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Archive for the ‘ Community management ’ Category

WeChat and WhatsApp are one of the buzzing platforms this year and in Asia, both are competing for a piece of a potentially profitable cake.

See below an Infographic with the main differences between WeChat vs. WhatsApp

wechat vs whatapp

Bye Bye Permission…

By on March 30, 2015

Social media? I remember that term was born as an evolution of other terms that tried to create a better world with less ads and more permission. Sometimes I wonder what happens to the term that Seth Godin created some years ago… It was back in 2008 (January 31). Please don’t disturb... Did you remember anything about Permission Marketing?

Screen Shot 2015-03-30 at 12.49.45 PM

Everybody working on digital marketing, buzz marketing, viral marketing, Marketing 2.0, Guerrilla Marketing, etc was passionate about the same thing; trying to reach the audience in a more alternative way beyond advertising. Then, online communities were born and few years later social media bounced into the scene. The goal was to create and develop a loyal base of fans who will naturally become advocates. The formula was clear and the first step was all about achieving the permission of those who will give sense to a brand.

Do you like me? Yes, then like my page so you will be able to see my content. This way, both brands and consumers made an agreement: You! brand, I join your community because I like your stuff so you have my permission to delight me… Don’t miss out your opportunity because if I get bored I can unlike you and therefore get back my permission…

Then, the hunger games came to impact reach and brands went from an abundance phase (100%) to a period where reaching more than 100 fans was a milestone for SMBs.

What is nowadays the value of a community? What happens to one of the most famous quotes on marketing history?
“Advertising is the price you pay for not realizing the value of building your passionate tribe”Dr. Mani Sivasubramanian

What’s the point to build a community on Facebook if I can reach my total potential audience by spending few bucks and target them by interest, demographics, etc.?

Why Facebook is focusing everything on Frequency increase again? Wasn’t this part of a far past?

Why should I invest my efforts on building a fan base if only 0% of them see my content?

To sump up, What’s the point to achieve 100% of permission when reach is 0. something?

Bye, bye Permission… Please Disturb me!

Everybody is talking about branded content and social currency but sometimes I wonder if we are truly right or we are just ending calling everything the same.

I was surfing on Facebook the other day and this piece of content got my attention. Actually, the visual is a Rolex but it wasn’t released by a brand from its Facebook page as we usually see. Instead it was posted by a user to make a funny joke while saying happy birthday to a friend. Look at it! It’s brilliant!

Screen Shot 2014-12-10 at 5.41.59 PM

Branded content is not about a brand creating content and pushing out to people potentially interested as Facebook’s new strategy seems to proclaim. I believe more in brand creating pieces of content worth sharing that are used by people to spread the word. Virality, earned content, buzz and all these words I used to fall in love with should leverage on the users as a key channel to drive reach and engagement.

What do you think? Should we rethink what we are doing on Facebook? Is this example of Rolex a smart strategy or pure coincidence?

Voila, here is one of the most intriging questions every market has or has had in the past. Social networks are changing and evolving and seems that today each platform is compiting against each other. Here below are some tips to nail your posting frequency to get the best results in your social media strategy .

How often to post on Facebook, Twitter, Google+, LinkedIn and Pinterest

how often to post on social media, facebook, Twitter, etc

how often to post on social media, facebook, Twitter, etc

What do you think?

Drawing a customer journey, a marketing funnel, etc Are usual tasks markerters, we do everyday. However, I feel like many os us are still using the same paradigmas that the Gurus of 60′ were using.

Surfing my favourite blogs I found this great presentation by Dave Fleet which shows how the traditional funnel is dead and how it expands again right after the purchase happens.

social media funnel

social media for loyalty

Everyone knows that Facebook has been heavily decreasing its organic reach and forcing brands to repurpose their strategy and include paid as a compulsory component to reach the targets. I think this is very interesting from a digital perspective (This is about Facebook) but also from a  PR point of view because it’s represent an opportunity to learn how a big fish is facing one of the most critical crisis they have since its inception. I don’t know if it’s the best way or not but the fact is that this is the way FB has decided to approach this huge issue. Key learnings:

  • Compile key direct questions and write insightful answers. It’s better to ask 5 key questions than 100 insipid critics
  • Sell the change as an improvement (Higher quality content and less Spam)
  • Use credible sources
  • Involve other competitors to show they are doing the same and this not only a FB issue (Industry trend VS Individual platform strategy)
  • Include examples / stories of success to show that brands can still be successful even if the organic reach is very very low
  • Give a powerful reason and always, always put the user up front.
  • Play with the language and be smart. For instance, instead of change say innovate 🙂

 

Why Facebook is drecreasing organic reach

Why Facebook is drecreasing organic reach

Over the past few months, I’ve read articles and answered questions from many people who are concerned about declines in organic reach for their Facebook Pages. Organic reach refers to how many people you can reach for free on Facebook by posting to your Page. My colleagues and I at Facebook understand that this has been a pain point for many businesses, and we’re committed to helping you understand what’s driving this change so your business can succeed on Facebook. To that end, today I’d like to answer some questions we’ve been hearing.

Why is organic reach declining?

There are two main reasons.
The first reason involves a simple fact: More and more content is being created and shared every day. You’ve probably felt this change yourself. Just a few years ago, sharing important moments and experiences, articles you’ve read, and photos and videos of your loved ones was a relatively labor-intensive process. Today, thanks to devices like smartphones, many people can share this content with just a few swipes of the finger or taps of a button.
There is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.
As a result, competition in News Feed — the place on Facebook where people view content from their family and friends, as well as businesses — is increasing, and it’s becoming harder for any story to gain exposure in News Feed. In addition to the growth in content, people are also liking more Pages. Facebook’s director of product management for News Feed told TechCrunch this April the total number of Pages liked by the typical Facebook user grew more than 50% last year. With each new Page like, competition in News Feed increases even further.
The second reason involves how News Feed works. Rather than showing people all possible content, News Feed is designed to show each person on Facebook the content that’s most relevant to them. Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300. To choose which stories to show, News Feed ranks each possible story (from more to less important) by looking at thousands of factors relative to each person.
Over the past year, we’ve made some key changes to improve how News Feed chooses content:
As a result of these changes, News Feed is becoming more engaging, even as the amount of content being shared on Facebook continues to grow.

Why not just show everything — every piece of content from every friend and Page — and let people decide what they want to see?

Several other online feed platforms display all content in real time. But the real-time approach has limitations. People only have so much time to consume stories, and people often miss content that isn’t toward the top when they log on. This means they often do not see the content that’s most valuable to them.
In our tests, we’ve always found that the News Feed ranking system offers people a better, more engaging experience on Facebook. Additionally, given the amount of content in the average News Feed, using a real-time system for content would actually cause Pages’ organic reach to decrease further.

Is organic reach dropping because Facebook is trying to make more money?

No. Our goal is always to provide the best experience for the people that use Facebook. We believe that delivering the best experiences for people also benefits the businesses that use Facebook. If people are more active and engaged with stories that appear in News Feed, they are also more likely to be active and engaged with content from businesses.

Is Facebook the only marketing platform that’s seen declines in organic reach?

Many large marketing platforms have seen declines in organic reach. Online search engines, for instance, provided a great deal of free traffic to businesses and websites when they initially launched. People and businesses flocked to these platforms, and as the services grew there was more competition to rank highly in search results. Because the search engines had to work much harder to surface the most relevant and useful content, businesses eventually saw diminished organic reach.
While many platforms experience a change in organic reach, some are more transparent about these changes than others. Facebook has always valued clear, detailed, actionable reports that help businesses see what’s happening with their content. And over time we will continue to expand and improve our already strong reporting tools.
Ok, there’s more content now. But what’s the value of having more people like my Page? I paid good money for my fans on Facebook, and now I can’t reach as many of them.

Fans absolutely have value.
  • Fans make your ads more effective. When an ad has social context — in other words, when a person sees their friend likes your business — your ads drive, on average, 50% more recall and 35% higher online sales lift.
  • Fans also make the ads you run on Facebook more efficient in our ads auction. Ads with social context are a signal of positive quality of the ad, and lead to better auction prices.
  • You can use insights about your fans — like where they live, and their likes and interests — to inform decisions about reaching your current and prospective customers
  • Fans can give your business credibility
Fans may represent your best customers, but it’s important to note that they don’t represent all of your customers or potential customers. For example, if your auto dealership has 5,000 fans, those fans represent only a fraction of the people that matter to your business. Fans can help you achieve your business objectives on Facebook, but having fans should not be thought of as an end unto itself.

So, how should I use Facebook for my business?

Organic content still has value on Facebook, and Pages that publish great content — content that teaches people something, entertains them, makes them think, or in some other way adds value to their lives — can still reach people in News Feed. However, anticipating organic reach can be unpredictable, and having a piece of content “go viral” rarely corresponds to a business’s core goals. Your business will see much greater value if you use Facebook to achieve specific business objectives, like driving in-store sales or boosting app downloads.
Like TV, search, newspapers, radio and virtually every other marketing platform, Facebook is far more effective when businesses use paid media to help meet their goals. Your business won’t always appear on the first page of a search result unless you’re paying to be part of that space. Similarly, paid media on Facebook allows businesses to reach broader audiences more predictably, and with much greater accuracy than organic content.
Can businesses succeed on Facebook with decreased organic reach?
Of course. Here are some businesses — big and small — that have seen strong results by using Facebook to reach beyond their fans:
  • Rice Creek Family Dentistry wanted to grow its client base to support a second location and increase appointments among existing patients. The practice now runs ads in News Feed linking patients to an easy-to-use appointment app.
  • Karaoke Heroes, a superhero-themed karaoke bar, uses its Page regularly to interact with customers, while also using Facebook Ads to show people when their friends have attended events at the bar
  • Cadbury saw business results that rivaled TV for efficiency by focusing on reaching 16-24-year-olds in News Feed
  • Salesforce initially viewed Facebook as a way to engage with existing customers, until using Facebook Ads to drive high-quality and cost-effective leads, cutting its cost-per-lead goal by more than 50%
You can visit our Success Stories section to see many more businesses that are growing with Facebook.

How do I know things won’t keep changing?

We’ll always innovate on behalf of the people who use Facebook. And we must be more transparent with and helpful to the businesses that market on Facebook. We’re working hard to improve our communications about upcoming product changes. For example, in April we let you know about how right column ads will be changing to increase engagement and to make it easier for businesses to create these ads. We’re committed to helping your business grow and making sure you get the most from your investment in Facebook.
Please let us know what you think and if you have more questions in the comments. Sincere thanks for working with us.
Brian Boland leads the Ads Product Marketing team at Facebook. Source: Facebook

Altough the Facebook algorithm (EdgeRank) seems to be the same for users than for branded pages, the truth is that it doesn’t work excatly the same way.

WHAT’S DIFFERENT FOR USERS AND BRANDED PAGES ON FACEBOOK (EDGE RANK)

Edgerank How it works for pages.

Edgerank How it works for pages.

1- The value of a fan like is barely pointless.

2- Fan shares are the most powerful way of engagement so we should encourage fans to do so. I would recommend you to measure viral reach and engagement as a key metric.

3- Fan comments are also very valuable but the brand needs to be present and answer comments actively.

Social media and especially Facebook have brought a series of new metrics that are part of every marketing action.  Indeed, nowadays marketers live immersed in the era of like, follow and engagement. Until now, everything looks normal; however there are some metrics that have disappeared with no rational reason and which still might remain relevant.

If we look back a few years ago, one of the key metrics that was present in every campaign or marketing action was frequency. However, nowadays it seems that no one is talking about it anymore. Frequency was traditionally associated to “Opportunity to See and it was stipulated that brands needed at least 5 OTS to achieve a decent impact. It’s true that times have changed and advertising has become less and less effective but frequency in social media should still remain important. Obviously, we are not referring to any Spam practice because we all know that over-impacting is one of the most important causes for fan / following abandonment.  Instead, we are talking about Frequency as a metric to measure fan / following retention. Keep in mind that retention is always more cost effective than acquisition, above all in social media that is starting to show signs of maturity.  

Fan retention

Fan retention


“FAN RETENTION: How often do fans interact with this Page? It would be great to have many fans that like and comment regularly”

At GolinHarris, we do use tools to be able to measure Frequency and therefore have a say on how often fans / followers interact with a given Facebook or Twitter page. At the end of the day, communications is no longer about one big shoot but having many fans that like and comment on a regular basis. What is the percentage of your fans / followers who engage with your page more than once?  

Source: GolinHarris blog Asia

Here are the top benefits that companies are seeing from social media marketing:

89% of respondents said that social media marketing has generated more business exposure
64% saw lead generation increase by using social media 6 hours or less per day
69% of marketers use social media to gather marketplace intelligence
62% of marketers using social media for 2+ years reported a rise in search engine rankings
62% of businesses with 10 employees or less reported that social media has reduced marketing expenses

Top benefits social media for business

Top benefits social media for business

Via: SocialMediaToday

That Facebook is the smartest is probably one of the most holy truths I’ve ever heard. It’s known that deleting a FB account is not as easy as it should be. Facebook doesn’t want to lose any of its billion users. This means great Advertising incomes and it took also some time to build it up.

This morning, an amazing new app showed up but it was killed by Facebook after few hours. I’m taking about Social Roulette : 1 in 6 chance of deleting your account. What are you afraid of?

How to delete your Facebook Account Social Roulette

How to delete your Facebook Account Social Roulette

Anti-Facebook feelings are growing as a consequence of the BLUE domination. I think Social Roulette was the perfect way to do it from a fun perspective 🙂 hence play a game. Actually, right after I saw the app, I thought that, probably, inviting brands to join by providing with products or prizes could be such a great business idea. Obvisouly, not all the brand might be interested in it, but what about “Extreme” brands like Red Bull?

Facebook hasn’t doubted a second and has denied the access to its API – As simple as that! Social Roulette and its dream is over or might be NOT!

As The Next Web has written, here are the main causes of this decision from Facebook.

Facebook’s terms ad verbatim, there is debate as to whether allowing deactivation automatically is considered circumvention of Facebook’s limitations on its features. Facebook doesn’t want anyone interfering with deactivations apart from users themselves.

While there are no written terms against an app deactivating accounts, the last thing a business wants is to lose customers, especially in an automatic way. It would come as no surprise were Facebook to add a special clause in its terms in the near future.

In any case, thanks guys from bringing to life this awesome idea!