Tag Archive | "manager"

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

Facebook’s AppLinks: taking mobile browsers out of the equation

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Another one of the innovations launched Wednesday at f8 takes frustration out of mobile links and app-to-app browsing. Through Facebook AppLinks, a user can go from a link in one Facebook mobile-integrated app to another without the conduit of a mobile browser and login friction.

Parse CEO Ilya Sukhar announced AppLinks in the keynote:

This gives you everything you need to publish, discover and navigate to deep links on mobile on any platform. … I hope this is the direction that mobile takes for the future. This is how the web works, and it’s awesome. Let’s keep it awesome.

One of the main frustrations for both users and app developers is the inability to have a fluid app transition. For instance, if a user taps a link or an ad on Facebook’s News Feed, they’re led to a mobile browser to view the website and/or log in. It’s a lengthy process that often turns the user away and doesn’t motivate them to continue the action — similar to mobile payments in the earlier days.

Facebook (and Parse) want to fix that.

More than 25 apps — such as Endomondo, Spotify Pinterest and Hulu — have already been using AppLinks in beta. The HTML aspect is fairly simple for developers, who previously had to hardlink without knowing if another app supported deep linking.

Jason Clark, an engineering manager at Facebook, said that the mobile experience should be on par and maybe even better than web. AppLinks is Facebook’s attempt to make that happen. Through AppLinks, developers and advertisers can create this cleaner and seamless experience through URLs shared directly from apps, posts on News Feed and ads.

Facebook Mobile Product Manager Vijay Shankar talked more at length about how AppLinks works with Facebook links:

Facebook is the primary source of discovery for mobile apps. So you may ask, “How much of this is related to linking?” Every week, the Facebook apps send an excess of 2.4 billion link clicks just from iOS and Android. Let’s unpack this for a moment. Most of these 2.4 billion link clicks lead people to your content today. And now, with the Facebook app supporting AppLinks, you can now provide people the best possible experience to consume your content.

Facebook also published a video showing how AppLinks works:

App Links Home Page Intro from Liquid Agency on Vimeo.

Readers: What do you think about AppLinks?

Photo by Praneendra Kuver for Inside Facebook.

Article courtesy of Inside Facebook

Facebook announces rollout of Business Manager

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Facebook announced Monday that it is expanding the rollout of Business Manager, a utility that allows advertisers to keep track of their ad accounts, pages, apps and permissions in one place. While this is currently only available to a select few U.S. advertisers, Facebook plans a global rollout within the next few weeks.

Business Manager simplifies advertiser’s efforts by putting it all into an easy dashboard. Through this, marketers can control all aspects of a campaign, including adding and deleting ad accounts connected to a company and altering permissions. Facebook notes that the new workflow makes it easier to separate personal and business accounts on Facebook. Utilizing Facebook Login, admins can use Business Manager to access ad accounts and pages without needing to be connected with others as friends.

Facebook explained Business Manager in a blog post:

Business Manager is built to help advertisers work better and faster. With one click, admins can add new people to ad accounts and Pages, greatly reducing the time it takes to set up and manage marketing efforts. For employees and external partners, Business Manager makes it easy to find the things they’re working on.

Article courtesy of Inside Facebook

The Return Of Reddit’s /r/Technology Is “Certainly Possible”

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Facebook launches Nearby Friends feature for mobile

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Wondering which of your Facebook friends are in the neighborhood? Facebook now gives you that answer. Soon, Android and iOS users will be able to opt-in to a location service called Nearby Friends.

Facebook stressed in the blog post announcement that this is opt-in (compared to many other services Facebook launches, which are opt-out). Facebook has done something similar in the past, where users are notified when a friend checks in somewhere nearby, but now you’ll be able to see who is around without them checking in.

Users who do this will be able to choose who can see their location.

Product Manager Andrea Vaccari wrote about this new feature:

Sharing your location with Nearby Friends goes two ways — you and your friends both have to turn on Nearby Friends and choose to share with each other to see when you’re nearby. Your friends will only be able to see that you’re nearby if you share this info with them and vice versa.

If you turn on Nearby Friends, you can also choose to share a precise location with the particular friends you choose for a set period of time, such as the next hour. When you share your precise location, the friend you choose will see exactly where you are on a map, which helps you find each other. Then you can meet up and spend time together.

You can also share location information with someone up until a specific time. This will help when you’re meeting someone, but don’t want them tracking you throughout the day.

Vaccari wrote about a couple possible uses for Nearby Friends:

When Nearby Friends is on, you can see when your friends are traveling if they’re also using this feature and sharing with you. You’ll be able to see the city or neighborhood they are in, including on their profile. When you see a friend visiting a place you’ve been, it’s the perfect opportunity to send a recommendation for a great restaurant. You can also make last-minute plans to meet up with a friend who happens to be in the same place you’re headed to.

Facebook will roll this out to Android and iOS users in the coming weeks.

Readers: How do you feel about this feature?

Article courtesy of Inside Facebook

Facebook’s Secret New “Business Manager” Could Compete With Developer Partners For Marketing Dollars

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TechCrunch has discovered a big, unannounced marketing tool from Facebook called Business Manager that lets teams at enterprises and agencies manage multiple ad campaigns and Pages in one interface. There’s just one problem. Business Manager could directly compete with Facebook’s Preferred Marketing Developers who it has historically left to serve these lucrative customers. Read More

Article courtesy of TechCrunch

Facebook page admins asked to join waitlist for new layout

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Want to be among the first to get the new Facebook page layout? Facebook is now notifying some page admins to join a waitlist to have their page converted to the new design, according to sister site AllFacebook.

When a page admin clicks that they want to be added to the waitlist, giving them earlier access to the new design, they receive the following message:

YourPageWillBeUpdatedSoon

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