This post was written by Morten Lund

I love Facebook (even more)

Changing The World

Its so easy to be fooled by flatter – but its also fuel – when you are doing something that no one has ever done before… I’m in the center of a storm – created by .. MYSELF. Wow – it feel’s good. It’s fairly simple – just use your full energy and your voice – and magic will happen. Its simple… Social media actually connects everyone with access to a IP device… And despite all the financially savvy idiots – now ditching Facebook – THE WORLD HAS CHANGED A BIT. Facebook is the social glue – that will make it harder to cheat and fuck over your best friends.. Mostly because you will be exposed and no one can live without a pretty clean Facebook presence.

For Analysts Everything Is Short Term

I want to celebrate The Founders of Facebook – I want to tell you : do not to believe in the rules. ITS SO IMPORTANT that we challenge the rules – everyday. And the biggest of all, rule-breakers has proven to be Mr. Zuckerberg. He runs Facebook with a teenagers drive and a very old mans intellect – despite  whatever you might read. Facebook would have been dead if they would ever have involved someone from the old world. They would have forced Zuckerberg to spray Facebook with old school TV ads – and kill the user experiences.. SPAMMED. It would take just about 10 lines of code. But of course the financial markets have to run like they have always done – looking (starring) at quarterly numbers. And that’s good if you run a highly competitive business producing woods or wine gums – and your biggest problem is bored employees and internal fraud.

The Long Term Lenses

But when you are the market leader – without competition – then its all about vision. And I can’t celebrate the long term vision of Facebook hard enough!! I would go (40% of my fortune) short on all media agencies in the world (OMD =OMG)- and buy heavy (40%) up into Facebook stock – and then put 20% in social media management platforms.

What the crab are you babbling about:
Well – media brokering is like banking – it’s old school and adds no real value – therefor the media agencies have nothing to offer in their existing shape – it’s bullshit to use TV/Print without response tracking and understanding “what your users talk about”. But its cranky complicated to actually do it. But when you can use social advertising – everything else is lame. And since we have now seen that Facebook is long term – and not selling out to rules of quarterly sub optimizing – then we only need tools  like Buddy Media and Falcon Social (to mention 2) to get 100x performance on advertising. But in reality most CMO’s are not smart enough to actually dive into this.

Advertising, post Facebook

Lets admit it. Business is all about advertising your product – and it would be great for Unilever and Nestle – and specially their marketing people – if they could just keep on buying TV campaigns. But its over – the change is now – the next generation will not do or buy anything without involving social media – checking in, uploading a picture or posting a status. And the same goes for brands and goods – of whatever kind. The internet brought transparency – no one can hide . And Facebook (twitter and Weibo (the Chinese twitter with more users then twitter and a better user interface)) – is with us – in our pocket 24/7 – and we use it. The new winners will be the next generation of advertisers – who are 100% data driven and measures the crab out of everything online – AND who are all about supporting their users – live… It sound insanely simple – and it is – but not easy.

A New Agency

I’m investing my time – to build a viral service agency. Balder Olrik & Mr Moseholms initial idea of GoViral – was never executed as it should have been. Because the timing was wrong – Jimmy (and Thomas) just did a miracle by turning into something the old world understood (advanced TV buying). I’m helping to create SMACKviral (with some pretty good dudes and duderinas) – an agency to create vibrant Facebook streams – simple.

Always do stuff only when you really understand it – or really have the need… I’m building a bank + insurance company + a cellphone company + a payment company + an light ERP company = all in one. And  to succeed we need lots of attention = To get attention we need to be more active on Facebook then anyone else = and show the users that we mean it – and that we are long term. Otherwise no one will trust us with their money + insurance + cellphone subscription.

SMACKviral will create 2-3 content pieces pr day (crazy shit like Dog biting penis..) – so that I (as a business owner) can choose what I want to publish in my Facebook stream. Now that what every boring company (specially banks) needs – and  this is kicking of next week.

 

Stay tuned.

PS. I would have mentioned Mr Lanng from Tradeshift – next to Facebook – but even with my shameless instinct of promoting my own stuff – I could not. Tradeshift is Facebook for business – whenever we get the full product launched – but we are not there yet…

 

PPS. To all the negative babblers out there – who  think they understand Facebook because its now public – lets see the stock in 6months :). And to all of you who own the stock – just stay LONG – Facebook will create insane profit and even do really crazy stuff in China – just wait and wait an wait – and see. The shit is looongterm.

  • http://www.facebook.com/profile.php?id=522102094 Chris Truce

    any social media management platforms specifically tickling your fancy… so to speak

  • http://twitter.com/silentcrooner Ulrik Bo Larsen

    Loving the rant!
    Thanks for the mention of Falcon Social!

  • Daniel Mester

    Morten,
    Cannot agree more on importance of the Facebook as a marketing platform but all this will need further serious improvements.
    I just tried to analyze what I do on Facebook personally:
    • connectivity with friends – rather boring recently
    • gaming – only when I get bored – short sessions – gaming using Facebook login more important for me on mobile
    • news and discover new content – improving but still lags behind twitter or content aggregators

    FB makes perfect platform for personalized applications that don’t seem to be coming. Advertisement per se would never work on Facebook the way it works for Google. I don’t care if my friend drinks Tuborg – I never liked it although I like beer (with no offense to Danish brewery). I think all of us too expecting to get something from Facebook and marketers that not them are responsible for. My bet is that the application developers would build apps that let to use personalized data the Facebook provided and therefore setting up personalized expirience in using this app/sevice – exactly as personalized my feed is. Until then – we are all in big crowded mess of masses playing casinos…

  • http://www.facebook.com/erlend.wilhelmsen Erlend Wilhelmsen

    Excellent points here. YouTube owns the long tail of video and Sean Parker’s air-time is not far off. TV is done. Networks are done. We’ve known this for years, but ad buyers will not let go. It is their job, after all, to keep things as is… don’t do something risky such as shift your media budget to Facebook… or you may loose your job. It’s standard fare with most large companies. It will be no different in the media business. No lessons learned.

    I see this in LA. Eyes are open, but brain not connected.