DISQUS

Luke G · 1 year ago

"This campaign was a success because Dell both promoted something people cared about and reached out to them through a medium they cared about."

C'mon, man, set some standards. Dell got some impressions and some press (cough), and FM made a few thousand dollars (1MM votes x 50% participation rate x 2CPM = $4K). Not exactly enough to retire on.

Eric Eldon · 1 year ago

Luke, Dell's goal was to build its brand's public perception as a "green" company, which is what happened because the Graffiti competition got more than a million votes

This new public image could in turn lead to more Dell computer purchase by people who want to buy "green."

You're missing the point by trying to guesstimate CPMs -- I'm not even sure what CPMs you're referring to.

Debbie · 1 year ago

This was a great article - thanks.

Sam B · 1 year ago

Eric, your assertion that Dell's campaign is significant for Facebook assumes a) that because a million people participated in an art competition, they assume Dell is green, b) that greenness is a significant consideration when it comes to buying computers and c) that the campaign was significantly more effective on Facebook than it would have been through other means, e.g. running the competition in schools, or through a combination of its website and mainstream media.

All three are dubious. Even if the campaign makes a significant contribution, I don't believe that the value added to that campaign by Facebook's social graph is particularly significant.

Also, you use the words "making money" eight times, but specify whether this is revenue or profit exactly zero times. This is unacceptably vague if you're trying to make the case for something being not just a hip website but a viable business.

Kupu · 1 year ago

Excellent, informative article, Eric! Lots of
research was required; content was presented
well and appears valuable to many. "Comments"
seem to miss your main points, which relate to
the increasing value of social connections sites. Thanks

Joe Marchese · 1 year ago

I do love the FM example, however Sam makes a good point. This contest could easily have been set up using a dedicated microsite.

I think the defining metric should not be how many people voted, but of the people saw this art work, what was their change in perception towards Dell and will this effect purchase consideration and decision going forward.

The other question would be; Was exposure limited to the 1 million votes? Or, was this are work distribute to friends and contacts (what Rex Briggs would refer to as the potential for a Momentum Effect)? How were people who saw the art, but may not have voted effected in perception and intent to purchase?
Now it was the Facebook environment that made this possible. Now compare this to a television, radio and out of home. If it compares favorably, now we are talking a $15 billion + future….

Luke G · 1 year ago

Eric - you're right, that was pretty hater-ish. Sorry. The point I was trying to make is that the Dell deal is a pretty small example to generalize from, and it's pretty tough to tell what type of an effect it actually had. The $2CPM is a generous estimate for a FB app, and was meant to illustrate the size of the bet.

Allan · 1 year ago

The New York Times is a big investor in Federated Media but gets almost no credit for its many good Web 2.0 investments. Its stock price has been punished because the investment community keeps seeing only the drop in newspaper subscriptions and the loss of classifieds advertising revenue. Smart investments in innovative new types of advertising plays will help the Times revive its stock price.

edhardy622 · 1 month ago

British law student sues Abercrombie-Fitch for disability discrimination.
http://www.abercrombieonsale.co.uk