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Matt Singley — Fri, 20 Aug 2010 00:46:02 +0000

Perhaps you have heard of Facebook Places. If not, your one sentence summary is this: Facebook has introduced a new service that will allow users to "check in" to places and share their location with their friends. The majority of speculation from those watching this roll out is that it is going to destroy other location based services like Foursquare, Gowalla, Whrll, Loopt, etc. I don't think it will, and I'll give you five reason why I think this. First, let's start with one reason, and one reason only,that Facebook Places might succeed: they have a user base of over 500 million. The sheer volume of that might let it see life into 2011. Now, on to why I think Facebook Places is nothing short of "meh".

A terrible launch. The big announcement came in late yesterday afternoon to much fan fare. Twitter blew up with the announcement, and every social media news outlet ran practically moment-by-moment coverage. The noise was made, and people noticed. The immediate reaction was predictable, "I want to try it", shouted the masses. But there was a big problem...nobody knew how or where to use it! In fact, out of 40,000+ total mentions that I tracked using Row Feeder, practically none of them actually talked about using the product; they only talked about the announcement and how/if this would affect Foursquare. [caption id="attachment_1874" align="alignright" width="399" caption="Twitter and Facebook Posts and Conversation Drivers around Facebook Places Announcement 8/18/10"][/caption]
Confusing Application Update. The official Facebook blog simply told us that it would be working in "the most recent version" of the Facebook iPhone app. According to my phone and the iTunes store on it, I did have the most recent version, but I still didn't have "Places" anywhere on it. Once I finally did get the correct version today (which only described "bug fixes" as the update), I clicked the Places button as was met with a message that "this feature will be available in your region soon". Just so you know, my "region" is Los Angeles. Perhaps you've heard of it, Facebook? I heard reports from San Francisco and other major metropolitan areas that it wasn't available there either. Where did they launch it exactly...Duluth? [caption id="attachment_1881" align="alignleft" width="200" caption="Facebook Places Was Not Available In Many Major Cities at Launch"][/caption]
Too Many Privacy Concerns. Let's face it...Facebook has an issue with privacy, or at least the perception of privacy. When Open Graph was announced, everybody clamored to try and figure out how to opt out. Now that Places is here, most of the articles I'm seeing talked about are "how to" guides for shutting down Places and its sharing abilities. Facebook started off as a private network that has become increasingly public. Bottom line, I don't think people on Facebook really want to share where they are all of the time.
[caption id="attachment_1888" align="alignright" width="300" caption="Even on a Facebook Wall the Foursquare Check In is More Exciting than the Facebook Places Check In"][/caption] What's In It For Me? Nothing. I had access to Facebook Places for less than 10 minutes before I came to the conclusion that it's boring. And by boring I mean...why in the world would I want to use it? One thing that keeps me checking in to Foursquare everywhere I go is the competition and the rewards. When I check into a local watering hole and somebody else is the Mayor...well, I don't like it. It makes me want to come back more and oust them. Childish? Yes. Effective? Also yes. With Foursquare I also get badges for achievements. I unlocked the "Zoetrope" badge over the weekend when I took my kids to a movie over the weekend, and it made me happy! Facebook Places appears to give me...nothing. Am I supposed to be excited that I can share info with my friends? I have news for you, Facebook; I can already to that 100 different ways. What really surprised me was how benign the service looks when I check in. Look at the comparison on my wall that compares a Facebook Places check in to a Foursquare check in. +1 Foursquare
Too hard to "claim" a business. Sure, we have to keep squatters away, and having accurate business verification is important, but the process they are asking for is ridiculous. After you cerifity that you are an official representative of the business (reasonable) you are directed to a page where you are asked to fill out address, number, etc. and then upload official legal documentation like Article of Incorporation or a Local Business License (not reasonable). How many people are really going to do this? I see conversations going something like this:

Worker: Hey CEO, we really should claim our location on Facebook Places CEO: WTF is Facebook Places? Worker: A way for users of Facebook to check in and share their location with their friends. Can I borrow the Articles of Incorporation to upload to Facebook? CEO: *blank stare*

All of this to say, I don't think Facebook Places will take off. I know that everybody is predicting the end of Foursquare and other services, but as I recall from the battle of David and Goliath...David won. Just because Facebook has a massive user base, it doesn't mean that everything they do will result in them taking over the market. Remember when Facebook changed it's status updates and bought FriendFeed? It was deemed "The Twitter Killer". Guess what? Twitter is still around. My bottom line? Facebook Places was a fun product announcement to get excited about, but now it's time to get back to reality. I'm going to start by checking in to my favorite local Alehouse on Foursquare.

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Matt Singley — Fri, 13 Aug 2010 18:56:00 +0000

<--See that little button right there? Click it. Go ahead...give it a try. What should have happened is that a new window popped open prompting you to tweet out this article to your followers, which you of course did, right? You didn't? Okay, one more try. Push the button, then click the "tweet" button in the new window. Good job. [caption id="attachment_1864" align="alignright" width="300" caption="The new Tweet Button from Twitter is designed to replace the very popular TweetMeme button."][/caption] What you just experienced was the new Twitter button that is designed to take the place of the TweetMeme button that everybody has been using up to this point. As you can see, I'm now using both...I'll probably phase out TweetMeme when this takes over and people know what they are looking for. Using this new Twitter button on your blog or site is actually pretty easy. Go to the official Tweet Button page and go through three very easy steps

Select your style of button and then customize it if you want. The button selection is very basic, it's a matter of picking which style visually flows with your site the best. I really like the customization features, you can let it pull text from the title of the page, or enter your own text. Get creative with this. Nice options for different languages as well, although I'm not sure that allowing URLs that are different from the page being tweeted is a good idea...too much bait and switch to be had here
Recommend people to follow. I like this! It goes beyond just mentioning the person that wrote the article and lets you put in another name and description of how they are related. Pretty cool, great for encouraging follows.
Grab the code! This show you what your tweet button will look like, and provides the code for an easy copy/paste. Here's what I like about this: it's kind of a stab at the premise of Facebook's Open Graph in that you can put this code on any website. Seriously, it's not just blogs...try it out! This code is super portable and can potentially drive a lot of tweet awareness about your site.

I really like what I'm seeing from Twitter on this...I expect to see a lot of creative implementations on different sites. Much like being able to "like" individuals products and services via Facebook, I imagine this will be used to no just promote a site, but individual pages and products within the site. So far there isn't a plugin for Wordpress, but I have no doubt that it isn't too far behind as there is a Dev Page that explains the attributes. So what do you think...will this new Tweet Button catch on? The masses will determine its fate soon enough.

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Matt Singley — Fri, 13 Aug 2010 18:11:29 +0000

This started making the rounds yesterday, but as I am a working man I am just catching up to it today. Anybody that has been using Twitter for any amount of time can relate to this, and the double parody of both Twitter and the upcoming Facebook movie is awesome. Do yourself a favor and carve out the next two minutes and forty seconds to watch this. You'll thank me.

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Matt Singley — Thu, 12 Aug 2010 22:03:50 +0000

[caption id="attachment_1857" align="alignright" width="300" caption="Why do people "like" brands on Facebook? Free stuff!"][/caption] According to a recent post by the Google Retail Advertising blog, the answer to the question is simple...they want discounts. In a very short post, they state that their latest research reveals that only 50% of Facebook users "friend" brands, with the prevalent "why" being to receive discounts and promotions. That's really not surprising, I've seen time and time again huge amounts of traffic being driven to a Facebook brand page by offering something as simple as a coupon for a free bagel. Maybe we don't clip coupons out of the newspaper anymore (remember newspapers?), but some things never change, and consumers continue to be primarily motivated by discounts. For those brands that think all of their fans just cannot wait for breaking news, this report appears to put a dark cloud over that theory. It seems that a mere 8% are there to hear new info first. The stats presented don't surprise me, but what does surprise me in the lack of data to back up these claims. How big is the sampling pool? Over what time period was this data collected? What about the fact that Google and Facebook are competitors in so many ways...how does this play in to the conclusions, if at all? Given the stature of Google, this is news that seems worthy of reporting, I'm just disappointed that they didn't qualify their conclusions with some hardcore numbers. However, I don't need numbers to tell me what I already know: people like free things, or at least discounted things, and are willing to do a few things to receive them, such as "liking" you on Facebook. If you manage a brand page, don't discount the simple and strong allure of "free" to build your base.

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Matt Singley — Tue, 10 Aug 2010 17:35:40 +0000

**UPDATE AT BOTTOM OF STORY** Something that is making the rounds in social media right now is a link to an article on The Chive called "Girl quits her job on dry erase board, emails entire office (33 Photos)". The article is, as described, a series of photos that tell a story of a girl that got fed up with the behavior of her boss and quit by emailing a series of pics of her and a white board around her office. Great story, but for some reason I just don't buy it. I can't help but feel that this is a contrived marketing campaign, although I'm not sure for what. The pictures and set seem a little too polished, and the timing it just a little too close to the story of the flight attendant that quit by yelling at a customer, grabbing a beer then inflating the evacuation slide and heading off into the sunset (well...handcuffs, actually). So what could this be shilling? My best guess is TheChive.com, but there's a strong play for Farmville, the "little office snitch" (network monitoring tool?) or even a job site like Monster or CareerBuilder. If it is a campaign for something, it's already succeeded in getting press as it is being talked about on Twitter, and Mashable just wrote it up. In this case, we should see another installment come out in the next day or two, maybe an update to how "Jenny" is doing, and what a wonderful new job she landed. If it isn't, well, I'm sure at the very least Jenny will be getting a lot of attention for just long enough to get another job! We'll also see a wave of photos, videos and blogs about people publicly quitting theirs... **UPDATE #1** Valleywag picked up the story and is calling it a "near-certain hoax" that "sucked the whole internet". I agree, as I called it earlier. They say they will reveal the identity of "Jenny" tomorrow. My money is on [name removed because it wasn't her], which savvy commenter Stacy called out earlier today. What do you think? **UPDATE #2** I hate to tell you "I told you so", but...I told you so. Totally fake. TechCrunch has the write-up here. So what can we learn from this? People (and "news" outlets) really do believe everything they read on the internet...

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Matt Singley — Fri, 06 Aug 2010 21:07:27 +0000

I've spent a lot of time discussing strategy with different groups this week, so it's fresh in my mind . Good thing, as my title is Senior Director of Social Media Strategy. I've also been looking at a lot of requests from potential clients and outside groups that all want a response that includes a "Social Media Strategy". The thing is, 99% of the time, they really don't want a strategy...they want operations and tactics, and we can't even give those to them because they don't have goals in place. Strategy is one of the most overused and misunderstood words in all of marketing, perhaps in all of business.

"Build a Facebook sweepstakes application that lets users share and win" is not a strategy...it's a tactic.

"Be the best widget company in the social space" is not a strategy...it's a mission.

"Get 100,000 Twitter followers by the Holiday season" is not a strategy...it's a goal.

The big short circuit, of course, is that many people aren't working off of the same page. They're not even working out of the same book, because clear and measurable goals have not been set. If somebody approaches you with a mission to accomplish, and you answer with a lot of tactics, more times than not both sides will be frustated with the outcome because Goals and Strategies have been left out of the process. The frustration won't be evident right away, it takes time to realize that the different expectations are worlds apart. Without measurable goals, how do you know if your work will be judged as a victory or a failure? The big problem with social media strategy, or any strategy for that matter, is not that it doesn't exist...it's that it cannot exist as a stand-alone; it needs other pieces to work. A social media strategy is not the victory itself, it is the path to victory. But if you don't know where you are going, how can you plan a way to get there?

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Matt Singley — Thu, 22 Jul 2010 18:16:39 +0000

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Matt Singley — Fri, 09 Jul 2010 21:28:20 +0000

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Flash reports are okay, vivex soma bed, Soma next day no prescription needed, but real strength from data comes by looking at a broad range. The more time you have to collect data, soma set, Carisoprodol somas dangers, the more solid your numbers will be and the variance of peaks and valleys shouldn't affect the bottom line as much

Sentiment is quite subjective, and I have yet to find a tool that auto-scores and does it well, soma cycles. Captain soma, For example, if somebody tweets "Good Lord, my [brand] car is giving me a headache", it's typically scored as positive or neutral because of the inclusion of "good". A human looking at that would usually score it as negative, Where Can I Buy Soma. I would rather hand-score a small number of data points than let a computer auto-score a massive amount

Consistency with time and services are important. If possible, try to pull data from the same source and at regular time intervals. For example, it's much easier to analyze data from a single source that you pull every Monday, than to compare data from many sources that you pull when you "want to get a good look at things". Consistency is key

I'm sure you are tempted to look at numbers each week as wins and losses, but it's more important to look at data over a longer period of time. For example, when we presented numbers to clients after the 4th of July Holiday weekend, tweets, comments and likes were down almost across the board. It has to be taken into consideration that people were off of their computers and outside enjoying life, otherwise it seems like something went terribly wrong during that period.

I spend a lot of time looking over data that has been scraped from all around the internet, and an equal amount of time interpreting what it means so that we can help our clients make important strategic and tactical decisions. What I've learned from all of this is that, no matter where you are pulling it from, data that stands by itself without good interpretation is at best worthless, at worst dangerous.

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Matt Singley — Wed, 16 Jun 2010 18:24:57 +0000

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I attended the Monday event and had the pleasure of seeing many of my friends running around with their crazy white hoodies (that lit up in different color patterns at the end of the show) and loved talking about what was about to happen, soma perfect profile. Purchase Soma, Then, for over an hour I marveled at the spectacle before us, and along with @acmackie, @adventuregirl and @natasha sat amazed at the stunning combination of Cirque artistry (like the woman that kept walking on the ceiling upside down), while imaging how the incredible abilities of Kinect will fit into my family's lifestyle. Soma order carisoprodol, It was so awesome, so new, temp soma memory foam mattress topper, Soma available in canada, that the gasps of "no way" and "OMG I have to have that" would seem scripted if I didn't know they weren't.

Check out the video (embedded below) that runs through the entire Sunday night experience (celebrities and all) in just 4:30, adult book store soma. My take-aways from the event:

Kinect changes everything. The ability to play games without a controller in your hands in stunning.

The first releases are clearly aimed at families, and I think this is a great move. I have four awesome kids, and I cannot wait to play some of these games with them!

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After they announced ESPN will be coming to Xbox, I saw a huge volume of tweets that said something like, "ESPN on Xbox. Cancelling my cable subscription in 3,2,1..."

Xbox has just become far more than a gaming system, it is now a whole-family entertainment device that incorporates gaming, communication, video, pictures, music and sharing. Purchase Soma, Like I said, game changer.

Have you seen the new Kinect features. Anything you are particularly excited about. Final question...do you plan on buying the Kinect when it comes out (November 2010).

____________________________

Did you enjoy this post. Consider subscribing to the RSS for future updates delivered straight to a feed reader, or come over to Twitter and say hi...that is where I do most of my one-on-one engagement

____________________________

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Matt Singley — Thu, 03 Jun 2010 18:47:53 +0000

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