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Facebook getting mobile

July 30, 2010

With 500 million people, Facebook is both a behemoth and an opportunity.

Especially in mobile. And that means more than accessing Facebook from your iPhone or Droid. It means Open Graph capabilities on mobile devices. Clicking that previous link takes you to the developers section of Facebook. A place where the language gets a little confusing, and the ideas get more detailed. But the point is the same: Bringing ‘like’ to the mobile experience.

Facebook “like” on a mobile means many things. But it mainly means data. Rich data.

Full stop. We’re not talking about nefarious uses here. We’re talking about a tool that can let marketers learn about people and how they interact with brands and services that matter to our clients. I

It’s more than a page with some pictures of Facebook fans. Its more like, as people integrate Facebook into their mobile lives, brands integrate mobile Facebook Social Graph into their sites.

With the majority of users using social networks on their mobile phones now, this is a new market to share and spread content and items that we’re interested in.

Businesses should get pumped about the mobile Open Graph because of data.

This is a graph from FourSquare for one of our clients. This shows when people come in.There exists other ways to get this data. A simple: we’re always busy at lunch. But this data stream can inform a lot. Especially a year’s worth.

This is data letting a business know when people visit. As Facebook embraces the Open Graph, and GPS, then the data for that interaction will be logged. Currently, FourSquare offers this rich data source from 125 million people, mostly in the US.

Soon Facebook will. So having it on a page means access to data.

The other thing: if people give out their data by becoming fans of our pages, we could deliver an ad to people on their newsfeed who are close the restaurant. In other words, someone’s driving around aimlessly looking for a place to eat lunch. They check Facebook on their phone, and on the news feed is an offer to them saying come in now and get a BOGO.

This is coming. And the brands that are already playing in this sandbox will have a leg up on the brands that aren’t.

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3 Comments leave one →
  1. July 30, 2010 12:00 pm

    I think as we see more of a convergence between the mobile technologies (phones, computers, etc.) and proximity technologies (RFID, Sat. Positioning, etc.) we will see a new revolution in marketing and advertising. The real question is who will take advantage of this, the local companies waging guerrilla warfare against the national stores or large nationals using this new data to create pinpoint campaigns.

    Also, are we seeing the continuation of the death of the sales man.

    Also, this will further blur the lines between who ‘owns’ the customer, the retailer or the manufacturer.

    Just a few thought. Thanks for this post.

    • July 30, 2010 2:09 pm

      I’m not sure about the death the salesman. Closing is hard. Marketing can and should still be about making people aware, nurturing them through the consideration process, but closing, I think, will still primarily be a sales persons job.

      I’m mostly interested in the data that comes from people. That’s the kind of stuff that can inform the nurturing, I think.

      • July 30, 2010 3:38 pm

        I think there are some products which require closing, that’s true. But not all. I worked for a Corp 100 company and came up with a project involving using cell phones and text messages to have product information sent to the prospect email address on file with the cell phone company. We were going to place numbers on our tags and a sms address to text to and the full product info would be in the hands of the prospect. (and we’d be having a dialogue of sorts with that prospect not the local reseller)

        All this was to try and avoid the very problematic spiff process that was inherent in the white goods industry, which our leadership at the time wanted to avoid.

        BTW, the project was rejected. We were told that cell phones would never be used for such a task as researching products or be in any part of the sales process. Oh well.

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