What you need to know about Facebook’s Preferred Marketing Developer Announcement

by Brian Kotlyar 19 Apr 2012 Blog Post

Three years ago Facebook announced the first generation of Preferred Developer Consultants and Dachis Group companies were honored to be three of the original seven. Today, Facebook announced the next generation of that program and we are excited to be one of just six companies to be designated Preferred Marketing Developer in three specialities. That is great for us and our clients, but the really relevant question is – what does this mean to marketers?

The biggest benefit to marketers is clarity. The introduction of a specific designation for various flavors of Facebook developer makes it easy for marketing decision makers to create a shortlist of vendor partners depending on their specific Facebook needs. The list now returns to its origins as a clear cut designation of the best Facebook developers in the world. We are proud to be part of it.

The four categories of Preferred Marketing Developer are Insights, Apps, Publishing and Advertising.  As a certified developer in three of the four categories, we are going to walk through each of these to explain their specific relevance for marketers:

Facebook Insights PMD

What is it?

The developer has expertise in page and post analysis, benchmarking, KPI tracking, and other tools for measuring performance across Facebook objects.

Why does it matter to brands?

For brand marketers, social brings unprecedented access to customers and conversations, but is matched by a tidal wave of data that is difficult to parse for insight. To be effective, brand marketers need to understand how the activity of 800 million Facebook users correlates with measures that they care about. Facebook’s creation of an Insights PMD designation signals their full commitment to creating an ecosystem of data-savvy partners who can help brands correlate social business efforts with real business outcomes.

What you should do about it?

Marketers must take advantage of the Insights PMD designation to seek out certified partners that can correlate social activity with brand measures that matter. Dachis Group took this approach when integrating the new Content Insight feature into our Social Performance Monitor product. Here is what we did:

 

Our recent innovation has been to align the big data metrics of the Social Business Index with the fine-grained content insights of Facebook Insights. The result is the ability to correlate the relationship between a specific piece of content and brand outcomes that marketers care about. With this approach, brands can conclusively measure the value of social media participation.

Put simply, we made it possible to look at a single interface and understand which Facebook post had the most impact for your brand. This kind of correlation is the future of social analytics and is the reason that Facebook invited Dachis Group to become a member of the Facebook Insights PMD.

Sign up for our upcoming webinar (May 3, 1p ET) explaining the combined value of big data and social platform insights. 

 

Facebook Apps PMD 

What is it?

Expertise in services and platforms for building socially enabled integrations – customized or self service.

Why does it matter to brands? 

Social experience design is hard. A lot of shops have sprung up in the last 24 months with capabilities for Facebook development. Some are good and some are not so good. Facebook’s renewed scrutiny on its application partner designation is a healthy development for any brand investing serious attention and money in a social experience.

What you should do about it?

Large scale social activation is a unique flavor of experience design with gaming mechanics, sharing mechanics and platform dynamics all requiring alignment with specific desired business outcomes. If the developer you select for your Facebook experience hasn’t received the Preferred Marketing Developer designation we can only recommend particular scrutiny on their portfolio. Ask yourself:

These concerns don’t disappear with the addition of a Preferred Marketing Developer badge, but the badge helps.

 

Facebook Pages PMD

What is it?

Expertise in post scheduling and targeting, moderation, permissioning, and other tools to manage Facebook Pages.

Why does it matter to brands? 

Social publishing is the lifeblood of a social marketing strategy and social content publishing systems are the heart of content management. For large brands nearly all moderation, publishing and approval happens in the confines of a social publishing system. In some cases, social customer service programs are built on top of them. If there is a such thing as a mission critical piece of software in the social media realm – these are it.

What you should do about it?

Ask yourself – what am I actually doing with my social publishing software? Some brands look at these tools as publishing platforms and overblown scheduling systems. For others, these tools are the lynchpin for customer service, reputation management and CRM. There is nothing in a PMD distinction to indicate what sort of features a particular vendor offers and it’s critical to understand the specific needs of your organization before signing on for one of these platforms. Too often, brand marketers are getting more features than they need from a slickly advertised (and costly) piece of software.

Facebook Ads PMD

What is it?

Expertise in advanced ad creation, campaign management, and reporting capabilities.

Why does it matter to brands? 

Paid media activation is the ignition point for most Facebook campaigns. The science of ‘virality’ has been studied, but not solved. As a result, the surest path to Super Bowl-sized reach is paid media. The advent of Facebook’s Ads API enables much more sophisticated ad buying akin to some of the adtech innovations of the last decade.

What you should do about it?

Get an Ads qualified paid media partner. It’s as simple as that. This is a new discipline and not that many vendors have achieved this certification, nonetheless there are critical new kinds of functionality being rolled out via API. Brands spending significant amounts of money on Facebook should demand Ads API qualification from their media purchasing partners.

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