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8 facebook marketing insights a marketer should have

Jan 27, 2010   //   by Jens Buch   //   Real-Life Examples  //  1 Comment

This post is rather long, so feel free to jump straight to the section that interests you

  1. Facebook users upload pictures – a lot of them
  2. Facebook users post more and more videos
  3. Facebook users don’t understand the privacy settings
  4. Facebook users spend time stalking – not only interacting
  5. Facebook users notice EVERYTHING about their friends
  6. Facebook users don’t comment on 3rd party sites, but do comment within facebook
  7. Facebook users via smart phones are the real addicts
  8. Facebook users keep a clean inbox

1. Facebook users upload pictures like mad

We all have digital cameras, and they are used more than ever before. Especially the girls use digital cameras when socializing. The digital camera makes out an essential part of the handbag content for many girls. Guys don’t use handbags, and don’t have a digital camera with them at all times, but remember that millions of facebook users carry a mobile phone with them that is capable of taking pictures.
Uploading pictures is dead easy and people can select which ones look good and which ones do not. That makes it good content to upload as the ‘not so good’ pictures can be deselected from the pictures that will be uploaded. Video on the other hand is more complicated. Chances that the video shot with the digital camera or mobile phone is ‘perfect’ tends to be very low unless it is being edited. Editing video is tedious and not everyone knows how to do it. For that reason, pictures continue to be the media of choice when people share ‘self-made’ content on facebook. Having said that, many facebook users prefer to watch videos, because it is easy – you don’t need to do anything except for watching and listening. That leads to the next point.

2. Facebook users post more and more videos on their wall

People are lazy and reading a 750 word article to its full is simply not something that your average facebook users does…it will take time and the reader needs to ‘make an effort’. With video, all you need to do is watch and listen…much easier. That is why we see more and more videos from sources such as youtube posted on facebook. Facebook realizes this and includes a screenshot, title and description of video links that stem from youtube, vimeo etc.

3. Facebook privacy

The majority of people on facebook do not understand the facebook privacy settings. Without being fully aware of it, people are sharing content with thousands and thousands of people they don’t know. This is great for stalking and great for facebook as you spend more time on the site…yeah it’s their butter and bread. As an advertiser, this is a great news as chances that facebook users will fall onto your content is higher.

4. Stalking on facebook

People might not always post and comment on much stuff, but they sure look at content. If you really want to find out stuff about other people (especially relationship targets) – facebook is where you want to be. Also, don’t forget that when people use facebook chat, they are online. Just try and see who is always online and then go to their profile and look at their activity – you’ll see what I mean.

5. Facebook friends’ engagement is being checked out

This point is very close to the last one. Think of a time when you meet someone on your night out and they say: ‘I saw that photo of you on facebook from XYZ’s birthday. Was it a good party?’ and bla bla bla. They saw it; they had interest; but they didn’t comment. I am sure this has happened to you before. So remember – no comments doesn’t mean people don’t see it and also doesn’t mean that people don’t care.

6. Comments on facebook posts

If you post a link to a blog post or a video, you are likely to see that people will not post their comments (if any) on the page of the content, but on facebook itself. People are tired of registering to comment (even though it often isn’t necessary, people still think it is) – they rather comment on the place they became aware of the content. Also, not everyone wants to share their comments with the entire internet – by commenting on facebook, they can stay in their comfort zone (remember that most facebook users don’t understand the privacy settings).

7. Facebook on smart phones

Facebook is available via smart phones. The users that access facebook via smartphones tend to be comparable with crack addicts. Note, that a smart phone is a great way to use facebook if it is blocked at the workplace. Finally, iphones can view youtube videos and not facebook videos – so if you post videos, it is a good idea to use youtube.

8. Clean facebook inbox

Only friends and groups can reach the facebook user’s inbox. Likelihood that the stuff in the inbox is of value to the user is high. People know this and read the stuff that gets to their inbox. Many marketers see this as very powerful and create profiles rather than fan pages. What they forget, is that profiles is limited to 5000 ‘friends’ and you have no reporting on the demographics (sex, geographical location etc). Furthermore, remember that you don’t want to spam people on facebook – it has no long term value. If you are not careful, you will be removed quicker than you know.


Facebook has 350 million users, so don’t generalize about what you just read. You might agree to some points and not to others. At the end of the day, only facebook themselves really know how users use their platform and I am not sure they will share that kind of information with us to the extend that we would like.

Just take the points I illustrated and think about them next time you try and target people on facebook with your marketing efforts.

So…this article breaks several things I said. It’s over 750 words long and it is text rather than video. If you read this, I think you might be the exception to the rule. I know that you are probably not an ‘average facebook user’, but more likely a marketer whose job is to gain knowledge around this subject, but I still dare to say that video will work better for a post of this size. As a result, I will post a video with the same content a month from now. I will then share the view numbers of this post and the video with you, and we can see what communication method worked the best. Subscribe to our newsletter, follow us on twitter and/or subscribe to our rss feed below and you will be notified when we have the data.

Luxembourg related sites only please mister google

Dec 18, 2009   //   by Jens Buch   //   Real-Life Examples  //  1 Comment

Finding what you are looking for on the internet by using google is not always easy in small countries. Luxembourg is a good example. Let’s have a closer look.

>> Scenario: I am a french-speaker who lives in Luxembourg and I want to look at car insurance prices online <<

First Try: I go to google and search for ‘assurance voiture’ (car insurance in french). Only 2 of the first 10 google results are actually linking to sites that are suited for Luxembourg residents. All other results are made for the french market only. If we look closer at these two sites that are relevant for Luxembourg residents, we will see that they are both .lu web sites.

Second Try: I make the same search in google, but this time I add to my search criteria – this tells google to only look for sites that have the Luxembourg top level domain .lu. The search therefore looks like this: ‘assurance voiture’. Look at the results now – every result relates to Luxembourg and is suitable for Luxembourg residents that are looking for car insurance.
Note that it is not always the case that ‘’ will give you better results. You can also have .com .net etc sites that targets Luxembourg. When using, all other top level domains are ruled out by google as you ask google to only look for .lu sites. I hope that makes sense to you.

You will find that as your search criteria gets closer to something you can buy online, you will get more non-Luxembourg related results. This is because companies that sell online optimize their websites so that they are better indexed in google. This is also called ‘search engine optimization’ or ‘SEO’. As Luxembourg is such a small market, sites from larger neighboring countries can sometimes dominate the search results you get. So next time you get search results that don’t relate to Luxembourg, try to add You might find what you are looking for quicker.

The ‘Money Settings’ within the new facebook privacy settings are not that easy to get to

Dec 16, 2009   //   by Jens Buch   //   Website-Usability  //  1 Comment

As Katie Linendoll pointed out today on CNN, it was a matter of time until facebook was going to start its serious efforts to monetize. That is what their new privacy settings are all about. The more you are willing to share, the more facebook will be able to cash in. As simple as that. – check out my youtube video for detailed explanation on that statement.

As a result, facebook needs to make all the efforts in the world to keep you from changing the default privacy settings. And boy do they. Below is a short video, where I illustrate exactly how facebook protects their ‘money settings’. I refer to the settings that will:

  1. Share your entire wall including your posts with all 350 million facebook users
  2. Allow friends to pass information about you to applications and websites

[pro-player width='650' height='400' type='video'][/pro-player]

Pretty clever those facebook guys ey…

There is nothing much to moan about – it is facebook’s platform and they can do as they please. We don’t have to spend our time on there – yet many of choose to (including myself). But going through your privacy settings is definitely recommendable.

Luxemcall – A pretty creative scam

Dec 11, 2009   //   by Jens Buch   //   mobile  //  1 Comment

If you are on the luxgsm network in Luxembourg, you might also have received some strange SMS messages every now and then about making cheap international calls. Here is a screen print from my phone to show how the sms looks:

Suspicious as hell – let’s check it out by starting a visit to the website:

OK, I get the picture. Dial a premium number (900 number) in order to save money…that makes sense :P
Luxemcall sends the sms to your mobile from a Turkish number (+90 042 01 1). That very much looks like the number you need to dial from your Luxembougish telephone ‘900 43 015′. I have to give them points for that. I honestly think that is quite far-fetched and rather creative. Scams really impresses me sometimes.

Just before I finish, let’s look at the internet domain name that this runs on.
It is registered to:
Company: Finarea SA
Name: Dekker Monique
Address: Viale Carlo Cattaneo 1
City: Lugano
Postal Code: 6900
Phone: +41 919335412

Even that telephone number looks suspicious (without knowing it).

I did not spend too much time looking, but there are numerous similar style webpages registered with the same company. This example here shows an iPhone app you download from their website and not from Apples’ iTunes Store (which is the only legit place to get apps for the iPhone):


I just wanted to share this one with you, because I think it is a creative scam.
Either way – if you fall for this scam, I hope you will be smarter next time.

Numericable (Coditel) in Luxembourg – How something so little could change so much

Dec 7, 2009   //   by Jens Buch   //   Website-Usability  //  10 Comments

Every now and then, your internet service provider’s service goes down. It sucks, but it happens. Over the past couple of months this has been happening too much to Numericable (formerly known as Coditel) in Luxembourg. Usually, I just sit and wait until it comes back up and use my iPhone to access the internet on my computer. This time the damn thing was down for hours and hours, so I decided to call their support line. After choosing language and service from their phone menu, I finally get a voice (in a different language than I chose) that tells me the waiting time exceeds 10 minutes and that my call will be terminated. So I go to their internet site. The re-branding to ‘Numericale’ is rather recent, so I still refer to them as ‘Coditel’. I go to and see this:

coditel luxembourg website

The whole thing is build up to tell me that I live in Brussels, Belgum and that their service is available in my area. No guys…I live in Luxembourg – that is also why I went to .lu and not .be. Furthermore, I thought you re-branded to Numericale, so why am I not re-directed? So, I go to myself, and get this:

numericable luxembourg website

Again, the title is setup to target people in Brussels, Belgium. At least the content on the website is designed for the Luxembourg market. Anyhow, I wanted to know if they post anything about their internet service being down on their website, as I could not get to speak to anyone. So I go to the ‘accueil client’ section which means something along the line of ‘customer section’. Nothing either…so I go to the ‘contact us’ section. Then I get this:

contact-numericable in Luxembourg

Baam – a nice google maps error, because numericable is not able to integrate google maps properly.
As to be expected by now, there was no message on the website about their service being down.

Here is what I don’t understand about Numericable

  1. Why don’t they just transfer the visitors from over to
  2. Why don’t they adapt their .lu websites to target the Luxembourg market?
  3. If they don’t want to publish that their service is down on the internet, that is kind of understandable…after all their consumer customers are not able to access the internet and then read the message because it is down. But Jesus Christ – then have some voice on your phone system that confirms to the people calling that the internet is down (before they start messing around with their modems and computer settings) – it is not that rare that this is the case anymore.


Numericable is the major player in triple play (tv, phone and internet) in Luxembourg. Something as simple as this, should be a no-brainer. To me this is a complete and utter embarrassment.

The scary thing is that both sites, and, have an analytics tool (google analytics) installed. The reports that this tool generates, is able to perfectly outline the problem to Numericable…if only they would read/understand the reports. What we have here, is a perfect example of the 10/90 rule. The analytics tolls itself is only 10%, while using the tool to your benefit is 90%. I think it is fair to expect a business of this caliber to not make these school-boy errors. Please do your business a favor and check its website for mistakes like this. They are completely unnecessary and really harm the user experience – and thereby also you.

What you should do now

  1. Open a new browser window
  2. Go to your website by typing in the address manually without ‘www.’
  3. Now try typing in the address manually with ‘www.’
  4. Are both version doing what they should do?

If yes: Good – well done.
If no: You should get in touch with us and get the problem fixed.

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UPDATE 14-Dec-09:
Looks like Numericable Luxembourg fixed the redirection problem as well as the Brussels content targeting issue.