Category Archives: Facebook

What can advertisers learn from Facebook’s Cross Device Reporting?

FacebookbuildingFacebook has recently announced a cross device tracking tool. This will allow advertisers to see their user’s journey to purchase as they move between devices.

Facebook is in a unique position as a publisher – in North America alone at least 50% of internet users are on Facebook and, if they own two or more devices, chances are they will log on to the service on every device they own.

In 2013 85% of smartphone owners used the Facebook app. This is an important product for Facebook, what then can advertisers learn from this latest release?

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New Facebook RHS ad proves bigger is better

facebook buyAt the end of June Facebook started rolling out its new bigger right hand side (RHS) ad size boasting that, in tests, it increased engagement by up to three times. Up to three times increase might be a bit generous, but performance on US retail campaigns on RHS has definitely improved with the change in size.

Across all Struq US retail campaigns click through rate (CTR) saw an increase of 32% and post click return on investment (PC ROI) an increase of 12%. Two major retailers saw a rise of over 70% in CTR and two others an upturn of over 100% for RHS PC ROI. Read More »

Do Facebook likes still matter?

Organic reach on Facebook is declining.FacebooklikePoster

It’s been the discussion point for marketers using social media since the beginning of the year and by now you’re probably familiar with the issue.

If you’re not, here’s a quick catch-up for you: organic reach on Facebook (the number of people who see your content with no advertising) has dropped to just 6%. That means of those 10,000 Facebook fans on your page that you’ve spent all this time collecting, only 600 of them on average will see what you post. To reach the rest of them, you’ll need to advertise and promote your content. Facebook organic reach is expected to fall further and many analysts are predicting it will be almost zero by the end of the year. This means no one will see your content unless you pay to promote it.

To me, this raises a big question… Read More »

7 tips to protect your brand’s social channels

TheartofsociallisteningA day doesn’t go by without a story about a well-known company grappling with the reputational fallout of an offensive comment or image appearing on its Facebook page or Twitter stream. Sometimes the damage happens as a result of an inadvertent tweet by a member of the company’s own social or community management team. (Think US Airways.)

But far and away the greatest risk to a company’s brand originates from external, consumer-generated posts that range from physical threats and extreme profanity, to racism or religious intolerance.

As companies grow their social media followings, the challenge of maintaining vibrant social communities that accrue positivity to their brands also grows.

Here are seven practical tips for getting and staying ahead of your social media detractors:

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5 ways LinkedIn beats Facebook for B2B marketing

1400 x 425There appears to be a very ill-informed debate about whether LinkedIn or Facebook is better for B2B marketing. To me it’s a no brainer, LinkedIn wins every time. Why bother wasting time on facebook when it won’t work for you?

Here are five reasons LinkedIn beats Facebook for B2B marketing:

 

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It may be right. It may be good. But is it interesting?

Interest by Simon CunninghamDavid Ogilvy said this about advertising:

‘You can’t bore people into buying your product, you can only interest them into buying it.’

Here is the same mantra with the key word underlined by me:

‘You can’t bore people into buying your product, you can only interest them into buying it.’

As my advertising career began with Ogilvy, I have been interested in ‘interesting’ for a very long time.

In today’s world, is advertising interesting?

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Is Facebook’s ‘buy’ button the answer to marketers prayers?

facebook buy

Both Facebook and Twitter have recently announced separate e-commerce plays which will make it easier to shop online using their services. Facebook has declared they are testing a ‘buy’ button, while Twitter has acquired payment startup CardSpring.

It’s a step by both to help brands deliver a ‘last click’ which can only be a good thing as social media companies progress with their push towards improved monetisation. Nevertheless it’s come at a time when marketers are increasingly embracing social content on their digital properties and moving away from engaging with consumers inside a social network.

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Our ‘complicated’ relationship with Facebook continues

99 days of freedomAs the ‘Facebook is invading our lives’ saga continues, new backlash campaigns are springing up to react. A Dutch movement called ‘99 Days of Freedom’ is a counter experiment that looks at what the impact could be on our moods if we left the social network altogether.

Already in the last week, 26,015 people have joined in. The campaign encourages users to join the 99 days of freedom experiment, boasting that it only takes a few minutes to join, yet saves the average user 1,683 minutes – which totals up to well over 28 hours of freedom. The non-profit will contact users after 33, 66 and 99 days to monitor users’ moods. Read More »

#FacebookExperiment – was it all just a storm in a teacup?

tea cupAs the dust of the now infamous #FacebookExperiment begins to settle, we wonder what have we learnt? The experiment, which left some users renouncing their profiles and put the social media giant under investigation, has been described as everything from an important practice to an Orwellian nightmare – so let’s take a step back and look at the bigger picture.

For a week in 2012, Facebook conducted an experiment to analyse the site’s emotional impact on its users. A collective of researchers, in conjunction with Cornell University and The University of California, San Francisco, varied the tone of some 700,000 of its users’ newsfeeds to see whether reducing positive or negative content would emotionally affect users or alter posting behaviour. Read More »

Sharing Mom’s last days on Facebook

holding handsOften I’d walk over to my childhood friend’s large sprawling house at the edge of an American cul-de-sac on Long Island, and knock on the big, old door, getting an answer from my childhood friend’s grandmother.

Kim Sheridan-Dugmore’s grandmother, Muriel “Mom” Patricia (Sanchez) Ziegler was the matriarch of the place, a home for several generations. It was a home of fun, creativity and laughter, all fuel for Kim’s grandmother, who I remember never, ever, lost her patience, shouted, or made her extended family and guests feel uncomfortable. When I first met Mom in the 1970s I remember her smile and her beautiful big blue eyes, so when those same sparkling eyes appeared at me again, at age 98, from Kim’s status updates on Facebook, I took notice immediately. Read More »