Miruna Codeanu

Posts Tagged ‘socialmedia’

IBM + Facebook = ?

In Uncategorized on May 7, 2015 at 6:06 am

facebook-ibm-188_6XogE4FYesterday Facebook and IBM announced their partnership which will enable marketers deliver more personalized campaigns. Could this be the much awaited use of the huge amount of data Facebook posses on its users? Could this be the beginning of a beautiful love hate relationship?

In the announced partnership Facebook and IBM will bring together their ad capabilities and analytics to create more relevant experience for their customers, which will translate into more personalized advertising. Read the rest of this entry »


Branding and marketing Facebook

In cappuccino on May 5, 2015 at 6:48 am

mark and richRemember when Facebook rolled out its first video ad? It was meant to celebrate Facebook’s first billion. It was the beginning of something Facebook wasn’t really doing: branding. Facebook was reaching its first billion users and from there on, Facebook was believed to collapse, but it didn’t. Read the rest of this entry »

Facebook’s Good Moves

In Uncategorized on October 27, 2014 at 12:32 pm

pic7I was doing my usual morning browsing when I came across an awesome infographic, via Design Taxi describing the war between Facebook and Google. It seems like the online is a market with two major players. One is a giant and the other one is a baby giant trying to catch up.

Facebook has pulled out two moves in the last week. First move, Zuckerberg’s Q&A session in mandarin. Mark Zuckerberg’s mandarin generated a lot of hype, whether it was good or not, whether he had a good accent or not, whether his wife made him learn the language and so on. A few saw it, many missed it: this was a business move. Please remember China is a country where Facebook is still blocked. Read the rest of this entry »

Privacy, the latest trading currency

In Uncategorized on October 3, 2014 at 10:18 am

Privacy1Secret, Whisper, Yammer, Every Me, Android’s IOS 8 and even the Bitcoin cryptocurrency,  all show a trend: our privacy is becoming a major concern for us, and not only for us, but also for companies. There are companies who are starting to ground their business strategies on privacy, there are companies using privacy as their USP.

We are traders and data is our trading currency. We sell and companies buy. Users have been going mad at Facebook and others being under the impression that they get nothing in exchange for their data. Back in 2009, I wrote a paper on why users choose Facebook over other options, it was the boom of Facebook, but, still, people were making a consumer’s choice. Traditionally, we’re used to thinking that we should pay an amount of money for everything we’re consuming, but truth is, we can pay anything else for what we’re consuming. We can also pay what we consume with our data. Read the rest of this entry »

Facebook’s app new feature

In Uncategorized on September 30, 2014 at 8:41 am

fb_icon_325x325Facebook has been making some changes and some of them went unnoticed, because all attention has been captured by Facebook’s ad network expansion. Mashable writes Facebook ads will follow you around starting now and everyone went a bit hysterical hearing this. Remember what I was saying last week, what’s wrong is irrelevant advertising, not advertising itself, therefore everyone should just have a glass of cold water and relax a bit. However, leaving that aside, Facebook made another major change.

Open links in Facebook app

Until now, if you were using Facebook’s mobile app and you were clicking on a link shared on Facebook, you would be redirected to the online page in a browser of your choice. Read the rest of this entry »

Fixing advertising

In espresso on September 26, 2014 at 5:29 am
What’s Ello?

billboard-advertisementEllo is a new social network. What’s new about a new social network?Ello claims to be different because it has no advertising. Here’s how Ello defines itself: “Ello is a simple, beautiful, and ad-free social network created by a small group of artists and designers.We originally built Ello as a private social network. Over time, so many people wanted to join Ello that we built a public version of Ello for everyone to use.” 

Why’s Ello special?

I am under the feeling I heard that story before. A social network that was founded for the use of a certain group and then grew to be more popular. Could that be about that Harvard student who started a social network to be used withing the university, that guy Zuckerberg?

Remember Facebook back in the days? When I joined, there was little advertising on Facebook. I remember that simply creating a Facebook business page could have a viral effect, if your audience was on Facebook. Later, audiences started coming to Facebook and content started being shared, more advertising money coming to Facebook.

Advertising on social networks

I always compare Facebook with television and I’ve always said the next kind of television will be socially influenced. So, you have one tv channel. Half the people on Facebook have more than 200 friends in their network and have definitely hit some like buttons on some pages, be those business pages or public persons. Unlike traditional television, every other page or person you follow is another channel and a new content generator and this creates noise around the message, this makes your brand or personal message be jammed by many other posts. On top of all that noise we have advertising. Advertising is a source of money and profit for Facebook. Against charging its users, Facebook chose advertising. Facebook’s big problem is that it hasn’t yet figured out a way to make advertising relevant, and neither did any of the other social networks. Google could be somewhat closer to that, but not there yet. Raise your hand if you have ever found an irrelevant ad in Google. You probably did, at least once in your life. But when a social network means to sell itself by the lack of advertising, it means that marketers, we have a problem.

Adverising, the scarecrow

Although social networks have an incredible amount of information on targeting people, advertising is still sometimes irrelevant. People are not sick of advertising, people are sick of bad, irrelevant advertising. People want to find things when they need them, and advertisers would want to reach those people who need or would need their products. We, as marketers, we’d rather spend our money on relevant advertising for relevant people. Advertising became the scarecrow in the last few years. Most of adults using social networks have watched tv during their lifetime and this means they carry a baggage on advertising. Advertising in old media always offered little means of targetting appropriate audience which led to irrelevant advertising. Those people have a reflex: “Oh it’s commercial break, let’s find something else to watch” or “Oh, It’s commercial break, I’m gonna go powder my nose now”. Advertising on TV became something to be ignored because most of the times it was irrelevant. Men watching TV did not need tampons. People without new born kids did not care about the latest Milupa milk. This created a bad image on advertising. Now, advertising has to work some PR magic on itself.

Fixing advertising

How do we make the ugly frog become prince charming and who has to kiss the frog? Dear social media users, you might think you hate advertising, but you don’t. Remember that time when you really needed winter tires and an ad just popped in front of your eyes? Remember that time when you looked at a hotel for your next trip and Booking.com emailed you with the best offer that matched your criteria? Remember you actually like watching good commercials? Dear marketers, first step is admitting we have a problem: advertising has reached a point where it has a negative image. Advertising needs to be fixed. Fixing advertising is really simple and it will benefit both marketers and buyers: make it relevant. Consumers will be happy with relevant advertising and marketers will be satisfied to spend their money in the right places. Dear social media networks, give marketers more accent to targeting criteria in order to be able to kiss this frog.

Back to Ello:

Here’s Ello’s manifesto:“Your social network is owned by advertisers.Every post you share, every friend you make and every link you follow is tracked, recorded and converted into data. Advertisers buy your data so they can show you more ads. You are the product that’s bought and sold.We believe there is a better way. We believe in audacity. We believe in beauty, simplicity and transparency. We believe that the people who make things and the people who use them should be in partnership.We believe a social network can be a tool for empowerment. Not a tool to deceive, coerce and manipulate — but a place to connect, create and celebrate life.You are not a product.” More on Ello soon. Will Ello be able to sell itself by not advertising and where will Ello’s money com from?

Read the rest of this entry »

The Internet of Things, Apple is a bubble and the Future Tech Company

In Uncategorized on May 7, 2014 at 7:24 am

Finally, someone backing me up in my belief the future does not belong to Apple:

I totally agree with this guy. Just happens that this guy is Fred Wilson, one of the major tech investors around and he believes the future does not belong to Apple. Ironically enough, Apple shares are rising again this morning. In the past two years, I’ve been saying  Apple is a bubble as it cannot continuously innovate and at a certain point it will pop. I’ve been taken for a Samsung enthusiast. I’m not a Samsung enthusiast. I’m able to recognize both companies’ importance, however I am bit disturbed by Apple’s desire to acquire monopoly which I’m glad Samsung stopped. Thast’s why, in this dispute I’ll take Samsung’s side. Also for the big screens. What will happen on the long term? I’ve said it before. However, I do believe Facebook can be the future tech company. And if not Facebook, online tech companies will triumph. Read the rest of this entry »

Facebook, Google, making money.

In espresso on February 24, 2014 at 9:40 am

source:  Business Management Degrees

This is how Facebook makes its money. Among the top advertisers on Facebook: Google. Google is using Facebook ads to promote its Chrome browser. Well, that’s a sign Facebook is working, even for Google. Read the rest of this entry »

Facebook and the chicken

In espresso on February 20, 2014 at 8:19 am

Facebook, the largest social network. Again? Well, yes, again. Facebook just acquired instant messaging application WhatsApp and everybody is talking about it. Facebook paid $19 billion for WhatsApp and this is the news to create the hype. 19, yes. Yes, billion.

Breathe in breathe out it’s just another day, read your news-feed on Facebook.  Facebook bought WhatsApp for $19 billion. Outrageous. Share the news with your friends on a WhatsApp group. All agree you should find another instant messaging app.  Meh, the world, you should just enjoy your coffee, maybe post a picture of it on Instagram. Facebook – the company owns Facebook, Instagram and now WhatsApp and also just released Paper, another mobile app that some claim to be something fun to use and getting some quite awesome pr and endorsements. Read the rest of this entry »

Don’t on social media, case study: Orange Romania

In espresso on November 29, 2013 at 7:24 am

I kept writing about the use of social media in marketing, how great it can be if you use it wisely, how social media will be the next mass media, the future of social media and some other social media issues. While I was writing them it seemed like I’m mostly explaining common sense, I’ve been using, studying and marketing on social media since 2008. After some time it seems common sense that a business should have a social presence and it should engage its consumers in a conversation, different from old marketing in accordance to the company’s image. There are some case studies in which social media can become customer care, more efficient than the old fashioned call center. However, sometimes, something happens and I realize, no, it is not common sense, and even big companies need to be reminded what social media is all about. So, I’ll tell you a story about my experience as a customer and consumer of a brand with a marketing background. I usually don’t like to give names but I’ll use this post as a complaint letter and some free advice to the company as well.

My never ending story with Orange Romania Last week I decided I needed a new phone. I’ve been an Orange Romania customer since I first got a phone, which is probably for the last 12 years. It should traceable, and I’m pretty sure Orange Romania can check the birth date of my phone number, although there was no Orange Romania back then, it was called Dialog . I might be what they call a loyal customer.   Read the rest of this entry »