From Timeline to Stories… Where is Facebook Taking Us?

We’re three weeks away from Facebook switching branded corporate pages to their Timeline format on March 30th.  Almost simultaneously, Facebook is launching its premium ad service referred to as “Stories.”  The timing is certainly more than a coincidence but don’t call it a conspiracy theory… just smart business.

Similar to personal profiles, Timeline allows brands to express themselves more personally and visually than ever before. There are milestones, personal messaging options and a nice admin feature. Also, the main image option is a horizontal panoramic that lends itself to dramatically represent your brand.  But this is where some of the skepticism arises.

Like other marketers, my first thought was this would be the perfect place to insert targeted brand messages.  Wrong!  Facebook has placed strict guidelines as to what can be displayed within these cover images.  For example, no calls-to-action or contact information are allowed.

Now with the launch of “Stories” we see part of the reasoning behind this. They’ve got a business to run! Facebook is basically turning posts into advertisements.  The idea is people will be more engaged and motivated by what their friends have to say versus what advertisers tell them.

It’s a new level of advertising engagement that clearly falls in line with Facebook’s model.  In my opinion, it’s a potentially beneficial ad platform for brands although one that probably wouldn’t transfer as smoothly without the migration of corporate pages to the new Timeline format.

By removing the ability to place incentives, contact info and calls-to-action in Timeline, Facebook is leveraging their “Stories” advertising model as a more viable option for brands. Like all of Facebook’s other “enhancements,” we’ll all need to learn to acclimate to change once again.  From a marketing perspective, if you haven’t already, it’s time to roll-up our sleeves and begin working on the next great Facebook transition package!  Good luck telling YOUR story…

by Steve Iaconis, Director of Marketing and Client Services at Oblique Design

Google might be scary BUT they are doing some things right…

So, while there’s been a ton of backlash to Google’s recent announcements regarding further integration of Google+ and personal data into their search results, it’s only fair to throw them a bone for some of the things they’re doing right. I’m not an apologist or necessarily an advocate for their products but just like cool stuff when it works.

For one, Google+ is growing on me. This is mostly because it’s provided a new venue to get closer to the friends I actually want to keep in touch with versus those I accepted invites to “friend” on Facebook out of guilt. Their “circles” have also been easy to use and have kept me from insulting family members and friends alike (Given how conversations aren’t always appropriate for all audiences i.e. young nephews I support getting online but who don’t need to see partially naked pictures of my drunk friend vacationing in Amsterdam).

I’m also impressed with their new music beta and accompanying “cloud” offering. I volunteered to test their beta product for a few months before it s final soft launch in November and saw dramatic improvements over time. It’s a legitimate alternative to iTunes if you’re looking for one. I was also able to quickly and seamlessly tie my music collection to their web-based platform and connect it via their free cloud offering to my tablet and phone (yes, both Android).

One last recommendation I’d make is to check out Google Currents. It is a great way to index and organize your favorite online magazines, publications and blogs. It provides intuitive formatting for displaying pages cleanly and efficiently for tablets and has definitely lead to some cool new content discoveries.

Apologies ahead of time for what can be taken as a public service announcement for Google but definitely check these new platforms out if you haven’t already and let me know what you think…

Google+ Got You Going in Circles?

The sort-of soft-launch, of the sort-of beta, of the almost-ready-to-go Google+ is underway. Millions have been asked to participate as testers, and millions more have been invited to join over the last few weeks as the next best thing since Facebook hits the market. The big question: Will this whole thing ever catch on? And if it does, what does that mean for marketers?

So far, Google+ has only really introduced features they feel are an improvement upon Facebook, the 800-lb gorilla in the social sphere. One of the biggest nuances is the use of “circles” versus lists for simple grouping of friends, family and co-workers. This allows easier sharing with select groups. This is a nice feature but hardly enough to get the approximately 750 million Facebook members to switch to Google+. Early adoption is already taking place but moving the masses will be the challenge.

From my perspective, the opportunity lies in the power of Google’s other services.  For starters, you’re tied into Gmail while on Google+, offering easy access to an already trusted communication tool. Add a sprinkle of Google Maps, a dash of media and games from Google Wave and Buzz, a touch of Google Offers for daily deals and you have the recipe for successfully attracting consumers. The cherry on top will be access to Google Apps and mobile integration.

So far, from my personal experience with the platform, the “circling” of specific groups and ability to combine Facebook and Twitter messaging tools makes Google+ intriguing. As a marketer, though, what remain unanswered is how they aim to tackle profile pages for businesses and what advertising options will exist.

Recently, Christian Olsten, a product manager on the Google Plus team, posted: “We have been watching Google+ take shape over the last week and we’ve seen some really great companies get involved. But frankly we know our product as it stands is not optimally suited to their needs. In fact, it was kind of an awkward moment for us when we asked Ford for his (or was it her?) gender!” To put it gently, this doesn’t sound like they’re quite ready for advertisers yet.

What is set, though, is the opportunity for marketers like us to utilize the product as a consumer to see the possible platform benefits for your business and clients. So, be an early adopter or search the web to get invited by someone who is and check out “Hangouts,” send out a “Stream” update to your co-workers, hold a meeting via Google Talk and most of all … get a grip on those “Circles.” Give it a shot and share your thoughts with us!