Archive for september, 2010

Company intranets are turning social

A new study by Gartner (the world’s leading information technology research and advisory company) shows that many companies are introducing social media in their internal communication networks. This is driven by the quick rise of Facebook and Twitter  in the personal sphere of communications.

These are the predictions from the Gartner study:

  • By 2010, more than 50 % of large scale companies will be using lifestreams and microblogs internaly.
  • By 2014, more than 20 % of all business communication is conducted primaly through social media.
  • Within the next three years, 70 % of all internal social media initiatives run by IT departments will fail.

The massive growth of Facebook among employees has forced companies to react and apply their own Facebook and Twitterlike functions in their communication systems. Companies or also accepting (slowly) the use of personal Facebook accounts at work for business utilisation.

Gartner is also warning against allowing the existing IT department run the internal social media projects. IT departments are not used to design social solutions but technical platforms. It´s ever important to point out that social media development is not primaly (or even secondary) an technical challenge. The most important part is to connect the need of the users/employees with company business objectives in a mutualy supportive way. The technical platform is the least important part, but obviousy still very important. Internal Social media commnication projects should be run by the business and HR departments to succeed.

This new study is very positive and shows that many companies are finaly accepting that social is actualy a productive tool that helps their businesses instead of stealing a lot of time from their employees. The line between personal and official is drawing thinned every day and this is another step forward. Just as we have been preaching in our workshops for the last two years : )

Translated from article by IDG Sweden and embellished by:

Vladimir

2010/09/30 at 10:20 3 kommentarer

My new Facebook Company Page have been launched

Please check out One Hit Pixel my new FB page. Read more about my company and my portfolio. More cool stuff will be coming up, including several funny clips about social media.

One Hot Pixel Facebook Page

Länkat av Vladimir

2010/09/18 at 22:59

Our Facebook Campaign for Tjejmilen and MittVal

As a Digital Creative, Facebook Expert and Information designer, I have been cooperating with Ad Agency Brandreality, to create a Facebook campaign for a popular Swedish sport event, Tjejmilen. Here is short description of our campaign and some thoughts on the results.

Tjejmilen_Startbild

Tjejmilen is a 10 km (women only) yearly running event that takes places in Stockholm, Sweden. Tjejmilen is more about having fun with your friends, than a hard core running competition. This years race had a record attendance with more than 22 000 runners finishing. Tjejmilen is organised by local nonprofit sport clubs and has one main sponsor, the Swedish cost supplement manufacturer, MittVal.

About the campaign

The main objective was to build up support for Tjejmilen and raise awareness about the main sponsor, MittVal. We used a two-part strategy to achieve our goals. We started by creating a Tjejmilen FB Page where the participants can socialise with each other. MittVal has a passive role and contributes with dietary advices. The second part of the campaign is Träningsdagboken an interactive exercise diary, where users can log their results and share them with their friends. Träningsdagboken is hosted by MittVal.

About Tjejmilen Facebook Page

The Tjejmilen Page is a place where participants can hang out and bond with each other. The Page has all the necessary information about the event including three custom made tabs with specific information about Träningsdagboken, exercise and dietary advices.

Tjejmilensida

The first custom tab contain information about Träningsdagboken, including a link to the application. Below is a graph that shows how many kilometers the users have run together. We have also added an interactive billboard that shows the best weekly runners (Both of these functions are currently turned off since they were connected to the actual date of Tjejmilen and have to be readjusted to work on a continuous basis). The second and third tab has advices by leading swedish experts in exercise and diets.

About Träningsdagboken

Träningsdagboken helps the user to keep track of his personal exercise results and visualise them as a graph or a chart. The application is located on a normal webpage (MittVal) with connections to Facebook so users can log in with their personal accounts and save their results. This makes it possible to spread the results in every users personal network. We have built in three incentives to maximize the viral spread.

  • The users results are shown as status updates in their social network (this is optional)
  • Every user kan invite and challenge his friends
  • Every user can compare his results with another friend that is also using the application

These incentives encourage the user to ”brag” about his training among his friends and hopefully work out more. The social updates also help to promote Träningsdagboken, Tjejmilen and MittVal in one go.

Traningsdagbokengrafik

The results

The Tjejmilen page have been active since late may and has today more than 3 600 fans and a lot of interaction. The number of users and their activity has been growing steadily, although we assume that this will cool off now when this years race is over. The largest group of users are women between 25-34 and 35-44 (65%). This correspondents very well with MittVal target groups and marketing goals.

We have also used an Likebox. The Likebox is placed on other websites and makes it possible to become a fan without actualy visiting the page. The Likebox is an extremely efficient way of driving traffic to a Facebook Page. More than 65 % of our fans found our page this way.

The Träningsdagboken had slightly more mixed results with more than 1600 unique page visits, 500 active users and more than 23 000 kilometers logged by the users.

Experience learned

The Tjejmilen page was a big success and our idea to create a team of ”ambassadors” that will keep the page alive the first crucial weeks (months) payed off very well. The numbers grew steadily, particulary after we launched the Likebox on Tjejmilens main website. We also added an Likebox to the official emails sent to every participant in the race. We are now considering and autumn/winter social campaign to keep the page alive until next spring when promotion for next years race picks up again.

The negative parts were that we (The Brandreality team) had to do most of the social interaction ourselves, there was almost no help from Tjejmilens official representatives (partialy beacuse they are mostly volunteers and arrange Tjejmilen on their free time). It would really help to have people who are actualy involved in Tjejmilen to write more on the page and encourage their fans (The main idea behind social media).

Another big problem was the fact that Tjejmilen pulled the Likebox from their front page. The decline on new fans was immediate, we used to get more than 65 % of all new fans from one single Likebox on the Tjejmilen main page. This dropped to 20 %, thus lowering drasticaly the number of fans finding the FB page. The main sponsor behind this campaing, MittVal was similary unprepared for the challenges of social media and the fact that social means personal engagement with your fans/customers.

One conclusion is that the Likebox is incredibly powerful for gaining new fans and the more of them you put up, the better. An company Facebook Page should also be announced in every available channel (analog and digital).

Another interesting lesson was that people are less interested in ”dialog” on Facebook than we first thought, even with a social event like Tjejmilen. It was evident that a majority of the ”interaction” was more ”narcissistic” in tone. There was obviously a lot of ”bonding” on the page, but still less than we expected. This is another important reason for trying to get as many fans as possible.

One of our ideas was to encourage the users to send in their own photos, but this had  almost zero results. This is probably connected to the same reasons why Träningsdagboken never became really viral. A lot of Tjejmilen fans are apparently a bit ”shy” about their own results and their presence on Facebook.

Träningsdagboken was a moderate sucess, but we got fewer users than we thought. The viral effect never really happened since only 20 % percent of users choose to share their training results with their friends. Another limiting factor was that Träningsdagboken was custom made for Tjejmilen.

Last and not least, we tried something new, namely a useful application connected to Facebook, something that is still very rare and most users are not used to. Applications on Facebook are still viewed with suspicion since most of them are for amusement only.

But we have all learned valuable lessons and will soon start to improve many details to optimize the whole concept.

Updates on the project will be posted in the future.

Written by

Vladimir

2010/09/13 at 16:22

A lot of valuable advices on Facebook advertising

Nick O´Neill is an Facebook marketing expert and he shares his knowledge with us in this excellent article.

What You Need To Know When Creating A Facebook Advertising Budget.

Linked by

Vladimir

2010/09/07 at 16:54

How to attract fans on Facebook and increase your conversion rate.

Social Media expert, Scott Meldrum has written an excellent piece on why a lot of brands fail to attract fans (likes) to their FB pages and also why their fans don´t increase sales.

The main point are:

  • Brands and organisations MUST market their Facebook Page in every possible channel available. The page must also be an integrated part of the whole marketing/communication strategy. Facebooks social plugins (likebox, commentbox etc) that can be added to the company website on several levels is an important part of this strategy.
  • Make sure that your new visitors will come to a special landing or welcome tab that will convince them to become fans (like your page). This tab could be part of campaign and should have enough interesting content to keep them stay and interact with your Page. Do measure all the traffic and adapt your content to maximize your page. Here´s a good example by Levis Jeans.
  • Engage your fans as much as possible! Ask them questions, construct quizzes, design competition, write often and comment on their comment and much more. Don´t just reuse content from other media channels, make sure that you will do something unique on your that will be utilizing Facebooks potential.

There´s much more good stuff in the actual article, Go ahead and read it!

3 reasons your brand doesnt have more Facebook fans – iMediaConnection.com.

Written and linked by

Vladimir

2010/09/01 at 16:02


About this blog

My name is Vladimir Koller and I work as freelance Digital Creative and Web Strategist. I have my own company,One Hot Pixel and work also directly for other agencies and production companies.,

This is my personal blog where I write about anything that interest me and is remotely connected to the exciting field of human (and digital) communication.