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Boston Internet Marketing Company

Posts tagged Facebook

Facebook Insights – Are You Measuring Your Success Efficiently?

Analytics are essential to measuring the success of your marketing efforts, especially on social media.  Several social media channels have now offer measurements and analytics to see exactly what your efforts are generating.  The first to jump on this bandwagon was Facebook, with its Insights feature on business pages. The Insights feature of your company’s Facebook page can be an invaluable tool to help you measure the effectiveness of your social media campaign.  If you don’t have an accurate understanding of what the Insights data represents, however, you could report extremely inaccurate statistics on your quarterly or monthly reports.  The “Reach” and “People Talking About This” sections of Facebook Insights can be especially deceiving, since the statistics shown in these sections use unique metrics.  This means that the weekly and monthly statistical totals displayed are not simply sums of the daily totals.
To put this into perspective, let’s say that there were 100 people talking about your page for each day of February.  Chances are that the number of people talking about your page for the entire month of February will not add up to 2,800 – the actual number will be much lower.  The reason for this is that the 2,800 stories about your page in February most likely did not come 2,800 unique people.  The same metrics apply to Reach, the number of people who have seen content from your page on their Facebook feeds.
One unfortunate aspect of Facebook Insights is that data can only be displayed in daily, 7-day, or 28-day time periods.  This could make creating a quarterly or monthly report based on these statistics particularly difficult.  Nathan Linnel, a writer for Search Engine Watchsuggests four options for dealing with this limitation of the Insights feature, though he admits none of them are completely ideal.
  • Option 1:  Assuming you are reporting over a monthly period, use the 28-day value working forward from the last day of the month.  While this method omits data from the first two to three days of the month, it can be advantageous in that it provides consistent, accurate data.
  • Option 2:  Again, in the case of a monthly reporting period, use data from the last 28 days of the month and make an attempt to estimate data for the first two or three days.  This method will allow you to calculate values that represent a full month better than option 1 but to some degree of inaccuracy, given the estimated data of the first few days.
  • Option 3:  Use only Facebook Insights that use non-unique metrics when reporting at the page level.  This means that you would use Impressions and Stories instead of Reach and People Talking About This, respectively.  You can use unique metrics for any reporting done at the Post level, since Post level metrics are measured using lifetime values.
  • Option 4: Add up all the daily values for the months while providing a disclaimer that the monthly Reach and People Talking About This values are highly inaccurate (however, Linnel advises against using this option).
None of these solutions are perfect, but they should at least give you some starting points for using Facebook Insights data to adequately meet your reporting needs.
While we understand that no analytics system is perfect, we always advocate the use of metrics and realistic goal-setting to determine the worth of all of your marketing campaigns, even those on social media.  inSegment’s Social Media Marketing services are fully measurable, so that our clients know exactly what their ROI is.  And yes, we use Facebook Insights to measure our own page’s success!

Is Your Business on Google+? Maybe It Should Be

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According to U.K. Based TrendStream’s Global Web Index, Google+ has been named the #2 social platform after Facebook.  Combining social networking with emails, maps, calenders, and web searching for both desktop and mobile applications, the social media site offers a range of unique features designed to make the channel customizable to each user’s desired experience.  While Google+ may not have as many active users as social media titan Facebook, it outranks Twitter and Instagram in overall users, and its numbers are increasing daily. 

Facebook’s New Ad Tools: Taking Companies to a New Level

Back in late February, Facebook introduced a lot of new ad products for companies to use on their website. While this had very little effect on the average user, advertisers were in for a treat. The four products Facebook introduced were Premium on Facebook, Logged Out ads, Reach Generator and Offers. The company also asked distinguished brands to make the shift to telling “Stories” for their advertisements. The story structure plays into the overall change in the culture of Facebook (i.e. the new time line feature). A few large companies have embraced these new tools and have seen results.

The Procter & Gamble detergent brand Tide utilized Facebook’s Premium ads to reach out to over 1 million people. Tide capitalized on a crash and ensuing fire that occurred during a NASCAR race in March. Tide was used to clean up the track, so the company took advantage of this by posting a Premium ad on Facebook. This advertisement had a 62% higher engagement rate than their previous ads on Facebook.

Large brands like Subway and Ford used the new Logged Out ads to capture the attention of their followers. The Subway ad featured spokesman Blake Griffin and a number of comical outtakes. This video had nearly 500,000 hits and Subway’s reach during this week-long campaign increased tenfold. Ford launched a Logged Out ad at the end of March highlighting the Ford Mustang. The video got more than a million plays and boosted Ford’s PTAT (People Talking About This) by 180% in one day.

Brands like Ben & Jerry’s and Dr. Pepper utilized the Reach Generator tool to make sure all fans received their latest updates. A typical post on a brand site only reaches 16% of fans, but with this new tool, Ben & Jerry’s was able to reach 98% of their fans during a month long period. Dr. Pepper expanded their reach to 83% of its fans using this tool. They also saw a 140% jump in their PTAT.

The fourth new product that Facebook introduced was Offers. This is a product that allows consumers to redeem the deals from their desktop or mobile, since they are offered through a Brand page. Offers are essentially coupons for special deals that the company offers for a limited amount of time. Einstein Bros. ran a buy-one-get-one offer at the end of February and saw a significant spike in their PTAT, with 32,000 people redeeming their offer.

Facebook is one of the most innovative and effective companies in terms of social media marketing for other businesses. As seen above, these campaigns work because they strive to tell a story and create a lasting relationship with your customers.

Facebook Buys Instagram

This week started off with a pretty big move in the world of social media. Facebook purchased the photo sharing app Instagram for a whopping 1 billion dollars. Facebook is going to be made public soon and its purchase of Instagram was likely a move to add value to the company in the eyes of potential investors. With this acquisition Facebook has just become a big player in the mobile industry.

Many applauded the purchase as a good business move on the part of Facebook. One group, however, has not been as enthusiastic: the Instagram users. Instagram appeals to a very specific target market; young, smartphone users who consider themselves to be at least semi-artistic. Facebook caters to a very broad market comprised of people of varying ages and demographics. Many Instagram users have made it very clear that they are now planning to abandon the service because they are convinced that Facebook will “ruin” it. The NY Times covered some Instagramer’s responses to the deal via Twitter. Many users claimed that they were going to “quit” Instagram as they had quit Facebook in the past.

If these people are to be believed what does this tell us? Well, it means that Instagram users are not Facebook users. But, are Facebook users potential Instagram users? Chances are that Facebook thinks so and that this drove them to purchase the company. So far it seems that this assumption was well founded. Over the last 10 days the app has seen a tremendous jump from 30 million to 40 million users. Which is 1 million new users a day. Which is pretty impressive. Some of this activity could be contributed to the release of the Instagram app for Android phones but considering that Facebook has over 100 million users it is far more likely that Facebook users have begun to take more of an interest in the app since Facebook purchased it.

Since timeline became mandatory Facebook has become far more visually focused so the purchase of photography based app makes more sense now than ever before. While loyal fans of Instagram might stop using the service it is likely that Facebook users will make up these numbers and then some.

(Source: blog.insegment.com)

Brands and Timeline

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Since the recent Facebook switch to the timeline structure many brands and social media marketers are trying to leverage the new layout in the most creative and engaging way possible. The goal of brand pages remains the same: to increase customer engagement while providing their loyal fan base with excellent content. However, with the new layout brands need to approach this goal differently. Keeping in mind the new features and opportunities introduced by timeline, brands should start to think about how they can uniquely leverage these features and stand out.

Timeline pushes brands to revamp their brand pages in order to align with the new purpose of the layout. Timeline adds new features such as cover photos, and new opportunities for promotion including selective pinning and selective app showcasing. Brands now need to create strategies to integrate these new features and re-create their brand pages in the most effective way possible.

Cover photos:

A cover photo is the single most noticeable feature on a timeline brand page. It eats up the majority of the real estate above the fold. In this way, cover photos assume importance which requires a marketer to invest thought and effort in selecting one. The cover photo represents the brand, its image and reputation. Here are two examples of cover photos that both attract attention and remain relevant to the brand image and page goals.

Nike Facebook

Livestrong Facebook

The Nike cover photo showcases a product, in this case the company’s newest shoe (as shown in a screenshot taken from Nike’s Facebook page). The Livestrong cover photo is a unique and attractive graphic design that communicates the spirit of the brand.

Some brands also take advantage of the word “timeline” in its literal sense. Burberry, for example, has done a great job of creating its brand page from a chronological perspective.

Burberry Facebook

The tab on the right of a brand’s page is an actual timeline that traces all the way back to the start of the brand. The date of foundation can be altered to reflect the actual foundation date of the organization or brand. Burberry has also posted pictures and announcements which reflect events throughout the brand’s history.

Timeline has eliminated the luxury of a custom landing page for brands. Now, the default page for all brands is the timeline. However, a new feature called pinning lets you showcase things that you want your customers to spend more time on. Items that you pin take up the entire width of the page and stay on top for 7 days, irrespective of new items that you post after the pinned items. These pinned items could be videos or images which make brand pages more interactive.

Coke Facebook

The above screen shot taken from Coke’s brand page is an example of what a pinned item looks like. These items are things that you want your customers to pay special attention to and they should be both graphically interesting as well as meaningful to your brand message.

Timeline provides brands with a more enhanced and more interactive story telling capabilities. It enables brands and organizations to think creatively, stand out against other brands.

Brands that adopted Timeline early tend to have high brand recognition and high user engagement. That is, they see more likes on their page now, more people talking per post and an overall increase in traffic. Some brands that comply with the above conclusion are Livestrong, Red Bull, Macy’s, Sears and Toyota.