Tag Archives: facebook

5 Reasons to Jump on Facebook Ads NOW

15 Apr

Facebook Dollar 11

Some marketers are hesitant about the need to spend marketing budget on Facebook advertising and why / how / where they should find those dollars. A sensible Three Step Process for succeeding in the new Facebook landscape includes creating content most likely to be shared by consumers, putting ad dollars behind it to boost it, and enabling your community to make you part of their community.

Here are 5 reasons why this small investment will pay off.

1. Impressions rule. We talk a lot about interactivity and engagement. But don’t underestimate the plain ol’ audience impressions you’re gaining with Facebook ads. We may not know how great the positive effect of social media impressions are on your brand for years.

Look at TV advertising: buying habits in 2014 are influenced by TV ads from many years ago. If you want to influence the brand of beer I buy today, you should go back in time to 1989 and make better beer ads. That Spuds MacKenzie…he was rad.

  

2. The cost per impression for Facebook ads is almost nothing compared to that of television or newspapers. And your Facebook ad may actually interact with a consumer as opposed to getting skipped on DVR or never read.

herb2

Media Sales guru Herb Tarlek says,
“Newspapers: Kids today don’t read.
And Television: Stinkerino.
Facebook: where your ad dollars buy more!” 

 

3. Even better news is that your competitors may now be on their way off of consumers’ radar. Let your competitors complain about the lack of organic reach and wish for the glory days of 2012. Meanwhile, you can spend a few bucks, target ads to your demo, and be where your competitors’ customers live in 2014.

 

4. He with the best creative wins. Facebook may be like the Super Bowl in that all of the best content will be paid advertising.

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5. You’re proving your product’s value.

Brands behave now on Facebook like record labels or recording artists have always been with radio – looking for free airtime or spins of their content on media that someone else owns and controls.

There’s a lot of competition and limited amount of space and time for your fans. If you want to guarantee exposure, you will need to pay. If you’re not willing to do an inexpensive add buy, then how confident are you about your business?

henry ford

Good Brands Build Their Communities. But Great Brands…

9 Apr

Facebook Heart 1

 

Many marketers are talking about organic reach on Facebook decreasing rapidly. It seems no one realizes that organic reach has been low – under 20% – for

well over a year. But as reach does continue to drop, it’s time to grow your community before it’s too late and there’s no organic content seen again. Or perhaps I should say it’s time to become part of your customer’s community.

Good brands grow their communities. Great brands become part of their customers’ communities.

This is going to take a three-step process that will rely on your community as well as some ad dollars. It will also require the best, most engaging content you’ve ever created!

 

Step 1: Create engaging content that people want to share

What do people want to share? Marketing messages? Flashy offers? 

No. It must be something that makes them look cool / smart / sexy to their friends. You must create something that will give consumers the dopamine hit they crave each time they share a post.

 

Step 2: Pay for ads with that terrific content

What are you prepared to do? I hope the answer is spend a buck or two on Facebook ads. It’s time to see Facebook as an advertising channel, not a free news service. Mr. Zuckerberg, you created the most intersting communications channel since television. Here’s your dollar.

The good news is that it really only takes a dollar (or a few dollars) to be in the game. Facebook ads are really cheap right now considering the reach you can get versus TV, newspapers, or even email marketing.

 

sean c 1 What are you prepared to do?!?
All of this “new” Facebook work is going to take a bit of courage, faith, and maybe some of the Chicago way.

 

Step 3: This is the easy one…and it’s out of your hands.

Remember in Step 1 where I said you had to create the best, most engaging content ever? This is where it pays off. Your fans and their friends who saw the ads and posts will share them.

A typical overly commercial, online-banner-ad-looking piece of junk will get ignored just like TV commercials and banner ads do now!

 

 

 

The Ultimate Secret to Facebook Marketing: How Often You Should Post!

7 Mar

 

Question: “How often should I post to Facebook?”

 

Question mark 

 

 

 

Answer:

If the stuff you’re posting has value to your community, then often.

If it has no value to your community, then never.

 

 

Have a great weekend!

 

Share Images on Facebook, Not Videos

3 Mar Totally engaging puppy photo courtesy of Hy-Vee's Facebook page.

If a picture is worth 1,000 words, a video is worth at least 500.

I recommend including photos and images over video on your brand’s Facebook posts in most cases.  An image can let readers take the story in their own direction, while videos are at times too limiting

 More importantly, images with text are easier and quicker for your readers to consume and with which to engage

How many times have you clicked an article from a news gathering site and were lead to a video that you had to watch? All you really wanted to do was skim down to read the part that interested you. Many readers simply don’t watch the video. Some watch it and may be disappointed.

Videos are fantastic for in-depth explanation and full feature story telling. But for faster interaction and engagement on your Facebook pages, nothing beats an image. Except images with dogs and cats. 

Totally engaging puppy photo courtesy of Hy-Vee's Facebook page.

Totally engaging puppy photo courtesy of Hy-Vee’s Facebook page.

IFA Digital Marketing & Technology Summit Roundtables

13 Feb

IFA logo 2014

One of my favorite parts of each International Franchise Association Convention is participating in the Marketing and Technology Roundtables. Here’s the info for this year’s Summit:

Digital Marketing & Technology Summit
Sunday, February 23
9:00 am – 12:00 noon           

The feature presentation, Innovative Lead Generation for Your Entire Franchise System, includes speakers Christine Merritt, Head of Business Development, Google and Lana Khavinson, Group Product Marketing Manager, LinkedIn. Ken Colburn, President/CEO, Data Doctors Franchise Systems, Inc will moderate this discussion.

After the presentation, participants will have the opportunity to share ideas and strategies on a variety of technology-related topics at roundtables led by experts in the field.

Please join me for my Roundtable, Facebook Contests and Coupons. We will discuss promotional offerings on brand and franchisee Facebook pages for contests, coupons, and other tactics for driving customers into your franchisees’ locations. 

Facebook-Contests

A Tip for Brands To Not Lose Facebook Fans During the Olympics

9 Feb

Olympic Rings Sochi

  

Don’t drive away your Facebook fans and community by posting today’s Olympic results on your page.

While only a portion of your fans and followers will truly be unhappy with you for spoiling their evening Olympic viewing, why give anyone a reason to stop following your brand?

Olympic coverage is unique in that it’s sort of news but also sort of a TV drama. It’s different that sharing breaking news or posting the sad news of a famous person’s death. No one would fault you for that because no one is planning to spend his or her evening watching to see how that turns out. And, nearly all other widely viewed sporting events are aired live on TV in the US. It’s okay to comment about and share live football scores but you shouldn’t spoil a Downton Abbey revelation.

While I advise clients to fill their brand’s Facebook page with interesting, fresh information each day, don’t share Olympic results prior the event airing in primetime. It’s a spoiler-filled landmine.

The key is that there is no upside. Are you showing your fans that can read and share nbcolympics.com faster than they can read it? There are plenty of places online, or via apps, texts, and email alerts that fans who want real-time results already know about. We already have one Bob Costas and that’s plenty!  In 2012, I recall unliking a few brands (and unfriending a business associate!) that decided to be Johnny-on-the-spot and post every American medal win throughout the day. I never went back to become a fan again!  

You have put time and money into growing your community. Don’t lose some fans over something that has no upside or potential to increase engagement.

    

  

Stop Following Social Media Influencers

18 Nov

facebooklogoupsidedown2


What does being a social media influencer mean?

They’re influencing people via Facebook? Or they’re influencing people about Facebook?

One issue with seeing social media as an industry (which I don’t) is this idea that you should have already heard of everything and everyone who is “an expert”. I constantly hear this from marketing colleagues and people who will soon no longer work with me:

“Do you follow Joe X?” (Joe’s name is blocked here to protect the ignorantly blissful.) And I always reply, “Who?”

This is usually followed by, “Whadya mean ya don’t know who Joe X is!?! How can you not follow Joe X?”

No, I don’t follow Joe X, and neither should you.  

No offense is meant to Joe X. Joe X is probably a good writer. I see Joe X’s blog occasionally in search results and I’m usually impressed by Joe X’s writing skills and ideas.  I couldn’t write as well as Joe X in a million years. I will be likely to read future posts should the subject appeal to me, or more likely, the keywords match what I am searching.  But following? Nope. It’s pointless.  

Who should you follow? Two Tactics:

 1. Follow influential people in your industry. If you’re in retail, franchising, food services, healthcare, automotive, or any industry,  there are many smart professionals with whom you should engage. Don’t worry about what they’re saying about Facebook or Twitter…pay attention to what they’re saying about retail, franchising, healthcare, etc.

2. Don’t follow any specific people; search and follow ideas!

“Be less curious about people and more curious about ideas.”
-Marie Curie

4 Steps to Running a Good Contest on Facebook Since the New Rule Changes

6 Sep

3D Facebook

Last week Facebook updated their terms to allow for contests to be executed outside of Applications and on your brand’s Timeline using Likes, Comments, and Messages to enter. Every one-person agency and self-named social media “expert” has been posting and shouting about how this is greatest thing ever and that you should run out and do promotions in this manner as soon as possible. After all, now it’s easy and you don’t need a pesky third-party.

But just because something is easy and you can do it yourself, does that mean it will accomplish a business goal?

(For those self-named social media “experts” and “gurus”, a business goal is something that grown-ups use. It has more to do with revenue than Likes. More on that later…)

    

Which do you want: more Entrants or more Customers?

Before running out to do the first contest that comes to mind – be aware of a few things. First, by doing a contest via Likes, you’re making winning easier for non-committed consumers to win. These are people who will dog pile onto your contest, maybe win something, but will never be a customer of your brand, store, or business.

 

Missing in Action: Emails

Second, do you know what your brand page and your local pages will really miss? Your customers’ email addresses! If you start doing promotions only on your Timeline and not using an application, you can’t collect email addresses or other desired data from your fans and customers.

We’re social media focused here at Engage121, BUT we do know the value of a customer’s email address. You still want to be able to collect these for newsletters, announcements, or future plans. What’s the value of a Facebook Like? I don’t know, but it’s less than an email address!

 

Don’t create temporary Fans

Lastly, by not requiring a Fan-Gated entrance to your app for the contest, you’re diminishing the likelihood of gaining a new Fan. Consumers may Like your status update once to enter the contest but never actual Like your page or engage with you further.

  

Solution:  Let’s do both!

Run your contest as an App and hit your Timeline with it often! Here are four steps to success in the new Facebook dynamic:

1. Run the contest as an Application on your Facebook page. Here’s an awesome example of a successful just-finished contest from our friends at Scooter’s Coffee.

2. Talk about it, share it, and promote it frequently on your Timeline so your fans know it exists.

3. Create good content in the contest: I always recommend against being too self-promotional in your status updates. So the contest itself should be interesting on its own add some value to your fans’ day. If it’s not, then maybe rethink the contest!

4. Advertise:  Along with sharing the contest as a status update, think about spending some budget on some well-targeted ads too!

 

What’s The Value of A Facebook Like? Who’s Asking?

1 Aug

facebook-icon

Some ridiculous and reckless newbies in social media monitoring have been promoting an actual dollar amount for the value of any Facebook Like. A recent “study” published the value at $174.17. This was produced by some self-proclaimed social media “experts” who will be selling used cars 12 months from now.

I see similar nonsense coming from small PR agency owners who joined Twitter last year and now want to spin you toward the idea that they do more that press releases. 

$147 is the value of a Like? Why not just say a Like is worth $1,000?  Sure, let’s go with that.  That will make the CEO happy.

The truth is that a Like for Company A has much different value than a Like for Company B.

  

Social Values Overall

Let’s take a step back and look at all online recommendations and endorsements (if you can truly call “Likes” one of those). A positive review on a ratings & review site may be of great value to a hotel property, but much less to a retailer with a low-cost, hot product. A lousy rating on Yelp may scare people away from a local pizza franchisee but may not matter to a higher-end restaurant.

Take a further step back and look at an old yet still popular social media channel called the telephone:  What’s the value of a phone call? I estimate somewhere between 2 cents if it’s an unwanted opinion and a billion dollars if someone is calling to acquire your company. 

 meh facebook

 

Ferrari Posters on Your Wall

Pop quiz guys over 30: did you have a poster of a Ferrari, Lamborghini, or Porsche on your bedroom or dorm room wall back in the 80s or 90s? Millions of boys had them in order to indicate which car they would pick up as soon as they had the means, as Ferris Bueller would say. 

   1962-ferrari-330-tri-2_1280x0w

But how many of those cool young dudes now own a Ferrari or Lamborghini? Probably not many. The 2013 version of the sports car poster is a Facebook Like.

Ferrari’s Fan Page on Facebook currently has over 12 Million fans. I submit that those are 12 Million guys who do not own a Ferrari. Based on my own Facebook friends who I can see Like the Ferrari page, this is true. Seriously, if you guys had a Ferrari, you would not be on Facebook liking the page! A Like for a local sandwich shop may correlate much closer to a customer than that for Ferrari.   

This commoditizing of Likes is doing is missing the whole point of engagement with a customer. If we’re merely counting Likes, then we’re measuring our current reputation, brand equity, and cool factor. For those of us marketing and selling Ferraris, the Like is just a starting point of an online relationship with a new prospective customer. Start your engines!

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