Ex Machina: Jack Graham's Blog

I can haz more than one demo for people over 64?

“Who wants to hang out with 70 year olds?” my grandfather asked once. He was 81 at the time.  It was a funny rhetorical question for a 25 year old to hear, and it’s stuck with me ever since. I’m pretty sure that up until that point in life, I’d lumped everyone who could claim a senior citizen’s discount into the general category of  “old people” and left it at that.

I was lucky enough to get this take on demographics from my granddad, and it’s served me well. My current employer sells travel to customers who average in their mid-seventies. These folks are different from people already well into their eighties, and they’re really different from the Baby Boomers who are now entering their mid-sixties.

So when is Facebook, that coterie of lovable scamps, going to wake up to this? Facebook’s ad targeting and demos for fan pages lump everyone over 64 into one category. That’s 3.3 million people by the Facebook ad creation widget’s own estimation — roughly the population of Uruguay or Lithuania.

One demographic. Really, Facebook?

Listen to my grandpa. Then give me a tool with which I can actually target an ad to my demo, and maybe you’ll make some money off of my employer. ‘Til then, fuhgeddaboutit.

Photo credits for this post: Baby in Sunglasses (Vincent Valenti)

What happened to Myspace, anyway? One day, it was a hot property, a Microsoft acquisition target, the next big thing. Now it’s the seedy outer suburb of social media, a place where movie theaters serve cheap rum and young professionals in aspirational demographics no longer go looking for a date.  And it happened really quickly.

Could the same thing now be happening to Facebook?

It’s easy to spot the overt symptoms of a social network losing its cachet. Tasteless profile customization, processor hogging special effects, and a preponderance of user avatars resembling anorexic Taiwanese betel nut girls were leading indicators in the case of Myspace. Facebook has largely avoided looking trashy by enforcing a dress code. Even the most obnoxious Facebook apps are confined to the staid corporate blue and white of the standard profile. Users who want to set the makeup gun on “whore” and point it at their profile have largely been kept in check.

But class is more than skin deep. Sure, there were users who bailed on Myspace because, in the words of one user, “Myspace has become a trailer park.” Where Facebook really won the social media war, though, was in keeping the content of the site useful and relevant by curtailing spammy user behavior.

Fan pages are the best example of this. A lot of people bailed on Myspace because every time they visited the site, they were seeing a dozen friend requests from bands, promoters, and porn sites. Facebook’s fan page model meant that if you made a band profile on Facebook, you couldn’t make it a personal profile without knowingly violating the ToS. And Facebook fan pages can’t go around randomly friending people they don’t know; fans have to opt in of their own accord. You can suggest the page to your friends, but that’s it.

So far, this has worked well for Facebook, but where there’s a spammy will, there’s a spammy way. In recent weeks I’ve become concerned that Facebook isn’t enforcing their ToS. I’m seeing friend requests from profiles that clearly aren’t people. I’m also getting friend requests from people with very large friend networks to whom I have no connection. Generally, they’re local music or club promoters. A burst of irrelevant, spammy messages every time I open up my inbox is exactly what drove me away from Myspace.

Facebook needs to enforce their ToS so that people who are on the site to do business stay in the fan page realm. Hopefully, they can do this in a more even-handed fashion than Twitter, a company that has alienated a lot of people by suspending accounts based on sweeping criteria that locked out legitimate users along with spammers. Facebook needs to work on this, and they need to do it sooner rather than later.

Update: The tutorial below worked like a dream in 2009, but your mileage may vary now. I’m no longer in a role where I’m directly supporting Facebook for my company, so you may want to look elsewhere, as I’m no longer updating this information.

Cheetahmail demonstrated some of their new social media integration features during September’s Relevance Tour stop in Boston. I didn’t feel like waiting for them to roll out the functionality on our account, so I took apart an Urban Outfitters e-mail to see how it was done. (Their e-mail campaigns are great, by the way). The result is this quick how-to.

First of all, let’s look at the results. I now have an e-mail offer with a “Share on Facebook” button. When a user clicks the button, they’re taken to Facebook’s Post to Profile page:

The user can make their own comment and edit the link text as they wish. Once they click Share, a link to a hosted version of the e-mail, complete with thumbnail, shows up on their wall.

More importantly, it shows up in their friends’ feeds. Prior to implementing the Share button, I had a button that sent users to our Facebook fan page. The Share button is a much more powerful way for e-mail marketers to use Facebook, as it drives traffic to your own hosted e-mail offer, rather than to Facebook itself.

On to the How-to, then…

1. Create a hosted version of the e-mail.
   Normally, I wouldn’t have to do this. I use Cheetahmail, which automatically creates hosted versions of my e-mails for me. In this case, though, I ‘m going to need to alter the code of the hosted version in step 3, so I’ll host the HTML on my own site.
   Some bulk e-mail services host images for you and convert the src attributes in your <IMG> tags to point to those hosted images. In this case, I recommend using this converted source to make your hosted e-mail, as hits to the images hosted by your e-mail provider are usually used in reporting. This also avoids potentially skewing the analytics on your own web site.
2. Create a thumbnail for the Facebook wall.
   The thumbnail should be 150 pixels wide. It can be either a thumbnail of the e-mail itself, or a smaller treatment using elements picked up from the e-mail. You can skip including a thumbnail, but wall posts with no images lose a lot of impact. In my example, I’m using a thumbnail of the cover for an electronic catalog we’re plugging in the e-mail.
3. Add meta information used by Facebook to the <HEAD> of the hosted e-mail.
   When you submit a URL to Facebook’s Share function, it parses the document and picks up some info from the <HEAD> of the HTML. It uses what it finds as the default text shown on the share screen, enabling you to control what appears there. Facebook looks for a few <META> tags to fill in the copy and a <LINK> tag for the thumbnail image. Take another look at th Post to Profile screen shot above. The code that produced that default text looks like this:

   

4. URL encode the URL of the hosted e-mail.
   Eric Meyer’s URL Decoder/Encoder is a fast way to do this.
5. Append the encoded URL to the Facebook share URL as a query string.
   Your final URL will look something like this:
   http://www.facebook.com/share.php?u=http%3A%2F%2Fyour.hosted.emailserver.com%2Fhostedemail%2FEP283_hosted.html

6. Create a Share on Facebook button.
   How this button looks and where it’s positioned in the e-mail will vary a lot depending upon how you do your creative. Generally, though, I think putting it in the center column of the e-mail together with any other social media links you want to include works best. My organization normally puts it in the sidebar, but our creative is atypical of how most companies do marketing e-mails.
7. Link this button to your Facebook share URL.
   Voilà! You now have a Facebook share button in your e-mail offer.
   There is one thing to be cautious of on this step, however: some bulk e-mail services might undo the URL encoding you applied to your query string in steps 4 & 5. Cheetahmail definitely does; I haven’t tested it on other e-mail providers yet. Be aware of this issue, as it can lead to broken links. Most bulk e-mailers give you the option to  edit the links after they create redirects, so you should be able to fix this manually.

Happy sharing!

Starting this Sunday at 12:01 am, Facebook opens the namespace for fan pages without restrictions. The June 12 opening of the namespace excluded fan pages created after May 31, 2009 and having fewer than 1,000 fans. This Sunday’s namerush is for everyone else. If you didn’t get your page’s name on June 12, Saturday is the time.

More info on Facebook.

…then you haven’t been paying attention.

As a side note, I’m somewhat miffed that they’re not allowing fan pages created after a certain cut off, or with less than 1000 fans, to choose user names yet.

Hello from Mt. Webster!

Hi.

This is Jack Graham, writing the inaugural post for my new blog, Ex Machina. I’m an interactive producer working in Boston, Massachusetts (more about me here). When I’m not working on my own projects, I daylight at a well-established direct marketing firm in the travel industry. When the economy started to hurt their old way of doing business, my employers turned to new technologies to help them stay competitive.

Before last year’s downturn, things like blogs, mobile, and social media weren’t on my company’s radar. They were pet projects of mine, stuff I experimented with as time allowed. Our web site and direct e-mail were the focus of my work. Then one day, someone hyped Facebook to our management; suddenly, social media was a fundamental part of my job. Luckily, I was mostly ready. Mostly.

Ex Machina will focus on how people in my job – interactive producer – and related careers (such as interactive marketing directors, database marketers, copywriters, and interactive designers) can leverage new technologies to meet their customers and engage with them. This era is about having a conversation with your customers, not shouting your offerings at them. Things like blogs and social media are amazing tools in this respect; you can have that conversation that gets a customer ready to work with you. And you can have it with a lot of them, all at once, in a way that leaves no one feeling like they were just talking to a robot.

Thanks to my smartphone, I know how to cook collards.

Meanwhile, new mobile tech, particularly smart phones, is turning computer and internet access into something you wear, rather than a piece of furniture at which you sit down. This changes everything. Example: I bought a bunch of collard greens a few days ago. I would never have bought them, except for the fact that I had a smartphone in my pocket on which I could call up a recipe for cooking them that sounded good. Companies that want to stay competitive now have to figure out how to link up with customers who have the closest thing we’ve invented to ESP sitting in their jacket pocket.

5 Ways Small & Mid-size Businesses Can Start Integrating New Internet Technologies Today

1. Get a Twitter account. In fact, get multiple Twitter accounts.
   Not every company will want to dive in to full-on social networks like Facebook, but Twitter is an application like e-mail. Every company can use it for something, and probably will in the future. Jump on it now; the namespace is getting crowded. I’ll have a lot more to say on how to use them, but some areas where they can help you out include customer service, marketing, public relations, and vendor relations.
2. Set up a social network presence.
   Look at your demographic. Is it a Facebook or a Myspace demo? If you don’t know, you have some research to do on the two sites. Perhaps you’re in a position to do both. But if you’re not lucky enough to have boundless resources to throw at social media, do yourself a favor: focus on only one of the two if possible.
3. Keep a blog.
   Blogs are hard to understand as a marketing medium, but they have some real utility for small and mid-size companies. First off, provided you’re posting useful content (meaning stuff that people with no interest in your product or company would actually want to read), they’re a great SEO tool. For those providing services, they’re a way to discuss how you do what you do and sway a customer. If you’re using Twitter, blogs give you something to link to that has potential value to followers, rather than pure just marketing content. They balance marketing messages, which helps you to keep more followers. Finally, your customers may use them to communicate with you by commenting on posts.
4. 

   How's your web site look on this jeejah?

   Consider smart phones when designing.
   Everyone is going to have a smart phone soon. Learning about them now is a good idea. If you’re reading this blog, your company probably isn’t one that would benefit, today, from having a presence in smart phone application markets (unless it’s somehow core to your business). Smart phone users will see your web site instead. What are they seeing? Can you make a stronger showing with smartphone users with some minor redesigns?

5. Educate your organization about new technologies.
   Social media and related technologies suffer somewhat from what I’ll call the Twentysomething Factor. If I had a buck for every time I’ve heard managers express a desire to hand off social media to “younger, more computer savvy” co-workers, I could buy a plane ticket to Chicago. This means if you’re working around my level in the rat race, you’re in the sometimes awkward position of selling your managers on best practices that they don’t agree with because they don’t quite get the medium. Meanwhile, many of your peers won’t get it, either. How do you successfully make them all get it?

I’ll be going into a lot more detail on all of these topics, so you can take this as an agenda for the subjects on which I intend to post. And I hope this blog will turn into a conversation about best practices with people on my career path and related ones.

Thanks for reading!

Photo credits for this post: Me (by me), Collards (from Wikimedia commons), Smart Phone (by Craig Jewell via stock.xchng).