Friday Nov 21, 2014

Insights Straight From #WOMMASummit

Author: Erika Brookes, VP, Oracle Social Cloud 

I attended this week the annual #WOMMASummit in Hollywood, California. As usual, it was a lively event full of industry thought leaders, informative sessions, engaging conversations, quotable tweets and more than a few innovative ideas.  I had the pleasure of speaking with LinkedIn executive Deanna Lazzaroni on the topic of B2B social marketing. Only we took a different stance on traditional “B2B” marketing with the session titled “B2B Social Media Made Simple: Hint, it’s All About P2P”. Meaning it’s all about people connecting to people.

By now, I hope you understand you aren’t “marketing” to broad-brushed, generic audiences anymore. You are trying to develop relationships with people. And that takes understanding those people—their likes, dislikes, desires and needs—accomplished through active listening. Once you understand someone better, you can engage and respond to that person in a more relevant and authentic manner. You’ll understand how to develop better content for them; interact at the appropriate time; educate and provide information; and ultimately help meet their needs.

Your business today must operate as a people-centric organization. It must be the guiding principle to your strategy and ultimately how your strategy is executed via your culture, people, processes and technology. It’s the right strategy that will help businesses succeed with today’s ever-changing world driven by empowered people.  

  1. Be People-Centric: Put people at the center of everything you do. This goes beyond being customer-centric. This includes your employees and partners – groups of people that are equally important in creating a customer-centric organization. Learn, engage and empower your employees and you can create an army of walking brand ambassadors. This is also true for your partners. It’s like amplifying your brand marketing power threefold. Drill into your organization the importance of being people-centric—across customers, employees and partners.
  2. Listen to Learn: The old adage that “we have two ears and one mouth so we can listen twice as much as we speak” has never been more applicable than in today’s socially enabled digital world. The greatest “focus group” we’ve ever imagined exists today with our social web, if only we leverage its incredibly insightful data. Customers and prospects—people—are out there having conversations that could yield you real business value. But you have to be listening. This listening extends to all of your employees and even your business partners. Make listening your organization’s new best practice. You’ll be amazed at how much you learn that can be put into action to drive real business objectives.
  3. Get a Handle on Your Data: Chances are you have incredibly valuable data on your customers… in incredibly siloed systems accessed by different departments for finite reasons. Data is the lifeblood of your organization: CRM data is essential. Social is insightful. Marketing transactional data is vital. Service activity is critical. And all those other owned sources—call center transcripts, customer reviews, forums and more—offer you a 360 view of the customer, but all too often is lying untapped or limited in its accessibility. Imagine if you can get a handle on it all; aggregate it, analyze it, and find actionable insights. That’s power. That is bottom line. It’s doable, but it requires next-generation technology systems that communicate and share. Your cloud technology solutions like CRM, marketing, commerce, service and social should be integrated and interoperable to tie together all of your customer data to power your customer engagements.
  4. Think Mobile First: This is best captured in the form of a Tweet from BuzzFeed executive Terry City during his WOMMA session: “If it doesn’t work on mobile, it doesn’t work.” And that about sums up where we are headed. Smartphones are changing our daily behaviors making activities like social networking, shopping and search increasingly mobile. Smartphones aren’t just lighter computers with smaller screens. They require a different approach than traditional laptops/desktops. You are dealing with a different mindset when someone is mobile… and yes, less real estate in which to engage. So you have to approach timing, content type and delivery, and the value prop differently. Smartphones also offer untapped and transformational potential—think sensors, beacons, location-based recognition. These powerful little computers can bring hyper-local targeting, personalization and contextual marketing to life.
  5. Be Human, Be Authentic: It’s amazing we still have to reinforce this one because it’s the most obvious, no-brainer advice of all. But everyday we see examples of organizations failing here. Want to see what a win looks like? Check out how General Motors handled the #ChevyGuy #technologyandstuff situation. A potentially damaging situation turned into gold simply by swiftly reacting at the right time and in an authentic, human and brilliant manner. Today it is about right time and real time content. And given that it is a person-to-person world, it should also be uniquely human, real and authentic.

Of course, this lists only five ways to succeed in today’s rapidly changing digital world, and it could easily be expanded to 10, 15 and 20 + advice points. As you think about your customers, employees and partners, try to keep this in mind: Our digital world might make it harder to remember there’s a person behind that email, Tweet, post, comment, or text. But your connections are being made with people. People with valuable information and insights; People wanting to be engaged and empowered; People wanting to interact with people. Welcome to the new world of P2P business—people connecting with people.  

Tuesday Nov 18, 2014

And Two Become One: The Convergence of Social & Mobile

Author: Amy Sorrells, Oracle Social Cloud

By now everyone should understand the importance of all things mobile. Yesterday at the annual WOMMA Summit, Terry City from BuzzFeed said the following that quickly garnered lots of Twitter love: “If it doesn’t work on mobile, it doesn’t work.”  And with every new smartphone sold this becomes increasingly right on.

(Image courtesy of WOMMA Summit)

The shift to social media being consumed on mobile devices is very real. But many brands’ existing strategies are based on the wrong assumption that social is still a desktop/laptop thing.  Do people still use desktops and laptops for social networking? Of course they do. It’s just that social media usage is rising and it’s being driven by the proliferation of smartphone adoption.

And it is not just social activities; mobile is driving changes across many behaviors from shopping to service to search.

Comscore says we in the U.S. spend 52% of our “digital time” on mobile apps. Mobile comprises 60% of digital media usage…a percentage that’s rising at a rapid clip. Social, along with games and music, dominate mobile app usage, with Facebook the clear #1 for audience size and time spent.

When you drill down to how the individual social networks are predominantly engaged, 98% of the time U.S. users spend with Instagram is on mobile. For Pinterest it’s 92%, Twitter 86%, and Facebook 68%. So taking these kinds of statistics into consideration, an aware social marketer would have no choice but to start thinking about social solely in terms of how it plays out for users on mobile.

Brands and advertisers start doing damage to their company when they don’t stay in step with real changes in consumer behavior.

And here’s what that behavior looks like: There are more people in this world that own smartphones than own toothbrushes. Four out of five consumers use smartphones to shop. 52% of Americans use mobile for in-store research. 70% of mobile searches lead to online action within an hour. People that find you on mobile convert at almost 3x the rate as those that find you on desktop/laptop. Those using mobile are out and about, living their lives and ready to socially engage.

Smartphones aren’t just lighter laptops. They are enabled with innovative and valuable opportunities—think sensors, beacons, location-based recognition. They can bring hyper-local targeting, personalization and context marketing to life.

Mary Meeker’s State of the Internet report brought us some curious figures that illustrate a disconnect between where the public is spending their media time, and how much ad spend goes there. For instance, print usage is at 5% and dropping, yet the spend by advertisers comfortably jogging behind consumer behavior is 19%.

Looking at overall mobile ad market trends, however, things look like they’re heading in a reasonably right direction. BI Intelligence says it will grow the fastest amongst digital options, going over $32.6 billion in 2018 with social leading the way. eMarketer thinks mobile ad spend will surpass desktop PC advertising by 2016, then TV advertising by 2018, with Facebook controlling at least 71% of the mobile ad market.

Today businesses need a strategic social paid, owned and earned strategy – and it needs to be a mobile-first strategy. Do you forget about desktop/laptop usage? Of course not, you are still reaching and engaging there, but it’s dwindling. Mobile must take priority. The relationships you’re building with your customers on social, using the data they’re handing you via social + other enterprise data, with content served up at a time and place of convenience and high relevance, targeted and amplified with mobile ad options, is the increasingly obvious path to pursue. 

Tuesday Nov 04, 2014

Social Enabling Child Welfare Agencies to Engage Community to Strengthen Families

The average citizen has a limited understanding of the child welfare system; much of it based on “worst case” news stories that lack context. Allowing these misconceptions and stereotypes to persist is damaging to the system. Social media provides an opportunity to bypass traditional media channels and enables Child Welfare Agencies to build and manage a brand for the child welfare system that strengthens communities by educating and encouraging participation. 

Leveraging Social Media to Connect, Educate, and Strengthen the Community They Serve

Social Media is a new concept for Government. Child Welfare Agencies are beginning to embrace technology to connect with the community they serve. Each day Child Welfare Employees do many good things than never make the news. HHS Agencies are leveraging social media such as Facebook and Twitter to promote the positive things that the HHS Agency is doing. Whether it is promoting children for adoption; increasing foster care capacity; creating communities of practice that enables providers or working with the community to promote their brand. The right tools allow monitoring of social networks to understand impact, sentiment, and participation. With the power of social media, these outreach campaigns can trigger conversations about the value of the system in supporting children and families.

Focus on Campaigns that Work Best:

Abuse of alcohol and drugs has had a dramatic effect on foster care, particularly in the past 20 years. With increasing frequency, children are coming into care because their parents are addicted to alcohol or drugs. Agencies are looking at technology to modernize the way they outreach and recruit foster and adoptive parents.

Child Welfare Recruitment Managers embrace the value of automating campaigns and recruitment strategies. Technology allows them to connect with individuals that they have not had access to in the past. Outbound campaigns allow recruitment managers to nurture new individuals through the process, no matter how or through what channel the individual chooses to engage with the agency. Once they know someone is interested they can deliver the right content in the context the individual is at during their particular stage in the journey.

Often, the public is not familiar with the mission of a child welfare agency.  Having a social media presence allows individuals to be a voyeur and slowly become educated about the agency. Individuals are curious by nature and as the agency promotes articles that highlight how foster care kids are graduating as valedictorian of their high school class; bios of children that are available for adoption; or success stories about foster care parents and CASA volunteers they become more open to the message. Over time, Child Welfare Agencies are able to educate the individual and nurture them until they are comfortable and ready to take that next step whether is just to find out more information, take a training course, or decide to adopt a child in foster care.

Technology provides recruitment managers with data and metrics to determine which campaigns and strategies are most effective, so they can double down on what works and move valuable resources from ineffective marketing campaigns. They can leverage social media to build targeted campaigns towards specific populations, demographics, and communities.

The Future of Connecting and Strengthening the Community:

When it comes to harnessing the power of social media, the majority of Child Welfare Agencies are just getting started. Child Welfare Directors understand that advances in technology have changed not only the way we communicate with each other but it has changed the way the community interacts with government.

Social media’s unique ability to connect people and create communities can serve the needs of the child welfare system. Allowing virtual communities to come together and transform the way the agency connects with the community they serve. These communities can be public groups to encourage participation or private groups so current stakeholders have a forum to communicate. Confidentiality is still perceived as a challenge, whether it is the inbound or outbound message. Automated tools are available that ensure CW Agency complies with confidentiality polity to review posts before publishing messaging. Technology also enables the Agency to determine which posts need immediate response and which to label as customer service issues.

CW Agencies can take advantage of being able to listen and analyze what is being said about the agency around key topics. This allows the agency to proactively respond correct erroneous information and publish public service announcements when needed.

Automated tools make it easy for a child welfare agency to manage the agency’s social presence, provides insights about the work they are doing and how to better communicate with their community while providing the metrics to measure what is working. 

Friday Oct 31, 2014

13 Un-scary Tips to Get You More Twitter Retweets

Do you have Twitter-envy?  Come on, admit it.  You’ve been tweeting like a madman for months and have rounded up a grand total of 35 followers.  Meanwhile your friend just started tweeting last week about nothing but pickles and already has 20,000 followers.  And those followers are giving him retweets that help boost his fan base even higher.  

How are they doing it!?  Are there ancient secrets being hidden only from you?  Is it a conspiracy?  Is your Twitter account broken?  Are poltergeists erasing your tweets?  I don’t want to stop you from pursuing such valid leads, but just in case those aren’t the things doing damage, here are some tips to give your tweets a fighting chance of being more appealing and thus shareable.

1. Um, learn to write.  Your friend has clearly mastered the pickle subject.  Do you know how many tweets there are a day? Over 500 million. No one’s going to retweet you unless you can make them mentally say, “Man, that’s great!” You have to be that good.

2. Assimilate into the Borg.  In this case, the Borg is your target audience, and there should be very little to distinguish you from them. Think like them, use their terminology, know what they like, know what they hate. Your audience can sniff out a poser.

3. Get their blood up.  Get a debate going by bringing up something your audience is actually passionate about. Steer clear of contrived questions nobody cares to hear the answers to. If you can safely do so, prime the pump with your opinion.

4. Make other people famous.  Guess what?  When you mention someone in your tweet, they’ll think it’s a brilliant tweet and will spread it to as many people as possible. Make human nature work to your advantage.

5. Think about your posting schedule.  Find your sweet tweet spot as far as how often you post and when you post, but base it on your target audience’s behavior. Avoid over-tweeting…unless you’re making it clear you’re live-tweeting something.

6. Put at least a little thought into your profile pic.  If you have a recognized logo, use it.  If it doesn’t stand out in a timeline of other faces, get creative and change it. People fly through their Twitter streams at top speed and that picture has to stop them.

7. In your Twitter profile, say who you really are and what you really do.  If you’re cutesy, coy, vague, evasive, or say nothing at all, you haven’t given anyone a reason in the world to follow you or pay attention to what you tweet.

8. Promote your Twitter account.  It’s okay, really.  But be very clear about all the enriching goodness they’re going to get if they go to it. They sure aren’t going to do it just as a favor to a total stranger.

9. Keep it short.  If you max out your 140 characters, there’s no room for people to retweet you.

10. First in wins.  If you know a bit of news in your field and you notice no one seems to have tweeted it yet, get it out there. Suddenly you become the cited source in all the subsequent retweeting.

11. Tweet worthy, rewarding links.  You don’t want to earn a reputation for links that make people regret having clicked it.

12. Get your ratings.  Find a social media management tool that will show you how each tweet does so you’ll know what’s working and what’s a waste of yours and everybody else’s time.

13. Please, cool it with the hashtags.  There are proper ways to use hashtags, but when your tweet has as many symbols as letters, you’re off the rails. Use them to put your tweet in front of existing category audiences. If you make one up to be funny, make sure it’s really funny.

These tips aren’t that hard and definitely shouldn’t scare you away from tweeting.  The only thing you should really fear is a steady stream of tweets going out there from your handle that are imminently ignorable.  Remember, you have pickle tweets to compete with.

@mikestiles @oraclesocial

Tuesday Aug 12, 2014

5 Things Brands Should Learn From the Rise of YouTube Celebrities

YouTube social media contentTV actors used to worry about reality show stars stealing their thunder and opportunities.  Ah what quaint days those were. Turns out the no-names doing seemingly brainless stuff as YouTube “celebrities” loomed as the larger dinosaur-killing catastrophic threat.

We present as evidence a recent survey commissioned by Variety, the traditional film/TV industry’s legendary trade publication. It showed that as far as US teens 13-18 are concerned, the faces they watch on YouTube are more important and influential to them than Sheldon, Leonard & Penny.

No, those actors aren’t hurting (just renegotiated huge new per episode deals). But much of a star’s value is in their ability to sell stuff. And that’s where YouTube celebrities are shining, ranking sky high on traits like engaging, approachable, authentic, and relatable. They even hold their own in sex appeal vs. the glitterati. Their fans love that they aren’t handled by slick PR machines or marketing operatives. There’s realness and intimacy.

It used to be that YouTubers put out content hoping to get discovered by the networks & studios. Now, that could be the worst thing that could happen to them as it risks damaging the profitable relationships they’ve built with fans. The top earner, a Swedish gamer known as PewDiePie, has 23.9 million subscribers and 3.69 billion total views, earning him up to an estimated $8.47 million per year after Google’s 45% cut. Who needs Hollywood?

So what should we as brands tasked with using content to build audiences and relationships take from this seismic shift in entertainment sources?

1. Your brand is legendary? So what? Nobody owes you a thing. The Variety article points out it’s not that teens don’t know the big TV, movie and music stars, it’s that they fail to appeal to them like YouTube stars do. You’re building your audience from scratch, and on even footing. Act like it.

2. You’ve got to be a consistent, reliable presence. If your brand doesn’t have a “show,” you’re in trouble. Your one-off attempt at a viral video or your twice a year Prezi about your white papers is a neglectful, non-serious effort that will be rewarded as such.

3. You must be real. This runs counter to everything corporate communications was built to be. “Who can be the best fraud” is no longer the game. Nobody really believed you were perfect and flawless anyway.

4. You must be approachable/accessible. Again, corporate customer service and interaction has been historically constructed for one purpose, to avoid actual contact with customers. You can’t build intimacy and hide at the same time.

5. Communities get built around great content. Following a YouTube star alone isn’t nearly as much fun as having a tribe to discuss the star and their content with. If the content strikes a chord, fan bases coalesce and spread quickly. Think less about creating fans of your brand, and more (much, much more) about creating fans of your content.

Modern marketing and the technology to optimize social distribution & promotion are falling into place. But those capabilities will go completely wasted if brands can’t stop self-obsessing long enough to care about what kind of content will make them a star with their customers.

@mikestiles @oraclesocial

Tuesday May 06, 2014

Video on Social: Are We Too Dumb or Too Busy to Read?

social videoWe keep hearing how important video is to social marketing and content marketing. We hear it…but hearing it doesn’t magically build studios in corporate offices or fund brand video teams to actually make this type of content. Most brands are lagging behind the video necessity.

So let’s talk about that necessity.’s Jayson DeMers declared online video’s role in marketing will only get bigger this year. I think Jayson would be the first to tell you he’s hardly alone in this belief. Cisco says video will account for 69% of global consumer Internet traffic by 2017. The GB equivalent of all movies ever made will cross IP networks every 3 minutes. Shutterstock found 61% of Americans watched about 397 online videos in January. And oh yeah, 36% of those were ads.

Much of what we heard about video’s shortcomings has lost validity. Videos aren’t good for traffic referral? YouTube grew 52.86% in referrals from 9/12 to 9/13. People won’t watch long videos, especially on little mobile screens, right? Yes, short might be better for your strategy, but the truth is that 53% of mobile viewers spend over half their time on videos over 30 minutes.

Why the video domination? Are we just too dumb to read anymore? Quite the contrary. Nearly two-thirds of us learn more effectively visually, and our brains process visual data faster. Not only are we not dumb, we’re smart enough to move to the most efficient means of information assimilation available.

Nor are we too busy to read. We have time to read, but because we are indeed busy, we’re going to allocate that slower-moving reading time more selectively. We’re doing a lot of skimming, setting aside a few top contenders to read later…if we get around to it.

So if you’re going to rely on written word only (and hey, nobody loves written word more than me), what you write must have enough value or be entertaining enough to survive this ruthless skimming & eliminating process.

Increasingly, the same is true even of video. It’s hardly “special” anymore. 6 billion hours of YouTube watched per month, 100 hours of video uploaded per minute, 1 billion mobile video views per day; that’s the environment in which your little ol’ video has to somehow get noticed and start getting shared.

Here’s your tweet for the day: Video is becoming so dominant that soon, scanning social channels will be almost the same experience as channel surfing.

Include videos in your strategy. Craft them to appeal to your fans. Don’t patronize. Don’t manipulate. Make sharing super easy. Optimize your videos for YouTube (the 2nd largest search engine). Use an analytics platform to monitor performance. Be consistent. And know that even if you do everything right, your video still may bomb. Major feature films do, despite stars, money and formulas, so why should you be any different?

And if you’re stuck in “but I don’t know what kind of videos to make” mode, watch for Friday’s Social Spotlight, in which I’ll pour forth multiple ideas.

@mikestiles @oraclesocial

Friday Apr 11, 2014

Twitter Advertising: 15 New Ways to Bet on Your Content

Reality check: like Facebook, Twitter has to make money.  And in the absence of charging users a subscription fee to use it, that money has to come from Twitter advertising.

The profitless Twitter makes most of its revenue from advertising, $219.6 million in Q4, which doubles the previous year’s numbers. So it occurred to them that if they offered you marketers more advertising products and options, that number would only go higher.

Enter 15, count ‘em, 15 new ad plays that will be coming your way from Twitter over the next 6 months. And from the reports so far, if your goals are downloads, subscriptions, or purchases, these products will speak more to your needs than existing offerings.

Expect most of these products to be fueled by the Twitter Card technology, which allows functionality to be programmed into tweets. This allows for a world of one-click calls-to-action not possible in regular tweets, which, given the speed and immediacy with which people use the platform, is almost a must to capture desired engagement. Users can download an app, get someone on the phone, make a purchase, sign up for a contest, etc.

But the big question: will Twitter users think these are cool opportunities? Or will they see them as highly intrusive, annoying ads? That depends a great deal on what you do.

Twitter hasn’t really upped the ad content since their first product in 2010, and that’s because they’ve been pretty diligent about the user experience. So far their ad products have not done damage, but these new 15 do represent risk. As it is, a Deutsche Bank Securities report showed 85% of users said the ads they get aren’t relevant.

So Twitter and you marketers are about to jump into the unknown together. These ads must be targeted and relevant. They must be served up at just the right rate. And they must be of quality; meaning what it always means for content - it entertains, it informs, or it offers something of real value. Put out flops and you inflict damage to both Twitter and your brand.

In short, when it comes to Twitter advertising you’re about to pay to get your content in front of more user eyeballs, and in so doing you’re placing a bet that said content is going to be appreciated and welcomed, not a user experience downer.

Photo: stock.xchng

Friday Jan 03, 2014

Is Brand Affinity Completely Worthless?

Social media is largely thought of as a brand affinity play, and far too few brand leaders know why that’s valuable.

empty pocketBe honest. Does it bother you when someone doesn’t like you? Even if you have plenty of other friends, when you encounter someone that openly doesn’t want to be around you, do you find yourself frequently wondering why not?

That’s how it often works in real life. But as brands, we not only are stunningly uncurious as to why people don’t like us or use us, we don’t even care how much our existing customers like us. It’s an unnatural way to behave, and at a time when we’re tasked with connecting naturally with consumers.

There seems to be doubt around the value of building those relationships. Either that, or because the fruits of those relationships won’t show up on the ledger this quarter, building them is deprioritized. And because social is the stage on which relationship building is performed, it too isn’t given the resourcing and executive support to max out the winning of hearts and minds.

Like the buying journey itself, brand affinity is the result of variable multiple brand encounters that combine toward a result unique to each customer. No magic ROI equation. But if there can be agreement that repeat customers, existing customers increasing their spending with the brand, loyal customers who look at our brand first or only, and customers who market for us for free, all have a positive effect on revenue…then we’re getting somewhere.

Seriously? You’re telling me you see no dollar value in your customers being as cult-like about your brand as Apple’s? Others sell similar products, but Apple markets a brand experience customers are emotionally invested in. It’s part of their customers’ very identity. So yes, they’ll buy every new product sight unseen and passionately praise and defend the brand. Apple doesn’t need gimmicks…they need crowd control.

Why aren’t we all Apples? Because we haven’t been investing in the combo of product, service and culture that generates the kind of core customers that drive 80% of profits. Fame is a group activity, but you’ve got to assemble the group. Perhaps brands that see no or only passing value in brand affinity have no sales or marketing system in place to even capitalize on being loved.

You view your product as the bee’s knees (you don’t literally sell bee knees do you?), but many brands have no significant value prop differences vs. competitors. Given that, the ability to bond the public to you is make or break. So how do you do it?

The USC Marshall School of Business determined brand affinity is achieved by enticing, enabling and enriching; meaning what you offer must be appealing, it must help the customer, and it must make the customer feel empowered and “better.” With tech listening tools, the public will show you how to do those three things for them.

Will that produce returns? A survey sought to learn which airline people thought was best. Alaska Airlines won. However…a very high percentage of respondents who voted for it had NEVER flown Alaska Airlines. They thought it was best just because enthused customers said it was.

Brand affinity is among the highest-return marketing you can do.

Photo: David Playford, stock.xchng

Friday Dec 27, 2013

How Social Media Plays Into the Innovations of 2014, Pt. 2

lightbulbIn a previous post, we began pondering what the big areas of innovation might be in 2014, and how social media is either the driver of those innovations or an essential part of them. Today we delve into Part 2 of our journey into the social future.

Drones & Robots

As the “Internet of Things” develops, will your refrigerator have a Twitter account? How else do you want it to tell you you’re low on cheese? More and more, our devices and appliances are taking the form of robots. These robots, from your heating & air system to your Roomba to that fridge, will be able to communicate with you. And in 2014, communication means social.

The word “drone” was secured into our vocabulary in 2013. Amazon plans on delivering packages to your home via drone in the next 5 years. DHL and UPS are testing their usage as well. And because they can be flown using GPS with no remote pilot needed, they’re basically robots in the sky.

The uses for drones are legion. Louisiana uses them to hunt down feral pigs. They gather storm info, do 3D mapping, track wildlife migration, apply pesticides and fertilizer to fields, hunt for missing people, report traffic and news, etc. Some misguided souls have already been arrested for using them to fly cellphones and tobacco to pals in prison. Good or bad, the FAA expects 7,500 drones or more in our skies by 2020.

Again, the data feeding these drones and robots, and the instructions to them, will no doubt come from social sources. You’ll be tracking those packages flying to your house on your Facebook mobile app. That fridge of yours will not only tell you it’s low on cheese, the grocery store follows your fridge and will prep your order for you.

The Collaborative Economy

Seriously, how often do you use that chainsaw you own? In the new collaborative economy, that chainsaw would join a collection of community tools managed online so members can get what they need, and only when they need it. This concept, being embraced by the likes of longtime social analyst Jeremiah Owyang, is being built on foundations of social connectivity.

The industry is estimated to be worth over $26 billion as people increasingly place practical usability over own-ability. One Berkley study contents that one properly shared car can eliminate the need for 9 owned cars. Airbnb contributed $632 million in economic activity in New York in just one year. Collaboration is, almost by definition, efficiency.

What’s necessary for collaboration? It’s the ability to easily make connections and easily conduct conversations of course. And we expect to see social’s use for collaboration purposes explode in 2014, both as individuals increasingly participate in the sharing economy and as enterprise organizations instill internal social network usage into their culture and use external social for collaborative product development with customers.

The Altered Enterprise

2013 has truly been a year of disruption for the enterprise. Consumers empowered by social are turning entrenched organizational, technological, personnel, and process practices on their heads. These changes are challenging, sometimes even scary. But perhaps the corporation was long overdue for innovation. 2014 will be the year those innovations will move from talk and speculation to real action taken.

The cloud changed IT’s world in short order. 60% of current small-to-medium businesses are using cloud services and 72% are virtualizing significant portions of their servers. Tech is gradually becoming marketing’s responsibility, as it’s increasingly used to achieve business objectives. The roles of the CMO and CIO are changing, hopefully into new productive partnerships. The cloud is how machines and systems can connect (at workable scale and cost), gather and crunch the waves of big data ahead, and make it practically available to end-users throughout the organization.

In 2014, those cloud-based marketing and CRM “machines” will get fully deployed. Finally, the wealth of customer data available through social will have a place to go. And it will have a purpose, used for customization, personalization and improved user experiences the likes of which have never before been seen. Much of the resulting value will be delivered to the customer over social.

And in 2014, the socially enabled enterprise will move from vision to accepted best practice as varied concerns like R&D, product development, human resources, sales, customer service, supply, billing, shipping, etc. all tap into social data for a unified, clear view of who they’re interacting with. We will finally, convincingly know our customers.


Probably most intriguing is the understanding that much of the innovation we’ll see in 2014 has yet to be conceived, either in reality or in the imagination. That’s how fast we’re moving. And if history is any indicator, social will be a driving force or key component.

Photo: Sufi Nawaz, stock.xchng

Tuesday Dec 24, 2013

Peace on Earth: The Good in Social Media

social media, social marketingWe sure spent a lot of time in 2013 discussing the ROI of social media didn’t we? What we didn’t talk about nearly as often was the RFS or “Return For Society.” And that’s a shame because a) social media is facilitating incredible amounts of goodwill around the globe, and b) brands are missing a chance to be a bigger part of that movement, arms linked with their customers.

Who didn’t hear about BatKid? While brands struggled mightily to make things go viral, what did go wildly viral was the story of leukemia survivor Miles Scott, who wanted to be Batman. The result was an organic, humanity crowd-sourced international spectacle featuring 12,000 volunteers, a Vine from the President, and a tough kid’s dream made real. No one was selling anything. It was good, it was right, and it was fun.

In 2009, Hugh Jackman gave almost $90,000 to two charities that convinced him on Twitter they could use it. Operation of Hope donates surgery to kids with facial deformities in developing countries. Charity: Water provides safe drinking water in developing countries. They were the first charity to use YouTube’s Call-to-Action, which lets non-profits overlay a link to a donation page over a video.

Normally, Charity: Water would get a few thousand per day. On World Water Day, about half the take was directly attributed to the YouTube feature. That $10,000 built 2 new wells in the Central African Republic providing over 150 people with clean drinking water for 20 years. That’s what being able to make a video and distribute it on social, or tweeting a photo, made happen.

The causes using social to make the world a better place for all of us appear endless:

  • 24 Hours for Darfur shares stories of genocide survivors using YouTube.
  • Haagen Daz alerted us to the dangers of disappearing honeybees.
  • Malaria No More and CollegeHumor teamed to bring in $750,000 and 300,000 new supporters on social.
  • Over 50,000 people submitted videos that got 500 million views for the “It Gets Better” project, combating LGBT youth suicide.
  • Random Acts uses social to rally donors and volunteers, and raised $200,000 for Hope for Haiti 2.
  • You may have recently seen a viral video from Water is Life, in which Haitian quake victims read tweets that were hashtagged #firstworldproblems.

And, of course, social has served as the fuel for movements that literally changed the politics and altered the futures of entire nation states. We would be fools to ever underestimate what an engaged populace is capable of doing with this tool.

So what are we as brands to do about users’ love of embracing social media for good? Well, for as much as we pull our hair out trying to figure out how to get them to share our content, they’re telling us one great way loud and clear. 83% of Americans want brands to support causes. 41% have bought from a brand mainly because the company was associated with a certain cause.

14 million. That’s how many visits the most read article on BuzzFeed of all time got, “21 Pictures That Will Restore your Faith in Humanity.” Sites like BuzzFeed and Upworthy have seen that if you want content shared, good news is a fine place to start. Users are consciously curating their image on social and want the bulk of it to be one of positive good cheer. Brands can help them by providing uplifting stories to spread.

We’ve heard it often; posts that evoke emotion perform best. As brands, we then lean our heads to the side like confused dogs, completely unaware of how to elicit emotion. The answer is…good news. The answer is hope amidst gloom & doom news. The answer is that warm feeling of being a part of making something or somebody better. Emotions speak to passion, and passion is what moves people from passive post-readers to sharers.

Consider Dove’s Real Beauty campaign. In the “Real Beauty Sketches” video, an artist draws women based on their self-descriptions, then again based on a stranger’s description. It illustrates the extent to which women don’t always see their own beauty. Think that struck a chord? 114 million views in 1 month.

No, you don’t have to save the world. But brands do have a real opportunity in 2014 to serve as the social instigators of real and positive change. At the very least, we should become powerful partners to entities already engaged in causes we adopt. Not only will they be happy to have you, your fans & followers will see you, the cause, and themselves as partners on the same team.

You’re not going to be able to buy loyalty like that.

Photo: stock.xchng

Friday Dec 20, 2013

How Social Media Plays Into the Innovations of 2014, Pt. 1

lightbulbNo doubt 2014 will be filled with tech innovations that alter our landscape, just as 2013 has been.  But how will social media’s role, be it as part of or as a driver of these innovations play out? Some educated speculation:

Wearable Tech

It’s not enough that people have technology, now they want to be the technology. Wearables look to be a $50 billion industry in 5 years. Sure some of it makes you look downright odd. But in 2014 people will get more comfortable sporting smartrings, smartbracelets, smartwatches, smartwigs, and connected glasses.

Why? We apparently have no desire to ever be “unplugged.” Our vital signs, our exercise achievements, how we’re sleeping, what we’re eating, our location, what sounds we’re hearing, how we interact with the “Internet of Things” (including our cars), will increasingly be collected, recorded, then often published on social. We’re social creatures who like doing life together. Today, we stay “together” via social.

Wearable tech is also about immediately available info. We want to know who’s nearby, what places are nearby, what their reviews are, how to get there, and what we can get if we go. We want all that within reach, no matter the place or time. Mobile social is already being built on these capabilities, with all the opportunities for brands that entails.


Speaking of mobile, with over 6.8 billion mobile users worldwide and growing, we’re already talking about laptops being passé just as we were saying the same of desktops. Be it for work or play, people want everything they use immediately in hand.

Mobile innovations will be less about new features (a phone that bends!) and more about the movement of more of our activities to mobile. Nielsen shows 38% of tablet users and 24% of phone users bought something through their device. The public is growing comfortable with that, and the social component of commerce will make such experiences evermore frictionless, timely and relevant.

Ad spending on mobile and the social that accompanies it will soar well beyond the $11.4 billion projected for 2013 as brands capitalize on the ability to reach out to those near their establishment, or to project a need based on mobile data. Understanding the need to offer up things of real and immediate value, loyalty programs will be big in 2014, with social used to drive and administer them.

More mobile apps will enjoy downloads, which hit 102 billion in 2013, up from 64 billion in 2012. With no more patience for poor mobile browser experiences, consumers will require a mobile app to do what they want to do. Once they have the app, comfort with making purchases inside of it will grow, projected to account for 48% of app store revenue by 2017. Many of these apps will have social components, and of course will be marketed via social.

At the root of all this mobile activity is the ability to gather invaluable big data on consumer behavior, patterns, interests, whereabouts, buying activities, customer service activities, and influencer behavior on their friends. “Getting it right” in 2014 will mean being able to get and activate this mobile sourced data

Wordless Stories & Data Visualization

Action movies do well in international markets. The dialogue is sparse, and the story can be followed even if you don’t speak the language. In 2013, imagery drove engagement. We saw bigger pictures, better pictures, using images to communicate the message, infographics, Instagram Direct for visual messaging, etc. Every platform dedicated themselves to more visual experiences.

2014 innovations will make creating such imagery easier than ever, and social will continue to make it easier to share those images. People and brands will get much better at understanding the best images evoke emotion.

The imagery movement will extend to data presentation in 2014. Beyond the clever infographic, the results of massive, often complex data crunching tell stories, which must then be presented in clear and memorable ways. If that isn’t done, the data and the potential lessons are wasted.

Most will tell you data visualization is downright hard, especially if you want personal, interactive experiences. Ask for big data visualization in real time and you really get puzzled looks. But in 2014 we’ll get closer to the goal in terms of tech and cost, able to funnel social data into those equations and use social to distribute results. Yes, even real-time interactive ones.

3D printing

Want an open-source 3D metal printer for only $1500? Michigan Technological University might have one for you. And that’s indicative of how fast prices are falling and capabilities are rising for individuals to turn software blueprints into real world items.

Studies show printer owners could save up to $2,000 a year cranking out basic goods themselves, and we’ve seen 3D printers make an array of amazing things like movie collectibles, medical applications, stronger & lighter jet engine parts, jewelry, albums, clothing, hearing aids…the list goes on. Complete plastic 3D printer kits can be had for only $250, so it’s not hard to see the masses getting into this game in 2014.

To help them, 3D print shops are popping up everywhere, with no shortage of object blueprints being uploaded every day from a variety of sources where they can be downloaded free and turned into solid objects. You can bet blueprint designers will be collaborating, designing and marketing on social, requests for blueprints will be made via social, blueprint reviews will be posted on social, and photos and videos of finished products will populate social channels.

Oh there are far more innovations on the horizon than that. And for every title with “Part 1” in it, there should be a Part 2. So touch base next week for this continued gaze into our social future.

Photo: Sufi Nawaz, stock.xchng

Tuesday Dec 17, 2013

Socially Enabled Enterprise Resolutions for 2014

Today’s post comes from Jack Newton, Dir. of Outbound Product Management & Strategy for Oracle Social Cloud. He shares some results from Oracle’s Socially Enabled Enterprise study which looks through the eyes of more than 900 Marketing and IT leaders at how organizations are leveraging social technologies and practices around the world.

2014 notebookWith 72% of adult Internet users in the U.S. being active on at least one social network, you can’t ignore social’s power to shape your brand. But driving engagement should just be the starting point – not the destination.

When social capabilities are woven into the fabric of daily business operations - from consumer marketing and sales, to customer service and research, to employee communications and collaboration – social has the potential to go far beyond building brand awareness to the transformation of the organization. Creating better customer experiences, enabling more responsive internal networks and driving organizational efficiencies are just some of the paybacks.

With all of the potential benefits, it’s time to resolve to make 2014 the year of the Socially Enabled Enterprise.

Resolution 1 – Dedicate Yourself to the Cause

Chances are that your organization aspires to be socially enabled since 97% of Marketing and IT leaders surveyed say it's part of their strategic agenda.

There are several reasons why you should be prepared to get more social. Consider:

  • Enterprises are increasing their investment in social platforms. Eight in ten believe their organizations will increase their social business application investment over the coming year.
  • More funding for social may be available. A sizable number of Marketers and IT leaders (48% and 35%) believe that it will be easier to get funding for social business initiatives over the next 12 months.
  • Get ready to grow your staff. More than half of IT and Marketing leaders indicate that the size of their respective departments will grow over the next 12 months.

If you’re already well on the way, then challenge yourself to build upon the success that you’ve experienced. If you’re just getting started, assess where you are today and create a roadmap for where you want to head.

Resolution 2 – Use Social for More Than Just Marketing

Sharing what you’re learning from social listening may inspire you and your peers to think about new and better ways to serve customers.

Today almost half of study respondents use insights from social within their department to learn informally. Some of the top ways that study respondents anticipate that they will use insights derived from social platforms in the future include:

  • Integration into customer care initiatives (60%)
  • Leverage departmentally to help impact goals (62%)
  • Inform product and R&D efforts (45%)

When it comes to R&D and new product development today, organizations outside of the U.S. are significantly more likely to use social business insights: Non-U.S. at 38.6% compared to 29.5% for U.S.

Resolution 3 – Celebrate Success

Now you’re on board and have some insights and goals in place. What should you do if others don’t share the same excitement around socially enabling the organization?

First, don’t feel discouraged. It could just be you are outpacing the ability of the organization to adapt. According to the study, 43% Marketing and IT leaders believe it will take their companies more than a year to leverage social business activities throughout their organizations.

One way to kick start social is to resolve to make showing progress a priority; Set some concrete objectives, champion them departmentally at first, and then work your way up the chain of command so others can see what successes you are having. Keep an eye out for opportunities to achieve some quick wins. A succession of quick wins goes a long way toward building momentum and shows commitment. Early success often earns you freedom to try more with social.

Start the Year Off Right

Start the year off on solid ground by immediately leveraging social. Listen to what's being said by your customers, prospects, influencers, competitors and detractors on social networks. Use what you learn to guide your company’s efforts in marketing, sales, product development, human resources, customer support and more. Your competitors are doing it. And if you don't, 2014 may be a year when they pass you by.

So say goodbye to 2013 and make 2014 the year you become the catalyst to make your company a socially enabled enterprise!


Friday Dec 13, 2013

Stop It: Things That Annoy Customers on Social Media

stop annoying social mediaYou can’t please everybody.  But that’s no reason to throw hands in the air and adopt a “they’ll take what we give them” approach to content and social strategy.

As customer centricity grows as a guiding mantra, brands should internalize that social followers are not obligated to us in any way. They do us a favor just connecting. So if your strategy is “let’s see how much neglect and inconsideration they’ll take before they leave us,” you’ll find the answer is…not much. Some things we’re doing to chase them away:

Making Them Jump Through Hoops

I recently tried to join a forum for a Wordpress template. It was a 9-step process involving forms, questions, captchas, email verification, and authentication codes. By step 3, I already knew I wasn’t joining and would delete the whole template forever. I only got to step 9 because I was curious, and laughing.

Oops Pages

Sometimes it’s the network’s fault, sometimes the brand’s fault. Users have come to fully expect sites to work. When there’s a glitch, they’re genuinely surprised. That causes them to start thinking about things like security, privacy, and whether the page deserves their trust and participation at all.

No Mobile Optimization

It’s not like it hasn’t been reported. The shift to social usage on mobile is pronounced and growing. No one should ever experience any page on mobile that doesn’t adapt and adjust to the mobile environment. It screams dinosaur.


You think spelling and grammar don’t matter, especially with young people. But in a Disruptive Communications survey, it was the top item most likely to damage users’ opinion of a brand at 42.5%. For 18-29 year-olds, it came in 2nd at 20.9%. Mistakes happen. But consistent disregard is insulting to readers and cripples the message.


No user should have to ask, “Why am I getting this?” If your posts have nothing to do with why someone followed your social channel, you’re shouting, “I don’t know who you are and I don’t care” from the rooftops.

No Incentive

Special, inside info & deals are among the top reasons people connect with brands on social at 58%. Consider what you’re up against. Forrester Research shows only 6% of 12-17-year-olds want to follow brands on Facebook. Almost half say they don’t want brands there at all. Only 12% of 18-24-year-olds want to connect with brands. And TNS Digital Life tells us 57% of consumers don’t want to engage with brands on social. If they connect with you, it’s a big deal. Honor that and offer things of true value in return.

Ignoring Them

IF customers befriend you on social, another key reason they did so was to reach you with questions or problems. 28% of young consumers expect you to get back to them. Insight Strategy Group shows 55% think social’s the best way to give feedback and get service. Don’t answer and customers will know your social is all for you, not them. The tech is there to listen, integrate with CRM systems, and respond.

Going “Used Car Salesman” On Them

Posting things that are too “salesy” is the overall 2nd most cited practice damaging brands on social. Unfortunately, doing so is deep in brands’ DNA. The growing call for social to generate sales risks pushing brands into dangerous territory where fans can develop a counter-productive negative impression. Seriously, if you want to advertise instead of do social, do it.

Making Things Hard to Find

This just in: You aren’t the only one posting on social. Users are flying through News Feeds at top speed and value their time highly. If you’re lucky enough to get a click, that click had better get them right to the promised info (see hoops above). 54% think social is a useful place to get details on products. Make sure that info is easy, short and clear.

Not Serving the Right Kind of Porridge

Users leave because they get too many posts from a brand. Some users leave because they don’t get any content from a brand. Our task is to find the posting frequency that’s most acceptable to most of our audience. Just as Golidlocks was finicky about her porridge temperature, users are touchy about how often they see you. Just remember, posts are normally welcomed if they’re good.

Being Patronizing

We’re going to try to go viral! We’re going to try to be funny! We’re going to try to be cutting edge! If you’re using the word “try,” that’s a great big warning flag. Young users can especially sniff out “trying” to appeal to them a mile away, and it’s a turn-off. Don’t embarrass yourself. Determine your brand voice & personality, then be that…as naturally and as genuinely as you can.

I’m sure you see plenty of other misguided brand practices on social out there. Would love to hear some that especially get under your skin.

Photo: stock.xchng

Tuesday Dec 10, 2013

The Year in Facebook: Part 2

2013 smartphoneHopefully you’ve already ready Part 1 of our journey because today we continue our walk down memory lane, pondering some of the bigger moments for Facebook in 2013.

Comment Threads and Ranked Replies

Facebook is all about conversations, right? Turns out conversations don’t necessarily happen in a linear fashion. So in an effort to get more engagement per post, Facebook started allowing replies to specific comments under a post. That makes the conversations threaded and more organized. Also, exchanges that get the most engagement will rise to the top of the post thread so quality content gets the most exposure.

Marketing Milestone

BOOM! In June, Facebook announced it hit 1 million active advertisers.

Embedding. Posts to Go.

Were posts happy staying on Facebook? We’ll never know, because in July Facebook liberated them by letting them get embedded on sites across the web. This meant more people would see Facebook originated content all over the place. Users could also engage the post without ever going to Facebook. In August, the embeds were made even better, with enhancements to mobile experiences and videos that played right in the embed.

Teen Trouble?

Throughout the year, analysts were keeping on eye on whether or not young people were getting tired of, or moving away from their usage of Facebook. As of August, the fastest growing demo was 45 to 54 year olds. Whether or not youngsters were especially turned off by ads, early in the year Facebook altered Edge Rank which resulted in News Feed appearances by brands becoming even more rare. For 13-19 year olds, platforms like Tumblr, Instagram (fortunately owned by Facebook), and Snapchat continued to grow throughout 2013. 61% of teens said Tumblr was their fave social site.

It’s All About Pretty Pictures

It was the summer of imagery. Facebook made millions of pictures from Shutterstock available, free, to use in Facebook ads, fully searchable and available within the ad creation tool. Admins could also do simultaneous uploading and make several ads with several images. Want several users to be able to add to your photo album? Facebook did that too. Up to 50 contributors can share up to 200 photos each. Generating much discussion, the summer was also used to point out to users their likenesses could be used in connection with ads. You can limit how, but not if, you can be associated with commercial content.

After the summer, it was the Fall of BIG images. Page post link ads on desktop went 3.5 time bigger, and images connected to links were 4 times bigger on mobile and 8 times bigger on desktop. Even the Suggested Pages feature got more visual pop in November.

Hey Community Manager, Feel Free to Mess Up!

It was one of the most asked-for features users wanted from Facebook. What if you published a post and it had a big, glaring mistake in it? You couldn’t go back in and fix it. But in September, it was announced you could. And all the people breathed a sigh of relief.

What They Bought and What They Might

Facebook enjoyed much success watching its Instagram purchase flourish. Mobile photos, hashtags, short videos, what wasn’t to like? The absence of revenue for one thing. Ads came to Instagram, looking much like Facebook ads, labeled as sponsored. What kind of ads you see depends on your activities on Instagram and Facebook. The next rumored feature, private messaging.

In October, Facebook reportedly offered $1 billion for Snapchat, apparently having lost faith in their lookalike effort called Poke. CEO Evan Spiegel said no, believing his 350 million photo messages per day will only grow. What the offer did show is Facebook’s commitment to adding the tools young users love. And what they love going into 2014 is sharing photos via mobile, with at least some level of perceived privacy.

What will we see from Facebook in 2014? It’s often said the best predictor of future behavior is past behavior, so we can likely look for further efforts to super-serve marketers leveraging Facebook’s vast social data, the addition of features user behavior exhibits is desired, efforts to make Facebook “stickier,” more mobile-friendly strategies, and more image-based design. And auto-playing video ads.



Friday Dec 06, 2013

The Year in Facebook: Part 1

2013 keyAs we head into another year of jarringly fast advancements in social media and social marketing, we thought it might be nice to reminisce over some of the bigger shifts the granddaddy of them all, Facebook, underwent in 2013. It’s quite a list, and it doesn’t even include news related to the business of Facebook like staff changes and shareholder highs and lows.

The New Facebook Graph Search:

We all knew there was an astonishing amount of user data being collected on Facebook, 8 years worth. The question was how it would be used. Enter Graph Search. Users could now search for more than profiles. They could drill down to see friends who like Dr. Who, or friends who like Cajun that live in New Orleans. Graph Search was one of the things that started opening marketers’ eyes to the coming Big Data revolution and the need for a fully integrated, socially enabled enterprise. In September, Graph Search became even more powerful as results now included status updates, photo captions, check-ins and comments.

The Looming Auto-Play Video Ads

Considering word started coming out in the beginning of the year we might start seeing automatically playing video ads in our Facebook News Feeds, it’s interesting to note that we’re closing out 2013 without them. Marketers want more attention-grabbing ad positioning and types. Facebook certainly wants more revenue, it was projected the video ads could bring in $1 million to $2.4 million per spot. But the trick is getting advertisers what they want without chasing away the audience. In February it was predicted they’d be here by the middle of the year. In May we heard it could be as early as July. In September, the news was they had been delayed indefinitely. Advertisers were reluctant to be the first to potentially draw user wrath, Facebook debated whether the audio should auto-play as well as the video, and browser extensions were born to block the ads upon arrival.

Changes to the Timeline

You spend a lot of time looking at Facebook Timelines, right? Well regardless of how many people go to them, the Timeline got a major redesign early this year. Friends, pictures, Likes and interests and notes went into a column on the left so updates could live on the right. And no more preview boxes for Friends, Photos and Map. Those turned into a text menu bar under the cover image. Later, the About page was more customizable, so that should anyone wander onto your Timeline, they could see a better presentation of the music, movies, and books you like, this time in the form of apps.

The New News Feed

In March, Facebook updated the News Feed in the first big way since 2006. The goal? Play up images (since half of content in the average News Feed is pictures) and get quality articles from publishers in front of users. Based on what you’ve liked, you see commonly read articles about it. You also got more options about different feeds you can view, from friends only to photos only to games only. It was also built for consistency across mobile devices. Then in December, along with the stat that referral traffic to media sites soared 170%, the feed was tweaked again to show better suggested, related articles. There was also Story Bumping, which brought posts long forgotten back to the top of Feeds, fueled by new comments on them.

Hey, We Want the Hashtag Too!

No, your worlds weren’t colliding. In March, our Twitter friend the hashtag made its appearance on Facebook. Usage so far has been, let’s just call it questionable. Just as in Twitter, the hashtag can be used to surface similar topics. The move continued the interesting dance in which Facebook strives to be more like Twitter and Twitter strives to be more like Facebook.

Now With More Targeting!

There are few things that excite a marketer more than targeting, and Facebook made moves in that direction. In March they let brands target users for status updates that did not appear on the brand’s Page. That gave brands access to subsets of fans without boring the others. Facebook also rolled out Lookalike Audiences so advertisers can target people who are similar to their existing targets. In October, Facebook expanded on what they did last year when they let brands advertise their mobile apps within News Feeds. That worked, driving over 145 million installs. So the update lets them target people who have already downloaded the app for added engagement with it beyond the download.

Obviously, it was a busy year. So be sure and join us for our next post and Part 2 of the Year in Facebook.



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