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| Alok Sinha Communications planning director MindShare |
Shane Crombie Interactive director Universal McCann China |
Andrew Tu Digital director OMD Southeast Asia |
Alejandro Lopez Chairman Suitmen Entertainment |
MAYBE |
YES |
YES |
NO |
| “Studies on internet use suggest that people not only pay attention to their social grapevine but are also influenced by the actions and opinions of their online community. Facebook’s Social Ads and Beacon represent a good way to seed word-ofmouth and pique initial interest, but it’s only just the beginning. Success thereafter will depend almost entirely on the online experience a brand is able to provide. So don’t think of this opportunity as ‘more targeted advertising’ but think of it as an opportunity to deliver a memorable and engaging experience to people who are interested in your proposition. Fail at this and your ‘targeted ad’ will amount to naught.” |
“Social Ads have great potential to unlock extra ad revenue for Facebook, provide marketers with advanced targeting capability, and also provide some useful gift-buying insights to its members. Facebook has just reengineered the program to be ‘opt in’ instead of ‘opt out’ due to complaints from its members (and moveon.org) that they inadvertantly found out before Christmas what they were going to find under the Xmas tree. As long as the program is acceptable to its participants, it’s worth consideration for a client campaign.” |
“I am part horrified and part ecstatic. As a marketer, I am ecstatic because it gives us a structured approach into a powerful channel. On the other hand, I agree that irresponsible usage will invade users’ privacy. With all of the debate over the last few weeks, I remember that the same privacy concerns were raised when Gmail launched with contextual ads. I am an avid Googler and I have never experienced any invasion. So I can’t help but think that it may not be as bad and Facebook will be as responsible as Google with safeguards. If this is the case, my opinion is that Beacon will only help rather than hinder our business. I will recommend Facebook to my clients.” |
“From Suitmen’s view the answer is no based on the age-old advertising principal that people must be instructed on the benefits of a brand. If, however, a client wants to communicate on a peer-to-peer basis, with respect in the medium, then the answer is yes. We as marketers must be humbled that the vast audience we salivate over came not to see the ads, but each other. Let’s not blow it by jumping up and down like uninvited lap dogs. It’s time to do the right thing and enhance their experience on the platform —in the case of Facebook the social attributes that may be tied to a group of brand lovers and the relationships they have with each other.”
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Are Facebook buys for your clients?
Its founders have touted Facebook Ads as a new way to advertise online, revolutionary even. But users, unimpressed by its cavalier attitude to privacy, have forced a stunning reversal. Will you recommend Facebook Ads to your clients?
