kids are going to ask embarrassing questions about them. And there are voices here and there complaining about them, [like] Jonathan Franzen. He says Twitter is destroying literature. And he’s right. So don’t make fun of him. He’s telling the truth.”

What does it take?

Bruce has his way with words, and is passionate beyond suspicion. But is he right? Are Google, Facebook, Amazon, Apple and Microsoft silently taking over our lives? What would it take, to achieve Social World Domination?

1.       Knowing where you are

Have you noticed it? That small side remark during Apples latest event? “We have our own maps now!”. So, maps are important. Knowing where you are, where you go, and how you get there gives the Stacks priceless information. That is why Google is happily mapping the whole planet, why Facebook is desperately trying to make its Places work (killing Gowalla as an afterthought). Apple just got its hands on the trusty Tele Atlas digital maps through its deal with TomTom. Microsoft nicely obtained direct access to the maps of Tele Atlas’s direct competitor Navteq, currently owned by… Nokia.

2.       Owning your hardware

So Microsoft got a lot more out of the Nokia deal than meets the eye. They have access to maps. But also, they secured an option on a vital world domination component: hardware.  After decades of software-only, Microsoft is desperately trying to get a bridgehead in hardware land. Through Nokia and HTC they aim for the smartphone, with the Surface they bring their technology into your living room, and their version of a tablet was announced last week.

Apple of course has a plethora of hardware devices, two of them sticking to your life as glue: the iPhone and the iPad. Google is making sweet eyes with Android, ensuring Google phones in every store. And tablets. Rumors of an upcoming  Facebook phone are all around…

Amazon has a hesitating first step into the hardware through its Kindle. You might not have noticed it, but Microsoft, Apple and Google  are even making it into the car…

3.       Owning your operating system

The heart, core and soul of your machine: your operating system. They own it. Apple and Microsoft obviously with their OS and Windows versions.  Google is quietly improving its Chrome OS.

Facebook  has hired enough brainpower with  Kean Wong,   Christopher Tremblay,  Georges Berenger, Li Fang,  Robert Boyce and Zachary Landau (top-notch specialists from Palm, Apple  and RIM) for an own mobile operating system and applications platform…  Amazon is doing unspeakable things with its Amazon Elastic Compute Cloud (Amazon EC2) and experimented with own versions of android.

4.       Owning your browser

The power lords have direct access to your online life through the browsers they own. Apple and Microsoft obviously through Safari and Explorer.  Google through its Chrome browser, Amazon is working on it with Silk, and Facebook is rumored trying to buy Opera Software  and its 200 million users worldwide of the Opera web browser.  Controlling the browser means controlling the internet history, and the internet behavior of the user. Controlling the browser means having the most intimate communication and marketing tool to influence people directly through their preferred web tool. Priceless.

5.       Owning your data, owning your search

Facebook, Youtube, Google,and Microsoft’s Bing. That is what people use to find what they are looking for: from social search, to factual search. Apple has no apparent own search engine, but is getting paid an amazing 1 billion dollar a year by Google to keep Google as the default Apple’s search.

With literally billions of user generated videos, pictures and texts hosted on their servers and platforms, and petabytes of personal data ready to be analyzed and data mined, the five power houses have more insights in consumer personality, profile, habits, spending behavior, and socio-environmental context than anyone else.  The combined stock value of the Stacks is only a fraction of what this goldmine in personal data is worth to seasoned marketers.

6.       Owning your cash

Amazon’s One Click Buying, Facebook’s credits, Apple’s iTunes and AppStore, Microsoft’s e-stores: the Stacks make it easy for you to spend money, or to get paid by third parties for anything you do online. Click on a sponsored link in Google generates hard cash. For Google. Not for you. Your online social life generates mountains of gold for Facebook. Apple is getting a whopping  30% on every paid application that gets downloaded from its AppStore . Amazon is getting a cut in every sale made through its notorious online long tail store.

7.       Owning your life

Quietly, the five Stacks are wrapping their mighty tentacles around the online consumers, sneaking their influence at the deepest caves of personal lives, thriving on direct hard cash and precious personal data that can (and will) be cashed in. The battle for World Supremacy is fought in the shadows, but it’s fought hard and relentless by young billionaires equally at ease on a skateboard, as in a corporate jet. It’s fought by mercenaries with great corporate hair, the whitest teeth you will ever see, and a lot at stake through their stock in the stack…

Bruce Sterling was right. Again. He always is ;-).

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