Posts Tagged facebook marketing

Facebook and TV – is it a real marketing mix?

The second screen phenomenon is growing at an incredible pace thanks to the proliferation of Facebook’s mobile platform. More and more Facebook users are watching their favorite television programs along with their social network. This is either a great opportunity for brands, or a nightmare they don’t understand.

Some of the key take always are:

  • Real-time engagement: 60% of TV-related Facebook interactions occur during a show’s airing.
  • Mobile viewing: 80% of TV-related chatter on Facebook is generated from mobile devices.
  • Wide reach: The scale of TV-related chatter on Facebook corresponds to the overall number of people on Facebook.
  • 25% of viewers are posting on Facebook

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To maximize TV advertising you need to have a social media strategy. Specifically you should figure out how to catalyze conversation on Facebook from the TV presence. The notion of creating native advertising in the news feed and getting your brand in the newsfeed is critical to influence buying behavior. I predicted in my 2014 predictions that the leading shows will start to sell key plot details to the highest bidder so they can have social media tee’d up and ready to publish to ignite a conversation. Are you ready for that reality?

 

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Facebook testing new video ads

Since September of this year Facebook has been quietly testing an easier way to watch video shared by friends, without having to touch play or start the video. Facebook’s latest innovation as reported to the Facebook PMD partners this week has been leading to a 10% increase in the number of people who watch videos in the News Feed.

The News Feed is the most valuable piece of real estate on the web and in marketing and companies are struggling with how to optimize the native advertising they put I the News Feed.

Brands must not be too obtrusive because it creates negative brand sentiment, but they want people to be influenced- it’s a delicate balance. It’s only recently that bandwidth on mobile devices (i.e 4G) has emerged with high enough capacity to make video a viable alternative to photos. High mobile bandwidth will start to proliferate in the end of 2014 making video more widespread.

The video test facebook has underway is an upcoming movie .There are some key features to these videos:

  • Content plays as the video appears on the News Feed – no action required by the viewer. This video plays without sounds. If you don’t want to watch it you just scroll past it, if you want to hear the sound you need to tap on it and enable sound.
  • At the end of the video a carousel showing two more videos shows up for people who want to engage further
  • For mobile the videos will only download when there is WiFi connectivity for now – saving people data charges and not restricting bandwidth

This could be a very interesting advertising product in the coming six months – we’ll continue to keep an eye on it and give you more news, so check back on the blog or sign up to get updates automatically via email. 

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Some frictionless sharing from the Hobbit Premiere in Berlin

This shows how a social media operating system at events can create frictionless sharing of professional grade photos for guest and at the same time very effective native advertising for the clients (in this case Facebook and Warner Brothers)

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What’s big news for marketers? Facebook changes the EdgeRank algorithm

Buzzfeed saw referrals from Facebook go up by 855% over the last month. Many people were wondering why. The answer lies in a change to the algorithm that determines what goes up on user’s newsfeed and timelines. Facebook has decided to make links (especially to news sites and items) more heavily weighted in the EdgeRank algorithm. This means more people will see links to news items in their timeline. Brands can use this knowledge to maximize results on Facebook.

What does this mean for businesses trying to optimize Facebook impressions? Your PR, new releases and blogs – basically your timely and valuable content will be even more precious now. Facebook is migrating from baby pictures and puppy videos to a place where people can gather more useful information. You need to take advantage of this change immediately.

Bad news for business on Facebook

More brands are putting up Facebook pages, which means individuals will like more and more brand pages. As more pages are liked competition goes up for how much information can be consumed by a single person. That means brands are facing declining odds that their posts will be seen. Competition comes not just from more brands but also average friend count is increasing so businesses are competing with more friends and more brands to get on the News Feed.

Facebook creates a personalized Newspaper

From Facebook directly:

“To make peoples’ News Feeds read like a personalized newspaper curated by the family, friends, and businesses they care about we continually prioritize content based on a variety of factors including (but not limited to):

  • The number of times they engage with that friend or brand Page posting a piece of content
  • The number of likes, shares and comments a post has created”

Brands can create a Facebook strategy based on these changes

Capturing user-generated content that is fun, unique and sharable is what brands should strive for. If you can make it easy for a person to post on their own newsfeed with a brand association that will have the greatest impact on your brand impressions – the product placement on Facebook. If you can add a link to relevant content on your blog or website you will have a highly optimized post.

The key is to come up with a creative way of getting people to like, comment and share a picture or video of one of your guests directly on their own page. The key is not just reaching people who are already your fans on Facebook but expanding out to capture people who are not your fans. You can do this by capturing them at live events, and adding links to posts you create for your guests so their friends have a reason to now like your brand, and read your content.

Keep in mind that anything you can do to get in a users news feed is the Holy Grail over 90% of US Smartphone users check the News Feed at least once a day. To get that very valuable product placement on Facebook that’s where you need to be.

 

 

 

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#EventTech deck on Doubling Social Media Reach from Events

This is the first of two talks I gave in Las Vegas last week to a sold out crowd at EventTech – EventMarketer magazine’s big fall conference on technology for event marketing.

I gave the talk to a standing-room-only crowd which was great fun and it was voted one of the best talks of the show! I was really excited by the engagement and feed back so I thought I would add some more text to the slides and post up here for blog followers. I’d love your feedback and thoughts – is anything missing, anything need to be added, etc?

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Facebook allows marketers to embed – what’s the big deal?

Yesterday Facebook revealed a new capability to their Facebook PMD Strategic Partners – the embedded post. This social plug-in allows users to easily embed public Facebook posts onto blogs, news sites and pages. Embedded Posts are a way to put public posts (by either a page or a person on Facebook) on your web site or web page.

The embedded post will show any type of media attached to it (hyperlinks, videos, pictures, etc) and it will show the number of likes, shares, and comments that the post has. Embedding posts will let people using your web site see the same user generated content that is  on Facebook.com, but directly on your site where it may be relevant to the conversation.  Embedded posts will also allow readers to follow or like content authors or Pages directly from the embed.

There are a few critical things to know about his capability:
– Only public posts from Pages and Facebook users can be embedded.
– They are launching Embedded Posts with CNN, Huffington Post, Bleacher Report, People Magazine and Mashable, with broader availability coming soon.
– Embedded Posts display just like they do on Facebook, with the ability to show pictures, videos, hashtags, and other content.
– People can interact with Embedded Posts by liking or sharing them, liking or following their authors, or visiting their related comments on Facebook.

Facebook Embedded Post

What this means for marketers is a chance to comment on things in the news and start a conversation around that topic. The burden on brands who wish to participate with Facebook using the embedded post is that they will need a resource (similar to Twitter marketing) to be the voice of the brand. However being engaged with consumers in a genuine way is fantastic opportunity to learn, participate and show the face of you brand to the consumers.

Facebook has not created a dedicated API but you can talk with your Facebook Preferred Marketing Developer (PMD) provider and get more information.

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Independence from 20% rule – Happy 4th of July

Yearning to put a pithy message on your Facebook cover photo? Now is the time. Facebook has thrown the 20% rule overboard like tea on an old wooden ship.

But before you jump ahead and start plastering your cover with prose consider these three quick times from SocialBlockers:

1. A picture speaks louder than words

Just because you are allowed to include as many words as you like, it may not always be a good idea. A good rule of thumb to live by when marketing on Facebook is to remember the power of the picture. Facebook fans interact with images more often than any other post type, which means they like to be visually engaged. If your photo is memorable, it’ll speak for itself. If in features user generated content it is gold!

2. Ain’t nobody got time for that

A cover photo that is cluttered with too much text is not only unattractive, the chances are that nobody is going to take the time to read your carefully crafted prose. Think in terms of a headline rather than Hemmingway. Make sure that you strategically place your text, keep it organized, catchy, and relevant to your message.

3. Skip involved product pitches

Recently, Facebook lifted its ban on call-to-action texts on cover photos. So, brands have free range to promote deals, entice fans with give aways, and hold contests through their cover photos. Though, however tempting it is to cram your photo full of products and offers, remember that Facebook is a ‘social network’ for you to engage with your fans, not hard sell to them. Cover photos are the first thing Facebook users see when visiting your Page, so why not leave them something more memorable than a sales pitch?

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