Beantin

James Royal-Lawson

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Facebook page marketing: How not to do it

A familiar shaped postcard appeared in the post the other week. A big Facebook “like” thumbs up. My kids thought it was excellent (as 3 and 5 year olds, they haven’t really been infected by Facebook yet). For me, it just sent my web-sense into overdrive.

ICA Maxi Nacka

The postcard was sent from ICA, the largest supermarket chain in Sweden and Scandinavia, or more specifically, from one of my local ICA stores that I visit pretty regularly.

Postcard in the shape of a Facebook like thumbs up

This mailshot will have been sent to a large number of ICA Maxi Nacka’s customers – thousands at a guess. The Facebook page had 98 fans on the day the mailshot arrived. Today it’s got twenty more. So we can safely say that this is an example of how not how to market your Facebook page.

We’ll start with the post card itself. Where is the next step? what am I supposed to do? The advert isn’t going to magically click on a like button for me. I need some help. Where’s the URL to the facebook page? OK, perhaps a QR code to scan? Nope. A search term to put me in the right direction? Well, perhaps, but you can’t be certain. Maybe the Facebook page name is Maxi ICA Nacka?

Flawed marketing concept

The whole concept of the mailshot is flawed in this situation. I’m expected to do a series of improbably things. I’m expected to look at this and be convinced that liking this particular ICA store is going to give me something sufficient in return. They do explain that on their Facebook page “You will find inspiration, recipes, events, special offers”. Maybe that’s a big enough return for my Like-love…

Hello, what’s your name?

If that has convinced me to “like”, then I have to get myself to a computer, bring up Facebook and think of something to enter into the search box in order to find their incredibly compelling page. Perhaps if I’ve found the advert that compelling I might have taken it with me to the computer to help me (or perhaps I pulled out my tablet there and then in the kitchen, taking a pause from opening the rest of the mail).

You may remember that the postcard had “Maxi ICA Nacka” in the text. This is one of the names the store calls itself. Unfortunately for them, almost all ICA stores are known as ICA [place name], and the larger Maxi stores as ICA Maxi [place name] – and more often that not you don’t need to say the place name, there’s not that many of them nearby.

If you enter ICA Maxi into Facebook, you get a whole load of results containing supermarkets from all over Sweden. You’d have to work hard and long to find the Nacka store amongst them. So, let’s add Nacka to the search phrase giving us ICA Maxi Nacka. Surely that’ll work?

Screenshot from Facebook showing two search results

As you can see. You get two results. Both of which are Facebook Places. Joe Shopper is starting to lose a bit of the overwhelming urge to “like” this ICA store. The lack of profie pictures makes them instantly less “likable” and convincing too. They clearly aren’t the right pages.

Are we there yet?

Let’s put the phrase from the postcard into Facebook’s search. Maxi ICA Nacka. As Facebook provides instant search results, you’re going to naturally pause after typing Maxi ICA (as ICA stores appear at this point). None of them are Nacka. Let’s continue typing. Nope. It’s one of those Facebook places again.

Screenshot from Facebook showing four search results

Maxi Nacka – who needs ICA!

At this point, if anyone is still hunting, they are hunting for the page out of pure frustration and stubbournness. In one last try, we go for Maxi Nacka. Yes! Bingo! Of course! Obviously as an ICA store you are going to make sure that the main brand of your company is totally missing from the page name.

So we’ve made it to the page. Probably. Apparently this business is based in Nackawic, New Brunswick. At this point, i’ve stopped crying and i’m starting to laugh.

Screenshot of ICA Maxi Nacka's Facebook page

Despite being over the 25 fan threshold for choosing a custom name for your page, the page still has the ugly 14-digit ID number in it’s URL – 167901786576697. I understand that they don’t want to use that URL in their marketing material.

Perhaps they did think about claiming a better name, but just forgot to actually claim it. They do, after all, have a (broken) link to http://www.facebook.com/Maxi-Nacka on their Info page.

Over 150 dollars a fan?

The page had 98 fans on the day when the postcard arrived. A few weeks later whilst I’m writing this blog post, they’ve gained a well earned 20. Designing, printing and distributing an advert to a large number of your customers isn’t something that’s free. Even if i’m kind and say that the campaign cost 20000kr (design, print, distribution) they are looking at a cost per fan of 1000kr (approximately 150 dollars).

Given the amateur nature of this entire effort, I’m going to stick my neck out and presume that they didn’t have any specific, measurable, goals for the campaign. Suffice to say, I imagine they expected to earn more than 20 new recruits. I’m starting to feel I should like their page out of sympathy rather than enthusiasm!

Digital marketing is easy to execute – anyone can do it. This is both it’s advantage and it’s disadvantage. Anyone can do it, but not as many can do it well.


is a freelance web manager and strategist based in Stockholm Sweden.

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Talking podcasting tips with Jon Buscall

A few days ago I had the pleasure of being interviewed for a second time by Jon Buscall of Jontus Media for his Online Communications Podcast.

Picture of Jon Buscall and audio equipment in a cafe

This time, podcasting itself was the subject. Earlier this month I took the dive, together with Per Axbom, into producing and publishing a regular podcast: UXPodcast. Jon and I discuss my experiences as a podcasting newbie and we exchange tips for those of you thinking about getting started with a podcast as part of your marketing activities.

You can read the programme notes here: How Do You Launch Your First Podcast ?

11 Articles worth reading… (Spotted: Week 18-21, 2011)

For your reading pleasure this time, a collection of links (with summaries) including articles related to: web management, UX, cookies, search, UX and search.


Web management, UX, mobile web

10 rules to make a great online bank dashboard – Meniga blog

The headline says “online bank” but these 10 rules are just as good for any website

Going Mobile!

‎”It’s not about making our site work on a mobile device, it is about what our users need when they’re mobile”. A case study from Utah Valley University

New Data: 33% of Facebook Posting is Mobile

Some stats saying that a third of FB updates are from mobile devices. Probably a pretty reasonable statistic – but it was calculated using 70,000 publicly available updates. No idea if that’s a representative selection of FB as a whole. It will of course vary quite dramatically from country to country.

How to improve the usability (and conversion rate) of your forms

Nice little check-list for making better forms.

Intranet

Is your intranet a dinosaur?

Good set of 6 questions to ask yourself about your Intranet and help prioritise activities. Given that most orgs don’t have an intranet strategy, answering these wouldn’t be too bad a gap-filler.

Cookies

The Cookie Law in Sweden – Self regulation committee started by the IAB

From July the 1st, an amended law comes into force, making it effectively illegal to create cookies when someone visits your (Swedish) website without explicit permission (in advance). Exactly how the law should be intepreted is a bit unclear. There is a trade organisation working on a recommendation. This change, driven by the EU, is perhaps excellent news for companies offering hosting outside of the EU…

Information Commissioner’s Office

Countries across europe are starting to implement new laws regarding Cookies. The new Swedish law comes into effect on July 1st, but it’s still unclear exactly what needs to be done. Here though is an example of what the Information Commissioner’s Office in the UK has done: a banner on every page asking you to accept cookies

Search & personalisation

Personalization gone too far

Every single service is fighting to give us “exactly what we want”. But is exactly what we want really want we want? or need? Take 10 minutes to have a look at this thought provoking TED talk by Eli Pariser.

Social Search goes global

Google has rolled out search results from your social circle globally. So now everyone will see links shared by their “friends” in their SERPs when Google deems it to be relevant. I’ve been watching this for the a fair while now, and it really affects the order of the search results. This is

Analytics & Tools

Google Analytics’ New Site Speed Report Tracks Page Load Times

You can now get page load data in Google Analytics. It’s only sampled data (you don’t get figures for every page view) and it needs a slight modification to your trackng code – but worth monitoring. Slow page load times causes visitors to give up.

probably the single most significant shake up of SERPs (for an individual) in ages.

URL Shortening Services Compared: Bit.ly Pro and Yourls

I make use of both Yourls and Bit.ly pro. Bit.ly pro is a more convenient in a number of ways – but wth Yourls you own the redirects, you can decide the shortened URL. The power is totally yours.

UXPodcast – breaking down silos

For quite a while now Per Axbom and I have been discussing the idea of starting a podcast, in English, aimed at UX and web professionals everywhere. Aiming to spread knowledge, reach out to new audiences, and probably most important of all – help break down the silos that exist and link skills horizontally.

We were both attending UXLx 2011 in Libson Portugal, so we decided that this would be a good opportunity to make a pilot episode of the podcast. We’d probably have time to plan it, think up some topics, and record it for release in the days just after the event.

Ambitious plan, but we’ve made it.

During the conference one of the topics that repeated itself throughout was that of silos. That all the silos that exist within businesses must be broken down. In particular, UX needs to reach out and get more cosy wth other silos. This seemed like the perfect encouragement to do the UXPodcast. Building on the decades of web geekery that myself and Per have stockpiled and taking advantage of our “UX” and “non-UX” labels.

You can listen to the first, pilot, episode here on UX Podcast. Make sure you subscribe so you don’t miss future episodes!

12 Articles worth reading… (Spotted: Weeks 13-17, 2011)

For your reading pleasure this time, a collection of links (with summaries) including articles related to: web strategy, UX, search, web developement.


Web strategy & User experience

All the kings are dead. Long live the ecosystem.

Nothing is king. Everything is king! Here’s a quote taken from my Beantin Manifesto: “Until we stop arguing about which discipline lies at the top (or bottom) of the pyramid (“xxx is king”), until we start linking these skills horizontally, until we stop boxing ourselves in and closing the lid, our organisations and clients will fail to get the best out of this fantastic medium.”

Hard economic lessons for news

The internet has disrupted a number of industries. Some have take it in their stride, others have fought long and bloody battles to hold it back. News and newspapers still need to wake up and smell the coffee. What use in a newspaper? I wrote at the end of last year. I just love the rules of business models in this post by Jeff. “Tradition is not a business model”.

How to Build the Perfect Facebook Fan Page, 2011 Edition

This is quite a nice little guide to the new look Facebook pages – especially if you’re familiar to how the old ones looked and worked.

Opening the floodgates

In my February newsletter I wrote about how Flattr had all the right pieces but in the wrong order. They needed, amongst other things, so reconsider their user acquisition strategy. They’ve taken a step in the right direction and now you can receive micropayments for your content without being forced to make micropayments to others.

The fall and rise of user experience

Well considered, well observed, thought provoking, inspirational, damning – I’ll stop now and leave you to read Cennydd’s transcript of his speech at IA Summit 2011.

11 articles about An Event Apart Seattle 2011

Over in Seattle at the end of March An Event Apart took place. Luke Wroblewski published his conference notes in the form of 10 blog posts. Lots of UX, design & strategy goodness.

Search

How Google Instant’s Autocomplete Suggestions Work

If you hadn’t already realised, Google’s autocomplete suggestions are complex things. They take into account location (so specific as to what part of town you’re in), language, browsing history, trending topics, legal judgements, sensitive topics, and more.

Hoppande resultat i början av sökmotoroptimeringen

Magnus has written a whole load of posts this week, but I wanted to share this one. I’ve had a few conversations recently where I’ve brough up the affect of “freshness” (grace period) and “trending topics” (QDF – Query Deserves Freshness) on new pages – it deserves a little bit of understanding.

Holistic SEO for the Data driven web

Yet another good post from Jesper – search optimising has always been a balancing act – man and machine. Giving the machines the right (meta)data so that people can find it – using the search mechanisms that they prefer. As the web becomes more semantic and increasingly social, search (behaviour) follows.

Google adding other social sources to realtime, social efforts evolve

Until now it’s been pretty much only Twitter that has appeared in Google’s real-time search (and blended SERPs) but other sources are now starting to appear. So far, I’ve only seen other sources (such as Friendfeed and Facebook) via Google.com.

Intranet

The 13 hats of an internal community manager

Quite a good list from Steve Radick of what’s required from an internal community manager. The specifics will very from organisation to organisation, but generally this covers the role well.

Web developement

The Cicada Principle and Why It Matters to Web Designers

Beautiful. The geek in me wept with enjoyment at this fascinating mix of nature, web design and mathematics.

Coping with Over Four Hundred Devices: How Netflix Uses HTML5 to Deliver Amazing User Interfaces

Step into the world of web management with Netflix, where they are maintaining a cross platform presence using HTML5 (instead of native apps) and some serious split-testing methodology. A relatively small team, A more manageable code base, quicker development – and potentially a more consistent user experience.

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