Four tips to increase Facebook ad efficiency
Your Company is running ads on Facebook and so far you got a decent click-through rate, but where is the conversion?
We’ve found this is one of the more common issues confronting Facebook advertisers.
In this post, I’ll give some tips on to how to switch this scenario around and make your Facebook marketing more efficient.
A large Scandinavian hardware chain, active in the Nordic countries and the UK, wanted to boost its Facebook fan page activity last Christmas. Its campaign aimed to drive traffic to its web shop. At the time of the campaign, most of the company’s fans were its employees. In just a month, the number of fans went up from 2,000 to over 11,000. And, for the first time, the fan page experienced organic activity; people commented, liked offers and…
ifttt : what is it and how can I use it as a marketer?
Short for "If This Then That", ifttt is an online service that allows easy management of social services. We've heard more marketers mentioning it recently, so thought it was worth sharing to see whether it could help you save time. Alternatively, we're interested to hear how you use? Do you have any other tips to share - these "recipes" are a good place to start if you want to see how it could help you. Here's a simple example:
You can see it's designed for people managing multiple social outposts (or channels as they call them) to manage at once and are looking for more efficient ways to maintain services.
It's a relatively new alternative for using other tools to automate social sharing. Dave Chaffey wrote…
Chris Brogan shares the virtues of Google+
Interesting that after his recent book on Google+, and then announcing he's no longer using LinkedIn, there's an infographic helping the US social media guru promote Google's social network - and specifically its use for business. Though I'm cynical, it is an interesting infographic and it picks up on some of the key benefits of using the network - specifically the tie in to search results if you're creating and publishing decent content. I like the idea of viewing your Google+ account as a curated magazine, great advice.
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...from notepad sketch to more than 140 million active users...
If you're based in the UK, you've likely heard the announcement this week from Twitter about UK usage of Twitter from the traditional media. As a big fan of Twitter I wanted to look beyond the "10 million users" headline to see about how this compares to use in other countries.
Twitter has certainly come a long way since founder Jack Dorsey sketched out this wireframe in 2006!
Notice how the status updates are "in bed" and "going to park" - content sharing wasn't on the wire at this point!
Appropriately, the current coverage stems from a single tweet sent out from the official @TwitterUK sent this tweet out on Tuesday:
Snapshot of Twitter in the UK: 10m active users, 80% of which are also active on mobile. And an office that’s…
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May 15, 2012
Social media marketing gives new options for segmentation
Since the 1950s, when the practice of market segmentation began, it has been the cornerstone of any marketing strategy.
Accurately define your market segments and then the follow on activities of targeting and positioning are much more effective.
With the advent of social media marketing, many are asking whether social networks, and their ability to engage with individuals interactively and in real-time, made the practice of categorising people into groups redundant?
The answer has to be a resounding “No!”, but the way brands categorise consumers is changing.
Towards ‘socialgraphics’
Consumers are considerably more socially mobile and transient than when demographic segmentation was first adopted by marketers. Also, as a result of the web and social media, consumers are much more informed and influenced, think 'Tripadvisor'. They have access to greater choice and their smartphones are…
Britain's online beauty brands find discounts, coupons and samples drive social media engagement - a quick insight to Mintel's latest social media research report
As we are well aware, British consumers are increasingly incorporating the Internet into their daily lives. The Internet has revolutionised the way that people communicate with one another and interact with brands. Social networking sites have facilitated a far greater reach for word of mouth marketing with 59% of Brits logging into their Facebook accounts and 13% signing into Twitter every day.
How are social media platforms used to inform purchases?
Mintel's latest social media research report (into the beauty and personal care market) reveals that Brits increasingly go online to research beauty products before purchase with sites such as Facebook and Twitter informing purchase decisions on beauty products for 34% of would-be buyers. Almost four in 10 Brits (37% - equating to 15 million consumers) have…
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May 2, 2012
The UK is 2 years behind with social media!
Having spent two days at the UK Social Media World Forum recently it seems to me that UK industry remains roughly two years behind North America and many countries in the Far East. Companies in South America also seem to be developing at a faster rate.
While the conference was about social media, I felt it had a very narrow focus, a focus on how to use social media for marketing campaigns. This is fine, marketers want to know this! But there are bigger strategy questions to ask. In my view, social media is not as effective for short term tactical campaigns without a wider content and engagement strategy. It works best when integrated across the business as this recent report by McKinsey suggested.
Don't get me wrong, there were many useful…
Explaining the value and relevance of colleagues to social media
Value: [rating=4]
Recommended link: McKinsey Quarterly - free report - no registration required
The report presents a clear framework, based on expert interviews for four areas needed to manage social media marketing:
Explaining the value of social media is a challenge for many working in marketing today, whether to yourself, colleagues or clients, so we’re alerting you to this report since it may help you clarify the benefits and approaches to managing social media in a business.
The advice has the gravitas of McKinsey who have been contributing thoughtful advice on online marketing strategy approaches since 1995. Well known social media commentator David Edelman is one of the main authors.
The four areas are:
1. Monitor. Repeating the advice often given…
A case study: Jasdev Dhaliwal of AVG explains their approach to Facebook marketing
[Editor's note: As long-standing Twitter connections, when we noticed that AVG passed the one million "Like" mark last week, we asked Jasdev Dhaliwal, the AVG Head of Communities "how?" to see what everyone can learn from their approach. Thanks Jas!]
As AVG’s Head of Communities, for the past two years I’ve seen our Facebook community grow from a few hundred fans to over one million.
Our page is now larger than many UK Brands including Marks and Spencer, British Airways and Vodafone UK. Globally, we now have more fans than Zappos, Diet Pepsi and Sony Music which is truly remarkable considering our community has grown organically with very limited advertising. Our established history in the security industry coupled with strong brand loyalty has helped us build a strong…
Early studies reveal a mixed message
Value: [rating=3]
Recommended link: Simply Measured Timeline engagement data
Dave has recently covered 9 recommendations for the new Facebook Timeline pages for brands. These switched over on the 30 March 2012.
The question is, has this new platform helped or hindered marketers? Some light is shed on this by this initial data from social analytics software provider Simply Measured, that suggests the change is having a very significant upside for brands.
Average of 46% improvement in engagement across 15 brands
Simply Measured looked at 15 early adopting brand page and found that average engagement on brand posts (comments and Likes) rose 46% in the three weeks after the switch compared to the three weeks before. Prior to the Timeline introduction, the 15 brand pages saw an average of 1,672 points of engagement per post, rising to 2,441 after switching to Timeline.
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