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Facebook Advertising: The value of advertising on Facebook

posted by Trio Web Design    |   May 20, 2010 09:44

Oh friends, I do believe it is summer.  

If you live in Saskatoon, you know what I am talking about.  The last few days have been glorious and have inspired me to move the blog outside. Fresh air is a necessity to working effectively - that's my story and I am sticking to it - if you want to borrow it so you can enjoy a few moments away from your desk today feel free!

A gem of a report came across my desk this morning while I was reviewing a few of my RSS feeds - Neilsen/Facebook Report: The Value of Social Media Ad Impressions. It looks like Neilsen and Facebook teamed up to analyze the effectiveness of ad impressions in relation to viewers noticing ads, absorbing the content, and ultimately making a purchase decision.  

If you are a business owner who currently has a Facebook Page or is simply just advertising on Facebook, you need to read this report.  It will help you formulate the best advertising strategy on Facebook and assist you in analyzing the effectiveness of it.

I have included the key findings from their report below.  If you are at all interested in learning more, visit Neilsen Online, and download the document.  

- CBB

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Jon Gibs, Vice President, Media Analytics, The Nielsen Company - Sean Bruich, Measurement Research, Facebook, Inc.

We’ve heard from countless brand marketers about the need for guidance when it comes to measuring the value of social media advertising. It’s why we’ve made a major investment towards helping advertisers understand how to achieve their brand goals in a social context. Our joint report: Advertising Effectiveness: Understanding the Value of a Social Media Impression provides early insights from Nielsen’s BrandLift product which analyzed survey data from more than 800,000 Facebook users in response to more than 125 Facebook ad campaigns from 70 brand advertisers.

While the medium of social media advertising is still a wild frontier for some, the BrandLift framework solves a number of advertiser concerns by providing quantifiable data that can be mapped to trusted advertising effectiveness benchmarks already in place: Ad Recall, Brand Awareness, and Purchase Intent.

Suggesting You “Become A Fan” Of Social Engagement

Study after study has shown that consumers trust their friends and peers more than anyone else when it comes to making a purchase decision. It’s critical that we understand advertising not just in terms of “paid” media, but also in terms of how “earned” media (advertising that is passed along or shared among to friends and beyond) and social advocacy contribute to campaigns. To that end, we took a closer look at 14 Facebook ad campaigns that incorporated the “Become A Fan” engagement unit and sliced the effectiveness results three different ways, by each of the types of ads available on Facebook: 1) Lift from a standard “Homepage Ad”; 2) Lift from an ad that featured social context or “Homepage ads with Social Context”; and 3) Lift from “Organic Ads,” newsfeed stories that are sent to friends of users who engage with advertising on a brand.

For those Homepage ads at the top of the marketing funnel, awareness increased on average by 4% between exposed and control audiences. Purchase intent also increased on average by 2% following ad exposure on Facebook.


Comparing the responses of those users who had seen ads with social context against users who saw ads with no social context from the same campaign, we saw a measurable lift in lift.

 

 

While exposure to the homepage ad itself increased ad recall, those users exposed to both the “paid ad” and the organic impression remembered the ad at three times the rate of those just exposed to the paid homepage ad. We saw a similar effect for the other two metrics evaluated. Homepage ads increased awareness of the product or brand by 4% on average, but exposure to both homepage ads and organic ads increased awareness by a delta of 13% versus the control group. Exposure to organic impressions also impacted purchase intent as well, increasing the impact of the ad from 2% to 8%.

 

 

Social Networking: Fans and Followers more likely to buy your products

posted by Trio Web Design    |   April 11, 2010 15:05

 

Friends,

Have you ever wondered whether or not social media can actually make a difference to your bottom line?  We are being asked this question constantly. Businesses want to know whether or not a Facebook Page will actually deliver results.

I have noticed that a common misconception, within the business community, is that social media sites are for "personal use" and not for "professional use". In many instances, sites like Facebook and Twitter are being blocked in the work place.  What professionals are failing to recognize are the opportunities social media sites provide businesses with in terms of low-cost advertising and instant networking.

The Chadwick Martin Bailey group released findings from their most recent research on social media called, "Why Social Media matters to Your Business". Below is a short article I found highlighting some of the key findings from the report.  I would recommend downloading the report if you are interested in learning more about social media and the impact it can have on your business. http://www.cmbinfo.com/news/press-centre/social-media-release-3-10-10/

It's definitely worth the read. 

- CBB

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New consumer research shows  over 50% of Facebook fans and Twitter followers say they are more likely to buy and recommend

Boston, MA – In a recent study of social media usage it is clear that consumers who are Facebook fans and Twitter followers of a brand are more likely to not only recommend, but they are also more likely to buy from those brands than they were before becoming fans/followers. The study of over 1500 consumers by market research firm Chadwick Martin Bailey and iModerate Research Technologies found that 60% of Facebook fans and 79% of Twitter followers are more likely to recommend those brands since becoming a fan or follower. And an impressive 51% of Facebook fans and 67% of Twitter followers are more likely to buy the brands they follow or are a fan of.  Considering Facebook’s over 400 million users, the opportunity is great for social media marketers.

“While social media is not the silver bullet that some pundits claim it to be, it is an extremely important and relatively low cost touch point that has a direct impact on sales and positive word of mouth,”  comments Josh Mendelsohn a vice president at Chadwick Martin Bailey. “Companies not actively engaging are missing a huge opportunity and are saying something to consumers – intentionally or unintentionally- about how willing they are to engage on consumers’ terms.”

FacebookTwitterPRSMALL 

The study also uncovered perceptions among consumers that those brands not engaging in social media are out of touch. When asked the question “What does it say about a brand if they are not involved with sites like Facebook or Twitter?” they said the following:

  • “It’s EXPECTED that a company have some digital face – whether it’s on FB or Twitter I don’t know – but they need a strong electronic presence or you doubt their relevance in today’s marketplace.” Female 50-54
  • “Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.” Male 35-39
  • “It shows they are not really with it or in tune with the new ways to communicate with customers.” Female 18-24.
  •  “If they’re not on Facebook or Twitter, then they aren’t in touch with the “electronic” people.”  Female 55-59

Recent statistics from Facebook show they have 400 million active users and more than 20 million people become fans each day.  Twitter users post over 50 million tweets per day—that’s an average of 600 tweets per second.

 

Internet Presence: How to avoid brand sabotage

posted by Trio Web Design    |   February 15, 2010 12:04

Coffee friends,

While sitting with a hot steaming cup of pressed coffee this morning,  I decided to pull out the computer and tackle the 167 new emails in my inbox.  I have to be honest, after reading through the first 20 I was tempted to simply press delete and look away until I was prompted by my computer that there was nothing more to delete.  I am sure there have been times where you were tempted to do that very same thing!

Anyway, making the most of my time spent in front of my computer on family day, I decided to get serious.  Email #158 was worth reading.  It was a blog post on "5 ways to avoid sabotaging your personal brand online."  The blog quotes Dan Schawbel, bestselling author of Me 2.0: Build a Powerful Brand to Achieve Career Success, and explains his take on how to avoid brand sabotage online.  The blog is focused on "personal" brand success, but I believe that these 5 simple cautions are just as applicable for a business as they are for an individual. 

Below is a portion from the original post.  Take a read and consider whether or not you are protecting and fostering a positive brand image online.

- CBB

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There have been countless incidents in which professionals have lost their jobs, been evicted, or even been arrested for things they've done on social networks. There has never been a more important time to discuss the many ways you can sabotage your personal brand, and how you can prevent these mistakes before it's too late.

The following are five ways to avoid sabotaging your personal brand.

1. Don't ignore brand mentions

58% of Americans don't even Google themselves, but employers and potential customers certainly will. It's safe to say that people are already talking about you, either online or offline.

As you create your personal brand on a variety of platforms, your name will start popping up in search engines and on social networks. This can be both beneficial to your brand or harmful depending on the context. The viral nature of social networks, as well as their new ubiquity, should encourage you to start listening in on what people are saying about you.

Negative mentions will spread fast unless you keep your ear close to the web, so I recommend you setup a Google alert for your name, your company's name, key competitors, partners, and industry buzz terms. There are many other free tools that can help you monitor your brand. You can also try Social Mention for a more complete solution to brand mentions on social networks.

CBB Insight.  Google your business and yourself! Set up brand alerts.

2. Don't spread yourself too thin

A future problem, which some might say is a current problem, is the volume of social networks and the amount of status updates and messages you receive each day. If you're active on each and every social network that launches, you will start to spread yourself too thin, which can really hurt your brand. You won't possibly be able to update all of your social profiles, as well as keep track of pictures, profile information, groups, etc. In general, you should only join the largest social networks (Facebook, Twitter, LinkedIn), as well as those networks in your industry.

CBB Insight.  Be realistic and pace yourself.
 
3. Know your audience

It's really easy to forgot who you're connected with on social networks as they grow. You might start out with high school and college friends, and then add some co-workers when you start a new job. There will be a point where you're going to have to make a strategic decision, who you accept and who you don't. The second you add your manager or colleagues is the time when you have to rethink what you publish or what you syndicate from other social networks. One mistake could cause you trouble.

On Facebook, you may want to have a profile page for your inner circle of friends and family members and then a Facebook Fan Page for your professional image. This way, you can make your profile private and hide it from search, while having a fan page that you can point your coworkers to. They will know that you are hiding your profile but should respect your privacy, especially since you're giving them the option to follow your fan page.

CBB Insight.  Are you keeping your personal and professional social networks separate? If there is overlap, what are you doing to make sure you are presenting yourself properly?

4. Limit self-promotion

Successful self-promotion only works in moderation, because if you're constantly only promoting yourself, many people will un-follow, un-friend, or block you from their network. The best way to build a strong personal brand is to promote other people, which creates goodwill and a connection, as well as distributing value based on what you have to offer; your expertise. If you're helping people 80 or 90% of the time, then people will be much more accepting of your self-promotional messages. You will also start to notice that other people will promote you and their endorsement is even stronger than your own proclamations.

CBB Insight.  Don't solely use social networks as a way to promote your company's sales or special offers.

5. Be consistent

Consistency is extremely important when it comes to any kind of branding, from personal to corporate. Selecting a unified "picture" and spreading it across all your social media (website, blog, presentations, press kits, business cards, etc.) will build image recognition in the mind of your audience. Consistency is significant for pictures, your name, as well as the fonts, the colors and the overall message that you communicate through your online properties.

There is no question that you already have a personal brand; whether you built it yourself or not. The way to differentiate it from everyone else is through management. By paying attention to mentions of your name online, not spreading yourself too thin, knowing your audience, offering more value than self-promotion, and being consistent, you can be very successful.

CBB Insight.  Do you have an Internet Presence?


Trio Web Design
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