Facebook is like …anything under the sun

First when I saw Facebook’s new marketing campaign – “Facebook is like Chairs” the initial impression was, okay I get it- they are a social platform and it is about connected groups and being together. Kinda makes sense.

After the first campaign Facebook did receive public criticism for its content, characters and choice of settings and may be that was the reason, comments on the YouTube video are turned off and we know that’s typically done by  brands/agency (In this case Wieden + Kennedy) when you expect negative reaction pouring in from viewers.

Nevertheless Facebook recently launched the next series of creative based on same things. Now for me the campaign has turned weird.

Check out the latest creative:

Facebook is like ... Pool

The text accompanying the post says, “Swimming pools are filled with people. Some you know. Some you don’t. And every once in a while you see something that maybe you shouldn’t. That’s why swimming pools are a little like Facebook.”

In fact on its own Facebook Page, they have posted more pictures – Trying too hard to connect anything that involves more than two people equivalent of Facebook.

                                   

This is when you lose the key message and let a simple message (Going back to Chairs) sink in and let the audience embrace and relate to it and NOT try too hard.  It is key for any brand to know how hard to push a correlation.

That’s why I now feel Facebook is like …Anything under the Sun. 

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Lightbox – Sold to Facebook

Continuing its expansion in all verticals, Facebook recently acquired another Photo Sharing Service (App) called ” Light Box” .

Service users were informed about the news through a blog post from the Founder of Light box.

We started Lightbox because we were excited about creating new services built primarily for mobile, especially for the Android and HTML5 platforms, and we’re honored that millions of you have downloaded the Lightbox Photos app and shared your experiences with the Lightbox community.

Today, we’re happy to announce that the Lightbox team is joining Facebook, where we’ll have the opportunity to build amazing products for Facebook’s 500+ million mobile users.  (Read more)

If you curious about Light Box,  this video below can help you get a quick view.

Once upon a time… Instagram

We all now know the amazing story of Facebook buying “Instagram” for $1 Billion.

A Dream come true for any Startup.   (Soon we could have a movie around it)

Lot of interesting articles supporting different theories of “why Facebook bought it” or “what is means for users” now have been published.   Therefore I thought to put together links to various articles I found interesting :

1) Gigaom : According to Gigaon one of the top reasons of the purchase has been:

Facebook was scared shitless and knew that for first time in its life it arguably had a competitor that could not only eat its lunch, but also destroy its future prospects. Why? Because Facebook is essentially about photos, and Instagram had found and attacked Facebook’s achilles heel — mobile photo sharing.

I tend agree, as even statistics indicate the same,

  • Instagram’s usership listed at over 30 million accounts
  • The day Instagram Android app went live, it reported close to 1 Million uploads making it a serious threat for Facebook, because Photo-sharing has been fundamental to adoption of the Facebook ( 250 million photos uploaded daily)
  • Instagram always started as an App – {Photogrpahic App} but it’s ease to upload and organize photos evolved it in to a Social channel.
  • Out the 900 million users on Facebook, more than half (500 Million users) are accessing Facebook through Mobile and Simple to use Instagram is already on 30 million mobile phones.

2)  Another interesting article with 10 reasons posted by Forbes on the theory why Facebook bought Instagram

Instagram rocketed to 30 million iOS users in 18 months and was named iPhone app of the year in 2011. It is one of the best apps for taking and sharing photos from the iPhone. Its square images and assorted image filters let anyone make retro, techno and pretty pictures out of mundane shots of their kids, pets, food. Instagram’s Android version released in first week of April 2012, got millions of downloads immediately.

Read about all 10 reasons here

3)  Some witty tweets/reactions by others on the news, Wonder – What could have been reason to spark the reaction more – Link Here

  • The Surprise purchase?
  • The Reason behind?
  • The Price?  $1 Billion (Almost equal to some of large brands that has been in existence for more than  100 years – Oreo)

Ultimately a great idea & great execution gets valued.

New Acquisition @ Facebook : Gift-Giving App Karma

Facebook continues its strategy of acquisitions by getting another popular app- Karma under its belt.  The company recently released its updated version on May 8th 2012; is based on the core philosophy of “Social Gifting”.

Karma lets you send a thoughtful gift from anywhere, at anytime.

 

 

The way Karma works is pretty simple, Using the app, you can browse through a virtual storefront to pick out a gift. Karma has partnered with companies including with Hulu, Gund, MoMa and Spotify –- so there’s a pretty decent selection of gifts.  (Mashable)

It seems Social gifting is going to get more focus,  although Karma is not the only player mixing Social & gifting but defiantly integration with Facebook just means more close execution.  Here’s what Karma’s Executives announced through blog about the acquisition.   http://blog.getkarma.com/