Zuckerberg has done it again! Facebook has recently announced its plans for mobile platforms. In fact, their new Timeline feature will also be available on mobile. According to a data given by this social network giant, there are over 450 million Facebook Mobile users per month. And given the current data, mobile is gradually outgrowing the use of desktop for social networking. As a result, Zuckerberg and his friends revealed their plans for various mobile-centric products including the availability of Facebook Timeline for brands on mobile news feeds. This feature will be available through Sponsored Stories.
So marketers who are not yet serious about mobile marketing, it’s high-time to pull-up your socks as these new trends are likely to change the game in 2012. We have a few recommendations here for the newbies.
Optimizing your content for mobile platforms:
With the availability of Timeline for brands on mobile platform, it is essential to optimize the content of your brand page on Facebook for mobiles. These brand pages hardly had any functionality on Facebook mobile till date. Custom applications too cannot work on mobile platforms without the help of a complicated hack-job. Thus, Facebook has opened immense possibilities for brands to reach new customers by making Timeline for brands available on Facebook mobile. Brands will now be able to engage customers with mobile experiences on this social networking site for the first time
Given that about half of the total Facebook users are now accessing this social networking site through mobiles, optimizing your social content for mobile platform might effectively double your brand’s reach. Regardless of the viewing device of the users, page managers will be providing identical experience to all users. Thus, users can experience the same workflow on their smartphones as on their desktop. And to leverage upon the opportunity, you should make sure all your applications are viewable across all types of devices and platforms from now on. Since you will de designing the applications once and deploy them anywhere, your cost will be reduced considerably. In addition, you can avoid issues arising from messy synchronizations and duplication of effort between various creative teams. Better yet, you don’t have to work around multiple content channels like before.
Facebook mobile can enhance offline campaigns:
You can use social campaign marketing that is mobile-optimized for enhancing the in-store experiences of your consumers. ComScore recently published a study stating that in 2011 as much as 36% smartphone users of United States perform retail searches through their phones while inside a store. Nielsen provided a similar data – according to this report, 1 of every 5 smartphone population used phones to scan product barcodes and around 1 of every 8 users employed this device to compare prices by the end of 2011, while inside a store.
Thus, the seamless mobile components can help you to design fur-reaching social campaigns apart from creating the more traditional social campaigns. You can use in-store signage as you plan the online and offline campaigns. It will not only increase the participation percentage, but will also play a vital role in your mobile campaign’s success. What many brands fail to realize is that advertising promotions only on their pages is not enough. Though it will drive activity in-store, not replicating the same message in the store will result in missing the opportunity to involve the in-store consumers with your Facebook fan page, especially those who have never interacted on your Facebook brand page. If you want to reinforce your message in-store, you will need to first capture the interest of your consumers’ socially. This, in turn, will help you in creating a deeper and long-term relationship with the consumer.
Integrating sponsored stories:
Until now, no one could have thought about advertising to Facebook users on mobile devices. It was a lost opportunity for brands. However, with the availability of Facebook Timeline for brands on mobile platform, Sponsored Stories premium ads will also appear in mobile news feeds. This will give marketers enormous opportunity to push sponsored advertisements within the Facebook user’s mobile feeds. The key here is to integrate Sponsored Stories into your existing Facebook marketing program.
We suggest working your Sponsored Stories into an editorial calendar. Sponsored Stories stem from your brand page’s user activities; thus, create an activity calendar and make sure it translates to the Sponsored Story format. Also, make your posts attractive with the help of eye-catching images. Finally, remember simplicity is the key to make your social-to-in-store campaign successful. Keeping the proposition simple will help you to get your user involved easily.
With the remarkable growth of mobile Internet users over the past few years, marketers can no longer ignore the necessity to develop a strategic mobile marketing campaign. So get your mobile marketing proposition right to double your social network reach.
Check out this infographics about how the millennial generation uses mobile so that you would understand why Facebook and other sites are now running after mobile.
How the Millennial Generation Uses Mobile [INFOGRAPHIC]
Source – Mashable