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FUTURELAB


THE ARCHITECTS

We assist

 Marketers to maximise the return
  on their investments

 Innovators to create more
  successful propositions.

 CEO’s to grow profits through
  customer-centricity.




Athens      Some Credentials     Special
Brussels    Astra Zeneca         Relationship
Bucharest   Deloitte
Hamburg     Fortis Investments
Iasi        Heineken
Kiev        Hewlett Packard      Gemalto
Moscow      Lego                 Lexus
Shanghai    Mobistar             Philips
                                 Pireaus
FUTURELAB




DIGITAL EDITION
CHANGE MARKETING? YES WE CAN.
Flashback 2006:

I Am The Media



                  FUTURELAB
The traditional marketing
            model is being challenged, and
              (CMOs) can foresee a day
             when it will no longer work.

                 McKinsey Quarterly, 2005, Number 2




FUTURELAB
2009-2011

The End is Here
For many traditional mass-habits




                                   FUTURELAB
FUTURELAB



US media fragmentation and the demise of the “big 3”

               Over one-third of US consumers are watching TV shows online




                                             Source: Deloitte – State of the Media Democracy Survey, 2008
FUTURELAB



TV Ads are being “tuned out”

DVR Growth by Region                              UK DVR owners who fast-forward the adverts
(millions of units)                               (% of recorded programmes)


                                                                               Never ; 6%
               48.2                                               Hardly
                                                                 ever, 3%

                                                        About half
                                      2008             the time, 7%
                                      2013


        8.6                                 9.4
                                                                                     Always &
                                     1.1                                              almost
                                                                                   always; 88%
     Europe West               Europe East/ME

Source: Informa Telecoms & Media, Q4-2008

                                                                                  Source: Ofcom Research, February-March 2008
FUTURELAB


In Europe, Internet will soon be bigger than TV
European Internet vs. TV consumption
Hours/week

                                           37% of french consumers
                                           already listen to radio via the
                                           internet (IT,UK,DE = ca. 1/3)



                                           Internet usage on PC will
                                           drop from 95% today to 50%
                                           in 5 years time as people
                                           switch to other methods




                                           Source: Europe Logs On, Microsoft, April 2009
FUTURELAB


And it ain’t just the kids

                Internet vs. real world population by age group
                United States, December 2008




                           30%
                     26%                                                                       % of total population
                                             23%                  22%                          % of internet population
                                          20%                  20%


                                                                                      13%13%
                                                                                                  9%            9%
                                                                                                       7%
                                                                                                                       4%



                       18-32                33-44                45-54                55-63        64-72          73+

                Source: Pew Internet and Americal Life Project December 2008 Survey
The answer ... go socio-digital !!
                                     FUTURELAB
FUTURELAB


After all, there is an ever expanding universe to play with




  “The workers
     should
   appropriate
  the means of
   production”
FUTURELAB


And engagement goes deep ... very deep


                             84% of Germans under 30
                             would rather give up their car or
                             partner than live without internet
                             or mobile telephone.
                             Source: Bitkom study via Onlinekosten.de – March 2, 2009




                             72% of British male gamers
                             would avoid having sex for a
                             chance to try their hands on a
                             brand new PS3-game.
                             Source: PS3 Price Compare study, via Itproportal, March 3, 2009
The Sad Reality

            Many digital
            marketing herd
            activities just don’t
            cut it either ...
FUTURELAB
FUTURELAB


Different Channel, Same Problem

                        78% of consumers consider in-stream advertising as
                        “intrusive”. Half of viewers stop watching an online
                        video once they encounter an in-stream ad.
                        Source: Burstmedia, January 2008




                        29% of consumers leave a website that appears to be
                        cluttered with advertising.
                        Source: Burstmedia, December 2008
  BANNER/AD BLINDNESS


                        Only 13% of UK consumers pay attention
                        to ads on social networking sites.
        NEW !!
                        Source: Ebay Advertising, March 2009
        TWITTER SPAM
FUTURELAB


Different Channel, Same Problem



                                                                     Reality Check
                                                                     What does this
                                                                     mean for the
                                                                     business???




 “If I tell my Facebook friends about your brand, it’s not because
 I like your brand, but because I like my friends.”
                                                       Mike Arauz
FUTURELAB



                                                              “Informed” consumers
                                                              are much less reliant
                                                              on advertising for
                                                              product information


                                                              Out of 20 media
                                                              company blogs are
                                                              “least trusted” sources
                                                              of information.
                                                              Consumer product
                                                              ratings/reviews are the
                                                              second most trusted
                                                              source.
                                                              (Forrester, Q2-2008




“The problem is not the [online] medium, the problem is the message, and the
fact that it is not trusted, not wanted, and not needed”
                                                              Eric Clemons
FUTURELAB




            Across the board (including digital) ...

            MarCom Needs A Reboot
Image: (c) Adambooth




                           The Core Issue



                       People who live near
                        train lines adjust to
                             the noise.


                        They do the same
                         with advertising.




                              FUTURELAB
FUTURELAB




       Also in the digital space
       BRANDS HAVE TO              STOP BEING NOISE
FUTURELAB




Imagine instead …

Getting consumers to embrace the message
FUTURELAB




                 •   Harry Potter Books ( + 3000 pages)
                 •   General Hospital (11,800 episodes)
                 •   The Matrix
                 •   Star Academy
                 •   Fan Protest Save Jericho
It can be done   •
                 •
                     Harrypotterfanfiction.net (54,000 stories)
                     Of Gods and Men
FUTURELAB




Talking about what YOU
      want to say

     Interrupting me

Treating me like any other
   35-45 year old male
Relevance
                Relevance




                    €                    Engagement
   Reputation               Engagement


                                         Reputation




AN OPEN SOURCE MODEL
                                           FUTURELAB
Relevance
             Relevance




                 €                    Engagement
Reputation               Engagement


                                      Reputation




                                        FUTURELAB
FUTURELAB


To make me pay attention, stop looking at yourself

BRAND-CENTRIC                                  HUMAN-CENTRIC
COMMUNICATION PLANNING                         COMMUNICATION PLANNING




 Starts from what the brand wants to say and   Starts from what the customers want to “hear”
 how to efficiently get it to pre-defined      and and being relevant to their
 homogeneous audiences.                        situation, environment, interests and needs.
FUTURELAB




Illustrating the point

How to advertise at a busstop?
Brand/Media-Centric Communication Planning

You need to get extreme to get noticed




                                             FUTURELAB
FUTURELAB




                relevance = f(personality, need, situation)




Human Centric Communication Planning

What would this man want to hear?
Human Communication Planning

A World of Opportunity

I consume a massive amount of media every moment of my day … it’s just not yours.
But as a brand, there is no reason why you can’t change this.




 Mobile    Audio/Video    Books &     Mobile        Social        Story      Busstop
 Games      Podcasts     Magazines   Television   Applications   Posters   Conversations




                                                                              FUTURELAB
FUTURELAB




                      relevance = f(personality, need, situation)




Also in digital/web

Don’t look at the box, look at the person
Project Battlecry: Challenge 1

Introduce Human-Centric Communication Planning

STRUCTURAL SOLUTION                        TODAY:

Establish a “human driven” communication   Take your existing plan
planning model                             and ask yourself
                                           “what’s in it for the
                                           customer to give me
                                           his media-time?”


                                           How can I make it
                                           more relevant and
                                           interesting?


                                           And if you don’t
                                           know, go into the street
                                           and ask.


FUTURELAB
Relevance
             Relevance




                 €                    Engagement
Reputation               Engagement


                                      Reputation




                                        FUTURELAB
FUTURELAB




Brands seek loyalty for life
Trust us - Engage with us - Become an Advocate - “Love Us”
FUTURELAB




                                    •   Seduce & Forget Campaigns
But in Reality they behave like a   •   Loyalty Scams
                                    •   The New Customer is Prettier

One Night Brand                     •
                                    •
                                        Join This Week’s Community
                                        You are just a segment
FUTURELAB




After the lies, the forgetting, the disregard, the customer promiscuity

Would you still “engage”?
Project Battlecry: Challenge 2

Start Building Individual and Lasting Relationships

STRUCTURAL SOLUTION                                TODAY:

Shift from campaign based, mass-comms to life-     For every of your
long personalised messages:                        current
                                                   initiatives, validate how
•     Think microsegmentation or even individual   customers can “really”
      customers                                    talk back (and who
                                                   listens).
•     Build customer life-time communication
      plans rather than campaigns                  Look at the explicit and
                                                   implicit promises you
•     Change your budget and people structure to   make, and check
      accomodate this changed reality.             whether they are kept.

                                                   Force your team and
                                                   business to “talk to the
                                                   customer” (cf. P&G
                                                   India).

FUTURELAB
Windfall: The Mass Market is an Illusion


               Of 1,365 CPG brands studied

            Only 2.5% of shoppers
            made up 80% of Sales

     Only 25 had a shopper base of over 10% driving
             80% of their respective volume




                                                  FUTURELAB
Your windfall

Many CPG’s “could” know every customer



     Imagine these figures travel to Finland

     5,250,000 inhabitants

     X 90%      = 4,725,000 Shoppers

     X 2.5% = 118,250 people representing 80% sales




                                                      FUTURELAB
Relevance
             Relevance




                 €                    Engagement
Reputation               Engagement


                                      Reputation




                                        FUTURELAB
FUTURELAB


To Illustrate the value of a reputation

Imagine that I want to convince you of my skills as a lover.




DIRECT SALES                   ADVERTISING                BUILD A REPUTATION




                                 www.greatlover.com

 I’m a great lover ...                                         He’s a *great* lover !!
FUTURELAB


  It’s the same for any brand

                                          % of people who trust companies less in 2009 than in 2008




Source: Edelman Trust Barometer, 2009



  When it comes to company                     Word-of-Mouth is the #1        Nearly 70% of consumers
  information, a “peer” is as                  influence on business-         surveyed thought that
  credible as an industry                      to-business buying             pharmaceutical information from
  analyst and only                             decisions                      peers was credible and
  preceeded by an “expert”                                                    believable, even if the peers
                                                                              were not experts.
                                                                              Source: Keller Fay, July 2008
  Source: Edelman Trust Barometer, 2009        Source: Keller Fay, 2006
FUTURELAB




The value of a reputation


Show Me the Money !!
Net Promoter Score is a registered trademark of Fred Reichheld, Satmetrix and Bain & Company
Net Promoter Score is a registered tradmark of Satmetrix, Fred Reichheld and Bain & Company




How likely are you to recommend ?
0     1    2    3     4    5               6                7                8                9              10
FUTURELAB



Those who speak well about you are more profitable


 Case: Lifetime customer value         Customers that are so happy
 Disguised                             they recommend are the most
                           €42,000     profitable of all…


                                       -They spend more
                                       -They negotiate less

                € 9,000                -They stay longer
                                       -They are easier to service
   € 3,000                             -They upgrade quicker
                                       -They bring their friends
   Detractors   Neutrals   Promoters
Case in Point: Apple




                                   Source: Net Promoter ™ Economics: the Impact of WOM, Satmetrix, 2008



FUTURELAB
Case in Point: Apple

            Total Customer Value of an Apple advocate is almost twice that
            of the industry average, mainly driven by referrals




FUTURELAB                               Source: Net Promoter ™ Economics: the Impact of WOM, Satmetrix, 2008
FUTURELAB



Above all, your reputation drives your profit

Share of Wallet (B2B-markets)




                                                                                     “at the point of delight, there is
                                                                                     an exponential increase in the
                                                                                             share of wallet”




 Source: http://www.ipsos-ideas.com/library/dl.cfm?pdf=IpsosLoyalty_WP_Delight.pdf
FUTURELAB
Project Battlecry: Challenge 3

Focus on it

Build a reputation         TODAY: RECESSION DIGITAL PLAN
                           Prove to your business that reputation matters and
                           can help create or safeguard 2009 sales
Helping your business
create promoters by        High
                                                      Nurture to promotion                  Nurture &
delighting them                                                                             Leverage



Helping these
                                  Share of Wallet



promoters spread the
word …



                                                                                     Build business
                                                          Abandon
                            Low

                                                    Low             Customer Score or NPS        High
Relevance




                                                                  €
  BATTLECRY                                      Reputation               Engagement




                                             AN OPEN SOURCE MODEL



Relevance: Introduce human-centric communication planning

Engagement: Start building individual and lasting relations

Reputation: Use digital marketing to create/leverage promoters
In which we should recognise
            that we are all addicted

            IN STEAD OF     WE THINK

            Relevance       Our Brand


            Engagement      Standardisation


            Reputation      Doing cool stuff




FUTURELAB
… and that we are hostages of our own
making

  Media-centric planning & buying systems

  “Big Idea” creative execution

  Efficiency-driven compensation systems

  “Mass”-based orthodoxy




                                     FUTURELAB
FUTURELAB




Challenge your agencies – your business – yourself to   Customer Centricity
                                                        Profit
Help invent a new marketing reality                     Innovation
FUTURELAB




CHANGE MARKETING? YES WE CAN.
To contribute to the revolution, get in touch: ath@futurelab.net or @alain_thys

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Change Marketing v01

  • 1. FUTURELAB THE ARCHITECTS We assist  Marketers to maximise the return on their investments  Innovators to create more successful propositions.  CEO’s to grow profits through customer-centricity. Athens Some Credentials Special Brussels Astra Zeneca Relationship Bucharest Deloitte Hamburg Fortis Investments Iasi Heineken Kiev Hewlett Packard Gemalto Moscow Lego Lexus Shanghai Mobistar Philips Pireaus
  • 3. Flashback 2006: I Am The Media FUTURELAB
  • 4. The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2 FUTURELAB
  • 5. 2009-2011 The End is Here For many traditional mass-habits FUTURELAB
  • 6. FUTURELAB US media fragmentation and the demise of the “big 3” Over one-third of US consumers are watching TV shows online Source: Deloitte – State of the Media Democracy Survey, 2008
  • 7. FUTURELAB TV Ads are being “tuned out” DVR Growth by Region UK DVR owners who fast-forward the adverts (millions of units) (% of recorded programmes) Never ; 6% 48.2 Hardly ever, 3% About half 2008 the time, 7% 2013 8.6 9.4 Always & 1.1 almost always; 88% Europe West Europe East/ME Source: Informa Telecoms & Media, Q4-2008 Source: Ofcom Research, February-March 2008
  • 8. FUTURELAB In Europe, Internet will soon be bigger than TV European Internet vs. TV consumption Hours/week 37% of french consumers already listen to radio via the internet (IT,UK,DE = ca. 1/3) Internet usage on PC will drop from 95% today to 50% in 5 years time as people switch to other methods Source: Europe Logs On, Microsoft, April 2009
  • 9. FUTURELAB And it ain’t just the kids Internet vs. real world population by age group United States, December 2008 30% 26% % of total population 23% 22% % of internet population 20% 20% 13%13% 9% 9% 7% 4% 18-32 33-44 45-54 55-63 64-72 73+ Source: Pew Internet and Americal Life Project December 2008 Survey
  • 10. The answer ... go socio-digital !! FUTURELAB
  • 11. FUTURELAB After all, there is an ever expanding universe to play with “The workers should appropriate the means of production”
  • 12. FUTURELAB And engagement goes deep ... very deep 84% of Germans under 30 would rather give up their car or partner than live without internet or mobile telephone. Source: Bitkom study via Onlinekosten.de – March 2, 2009 72% of British male gamers would avoid having sex for a chance to try their hands on a brand new PS3-game. Source: PS3 Price Compare study, via Itproportal, March 3, 2009
  • 13. The Sad Reality Many digital marketing herd activities just don’t cut it either ... FUTURELAB
  • 14. FUTURELAB Different Channel, Same Problem 78% of consumers consider in-stream advertising as “intrusive”. Half of viewers stop watching an online video once they encounter an in-stream ad. Source: Burstmedia, January 2008 29% of consumers leave a website that appears to be cluttered with advertising. Source: Burstmedia, December 2008 BANNER/AD BLINDNESS Only 13% of UK consumers pay attention to ads on social networking sites. NEW !! Source: Ebay Advertising, March 2009 TWITTER SPAM
  • 15. FUTURELAB Different Channel, Same Problem Reality Check What does this mean for the business??? “If I tell my Facebook friends about your brand, it’s not because I like your brand, but because I like my friends.” Mike Arauz
  • 16. FUTURELAB “Informed” consumers are much less reliant on advertising for product information Out of 20 media company blogs are “least trusted” sources of information. Consumer product ratings/reviews are the second most trusted source. (Forrester, Q2-2008 “The problem is not the [online] medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed” Eric Clemons
  • 17. FUTURELAB Across the board (including digital) ... MarCom Needs A Reboot
  • 18. Image: (c) Adambooth The Core Issue People who live near train lines adjust to the noise. They do the same with advertising. FUTURELAB
  • 19. FUTURELAB Also in the digital space BRANDS HAVE TO STOP BEING NOISE
  • 20. FUTURELAB Imagine instead … Getting consumers to embrace the message
  • 21. FUTURELAB • Harry Potter Books ( + 3000 pages) • General Hospital (11,800 episodes) • The Matrix • Star Academy • Fan Protest Save Jericho It can be done • • Harrypotterfanfiction.net (54,000 stories) Of Gods and Men
  • 22. FUTURELAB Talking about what YOU want to say Interrupting me Treating me like any other 35-45 year old male
  • 23. Relevance Relevance € Engagement Reputation Engagement Reputation AN OPEN SOURCE MODEL FUTURELAB
  • 24. Relevance Relevance € Engagement Reputation Engagement Reputation FUTURELAB
  • 25. FUTURELAB To make me pay attention, stop looking at yourself BRAND-CENTRIC HUMAN-CENTRIC COMMUNICATION PLANNING COMMUNICATION PLANNING Starts from what the brand wants to say and Starts from what the customers want to “hear” how to efficiently get it to pre-defined and and being relevant to their homogeneous audiences. situation, environment, interests and needs.
  • 26. FUTURELAB Illustrating the point How to advertise at a busstop?
  • 27. Brand/Media-Centric Communication Planning You need to get extreme to get noticed FUTURELAB
  • 28. FUTURELAB relevance = f(personality, need, situation) Human Centric Communication Planning What would this man want to hear?
  • 29. Human Communication Planning A World of Opportunity I consume a massive amount of media every moment of my day … it’s just not yours. But as a brand, there is no reason why you can’t change this. Mobile Audio/Video Books & Mobile Social Story Busstop Games Podcasts Magazines Television Applications Posters Conversations FUTURELAB
  • 30. FUTURELAB relevance = f(personality, need, situation) Also in digital/web Don’t look at the box, look at the person
  • 31. Project Battlecry: Challenge 1 Introduce Human-Centric Communication Planning STRUCTURAL SOLUTION TODAY: Establish a “human driven” communication Take your existing plan planning model and ask yourself “what’s in it for the customer to give me his media-time?” How can I make it more relevant and interesting? And if you don’t know, go into the street and ask. FUTURELAB
  • 32. Relevance Relevance € Engagement Reputation Engagement Reputation FUTURELAB
  • 33. FUTURELAB Brands seek loyalty for life Trust us - Engage with us - Become an Advocate - “Love Us”
  • 34. FUTURELAB • Seduce & Forget Campaigns But in Reality they behave like a • Loyalty Scams • The New Customer is Prettier One Night Brand • • Join This Week’s Community You are just a segment
  • 35. FUTURELAB After the lies, the forgetting, the disregard, the customer promiscuity Would you still “engage”?
  • 36. Project Battlecry: Challenge 2 Start Building Individual and Lasting Relationships STRUCTURAL SOLUTION TODAY: Shift from campaign based, mass-comms to life- For every of your long personalised messages: current initiatives, validate how • Think microsegmentation or even individual customers can “really” customers talk back (and who listens). • Build customer life-time communication plans rather than campaigns Look at the explicit and implicit promises you • Change your budget and people structure to make, and check accomodate this changed reality. whether they are kept. Force your team and business to “talk to the customer” (cf. P&G India). FUTURELAB
  • 37. Windfall: The Mass Market is an Illusion Of 1,365 CPG brands studied Only 2.5% of shoppers made up 80% of Sales Only 25 had a shopper base of over 10% driving 80% of their respective volume FUTURELAB
  • 38. Your windfall Many CPG’s “could” know every customer Imagine these figures travel to Finland 5,250,000 inhabitants X 90% = 4,725,000 Shoppers X 2.5% = 118,250 people representing 80% sales FUTURELAB
  • 39. Relevance Relevance € Engagement Reputation Engagement Reputation FUTURELAB
  • 40. FUTURELAB To Illustrate the value of a reputation Imagine that I want to convince you of my skills as a lover. DIRECT SALES ADVERTISING BUILD A REPUTATION www.greatlover.com I’m a great lover ... He’s a *great* lover !!
  • 41. FUTURELAB It’s the same for any brand % of people who trust companies less in 2009 than in 2008 Source: Edelman Trust Barometer, 2009 When it comes to company Word-of-Mouth is the #1 Nearly 70% of consumers information, a “peer” is as influence on business- surveyed thought that credible as an industry to-business buying pharmaceutical information from analyst and only decisions peers was credible and preceeded by an “expert” believable, even if the peers were not experts. Source: Keller Fay, July 2008 Source: Edelman Trust Barometer, 2009 Source: Keller Fay, 2006
  • 42. FUTURELAB The value of a reputation Show Me the Money !! Net Promoter Score is a registered trademark of Fred Reichheld, Satmetrix and Bain & Company
  • 43. Net Promoter Score is a registered tradmark of Satmetrix, Fred Reichheld and Bain & Company How likely are you to recommend ? 0 1 2 3 4 5 6 7 8 9 10
  • 44. FUTURELAB Those who speak well about you are more profitable Case: Lifetime customer value Customers that are so happy Disguised they recommend are the most €42,000 profitable of all… -They spend more -They negotiate less € 9,000 -They stay longer -They are easier to service € 3,000 -They upgrade quicker -They bring their friends Detractors Neutrals Promoters
  • 45. Case in Point: Apple Source: Net Promoter ™ Economics: the Impact of WOM, Satmetrix, 2008 FUTURELAB
  • 46. Case in Point: Apple Total Customer Value of an Apple advocate is almost twice that of the industry average, mainly driven by referrals FUTURELAB Source: Net Promoter ™ Economics: the Impact of WOM, Satmetrix, 2008
  • 47. FUTURELAB Above all, your reputation drives your profit Share of Wallet (B2B-markets) “at the point of delight, there is an exponential increase in the share of wallet” Source: http://www.ipsos-ideas.com/library/dl.cfm?pdf=IpsosLoyalty_WP_Delight.pdf
  • 48. FUTURELAB Project Battlecry: Challenge 3 Focus on it Build a reputation TODAY: RECESSION DIGITAL PLAN Prove to your business that reputation matters and can help create or safeguard 2009 sales Helping your business create promoters by High Nurture to promotion Nurture & delighting them Leverage Helping these Share of Wallet promoters spread the word … Build business Abandon Low Low Customer Score or NPS High
  • 49. Relevance € BATTLECRY Reputation Engagement AN OPEN SOURCE MODEL Relevance: Introduce human-centric communication planning Engagement: Start building individual and lasting relations Reputation: Use digital marketing to create/leverage promoters
  • 50. In which we should recognise that we are all addicted IN STEAD OF WE THINK Relevance Our Brand Engagement Standardisation Reputation Doing cool stuff FUTURELAB
  • 51. … and that we are hostages of our own making Media-centric planning & buying systems “Big Idea” creative execution Efficiency-driven compensation systems “Mass”-based orthodoxy FUTURELAB
  • 52. FUTURELAB Challenge your agencies – your business – yourself to Customer Centricity Profit Help invent a new marketing reality Innovation
  • 53. FUTURELAB CHANGE MARKETING? YES WE CAN. To contribute to the revolution, get in touch: ath@futurelab.net or @alain_thys

Notes de l'éditeur

  1. Last month, after a Procter & Gamble exec said “I really don’t want to buy any more banner ads in Facebook,\" the New York Times's Randall Stross went to Facebook and P&G to find out more about the relationship.It's an important one because P&G spends $300 million a year marketing branded packaged goods and if it can find a way to make advertising work on the site, the money will start pouring in for Facebook.Stross reports back: \"Neither [company] was inclined to say much.\"P&G would, however, let Facebook talk about one campaign, for Crest Whitestrips -- \"presumably its most successful to date,\" says Stross.For a success story, it's not very impressive. Stross reports:The promotion began in fall 2006, when P.& G. invited Facebook members in 20 college campus networks to become Crest Whitestrips “fans” on the product’s Facebook Page. Facebook said it was a great success, attracting 14,000 fans.One could argue, however, that with the additional enticements that Crest provided — thousands of free movie screenings, as well as sponsored Def Jam concerts — a brand of hemorrhoid cream could have attracted a similar number of nominal “fans.”Becoming a “fan” required nothing more than a single click. When Facebook talks about its 130 million members worldwide, it’s careful to include only active members, defined as those who have logged on within the past 30 days. But when it shows the total number of “fans” on a sponsor’s page, it treats all fans as active.Without endless investment, these sorts of promotions sputter out. More than 4,000 of the onetime 14,000 Facebook fans of Crest Whitestrips have left the fan club.One problem is that Facebook likes to sell itself as a way for brands to interact with potential customers. This rarely leads to success and often leads to silliness. More Stross:The P.& G. spokeswoman pointed me to its “2X Ultra Tide” page. Here one finds an 11-month-old campaign, “American’s Favorite Stains,” where members can post their “favorite places to enjoy stain-making moments!” When I checked last week, it displayed a grand total of just 18 submissions, including two from P.& G., two from someone at The Onion and one-word posts like “Tidealicious!”Facebook has large revenues in its future as a advertising-supported Web site. But it needs to get out of its own way first. Facebook's newest product \"engagement ads\" -- which allow users to comment on banner ads and then puts those comments in other users' News Feeds is just more of the same hokey brand/user interaction.Instead, Facebook must allow advertisers to seem like they're providing financial and technological support for cool new features on the site. Facebook's best parts must seem \"brought to you by\" brands.For example: Facebook's Video application should be sponsored by Pure Digital Technologies, the makers of the Flip, or Sony's CyberShot line.
  2. As a result, the number of Apple Advocates trends well above that of the B2C technology companies