Tag Archive | "metrics"

Facebook Updates Business Manager

Tags: , , , , , ,


%content%

Article courtesy of SocialTimes Feed

Compare Metrics for Five Pages with Facebook Business Manager

Tags: , , , , , ,


%content%

Article courtesy of SocialTimes Feed

Facebook Makes Ads Manager, Power Editor Easier to Use

Tags: , , , , , , , , , , , ,


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

Flurry Analytics Rolls Out Support For Apple Watch

Tags: , , , , , , , ,


apple-watch-feature

Which Social & Mobile Metrics Should You Be Paying Attention To?

Tags: , , , , , , ,


As more and more mobile and social data is able to be tracked, categorized and prioritized, analysis paralysis can set in. So how can you use analytics in your social and mobile ad campaigns without becoming overwhelmed?

Making sure that the numbers you’re paying attention to are the ones necessitated by your objective can be the biggest step to success, according to Gartner managing vice president Julie Hopkins and mobile marketing lead Mike McGwire. Hopkins and McGuire talked about what marketers should be focusing on in a presentation, Better Insights and Action From Mobile and Social Investments, at the Gartner Digital Marketing Conference in San Diego, Calif.

The duo acknowledged that there’s a gap when marketers try to prove worth to C-level executives. It’s still sometimes difficult to prove hard ROI from social or mobile campaigns, McGuire said. He noted that marketers can measure the impact of mobile and social investment against three ROI tenets: revenue generation, cost reduction and risk.

Screen Shot 2015-05-06 at 10.51.28 AM

So what should marketers track to prove the worth of a campaign? On social, McGuire and Hopkins recommend reach metrics such as impressions and brand mentions, engagement metrics such as clicks, likes, shares, views, comments and reblogs, and conversion metrics. However, they noted that only some of these analytics will be helpful.

The main way to glean real insight from analytics is to tie it back to the objective. They developed a script marketers can fill in, ad libs style, to figure out what they’re really looking for:

Through our efforts to engage ____(name of customer or prospect group)____ on ____(network)____using content like ____(whitepapers/videos/discussion groups)____, we will be able to _____(anticipated result)____, which will be indicated by a change in ____(metric)____.

Wondering which metrics are best for each goal you may have? Here’s a handy table:

Screen Shot 2015-05-06 at 11.05.38 AMReaders: How do you prove the worth of your social campaigns to C-level executives?

Social Media Newsfeed: Facebook Android Dialer | 61 Social Media Metrics

Tags: , , , , , ,


Click here to receive the Morning Social Media Newsfeed via email.

Facebook is Testing an Android Dialer with Caller ID and Automatic Call Blocking (VentureBeat)
Facebook is developing a new Android dialer that leverages the social network’s massive database of phone numbers. The company confirmed the existence of the app, simply called Phone, but wouldn’t offer any more details. Digital Trends As Facebook Home proves, Mark Zuckerberg’s company has no qualms about taking over your smartphone, and a Phone app could presumably be used as a replacement for the default one (on Android at least). We’ve heard countless rumors of a dedicated Facebook phone down the years, but perhaps the social giant just wants to dominate the smartphone you already have. IBN Live The feature appears to have mistakenly popped live on the app with a FB-Only tag before its launch and showed a dialer icon, named Phone. However, tapping it to install leads to a “no page found” error, possibly due to its premature showing up on the app, while the original release is yet to be announced.

61 Key Social Media Metrics, Defined (The Next Web)
Basically, social media KPIs, or social media metrics, are whatever is most important for your business. These are the goals and benchmarks that help you determine how well your campaigns and strategies are performing.

Acura’s Social Strategy for March Madness Centers on 103 Memes (Adweek)
The Japan-based company’s marketing team has concocted 103 pun-minded memes for Tumblr, Twitter and Facebook, hoping to deliver a social media slam dunk. The campaign, dubbed “March Memeness,” pushes the Acura 2016 ILX.

Twitter Helps Bullied Teen Celebrate Birthday After No One RSVPs to His Party (TIME)
What started out as a simple mother’s request for a few birthday wishes for her 13-year-old son turned into a viral sensation overnight, ending in a party fit for any A-lister. The story of #odinbirthday begins when a Canadian woman posted a message about her son’s birthday on Friday to a local Facebook group, asking for some support.

Are You Suffering from Twitter Tools Overload? (SocialTimes)
With all of the tools on the market, it can be overwhelming to think about which ones you should incorporate into your daily or weekly marketing routine, and which can be ignored. And I’ll make the argument that the number of tools you actually need is probably less than you think.

Starbucks Sticks to Race Initiative After Social Media Jabs (Bloomberg Business)
Starbucks Corp. is sticking with its race-relations effort even after the coffee chain faced a backlash on social media last week. CEO Howard Schultz said in an open letter to employees on Sunday that, as planned, Starbucks is ending one part of its program — having baristas write “Race Together” on customers’ cups — while laying out additional activities for the coming months.

Juggling? There’s a VOD for That (LostRemote)
Well, now that spring has taken a wrong turn over here on the East Coast, there’s very little reason to not hole up in your house, binge watch “Bloodline” and scroll through Twitter until April. Or is that just me?

Social Media is Alive with Snow Geese This Weekend (Lancaster Online)
The Twitter-sphere and Instagram have been alive this weekend with reports and photos of snow geese at the Pennsylvania Game Commission-owned property that attracts tens of thousands of migrating snow geese each spring. If you haven’t gotten out to see the snows yet, don’t procrastinate.

Facebook Debuts FbStart Portal (SocialTimes)
Members of Facebook’s FbStart initiative for mobile application startups now have a shiny new portal on which to congregate. Product marketing manager Kevin Prior introduced the new FbStart portal and detailed its features in a post on the social network’s developer blog.

Article courtesy of SocialTimes Feed

Your Facebook Fanbase is Shrinking — Why This is A Good Thing

Tags: , , , , , , , , , , , ,


Social media purging is common on Twitter, where fake fans abound. Brands are panicking over fan bases declining, as deactivated and memorialized accounts are removed from Page like counts.

On March 12, Facebook does this in more earnest. 

Though chasing fan counts is silly, the plus side of showing a truer (lower) fan count is that your percentage reach and engagement rates suddenly look higher.

Will your page’s engagement rate decline? If you measure engagement (among many ways) as interactions/fans, then yes. If it’s interactions/reach, then no.

This is the model I suggest that breaks down what factors drive your engagement
Screen-Shot-2014-02-22-at-11.56.38-AM-1024x203

You can tracing fan base all the way through to stories told. Intermediate factors are reach, engagement rate, ads factor, applause ratio, and stories per user.

From your active fan base, you consider how many you can reach, then get to engage. In the same way that interactions are more important than reach, total reach is more important than your fan base.

So if you’re worried about this drop — perhaps a boss or client is freaking out — you’re looking at the wrong metrics.

PGUM7j_g_400x400Big follower numbers are the easiest success metrics for “the boss” to understand in social marketing. But it’s time for us to teach the boss that smaller, passionate communities create more value for the business. -Jason Keath, SocialFresh

Here is what Facebook has to say about this change:

We’re removing voluntarily deactivated and memorialized accounts from Pages’ like counts to ensure that Page audience metrics are meaningful and consistent. As a result, you may notice a dip in your aggregate Page likes in early-March. This change does not affect organic or paid distribution of your content.

FAQ’s (from Facebook)
Q: Why were Page likes from inactive accounts included in the first place?

When people liked Pages originally, their accounts were active. Facebook is making this update to drive real business results and ensure our metrics are consistent.

Q: Will organic reach increase once likes from deactivated accounts are removed?

Thanks to this update, Page likes reflect all fans whose Facebook accounts are active. This does not affect organic reach on an absolute basis, nor does it affect the long term decline in organic reach of Page posts.

Q: Why does my Page have more likes removed than others?

The number of inactive account likes that are removed varies by Page. On average, the older a like, the more likely it is to be associated with an inactive account.

Q: If a fan whose account was deactivated subsequently reactivates their account, will their like be re-added to the Page’s like tally?

Yes, if a person reactivates their account on Facebook, their Page likes will once again be counted.

Q: My Page unlikes recently increased. Is that related to this update? Should I expect that to continue?

We began testing this update in late February and you may have seen an increase in Page unlikes as a result. However, the primary change will rollout ~March 12/13.

Q: How will this change be reflected in Page Insights?

The number of deactivated likes will show up in Page Insights as an increase in Page unlikes and a corresponding decrease in overall Page likes. There will not be a break-out of unlikes associated with inactive accounts. Expect to see the primary change ~March 12/13

Readers: What do you think of this decision?

Article courtesy of SocialTimes Feed

LinkedIn and Twitter Struggle to Balance Their Dual Business Model

Tags: , , , , , , ,


Every successful startup has to prove its business model to become a viable business. For social sites, it’s often a delicate balancing act between engaged communities and advertising revenue. It’s a challenge both Twitter and LinkedIn are facing as they increase their offerings for marketers, while trying not to alienate their users-base.

LinkedIn recently launched a service called Marketing Solutions Program, with the goal to deliver better outcomes for marketers as customers move through the buying cycle. The core product in this program is the Linkedin Lead Accelerator: an “analytics tool that helps marketers design campaigns and then track, measure and improve impact across the metrics they care about.”

The tool is designed to track Linkedin users, and their data will be used to generate better leads, both on and off the site. According to VentureBeat, some users were upset by the prospect that LinkedIn might monetize their data, when they’re paying for premium service.

Peter Isaacson, chief marketing officer of B2B marketer Demandbase, told VentureBeat.

I registered [on LinkedIn] because it offered good networking,”and I put all my data in. Now the site is using that data to monetize (the site) I didn’t sign up for that. My personal view is that they are changing the rules of the game.

Twitter is also focusing on revenue and marketing lately, but their stated goal is to improve the user experience, according to VP of Product Kevin Weil.

Weil told TechCrunch:

If we’re building products that leverage those unique aspects of Twitter, then we’re building a product that’s going to make a ton of sense for our users. It’s going to be a great experience. It’s going to feel natural as part of Twitter. That’s really our philosophy.

TechCrunch co-editor Matthew Panzarino sees the focus on users as essential for Twitter moving forward. He also realizes that there’s a tension between users and revenue when it comes to the site.

He wrote:

Recent product decisions appear to be displaying more thoughtfulness about how to balance Twitter’s Dilemma. It remains to be seen whether the market will bear that, or if there is a way to truly find an equilibrium there.

It’s obvious that LinkedIn and Twitter need to leverage their user-data to generate revenue. However, alienating the user-base by exploiting their data could be a risky move.

Image courtesy of Quka / Shutterstock.com.

Article courtesy of SocialTimes Feed

How Can Facebook Advertisers Find the Right Photo-Video Mix?

Tags: , , , , , , , ,


How can advertisers on Facebook determine the ideal sequencing of video ads and photo ads?

Facebook IQ detailed an eight-day study conducted last November by Facebook and one of its advertisers, in which three sequencing strategies were tested over two four-day phases, in both desktop and mobile News Feed. It detailed the test as follows:

Over an eight-day period in November 2014, Facebook helped an advertiser run a test that compared three sequencing strategies held over two four-day phases across both desktop and mobile News Feed in the U.S. Each group was targeted with a single ad, either video or photo (link ad), during each phase:

  • Video ad followed by photo ad (photo is the same as the thumbnail of the video).
  • Photo ad followed by video ad (same ads as previous group but different order).
  • Sequenced series of two photo ads (first photo ad is the same as other groups).

We also had a separate control group that didn’t see any ads from this advertiser. To determine the impact, Facebook measured differences in consumer conversions by each sequencing strategy.

Facebook IQ described its findings:

The effectiveness of each strategy was measured by comparing to the control group the additional people who visited their website and the additional people who spent with the advertiser online. All three techniques performed by driving more visitors to the advertiser’s website than the control, but the sequenced series of two photo ads was the most effective. The photo-only sequence outperformed the other strategies on driving unique traffic with a 75 percent higher likelihood than the control.

Beyond attracting visitors to its website, the advertiser’s main metric of success was driving online transactions. In this study, the combination of a video ad followed by a photo ad drove the most impact on unique conversions. In fact, this group was 31 percent more likely to make an online transaction than the control group.

FacebookIQCreativeCombinations

Finally, Facebook IQ offered the following takeaways for marketers:

  • Prioritize overall campaign objectives for creative impact: Before creating a campaign, marketers should identify the metrics that matter most to their business objectives; in this case, the advertiser’s objectives were increasing sales and growing brand equity. To create the strongest campaigns, all of a campaign’s components — including creative, target audience and bid type — must align to the same objective.
  • Measure, learn and evolve your marketing: As media evolves, identifying what the best strategy is to fulfill a brand’s objectives is not always a clear process. For example, video was becoming more prominent in this advertiser’s online campaigns. How could its marketing team use an expanding creative palette online while adopting and adapting the traditional marketing concepts of priming and reminding? These questions led this advertiser to conduct this study and test the effectiveness of each strategy. Through testing, the advertiser learned how to most effectively drive transactions, gained an evolved understanding of marketing and is now informed about planning future campaigns.
  • Combine creative for impact: Video has a role in telling your brand story, but the strongest campaigns use a combination of relevant ad formats, such as static and moving imagery, to drive key business objectives. Creatively telling a story with photo and video ads in a variation of sequences resonated differently with consumers, and each sequence resulted in attracting more visitors to its site or driving purchase consideration.

Readers: What did you think of Facebook IQ’s findings?

Article courtesy of SocialTimes Feed

Medium Founder Ev Williams Wants Better Metrics For Online Companies

Tags: , , , , , , , , , , , , ,


ev williams

August 2015
M T W T F S S
« Jul    
 12
3456789
10111213141516
17181920212223
24252627282930
31