Our first mission was to Facebook.
What was fascinating to me was not the cool tech but more the depth of their thinking about human behaviour. And so their tech become not so much something that changes the way people behave but rather helps people behave as they have always behaved. And that behaviour is of course social, forging personal connections and deepening those connections by sharing personal content.
Their contention is that as the world of information explodes in almost infinite ways and brainspace remains resolutely finite (and in my case seemingly reducing), the role of personal connections (friends) becomes ever more vital in providing a editing, navigating and curating function.
And it is at this point Facebook say that the opportunity for brands presents itself. But it is also a challenge for brands as well because brands need to enter these friend conversations in a natural, unforced and engaging way by aligning to what matters to people. It is fair to say that many brands (and their agencies) have a long way to go on this.
The FB guys showed a case study of one successful exercise. However, the unacknowledged irony of the case study was that the most engaging, fun and impactful aspect of the campaign were the elements that lived in the real world. This for me was a key take away. We should resist talk of 'doing a Facebook campaign' because in the end it is a communications channel like every other channel. Real fans for brands are created through cleverly connected cross channel campaigns.