Begginer SM Tips

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how not to use facebook advertising lebanon

 

 

 

how not to use facebook advertising lebanon

UPDATE: Apparently someone is impersonating the Wissam Fares with this profile. Based on a comment by fellow blogger Elie on Blog Baladi. 

I was pretty shocked to see this facebook ad. I was intrigued. Could it be some interesting social media campaign? I clicked. It landed on a personal profile as you can see. The guy has been in the game ( registered FB user ) since 2010. Hence, most probably he is following the Lara Kay path, and trying to get some extra attention, or is just plain bored and playing with facebook advertising.

 

For those of you who can not understand Lebanese slang this ad says: “I am in Beirut now and I want a girl to spit in my face … and I am not kidding”.

 

In any case for a marketer, especially one that works in social media, such occurrences really put an interesting perspective  into our industry. Traditional billboards are overtaken by people posting Birthday wishes and love messages, while on Facebook, Sayfco ads come hand in hand by a guy who wants to find a girl to spit on his face. And I suspect, since facebook can’t really filter out Lebanese slag his ad got approved.

 

This definitely beats politicians promoting their facebook pages. Have you seen weirder Facebook ads? I am dying to know!

 

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UPDATE: Leo Burnett won Cannes Lions silver for this campaign.Check the full campaign recap video below. Thumbs UP!  (The reach numbers seem a bit high to me though)

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Initially Published March 18

After an extremely dull strain of flash microsites and lame sweepstakes comes a completely refreshing SOCIAL social media campaign from Leo Burnett, that provides a unique and personalized message and is also 100% related to the cause at hand. To think that all of this time when I was raging that ad agencies DO NOT GET IT that influencers want to be ENGAGED they got IT !!!

 

It all started a few days ago when I found a friend request on my facebook from a “Darine Sabbah” who also had MY profile photo. Immediately I posted for all my friends to report this person and reported him/her myself. Friends rages, some said its a spam bot and that others have been hit too, a friend called me to check if I am OK, another said I must be pretty famous to be impersonated…  whilst I stayed bewildered that the profile is still up.

And a few minutes ago I found what it is all about and it is so bewilderingly brilliant, that after my long round of silence and amidst my crazy commitments to Twestival Beirut (and instead of writing a post about that) I am writing a post about this.

So the secret was revealed when I got the following two Private Messages on Facebook.

brand protection group campaign direct message one - the closest thing to you may be fake brand protection group campaign - direct message

Do I need to rave more about how insightful this campaign was?I would’ve probably created you some nice bullet list and a great deal of reasoning packed into 500 words or so, if I had the time, but I think you guys can go ahead and build it on your own, in the comments below.

 

So be ware “The closest things to you might be fake”. It’s time to take action.

P.S. What I did not like though that the PMs came from a from Brand PGs facebook user account and that that account is a closed account with little info and there is no Facebook Page for Brand protection.

 

P.S.2 The funny thing is that I got a Press Release from Leo Burnett a few days earlier about what they were doing for the campaign and tehre was a slight mention of facebook, but i completely disregarded it thinking it will be same old ads + page. I almosty feel like calling this “guerrilla social media” …

 

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These are a few of the mantras that I try to repeat to clients to shift their paradigm to thinking about ONLINE marketing and their online presence. What are the mantras that you follow in your online marketing strategy?

 

Image via SANTIMB on Flickr CC BY NC SA- Advertising does not Guarantee Visibility

- Visibility does not equal Brand Leverage

- Visibility is nothing without Engagement

- Engagement can not result in friction points and frustration, as these “de-stimulate”  and greatly impact conversions

- Engagement needs a series of personalized touch-points in order to create qualified leads that are then filtered into conversions

- Visibility through online advertising does not mean engagement and brand awareness in the online world

- Since online advertising is not interruption based, the challenge is in creating interactive ads and campaigns that will grab the attention of the online community and create conversions.

- Online advertising and other social media channels are used in combination to create multiple effective touch points with leads and community leaders to create brand engagement and awareness.

- Valuable content and value added in the community create a positive brand image will will eventually lead to more conversions

- Conversions are not instantaneous, online marketing, just like any sales process requires significant lead nurturing to make them convert and become clients.

- As each online experience is unique, we now have the tools to target each and every targeted group with individual messages and tailored communication strategies that will create multiple gateways for them to find out about the brand and come through gateways customized for them.

- In the online world, any activity performed by a company leaves a lasting footprint in the world wide web, unlike offline, where there is no feedback past the expiry of the month in which an add or press release was rolled out.

- On Digital Echo: Online campaigns, do not have an instantaneous effect, before becoming viral, a certain time-slot needs to be given for the online community to discover the content ( which we will be working on), get interested in it, explore it, adopt it and then start spreading it and becoming brand ambassadors. This resulting echo will further resonate the campaign and the brands position. That is why, the campaigns need to be present and fed with content for certain period to maximize their reach.

- Online advertising gives companies full statistics in terms of how many people viewed their messages/ads, how many clicked on their ads, where they came from, what they did, how much time they spent on the landing page… something offline advertising can not aspire to. Furthermore in online advertising you pay for targetted leads and people who actually viewed the ads , and not a mass of newspaper subscribers that disregard the ad, or people who switch channels during commercial times.

- Leads need to be put into a personalized nurturing process that will ensure their conversion with time through a series of various online and offline touchpoints with the brand.

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I like it when brands are upfront and honest, it is sort of refreshing don’t you think?

This is a teaser campaign billboard in beirut

The only brand that comes to mind which has purple in its corporate identity is Cadbury so they are number one on my suspect list. Who is on yours?

 

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UPDATE:

Tthe campaign turned out to be a campaign by VOLVO for their Leasing Campaign

volvo leasing camapign

The extremely weird thing about the campaign is their unbelievably primitive use of the Facebook Page created.

I’d rather they just used facebook ads for the Volvo from the start rather than waste money to direct people to a non-engaging brochure publishing page.

volvo teasing camapign facebookpage

 

 

 

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Bras for A Cause – Funstany.com

While companies are trying to trick the social media users to talk about them , Fustany.com* is really trying  to do some social good, partnering with the wonderful Loryne Atwi from One Wig Stand for a project aiming to provide cancer survivors with sexy and accessible lingerie, whilst doing breast cancer awareness and fund-raising.  Watch the video above to find out how the idea was born and who the judges are.

 

And the guys are pretty well organized, they recruited a team of ambassadors, they are churning out fresh shareable content within a set calendar,  they are passionate about their cause and most importantly they are active online and very quick to respond. So companies out there trying to figure out how to operate social media stay tuned to the guys begins Bras for a Cause.

 

And if you are a designer, Bras for a cause competitions not for fame and fortune, but because THIS is what will really empower women with breast cancer and make their life much easier.

 

 

Don’t forget to check the Bras for A Cause website, twitter and facebook page .

 

 

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*its not the first time fustany.com are doing something to help with breast cancer awareness either

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Last week I gave two lectures at the Amercian University of Beirut as part of the AUB Online Collaborative #SM101 Series.

In the first I spoke briefly about how Social Media should be approached and some do’s and don’ts expressed by case studies from the Middle East. The below slides cover glibly what we talked about (hopefully I can post a video of it soon). The lovely Brooke Anderson from the Daily Star wrote an insightful overview of the lecture here.

If you are interested in the subject of setting up a Social Media Strategy you will be also interested with the interview I did over at GIGALB with Patrick Atallah from 90:10 Group which gives first hand insights into the subject.

The second was an introduction to Social Media Monitoring and was all about the free tools one can use to monitor social media activity and creative way of putting them to use. Let me know if there are any tools you love to use that were not mentioned here.

It was a very interesting experience indeed, big thanks to Mohammad Hijazi for inviting me over and Mrs. Leila Khauli for the support by telling her students that the material will be on their exams.

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At first I thought it may just be Zaatar w Zeit rebranding themselves,then I saw this video and the acting and the background music just stand out together with a youtube account that was just born yesterday.

 

 

Missingz

 

And then just a few minutes back I got this letter delivered to my office.

Zaatar w zeit viral campaign kidnappers letter

Would’ve been more fun if ZwZ was panicking online and threatening to sue the mischievous, but i guess all of this is part of tehir online initiation campaign.

 

It’s fun let’s keep watching.

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The below is a campaign that was launched by AM Financials last summer (Summer 2010) and still running on their site and corporate materials. At the time it seemed to me too brilliant to be original, I raked my memory and did my research.

Am Financials Ad Campaign

You could fin the full overview of the original Yahoo Campaign launched in September 2009 here.  I do not believe it was a coincidence, do you?

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As this post is published I am giving a guest class in Leila Khauli’s #MKTG225 class in AUB, just thought I would share with you the slides so you can see what is happening you can also follow the tweets with #mktg225 hashtag.

Normally I do not include a lot of text in my visual materials, but this time you can see a lot since I intended it to be a cross bread between a power-point and a notes guidelines for the class.

This is exciting, more details later! Let me know what you think

Online Marketing - Guide For Control Freaks

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Tonight I am heading out to Amman for the 1st Arab Social Media Forum, a full day event wholly dedicated to Social Media throughout its aspects.

But the more exciting thing is that following my An Event for the Netizens post the event organizers asked me to be the moderator for all he twitter questions coming from the global audience(1). So all that you need to do tomorrow is follow the #ASMF2010 hashtag and tweet your questions to the speakers and the most interesting ones will be answered.

Looking forward to it!

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1- Perhaps it is also an attempt to curb my natural tweet cynicism ;)

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