Facebook Ads Don’t Work? That’s A Big Myth, Global Marketing VP Reportedly Says

Facebook-Ads [caption id="attachment_27385" align="alignright" width="257"] Everson's profile photo on Facebook[/caption] Despite being a public company with billions in revenue, there's still a lot of doubt about Facebook advertising. The company's Global Marketing Solutions VP Carolyn Everson is trying to dispel that doubt, reportedly sharing at a conference this week that Samsung -- though "sophisticated" targeting and other techniques -- brought in $129 million in sales of its Galaxy S III solely by spending $10 million over three weeks on Facebook. That's a considerable return on ad spend in any [...]

Beyond The Campaign: Exploring Next Steps

So, you’ve chosen your ad types, written creative, ran and optimized your campaign. What’s next? Evaluating Success It’s a fairly straightforward process to decide if your campaign was successful. Did you get fans? Conversions? Sign ups? Did you fulfill your campaign’s original goals? That should be easy to measure. The optimization strategies outlined in my previous column should have allowed you to make the most of the dollars you spent on Facebook. You’ve (hopefully) come away feeling satisfied that it was money well spent. Don’t forget about the less tangible successes [...]

Optimizing Facebook Campaigns For Performance

To get the most out of your Facebook campaigns, you need to devote time to evaluating their performance -- not just after they’ve finished running, but while they are still active. You aren't best served by creating ads, running them for several weeks, and then checking them after they have finished spending. You will see much better results if you’re willing to optimize on a regular basis during the lifetime of the campaign. Determining Your KPIs So what is optimization? As we mentioned before, optimization is a term for improving performance of a given key performance indicator (K [...]

Facebook Reaches One Billion People & Releases TV Ad

facebook-numbers-stats-featured Facebook announced they have hit a billion active users and to celebrate they released a TV ad. The TV ad goes through the events, life cycles and routines people go through on a daily basis and explores those emotions conveying how Facebook is there to help you keep track of the things that connect you. The TV ad is named "The Things That Connect Us." Here is the ad: Facebook explains that chairs, doorbells, bridges, and airplanes. "These are things that people use to get together and connect. Facebook is also something that over a billion people around the world use to connect w [...]

Reaching The Right Audience Through Facebook Ads

facebok-advertising-tips More than any other element, targeting is what sets Facebook advertising apart from other channels. Anything that a user inputs into his or her Facebook profile is targetable: age, gender, relationship status, location, interests, level of education, and more. These capabilities allow you to reach customers at a much deeper and more customized level. Instead of waiting for your customers to come to you, you can bring highly relevant content to them. Don't Oversimplify Overlooking or oversimplifying your targeting approach limits the kind of success you can have. The abundance of targe [...]

Simple Tips For Writing Effective Facebook Ad Copy

It’s easy to dismiss creative as a lesser element of Facebook advertising. But it really does matter! In the many campaigns SocialCode has run, we've seen massive variance in performance across different text elements.  Here is an opportunity to showcase what your brand or product is about, to distinguish yourselves from other ads or potential competitors, and to capture even more data. Again, Facebook is a unique platform and as such requires unique creative. Not all ad types allow for creative input, but the most widely used Standard Click and Like Ads do offer creative control, a [...]

Is It Time For Facebook Advertisers To Conduct Click Fraud Audits?

shutterstock_83575045-fraud An Achilles heel of pay-per-click internet advertising is the risk that someone will click on an ad they're not the least bit interested in. To the extent that unqualified clicks are limited to a few over-caffeinated users who click wildly, this isn't really a big concern -- especially to advertisers accustomed to the targeting constraints of traditional media. Yet click fraud, usually called invalid clicks by advertising platforms, has been a real concern over the years. Click fraud comes in many forms. Paid to read schemes target ads which compensate the hosting site with a percenta [...]

“Subscribe” For Pages Being Tested By Facebook

Facebook Logo Last week a fan spotted an abnormal occurrence that was showing on our Facebook page; a "subscribe" button.  Nestled directly to the right of the Like button, the subscribe button appeared, mirroring the subscribe for users implementation.  A Facebook rep confirmed that the Subscribe for Pages was being tested. One of the issues that has arose since the switch from 'Be A Fan' to 'Like' was that many users may want to follow a brand without implicitly stating that they 'like it."  The Subscribe for Pages would let users stay engaged with page messaging without adding the page to th [...]

Designing A Facebook Campaign To Meet Your Marketing Goals

In the last column, we saw that a number of different elements make up an effective Facebook campaign. One of the most important elements is ad selection. In contrast to some forms of digital marketing, which offer almost no variety or evolve very slowly, Facebook is constantly updating their inventory of ads to provide even more choices for advertisers. Just recently, they introduced the ability to target ads to users on mobile phones. To take full advantage of the platform, it’s key to understand these ad types and which work best with your marketing objectives. We’ll continue t [...]

Facebook’s New Business Site Emphasizes Education, Case Studies

facebook-logo-square With some very visible questions about the effectiveness of advertising on Facebook in its rear-view mirror, Facebook has revamped its Facebook for Business Page with an emphasis on education and case studies. The new page takes a more hands-on approach to what you'd call "onboarding" -- the process of eliminating friction for small business owners that are considering adding or expanding their Facebook marketing plans. The home page offers "Success Stories" and "Steps to Business Success," and promises to teach business owners how to turn some of Facebook's 900-million-plus users into cust [...]

How To Get Serious About Your Facebook Reach

If a tree falls in the forest and no one is around to hear it, does it make a sound? That’s the question a lot of marketers are asking themselves since Facebook began providing reach data directly on Timeline posts. Now “no one” may be a bit extreme, but if only 3% to 6% of your posts are reaching your Facebook community, that sound is just not loud enough. It’s been suggested that the recent addition of this data is meant to illustrate how many people brands are not reaching, thus prompting marketers to consider Facebook’s Reach Generator. The Reach Generator, which sounds [...]

Building And Supporting Online Communities Within Facebook And Twitter

shutterstock_78780598-village Having a popular social media presence is important, but many companies and organizations are now taking it a step further by also fostering loyal and active online communities within Facebook and Twitter. These online communities are passionate about a certain brand, product, cause, or industry and, when companies foster this passion by sponsoring an online community, it can continue to flourish. Find And Foster Existing Communities To find existing online communities that have an affinity with your brand or product, look to see where they have already been created. For instance, take th [...]

‘Want’ Button Plugin Discovered In Facebook SDK

Users may be able to do more than just 'like' something on Facebook in the near future. InsideFacebook reports that Facebook a 'want' button plugin has been found inside the Facebook Javascript SDK by developer Tom Waddington of Cut Out + Keep. The XFBML tagcan be found within the SDK but is not listed publicly. Previous iterations of 3rd party 'want apps' have made it possible, but this is the first time found within the actual Facebook environment. A 'want' button could be a major tool for marketers as users could essentially make wish lists that show a different intent than a 'like." [...]

Facebook Advertising Decoded

Traditional advertisers often find Facebook daunting. Social media marketing is the future, that is certain, but transitioning established advertising strategy to new media can be a challenge. It’s worth it: with over 900 million people at your disposal, the possibilities are nearly limitless. The breadth of data available through Facebook and the versatility of its ad units allow marketers to customize solutions for any type of client, whether a Fortune 100 brand or a local mom and pop hardware store. At the same time, it can be a bit overwhelming. Facebook isn't like other type [...]

Facebook’s Official WordPress Plugin Simplifies Social Sharing

Looking to integrate Facebook into your WordPress site?  Well, now no third party plugins are required as Facebook officially launched the "Facebook for WordPress plugin."  Wordpress is the most popular publishing platform on the web to date, powering 16.6% of the web. The plugin allows publishers to socially publish all articles when pushing content live.  In addition, users can mention other friends or pages that may have been mentioned/interviewed in an article: One of the very slick features of the plugin is the ability to have an author's post show directly to their timelin [...]

Report: How Paid And Earned Facebook Programs Drive In-Store & Online Goals

Today, with the collaboration of Facebook, comScore unleashed a research report that examined the affect paid and earned Facebook media had on both in-store and online sales.  The data uncovered conflicts wholeheartedly with the recent statements made  by GM, that Facebook Ads don't work. For the findings, two comScore products were used to drive media exposure; Social Essentials for earned media and AdEffx for paid media.  Some of the main metrics utilized in the report were Fan Reach, Engagement, Amplification and sales.  The report tested programming targeted to Friends and Friends [...]

Facebook May Consider Letting Children Under 13 Create Accounts

facebook-kids-children-featured This morning the Wall Street Journal reported that Facebook is considering letting those under the age of 13 on the site.  Since day one, Facebook has always been accessible for teenagers or adults.  one of the biggest issues with those under the age of 13 who are using Facebook by using false information is that they do put themselves at risk due to their permission levels.  Giving children significantly reduced permission levels and monitoring could help circumvent issues of  forged accounts. CBS news also reports: The company is testing a way to connect kids' accounts with thei [...]

The “Paid Organification” Of Facebook: Why Facebook’s Plan Isn’t About Display Ads

facebook-logo-square The future of Facebook marketing isn’t about display ads. It’s about visibility and reach. There has been so much pre/post IPO chatter about the flawed Facebook display advertising model. It's been mentioned that nobody clicks on ads and that ads have been ineffective.  Frankly, these folks have it wrong. Facebook is undergoing an organification movement that fellow marketer Marty Weitraub has been preaching for years now. Facebook ad units that everyone screams and yells about are fading away; paid interactions, increased reach and word of mouth advertising are coming to the forefront [...]

Facebook Tests A Sleeker Timeline Layout For Profiles

Facebook, notorious for tweaking and testing its layout, is at it again post-IPO. Talking Points Memo spotted a streamlined version of timeline that allocates less real-estate for friends, photos, and likes. Instead of pulling in profile/page information under the cover photo, simple icons exist: Here is a look at the current (non-test) version of Timeline: One of the additions that the layout brings is "summary" which highlights life events. Another interesting difference is that instead of "likes" the icon now reads "favorites." Facebook did not comment on the new-look timeline but [...]

Apple, Google & Microsoft Make Top 5 Brands In 2012 BrandZ Report

Millward Brown has released the 2012 BrandZ Top 100 Brands report and topping the list is Apple, followed by Google at number three and Microsoft at number five. In fact, four of the top five are technology companies, with McDonalds at number four. Facebook is now number 19 on the list, improving 16 positons from last year. Chinese search engine, Baidu jumped four positons to number 25. To learn more about how these top brands are ranked, see their ranking methodology. Here is their infographic: [...]

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