The Jeff Pulver Blog: Facebook Marketing 102: Using Facebook Events to Market Your Products and Services

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December 29, 2008

Facebook Marketing 102: Using Facebook Events to Market Your Products and Services

Which I’m not a fan of getting spammed by anyone, especially on Facebook, I have to give credit to Barak I Ben-Ezer for being the first person to use a Facebook Event as a platform to promote a product or service. (He may not be the first person to ever do this, but this is the first time I took notice. - mostly because he used his “event” to send a message to everyone he invited.)

While I have been using Facebook Events to promote events, mainly my breakfast events, one of the benefits is that the creation of an event will go into your Facebook News Feed and will be seen by your Facebook friends. And one thing I learned about Facebook events in 2008 is how they can go viral. It all depends upon how your friends react to them.

What Barak did that was interesting to me was create the event: “Download iFog - the coolest application for my iPhone!” (http://www.facebook.com/event.php?eid=108139605301 ) which you can see is not for any “event” but rather is his attempt to leverage Facebook assets to market his new iPhone application - iFog (www.itunes.com/app/ifog).

Once you invite your friends to an event, unless they take the action to remove themselves from the event, you have a platform you can use to send messages to what could end up being thousands of people. And in the event any of your mutual friends decide to RSVP for this faux “event”, the marketing message will continue to be seen inside of your Facebook News Feed. And whether you are marketing an actual event or a product or service, as more people RSVP that they are “attending” the more benefit you will receive in building up the bottom up buzz for whatever it is you are trying to promote.

Right, wrong or indifferent, Barak used the Facebook event platform for something other than what it was intended for. And to me, this is a sign of innovation. How often do we take the products and tools designed for one thing and reuse them for something else? When we are reminded that the first airplanes were built with bicycle parts, I realized that for Barak, this was his bicycle parts.

So Barak, congrats on being a clever marketing person and maybe being the inspiration for other people to follow in your marketing approach. I just hope that my friends don’t use Facebook events to spam me. (Because friends don’t spam friends). But Barak, don’t be surprised if one day you find that you are somehow violating the Facebook terms of service and you will need to find another clever way to leverage social media platforms to market your products and/or services.

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Tags: Marketing, facebook, Social Media, Jeff Pulver

Posted by jeff on December 29, 2008 07:33 AM | Permalink

Additional resources: #140conf events | Watch the Jeff Pulver Show | Jeff's Qik Videos

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Posted by: 情趣用品 at May 16, 2009 08:19 AM

Jen,

"People who took the survey were entered into a raffle, AND the person who referred the most people would also win a prize."

I would like to do this too, how did they see how many refers the winner sent?

Posted by: Doug at January 23, 2009 04:32 AM

If I got an event invite like this from an organizaiton, I'd be annoyed and consider it spam. If I got it from a friend-- like it sounds like in this case-- I would consider it a real recommendation. However, if I got a bunch of them from the same friend, I would complain to him and eventually de-friend him if it got out of hand.

Posted by: Jen Chiu at January 3, 2009 11:22 PM

Lisa makes a great point. It's much easier to collect phone numbers via facebook versus manual collection after sending out a mass email. Sure, facebook probably didn't anticipate this use, but that's not to say it's wrong or in this case, actually a clever way to solve an old, oft-encountered problem.

By the way, iSteam isn't free anymore and when I downloaded it this morning it froze up my iPhone. Annoying.

Posted by: Steve at January 2, 2009 03:27 AM

Hey this is Barak Ben-Ezer from ApParty.
Thanks for the post and thanks for providing a direct link to iFog here.

Regarding spamming: I came up with 'eventing' since I was looking for an easy method to send a message to my fb friends about iFog. To the extent that spamming is defined as sending unsolicited messages to people you don't know, I believe that 'eventing' is far from spamming since only people who are my facebook friends received that message. If someone isn't interested in hearing about what I am up to, then he or she is free to remove me from their friends list :)

BTW, check out iFog - it's really cool: iFog allows you to treat your iPhone like a frosty glass or steamy window: Blow air on the device's microphone (located at the bottom) and the screen will get fogged up! You can then use your finger to write, sketch, or doodle. Shake your Phone and the fog and writing disappear and you get a clear screen again.

The coolest thing is 'secret message': When the screen is clear of fog, write something ('you're hot' is my favorite). Now hand it over to your friend and ask her to blow on the mic. The secret message will magically appear through the fog!

cheers,

barak.

Posted by: Barak Ben-Ezer at January 1, 2009 12:31 PM

People doing this should be careful as it is a viloation of the facebook ToS.

Also not sure how "innovative" it really is, I get spammed like that all the time on fb.

And check out iSteam, a FREE alternative to iFog with all the functionality plus some more.

http://isteam.co.uk

Posted by: isteam at January 1, 2009 12:30 PM

Indeed! It is clever; as I read your post - in the back of my mind I am thinking...... hmmmm what an idea for me to promote my products. However; I would be the one to get busted. Perhaps more investigation is required on my part.

Thanks for a great post,
Cindy

Posted by: Cindy at December 29, 2008 06:52 PM

Posted by: Maya at December 29, 2008 07:50 AM

This reminds me of people who create "events" on Facebook when they lose their cellphones and need to get people's numbers again. I agree that it's an innovative approach. I also agree with Jon Burg that it's something that can't be repeated frequently.

Posted by: Lisa at December 29, 2008 07:48 AM

It's a very crafty tactic, but one people will soon tire of if repeated frequently. Thanks for sharing!

Posted by: jon burg at December 29, 2008 07:28 AM

December 29, 2008

Facebook Marketing 102: Using Facebook Events to Market Your Products and Services

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