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Hawk's Blog

Harry Hawk has been blogging professionally and personally since 2003. Hawk's Blog contains some new original posts as well as copies of other posts including many of those written for the now closed Internet Evolution blog. If you are interested publishing any of these on your blog please contact @hhawk for permission. All posts Copyright Harry Hawk 2003 - 2014.

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Vlogging Food & Film

posted Nov 5, 2014, 7:11 AM by Harry Hawk

Time to Enjoy Food & Film

I have plenty of time to VLOG at the NYC Food Film Festival --- because as the co-creator I leave all of the planning and execution of the event to our team of dedicated professionals and our amazing crew of volunteers. Thanks to the support of Leske's Bakery and New York Handmade Breads I was able to edit my VLOG files into a longer form video. Right now it's about 12 minutes and it shows off all of the crazy backstage conversations I had with Pitmasters Billy Durney, Robbie Richter, Ramen Master Keizo Shimamoto and Takoyaki guru Karl Palma.. 

My Food & Film Story:

Back Stage at the Food Film Festival (NYC, 2014)


Do you have a food story you need to tell? 

Let's talk! @hhawk

Selling Sexy - Naked Rowers Make Better Sport

posted Jul 30, 2014, 6:37 AM by Harry Hawk   [ updated Jan 10, 2015, 7:31 PM ]

Everyone know that sex and sexy sells. 
Example: decades of posters, calendars and advertising have often included photos and illustrations of younger, attractive often busty women. Learn how Angus Malcolm and the Naked Rowers have used nudity and social media to engage, influence, and tell a very unique story about sports and inclusion while raising "nearly £100,000".
 Listen to my Interview with Angus from July 2014; download the MP3 file  [Auto Play] (presented as part of the Interview Series on the FIR podcast network). 

My interview with Angus Malcolm

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Image from the 2013 Warwick Rowers Calendar showing for naked men standing in a field.

Naked Men? Yes.
The male, mostly straight rowing crew at the University of Warwick have turned this traditional on it's head. First to raise funds to keep their "cash strapped" club afloat, but now to increasingly raise money to fight off homophobia in sports. The first time Angus Malcolm uploaded images from one of their shoots "within 24 hours it generated over 36k downloads." A "making of" trailer from their 2014 effort generated more millions of downloads from at least "1.5 million unique viewers." Angus is the photographer on all of the Warwick Rowers photos below.

An image of two men with well defined abdominal muscles stand naked in a field. Image from the official Twitter account for the Warwick Naked Rowers @naked_rowers
Angus Malcolm, the producer of the Naked Rowers Calendar notes, "The tradition of the naked college calendar" does exist in the United Kingdom. A quick Google search turned up a mix of naked men, women and coed charity calendars from Universities in Oxford, Bristol, NottinghamSheffield, Liverpool, Kingston, Exeter, Aberdeen, Birmingham, and Cardiff. Sheffield Hallam University's Men's Rugby Union has produced naked charity calendars since 2001 yet has a Twitter page with 858 followers. In contrast the Naked Rowers have nearly 22k followers and 15k Likes on Facebook.
Nude members of the Warwick University Rowing team in a field holding their oars vertically some members sitting on the shoulders of their teammates.

The Warwick Rowers Prove Organic Reach Works
Now in it's 6th year, Mr. Malcolm who has a long history working with non-profits as a professional communicator, attributes the success of the Naked Rowers calendar to many factors including:

  • "Give people what they want"
  • "Produce high quality content"
  • "Be relevant to the people who support you"
  • "Openness of the mostly straight rowers who are comfortable being naked [for a cause]"
  • The power of organic reach: "we don't pay for promotion"
  • "The project is student run but it isn't amateur"
two naked men tackle each other in the water as part of the Warwick Naked Rowers Charity Calendar. Take from the Twitter feed of the @Naked_Rowers
Two naked young men lay on the water's edge of a short pier one man's foot touches the water while his other foot almost touches the foot of the other man. Taken from the Twitter account of the Naked Rowers @Naked_Rowers

Naked Straight Men Allied with Gay Men to Fight Homophobia
Mr. Malcolm and the members of the crew have have achieved a very diverse set of goals:

  • The club's funding is on solid footing. 
  • The professional "broadcast" quality content has been picked up around the world
    including The E Network and Good Morning America.
  • Together with the the accounting firm of EY, The Warwick Rowers have created Sports Allies.

Why Sports Allies?
The Naked Rowers were looking to give back more to the community that funded them and along with EY the students created Sport Allies. "The Naked Rowers are not going to be able to fully fund the charity, but their goal is to pump up awareness," says Angus. "Sport Allies is an exciting new initiative to promote inclusion and challenge homophobia and transphobia among young people, using sport as a platform for learning. It has grown out of the international success of the 'Warwick Rowers' calendar project" notes their web site.

The logo for the Sport Allies (www.sportallies.org) a charity raising money to fight homophobia and transphobia

Open-minds, Open Hearts and Healing:
While on it's surface it would seem that all these naked men are simply fodder for the imagination of gay men and some women. Angus points out there are other benefits. The members of the crew have a greater awareness of "the difficulties of processing one's sexual identity in a culture that isn't always accepting," while those donating have commented on the "healing nature" of learning these mostly straight athlete's willingness to create this calendar. Angus notes, "20 or 30 years ago when they were at school, they didn't always find athletes so accepting."


three naked men grapple with a small metal boat with the number URK 007. Taken from the Twitter feed of the Naked Rowers @naked_rowers

Thanks
I wanted to thank Angus for his efforts with the "Naked Rowers" and for making his time available for this interview. I would also like to thank Neville Hobson and Shel Holtz for including my audio interview as part of their well regarded FIR Interviews Series

Please listen to my interview with Angus. <-- Click to download the MP3 file.

Writen by: Harry Hawk

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Links:
More example photos from the Warwick Rowers:
4 nude members of the Warwick Rowers tossing a 5th member into the water

Large number of nude men facing away from the camera from the Warwick Rowing crew

color image of naked men from the WarwickRowers.org

Oxford Blues co-ed example:

For students, two male, two female, all naked, mocking a fencing match on two stairs and a landing. From the 2014 Oxford Blues Naked Charity Calendar
Image of the Oxford Blue Charity Calendar 2014 featuring naked images of male and female students.

YouTube & Troye Sivan #TRXYE

posted Jul 26, 2014, 7:46 AM by Harry Hawk   [ updated Aug 15, 2014, 11:37 AM ]

On July 25, 2104 YouTuber Troye Sivan released a new song promoting his upcoming EP; it has already hit #1 on iTunes. On July 25 14 at 7:30 GMT -5 the video had 8,000 views. Just 17 hours after being released it already has 330+k views. One week later 1.8 million [7/31/14]; three weeks later more than 3.6 million views [8/15/14]. His previously released video (3 Mil+ views) was about the John Green book, The Fault in Our Stars.

More importantly, Troye (@TroyeSivan) has received coverage in The Drudge Report which generally leads the US News Cycle; I think that means we will be hearing a lot more from Mr. Sivan in the next few days.

In the last few months on The Hobson & Holtz Report and FIR on Higher Education Podcasts I have previously mentioned Troye as someone to "watch" when I discussed the power of YouTube and it's "stars" known as YouTubers who promote their own shows and do crossover promotions called Collabs.
Troye has 2.3+ Million fans on YouTube and many of his videos receive 1 Million views, some as much as 2.2+ Million views. All of his current promotion is in advance of the 15 August 2014 release date of his forthcoming EP. At 1 million to 2 million views that is greater than many TV shows including all late night talk shows.

What is not clear (he released one trial balloon song last year) is how much of his effort to grow his YouTube presence was in preparation for the song release today. Either way, quality content rules, and with nearly 2.5 million fans, Troye has proven he can make great videos. There are a number of "Networks" within YouTube (Top 100 Networks) that work to promote a large number of channels.
I've done my part today to tweet about Troye and his song, which I called, on Twitter:

A trippy clubish drug drenched ditty from fresh faced and famously Out YouTuber @TroyeSivan. Happy Little Pill: http://t.co/tVwQyPKXce

— Harry Hawk (@hhawk) July 25, 2014

Not only only is Troye (bio) an actor (stage and screen) and a YouTuber, he is famously Out; he Outed himself on YouTube and still finds acceptance from his fans. The world is changing in many ways all at the same time.

PS.
It's worth noting that today's younger generation is often credited as being the first to take advantage of computer tools to create media. That is of course a false premise. In general computers have always been used to help generate media and certainly the earliest personal computers helped many a creative mind but none more so than the Amiga which was a creative power house not only empowering fans but also many professionals with add-ons like Video Toaster.

I'd love to hear what you think about his song and my coverage. Msg me on Twitter @hhawk 

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Writen by: Harry Hawk

Nietzsche's Niche Solving Brand Angst

posted Jul 14, 2014, 6:51 PM by Harry Hawk   [ updated Sep 24, 2014, 5:29 PM ]

Supremely difficult and painful angst is instrumental to the attainment of the best possible life… the authentic life, in which an individual shuns convention... [to] transcend the normal boundaries...”  Christaugh D. Roche 


Angst & Failure: Failure avoidance (by playing it overly safe) ultimately fuels angst for marketers, brands, and enterprises who see little recourse to offering homogenized and bland products to their mass market audiences. This "business" angst limits brand innovation and bridles passion. This was never more true than the music industry at the time of Napster (emphasis on industry) which sidelined independent, odd, and disruptive talent so it could mass produce big hits, big profits, and home grown stars (often in-vitro cultured, banal, and bland).

angst.jpg

Angst, schmangst


Authenticity:
Every business needs to learn from Nietzsche to embrace its angst and seek an “authentic life” for their staff, customers and most importantly their products. This isn't psycho-babble, arm-chair philosophy nor literary theory: we have learned authenticity sells.


Nietzsche1861.jpg


How to be authentic at scale? Embrace & Transcend!
Creators and makers of branded products need to follow the "embrace the angst" advice so they can embrace failure, rule breaking, disruption, and authenticity to transcend the normal mindset that limits creativity during product development.

Can we disrupt at scale?
Today, companies have learned to be disruptive in niche markets using kickstarters and crowdfunding or with boutique offerings, but they lack the marketing communications tools to be authentic at scale.


disrupt.jpg

(from: business 2 community)

Feedback Boosts Learning Making Failure Efficient:
The future of mass marketing is a multi decade shift to digital mass marketing (DMM) which ultimately will enable small (niche), medium (regional) and fully scaled markets. DMM is a counterpoint to historically analog marketing and it's crude tools and heuristics including broadly defined demographics, psychographics and gender stereotypes. Old school marketers employed widely drawn or imprecise geographic boundaries (i.e., media markets) creating highly inefficient advertising and communications. DMM, in part, relies upon entanglement which builds a bidirectional connection between brands and people; this facilitates effective feedback which is used to monitor both success and failure, boosting the signal to noise ratio which makes learning a far more efficient process.


1864c.jpg


Analog vs. Digital:
There might seem to be nothing more universal than teenage angst, and if we were marketing Nietzsche to teens, from an analog marketing POV we would try to buy up all teenage focused media weighted towards males (given the stereotype that adolescent males are riddled with angst); we would miss many young women while overreaching by targeting young men not interested in Nietzsche.


Digital Segmentation (DS):

DMM bridges big data and social CRM to create 1:1 connections to potential customers. To market Nietzsche to a DMM of teens we would start with the segment containing the “set of all teens” (Western, Eastern, Northern, Southern -- all of them). The next step requires an in-depth look at a variety of individual and societal traits including cultural bias, language, reading ability, socio-economic environment, academic interest, physical age and effective age, gender, hobbies and sports (among others) seeking patterns that we could correlate to an openness to Nietzsche's work. Each cohort would represent a digital segment (DS): a statistically abstract cohort whose members are uniquely reachable on a 1:1 basis; one teen could “live” in more than one DS.

segmentation.png
(From: Business Blogging Segmentation)


Rapid Fire Failure:
In a mad dash to fail fast we would start selling all of Nietzsche’s books in all available translations to each of our teenage digital segments DS). Rapid failure would engender equally rapid and digitally efficient learning by creating new DS and/or new messages for each existing DS. Each Digital segment would have its own optimized set of books to buy (i.e., communications chain + sales funnel).

Sign-Success-Failure-Direction-Business-300x225.jpg

(from: Wealth Arisan)


Rush to Learn:

Our goal would be to learn which of Nietzsche’s 14 published books (and which translations) are best: Thus Spoke Zarathustra, Beyond Good and Evil, a compilation like The Portable Nietzsche Library or perhaps a Japanese language Magna of The Antichrist.


Five Reasons we need Digital Mass Marketing:

  1. Inefficient analog marketing is expensive 
  2. Analog marketing offers limited feedback 
  3. Failure is expensive 
  4. We can only afford to fail when we can learn from each failure 
  5. Rapid cycles of failure and learning will allow us to adapt to develop products to serve “virtual niches” disrupting (finally) at scale to billions

img_about.jpg

(from: Rapid Learning Center)


Rapid Learning:
Each of our Digital Segments (DSs) would have it’s own set of messages, triggers, content marketing and even paid media (e.g., communications chain); this messaging would be in constant flux as we work to introduce failure, while aggressively optimizing those messages that offer success. In time we would learn when to promote a 2nd or 3rd book, when preteens were about to become predisposed to Nietzsche, and even spot influencers who if intentionally exposed to Nietzsche would give his books a viral boost among their social graph. In the future by maintaining entanglement (over time and distance) with our DMMs or DSs, we might well learn to market “Japanese Magna Nietzsche” to college age students studying Japanese; we should have no angst as our team constantly develops new niches (i.e., digital segments) for Nietzsche's work.


disrupting_disrupted.jpg

(from: Innovative Disruption)


Fail and Fail Again:

Having worked out most of the failure related to selling existing books, our digital marketing tools would provide a great opportunity for further failure (i.e., learning), and do it faster and more efficiently than ever. We could test TV shows andmovie treatments, envision new magnas, experiment with transmedia Nietzsche, augmented reality, or delivery through Virtual Reality (VR) like Oculus Rift. Our goal would be disruption everywhere, all around the world, impacting how teens learn about existential angst. By knowing our customers (through listening) and building genuine relationships with them, we could develop limited edition (Niche Nietzsche) offerings that will be right sized to each potential DS (Digital Segment). Linking economics of production to the size of a digital segment would assure profitability. Our manufacturing base can’t evolve towards mass customization without the digital marketing tools to sell custom items at scale. Our teens may remain full of angst, but our brands must transcend theirs.


If you are interested in the future of digital marketing, have questions about this this post or would like to talk about any marketing communications issue please reach me on Twitter: @hhawk or visit the contact section of this site.


Writen by: Harry Hawk

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PS.

Robert McGivern and his team of neuroscientists at San Diego State University found a literal Kafkaesque metamorphosis in teenage brains they claim is responsible for their angst.

111px-User-FastFission-brain.gif

Zedong (Mao), Nepalese Democracy and Earned & Paid Reach on Facebook

posted Jul 5, 2014, 12:04 PM by Harry Hawk   [ updated Jul 16, 2014, 7:46 AM ]

A play about Mao in Nepal allowed the exploration of Facebook promotion in a less developed environment demonstrating that quality posts and awareness matter - even with a language gap.

Big Picture:

Facebook provides access to a global community. I like to take posts that are organically successful on Facebook and boost them with careful targeting. I recently have been promoting a play about Mao Zedong in Nepal; my total promotional budget was $65.
Chinese American Actor Robert Lin portrayal of Mao Zedong in the play &quot;A Night with Mao&quot; staged in July 2014 at the Theatre Village, Uttardhoka Marg, Lazimpat, Kathmandu
(Photo Credit: Kanishka Dasgupta)
Backstory:
I co-manage a small fan page for The Mao Project; a pet project of Chinese American Actor Robert Lin -- You may know him as the Asian Dad in Jack Black's School of Rock or his critically acclaimed role as Mao in Martin Scorsese's Dalai Lama epic Kundun.
An image of the play, &quot;A Night with Mao&quot; showing Actor Robert Lin portraying Chinese leader Mao Zedong at Theatre Village, Uttardhoka Marg, Lazimpat, Kathmandu July 2014
Why Mao?
Why mount a play about Mao in Nepal? The end of the Monarchy in Nepal and the rise of democracy has seen the ascendency of Maoist parties in Nepal. Lin's play (he wrote it, is the main actor and producer) avoids politics and is focused on a historically accurate and human portrait of Mao unknown to many Nepalese . The play ran in a small theater in Kathmandu in early July 2014.
The official poster for &quot;A Night with Mao&quot; written by Chinese American Robert Lin staged in July 2014 in the Theatre Village, Uttardhoka Marg, Lazimpat, Kathmandu
Start with the best:
Working largely with posts that were already resonating with the 1,200 person community, I boosted posts and created some new ones (based on the DNA of the best posts on the page). What follows are the details of the results.

A video about The Mao Project

Part One:
The bulk of the campaign ran in the last few days of June and in the first few days of July (2014). The first half of the effort reached 500k impressions, 130,000 people reached (Freq 4.13) with 2,133 people "taking action" -- The over all impressions is the total number of opportunities to be seen and the 130,000 people are the potential audience. Those taking action (2,133) certainly are the proven cohort that saw the posts.. although I believe the actual number of people reached must be at least slightly higher.
A table showing facebook results metrics from a $25 paid effort focused on the country of Nepal. Reach          130,959, Frequency          4.128949, Impressions          540,723, Clicks          2503, Unique Clicks          2277 (for full details msg @hhawk )
(Mid-point results for Facebook media buy,
Hawk Digital Marketing)
Details: Full Promotion:
Details of a promoted effort on Facebook for &quot;A Night With Mao&quot; a play written and directed by Robert Lin, performed in Kathmandu Nepal in July 2014. Highlights include $65 spent, 1.3 Million Impressions, 220k unique people research, and a 2% CTR.
Overview: There are a few things worth noting within the results posted above. Our cost was just under $65. 4,580 unique people interacted with our campaign. The total number of impressions was 1.3 Mil, reaching a total of 220k people with a frequency of 6.2. Advertising is priced by cost per thousand (CPM); the impressions CPM was 4.4 cents, and the cost for reaching each unique person on a CPM basis was 27.5 cents. Overall the click through rate for the unique vistors was 2.08% which is inline with typical direct response media. While we didn't optimize the effort to gain page likes, the number of page likes during the campaign increased by 204; roughly a 20% increase.
Chinese-American Actor Robert Lin (cis male) plays Madam Mao (cis female) the 4th wife of Chairman Mao, in the play &quot;A Night with Mao&quot; staged in Kathmandu, July 2014
Robert Lin as Madam Mao
Social Reach: Facebook defines social reach as the number of unique people who see a paid promotion that includes social data. By social data Facebook means they see information that friend x likes page y (i.e., Harry Hawk likes The Mao Project). Our promotion had a social reach of 8,401 and of those unique individuals there were 475 clicks. A social click is defined by Facebook as, "...the number of clicks your ad receives when it's shown with social information." Over all, that means our posts promoted with social data had an effective click through of 5.65% better than the unique click through rate of 2.08% -- however, assuming our 8,401 unique individuals saw our posts the average frequency (6.3), that implies an actual "per impression" CTR of .9% which is still higher than the average CTR of .39%.
A large blown up poster for &quot;A Night with Mao&quot; hanging outside of Theater Village, Kathmandu Nepal July 2014

Summary:
The full impact of the effort are harder to tabulate but i'm sure that awareness in Nepal about the play and Robert's role was increased. There were several articles about the play in the local papers including this review in English; the goal for this effort was to boost awareness of both the play and the reviews. We had hoped to reach 300k unique people, but ultimately reached only 220k. We were trying to encourage commentary on The Mao Project fan page but we only received 7; this maybe a result of language barriers, awkward feelings about posting in English, or even a fear that the play would be considered political. The lack of posts might indicate a wise lack of interest, but with 1,000's of clicks and several hundred page likes, that seems remote. Finally, all of this should be understood in the context that the page and the play are both in English not Nepali.

I can be reached @hhawk on Twitter. A summary of this post can be found on LinkedIN.
Writen by: Harry Hawk

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The Power Of Mobile Gaming

posted Jun 15, 2014, 12:36 PM by Harry Hawk   [ updated Sep 25, 2014, 3:53 PM ]

Seriously Casual Gaming:
An old friend of mine, Raymond Cromwell, made a post on Google+ talking about serious gamers vs. casual gamers. He pointed out that serious gamers buy expensive consoles and buy games than run $50 to $60... which isn't surprising since some games can cost 1/2 Billion (USD) to develop.. much like some large budget movies. Casual gamers play more affordable games on many devices including mobile phones and tablets.

Photo Credit: Harry Hawk. Castle from Universal Studios: The Wizarding World of Harry Potter

Consoles are powerful, but mobile gaming has a far more interesting feature for any brand exploring digital marketing & entanglement: Better Ecosystem Integration (EI) & Geo-Fenced Ecosystem Integration (GFEI).

Mobile Gaming Can Connect Consumers and Brands:
When a consumer visits a store, mall, or even a town or resort there are many ways that brands and gamers can share and benefit from that visit with real time GFEI (geo-fenced ecosystem integration) with permission, transparency, and honesty.
  1. Unlock levels and abilities (special levels for Universal Studios or Six Flags)
  2. Award special tools: guns, potions, cars, birds or what have you (Think: Sears, Walmart, Brookstone & Dicks Sporting Goods)
  3. Award special badges within the game or present them via social networks 
    (awarded by the brand but co-branded with the game)
  4. Reveal custom leaderboards (based on location, social graph, etc.)
  5. Rewards in RL (real life): free products, samples, and discounts (good for every merchant, as well as theme parks, airlines, and transit companies).
  6. Support Entanglement: rewards, bonuses and other gifts for starting game play long before consumers arrive at a location, and long after they leave.
    • All of the unlocked and awarded elements can be set to work only when at the location (Starbucks or Dunkin Donuts), or they can be set to remain active for a limited time (encouraging repeat visits).
    • Using time-outs to force re-visits may seem appealing, I believe it is wrong in general to give and then take away something from a consumer within a narrow slice of time; your millage may vary.
    • Awarded elements, levels, etc. should stay active as long as the consumer remains active within the game and connected to the brand. This is an excellent measure of entanglement.
Photo Credit: Harry Hawk. Sign for Butterbeer at Universal Studios: The Wizarding World of Harry Potter

What is Ecosystem Integration (EI):
Mobile and console games can integrate into home media systems. Mobile and fixed gaming can certainly share information and data with a social media network, or make use of Cloud storage. It is technically possible to link console game play to mobile game play -- allowing rewards, benefits and bonuses to flow from one system to the other. It is also possible to link a user's geographic movements to a game so that game play, rewards, points and payoffs can be based on where, when or how users travel.

Real Time Mobile EI & GFEI:
Mobile gaming offers a real difference with real time EI and Geo-Fenced EI (GFEI) opportunities for casual gamers and the brands they like and admire. Digital Marketing is about building 1:1 relationships between brands and consumers. Consumers who enjoy games (casually or seriously) present an amazing way to build upon that relationship when trusted brands offer EI with transparency and honesty.

Brands & Games:
Brands are always looking for ways to reward existing customers and entice new customers. GFEI, Geo-Fenced Ecosystem Integration will allow game play to be altered based on where a gamer is or has been... or where the data suggests they might go. The advantage of mobile gaming is that game play can happen in real time while a gamer is visiting or near a physical location.
Written by: Harry Hawk

Please let me know what you think about this topic. Is your brand ready for Game EI? Talk to me @hhawk.

Photo Credit Harry Hawk: Sign for Hogsmeade Universal Studios The Wizarding World of Harry Potter

#OrganicReach

posted Jun 15, 2014, 10:39 AM by Harry Hawk   [ updated Sep 24, 2014, 4:25 PM ]

While Facebook #OrganicReach is declining, I have statistics from the Commodore USA (CUSA) Fan page which shows amazing organic reach is still possible. I have created an audio excerpt from the Hobson & Holtz report (Episode 759) where I explain how CUSA is still getting great organic reach on Facebook.

Organic Reach still possible on Facebook

Why Is Organic Reach Declining?
Recently @BrianBoland confirmed this in a post about why brands have seen #OrganicReach decline on Facebook. Facebook tweaked the algorithm that selects and ranks posts, including posts by Fan pages, and allowing the best posts to be seen by more people. Facebook seems to target specific posts to specific sub sets of Fan page members (they may initially show your post only to the subgroup that may like it). They also decide how many people outside of the Fan page (non-fans) should see the post.

Better quality posts get seen more frequently by more people...
Source: http://techcrunch.com/2014/04/03/the-filtered-feed-problem/

There are more posts & more Brands:
Brian also indicated that there is more competition among brands. For every 1500 stories posted, the news feed algorithm (see above) only shows 300 posts. Brian also talks about the number of brands on facebook, quoting a TechCrunch article (4/3/14) which noted, "The total number of Pages Liked by the typical Facebook user grew more than 50% last year." 

Is Every Brand Affected?
Every time Facebook (or Google) or any other mega site changes its algorithms all brands are impacted. But Wait! There is hope. The data from the CUSA page (~33,000) fans shows organic reach of 1/8 to 1/3 of the fans; we have seen the organic reach for non-fans as large as 3x the number of organic fans reached. A post made recently reached ~10k fans and 38k non-fans with an engagement rate of 8%; Facebook defines engagement to be when a user Likes, Comments, Shares or makes any "click" within the post including clicking "see more." On the CUSA page we have seen posts reach 6k fans with up to 27% engagement. 

Written by Harry Hawk


Do you need help getting organic reach? How has your fan page(s) performed in the last six months? Talk to me @hhawk 


When is it ok to ignore customers?

posted Oct 14, 2009, 11:11 PM by Harry Hawk   [ updated Sep 25, 2014, 3:59 PM ]

Would any CEO or CMO say, "Let's ignore our customers today!"?

It's not surprising that there are a lot of music, sports, and entertainment stars on Twitter. Here is something really odd: on Twitter when consumers attempt to engage with brands, the brands ignore them by mimicking pop star behavior.

Long line of customers
Photo credit: Stefano Giovannini (Brooklyn Daily 2012 #32)

You would be hard pressed to find a CEO, CMO, or CCO who advocates ignoring customers. Detachment, distance and aloofness work for pop stars but not for most consumer-oriented brands.

I have a short white paper first published by the Burger Business Blog that looks at how burger brands use Twitter. I look at some of the largest and smallest burger brands and compile some stats about how they communicate with consumers. What's true for burger brands is true for most others.

Only Texas chain Whataburger excels... they welcome two way communications with consumers, fans, and the general public. You can download my paper here (no signup/login required). There is also a chart that accompanies the paper which is found here (no signup/login required).

I'm not saying that every brand needs to publicly respond to every message, but more and more brands like airline KLM do. Southwest, United, and other airlines also have committed to communicating with their customers on Twitter.

I'd love to hear from you... what are the pros and cons of ignoring customers? Is there ever a "right time" to ignore them? Reach me here or @hhawk on twitter. Here is a link to the whole article as published on the Burger Business Blog.

Written by: Harry Hawk


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