Posted by YM Social on March 27, 2015
This week, developers met in San Francisco for Facebook’s annual F8 Developer Conference. Here’s what to keep an eye out for 2015!
Facebook’s unveiling spherical video in its News Feed. CEO Mark Zuckerberg says that this experience will eventually encompass live broadcasts as well. This move follows YouTube’s 360-degrees videos and Meerkat, the livestreaming app, as these capabilities seem to be the latest trends in videos.
So what does this mean for marketers? Brands will now have the ability to show a 360-degree point of view on products, events, and tours to make video consumption that much more engaging on social platforms. Multimedia continues to provide the biggest return on engagement, and brands should look forward to including these types of interactions in their marketing campaigns.
Facebook is expanding on their Messenger Platform, which will allow its users to create and post content with third-party tools to help enrich communication on the platform. Users of Messenger will now be able to make content such as GIFs and effects-laden videos to instantly share with friends. “By creating more vivid ways to share, Messenger could differentiate itself from… competing messaging apps” says Tech Crunch. Also in the works is that Facebook is collaborating with selected partners for business chats, where users can speak directly with brands as well as modify, track or return orders, all within Messenger. Users can also set up confirmation and shipping notices through the platform, where businesses will be able to push notifications through Messenger.
Why is this important? This means that businesses that offer customer support will have the opportunity to provide a more streamline method of addressing user issues and can provide insights into what consumers are buying and what brands they are engaging with to better target ads, further building one-to-one interactions with consumers, which helps build loyalty and advocacy for brands that do this the right way.
Facebook is launching a new real-time Comment Plugin, which will sync live conversations between websites and Facebook pages. Some of you may remember the older commenting social plugin, but this revamp will let visitors see user comments both on brand sites and on links shared through the platform, a missing feature in previous versions.
Why is this important? With social communications being a two way street, brands will have the ability to showcase their customer service chops, with a more transparent view of synced comments, making conversations with brands even easier. However, brands and marketers may have to extend their communication guidelines in order to support the potential influx of communications coming their way. The benefit is still huge, as this will help marketers monitor conversations and replies that show up on both platforms, helping to streamline communication processes, as well as help increase engagement on their channels.
A potential shift in content direction, Facebook now allows users to embed their Facebook videos onto other sites. This seems a little behind, as YouTube and Twitter allowed the embedding of their content a few years back, but this addition helps solidify that video continues to be a big deal.
Why is this important? Arguably, this could be a move from Facebook to continue making strides in creating a “content hub” for users, so they never want to leave the social network. Boosting their focus on native videos (and their new video ad serving capability), Facebook may be angling their native videos on its platform to compete with YouTube (the second most popular search engine behind Google itself—which also happens to own YouTube), so that FB users can curate their own videos on the social network, may also begin to build a searchable inventory for users to browse videos from, similar to YouTube. This ultimately may lead to more advertising options for video beyond YouTube or other competitors.
Speaking of ads, Facebook is expanding LiveRail to help publishers optimize an assortment of mobile ads within the platform and improves its targeting capabilities. (Read as, Mobile is where the internet is going—so make sure it’s a part of your marketing campaigns!) Some new capabilities help refine targeting, which will include: prioritizing buyers, blocking specific ad categories, real-time reports, and suggestions for optimal inventory pricing.
Why it’s important? Better targeting = better returns on your ad spend.
Lastly, Facebook launches Analytics for apps. It’s a tool to help marketers who want better target campaigns based on accumulated data. The tool will give users a web dashboard to see how apps are performing in engagement and conversion rates.
Remember, this is just Day 1 of #F82015! We’ll see what Day 2 brings…
Posted by admin on May 23, 2012
In Facebook’s recent report, Best Practices for your Page and Media Strategy, they outlined some key rules to follow in order to get the most engagement your posts. We read through it and found some useful information; alongside the not-so-subtle “advertise more on Facebook” undertones. The guide is broken down into 5 main points. To save you time, we’ve summarized these “5 Facebook Facts for Marketing Brand Pages” below.
1. Get the basics down
Keep the posts under 250 characters so that it is easier for the fan to read. Consistency is key. Release similar content on the same day of each week. It’s comforting for fans to know that when visit the brand page, there will be something familiar. Ex: posting a tip every Thursday, uploading a new video every Monday morning, or during a promotion announcing the winner every day at the same time (this can also help drive more people back to the page daily).
Also, it’s important to find the times of the day that get the best engagement rates. Facebook included a graph when different age demographics are most active on the internet. One thing we noticed was the dramatic dip of people Age 18-24 in the early AM (after a long night?); contrasted with most of the other age groups who seem to “wake up to Facebook” around this same time. You can also see that while weekends tend to shift activity about an hour later, use per age group is fairly consistent 7 days a week.
2. Be specific and relevant
Talk as if the fans already know your brand. Besides a promotion, fans usually ‘like’ a page because they are a genuine fan. Including a current event or mentioning a holiday can increase engagement rates on a post by 90%. Know what your fans are interested in. Try sharing articles that they would care about (it’s not about you!). Sharing articles and posts, and “tagging” other brand pages, are also a good way to reach a larger audience and increase engagement.
3. Make a visual impact
Photos, photos, photos. Attaching a picture in a post usually generate 100-180% more engagement than a non-visual post. Images with bright colors or a clear close up focus do better. Produce visual content that can be recognized as instantly as the brand.
4. Craft compelling content
Find the voice for the page and always stick to that persona. Be the expert of your field. People come to the Facebook page because it is one of the easiest ways for a customer to directly contact a brand. Keep in mind that fans are 2x more likely to be loyal to the brand in real life, so reward them.
And lastly, sweepstakes and promotions. They build a larger fan base, increase a page’s reach by participants sharing that they have entered. Promos can also drive users to the brand page every day for winner announcement and new entries.
5. Get your audience involved
Strive for fan feedback through engagement. This includes likes, comments, shares, polls and fill-in-the-blanks, which generate 90% more engagement than the average text post. The posts should include a call to action. Tell your fans what you would like to do with a particular post. Also, include your fans on your page by sharing ideas or questions from them.
What Do You Think?
Did you read Facebook’s report? What did you learn? What else have you found that works well for Facebook engagement? We’d love to hear from you; please comment and share your thoughts.
Posted by admin on March 31, 2011
The advantage of digital marketing is that it allows you to target to your exact audience. For example, if you happen to sell high end products, you want to make sure your messaging reaches that demographic that can actually afford your products.
As a digital marketing agency, we have found that Facebook is an effective channel through which to promote our clients’ expensive products. Naturally, the key is creating relevant messaging, but with Facebook’s demographic targeting, we’ve found that not only can you reach your intended targets but also a broader market which you may not have thought of.
Here are five categories of Facebook filters that can help you hyper-target the high income demographic to sell them high end products. Keep in mind this information is normally disclosed voluntarily by most Facebook users when they fill out their profiles.
1. Education – Chances are if you went to an Ivy League university, the odds of them having a pretty decent job and income would be much higher than one who did not attend college.
2. Job title – Most people will input job titles that will indicate the level of income so target high-paying titles like founder, CEO and the rest of the C-Level suite of titles.
3. Where you live – A quick search online will quickly help you identify where the wealth reside. Facebook allows you to get really granular with this so target specific affluent neighborhoods instead of just whole cities.
4. Interests – Facebook’s new broad category targeting feature (currently in test mode) allows digital marketers to reach an entire audience interested in luxury items instead of targeting them by individual brands.
5. Things you like – It’s one thing like and join the Ferrari cars page but it’s another to own one and engage in the activity as part of your extra-curricular activities. We chose luxury automobile clubs and horse owners. It’s one thing to like horse riding but actually owning horses requires a lot more capital investment which goes back to disposable income.
We hope we gave you some ideas on how to target certain demographics. Usually, a more out of the box approach is required.
If you are interested in finding out more about optimizing your social media marketing, we’re happy to help you. Contact us here
Image credit: daylife.com
Posted by admin on January 24, 2011
Recently we wrote a blog post on Why Facebook Ad Click Thru Rates Suck and How To Change That because generally the average CTR for a Facebook ad is actually ridiculously low – 0.051% (according to a recent WebTrends report)!
Unfortunately, that’s the truth.
So then why do people continue to advertise on Facebook?
– It’s the potential, the lure and the promise to reach some crazy number of people like 600,000 million and still growing.
Coupled with the fact that Facebook has now overtaken Google as the most popular website in the US , it’s no surprise that digital marketers are flocking to the audience on Facebook in the hopes to get some brand exposure and interaction.
Last week, we were invited to present at a webcast, hosted by Search Marketing Now and Webtrends. Entitled Facebook Advertising for Search Marketers, we were asked to share and shed some light on how we manage our client’s Facebook campaigns and ensure the ROI on a daily basis.
With Facebook being the most exciting and shiniest new toy in the playroom, we showcased and dived deep into our “Facebook AnAdomy” the 3 main areas you need to know in order to run a successful Facebook campaign through the areas below.
- Fundamentals of Facebook Advertising.
- Best practices for Facebook Ad Creation.
- How Facebook differs from PPC Advertising.
Ryan Lash, our VP and Director of Digital Marketing Services shared the tools, the nuts and bolts, the how tos and best practices on generating the highest click thru rates on Facebook.
Check out the *free on-demand webcast on Facebook Advertising for Search Marketers.
Posted by admin on December 10, 2010
Here is the Facebook promise for digital marketers – connect with more than 500 million potential customers, choose your audience by location, age and interest, build a community around your business, control your budget!
Here’s the rub. Average click through rates (CTRs) are dismally low, averaging only about 0.038%.
On the positive side, you won’t be going through your daily budget numbers fast. On the negative side, the reason you advertise is to get your potential fans and customers to click through.
There is a logic to this. Unlike search engine advertising where the user activity is all about looking for things to click through to, Facebook is more about interacting with friends and interests, not about buying or looking for products.
Use yourself as a case study and think about how often you have clicked on an ad in Facebook? – You can count the number of times with one hand can’t you?
Knowing this, it still makes a lot of sense for digital marketers to advertise with Facebook as long as you understand its limitations and potential.
Here are 3 ways that can help increase your Facebook ad’s CTR.
1. Message. The beauty of advertising on Facebook is the degree to which you can target your ad to a specific group. The problem is what does this group react to? Just because you’ve found the female, 35-38 year old with 2 kids who loves Shakespeare and The Beatles, doesn’t mean they will particularly want your auto insurance. But is there someway you can integrate their youthful love for Shakespeare with your insurance offerings and start a dialogue. Remember this is still social media and people are interested in a dialogue, not a hard sell.
2. Copy and layout. Testing is the only way to make improvements to your ad. But here are some things to try out:
a. Humor. People on Facebook share funny things all of the time. They enjoy a good laugh. So why not accommodate them with ads that lean toward the funny. We found one case study where that worked.
b. Photo. People on Facebook are attracted to unusual or remarkable pictures. Product shots are not interesting, especially when they are the size of a postage stamp. And while kittens and puppies get a lot of attention within social networks, not all companies can be associated with them. So think about the group that you’re targeting and try to come up with photos that will appeal to them and tie in with your company. Think emotional.
c. Ad Title Length. How long should the title to your ad be, especially since you are limited to 25 characters per line. The folks at ProfitAddiction did a case study test and discovered that stacked ad titles drastically increased CTR.
What all of this points to is that when on Facebook, visitors don’t want to leave until they are ready.
Send to Facebook Page. If you want to increase your CTR consider sending them to your company or fan page on Facebook itself instead of your company website. Make your goal be to increase your number of fans, and while that might not show immediate ROI when compared to conversions and sales from a landing page, you are building a fan base, and as social media marketing grows in its influence, these fans will become increasingly valuable to you. One study we read showed how to drive fans at an estimated cost of $0.05 per fan.
Send to Landing Page. This is harder to do but the recent change in Facebook ads might be helpful. Facebook has added a way to see where you are clicking through to. When you want it sent to a landing page, the destination URL is displayed under the title. When it’s not there, assume you’re being sent to a Facebook page. This is designed to alleviate the fear that a Facebook ad will send you to a SPAM site, because by seeing the URL you can see if it’s legit or not.
We end this by saying the only way you are going to get your Facebook CTRs up is by testing all of the above and seeing which works best for you.
Have you tried advertising on Facebook? Are your CTRs better or worse than the average? What’s worked best for you – to send them to a Facebook page or a landing page?
Posted by admin on June 9, 2010
We recently blogged about reasons why Search Engine Marketer’s typically do not achieve their campaign goals when running an ad campaign on Facebook. We have further explored the common mistakes companies make when venturing into Facebook advertising for the first time.
Here are the points we mentioned in our first Facebook Ad Best Practices for Search Engine Marketers POV:
1. Facebook is not a Traditional Search Engine
Facebook is in a category of “people search” and “social search”.
3. Having a Custom Facebook Page
Serve custom content the Facebook social network with a Custom Facebook Fan Landing Page.
Here are some additional Best Practices for creating a successful ad campaign in Facebook:
4. Target Demographics
“Who is my ideal customer/target market?”
Most Search Engine Marketers (myself included) are so obsessed with keywords, ad copy, landing pages, budgets and bid management they’ve completely lost sight of the Marketing part of Search Engine Marketing.
Best Practices for Profiling your Target Markets’
- Survey your Existing Customer Base
- Analyze your Site Traffic using a
3rd party tools (Quantcast, Hitwise, Compete, etc)
- Run Facebook Ads on “broad match”
(i.e. no demo targeting selected); pull some Demo reports after-the-fact
5. Audience Targeting
“Where do I enter my Keywords?”
Hint: It’s a trick question folks keep asking themselves. (See the Facebook Ad Strategy Download)
We have to preface this by saying Facebook Targeting is extremely more sophisticated than traditional search.
Facebook enables you to laser target based on over a dozen settings at the Ad Level instead of campaign:
- Ages 13-64+
- On Birthday
- Interested In (Gender)
- Relationship Status
Likes & Interests (formerly known as ‘Keywords’) Education & Work Connections/Friends of Connections
6. Ad Testing
“I thought Multivariate testing was only applicable to landing pages?”
Search provides the ability to A/B/n test ads at the Ad Group Level for optimization while Facebook enables you to Multivariate test several variables at the Ad Level.
Best Practice: test these variables using individual ads:
- Body Text
- Likes & Interests
Hint: Name your ads w/these same variables to keep track of them when you pull some performance reports.
7. Creative Burnout
“My ads work great for a couple days, then…nothing!”
- Have lots of ad variations in the cue for testing.
- Refresh creative (ads) as soon as you start seeing diminishing returns (daily, weekly, or monthly basis)
Run out of ad ideas?
Here’s how you can create over half a billion ad variations in < 5 minutes using variations of those same variables:
- Titles: 10
- Body Text: 10
- Images: 10
- Ages: 50 (Age 13-64, separately)
- Location: 50 (states)
- Gender: 2
- Likes & Interests: 11 (None + 10 specific)
Do the Math: 10x10x10x50x50x2x11= 550,000,000
Hint: frequent ‘refreshes’ are required!
“My ads seem to blow through their budget.”
Hint: Running ads during peak usage time(s) actually creates performance derogation (this is counterintuitive to the traditional maximize ‘reach’ mindset, it’s best to reach users when they are less engaged w/socializing). That’s all we have to say for now as it’s not a fully accessible option to most Advertisers.
9. Bidding Strategies
“What does CPM stand for again?”
Not gaining any traction when purchasing clicks on a cost-per (CPC) basis? Try CPM!
Best Practice: Backing into an effective CPC using CPM based pricing has proven to be more efficient and scalable
Need help with your Facebook Ad campaign?
Posted by admin on
The reality: after 10+ years of an industry experiencing exponential growth, traditional pay per click search networks have become crowded, over-priced and extremely competitive. Furthermore, in a quasi auction-based marketplace, often the only companies ahead of the game are the media moguls themselves.
With the introduction of Facebook Ads, Search Marketers have been given a clean slate: more targeting options, almost real-time feedback from target audiences on the relevancy of their adverts (via the ‘like’ feature), and extremely cost-effective pricing (fewer competitors). Ad Quality Score is no longer a ‘black box’ held close-to-the-chest by a publicly traded company’s “product manager”.
As a full service Digital Marketing Agency, Facebook Advertising has become an essential advertising vehicle for helping our clients exceed their online marketing goals. However, Facebook advertising does not have a direct, 1:1 correlation, to what we would consider “traditional paid search marketing” from a qualitative perspective.
In other words: your Pay Per Click (PPC) search engine campaigns running on Google AdWords, Yahoo! Search Marketing, Microsoft Bing or Ask cannot easily be converted to Facebook primarily due to incongruent qualitative campaign elements:
- Text Ads
- Landing Pages
- Account Structure
Therefore we have put together a list of things to consider when launching a new Facebook Ad Campaign:
1. Facebook is not a Traditional Search Engine
“Just what is classifies a site as a search engine…anymore?”
According to comScore, a lot of folks are searching on Facebook. Is Facebook necessarily a search engine in the traditional sense of the word?
Well yes and no. Facebook is a search engine best described within the category of “people search”.
Therefore we classify Facebook Search as one of the following:
- People Search Engine
- Social Search Engine
The key take away for Search Engine Marketers: Facebook Advertising is more closely aligned with a form Social Media Marketing than Search Marketing, treat it as such.
2. Campaign Objectives: Alignment
“I put my Facebook ads out there but didn’t sell a single widget!”
Lack of direct sales is a typical experience by a search marketer who merely ports over the exact same campaigns they are running on other search engines.
Depending on what you are selling, you most likely will need to build up a Facebook fanbase first rather than taking a traditional approach to match the your search engine campaign performance measurements.
In other words, your intent should be to “fill the funnel” via building up a list of prospects (formerly known as fans – now Likes) rather than trying to pitch your wares directly via Facebook Ads.
3. Having a Custom Facebook Page
“Why doesn’t my best landing page convert on Facebook?”
Growing your community online will increase awareness. Therefore you will want to serve the Facebook community with fresh content and land them on a Custom Facebook Fan Page.
The Facebook Marketing Process: think Direct Mail (DM)!
1) Build a “fan base” (list of prospects)
2) Manage relationships w/prospective customers (CRM)
3) Wait for those new prospects to “raise their hand”
4) Convert handraisers into new customers (sales!)
Best Practice for SEMs: Focus on interest-based list building/hand raisers (likes) vs. trying to sell your products/services directly using Facebook Ads.
Why? The audience’s user intent differs vastly on Social Media Networks than on Search; a Facebook user is actively engaged with interacting, sharing and socialize…not Searching.