'Social Media' Category

Latest Facebook ad changes and using analytics to best leverage them

Posted by Katya Constantine on April 14th, 2015 at 9:46 am

Over the past few years Facebook has gone through a similar monetization transformation that Google performed in the decade before - very successfully and much faster. It allowed brands to publish their content to get noticed, then experimented with a number of ad formats - and once it settled on winning formulas for mobile and display, opened the floodgates for advertisers to buy ads at scale.

3 Tips To Create Impactful Content For Your Social Media Followers

Posted by Ian Mcgrath on April 13th, 2015 at 3:14 pm

The number one mistake among marketers today is to not have a social media strategy in place. More often than not, social networks like Twitter and Facebook are used to link out to the main pages of your website over and over again.
This has disastrous consequences – not only do you not engage your followers, but the diminishing returns (in terms of the number of people who would want to click and visit the website from their Facebook or Twitter page) would reduce. A study of Facebook's newsfeed algorithm has shown that increasing levels of engagement among followers has an impact on the organic reach of your posts. What this means is that if you continue to post uninteresting links to your website, your organic reach will drop sharpy over time.
The trick is thus in creating impactful, unique content that users have an incentive to engage with. Here are five tips to help you achieve this objective.
Content What Users Want, Not What You Want : This is marketing 101. Yet, when it comes to social media marketing, businesses often forget that your campaign must be of interest to your customers and prospects, not to yourself. An example to this is... Read more

Facebook’s Like-purge. What’s the impact on brands?

Posted by Doug Schumacher on April 13th, 2015 at 12:49 pm

The past few weeks we’ve seen the results of what Facebook announced earlier in the month: That they’re purging memorialized and voluntarily deactivated accounts.
The team at Zuum has analyzed over 10,000 pages ranging in size from 10 fans to 100 million, to gauge the average impact of this on fan counts. You can use this data to compare to your own page during the same time period to benchmark your page with others of a similar size.

Methodology
The Facebook announcement was made on March 5th, and our data indicates that brands began experiencing fan drops the week of March 11-17. Facebook has been rolling this out to brands on different days after the 11th. By comparing the fan growth rate the week of March 11 to the prior week (March 4-10), we can make a general estimate for the average impact.
Chart 1 below shows the comparison between those two weeks.
Chart 1: Fan growth

Page Fan Count
Observed Fan Growth (Mar 4-10, 2015)
Expected Fan Growth (Mar 11-17, 2015)
Effect of fan removal (Observed minus Expected)
# Pages sampled in Fan Count Range
# Weeks to Recover Removed Fans

10 to 99 fans
-1.38%
0.17%
-1.55%
102 pages
8.9 weeks

100 to 999 fans
-1.23%
0.41%
-1.64%
618 pages
4 weeks

1,000 to 9,999 fans
-1.53%
0.31%
-1.83%
2,015 pages
5.9 weeks

10,000 to 99,999 fans
-1.59%
0.35%
-1.95%
2,936 pages
5.5 weeks

100,000 to 999,999 fans
-1.87%
0.30%
-2.16%
3,111 pages
7.2 weeks

1,000,000 to 9,999,999 fans
-1.81%
0.16%
-1.96%
1,319 pages
12.5 weeks

10,000,000 to 99,999,999 fans
-0.23%
0.01%
-0.24%
252 pages
35.3 weeks

Overall
-1.63%
0.30%
-1.93%
10,353 pages
6.4 weeks

Observations
The... Read more

Turning loyalty into advocacy: The evolution of incentivized marketing

Posted by Nanette Marcus on April 12th, 2015 at 4:12 pm

When faced with business challenges, specialty women's brand The Limited decided to harness the power of its loyal customers and turn them into advocates.
Jenn McCain-De Jong, senior vice president of eCommerce and alternate channels for The Limited, alongside Cory Powers, vice president of product development at Spendsetter, highlighted the success of the companies' partnership at the iMedia Commerce Summit.
Powers noted that brand content isn't the most trusted content when it comes to Millennials, who are more likely to trust their friends. The Limited understood that brand advocates pulled from its existing consumer base would be its best bet.

"Brand advocates tell our story," McCain-De John said. "And they tell us when they're unhappy, which is really important, too."
The Limited's goals were to:

Increase brand awareness
Drive foot traffic to new store openings
Acquire new customers

McCain-DeJong watched customers in a few locations researching on their phones while shopping. That struck her as an opportunity that The Limited was missing, and the brand advocacy program with strong mobile tie-ins was born. Her goal was not only to leverage the customer standpoint, but as an internal engagement piece for its base of store associates, as well.
Mobile is taking advocacy further. 120 million U.S. consumers use smartphones and... Read more

Finding social success on a local level

Posted by Nanette Marcus on April 12th, 2015 at 2:46 pm

The social media fabric is changing, and one southeast-based restaurant is helping its franchisees embrace and adapt to the new marketing tools in their arsenal.

Damon Davoudpour, director of marketing for Shoney's Restaurants, along with agency partner, Lauren Zarzour, account strategy supervisor at Vert, gave iMedia Commerce Summit attendees a taste of some local and social media best practices and pitfalls.
As Zarzour noted, people don't necessarily care about Starbucks as a brand. "They care about my Starbucks."
Changing fabric of social
When it comes to brick and mortar brands on social media, consumers aren't just searching for the brand. They're searching for specific locations and information about nearby locations.
A challenge for the Shoney restaurant brand was that it's been around for 67 years, which is almost four generations of decision makers. "Creative and content are important, "Davoudpour said. "We don't want to alienate someone who is 65 years old, but we still want to get the 25-year-olds in."
Three years ago franchisees were telling Davoudpour that social media was a fad. As something that many franchisees had a difficult time embracing, Shoney's had to figure out how to engage on a local level and get its restaurant owners on board.
"What works in one location... Read more