Tag: stories

gravityday_ge_stories

How GE Used Stories in Social Media

Social media starts with stories, and stories are a critical part of the customer experience. It doesn’t matter if you’re talking to mavens, socialites, or homebodies — you are still telling a story. Your story will tap into communities, some stronger than others, and those communities will spread your story if you tell it in the correct context. Successful social media brands and people are not pushing a message, they’re sharing a story.

Take for instance, General Electric’s presence on Vine. GE’s customers aren’t on Vine, but that doesn’t stop them from creating viral stories that support their brand. On Sept. 9, the company started a meme around #gravityday. The premise was that an apple would drop from above, the user would interact with it, then drop the apple below off screen. When these Vines were displayed in succession, the apple was seemingly falling through a series of Vines, each one telling its own story with the apple, but as a part of the greater #gravityday story. Continue reading “How GE Used Stories in Social Media” »

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?

Facebook Promoted Posts

Facebook Promoted Posts Work!

I think… At least at the rate of $7.00 it was worth the test! I took the opportunity to promote my friend Dave Cooke‘s Kickstarter campaign, 100PedalsRide.com – If you have a moment, please go and check it out! – After initiating the ad, I checked back on it a few times to see the progress.

Click the (i) to see captions

Despite the complaints about the POTENTIAL use of the these ads, and how that may gum up the news feed, I see promoted posts a valuable function. It is announcements like these for which it makes the most sense. The ability to share and HELP people is how I see Facebook Promoted Posts being best used. I certainly wouldn’t promote my own blog post on my pickling adventure.

Here’s the biggest issue I have with the ads.

1. There is no baseline. I don’t know how well my posts do without promotion, so, how do I know how well they do with the promotion? I could be that promoted posts are just as effective as if you “like” your own post, or comment on your own post makes it more likely to show in your activity feed.

2. Assuming at the very end that my posts 6 “likes” accounted for the 6% organic rate, then my post was only seen through the promotion by 94 people. Thats 100 people in total and only 10% of my total friends. If that’s the case, this is a huge problem. Under this scenario, the post did not perform well under any advertising standard. Percents just don’t work well!

I think Facebook needs to provide more information. Specifically impressions and the percent of my friends the post garnered. Those would be valuable metrics. I would alos like to see the social reach, much like the post metrics of a Facebook Page, to see how viral the post went because of the promotion. Quite honestly, thats what I would expect from Facebook.

I’m not sure why they are hiding this, and the fact that they are makes me feel like the promoted posts are a scam. To use the dreaded word spoken at ever conference, Facebook isn’t being transparent enough with the promoted posts.