Posts Tagged patrick sweeney

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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Optimizing Facebook Sponosred Stories

Facebook’s most effective advertising is in the stream. No one is looking on the sidelines, and I’ve said it a million times, no one goes to Facebook to shop. However FB is tremendously influential. Sponsored stories so far have the best success for marketing a brand on Facebook, but how can you really amp up the Facebook marketing success?

The problem arises from the typical misconception that advertisers do not have any creative control over sponsored stories ad types because they are generated from an organic user action. At most advertisers wrongly believe, these ads might include a page or current profile photo. If you are not familiar with the make-up of a sponsored story it usually is when someone likes a page or brand, or item. This is relatively lackluster content, although it comes in the form of a trusted source (a friend’s user stream), or appears on a mobile device so you will see it and the brand gets an earned impression. The way to take sponosred stories to the next level is to show actual interaction with your brand.

If you are a car dealer and you capture a person jumping in the air the moment they take delivery of a new car – that will drive engagement. It is dramatically different than someone liking the Ford page.

Take a look at this first sponsored story – no interaction, a quick glance because it is in the user’s stream:

Facebook sponsored story

A typical Facebook sponsored story

That is a typical Facebook sponsored story. It is much more effective than the ads on the right side, no doubt. Rosetta Stone is getting good take-up rate for a medium that is not focused on buying.

But check out the engagement of this user-generated content that can then be further amplified by creating a sponsored story:

Dirty Girl Overlay

User Generated Content on dwinQ’s Product Placement Platform

 

 

 

 

 

 

850% more people clicked on this picture from the user’s timeline! There was real-world engagement and very positive brand association.

Capture people interacting with your brand. Let users generate amazing and genuine real world content and you will have Facebook advertising on steroids!

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Getting drunk is the key to ROI on Facebook

I drink therefore I am.
–W.C. Fields

The last time you got drunk probably started out as a great night (how it ended was anyone’s guess – including likely you). But when you went into your local bar, you met up with friends  met new friends, talked politics, sports, relationships, sex, sales, and gossip. Maybe not in that order. You were at your local bar relaxed and having fun socially.  Facebook is the local bar of the millennial generation – without the nasty hangover.

Keeping that frame of reference is the key to social media marketing success. Think about it: marketing in bars is prevalent, elegant and clandestine. It’s all about product placement and not pop-up ads. Local watering holes are not about eyeballs and impressions they are about fun ties with friends. Bar marketing is the secret to winning influence on social media.

Interruption marketing techniques of old commercial advertising are not part of bar culture. When was the last time you were in a bar and a salesman came and interrupted your conversation? That’s not to say there isn’t great marketing in pubs. It’s all around in the form of product placement. The signs are everywhere – literally.

The biggest problem with Facebook marketing today is that big brands haven’t figured out that they need to treat Facebook the same way Heineken and Budweiser treat bars.  The reason they are not yet – but will soon – is that Facebook marketing is so new that if the only tool you own is a megaphone, every thing in marketing looks like a shouting match. Therein lies the key to dominating Facebook marketing.

Solving the world’s problems on bar stool or social media account at a time

Bouncing into your favorite bar with friends on a Friday night and you immediately feel fun, relaxed and engaged. remember the TV show Cheers? That as the ultimate example of social engagement – everyone knows your name, says hello and talks about news of the day. Cliff an Norm’s behavior at the bar holds a much different intention than going out with their wife shopping. If you knew CLiff and Norm you’d know they had a much different mindset and attitude when their seats were on their stools.

facebook marketing is about drinking heavily

Cliff and Norm are social media marketing gods

Cliff and Norm never expected a  used car salesman to jump in front of you and start a pitch like a real world pop-up ad. If he did, they would have bounced them out in a Boston minute. However, when they go to Costco or Sainsbury’s to shop with their wives, they are expecting to try a sample of bacon wrapped turkey legs or something similar. Their intent is to shop. Nobody goes onto Facebook looking to shop. It’s the local bar of the Internet, they want to relax and see what is happening. Marketers have to understand this mindset and be subtle and thoughtful. if they want to effectively market on Facebook.

Social Media Success is Subtle Product Placement

Think of Facebook as a fun meeting place, not a mall, social media marketing should view guests from a different perspective. Take a page from the Budweiser marketing handbook – It is not at all about banner ads and video promos. It is all about social media product placement.

What do the taps behind the bar at any bar say? Stella, Guinness  Carlsberg, Budweiser… if you’re lucky Sierra Nevada. What does the neon sign on the wall say? Maybe it’s the countdown to St. Patrick’s Day with the Guinness logo underneath it. Maybe it’s a big poster for the Heineken Cup rugby. The cardboard tents on the table with the scantily clad women and wing specials; you guessed it: Bud logo at the bottom. The tiffany lamp hanging over every pool table in every dive bar – got a beer logo on it. All of these bar marketing tactics have been successful for years because of the subtlety of product placement in a pub. You’ll never see a guy in a cheap plaid sports coat jumping up and down in between folks shouting about the Ford dealer’s excess inventory that really must go! (the equivalent of banner ads). Shouting on social doesn’t work, so put away the bullhorn.

If you want to be successful with Facebook marketing, and social media marketing in general, think about creative ways to get your product logo in front of people where it is authentic to the environment or story. Marketers have been taught to tell a story. The next evolution is letting your clients tell the story and your brand happens to be weaved into the fabric of that story.

I dwinQ therfore I am

P. J. Sweeney

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Own the inner circle and you will control social media marketing

Staying in control of social media marketing is simple, but it is not easy. Every type of social media marketing is new. People have only been using social media as a marketing tool for the last 18-24 months. I often say “Nobody gets fired for buying Google Adwords” but social media is another kettle of fish. It’s scary, uncharted waters. The flip side is that there is no better way to become your company’s fastest rising star, than social media marketing.

Social media is all about the inner circle. Seth Godin, one of the most prolific digital marketing experts refers to four circles – the outer circle of traditional marketing “yelling about your product” whether people are listening or not. The first inner circle which is creating brand advocates who love your product and the most overlooked inner-most circle of actually changing how people think of your product. And the kernel, as I call it, is the product itself. If you use your customers (and word of mouth marketing or social media marketing) to tell the story for you, you will have the most powerful marketing success of all. Learn to leverage the inner circles and you will be in control of your own destiny, budget and future.

The best way to control the inner circles is to capture people at the height of engagement and enjoyment – this is usually a time when most people are having too much fun to talk about “a product”. This is why an automated social media program can be so powerful.

Think about the last time you bought a new car. You drove off the lot feeling like a million bucks, you drove by your favorite places in hopes of being seen, you sped down a windy road to see what she could do, you may have even drove to your parents or best friend’s to show off. Imagine if a person’s entire social graph could share that moment. That’s not selling or marketing – that’s sharing an emotion.

Capturing a photo and some unique text at that precise moment is worth thousands of pages in a glossy magazine because one trusted person is happily engaged with your product. Amplify that emotion with your brand across Facebook and you are telling a story of your product changing someone’s life; if only for a moment.

I took my kids to Canobie Lake Park in New Hampshire last weekend and my youngest son rode his first roller-coaster. He was thrilled, we all had fun. It would have been a perfect time to amplify that moment – but that brief moment was lost forever because they did offer a way to grab that memory and share it. Fun, social memories are what we try to capture every day at dwinQ.

If you can grab that emotion, associate your brand with it and tell a story –you are on your way to becoming a marketing legend and you will stay in control of your future and your marketing program for a long time. Do what everyone else does, buy Google ad words and put up a fancy booth at a trade show and you won’t get fired. You won’t get noticed either.

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