DESKTOP 20 - Upfront Media

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de sk topISSUE 20 April 2011

de sk topan UPFRONT MEDIApublication

In this issue:

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The Rules of Social Media Engagement

Why Facebooks New Questions Tool Is Good for Brands & Businesses

HOW TO: Add Facebook Questions ToYour Brand Page

HOW TO: Get the Most Out of Google AdWords

Why Xbox Kinect Technology Will Be the Next Frontier for Marketers

Random facts, humormore...
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Grossman: Though third-party Facebook application devel-opment companies such as Involver and Wild re have de-

veloped turn-key poll applications, many users were likelyto get hung up on that pesky Applications Permissions boxthat demands access to users personal information.

Questions changes that. No permissions are required, andthe Questions platform lets you answer and talk about ques-tions with all your friends no matter if theyve engaged witha third-party application before or not.

The other great thing about Questions is it comes with asetting that allows users to add more answers to the multi-ple-choice answers. This bit of exibility will really and trulyallow businesses to learn from their consumers they justhave to know the right questions to ask.

Questions also demands a higher level of delity to opin-ion statistics for brands. If brands bind themselves to theQuestions platform to pose questions and they relate to thebrands business, its going to be a lot clearer to all the fanswhat public opinion is.

If the brand doesnt follow through by acting on that opinion,Questions has a nice comment area that gives fans the per-fect place to call a brand out on it.

Mashable: How have you or Oxford used Facebook Ques-tions so far? How do you plan to use the feature in the fu-ture?Grossman: Oxford Communications decided to test out thefunctionality and oat this question out to our fans:

Within 15 hours, we had engaged 13% of our fanbase andhad not only gained votes on answers we had given to thequestion; we also had fans suggesting (and voting for) newanswers, including local couponing sites, LiveTVChat andmore.

Brands and businesses are looking for ways to leverageFacebooks recently unveiled Questions tool in ways that

differ from what theyre already doing on Q&A sites such asQuora, Yahoo Answers and LocalMind.

The feature, which Facebook rolled out to all users March24, functions as a recommendation engine. It also presentsa major opportunity for businesses to conduct market re-search and crowdsource in a far more elegant way than waspreviously possible, according to Ben Grossman, communi-cation strategist for marketing agency Oxford Communica-tions.

We know from Nielsen that

recommendations from friends and family and the opinions of online strangers are the top two most

trusted forms of advertising,

Grossman told Mashable. Facebook Questions offers theperfect opportunity for brands to tap into exactly that.

Businesses, groups and organizations can use Questions inseveral ways. For example, Grossman said:

a Ice cream parlors can nd out what the avor of theweek should be.

a A gym can nd out what time is best for its new hip-hop yoga class.

a Radio stations can determine the hottest concertsfor the summer.

a Manufacturers can do a pulse check on fans holidayshopping plans.

Mashable: How is Facebook Questions different than theQ&A tools already online?Grossman : Though Questions certainly falls into a similar

category as Yahoo Answers and Quora, there are two verymajor differences:

a Answers to questions are not free-form; users are limitedto multiple-choice responses.

a Questions (and their answers) are not catalogued bysearch engines at this time. Public Q&A sites like YahooAnswers and Quora will still remain important for public-facing customer support and inquiries.

Mashable: How will Facebook Questions change the wayusers of Facebook Pages interact with their fans? Why isthis important?

W h y^ Facebooks New Questions Tool is Good for

Brands & BusinessesMar 27, 2011 from Mashable

UPFRONT MEDIA | PAG
http://www.facebook.com/oxford.communicationshttp://www.facebook.com/oxford.communications


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Mashable: What was your initial reaction to the new Face-book Questions tool?Grossman: Any time Facebook adds a new standard appli-cation to all user and business pro les, I get excited. WhenFacebook adds major new functionality like Questions, itstands to shift the social dynamic of over 500 million people,creating richer, more diverse and increasingly dynamic con-versations.

Beyond the impact it will have on users, the widespread

release of Facebook Questions is also emblematic of thecontinuing trend weve seen from Facebook: As soon as anew trend in social media begins to rise up, Facebook actsquickly and decisively.

For those long-time Facebook users out there, Questionswill hearken back to the days when Polls were far more com-mon on Facebook. But this round of Q&A-based functionalityreleased by Facebook is likely more of a direct response tothe increasing popularity of up-and-coming sites like Quoraand LocalMind.

What I love about Questions is how true it is to Facebookszeal for transparency and trust.

For us, it was an opportunity to enjoy a high level of engage-ment with our followers, emerge as a thought leader andlearn a little all at the same time.

The next frontier, after some additional testing, will be to ac-tivate Questions on behalf of our clients. Next month, weare planning on extending Legends Outlets Kansas CitysCharity Check-In program through use of Facebook Ques-tions.

On Legends Outlets Facbeook Page , Legends Outlets iscurrently encouraging its consumers to check-in with Face-book Places in order to trigger the brand to donate $1 to apre-determined, local Kansas City charity.

Next month, the brand will be doing the same, but we willalso be employing Facebook Questions to ask the fans whatcharities they would like to see appear as part of the ongoingCharity Check-In program.

Were excited to help Legends Outlets partner with the chari-ties that mean the most to its fans, while raising their friendsawareness of ways they can give back to the community.

Facebook released a new version of Questions late lastweek and will soon begin to roll the feature out to FacebookPages as well. The feature can be used by brands and pub-lishers as a new way to survey customers or crowdsourceinformation from readers.

Page owners can ask questions with a set of possible an-swers, and they have the option to allow users to add addi-tional answers for which other users can vote. The best partis users can share the questions for their friends to answer,broadening the potential exposure.

But, if you want to get your hands on the feature for yourFacebook Page today, you can add it by following the sim-ple steps below. Note: The feature is not yet available in allcountries.

1. Sign In To Your Facebook PageGo to the Account tab at the upper-right side of your Face-

book account and click Use Facebook as Page. ClickSwitch next to the page youd like to be signed into (thisshould be the page you want to add Questions to).

2. Go To Facebooks Questions PageGo to Facebooks Questions page , which not only outlinesthe product, but is also where you add Questions to yourPage. Once youre there, click on the bright green buttonthat says, Get Questions Now.

The action will apply to the Page youre logged in as, so ifyoud like to add Questions to multiple Pages, repeat stepone and two for the speci c Page in question.

3. Ask Your First QuestionAfter youve clicked Get Questions Now, a pop-up box willopen con rming that Questions have been added to yourPage. Youll now see the Questions tab on your FacebookPage and youre ready to ask your rst question. You canadd poll options and the ability for your fans and others toadd other answers. The question will post to your wall aswell as the News Feed of users who have liked your Page.

Its as simple as that.

HOW TO: Add Facebook Questions To YourBrand Page Mar 28, 2011 from Mashable

UPFRONT MEDIA | PAGE
http://www.facebook.com/TheLegendshttp://www.facebook.com/questionshttp://www.facebook.com/questionshttp://www.facebook.com/TheLegends


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Google AdWords (those sponsored links that appear along-side search results and web content) can be one of the mostcost-effective ways to advertise on the web. Your ads are

highly targeted based on keywords, and you dont pay foranything unless they are clicked.

But often, small businesses set up a campaign and load itwith relevant phrases, only to see little traction. Or worse,they get clicks (which cost money) but arent convertingthem into sales.

If youre struggling to hit pay dirt with Google ads, or youreinterested in signing up but not sure where to start, takesome cues from these small business success stories.

Where to BeginBefore you get started, know that AdWords is a real com-mitment, and is likely to be a time drain, says Chris Conn,founder of MightyNest.com, purveyors of organic and natu-rally made home wares and accessories. His company usesAdWords to drive potential customers to the online store. Itwill take from other activities, so make sure that ts with yourpriorities.

In that regard, start small, says Timothy Thomas, a smallbusiness consultant who cultivates successful AdWordscampaigns for his clients.

Focus on one campaign, lock your budget and use the toolsprovided by AdWords to learn how Google does its magic,Thomas adds. He recommends that companies continuetheir standard SEO efforts in order to rank high in organicsearch for free (more on this in a bit), and then optimize anAdWords campaign accordingly.

Dont buy ads in areas where you are getting a top- ve linkalready. Think about terms that are unique to your offeringand try to make the most of those keywords by standingalone in paid search.

If youre trying to get the maximum value out of a small Ad-

Words budget, dont worry about appearing at the top of ev-ery search.

Keep your bids as low as you can

and edge them up you do not need to be

the number one paid search term, however being in

the top three is valuable.

Being number one in the wrong search will only cost youmoney.

When you settle into an AdWords campaign that works foryour budget and time, think about using the platform to gleana bit more insight into what your potential customers want.

Conn uses AdWords as a real-time testing and intelligencetool. If we want to know what messaging works, we launcha quick AdWords campaign to see how customers respond.Making ne adjustments based on small messaging chang-es can really hone your ads and give you the most bang foryour pay-per-click buck.

AdWords and SEO Go Hand-in-HandA theme that held true for all the small businesses we spokewith was the importance of traditional SEO as it relates toAdWords campaigns.

We nd that paid search lifts other traf c channels, saysConn. When we increase our paid search, our direct traf cand organic traf c also rise.

And the tides ow in both directions. Jordan Schaffel, co-founder of Say It Visually, a company that produces animat-ed instructional and demo videos, explained that their exist-ing SEO efforts were crucial to the success of their AdWordscampaign.

When we re-did our site recently, we had AdWords in mind,so we did our homework prior to re-launching, Schaffelsays. Without the foundational efforts, we wouldve struckout, or at the very least, been behind the eight ball on gettingclicks through our AdWords campaigns.

Schaffels strategy included titling and tagging all of their vid-eos to tie in closely with the AdWords campaigns. If you failto do one or more of the pieces of the SEO puzzle, yourehurting yourself exponentially.

One of those puzzle pieces is knowing when not to pay forsearch terms that you already own for free. If Google can

h O W t O : Mar 27, 2011 from MashableGet the Most Out of Goo gl e Adwords

UPFRONT MEDIA | PAG


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match your ad to a search, they are happy to sell a clickwhether its a good one or not.

The only valid strategy is to narrow Googles ability to pres-ent your ad, explains Thomas. Make sure your AdWordskeywords are embedded in the HTML of your website, andif youre already dominating a search term organically, dontbuy it from Google. You only want to pay for eyeballs thatyou cant get in front of organically.

Optimization

Even if you have a good AdWords campaign thats produc-ing quality leads, theres always room for improvement. Insome cases, it can be a complicated matter. Thomas sayshe worked with an engineering company that specializes inLED lighting and testing.

Its customers are technically trained engineers, but its adswere being surfaced by consumers looking for Christmaslights, Xbox controllers and LED TVs. In short, the companywas spending money on lots of useless impressions andclicks.

The solution was eliminating broad matching criteria,says Thomas. We put our keywords into either PhraseMatch or Exact Match. Each day we would look at what thecompany had paid for on the previous day and just started

[adding] negative keywords. Words like Christmas, au-tomobile, rope light, Playstation, and all the variants fortelevision were identi ed and blocked from matching.

Thomas adds that the daily review and elimination of in-appropriate search matches is the secret sauce of mas-tering AdWords. You have to tune AdWords for about 15minutes every day or it can eat you alive, nancially.

Closing the DealLike any good lead-generation tool, its how you turn aninterested click into a repeat customer that really counts.

It is important that you build a relationship with the cus-tomers you nd through AdWords and that a meaningfulamount of those relationships are sustainable in the longrun, says Conn. If not, AdWords can turn into a tread-mill.

In the case of Thomas engineering client, most of thepotential customers know what theyre looking for by thetime they reach the companys website. Once theyveclicked through, we encourage them to approach us byphone so we can really help them nd the service or prod-uct they need.

Schaffels company takes it a step further by monitoringreal-time analytics. We use Woopra to track people com-ing to our site from AdWords (and other links), and wesee patterns emerge when people are truly interested increating explanation videos.

Paying attention to traf c patterns like this can help youne-tune your campaigns and gure out what customers

are expecting when they arrive. A sale may hinge on thecontext of the ad that sent them there, or the appeal ofthe site itself.

If youre among the many marketers trying to grasp thegame-changing impact of Xboxs motion-controlled add-on

Kinect, youre not alone. Even Microsoft didnt realize whatit had on its hands.

When launching in November, Microsoft predicted sales of3 million units by the end of 2010. Instead, the companysold 8 million in two months and recently entered the Guin-ness Book of World Records as the fastest-selling consum-er electronics product in history. For brands, the excitementis just beginning and so are the challenges.

In addition to sensing motion, Microsofts newest peripheryfor the Xbox 360 recognizes voices, captures facial expres-sions in real time, and can even tell players apart. Its argu-

ably the biggest advance in mainstream digital interfacedesign since the widespread adoption of the computermouse in the 80s.

Kinect and its underlying PrimeSense technology prom-ise to open new doors and could explode our conceptionsof whats possible online. Todays online world remains

Mar 23, 2011 from Mashable

Why Xbox Kinect Technology Will Bethe Next Frontier for Marketers

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governed by the conventions of preset hyperlinks and point-and-click devices, but over time, those constraints will beshattered.

The popularity of touchscreens on smartphones and tabletssuggest we were already headed in this direction. Market-ers may play an important role in determining how quicklyKinect technology crosses the chasm from hardcore gamersto mainstream adoption.

The Engagement Potential for Brands

Big brands, including Burger King and Samsung, jumped inrst with Kinect gaming promotions. But the marketing po-

tential of Kinect extends far beyond video games.

In the near term, marketers could leverage Kinect technology to create eye-opening trade

show displays and in-store promotions.

Freed from the gaming console, the technology

can draw people into an immersive, interactive experience.

Innovative web-based applications will also be worth con-sidering as the technology reaches a critical mass of 15% ofhouseholds or users, a point at which adoption rates tend toaccelerate.

With Avatar Kinect , Microsoft will soon move into augmented

social media. Microsofts plans for the new technology clear-ly go beyond gaming. And Kinects controller-free environ-ment should appeal to casual gamers, not just the hardcoreconsole jocks, which will heighten appeal for mass market-ers.

Indeed, the pitch to advertisers from Microsoft is that wom-en, younger children and tweens are joining in the fun withKinect. Most importantly, perhaps, the price is relatively inex-

pensive; approximately $150.

In the future, its conceivable that consumers scanned intothe system could theoretically interact with three-dimension-al models of products.

Why couldnt Ford, which recently launched an exclusiveXbox campaign for its C-MAX, put consumers behind thewheel and let them take the newest model for a spin?

For catalog clothing brands, the ecommerce implications areimmense. Why couldnt Eddie Bauer let consumers try onclothes virtually?

In the travel industry, the applications are even more numer-ous a walking tour of the cabanas at Club Med, anyone?And with the capacity to scan an entire room, why couldntThe Home Depot let customers design the layout of newkitchen cabinets or Ikea showcase sofas within digital mod-els of consumers living rooms?

Peak Expectations Meet Practical ChallengesMarketers have tremendous opportunities to differentiatethemselves from their competitors in this new environment.Yet they also face the challenge of developing those experi-ences without instructions or precedents.

Before agencies and developers can create the architectureof this new world and customized applications for brands they must rst study what makes the new technology tick,which is why developers have been so busy hacking Ki-nect.

The development tools for Kinect are still fairly immature atthis stage, but they do provide enough capabilities to buildsome interesting applications.

As more work is done to support these tools by Microsoft

and the larger development community, the possibilities forKinect will grow exponentially.

UPFRONT MEDIA | PAG
http://www.xbox.com/en-US/Kinect/KinectAvatarshttp://www.xbox.com/en-US/Kinect/KinectAvatarshttp://www.xbox.com/en-US/Kinect/KinectAvatars


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Mar 27, 2011 from DigitalBuzz

If you can excuse the demo video, youll nd a seriously cool Foursquarecampaign installation for GranataPet in Germany, who make a leading rangeof ultra-premium pet foods.

The idea was to target dog owners as they take their best friend for a walk,positioning a socially activated installation on a key walking path. Dog own-ers walking past would be stopped by their dogs smelling treats, only to see abillboard saying Check in. Snack Out and accompanying information tellingeach person how to check in with Foursquare to activate a free bowl of dogfood.

The catch was, by doing this, each time the dog walked past it would stop,knowing that there was a free source of food waiting for it (conditioning theycall it!), and with they were also training the owners to believe their dog lovedGranataPet food, driving increased demand in local stores.

I also love the simplicity around the tech side here. Leveraging a widely usedsocial platform to activate a mechanical food release. A cheap-ish installationthat was easy and very very effective.

Mar 28, 2011 from DigitalBuzz

Instagram has taken the app world by stormbut here comes the challenger in a universeobsessed with instant photo sharing, complete with a tonne of great social featuresand minus the need to lter everythifor coolness, instead, showcasing locatiobased group albums.

Now, its not just location as the primfeature, its actually all about creating sociphoto albums based around those locations, from you, your friends and every othstranger within 150 feet.

The app takes everything into the multi-lenview, were you can literally see every photbeing taken right now, with in that 150 feeallowing you to experience a location or sayan event, from other perspectives in real time

It also allows you to comment and interawith the people taking photos.

At rst glance, this is about to become must have event/party app, but I suspect might just be a little more in the long run apeop le discover the po wer of social persptive. Get the app here .

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Humor

Foursquare Check In Activated Dog Treats!

Color: The Location Based SocPhoto App

http://www.upfrontmedia.asia/http://itunes.apple.com/us/app/color/id427763573http://itunes.apple.com/us/app/color/id427763573http://itunes.apple.com/us/app/color/id427763573http://www.youtube.com/watch?v=J3eYugmDQj4http://vimeo.com/21413899http://itunes.apple.com/us/app/color/id427763573http://www.upfrontmedia.asia/

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