For us at CBA, they pay off. If they didn’t we might stop, but we’d also be mindful of the folks that follow and like us, and expect us to participate in their favourite online destination.

The ROI is clear – both in advertising, promotions, and community engagement. In fact, if I had one complaint about Facebook it would be this, at times, it is very, very effective. We have had campaigns we envisaged running for a month sell out in days – reducing the brand reach. But that’s ok.

The reality is that GM Isn’t abandoing facebook. Just advertising.

“Although many will latch onto this news in the next few days as a reason for the skepticism around Facebook’s advertising model to continue, we believe that this proves that Facebook’s power lies in engagement, not display advertising. According to the WSJ report, GM is still spending approximately $30 million on Facebook. They’re not abandoning ship,” Dachis said.  “Engaged users on Facebook – whether they’re on mobile or the browser – will monetize better than throwing mobile or display ads at them.”

My prediction, is that we will see much, much, much more advertising on Facebook. When paired with an analytics platform Facebook will light-up and the skeptics, inlcuding GM, will be back.

You’d have to be ignoring the worlds most powerful social media platform at your peril.

Recommendations on products, content, people. On just about everything.

Recommendations are a barometer of trust. The Global Trust in Advertising survey released this month says that the majority of digital users, trust lies first and foremost in recommendations and opinions from their peers. As for the bulk of formats found on web sites or on mobile (such as various flavors of display advertising), they fall to the bottom of the chart. Nielsen’s study, based on 26,000 respondents in 56 countries, was conducted in Q3 2011.

Taco trucks are the OG food trailer, and Austin is a mobile Mexican food Mecca. Whether you’re in the mood for tacos, gorditas or tortas, there’s no need for a hasty run for the border! Just grab some cash and a copy of this Weekly Yelp, your secret map for tracking down all that tasty treasure.

The rooster is crowin’, and Ann Marie N scores two breakfast tacos from Taco Bella: “I get a potato, egg, and cheese and a sausage, egg, and cheese. I just can’t help myself – I need one for later!” And when later rolls around, find Matt P for a midday pep talk: “Dude. Just do it. Veracruz tacos are three bucks apiece. Cilantro, onions, tortillas, everything made fresh daily. PS, the lady who owns and runs the truck is smoking hot!” And for heaven in a “delicious corn tortilla,” Tina N takes a little trip to Matamoros Tacos. “They’re cash only and open until 2am,” perfect for late-night noshing.

“Before trailers became the foodie’s amusement, this was what it was all about: A questionable looking taco truck, dishing up cheap and tasty food,” per Tasha B. She recs La Fogata if you want to experience the real deal. For other glorious handhelds, Tayna A snags some “totally authentic” gorditas from Taqueria La Canaria, “made the ol’ school way – by hand.” And Piedras Negras‘s “gordita is two big-ass meals in one,” promises Illi G. “Make sure you douse it in hot sauce and limon to really experience its potential!”

Next, find tantalizing tortas at Tortas El Guero with Brian B: “They specialize in Mexico City tortas, which are really big sandwiches with loads of toppings, jalapeños, and spicy sauce on buttered bread.” In other parts of town… “a crusty roll gives way to a soft interior overflowing with spicy chorizo, grilled ham, avocado, tomato, lettuce, and a hot dog.” That’s Tony B‘s torta Cubana from Taqueria 7, aka his “love sausage. This sandwich could easily take the centerfold in any food porn mag.” And finally, at El Primo, Solomon W chides, “You’re obligated to indulge in a $5 torta with migas – an amazing conglomeration of egg, freshly sliced tortilla, and sauce.” Te gusta migas? So do we! 

“Low-fidelity mobile advertising campaigns are effective when they are for products that trigger further thought and consideration, which includes campaigns for high (versus low) involvement products, and for products that are seen as more utilitarian (versus more hedonic).”

According to the study:

“Low-fi mobile ads that, as a consequence of their design and technology restrictions, contain relatively small amounts of information are effective when used in situations where consumers have both the ability and motivation to process and elaborate on the information in a deliberate fashion.

Hat tip to Snarketing for the link.

105 Australians and 3 New Zealanders fought and defeated an overwhelming enemy force of 2,500 North Vietnamese and Viet Cong soldiers in a rubber plantation in South Vietnam called Long Tan. This three and a half hour battle was so fierce it resulted in the deaths of 18 Australians and more than 500 enemy.

“…a strong relationship develops by supporting people in living their lives, not by driving brand involvement. As I like to say, “It’s about the people, stupid.”

A must read over at The Atlantic.

Years ago on returning to Dell I discovered that Michael Dell had put a pretty simple mantra in place – one that came to define our social strategy. It was this: listen to customers and respond. You don’t always have to do what they want, but where it makes sense, you’d better. Why can’t airlines embrace this simple strategy?

Take United. They are investing millions to convince us that the recent merger is brilliant. And yet for those of us flying across the pond it is just terrible. The food is disgusting. The staff indifferent. The seats old and cheap. And the entertainment anemic. I pointed this out on my last flight and was told – “yeah, we get that lots – btw, you want to avoid the coffee, the water on the planes is bad”. For a feedback loop like this to work, someone has to be listening.

United is so bad I would rather fly to NZ, suffer a connection, and head to the US with Air New Zealand. But even Air NZ has its moments.

Take this little doozy. Kristen ends-up in hospital with tonsillitas and cant take the kids to NZ this week. We need to move the flights. Even with all those miles and loyalty, they want a doctors certificate. Really? We are back at school now? How about this – send a get well card, thank her for the loyalty and for choosing Air NZ, and move the flights. You really want to nickel and dime illness? Serious illness?

Now I know some customers are going to play the system. But when you see that Gold Elite status pop-up it might be a good idea to not think it is one of them.

In the end we just sent off our little certificate for a refund and are in the process of rebooking. Probably with Jetstar. So there you go – treat your customers like children, and they’ll shop elsewhere. Treat your product like a value airline, and your loyal customers will go shop with the value airlines.

These are the real “zero moments of truth”. And they make or break brands. They depend on listening. Listening is one of the new — and oldest — sources of competitive advantage. But it only works if you do something. And that is the moment of truth that turns most social media programs from a source of advantage into bandaids chasing a constant stream of self inflicted wounds.

Remember what the little guy said – “No try, just do”.