Facebook Marketing

6Jan

10 Digital Marketing Trends to Adapt in 2016

10 Digital Marketing Trends to Adapt in 2016

2015 has been a great year for the Digital Marketing industry. Now that 2016 is here, it is time that we gear up for the changes and adapt new marketing trends that we will see taking effect in this year.

1. Live Video streaming
Live video sharing is gaining popularity day-by-day. When Periscope began in April 2015, it reported 1 million subscriptions within 10 days of the launch of the product and later that year in the month of August hit the 10 million users mark. On the other hand, Facebook’s live-streaming function known as “Live” is in already featuring in Facebook’s Mentions app. Facebook bets that people are looking to live-stream, and as a user, even if you haven’t shared a video live, you must have definitely viewed a live video. That alone shows how even the biggest social media platform is making way for video streaming.

2. Video Marketing
YouTube alone has almost 34% of all people on the internet. The independent content creators are gaining popularity on YouTube. According to YouTube, creators have filmed and produced over 10,000 videos which have generated 1 billion views and over 70 million hours of watch time. Facebook’s auto-play function has been beneficial in grasping the attention of people. It has seen the number of video posts increase by 75% in 2015 alone. Therefore, spreading your message through an interactive video has a higher chance of gaining traction rather than just an image or a post.

3. Performance Marketing
Affiliates and Influencers are a great way of gaining followers. Mega Bloggers and industry experts have their own following and they mentioning a brand or product make an impression on their followers. Affiliate Marketing, has been tried by various brands in 2015 and have shown great results, thus, they are bound to increase in 2016, creating a whole new trend.

4. Employee Advocacy
With the increasing competition in on social media, reaching more people organically has become absolutely necessary. Having company employees spread the word personally on social media increases the reach of the company. Getting employees to share company updates on social media is an easier and cheaper way to reach a larger audiences. Not only is it cheaper and easier, but more reliable too as messages from employees are 6x more trustworthy. Employees become brand advocates and a higher rate of conversion can be expected. Increasing competition has opened up the gates for employee advocacy and will be in high demand in 2016.

5. Re-targeting
Reaching the existing clients is going to be absolutely essential. The millennial generation is not a very brand loyal generation. It is all about the shine and glamour that attracts the millennial generation. Although it is difficult to keep getting back the customers, re-targeting is going to be an integral part of the marketing strategy in 2016.

6. Live Chats
With the e-commerce industry booming, the personal touch with the consumers is somewhere lost in the mix. With the introduction to live chats on e-commerce websites, the personal touch will make a comeback in 2016. Not just the website, even on social media, when replying to people’s grievances, it must not be based on templates or standard messages. A lot of emphasis on human communication will be given in 2016.

7. Rich Media Pins
Social media slowly and subtly turning to be commercial platforms. With Pinterest growing the integration with top platforms such as IBM Commerce, Magento, Bigcommerce, Shopify, etc. creating rich pins is has become less of a hassle. With Facebook and Twitter introducing the buy buttons to their social media platforms; it is evident that the “BUY” button will be a hot thing in 2016. Besides, 35% of millennials said they were likely to use a Buy button on Facebook or social sharing platforms.

8. Organic Reach
One of the biggest challenges on search and social media is reaching the customers organically. Facebook’s aim to create the most interesting stream of content has made it easy for people to categorize the news they like to view but at the same time has increased the task of the marketers to reach customers organically. Therefore creating personalized and highly relevant content in order to increase organic reach will be a high priority.

9. Content Marketing
Digital marketing as a whole is becoming content-centric. With the evolution of the Facebook News Feed, more and more stress will be given on creation of new and consumer-friendly content. New options for publishing content online will open up, thanks to instant articles and moments tabs on Facebook and Twitter respectively. The content will become more consumer/industry focussed.

10. Mobile First
According to Global Web Index, 80% of Internet users own a smartphone. In the second quarter of 2015, Google announced that the total number of searchers on handhelds had surpassed desktop searches. It’s newly launched app-indexing algorithm will only boost mobile searches and in-apps data.

15Apr

How to make Facebook tabs work on mobile!

socio_jpg_01

You have created a fantastic Facebook Application for your campaign. Great!

You have created the tab for the app on your page and are expecting a lot of engagement on it. But did you know that Facebook tabs have a limitation that they work only on desktops and not on mobile devices?

Here’s a workaround to get your Facebook page tab to work on mobile and reach out to a wider set of audience across platforms.

You can achieve this is 3 simple steps:

Step 1:
Create a mobile friendly facebook application i.e. the design should be responsive.
Keep the original URL of the application handy. This is not the Facebook app URL but the the URL of where the application is originally hosted.

Step 2:
Create a user agent checker URL. Based on the user agent, any LAMP programmer can easily write a code and re-direct it to either the Facebook tab app or directly to the mobile friendly URL of the application.

Step 3:
Use a URL shortener- like bit.ly for sharing the link on your Facebook page or other places. This also helps you hide the new URL.

Here’s an example of how we built a cross platform compatible Facebook app:

Step 1:
We created a Facebook Application called “Dealfie”.
The URL https://www.facebook.com/SocioSquares/app/695391040540854/ takes you to the app. Once you are there, it requires you to accept the Facebook application terms.

socio-fbpage

Now, try opening the same URL on your mobile.
You will see that Facebook displays Error 404 “Page not found” as illustrated below.

m-sociofbpage

Step 2:
We created a URL http://dealfie.co/landing.php which can check the browser on which the application is being called on and redirect it to either Facebook or a different destination.
On opening this URL on a desktop, it will open as
https://www.facebook.com/SocioSquare/app_695391040540854
Now try opening this URL on mobile.
It would open: http://dealfie.co/tab/register
This is same as the url that Facebook calls as an IFRAME on the tab.

Step 3:
Using a standard URL shortener, we created a new URL and hid the landing URL. http://bit.ly/1bIyd1o
This new URL can be used to share on Facebook and other social platforms
Now try opening this url. It will open something like below once you have accepted Facebook app terms.

m-fbsocio-reg

If you found this hack useful or if it worked for you, share your experience in the comments.

20Aug

DECODING FACEBOOK ADVERTISING FOR BRAND MANAGERS

Facebook revolutionized the social marketing space with the ‘Like’ button back in 2011. Till date over a million advertisers all over the world have run campaigns to get more ‘Likes’ on their posts or pages. In India itself, there are over 200 brand pages with a million likes each and over 500 pages with over 100,000 likes each.

Most brands, if not all, have run Facebook advertising campaigns to reach these fans. Going beyond the Likes, thousands of marketers across the world run ad campaigns on Facebook targeting people by their interests, demography and psychographics to bring them to their websites and applications.

The ‘Push’ & ‘Pull’ of Online Advertising

In some ways, online advertising gives us a unique opportunity to try both the ‘Push’ & ‘Pull’ approach in advertising, Search advertising gives a cool way to reach consumers who are looking for things you sell, which can fall under the ‘Pull’ approach. While display advertising, i.e. the banner ads we see fall under the ‘Push’ Approach.

Even though Facebook or social advertising is display advertising, it does a brilliant job simulating the ‘Pull’ Approach or comes close to it. Some marketers even believe that interest based targeting is arguably equal if not better than re-marketing or contextual targeting.

Facebook’s Self-Serve and Premium Ad Inventory

As most Brand managers know, Facebook offers both self-serve and premium advertising inventory. The Premium inventory is accessible through a few partners or directly through Facebook ad sales team and is mostly CPM driven. On the other hand, self-serve inventory allows anyone to create an ad on Facebook and pay by your credit card.

In October 2013, Facebook revamped their self-serve advertising and they now offer 8 different types of advertising. It all starts with a simple question… What is your advertising Objective?

The objective could be simply getting more likes or getting clicks to your website. They could be more complex like getting conversions or getting App installs, in these cases Facebook requires you to have the tracking pixel installed on your site or have the app made on Facebook. All details on the different ad types can be found in this article.

Types of Facebook Self-Serve Ads

The most popular and effective type of Facebook ads is the sponsored story. They either show up on the right side of your feed with just a friend’s name and brand DP or they show up in your news feed with a friend suggesting it to you.

The second most seen type of Facebook ads is what I like to call “FB Stamp Ads”. These ads have a small thumbnail along with limited text and they show up in the right hand side of your feed.

Mobile App install ads and Link Post ads are also supported in different sizes. Recently, a new feature called ‘Boost Posts’ was introduced which allows users to promote the posts directly from the page and this type of ad is now the most commonly used ad type on Facebook.

Few months back, Facebook started retargeting through FBX, I will discuss this in a separate article.

Talking about business models for self serve ads, Facebook like most other publishers supports CPC & CPM models. They also support CPA models for Mobile App installs (referred to as Cost per install) or Cost per like bidding for fan pages through Power Editor or API Partners. Facebook has introduced a new business model called OCPM i.e. Optimized CPM, where your ad is shown to people who are more likely to like your page/download your app.

To sum it all up, Facebook advertising can be very effective or not so much, depending on the type of your business/product, but regardless of what business you are in or the product you are selling, Facebook does allow you to reach your audience through its various advertising options.

This article had first appeared on Social Samosa and has been reproduced here.

20Aug

FACEBOOK’S NEW AD STRUCTURE DECODED

Facebook has released a major change in its Advertising Campaign structure that apparently will ease the job of advertisers and help them to organize their ads better. This update will also impact tools like adSpringr that help in optimization of Facebook advertising.

Let us discuss what this update is and how it will impact the advertisers:

Structural update
Earlier, Facebook advertising had a two level structure. This has been changed to a three level structure now.

Old Facebook Ad Structure

Campaign

• contained one or more ads.

• You could control the budget and schedule for each campaign.

• You could activate or pause a campaign and it would be applicable to all ads under it.

Ads

• You could define creative, audience and bidding for each ad.

• You could create multiple ads so Facebook could optimize the creative.

• You could activate or pause an ad.

New Facebook Ad Structure

A new level called ‘Ad Set’ has been added between Campaign and Ads. Let us try to understand the new levels.

Campaign

According to the new structure, the campaign level has been made more powerful.

• You can setup a campaign according to your marketing objective (clicks to website, page likes etc.)

• You can get reporting on aggregate stats for multiple ad sets and ads.

• You can turn on or off campaigns and it will apply to all ad sets and ads.

Ad Sets

Ad Sets will have same functionality that Campaign had earlier.

• An Ad Set can contain one or more ads.

• You can control the budget and schedule for each Ad Set.

• You can turn on or off the ad sets and it will apply to all ads under the ad set.

Ads

Ads will function the same way they did earlier

How Does the New Structure Benefit You?

According to Facebook, the new structure has 3 main benefits for advertisers

1.Organize your campaigns into objectives

You will now be able to set an objective (eg. Clicks to website, page likes, app installs etc.) for a campaign. you will also be able to group the ads that target the same audience into ad sets. The ad sets will be used to schedule budgets for each or the audience segments.

2.Optimize audiences

It will become easy for you to compare the performance of audiences in the same campaign. Additionally, you will be able to compare the performance of multiple ads. You will be able to schedule and set the budget at the Ad Set level. You will also be able to control ON/OFF controls at any of the three levels to control delivery.

3.Measure performance with aggregate stats

Now, you can get reports of how your ad has performed including total reach, for all the three levels. You will also be able to use the ads reporting tool to breakdown ad performance according to different parameters like demographics, geography and placement. This will further help you to optimize audiences.

How Will this Change Affect Your Existing Ads?

This change will not affect the delivery, spend or performance of the ads in your current campaigns. The only change that will be seen would be that a default ad set would be created within your old campaigns and it would contain all the ads under that campaign.

How do you think Facebook’s new Ad structure will affect you? Do you think it is going to be having a great impact on your advertising? Or do you think it is merely a cosmetic change? Tell us in comments below.

This post had first appeared on Adspringr and has been re-published here.

13Aug

How To Generate 44X Higher CTR and 5X Conversions from Facebook Ads Without FBX

Facebook Advertising has evolved a lot in the last 2 years and today interest based targeting is just one of the many features it offers. Facebook Exchange (FBX) which is the cookie based remarketing platform of Facebook, was touted to deliver 44x higher CTR & 5x conversion rate in a few reports last year.

This was compared to Facebook’s interest based targeting, but FBX is only available through third party partners and mostly works on CPM based pricing only.

Earlier this year Facebook rolled out Website Custom audiences, which essentially means that you can now target any visitors or customers coming to your website through Facebook ads tool or any Facebook ads api tools like AdSpringr.

It does not matter if the visitor logs in or not, or what page they visit, once you integrate Facebook’s pixel (i.e. a piece of code similar to Google analytics code, available through Facebook Ad’s tool) Facebook starts tracking who is visiting your website and starts creating a custom audience list for you which can be selected to target in your ads.

This feature, in addition to Custom audiences, where you can upload your lists of subscriber phone numbers or email addresses (specifically people who read your emails), along with an effective mix of targeting fans can deliver the same ROI as FBX.

One might ask, doesn’t this compete with FBX? In some ways it does, but the way Facebook explains it is that both services are complementary – “For advertisers who have a large number of products and advertise to multiple audiences, FBX is the better solution.

For businesses that don’t typically work with third parties, website and mobile app Custom Audiences will allow them to show ads to people who have been to their site or mobile app and still utilize Facebook’s targeting abilities.” More information can be found here.

Website Custom Audiences offer lot of flexibility in terms of targeting people who visited specific pages, when they visited the site (1-180 days) etc. You can make the audience targeting as complicated as you want by using and/or statements or keep it simple like we do by two different things:

• General Audience who visited any page on your website.
• Audience that visited a specific “thank you” page.

I believe today Facebook offers the most powerful targeting available today. With Website custom audiences you can drive more traffic, get more relevant fans and above all increase your sales.

This post had earlier appeared on Social Samosa and has been re-published here.

12Aug

Understanding the Real Value of ‘Quality’ Facebook Likes

Facebook Page Likes has been questioned not just in legitimacy but in value as well. Although Facebook Fans/Likes have been popular for almost 3 years now, but not everyone understands how they can attract Likes which provide ‘Real’ value. Recently a Youtube video claiming that most of the Facebook Likes are Fraud became viral.

I will not attempt to counter this video, as many experts have already done that and one such great response can be found here. The point here is to understand how to attract ‘Quality Likes’. Almost every digital marketer today understands ‘Real’ Facebook Likes are gained by running Facebook ads. Some also understand that the cost per click and hence the cost per like can vary hugely depending on interest/demographic targeting (between 1 Rs/Like to 50 Rs/Like or more).

However, Facebook advertising has evolved way beyond interest based targeting, making it easier for brand marketers to acquire ‘Quality Likes’. An important question here is that what is the difference between ‘Quality Likes’ and ‘Real Likes’ and for that it is important to understand why people Like a Brand on Facebook. Below is my version of characterization:

1) The Loyalists:
These are the rarest of all. Unless you are Apple or a brand who people love or an ‘A’ Grade Actor, it is hard to get loyalists. You don’t need to find them on Facebook, they will find YOU. These fans are the ones who will fight for your brand and promote your brand from their rooftops! Typically this audience would be in a single digit percentage or less, in your Facebook fan base.

2) The Enthusiasts:
This category is biggest of all. These are people who get excited by a cool post or when they see a friend liking/commenting on a nice brand page/post. They might be interested in offers or just information coming from your brand. They typically like a lot of pages, but way less than my third category i.e. The contest geeks!

3) The Contest geeks:
These are scouters of Social networks and they only scout for FREE stuff or contests, sometimes just for the fun of it. This audience is following your brand and 100′s of other brands only to participate in contests and win! They don’t expect to win a car or a gold watch, but get pleased by vouchers of popular e-commerce portals or movie tickets or an occasional contest to win a tablet! This audience is also in single digit percentages but they are active and more visible than 1 & 2, hence might feel like a much higher percentage of your Likes.

4) The Customers:
These are the people who have actually bought a product from you or experienced your service. These are the ones who have “Liked” your page because they really liked your product/brand/service. These are the ones who will recommend your products/services to their friends when they get an opportunity. They might also want to win an occasional voucher or get a special discount… remember everyone likes a special treatment! Depending on how you have build your fan base on Facebook, this audience can be 0 to 90% + of your fan base.

With this characterization and my experience, Quality Likes are a mix of audience 1, 4 and ‘Look Alike’ of this audience. The next big question arises is that how can you find audiences 1, 4 and their lookalikes on Facebook? You can easily find your customers on Facebook through custom audiences and website custom audiences.

Once you have this audience following you on Facebook, then there is a very high probability that you will see HUGE ROI from your Facebook page and more! Don’t forget to share your feedback on Facebook Likes and if you find value in it.

This post had first appeared on Social Samosa and has been re-published here.

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