Facebook backlash isn’t just about Facebook (but I bet it wishes it was)

This month I’ve read a few articles bashing the facebook IPO.  The most resounding one was: Facebook Ads Aren’t Grabbing Users.

Have you ever clicked on a facebook ad?  Out of interest in a product?

Social media people will (hopefully) tell you that social media is a tough nut to crack.  The best tools are passion and authenticity, which breed consistency.

Facebook ads don’t get clicked on because very few ads of any kind in any medium get “clicked on” anymore.  People are either interested in a product or they aren’t.  TV, Radio, Print, Web.  There’s noise everywhere, and you’re either passionate, authentic, and consistent (and funny helps a lot), or you’re noise.

Part of the facebook backlash was GM pulling their facebook advertising budget the week before the IPO.  This is a big lumbering slow-moving corporation that actually analyzed its facebook ad performance and decided it wasn’t going to make any babies there and pulled right the heck out.

Money doesn’t buy happiness?  Maybe.  But you definitely can’t monetize friendship.  When you do, the friendship goes away.

What does all of this mean for everyone who wishes to advertise on facebook?  Or any other social media FTM (for that matter)?

Bring PASSION, be AUTHENTIC, be CONSISTENT.  And if you’d like to interest me at all, be funny and be quick about it.  And don’t use big words like Deliverables and Strategic Objectives.  Talk normal, folks.  If your service delivers results nobody cares where you came from (if they do care, let them ask).  What I’m noticing more and more, is that the more time and physical space you need to explain to someone why you functionally exist, the less important you are.

….sorry, got off on a rant.  gee, how important am at, clocking in a 327 characters so far.

Consistency is the straw that breaks the camels back.  You can fake passion and authenticity for only so long…then you just get tired of it if your heart isn’t in the game.

Consistency is two fold:  1) Update regularly, and 2) measure your results to give people more of what they want.  If you make money from cats dancing to Katy Perry, post something new about that once a week.  If you make money from your adorable dog, post something new about that every day.  If you make money by writing a regular 3000 essay on being a single dad, do that.

If you do a posting, or a video, or an instagram, or a tweet, only once every so often, you’re not going to benefit a whole lot from social media marketing, because you won’t actually be doing social media marketing.

Facebook ads:  they don’t work because they aren’t authentic.  People who are on facebook are there to interact with their friends.  It’s just like watching TV….you DVR everything because you’re there to experience your shows, not watch commercials.

When your own “commercials” become the reason that people are there, the thing that people are interacting with – – THAT is when you will be effectively using social marketing.

Signed and untagged,
Scott

 

 

Facebook: Why is nobody listening?

Update 2012-02-19 – this original blog post has been cross-posted on “socialmediatoday – the world’s best thinkers on social media,” as well as “SmartData Collective – the world’s best thinkers on business intelligence and analytics.

Summary
One headline this week read, Procter & Gamble would lay off 1,600 after discovering that advertising on Facebook is free. But how many of your 2000 fans bother to take part in the conversationLess than half a percent. Learn from Red Bull, Coca-Cola and Nike! Or maybe NOT.

I just got back from another convention where an ad agency tried to convince the audience that Facebook was a fantastic way to improve your bottom line. Are you sceptical? So am I.

We can probably agree that if a company wants to use social media effectively, it must evaluate its current position with the help of a social media audit (Gattiker, 2012 – coming soon). Moreover, if you run a huge marketing campaign that implies customers are cool and have exciting lives, nobody cares about the brand, as evidenced by this Red Bull branding video.

Click here to view the embedded video.

1. Facebook engagement up to 0.90 percent

But the Red Bull video also suggests that we must audit how well you do with social media. For instance, a very small percentage of fans that Like your competitor’s Facebook page see the carefully crafted status updates. Accordingly, Facebook status updates are similar to broadcasting a message to an empty football stadiumimagine the Super Bowl without an audience.

In the Mercedes-Benz video below, people call for a cab and get picked up by a trailer truck. If you can afford the €200,000 to hire VonMatt to script the story and make the video, you might get 8000 views for the English version and 20,000 for the German one. The question is whether this is a flop. Measure for impact, anyone? Continue reading “Facebook: Why is nobody listening?” »

Step 3, Stephen

Last week I attended a conference. Like many day long conferences, it began with a keynote speaker, was filled with small hour long workshops on various topics, and concluded with a celebration.  This conference was put on by the Northwest Development Officers Association, a Greater Seattle area organization that does an outstanding job of providing continuing education for those of us in the fundraising profession.

I sat in on a discussion about social media by Dave Sharp, of the College Success Foundation,  who said that he was not a social media expert but rather a social media learner, just like all the rest of us.  It was refreshing to find someone who acknowledges that we are all learners, especially in a medium that is so new and so fast moving. Nobody is an expert. Non the less, there are a host of confusing aspects of this new way of marketing your business, for profit or nonprofit, that I find myself scrambling to keep up and to understand.

Five days later, on Tuesday of this week, I attended the weekly blogger support group founded and moderated by Deborah Drake. Sometimes our conversations are very philosophical, sometimes they are interventions for reticent bloggers, and sometimes they are very practical. This past Tuesday was one of those practical conversations. I have notes about lots of websites, terms and applications to explore. It will take a long time to digest and apply all that I learned. Today I took the first step.

One note I wrote was, “Step 3, Stephen.” Exploring the posts on Tuesdays WIth Deborah, I finally found the post called “Getting Started With Tuesdays With Deborah” that Stephen Magladry posted. I guess I’d missed it earlier or wasn’t at a point where I could use it. All these terms that had been so mysterious to me now started to come into focus: SEO, tags, meta description, meta robot tags, incoming autolink anchors, autolink exclusion, more link text, etc. So I’ve now taken the time to go back and update all my earlier posts, adding a meta description, incoming autolink WordPress, and appropriate tags.

Of course I want to be found on the web. Of course I hope all this work will bring in more business. But mostly I want people to read what I write. I think I have something worth saying. How many times have we heard, “If I put it out there who will read it”? Hopefully following Stephen’s Step 3 will help people find what I write and engage in conversation about what I have to say.

 

 

Funny, Clever or Direct?… which one am I ? Maybe None.

I would like to take the opportunity to introduce myself. I’m Kelly Kyle……a Business woman, ARTIST, Photographer, Blogger, Wife, Sister, Step Mother, Friend & Rotarian. Writing for blogs is relatively new for me in the past 2 years….although I loved creative writing projects in school since I was a kid. As an adult, when the mood struck me I would write about a trip here or there…or write long holiday letters to family and friends telling of stories and places I travelled. It’s a wonderful giggle to look back at what you wrote 10, 20, 30  years later. Maybe something to post in a future story.

I think what I am most known for lately, is my community and humanitarian work with ROTARY. Caring about people and pulling for the underdog, is what I love to do. More specifically, the Redmond Rousers Rotary Club, of which I am the Current President, seems to get my foot in the door, when talking to people. I’ve taken on an unusual 2 year term as Madam Pres. Continuity, is a big part of being successful at any venture. When I stepped in as President on July 1st, of 2010, I had the enormous task of re-developing a club that was almost defunct. We were standing on our last leg of hope with only 5 members….and it was my job as the new President, to somehow, “save the club”. So, I looked at this, as one of my biggest tasks at hand. Recruiting and setting some outrageous GOALS, then followed.  #1,  If we did not have people ..AKA….BODIES… in those seats, who cared about “community”, then the club really was finished. So, I decided to stick to this #1 goal. I struck out one day, hitting the streets, getting to know my community. I met a man who changed the course of my life and it is ultimately, why I am writing this now. My world had a radical paradigm shift & everything in April of 2010, changed. Enter Social Media. This was 3 months before I became president and a few weeks after I had gone to  P.E.T.S., Rotary’s President Elect Training Seminar. Saving our club’s community history & “Rousing” club image, was fresh on my mind. Blaine Millet, of WOM10, walked into my life that day, and started talking about Social Media Strategies. I was all ears. I knew nothing about it…but it was different, it was edgy, it was NEW.  I liked what I heard. With blogging, we could control our future, not someone else’s view of it. . After going home and doing some research, how could I not be interested…this was the future of business and communities everywhere. Social Media was coming on strong, and anyone who wanted to be “IN THE GAME” had better jump on….So I did. I bought into the plan. Now all I had to do was convince the other 6 in our club to do the same.

I giggle a little, because then, some 20 months ago… I really did not know what Social Media was. Not compared to now, anyways. So I quickly approached the club board members, all 4 of us, and told them, not asked, but told them my plan to revitalize the club through a social media strategy and campaign. I was passioate. I must have been hopped up on caffeine or something, or doing a little jig…. cause all I got were wide eyed stares. I might as well have been talking about little green men from Mars!. It was an uphill battle during my 15 minute talk of fame, with hands slapping on the table, and a wild voiced presentation. But in the end, I persuaded them, or maybe just scared them or wore them out. I don’t know. But, they gave my ideas and me a chance to do something I believed in…even if I had only heard of it less than one week ago. But they did not know that.

I was allowed to spend money and time on what was perceived, a selfish project for ME. So, with that said, I got a little help from my new friend, Blaine in producing the effects of a well thought out plan. We were to use social Media to attract new people and to do good with our Rotary content. Nothing else the club had tried over the past 4 years, had worked, our numers were down to critical mass 7. The number of committed members were right there, only 3 staring back at me. We were in the position of being down, but not out.

I had “won”, but only after a long 15 minute “rant”, that I like to call my “passion”, coming out. I had sealed my fate…good or bad, and I was headed in a unknown and untried direction for a Rotary Club. I could feel all 3000 pair of eyes on me as I tried something new. I felt a little numb & like Christopher Columbus setting out to find a new world. (Funny, some days, it still feels a little like that first day over and over again, but now with a familiar, ring to it.)  It has been 18 months now, and praises, awards and accolades later… I am the district 5030 supper star. I was awarded the ROTARIAN of the YEAR award for our district of 3000 people…and 54 clubs. AWE inspiring stuff. There is a U-tube video, on our www.redmondrousersrotary.org site, of me on stage…that looks like a “deer in the headlights” version of me as I accepted my great award. I count my blessings of gratitude and I guess being a trailblazer and new explorer is something I like, and never gets old for me. I love being adventurous, and in this instance it worked out well with my personality and my sense of wanting to change the culture of ROTARY….in the community, and in our world.

Proud? Damn straight…I am. I feel like the Queen of my Castle….Momma of my flock, and worth every minute I spend…working on making a better life for kids and families in need. Every time I have a bad day….I think of others who sleep in tents, or who do not have enough to eat, or who do not have a family to love them. I know I make a difference, and am extremely proud of what WE do in Rotary….helping others. I guess, I really don’t know how to do anything else, any better…or I would do that.

So, to conclude this story and bring you up to date on what happened after my 1st year as President, July 1 2010 to June 30, 2011… I recruited 23 new people into our club. WOW….that is amazing, even for me to re-read that stat. An unbelievably rare accomplishment at any level of recruiting in a  Rotary club, especially when I didn’t know what Social Media really was. We won 3 more awards, the Presidential citation,the literacy zone and district awards, made a lot of new friends, made my mom proud and made a great story to tell my grand children someday. So, that is the good news. The bad news is that all of the newbies did not stay in Rotary. Some of them decided it wasn’t the right fit, long term for them…although they liked the club. Some lost their jobs, & moved away…But MOST of them stayed. Our Club now has 18 solid members in it. I have the good fortune to say, they are all now friends of mine.

SIDEBAR: I forgot to tell you about the catalyst to this story….and it matters, so here is why I decided to do what I did. One of my beloved and dear friends in our old club of only 8 people, was Russ. My longtime buddy of 10 years,  Russ Newman, suddenly died after a heart bypass in Feb 2010. 3 weeks before his surgery, he shuffled into the meeting like an 85 year old man does occasionally, but this time he looked different. I said to him, “Russ what’s the matter, why are you walking so slow?” He said to me…”well, my Dr. says I have a bad ticker and I need surgery”.  We proceeded to talk for 10 minutes about him and all he had going on. Who would feed his parrot ,was a big decision, I recall. He then pulled me close to him gave me a hug, and said to me, “Kelly-Girl”, (his nickname for me) “You are going to be the best Rouser President EVER!”. I was taken back by his confidence in me…and told him I hoped so, but I doubted it. We had had some really good ones in our past 20 years….like him, Bruce, Eric, Tom, Lisa and others. But somehow, his faith in me, was real, and I could feel it. I remember I cried hard when I found out he died in the recovery room after the operation. I was just making plans to go see him in the hospital, when I heard the news. I had lost my buddy, my pal, my one biggest fan & supporter in this presidential run….of a year in my life. What was I gonna do now?….I cried some more. Then a few days later, I went to P.E.T.S….and found the courage & faith he had told me about. I found my deep LOVE of Rotary and WHY I was there, training to become the new president. I was trying to revive an old dead club into a new alive club again, and it was going to be a lot of hard work. After this amazing weekend, I was now up to the challenge. Russ’ words stuck with me…as they do today and everyday. He was and is a BIG part of why we are still here…and if I could reach out to tell him, thank you, this is what I would say. “Russ, Thank You, from the bottom of my heart for your kind words and faith in, Lil ole me. Love you, Kelly Girl”

OK …so, back to the story of the newbies,…..Some of them listened to me and followed my urgings to start new committees, and to become new members within district committees and events. We even tackled a BIG new project together: Our new WORLD CLASS signature event, the Coup de Cascades. Our Bicycle fundraiser to help eradicate END POLIO in the world, just went viral with the news that we are now a RAAM qualifier. Some members I know better than others, but all in all, we are working towards a common GOAL; to make our community a better place, to live, work and do business together…through Service Above Self…our ROTARY motto.  Once again in our 21 year history, the Redmond Rousers Rotary Club is on the Map, literally. Our newest venture in Social Media is an ad placement on the 4th AVE MAPS…a new advertising piece that is an interactive MAP of the area for residents and new people in town. Microsoft has put their TAG in it for people to use as a scannable device to go to different websites to see more info about the companies in the MAP.  We plan to use it to attract more attention to our 425 mile Coup de Cascades biking event in Aug 18th & 19th of 2012. Along with that, it will be a great way for people to find out where we meet and come see us for dinner on Tuesday evenings at the Old Redmond Schoolhouse. We meet at 5:30pm at 16600- N.E. 80th in Redmond. Hope to see you too for a FREE dinner with new friends. bring your business cards and a smile!. Check out our speaker schedule to find someone you might like to hear, and come on down…. we’ll have a seat for you. www.RedmondRousersRotary.org

Kelly Kyle – Artist, Humanitarian, Friend

www.CreativeARTbyKelly.blogspot.com