What Do You Get A 1 Year Old For Birthday Why Facebook is Re-Writing Marketing Books

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Why Facebook is Re-Writing Marketing Books

Imagine you had a party that was talked about around the world. A party that was never held at all.

So this is what the imaginary party looked like.

“A birthday party invitation was posted on popular social websites Facebook and Bebo, attracting around 400 guests and gatecrashers.

The birthday girl, 16-year-old Briton Jodie Hudson and her mother Amanda found out too late the disaster an online invitation would wreak on their luxury Marbella holiday villa. The walls of the villa were destroyed, the carpets were destroyed and the railings, doors and furniture were broken.

And apparently they threw the TV in the pool.” Like I said: The party never happened.

But month after month such parties happen.

If you were to drive down to downtown Auckland, you’ll find revelers in droves. They appear. They drink. They dance. They socialize. And most importantly, they don’t destroy furniture or throw televisions into the harbor.

And the primary source of attraction is not an email newsletter. Or posters around town. Or someone calls to invite you to a party.
As incredible as it may sound to your ears, everything happens on Facebook.

But surely Facebook is for the young demographic, you argue.

And again, you would have a great mark.

Because savvy marketers around the planet are using Facebook to gain followers and customers. And contrary to what you might believe, Facebook’s demographics have changed rapidly. Suddenly your customer is on Facebook: And he’s not a teenager.

But how do we know this is true?

There is evidence, of course, but let’s see why Facebook seems to work better than email or other media. The main reason Facebook works is because it’s a lot like how you get your business offline. If you look at about 80 percent of your business, you will notice one striking fact. That part of your business comes to you through word of mouth.

And that’s how Facebook works.
You publish your Facebook profile.
And people will find you.
God knows how they’ll find you, but they will.

And the reason they find you is because your customer is doing all the hard work. Because it’s so easy to set up a page on Facebook, most people do. Next, they fill a page with things they like. And some of the things they like are the things you sell.

So let’s look at some examples:

1) Gail Martin: Writer of Science-Fiction books.
2) An Auckland DJ who wanted to stop bars from closing at 3am.
3) Barack Obama, who wants voters to show up — and vote for him.
4) SpyBar with themed events to attract partygoers.
5) All Blacks getting support for the Tri-Nations Trophy.
6) Auckland Salsa Freaks for people of all ages to learn something new
dance movement.

So we expand on three of these many examples

Example 1: SpyBar
In the past, SpyBar used email newsletters to drive traffic to their events. Despite constant efforts, their email list grew slowly. That’s because party-goers had to go to SpyBar’s website and register.

Traditional methods such as printing posters and sending physical invitations were expensive and time-consuming.

Facebook has none of these restrictions.

The party guests already visited Facebook regularly. And were just one click away from landing on SpyBar’s Facebook page. What’s even more interesting is that in almost every case, the partygoers themselves introduced their friends to SpyBar’s Facebook page.

Result:
Whenever Spybar has an event, all they have to do is post the event (and the posters) on Facebook. And sends a notification to all their Facebook friends. There will be an answer right away. Party goers have an RSVP mechanism that allows SpyBar to gauge the number of likely attendees.

Example 2: Gail Martin: Advance sales of sci-fi books

Most publishers squat for their authors. In most cases, publishers promote superstar authors and leave other authors to handle their own marketing. Gail Martin uses Facebook by going to science fiction websites and directing visitors from there to her Facebook site.

This way he can build a “friend database”. And when a new book is coming out, he can not only create a buzz around the new book, but also use Facebook friends to promote his book to his friends.

Since a lot of her books are sold during the gift-giving period leading up to Christmas, she can then manage a campaign that not only attracts her speakers and book signings, but also increases sales of her book at just the right time.

And much of this activity is done by “friends” only. Gail only needs to send one notification. Then friends take over and tell friends. And the ball starts rolling.

Example 3: An Auckland DJ who opposes bars closing at 3am

On 10 July 2008, Auckland Police decided to present a plan to the City Council – which would dramatically change Auckland’s nightlife – and called for the 24-hour licensing policy to be brought into line with other districts.

Immediately, the Auckland DJ decided to put together a group on Facebook. This group would be dormant unless the plan is advanced. Auckland City Council shot down the plan, but well over 1,000 people had already logged on to a Facebook page ready to protest if they were deprived of vodka and martinis at 3am.

As you can see, Facebook is a group building activity

Most sites were originally created just to meet others online. But the situation has changed into something bigger. If you sell ice cream like Movenpick, you can start an Ice-Cream Lovers event.

If you sell bread like Baker’s Delight does, you can start a group that loves Cheesymites. If you sell real estate, you can literally hold open houses for specific houses online and separate each group based on what type of house they want.

But there is always the question: How do you get started?

There are three main ways to get started.
Method 1: If you have an online catalog
Method 2: If you have an offline catalog or retail store.
Method 3: If you don’t have any kind of list. Or no trade.

If you have an online list, email them and ask them to become Facebook friends. And yes, send a reminder or two too. It will build your Facebook list quickly. An offline catalog allows you to do the same. And make sure you entice customers with goodies to get them to go online and sign up.

But what if you don’t have a store or an online catalog? Well, you’ll just find other listings. Gail Martin gets traffic from other sci-fi sites. Auckland Dj just grabbed various bar lists on Facebook. Yes, it is indeed possible to visit other sites and invite friends.

Yes, Facebook is just another way to market. But what makes it completely different from other methods is the immediate verbal appeal.

That alone should make you want to explore.

Next step: We’re also on Facebook – for a reason. Just check out Sean D’Souza on Facebook

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