PASIÓN POR EL MARKETING

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I’ve just received the latest State of Social Marketing report by Simply Measured and I have to say that the report has improved a lot in terms of content quality. Specifically, I liked the section they dedicated to show how to map your social strategy and align it to business impact. Social business seems to be the big topic moving forward.

As they said “Once social marketers are able to quantify social’s area of impact, they can solve the issue of integration, which our survey highlighted as a major challenge”

Social metric map

I believe this graph “Social Metrics Map” is very suitable and helpful as it includes in the same table, not only metric and KPIs but also other items likes goal, social strategy, etc

Below you will find top key findings from the report State of Social Marketing 2006

KEY FINDINGS

• Social media is a growing focus for marketing teams: The percentage of social media teams that live within the marketing organization has grown from 49% in 2015 to 63.2% in 2016.
• Marketing teams have two distinct functions: To be stewards of the brand, and to drive revenue and demand.
• Measuring ROI is a massive problem: 61.1% of marketers identified “Measuring ROI” as their top challenge, and only 9.4% said that they’re able to quantify revenue driven by social.
• Social media marketers don’t have the budget they need for analytics software: 76.5% of marketers say they aren’t getting the budget they need to do their best work, and 43% cite analytics software as their biggest need.
• Instagram adoption is nearing complete penetration among brands: 94% of top brands have profiles, and 86% posted to the network in May.
• 100% of top brands have Twitter profiles, and 99% posted in the month of May.

Fail or win is often a question of little details. Find below 15 Ways to Fail & 25 Ways to WIN and learn how to engage correctly with the influencers.

What is the reality when we compare Snapchat versus Facebook, Twitter, Instagram?

Snapchat has grown really, really fast in terms of number of users. This is a great thing; however it seems the platform has not yet a clear strategy for revenue drive.

snapchat-growth-infographic-

Our job is not to create content, our job is to create “contentment”…

I feels like contentment could also come from Content + Commitment, doesn’t it?

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

What is an insight is one those questions we have heard as many times as it has been answered wrongly.

Here below is a really cool presentation with the top definition of what an insight is

Mine is simpler… Insight is an externalizartion of a human motivation

insight what is it

insight what is it

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

Marketers say that content is king or queen, as well as constantly inventing new buzzwords. However, the reality is Facebook is the only social media site that is even above being king or queen. Indeed Facebook is the F@cking boss and here are 10+1 reasons why:

Facebook sucks

Facebook sucks

1) Facebook invented a KPI that has become the key metric for big and small brands all over the world. This is called NUMBER OF FANS / LIKES, and now its value is becoming more and more pointless. Note, the organic reach of fans is now about 2% and Facebook is encouraging brands to go wider and target Facebook users by interests and demographics. Why should I then build a community on Facebook?

buyfacebookfanscheap

2) Facebook is the only new media that dared to compare themselves in reach with TV and mass media and they are actually very strong among young and adult crowds.

Facebook vs TV reach Nielsen

Facebook vs TV reach Nielsen

3) Facebook has confused the entire online paid media industry and clients by basing its CTR in clicks inside Facebook and not clicks through an external site. While the post below got 17,282 clicks, only 51 are clicks on the external link (Standard Clicks as considered in the industry)

The lie about CTR on facebook

The lie about CTR on facebook

4) Facebook is the only site with big enough balls to dare kill a key metric that was an industry standard: PTAT (People Talking about this). If you download a new Facebook Insights report you will be surprised when you realise PTAT is not there anymore.

no PTAT in new Facebook Insights

no PTAT in new Facebook Insights

5) Facebook is the only social media site that permits itself to change the terms and conditions of things whenever they want and do it on their terms. Who remembers the T&C regarding competition and promotions? They went from saying “It must run through a tab” to “Just do it as a post”. Why? Because they realised that all the money that brands were spending on creating a tab could be invested on a promoted post which will generate higher impact and engagement (and more revenue for FB).

facebook-like-gate

6) Facebook made us create different assets in different places (Apps, Tabs, Content, Right Colum, etc) to finally say that the only and best place to host content is the NewsFeed. Indeed, the competence there has increased dramatically and became a ferocious battle.  The question now is What’s causing this decline in post visibility?

1. People have more friends. More friends equal more potential relevant posts. More potential posts equal less room for brand posts.

2. People are following more brands. As users like more and more brands, competition for newsfeed space has increased.

3. Make room for the news. Facebook recently changed their News Feed algorithm to allow more new content to show on users’ feeds, again, making the window of opportunity for brands even smaller.

how to improve newsfeed visibility

 

darwinian

 

7) Facebook has deleted FREQUENCY as a key metric, while it becomes more and more important for marketers.

Frequency on Facebook

8) Facebook is the only site that dares hide it to make it very complicated for brands to spend their money in a smarter way, and just target fans. While running an advertising campaign for “fans only” is supposed to be the most effective (Already impacted and kind of loyal), Facebook encourages brands to run ads in a very broader way by targeting Facebook users and paying by CPM

facebook ads only for fans

facebook ads only for fans

9) As everybody already knows, Facebook is the only that dares decrease the organic reach by 40% and deliver the message to barely 2% of your Fan base. The question now is what’s the point to have a community then?

oorganicreachchartfacebook

10) As Mobile was Facebook’s main pending nightmare, they decided to buy two of the most popular apps ever in less than a year at any price: Instagram and Whatsapp

12) Whether we want to admit or not, Mark Zuckerberg is one of the smartest guys on the planet and the dream of most of us wish we were living…

mark-zuckerberg rich

And now, please feel to share or comment 🙂

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.

Many marketers are looking to invest on Tumblr to reach younger audiences. Here are all the numbers, stats, users of Tumblr:

How Big is tumblr?
Source: WebsiteHostReview.com