Posts Tagged ‘Facebook’

Facebook Graph Search – PN Connect Rapid Briefing

As a feature enhancement, as a search engine and as a new ad platform, Facebook’s beta Graph Search announced on January 15  has the potential to impact the brand social media landscape in a number of ways. Our global team has prepared a 15-page briefing outlining our initial perspective and recommendations regarding Facebook’s Graph Search.

For the full post, please visit Porter Novelli’s global blog: Facebook Graph Search – PN Connect Rapid Briefing.


Men Are From Foursquare, Women Are From Facebook

By Helen Nowicka

Our fascination with the differences between men and women has spawned countless TV shows, hit songs, and best-selling books. And now we’re starting to understand how gender also influences social media use.

I began thinking about this while reading Porter Novelli’s EuroPNstyles research, conducted among  consumers in the UK and other European countries by my colleague Melissa Taylor, EVP of strategic planning and research. Drilling down into the facts and stats around social media, several clear trends emerged showing that the same preferences and behaviours are being played out in the digital space just as they are offline.

Of course both sexes are highly engaged in social media, but our data indicates that women are using social channels to reinforce existing social connections, and to interact with friends and family. By contrast men demonstrate a clear bias toward showing or sharing status, and promoting their opinions to the wider world. Never mind Men are from Mars, Women are from Venus – today it seems Men are from Foursquare, Women are from Facebook.

I pulled some of these trends into a presentation that I gave as part of Social Media Week London, here are a few UK highlights:

  • Women are more socially active than men:  65% of women access social media at least once a week, compared with just 51% of men
  • Women are more likely to connect with people they know: 93% of women using social media do so to read posts and view pictures from friends or to comment on their friends’ profiles. For men the numbers dropped to 89% and 84% respectively.
  • UK women lead the rest of Europe in following brands to access deals and offers – this is the motivation for around 64% of women in social media, compared to a European average of just 52%, and 56% among UK men.
  • Men are more likely to use social networks to display status and opinions. In the UK, 45% of men use social media to check into places compared with just 33% of women.  Men are also happier to broadcast what they’re saying to the world: 35% of socially-savvy men are Twitter users compared to 27% of women.
  • Men are also more active in the blogosphere: 54% of digitally-active men say they seek out other people’s blogs to read, compared with 46% of women. Men are more active bloggers than women too (34% vs 24%).

It’s interesting to see that Forrester, the Wall Street Journal, comScore and even Facebook are all seeing similar trends, although brands and marketers are not always following suit. As Forrester’s Tracy Stokes argues: “Women have the potential to drive a brand’s reputation online because compared with men, they are more connected with each other and like to talk about brands and products, especially in social media. But marketers, particularly in more male-oriented categories like finance, are not making a digital connection with women.”

It sounds simple but in this new era of communications, it’s not enough to know how to “do digital” – we still need to understand people and what influences them, regardless of the medium.  Those brands that manage to combine social media savvy with human insights will maximise their chance of success.

Note: EuroPNStyles is an annual study conducted by Porter Novelli among more than 10,000 European consumers in the UK, France, Germany, Spain, Portugal, Belgium and the Netherlands (UK sample = 1,700 people). It reflects our agency’s belief that research uncovers insights which can trigger behavioural change.


Data is gold – 91,000 terabytes of uncharted web: welcome to the dark side

Originally posted on Heliade by Danny Devriendt

So, you use the internet? Congratulations, you have a couple of thousand terabytes of charted web @ your disposal: company websites, twitter streams, the magic Kingdom of Facebook, and the wondrous tentacles of Google land. But all of this mindboggling information is only a tiny percentage of what the internet really is: a gargantuan monster…

Picture this: The World Wide Web is rather huge, really… Google found more than a 1 trillion (that’s 1,000,000,000,000) unique URLs on the web, and is still trying to index all of those ( in 2006, 25 billion sites were fully indexed). However, most experts refer to this “visible” part of the web as the “surface web”.

Surface web is an adequate term, if you currently draw your nets  in the ocean of online info; you’re barely scratching the surface. The Dark Web, or Hidden Web is approximately 540 times bigger than the web you experience daily. Apart from secret military streams, long lost and forgotten early-day-experiments, over machine-to-machine botnets and criminal set-ups, there are whole sections of the web (like freenet for instance) that are concealed from the normal user.

While big players as Google, Bing and Facebook desperately try to chart, map, reach and index this Deep Web or Dark Web, none of them are making remarkable progress: the Dark Web is still uncomfortably dark, and “hidden”.  However, in this Dark Web, people are storing data, having conversations, expressions, opinions… that are now mostly lost for the indexing, tracking and measuring giants.

Michael Bergman is an American academic, specializing in this Deep Web. He found the deep web to be approximately 550 times larger than surface world wide web. His study says that: “The deep web is the fastest growing category of new information on the internet … The value of deep web content is immeasurable … internet searches are searching only 0.03% … of the [total web] pages available.”

Tim Berners-Lee, CERN scientist who stood at the very cradle of the world wide web has a compelling vision: “I have a dream for the web in which computers become capable of analyzing all the data on the web – the content, links, and transactions between people …” His dream of a Semantic, indexed and holistic web is still a distant dreamy thought however… But the key to a better understanding of knowledge, sentiment and vision might be found in the dark web.

Content is Gold. Measuring is knowing. 99% of the web remains unexplored. Leave the charted waters, Go West. Again ;-) .


There is a fine line between ignorance and arrogance…

by Danny Devriendt

Everyone goes high on social networks these days. Twitter and Facebook –just to name the two obvious ones- propelled themselves to the absolute zenith of popular online services. Barack Obama used the dialogue and “tribe” possibilities of social media to fuel his –winning- campaign.

Most Belgian politicians are following slowly however… they discovered social media just in time for the last elections. Bizarrely (or predictably?) a lot dropped their engagement again just after being elected… with the new elections a two weeks off, they started to target their online friends and followers again. Not very respectful, and frankly lots of orphaned followers do not take this treatment kindly.

Twitter behavior is also bizarre. Some Belgian politicians have gathered a couple of thousand followers, but do not take the courtesy to follow back. That is about as polite  as giving somebody a business card, but coldly refusing the card that is offered back… it is rude, and arrogant.

I know it is not about numbers, and I do understand you cannot interact with everybody. Star profiles like Bill Gates, or miss Spears cannot possibly even follow back their countless followers. But a Belgian politician? Should follow at least the people who are interested in him/her. Out of courtesy, for one, but also out of curiosity.

How can a politician who is not listening represent me adequately? Ignorance, or arrogance… I do not care. I will not give my vote to someone who is not even interested in following me back.

And you?

find the Belgian politicians on

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RADIO INTERVIEW: Danny Devriendt on Politicians and Social Media

Our one and only Danny Devriendt talking about Belgian politicians and their social media behavior on Studio Brussel! To listen, click on the image below (Dutch only, sorry guys!)


Brands and social networks

Brands don’t properly take into account the influence of social networks like Twitter and Facebook to open up a dialogue with consumers. They need to be more present and control what is happening there in order to avoid difficult situations. Some groups or communities appear on the web around a certain brand without the consent of this brand, and not always for the sake of this brand. Besides, the effect of a tweet, especially negative messages, is exponential even if short in time. On social networks, the consumer approaches the brand, not the other way round, while companies are unilateral in their way of communicating. Finally, brands needs to understand that a ‘human’ message will have more impact than a commercial one. Community Managers are key to more and more companies.

Danny Devriendt, Intelligent Dialogue Director at PN, has just created a social media lab called @PNBR5. As a former journalist, he now has more reach on Twitter than the audience he had when he worked for a daily newspaper. For him, social media is essential to any communications strategy. “There’s an ambiguous approach around the phenomenon, and not only around Twitter. Web-users expect brands to be present on these networks to discuss and criticize. Brands think it’s only a new advertising channel. On the +/- 200 existing digital networks, there are a few stars, but also some targeted and more confidential networks,  that are more efficient depending on the product or brand. What many brands don’t understand, is how you can and must communicate on these networks. Until now, their message was one-way through advertising and would either convince the consumer or not. With digital interaction, dialogue is key, also when you get criticized or attacked. For example: an overweight person was denied single tariff by a US airline company. The company was then hit by boycott calls on the social networks. Brands still need to be educated about this new way of communicating to their consumers.”

Posted by Kathy Van Looy


STUDY: Does Social Media Drive Sales?

by Marta Majewska (originaly posted here).

Still in doubt that social media drives sales?

A recent study by Chadwick Martin Bailey and iModerate Research Technologies confirms that both Twitter and Facebook are effective marketing tools. The data collected from over 1,500 customers in United States shows that people are more likely to purchase products and services from brands that they follow on Facebook (51%) and Twitter (67%). Also, 60% of Facebook fans and 79% of Twitter followers are more likely to recommend those brands since becoming a fan or follower.

Twitter clearly seems to be more effective however I would be careful with assuming that since in my opinion a lot has to do with the type of product and industry we are talking about. One thing is sure, successful online presence will help your company make money ;)


STATS: Facebook still the most engaging social network

According to Pingdom’s statistics, Facebook is the most engaging social network with an average of 661.8 page views per user per month. Statistics are a bit unfair to Twitter though since most of Twitter users rely on third party clients and don’t spend too much time on the site itself.

originally posted on


It’s News Jim, but not as we used to know it

As an old journalist, it’s fascinating to see how news is evolving in a lightning fast way. Before, the only way to get something in the press was for corporations and their PR people to draft a press release, send it to a journalist, and then follow it up using all kind of tactics ranging from a nice diner, a stalking phone call or an exotic field trip to assure the editors attention. Journalists were dignified. I was God. Without our royal consent, no news would pass. We were the ultimate, personified and slightly bribable filter between news providers and the general public.  PR consultants and company communications people would throw their best at us to add our scalp (a nice bylined article, a favorable product review) to their clipping book.

With 80 million bloggers around, and citizens that Twitter, FriendFeed or Facebook quicker than the badly implemented software on their iPhones can handle, information becomes for the first time truly decentralized. Conscious web users have a plethora of tools to share their views, real-life-product tests, opinions and grieves with the inhabitants of the World Wide Web.

There is no faster, better or more balanced way to spread information. By the people, for the people, socially controlled by a busy cluster of very critical web users.  News that is aimed to consumers can now easily circumvent journalists and media and hit millions of online users in an eye blink.  Forums, bloggers, social networks and very active Twitter jungle birds are passing along what they identify as news faster and more thoroughly than the classic news channels. Corporations scramble around to find creative ways to harness the power of these social media.

As a former God, it amuses me tremendously 🙂


by: Danny Devriendt


Digital Identity

Bizarre how fast stuff moves. Two decades ago, you were a name, an address and a phone number.  That was all that was needed to connect to you. It was all you had. Basically, it was all you were. A snail mail address, a pigeon hole box, and a phone number.

These days, we’re identified by way more access points. We move faster, carrying our digital identity with us. Wherever we go. Our music. Our pictures. Our networks. Our access codes. All condensed in small black battery operated devices.

Intelligent phones or blackberries hold the key to a scary big part of our lives, and have factual become our portal, our Stargate to the worlds out there: clients, family, loved ones…  Some of us even have digital Avatars literally re-presenting ourselves in a virtual world.

Are you keeping track of your Digital ID?  Email addresses? LinkedIn? Plaxo? MSN? Sametime? 2nd Life?  GoogleID? Gmail? Facebook? Twitter? Etc… How many versions of you are out there?  Do you already need one of those fancy pieces of software to keep track of all your logins/ID’s/password? Or have you given up entirely –as I do-, trusting on the biometric scanner of your devices to be able to connect you to all those digital highways? How much time does keeping track of all that cost you a day? Or do you need smart software mashing and merging lots of these digital presences?

Clock your digital day. Google yourself and watch the creepy resume of your web life over recent years…  trust me, I tried it :).


by: Danny Devriendt