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| From the 2012 Facebook Best Practices Guide for Marketers |
Isn't it interesting that certain changes in the world affect a marketing team, and others, though seemingly important, don't?
That's the approach I took with a recent blog post on the CMA Blog. As part of my work with the CMA's Digital Marketing Council, me and another awesome dude named Steve Mahoney took time out of our busy day to sit down with Facebook Canada's managing director in 2012. (Actually, he took time out to talk to us-- we weren't doing much other than waiting to get some quotes from him...) And quotes we did! ...get?
Jordan Banks, who is the Mark Zuckerburg of the Great White North, was happy to share some insights about how Facebook has affected marketing teams and brands in Canada:
In any given day on Facebook, there are 100 million connections being made between people and brands,” said Banks. “That's 100% YoY growth - so in 2011 that number was 50 million connections. So to me, that's really a proxy for the increased importance of brands in this thing we call the social graph.What I liked most about speaking with Jordan Banks, and trying to understand the marketing world from Facebook's perspective, was that Facebook is something that is truly new and has never been possible before. Even today, when you go to send a DM to your database or decide on some search terms for a paid-search campaign, you can't target based on who the potential customer IS, only what they've done, or what you see as their intent. With Facebook, (and more recently other platforms) you can finally target that 18-35 demographic you so covet, not based on indicators that lead you to believe they are 18-35, but because they have said their birthday was in 1987. Exactly. And you can wish them a happy birthday too.
To have a look at the full post with awesome perspective from Jordan Banks, as well as my attempt to write a blog post that was a little less conversational, check out the post here: Facebook's Impact on Business: Organizational Changes in Thinking.
Special thanks to Jordan for your time, Stacie and Carrie from High Road for setting it up, and the CMA for publishing.