Close of Business for Adspace-Pioneers

Well I am off to India tomorrow, so I thought I would do a end of year post.

I do not think this blog would have been as strong as it has been without the knowledge I have gained from working at The Population. It was a massive year launching over 15 social media lead campaigns. I was doing the numbers the other night and that amounted to 80,000 people becoming fans of branded Facebook Pages and over 600,000 views of branded content on Youtube.

The highlight was The Contender Australia Facebook Page, which now I would officially deem as an ‘online community’. There are currently over 25,000 fans on the Page who speak about everything that is boxing with around 1,000 interactions on the Page a week.

Thanks to Tony and The Population for giving me the chance to work on these killer projects.

For anyone interested, here are my stats;

Tips and benchmarks for Admins of Branded Facebook Pages

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I try to stick to these guides when I am going out with status updates;

1. Keep in a conversational tone
2. Ask a question
3. Keep it to two sentences max

Benchmarks of success

Comments on a status updates
For branded pages a percentage of 0.5% of your fans commenting back is the average anything that gets 1% or higher of your fans commenting back is an amazing result.

Unsubscribe rate
You are going to lose fans after every status update managing the level of unsubscribes is important. An unsubscribe rate of less than 7.5% is good.

Examples of good Australian Branded Pages
Supre/Mudo Media
The Contender Australia/The Population

Gif via Brown Cardigan

Is Facebook making experiences more valuable?

The value of intangible experiences is being increased by the power of online social networking. Facebook allows you to now communicate and thus amplify your social experiences through the uploading of photos of the experience and status updates about those experiences.


Look at the impact it is having on the experience of attending a Music Festival. It is now heightened by talking about it with friends before hand and alerting your network through updates, it is then valued again when you post photos up of the event afterwards.

Personally, I know that I am a sucker to the experience economy. I am not to interested in possessions (I have lived in Sydney for 15 months and my only piece of furniture is a bed side table which is a milk crate). I do not know if this is a time in my life and my priorities will shift to surrounding myself with nice items in the future or if it is a symptom of my generation where we no longer want expensive items but crave new experiences?

What I do know, is that there is a huge opportunity for experience based brands to increase the value of their offering through helping their customers communicate that experience to their friends. At the end of the day it is how we are viewed and valued by our friends and our desired friends that matters to us most.