Wow this sounds familiar ….
Background. Early in 2005 I started Vocanic, my word of mouth marketing agency the vision for what we do was based around a single statement (see www.vocanic.com)
"There is nothing more valuable for your brand than a personal recommendation from one friend to another"
And thus, your brand's advocate promoters represented a much better way to reach out and create awareness and invite trial from new users than anything based on the old style interruption advertising model.
Now, November 2007 it seems like a fellow called Zuckerberg seems to agree with me, see his quote when launching SocialAds on his FaceBook platform
“Nothing influences a person more than a recommendation from a trusted friend,”
Thanks Mark … its nice to know you’re thinking along the same lines (and wish I’d sold 1.6% of my company for $250m on the way) !
Social Ads – as far as I can tell from the FaceBook Press Release are going to work like this.
When you buy something from a participating e-retailer you will be asked if the e-retailer can post to your profile saying that you have bought their product and include their message.
Some sources (eg NY Times) are describing it as "twist" word of mouth
“Yesterday, in a twist on word-of-mouth marketing, Facebook began selling ads that display people’s profile photos next to commercial messages that are shown to their friends about items they purchased or registered an opinion about.”
The Social Ads Idea is clever, very clever. But it’s not true word of mouth. Here’s why
In my book WoM is when the person makes the recommendation for a brand in his/her own words (this is why it is authentic and credible) and NOT when they get used as a carrier pigeon to deliver the brands message.
In FaceBook’s model people’s profiles are simply being co-opted to carry the brands advertising. It’s simply a clever way for brands to put their advert on your FaceBook profile
But – the advertisers with love it as it “seems like Word of Mouth” and YET they still get to control the message – and thus FaceBook will make lots more money.
Conclusion:
Is it a clever new way to advertise– yes.
Is it a good idea for brands to advertise this way – yes.
But, don’t see this as real word of mouth – my profile carrying your ad is not as effective as me telling my friends in my own words how good your product is.
Net net – do both, they work hand in had.
