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The Real Value Of Facebook’s Audience Network

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As social media continues to play a bigger role in people’s lives, companies are looking to take advantage of the media channel.

In order for businesses to get the most out of their social media efforts, however, brands must understand how to best leverage each platform. Fiksu, a mobile marketing company, has announced the release of a new report titled “Facebook Audience Network Investigation – Value Beyond CPI.”

The report delivers insights into the performance differences between Facebook Audience Network ads, traditional Facebook News Feed ads and other display networks. Also included in the report are side-by-side comparisons of app marketing data from Fiksu clients that ran both Facebook and display ad campaigns.

Fiksu found that the revenue per purchasing user on Facebook’s Audience Network was $3.64 compared to the News Feed’s $1.63 and display traffic’s $0.15. The report also details that while click through rates on the Audience Network are consistently lower than the other ad sources, the conversion rate was nearly 10 percent higher than that of the News Feed and 25 percent higher than display ads.

“The research proves that the latest addition to Facebook’s mobile app ads, Audience Network, can be successful across a range of apps, thanks to the comprehensive tools they provide for segmentation and targeting. As our report indicates, it makes sense for marketers to spend more per click on Facebook properties since the ROI will be significantly better due to value of that segmentation, context and timing”, said Craig Palli, Fiksu’s chief strategy officer.

The Best Times To Post On Social Media (Infographic)

Have you ever think carefully about the best time to share your content on the company’s social media platforms?

The truth is your audiences and prospects prefer using certain social media services during specific hours. Thus, if you share your content when your audiences are on these social sites, you’ll not only gain more opportunity to get connected with them, but you’ll also notice an increase in traffic when they are willingly share your content.

So, what are the best times to post on social media? Follow the suggested times for designated social media platform in the infographic below.

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Building The Perfect Instagram Profile (Infographic)

Instagram has more than 200 million active users who have taken billions of photos. That’s a big number indeed and your potential customers might already use it in a daily basis. Incorporating of Instagram is a great marketing opportunity since it is now part of your customers’ native behaviour. Whether you are a small or large business, you will need a platform to tell your story visually. You need to be using Instagram for business to help generate organic web and mobile traffic. The following infographic gives some practical advice on creating the perfect Instagram profile. Take a look at it.

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Social Media Marketing Trends For 2015 (Infographic)

So what does 2015 hold for social media marketing?

Most marketers think that social media strategy always involves with throwing some words in a box, posting and linking to their latest product. Well, sometimes those steps work fine, yet most of the time, they are ineffective for a long period. An out of the box marketers will take different approach.

However, it’s always useful to know the latest marketing trends to prepare your next move or campaign. Today’s, we will provide some thoughts on social media marketing trends for 2015. Take a look at the infographic below and build your best marketing strategy right away.

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Social Media Checklist 3.0 For Business (Infographic)

Many marketers are still wondering how to target the right audience on social media.

Most of them are confused by the best way to create interesting content for their audiences and engage with them. If you find yourself stumped at the prospect of using social media marketing to promote your business, the following guide can help. Follow these easy suggestions to create a consistent social media internet marketing presence on multiple channels.

The infographic below is presented with easy-to-follow suggestions and tips that will help you create a consistent social media presence on multiple channels (including Facebook, Twitter, Pinterest, LinkeIn, Google+, YouTube and SlideShare). This is a great resource to start businesses of all sizes who have heard great things about social media marketing but don’t have the slightest idea where to start. Keep analysing the impact of your work so you understand what strategy is working and what’s not!

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Pinterest Promoted Pin Feature Is Now Available For All Advertisers

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Pinterest Promoted Pin Feature Is Now Available For All Advertisers

After the initial success with its beta advertising program, Pinterest has announced that it will expand its chief monetisation apparatus named Promoted Pin to all advertisers, starting January 1st.

The visual based social media company has introduced the program in June, which offered advertisers the chance to run pins that are targeted to users based on age, sex, location and interests.

The initial deals with Kraft and General Mills which become the early partners in the program “have been so promising”, said Joanne Bradford, Pinterest’s head of partnerships. The company claims the average promoted pins is shared 11 times, on average, meaning advertisers got about a 30% bump in earned media for their campaigns.

“Like other Pinterest content, promoted pins also have a long tail”, said Bradford. She added that promoted Pins got a 5% increase in earned media a month after a campaign ended. In allowing for greater monetisation of its platform, which is now used by about 70 million people globally, Pinterest may begin justifying its $5 billion valuation. The company, which was founded in March 2010, has received more than $760 million in venture capital to date.

Furthermore, Pinterest competes with other social media platforms, including Facebook and Twitter, for the same target market. Unlike Pinterest, such competitors have formed relationships with advertisers over the past few years and have battle tested their ad programs in front of large audiences.

Premium Social Media Content Distribution Guidebook

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Paid content distribution service is a growing market with a a lot of option to choose from, all of which point toward the same goal: delivering your content to the right viewers.

In today’s article you will find in-depth guides for navigating each of the four major social media platforms: Twitter, Outbrain, Facebook, and LinkedIn. You will learn the best Twitter campaigns for your brand, how to grow an audience through Outbrain, how to do a “hyper-targeting” with sponsored Facebook posts, and boosting your thought leadership on LinkedIn.

Whether you’re just getting started on social media marketing or looking to run a mix of sponsored posts on multiple platforms, let this comprehensive guidebook light the way.

1. Twitter

Twitter Logo

Twitter is the best go-to channel when you want to drive a little extra paid traffic to a post. Visitors from Twitter tend to be highly engaged and are very likely to share your content, creating an organic boost on top of your social distribution. However, you can do a lot more than simply drive referral traffic on Twitter. Here are four types of sponsored Twitter campaign which offers unique benefits:

  • Engagement Tweets. Use Engagement Tweets if you want to encourage more people to click on a link and read your content. This is the easiest type of campaign to put together. You can either compose a new tweet on the campaign page or just choose one you’ve already published.
  • Followers Campaigns. These campaigns are set up for the sole purpose of gaining new Twitter followers. They’re basic—just text, no links or multimedia of any kind.
  • Website Cards. If you want to add a call-to-action button to your promoted tweet, you can create a campaign for website clicks or conversions. It’s best to use this type of campaign to promote a piece of content that has an actionable conversion, such as an ebook that can be downloaded in exchange for an email address. You’ll have to create a Website Card, which includes an image, a headline, a URL, and a call to action for your reader to click. To track conversions from that call-to-action button on the Website Card, set up a website tag.
  • Leads Campaigns. Similar to conversions campaigns, except you’ll be creating a Lead Generation Card instead of a Website Card. The Lead Generation Card is optimised for gathering email addresses directly from Twitter, whereas the Website Card is best for adding a visual touch to a piece of content that readers can click that leads to a conversion on your website.

No matter which campaign you choose, there are a couple of similarities across the board. In terms of scheduling, you can either start the campaign immediately and run it until you exhaust your budget or choose specific start and end dates. Twitter recommends using a few tweets for each campaign that allows you to diversify your offerings and engage a wider audience, but, most importantly, it allows for trial and error, so you can optimise future campaigns.

It would be better if you can include three main parts in your budget: 1) a daily minimum budget 2) a bid range per engagement and 3) total spend for that campaign. The budget and bid can be adjusted while the campaign is running. For example, you might want to adjust the bid at different times of the day or week, such as when a buzz-worthy event takes over the conversation on Twitter. During these instances, you may have to bid higher to get eyeballs on your content.

Twitter allows you to view your campaign statistics based on a certain range of dates, platforms, locations, and demographics. The “Engagements” tag will break down campaign performance by individual tweets, impressions, clicks, retweets, replies, followers, and engagement rate. Pair this information with the offerings from Twitter Analytics to see how your sponsored tweets are performing in comparison to your regular posts.

2. Facebook

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It’s much simpler to create sponsored posts on Facebook than on any other social platform. Before or after you post a piece of content on Facebook, just click the blue “Boost” button and customise.

First, choose the audience you want to reach. If you choose “People who like your Page and their friends” or “People similar to people who like your Page,” then the majority of the targeting is done for you. You simply have to add a price and start the campaign. However, if you choose to target your own pool of users, you can narrow your audience by location, age, gender, and interests.

While a campaign runs, you can add money, but you cannot adjust your targeting specifications. Once the campaign is completed, click the “See Results” button at the bottom of your post to review how your campaign performed.

In our experience, CPC seems to be a bit higher on Facebook than on Twitter. However, hyper-targeting by location on Facebook has proven incredibly useful. For example, it’s a good place to target readers who freelance in Chicago if you want to promote a piece about the best coffee shops to work from in the city.

3. Outbrain

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Outbrain, a content discovery platform, is a great option for publishers looking for an easy and efficient way to drive readers to their site. How do you do that? By generating lots of headlines. Outbrain places these recommended links next to and below articles on high-quality news sites like Hearst and Condé Nast publications, so they must be engaging enough for readers to click on.

To start, choose “Create New Campaign,” and submit the URL of the piece of content you want to promote. Name it, put in your budget, and define your schedule. Choose your type of campaign based on the format of the content or where you want it to appear: video, mobile, or desktop. In general, mobile CPCs do very well, especially with fashion and retail content.

The budget can be assigned on a monthly, weekly, or daily basis. You’ll often see lower CPCs earlier in the week, month, or quarter, and then it becomes more competitive to get eyes on your content. So budget accordingly. For example, if you have $10,000 allocated for a quarter, spend $5,000 in the first month, $3,000 in the second, etc. If you decide to set a daily, weekly, or monthly budget cap, Outbrain’s system will divide by each day to distribute content evenly.

Now, for the headlines: It’s best to come up with several variations for each link and include different images and subheaders. Oubrain’s algorithm will optimise and show the best performing ones more often.

When it comes to measuring the success of your content distribution, Outbrain primarily tracks clicks, but you can also track conversions through a code that you embed on your page, similar to Twitter. Outbrain recommends a CPC for each piece of content, and if you’re beating that with a lower price per click, it’s a good sign you have a strong content strategy and engaging headlines. But be sure to check the visit duration and bounce rate of your Outbrain referral traffic in Google Analytics to make sure Outbrain readers are actually sticking around once they land on your site.

4. LinkedIn

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LinkedIn’s ad program is known as “the holy grail of hyper-targeting marketing”, especially for B2B marketers. You can target audiences based on the city, gender, age, LinkedIn groups they might belong to, skills, and even schools they attend or graduated from. Still, the most unique and useful option that LinkedIn provides is targeting by company name, category, and industry size, as well as by job title and seniority. For example, if you’re looking to acquire in retail, you can promote a thought leadership piece relevant to retail marketers’ interests and target them directly, even going so far as to target the senior VP of a specific company.

The budgeting options are similar to Twitter, which offering the ability to set a total budget for the campaign, daily maximum spend, and length of time you want the campaign to run. However, LinkedIn differs by offering the option of paying per click (every time someone clicks on your post) or per impression (every time LinkedIn shows your post, per 1,000 impressions). You can choose one and then enter a bid for the most money you want to spend when the action is completed.

You can also set up a few broader campaigns and assign multiple pieces of content to each. Continuing with the above example, say you want to target retail companies with multiple pieces of content and just a $500 budget. Set up one overarching campaign for targeting these retail companies and then simply choose that targeted campaign when you go to sponsor each piece of content. The results will show up directly under the sponsored post on your page with an option to further manage or adjust the campaign as it progresses.

Final Thoughts

Each of these platforms gives unique opportunities for your needs in terms of boosting distribution and audience growth. By testing out each one, you can find the one that serves your objectives the best. All that you need is experimenting with each social media channel and double down on the ones that are most effective for your content mix.

HashAtIt: A Free Hashtag Tracker Tool

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When it comes to social media marketing, hashtag is one of the most effective way to get your messages spread.

With hashtags, you can track and interact with latest topics and make your content more noticeable and relevant. However, since hashtags are used on numerous social media platforms like Twitter, Facebook, Pinterest and Instagram, it can be quite hard to keep track of what’s trending on the Internet across all these big platforms.

If you feel discouraged with the amount of effort that you need to commit to deal with hashtags, HashAtIt might be your answer. Billed as “The First Social Search Engine for HASHTAGS (#)”, the app offers you the ability to search tags on today’s most popular social networks: Facebook, Twitter, Instagram and Pinterest.

HashAtIt searches these popular social networking sites in real time, giving users the information they want without having to visit multiple news outlets. With HashAtIt, you can see what’s happening around the world on any topic that interests you and get it without any censorships. When you see a hashtag on one of your social feeds, a TV show, event, magazine, or anywhere else, you can type that word/phrase into our search box to learn more about it. Follow, join or share the conversation just by clicking the Share button.

With HashAtIt you can:

  • Search and look up any #Hashtag.
  • Create your own #Hashtag boards
  • Customize your #Hashtag boards
  • Easily share your #Hashtag boards with followers and friends.

Features:

  • 100% free
  • Instant sharing to Facebook, Twitter, Pinterest, or email.
  • Filter your #Hashtag feeds.
  • All results are in One Place in Real Time.

Five Social Media Marketing Trends In 2015

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As 2014 will be over very soon, it would be good to look at what 2015 hold for social media marketing.

Social media is developing at a rapid rate, so it’s worth taking a look at what direction it will be taking in 2015. We’ll begin our first prophecy with:

1. The Booming of Video Content

While video has become so popular across social media, this trend will be likely to gain a lot more traction in 2015. With the rise of video bloggers that have millions of YouTube subscribers, it won’t be surprising to see brands jumping on the video approach as well.

2. The Demise of Google+

2015 might be the time that Google says goodbye to its own social network for good. The prediction is supported with the fact that Vic Gundotra – Google’s Senior Vice President of Social – announced he was leaving the company back in April and Google killed Authorship back in August.

A lot of people spent time building their Google+ profiles in hopes that their content would appear higher in search results, yet now that Authorship’s been scrapped, it wouldn’t be surprising to see people migrating away from the network. It just a matter of time before Google ultimately opt to close the project.

3. More Premium Social

Anyone who manages a company’s social media will know that Facebook has been dramatically decreasing organic page reach in a bid to promote their paid advertising offering. This way, unless you’re a huge brand with a significant following, the only way to reach all of your fans is to get the premium service.

Following Facebook’s step, Pinterest released its Promoted Pins feature to more businesses in August and Twitter expanding their advertising offerings to include more specific mobile targeting. Businesses will more than likely boost their social media advertising efforts, as well as explore the possibility of hiring paid social media experts (we covered this in our digital job trends blog here).

4. The Year of Mobile

While this seems pretty obvious, there are many reasons to suggest that 2015 will see an even more dramatic increase in focus on mobile-first in terms of social media marketing and advertising. With Twitter developing its advertising platform and giving businesses the chance to target users by mobile network and users with new mobile devices, as well as buying mobile ad firm Tap Commerce back in July, it’s clear that social is leaning heavily towards mobile. With this in mind, it won’t be surprising to see teams in larger companies purely focused on mobile social media advertising.

5. More Data/Analytics

Several social media platforms have really upped their game when it comes to analytics and data on offer in 2014, so I would expect to see even smaller companies making more use of the information on offer to them in 2015. This comes after Pinterest released its incredibly detailed analytics dashboard back in June and Twitter announced that they’re experimenting with inbuilt analytics within tweets last month, so it’s clear that social media platforms are keen to share their data with their customers. This will have a knock-on effect on businesses who will use this information for more intelligent social media marketing.

Instagram Has Added Five New Filters Into Its App

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Here is a good news for all Instagram users: the app is getting a set of new filters for the first time in two years.

The photo sharing app company has launched a major update to its iOS and Android version on Tuesday. It adds five new filters and the ability to rearrange how filters appear within the app. The new filters (Crema, Slumber, Ludwig, Aden and Perpetua) will now available in the filter tray of the updated app.

The update also allows users to reorder the app’s filters or hide the ones they don’t use. They can scroll to the end of the filter tray to find the new “Manage” setting, which enables them to quickly personalise which favorite filters that would appear in the app.

Moreover, Instagram states that the new filters were inspired by camera improvements on smartphones and the creativity of its users.

“Photography trends have evolved, and the capabilities of the camera on your phone have vastly improved” the company wrote in a blog post. “We’ve seen tremendous creativity within the community, not only in the moments they share, but in the time spent carefully composing and editing photos and videos to bring out emotions and make them beautiful.”