Posts Tagged ‘facebook marketing’
Looks like Google+ is about to take things to a more personal level. Unlike Facebook, Google+ plans to differentiate contacts between: real friends, acquaintances, work people and few other categories. This division is based on the idea that sometimes people simply don’t feel like sharing certain feelings with all their contacts, but maybe just with close friends or maybe to people from work.
Google+ wants to make you “feel like you’re connected to a group of people, like you’re part of something”. That “something” wants to be much more narrow and personal than the “Friends” list from Facebook.
What’s your opinion? Will Google+ be a threat to Facebook?
Facebook matches advertisers to users based on users’ interests, activities, favorites, their job titles, as well as the names of the groups they belong to and the pages they are fans of. That’s a lot of information, and Facebook is still a place where more often than not people are willing to share an unbelievable wealth of personal stuff with their Friends and the Facebook Corporation. From a marketer’s perspective, Facebook can offer profound insights into the personalities and circumstances of one’s target audience. As a gathering place on the Internet, Facebook’s communities and the community demographics developed therein can give marketers surgical precision as they find an arena for their ads.
To begin his talk at SES Toronto, Marty Weintraub identified three classes of Facebook targeting tactics that every Facebook marketer ought to have at their disposal. Literal, competitive and inferred targeting should all inform a Facebook ad strategy. Let’s take a look at these three and summarize Weintraub’s discussion of them in more detail:
These are the most obvious connections a marketer can make. Selling lacrosse sticks to people who like “playing lacrosse” on Facebook would be an obvious starting point. Literal targeting aims to match ads that are semantically related to the interests of users on Facebook. Often a keyword appears both in the interests listed by users and in the ad itself. Literal targeting allows marketers a way into Facebook that is parallel to SEM efforts on search engines. The downside is that these clear relationships sometimes don’t exist and that they unlock only a fraction of community demographics’ potential. As a marketer, Facebook allows you to go deeper into the lives your audience than ever before. The question according to Mr. Weintraub is “how deep are you willing to go?”
Competitive targeting focuses on both the positive and negative Facebook presence of a brand’s competitors on Facebook. A competing brand’s fans on Facebook might be an effective place to market your superior goods. Explain the added value of your product in your ad, offer a deal, try to win people over to your side. Fans of brands that are vulnerable, either because of an inferior product, negative press coverage, a recall of some sort, whatever the vulnerability may be, present fertile ground for converts. Essentially, marketers should try to find ways to leverage competitor investments in organizing their followers on Facebook both for their own Facebook presence and against the competitors themselves.
Social media budgets often takes a backseat to search. After all, it’s easier to measure the ROI of search, so marketers see it as a safer bet.
First, it’s easier to tie SEO and PPC directly to sales than, say, tweets or Facebook likes. Second, search offers an element of intentional targeting: whereas social users log-on to socialize, search users are actively looking for something – and probably that much closer to a purchasing decisions.
But the social evolution of SEO has brought search and social closer together. Specifically, now that social signals impact rankings, marketers need to invest social as part of their SEO strategy.
After all, search engines look for these “social signals” because they want to show human beings the most relevant search results. And what better way to determine whether something is relevant to humans than by measuring how many other human beings have said that it’s relevant?
So now, you need more than just backlinks to rank. You also need tweets, likes, and other “votes” from social users to let search engines know that your brand is relevant.
Shareable Content 101
It’s one thing to place social buttons on all your pages. But if you want to get your content (e.g. product pages) tweeted, liked, and bookmarked, you need to understand what motivates user to do so. There are a number of reasons users share content, but they usually do so because it’s:
Depending on what vertical you’re in and what kind of products/services you sell, your content can probably be made to fill one of these roles.
More Facebook referrals and more search referrals stemming from Facebook
Did you know there are small adjustments you can make to your use of Facebook’s Like buttons/social plugins that can have an incredible impact on your traffic?
Facebook can provide a level of engagement between businesses and consumers that you simply didn’t see much before it was around. Naturally, as a result, Facebook has proven to be an indispensable marketing tool and driver of website traffic. Granted, the content has to be compelling, but you already know that.
Getting Traffic from Facebook
Danny Sullivan posted a slew of Facebook Like button/social plugin stats that came directly from Facebook itself. Here are a few of the stands-outs:
– The average media site integrated with Facebook has seen a 300% increase in referral traffic.
– Users coming to the NHL.com from Facebook spend 85% more time, read 90% more articles and watch 85% more videos than a non-connected user.
– ABCNews.com, Washington Post and The Huffington Post are said to have more than doubled their referral traffic from Facebook since adding social plugins.
– Levi’s saw a 40 times increase in referral traffic from Facebook after implementing the Like button in April 2010 and has maintained those levels since.
– Outdoor sporting goods retailer Giantnerd.com saw a 100% increase revenue from Facebook within two weeks of adding the Like button.
– American Eagle added the Like button next to every product on their site and found Facebook referred visitors spent an average of 57% more money than non-Facebook referred visitors
According to what Facebook told Sullivan, Like buttons get 3 – 5 times more clicks if versions that show thumbnails of friends are used, they allow people to add comments, they appear at both the top and the bottom of content, and they appear near visual content like videos or graphics. He looks at a specific example with Metacafe, which originally had a Like button at the bottom of its videos, but after adding one to the top in addition to it, tripled its number of daily likes and doubled its amount of referral traffic from Facebook.
That’s a pretty huge impact from such a simple adjustment.
Social media marketing has entered a new era. Brands are no longer content to simply experiment with a Facebook page and a Twitter account and “hope for the best.” With social media marketing budgets on the rise, marketers need their social campaigns to drive bottom-line sales, measurable brand benefit, and improved customer lifetime value.
The maturation of the social media space has created the need for simple, standardized measurement techniques that clearly show whether social campaigns are working to deliver real brand impact and actual sales. Unlike the online advertising industry, which has standardized on a few key metrics (CPC, CPA, and CPM), social media success measurement is still in its infancy and continues to suffer from a lack of common metrics standards.
Large brands are able to license powerful social media analytics software and hire agencies to help them measure social programs with accuracy. However, many smaller organizations are unsure of how to best measure their social marketing programs.
- What should we measure?
- How do we measure it?
- What does success look like?
- Out of the many numbers we could measure for social media, how do you determine which are the key metrics you should measure now and in the long term?
The answers to these questions are complex, but every company can get started with social media measurement by focusing on three simple metrics.
These metrics won’t tell you everything about the impact of your social media programs, but they will establish a low-cost, repeatable standard you can use to gauge success over time.
1. Total Online Community Size (sCRM)
Assuming your business has invested in a solid brand community presence on social media networks like Facebook, Twitter, YouTube, Flickr, and launched a few managed blogs, measuring the total active size of your social CRM program is the simplest key metric to regularly evaluate.
Absolute size isn’t as important as whether your program steadily growing over time. The sCRM metric offers insight into the value you’re creating for those communities, as well as size of the ‘captured audience’ that has granted you permission to receive regular messaging, deals, and content.
sCRM = #Facebook Fans + #Twitter Followers + #blog unique users + #YouTubeChannel subscribers + #all other registered managed community members
To do: Manually collect figures from key channels; calculate weekly or monthly; save figures in basic spreadsheet; produce sparkline graphs to depict trendline. Bonus points: calculate same numbers for top three competitors and compare monthly.
2. Monthly Referred Social Traffic to Site (sTraffic)
Many large brands use sophisticated social content sharing tools to exactly track social media link clicks, content pass-along, and other deeper metrics. However, you can start simple and focus on the total unique site traffic coming to your website from links shared through blogs, forums, and the key social networks. You can get this with a simple query through your Omniture, WebTrends, Google Analytics, or other website analytics tool.
sTraffic = monthly website Unique Users via Facebook, Twitter, YouTube, owned and 3rd party blogs, and forums
To do: Export absolute sTraffic # and % of total site traffic from your site analytics tool to a spreadsheet, then produce month-over-month sparkline graphs to depict trendlines.
Keying in on relationships with your friends on Facebook, Bing have added a new set of social features to search result pages, which include more Facebook likes inside individual listings to help you find the “best results.” However, Bing is including more than your friends’ likes. In a video overview of the new features, Bing director Stephan Weitz cites an extended result from STar Magazine, showing interior site links and recent articles liked by groups of people.
“It’s not just about your friends,” says Weitz. “It’s also about the power of the collective IQ Web.”
All in all, Bing is featuring over a half dozen new ways to share results and content. Bing wants to turn search into more of a conversation. Bing believes having a conversation with someone is the best way to make a decision. According to Weitz, eighty percent of online shoppers don’t make a purchase until they have asked someone about it.
Here’s a list of some of the new features you’ll find in the expanded social aspects of Bing search results:
Shared Shopping Lists
Start a conversation with a shopping list. Create a shopping list and share it with your friends on Facebook.
Improved Liked Results, Answers & Sites
Stories and other Web content your Facebook friends have liked with appear directly un deer search results. Bing shows the faces of up to three of your friends that like a search result or related Facebook page, offering a visual, virtual seal of approval from your trusted social network.
Facebook today is one of the most popular and effective social network sites available over the Internet. Facebook is supposed to be a genuine place for business class people to advertise and promote their products and/or services to the thousands of people at the same time. The popularity of the product of any business is rated by the number of followers or fans the product or webpage has. This can be done with the help of social marketing firm.
What does a social marketing agency do?
Lots of websites help you promote business and work as a social marketing agency which fulfils your business requirements and needs by providing you thousands of fans for your products. These agencies provide you with fans (targeted or non-targeted) and charge a very reasonable amount for it. The fans that they provide are mostly 100% genuine and consistent. These fans are regular and old users of Facebook and are actively involved with many other activities on the site so these regular routine of fans will have direct positive impact on your business.
Role of social marketing firm in business promotion
In today’s world, social media has established as the finest and most successful form of business promotion via advertisement around the world. Businessmen are not investing a good budget on online social media marketing. Fans page of the product decides the success rate of marketing of that product and thus, gets an excellent response right around the world. Social media advertising firm are the service provider of this social marketing. It provides you a genuine fans page for every new product.
Facebook is a more valuable source of traffic to top news sites than Twitter, according a Pew Research Center study released Monday.
The study looked at Nielsen data from the 25 news websites with the highest number of unique monthly visitors. About 35% to 40% of traffic to the sites came from links on other sites, as opposed to readers typing in a URL directly or clicking to another page on the same site.
Unsurprisingly, Google dominated this referral traffic. On average, the company’s search and news products accounted for about 30% of all clicks. But Facebook also referred a significant percentage of each site’s audience.
The Huffington Post was boosted the most by Facebook referrals, which accounted for 8% of its unique visitors. The New York Times derived 6% of its traffic from the social network.
“These percentages represent only a fraction of the traffic coming from Google,” says the study. “But they make Facebook an influential and probably growing force. As Nielsen’s numbers show, few domains affect audiences this much.”
For all its success at breaking news, Twitter did not have the same effect. The site with the highest percentage of traffic from Twitter, The Los Angeles Times, could only credit the micro-blogging platform with 3.53% of its traffic. Twitter referred a much smaller percentage of traffic to other sites in the study.
In 2010 Facebook grew from 337 million to 585 million users, and is not showing any sign of slowing down. Which means that almost 8 new registrations per second have occurred in the last year. Do you know how to tap into this every growing market of users?
Social marketing is a huge buzz word at the moment as more-and-more companies and marketers are looking for ways to tap into the huge audience that is seemingly available with Facebook. Have you looked into ways to drive traffic with Facebook Fanpages?
There are many ways to generate buzz with Facebook, and there are many companies that are doing just that including Coke, Starbucks and Oreo, just to name a few.
Here are three ways that you can do just that:
1. Make an informative page – Create information that is relevant to your audience so that you will keep them interested. Give them information that they cannot find elsewhere and you will find that more people not only visit your site, but they will start referring your page to their friends. The more you offer that is for them ( everyone has a whats-in-it-for-me perspective) the more buzz you will create
2. Be unique – With over 500 million people to reach out to, you can’t assume that they will be drawn to any old thing. Don’t just put up a fanpage for the sake of it – take some time and think about the content that you want to have on the page. Look at what others in your market / niche are doing, and try and do something similar, but with a new twist. Ensure that you are using the same sort of branding as you do in the rest of your marketing.
3. Create Fun – Competitions and giveaways always get people’s attention. By offering something for free you are generating interest – and in turn you will drive a ton of traffic.
Facebook is finally launching local Deals — a feature that will compete with Groupon‘s core product, not Foursquare’s — in five cities starting today.
The five communities in question are San Francisco, Austin, Dallas, Atlanta and San Diego. Facebook revealed to The New York Times that the local offers made to Deals users will be delivered via email and will also appear in users’ news feeds.
Any Facebook user can sign up for Deals notifications on the feature’s landing page now; users in the five test cities will be able to see and use Deals within a few hours of the writing of this post.
UPDATE: We’ve now got screenshots of the all-new Deals.
Facebook’s first local deals product was announced as part of Facebook’s overarching locations feature, Places. Mobile check-ins were linked to deals; in this way, Deals served as an incentive for Facebook users to integrate Facebook Places in their daily lives — and they were also an incentive for marketers and major brands to put more money into the Facebook platform. Facebook even briefly launched a page to let web users find these checkin-focused deals on the web.
However, the new Deals will be less like a Foursquare coupon awarded to the user after a checkin and more like a Groupon voucher, which means the user will buy a certificate for a certain good or service at a steep discount, typically half off its retail price, then redeem it later.
Examples of the new breed of Facebook Deals from brands include “unlimited bowling with six friends for an evening for $60 (75% off)” and “luxury winery tour and 25% off all wine purchases for $50.”