Razorfish

Q&A: Jeff Dachis on the new Facebook APIs and big data

Arguably Jeff Dachis is most known for co-founding the interactive marketing and design agency, Razorfish, in 1995.

A two person operation which started in Dachis’s bedroom in New York, blossomed into a 2200 strong company worth more than six billion dollars. With the dot-com crash, Razorfish fell with it. Its shares plunged to $1 from $47 per share at the beginning of 2000 and 400 employees lost their jobs.

Leaving Razorfish after its downturn, Dachis went on to form Bond Art + Science in 2006 and in 2008, Dachis founded the Dachis Group in Austin, Texas with the idea that everything can and will be social. 

We had a chance to talk to Dachis about why he set up Dachis Group, its relationship with Facebook, how they are integrating Facebook’s new APIs and how marketers can start to leverage Facebook as it moves into big data territory.

Mobile ads to surpass television ads?

Despite the rise of digital advertising, advertisers still spent over $130bn last year on television advertising. Of the tens of billions of dollars advertisers are spending on digital ads, a very small portion, perhaps as little as $1bn, is being spent on mobile ads.

But those figures aren’t stopping Razorfish’s Mobile Practice Lead, Paul Gelb, from making a bold prediction: “I think mobile ad spend will overtake television.” And he isn’t talking about decades from now; he believes mobile could surpass television in the coming years.

Is Facebook the $100,000 diamond watch of marketing?

Over the past two years, Facebook has fast become a major area of
interest for brand marketers.

Lured in by the social network’s 500m+ users, some marketers are evoking memories of the AOL days, going
as far as to promote Facebook Pages over their own websites.

From storefronts to movie rentals, brands are increasingly
focusing on trying to use the site as a platform for commerce. Some
believe Facebook commerce, or f-commerce, could be the next big phase in
the evolution of ecommerce.

But according to a report by Forrester
Research’s Sucharita Mulpuru, despite all of the talk about f-commerce,
Facebook isn’t likely to become a retail force.

Organizing organizations around social media

How are brands and companies organizing around social media? In the case of some very large enterprises, with commitment and decisiveness. Last night in New York, the Social Media Advertising Consortium (SMAC) hosted an elite panel of marketers – all in the top social media role at a global organization – to discuss selling social media processes, strategies and tactics internally.

pauline oresSo how do you get large organizations on board with social media? Until very recently, Pauline Ores (left) led IBM’s social media practice with a particular view to internal training. Of engineers. You know, those guys who use the opposite side of the brain that their colleagues in  marketing do.