Yesterday, I sent a tweet linking to a summary of Paul Adams’ (Global Head of Brand Design at Facebook) talk at Cannes, during which he talks about the death of the term ‘social’. He kindly responded and sent me this video clip of his talk from Facebook Studio Live on Facebook Marketing, it’s a truly inspirational presentation, during which he raises many valid points that back our social school of thought and approach at The Rabbit Agency.
In this presentation, Paul breaks down his theory for successful Facebook marketing which is essentially a focus on people and not technology. He believes that as human development is slower than technology, emerging media and technology have faced a common issue over the ages, humans apply the way we work with existing to new media.
Many marketeers are approaching the Facebook platform as they do older media, developing disruptive and heavily branded campaigns. Paul argues against this, he insists Facebook is a new media which is entirely about people and relationships and to develop successful campaign marketeers must realise this in their approach.
At present it is human nature to treat your relationship with a brand as you do other human relationships, and how do we form relationships? Slowly, over time. Therefore to best establish meaningful and beneficial relationships with your audience on Facebook you must ‘stop thinking about immersive heavily branded apps and start thinking about many lightweight interactions over time’ to form relationships.