Posts tagged as:

facebook marketing

A Brand And Person Offer The Same Post With Very Different Results

by · April 28, 2014

My social media hippie friends have their collective organic panties in a tofu wad over my recent rants about how brands can’t really be human. Hey? The truth hurts, especially when you’ve been telling your clients the opposite for 8-10 years.

Sorry. They don’t call me an “instigator” for nothing, I guess.

While the recent news that Facebook will allegedly be dialing down organic reach for brand page content certainly inspired my thinking, this goes well beyond Facebook. Think about it in your own life. Would you trust the recommendation of a company to use their product or the recommendation of a person who used the product? Would you trust the company salesperson (who we assume is human) over the product user? Would you trust any of them over a trusted friend?

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The Great Facebook Swindle And What To Do About It

by · March 24, 2014

As if we didn’t expect this would one day happen, Facebook is apparently about to blackmail brands even more so than they have to date, ratcheting down organic exposure of brand page content to 1-2% at best. Valleywag reported it last week based on an anonymous and internal source with Facebook marketing. It has since been reported by the likes of Time and others.

Ogilvy & Mather has even tested and found that organic brand page content on Facebook was exposed to about 12 percent of those that “Like” the brand in October. That number dropped to six percent by February. Facebook is basically eliminating the chance your brand’s content will be seen by your Facebook fans. Unless, of course, you pay to have it exposed.

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The Reality of Facebook Promotions

by · February 4, 2013

Most businesses don’t have tens of thousands of Facebook fans. Most don’t have hundreds of thousands of website visitors. So it’s easy for the social media expert in your neighborhood to follow the hippie’s and tree-hugger’s version of social media and say Facebook advertising and promotions are bad.

In the end, though, it’s all a numbers game. The more fans you have, the more potential click throughs you can get on a Sponsored Post. The more your audience is incented to share a coupon or a deal with their networks, the more conversions you’ll see. The more numbers, the less inclination you’ll have toward the purist’s way of thinking.

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Making Fan Engagement Your Marketing Mantra for 2013

by · January 30, 2013

It doesn’t seem that long ago that I spent an afternoon figuring out how to build a Facebook landing page with FBML.  It wasn’t pretty; I’m a marketing dude, not a programmer.  Then, what seemed like sooner rather than later, FBML was gone and replaced by iFrames.  Yikes!   Just going to the Facebook Developer website gave me the willies.

Well — hooray for Facebook entrepreneurs… thanks to you I’m done messing with the complexities of a code-based approach and I’m in my milieu; evaluating and selecting marketing solutions.

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The Most Important Marketing Tool You Probably Aren’t Using

by · December 20, 2012

Before social media taught us we had to sound human, we could talk to everyone in the same generic business-speak to everyone. Now, people have come to expect businesses to speak to them in a more personal way and to be more relevant.  Personas allow you to do that.

Personas will determine the content, tone and language that you use when communicating. To better understand how important this is, imagine yourself at a family holiday party.  You would not discuss the same topics or use the same kind of language with your grandmother who loves to garden, your college-age nephew who is fascinated with politics, or your sister, who’s an executive at a software company.

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How To Turn Facebook Into Your Single-Most Effective Marketing Tool

by · July 18, 2012

The most common marketing mistake is focusing on the product and not the customer. Messages about the product and its benefits without reference to the person who will use it constitute announcements, not marketing.

In order to speak to customers so that you will be heard, you need to make sure that they feel that they are being heard.  And the only way to make the kind of impression on a customer that makes her choose your product over the myriad of options is to speak to her emotions.  This requires having a deep understanding of your customers.

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Facebook and the Transformation of Corporate Content

by · March 6, 2012

Facebook managers must have mentioned “content” a dozen times at its marketing conference Feb. 29 in New York City. While everyone else was focused on the new bells and whistles, I was tuning my ears to their focus on content.

The message was clear: marketers must now become real “storytellers” and ignite their fans with engaging content. Facebook promotions (“sponsored stories”) will revolve around strong, compelling content. Your Facebook Page will increasingly be measured by how much fans engage with and share your content.  Content, content, content.

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Double Down on Facebook Marketing

by · January 31, 2012

I have been thinking about the value of Facebook fans lately, and how they stack up against other types of online and digital marketing payoffs. The problem with getting to an answer to the value of a fan, and what many small business owners face when trying to sort out what square to place their marketing dollars on, is the array of mismatched direction.

Small businesses aren’t very good at increasing their Facebook fan base. So even though they may be following all of the “rules of the Facebook road,” they aren’t seeing much if any return on their effort.

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Awareness Turns Facebook Into An Acquisition Channel

by · December 21, 2011

Wouldn’t you like to capture the email addresses, locations and even work history of your Facebook fans? It appears that Awareness has built functionality that allows you to do just that, so long as the Facebook fan says it’s okay. With it’s new Facebook campaign and tab management feature, Awareness has built in the ability to deliver content (coupons, white papers or other content) with calls to action on Facebook landing pages or tabs, but have the user agree to share certain private data in order to receive it.

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