Don't "Like" Me No More!

It's official now. No more vouching for Facebook 'Likes'. These 'Fans' mostly don't convert to real customers at all. In an era when every company is busy in marketing itself in social media, here comes a big block- "Likes" doesn't give that same amount in sales. So what does?

So lets get back to old school now. It's the Reach factor that contributes to a company. A study by PageLever shows that only 6 % Reach is accomplished by brands who have more than a million fans. So why this odd factor? Many respondents say that the fan-base mainly leap-frogged because one fan told his friend to become a fan and this system went nuclear. Let me put of the chart from Mashable.

                    

After this intriguing data, what should one company do so that the Reach increases? But before it, let me tell you who the flag-bearers, or brands that have managed to attain top-notch Reach.Total brand Likes are shown at the top of the image, new Likes for the specific posts are at the bottom of the image.

So after seeing these iconic brands and their posts, did you mark something? Sometimes, the tried, trusted and familiar can sometimes work well on Facebook. Well, lets see 5 ways in which one can increase the Facebook Reach.

First, let’s review the EdgeRank trifecta. EdgeRank is the algorithm used by Facebook to determine the most screen-worthy content. Three factors, multiplied together, determine your content’s value: affinity, weight and time. The affinity score is based on how often a fan has engaged with your brand content in the past, including page visits. Weight, or popularity, is determined by the type and quantity of engagement your post receives (e.g. Likes, comments). Lastly, time and the decay of your post matters; as your content ages and engagement wanes, it becomes less relevant and therefore less likely to appear in a user’s news feed.

Studies show that lengthy Facebook content goes unread and discourages action on the part of the user. Brief, easily digestible posts make it easier for users to consume and interact.

Timely posts increase fan excitement, generate spikes in engagement and allow for further reach. Keep an eye out for relevant current events and don’t forget to post about holidays if they’re consistent with your brand voice. Fans want to engage — sometimes they just need an invitation.

It’s still true that no matter what you try, quality content is the most important factor to expand Facebook reach. Provide your fans with valuable content to properly enable your posts to go further. When it comes to format, photos are the most engaging form of content that brands can post. Eye-catching and easy-to-consume photos are also weighed more heavily by Facebook when determining EdgeRank.

Asking questions of your fans is a great way to encourage comments and keep your post visible. Research by Buddy Media shows that employing the words “where,” “when,” “would” and “should” increases engagement. Posts that include “would” consistently yield the greatest interaction because they allow fans to agree through a simple “like” rather than writing a comment.

Fans love to know their favorite brands are listening, and many social media managers often overlook this. Answer questions asked in the comments section or simply say, “Thanks!” Be sure to tag the fan in your response so he’s notified of the special attention.

Facebook Insights provides administrators with the “Friends of Fans” metric, telling admins just how many people they can potentially reach organically. Friends of fans are extremely important — they are more likely to visit a brand’s Facebook Page or website, purchase a brand’s products and become fans themselves. Organically, these Facebook fans can easily be reached through the Facebook Ticker, which tracks all user activity. Keep your fans interacting with your brand, and their friends will see all “liking” activity, comments and posts in the top right of their news feed.

Now, for a not-so-organic tactic: Facebook Ads. With Facebook Ads, you can specifically target just your fans’ friends and leverage their relationship. Facebook Ads are not just a way to reach your fans’ friends, but also your competitor’s fans and your own fans.

More: BI Brand Posts 2012

Nike: Parallel Journeys

I don’t know whether any of you have seen Nike’s Parallel Journeys campaign? It’s probably one of the best campaigns I’ve seen from Nike. Ok, so I may be slightly biased and may have a bit of a soft spot for cricket and India.

The campaign captures young cricket athletes relentless quest for perfection, it doesn’t matter where they are, what they play, whether pro or amateur, you are given an insight into their journey, their training, hard work, dedication and desire to achieve success in the sport. The film’s culminates perfectly with Nike’s “Just do it” slogan.

The ad has been beautifully shot in various locations around India; Delhi, Ladakh, Pondicherry, Indore, Jodhpur, Varanasi, Mumbai to name a few places. I feel as though it truly captures the essence of India, the diversity of the cultural different parts of India, the varying age groups, religions, the variation in players economic backgrounds, however everyone is bought together by the sport.

All of this of course doesn't come cheap and the commercial is rumoured to be one of the most expensive made in India. While none of those associated with it are willing to comment, ad business moles suggest a price tag of Rs 4 crore. It appears to be money well spent going by the feedback at least within the industry.

There are no actors in the film, - just authentic players of the game from various corners of the country. To capture them, the crew travelled to homes, buses, trains, boats, gyms, chawls, gullies, colonies, schools, clubs and playgrounds that are the grooming grounds for cricket crazy Indian youth, across geographies.

So, after all the hype and discussion, did the ad work? I think, yes. It makes people go emotional for cricket again. It also sends the message clearly that one should follow his/her passion no matter what the hurdles be. This ad is a hit as far as I am concerned.

Coke and Meals!

"The family that eats together stays together."

Continuing on from the wonderful family-bonding-over-meal-TVC called "Saath khao, khushiyaan badhao" Coca-Cola has started various campaigns to position itself as a drink with meal, such as roping in master chef Sanjeev Kapoor and doing a cooking program in three undisclosed cities in India. A website is being spread over social-networking sites which asks people to send any special recipe of their own. The lucky winner would be seen with Sanjeev Kapoor. It also plans to bring some Mothers to college campuses and have them cook for the students there, as part of the campaign.

                  

                  

The campaign:-
TVC Link- http://www.youtube.com/watch?feature=player_embedded&v=XP6sPhwmDag
Website Link- Coke and Meals

The preceding post:- Coca Cola's New Commercial - Oct '12

Coca Cola's New Commercial - Oct '12

Going with the "Open Happiness" tag-line, Coca Cola is all set to be a trend setter again with this new commercial.

TVC Link - "Saath khao, khushiyaan badhao"

The campaign builds on the “celebrating happiness” plank of the brand. The family that eats together stays together. This ancient proverb is depicted well in this commercial, done with an eye on increasing the per capita consumption of cola.

The TVC features a large family at the dining table. As they bond over food and Coke. It’s a very simple treatment, there are no dialogues, and typical family interactions are captured through expressions. A strict dad who won’t relent to his son’s demands. A granny with an emotional tale to tell. A disinterested kid who later begins to enjoy the family time. And so on. All the things that usually happen at a family table.

Actually the consumer research behind it is the key. Trends show that youths are returning to spending more times with their family. So what time is better than this festive season to start such an endearing commercial!

There are no celebrities in the ad, only regular people. The music track is very cool, it adds to the liveliness of a happy family gathering. And in spite of no storyline, the TVC entertains. Particularly the last touch is good, where a smartphone buzzes away in a corner and no one bothers to answer it.

Top Print Ads - 3

And I bring to you fresh beautiful and among the best print ads I have come across.

 

Volkswagen is up with intelligent print ads of the Touareg showing the feature of cornering lights.

 

Ford shows that you can do anything with your Transit with this beautiful print.

One of my favorites, this cramped up car flier was given to the drivers by Detran. Reckless driving kills, fellas!

 

Renault has been up with a couple of prints featuring the long mileage of Megane.

 

Another beautiful print ad, communicating a good message.

 

Huggies has been in recent talks because of this ad but for getting attention this is an intelligent print ad. Kudos, Huggies.

CenturyPly and a Gorilla

CENTURYPLY is undoubtedly one of the major furniture brands in India. Century Plyboard stayed away from TV advertising from the last four years, before it came back on TV with its new TVC on the World Anger Day – 28th Aug, 2012.

Why did suddenly CneturyPly thought of attacking the end consumer? The company had sanctioned a survey two years ago to re-discover its consumers as it prepared to take on a crowded and cut price market.This survey identified a large group of consumers called atmosphere creators — 25-45 year olds looking to build a welcoming pad to chill out with friends and family — which CenturyPly decided to target.

For CenturyPly, getting noticed in the humdrum world of plywood and laminates required it to do something out of the ordinary. Its buyers were typically tradesmen like contractors and carpenters fixated on water and pest resistance. The solution was to swivel away from its typical intermediary focus to target the end consumer, attempting to build an emotional, rather than technical connect.

No doubt that the thrown car and the angry gorilla at the beginning of TVC attracts your attention, and is clutter-breaking among any group of advertisements. 100 out of 100 for the Bates team for such a clearly clutter-breaking start for the TVC.

As the consumer watches attentively, the next scene that attracts attention is that the gorilla is not able to break the door and it enters the house breaking through the roof. As the gorilla lands on a dining-table, the dining table doesn’t break and the gorilla chases the person in the scene to the cupboard. Until this point, the consumer is still attentively wondering “what is the gorilla upto?”.

Now, as it turns out that the gorilla is the husband’s imagination of his wife’s anger, it brings out an element of empathy and fun making the whole commercial very enjoyable. The message in the background also re-emphasizes on the visual communication.

It is a great story with an element of suspense, and clearly communicating the durability of the furniture. 100/100 in the communication of the functional aspect “durability”.

Thus, forgetting your wedding anniversary is never a good thing and for you men out there!

Why Story-telling is not only for kids anymore.

Remember those childhood days when your teacher or your grammy used to tell you a lot of stories? How we wish those golden days never ended! Who's gonna tell us stories now?

But hey! don't forget that the stories never ended actually! Surprised? When you see a lady clad in white saaree say that X detergent helped remove the stains and make this dress glittering white, isn't that a story you are listening to? But yeah, you are pissed off at the content. While other stories tend to indulge your vivid imaginations.

Take the example of Tata Docomo's "Hate Incomplete Stories?" campaign. Isn't it innovative? Or the Volkswagen's Silent Ad. There are many good stories out there.
So why has story telling become so important for businesses after all? What is the meaning of a 'good story' then?

In my view, a good story has the following foundations :-
1. Its Authentic.
2. Its Creative.
3. It makes an Emotional & Personal connection with the target audience.
4. It inspires action/generates a lot of positive word-of-mouth communication.
5. It possibly Engages the audience in a journey with the brand.

Meanwhile lets put up another example to interest you. Remember the "Jaago Re" campaign by Tata Tea?
So why is telling good stories so important after all?

Because, Good Stories COMPEL people to CHANGE, change the Way thet FEEL, change the Way they THINK, change the Way they ACT, and change the Way they BEHAVE. Good stories put their audience at ease and engage them with the "Human Side" of the brand.

So for those who still think that direct ads and/or discounts only can bring in profits for your company, please stop clinging to cliches and start making up a story around your product/brand that's indulging enough.
- Clarify your message.
- Let the audience know the need of change.
- Let them know how and when there could be change.
- Confirm why their action is important.
- Explain how you want your audience to take action.

And, remember an important thing- "Anything that's copied and NOT FOUND is NOT a THEFT!"

So find your inner storyteller. No matter what the industry, product or service; there are stories in every company to help get the message out and acted upon any simple and cost-effective way.