Social Media Management News

Social Media Management News :: Sept | Oct 2010 Marketing Communications

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Marketing Communications

Facebook Launches a "Page" Recommendation Engine

With millions and millions of its user's "likes" to tap, Facebook has officially launched a personalized "Discover Facebook Pages" feature. It visually displays screens and scrolls of Facebook pages, providing an easy way to browse through all kinds of Facebook Pages and subscribe to them along the way.

While no one but Facebook quite knows how the algorithms work, the pages displayed are obviously based on the user's demographics, geography and friend's interests ("likes"). But they don't appear to be a mirror reflection of these attributes. Facebook appears to be attempting to introduce its members to pages that fall outside strict behavioral targeting and into a wider range of topics that might appeal. Users can browse by category as well as choose by country.

This Facebook page "recommendation engine" can provide marketers a way to grow their page fan-based by being more visible. While it appears that it favors already popular pages, The Inside Facebook blog suggests that by potentially factoring such page activity like Likes per Post it could help uncover the "best" pages, not just the most popular. That means, the level of fan activity, not just the number of fans, becomes more important.

Facebook will undoubtedly reveal a bit more about the feature, and marketers should delve into where their pages sit within the Page Browser for their relevant demographics.

While being popular always seems to be best in any search algorithm, we suggest that it becomes even more important now to target attracting the "most relevant" followers. Considering the vast amount of information Facebook has about its users, you can bet that "relevance" will be based on a wide range of behaviors by those users. In other words, followers who actually interact with your page becomes a bigger factor in where your page appears in the personalized Facebook Page Browser.

[ Resources for you ]

Facebook's Discover Facebook Pages

| Browse Facebook's Discover Pages Feature |

Facebook's Announcement of its Page Browser

| Read Facebook's Announcement about Page Browser |

Do Not Track Registry Coming?

A "do not track" registry may be in the air. And it is one more pressure point for U. S. marketers who are feeling the heat from regulator inquiries and increasing numbers of major media reports about consumer privacy online.

FTC chairman Jon Leibowitz threw out the possibility of a "do not track" list as one method for consumers to control behavioral tracking by advertisers at a recent U.S. Senate's Commerce Committee hearing. The purpose of the hearing was to tease out what consumers actually know about how they are tracked online.

Just days before that hearing, the U.S. House conducted their own on the proposed "Best Practices Act," officially known as - get ready… - the "Building Effective Strategies To Promote Responsibility Accountability Choice Transparency Innovation Consumer Expectations and Safeguards Act.”

In both hearings the FTC testified about their major emphasis in recent months on reviewing a wide range of consumer privacy and data security regulations.

The FTC expects to release a comprehensive report and recommendations this fall. In a sneak preview the FTC says it anticipates it to include recommendations for:

• privacy and security protection in everyday business practices
• simple and informed consumer privacy choices
• improved privacy notifications
• opt out options, such as the do not track registry and/or browser-level options

Stay tuned.

[ Resources for you ]

Congress Explores Consumer Privacy Protection; New Privacy Legislation and FTC Testimony Indicates Direction of Privacy Regulation

| Read Kelley Drye Client Advisory: Congress Explores Consumer Privacy Protection |

Zombie Cookies Might Be Risky Business

Are you or your ad network provider using zombie cookies to track users?

Quantcast, the popular metrics company, and a host of its clients are being hauled into court. A California lawsuit claims companies using Quantcast's Flash "zombie cookies" to track web users behaviors are violating federal and state computer intrusion, hacking, eavesdropping and fair trade laws.

These zombie cookies (also called LSO's) are stored in Adobe's Flash player and they re-create cookies intentionally deleted by users. Cookies can be re-created within seconds of a user deleting their cookies.

The suit names Hulu, ABC, MTV, NBC, Scribed and others. The attorney filing the complaint was instrumental in a $9.5 million settlement from Facebook over it's Beacon program and is seeking class-action status for this one.

A similar suit has been filed against Disney, Warner Bros, Ustream, SodaHead and more for spying on kids by using an ad widget made by Clearspring Technologies that track kids' activity once they leave Clearspring partner sites. The suit claims personally identifiable information including, age, gender, video habits, race, geographic and more is being collected and sold.

The parents behind the Clearspring suit cite a 2009 study out of UC Berkeley about Flash cookies and their privacy implications.

[ Resources for you ]

Flash Cookies and Privacy Study

| Download UC Berkeley Study: Falsh Cookies and Privacy (PDF) at Social Science Research Network |

Social Media Management News :: July | Aug 2010 Marketing Communications

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Marketing Communications

The FTC has come out with an FAQ for social media and blogger endorsements. The FAQ is in response to requests from ad agencies, bloggers and advertisers.

Social media practitioners have been concerned about staying within compliance, especially in light of Ann Taylor being called on the carpet for its blogger engagement practices under the new FTC guidelines.

Last year's revisions to the FTC's Endorsement Guides specifically target bloggers who endorse products or services, requiring bloggers to disclosure the relationship between the blogger and the company that offers the endorsed service.

The FAQ's clear up several circulating myths: there are no fines for bloggers who don't comply, the FTC has no plans to monitor bloggers and a general disclosure on the site is not sufficient - disclosures should be part of the post about the product, including video or Twitter posts. The FTC will be monitoring advertisers to make sure their practices surrounding social media endorsements are in line with the updated rules, i.e., encouraging disclosures.

Advertisers, ad and PR agencies and social media strategists, be sure everyone on your teams have this information. Put in place formal social media practices that encourage your blogger engagements to disclose any free gifts or paid endorsements.

The FTC's FAQ's are very easy read and provide the clear guidelines you'll need. Download them using the link below and distribute them to team members.

[ Resources for you ]

FTC Facts for Business. The FTC's Revised Endorsement Guidelines: What People are Asking

| Download the FTC's Endorsement FAQs |

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Marketing Short:
If you haven't seen Old Spice's gone-viral social media video campaign, the production and implementation is impressive. But did the strategy work? The buzz seems to be that the campaign drove sales down. PR Week reports otherwise.

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Tabvertising

Apple's iPad is ushering in a new wave of rich media consumption expectations. "Apps" have a whole new meaning for the "third screen." And, same goes for "content" and "mobile" for that matter.

iPad, sales which number 3.27 million in its first three-months, along with other new tablets emerging in the marketplace will make the social media storm feel like a mere media breeze during the coming 3-5 years.

With over 10,000 apps already available for the iPad, we facing yet another media revolution at least as important as the World Wide Web.

An industry report by IAB, looks at the marketing and advertising opportunities for brands on tablet devices, such as the iPad. To say IAB is excited about them is an epic understatement, but does cite cost, penetration and doubters as barriers.

IAB's Tabvertising document is an excellent primer on the marketing opportunities for tablets. Keeping up on trends means staying competitive so start your tablet content planning.  It will impact your marketing sooner rather than later.

[ Resources for you ]

Tabvertising: iPad and Other Tablets: The advertising and marketing opportunties

| Download IAB's Tabvertising Report (PDF) |

Social Media Management News :: July | Aug 2010 Legalities

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Legalities

Important EU Behavioral Advertising Opinion Adoption

The EU's national data regulators, Article 29 Working Party, adopted a key online behavioral advertising Opinion on the tracking and advertising technologies used to deliver behavioral advertising.

It holds that by May 20, 2011 Internet users must opt-in to receive "cookies" on their computers - including those already stored on users' computers. These "cookies" are a common technology used to track user activity and alert advertising networks of which ads to deliver the user.

The opinion affects ad networks, agencies, advertisers and publishers, basically anyone in the advertising food chain.

It also instructs that a broad acceptance of cookies - an "one for all" acceptance - must have a time limit, and that there must be greater transparency in privacy risks associated with behavioral advertising.

If the Opinion is implemented by law-makers, it will require the industry to review and overhaul existing technologies and practices to achieve the consumer informed consent it seeks.

The EU's privacy protections are much stronger than those in the U.S. Regulators and privacy groups here have been pressuring the ad industry to do more to disclose the use of consumer behavioral data and provide privacy controls. Undoubtedly the steps taken in the EU will spur further action here in the U.S.

[ Resources for you ]

Global Regulatory Enforcement Alert by Reed Smith

| View article: Article 29 Working Party Opinion 2/2010 on Online Behavioural Advertising: Who Wants Cookies? |

Article 29 Working Party Opinion 2/2010 on Online Behavioural Advertising

| Download Article 29 Working Party Opinion 2/2010 on Online Behavioural Advertising (PDF) |

The FTC strongly warned former publishers of a defunct online dating site that they best not sell or use the personal information of its customers.

The publisher and his former business partner are in a contentious legal battle over who owns the customer data, which includes personal information, contacts lists and sexual preferences.

In a letter to the publisher the FTC warns that the sale or transfer or even the continued use by the publisher in light of its bankruptcy action would violate the Federal Trade Commission Act. The Commission asks that the information be destroyed.

[ Resources for you ]

FTC Letter to XY.Com

| Download FTC letter to XY.Com |

Social Media Management News :: July | Aug 2010 New Research

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New Research

The Mall Behind the Spreadsheet: Women's Online Shopping Habits at the Workplace and Beyond.

In a refreshingly visual report on a study AOL conducted for its sales team, AOL looks at how women shop and finds that 40% shop while at work - between the hours of 11 - 5, but lunchtime rules.

Urgency, boredom and email notifications are the top-three drivers of at-work shopping. Contradicting the "influencer" hype, 91% say they make a buying decision themselves rather than relying on the opinion of others.

Considering women control $4.3 trillion (73% of household spending) the study is worth a look for marketers to consider why and how they spend their shopping time.

[ Resources for you ]

The Mall Behind the Spreadsheet: Women's Online Shopping Habits at the Workplace and Beyond.

| Download AOL Report, The Mall Behind the Spreadsheet |

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Research Short:
Youtube garnered 14.6 billion viewed videos of the 34 billion total in May, averaging 101 videos per user that month. Hulu was next at 1.2 billion and Facebook came in a 246 million. (Comscore)

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The Future of Social Relations

Pew Internet and American Life's fourth Future of the Internet survey, released this month, points to the possibility that many of us believe our social lives are positively affected by online socializing.

Some 85% agreed with the statement:

"In 2020, when I look at the big picture and consider my personal friendships, marriage and other relationships, I see that the internet has mostly been a positive force on my social world. And this will only grow more true in the future."

The survey results were based on an online survey of Internet experts and other highly-engaged online users who were invited via email to participate, so it is not surprising that the responses were enthusiastic about the Internet and social life.

The major reasons cited for the Internet's positive contributions are that it not only lowers the barriers of cost, geography and time but that it supports the kind of "open sharing" that brings people together.

Respondents noted negatives as well, including the non-monetary cost of spending time online robs from face-to-face relationships and the emergence of potential new psychological conditions.

[ Resources for you ]

Future of Social Relations Report

| View or Download Pew Internet and American Family Future of Social Relations |

How We Shop in 2010: Habits and Motivations of Consumers

eConsultancy's latest research looks at consumer shopping habits in separate reports for the U.K. and the U.S. The report looks specifically at how the Internet plays into consumer's research, direct sales and customer service.

Email still plays a key role in online sales, and online reviews or ratings are significant for both markets. Location is a more powerful factor in buying than many other targeting variables. It is no secret location-aware devices are the "next big thing" for marketers.

The full report is $249 (USD). Sample data is available at links below.

[ Resources for you ]

How We Shop in 2010: Habits and Motivations of Consumers

| Download Sample U.S. Report (PDF) |

| Download Sample U.K. Report (PDF) |

Social Media Management News :: June 2010 Marketing Communications

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Marketing Communications

Facebook's Community Pages, launched in April, are causing big headaches for brands, user controversy, and general anger and confusion.  Follow the "read more" link for some management suggestions.

In a nutshell, Facebook is creating automated "fan pages"  (Community Pages) based on what individuals enter into their profile.  Facebook populates the pages with Wikipedia content, including company logo, and automatically aggregates Facebook posts that contain related words on the pages, along with the comments and "likes" that accompany any post.  If they become popular enough, the administration of the page will be handed over to the Facebook community, in "wiki" fashion.

Your profile describes you as a "harassed slave at My_Company"?  Yep, there's now a Community Page for that.

Even users who have configured their privacy settings so that "only friends" can see their Facebook posts are not immune from posts being displayed on Community pages, however, in that case only friends will see other friends' posts among the aggregated posts there.

Community Pages are listed in Facebook search as an "Interest" page, to distinguish it from a "Company" or "Organization" page.  They may appear ahead of your official Facebook presence.  Community Pages appear prominently in Google, Bing and other search engine results when searching on a brand or company name.

Brands are reacting in a myriad of way, from requesting community pages be migrated to the brand's official page to requesting removal of logos or other trademarks from community pages.  Some are reevaluating their investment in Facebook all together.
 
The purpose of Community Pages is to increase Facebook's advertising inventory, so they aren't likely to be going away any time soon.

There may be no control - but there is management:

• These pages are, in actually, just another kind of search engine results page. Use them as a very visible illustration in your organization of the key position social media brand reputation management has (or ought to have) in your organizational strategies and in marketing outcomes.  Get your marketing, PR, HR and customer service teams aligned and working together on reputation management.

• Watch and evaluate the effect of these pages on your official Facebook presence before acting (i.e., to migrate them or to alter your Facebook strategies).

• These pages can augment your word of mouth marketing or recruiting (people that "like" these pages are seeing the aggregated posts in their personal Facebook news feeds), so consider how they can be built into your strategies.

• Make your official Facebook presence obvious. 

• Use content and engagement strategies that make your own Facebook presence alive and breathing. There isn't much in the way of interactivity for now on these automated pages to drive conversation.

• Do take advantage and monitor these pages for product or service insights.

•  Check in on your Wikipedia entry.  If it needs attention use Wikipedia's discussion pages as a vehicle to update your pages, engaging with the editors to make the updates.

• Your search engine strategies just keep getting more and more essential.  Make sure your SEO, SEM, social media, and overall web presences are working together toward your specific strategies.

• Include the pages into your social media or marketing metrics and analytics.

• If you are in a regulated industry, be sure relevant employees are aware of the implications of "liking" a page which may impact them or you.

• Review, update (or create) your social media policies, and most importantly communicate them clearly and systematically to your employees and outsourced teams.  No matter how savvy you may think your Facebook touting employees are, vast numbers of  Facebook users are completely unaware of how public their comments and profile entries are, or how Facebook is populating Community Pages with them.  A little training goes a long way.

• If you are a Facebook advertiser, you have a loud voice with Facebook.  Contact Facebook about your specific issues.  

• Stay focused on using your social media strategies to drive value to your business and consider Community Pages through that lens. 

[ Resources for you ]

Facebook's Description of Community Pages

| Read about Facebook Community Pages |

Example: Automated Community Page for Lipton Tea

| Visit a Facebook Community Page |

The ad industry's self-policing "Power I" is now being trialed by major online advertisers.

AT&T, Microsoft and a myriad of other major online advertisers are trialing the "transparency in behavior advertising" system.  It debuts amidst a wide-ranging flurry of activity in Congress and by regulatory agencies to address growing concerns and increasing outcry about consumer and data privacy. 

The industry hope is that the widespread adoption of the Power I by advertisers will fend off the FTC, privacy groups, and legislation.

The Power I is an icon on ads that leads consumers to information about what activity they performed online that triggered the ad and provides methods for them to opt out of targeted ads.  It does not allow opting out of advertising altogether.  Neither does it allow web browsers to disable behavioral tracking - only targeted ads.

The self-policing system only pertains to ads that use behavioral data from third-parties - i.e. commercial ad networks and servers.  It does not apply to a web publisher's own data. 

Privacy concerns may be impacting the ad industry's bottom line, as well.  If a recent study by the Poneman Institute is correct, an estimated $600 million is being withheld from the industry. Ninety-eight percent of the companies surveyed by Poneman said they are curtailing investments in behavioral marketing due to consumer's privacy concerns.

Click on the images below to see one example of a how the targeted ad disclosure notice works.  This ad was delivered to me on Mashable, triggered by my visit to Zappos.com the day before.

     

[ Resources for you ]

Self regulatory principles for online behavioral advertising: Internet Advertising Bureau

| Download IAB Document: Self-Regulatory Principles for Online Behavioral Advertsing (PDF) |

CLEAR: Joint specification for using the icon and displaying information

| Download CLEAR Ad Specifications Notice (PDF) |

Federal Trade Commission report on its examination and principles for online behavioral advertising.

| Read FTC website summary and download FTC report. 

Do-It-Yourself Mobile Apps

Geodelic, a start-up mobile marketing company, offers marketers a DIY mobile publishing platform. 

Marketers (and individuals) can manage, update and publish branded content in real time without creating individual mobile applications.  Content is published from a marketer's website or feeds to location-aware devices through the Geodelic mobile application.

Geodelic is the first DIY model publishing model we are aware of.  Why is it important?  Simple and real time mobile publishing  promises to fuel mobile marketing much the way blogging platforms sparked the social media explosion.

The Geodelic app is currently available for iPhone, iTouch and Android. Verizon recently tapped Geodelic for its MyTouch location-aware search application,  Serpa.

Mobile has hit its stride. If you don't have a mobile strategy in the works, it's time.

Social Media Management News :: June 2010 New Research

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New Research

Bridge Ratings finds social marketing outperforms other marketing strategies.
 
What caught our eye with this study is that Bridge Ratings applied some old-fashioned, hands-on field study in conjunction with standard survey research and points to some rather compelling social marketing successes.

Bridge Ratings, a radio measurement and research company, applied insights it gathered on social network user behaviors to create a "hierarchy" of social media use for specific demographics. It then field tested marketing for radio stations, a music artist and a financial services company within these audience hierarchies.

Their results showed increases between 20-75% in desired activity (leads, listenership, downloads, etc.).

The brief case studies shared in the study strongly suggest social media strategies that closely link demographics, lifestyle and a solid understanding of specific audience social media behaviors may outperform other marketing initiatives.

[ Resources for you ]

Bridge Ratings Analysis: Social Media Hierarchy

| Read Bridge Ratings Analysis and Case Studies |

An AARP survey looks broadly at the use of technology in the over 50 crowd.

The survey says, 27% of Internet users aged 50-64 use social media websites, and Facebook is the most popular. Nearly half say they are Internet savvy.

Interestingly, 73% connect to relatives other than only children or grandchildren, and 63% said it was their child that introduced them to the social network(s) they use.

Hispanic women 50+ are far less likely to access the Internet than Hispanic men, and one-half of Hispanics in the study say they do not get their news from either print or online.

AARP conducted the survey to help AARP better serve its members through its website. 

[ Resources for you ]

AARP Social Media and Technology Use Among Adults 50+

| Read Bridge Ratings Analysis and Case Studies |

American Express ranks highest for privacy trust among consumer for the 5th consecutive year in Ponemon Institute's annual Most Trusted Companies for Privacy.

Unfortunately consumer's sense of control over their personal information is sliding steeply at the same time their belief is growing in the importance of privacy and protection of personal information.

[ Resources for you ]

Ponemon Institute 2010 Most Trusted Companies for Privacy: US Customers

| Download Ponemon Institute 2010 Most Trusted Companies |

Social Media Management News :: May 2010 Marketing Communications

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Marketing Communications

The FTC’s investigation of Ann Taylor about its blogger endorsement practices offers both  insight and lessons to marketers. 

Ann Taylor is off the hook for now.  The FTC has closed its first blogger investigation primarily due to the quick after-the-fact action by Ann Taylor to put in place an internal policy surrounding the use of blogger endorsements. 

Its April 22, 2010 letter to Ann Taylor LOFT, contained the FTC’s parting words: "The FTC staff expect that LOFT will both honor that written policy and take reasonable steps to monitor bloggers' compliance with the obligation to disclose gifts they receive from LOFT."   

Ann Taylor got into hot water when a few bloggers failed to disclose they had received gifts after being invited and attending a January 2010 “exclusive preview” of the Ann Taylor Summer 2010 clothing line.  ATL additionally promised bloggers that anyone posting about the event within 24 hours would be entered into a drawing to win gift cards valued between $50 and $500. Reportedly, Ann Taylor posted a sign at the event advising bloggers to disclose the gifts if they posted about the preview.

For marketers Ann Taylor’s situation is a glimpse into the FTC’s intentions surrounding enforcement of FTC guidelines – and provides important lessons when using blogger engagement strategies:

•    It is essential marketers implement and enforce a written policy advising employees and all marketing agency personnel of their obligations under the FTC guidelines to advise bloggers to disclose any gifts or connection between the company and the blogger.  The fact Ann Taylor had adopted such a policy (albeit, after the fact) was the key element in the FTC not recommending enforcement action.

•    Marketers must not only advise bloggers of their obligation but must monitor to ensure compliance.

•    The FTC is likely to focus on more egregious cases and this was perhaps just a shot across the bow, but it is clear the FTC holds there is no minimum exclusion for gifts.  In this case as little as $10 is enough to trigger disclose obligation.

•    The FTC will stick to its promise of focusing on advertisers, not individual bloggers.

 It is generally expected the FTC will be providing additional guidance in the months to come.  

[ Resources for you ]

An interview with FTC Bureau of Consumer Protection, Director David Vladeck for background on FTC's broad enforcement agenda.

| Read an interview with David Vladeck, Director, FTC Bureau of Consumer Protection.(PDF) |

Guides Concerning the Use of Endorsements and Testimonials in Advertising

| Download FTC document, Guides Concernng the Use of Endorsements and Testimonials in Advertising (PDF). |

The Federal Trade Commission has launched an “advertising literacy” initiative aimed squarely at the burgeoning 8-12 tween consumer. 

The initiative, Admongo.gov, seeks to raise awareness and critical thinking among young consumers about how advertising works, the importance of being an informed consumer and how to analyze and interpret advertisements.  

The website includes a game for kids, at-home resources for parents and curriculum for teachers.  Bureau of Consumer Protection Director, David Vladeck, explained in an NBC interview, that the FTC is not taking a position on advertising, but believes that kids need tools to navigate the “intensely commercial environment they live in” and must have the ability to distinguish between advertising and content.

The initiative was given the nod by and a link from the National Review Council, which is the ad industry’s voluntary self-regulatory body.  PR agency, Fleishman-Hillard was instrumental in the development of the campaign, and Vladeck says they tapped into their knowledge of the “tricks of the trade.”  Scholastic is handling the nationwide distribution of materials to students and teachers with the FTC.

[ Resources for you ]

Admongo.gov Website

| Visis the Admongo.gov Website |

FDA violation letter may signal it considers webcasts promotional materials.

A recent notice of FDA violation letter sent to Biogen Idec may indicate that the FDA is gearing up to treat all social media interactions, including webcasts, as promotional materials - even when the purpose of such webcasts is to inform physicians.

At issue were eight webcasts, which were used to update neurologists on the safety profile of Tysabri for multiple sclerosis.  The FDA found the webcasts included numerous statements that minimized the risks of contracting PML, a potentially fatal brain infection.

We still await the FDA's promised guidelines on social media marketing.

[ Resources for you ]

The Bryan Cave Pharma Bulletins

| Download The Bryan Cave Pharma Bulletin (April 13, 2010 PDF) |

| The Bryan Cave Pharma Bulletins |

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Marketing Communications

Image: Intel Digital Signage Proof of concept

Digital signage growth is big, and so is the brewing consumer controversy.

The advertising industry is feeling the heat as privacy advocates shine light on digital marketing practices and technologies, championing regulations for consumer privacy and control. In an effort to stave off the FTC which has begun holding hearings, the industry is promoting, encouraging and pushing hard for self-regulation.

Digital Out Of Home (DOOH) signs, billboards, displays, and kiosks often act as a one-way mirror for advertisers. These use a combination of identification and interactive technologies such as facial recognition, RFID tracking, license plate capturing, mobile marketing and social networking to gather, capture, store and amalgamate consumer information for marketers' purposes.

The Center for Democracy and Technology issued a report to coincide with the recent Digital Signage Expo 2010. The report makes comprehensive recommendations for safeguarding consumer privacy, calls for greater transparency and counsels the industry to maintain consumer trust if it wishes to continue DOOH's exponential growth.

The CDT is joined by the World Privacy Forum which calls for consumer choice on use of information and special regulations on the collection of children's information. The retail industry in the guise of POPAI, has recently released a Code of Conduct for marketers using digital signage.

[ Resources for you ]

Article: They're Watching You: Digital Hunter-Gatherers Want Your Information
| View article: Digital Hunter-Gatherers Want Your Information |

World Privacy Forum background report for the Federal Trade Commission:
| Download One Way Mirror Society: Privacy Implications of New Digital Signage Networks (PDF) |

CDT report: Building the Digital Out-Of-Home Privacy Infrastructure
| Download Building the Digital Out-of-Home Privacy Infrastructure (PDF) |

POPAI Code of Conduct
| View POPAI Code of Conduct (Google Docs) |

CDT Privacy Complaint Browser Tool for filing a privacy complaint with the FTC
| See the Privacy Complaint Tool |