Tag: Facebook

2013-08-18_Brands_Facebook

Being Talked About Doesn’t Mean Much…

The below graph has been floating around the internet the past few days and it makes me sad. The graph ranks brand based on People Talking About This (PTAT), which is one of the more frivolous of the “health metrics.” Its easily manipulated through a number of tactics, including Facebook Advertising, and most importantly does not count for much in the world of Engaging Brands. You could spend $10,000 (well within Coke’s Budget) and double, triple, even quadruple your PTAT number. Ultimately, being talked about doesn’t mean much unless the brand is talking back. Continue reading “Being Talked About Doesn’t Mean Much…” »

FacebookAnalytics

The Highlights of NEW Facebook Insights

Facebook launched their new insights platforms for brand pages this week. The insights come with the promise of more up-to-date information and a number of new features. There are a few features that really stand out and that help you stay away from excel number crunching analysis.

Post Metrics

Facebook puts a lot more emphasis on Post metrics with the new insights. Under the “Posts” header you can see all your post metrics. Posts metrics are now visualized and make it much easier to see which posts are working and which are not. You can also select different metrics to compare and breakdown reach by organic/paid and fans/non-fans. Continue reading “The Highlights of NEW Facebook Insights” »

Good Content Spreads

Why Good Marketing Spreads on the Internet

We all know that Al Gore invented the Internet to connect people from all over the world. So, if the Internet is for connecting, why do so many businesses fail to achieve this goal? Some may not know the recipe for marketing success. Others may not know how to tell their brand’s story.  While many still think that going viral is the key to success.

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The main reason businesses don’t connect? They don’t take a holistic view of all of the many web channels. They don’t realize that…the web is a living, breathing, integrating machine.

To get a holistic view, let’s start with the basics. Okay?

1. The web is alive.

The Internet is alive and well. Just like Frankenstein. But a lot less scary. small_3126384890

If you’re a small business, don’t be scared to make an impact. Respect the digital medium. And make it come alive by repeating the famous quote of Regis McKenna: “marketing is everything and everything is marketing.”

Here are a few other tips:

  • Learn how to communicate in an honest, authentic way that resonates with your audience. If you don’t have time to learn, or can’t do this yourself, hire a specialist.
  • Paint your walls with colorful content.  And no, this doesn’t mean create a beautiful logo (although that always helps). It’s more along the lines of creating engaging experiences within every interaction you have with your customers. It goes a long way.
  • Don’t shout to your customers. Talk to them like they’re people. After all, they are human, right? No? Then you belong at the end of the internet.

2.    The web is ubiquitous

You can’t go anywhere without seeing the Facebook, Twitter, or YouTube logos. They’re everywhere. Which is why your business needs to be everywhere (that makes sense for your business).

If your business does not yet have social media accounts, work with a marketing or media agency to get up and running. Here are a few basic ways to stand out and get off the ground:

  • Create a custom landing page for Facebook
  • Get a Twitter custom background and secure your Twitter handle with the name of your company (do it right after you read this post! need help? just ask!)
  • Being ubiquitous does not mean repeating the same updates on each different channel. It’s great that you created a shortcut for yourself. Awesome. But therein lies the problem. Each social media platform has its own, unique way of communicating – which is why you should not link your Twitter account with your Facebook, or vice versa. (more on this in the next post!)

3. The web is informal

In college, we learned how to use big words. Yep, just like ubiquitous. The reality? It’s not that impressive with Google at our fingertips. Unless you’re an SAT company (and even then!), don’t try to impress your customers with big words. It’s better to be authentic than academic [tweet this!]

small_2146771763

 

Here’s how to be casual, cool, and collected:

  • Write to the reading level of a 5th grader on the web. Yes, Wrinkle in Time style. This may or may not require 5th grade humor (use at your own discretion)
  • Informal does not mean lazy. I repeat: Informal does not mean lazy. Being informal requires a lot more work than being formal. Why? It’s about doing more with less. This takes…work! Lots of it.
  • Informal can still mean academic. You can offer an academic approach minus the academic style. There’s a difference. An academic approach educates and informs, without being unnecessarily wordy. Kinda like this post, eh?

Why do you think things spread on the Internet? Please comment below.

Images:

dgray_xplane (creative commons)

foxtongue (creative commons)

bruno postle

This post originally appeared on the Vocus blog.

Facebook Engagement

Is Your Facebook Page Performing Above Or Below Average? [Infographic]

This infographic is presented with the caveat that all Facebook statistics such as engagement vary by industry (not just page size). There is also a diminishing time value of engagement with Facebook fans, which might explain why larger pages have lower engagement rates.
Bad Metrics for Facebook Likes

CRAP: How to Get More Facebook Likes

First of all, who cares about “Likes” on a post? FB engagement is the low hanging fruit in the social world. It also doesn’t mean ANYTHING unless you have a specific goal in mind for the stories it generates about your page. You can add virality and reach to the shortlist of metrics that don’t translate to social media success, too. They are simply short-term “health” metrics.

Secondly, this infographic is a gross overgeneralization of engagement monitoring. The quote at the bottom of the image “Just because activity peaks at certain times, doesn’t mean those are the best times to post.” pretty much says, “Our infographic a load of crap” None of what is on this image is true for the majority of brand pages. The notion that images do better on FB the only glimmering light of truth, but that statistic varies based on industry, page size, and fan quality.

You want to know the best times and days to post? Download the last 180 days of your brand page posts and run the analysis yourself. Or if you need help, ask me. I’ll do it for you in 30 minutes and you won’t need to worry about even looking at the infographic below. 

Courtesy of KISSmetrics:

KISS Metics Pile of Facebook Like Crap

Facebook Ads Are Changing, Sponsored Stories, Offers, Questions

Facebook Ruined Blogging… New Ads

Yesterday evening, Facebook announced that it will be changing the they way and types of ads that its offers on the platform. I had a really great four-part blog series on Facebook ads and strategy planned for the next 3 weeks, but since the announcement, it’s all been ruined! That’s just my personal struggle, but here is a recap of how Facebook ads will be changing.

Sponsored Stories 

These little guys are no longer an option. Instead, they will be built into every ad offered through Facebook.  Because Facebook is a social environment, advertisements that include sponsored stories perform the best. Facebook recognizes this by stating “We know social enhances ad resonance; people are influenced by this type of word-of-mouth marketing.” This is actually great news, because it simplifies ad buying.

Sponsored Stories also now have a unified look. Although marketers might not have realized it (I certainly didn’t), sponsored stores were actually presenting in a variety of way – 13 to be exact. These are now all being unified with a bigger image and social context on top.

Facebook Sponsored Stories (Advertising)

No more “Questions”

Questions was a feature that existed for pages. It allowed a page to poll its fans using a unique entry form that tallied up votes. In an effort to “reduce redundancies” Facebook is taking this feature out, point out that brands have used posts to ask questions and post comments to collect answers. However, we no longer get that fancy automatic tally feature, which honest was pretty nifty.

“No more Offers”

Offers was a page tool that allowed marketers to post promotional offers for products directly on the feed. They were presented in a unique way and even had sponsored stories for those that redeemed them. Facebook is removing this option “because marketers have found that using a Page post link ad is a more effective way to drive people to deals on their websites.” Although this may be true, the tracking features and ad report that came with offers did give marketers a nice tool to monitor effectiveness. No word on whether some type of tracking will be built into posts, or if we’ll all need to rely on our own monitoring and short-link tracking tools.

Facbeook Offers Screenshot

Streamlined Offering

Facebook states, “In the coming weeks and months, marketers will start to see these streamlined changes to our ads solutions.” They offer no specifics on how this will change, but I image an ad buying process that has less clicks and thinking involved. Much like the sponsored ads, the coming ads option will likely also be simplified and uniform.

Ads will also be more goal focused. These goals may include in-store sales, online conversions, app installs, “etc.” Currently conversion tracking has been most prominent with Power Editor users. We can only hope that these options are made easier to understand are become part of the front end ad buying experience.

Facebook (Advertising) Streamlined

Some of these changes, such as offers and sponsored stories, are going to begin popping up in July. Over the next few monthly we’ll see the ad option change. Anyone upset or anxious yet?

Delivering Message

3 Rules for Delivering Your Passion

Everyone has a passion and often times we want to share this passion with others. Your message is important to you, but when you are delivering your message to others, you must consider where you deliver it, to whom you deliver it to, and how you deliver it. I was on the subway platform this week and I witnessed a woman going about this all wrong.

This woman was standing at the top of the stairs on the subway platform, and as everyone walked by she spoke, in the sweetest tone you could imagine, “Follow Jesus and you will go to heaven.” A valid message, but poorly executed. Most people ignored her. The few that did look her way often looked away as soon as they made eye contact. The worst execution of this message was that she even said it to a group of Hasidic Jew teens.

I stood and I watched as dozens of people came up the stairs to wait for trains and exited trains to go down the stairway and she continue to repeat the message to everyone. She didn’t seem to be connecting with anyone. So how could she have done it better?

Here are three ways:

1. Start with a Conversation
The end goal of her mission is to get people to believe her message, but she skips over all the reasoning. Brands spend a lot of time crafting the perfect message to push into the marketplace, but it is often not received. Today’s technology can leverage your message to start a conversation, which can be continue somewhere else with the people who want to talk with you. This gives you the opportunity to discuss your reasoning, values, goals and garner buy-in from your audience. With social media, even if you only convert a few people, with this method you will have people who have converted because they believe in your message. These people are more also likely to share it and, over time, this will build.

2. Know your Audience
Make sure you are starting a conversation with the right people. Pushing your message on people who are to devoted something else, only positions you for a debate. Converting people who have already bought into your competitors is the most difficult path. It is much easier to converse with people on the fence, answer their questions and help them make a decision. Almost every social media platform can assist with this task.

3. Know your Environment
This woman stood at a bottle neck of the subway traffic during high density travel times. Much like brand XYZ jumping on a social platform and expecting everyone to listen to what it says. It is disruptive, but irrelevant to the audience. Your message must be delivered in a place where people are willing to listen or prepared to listen. Just because you’ve identified a place with high traffic, doesn’t mean that it is the right place for your message. A better qualifier for the placement of your message should be reception, not traffic.

Of course, these rules only apple when you know your values, have goals, and are ready to converse with your audience. Gone are the days of pushing your message on to people. Your marketing is now a conversation, with informed people looking for more answers.

The Relationship Status

The Relationship Status

A fun tool brought to my attention by Josepf Haslam called Wolfamalpha Facebook Analysis. It takes a nice statistical look at your profile and breaks your friends down into various demographics, tells you your most liked picture is and event which words you use most often in your post vocabulary.

What was most interesting about this analysis was Relationship Status. This was the breaking point and “big idea” for Facebook when it first launched – it was what everyone in college wanted to know – and it turns out it is still the most interesting data. This may not be true for everyone, but my data matched National Data almost identically – aside from a slight increase in single people in their 40′s. (The Right Corner of the Map is the data I am referring to) Even with my weighted average towards the 20-something range.

Turns out only 29.5% of the people I know are single; a large chunk are married or engaged. Although I’m “friends” with slightly more females, I am only connected with men over the age of 55 and under 20.

Check out a few screenshots from the data. Click the (i) button to see the captions:

SM_BS

Bullshit Social Media Tactics

Some of these are getting ridiculously out of hand. Vote for your favorite (most hated) and feel free to add your own!

Bullshit Social Media Tactics
Bullshit Social Media Tactics

Merlin U Ward Bullshit Social Media Tactics

Merlin U Ward | 33 items | 2536 views

Some people just don't seem to get it, so lets collect all the reason they are doing it wrong on social media.

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  1. 1. Buying followers or fans.

    Buying followers or fans.

    By now you've realized that all those fan/followers are mostly fake account with zero real people behind them. But congrats! You have a big number. Its like starting your ruler at 6 inches. Fake and useless.

  2. 2. DM offers after following.

    DM offers after following.

    I've only ever seen this done right ONCE! @Bonobos gives you a nice coupon as a Thank You for following them. Every other time I've seen this tried I have to give up an email address or sign up for something to redeem it. #Fail.

  3. 3. That little ' before you name on Facebook.

    That little ' before you name on Facebook.

    Oh you want to be first on the list on my Facebook and my phone? Well I tell you what, the people with the little ' before their name so they avoid being alphabetized are instantly put on the "Douchebag List". It makes it really easy to categorize you in my head and ignore. Thanks!

  4. 4. Flash website and autoplay music on a website.

    Flash website and autoplay music on a website.

    This isn't really a tactic, but if you're still using flash in a mobile world, you're alienating a ton of people. That autoplay music that has a the smallest stop button in world hidden in one of the corners of your website also needs to stop!

  5. 5. Irrelevant self promotion on Twitter chats.

    Irrelevant self promotion on Twitter chats.

    Hey! We're talking about the conversion rates of Pinterest vs Facebook! Why do you keep tweeting the same thing about visiting your ice cream recipe blog? Stick to the conversation, putz!

  6. 6. "Like" and see what happens pics on Facebook.

    "Like" and see what happens pics on Facebook.

    Really? You have to trick people to get engagement? If you're having trouble engaging people maybe you should evaluate the crap you put out before resorting to finding out how many of your followers are fools. I won't condone it, but try posting a Cat Photo with your message on it. That seem to be popular.

  7. 7. Direct Message to join you on Facebook.

    Direct Message to join you on Facebook.

    I just followed you one twitter, why are you sending people to your Facebook? If you don't want to engage on Twitter, get off! Send me some conversation before you send me somewhere else.

  8. 8. Sensational, unrelated blog post title.

    Sensational, unrelated blog post title.

    There is NO reason to trick people into reading your content. If your topic is interesting, people will read it. You don't need to put "Obama eats Babies" to make a good political blog post. Let's be genuine people.

  9. 9. Corrections to your blog post at the bottom.

    Corrections to your blog post at the bottom.

    The posts are stacked by the most recent, shouldn't the most recent information do the same? If you made a mistake, own it and correct yourself. Don't let someone read the whole article just to find out half the information you wrote initially was false, Schmuck.

  10. 10. Controversial business decision announcements.

    Controversial business decision announcements.

    If you haven't heard of the Lowe's Racist Fiasco (http://ow.ly/cU2Pw), then you should do some reading. Some information, just doesn't need to be on Social Media. Write a memo or a press release.

  11. 11. SEO (Search Engine Optimization) Analysis Tool

    SEO (Search Engine Optimization) Analysis Tool

    SEO Workers free search engine optimization analysis tool is to help you analyze and measure the ranking potential of your web pages.

  12. 12. DistilledU | Online SEO training

    DistilledU | Online SEO training

    Master the art of search marketing. Learn at your own pace and in your own time, with lessons presented in an easy to digest format.

  13. 13. Tutor SEO Checklist Tool | Tutor.rs

    Tutor SEO Checklist Tool | Tutor.rs

    Search Engine Optimisation - Websites and WebApps Development - Internet Marketing, Usability tests

  14. 14. serpweb.com

    serpweb.com

    A Keyword Tool allows you to figure out that keywords are might know about call niche key phrases. These are untrained gold mines with without any competition whatsoever. It’s going to help you to climb the engines like google and quickly dominate the various search engines for these mini niche keywords.

View more lists from Merlin U Ward
Kotex

Kotex Launches FIRST Pinterest Campaign

Kotex and Smoyz, an ad agency from Israel, launched the first Pinterst campaign targeting 50 influential users. The results were interesting…

The campaign only garnered 684,853 total impressions, which seems awfully low for what a campaign like this would cost. Shipping, time and product have a hefty pull on the ROI. Granted this video also gained an extra 65,000 impressions. Overall, it was a great play by Kotex and Smoyz. In the true spirit of social media and understanding the individual consumer they produced a campaign that will be memorable for 50 women.

This poses an interesting challenge. Only being able to estimate the true cost of this campaign, would it be financially feasible to give each influential consumer of your business this kind of individual attention? You certainly don’t have to go to this extent, but could you and would you go this far to understand your consumers?

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