KK's speech on Facebook Strategy 4



    Friday 20 June 2008 Digital Media

  Facebook gets local marketing boost

   Natalie Apostolou

The reticence of marketers to embrace Facebook as an effective tool for brand strategy is being challenged by digital agency Additude and Craig Hodges Media. The duo have teamed to conduct a unique roadshow to impart some of Australia's top brands with the secrets of the Black art of deploying a comprehensive Facebook based marketing strategy.

Additude MD KrishnaKumar 'KK' Santhanam, has been researching Facebook since the development platform was opened to third party developers in May last year, while consultant Hodges, has been integral to organising the last two Australian Facebook Developer Garages.

The absence of an active Facebook office in Australia means that corporates have been slow to utilize the social networking medium for their marketing purposes. "One of the most difficult things to convey to interested brands is the speed with which developments in Facebook are taking place" KK said.

"Success within Facebook can literally take place in days and weeks, not over months or years as we have come to expect off-line. Hence we are encouraging business to quickly extend their leadership into this space ahead of their competitors, by adopting strategic forms of participation," he added.

The roadshow, has already garnered considerable interest in Facebook from online marketers and brand managers across verticals such as telecommunications, retail and travel. Hodges adds that a number of the larger agencies in Australia appear to be struggling to take advantage of the potential that Facebook presents for their clients.

The first round of the Roadshow continues until today (Friday 20th) , after which Additude will be implementing the strategy for a number of brands

According to Hitwise Facebook was the most visited social network website by Australian internet users during May, marginally beating MySpace. Facebook snared 41.88% share of visits in a custom category of 40 leading social networks, followed by MySpace with 39.59% of visits. Bebo lagged behind with 7.33% followed next by Orkut with 2.18%. Facebook has more than doubled the average visitor time on its website in the past year from 15 minutes 4 seconds during May 2007 to 34 minutes 26 seconds during May 2008.