Tag Archive | "manager"

Facebook wants to know why you hide ads

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Facebook users hide ads for several reasons, but now the site is making a greater effort to understand why.

Facebook announced today a few changes in the ad feedback process. When someone clicks to hide an ad, Facebook is making it easier for the user to explain why, such as the ad was irrelevant or repetitive. Facebook had been testing this process for quite some time, but now it’s fully rolling it out.

Product Manager Max Eulenstein explained the process in a blog post:

We’ve learned that the reason why someone hides an ad can be just as important as the hide itself. If someone doesn’t want to see an ad because it’s not relevant to them, we know we didn’t do a great job choosing that ad and we need to improve. If someone doesn’t want to see an ad because it’s offensive, it probably isn’t a good ad for other people on Facebook, either.

With this update, News Feed is going to take into account the reasons why people give us for hiding an ad. When we identify an ad like this, we’ll show it to fewer people on Facebook.

Facebook is also giving more weight to feedback from users who rarely give feedback. They figure that those who don’t speak up often must’ve really objected to an ad if they’re blocking it. Facebook noted that those who rarely hide ads ended up hiding 30 percent fewer advertisements after giving feedback:

We know that a small group of people share feedback less frequently than others, and this is especially true for ads. So, we’ll now weight feedback differently based on how often someone hides ads and other content in their News Feed. If someone hides things very rarely, we’ll consider that when we choose what to show them. If we think there is even a small chance they might hide an ad, we won’t show it to them. This affects the type of ads we show everyone, but has a bigger impact for people who don’t often hide ads.

Readers: How often (and why) do you hide ads in your News Feed?

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Article courtesy of Inside Facebook

Glassdoor: Facebook rated No. 5 nationally in culture, values

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Facebook has been highly-rated by its employees for culture and values, coming in at No. 5 overall nationally in a new Glassdoor report.

Twitter, with an average rating of 4.5, actually took the top spot. Facebook employees rated the company an average of 4.3 (out of 5), in terms of the culture and values of the company.

Glassdoor community expert Scott Dobroski discussed with Inside Facebook what makes Facebook so special:

As number five on Glassdoor’s inaugural list of the Top 25 Companies for Culture & Values, Facebook employees report high satisfaction with many aspects of its culture. Tech companies are known for their laid-back, hacker cultures and Facebook is no different with its ‘move fast and break things’ mantra. Facebook employees report satisfaction with the open and transparent environment and enjoy the team-oriented atmosphere.

Here are some comments from Facebook employees on Glassdoor:

  • “Facebook truly values the important things in life (to me, at least). The culture and dialog is open about everything. Whether it’s with your manager, on your team or concerning a company-wide issue.” – Facebook User Operations Associate (location, n/a)
  • “This company really cares about its mission and people. It gives you the skills and opportunities to grow.” – Facebook Employee (location, n/a)
  • “Huge impact on billions of people while working with awesome, insanely intelligent coworkers at a pleasant office. Great free food and perks. Lots of autonomy and big problems to solve. Engineer-driven culture.” – Facebook Software Engineer (Menlo Park, CA)

Facebook placed tied for third overall in tech, trailing Twitter and Google:

  1. Twitter, 4.5 culture & values rating
  2. Google, 4.4
  3. Riverbed Technology, 4.3
  4. Facebook, 4.3
  5. National Instruments, 4.2
  6. Intuit, 4.1
  7. CDW, 4.1
  8. Apple, 4.1
  9. Citrix Systems, 4.0
  10. Adobe, 4.0
  11. NetApp, 3.8

Here’s a look at the top 25 companies overall, in terms of average employee ratings:

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Article courtesy of Inside Facebook

What can the Facebook ad platform do for small businesses?

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Facebook has been going around the country, speaking with small business owners about ways to grow through the social network at Facebook Fit events. One of the most important figures, in terms of advertising for small businesses, is Facebook’s Director of Small Business — Dan Levy.

Levy talked with the 350-plus people on hand about what Facebook has to offer as not only an advertising channel, but a direct response option. Last year, Levy talked with Inside Facebook about how the small business segment is rapidly growing. Now that there are 30 million active small businesses with a page on Facebook, we caught up with Levy again to explore what’s next for advertisers.

Inside Facebook: Can you talk about how you feel the Facebook Fit events have gone so far?

Dan Levy: It’s been wonderful. We’ve always worked with lots of clients and small business owners, but to be able to put real human faces behind the numbers and human stories has been really helpful for us and really helpful for the business owners as well — to see that there’s real people at Facebook who care about their business and want them to succeed.

IF: Is this something Facebook wants to do more of in the future — getting that one-on-one interaction?

DL: We think business owners really want stuff to work. That’s the most important thing. We’re always going to make the core of what we do making the product as easy and as powerful as possible. We think if we’re going to reach all the businesses that we want to reach, it’s going to take a little bit more than that. This is a start in figuring that out. Whether it means more of these kinds of events, whether it means better support, or whether it means creating communities where they can help each other — we’re going to look at everything.

IF: Can you talk about the way that the small business ecosystem has grown over the past year?

DL: The growth is really exciting. There’s more than 30 million active small businesses on Facebook. More than 19 million are on mobile devices — we think mobile has been a big enabler. It’s easy to use. It’s really powerful. If you’ve got a mobile phone and a page, you’ve got a marketing strategy now. We think that, combined with the results that we can help deliver for businesses, has really accelerated the ecosystem for small businesses.

IF: It seems like you’ve been trying to target more of the novice advertisers. People who are on Facebook, but they haven’t advertised much, if at all. Is that where the strategy is going?

DL: We want to help all businesses and we want to deliver whatever they need. We’ve been moving more toward objectives to help them. If they’re an in-store business, how do we help them drive traffic in store? If they’re an online business, how do we help them drive conversions and track sales? If they’re a mobile app, how do we get them installs or engagement?

We do spend a lot of our time working with businesses that may just have a page, and maybe they’re going to move into advertising or maybe they’re just on Facebook as a user, but they haven’t created a page for their business. We’ve been making big investments in all of those things.

IF: What are some verticals that are really doing well now, with Facebook advertising?

DL: We’ve seen everything. Obviously, the direct response and e-commerce businesses are doing quite well. We think we have a really good, full, complete solution there. The mobile app install business is going really well. We’re seeing momentum in everything, and I think we’ll continue to see that as we continue to release solutions to help not just solve social marketing problems, but real marketing problems.

IF: What has been the response you’ve heard from small business owners at Facebook Fit?

DL: We’ve heard everything. I’d say the response has generally been very positive. You can search the hashtag #FacebookFit and get a really good sample of what people are posting on Facebook, Instagram and Twitter. We generally hear feedback, “Oh, I didn’t know about Custom Audiences, why isn’t everyone using this?” It’s this concept at a high level of it’s great to see that we care and it’s great to know about something I haven’t learned about yet, or a business that was an inspiration.

IF: When we talk next year, what do you think is going to be the big trend with small businesses?

DL: I think we’re going to be talking a lot about mobile. The same transition we saw in 2012 on the people side of the business is going to happen. Business owners are going to be using mobile tools more and more, and we want to be the place where they’re doing that.

IF: I know you’ve got Pages Manager and Ads Manager (within the main Facebook app). Do you think there could be another app or feature rolled out to help business owners?

DL: I think we’ll see. We’re excited about the Pages Manager app. There’s 10 million-plus people on it. We’re excited that the mobile Ads Manager has launched. That’s been out, what, a week? Clearly, they’re going to keep investing in it.

Readers: How often do you manage your page via mobile?

Article courtesy of Inside Facebook

Facebook to small businesses: Content is still king

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The most influential post that Dan Levy, Facebook’s Director of Small Business, ever saw was an ad for a house in Palo Alto. He said clicking on that ad led him to actually purchase the house pictured.

Levy spoke with roughly 350 small business owners, employees and entrepreneurs Tuesday morning at the final Facebook Fit event at the company’s headquarters in Menlo Park, Calif. This was the finale of the five-city tour, where Facebook spoke with 4,000 business owners across the country about how to find success via the social network.

As reach becomes harder to come by, small business owners on hand to speak said that the most important thing was creating engaging content and utilizing advertising to get that content in front of those who would be most likely to convert or sign up.

Levy discussed how many small businesses are seeing great return on investment from smart, targeted Facebook ads. He pointed out that Morgan Miller Plumbing, near Kansas City, Mo., has seen a 39x return on ad spend. Kay’s Designer Consignment in Florida has experienced a 30 percent lift in sales from Facebook advertising in the past 9 months.

Levy talked with attendees about how, with tools such as an enhanced mobile Ads Manager feature, Facebook wants to make it as easy to market through the site as it is to be a regular, everyday user:

We really want Facebook to be as easy to use (for business) as using Facebook as a person. You can just snap a picture and be on your way, getting back to your business.

Facebook also invited a few prominent small business owners to talk with those in attendance. Andrew Chau (Boba Guys), Julie Shenkman (Sam’s Chowder House), Amy Norman (Little Passports) and Nadia Aly (Scuba Diver Life) shared their experiences both marketing and advertising on Facebook, and how they were able to grow their business through the site.

All of them faced a common problem among marketers: how do you maintain a business presence on Facebook as reach dwindles? Norman said that she’s seen a decrease in organic reach on Little Passports’ Facebook page (which has spent $1 million on advertising through the site), but she’s not bothered by it:

I have seen a decrease in the organic reach and I’m completely OK with it. The reason for that is Facebook is changing its algorithms to make sure that people see the material that they want to see. If people aren’t clicking on my organic posts or sharing them, it’s because it’s not a great piece of content for them. As a Facebook user, I see things come through my feed that I really don’t want to see. If peoples’ feed is flooded with content that they don’t want to see, they’re not going to pay attention to the good content. For me, as a business owner, I’m OK with it. When I pay to advertise to get in front of everybody, it’s ROI-positive.

One of the main takeaways from the event was to keep content timely, engaging and relevant to your audience. What works for one business may fail for the next. Facebook representatives at the event suggested using A/B testing and trying out different post types to figure out what your audience wants to see most — then put some advertising dollars behind that.

Readers: If you manage a small business, what is your content management strategy?

Article courtesy of Inside Facebook

Docker Sells dotCloud to cloudControl To Focus On Core Container Business

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LinkedIn Launches A Standalone Sales Navigator To Help Users With “Social Selling”

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Sales Navigator Lead Capture

Facebook launches Ads Manager for mobile

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Now Facebook advertisers have a more reliable way to monitor ad performance on mobile devices. Facebook announced today that it is introducing Ads Manager to mobile.

Through the iOS or Android apps (or the mobile website), advertisers can use Ads Manager to:

  • Pause or resume campaigns
  • Edit budgets and schedules
  • View insights
  • Respond to alerts

Facebook described this new capability in a blog post:

Once these features are rolled out to your account, you’ll be able to access Ads Manager on mobile from the Ads Manager bookmark in your Facebook app. We’ll begin rolling this out globally in the coming days, and expect this feature to be available to all advertisers by the end of the summer.

Article courtesy of Inside Facebook

FbStart update: 17 companies offering support, 500 developers in program

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Facebook’s FbStart program, aimed at helping startup app developers find success on the platform, is growing. The social network announced that there are now 17 companies who have joined Facebook in offering help and support to newer developers.

Braintree, Appmethod and Get Satisfaction are the newest of FbStart’s 17 partners, which offer up to $40,000 in services. So far, the program has accepted more than 500 developers in 63 countries.

Facebook Product Marketing Manager Kevin Prior blogged about FbStart’s progress:

Braintree offers a payments platform to help apps accept payments from people, while Appmethod makes it easy to build native cross-platform apps with a single codebase. With Get Satisfaction, you can build an online customer engagement community, helping you connect directly with your customers.

Over the past month we’ve been reviewing applications for the program, selecting high quality mobile apps with the potential for continued growth that can immediately start taking advantage of the program and benefits. In just over a month’s time, we have already accepted more than 500 startups from 63 different countries. Over half of the accepted startups were from outside the United States.

Mobile apps already accepted into the program will hear from us shortly about these additional partners and their benefits. We are planning year-round engagement and events for our startup members, and will have more to share soon.

Startup developers can still apply for FbStart (though sports are filling up quickly) by clicking here.

Photo by Praneendra Kuver for Inside Facebook.

Article courtesy of Inside Facebook

Smarter Facebook strategy: takeaways from Socialbakers Engage London 2014

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During the past year, the social landscape has seen its fair share of dramatic shifts, resulting in the need for brands to be smarter than ever when it comes to their social strategy. To be done effectively, brands need to be empowered with the right social insights to adjust and optimize their approach.

That’s where Socialbakers and Engage London 2014 come into play. Pulling together speakers from companies such as KLM and Twitter, conversations were focused not only on being insightful but also actionable for the attendees who traveled far and wide from over 41 countries. Resting on our laurels can and will bring a brand to a standstill, so how do we counteract the convenience of complacency? To do so, we need to focus on the three major components of a successful social campaign. Content, Ads and Community.

Engaging Content is More Critical than Ever

Once only thought of as a leader in connections, Facebook is now drifting towards that invisible line separating it from content networks like YouTube. From 2009 to 2013, brands increased posts per month from 7 to 40. The lesson to be learned from that 471% increase? Marketers need to get creative in order to cut through the noise – a typical Facebook user follows over 100 pages.

Yossi Erdman, Head of Brand and Social Media at AO.com, emphasizes the need to integrate fun into your Facebook channel. The concept is simple enough, but, for an appliance company, some out-of-the-box thinking is required. So to announce a “cashback promotion,” AO.com literally froze money in one of their appliances, and published the video on Facebook.

When it comes to content, it was clear from Engage keynotes that brands need to create fun & engaging content that humanizes the brand. By creating a space that customers can interact with brands in an organic and meaningful way, brands will reap the success by increasing engagement, reach, key influencers and ultimately brand awareness and affinity.

The Future of Ads is Social Context

The power of an ad increases sizably if placed in social context. When your Facebook friend shares an ad, it’s a form of validation thus increasing the likelihood that you will not only watch the ad but also engage with it. The value-of-share is becoming the new word-of-mouth.

Today, we are more connected to other people, places and things than ever, solidifying the value of social advertising. In order to harness the full potential of your campaign, we are brought back to engaging content. This is just one instance that demonstrates how each step in a campaign, no matter how big or small, needs to be carefully calculated in order to ensure it runs effectively.

The Power of Conversation

It was once novelty when a brand responded to your inquiry via a social platform. Now it’s moved past even being the norm – it’s required. Customers have shown they are not shy. On Facebook brand pages, 25% of posts are direct questions, and this is expected to increase. How are companies managing this influx in demand?

KLM sees 75% of customer care inquires originate from Facebook alone. Social Media Hub Manager Robertjan Groeneveld recognizes the demand and bases the airline’s entire social strategy around the truism. “Sales go up and down. Service Stays.” And with 130 staff members on their social care team, they are capable of holding themselves to that strategy. But what about the brands that are not armed with a team of the same capacity? Sam Wilson, Digital Editor of Woolworth, offers insight into managing online conversations.

“Remember not to try and control the conversation, even if your brand began it.” Rather, you should remain a positive facilitator to the discussion even if it strays from the original message.

By taking note of the increased volume of demand as noted by KLM, strategic brands are reaping the benefits of being social care savvy. Not only are you increasing customer loyalty and repeat business, but your brand is setting itself apart from competitors, putting in place the standards that they are forced to match up to. The opportunity to differentiate is there, it’s up brands to capitalize on it.

All three components, Content, Ads, and Community systematically work together in order to produce results. Whether these results are positive not, relies on the strategies discussed above and the extent to which they are implemented.

When it comes to social, it’s not only important to take note of the brands that are making you stop mid-scroll, but to also analyze the strategy behind each move in order to consistently stay one step ahead of the competition.

Jan Rezab is the CEO & Co-founder of Socialbakers, a company focused on social media marketing and measurement, with clientele that includes over half of the global Fortune 500. Jan’s role is to actively push Socialbakers’s global strategy and make customers heard.

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Article courtesy of Inside Facebook

How can Facebook and search advertising co-exist?

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Though many marketers see Facebook and Google as opponents in the advertising world, more companies are finding they actually complement each other quite well.

A new study by Facebook Strategic Preferred Marketing Developer Marin Software shows that search campaigns actually perform better when they are done in concert with a Facebook campaign. The study discovered that users who click on both a company’s search and Facebook ads are much more likely to purchase a product. People who clicked on both a search and social ad contributed 4x more revenue than someone who just clicked a Facebook ad only.

Marin Senior Marketing Manager Dan Morris talked with Inside Facebook about how advertisers are getting smarter about utilizing both Facebook and Google/Bing advertising:

When you look at all this data and synthesize it together, it becomes very clear that there’s an opportunity. It shouldn’t be about search or social. It should be how to use search and social. … When you think about it from a customer-centric perspective, (you can) use the two channels as a means to get to the customer the right message at the right time.

Morris said that brands aren’t necessarily cutting into their Facebook ad budget to spend money through Google or Bing, but are rather allocating money from other sources to have both avenues play off each other. While it’s sometimes difficult to determine intent with Facebook ads, users who search for specific products on Google are usually in the market to buy. Advertisers can then take search history into effect when retargeting Facebook ads at a user.

As the below graph shows, campaigns that utilize both search and Facebook advertising did quite well in the study.

Screen Shot 2014-05-08 at 8.38.03 AMMarin also found that social campaigns managed alongside search campaigns have a 26 percent higher revenue per click than search-only campaigns. Advertisers in the study saw a 68 percent lift in revenue per conversion from search campaigns when they were managed together with Facebook ads. The revenue per conversion for isolated search campaigns was $24.95, but that skyrocketed to $41.97 when the search campaign was done in conjunction with a Facebook campaign.

Morris discussed ways that advertisers have found success with the two formats: through search-to-social retargeting, and social-to-search retargeting. In the former, advertisers are retargeting users on Facebook based on search queries. For instance, if a user searches for snowboards on Google, they can then see ads for snowboards on Facebook. The second concept, social-to-search retargeting, drives traffic from Facebook to a website, tracked by a Google pixel on the page.

The study advises brands to think of their advertising campaigns as truly cross-platform instead of keeping Facebook, Google, etc. in separate silos. By keeping track of performance across all of the platforms, Marin says marketers should see a truer picture of ROI:

These marketers recognize that the highest-value customers are those who touch both their search and social messages. In order to effectively acquire these types of customers, the two channels must be managed in an integrated manner. Successful marketers also recognize that there are performance synergies between the two channels and that holistic management drives incremental lift in overall campaign performance.

Increasingly, successful marketers will integrate search and social strategies in order to better manage, measure and optimize toward customer lifetime value, increase efficiencies and improve overall ROI.

Readers: How do you manage Facebook and search campaigns?

Top image courtesy of Shutterstock.

Article courtesy of Inside Facebook

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