Tag Archive | "metrics"

Is Facebook Exploring Ways for Verified Users to Make Money?

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Facebook verified users: What if you could profit from your posts on the social network? According to The Verge, ways to do so might be in the works.

The Verge shared the screenshots below of a survey some users with verified profiles are seeing, which gauges their interest in ways to promote causes or earn money from their personal presence on the Facebook, and asks what metrics they would be interested in seeing? Examples from the survey include:

Consider the following options for promoting your cause or earning money using your personal presence on Facebook. Which of these would you be interested in? (Select all that apply.)

  • Tip jar (place where fans can tip you money)
  • Branded content (earn money when posting with brand you have a sponsorship arrangement with)
  • Sponsor marketplace (a place where you can match up with advertisers for sponsorship)
  • Donate option (allows fans to donate to a charity you choose)
  • Call-to-action button (e.g., button saying, “Buy Tickets,” or, “Sign Up for More,” on your posts)
  • Revenue sharing (receive a share of revenue generated by ads in your post)

Consider the following data metrics for your personal presence on Facebook. Which of these would you be interested in? (Select all that apply)

  • Engagement (how many people comment, reach or share your post)
  • Non-follower audience info (age, gender, location of non-followers viewing your post)
  • Daily views (how many people saw your post each day)
  • Follower audience info (age, gender, location of followers viewing your post)
  • People reached (how many total people saw your post)
  • Video completion percentage (how much of your video people watch)
  • New followers (number of people who followed you after viewing your post)
  • Post comparisons (how your post performance compares to other peoples’ posts)

According to The Verge, even though verified users are not specifically mentioned, the questions in the survey are clearly geared toward them, with other subjects including how they use their profile pages, what types of content they share and whether their Facebook friends are mostly real-life friends or people they have never actually met.

Readers: Would you like to see Facebook roll any of these options out for verified users?

ConsiderTheFollowingOptionsForPromotingYourCauseOrEarningMoney WhichDataMetricsWouldYouBeInterestedIn

Tip jar image courtesy of Shutterstock. Screen shots courtesy of The Verge.

Article courtesy of SocialTimes

Are Social Marketers Focused On The Wrong Metrics?

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Social media marketers need to make a more sincere effort toward return on investment, predictability, and profitability. Many marketers seem stuck in the past, worrying about abstract engagement, or even the relatively outdated pageviews metric. Simply Measured co-founder and CPO Adam Schoenfeld identified three barriers to success in measuring social ROI opportunities, and what marketers need to overcome them.

According to Simply Measured, the first problem is settling for the easy approach. Measuring true ROI is difficult, as marketers may not have access to all the tools they need to measure certain metrics, or they may not be able to identify the best metrics to examine. Simply Measured found that 51 percent of small businesses are still primarily focused on pageviews, and eight percent don’t measure the success of their social campaigns at all.

The best social media marketers focus on an approach that brings real results:

They have gotten laser-focused on establishing their business goals, measuring toward those goals, and optimizing social strategy, content, and tactics for their desired business results.

The second issue is fear of low numbers. Dark social sharing, along with untracked or under-tracked metrics like revenue-per-social-post, or direct conversion numbers can make traditional metrics look terrible. Post-purchase tracking can bring you back to a core audience that your social media posts may be completely missing. Let bad numbers inform smart decision-making and strategy pivots.

Finally, Schoenfeld posits that the technology employed by most marketers is too fragmented and doesn’t provide actionable insights.

He notes:

You can piece together web analytics, financial data, social listening, social network APIs, and other directional data, but it’s a technological challenge to properly attribute all types of social activity to the buyer’s journey and revenue.

Using an integrated solution may be a start, but the tools are only as good as the hands that work them. Without a clear strategy and a focus on real ROI, campaigns will continue to mismanage assets and miss out on long term gains. Everyone knows their engagement statistics by now, so it’s time to turn our attention to provable business outcomes.

Article courtesy of SocialTimes

How to Create a Basic Twitter Marketing Guide for Your Team

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Are you struggling to communicate your Twitter strategy to your team? Short on time? Well, lucky for you it doesn’t have to take weeks of training to get everyone up to speed on Twitter – it just takes a little planning.

If your team is double tweeting content, diluting your brand’s voice, sharing inappropriate memes or failing to generate meaningful results from Twitter, it’s probably time you gave them some clearer directions.

There are a few key elements that make up any good Twitter marketing guide, and they each take only a few minutes to brainstorm and put into a document.

Goal(s)

Zoom out of the hashtags and retweets for a minute and ask yourself: What is the goal of our Twitter account? Why are we tweeting?

Using the SMART goal-setting method, write down your specific reason for being on Twitter. Is it to generate more sales leads? Gain more market share? Promote in-store offers? Deliver content? Sell tickets to an event? Your goal(s) will set the tone for every action you take on Twitter, so it’s important that everyone on the team understands and works towards them.

Persona

Next up is creating a profile of the exact center of your target audience: a persona. This is a description of the individual your tweets should be directed towards.

Of course, you’re not actually tweeting to a single person, but knowing the traits (demographics, psychographics, likes, dislikes) of the center of your audience will help your team tailor each tweet towards the needs of your audience.

Tweet types

In your Twitter marketing guide, you will also want to address the types of tweets your team should be sending.

Tweets can fall into any number of “types”: retweets, sharing your own blog content, promoting a deal, engaging with your audience, sharing an image/quote, asking a question, etc. What type of tweet do you want to focus on most?

It can help to write out examples of types of tweets, so that your team can inject some variety into your tweeting.

The who’s who

If you will be networking in any way on Twitter, either by retweeting or engaging others, you’ll want to create a list of top accounts to engage with. If you’ve got a list in your head, now’s the time to get them onto paper so the rest of the team can act!

You could share a spreadsheet with the relevant Twitter accounts with your team, but a better method would be to create a private Twitter list and add all of these influential accounts to it. Then, anyone on your team can check in on this list when they want to engage.

Tone/Voice

What is your brand’s voice? Even if you don’t have a formal voice guideline document, you can still hammer out a few sentences describing how you want your brand’s “personality” to come through on Twitter (and, ideally, all of your other marketing efforts). Are you professional yet approachable? Young and playful? Hip and chic?

Integrations

What other social networks do you have a presence on? Even if your team will not be managing them, it’s a good idea for them to be aware of all other related Facebook Pages, Instagram accounts and blogs so that they get a holistic view of your marketing efforts.

Editorial calendar/schedule

Whoever is managing your Twitter account should have a clear understanding of when to tweet what content. By creating a schedule or an editorial calendar, you can keep your account active while ensuring everyone is on the same page – no more accidental duplicate tweets!

What to measure

Lastly, you’ll want to inform your team of the metrics you’re most closely monitoring to judge the success of your Twitter campaigns. What you measure will depend on your long- and short-term goals, and could be anything from number of new followers to number of website conversions.

If you create a guide with all of the elements above, your team will be working as a unit – and tweeting like pros – in no time.

Article courtesy of SocialTimes

Follow These 4 Steps to Turn Social Followers Into Brand Super Fans

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Accumulating Twitter and Facebook followers is important for every brand, but if those followers aren’t listening and engaging, they’re useless. Worse, if none of them turn into brand ambassadors, your brand is not long for this world. The actual most important social media statistic is what I have dubbed “The Ratio.” That is, the amount of engagement you have on your profile compared to your overall subscriber count.

Achieving a solid ratio is naturally more difficult than just gaining followers. Think of it this way: Do all of your friends want to talk about the exact same topics with you and spend the same amount of time with you? Probably not.

There will be some consumers who want as many details about your brand as you can give them, some who would like to hear from you twice a week, and some who just want to know about significant moments for your brand. Figuring out how to give these different groups what they want is no small feat.

Moreover, the reality is that only a small percentage of subscribers will see your posts, and an even smaller number will engage with them. Understanding that not every consumer will become a brand ambassador is a bitter pill to swallow. However, once you’ve taken that pill and learned what certain groups of fans want, here are four ways to elevate regular fans to all-important brand ambassadors.

1) Give them some credit

It’s simple psychology, but the easiest way to encourage good behavior is to provide positive reinforcement. I’ve found that the first thing a super fan wants is to be heard. Determine which fans are engaging with your content the most.

Which have the most positive brand sentiment? Which seem like they would talk your brand up to family and friends? Like their tweets, like their Facebook comments, and regram their Instagram posts. But don’t stop there. Encourage them to be real people who interact in real and creative ways. For example, if someone brings a homemade sign to a concert, mention how beautiful it is on stage.

You immediately increase customers’ loyalty simply by recognizing that their dedication does not fall on deaf ears. The great thing about acknowledging one power fan is that it usually makes an entire fan base excited in the hope that one day, others might have a similar experience. All your fans can live vicariously through one fan’s recognition.

2) Make it worth their while

If brand ambassadors constantly support you in a positive way, take things a step past acknowledgement and deliver a full-blown reward. It can be anything from a free offering from your storefront to tickets to a concert to a personalized video message. If possible, make the reward tie into to your brand.

3) Give them 15 minutes of fame

If it’s possible, and it’s in good taste, I encourage brands to showcase the super fans who are getting rewarded. It shows that the brand cares about their ultra-loyal customers, gives other brand ambassadors something to aspire toward, and makes the fan feel great. It’s a win-win for everyone involved.

4) Repeat, repeat, repeat

Even once you have super fans, you can’t ever stop rewarding or acknowledging your fan base. Sometimes it’s impossible to get to everyone, but it’s important to do what you can. A little bit goes a long way, and it’s always important to show your audience that you’re listening.

It takes work to develop super fans, but having them on your side is invaluable. They’ll amplify your brand on social media and in person. They’ll give you quick feedback. And they’ll set a positive tone for others that will help you attract more customers and bolster engagement rates. Those are the metrics that matter.

Always seeking innovative ways to create organic, meaningful connections between artists and their fans, Cassie Petrey formed Crowd Surf in 2007. The Los Angeles-based company provides catered and specialized marketing services to clients at some of music’s biggest labels.

Image courtesy of Nicu Buculei on Flickr.

Article courtesy of SocialTimes | RSS Feed

Velocity, Acceleration, and New Ways of Measuring Marketing Impact

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Article courtesy of SocialTimes Feed

Facebook Tops 2.5 Million Active Advertisers, Adds TV-Like Ad Buying

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Article courtesy of SocialTimes Feed

Facebook’s Atlas Streamlines Quality Assurance

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Article courtesy of SocialTimes Feed

Facebook Updates Business Manager

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Article courtesy of SocialTimes Feed

Compare Metrics for Five Pages with Facebook Business Manager

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Article courtesy of SocialTimes Feed

Facebook Makes Ads Manager, Power Editor Easier to Use

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Facebook Thursday announced significant updates to its Ads Manager and Power Editor tools to create and manage ads on the social network.

The changes are aimed at enabling advertisers to more easily buy, optimize and manage ad campaigns on Facebook, and updated versions of both Ads Manager and Power Editor will begin rolling out Thursday to “a small percentage of advertisers,” with a wider rollout “in the coming months.”

The social network outlined the changes to both tools in a Facebook for Business post, saying of Ads Manager:

Ads Manager continues to be the single destination for advertisers to create, edit and analyze Facebook ads, and now it features a streamlined layout that brings performance metrics to the forefront of the tool. That means advertisers can quickly reference how their ads are performing in the same environment where they create and edit them.

The Manage Ads section is the Ads Manager homepage and shows the ad account’s spend over the last week. When you click into a campaign, ad set or ad, the graph at the center of the page shows performance, audience and placement results. Advertisers can adjust the date range and filter performance data by ad objective, metric, delivery status and other custom options. Plus, they can automatically save and send reports at set intervals, so they don’t have to manually run and distribute reports.

Within the same environment, advertisers can create and edit multiple ads at once, speeding up the creation and editing process. Bulk editing makes it easy to change the targeting or budget of multiple ads at the same time, and the “create similar” tool helps advertisers quickly duplicate an ad, ad set or campaign.

AdsManagerJune2015

As for Power Editor:

Power Editor is designed for large businesses that need to create and track many ads at once. The new version of the tool offers a larger and more functional layout for creating ads and improvements to advanced search and bulk editing, so advertisers can easily find and edit existing ads and create new ones.

Power Editor’s new layout has an edit pane that gives advertisers more working space for editing ads and viewing campaign information. Plus, multiple ad selection helps advertisers edit ads, ad sets and campaigns faster.

Advertisers can find ads, ad sets or campaigns faster by searching by name or ID or by filtering by delivery status or objective. There are also new “recently edited” and “recently uploaded” filter options, so recent work is easy to find.

PowerEditorJune2015

Facebook director of ads product marketing Matthew Idema said in a statement emailed to SocialTimes:

We’ve been working closely with marketers and agencies of all sizes to understand what they need to improve the process of buying, optimizing and managing their ad campaigns. These significant upgrades to Ads Manager and Power Editor reflect our commitment to drive measurable business objectives.

Advertisers: What are your early impressions of the updates to Ads Manager and Power Editor?

Article courtesy of SocialTimes Feed

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