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Facebook is really helping to close the gap between advertising and social media. It now gives brands the opportunity to incorporate and track both paid and earned media in the one place.

Doing some analysis over three Pages (The Contender Australia, Grinspoon, Vanessa Amorosi) I am currently working on I worked out that for every three people that join a Page through paid media, they will indirectly influence two friends within their network to join the Page via the suggestion box/highlight or news feeds of their friends pages.

Lode cash in on the indirect earned media 'Suggestions' spot

In my opinion Facebook is the only social platform that has an advertising model that is worth investing in. We are seeing some of the smart agencies in Australia pick up on this and really launch some big exciting campaigns through the platform Telstra Digital Mums (DDB), The Skinny Cow (Publicis Digital), 5 Seeds (Holler), and Lynx (SOAP).

Methodology: Since the upgrade to Facebook Ads in June 2009, they now give you action rates which is how many people become a fan directly from the ad. So subtracting this action rate number from your Page growth gives you the viral growth rate, I then made that number into a percentage (Grinspoon - 34%, Vanessa Amorosi - 39% and The Contender - 40%). I would love it if anyone else would like to share their stats

Using a mixture of Facebook Advertising and a solid content schedule is making Facebook Pages the new killer electronic direct marketing solution for a number of brands. I have just been working on growing the Grinspoon Facebook Page. Using a smart advertising and content schedule, I was able to grow the Page by 8,000 fans in 20 days.

The following are four reasons why most brands should change to a Facebook Page EDM strategy on the proviso their target market are there.

1. Recruitment
The recent Facebook Advertising Page upgrade have made it a very effective recruitment model, they now allow you to create Facebook Ads, with a ‘one click become a fan button’ functionality.

2. News Feed
Pages have now been upgraded so that you can update straight to fans news feed via a status updates.

3. Insights
When were you able to pull insights off the back end of your email database which gave you breakdowns of your audience like Facebook Insights?

4. One click subscription
If you did get insights like this, then you probably made them enter a number of fields and not just a one click subscribe button.

The original Dove Video

Facebook Hijack

One of the things that people loved about Facebook, when I was doing my research is the ability for asynchronous conversations (conversation where people can answer in their own time, think wall to wall comments, sms and hand written letters). This gave them time to think up their response aka more time to be witty and charming.. The Digital Native generation grew up with asynchronous conversations tools.

So with the introduction of Facebook IM, which is not a asynchronous conversation but rather a synchronous conversation (on the spot think phone calls, instant messenger, face to face) it will be interesting to see the response. My gut feeling is that it will be like the News Feed, a backlash at the start and then people will learn to love it.

The following is my POV on the strengths and weaknesses of the new application.

Strengths
All your friends are on there, unlike MSN
No longer have to have conversations back and forward on walls
Easy to use, do not have to install software

Weaknesses
Screen is hard to read
It is hard to hide yourself like on MSN (re: Busy)
Does not flash like MSN when I have new comments

Final Judgment
Goodbye MSN, Hello Facebook IM

This blog was going to just be about the increase in word of mouth through the Facebook status bar. It has increased dramatically since I did my research last year. I noticed that there were not many examples into Negative Word of Mouth especially. In this example my mate Janosh Biczok warned me about the movie Vantage Point.



Which after watching the trailer would probably be the best way of explaining Transmedia Planning to a non marketer. Everyone has some information about the killing of the president but not the whole picture. Together they can build the whole picture of the campaign.

I think I might have to go and see this movie now? So much for Negative WOM!

I just recieved the Hitwise Asia Pacific Social Networking Report.

Finally I have some evidence for what I knew was occuring. I have suggested before that Facebook is becoming the all in one user platform. Soon you will not go surfing the net but you will just surf Facebook. The Hitwise report suggests that the tasks of emailing and searching is being done within Facebook (tables above).

However 2 things have to occur for this to happen.

1. Critical Mass – A user will only use Facebook email over normal email if they believe that it is more likely to get to the receiver faster than if they used a normal email. I have noticed that this has already started happening with the emails that I send out to people, I prefer to use Facebook inbox.

Another advantage is that you do not have to remember an email address but rather just type someone name into the search. Kind of like when mobile phones started coming with address books built inside.

2. Search Engine – I can see in the not to distant future that you will be able to look up a companies name on Facebook and be taken through to their e-commerce site.

That first step however seems to be the hardest step to take. I have been home for over a week now and have been dreading my first blog post. So I have decided to just compile a list of things I have liked from other blogs over the last 3 months.

This great letter

Thanks Katie via Bannerblog


Barack Obama is your new Bicycle – A great site where LOL CATZ meets Barack Obama
Thanks Adverlab

Slap Corey Delaney in the Face
Thanks Zac


Targeting the Professional Audience 2.0, great Fedex Example: Great Post at Servant of Chaos


‘Jail for Facebook spoof Moroccan’ Thanks Gabie Gory

Peta Menzies interviewed me last week for an article on Politicians using Social Media. Here is the article.

Politicians mission to cyber space
By Peta Menzies

'Australian politicians are trying to win the vote of Generation Y this federal election through internet social spaces though the 18-29 age group are not convinced that the campaign websites are enough to engage young voters.


Both the major political parties have joined the campaign revolution through internet networks like Facebook Myspace and Youtube. The sites advocate party policy and are designed to promote political awareness amongst the younger generation. While it is seen as an attempt to bridge the generation gap it is being considered a fractional one.


22 year-old Julian Cole is a digital strategist for Naked Communications and says that political leaders need to be authentic when they are in these online spaces. “It rings a bit mass. I think there is a role for them there but if they are wanting to get a message out they have to access the right people, the opinion leaders,” Mr Cole said.


The Political sites act as a billboard rather than a two-way interaction that the social space intends.The sites are designed for networking and just like real-life opinionated participants emerge.“It’s a misnomer to think that everyone using this online space has an equal voice. We’ve found that some people have a louder voice and therefore have a bigger audience,” he said.


Labor candidate for Dobell Mr Craig Thomson says politicians are attempting to connect with the younger generation now more so than what has happened in the past.
“The Labor party is very much aware of the need to engage with Generation Y through the mediums that are better used to communicate with them like Youtube and Myspace,” Mr Thomson said.

Mr Thomson acknowledges the need for political parties to continually develop their use of web based social pages.“At the moment the campaign pages are not having a conversation with people, its talking at them rather than anything else,” he said.'


In other news concerning Politics and Facebook, here is a great stunt from the Chasers boys on Kevin Rudd’s Facebook Friend.

Kevin's Facebook Friends

Add to My Profile | More Videos

An interesting video debate about the impact that technology plays on education.

Consumer Generated Content - Axis of Awesome : Howard vs. Rudd, by mWboo6

Online is my future; I have invested a year studying the phenomena with my thesis on Online Social Networks and am going into a full time job working in it.

Therefore I have decided that my vote in the up coming Australian election will be based solely on the party that is best able to communicate with the Australian public online.

However I will not be passing judgement, I am leaving the choice up to the readers of Adspace-Pioneers. I will ask readers to vote for which party they believe joins the conversation, has the best grass roots online community and gives the best back to basic information needed to make the decision. As I am going away the decision will be made on November 11th.

The following are definitions of the three items that I want people to vote on and the information that they need to pass judgement on;

Joining the Conversation – Which party is best at joining the conversation, social media is giving politicians the chance to have a conversation with

Labor
Kevin Rudd’s Facebook Page

Australian Labor Youtube Channel

Kevin Rudd’s Myspace Page

Liberal
John Howards Facebook Page


John Howard 2007 Youtube Channel



Greens

Bob Brown’s Facebook Page

Senator Bob Brown Youtube Channel


Democrats
Lyn Allison Facebook Page

Lyn Allison Youtube Channel


Grass Roots Online Community – What party has got the best online community working for them, which groups has the most active facebook groups, bloggers, causing the most noise.

Labor

Facebook Group – I want to be Kevin Rudd’s friend too


Prominent Blogger
Polemica
Connect Through Values
Politc0
John Quiggin
Anonymous Lefty
Newz4world
Bolt Watch
Possum Comitatus
Fair news

Liberal
Facebook Group – Kevin Rudd Will Ruin Australia

Prominent Blogger
Auspundits
Andrew Norton
Oz Conservative
Catallaxy Files
Tim Blair

Greens
Facebook Group – Bob Brown for PM

Prominent Blogger
Greens Blog


Back to basic Information – What party gives the individual the information that they need, to make an informed decisions.

Labor
Home Site-
Kevin 07

Liberal
Home Site

Greens
Home Site


Democrats
Home Site

Please put your votes for the four categories in the comments below

Click here to see site

For the promotion of David McCandless’ internet spoof book The internet Now In Handy Bookform another Facebook e-cultural hijacking.

‘I didn’t touch his fucking dick’
‘Puck You Miss’
‘That so random!’

Have you heard any of these saying in the last week?

Summer Heights High is everywhere, it has even started to infect the lexicon of many Young Australians.

In the 1960’s, Ernest Dichter the ‘father of motivational research’ changed the way we look at word of mouth with his seminal article ‘How Word of Mouth Advertising Works’. He came up with four motivations for people to pass on commercial messages. They were Product involvement, Self involvement, Other involvement (altruism) and Message involvement.

Message Involvement involved a thing called ‘verbal play’; this is when an aspect of an advertisement campaign is repeated between friends, it may range from a catchy tune to certain behaviour. This behaviour is then repeated in a number of times in differing environments.

This is what is occurring with Summer Heights High at the moment. My week at Australian Uni Games made it interesting to see ‘message involvement’ play out. Words had been intertwined into a lot of the conversations I was having. It seems each week the audience is given a new lexicon of terms to use. People who did not watch the show felt left out of the joke, when it came around to Wednesday night, we had a few SHH virgins watching for the first time. Through the fear of being on the outer, people watched the show to make sure they were in on the joke the next time around. The original audience is acting as the salesmen for the shows future episodes.

SHH has gone beyond verbal play outs as well, the other day while checking a friends facebook I had seen that someone had used the graffiti function which allows others to draw on friends walls and they had done the ‘dicktation’ symbol from the first episode.



Dictation - Jonah Takalua - Summer Heights High

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Here is my first article on Summer Heights High Fandom (Social Media Integration)

Update
I took of the comments on this post because it was getting filled with Spam. If you have something to add feel free to comment it on the other post. Damn SPAMMERS!

Here is another E-Cultrual Hijacking for you;



Arsebook parodies the Online Social Network giant Facebook.

Check out some past E-Cultural Hijackings

Zune Balmer
Error Message for Ad Agency
Youtube and Spanish Blood Bank

At least in one conversation a day I will hear some reference to Summer Heights High. The ABC show has reached tipping point. SHH is a comedy mockumentary about two students (Jonah Takalua and Ja’mie King) and a drama teacher (Mr. G) at a Public School in Melbourne.

The show is a run away success but there are a number of other interesting phenomena happening around the show. The support online for the show is phenomenal. I think this is so important for television shows because people can immerse themselves to a deeper level and interact with the content at different times. For instance I had some friends over for dinner last night and we went on youtube and watched the Jonah Montage from last episode.

The following is a documentation of the support from Social Media for the television show.

1. Vodcast
They have decided to release it on vodcast. It is now the highest rating Podcast in Australia after only 2 episodes. Following the success of the ABC’s The Chaser War on Everything and Media Watch vodcasts.

2. Online Social Networks
They have also set up Myspace Pages for the characters. The reason the Myspace page works so well is the constant information stream, people have something new to say every week after the episodes are released. Ja’mie King currently has 24,000 plus friends.

There are a number of facebook groups in their name two of the most popular

Summer Heights High Appreciation Society
500 members

Fans of Jonah Takalua and Polynesian Pathways
820 members

Youtube

They have also released video montages of the specific characters, my favourite being Jonah has had 150,000 hits for his first play and 23,000 for his second.

Homesite
They home site leaves a lot to the imagination with a dress up game which is an email to a friend. Would of worked better if it was an application on Facebook which people could send to friends.

I haven’t finished with this beast called Summer Heights High in future weeks I will be posting on SHH and;

Word of Mouth/ Social Currency

Consumer Insights

New audience for the ABC

If you are struggling to keep up with all the new Online Social Network trends here is a map.



Someone has made a map based on the new digital landscape. The map is based on the population of the different sites. The map is a little old with updates of the likes of Twitter and the growth of Facebook but it is still very interesting.

Classic socializing beverages may soon be rendered obsolete by technology.

I have been a Facebook user even before it became a craze in Toronto, something I am quietly proud of. You know how people like to say that they were on board the hype train before it picked up steam? It's like when people say that they were listening to N'Sync back when they were underground. Yeah.

Anyway, a friend of mine from grad school (Hi Viara!) had invited me to join an online social network called Facebook. Without fully understanding what I was getting into, I registered. I added a couple of notes to my profile, wrote a few witty comments about how my feet smelled pretty bad on a distinctly hot summer day, then logged off (for reference, this was around August 2005).

My profile then sat dormant for over a year.


Socializing in the pre-Facebook era.

At teacher's college, a lot of my fellow teacher candidates began talking about their Facebook profile. "What the hell? People actually use that thing?" I curiously asked myself. The fascination of it all simply hadn't dawned on me. "You share pictures with friends, write messages to them - sounds a hell of a lot like e-mail to me." I decided to look up some old friends from high school and grade school to see who else had it.

And that's where I got hooked. Finding and reconnecting with old friends, if only for a message or two, was exhilarating. Memories of friendships past triggered memories of other friendships past, and the cycle continued.

Prior to Facebook, what took me an entire afternoon or evening to meet up for coffee/drink with an old friend (and bitching to myself for being so stupid as to actually agree to said meeting) now only took minutes. What's more, I could do it from the comfort of my own home, or even during school/work. Amazing!

Could the day ever arise where socializing beverages are no longer needed? Have we reached the point where technology threatens the marketability of drinks? Imagine that!

As I continuously reconnect with old friends and add new ones, I'm beginning to develop an inclination to log on Facebook everytime I hop online. It's bordering on addiction, much like my hook for coffee.

I need to crack the habit.


This woman is actually attending her high school reunion through Facebook. Notice the lack of a beverage.

UPDATE: This post was actually written in January 2007. Anybody who has me on Facebook has surely noticed that my activity has since dropped considerably. The crack-high only lasted so long. Now if you'll excuse me, my coffee is getting cold.