1) Organic reach of content posted on Facebook brand pages has declined significantly from 16% in 2012 to an average of 6% in February 2014 and is expected to continue declining to near zero.
2) With the loss of organic reach, brands will need to use paid distribution to reach existing fans and fuel word-of-mouth sharing, but fans will still share content and have incremental value compared to average consumers.
3) Brands need to publish less but higher quality content targeted to interested fans and advocates, use paid distribution strategically, and pursue a platform-neutral social media strategy not dependent on any single platform like Facebook.
Facebook Zero: Considering Life After the Demise of Organic ReachOgilvy Consulting
Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time. With the impending end of organic reach, what are the consequences for marketers and others who use Facebook to connect with their communities? How can brands and corporates get the most from Facebook in the future? Is Facebook still a driver of “earned” conversation and word of mouth? Or is it just a straightforward paid channel? How should communities approach content and engagement going forward?
Buddymedia: Strategies for effective facebook wall postsChris Rawlinson
This document analyzes Facebook posting strategies for different industries. It finds that for the retail industry, engagement is highest when posts are made between 8pm-7am, on Wednesdays, with 1-2 posts per day and 1-4 posts per week. Posts should be concise (80 characters or less), ask questions, use fill-in-the-blank formats, and offer coupons/deals. For entertainment, engagement is highest on Fridays and Saturdays. For media, engagement peaks on Tuesdays and Thursdays.
Facebook introduced 5 new reaction emojis - angry, sad, wow, haha and love - to allow users to express more nuanced responses to posts. This provides both opportunities and challenges for brands. It offers more audience engagement and insight into sentiment, but brands must also consider how to address negative reactions and adjust their strategies and measurement frameworks for the increased emotional data. Reactions also have implications for how other social platforms approach user interactions.
Facebook has made considerable changes recently to its platform that affects how brands and consumers use the social network in May/June 2013. The introduction of Verified Pages and hashtags, the phasing out of Sponsored Stories and introduction of new Insights are important developments to understand in the scope of brands’ overall digital and social strategies.
Moreover, Instagram, the photo-sharing app owned by Facebook, has introduced video functionality. This POV contains an overview of the latest developments and considerations for brands and marketers.
Facebook Marketing Strategies for Turning Likes into LoyaltyJulie Benlolo
1) The document summarizes strategies for using Facebook marketing to engage consumers beyond just getting them to "like" a brand's page. It provides case studies of how companies like Adobe Photoshop, Discovery Communications, Chef Boyardee, and Clarisonic have effectively used Facebook.
2) Key strategies discussed include posting engaging content like questions, videos and discounts, responding quickly to users, and rewarding fans with exclusive access.
3) The case studies show how implementing these strategies helped brands significantly grow their Facebook fan bases and engagement over time.
Facebook Zero: Considering Life After the Demise of Organic ReachOgilvy Consulting
Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time. With the impending end of organic reach, what are the consequences for marketers and others who use Facebook to connect with their communities? How can brands and corporates get the most from Facebook in the future? Is Facebook still a driver of “earned” conversation and word of mouth? Or is it just a straightforward paid channel? How should communities approach content and engagement going forward?
Buddymedia: Strategies for effective facebook wall postsChris Rawlinson
This document analyzes Facebook posting strategies for different industries. It finds that for the retail industry, engagement is highest when posts are made between 8pm-7am, on Wednesdays, with 1-2 posts per day and 1-4 posts per week. Posts should be concise (80 characters or less), ask questions, use fill-in-the-blank formats, and offer coupons/deals. For entertainment, engagement is highest on Fridays and Saturdays. For media, engagement peaks on Tuesdays and Thursdays.
Facebook introduced 5 new reaction emojis - angry, sad, wow, haha and love - to allow users to express more nuanced responses to posts. This provides both opportunities and challenges for brands. It offers more audience engagement and insight into sentiment, but brands must also consider how to address negative reactions and adjust their strategies and measurement frameworks for the increased emotional data. Reactions also have implications for how other social platforms approach user interactions.
Facebook has made considerable changes recently to its platform that affects how brands and consumers use the social network in May/June 2013. The introduction of Verified Pages and hashtags, the phasing out of Sponsored Stories and introduction of new Insights are important developments to understand in the scope of brands’ overall digital and social strategies.
Moreover, Instagram, the photo-sharing app owned by Facebook, has introduced video functionality. This POV contains an overview of the latest developments and considerations for brands and marketers.
Facebook Marketing Strategies for Turning Likes into LoyaltyJulie Benlolo
1) The document summarizes strategies for using Facebook marketing to engage consumers beyond just getting them to "like" a brand's page. It provides case studies of how companies like Adobe Photoshop, Discovery Communications, Chef Boyardee, and Clarisonic have effectively used Facebook.
2) Key strategies discussed include posting engaging content like questions, videos and discounts, responding quickly to users, and rewarding fans with exclusive access.
3) The case studies show how implementing these strategies helped brands significantly grow their Facebook fan bases and engagement over time.
Facebook and Instagram for InfluencersBlitzMetrics
Facebook gives you the opportunity to directly communicate with audiences, with complete control over your message. With a global community of more than 2 billion people on Facebook, you can reach existing and new audiences with a flexible set of publishing tools to share your stories in text, photos, videos, and more.
Facebook announced Graph Search, a new form of search based on users’ individual social graphs. The new functionality, which is only available in Beta right now, will allow Facebook users to search for people, photos and places – all through the lens of their friends. Content that used to slide down a user’s Newsfeed is now potentially ever-relevant, as users can search for people, places, photos, and similar interests. Facebook search has long been one of the untapped resources within Facebook that will now become more usable by members and, likely, more usable by brands going forward.
by John Bell, Global Managing Director, Social@Ogilvy.
The following is a plan describing a simple and practical way for business leaders to think about gaining the benefits of social behaviors (and the technologies supporting those behaviors).
In many ways the promise of a ‘social business’ is to get us back to what we care about — people working together to create something of greater value than they could have if they had remained unconnected and apart.
This best practice guide provides strategies for using Facebook effectively for marketing. It outlines five guiding principles for an authentic social media strategy: being social by design, having an authentic brand voice, being interactive, nurturing relationships, and continuous learning. It then details how Facebook can be used to foster various business objectives like generating awareness, driving traffic/sales, building loyalty, and gaining insights. Helpful resources are also mentioned.
The document provides a step-by-step guide for evaluating a brand's social media presence through a barbecue-themed case study. It examines keyword selection, conversation topics, influencers, and platforms. Key findings include positive grilling associations on family and food; conversations on blogs discussing purchases and recipes, and on Twitter and Facebook sharing experiences. The top influencers are also identified for different social platforms.
Social@ogilvy Google Hummingbird POV - October 2013Ogilvy Consulting
On September 26, 2013, Google announced that it had developed a new search algorithm called Hummingbird. Prior to this, Google hadn’t made a significant change to its search algorithm in 12 years.
This POV briefly summarizes Google’s new Hummingbird search algorithm and provides insight into how brands can use this new tool in their campaigns.
The new search algorithm is in response to two key insights made by Google:
1. More people are searching using whole phrases, rather than two or three words.
2. More people are searching on their mobile devices.
By understanding how Hummingbird works, brands can leverage this new search algorithm to create content that will be relevant to users and appear at the top of the suggested results list.
How to Perform a Social Media Audit Before 2019Falcon.io
This document provides tips on how to conduct a social media audit and set goals for 2019. It recommends cleaning up social media profiles, analyzing key performance indicators like engagement, reach and audience demographics from the past year. The audit should also include benchmarking competitors' content, channels used, and response times. Goals for 2019 should challenge past performance and try new content types and networks based on audit findings. The overall purpose is to evaluate what worked well and what needs improvement to inform next year's social media strategy.
You need to consider an assistant to help with the administrative tasks like
posting, monitoring, reporting, etc. This will allow the strategist and managers to focus
on strategy, campaigns and community management.
The document provides research data and analysis on Facebook post components and their influence on engagement rates. The research analyzed 474 posts from four major IT companies in Poland over three months. It was found that posts containing images of products, especially images showing products in context or "living a life", received higher engagement rates than those only showing products. Text components like questions, emoticons, and links also correlated with higher engagement. The conclusions can be used by social media managers to improve Facebook content creation.
By maximizing use of Facebook’s unique targeting, ad and measurement capabilities, today’s disruptors can reach the right audiences with the right message to drive true business growth.
How to reach and build your Facebook audience. Learn why social media is a vital component of your SEO.
How to manage your Facebook page like a rockstar! Important setting for page managers. Target your audience and engage.
Starbucks' 2016 social media strategy focused on increasing engagement through creative visual content. Objectives included boosting visual content by 30% and brand engagement by 45% within 6-12 months. An audit found audiences were highly engaged on Twitter and Facebook with opportunities on Instagram. Strategies involved paid, owned and earned posts across platforms using hashtags and employee spotlights. Performance was tracked using metrics like posts, interactions and sentiment analysis with positive feedback on visuals and stories but negative sentiment around long wait times.
Whether you’re new to Facebook or have years of experience, this guide is a comprehensive resource to help you be as successful as possible.
Published by Facebook
This document provides a template for conducting a social media audit of a client. The purpose is to assess the client's current social media presence compared to competitors and best practices, in order to develop an effective social media strategy and roadmap. The audit examines the client's presence and goals across major social media channels like websites, blogs, Facebook, Twitter, and YouTube. It also considers organizational, cultural and infrastructure factors that may impact the social media strategy. Competitor analysis on key social media channels is included to benchmark the client's performance. The results will be used to identify tactical opportunities and define an overall social media strategy aligned with business goals.
Introduction to Social Media Marketing training & campaign execution on Facebook & Tiktok etc platform
1.Detailed understanding of Social Media Marketing.
2.How to execute each paid channel
and Analyse that by sharing the understanding.
3. What is the use of each channel, what are the analytics generated from each channel?
I hope it would be helpful.
P.S Do share your thoughts by commenting.
Unishippers is a franchise opportunity providing shipping services through a network of over 285 franchises across the US. While Unishippers does not directly handle shipments, it offers customers savings of 10-20% on shipping through partnerships with over 30 carriers. The franchise opportunity allows owners to earn income through sales commissions while focusing 75% of their time on growing their business. Ideal franchisees have sales experience and a motivation to succeed financially through owning a low-cost, lifestyle business.
This document discusses process theories of social movements and recognition struggles. It summarizes the key perspectives of several theorists on collective identities and social movements, including Melucci, Snow and Benford, Gamson, and della Porta and Diani. The theorists view collective identities as central to social movements and examine how identities are framed, constructed, negotiated, and incorporated into movements through processes like boundary formation. The document suggests current theory has not fully addressed how movements incorporate pre-existing identities into collective action.
The document provides a technical design for a Hybrid Cloud Computing (HC2) platform in 4 phases. Phase I will provide infrastructure as a service (IaaS) on Windows and Linux to simplify development environments. It will leverage existing assets where possible. Future phases will expand services and integrate additional tools to provide a flexible, scalable and highly available cloud platform behind the company firewall for development workloads. The design prioritizes simplicity, customer experience, and leveraging existing technologies.
Facebook and Instagram for InfluencersBlitzMetrics
Facebook gives you the opportunity to directly communicate with audiences, with complete control over your message. With a global community of more than 2 billion people on Facebook, you can reach existing and new audiences with a flexible set of publishing tools to share your stories in text, photos, videos, and more.
Facebook announced Graph Search, a new form of search based on users’ individual social graphs. The new functionality, which is only available in Beta right now, will allow Facebook users to search for people, photos and places – all through the lens of their friends. Content that used to slide down a user’s Newsfeed is now potentially ever-relevant, as users can search for people, places, photos, and similar interests. Facebook search has long been one of the untapped resources within Facebook that will now become more usable by members and, likely, more usable by brands going forward.
by John Bell, Global Managing Director, Social@Ogilvy.
The following is a plan describing a simple and practical way for business leaders to think about gaining the benefits of social behaviors (and the technologies supporting those behaviors).
In many ways the promise of a ‘social business’ is to get us back to what we care about — people working together to create something of greater value than they could have if they had remained unconnected and apart.
This best practice guide provides strategies for using Facebook effectively for marketing. It outlines five guiding principles for an authentic social media strategy: being social by design, having an authentic brand voice, being interactive, nurturing relationships, and continuous learning. It then details how Facebook can be used to foster various business objectives like generating awareness, driving traffic/sales, building loyalty, and gaining insights. Helpful resources are also mentioned.
The document provides a step-by-step guide for evaluating a brand's social media presence through a barbecue-themed case study. It examines keyword selection, conversation topics, influencers, and platforms. Key findings include positive grilling associations on family and food; conversations on blogs discussing purchases and recipes, and on Twitter and Facebook sharing experiences. The top influencers are also identified for different social platforms.
Social@ogilvy Google Hummingbird POV - October 2013Ogilvy Consulting
On September 26, 2013, Google announced that it had developed a new search algorithm called Hummingbird. Prior to this, Google hadn’t made a significant change to its search algorithm in 12 years.
This POV briefly summarizes Google’s new Hummingbird search algorithm and provides insight into how brands can use this new tool in their campaigns.
The new search algorithm is in response to two key insights made by Google:
1. More people are searching using whole phrases, rather than two or three words.
2. More people are searching on their mobile devices.
By understanding how Hummingbird works, brands can leverage this new search algorithm to create content that will be relevant to users and appear at the top of the suggested results list.
How to Perform a Social Media Audit Before 2019Falcon.io
This document provides tips on how to conduct a social media audit and set goals for 2019. It recommends cleaning up social media profiles, analyzing key performance indicators like engagement, reach and audience demographics from the past year. The audit should also include benchmarking competitors' content, channels used, and response times. Goals for 2019 should challenge past performance and try new content types and networks based on audit findings. The overall purpose is to evaluate what worked well and what needs improvement to inform next year's social media strategy.
You need to consider an assistant to help with the administrative tasks like
posting, monitoring, reporting, etc. This will allow the strategist and managers to focus
on strategy, campaigns and community management.
The document provides research data and analysis on Facebook post components and their influence on engagement rates. The research analyzed 474 posts from four major IT companies in Poland over three months. It was found that posts containing images of products, especially images showing products in context or "living a life", received higher engagement rates than those only showing products. Text components like questions, emoticons, and links also correlated with higher engagement. The conclusions can be used by social media managers to improve Facebook content creation.
By maximizing use of Facebook’s unique targeting, ad and measurement capabilities, today’s disruptors can reach the right audiences with the right message to drive true business growth.
How to reach and build your Facebook audience. Learn why social media is a vital component of your SEO.
How to manage your Facebook page like a rockstar! Important setting for page managers. Target your audience and engage.
Starbucks' 2016 social media strategy focused on increasing engagement through creative visual content. Objectives included boosting visual content by 30% and brand engagement by 45% within 6-12 months. An audit found audiences were highly engaged on Twitter and Facebook with opportunities on Instagram. Strategies involved paid, owned and earned posts across platforms using hashtags and employee spotlights. Performance was tracked using metrics like posts, interactions and sentiment analysis with positive feedback on visuals and stories but negative sentiment around long wait times.
Whether you’re new to Facebook or have years of experience, this guide is a comprehensive resource to help you be as successful as possible.
Published by Facebook
This document provides a template for conducting a social media audit of a client. The purpose is to assess the client's current social media presence compared to competitors and best practices, in order to develop an effective social media strategy and roadmap. The audit examines the client's presence and goals across major social media channels like websites, blogs, Facebook, Twitter, and YouTube. It also considers organizational, cultural and infrastructure factors that may impact the social media strategy. Competitor analysis on key social media channels is included to benchmark the client's performance. The results will be used to identify tactical opportunities and define an overall social media strategy aligned with business goals.
Introduction to Social Media Marketing training & campaign execution on Facebook & Tiktok etc platform
1.Detailed understanding of Social Media Marketing.
2.How to execute each paid channel
and Analyse that by sharing the understanding.
3. What is the use of each channel, what are the analytics generated from each channel?
I hope it would be helpful.
P.S Do share your thoughts by commenting.
Unishippers is a franchise opportunity providing shipping services through a network of over 285 franchises across the US. While Unishippers does not directly handle shipments, it offers customers savings of 10-20% on shipping through partnerships with over 30 carriers. The franchise opportunity allows owners to earn income through sales commissions while focusing 75% of their time on growing their business. Ideal franchisees have sales experience and a motivation to succeed financially through owning a low-cost, lifestyle business.
This document discusses process theories of social movements and recognition struggles. It summarizes the key perspectives of several theorists on collective identities and social movements, including Melucci, Snow and Benford, Gamson, and della Porta and Diani. The theorists view collective identities as central to social movements and examine how identities are framed, constructed, negotiated, and incorporated into movements through processes like boundary formation. The document suggests current theory has not fully addressed how movements incorporate pre-existing identities into collective action.
The document provides a technical design for a Hybrid Cloud Computing (HC2) platform in 4 phases. Phase I will provide infrastructure as a service (IaaS) on Windows and Linux to simplify development environments. It will leverage existing assets where possible. Future phases will expand services and integrate additional tools to provide a flexible, scalable and highly available cloud platform behind the company firewall for development workloads. The design prioritizes simplicity, customer experience, and leveraging existing technologies.
This document provides an overview of the components and process of conducting a psychiatric history and assessment. It discusses examining a patient's early childhood, middle childhood, later childhood, and adulthood history. For each period, it lists types of information that are relevant to assess, such as relationships, school experiences, cognitive development, and sexual history. The document also covers components of a neuropsychiatric assessment, mental status exam, use of the Mini Mental Status Exam, goals and methods of psychoanalysis, cognitive and behavioral therapy techniques, the DSM-IV multi-axial system, and key aspects of a psychiatric report.
La escuela es la mejor porque allí aprendió muchas cosas útiles para su vida, fortaleció su cuerpo y alma, y proporciona las mejores herramientas como las armas.
La verdadera verdad sobre el alcance orgánico de FacebookAllan V. Braverman
¿Por qué las publicaciones en Facebook están llegando a niveles de casi cero alcance orgánico? ¿Qué pasará con Facebook en el 2014 para las marcas? Esto viene resumido en un whitepaper que preparó Social@Ogilvy del tema.
This document provides tips and strategies for developing effective Facebook ad campaigns. It discusses how Facebook has become the leading social network with over 500 million users, and how marketers are increasingly using Facebook ads to reach consumers who spend more time on Facebook than other websites. The document also covers best practices for audience targeting on Facebook by leveraging profile data from existing fans and their friends' networks. Creative design considerations are also discussed, emphasizing the importance of high-quality images to grab attention in Facebook's visual environment.
This document provides a social marketing planning guide for 2015. It summarizes what changed in social media in 2014, what to expect and do in 2015. Key points include:
- Instagram grew significantly in popularity and engagement in 2014 and brands should invest more in their Instagram presence in 2015.
- Facebook improved ad targeting capabilities through behavioral targeting that brands should take advantage of.
- Creating consistent cross-channel social media campaigns between platforms like Twitter, Facebook and Instagram proved effective for brands in 2014 and they should continue this approach in 2015.
- Leveraging major events and trending topics to promote brands saw success in 2014 and will remain important for social media strategy in 2015.
The document provides guidance on social marketing strategies for 2015. It summarizes key changes in 2014 like the growth of Instagram and new behavioral targeting on Facebook. It recommends dedicating resources to Instagram in 2015 and taking advantage of Facebook's behavioral targeting. It also stresses the importance of cross-channel integrated campaigns, consistent messaging across networks while adapting delivery methods, and measuring performance across all channels.
This document provides a social marketing planning guide for 2015. It summarizes what changed in social marketing in 2014, what to expect and do in 2015. Key points include:
- Instagram grew significantly in popularity and engagement in 2014 and brands should invest more resources into their Instagram presence.
- Facebook improved ad targeting capabilities through behavioral targeting, allowing targeting by user interests and actions. Brands should take advantage of this.
- Creating integrated cross-channel social media campaigns became more common and effective in 2014. Brands should continue this approach in 2015.
- Influencer marketing became more important as consumers increasingly trust recommendations from others over traditional ads. Brands should identify and partner with relevant influencers.
The document provides guidance for social marketing planning in 2015. It summarizes what changed in social media in 2014, including the growth of Instagram and new behavioral targeting on Facebook. It then offers recommendations for capitalizing on these changes in 2015, such as investing more in Instagram, leveraging behavioral targeting on Facebook, and engaging influencers. The overall message is that social audiences and capabilities continue expanding, so brands should adapt their strategies accordingly across channels like Instagram, Facebook, and through influencer marketing.
The document summarizes what brands can expect from using Facebook based on research of over 600 brand Facebook pages. It finds that Facebook is effective for outbound communication and creating goodwill but less useful for gathering customer feedback or peer-to-peer engagement. To get real business outcomes from Facebook, brands need to move beyond counting likes and fans by providing opportunities for customer interaction, identifying trusted voices, and fostering online communities.
eMarketer Webinar: Facebook Marketing—Strategies for Turning “Likes” into Loy...eMarketer
1) The document summarizes strategies for using Facebook marketing to engage consumers beyond just getting them to "like" a brand's page. It provides case studies of how companies like Adobe Photoshop, Discovery Communications, Chef Boyardee, and Clarisonic have effectively used Facebook.
2) Key strategies discussed include posting engaging content like questions, videos and discounts, responding quickly to users, and rewarding fans with exclusive access.
3) The case studies show how implementing these strategies helped brands significantly increase their number of Facebook likes and user engagement over time.
Facebook Marketing Strategies For Turning Likes Into LoyaltyJulie Benlolo
1) The document summarizes strategies for using Facebook marketing to engage consumers beyond just getting them to "like" a brand's page. It provides case studies of how companies like Adobe Photoshop, Discovery Communications, Chef Boyardee, and Clarisonic have effectively used Facebook.
2) Key strategies discussed include posting engaging content like questions, videos and discounts, responding quickly to users, and rewarding fans with exclusive access.
3) The case studies show how implementing these strategies helped brands grow their Facebook likes and engagement. For example, Photoshop increased its likes from 240k to 2.6 million through active involvement on its page.
Facebook Marketing Strategies for Turning Likes into LoyaltyJulie Benlolo
1) The document summarizes strategies for using Facebook marketing to engage consumers beyond just getting them to "like" a brand's page. It provides case studies of how companies like Adobe Photoshop, Discovery Communications, Chef Boyardee, and Clarisonic have effectively used Facebook.
2) Key strategies discussed include posting engaging content like questions, videos and discounts, responding quickly to users, and rewarding fans with exclusive access.
3) The case studies show how implementing these strategies helped brands greatly increase their number of Facebook likes and user engagement over time.
The document provides a 7 step guide to using social media for fundraising. It discusses developing a social media strategy, creating engaging content, choosing social channels, posting and engaging, Facebook advertising, campaign activities, and tracking success. The steps include developing content pillars, tone of voice, leveraging different social networks, scheduling posts, engaging with audiences, creating Facebook ads and campaigns, and analyzing metrics. The goal is to drive awareness, interest, donations, and develop long-term donors through an integrated social media approach.
This document provides guidance for social media marketing planning in 2017. It begins with an introduction and overview of the guide's contents. It then looks back at trends from 2016, such as advertising dollars moving to Google and Facebook, growing ad blocker usage, social media emerging as the new television, and the impact of Instagram stories. The document advises marketers to leverage trends like the decline of traditional television by using social media for creative, experimental content to engage audiences. It also suggests that while user-generated content on Instagram showed only slightly higher engagement, soliciting such content can help create more compelling branded content.
How to use social media for lead generation in B2BNick Parker
This document provides an introduction to a course on using social media for lead generation. It discusses that all business decision makers use social media for work purposes and reviews key insights on how buyers use social media. The course aims to help marketers generate leads via social media and covers fundamentals like understanding the social buyer, using content for lead generation, and how to leverage different social channels like Facebook, Twitter, LinkedIn and more. It provides an 11 step process for social media lead generation and emphasizes the importance of visual content and mobile access.
With over 2 billion active social media users, maintaining an active presence on these networks is crucial to getting in front of your ideal audience. You see, more consumers want to engage and connect with their favorite brands on social. One-third of millenials state they actually prefer to communicate with brands on social media (Source: Business2Community).
Developing a strong social media marketing strategy will help boost brand awareness, increase followership, drive traffic to your website and generate leads for your sales funnel. In 2017, no brand should be without a plan that actively places their business on social media.
Here are five simple yet profound steps to creating your social strategy to build a stronger presence today.
I want to elaborate on the importance of social media from my end. Why Social Media is so important in our current scenario. Actually, it allows you to reach people locally, regionally, nationally and even internationally. If you understand the characteristics of your target audience, you will be able to personalize your messages to resonate with that audience more appropriately.
This document provides an overview of building an effective social media presence for organizations. It discusses why social media is important for attracting customers and promoting loyalty. The key aspects of a successful social media strategy are engaging customers through relevant content, understanding the appropriate channels for your target audience, and measuring engagement rather than just impressions. The goal is to develop brand champions within a trusted network who will promote your messages through sharing and referrals.
El documento presenta datos sobre el consumo de medios durante la pandemia de COVID-19 en México. Muestra un aumento en el tiempo dedicado a la televisión, especialmente entre las semanas 11 y 12. También analiza cambios en los géneros y franjas horarias más vistos, así como diferencias entre hombres y mujeres. Respecto a la publicidad digital, se observa estabilidad en el volumen de impresiones pero cambios en la participación de diferentes sectores.
Digital in 2016 by We Are Social SingaporeAlan Martínez
This document provides an overview and statistics on global and regional digital trends in 2016. It includes statistics on internet users, social media users, mobile phone users, and year-over-year growth rates. Specific statistics are given for 30 countries and breakdowns by region are provided for Africa, the Americas, and Asia-Pacific. The document aims to help understand the state of digital media around the world.
NFL fans spend a significant amount of time engaged with digital media and social networks. They spend an average of 1.81 hours per day on social media, accounting for nearly 30% of their total 6.32 hours spent online daily. The most popular social network is Facebook, used by 83% of NFL fans, nearly half of whom are active users. Second-screening is also very common, with 80% of fans using a laptop or cellphone while watching television, most often to check social media or chat with friends.
GlobalWebIndex's quarterly report provides insights into the latest trends in social networking across over 30 global markets. Some key findings include:
- Pinterest and Tumblr saw the largest growth in active users in 2014 at 97% and 95% respectively, while Facebook was the only major network to see a decline in active users at -9%.
- While Facebook remains the most popular social network globally, its usage is becoming more passive as people browse feeds without interacting as much.
- Most internet users have accounts on multiple social networks, with the average being 5.54 accounts, and are active on 2.82 networks, indicating widespread multi-networking behavior.
- Facebook apps like Facebook and Messenger
6ª Oleada Observatorio Redes Sociales by The Cocktail AnalysisAlan Martínez
Este documento presenta los resultados de la sexta ola del Observatorio de Redes Sociales realizado por Arena y The Cocktail Analysis. Se llevó a cabo una encuesta online a 1,200 internautas y entrevistas a expertos de marketing de diferentes marcas. Los resultados muestran que el uso de redes sociales se mantiene estable, con Facebook y WhatsApp como las plataformas líderes. También se analizan las tendencias en el uso de dispositivos móviles y contenidos audiovisuales.
Los niveles socioeconómicos y las familias en México by IAB MéxicoAlan Martínez
El documento describe la evolución y metodología de los Niveles Socio Económicos (NSE) en México según la Asociación Mexicana de Agencias de Investigación de Mercado y Opinión Pública (AMAI). Explica que los NSE clasifican a los hogares mexicanos en 7 categorías (A/B al E) según variables como ingresos, educación y estilo de vida. También resume los 11 tipos de familias más comunes en México y cómo varían los valores y preocupaciones entre niveles socioeconómicos.
Estudio de Consumo de Medios entre Internautas Mexicanos by IAB MéxicoAlan Martínez
Este documento presenta los resultados de un estudio sobre el uso de Internet entre adolescentes mexicanos de 13 a 18 años. Los principales hallazgos son que los adolescentes se conectan principalmente desde su casa y la escuela usando smartphones, laptops y computadoras. Pasan de 2 a 5 horas conectados realizando actividades como escuchar música y estudiar. Las redes sociales son los sitios más visitados, donde publican comentarios y actualizan su estado a diario.
Este documento presenta información sobre las mediciones y servicios de comScore para analizar el comportamiento digital. Resume los principales puntos sobre el escenario global y latinoamericano, el crecimiento de las redes sociales, las categorías clave en línea y las tendencias de consumo móvil y de video. comScore ofrece soluciones de medición de audiencias, efectividad publicitaria, análisis web y datos móviles para ayudar a sus clientes.
This document provides an overview of the state of social media in Latin America based on data from comScore. Some key findings include:
- Latin America has high engagement levels on social media, spending an average of 8.67 hours per visitor on social networks.
- Women are more engaged with social media across all regions.
- Facebook dominates social media time in Latin America, accounting for 95.6% of time spent on social networks.
- Younger audiences aged 15-24 show the highest levels of engagement and affinity for social media in Latin America.
Estudio de Consumo de Medios entre Internautas Mexicanos (Ejecutivos) by IAB ...Alan Martínez
Este documento presenta los resultados de un estudio de consumo de medios entre ejecutivos mexicanos internautas. Resume datos demográficos, usos y hábitos de internet, redes sociales y la relación de las marcas con los ejecutivos. Los ejecutivos se distinguen por poseer más dispositivos móviles, conectarse en más lugares y pasar más horas en internet que el promedio. También interactúan más activamente en redes sociales como Facebook y están más dispuestos a prestar atención a publicidad en línea.
Best mexican retail brands 2014 by InterbrandAlan Martínez
El documento presenta un ranking de las 10 marcas minoristas más valiosas de México en 2014. Oxxo ocupa el primer lugar con un valor de marca de $2,614.97 millones de dólares, seguido por Bodega Aurrerá con $1,015.70 millones. El documento también destaca otras marcas minoristas mexicanas notables como Superama, Sanborns y Nutrisa. Además, analiza las fortalezas de las principales marcas minoristas mexicanas como su enfoque en el servicio al cliente, la diferenciación y la expansión a
Este documento presenta el ranking de las mejores marcas mexicanas de 2014. Comienza con una introducción sobre el objetivo del estudio de analizar la evolución y desempeño de las grandes marcas mexicanas. Luego describe algunas de las marcas mexicanas que han crecido exitosamente más allá de las fronteras locales, como Bimbo, Televisa y Aeroméxico. Finalmente, destaca que el valor total de las 25 marcas en el ranking supera los 32,000 millones de dólares, lo que demuestra el potencial de crecimiento futuro de Mé
Millennials in Mexico—Who They Are and What They're Doing Online by eMarketer...Alan Martínez
Este documento resume las características y comportamientos digitales de los mileniales en México. Explica que los mileniales representan alrededor de un tercio de la población mexicana y son un motor clave para el crecimiento de Internet y la tecnología móvil en el país. Además, destaca que los mileniales son muy activos en redes sociales, escuchan mucha música en línea, y están impulsando las compras digitales a pesar de las limitaciones de ingresos. El documento concluye que los milen
The value of the BrandZTM Global Top 100 brands increased 12% in 2014 to $2.9 trillion, marking a shift from economic recovery to growth. All categories rose in brand value led by Apparel with a 29% increase. Only 18 brands lost value compared to an average of 31 in previous years since the financial crisis. Growth was driven by resurgent North American and European economies while BRIC markets slowed. Google surpassed Apple as the top brand. Tencent and Facebook were the fastest risers. Technology dominated with nearly a third of total value.
Digital video viewing is widespread in Mexico, with over 23 million online video viewers representing 81% of internet users. However, viewers primarily watch short-form content like music videos on YouTube. Advertisers have committed a small portion of their budgets to digital video advertising despite the large audience. As mobile internet adoption increases and more long-form content becomes available from sources like Televisa, digital video viewership and advertising are expected to grow substantially in Mexico.
This document discusses the importance of human analysis and interpretation of analytics data. It outlines a human analysis cycle of comparing data to previous numbers, industry averages, and analyzing sentiment. Key points made include:
- Tools are good for numbers but lack human judgment and context
- Human analysis involves comparing data, analyzing sentiment, and properly interpreting results
- Analyzing public and consumer interest helps avoid mistakes, build on successes, and understand the bigger picture beyond just numbers
Global Digital Statistics 2014 by We Are SocialAlan Martínez
This document provides global digital statistics for 2014, including the number of internet users, social media users, and mobile subscribers by region. It also includes data on internet, social media, and mobile penetration rates for 24 countries and regions. Key metrics are presented visually in graphs and charts.
This document summarizes GlobalWebIndex's quarterly report on brand engagement trends. It finds that search engines remain the most popular way for consumers to discover product information. Over a third of internet users have "liked" a brand on social media in the past month. Content-driven interactions like watching branded videos and sharing branded photos on Facebook are rising in importance. While financial rewards are the biggest motivator for promoting brands online, personal interests and love of a brand also drive advocacy. Technology and FMCG brands see the most online mentions.
Research Autos (Mayo 2014) by The Cocktail AnalysisAlan Martínez
Este documento presenta los resultados de una encuesta sobre el proceso de compra de automóviles. Se identifican tres perfiles de compradores: el inexperto, que requiere más apoyo en la decisión; el pragmático, cuyo proceso de compra es más corto y valora la visita al concesionario; y el aficionado online, que usa internet intensamente para informarse. El documento también analiza factores como el tiempo entre la intención y la compra real, las marcas consideradas, el uso de pruebas y dónde encontrar a los comprad
Este documento resume las principales tendencias del consumo de video online a nivel global durante el primer trimestre de 2014 según el Global Video Index de Ooyala. Los dispositivos móviles y tablets representaron una quinta parte del total de reproducciones de video, y esta tendencia continúa creciendo. Aunque Android tiene la mayor participación de mercado en dispositivos vendidos, iOS es la plataforma preferida para el consumo de video. Los videos más cortos de 1 a 3 minutos son los más reproducidos, pero los videos más largos de 10 minutos o más representan el mayor tiempo de consumo total
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Facebook Zero: Considering Life After the Demise of Organic Reach
1.
Facebook Zero:
Considering Life After the Demise of Organic Reach
By Marshall Manson
Managing Director, Social@Ogilvy, EAME
5 March 2014
Organic reach of the content brands publish in Facebook is destined to hit
zero. It’s only a matter of time.
In 2012, Facebook famously
restricted organic reach of
content published from
brand pages to about 16
percent.1 In December
2013, another round of
changes reduced it even
more. By February 2014,
according to a
Social@Ogilvy analysis,
organic reach hovered at 6
percent, a decline of 49
percent from peak levels in
October. For large pages
with more than 500,000
Likes, organic reach hit 2
percent in February. (Full
details of our study are in
the Appendix.) And
Facebook sources were
unofficially advising
community managers to
expect it to approach zero in
the foreseeable future.
Average Organic Reach of Content
Published on Facebook Brand Pages
13.00%
12.00%
12.05%
11.58%
11.00%
10.00%
9.00%
8.70%
8.00%
7.70%
7.00%
6.15%
6.00%
5.00%
4.00%
Oct '13
Nov
Dec
Jan '14
Feb
Analysis of 100+ Facebook Brand Pages around the world with more
than 48 million total fans conducted by Social@Ogilvy in February 2014.
Full details in the Appendix of this report.
The ability to build communities of fans, and then maintain contact and
encourage engagement using content published to fans’ News Feeds was a
critical aspect of Facebook’s early appeal to marketers. The opportunity of
achieving engagement at scale motivated many brands and corporates to
invest millions in developing communities and providing for their care and
feeding via always-on content.
With the impending end of organic reach, what are the consequences for
marketers and others who use Facebook to connect with their communities?
How can brands and corporates get the most from Facebook in the future? Is
1
Facebook defines Organic Reach for a post as follows: “The number of people who saw your Page
post in news feed or ticker, or on your Page's timeline.” In simpler terms, anyone who saw your content
where that exposure was not as a consequence of paid advertising.
Facebook Zero
1
2.
Facebook still a driver of “earned” conversation and word of mouth? Or is it
just a straightforward paid channel? How should communities approach
content and engagement going forward?
This paper attempts to explore those and other questions, and to provide
some practical recommendations for maximising the value of social media in
this ever-evolving landscape.
Not Quite a “Paid” Platform
Facebook has always been
an oddity in the “Paid, Owned,
Earned” model. Many brand
leaders and community
managers view their
Facebook page as “owned”
space. (Although Facebook’s
constant fiddling regularly
reminds us that this is a
mirage.) Content distributed to
fans’ News Feeds and
amplified to non-fans via likes,
comments and shares is an
efficient and effective form of
“earned” word of mouth. And
Facebook’s suite of “paid”
products has helped drive
community growth,
engagement at greater scale,
and wider amplification of fan
activity.
Average Organic Reach of Content
Published on Large Facebook Pages
(>500,000 Likes)
4.50%
4.00%
4.04%
3.50%
3.51%
3.00%
2.97%
2.71%
2.50%
2.11%
2.00%
1.50%
Oct '13
Nov
Dec
Jan '14
Feb
Analysis of 100+ Facebook Brand Pages around the world, of which
20+ had more than 500,000 likes. Analysis conducted by
Social@Ogilvy in February 2014. Full details in the Appendix.
With organic reach removed
from the mix, it would be easy
to conclude that Facebook will
be just another paid channel.
And in the context of engaging an existing community, it will become precisely
that: Paid support will be required to reach existing community members. But
the evidence is clear that Facebook fans have incremental value: A
ComScore study found that one retailer’s Facebook fans were 27 percent
more likely than a control group to make a purchase in the four weeks
following a paid campaign.2
2
ComScore, The Power of Like 2. June 12, 2012.
http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/The_Power_of_Like_2_How_
Social_Marketing_Works
NB: ComScore’s study doesn’t attempt to discern whether fans are more likely to buy because they
became or fans, or because they had high affinity, and therefore higher purchase intent before they
became fans. For our purposes, that doesn’t matter here. Our fans are more likely to buy our products
and amplify our content. That makes them more valuable than an average consumer.
Facebook Zero
2
3.
The power in Facebook remains its potency to generate earned conversation
and engagement. The requirement to distribute content to community
members via paid shouldn’t change that. Fans will still see brands’ content in
their News Feeds and, if the content is interesting enough, will pass it along to
their friends. And there’s real value in this. According to Nielsen, social ads
that carry a friend’s endorsement (“Your friend Mary likes Acme Cheese”),
generate a 55 percent higher ad recall than non-social ads.3 And of course,
earned remains squarely at the top of the value table as well with 92 percent
of global consumers saying they trust “Recommendations from people I know”
and 70 percent saying they trust “Consumer opinions posted online.”4
In summary, the model has shifted. Previously, brands were using “owned” to
fuel “earned”. Going forward, they’ll need to use “paid” to fuel “earned,” but
that doesn’t make the earned any less valuable.5 Success will require
deploying paid differently – in smaller increments of both target audience and
spend, and optimizing in real-time to ensure that spend is efficient and
effective.
Content: What, How and How Often?
The practice of always-on content developed around the idea that
communities required conversations, and brands couldn’t arrive and depart
from conversations at moments of their choosing. But as Facebook evolved
into a platform for broadcasting shareable content to communities of fans, the
conversation model evolved as well, built on the recognition that one-to-one
conversations don’t deliver the scale that brands are usually aiming for.
At the same time, an editorial model has emerged where brand storytelling
has become appropriately sensitive to news, trends, and events happening in
the moment. That model is proving the value of brands acting as publishers.
The demise of organic reach won’t change this. As sites like BuzzFeed,
Business Insider, and others have demonstrated, the imperative is to create
timely content that fans and advocates want to discuss and share. The
requirement is for an approach that provides for real-time, planned content
and big campaign moments that wow.
That said, the end of organic reach does force certain, probably healthy,
changes. Inevitable budget limitations and lack of audience attention will force
brands to be more selective in what they publish and promote. Less
publishing ought to allow time and resources for more engagement and real
3
Nielsen. Global Trust in Advertising and Brand Messages. April 2012. p.3.
http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/global-trust-inadvertising-2012.pdf
4
Ibid.
5
There is much concern at the moment about “likes fraud” and other fraudulent behavior in Facebook.
While this paper doesn’t try to address those issues, they clearly merit watching.
Facebook Zero
3
4.
interaction within communities. “Always on” will shift to platforms like Twitter
and Instagram that are more suited to it.
Finally, brands will have to be more selective about when to publish. The
Super Bowl isn’t the right moment for every brand. By staying rooted in
audience preferences and interests, brands can decide the right times to
heighten activity, and be truly real time.
Narrow the Focus. Customise the Experience.
By utilising information already available via Facebook’s API, we can identify
key behavioural information. For example:
• When a user became a fan of our page, and often, why they did so.
• What content they have liked, commented on, or shared.
• When they last engaged with the page’s content.
• Their age, interests, and assorted other profile information.
This information equips brands to begin subdividing their communities and
more effectively targeting content at the fans who are most interested in it.
The targeting tools, however, require paid support utilising tools like Facebook
Custom Audiences. Google Circles offers brands an opportunity to target this
way as well, but considerably more work will be required for most brands to
attract their fans in Google+ and engage with them in a meaningful way. And
activity in Google+ can have disproportionate benefits on search performance.
Going forward, Facebook is sure to continue improving its targeting
functionality. Our responsibility is to make the most of those capabilities by
delivering content to our audiences that they will really love, and want to
share. To do so, we must think about our communities in smaller groups.
While one-to-one and one-to-many remain relevant communications models,
one-to-a-few, one-to-several, and one-to-a-bunch-but-not-everyone are now
equally valid approaches, and must be embraced as such. Social strategies
that emphasise customer engagement and customer value will be more likely
to find success, and this is where social CRM efforts should focus.
Beyond this, brands must also use paid media to target non-fan brand
advocates. A careful analysis of user activity will identify Facebook users who
interact with a brand’s content without being a fan of the brand’s page. (Ogilvy
has a proprietary tool to make this easy.) These “advocates” are potentially
powerful drivers of word of mouth, even if they aren’t Fans of the page, and
are often more vocal and engaged than the most active members of our Fan
base.
Facebook for Customer Service
Facebook’s changes won’t stop customers and activists from posting their
questions, concerns and provocations on brands’ walls. Integration between
community managers and customer service will remain essential. The
Facebook Zero
4
5.
emerging reality is that a well-trained in-house customer service team can
handle queries and issues more efficiently and at less cost than over the
phone, and protect customer relationships at a high implied ROI.
The Biggest Lesson: Return to Platform Neutral
Social media remains a hugely valuable place for brands and businesses to
engage with communities of customers, advocates, influencers and
stakeholders. And a great deal of unexplored opportunity still awaits.
Innovative ideas in areas like social CRM, real-time marketing, advocate and
countless others continue to emerge.
However, the prime lesson as we approach Facebook Zero is to avoid
overcommitting to a single platform. The right recipe for social starts with
clearly defined business objectives, folds in a strong understanding of what
the audience wants, and a few measures of clever storytelling designed to
facilitate engagement. The story’s requirements – Are there photos? Should
we use video? Are we creating, aggregating, curating or all of the above? –
and the audience’s behavior should dictate platform selection.
Specific Action Recommendations for Facebook Activity
•
•
•
•
•
•
Convene a workshop with your community managers, editorial leaders,
content team and brand leaders to determine how Facebook Zero
affects your social strategy. Needless to say, Social@Ogilvy would be
happy to help.
Put aside a flexible pot of paid media budget to spend in small
increments in order to ensure content reaches advocates and, when
appropriate, your whole fan base.
Develop a paid strategy to subdivide your existing community and
more effectively target content at advocates and fans who are
genuinely interested in it.
Get used to making harder choices about what to publish. Be prepared
to publish less frequently. Review, revise and rededicate yourself to
your key storytelling themes. Ensure the themes deliver against your
business objectives. Be assertive about refusing to publish content
that’s off-theme, irrelevant or boring.
Re-evaluate your day-parting strategy. Publishing less, better targeted
content may require that you experiment with different publishing times.
Consider publishing content multiple times in different day-parts with
variances in headline, image, and copy. Depending on your audience
and their consumption habits, you may be able to use this technique as
an imperfect but useful form of A/B testing to select which form of
creative to boost with paid.
Facebook Zero
5
6.
Other Recommendations
•
•
•
•
Make sure you’re pursuing a platform neutral social media strategy
that’s rooted in your business objectives. Don’t be platform dependent.
Nail an editorial approach to content creation. Be sensitive to news and
trends happening now. Be ready to react and respond.
Aggressively pursue cross platform recruiting. Work to drive Facebook
and Twitter followers to websites and other platforms where they can
be recruited into CRM databases. Consider database recruitment direct
from social platforms.
When possible, offer users the chance to login to password-only and ecommerce sites with social logins. Doing so makes it easy to
harmonise data from social APIs into your CRM database.
A Final Thought
This isn’t an academic exercise. Facebook Zero is a reality now facing every
brand and business with a presence on the platform. Action is required, and
specific decisions will need to be made with regard to content planning, paid
support for social media activities, audience targeting and much more.
Hopefully, this paper has offered a practical view and even more practical
solutions that will help your decision making process both to get the most of
out of Facebook and your wider social media strategy. And of course, we
invite you to get in touch if we can help you with that process or elaborate on
any aspect of our thinking.
Marshall Manson is the Managing Director of Social@Ogilvy for Europe,
Africa and the Middle East. For more information, get in touch with him via email at marshall.manson@ogilvy.com or via Twitter: @marshallmanson.
Social@Oglivy is the world’s largest network of social media experts. We are
committed to delivering social media solutions for clients that deliver positive
business outcomes.
Facebook Zero
6
7.
Appendix: Summary of Findings & Data
Social@Ogilvy calculated the average organic reach6 by month for 106
Facebook brand pages in markets around the world using post-level data. The
pages collectively represent more than 48 million fans across a wide range of
industries, products and verticals as well as a mix of global and local brands.
Average
Organic
Reach
Oct
'13
Nov
Dec
Jan
'14
Feb
Change
from
Oct.
vs.
Feb.
All
Pages
in
Study
12.05%
11.58%
8.70%
7.70%
6.15%
-‐48.94%
Pages
w/
>500,000
Likes
4.04%
3.51%
2.97%
2.71%
2.11%
-‐47.88%
Pages
w/
>100,000
and
<500,000
Likes
13.05%
12.04%
9.01%
8.46%
6.38%
-‐51.11%
Pages
w/
<100,000
Likes
13.66%
13.46%
10.02%
8.55%
7.02%
-‐48.58%
Our key findings are as follows:
•
•
•
•
Average organic reach declined from 12.05% in October 2013 to
6.15% in February 2014, a total decline of 49%.
The biggest decline was in December, at the same time Facebook
made widely reported changes to the algorithms that determine which
content is displayed in users’ News Feeds.
Large pages (>500k fans) started from a much lower base of organic
reach than medium (>100k and <500k fans) and small pages (<100k
fans), but in percentage terms, the decline was remarkably consistent
regardless of page size – all three categories experienced drops of
about 50%.
Large pages can expect a much lower organic reach – now at around
2% -- than small and medium-sized pages.
6
Facebook defines Organic Reach for a post as follows: “The number of people who saw your Page
post in news feed or ticker, or on your Page's timeline.” In simpler terms, anyone who saw your content
where that exposure was not as a consequence of paid advertising.
Facebook Zero
7