'Creative Best Practices' Category

Why Facebook’s latest News Feed update shouldn’t matter to you

Posted by Doug Schumacher on February 4th, 2016 at 11:39 am

What happened?
Facebook adjusted their News Feed algorithm this week, and apparently it’s a significant enough change to warrant a news update.
Every time Facebook tweaks the News-Feed-algorithm-formerly-known-as-EdgeRank, people get concerned that their content is going to vanish off the face of Facebook.
It seems that for most brands, that won’t be the case. So let’s break down why.
What does it mean?
Facebook is trying to reward the content which users want to see on top of their news feed, and give less presence to content where it detects brands are artificially spiking engagement or response.
The key quote from the Facebook news release is: “Pages might see some declines in referral traffic if the rate at which their stories are clicked on does not match how much people report wanting to see those stories near the top of their News Feed.”
That means there are posts that are going to generate good “engagement” — meaning clicks, likes, comments and shares — while still being penalized with fewer impressions.
How Facebook is determining which posts to penalize isn’t entirely clear. They mention a Feed Quality Panel of over a thousand users. A survey of tens of thousands of people each day. And a 5 star rating system. Thus... Read more

E-Commerce Environment Still Facing Supply Chain Challenges

Posted by Neal Leavitt on January 31st, 2016 at 2:32 pm

No doubt about it, e-commerce continues to grow and while it represents a burgeoning share of total retail sales, there are still significant hurdles to overcome.
“We’re in the midst of a profound structural shift from physical to digital retail,” noted Jeff Jordan of venture capital firm Andreesen Horowitz.
eMarketer reported, for instance, that e-commerce growth by quarter was about five times that of store locations in 2013 and 2014.
Yet there are headwinds.
Market research firm Market Track said companies that want to succeed in e-commerce must operate successfully amidst these risk areas that could undermine snaring and retaining customers:
• Volatility – Prices changing with increasing frequency and predictability;
• Non-compliance – Pricing and promoting brands and products outside established guidelines;
• Illegal/illicit activity – Counterfeiting and unauthorized resale;
• Size/scope – More retailers, resellers and products available online than ever before.
JDA Software Group also conducted a survey of more than a thousand online U.S. - based shoppers last year. Of the approximately 35% who bought online and elected to pick up their purchases at a store, about 50% experienced problems in initially getting their purchases. Wayne Usie, a JDA senior VP, said it may suggest that retailers might find it challenging expanding their e-commerce... Read more

Broadening your Appeal

Posted by Benjamin Taylor on January 28th, 2016 at 2:22 pm

In your average e-commerce scenario, an enterprising entrepreneur will pick a small niche of in-demand products that they understand, pop a website out of the ground, and hope that somebody shows up. Now, all the SEO and web development issues aside, successful entry into a market like that isn't easy.
Even if you can find the people who already want your product, put up a few testimonials and reviews, and start making sales, that's really not taking things to the next level, and that, ladies and gentlemen, is what we are here to do!
Think about the wider application of your product. Not specifically in terms of who is buying your product, but the deeper sense of your product's purpose.
One of my e-commerce shops is a cuckoo clock retailer. We have a lot of useful content on the website, all about antique clock maintenance, horology, and clock design, both modern and antique. Our most popular post, by far, has not been on any of those topics however, it was an infographic about rustic living room decor. Why do you think that was? Marketing can't just be about one aspect of your product. There are a thousand different ways to think about... Read more

2015 in Review: A Social Media Benchmark & Content Summary for the Energy Drink Industry

Posted by Doug Schumacher on January 27th, 2016 at 9:54 am

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top energy drink brands in the US for 2015. We’ll analyze 5 category leaders: Red Bull, Monster Energy, Rockstar Energy Drink, Burn Energy and 5-Hour Energy.
Highlights

Facebook is the largest network with 75% of the average fan count across all networks.
Instagram posted a growth rate of just over 90%. By comparison, the nearest network for growth rate was Pinterest at about 40%.
Twitter had the highest posting volume for 2015, with an average of 1,243 per brand. Red Bull alone had 2,755 posts. The Facebook posting average was 865, with Red Bull posting nearly triple that.

10 Digital Age Coke Taglines—From The Distant Past

Posted by Rick Mathieson on January 24th, 2016 at 2:46 pm

A sip down memory lane reveals past may be prologue for this venerable brand.