Tumblr isn’t a blog platform like WordPress; it’s a social network that has a blogging platform. The beautiful thing about Tumblr is that it makes it really easy to share your content with millions of Tumblr users… so you can get a big audience without spending a ton of money on marketing.
--Neil Patel, KISSmetrics | 7 Things Marketers Should Know About Tumblr (via Union Metrics)
Facebook Marketing Bootcamp
I’m a happy critic of webinars, I’ve also been feeling kind of sluggish lately, so I’m forever ready to crib the Facebook Marketing Bootcamp.
Here’s a summary of all 6 Webinars. What I learned: Replicate the good, avoid the bad, stop saying “um” so much.
Guilty Pleasure: One of them was given by a Brit with a “LOVERLY” accent.
Focuses on “businesses are better” in a connected world, they have an opportunity to grow, expand and drive sales the more connected they are with their customers. Considering that 800 million people are connected through Facebook, one great way for businesses to connect is through the creation of an engaging page.
4 key steps for building a good page:
Build your page: Take the time to input essential information about who you are and what you do, add a profile photo and invite friends so that growth will occur organically from there.
Connect the virtual and the physical: Share updates and promotions, post business cards and flyers and provide loyalty offers that can be used at your business. This drives in-store traffic and increases sales.
Engage your fans: Ask questions, share industry news, and respond to comments.
Acquire new fans: Create Facebook ads and add social plug-ins (i.e. a button linking to your Facebook page or the “like” button)
Tips for businesses:
A page starts with identity: Define who you are, your mission and philosophy.
Keep posting best practices in mind: Keep it human, be timely and relevant, share exclusive content, encourage fan participation by being fun and engaging in posts. Reward your fans with special deals and offers and respond to comments, including negative ones. Facebook is a two-way conversation and if a negative comment is posted it is a great opportunity to remedy what went wrong and show others that you are taking action to fix the situation. You could provide a customer service email address and take the issue off Facebook, but don’t ignore or delete the post and certainly don’t respond to negativity with negativity
Expand your fan base: Encourage visitors to “like” your page and partner with other brands and organizations to reach new audiences.
Encourage physical check-ins: Getting fans to “check-in” creates additional awareness of your business and leads to growth.
Map out your topics: Create a posting or conversation calendar and plan out what topics to cover in your posts, use Facebook’s page insights to help you decide what types of posts are getting the best responses and at what time. So, at Seeqnce we like to share conversation/editorial calendars via Google docs so everyone has access to the document and can add or edit post ideas at their leisure.
Acquire offline collateral: Get “Like us on Facebook” signs, banners, cards, etc. that announce your online presence and drive customers to your page
Make a custom URL: duh
The power of the individual voice broadcasting to millions creates influence and identity on the Internet. Businesses have taken notice of this social behavior and are maximizing their marketing approach in two ways:
Broadcasting less and listening more. There is a conversation happening with their customers that creates strong connections and allows the customer be part of all they do.
Sharing their stories and building stronger brand connections through these stories at a much larger scale than ever before.
So how can businesses integrate this powerful Facebook strategy into their social marketing? Three new features have been released:
- Pages for Business. Customizable to better express brand identity and share who you are as an organization. The timeline can be used as a virtual showroom, a new story type called ‘Offers’ can be sent directly to the fan inbox, direct messages can be sent to the business.
- Reach Generator. The idea behind this new tool is to evolve from ads to stories. Reach Generator will allow a business to reach up to 75% more fans on a monthly basis. Fans will comment more and “like” more; talk not only to your fans, but also friends of fans. For example, Ben and Jerry’s reached 98% of their fans, doubled engagement, and increased ROI 3:1.
- Premium on Facebook. Start with a page post. Facebook does the rest, posting on the right hand side of the Facebook feed as well as the news feed on both desktop and mobile devices. The news feed is where marketing will appear like the rest of Facebook, and less like an ad. Premium on Facebook means more stories in front of more people in more places.
What you should be measuring to determine the value of your Facebook strategy: ‘The Number of People Talking About This’. Get your fan base to spread the word. As your fan base increases so can revenues. Connecting with more fans and building a stronger community will result in more customers.
The message of this event is that a Facebook strategy is only strong when leveraging all key features that build the brand story and celebrates individual fans and users on a daily basis. Just using the Ads feature, or having a Facebook fan page is not enough. All the levers need to be active and maintained to keep the conversation alive with your customers and build those connections with authentic, relevant content.
Businesses function better on Facebook when they are more connected. The Bootcamp walked viewers through the ins and outs of Facebook ads, a tool for businesses to connect to their audience.
Facebook has the scale of television, the precision of direct marketing and the power of connection to spread the word between Facebook friends.
There are four types of Facebook ads:
- Standard ads
- App ads
- Like ads
- Event ads
Before you begin and decide which types of ads to use, determine your goals for advertising on Facebook. Is it to drive sales? Is it to gain fans? With your goals in mind, you can follow these four steps for creating a successful ad:
1. Target your ad effectively: To target your ad effectively, there are several questions you can ask yourself to better understand you audience.
- Where is my audience located?
- What is my audience’s gender or age? Marital status?
- Where does my audience work?
- What are my audience’s likes and interests?
2. Design an engaging ad
- Use succinct and clear copy and a relevant and interesting photo. (We’ve discovered in ad campaigns we’ve set up for our own clients that photos with humans work better than those with logos.)
- Use questions to engage your audience and use action oriented copy to get results.
Set a budget and bid
- Set a budget for your ad, either a lifetime total or a daily total. Facebook will never spend more than your budget.
- Facebook charges for ads in an auction. Facebook will give you a recommended bid amount but ultimately, you have control over the price of each click or impression.
Analyze and optimize
- Create several different variations of ads and then check their effectiveness daily to see which are performing best. This could differ depending on the different copy, images, target or bid used. (The Facebook team like seals and puppies)
- Tweak your ads accordingly so that all of your ads perform well.
I’m a happy critic of webinars. Replicate the good, avoid the bad, stop saying “um” so much.
What are “sponsored stories?”
- Nadine’s definition: Sponsored stories = paying for fans’ comments and actions to be picked up from wall posts and run over in the right hand column of friends’ Facebook pages, in place of a common or garden variety advertisement.
- Facebook’s definition: (paraphrase) Sponsored stories are word of mouth marketing amplified to an unprecedented scale in the social context of trusted friends.
Why are sponsored stories valuable?
Facebook’s statistics on why the social context of a sponsored story matters to business owners and marketers:
People who see a sponsored story ad in the social context of a friend’s actions exhibit:
- A 1.6 lift in brand recall
- Double the increase in message awareness
- A 4x (quadruple!) lift in purchase intent
Therefore, brands who use sponsored stories experience a “direct and measurable performance lift.”
Facebook Ads v. Sponsored Stories
What’s the difference? Facebook Ads are for the general public; sponsored stories show up on friends’ pages only.
Six Sorts of Sponsored Stories
Here are the six kinds of stories that can be sponsored:
- Page Likes – Eric likes British Airways, and his “Like” generates a little story on the right hand side of your Facebook screen
- Page Post Likes – A similar story is generated when Eric comments on a page
- Check-in story – Eric checked in at Four Barrel Coffee for a single-varietal cupping, and a note about that appears on your page, leading you to dash out, catch the tube, mind the gap, and join Eric at Four Barrel.
- App Used – Eric played the Glory of Rome
- App Share – Eric recommends the Game of Life
- Domain – Eric thinks Red Cross is a great cause
Intrigued enough to consider sponsoring your brand’s stories? Facebook recommends:
- Run Sponsored Stories with Facebook Ads for best effect
- Choose the best story type for your goals
- Claim your physical “place” to enable check-in functionality
- Post regularly on your Facebook page to generate opportunities for Sponsored Stories
- For “Domain” sponsored stories, Add the “Like” and “Send” buttons to your website
- Track your performance in Ads Manager, then reallocate budget to best performing ads
1. Craft your ad creative
2. Segment and structure your campaign clearly
3. Evaluate your campaign performance with Reports and Page Insights
Craft your Ad Creative
- Questions drive engagement in title or body
- Keep the body copy short and clear
- Encourage users to act immediately
- Give clear call to action with verbs like Book today to drive urgency
Discounts & Free Offers
- Everyone likes a good deal, so highlight this in your ad text
- Promote Facebook Offers/Deals!
- If possible, use words like: free, discount, promotional, trial, complimentary
Space & Logos
- Use an image that speaks to the audience demographic
- Avoid use of logos unless your logo is well recognized
- Make the most of the full space available
- Simple, uncluttered images work best
Segment and Structure your Campaigns Clearly
- Create multiple ads using different creative within the same campaign in order to identify which creative you should use.
- Use a unique URL for each campaign in order to measure which demographic delivers the best performance.
- Pause campaigns not performing well so budget is going to the right place.
- Really important to refresh your creative regularly.
Evaluate your campaign performance with Reports and Page Insights
- Within your campaign report, you can see your target audience, reach, and social reach (number of people who saw your ad with their friends’ name attached).
- Look at peak times, evaluate ads’ performance, CTR of ad, cost-per-click for ad.
- Demographics report: you can see how your ad is performing with certain audiences (and potentially modify audience).
- To better understand page engagement
- Understand the performance of your Page including a new public number for People Talking about This”
- Learn which content resonates with your audience
- Optimize how you publish to your audience
- You can now see People Talking about This (number of people who have Liked, commented, shared info about our page).
Get the creative right
- compelling copy and images for each ad
- make sure the landing page is relevant
Segment your campaign
- By target audience, product and location
- Test 3-4 ads per campaign
- Try out different targeting options to understand best segments
Track your performance
- Run reports once per week
- Pause low performers and adjust budget
The networking site’s belief is that “business will be better in a connected world,” and they say they’re helping us all get there with a user count of approximately 800 million.
There are two types of integration: Social Plugins and Apps.
Social Plugins: A “lightweight method” that involves adding a few lines of HTML code to a website to make it immediately more engaging for users.
Most common types of Social Plugins include:
- Like Button- Immediately shares a story on the News Feed when someone “likes” your page.
- Send Button- Allows users to send specific content to a select group of friends.
- Comments- Shares findings from external websites with friends on Facebook. ()
- Like Box- Allows users to “like” your Facebook page from your website.
- Login and Registration Buttons- Allow people to login/register to your website.
Apps: More of a “heavyweight” approach that involves further integration and development, but also delivers more personalized messages. Apps are a great way to spread the word about your business using all distribution channels, and can live on page tabs, your website, or even mobile devices.
You got to hand it to the people who are creating an awesome company and want to share their story with the world.
This is definitely a Kickstarter campaign worth backing - the first EVER EVER documentary about an Arab Tech Startup.
This is going to be such a kick-ass documentary, so if you can, PLEDGE!
أطلق موقع سينموز الشّهر الفائت حملة مميّزة ترمي إلى الدّفع بالموقع إلى الأمام وجمع التّمويل اللاّزم لإنتاج أوّل وثائقيّ من نوعه حول شركة عربيّة ناشئة
سيرافق ألموز فايمُس فريق عمل سينموز طوال ستّة أشهر وسيروي لكم قصصًا صادقة وإنسانيّة تتمحور حول المنظّمين الشّباب والمتفانين الّذين يسعون إلى النّجاح في تأسيس شركة ناشئة في منطقة الشّرق الأوسط وشمال أفريقيا، على الرّغم من التّحدّيات الكثيرة الّتي تواجههم.
وسيركّز الوثائقيّ على مسيرة سينموز اليوميّة بكلّ ما يتخلّلها من مشقّات وأخطاء وأحداث دراميّة وكوميديّة ومثيرة ومشوّقة بطريقة صادقة ونابعة من القلب تعتمد أسلوب تلفزيون الواقع /Real TV.
ساهم الجمهور حتّى الآن بنسبة ثلاثين في المئة. ندعوكم إذًا فردًا فردًا للانضمام إلى فريق سينموز فتكونوا أعضاء فاعلين في طاقم عملنا، كمنتجين أو داعمين أو محرّرين أو أبطال أو هواة من أجل مساعدتنا على تأمين السّبعين في المئة المتبقّية
وسيحظى المساهمون بمكافآت تتراوح من نسخة رقميّة عن الوثائقيّ فور إطلاقه إلى اشتراك فصليّ مجّانيّ بموقع سينموز وسيوجّه إليهم الشّكر في نهاية الوثائقيّ