Last night, Hollywood honored some of the best performances of 2015 at the Golden Globe Awards. While the passing of pop culture icon David Bowie has taken over the social chatter this morning, make no mistake: the Golden Globes unfolded live both on television and on social media.
On Twitter, which has become the home of real-time social TV viewing, the awards generated 4.4 million Tweets from the red carpet, behind the scenes, fan responses and the Periscope campaign #SmartGirlsAsk.
According to Amobee Brand Intelligence, Lady Gaga, who won an award for her role on American Horror Story: Hotel, was the most talked about celebrity of the night with 141,147 mentions. Leonardo DiCaprio also won an award and was runner up for most talked about during the ceremony. There was an interesting crossover between the two, where Gaga was making her way to accept her award and Leo was caught reacting.
Of course, reaction GIFs and memes ensued.
— Yahoo Movies (@YahooMovies) January 11, 2016
Yahoo may have declared Leo’s reaction “winning” the night, but as the most talked about celeb both on the red carpet and during the show, Lady Gaga was clearly the star of the show. While not among the best dressed, Jennifer Lawrence was among the most talked about both before and during the show with more than 80,000 Golden Globe related tweets. This year, Lawrence wasn’t caught stopping at McDonald’s or tripping her way onto the stage, but scolding a reporter for looking at his phone during a backstage interview.
Behind the scenes streaming on Periscope featured Q&As with the stars as part of Amy Poehler‘s #SmartGirlsAsk campaign, where celebs were asked questions beyond what they were wearing. Here’s how Emmy Rossem responded to the fan submitted question about dealing with rejection:
— Golden Globe Awards (@goldenglobes) January 11, 2016
Check out the list of most Tweeted celebrities below.
Though nine candidates took the stage at Tuesday night’s Republican Presidential Debate in Las Vegas, one stands a hair above the rest when it comes to driving social conversation: Donald Trump.
According to Nielsen, 8.5 million people in the U.S. saw at least one of the 2.4 million tweets about the debate, and Trump was the most-mentioned candidate on the site (522,200 tweets).
The exchange he had with Jeb Bush was the most-tweeted moment of the night, responsible for 19,500 tweets at 10:19 p.m. ET.
Here’s a look, from Spredfast, showing just how Trump dominated Twitter last night:
According to Sprinklr, Trump was responsible for 64.47 percent of the candidates’ conversation on Twitter last night.
Dominating social buzz is nothing new to the Trump camp.
Data from SocialFlow goes a little deeper, showing that in the past month, there have been an average of 436,370 public social posts per day about Trump. The high point — 1.7 million posts — came on Dec. 8, when Trump discussed his plan to block Muslims from entering the United States. There were more than 1.3 million posts about Trump the next day.
Trump’s comments on Dec. 8 vaulted him to the top (in terms of social chatter), when compared to candidates Hillary Clinton and Ben Carson.
SocialFlow’s chart does not take into account the full volume of Dec. 8 posts, just the initial spike. His comments about Muslims that day generated a 5x lift from his previous average.
Other interesting facts and charts about last night’s GOP Debate:
The topics tied to each candidate on the #GOPDebate hashtag on Twitter. (Digimind)
Democratic candidate Bernie Sanders gained more followers than any Republican candidate. (Twitter)
— Twitter Government (@gov) December 16, 2015
Among main stage participants, Bush led positive sentiment. (Brandwatch)
Article courtesy of SocialTimes | RSS Feed
You can gain competitive advantage in your advertising by understanding how Facebook really works. Algorithms do all the magic under the hood, so today, let’s start with Facebook’s budget pacing algorithm. When combined with the Vickrey–Clarke–Groves mechanism that Facebook uses in the auction, the best value is generated for advertisers.
The budget pacing algorithm controls spending over time. Without it, many campaigns or ad sets might spend their whole budget in just a few hours, which wouldn’t be optimal. In general, the reason it wouldn’t be optimal is that the campaign might miss out on cheaper impressions, clicks or actions in the auction that are available later in the day. Besides getting the best price, pacing also ensures predictable delivery and helps all advertisers get fair access to their target audiences.
At the moment, Facebook has different pacing algorithms for different use cases. We concentrated on analyzing the daily budget pacing algorithm since this is what most of our customers at Smartly use. The most optimal strategy is to start with a conservative daily budget and then carefully increase it.
How does it work in real life?
The pacing system controls the competing bid so that spend will be smooth throughout the day. See the following example (Picture 1) with the daily budget of €200. The first thing you notice is that the budget is used quite evenly throughout the day. However, the budget is spent slower during the night hours since Facebook takes into account the sites traffic patterns: each audience group behaves differently and generally less people are online during the night. As another example, Facebook mobile app users tend to be online more often than people who don’t use the app.
Picture 1. The daily budget pacing algorithm with a fixed budget.
What happens when you increase the budget during the day?
We started analyzing this question by shifting the daily budget from €200 to €400 during the day. Increasing the daily budget during the day (Picture 2) speeds up the spending if there are no other limiting factors such as a bid that is too low. Increasing the daily budget is a powerful way to accelerate the delivery of your campaign or ad set. Alternatively, you can spend the whole budget as fast as possible from the beginning of the campaign with our accelerated delivery feature.
If you increase the daily budget late in the evening or night, the pacing algorithm might spend the remaining budget very fast, which, in turn, might decrease the campaign’s performance for the rest of the day. You can optimize the budget manually or automate it.
Picture 2. Increasing the daily spend during the day.
What happens when you decrease the budget during the day?
Decreasing the daily budget slows down spending for the day, as seen in Picture 3. Be careful when decreasing the daily budget since it can cause what we like to call a “hangover day.” The rest of the day will be spent slowly and the performance might be bad also for the next full day due to a lower amount of conversion data. Thus, if you have to decrease the daily budget, do it close to midnight to avoid hangovers.
Picture 3. Decreasing the daily budget during the day.
If your campaign or ad set can’t spend the entire daily budget, the issue isn’t in the budget pacing, but somewhere else like in bidding, targeting or creative. If it can spend the entire daily budget, however, then do all the daily budget changes close to midnight. That said, if your metrics, for example your CPA level is good and the audience size is large enough, look promising, increasing the daily budget conservatively during the day improves performance.
We have noticed that a working strategy is to start with a conservative daily budget and then carefully increase it. It’s faster and easier to increase the budget than to decrease it, due to the hangover risk we just described. As a final point, we do not recommend changing the budget more often than three times a day since the pacing algorithm takes some time to learn the new optimal bid.
The next part will reveal the secrets of the oCPM bidding algorithm and how to use it for competitive advantage.
Kalle Tiihonen works as an Account Manager at Smartly.io, one of the fastest-growing Facebook Marketing Partners in Europe.
Image courtesy of Shutterstock.
Article courtesy of SocialTimes Feed