This week Facebook announced a major shift in the way competitions and promotions can be administered by Page owners.
For many years now it was against the Facebook Promotions Guidelines to run competitions using any of a Page’s native features. This meant that brands were unable to incentivise people to ‘Like’ or ‘Comment’, and forced them to create costly applications or use third party providers.
Those guidelines are now a thing of the past, and the new ones mean that Page owners can do the following:-
- Collect entries by having users post on the Page or Comment/Like a Page post
- Collect entries by having users message the Page
- Utilise Likes as a voting mechanism
So, what does this change mean for brands?
‘Better Together’… that’s the mantra of the Creston Group to which The Real Adventure belongs. It’s a brilliant sentiment: as a group we are stronger than as individual agencies. But too often mantras are nothing more than sentiments with little to no impact on the daily running and behaviour of a company…
…not so with Creston!
The agencies within the group recently took part in Creston’s ‘Next Generation’ programme – a group-wide induction and training programme, designed for people near the start of their careers who could benefit from a better understanding of:
- The Group – its vision, mission, strategy, structure and strengths
- Each division and its agencies – what it does, how it does it and for which clients
- The people – getting to know peers across the Creston Group
Don’t get me wrong, I like a bit of surreal thinking. It goes without saying that I love left field ideas that stop me in my tracks and make me think about something in a different way.
But if you’re a toilet paper manufacturer, connecting to the Royal Birth simply by presenting a golden potty and some pretty tenuous link to your brand, is pushing it.
Watching Twitter and Facebook over the last few days has been like watching a creative and strategic horror movie. Most of the Royal Birth posts are coming across as hugely contrived and not clever or funny.
You’d be forgiven for thinking that as a creative, I’d bemoan the whole concept of qualitatively researching campaigns and innovations.
Yep, I could talk about how the Guinness surfer ad absolutely bombed in research. Or that if you’d asked people even five years ago whether they’d share pictures of their lunch, they’d say you were mad.
But when handled correctly, qualitative research is worth its weight in gold. It can help creative take a massive leap forward. But equally, the outputs of a focus group can murder an idea. Sometimes gut instinct should be allowed to win through.
We’re a CRM agency. But as the ways we help brands engage over time with consumers largely involve the use of either online channels or digital technology, we are inherently a digital agency too.
So it was with some gratification that we discovered today that The Real Adventure has made it into the Top 100 UK Digital Agencies for the first time, a new entry at 81.
The report, published by Econsultancy, ranks agencies according to fee income from their UK digital activities, and found that:
- Agencies in the Top 100 reported an overall growth rate of 18.7% in their digital income in their last financial year.
- Creative activities drive the largest share of average agency fee income (17%), followed by technical development (14%).
In the tough economic climate we’re currently operating in, the implication that brands are investing more not less in digital is telling. As Econsultancy CEO Ashley Friedlein puts it: “Agencies remain the foundries of ideas that forge much of the UK’s success as a global leader in digital and ecommerce”.
Lately we’ve been having fun decorating the office. As part of this we commissioned illustrator Tim Miness to bring to life a series of vignettes on one of our walls. We love a time-lapse, so this seemed like a perfect opportunity to make a little film. If you can guess the theme of the mural, pop it in the comments box below. There’s no prize for the winner, but a big stack of kudos is coming your way if you get it right. Enjoy!
As we’ve discussed before, it can be really important for personal self-esteem to receive positive recognition, whether face-to-face, in writing or on social media. A couple of weeks ago we were delighted to win an award from the Creston group for a beautifully simple idea but pretty technically clever innovation that has improved the performance of our email campaigns. It was great to see our thinking and the work of often unsung colleagues acknowledged and rewarded by our peers.
And just a few days ago, we were delighted when our very own Matt Sutherland, a senior web developer and all-round Real Adventurer, was shortlisted as a Rising Star in The e-Consultancy/NMA Digitals Awards. We don’t usually make a habit of singling out individuals for public praise, but in this case we’re thrilled to make an exception!
One of the big trends this year is the concept of the ‘quantified self’; a movement where wearable technology and smart phone apps combine to give people detailed insight into their everyday lives. This ‘life logging’ creates a unique opportunity for brands to keep a constant presence in their customer’s lives, by providing them with real value and helping them to improve their well being. This potential has been highlighted by the recent success of the Nike+ Fuelband, which has turned a loss making division of Nike into a highly lucrative business. Read on to learn about the potential of the quantified self movement, its moral dilemmas, and how it is changing the world around us.
Looking at the amount of advertising and media coverage for Kindles and the like, you’d be forgiven for assuming that printed books are in terminal decline, swept aside by a wave of e-reading, a triumph for progress and technology.
However, as a recent blog by David Taylor at the brand gym discusses, while it’s true that digital book sales are indeed soaring, they are at least partly driven by heavyweight price discounting, and are still ‘only’ 13% of the UK market. At the same time, physical book sales have only fallen marginally. Similarly, while digital downloads of singles now make up over 99% of UK sales, they only account for 30% of all album sales.
Following the unveiling of Graph Search a few weeks ago, Facebook have finally announced details of their updated News Feed – the first major redesign since 2009. The News Feed is a fundamental part of Facebook and is especially important to brands as 90% of fans will never return to a Page they ‘like’ unless prompted to do so, but instead choose to view the Page’s content in the News Feed.
This is a fairly significant redesign aesthetically and it could be argued that the new News Feed looks a lot like Google+. Broadly speaking, the changes can be broken down into three areas which I’ve listed below. You can find out more and join the waiting list to try it at www.facebook.com/newsfeed.
Here’s how the Facebook team breakdown the changes:
Continue reading “The impact of Facebook’s new look News Feed on brands” »