As people become more comfortable allowing applications (and therefore the brands that build them) to connect with their facebook profiles, so the quality of the promotions improves.
This recent example from Ultimat Vodka, the Social Life Audit, offers a really engaging experience for users. After you’ve connected with it, it audits your facebook profile, activity and even your photos to give you a social score, which it then encourages you to share with your friends. In my case, my score was so low I’ll be keeping it to myself, however I really like the idea and can see plenty of others getting into it. I think they’ve missed a trick with their messaging, and the push at the end of the “game” to try their product is a little weak, however it’s a great example of how to use a person’s own info to pique interest and drive sharing.
The data collected could of course be used for follow up comms, however it’s probably all a little random to produce anything too targeted. Shopping site Etsy have tried to use visitor’s facebook Likes to guess what gifts they might want to buy for their friends. A great idea that (I think anyway) will be let down by the quality of the data.
Read more at All Facebook.
