Tag Archive | "manager"

Facebook Simplifies Power Editor?

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It appears that advertisers using Facebook’s Power Editor can now use the same flow during ads creation that they do in Ads Manager.

Reader Chris Ruberg, digital marketing specialist at OneCommand, shared the screenshot below with SocialTimes, in which he saw the following message when accessing Power Editor:

Build your ad campaign in one place! Now you can easily create your entire ad campaign using one continuous form, without leaving Power Editor.

  • Create your campaign, ad set and ad all in one place.
  • Use multiple images to create up to six ads at once.
  • Quickly duplicate and import ads.

Facebook advertisers: Have you seen this yet? What are your thoughts?

PowerEditorBuildYourAdCampaignInOnePlace

Article courtesy of SocialTimes

Facebook Updates Guidelines on Branded Content, Debuts Tool

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Expect to see more branded content in your News Feed, as Facebook Friday introduced a new branded content tool and updated guidelines.

Product manager Clare Rubin and vice president of partnerships Nick Grudin detailed how Facebook defines branded content in a Facebook Media blog post:

On Facebook, we define branded content as any post—including text, photos, videos, Instant Articles, links, 360 videos and Live videos—that specifically mentions or features a third-party product, brand or sponsor. It is typically posted by media companies, celebrities or other influencers.

Facebook said the branded content tag can be added to photos, videos, links, text, Instant Articles and 360-degree videos with the tool’s launch Friday, with support for Facebook Live videos, including those from the Facebook Mentions application, coming “over the next several weeks.”

The most important guideline is a clear indication that the post represents branded content, and Rubin and Grudin wrote that the update was a response to requests from media companies, public figures, influencers and marketers, adding:

For brands and businesses, the new tool will introduce more transparency and allow them to better understand how their marketing initiatives are performing across Facebook. Additionally, marketers can now leverage branded content creative for ads and actively engage in sponsorships to ensure that their campaigns are useful, interesting and entertaining to their target audiences. We are committed to ensuring that the branded content experience is engaging for people on Facebook and that the ecosystem thrives for our partners and marketers.

The branded content tool being introduced by the social network will allow publishers and influencers to tag marketers in their branded content posts, notifying those marketers and giving them access to post-level insights, as well as the ability to share and boost those posts.

Rubin and Grudin outlined the update to Facebook’s policy on branded content as follows:

We believe that today’s update will bring more interesting and engaging content into the Facebook ecosystem, but not all branded content is a fit for our platform. People have told us that they find some types of branded content to be less engaging than others, and this was typically when the content was more promotional. Based on this feedback, our branded content guidelines prohibit overly promotional features, such as persistent watermarks and pre-roll advertisements. Additionally, cover photos and profile pictures must not feature third-party products, brands or sponsors. Branded content integrations that are allowed to be posted on Facebook include content like product placement, end cards and marketers’ logos.

Facebook also published a thorough overview of its new branded content tool on the Facebook Media page, and highlights include:

All branded content must be tagged using the tool, which is available through page composer on desktop and iOS, Power Editor, Ads Manager, the marketing application-programming interface and the Mentions app on iOS. We will extend branded content support to Android in the coming months.

Look for the “handshake” icon in page composer to add the branded content tag. In Ads Manager and Power Editor, you will see a “Sponsor” field.

BrandedContentIcon

Type in the name of the third party product, brand, or sponsor featured in the post. Be sure to tag the correct entity, especially in cases when the third party is part of a parent product, brand or sponsor.

BrandedContentStatusUpdateComposer

Branded content posts will appear in News Feed with the “with” tag.

BrandedContentNewsFeedPost

See insights for branded content posts as you would any other post.

BrandedContentAnalytics

Readers: What do you think about the branded content developments from Facebook?

BrandedContentBanner

Article courtesy of SocialTimes

Social Media Jobs: AmeriCares, Citarella, Colorado Public Radio

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This week, AmeriCares is hiring a manager of social strategy, while Citarella needs a social media marketing manager. Colorado Public Radio is seeking a social media manager, and HZDG is looking for a managing editor of social media. Get the scoop on these openings below, and find additional social media jobs on Mediabistro.

Find more great social media jobs on our job board. Looking to hire? Tap into our network of talented SocialTimes pros and post a risk-free job listing. For real-time openings and employment news, follow @MBJobPost.

Article courtesy of SocialTimes

Facebook Reaches 3 Million Advertisers, Launches Your Business Story Video Tool

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More than 3 million businesses are now advertising on Facebook–up from 2.5 million in September 2015 and 2 million last February–and more than 1 billion users are connected to at least one business.

The social network also announced the launch of a new tool, Your Business Story, which allows business owners to upload photos, add music and tell the story of what their businesses are doing.

Facebook shared the following statistics in an email to SocialTimes:

  • More than 50 million small and midsized businesses are currently using Facebook pages, and more than 80 percent of the social network’s users in the U.S. are connected to SMBs. More than 2.5 billion comments are posted on those pages each month.
  • There are more than 43 billion connections between people and businesses on the social network.
  • The top three verticals building Facebook pages are services, local commerce and e-commerce.
  • More than 1 million advertisers on Facebook are creating ads via mobile devices.
  • More than 20 million active pages are using the social network’s Pages application.
  • More than 70 percent of Facebook’s 3 million-plus advertisers are outside of the U.S.
  • Southeast Asia is the fastest-growing region, and the top five countries in terms of year-over-year growth were the U.S., Brazil, the U.K., Italy and Australia.

Facebook also announced the launch of Your Business Story, saying in its email:

To celebrate these businesses, we’re also announcing the development of Your Business Story, a new movie tool that makes it easy for business owners to showcase what their company brings to the world. As part of the tool, businesses are able to upload their photos from their pages, overlay with music and share “what they are in the business of” doing.

YourBusinessStoryBarber YourBusinessStoryPottery YourBusinessStorySocks

And the social network added in a Facebook for Business post:

Today, 3 million businesses actively advertise on Facebook. That’s 3 million companies from all over the world, with more than 70 percent from outside of the U.S.

Each of these businesses has a unique story and mission. Whether it’s fashion or fitness, confidence or creativity, each business offers something to its customers and communities that no one else does.

To celebrate the businesses that use Facebook to grow, we created Your Business Story—a tool that makes it easy to create a video that shows what your business brings to the world. Because we believe the best way to tell the story of 3 million businesses is to empower each one to share their own.

Readers: What is Your Business Story, and how much of it involves your Facebook page or advertising on the social network?

3 Million Advertisers from SocialTimes on Vimeo.

3 million image courtesy of Shutterstock.

Article courtesy of SocialTimes | RSS Feed

New Akamai Tool Aims To Bring Bots Under Control

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Green cartoon robot holding various colored wires.

Super Bowl Social Content is Up 223% Since 2012 (And Twitter Isn’t Dead)

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Is there any bigger linchpin of a brand’s marketing calendar than the Super Bowl? An event that’s as much about the advertising as it is about the game. The cost for a 30-second spot during Super Bowl 50 on CBS: a cool $5 million – a price tag that’s doubled from 10 years ago.

On social media, the uptick in brands creating Super Bowl content has been incredible. Last year alone, we tracked over 14,700 unique pieces of content that brands published before the Super Bowl. When you take into account the big day itself, that number shoots up to 30,000.

Think about that for a second. After an exhausting six weeks, content creators still needed enough inspiration to publish an additional 15,000 unique pieces of content on game day – more than they’ve published in the build up to the game!

Here’s how the total amount of content published on social media around the Super Bowl has changed over the years.

super-bowl-content-published-on-social-networksOne interesting trend is how important the second and third weeks from game day have become. Brands are ramping up their campaigns earlier and earlier. This year, we’ve seen brands published as far out as five weeks ahead of the game.

On game day, more Super Bowl content is published on social media than in the weeks leading up to the game. The biggest winner of the content explosion has been Twitter, suggesting that any reports of the demise of the social network are greatly exaggerated.

Since 2012, Twitter has seen an 885 percent increase in the amount of Super Bowl content being published by brands on game day. In 2015, brands sent a staggering 11,800 tweets on game day, an 82 percent increase on the year before.

super-bowl-content-published-on-game-dayFacebook and Instagram have all seen steady increases over the last four years. Super Bowl related brand content on Instagram during game day has increased by 330 percent while on Facebook it’s grown by 190 percent.

Overall, we’ve seen a 615 percent increase in Super Bowl brand content being published on game day compared to 2012. Last year, brands posted 56 percent more content on game day than they did in 2014.

super-bowl-content-published-on-game-day-each-yearAlthough the chart above tells us that the amount of content brands publish around the Super Bowl on game day, in the lead up, the amount of content brands published actually dipped in 2015.

super-bowl-content-published-before-game-day-each-year

This dip was most pronounced on Facebook where there were 375 fewer Super Bowl posts published in the seven weeks before the game. In 2016, brands have still published 200 fewer Super Bowl posts than they did at this stage in 2014.

super-bowl-facebook-posts

On Twitter, brands are doing the opposite of their Facebook strategy. Here, brands are publishing more content than ever before. If the last few weeks have been anything to go by, brands are about to break all records for amount of content published around the Super Bowl this year.

super-bowl-twitter-tweets

On Instagram, the volume of Super Bowl content published in the lead up to game day hasn’t changed too drastically. As with Facebook, 2014 saw slightly more content being published on Instagram compared to 2015. Current trends for 2016 look like 2014 will retain its title as the year most content was published around the Super Bowl before game day.

super-bowl-instagram-posts

So far in 2016, brands have published a similar number of Super Bowl related videos as they had done this time last year. That’s still a little behind the number of videos that brands had published in 2014. In 2014, brands published a total of 305 Super Bowl related videos.

super-bowl-youtube-videosIt’s clear that brands are tweaking their content publishing strategies when it comes to the Super Bowl. In 2014, brands focused on creating more content in the build up to the big day, but that strategy changed in 2015. Brands published less content in the run up to the Super Bowl but took to Twitter in the hundreds on game day to publish more Super Bowl content on one day than they had in the prior seven weeks.

Methodology

This report was put together using the content published by over 40,000 brands and captured by Unmetric. Content that included mentions of the Super Bowl or common words associated with the Super Bowl like SB49 or Big Game were used to compile the data on publishing volumes.

Peter Claridge is the manager of global marketing for Unmetric.

Image courtesy of Asif Islam / Shutterstock.com.

Article courtesy of SocialTimes | RSS Feed

Facebook Pages App to Page Admins: Create a Call to Action

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Page administrators using Facebook’s Pages application (formerly Pages Manager) are being prompted to create calls to action for their pages.

When page admins launch the Pages app, a blue bar appears under their cover images, with the text, “Create a call to action.”

Clicking on that blue bar brings page admins to a list of calls to action they can add to their pages, separated into three categories:

  • Get in touch (call now, contact us, send message)
  • Buy products or services (book now, shop now, sign up)
  • More options (play game, use app, watch video)

Page admins: What do you think of this addition to the Pages app?

PagesCreateACallToAction PagesCreateACallToActionOptions1 PagesCreateACallToActionOptions2

Article courtesy of SocialTimes | RSS Feed

Social Media Jobs: Adaptive Studios, Heleo, American Thoracic Society

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This week, Adaptive Studios is hiring a social media community manager, while Heleo needs a social media manager. American Thoracic Society is seeking a digital media coordinator, and Big Communications is looking for a digital community manager. Get the scoop on these openings below, and find additional social media jobs on Mediabistro.

Find more great social media jobs on our job board. Looking to hire? Tap into our network of talented SocialTimes pros and post a risk-free job listing. For real-time openings and employment news, follow @MBJobPost.

Article courtesy of SocialTimes | RSS Feed

Social Times: Brigade, CafeMedia, America’s Test Kitchen

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This week, Brigade is hiring a social media manager, while CafeMedia needs a social media editor. America’s Test Kitchen is seeking an associate editor for the web, and Constructive Media is looking for a social media marketing manager. Get the scoop on these openings below, and find additional social media jobs on Mediabistro.

Find more great social media jobs on our job board. Looking to hire? Tap into our network of talented SocialTimes pros and post a risk-free job listing. For real-time openings and employment news, follow @MBJobPost.

Article courtesy of SocialTimes | RSS Feed

Targeting: One More Reason Marketers Can’t Afford to Ignore Instagram Anymore

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Instagram has many upsides for brands evaluating on which autonomous marketing platforms (ie: social media, apps, etc.) they should place their advertising.

First, Instagram is one of the largest mobile ad platforms in the world, with more than 400 million monthly active users. In fact, it became the second-largest social network in the U.S. in 2014, according to eMarketer.

Second, the platform’s user base isn’t just large; it’s also highly engaged. Instagrammers have created a sense of community and they post 80 million pieces of content on average every single day, resulting in 3.5 billion likes daily.

This engagement is also fostered by the unique user experience of the platform itself. People on Instagram generally look at one piece of content at a time in the stream, so when a user is served an ad, they are a captive audience. This form of native advertising is superior to more traditional digital experiences that put ad units into standardized “banner” slots, or units that try to disguise themselves as publisher-created content.

Now let’s add one more reason why advertisers can’t afford to overlook Instagram when planning their campaigns: targeting, with the help of data from its parent company, Facebook. Facebook’s targeting options took years to develop and as such are some of the most robust and powerful in the social media world.

Being able to tap into all of Facebook’s existing targeting capabilities allows advertisers to mirror success quickly on Instagram. This is especially true for advertisers who have found that custom audience segments such as CRM audiences and Website Custom Audiences perform well for them on Facebook. Advertisers can easily leverage, and see success with these audiences on Instagram. Furthermore, creating lookalikes of these audiences will help advertisers scale messaging across Instagram without sacrificing the quality of the audience reached.

But instead of simply replicating audiences from Facebook on Instagram, marketers may find the most success by complementing Facebook and Instagram within a single campaign. Mercedes-Benz, for example, was able to increase its website visits by 54 percent by serving branding ads to the same people across Instagram and Facebook, in a paired campaign. By coupling branding ads on both Facebook and Instagram with Facebook direct response ads, the Mercedes-Benz campaign saw website visits jump an incredible 580 percent. By using the two platforms as complements, the auto brand was able to move consumers through the funnel from awareness to action.

You can read the full Mercedes-Benz case study here.

The idea of complementing Facebook with Instagram in a campaign may be new to you. So, here we’ve answered a few high-level questions about how you can reach Instagram ad viewers on Facebook:

How does remarketing Instagram users on Facebook work?

First you need to target your audience on Instagram with, let’s say, a video campaign. This can help build brand awareness and favorability. While the Instagram campaign is running, an audience of users who view the Instagram video ad will build and/or update.

Now that you have an “exposed” audience on Instagram, you can leverage the group for a follow-on Facebook campaign. This will allow you to extract additional value from your highly engaged viewers further down the purchase funnel by continuing the conversation across both platforms with more traditional direct response ad units.

What can you measure in a remarketing campaign?

Measurement in a remarketing campaign doesn’t differ so much from running campaigns on Facebook and Instagram separately.

For branding ads, you will get brand metrics such as ad recall and message awareness. For direct response ads, you will see conversion lift and ROI.

What should I remember if I want my remarketing campaign to be successful?

First, you should remember to run your Instagram and Facebook ads simultaneously. Although it will take some time to build video retargeting audiences, it is advantageous to run content on both platforms throughout the flight. As you progress through your campaign these highly qualified targets will help drive further engagement or conversion. Brands such as Mercedes-Benz have experienced huge increases in website traffic when their audience has seen branded ads across both platforms during the same period.

Second, make sure that you include mobile delivery across all of your Facebook campaigns. Instagram is a mobile app with highly engaged users and there is a strong likelihood that your audience on Instagram is visiting Facebook on their mobile device as well.

Paul Gambardella is the manager of media operations at Instagram Partner Adaptly.

Article courtesy of SocialTimes | RSS Feed

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