facebook, advertising and brand custodians

Today morning the first page that I opened was facebook. Its always been gmail and before that, it was google.

In many ways facebook has changed my life. Not that it was the first social network that i've been or that I've found most of my friends and added them compared to any other network (vice versa) and never give a damn, probably don't even drop a hi.

But being in advertising here's how;

Over a period of time Facebook has evolved from a social network to a brand network - it is more of a business tool (social MEDIA) than a social network that it was. Facebook pages now function as websites for brands and draw way more hits and responses online than the websites of any brand ever did.

Like most websites and networks FB uses data - about you, me, our friends to understand us and send us targeted advertising. So its just another website that uses analytics, data mining and a whole of other jargon to send you relevant ads, for which they charge respective clients on a CPC or CPI/CPM models or find any new fancy pants way to charge them.

And while they do this, they get amazing FREE advertising worth billions of dollars across almost every damn media vehicle. Their self-promotion is completely through other brands who use their services.

Every brand has a tagline "join us on facebook.com/xxxxxxxx" this being blared in radio, in TV shows, print ads, hoardings, posters, websites, on t-shirts and generally anywhere anyone finds place be it even your or my ass. And most of brands now want to flash their "facebook badge" and page id, bigger than ever, maybe even bigger than their own logo.

Mark Zuckerberg, you are a fucking genius. You get free advertising from brand managers. You get the same brand managers to pay to use your service. You also get them to plaster your logo across everywhere.

TATA vs TATA

I've always loved the TATA's. Apparently they stand for trust (which I was taught) and for IT, Cabs, Cars, Cheaper Cars, Expensive Cars, Luxury Cars, CDMA Telecom, GSM Telecom, Broadband Internet, Mobile Internet, Steel, Manufacturing, Engineering, Energy, Tea, Foods, Chemicals, Retail, Watches, Jewellery, Hospitality...ok, now this may go on, and maybe they have holdings some other billion companies, lets get to the point.

I recently made an interesting observation, where they stood for Confusion. Sometimes when a brand name is plastered across various segments/verticals/business domains or whatever it jus leads to confusion. With the every brand manager wanting his share of the Tata logo, the brand is probably most recognized. So yea, I was at a Tata Indicom store recently to settle my bill; there walks in a guy, about 45, who wanted to recharge his Tata Docomo connection. To his dismay the guy found out that he had to locate a Tata Docomo store and go there, boy was he pissed, here is a transcript of the conversation (translated from tamil):

Guy: Sir, I want to recharge my prepaid

Service rep: No sir, We're Tata Indicom, we deal with CDMA and not GSM, for that you need to goto the Docomo Store.

Guy: But you guys are the same Tata Company right? and its a mobile service? why do you have separate stores? Why can't you have it here?

S.P: Sir, we are different and they're, they're are tie up with docomo

Guy: So what? still u are TATA na? why can't all your Tata stores which offer mobile services be together?

S.P: Sir, I don't know sir, That only the company can decide, I just work here. You have to goto Tata Docomo sir.

Guy: what companies you guys run, people like me have to go there, here and everywhere. What kind of customer service is this?

Guy (mumbling): wat a useless company! they offer mobile services in separate shops...blah blah

Meanwhile, I had to leave, couldn't gather the rest of his mumbling.

On a lighter note, the best I can say is, confuse your customers, diversify, they'll never know where to complain :D