New Facebook App Suite Turns Brand Pages Into Crowdsourcing Hubs

Name: Napkin Labs

The Spark of Genius Series highlights a unique feature of startups and is made possible by Microsoft BizSpark. If you would like to have your startup considered for inclusion, please see the details here.
Quick Pitch: Napkin Labs makes interactive marketing tools for Facebook.
Genius Idea: A suite of customized apps that make brand pages interactive.

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Brands are set on getting customers to Like their Facebook pages. But then what?
Napkin Labs launched a new suite of Facebook apps this week that it hopes will help answer this question.
The company offers four different apps. “Brainstorm” is a basic crowdsourcing platform that lets brands ask their community a question. “Photoboard” collects and displays community-sourced images. “Pipeline” turns Facebook pages into open forums. And “Superfans” shows who participates the most in campaigns, then rewards them. Most of the tools come with analytics and moderation features.
“I think a lot of brands are starting to realized their Facebook pages can go beyond ‘great, you like us now,’ and actually shape the future of the brand,” Napkin Labs CEO Riley Gibson tells Mashable.
Napkin Labs adapted some functionality of the new Facebook apps from its previous product, which created a separate online “lab space” for brands to collaborate with their customers on products, design and anything else. The separate space had game features — such as a points system and rewards for participation — but it was still asking customers to visit someplace new on the web. Convincing such migration is no easy feat, so it’s not surprising Napkin Labs eventually decided to instead build on existing brand pages.
As Gibson puts it, “We realized the ecosystem within Facebook was perfect.”
Napkin Labs recently demonstrated how its Facebook apps will work with a custom app it made for Domino’s Facebook page called “Think Oven.” Users could submit their designs to the page in the hopes of winning one of $200 rewards.
The startup says pages experience a 29% increase in Likes after running a Facebook contest. But brands will have to decide for themselves how much that’s worth. This is not your average Facebook app installation. Napkin Labs works with clients to customize the pages, and thus its campaigns start at $1,000.
Would you pay that much to customize your brand page, or are there better ways to engage the community that don’t involve expensive customized tools? Let us know in the comments.

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Series Supported by Microsoft BizSpark

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The Spark of Genius Series highlights a unique feature of startups and is made possible by Microsoft BizSpark, a startup program that gives you three-year access to the latest Microsoft development tools, as well as connecting you to a nationwide network of investors and incubators. There are no upfront costs, so if your business is privately owned, less than three years old, and generates less than U.S.$1 million in annual revenue, you can sign up today.

19:22 by Robert dawne · 0

Facebook Pages Race To Adopt Timeline, 8M Of 37M+ Upgraded In 10 Days

On March 30th, Facebook will forcibly migrate all Pages onto the Timeline redesign, but Facebook tells me it only took 10 days for 8 million of the more than 37 million Pages that have been set up to opt into the change. The stats are a sign of success that show the added features are ones admins want, considering tons of Facebook Pages get set up and forgotten about.
However, it will take a while to see whether Timeline actually helps Pages market more effectively. So far the most popular Pages that have switched haven’t seen growth rates increase. With more to look at, the Like button might be overshadowed.
Reach Generator which launched at the Facebook Marketing Conference and allows Pages to pay a fixed fee to guarantee distribution of their content to over 75% of their fans is picking up customers. Dr. Pepper reached 83% of its 8 million U.S. fans over a 28-day period, had a 140% increase in people talking about it on Facebook, and saw an 80% increase in engagement. Ford plans to buy logout page ads where big photos of their cars can be featured, which wouldn’t fit in Facebook’s tiny traditional sidebar ads.
Typically when Facebook launches redesigns they’re met with fear and apprehension. But Timeline’s big flashy cover banner seems to be pretty for Page admins to resist. There are some concerns about the removed ability to set a custom promotional app as a default landing page, but those are offset by eagerness for pinned posts, bigger photos, and more presentation flexibility.

Brands also probably didn’t want to get left behind by competitors, leading roughly 1 million Pages per day to migrate to Timeline in first days after its launch. Now they’re likely taking the time to go back, hide irrelevant or weak posts, and add milestone moments to their story. 2 weeks after launch and 2 more before the forced migration, Facebook tells me a “significant percentage” of Pages have switched. In its S-1 Facebook noted that 37 million Pages had been set up as of December 31, 2011.
While the long-tail of Pages are actively migrating to Timeline, Facebook’s most popular Pages have been conservative with their adoption. Only 8 of the top 20 Pages have migrated, and none of those have seen their rate of new fans increase significantly according to Inside Network’s PageData tracking service. In fact, some are seeing slower growth, possibly because users have to re-learn where the Like button is.

06:13 by Robert dawne · 0

Facebook’s Amended S-1 Exhibits Zynga Agreement Filed Last Year

Facebook has just filed an amendment to its S-1 that exhibits the agreements between it and Zynga. These 2 developer agreement documents are the same as those filed in Zynga’s own S-1 amendment from last year and don’t include significant new information.
The exhibits do spell out how Facebook has promised to help Zynga with advertising on Zynga sites such as FarmVille.com, and share revenue from such a partnership. This should not be confused to mean sharing ad revenue from Zynga’s games on Facebook.com. Facebook also included its 2005 stock plan, and employment letters to key executives.
The developer agreement documents appear to have the same redactions as when Zynga filed them. Last year, TechCrunch writer Eric Eldon reported on these docs explaining how they show that:

Facebook also appears to have guaranteed Zynga certain growth targets in exchange for continuing to invest in games on the platform, whether web or mobile. Facebook has given Zynga permission to create some sort of “Zynga Platform”. It also has given the developer access to new features, including a proposed “Game Friends Protocol” API, apparently offering a new way for social gamers to find and play together.

Regarding ad revenue sharing:

At first glance, the terms read as if Zynga had a special deal with Facebook, where it gets a portion of the ad revenue from Facebook ad units that run alongside its games in canvas apps. However, the terms specified that it is not canvas app ad revenue — instead, it’s referring to Zynga web sites [also known as Zynga Game Pages, which do not include Canvas Pages or any other pages on www.faceboook.com.].
We asked Facebook about the matter and got this response: “We don’t have agreements with any developers, including Zynga, to share revenue from ads next to their Facebook canvas apps. We did agree with Zynga to work together in the future on providing ads on their properties beyond Facebook, but we have no current timeline for when we might start working on that.”

This could be the first sign of a future Facebook off-site ad network, in which sites could host ads that employ Facebook’s own targeting system to present relevant ads to visitors that are currently logged in to Facebook. This could become a huge revenue stream for Facebook if it ever rolls the system out to sites beyond Zynga’s.
Some specific points from the agreement:

• Zynga is responsible for “all content and materials, maintenance and operation” of its own gaming websites, except for the Facebook ads it hosts
• Zynga will not “remove, minimize, frame, or otherwise inhibit the full and complete display of any Page” such that it could obscure ads or overlays that pop up when ads are clicked.
• Zynga will exclusively use Facebook Credits as its in-game purchase processing method on all its “Covered Zynga Services”, including Mafia  Wars, FarmVille, and any other games that utilize Facebook data.

15:08 by Robert dawne · 0