Archive for the ‘Facebook’ Category
Guest post by Clayton Wood.
Google, Yahoo! and Microsoft have been making acquisitions that could change the way digital marketing is done in the near future. What seemed to be objects of science-fiction books and shows are now being developed in the real world, and may be used for marketing. These companies have also made purchases that many people didn’t quite think were obvious, but perfectly made sense in hindsight.
But what do these purchases tell us about the direction digital marketing is going? Let’s have a look.
Digital Marketing will be about Heightened User Experiences
The giants are taking a page out of science fiction books to develop technology that will heighten and improve user experience. Virtual reality seems to be one of the hottest trends: Google has Google Glass, Facebook bought Oculus VR (which makes the virtual reality gaming headset Oculus Rift), and Yahoo! bought, absorbed, and shut down Cloud Party. These purchases forced Sony to announce Project Morpheus, their own take on virtual reality.
Though these acquisitions don’t tell us much in terms of what exactly these giants have cooking, the firms have made generic statements about what they want to achieve, and these statements focus on heightened user experience.
We also know that whatever it is they are developing won’t materialize within the year—we need to give it a couple of years. We know one thing for sure: although they purchased VR gaming companies, the technological developments we can expect won’t be limited to gaming. These purchases tell us that real-time information delivery, social interaction, immersive content and improved ecommerce experiences are in store for us in the near future.
Take Mark Zuckerberg’s statement when Facebook purchased Oculus VR earlier this year:
“Imagine enjoying a court side seat at a game, studying in a classroom of students and teachers all over the world or consulting with a doctor face-to-face — just by putting on goggles in your home.”
This is really a new communication platform. By feeling truly present, you can share unbounded spaces and experiences with the people in your life. Imagine sharing not just moments with your friends online, but entire experiences and adventures.
These are just some of the potential uses. By working with developers and partners across the industry, together we can build many more. One day, we believe this kind of immersive, augmented reality will become a part of daily life for billions of people.”
Data Tracking becomes a Strong Online Marketing Asset
We know how important data is to any marketing campaign, online or otherwise: without it, you cannot optimize the processes you have in place and improve the overall performance of your business. Google certainly knows this – their Webmaster Tools, Analytics and AdWords platforms belong to the most informative, readily available data tracking technology there is online.
It seems this year, they want to improve their platforms even further. They bought Adometry, a marketing analytics and optimization platform. Google explains that the acquisition “will build on the momentum of our existing measurement and analytics offerings, which include Google Analytics Premium as well as other products,” adding:
Attribution solutions, like Adometry’s, help businesses better understand the influence that different marketing tools — digital, offline, email, and more — have along their customers’ paths to purchase (http://goo.gl/tXTliw). This heightened understanding, in turn, enables businesses to measure marketing impact, allocate their resources more wisely, and provide people with ads and messages that they’re likely to care about.
This shows that digital marketing is likely moving to become more performance-based and accurately measurable. Data is becoming a strong online marketing asset, and marketers will likely devote a lot of effort and resources into analyzing and making the most of consumer data. Companies using performance models for growing channels, such as mobile and video, will soon be a common sight.
Human insights, combined with machine learning and real-time predictive analytics, will pave the way for easier, more data-driven marketing strategies.
Fun and Experience will be the Cornerstones of Most Marketing Strategies
In today’s ever-changing marketing world, it’s not enough to just get the attention of your consumers, you also have to give them something new—an experience. Consumers will be looking for something more than visually entertaining, they’ll want fun and experience.
Groundbreaking marketing creativity and innovation anchored on wearable technology and augmented reality can be expected. This will likely lead to digital marketing without boundaries; one that’s fueled by strategies focusing on fun, immersive experiences.
“Personal” Will Have a Whole New Meaning
Soon, it might not be enough for companies to just know what you want; they will likely also want to know when you’re most likely to want something. At the start of the year, Apple applied for a patent for a technology that would make inferences about the moods of people in real time.
“If an individual is preoccupied or unhappy, the individual may not be as receptive to certain types of content,” Apple explained.
Their solution? Figure out how a person is feeling at any given moment, and use that data to target content—or more accurately, ads—to be delivered at the right place and the right time.
Combining the technology on data tracking and analysis with the innovations in wearable technology, we can expect marketers to combine behavioral indicators—such as the rate of ‘likes’, comments, shares, the applications users open first, and the date, time, location and other specifics of their online interaction—with physical indicators tracked by a smartwatch or some other wearable gadget.
The word “personal” will have a whole new meaning, especially when it concerns digital marketing and online interactions.
Whatever updates and innovations may come, one thing is for sure: the digital marketing of today won’t certainly look the same as tomorrow’s. Companies clearly will be gearing for the future—are you?
How about you? What do you think is the future of digital marketing?
About the author: Clayton Wood is passionate about communicating the impact that technology has in online marketing. He is the Marketing Director of SEOReseller.com and managing partner of numerous successful online brands that offer white label SEO and other online marketing services. Clayton can be found on LinkedIn and Google+.
Last month’s Zenith Social Media Marketing Conference opened with a blast of presentational energy from Neal Rodriguez. While there’s no video of his keynote available, his YouTube channel will give you some sense of how Neal can wake up an early-morning crowd in a packed ballroom.
The conference, hosted by Marty Weintraub‘s agency, aimClear, was an impressive affair. Though Duluth is smallish metro area of roughly 100,000 population, the event attracted twice as many attendees as some similar events in larger cities, with speakers from around the country.
Among the first group of morning breakout sessions was “Using Social Media Analytics To Define ROI KPIs.” Grant Tilus and Katy Katz of Collegis discussed the virtual demise of organic reach on Facebook, and what to do about it.
They also advised that marketers set SMART goals, and presented a selection of best practices for advertising on popular social networks:
Among other key takeaways from Grant and Katy:
- • Use the scientific method. Start with research: is your goal achievable? What’s the best way to accomplish it? Then form the hypothesis – the idea you can test, the goal, the KPI, what you are trying to achieve. For example, “This Facebook contest will drive 100 new leads in 90 days.”
- • To crack the organic code, tap into human psychology; people like content tnat: makes us feel good, gives us answers, tells a story, or surprises us. Pick the right time of the day and week to post (e.g. Facebook work best over lunch).
- • Track your campaign like a case study. Report positive and negative outcomes of the campaign. Learn what works and document it so it can be replicated. Separate the results from different platforms, but use consistent lamguage.
- • Only 22% of businesses track their social results well.
Next up, Regis Hadiaris of Quicken Loans, Will Scott of Search Influence, and Joe Warner of aimClear presented “SEO, Social Media & What Every Marketer (SRSLY) Must Do.” The three played off each other adeptly, alternately focusing on the social, technical, and content-driven aspects of search.
Key lessons about SEO in 2014:
- • The days of tips & tricks in SEO are over. Google tests and updates daily. Follow Google Webmaster guidelines well – this is now the only option.
- • Make a list of the questions that your customers and prospects ask most frequently (talk to sales and customer service reps if necessary to generate this), then provide content in various formats (blog posts, white papers, video, presentations, infographics) that answers those questions.
- • Reputation management (the knowledge graph) is vital for SEO – Google wants to know who you are and how legitimate you are. This means making the effort to get dodgy links taken down or disavowed. Essentially, Google will judge your website by the company it keeps, so try to attach your content to high-authority sites like Forbes and industry-specific trade journals (a key channel in the web presence optimization (WPO) model).
- • The “coolest newest thing” you can do is to implement schema tags, e.g. tagging your contact page for local SEO. Use a WordPress plugin to simplify the process of highlighting news, product, and other specific types of content.
- • Three key technical elements in using Google+ for seo: 1) Link your website to your business G+ profile (and back); 2) Use Google authorship (link your blog to the author’s G+ page; and 3) add a G+ sharing button to all pages on your site.
- • Implementing Google authorship can increase click-through rates (CTRs) dramatically, even without any ranking change, by adding photo to a business result. G+ interaction gets more rich data into search results, which increases clicks. 20% of searchers, on average, looked at the second page of results on searches back in 2006. Now it’s 2% (because search engines have gotten better).
- • “If you don’t have open graph tags on your site, need to do that now.” For WordPress blogs or sites, use a plugin like WP Open Graph or Facebook Open Graph Meta Tags for WordPress to simplify the process.
- • Google’s objectives is to classify EVERYTHING. Sponsorships create brand mentions that make you a real brand. Industry/community activities (associations, analysts, events, community involvement), which are good things to do anyway, also build your brand in search (and are another key channel in the WPO framework).
- • To boost the value of your Google authorship, publish more in more places, and tag it back to your Google+ profile.
Finally, the brilliant Lisa Buyer and Lisa Grimm concisely and helpfully summarized everything new with Twitter in the past year or so, combined with timeless best practices, in “Breaking Bad with Twitter! Game Changing Tactics & Prodigal ROI.”
It would be impossible to top the summary of this presentation that Lisa Buyer published on her Social PR Chat blog, so check that out. A few quick takeaways:
- • “Pin” a high-value tweet to the top or your profile, by going to your profile and click “pin to your profile page” from the bottom of your selected tweet. Best practice: use an image with this.
- • The ideal tweet structure: headline, link, no more than three hashtags. End with a hashtag, but don’t start with one. Put the link near the middle of the tweet. Keep the total length under 120 characters.
- • Perform random acts of kindness for followers.
The post-conference free martinis were a nice touch too.
Many (most?) marketers have a love-hate relationship with Facebook.
On one hand, not only is it an easy-to-use, low-cost platform with more than a billion members, but 77% of B2C companies and 43% of B2B vendors have acquired customers from Facebook, and the world’s largest social network drives 20% of all internet page views.
On the other, marketers don’t “own” their presence on Facebook, consumers continue to have privacy concerns about the site, and Facebook is constantly making changes to its interface and other functionality, including recent modifications that have drastically reduced organic reach for brands.
But the bottom line is, as Amanda DiSilvestro notes in one of the posts highlighted below, “there are two online platforms (marketers) just can’t avoid: Google and Facebook.”
So with that in mind, how can brands optimize the limited organic visibility they still have? What are the best page apps for Facebook today? What can SMB marketers learn from the biggest brands on Facebook? What are the best practices for advertising on Facebook?
Find the answers to these questions any many more here in almost two dozen of the best guides to marketing on Facebook of the past year.
Best Facebook Marketing Guides
Writing that she’s “heard that it’s easier to get into Harvard than into someone’s Facebook news feed,” Stefanie Grieser shares a handful of tips to help get your content noticed by fans, such as creating a photo collage instead of just posting a single image, and asking questions only at the end of posts.
Is there value in #Organic #SMM after Facebook closes the “Like Economy”? by Social Media Marketing 4 Business
Pondering the impact of the death of EdgeRank, Gary (@ProfessorGary) Schirr ?notes that “a post by a brand’s Facebook page could expect to reach 16% of its fans” up until the fall of 2013; but “after the algorithm change that figure seems to be 2.5%!” Will content proliferation and advertising keep small companies from being successful with social media marketing?
Infographic: Ten Facebook Page best practices by leaderswest Digital Marketing Journal
Jim Dougherty highlights an infographic detailing ten ways to boost a brand’s Facebook page agreement; for example by asking questions (ask fans to share consumer preferences or help name your new product), use images, use fan content (“People love to see their content & their friends’ content shared by brands”), keep posts simple, and have fun!
Writing that “One of the easiest ways to use your Facebook page to its fullest potential for social media marketing is to employ third-party Facebook applications,” Pam Dyer provides brief reviews of more than three dozen such apps here, from Facebook app suites like AgoraPlus to apps for creating tabs, ecommerce, posting/scheduling, contests and promotions, blog apps and more.
Easy-to-steal ideas from Facebook’s 10 biggest brands by iMedia Connection
Drew Hubbard shares ideas from mega-brands that “can be stolen…by even the smallest brands,” such as showcasing sponsorship of a local cause or organization; using caption contests (Red Bull does this well); documenting an event in photos; sharing an image of a cute animal next to your product (you don’t really need a reason); or giving people a look “behind the scenes” at your brand or company.
Facebook: News Feed Visibility Changes and RIP EdgeRank via V3 Integrated Marketing
Katy Ryan Schamberger explains that while the term “EdgeRank” is no longer officially used by Facebook, “the algorithm’s three determining factors—affinity, weight and time decay—still play a role in News Feed visibility, although today’s ranking algorithm is much more complex. After detailing other new features, she notes that the key to increasing Facebook visibility is to create content users find engaging.
7 Powerful Facebook statistics you should know for a more engaging Facebook page by The Buffer Blog
***** 5 STARS
Belle Beth Cooper reveals some real-world findings about Facebook use that can help marketers optimize use of the social network, such as that photo posts get 39% more interaction; using emoticons increases comments by 33%; and question posts generate double the number of comments as the average post.
Facebook Finally Gets Hashtags: 10 Smart Ways to Help B2B Marketers by Inbound Visibility
Explaining that “hashtags can help your business get noticed by putting your posts in the stream of what’s being said and bringing you together with other people that are talking about the same thing as you are,” Sunita Biddu shares tips for optimizing your posts with hashtags, among them: know your audience, be consistent in your communications, engage your fans, and be active during events: “Creating a custom hashtag for your event (e.g. fundraising, seminar, handmade trade, etc.) and sharing it with attendees is a great way of increasing your brand’s buzz online.”
Does Facebook Work for B2B Lead Generation? Hell Yes! by Marketo Blog
Writing to those “who say that Facebook is not an effective lead generation tool for B2B, I will tell them that they need a new strategy,” Jason Miller reveals how Marketo generates leads on Facebook and summarizes the experience with four helpful recommendations, among them: “Wittiness is terribly underrated. B2B marketers like to have fun too. They are not on Facebook to be sold to. Entertain them a bit, and then tie it back to something useful.”
Best Facebook Advertising Guides
Infographic: Facebook ad term glossary by Inside Facebook
Justin Lafferty presents an infographic that explains words and phases as used in the world of Facebook advertising, such as Broad Categories (“allows advertisers to target users who have information in their Timelines and actions taken related to a specific category of interests”), Conversion Specs, Custom Audience, and Offsite Pixel (“tracking code placed on an external success page which alerts Facebook” of a conversion).
Amanda DiSilvestro provides an outstanding guide for those new to Facebook advertising, covering everything from the four different types of Facebook ads (and under what circumstances each option works best) and progressing through how to set up a Facebook ad, how to manage ads, and how to optimize campaigns once they are up and running.
Infographic: Facebook ad cheat sheet by leaderswest Digital Marketing Journal
***** 5 STARS
Jim Dougherty (again) showcases a phenomenally useful cheat sheet detailing all of the different Facebook ad sizes, types, positions, and options available. Beyond ad dimensions, this infographic also includes helpful tips, recommendations, and potential pitfalls to avoid.
20 Quick Facebook Ads QA Steps by FB PPC
Andrew Foxwell lists 20 questions to ask if your Facebook ads aren’t performing well, or if performance takes a sudden dip. Among them: Does (the) mobile landing (or desktop) page stink? Are the targeting audiences too small? Does the client have an active Facebook page? And have you gone through the signup flow and seen if the parameters stick properly?
Writing that “the Facebook Conversion Tracking feature is a way for marketers to measure the return on investment (ROI) of their Facebook ads,” Amanda DiSilvestro (again) provides a concise, three-step process for setting up and using this capability.
A Guide to Facebook Advertising by Capture the Conversation
Confused by “the ever-changing landscape of Facebook ad types”? You’re not alone. But Leah Lesko here helpfully sorts it all out, explaining the use of, details behind, and tips for sponsored stories, promoted posts, dark posts, Marketplace ads, and mobile app install ads.
Best Guides to Facebook Cover Photos
This post provides detailed and richly illustrated examples of five ways to drive conversions using Facebook cover photos, such as promoting a Facebook Page Tab, getting more “Likes,” or promoting gated content such as a white paper–though the post does point out that “it is not easy to fit content like ebooks and infographics inside of a Tab.”
Facebook Reduces Cover Image Restrictions by v3 Integrated Marketing
Shelly Kramer says that “the latest (Facebook changes) might just make your day. The site has quietly removed the majority of its cover image restrictions, making it easier for brands and businesses to use this valuable visual real estate to promote things like sales, events and the Facebook page itself.” She then details what elements brands are now permitted to use in cover images, including “Calls to action such as ‘Buy now,’ ‘Tell your friends,’ ‘Contact us,’ etc..”
How to Effectively Use CTAs on Your Brands Facebook Page Cover Photo by Ignite Social Media
Building on Shelly’s post above, Ross Wilson delves into the use of calls to action on Facebook page cover photos, offering six tips for writing a compelling CTA (such as “Front load them with subjects and verbs. With only 20 percent content allowed in your cover photo, your CTA will be approximately the length of a tweet”) and following up with a handful of illuminating real-world examples.
Best Guides to Facebook Graph Search
Jim Dougherty (one more time) showcases a nine-step “cheat sheet” for optimizing a page for graph search, from the basics like choosing the right category and making sure your business address is listed correctly through posting and tagging photos and videos (“posting photos and videos and tagging your business page in them can improve Graph Search rankings”).
Introducing Graph Search: Help People Discover your Business by Facebook Studio
This brief post explains what Facebook Graph Search is, how it works, why it was developed, and how it will be rolled out. “With Graph Search, people can search the social graph by looking for things like ‘sushi restaurants that my friends have been to in Los Angeles,’ ‘hotels near the Eiffel Tower,’ or ‘TV shows my friends like.’”
Noting that “The way Graph Search works is simple … it filters our search results by what our friends and neighbors have previously liked and shared with us,” John Cockburn explains that while graph search by no means heralds the end of marketing on Facebook, it does make relevance even more vital and means “companies will now have to find the right mix of creativity and incentives as they battle for check-ins and likes to maintain relevancy in consumer search listings.”
There’s no question that B2B marketers have embraced social media. According to recent research, more than 80% of b2b marketers now use the “big 3″ social networks—LinkedIn, Twitter and Facebook—to distribute content.
But are these efforts paying off in terms of website traffic and leads? And if so, which social networks are most productive?
The short answers are “yes” and “LinkedIn and Twitter.” The longer answer, detailed below, is somewhat more nuanced.
There’s an old church skit called “No Deposit, No Return” which conveys the message that the results you can expect to achieve from any particular effort are generally commensurate with the effort that you put into it. In terms of B2B social media, almost any social network on which your prospective buyers are present can produce results; but some are clearly better than others, and regardless of the site, the level of results will reflect the efforts expended there on building and engaging with your following.
The figures here are based on a small, but presumably representative sample of 10 B2B technology websites. The overall results—that social media drives 1.1% of B2B commercial website traffic and 7% of leads—correlate fairly well with the 1.9% and 5% figures, respectively, reported by eMarketer earlier this year.
How much traffic do social networks drive to B2B websites?
That depends on what type of B2B website one is referring to. We looked at three different types of sites: pure B2B blogs, pure commercial sites, and “hybrid” sites that combined a blog with commercial content. The level of traffic driven by social media varies widely across these different site types. Across these sites, social media accounted for roughly 5% of traffic on average, compared to 39% from organic search, as reported in a previous study.
Not surprisingly, social media drives a much larger proportion of traffic to blogs (nearly 17%) than to purely commercial B2B websites (1.1%). The “most social” blog in this group derived nearly 24% of it’s total visits from social; the highest figure for a commercial site was just 3.2%.
Also likely not a surprise, the “big 3″ social networks drove a disproportionately large share of all social traffic. Smaller social networks and content curation sites like Scoop.it and StumbleUpon are somewhat effective for driving blog or hybrid site traffic, but essentially worthless for commercial sites.
Which social media sites drive the most B2B website traffic?
Drilling down into the social traffic segment specifically, the dominance of the big 3 is even more evident, as these sites combined account for 90% of all social traffic. LinkedIn alone accounts for more than half of all social B2B website visits, and Twitter nearly a third.
What is perhaps surprising though is that more than 20 different social sites drove at least some B2B website visits. This suggests that while few B2B marketers can afford to spread their efforts (effectively, at least) too broadly across social networks, some experimentation at the least is in order well beyond the big 3.
Which social sites are most effective for B2B lead generation?
While this data set was too limited to supply precise figures, in general LinkedIn produced the largest number of leads across sites, followed by Twitter, with Facebook and YouTube also in the mix.
However, for commercial B2B sites that maintained separate blogs, categorizing blog leads as “social” made the figures significant. Across these sites, social media (blogs—the company’s own and others—plus social networks) accounted on average for 7% of all leads. And while the figures varied considerably among sites, blog-driven traffic generally converted at significantly higher rates than visits from all other sources as a group.
The bottom line:
- • B2B marketers first need to focus social presence efforts on LinkedIn and Twitter.
- • Its vital to maintain a presence on Facebook just due to the size of the network; results are generally less than with other sites, though there are B2B Facebook success stories out there.
- • Finally, experiment selectively with other social sites–but don’t spread efforts too thinly.
Guest post by Megan Totka.
The benefits of social media are clear: huge outreach, easy to use, low cost and (assumed) high ROI, not to mention a wide variety of options. In no way would I recommend anyone stop using social media as a marketing tool. In fact, I’m a huge advocate of it. But after months or even years of use, you will likely learn, there are a lot of things to hate about these websites; that even though it’s become an essential marketing channel, social media still sucks. There are plenty of posts about Facebook rants as well. These things can sap the life from you if you aren’t careful. Be sure to be aware of these bad qualities so your business can still make the most of this marketing phenomenon. Here are five things I dislike about social media and how to overcome them:
- The grammar, typos and autocorrect errors. Everyone is in a rush these days. “I love you” suddenly becomes “I luv u.” There are shortcuts for everything. LOL, TTYL, BRB… I could go on 4evr. Grammar goes out the window when users are squeezing their message into 140 characters. Typos are a normal occurrence since many messages are posted quickly without being double checked for errors. And with smart phones becoming the standard, autocorrect has become the new typo. You spell a word wrong and you can blame it on autocorrect. Or if your thumbs are just going at it too fast, who knows what your message will end up looking like. For businesses, I’d encourage you to treat your Facebook statuses and Tweets just like you would print ads. Give them a second glance and make sure your writing is up to par. Try to use a laptop or desktop if possible. Phones simply make it too easy to make mistakes. If you want followers to take you seriously then you don’t want them to see you as another one of their lazy buddies.
- The minimal shelf life. If you have a sale or promotion going on at your business, one post about it just won’t cut it. What you post on Monday morning is long gone by Tuesday. Social media has a multimillion user reach, but for each individual update, the reach is short lived. To overcome this, businesses need to be consistent with posts and updates. If you are running a sale for the week, make sure your followers know. Make each post a little different and make it fun. Don’t overdo it though; I wouldn’t recommend more than two of the same topic posts in the same day.
- The lack of control over the software. Let’s face it, social media changes at the drop of a hat. The minute you get used to a forum and style, it gets changed. There is nothing you can really do to prevent this because you don’t own the software. To prepare though, keep your marketing strategy simple. Do not rely on posting an update in an exact way, shape or form but instead just plan on what you will say and when. Do not plan too far ahead, so if there is a change, there is only a one or two week transition to your new plan.
- The overkill. Personal users of social media talk about everything. Moms post about being thrown up on and every milestone their child reaches. Students post about drinking too much, sleeping in and college sports. Men post about cars, electronics, guns and politics. And nearly everyone seems to post abundantly about what they are eating or what they are doing all day long.If you are a business, post only about your business.If you are a small business owner and you have a basic fan page versus a huge sponsored costly Facebook business page, it may be tempting to mix your business with personal. “Little Sophie had a big diaper explosion so I’m behind on custom necklace orders this morning. Sorry ladies!” In a sense, you want your followers to know you are human but bringing your kids into it, especially with something that’s way TMI (see I did it…) is not acceptable. It’s not professional and enough gross excuses will have your readers running.
- It’s transparent. The worst thing about social media is the ability for an individual to be anyone they want. One user can have five profiles if they really wanted. ROI cannot be determined because of this. There’s a systematic approach to knowing how many people read each of your posts, follow you or like your page but this does not tell you how much money you are making based on the time you spend on social media. This is one of the biggest complaints businesses have about social media. Facebook has a pages app that helps businesses in this respect but it still has the loophole of not knowing how many of those “reaches” belong to an individual person rather than the same person 100 times. Keep this in mind before putting a lot of money into your social media marketing, especially if you need to know accurate figures for ROI.
What do you think? What are your least favorite qualities about social media websites or marketing using them?
Megan Totka is the Chief Editor for ChamberofCommerce.com. Browse the local business directory by state and city to find a local business near you.