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Facebook's Sheryl Sandberg on the small, daily touches that pay off the big ad campaigns By Eleftheria Parpis If there's one piece of advice that Facebook COO Sheryl Sandberg would give marketers, it's to "let customers become part of the process." Interviewed by the Huffington Post's Arianna Huffington at an Advertising Week event called "Social Media (For Adults)," Sandberg said the Web is becoming all about personalization, and in the next several years, a Web site that isn't customized to the individual will look as antiquated as a site from 15 years ago looks now.   "Going to a Web site that is totally impersonal will be a thing of the past," Sandberg said. "Once people have experienced something that is personal, that is around their identity and friends, they don't want to go back to something that is targeted at the whole world."   Personalization tools like Facebook Connect have raised privacy concerns, but Sandberg said all the company's decisions about privacy start with the fact that "every individual controls their own information." The company doesn't sell or share information, she said, and simplified its privacy controls to help users maintain that control. "People will only share information if they feel they are controlling it," she said. "It's core to our ability to grow."   Marketers are recognizing that incorporating Facebook into their communications programs is an effective way to talk to their customers. "Some of the most successful marketers are doing more to tie their campaigns onto their Facebook pages because their customers are already there," Sandberg said. "It's easier to go where they are."   The most effective marketing programs, she added, have integrated traditional mass-market media pushes with the personalization that social-media offers. "Effective marketing on Facebook has those big pushes, but [also] has those daily interactions," she said, pointing to one of her recent personal favorites, Oreo cookies, which asked its Facebook fans to imagine what an Oreo would say if it could talk to a glass of milk. "This is the small interaction that makes [the brand] part of our daily lives."

September 30, 2010 in Digital | Permalink

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Not much for news in the article...mostly Facebook propaganda.

Posted by: Will Scott | Oct 1, 2010 7:38:49 AM

Since I don't believe anything that comes from Facebook, partly because they are devious exploitative weasels with zero ethics, and partly because all their initiatives so far have been a huge failure or if they do one day succeed will most likely destroy their brand by spamming the users until everyone leaves, why listen to Sheryl?

Posted by: Howie at Sky Pulse Media | Oct 2, 2010 9:34:42 AM

I can see the world is moving this way. I think that privacy will still be a concern and this may slow the drive towards personalized sites.

Posted by: Nathan | Oct 3, 2010 4:22:46 PM

What I also like about the OREO example above is, here the brand is playing with its fans. And this is what will endear it to more people. I am sure they are not trying to sell the cookies to all people who respond.

The thing for Facebook marketers should be throw away your marketing hats - be human, play with your fans. If they like you - the collateral benefit is sales! But try saying that to the marketing boss ;)

Facebook has just given products and services a "face" - the ones who use it well will win!

Posted by: Vinod Nambiar | Oct 5, 2010 3:09:20 PM

Will, you are so funny. Don't you realize that the Facebook user base is GROWING, not shrinking?

Posted by: Jen | Oct 11, 2010 11:34:35 AM

Will, you are so funny. Don't you realize that the Facebook user base is GROWING, not shrinking?

Posted by: Jen | Oct 11, 2010 11:34:35 AM

marketers are doing more to

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