Facebook: chi paga il conto? Noi.
Oggi arriva una prima, probabilissima risposta alla domanda: come guadagna(-erà) facebook?
È la sorella di Mark Zuckerberg, Randi, a rivelare tra le righe la prossima mossa di facebook, in un'intervista pubblicata dal Sunday Telegraph.
Pare che le multinazionali siano letteralmente affamate dei dati su usi e costumi degli "abitanti" del social network; e siccome non è una bolla di sapone chiamata Second Life, ma si tratta di gusti e abitudini reali, espresse da persone in carne ed ossa e registrate ormai da tempo nel Database dell'azienda, la posta in gioco è molto alta. E il denaro è vero.
Cedere alle aziende le informazioni chiave su 150 milioni di iscritti potrebbe rivelarsi un affare d'oro per il social network californiano, nonché la prima voce di ricavo per il suo conto economico che, come visto in questo post, non è propriamente entusiasmante.
Ma potrebbe diventarlo a breve, brevissimo. Basta trasformare questo fenomeno di costume in una sorta di Grande Fratello del marketing che non sarà altro che uno strumento per lanciare in tempo reale, 24 ore al giorno, poll e ricerche di mercato. A 360 gradi, multilivello, scremate per stato civile, età, lavoro, interessi, musica, devianze sessuali. Mentre ci viviamo tutti un po' dentro, ebbri collettivamente in uno status di "social overload".
Del resto, da un lato i costi aumentano: Deloitte ha stimato che, solo nel 2008, le spese di hosting per ospitare i nuovi contributi audio-video degli utenti, sono aumentate di oltre 100 milioni di dollari.
Dall'altro, gli inserzionisti che hanno tentato di utilizzare i social network come strumento promozionale sono rimasti tutt'altro che soddisfatti dal ROI di queste campagne. Dati IDC rendono conto che solo il 57% di chi ha cliccato su annuncio all'interno di un SN ha in seguito effettuato almeno un acquisto on line nel corso dell'anno, contro quasi l'80% nel caso di banner tradizionali o annunci di paid-search.
Facebook è uno strumento che, se usato con parsimonia e intelligenza, offre a ciascuno grandi possibilità di "life-sharing"; personalmente mi auguro che il management dell'azienda sia intelligente al punto da offrire anche una versione premium dove, dietro un abbonamento mensile, si abbia la possibilità e il diritto di mantenere i dati sensibili al sicuro e a non avere l'assillo dei sondaggi.
E voi, siete pronti a barattare le vostre informazioni e ricevere pubblicità targetizzata in cambio di un servizio gratuito?
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Il problema è che gli utenti sono troppo abbagliati dal giocattolo Facebook per capire che sta crescendo, e presto loro saranno i suoi giocattoli.
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