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.
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:
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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
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.
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
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.
So if you’re worried about this drop — perhaps a boss or client is freaking out — you’re looking at the wrong metrics.
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
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.
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.
Article courtesy of SocialTimes Feed
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:
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.
Finally, Facebook IQ offered the following takeaways for marketers:
Readers: What did you think of Facebook IQ’s findings?
Article courtesy of SocialTimes Feed
It’s that time of year again: the Shorty Awards are now taking nominations. So if you have any personal favorites, you should get to it now, because the deadline is Feb. 19, or Feb. 26 as an absolute last call. The Shorty Awards committee recommends including data about your return on investment and “bragging about your metrics” when you enter.
You can also nominate individuals now, too. Pick your favorite news organization, celebrity or TV show on social media. My favorite category this year? Best Snapchatter:
The Snapchatter of the Year uses Snapchat unlike anyone else. They tell stories and brings you along for the ride every day. Whether they make you crack up on sight, take you to interesting places, or can draw in the Sistine Chapel with their fingertips, every snap is screenshot worthy.
It’s easy to nominate someone via Twitter, and in the true spirit of social media, you can even mess around with the categories by changing the hashtag.
You can brush up on the long version of the rules here.
Article courtesy of SocialTimes Feed
The value of social has always been reaching consumers in a unique environment where they are deeply engaged and generating a meaningful conversation between those engagers and a brand. To do this well, we have to deeply understand the passions, preferences and interests of the brand’s audience and how these affinities relate to the brand itself.
Major opportunity lies in making sense of the social data created by the billions of consumers who willingly broadcast their affinities and brand connections daily across social channels such as Facebook, Twitter, LinkedIn or Instagram. These social channels account for the planet’s largest and least biased focus group ever created. Affinity data holds the secret to how consumers want to be engaged, leading not only to better social media marketing, but a more engaged consumer across all channels.
A Giant Affirms Affinity
It is in this vein of thinking that Facebook recently launched its Audience Insights tool for advertisers, which was “designed to help marketers learn more about their target audiences.” To see the largest player in social bring forward a product aimed at better harnessing social media audience data is exciting and reaffirms what my company has already found to be true: social data, when harnessed correctly, is the most valuable source for consumer insight across any channel.
So, what can Audience Insights help marketers learn? Some highlights include:
General feedback on Audience Insights seems positive, and shows the hunger for a better understanding of what social data tells brands about their customers.
Facebook Audience Insights is a great first step for brands who want to understand their customers better through social data. Social intelligence tools exist today that allow brands to take an even greater step forward in their social data strategy by adding value in five key areas:
The market is just scratching the surface of using social data for more effective brand advertising within social media and across offline channels. Facebook’s new Audience Insights tool offers a great first step toward this opportunity, but more work needs to be done and platform providers are available today that can help. Look for partners that canshowcase the additional scope, depth, action, competition, and offline application and you’ll be prepared to take advantage of the power social data can bring to your marketing activities.
Grant Parker is the Vice President of Strategic Partnerships at 4C. 4C is powered by over 27 years of university research in big data science and predictive algorithms to help companies understand and use social data and connections. Grant’s previous experience includes positions with Ziff Davis, inPowered, NetShelter Technology Media and Resolution Media. Learn more at http://4cinsights.com/.
Article courtesy of Inside Facebook