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Tag - Mark Zuckerberg

Ten Years of Likes

It all started ten years ago, 4 February 2004, when a Harvard University student devised an idea that made the world more open and connected. With a group of peers he started out connecting with his fellow students, with a vision that later on he would invite other schools and perhaps further down the track, the world. Now his creation is a socially altering, online phenomenon. This is of course the story of Mark Zuckerberg and what started out as “The Facebook”.
After dropping the “The” and deciding that a social network could be in the interest of the world outside of the Ivy League, Facebook became the defining factor of social media, maybe even a key driver of the digital age. Most people will probably have a hard time recalling a period when we didn’t take social media updates into consideration – a time when liking didn’t involve clicking and when sharing was something you did with cake. 1.23 billion is about the size of India’s population, but it’s also the number of Facebook’s monthly active users, making it the largest social media platform in the world. For those of you who crave more numbers, here’s a few:

        The last ten years have resulted in 150 billion friend connections;
        1.13 trillion likes since the start;
        A user population where 76% log on every day;
        An average of 8.3 active hours per user every month.

The fact is that the world has become more connected, Facebook IS the platform where people all over the world catch up, connect with new people or simply let off some steam. Mark Zuckerberg’s vision could not have been better realised.
But now what? Another ten years on Facebook? That’s a good question. There is what has been known as the “teen problem”, where teenagers supposedly leave Facebook for other platforms, and a recent, although criticised, study from Princeton University tells us that the social network could lose 80% of its users by 2017.
Zuckerberg has admitted that he has been too slow to take advantage of mobile, resulting in mobile friendly platforms such as Snapchat, Twitter and Whatsapp giving the older platform a hard time in an age when an increasing number of people have smartphones. Buying Instagram was a smart move, but is that enough?
The company puts much hope in its slick newspaper app called “Paper”, aiming at capturing smartphone-wielding newsreaders. As one of the main features on Facebook’s new ten year plan, it provides a taste of what the future may look like. Trying to include everything into one package, Facebook forced competitors into finding niches, something that has been quite lucrative for some.
Perhaps in the future we’ll see a slightly more fragmented Facebook, locating those niches and taking on competitors on all fronts. Only time will tell if this is a successful approach.
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
Image courtesy: Veluben, Wikimedia Commons, Rockbleeder.blogspot

Cartoon content

The Message presents… a brief history of social media
Did you know Facebook was inspired by a note to a young Mark Zuckerberg stuck to a fridge by his mum? Or that Jesus had a Twitter account in which he broke the news of his walking on water way before those Gospel writers got hold of it?
No? Then you badly need to spend the next three minutes and 56 seconds discovering exactly what’s what and who’s who in the world of social media – as seen through the eyes of some cartoon commentators. Incisive, insightful, funny and true, with a cool song to boot!

The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

In da hood

Content marketers and brands take advantage of the Facebook IPO hoopla
In a clever piece of content marketing, online retailer Betabrand has taken advantage of all the hoopla surrounding the impending Facebook IPO to market a range of ‘executive pinstripe hoodies’.
According to the LA Times, the garments have been around since February, but it was Mark Zuckerberg’s hoodie-wearing appearance at a pre-IPO roadshow in New York that created the lightbulb moment for the marketing team. Sure enough, they put the pinstripe versions on sale two days after Marky-Mark’s ‘controversial’ appearance (apparently some fashionistas felt it was unbecoming for a company head to attend an important meeting wearing street clothes).
Better yet, like any good piece of marketing built around compelling, interesting and, in this case, zeitgeist-capturing content, the campaign took on a life of its own thanks to the reach of social media. Even Zuckerberg’s sister Randi got in on the act, tweeting: ‘Inspired by Facebook’s IPO roadshow, Betabrand is now selling “executive pinstriped hoodies” Opening bell worthy? ;)’
Retweets followed, as did blogs, as did articles in newspapers around the world and within 24 hours, Betabrand had sold all 400 of its ‘executive’ hoodies, for US$148 each.
Betabrand’s founder Chris Lindland said ‘Hoodiegate was like pouring nitroglycerin on the fire’ and while he says they got lucky with the amount of coverage they received, this was no accidental content marketing strategy.
Creating products to suit content marketing
Betabrand specialises in ‘viral clothing’. In other words, it makes and sells clothes that people will talk about online and via social media.
‘To the best of our ability we are influenced by the Internet attention cycle,’ Lindland told the LA Times. ‘We put out two or three products a week, and the question we ask is, “Who would want to talk about this online?”’
It’s a strategy that has worked time and again – from a Farmer’s Market backback for the online food blogger community to bike-to-work pants for the engaged biking online audience. Betabrand has even produced dress pant sweat pants, which look smart but are made with comfort in mind. These were picked up by the likes of Time magazine and ‘went bonkers for us’.
It’s a clever approach that demonstrates a clear understanding of the golden rules of content marketing and the importance of knowing your audience. Plus, it shows that content marketing can not only successfully raise awareness of and generate conversations around existing products and brands, but that products and brands are now being created because of the success of content marketing.
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.