online advertising

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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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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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This one is from my screenshot archive that is yet to see the light of day.

During the  first days of the Egyptian revolution,  travel portal Irhal was witty enough to quickly launch this online advertisement campaign, which at first thought makes you think about the revolution and a naive campaign cooked up in haste by the revolutionaries, whilst you quickly discover that the ad just wants YOU to see the world more. What I did not like that the time is that the ad took you to the website’s home page, instead of a specialized landing page.

 

irhal ad jan 25 egypt revolution

irhal.com also offered Egyptian companies working in the tourism sector free ad space to help boost the tourism sector there following the political unrest.

 

Do you have similar examples stashed away somewhere?

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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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****Update: Fares is the winner and will receive The Phoenicians book via Antoine Online. Thank you All for playing and better luck next time.

So far Antoine Online have their heart in the proper place. They are renewing their online shopping site and have signed multiple agreements with international retailers like Amazon to ensure you are really able to get ANY book you want.

The website is being released this week at the Salon du Livre in Beta with testers being invited to help iron everything out. So you can log on to check it here

and help out, or just relax and wait for my full review once I make my first purchase.

BUT FOR NOW:

Tell me which book you would like to get and why and one of my lucky readers will get his dream book through Antoine Online*.


Disclaimer: Antoine Online have asked me to review their site  – True. And yet my objectivity shall not be tainted in terms of what I write.
*International Readers welcome

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Well with all my business I forgot to tell you about my 1st guest post over at GigaLB.com, which is a hip Lebanese Tech Online Mag run by the Maniachis for technology insiders, lovers and addicts, and early adopter consumers. When I sent Chadi the post, 2 days late I did not imagine that he would accept posting it with the headline that I put. But anyways he did, so now, if any of you want to berate me for the lack of posting you can read between the lines to check the reasons why. Anyways, here is my blog post with the takeaways Lebanese marketers and Social Media enthusiasts need to munch on following the event.

Check it out and let me know what you think!

And keep on the lookout for other posts of mine over at GigaLb who are good hosts.

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