“What I think makes this more useful than Foursquare is that you’re actually catching people at the decision point before they’ve already settled down, because with Foursquare I usually check in once I’ve already sat down, I’ve ordered my latte, I’m at Kuppa Cafe and I’m, like, I should check in on Foursquare, and then I get a special nearby. What are the chances at that point of me getting up and walking across the street? They’re very low. Whereas this is more about “I don’t know where I’m going yet. I havent decided yet. If you can catch people at that decision point, and then spread it not just for location but do it for movies, do it for music, do it for all different categories of social objects, in my mind that’s going to be a huge hit”

This post was written by Steffan Antonas. Find more at blog.steffanantonas.com

Check In Where You’ll Be In The Future. Not Where You Are.

• Lots of Apps in One Tab
• Sweepstakes
• Photo and video contests
• Like Blocks (where a user has to “like” a Facebook page in order to access a feature)
• Extended permissions (asking a user for a laundry list of access to their profile)
• Unbranded Apps
• Dedicated Facebook Storefronts (He says they work now, but won’t soon)

This section of the conclusion stood out, especially in the context of Peter’s extensive experience with a broad range of approaches:

“Make sure your fans get something in return for liking your page with promotions likes offers for fans that they can easily redeem. The more lucrative the deals offer, the more sharing with friends will happen. Fans want things like exclusive products/services, drastically discounted prices akin to Groupon type deals, and early notification and registration for upcoming events, ideally exclusive to fans. Promotions should make the fan feel like they are a brand insider, not just a standard consumer.

A big secret of Facebook marketing is that it is easy and cheap to drive promotions using ads targeted only at your fans that link to landing tabs that deliver the offer and encourage fans to share to their newsfeed.

A brand on Facebook should be like a casual friend or neighbor and not try to suck people into heavy levels of interaction. What do you do with a friend? Comment on their photos, like their status, vote on their outfit. These types of interactions take seconds, not minutes, and definitely not hours.

A brand on Facebook should offer their users regularly updated, simple to interact with engagement features. Each of the engagement apps should be fully branded, and run in a separate tab with traffic driven from wall posts, newsfeed and Facebook ad units to increase engagement. Start with a personality quiz. Then two weeks later put up a poll. Then try a trivia app. For special events, put up a gifting app for Valentine’s Day, or for the holiday season, a holiday song card.

Some brands, like media properties and well-known consumer brands, get an immediate fan base for this type of lightweight engagement. For the rest, building a fan base on Facebook is no different than building a mailing list in the previous generation of the Internet. It takes consistent engagement, and builds over time.

Methods to accelerate growth include tying Facebook ad campaigns with engagement apps and driving traffic from the homepage. The apps should still be lightweight and fun, with the conversion goal of getting the user to like the brand.

The point is to regularly put up new, fresh engagement features that are easy and fun for users to interact with, that they will want to post to their wall and share with their friends. Then users will interact with your brand just like they interact with their friends on Facebook!”

This post was written by Steffan Antonas. Find more at blog.steffanantonas.com

Why Most Facebook Marketing Doesn’t Work