Email not displaying correctly? View it in your browser.In this weeks issue: Best Practices: The Value of Facebook Ads Spotlight on French Social Networks Digital President: How Government is Using Social MediaLike what you read ? Share the love http://us1.forward-to-friend1.com/forward?u=75b5be7135a3e05a9fdfe8573&id=c847b30d2b&e=4e5c5ea98f
Best Practices: The Value of Facebook AdsAs PR professionals, we tend to favor earned and owned media over paid media, but we recognize the valuein making strategic investments in paid placements on specific platforms. Facebook Ads and Google Adwordscontinue to duke it out for domination of the search engine marketing market and are great platforms fordrawing attention to a new campaign or product.Making an advertising investment isn’t a decision that should be taken lightly. However, for brands just gettingset up on Facebook and looking to do a quick promotion of their page, advertising within the medium is a greatoption. But before jumping head first, consider the following about your audience and their reactions: 1. What type of action are you hoping to incite – do you want people to know the page exists and follow it, or do you want users to like the page and participate in an activity or contest? The latter action – though harder to encourage with just advertising – will yield better engagement in the long-term. 2. How will you sustain users’ interest after they’ve clicked the ad and started following your page?Once you’ve evaluated your audience and considered the type of outcome your ad is helping to achieve, thereare a number of ways to evaluate the budget and time investment needed to maintain the project:Ad campaign costs per day Facebook ads offer the opportunity to control how much you spend on a daily basis. Once your budget has been met for the day, your ads stop appearing until the following day. To get an idea of what type of budget you should set, create a dummy Facebook ad to receive an estimate of the cost per click price based on the content of your ad and targeted demographics (you can segment audience by gender, geography, interests, etc.). Then, multiply this number by the number of clicks you’re aiming to receive throughout the life of the campaign and divide by the amount of days or weeks you have to achieve this goal.
Cost per click vs. Cost per thousand impressions If you aren’t sure whether to choose to pay per click or pay per impressions: Cost per click (CPC) works best when you want the ad viewer to take a specific action (register on a website, ‘Like’ a Facebook page, download a certain file etc.), whereas cost per impressions (CPM) works best when you’d like to simply inform the user of a specific activity (similar to a roadside billboard). In terms of cost, CPC allows you to specify how much you are willing to pay each time a user clicks on your ad; CPM allows you to identify how much you will pay for 1,000 views of your ad. In general, the CPC model is favored by most Web advertisers because the goal is to incite the ad viewer to commit to a certain action.Time investment It’s best to experiment with Facebook Ads using the easy step-by-step process to get a hold of as much information about your projected results before you enter into a formal engagement. While the set-up process is simple to start and run, Text 100 clients report needing approximately two hours of time per day to monitor the performance and improve ad content, targeting, etc.Projected ResultsThe chart below shows the advertising results for a pilot campaign run in India. The brand ran advertising onboth Facebook and Google with a budget of about 780 Euros (approximate $1,125) for one month. Facebookoffered more variations at a slightly higher cost, however click-throughs and impressions were significantlyhigher as well.
While these results are positive in the short-term, navigating the waters of Facebook Ads is tricky and needs asolid integrated strategy to yield truly beneficial results for a brand. Getting people to click on an ad is just stepone. If your goal is real engagement with your audience, couple your ad campaign with a number ofcommunications and outreach tactics to further your message and keep users coming back for more.
Spotlight on French Social NetworksLast year, nearly 315 million people throughout the world used a social networking platform. While Facebookand YouTube continue to dominate social networking on a global scale, every country has a number of nichenetworks that have emerged equally as popular. Text 100 digital leaderPierre Le Leannec shared with us the latest scoop on what’s mostpopular in his home country of France.One third of France’s population, or 20 million people, uses a socialnetworking site. In the U.S., that number is six times as much andconstitutes ¾ of the population. Americans make up 22 percent ofglobal Facebook users, while France makes up just four. Despite thedifference in numbers, what really sets France apart from the U.S. areits social platforms that are virtually nonexistent there. Viadeo: Similar to LinkedIn, Viadeo is a professional social network. France makes up 55 percent of its users, while the U.S. is just one. The site was founded in Paris in 2004 and has more than 35 million members worldwide. Copains davant: This is the French Facebook. It originated in France as a way to reach out to friends, classmates and coworkers. Like Facebook, members can share photos and information about themselves. 86 percent of its users are from France; zero are from the U.S. While there are still about 4,000 more users in France on Facebook, Copains davant is an extremely popular platform. Skyblog: Also known as Skyrock, is considered the French equivalent of MySpace. The site lets you create a blog and upload photos, articles, songs and anything else representative of who you are. Skyblog is offered in the U.S., but only one percent of its users are American. In France, 3500 people use Skyblog, which makes up 56 percent of its overall users.Consider whether these platforms make sense for your clients and remember the cultural differences in socialnetworking as you plan your campaigns.*all stats from Google
Digital President: How Government is UsingSocial MediaIf you were one of the most talked about figures in the media, how would you make a major announcement?An exclusive in the New York Times? An interview with Katie Couric? If you are U.S. President BarackObama, you may forgo all those options and choose to be in total control of the message, announcing ityourself using digital and social media methods.Similar to announcing his plans to run for president in 2008, President Obama announced his plans to seek re-election in the 2012 presidential campaign through a largely digital program. Knowing that many of hissupporters are online, active on Facebook, and general consumers of digital media, the announcementconsisted of an email and text message sent to existing supporters, a post on Facebook and a YouTube video– posted simultaneously. The news spread virally and within minutes created more buzz than any traditionalcampaign may have created in one day. And by making the announcement via social platforms, Obama’scampaign was able to stay in control of the message while still receiving coverage in mainstream media. Theannouncement even received coverage on social media ets like Mashable, which reaches a younger, tech-savvy audience – a key demographic for Obama. By creating collateral like the campaign video, outlets hadmulti-media components to use in coverage, increasing exposure to Obama’s message.So how can government agencies and companies supporting government agencies leverage Facebook andother digital and social media tools to their benefit? Below are three things to take into account when usingsocial media in government: Make it accessible: First, and perhaps most importantly – make sure social media platforms are actually available for employees to use. Many government agencies block social networking sites for employees, citing concerns about productivity and confidential information. The U.S. Department of Defense is a great example of a highly regulated agency that embraced social media, completely reversing a three-year policy banning the use of social platforms. In fact, the DoD launched a Social Media Hub to share news and insight responsibly and effectively for both official and unofficial business. Get to the point: In terms of content, consider your end goal – what is it you want to inspire followers to do? Make sure the content has a call to action (donate, share, etc.) that incites a reaction in followers. That said, some news or announcements coming from government bodies is difficult in terms of readability, so be sure to take in to account how well your end-reader will understand the content. Make your shareable content as direct and to-the-point as possible – users are much less likely to share content they don’t understand.
Inspire trust: Be clear about your organization’s mission and purpose for being active on social networking sites, and be transparent about who is running the show. The go.USA.gov URL shortener is available for use by government agencies, and is a great way to back up the credibility of your content. Blog - Hypertext | Twitter - @text100 | Friendfeed - Text100