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  • Gerrit Eicker 11:01 on 23. September 2011 Permalink
    Tags: , , , , , , , , , , , , , , , , , Emotional Advertising, , , , , , , , , , , , , , , , , , , , , , , , , , , , Personalised Advertising, , , , , , , , Social Graph History, , , , , , , , , , ,   

    Facebook Timeline 

    Facebook’s Timeline: the story of our livesand the perfect emotional advertising base; http://eicker.at/FacebookTimeline

     
    • Gerrit Eicker 11:02 on 23. September 2011 Permalink | Reply

      Facebook: “Introducing Timeline – Tell your life story with a new kind of profile.

      Facebook: “Since the beginning of Facebook, your profile has been the place where you tell your story. … Over time, your profile evolved to better reflect how you actually communicate with your friends. Now you can can share photos of what you did last weekend, and updates about how you feel today. … Imagine if there was an easy way to rediscover the things you shared, and collect all your best moments in a single place. – With timeline, now you have a home for all the great stories you’ve already shared. They don’t just vanish as you add new stuff. … Timeline is wider than your old profile, and it’s a lot more visual. The first thing you’ll notice is the giant photo right at the top. This is your cover, and it’s completely up to you which of your photos you put here. … If important parts of your story aren’t included on your timeline, you can go back to when they happened and add them. – Or go to your private activity log. This is where you’ll find everything you shared since you joined Facebook. Click on any post to feature it on your timeline so your friends can see it, too. … Now, you and your friends will finally be able to tell all the different parts of your story – from the small things you do each day to your biggest moments. What will you create? We can’t wait to find out.

      RWW: “The biggest announcement at Facebook’s f8 event in San Francisco today was a radical new profile design. Called Timeline, the new design turns your profile into a colorful, easily searchable timeline of your entire life – at least the parts of it on Facebook. The Timeline won’t go live until a few weeks, but you can set it up as a developer preview by following these instructions. This is a ‘Developer Release‘ version of Timeline, so it may be a little buggy.”

      GigaOM: “‘Timeline is a completely new aesthetic for Facebook,’ Zuckerberg said. … Timeline and all its features will be viewable from any type of mobile device, Zuckerberg said, which may indicate the app is built with HTML5. … The new interface is aimed at making it much easier to get a full picture of a person by seeing more about them than just their most recent updates, Zuckerberg said. … Each user can customize his or her own Timeline, which will make each individual profile more personalized than Facebook profiles have been in the past. … Users often grumble about even the smallest of changes Facebook makes to its interface, so it will certainly be interesting to watch how the response to Timeline plays out.

      pC: “The Timeline redesign will likely be jarring to Facebook’s famously change-averse users, but Zuckerberg and Facebook director of product management Chris Cox said that the idea was to allow people to create virtual scrapbooks of their lives through Facebook. Users will be able to sort their Timelines by certain pieces of content, such as clicking on button that will display all the photos taken of you in the last year. The new Timeline will be rolling out over the next several weeks, and it will be the home for a new set of social applications.”

      Mashable: “Timeline, a major re-imagining of user profiles that allows users to build what’s essentially a visual scrapbook of everything they’ve done on the site. – CEO Mark Zuckeberg showed off the new features in his keynote at the company’s f8 conference. It algorithmically organizes everything you’ve done on Facebook — from post photos to change relationship status to check in – and also allows users to fill out a ‘Way Back’ section to add details that are omitted or pre-date the social network.”

      Mashable: “The Evolution of the Facebook Profile in pictures…

      TC: “Trying to display all of this content was a major design challenge, Zuckerberg noted. How do you do it all on a single page? Well, all of your recent content is shown in a new grid-view. But as you go back in time, it’s more about summarizing your content to display the most important content. The farther back you go, the less you see – it’s just the key moments. ‘This is the magic of how Timeline works,’ Zuckerberg said.

      pC: “The recent consumer trend has, indeed, been toward more personal sharing and transparency. And Facebook has been working to improve privacy controls around that. But there are also some folks growing unsettled by Zuckerberg’s share-everything mantra, wondering whether Facebook ever stops to question the inevitability of the movement. And are we already witnessing the first few signs of consumers’ social networking fatigue?

      Mashable: “Facebook Timeline sounds like a good idea. It’s your life, organized and summarized for public consumption – or as public as you want to make it. … I don’t know if anyone is ready to trust Facebook’s algorithm to decide what to show and hide as the Timeline grows. Up top is full of minutiae. Down below, it’s an outline. But what Facebook deems important: – a birth, first steps, new job – may only be the highlights… With Timeline, and to a certain extent Open Graph, Mark Zuckerberg is once again racing forward to the next big thing. Let’s hope that he doesn’t inadvertently leave his users behind.

      GigaOM: “Now Facebook isn’t doing this just to help us cherish our memories. The more data it has and the more it understands what has emotional meaning to us, the better it can target us with ads. By letting us preserve the things, activities and apps that matter to us, it gives Facebook an even better way to tailor ads that demand a higher rate from advertisers. … But Timelines can also be an opportunity to create recommendation tools for users to suggest products they might like based on their tastes and interests. … Perhaps most fundamentally for Facebook, Timeline will give people a new reason to go into oversharing mode. … This move to organize past activity is increasingly what Facebook needs to do, I think, as it exploits the opportunities in its own timeline. It is further exploring the opportunities in the future, by helping people better discover what to do from their friends.

      TC: “How To Enable Facebook Timeline Right This Second – Fortunately, enabling Timeline a bit early isn’t too difficult – but it’s not at all straight forward, either. … You probably don’t want to do this unless you’re actually a developer. Expect bugs. … Here’s how to do it…

  • Gerrit Eicker 07:50 on 7. May 2011 Permalink
    Tags: , , , , , , , , , , , , , , Facebook Sponsored Stories, , , , , , , , , Personalised Advertising, , , , , , , , , , , , , Sponsored Stories, , , ,   

    Sponsored Stories 

    On Facebook you are the ad: Marrying the science of social graph to the art of advertising; http://eicker.at/SponsoredStories

     
    • Gerrit Eicker 07:50 on 7. May 2011 Permalink | Reply

      IF: “[In January] Facebook launche[d] a new ad unit called ‘Sponsored Stories’ that turns Page updates, as well as Places checkins, Likes, and application activity by users into advertisements. Sponsored Stories will allow advertisers to augment viral buzz by giving greater distribution and visibility to posts that endorse their organization or business. … When a user checks in to claimed Place, Likes a Page, or shares content to the news feed from an application that has paid for Sponsored Stories, that activity may appear as an advertisement to their friends. The ad is shown in special right sidebar module, and displays the user’s name and photo, any additional context or friends they’ve tagged, a picture of and link to the advertised Facebook Page or app, and the Likes and comments from the original post.”

      SEW: “Because there is no opt-out, it means that anything Facebook determines to be fair game for this advertising method is, well, fair game. Today it’s likes, check-ins, and certain statuses in your news feed. What is it tomorrow?”

      AF: “Facebook’s new sponsored story advertising format has a 46 percent higher click-through rate than other ads offered by the site, according to a report. This comes from TBG Digital, which studied a 10-day period during which 2 billion ad impressions were run. The result was that cost per click was decreased by 20 percent. It also appears as though the sample ad campaigns tested were used to acquire Facebook fans for 18 percent less than before.

      TR: “In essence, [Facebook] is pushing a highly charged version of word of mouth, long seen as the most valuable of all marketing because people view friends’ recommendations as more credible than marketers’. – Conventional word of mouth reaches only a limited number of people. Facebook, where each of an estimated 600 million active users is connected to an average of 130 friends, changes all that by lending personal recommendations enormous reach. … To put it another way, when we use Facebook we no longer just view the ad; we become the ad.One potential moneymaker for Facebook would be an ad network, which would syndicate its ads to other websites in return for a cut of the revenues they generate. Google’s AdSense network, for example, grossed $9 billion last year. But the company says it has no plans for an ad network. So Facebook’s biggest challenge remains coming up with new kinds of advertising that will appeal to both marketers and users. – Sandberg and Fischer admit they’ve not yet fully cracked that nut. If Facebook’s strategy of making us all willing marketers is to do the trick, the company will have to find a way to marry the science of the social graph to the art of the advertising it’s trying to replace.

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