Facebook is transforming traditional marketing. If you do not believe it, then maybe the insights of Paul Allen, Facebook’s global brand experience manager will sway you. According to Adams, marketers today have the complete wrong idea on how to go about creating an advertising presence on Facebook.
On March 21st, Adams spoke at the Federated Media’s Signal Conference and informed professional marketers that they have been taking the wrong approach when advertising on Facebook. There has been recent complaints about how Facebook does not offer larger units or pre-roll advertisements. However, this is not how Paul Adams sees their platform working for these brands.
Adams believes that Facebook’s purpose is not too grab people’s attention or move them from one place to the other, but it is all about building relationships. People use Facebook to interact with their friends or become informed about their interests through fan pages. All of these processes are not a one-stop shop, but they are a series of “lightweight interactions” that occur to build the relationship. For example, in the past few months Facebook introduced the mini news feed above the chat box. This allows the user to acquire up to the second updates on what your friends are doing, liking, listening to, or watching. Just seeing that your friend Average Joe is listening to a certain song on Spotify continues to build that relationship. This is the same strategy that Paul Adams wants marketers to use when advertising on Facebook. A great analogy Adams used to make this concept simple is when you use intrusive ads instead of building relationships it is like, “trying to throw a party with a bunch of strangers. It’s not going to be a very good party.” You would much rather throw a party with a bunch of people you know.
Adams’ suggested strategy is to use tools like Facebook Pages, Sponsored Stories, and Open Graph apps, so brands can slowly build relationships with consumers. When spending the countless hours on Facebook that most people seem to do; if you see the same brand name in multiple places without it completely overwhelming you, the consumer is bound to remember it over time. According to Adams, “…it’s the aggregations that are really powerful.” On the other hand, television ads are designed to jump out at you and imbed the brand name into your brain. This is old news when it comes to social media platforms. Facebook is not designed for this type of advertising and marketers should begin to adjust accordingly to this new wave in the industry.