Archive for the ‘Facebook’ Category

Cartwheel – New app from Facebook and Target offers deals to help drive foot traffic to stores

Wednesday, May 8th, 2013 by David Gibson

Target Cartwheel Home Page

Launching this week is Cartwheel, a new deals program from Facebook and Target that will initially offer more than 700 deals that are redeemable only in Target stores.  And every time someone claims a deal an automatic Newsfeed post is generated unless the user has elected to turn off that option.

This sounds like an earlier Facebook program, Beacon, that generated so much user dislike that Facebook had to end the program almost before it began.  Both companies claim that Cartwheel is different because the user has the option to disable the Newsfeed post.  And, just for the record, purchases of some items like underwear and personal care products are automatically kept private.

But this is an interesting attempt at integrating the online world with brick and mortar locations.  Each user can add 10 deals from a variety of collections (groupings of offers themed around events or product categories), the deals are valid for a month, and can be used four times per transaction as well as multiple times throughout the month.  Users can also stack the deals with manufacturer’s coupons for increased savings. Cartwheel apps for IOS and Android are due out this summer but the main site was built using responsive design so it can be accessed from your mobile device now.

What are your thoughts?  Will this be another Beacon-like meltdown for Facebook or will savvy shoppers flock to the site?

Leaning In with Sheryl Sandberg

Monday, April 22nd, 2013 by Sarah Mitus

I was able to see Sheryl Sandberg, COO of Facebook, speak a few weeks ago at a Harvard Undergraduate Women in Business event, where she was speaking about her book Lean In: Women, Work and the Will to Lead.

Lean In: Women, Work and the Will to Lead

She starts each of her presentations asking the audience to stand up if they have ever said any of the following phrases, out loud. I want to be the leader in my field. I want to be the CEO of a large organization. I want to be the president of the United States.

Sheryl said that of all the places her book tour had taken her so far, the most people who had ever stood up when she asked that question was here at Harvard.

As someone who has read Sheryl’s book, I’m deeply interested in how women can progress in the workplace as well as her role at Facebook. Interestingly enough, she was speaking at Harvard the day Facebook Home was announced. I loved hearing about life behind the curtain at Facebook, and what it was like to work with Mark. Sheryl speaks candidly about doing what scares you and says, “The biggest risk I ever took was working for a 23 year old when I was 38.”

While we now see Facebook as a power house in social media,  when she went to work for Facebook in 2008, it was a big risk with a potentially big reward. In Lean In, Sheryl writes about how when looking for a job, weigh your options by which company or position has the most growth. This was how she came to the decision to work for Google, and again why she chose to be COO of Facebook and not CEO of another organization.

Other advice Sheryl gives for when you’re looking to work at a great company- maybe even looking to work for MITX’s 2010 Agency of the Year- is that the best way to get a job is to phrase it in a way of how you can help them.

She tells of when an acquaintance called her at Facebook to ask what her biggest problem was and Sheryl responded that it was recruiting talent. That woman went on to direct their HR department and still works there to this day. Focus in a job search or in an interview on what the organization needs, not what you need, to really shine as a potential candidate.

Another great point Sheryl makes is that when you’re at a job, you may want to search for mentors to guide you along your path at that organization. Instead of asking, “Will you be my mentor?” which almost never works, ask instead, “I love what you’re doing, how can I help?” While you may not feel like you can add to the project, there is likely something you can do to help that person, and they will feel grateful that you asked.

Seeing Sheryl speak in person was an empowering moment for me, and seeing all of those young women believe in themselves and the future of their careers made me hopeful for women’s development in the workplace.

Learn more about Sheryl Sandberg in her TED Talk or see her speak about Lean in at Levo League’s Office Hours.

Viral Spikes: The Power of the Share

Tuesday, March 26th, 2013 by Harry Gold

I’ve said in many columns that “you don’t need a million fans” and that most businesses will never have a million fans. Yet there are many companies, large and small, that have relatively small social communities (say just a few thousand fans and followers) and dedicated staff and agency relationships that do nothing but develop content and manage these communities.

Is this a waste of time? No! It’s not if you’re leveraging these small communities to act as social sparks to start the viral propagation of your content. It’s not a waste of time if you understand the power of the share! It’s not a waste if your mission is to create a viral spike!

You want ongoing dialogue and engagement with viral spikes!

A viral spike of course is when your content gets shared and your reach in social and on the web spikes. It’s when your content goes viral. And, people will share your content if (and this is a big if) you give them something worth sharing. That is the key: giving people things they will want to share. So rule number one: create content worth sharing! Give people facts, figures, memes, or photos that make them look smart or witty. (Want more on doing this? See my column “Socializing Thought Leadership.”)

So first let’s define sharing with some examples so we nail down exactly what you want people to do.

Social Sharing on Your Site

The first place you want to enable for sharing is on your site. Don’t hide the share; celebrate it! As I said, make it a big, noisy call-to-action positioned next to your content. (See example below.) Make it one click away. Don’t aggregate it under ShareThis or some other button. Scream it: the share is the action! Also, work it into your workflow. Did someone just buy something, download an infographic or white paper, watch a movie, or enter a contest? Did you ask them to share it at the end or as part of the transaction? Why not?

Do the share right and look what happens – your content ends up all over the web! This is the power of social and how you succeed without millions of fans and followers.

Sharing of Facebook Posts

We all know about getting comments on Facebook, right? But shares are way better than comments! Shares end up in people’s news feeds.

This is what pops when people hit the above share button.

Share content in the news feed and on a profile; that’s where you want it. Much better than a comment!

So, what is the effect of all these shares on Facebook? Viral spikes! See the Facebook Insights graph below showing a spike in Reach and Talking About This.

Retweets on Twitter

On Twitter the best thing that can happen (next to someone clicking on your link and converting into a customer of course) is for a user to retweet your content! (See below.)

Retweets create viral spikes on Twitter!

Now, how do you get them to share? Ask them to do it! Position share buttons as big, noisy calls-to-action. It is just as valid of an action as engagement or conversion. So ask yourself, how many marketing tactics and programs have I constructed around encouraging social shares? If the answer is none, well, you have some work to do.

Remember, the share is the action – so make it happen!