Archive for the ‘Facebook’ Category

24 Extraordinary Facebook Guides, Tips and Rants

Tuesday, April 21st, 2015

Facebook remains the undisputed Goliath of social networks. It offers marketers  creative flexibility and sophisticated targeting options.

Yet with recent changes including prohibition of “like-gating” and dramatically decreased organic reach, some brands are questioning the value  of the platform.

Cost to reach 1000 people on Facebook

Image credit: Moz

How can marketers best respond to the loss of organic exposure? What Facebook marketing tactics are most effective today? Which page apps are most helpful? What are the best tools and tactics for Facebook advertising? Or is  the best course of action to focus more on other platforms?

Find the answers to those questions and more here in two dozen of the best Facebook marketing guides, tips, and rants of the past year.

Facebook Marketing Guides and Tips

8 Brilliant Facebook Marketing Tactics to Use Right Now by Social Media Today

Betsy KentBetsy Kent explains how to use some lesser-known Facebook marketing tactics such as copying and pasting a post to use elsewhere by clicking on the timestamp and getting the URL (“Now you can repost on other Social Media sites [such as LinkedIn] or shorten the URL and use it on Twitter”), and determining the best time of day to post by looking at your Facebook Insights.

The End of the Facebook Like-Gate Era: What Marketers Need To Know by V3 Integrated Marketing

Shelly KrammerShelly Kramer lists several of the most common “like-gating” tactics no longer allowed by Facebook (including offers to free access to special content in exchange for a “like,” sweepstakes or contests, giveaways, or polls where visitors have to “like” your page in order to vote), and provides guidance on what to do in place of these now-banned activities.

Essential Facebook Marketing Resources: A Complete Guide by Social Media Examiner

Lisa D.  JenkinsWant to learn how to market your brand on Facebook? Lisa D. Jenkins here collects more than three dozen categorized resources to help everyone from newbies to experienced Facebook marketers up their games. The articles are grouped into categories including getting buy-in, marketing with your personal profile, creating a Facebok business page, using Facebook’s tools, running contests, and understanding Facebook advertising.

Organic Reach on Facebook: Your Questions Answered by Facebook for Business

Brian BolandFacebook’s Brian Boland contends that organic reach is not “dropping because Facebook is trying to make more money,” but rather because 1) there is now much more content being shared on Facebook, and 2) Facebook has responded by changing the way News Feed works—using “thousands of factors relative to each person” in order to surface the most valuable and engaging content for each user.

Infographic: How to Get More Facebook Likes by leaderswest Digital Marketing Journal

Jim DoughertyyJim Dougherty shares an infographic outlining several tactics for increasing page likes, such as using email: “Invite your email subscribers via email, provide them with a description and an incentive to like your page” (being careful not to violate the rules outlined by Shelly Kramer above)…”According to HubSpot, 80% of social media users like to connect with brands via Facebook.”

How to Compare Your Facebook Page With the Competition by Social Media Examiner

Ian ClearyFrequent best-of honoree Ian Cleary reviews five tools “to help you compare your Facebook Page against competitors and identify tactics to help you improve your Facebook marketing,” including Fanpage Karma, a freemium tool that provides a wealth of competitive Facebook stats like fans, growth, ad value, response rate, post interaction, and page performance (which “is calculated using a combination of the growth of fans and engagement and is scored out of 100”).

What 11 Experts Are Saying About Facebook Marketing by Louder Online

Aaron AgiiusAaron Agius shares tips on how to get more out of your Facebook marketing efforts from top experts including JD Lasica (“To attract customers and generate sales, you first have to show customers that you aren’t just interested in selling them something. You have to build that trust”…[so, for example] “Highlight your vendors’ successes and talk about good customers. Stick with JD’s rule of thumb above-4:1 status to promo ratio [and] focus on providing value”) and the brilliant Mari Smith, who explains why and how to post effectively outside of regular business hours.

A four-step antidote for declining Facebook reach by Ragan’s PR Daily

Mairead RidgeMairead Ridge offers practical tips illustrated by an accompanying infographic “to help you reclaim your brand’s digital reach lost to Facebook’s changing algorithm.” Among the recommendations here: test a variety of content types (“Monitor the differing engagement levels of status updates, photos, videos, and links”), share links, and diversify your channels (e.g., “Create Web versions of your emails, and include ‘share’ buttons”).

How to Make Your Facebook Marketing Work for B2B by Social Media Examiner

Ben Harper details four tips to help maximize results from Facebook marketing, such as creating and curating thoughtful content: “When you understand how your B2B audience reacts to content on Facebook, you can start creating content they want to share—the kind of content that lets them reinforce their own interests and expertise.”

Guides and Tips for Facebook Pages and Apps

New Facebook page layout: 18 things you need to know by Agora Pulse

Richard BeesonRichard Beeson steps through 18 key page layout changes implemented by Facebook in the summer of 2014, among them three changes to the ways apps are displayed (“Apps tabs are still present on your page, but they are below the fold…All apps are still in the top menu, but hidden behind the ‘more’ dropdown…[and] You can have one app featured on the main menu, above the fold, but only one, and no sexy visuals here”). He explains the details behind and ramifcations of each change.

The new layout for Facebook brand Pages: what you need to do by Smart Insights

Marie PageWhile the post above focused on what was changed, this article from Marie Page details four areas in which marketers should make changes (or at least check to be sure all is still working) in response to Facebook’s page layout changes. For example, with regard to your Facebook page cover image, “Although the dimensions of your cover image are still fine, you may well find that content is now hidden by some of the new features.” She shows how elements can be rearranged to take advantage of this modification.

15 Types of Facebook Apps to Enhance Your Facebook Page by Social Media Examiner

Andrea VahlNoting that “Facebook apps let you customize your Facebook page in many ways,” Andrea Vahl shares “15 ways Facebook apps can enhance and customize your Facebook page.” Among her categories of useful apps are custom tab apps (“you can use them to create so many different things. For example, you could include an image, a restaurant menu, a video, and an opt-in form on a single custom tab to basically install a mini-website on Facebook”), email capture forms, blog / RSS feed apps, and job listing apps.

Facebook Advertising Guides and Tips

15 Ways to Optimize Your Facebook Ads by Social Media Examiner

Rocco BaldassarreRocco Alberto Baldassarre details 15 techniques for getting better performance and ROI from Facebook ads, among them keeping mobile and desktop ads separate; installing a conversion pixel (with instructions on how to do this); and testing bidding strategies (“Test different bidding methods to find out what reduces the cost per conversion but still gets enough volume. I recommend starting with CPC and conversion optimizer”).

Facebook Getting Closer to Being an Entirely Paid Media Site for Brands? by Strut Marketing

Steve GoldnerYes, everyone knows that organic reach has been greatly diminished for brands on Facebook, but what’s really behind this? Steve Goldner speculates that there are several reasons (including Wall Street pressure), but believes “If you lump all of the issues together, the key fact that emerges is that most Facebook users are turned off by brand interruption in their social platform.” He explains four important impacts of these changes on how you should approach social media marketing.

Here’s What Happens When Facebook Advertising Fails by KISSmetrics

Sherice JacobExpanding on Steve Goldner’s post above, Sherice Jacob observes with regard to diminished organic reach that “The brand wants the viewers’ eyeballs, the viewer wants the brand to give them something more relevant.” She then offers three approaches designed to please both sides, incuding link posts: she cites recent research which found that “of posts made by fifteen different major brands, text-based updates dropped 65%, video and photo-based updates stayed about the same, and link-based posts jumped 30%.”

How to Use Facebook Ads for Content Marketing: The Ultimate Guide by Content Marketing Institute

James SchererNoting that “Successful content marketing isn’t always just about the content. Sometimes the marketing aspect (i.e., WPO) needs to take center stage,” James Scherer points out that Facebook ads remain “one of the cheapest ways to increase brand awareness” and details how Facebook ads work, how Facebook’s ad auction works, how to use Facebook’s targeting options, how to generate leads from your content, and how to retarget lost readers.

How To Knock 70% Off Your Facebook CPA by Moz

Ben Harper (again) details how a three-step process combining data insight, smarter targeting, and aggressive optimization can lead to as much as “70% reductions in CPA through Facebook adverts.” The process begins with a data phase in order “to gain a deep audience understanding so that you can more effectively target your campaigns. By drawing out audience insight, you can identify where your audience are active, and identify lower competition targeting segments.”

3 Facebook Advertising Tools That will Save You Significant Time and Money by RazorSocial

Amanda WebbGuest author Amanda Webb reviews three useful Facebook ad tools (two of which are free), explaining how each works; for example, Social Stats “assesses how much you should spend on your advertising campaign, depending on the size of your audience…When you are planning a Facebook advertising campaign, one of the hardest questions to answer is how much should you spend, and there is no simple answer to this. If you are very specific with your targeting, a little can go a long way.”

9 Facebook hacks that will blow your mind by iMedia Connection

David ZaleskiDavid Zaleski explains how to use several interesting capabilities of Facebook many users may not be aware of, such as how to embed a Facebook post onto your website (also noting that “Visitors can also like your page right from the embedded post”), how to use Facebook Insights to determine the best times to post (based on when your fans are online), and how to track the level of “like” activity on competitor or friend pages.

Easier, More Effective Ways to Reach the Right People on Facebook by Facebook for Business

This post explains how to use four main targeting types: location, demographic, interests and behaviors—plus Partner Categories in the U.S.—to target Facebook ads more effectively. Within location, for example, “you can build campaigns around any combination of geographies: country and city (France and London), country and state (Canada and New York), state and city (California and Las Vegas), state and ZIP code (US only), etc. It’s also easier to exclude certain areas  i.e., New York City, except 11211, or the UK, excluding Cambridge.”

Why Every Business Should Spend at Least $1 per Day on Facebook Ads by Moz

Brian CarterBrian Carter calls Facebook Ads “the biggest marketing opportunity ever,” based on their exposure potential (“they can reach as many people or more people as radio or TV, and in whatever country”), sophisticated targeting options, and low cost. While the economic of Facebook ads have changed a bit since this post was written, the essential points still hold.

And Finally…Not Fans of Facebook

‘Facebook Zero’: The End Of Social Media Engagement by The Holmes Report

Arun-SudhamanArun Sudhaman analyzes the changes to organic reach implemented by Facebook in the spring of 2014, reporting on research showing “marketers can now reach just 6% of their fans via organic reach, a decline of 49% from last October’s peak” (and the situation’s gotten no better since then). He quotes Forrester that “Facebook has abandoned social marketing” in favor of an ad-driven model, and notes Ogilvy is now “encouraging clients to look more closely at other social networks, particularly Twitter and Instagram and, for B2B players, LinkedIn.”

Why You Should Forget Facebook by LinkedIn Pulse

Jeff BullasJeff Bullas (who knows a thing or two about social media) quantifies the drop in organic reach on Facebook, and points out that brands like Jack Daniels, Southern Comfort, and Charity Engine are either quitting Facebook or focusing more on other content and social channels. He then outlines “two key strategies that you can pursue” in response to Facebook’s declining reach, and three tactics for earning free traffic outside of Facebook.

Is Facebook afraid of its future? by iMedia Connection

Brian Easter“Facebook has been making headlines for all the wrong reasons lately,” according to Brian Easter. He speculates about the motives behind the giant social network’s recent moves, and wonders if the company’s leadership will find their higher purpose, or if instead of “trying to build a great company, Facebook leadership decided to monetize everything they could, in every way they could, before they join AOL and MySpace as ‘has been’ tech giants?”

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Why More Members, Money, and Ads Don’t Always Mean More Success: A B2B Marketer’s Survival Guide

Tuesday, August 26th, 2014

Guest post by Ariel Applbaum.

Historical Lessons

B2B marketing lessons from Facebook and MySpaceThere is an old adage that says “those who do not learn from history are doomed to repeat it.” So the question is–are there things that today’s B2B marketers can learn from history, specifically, the tremendous success of Facebook and the rise, fall and possible resurrection of Myspace?

My answer is certainly–yes! This question is particularly compelling today as we see Facebook set new records in terms of users, market valuation and revenue growth and wait with anticipation to see if Myspace can reinvent itself after conceding its market leadership position in social networking back in 2008. How can the respective histories and behaviors of these two companies inform the best practices for B2B marketers?

Background on the two social media sites

From its founding, Myspace took off like a rocket ship while Facebook had a much slower ascension from launch. The two companies were created six months apart; Myspace was founded in August 2003 and by July 2005 was bought by News Corp for 580 million dollars. In contrast, Facebook was founded in February 2004 and only took in its first outside funding of 12.7 million dollars from Accel Partners in May 2005.

In 2006, Myspace was the most visited U.S. social web site, surpassing Google in site visits. Myspace’s dominance would not last though. In 2008, Facebook surpassed Myspace in number of unique worldwide visitors and one year later claimed that title as well in the U.S. Myspace’s user base decline resulted in a tremendous loss in valuation; in fact, News Corp sold substantially all of its Myspace ownership in May 2011 for a rumored 35 million dollars.

Lessons

The differences in the birth, development, nurturing, growth and monetization of these two companies go a long way in explaining the reversal in their fortunes and the sustainability of their successes.  These differences can and should provide valuable lessons for B2B marketers. These lessons include three main points: market to those of greatest relevance; create an atmosphere conducive to experimentation, new idea generation, & creativity; maintain relevance; and avoid rigid corporate structures.

A bigger user base is not always better

Myspace was created by Tom Anderson and Chris DeWolfe, two former employees of internet marketing company eUniverse. They had both been users of Friendster, which was initially a social networking service intended to maintain contacts and share online content and media. The Myspace founders saw both the potential of social networks and ways to improve on the Friendster offering and experience.

Myspace jump-started its subscriber base when they held a contest to see which eUniverse employees, who were the initial Myspace users, could sign up the largest number of users to the new Myspace website. This incentivized quantity over quality. Anderson and DeWolfe contacted 20 Million eUniverse users. Because of their campaign, thousands of users signed up for Myspace, and Anderson and DeWolfe began focusing exclusively on growing the social network.

But these users were not necessarily interconnected. Because those who signed up for Myspace did not know one another or had no reason to meet, then there was no ongoing incentive to use the website. What the Myspace founders and eUniverse CEO did not understand was that the most appealing aspect of a social network is that friends can connect or reconnect or share anything from photographs to experiences to news.

The importance of the Network Effect

Facebook, by contrast, started out as a social media outlet for Harvard. While Facebook started out with a far smaller prospective pool of users, specifically only 27,000 students, they all had reason to be interested in one another, thus creating an engaged and devoted user base. Because of the relevance, satisfaction and engagement with Facebook, users recommended it to their friends and other college students, creating a massive network of similarly aged, highly connected people with mutual interests.

This created a virtuous network effect which further increased Facebook’s relevance for its users. The takeaway lesson for marketers is that while it is important to get the word out, unless you are reaching qualified leads, it does you no good. Don’t send emails to everyone in your address book, rather, choose your recipients carefully. Don’t spray and pray.  Choose the right market and create a strong connection and relevance to it; otherwise, you might have a lot of misleading nibbles but no fruitful bites. It is important to segment your data and your customers to better understand and access useful people who will find you useful.

Make customers happy before you worry about money

While Myspace probably thought it hit the jackpot with its 580 million dollar sale to News Corp, the sale might have actually been the seed of its downfall. Startups often focus on quality of product and a strong user base before monetization. While Myspace was still in startup mode when acquired, its high acquisition price and obligation to a public company created immense pressure to hit quarterly targets. It hastened the monetization process, which led to over-advertising and increased focus on making money, as opposed to focus on making the customer happy or the product better.

Due to the pressure to hit numbers and the fear of underperforming, Myspace was not as receptive to innovation or user input. Tinkering with the model, platform, or product would have led the company to new and unknown territory with customers, and Myspace couldn’t run experiments that didn’t predict sufficient user growth or enhanced profits.

In addition to putting pressure on Myspace to perform, News Corp designed a rigid business plan for Myspace, which hindered it from being more focused on enhancing user experience and satisfaction and slowing willingness to adapt and change.

Facebook, on the other hand, kept its ear to the ground, listened to user input and adapted accordingly. In fact, Facebook actively chose not to take the big payout and focused on developing its product. In 2006, Facebook turned down two large offers, the first from Viacom for 750 million dollars and the second from Yahoo at one billion dollars. Facebook has never been boring. If anything, people complain about too many new features and too many updates.

The lesson for marketers is that it is important to maintain flexibility and willingness to adapt and change and remain interesting and relevant. Listen to user input and feedback and don’t be afraid to change what you are doing.  Your business plan can project 300 percent returns over one year, but that doesn’t do you much good if customers and prospects lose interest in your offering. Focus less on making money and more on making your customers happy–money usually follows.

The importance of targeted ads

Myspace was rolling in the dough–earning 800 million dollars in revenue in 2008. If you ever used Myspace back then, you would remember the amount of advertisements on your screen. However, they were more ad than content. The advertising was not interesting, or applicable, and hence would be very annoying.

Facebook, on the other hand, played the advertising game right, as it uses the information it has about you to create relevant and targeted ads.  Facebook targets ads based on your profile, your likes, and information it gets about you from your Facebook friends. Generally, Facebook knows your age, location, education, relationship status, and more; Facebook would not push an ad to 18-25 year old males about the newest and hottest bras from Victoria’s Secret or Estee Lauder make-up, but rather, ads for the newest Michael Jordan sneakers would appear.

Facebook made it a priority to run directed, interesting, and relevant ads in appropriate quantities. Facebook has paid attention to how many ads get pushed to users without annoying them. One Facebook rep was quoted in an Edgerank Checker post in October 2012, saying, “we’re continually optimizing newsfeed to ensure the most relevant experience for our users.”

It is of the utmost importance as a B2B marketer to target the right people in the right quantities. It is not enough to have tons of ads on high traffic websites; you have to reach the right people on the right websites about the right subjects. To be successful, design your ads to be suitable to the people you want to be reading them, and put them in the right places for the right people.

Example of bad MySpace ads

An image of Myspace inbox screen with advertising ranging from a spammy new scientific way to lose weight and free credit reports, to sour candy

Continued success and an attempt to rejuvenate

Facebook went public in May 2012 at a then record valuation of 104 billion dollars. After some minor hiccups at the start, it now trades at a 220 billion dollar valuation. This past quarter alone the company’s revenue grew around 61 percent to nearly 3 billion dollars. The company now has over 1.4 billion users.

In late 2013, Myspace users numbered approximately 36 million–less than half the number of unique users Myspace had at its peak in Late 2008. Necessity, rather than creative destruction, recently forced Myspace to reinvent itself into a social entertainment website when it was jointly purchased from News Corp for $35 million dollars by Specific Media and Justin Timberlake. They have revamped Myspace into a music sharing website which they hope will have value and relevance to producers, artists and even casual listeners.

While the original Myspace had an element of music sharing, the current strategy clearly is a re-visioning of the company. Although too early to deem the strategy successful, the company seems to be headed in the right direction.

Myspace’s story and history illustrates the importance of admitting failure and moving on by learning from past mistakes and being willing to let go of old ideas. Vinod Khosla, a successful and well-known Silicon Valley entrepreneur, has been quoted as saying, “Most entrepreneurs–good entrepreneurs–are just not afraid to fail… the ability to think outside the box is the Silicon Valley mindset.”

For B2B marketers, it is important to remember if a specific campaign, article or eBook does not succeed, or even gets negative feedback, and to learn from that failure or feedback and respond accordingly.

About the author: Ariel Applbaum is a Content Marketing Specialist at Radius, the data company that’s engineering decision science for B2B marketers. Ariel is studying entrepreneurship at Washington University in St. Louis. At Radius, he’s focused on building a community of innovative marketers through content partnerships.

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The Future of Digital Marketing According to the Giants

Tuesday, July 15th, 2014

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.

How Google, Facebook, Yahoo and Sony are changing the future of digital marketingThough 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+.

 

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Search and Social Lessons from the Zenith Social Media Marketing Conference

Tuesday, June 10th, 2014

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.

Rethink Your Social Promotion Strategy

They also advised that marketers set SMART goals, and presented a selection of best practices for advertising on popular social networks:

Set SMART marketing goals

Facebook analytics best practices

Twitter Analytics best practices

Choosing which social networks to focus on

 

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.

How to really think about SEO in 2014

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.”

Zenith 2014 breaking bad with twitter session by lisa grimm and lisa buyer from Lisa Buyer

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.

 

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21 Fantastic Facebook Marketing Guides

Tuesday, April 8th, 2014

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.

Markets Have Mixed Emotions About FacebookOn 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

5 Painfully Obvious But Extremely Effective Facebook Tactics Nobody Told You About by unbouce

Stefanie-GrieserWriting 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

Gary SchirrPondering 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 DoughertyJim 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!

37 of the Best Facebook Page Apps for Brand Marketing by Pamorama

Pam DyerWriting 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 HubbardDrew 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-SchambergerKaty 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 CooperBelle 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

Sunita BidduExplaining 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

Jason MillerWriting 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 LaffertyJustin 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).

The Complete Guide to Getting Started with Facebook Ads by buffer

Amanda DeSilvestroAmanda 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 FoxwellAndrew 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?

How to Setup Facebook Conversion Tracking and Why It Matters by SteamFeed

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

Leah LeskoConfused 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

5 Ways to Turn your Facebook Cover Photo into a Call-to-Action that Converts by Wishpond

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 KramerShelly 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

Infographic: How to optimize your business Page for Graph Search by leaderswest

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.'”

Social Media: Why Facebook’s new Graph Search will change social media marketing by MarketingSherpa

John CockburnNoting 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.”

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