Mark Zuckerberg, “Zuck if your nasty”, has maneuvered Facebook within spitting distance of toppling it’s erstwhile nemesis – Google. With a few “geeky” keystrokes, Facebook has parlayed its 400 million strong user base into an unstoppable competitive advantage. Zuck will soon control how we all target, evaluate, and optimize our online media buys. Here’s what got me all hot and bothered during f8 –
I Like You:
I believe that strong tribes = strong results. Advertisers love to plant advertising in the middle of a strong tribe. Direct marketers will fight tooth and nail to reach the chief of a strong tribe. The new “Like Button” plug-in announced during F8 will knit people’s networks even closer together. Now it’s much easier to give my tribe deeper context about what makes me smile, cry, shout, and buy. My Facebook profile will soon ooze with tantalizing clues about who I really am and what makes me tick.
This is a goldmine for smart marketers who are aggressively experimenting with Facebook Ads. Almost overnight, your targeting data will spike in value.
The Activity Plug-in
This nifty add-on is a gamechanger in my book. The Activity Plug-in shows a website visitor what their friends liked on the website. I love this. Imagine quickly navigating through a website zeroing in on what my Friends that was interesting. Not only is this a incredible bonding tool for Friends, but it’s a gold for marketers. Imagine being able to use actual “tribe activity” to optimize your website experience. Wow.
Everybody Can Play
The last piece is the Open Graph API itself that makes it cut-and-paste easy to hook a website up to the Facebook juggernaut. Essentially, the Open Graph API turns a website into a collection of objects. When a person presses the like button you site easily transfers information about the object to the person’s Facebook profile. Now there friends can see the object but also get a direct link to the advertiser’s website.
I believe that this is a goldmine for e-tailers who are looking to build awareness and consideration of their products. Essentially, facebook users become a roving band of high credibility reviewers and referrers.
Facebook Puts on Big Boy Pants
I’ve been waiting for Facebook’s killer monetization strategy for a while now. April 21st marks when Facebook pulls on the big boy pants and offers a tantalizing look into how advertisers can make the Social Graph pay. Although these changes seem technical, they mark a sea-change in Facebooks strategic orientation. For the first time, Google’s Adwords has something to worry about. Zuck is bringing his A-Game.