Posts filed under ‘Företagsutveckling’

A summary of Facebook´s new Pages

Intro

Facebook is updating Pages with new design and functionality. This major update will be made permanent on 11 of March, 2011. Here are some of the most important changes:

  • The ability to like and post on other pages as your page
  • Notifications when fans interact with your page or posts
  • New Page navigation bar instead of tabs
  • A place to showcase photos along the top of your page
  • frames instead of FBML for custom made content

The best news for brands on Facebook is that they don´t have to try and pull customers away from Facebook to get them onto their site. There are now better options for accomplishing their sales or branding goals entirely within Facebook.

Read on for a more detailed explanation of the new Pages, together with some conclusions and suggested strategies.

Design & Interface

  1. The profile picture size for Pages has been adjusted from 200×600 to 180×540
  2. The Info Subpage have replaced the short info section below the profile picture
  3. Tabs have been removed and changed into navigation icons placed below the profile picture
  4. The Fan Count section in the left column have been simplified, with fan pics eliminated
  5. A Page can now like other Pages and promote five other Pages in the left column
  6. Pages can now display the page owners/admins
  7. The five most recent photos that you have published or tagged your Page in are displayed randomly at the top of your Page. Photos posted by fans will not appear here
  8. Wall posts can now be sorted by Brand only posts, Top Posts or Most recent posts
  9. The display of friends who like this Page section, have been moved to the top right corner

Design & Interface – Conclusions

The removal of tabs is a big change which will most likely upset and confuse some users. The upside is that removing the tabs clears up the main content area from conflicting design elements. Brands have now a empty area to play around with and with the new Iframe functionality, they can do pretty much what they want with it.

The new navigation menu shows eight icons in its default view. The icon order can be changed, except for Wall and Info. Once users are used to the new navigation, it will be a big improvement since it opens up the Page and makes it more flexible, while keeping the navigation simple and clean.

The randomization of the top images encourages frequent uploads of new images rather than using it for branding, since it´s impossible to know in which order the images will be viewed. Some companies have already found creative use for this functionality. Here is a example.

There is a new area below the navigation menu which displays five selected Pages that are liked by your Page (see more about this below). There is also a display of the Page admins, this information is optional, but it gives the Page a human face and is a very nice addition.

The removal of Film, Link and Video sections from the main interface, together with moving the “friends who likes this page” section to the top right corner, results in a cleaner interface. The consensus among most Facebook experts is that these changes are a big step forward.

It is also believed that with these changes, Facebook is attempting to bridge the gap between Pages and Websites, providing the same abilities as a site, but with the social perspective of Facebook.

Page Interaction

  • 10 – You can now post on other Pages as your Page and view a newsfeed for your Page
  • 11 – Page Admins can now receive notifications when people post or comment on their Page

  • 12 – Page admin can now easily switch between his personal Profile and the Page identity.

  • 13 – When people visit your Page, they will be able to view friends who also like your Page, as well as other Pages that both they and your Page like

Page Interaction – Conclusion

The possibility to interact as a Page means that your Brand can use Facebook in the same way as individuals. Pages can now like other Pages, comment on them and even tag themselves in images. This means more exposure to your brand, in the same way as liking other friends gives your personal Profile a greater exposure.This is both a opportunity and a threat. You can now post on other Pages as your brand, increasing exposure/awareness. However, other brands can also post on your Page. This could open the door for a new kind of spam from less scrupulous companies.

Functionality Changes

The Static FBML App, which has been the primary custom content creation tool is to be pulled on March 11, 2011. Static FBML Tabs will instead be replaced with Facebook Canvas Application subpages and Iframes.

The switch to iFrames means that developers can create dynamic web apps using their standard tools (HTML, CSS, PHP, ASP, JavaScript, Flash, etc.), register them as a Facebook “Canvas” app and then embed the app on a custom Page via the iFrame.

The good news for Static FBML users is that Facebook will continue to support existing installed applications and the custom tabs, as well as continue to allow admins to add and edit their custom tabs, even after March 11, 2011. However, they do urge people to migrate their custom tabs to iFrames sooner rather than later, as they are gradually eliminating FBML.

Creating Canvas Application subpages is slightly more complicated than creating new Static FBML tabs. The age of the amateur coder on Facebook may therefore be coming to a close. This is mainly a good thing since it will lead to better designed Pages and a more professional environment.

The Iframe opens up new possibilities since a Facebook Page can now do anything a normal web page can do. This is in line with Facebooks intention to bridge the gap between normal websites and Facebook.

You can also download this report as a PDF.

This post is based on information gathered from many sources, particulary these three fine articles:
http://www.socialmediaexaminer.com/8-new-facebook-page-changes-what-you-need-to-know/
http://www.hyperarts.com/blog/facebooks-new-fan-page-design-reduced-tab-width/
http://mashable.com/2011/02/24/facebook-pages-iframes/

Other Facebook Resources

http://www.allfacebook.com/
http://fbmhell.com/

Written and compiled by
Vladimir

Annonser

2011/03/02 at 12:31 1 kommentar

Advise on how to monetize on social media

Here are a few wise words from a interesting interview with Jeremy Koch (www.pertnear.com) about the monetization of social media and why companies should invest now, before we really understand how this ”brave new world” really works.

Here are five points to remember

  • We’re in a unique early phase of social media marketing history, ripe with opportunity. And it’s cheaper now than it will be later on.
  • Audience building comes before monetization.
  • How you will monetize the audience becomes clear during the audience building phase – not before audience building. You have to build the relationship and find out what they respond to before you can monetize.
  • Don’t just build audience. Build relationships while building audience size.
  • Case studies are nice, but standardizing Social Media strategies leads to increased competition and decreased opportunity.

Read the full interview here: http://www.searchenginejournal.com/how-to-monetize-the-twitterfacebook-bubble-before-it-bursts/24501/

Written and linked by

Vladimir

2010/10/08 at 14:03

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

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

Dags att ta kål på nio myter om sociala medier!

Här är en utmärkt artikel av Amber Naslund med en bra verklighetsförankring som gör upp med en hel del myter kring sociala medier. Den angriper en massa tomma buzzwords och strategiska luftmål som många använder sig av för att dölja sin okunskap (ingen är nog helt oskyldig inklusive mig själv). En bra ”reality check” helt enkelt!

9 Social Media Topics that Need To Die

Skrivet och länkat av

Vladimir

2010/06/16 at 13:10

Hästtandläkare, färgförsäljare och ståltillverkning

Bra artikel på Mashable om hur vanliga företag har lyckats förbättra sin lönsamhet med sociala medier.

5 Surprising Social Media Business Success Stories.

Länkat av

Vladimir

2010/05/23 at 13:37 2 kommentarer

Håller vi på att få ett svenskt fall av ”Hell Dell”?

Suck… Jag tänker på den gamla slagdängan ”When will they ever learn… when will they eeeeeever leeearn?” Det var någon protestsångare som sjöng den – och minns ni? En protestsångare skulle väl inte kunna påverka hela Pentagon och en krigsmakt som vann andra världskriget? Eller, ja hmm hur var det… Opinion. Men på den sidan levde vi fortfarande i 1.0-samhället där potentater eller redaktörer styrde vad som skulle publiceras. Skivbolagsscouter insåg att ”ja det där säljer ju” och gick med. Några chefer kanske till och med sympatiserade med fredstanken.

Nu lever vi i ett HELT annat samhälle. 2.0 Men har alla uppfattat detta? Man kan VERKLIGEN undra. Nu är det så att en nätverksvän som jobbar som bloggare på en hyfsat stor tidning haft rejäla problem med sin dator. Allltså – är man journalist och bloggare – vilket är det viktigaste verktyget då? Är man inte fast anställd så är en dator inte bara ett verktyg att skapa text på – det är i själva verket mitt levebröd – eller mitt blod, mitt LIV som rinner genom min dator.


När man då som Christina köper en dator för 11.000 kr inkl moms – är det rimligt att den då ska fungera? Dvs hjälpa mig att tjäna mitt levebröd? OM den då INTE uppfyller detta krav – vad är ett RIMLIGT krav?
Ja, Service. Men om servicen gång på gång inte bara misslyckas utföra de rätt enkla saker som ska fixas – utan dessutom förolämpar kunden… Ja, vad ska man göra? Jag blir så ledsen. Detta varumärke jag hållit så högt. Sony låg alltid i topp. Sorry, men nu verkar det inträffa igen. ”Hell Dell-historien” fast på svensk mark. Jisses – vi som blivit så mätta på den storyn att den inte längre passar in i våra presentationer av sociala medier och hur man behöver förhålla sig till kunden i detta nya mediaklimat. Ja, man tager sig för pannan. Läs mer här:

2010/04/11 at 10:45 1 kommentar

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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.