Facebook is shifting its strategic focus from an engagement-driven model to a reach and frequency model based on paid media. This will significantly reduce organic reach for brands to 1-2% of followers. It means brands must now pay to reach audiences on Facebook. The document provides recommendations on creative, frequency, personalization, and optimization strategies given this change. It also discusses considerations around paid media, earned media, communities and defining the best path forward for each brand.
BaaS Presentation by Panayiotis Kazanis @ Social Media World 2015, Infocom World Conferences. Why do we need to use the reach and Frequency buying tool of Facebook.
Why you need social media for your businessMapplinks
Social media provides several benefits for businesses including brand building, marketing, sales, customer service, advertising and more. It allows businesses to engage with customers, build awareness of their brand, drive traffic to their website, generate leads and make sales. With tools that enable targeting specific audiences and measuring results, social media is a cost-effective channel for businesses of all sizes. It also provides a way for businesses to promptly respond to customer queries and issues, strengthening customer relationships and trust in the brand.
Social media-marketing-2013-trends-and-best-practicesFlightpath
This document discusses best practices for social media marketing. It emphasizes that social media strategies should be platform-appropriate and integrated with other marketing efforts. It also stresses the importance of consistency, monitoring sentiment and trends, understanding consumer behavior on different platforms, and measuring social media performance through reporting. The overall message is that brands should adopt a comprehensive social media strategy rather than just isolated promotional tactics.
The document discusses the importance of corporate websites being transparent windows into companies in the digital age. It notes that digital revolution has changed expectations around traceability, social engagement, and responsibility. Effective corporate sites prove proximity to stakeholders, support company identification, aim for dialogue, and position the company as a leader in good causes. They must clearly display the brand's role and fulfill that role by offering relevant content and services to different target groups like employees, job seekers, investors, and journalists. The corporate site should fuel company image and start institutional conversations with consumers.
Social media marketing services are becoming increasingly important for businesses. The document discusses how social networks have massive user bases, with Facebook having 665 million daily users and Twitter having 288 million monthly users. It provides statistics showing that spending time on social media can increase exposure and lead to new business. Examples are given of large companies like Ford and Kraft that have successfully used social media marketing. The document concludes by outlining three social media marketing plans for businesses that include setting up and maintaining presences on Facebook, Twitter, blogs, YouTube, Pinterest, Instagram and Vine.
Social media can help nonprofits increase their reach and engage supporters in their causes. An effective social media strategy involves researching target audiences to understand their barriers and motivations. The strategy is then based on this research and uses social media tools to achieve specific organizational goals. It works to shrink the marketing funnel by involving supporters earlier and keeping them engaged throughout the customer journey from awareness to advocacy. The strategy should include defining goals, conducting audience research, and outlining the communications approach across different social media channels and over time.
Charlotte Motor Speedway is launching a social media campaign to increase awareness, viewership, and revenue. The campaign will target business professionals aged 25-55 and focus on promoting CMS's corporate offerings and building relationships through social media. The campaign theme is "Life's a race, get on track" and will position CMS as an escape from stress and opportunity for work-life balance. Executions include updating CMS's website and social media channels like Facebook, Twitter, LinkedIn, and a new blogger page and mobile app to engage fans.
SMITH Advertising was honored to present to the Professional Marketing Club Association on Digital & Social Media integrated marketing. Attached is the presentation that Vice President Marni Blythe covered. Please contact Marni at mblythe@smtihadv.com for all questions and comments.
BaaS Presentation by Panayiotis Kazanis @ Social Media World 2015, Infocom World Conferences. Why do we need to use the reach and Frequency buying tool of Facebook.
Why you need social media for your businessMapplinks
Social media provides several benefits for businesses including brand building, marketing, sales, customer service, advertising and more. It allows businesses to engage with customers, build awareness of their brand, drive traffic to their website, generate leads and make sales. With tools that enable targeting specific audiences and measuring results, social media is a cost-effective channel for businesses of all sizes. It also provides a way for businesses to promptly respond to customer queries and issues, strengthening customer relationships and trust in the brand.
Social media-marketing-2013-trends-and-best-practicesFlightpath
This document discusses best practices for social media marketing. It emphasizes that social media strategies should be platform-appropriate and integrated with other marketing efforts. It also stresses the importance of consistency, monitoring sentiment and trends, understanding consumer behavior on different platforms, and measuring social media performance through reporting. The overall message is that brands should adopt a comprehensive social media strategy rather than just isolated promotional tactics.
The document discusses the importance of corporate websites being transparent windows into companies in the digital age. It notes that digital revolution has changed expectations around traceability, social engagement, and responsibility. Effective corporate sites prove proximity to stakeholders, support company identification, aim for dialogue, and position the company as a leader in good causes. They must clearly display the brand's role and fulfill that role by offering relevant content and services to different target groups like employees, job seekers, investors, and journalists. The corporate site should fuel company image and start institutional conversations with consumers.
Social media marketing services are becoming increasingly important for businesses. The document discusses how social networks have massive user bases, with Facebook having 665 million daily users and Twitter having 288 million monthly users. It provides statistics showing that spending time on social media can increase exposure and lead to new business. Examples are given of large companies like Ford and Kraft that have successfully used social media marketing. The document concludes by outlining three social media marketing plans for businesses that include setting up and maintaining presences on Facebook, Twitter, blogs, YouTube, Pinterest, Instagram and Vine.
Social media can help nonprofits increase their reach and engage supporters in their causes. An effective social media strategy involves researching target audiences to understand their barriers and motivations. The strategy is then based on this research and uses social media tools to achieve specific organizational goals. It works to shrink the marketing funnel by involving supporters earlier and keeping them engaged throughout the customer journey from awareness to advocacy. The strategy should include defining goals, conducting audience research, and outlining the communications approach across different social media channels and over time.
Charlotte Motor Speedway is launching a social media campaign to increase awareness, viewership, and revenue. The campaign will target business professionals aged 25-55 and focus on promoting CMS's corporate offerings and building relationships through social media. The campaign theme is "Life's a race, get on track" and will position CMS as an escape from stress and opportunity for work-life balance. Executions include updating CMS's website and social media channels like Facebook, Twitter, LinkedIn, and a new blogger page and mobile app to engage fans.
SMITH Advertising was honored to present to the Professional Marketing Club Association on Digital & Social Media integrated marketing. Attached is the presentation that Vice President Marni Blythe covered. Please contact Marni at mblythe@smtihadv.com for all questions and comments.
A digital marketing strategy presentation for an Indian cement brand. Objectives: to improve brand recall and perception. Combine a CSR initiative within the online engagement model.
This document provides an overview of buzz networking and social media marketing. It defines buzz networking as creating excitement about a product through online marketing. Social media marketing utilizes social media platforms as a marketing tool to create buzz and spread content that users will share, increasing brand exposure. The document outlines various social media platforms like Facebook, Twitter, LinkedIn and YouTube and how they can be used for social media marketing. It also discusses advantages like increased traffic, disadvantages like decreased productivity and interactive marketing strategies like viral marketing and pop-up ads. A case study shows how Samsung used social media for customer support. A survey found most people are aware of and interested in learning more about buzz networking and social media marketing.
This document outlines 10 social media trends that will impact brands in 2017:
1. Facebook's feed will primarily consist of video by 2021, so brands need to embrace video content.
2. Instagram continues to be the best platform for brand engagement, so brands should focus on visual storytelling there.
3. Personalized GIFs and emojis are rising in popularity as a way for users to express themselves, so brands should consider how to enable this form of self-expression.
The document discusses the shift from paid (bought) media to owned and earned media for brands. It introduces the concepts of bought, owned, and earned media, with bought being paid advertising, owned being content and platforms controlled by the brand, and earned being user-generated conversations. It argues that brands should allocate more resources to developing owned and earned media through useful content and communities in order to build advocacy. Examples are given of how brands like Best Buy and Starbucks have successfully utilized owned and earned strategies to drive engagement and sales. Developing a long-term digital platform requires investment in content, conversations, and communities to facilitate sharing and discussion.
Social media marketing trends for 2022 include:
1) Short-form videos will continue to grow in popularity as brands can use them to engage audiences and drive growth.
2) Brands must personalize their content to build connections with audiences as people expect more authentic content.
3) Social commerce is increasing as the pandemic changed shopping behaviors and people rely more on online purchases.
The document discusses the use of social media for promotional purposes. It notes that social media has become an important new way for businesses to connect with customers as internet access has expanded. The University of Kentucky Student Activities Board expanded their promotional strategy to include social media platforms like Facebook, Twitter, Google, Pinterest, and YouTube. According to the director of public relations, Emily Collier, implementing social media resulted in increased attendance at events. The document provides tips for how to effectively utilize different social media platforms and outlines factors to consider when developing a social media promotional plan.
Marketing and Sales for Radio Stations Zach Braiker
1. The document discusses how integrated sales strategies can create revenue by focusing on compelling client content, new digital tools, and combining online and offline marketing efforts.
2. It emphasizes engaging clients as experts who generate their own content, and using multiple touchpoints like websites, email, streaming, and mobile to reach audiences.
3. New tools include microsites, podcasting, and online communities, while sales strategies involve researching clients online, understanding expectations and results, and keeping up with current industry trends through blogs and RSS feeds.
The document defines social media and discusses its uses for marketing, communication, product innovation, and internal communication by corporations. It notes social media allows companies to share information, engage customers, expand reach, and involve users in product development. The document also outlines benefits for users, including having a voice, connecting to brands, and creating desired content. It provides steps for companies to start using social media, focusing on select tools, open communication, and increasing presence over time.
The six essential skills of professional social media practitionersMarketingatBahrain
Eric Mills, Founder & President - National Institute for Social Media; presented The six essential skills of professional social media practitioners at the Social Media Masters Forum 2012 in Bahrain. www.socialmediamasters.me
Social media in India is growing rapidly, with over 21 million regular users spending over 100 minutes per month on social networks. Most users are between 18-45 years old, representing a lucrative demographic. Marketers should focus on two-way engagement through relevant and timely content across major platforms like Facebook, Twitter, blogs and LinkedIn to build relationships and drive viral sharing.
The document discusses 10 steps for a successful social media strategy execution, beginning with conducting an audit of a company's current social media activities to understand where they are and developing a strategic plan. It emphasizes sharing insights and comparing social media engagement across brands to identify best practices and boost performance. The 10 steps provide a comprehensive guide for companies to leverage social media opportunities and recognize it as a key driver of brands, demand, and sales.
Integrated Marketing Communication Project for Facebook (Master of Arts Disse...Sayaka Brand
Dissertation Project for Master of Arts in Marketing Communications. This project is an integrated, multi-channel marketing communications project for Facebook as a social media platform and company itself. The aim of this project was to combat the loss of users as well as retain the existing user base, namely the millenials, in a meaningful way.
Establishing a clear social media policy is important for providing direction to employees who engage on behalf of a brand in social media and for protecting the corporate reputation. Here are a few tips on how to effectively set up and implement your policy.
To Go or Not to Go Social? A Strategic Approach to Social MediaGeorgia Zouni
Social Media is exactly what its name stands for: a medium to reach the public. By no means, it substitutes Marketing Communication Strategy, and Overall Company Strategy. This presentation is discussing those topics in relation to Hotels, as it was presented at the annual XENIA Fair, Athens, Greece on 27th of Oct. 2011.
Social media has become an important tool for businesses. Over half of the world's population is under 30 and uses social media platforms like Facebook, Twitter, YouTube, and others on a regular basis. For businesses, it is important to establish goals for social media use, select relevant platforms, engage customers through regular posting and interactions, and monitor conversations to both understand customers and manage brand reputation. While social media allows for greater customer reach and feedback, it also means companies have less control over messaging and bad publicity can now spread more widely online.
This document discusses strategies for creating an effective social media presence. It outlines how social media has evolved from engaging individual customers to building entire social businesses. It emphasizes the importance of listening to customers, advocates, and conversations across various social channels. The document also provides guidance on developing a social media plan through frameworks for content strategy, measurement, and community engagement. It stresses the need for organizational change management and governance to align social media practices with business goals.
Social media marketing plans steps what is social media marketingSadiaAttaria
Social Media Marketing Today claims that the aim of social media marketing is to grow a brand and build links and raise a brand’s visibility by mixing with likely clients.
Falcon.io | Social Media Strategies Summit 2021Falcon.io
This document provides 6 tips for creating a bulletproof content strategy using social listening:
1. Plan your social listening strategy by defining goals, deciding on relevant social sources to focus on, and identifying key search topics.
2. Monitor your competitive space by analyzing competitors' products, marketing tactics, audiences, and identifying strengths and weaknesses.
3. Get inspired by industry trends, competitors, popular hashtags and becoming an educational resource to create needed content for your audience.
4. React to what you learn from social listening by creating an action plan such as promoting authenticity through user-generated content, influencers and surprising customers to build loyalty.
Three Tools for Understanding Ad Reach: Did my display campaign reach anybody...Compete
As a media professional, you spend a huge amount of time on ad targeting to get to your ideal customer. But during and after the campaign, how do you know if you’re actually reaching who you care about? During this webinar, Dan Pflock, Compete’s Product Manager of Online Media Products, and Damian Roskill, Managing Director of Marketing, will review multiple techniques for tracking advertising reach and identify gaps in these systems. In addition, they’ll show how Compete’s Ad R/F™ product can help you optimize your display campaigns for maximum effectiveness.
This document discusses key concepts in advertising media and media planning. It defines advertising media as the vehicles used to carry advertising messages, and outlines various print, broadcast, outdoor, and other media types. It then explains that media planning involves decisions about promoting products through different media. The planning process considers reach, frequency, and continuity. Reach refers to the total number of potential viewers or readers exposed to a message. Frequency is the average number of times a viewer sees the message. Gross rating points indicate the total potential audience reached by a media schedule.
A digital marketing strategy presentation for an Indian cement brand. Objectives: to improve brand recall and perception. Combine a CSR initiative within the online engagement model.
This document provides an overview of buzz networking and social media marketing. It defines buzz networking as creating excitement about a product through online marketing. Social media marketing utilizes social media platforms as a marketing tool to create buzz and spread content that users will share, increasing brand exposure. The document outlines various social media platforms like Facebook, Twitter, LinkedIn and YouTube and how they can be used for social media marketing. It also discusses advantages like increased traffic, disadvantages like decreased productivity and interactive marketing strategies like viral marketing and pop-up ads. A case study shows how Samsung used social media for customer support. A survey found most people are aware of and interested in learning more about buzz networking and social media marketing.
This document outlines 10 social media trends that will impact brands in 2017:
1. Facebook's feed will primarily consist of video by 2021, so brands need to embrace video content.
2. Instagram continues to be the best platform for brand engagement, so brands should focus on visual storytelling there.
3. Personalized GIFs and emojis are rising in popularity as a way for users to express themselves, so brands should consider how to enable this form of self-expression.
The document discusses the shift from paid (bought) media to owned and earned media for brands. It introduces the concepts of bought, owned, and earned media, with bought being paid advertising, owned being content and platforms controlled by the brand, and earned being user-generated conversations. It argues that brands should allocate more resources to developing owned and earned media through useful content and communities in order to build advocacy. Examples are given of how brands like Best Buy and Starbucks have successfully utilized owned and earned strategies to drive engagement and sales. Developing a long-term digital platform requires investment in content, conversations, and communities to facilitate sharing and discussion.
Social media marketing trends for 2022 include:
1) Short-form videos will continue to grow in popularity as brands can use them to engage audiences and drive growth.
2) Brands must personalize their content to build connections with audiences as people expect more authentic content.
3) Social commerce is increasing as the pandemic changed shopping behaviors and people rely more on online purchases.
The document discusses the use of social media for promotional purposes. It notes that social media has become an important new way for businesses to connect with customers as internet access has expanded. The University of Kentucky Student Activities Board expanded their promotional strategy to include social media platforms like Facebook, Twitter, Google, Pinterest, and YouTube. According to the director of public relations, Emily Collier, implementing social media resulted in increased attendance at events. The document provides tips for how to effectively utilize different social media platforms and outlines factors to consider when developing a social media promotional plan.
Marketing and Sales for Radio Stations Zach Braiker
1. The document discusses how integrated sales strategies can create revenue by focusing on compelling client content, new digital tools, and combining online and offline marketing efforts.
2. It emphasizes engaging clients as experts who generate their own content, and using multiple touchpoints like websites, email, streaming, and mobile to reach audiences.
3. New tools include microsites, podcasting, and online communities, while sales strategies involve researching clients online, understanding expectations and results, and keeping up with current industry trends through blogs and RSS feeds.
The document defines social media and discusses its uses for marketing, communication, product innovation, and internal communication by corporations. It notes social media allows companies to share information, engage customers, expand reach, and involve users in product development. The document also outlines benefits for users, including having a voice, connecting to brands, and creating desired content. It provides steps for companies to start using social media, focusing on select tools, open communication, and increasing presence over time.
The six essential skills of professional social media practitionersMarketingatBahrain
Eric Mills, Founder & President - National Institute for Social Media; presented The six essential skills of professional social media practitioners at the Social Media Masters Forum 2012 in Bahrain. www.socialmediamasters.me
Social media in India is growing rapidly, with over 21 million regular users spending over 100 minutes per month on social networks. Most users are between 18-45 years old, representing a lucrative demographic. Marketers should focus on two-way engagement through relevant and timely content across major platforms like Facebook, Twitter, blogs and LinkedIn to build relationships and drive viral sharing.
The document discusses 10 steps for a successful social media strategy execution, beginning with conducting an audit of a company's current social media activities to understand where they are and developing a strategic plan. It emphasizes sharing insights and comparing social media engagement across brands to identify best practices and boost performance. The 10 steps provide a comprehensive guide for companies to leverage social media opportunities and recognize it as a key driver of brands, demand, and sales.
Integrated Marketing Communication Project for Facebook (Master of Arts Disse...Sayaka Brand
Dissertation Project for Master of Arts in Marketing Communications. This project is an integrated, multi-channel marketing communications project for Facebook as a social media platform and company itself. The aim of this project was to combat the loss of users as well as retain the existing user base, namely the millenials, in a meaningful way.
Establishing a clear social media policy is important for providing direction to employees who engage on behalf of a brand in social media and for protecting the corporate reputation. Here are a few tips on how to effectively set up and implement your policy.
To Go or Not to Go Social? A Strategic Approach to Social MediaGeorgia Zouni
Social Media is exactly what its name stands for: a medium to reach the public. By no means, it substitutes Marketing Communication Strategy, and Overall Company Strategy. This presentation is discussing those topics in relation to Hotels, as it was presented at the annual XENIA Fair, Athens, Greece on 27th of Oct. 2011.
Social media has become an important tool for businesses. Over half of the world's population is under 30 and uses social media platforms like Facebook, Twitter, YouTube, and others on a regular basis. For businesses, it is important to establish goals for social media use, select relevant platforms, engage customers through regular posting and interactions, and monitor conversations to both understand customers and manage brand reputation. While social media allows for greater customer reach and feedback, it also means companies have less control over messaging and bad publicity can now spread more widely online.
This document discusses strategies for creating an effective social media presence. It outlines how social media has evolved from engaging individual customers to building entire social businesses. It emphasizes the importance of listening to customers, advocates, and conversations across various social channels. The document also provides guidance on developing a social media plan through frameworks for content strategy, measurement, and community engagement. It stresses the need for organizational change management and governance to align social media practices with business goals.
Social media marketing plans steps what is social media marketingSadiaAttaria
Social Media Marketing Today claims that the aim of social media marketing is to grow a brand and build links and raise a brand’s visibility by mixing with likely clients.
Falcon.io | Social Media Strategies Summit 2021Falcon.io
This document provides 6 tips for creating a bulletproof content strategy using social listening:
1. Plan your social listening strategy by defining goals, deciding on relevant social sources to focus on, and identifying key search topics.
2. Monitor your competitive space by analyzing competitors' products, marketing tactics, audiences, and identifying strengths and weaknesses.
3. Get inspired by industry trends, competitors, popular hashtags and becoming an educational resource to create needed content for your audience.
4. React to what you learn from social listening by creating an action plan such as promoting authenticity through user-generated content, influencers and surprising customers to build loyalty.
Three Tools for Understanding Ad Reach: Did my display campaign reach anybody...Compete
As a media professional, you spend a huge amount of time on ad targeting to get to your ideal customer. But during and after the campaign, how do you know if you’re actually reaching who you care about? During this webinar, Dan Pflock, Compete’s Product Manager of Online Media Products, and Damian Roskill, Managing Director of Marketing, will review multiple techniques for tracking advertising reach and identify gaps in these systems. In addition, they’ll show how Compete’s Ad R/F™ product can help you optimize your display campaigns for maximum effectiveness.
This document discusses key concepts in advertising media and media planning. It defines advertising media as the vehicles used to carry advertising messages, and outlines various print, broadcast, outdoor, and other media types. It then explains that media planning involves decisions about promoting products through different media. The planning process considers reach, frequency, and continuity. Reach refers to the total number of potential viewers or readers exposed to a message. Frequency is the average number of times a viewer sees the message. Gross rating points indicate the total potential audience reached by a media schedule.
The document discusses employer brand thinking from an agency perspective. It emphasizes that the labor market is highly competitive and HR communication must be a strategic partner, not just tactical. Employer brand thinking involves managing a total employer identity through consistent employer stories and an integrated employer marketing mix across internal and external channels. An employer brand is alive and must be constantly measured and steered to have lasting impact on both current and prospective employees. It requires organization-wide coordination to be effective.
Media objectives and strategies 1.30.13Cassie Stox
This document discusses media objectives and strategies. It provides guidelines for writing measurable and actionable media objectives that are derived from marketing objectives and focused on a specific goal. It also discusses how to write strategies that explain how the objective will be achieved through specific tactics. Additionally, it covers determining reach and frequency goals, using CPM and CPP to estimate budgets, and considering the pros and cons of different media types when developing an effective media mix.
Bullfighting originated in Spain in the 18th century and remains controversial. PETA organizes annual protests against the San Fermín festival runs involving bulls. Bulls undergo processes before the runs. Supporters claim bullfighting is a tradition while opponents argue it is cruel and should be banned.
The document provides recipes for three Hungarian dishes: Fisherman's Soup, Stuffed Cabbage, and Beigli. Fisherman's Soup is made with several types of fish simmered in a paprika-flavored broth. Stuffed Cabbage involves minced pork and rice stuffed into cabbage leaves and cooked with sauerkraut and smoked pork. Beigli is a filled pastry made with butter, flour, eggs, milk, sugar and yeast, rolled out and filled before baking.
1. The document provides details for a flashback scene in a media production, including ideas and a shot-by-shot breakdown.
2. One idea is of a guy and girl embracing in a hug on stage after the girl runs off but drops her scarf, which the guy uses to pull her back towards him.
3. The 12 shot sequence focuses on their romantic interaction and embrace on stage, with music playing throughout, before cutting back to the original scene.
Jane Charlton Jisc Comms Inst Innov Project C M Jan2010JISC SSBR
This presentation discusses strategies for JISC projects to acknowledge and promote the JISC brand. It recommends using the JISC logo and standard text on all communications materials to recognize JISC's role. It provides guidance on events, print publications, news items, and following the JISC brand manual. Case studies demonstrate how the FreezeFrame project gained significant news coverage through thorough planning, clear communication, engaging spokespeople and photography. Contact details are provided for communications support.
This document analyzes the remote payments market, including forecasts for growth in Italy and worldwide. It discusses major players and company positioning, noting it is still a fragmented market with no major public companies. The document evaluates four investment options for entering the remote payments market: making the product internally, buying a company, partnering, or taking an equity stake. It notes the pros and cons of each option and estimates their potential values based on modeling Italian market growth scenarios. The best option is determined to be partnering to gain sales channels and co-branding benefits while lowering investment and integration costs.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise stimulates the production of endorphins in the brain which elevate mood and reduce stress levels.
This document discusses several key ethical issues in epidemiological research including:
1) Informed consent which requires full disclosure, privacy, limiting individual rights, and informing subjects of findings.
2) Privacy and confidentiality of medical records which are needed for data generation but also require informed consent, secure storage of data with only study numbers used, and destruction of identifying data.
3) Potential conflicts of interest for researchers working in academia, government, or industry and the need to openly acknowledge any actual or perceived biases.
Pupils aged 10-13 were surveyed across multiple schools about their attitudes towards healthy lifestyles and diets. A comparative chart was created to show the results from all participating schools regarding existing attitudes on these topics among that age group. The chart allows comparisons to be made between the different schools.
The document discusses an exhibition called "The Art of War" that showcases elements of Japanese samurai culture. It will feature authentic samurai costumes and weapons, artworks, demonstrations of traditions like tea ceremonies and martial arts, and interactive digital content. The exhibition aims to portray the world through the eyes of a samurai and showcase their philosophy of bushido. Marketing plans include promotions through radio, television, and online channels, with the goal of attracting over 75,000 visitors in 3 months. Interactive workshops on traditions like ikebana flower arranging and calligraphy will also be offered.
History of simplicity- IES Tomás Mingot, Logroño ( Spain)Carlos Ajamil Royo
This document provides a history of voluntary simplicity from ancient Greek and Roman times to the modern era. It discusses key figures who embodied simplicity, including Diogenes and Jesus Christ in ancient times, and monks during the Medieval period. It also profiles several individuals known for their simple lifestyles, such as St. Millán, Santo Domingo de la Calzada, and William of Ockham. St. Francis of Assisi is highlighted as an example of simplicity and solidarity. The American author Henry David Thoreau is also mentioned for his experiences living simply at Walden Pond.
This document provides definitions and examples for commonly confused words and phrases in the English language. It addresses terms like affect and effect, annual, averse and adverse, couple of, demolish and destroy, drown, due to and because of, either, funeral service, heads, hopefully, "I think", imply and infer, its and it's, lay and lie, less and fewer, like and as, over and more than, principle and principal, reluctant and reticent, temperature, that and which, who and whom. The overall purpose is to clarify correct usage of these similar-sounding or commonly misused words.
The document provides details about a two-day workshop held by a brand team at Facebook's offices to improve their Facebook marketing strategy. On the first day, the brand team did an in-depth analysis of their Facebook page data without their creative or media agencies. This uncovered insights like high agency servicing costs and opportunities to better target audiences. The workshop aimed to help the brand team better understand their audiences and optimize their Facebook content and advertising approaches.
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.
Whitepaper I developed while working at CitizenNet. Covers strategy for audience discovery and programmatic optimization of targeting using Facebook's interest categories
The document discusses the evolution of social media marketing from social influence to social CRM. With declining organic reach on Facebook, marketers must shift from a focus on social influence to leveraging the sophisticated targeting, personalization, and measurement tools now available through platforms like Facebook. The key aspects of social CRM discussed are: 1) Building detailed audience segments, 2) Creating engaging content with calls-to-action, 3) Amplifying content through targeted paid distribution, and 4) Managing customer conversations and conversions along their journey. Implementing social CRM requires overcoming organizational silos between social media and CRM teams.
- Organic reach on Facebook has declined significantly over the years, falling to around 0.5% in 2017 and expected to drop even further, meaning brands must rely more on advertising to reach audiences.
- To be effective on social media, brands should divide their audience into meaningful groups and create targeted content in different formats for each group, reaching them through the most appropriate channels.
- Brands can use advertising features to micro-target audiences with specialized messages and promote engagement, considering that different users consume content in different ways on social media platforms.
Social networking advertising, especially on Facebook, is an effective modern method of advertising due to Facebook's large user base that accesses the site daily. While advertising on Facebook seems easy, it is actually difficult and many businesses hire social media marketing firms to create and manage their ad campaigns on the site. Content like images and videos tend to perform best on Facebook, though news and articles can also engage users. Analyzing user demographics and behavior through Facebook insights allows advertisers to target specific audiences and optimize their interactions. When advertising on Facebook, it is important to select a reputable social media marketing firm that adheres to Facebook's policies to avoid banned ads.
Facebook has over 1.19 billion active users globally, making it an important platform for marketers. This guide provides tips for using Facebook effectively, including building a branded Facebook presence through pages, growing subscriber lists by promoting lead forms, and engaging loyal customers by pinning and starring compelling content on timelines. It also offers advice on using Facebook insights to monitor page activity and understanding the news feed algorithm to increase content visibility.
#1 Digital Marketing Agency in Noida - Skytrustit.comskytrust
Skytrust is One Of The Best Digital Marketing Agency in Noida We Specialised in SEO, PPC, Social Media Marketing, Email Marketing, And Web Services
https://skytrustit.com/digital-marketing-agency-in-noida/
Facebook is still an important platform for businesses due to its large audience of 2.89 billion users from varied demographics. It allows for targeted advertising through features like custom audience targeting based on interests, behaviors, and past interactions with a brand. Facebook provides analytics that give insights into content and ad performance to optimize marketing efforts.
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.
Nuke Suite Whitepaper: Key Trends in Social AdsNukeSuite
This whitepaper outlines the trends and ideas that are shaping Social Advertising. Across Facebook, Twitter, Google+, Pinterest, Instagram, and many, many more social networks, social media advertising is becoming a high-stakes game. This whitepaper goes over what brands need to know to play their best.
Social Media Marketing With Message MakersSimonpowell
MessageMakers is a social media marketing agency with expertise in social media. They have a small team of social media experts and unique software to create engaging social media campaigns and target potential customers. Their services include managing daily social media activities, monitoring brand presence, and using their software to find and invite potential new customers to follow brands.
3 New Facebook Promotional Engagement ModelsTom Edwards
The white paper outlines three new promotional engagement models that Facebook now supports based on recent changes to the promotional guidelines. It can be used as a resource when mapping client objectives to the ideal promotional engagement model, including making the call between an app vs. responsive News feed strategy or how hashtag promotions differ on Facebook vs. other platforms such as Twitter, Instagram and Vine.
Social Vantage - Social Media Marketing StrategySocial Vantage
This document provides an overview of an effective social media marketing strategy for businesses. It recommends using a combination of educational, promotional, and engaging content along with paid social media advertising like Facebook like campaigns and web click campaigns. It stresses the importance of analyzing social media metrics and analytics to optimize the strategy and understand its impact. The strategy aims to help businesses leverage social media to boost their brand awareness, generate new sales, and attract more customers in a cost-effective manner.
Facebook experts provide tips for advanced Facebook advertising:
1) Use high-quality photos and videos in ads as they generate more engagement than other formats.
2) Closely analyze your audience data from Facebook Insights and target your ads based on what resonates most with your specific audience.
3) Continually test ads by creating multiple ad sets with variations and optimize spending towards the highest performing ads.
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?
Facebook Zero: Considering Life After the Demise of Organic ReachAlan Martínez
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.
This white paper provides guidance on driving ROI from Facebook advertising. It discusses setting objectives, targeting the right audiences, creative best practices, optimizing the user experience, tracking conversions, mobile strategy, and bidding. The key recommendations include setting clear business goals and metrics, leveraging rich user data for targeting, testing different creative formats, rewarding user engagement, and using apps and competitions to build interactions.
Similar to Facebook Strategy Shift to Reach & Frequency (20)
Tom Edwards, Chief Digital Officer, Agency @ Epsilon and recent Ad Age Marketing Technology Trailblazer, recently attended Google I/O 2017. From Google's vision of ubiquitous computing, multi-modal, computing, Google Assistant (Actions, Auto, Computer Vision, Wear, Android O, Progressive Web Apps, Structured Data & Search to Immersive Computing tied to Daydream, Social VR, WebVR, Visual Positioning Services, Tango and WebAR, this is a comprehensive recap of the event.
I look forward to Facebook’s F8 developer conference each year. It’s a great opportunity to see how Facebook is prioritizing and adjusting their 10 year road map based on shifting consumer behavior and new advancements in technology.
What was fascinating about this years conference is the rate they are accelerating the convergence of technologies that connect us, immerse us into new virtual worlds and advancing innovation well beyond what we would expect from a company that identifies itself as social first.
Facebook wants to redefine how we think about reality and the not too distant future when all reality is augmented and virtual. The following provides analysis across the consumer centric filters of connection, cognition and immersion.
Connection – Trends that reimagine how we connect, enable and empower consumers
Cognition – Trends where machine based intelligence will disrupt and redefine data assets and how we work
Immersion – Trends that align technology and presence to evoke emotion, entertain and power commerce
The recap dives into how the camera becomes a new point of connection and distribution along with the potential rise of effect based marketing, the role of cognitive systems to enhance everything from newsfeed, messenger and augmented reality to the launch of social first virtual reality products and the near future of brain controlled interfaces.
The document discusses trends seen at CES 2017 related to connection, cognition, and immersion. Key trends highlighted include the emergence of connected product ecosystems from brands like LG; Alexa becoming the dominant interface for IoT devices; augmented reality gaining capabilities through object recognition and spatial freedom in VR; and autonomous vehicles expanding beyond cars to devices like drones and delivery robots. The trends showcase an ambient computing future where artificial intelligence and new data types simplify tasks and predict needs.
Facebook held its annual F8 developer conference where it outlined its 10-year roadmap. Key announcements included the launch of the Messenger chat bot beta, which allows third-party developers to create chat bots for Messenger. Facebook also showcased early concepts for social virtual reality experiences. The document discusses trends from F8 including the rise of chat bots and conversational commerce on Messenger, as well as immersive experiences through virtual and augmented reality. It provides analysis of Facebook's strategies with Messenger, video, connectivity, artificial intelligence, and its approach to hardware and open platforms.
I recently attended the 2016 Mobile World Congress event in Barcelona, Spain. With over 100,000 attendees and 2,200 participating companies there was a lot of breaking news and tech on display that has the potential to reshape industries.
With mobile representing a primary access point for consumers this event is becoming increasingly important for brand marketers.
This document covers:
• Key industry topics discussed at MWC
• Overviews of technology that will empower
consumers
• The latest technology focused on creating
immersive experiences
• How connected cars are evolving to become
mobile platforms.
Tom Edwards
Chief Digital Officer, Agency
Epsilon
Below is my recap for CES 2016. I distilled the event into 6 strategic territories:
1) The New Reality - This section outlines the various virtual reality offerings presented
2) 3D Everything - A look at the advancements in 3D printing & scanning
3) Beyond Screens - This is a comprehensive look at new forms of computing and ways to connect with consumers with light
4) Accessories that Empower - A key factor in digital growth has been the creation of systems that empower consumers to create, be it images, videos, etc... This section focuses on the next evolution of accessories that will empower the creation of immersive experiences.
5) Smarter Home - There is an arms race to be the primary hub for the smart home. This section provides examples from Lowe's, LG and others who are working to connect IoT systems and the profitable ecosystem of sensors that accompany it
6) Intelligent Robotics - Emotive robotics and artificial intelligence will fundamentally change consumer behavior. This is a recap of intelligent robotic systems that were on display at CES 2016.
16 Digital Trends for 2016 explores macro digital shifts that will impact digital marketing in the next year. The focus is to identify trends that can enhance campaigns in 2016 as well as provide a look into the near future through emerging technology that brand marketers will begin experimenting with in 2016. From the impact of Ad-Blocking to Holographic Computing, the deck will provide an overview and key takeaways for consideration.
Follow Tom Edwards @BlackFin360
Twitter Moments Launch & What it Means for Brand MarketersTom Edwards
Twitter launched Moments on October 6th, 2015 as curated collections of content from across Twitter on various topics. Moments allow for multiple content types and the ability to sequentially tell stories. While similar to Snapchat stories, Moments are less location-based and more focused on conversations. Twitter plans to roll out brand tools to allow 100% curated Moments, and see potential for advertising integration in the future to promote Moments and sponsor events.
This deck provides a consolidated view of the latest twitter cards and how they can be leveraged for different marketing purposes. The deck highlights the following Twitter Card types: Summary, Summary with Large Image, Photo Card, Gallery Card, App Card, Player Card, Product Card as well as a brief overview of the new analytics options.
Evolution of Social Media Marketing - Tom EdwardsTom Edwards
This deck takes a trip back in time to review the rise of social media platforms across the globe. Next, is a review of the impact social media trends have had on consumer behavior. Then focus shifts to the evolution of social marketing globally and wraps with a look at the future state of social marketing.
Where should marketers and brands place bets over the next five years? What is hype over substance? Taking all of this into consideration, I interviewed my strategy teams in Los Angeles, New York, and Dallas to map the state of digital marketing in the year 2020.
We had fun with discussions of drones, crypto currency, the internet of people, and more. While the team agreed fundamentally about certain platforms making an impact, there were pros and cons to impact and feasibility. The following presentation is the consolidated and highly visual vision of the future of advertisting in the year 2020.
We will take a look back at transformational media moments that give clues to the future state of advertising. We will then look at the role of integrated mobile, converged media, connected life and the digital ecosystem of the future.
Presentation Cameos by Drones, Terminators, the Jetson's, Marty McFly, Grumpy Cat and more!!!
How we consume information is constantly changing. With the shift towards highly visual storytelling and the decrease in organic reach by many social platforms it is even more important that your content tells a story and ultimately gets a users thumb to stop on your content and take notice.
This deck highlights best in class examples of visual storytelling, atomized content, thematics & real-time examples that are creative and drove engagement.
Many examples were featured by Facebook & Twitter teams as best in class.
The line between social & native advertising continues to blur. With that in mind this deck provides an overview, examples and best practices for both open & closed native platforms.
This presentation focuses on the 6 broad native advertising product types such as in-feed, search, promoted listings, recommended content, custom content as well as native in traditional advertising.
Next the presentation outlines the differences between open & closed platforms as well as an ecosystem recap that outlines the likes of Facebook, Twitter, Taboola, Outbrain, etc...
Finally the presentation outlines some of the key elements that should be considered when creating native advertising creative.
Lifecycle of a GME Trader: From Newbie to Diamond Handsmediavestfzllc
Your phone buzzes with a Reddit notification. It's the WallStreetBets forum, a cacophony of memes, rocketship emojis, and fervent discussions about Gamestop (GME) stock. A spark ignites within you - a mix of internet bravado, a rebellious urge to topple the hedge funds (remember Mr. Mayo?), and maybe that one late-night YouTube rabbit hole about tendies. You decide to YOLO (you only live once, right?).
Ramen noodles become your new best friend. Every spare penny gets tossed into the GME piggy bank. You're practically living on fumes, but the dream of a moonshot keeps you going. Your phone becomes an extension of your hand, perpetually glued to the GME ticker. It's a roller-coaster ride - every dip a stomach punch, every rise a shot of adrenaline.
Then, it happens. Roaring Kitty, the forum's resident legend, fires off a cryptic tweet. The apes, as the GME investors call themselves, erupt in a frenzy. Could this be it? Is the rocket finally fueled for another epic launch? You grip your phone tighter, heart pounding in your chest. It's a wild ride, but you're in it for the long haul.
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EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEFebless Hernane
Using Google Teams (G-Teams) is simple. Start by opening the Google Teams app on your phone or visiting the G-Teams website on your computer. Sign in with your Google account. To join a meeting, click on the link shared by the organizer or enter the meeting code in the "Join a Meeting" section. To start a meeting, click on "New Meeting" and share the link with others. You can use the chat feature to send messages and the video button to turn your camera on or off. G-Teams makes it easy to connect and collaborate with others!
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Using Remini is easy and quick for enhancing your photos. Start by downloading the Remini app on your phone. Open the app and sign in or create an account. To improve a photo, tap the "Enhance" button and select the photo you want to edit from your gallery. Remini will automatically enhance the photo, making it clearer and sharper. You can compare the before and after versions by swiping the screen. Once you're happy with the result, tap "Save" to store the enhanced photo in your gallery. Remini makes your photos look amazing with just a few taps!
Telegram is a messaging platform that ushers in a new era of communication. Available for Android, Windows, Mac, and Linux, Telegram offers simplicity, privacy, synchronization across devices, speed, and powerful features. It allows users to create their own stickers with a user-friendly editor. With robust encryption, Telegram ensures message security and even offers self-destructing messages. The platform is open, with an API and source code accessible to everyone, making it a secure and social environment where groups can accommodate up to 200,000 members. Customize your messenger experience with Telegram's expressive features.
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This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
Project Serenity is an innovative initiative aimed at transforming urban environments into sustainable, self-sufficient communities. By integrating green architecture, renewable energy, smart technology, sustainable transportation, and urban farming, Project Serenity seeks to minimize the ecological footprint of cities while enhancing residents' quality of life. Key components include energy-efficient buildings, IoT-enabled resource management, electric and autonomous transportation options, green spaces, and robust waste management systems. Emphasizing community engagement and social equity, Project Serenity aspires to serve as a global model for creating eco-friendly, livable urban spaces that harmonize modern conveniences with environmental stewardship.
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opportunities. At present, Huzhou tourism has become one of the most characteristic tourist cities on the East
China tourism line. With the development of Huzhou City, the tourism industry has been further improved, and
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industry. However, the development of tourism in Huzhou City still lags far behind the tourism development of
major cities in East China. This round of research mainly analyzes the current development of tourism in
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1. THE NEW
FACEBOOK STRATEGIC SHIFT
REACH & FREQUENCY MODEL
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2014 (c) Fanscape & The Marketing Arm, All Rights Reserved
Tom Edwards
SVP, Digital Strategy & Innovation
2. FROM OUR TEAM
Facebook recently revealed a significant strategic shift that will
impact how brands organically distribute content. The focus of the
platform is moving away from an engagement driven model to one
of reach and frequency based on pay-to-play. Our strategy team at
Fanscape/The Marketing Arm has worked closely with the
Facebook team allowing us to quickly pivot to best meet the needs
of your campaigns. !
SVP, Digital Strategy
Tom Edwards
2
3. EXECUTIVE SUMMARY
The purpose of this whitepaper is to outline the upcoming strategic pivot
from Facebook emphasizing reach and frequency through paid media
while lessening the ability for brands to create meaningful organic reach.
We will address what is changing, potential impact, proposed best
practices and future considerations with this document. !
!
Here is a summary view of the whitepaper content: !
!
1. Past: Facebook Reach = Earned Media!
2. Present: Facebook Reach = Paid Media!
3. Over the past several months, Facebook has been reducing the organic reach
of pages!
1. A recent study found companies’ posts dropped from reaching 12% of
followers in October 2013 to 6% in February 2014!
4. Facebook will soon reduce organic reach to 1-2%, meaning now, more than
ever, brands must pay for any reach on the platform!
5. Near Term considerations include:!
1. Re-evaluation of creative - Increased emphasis on “thumbstopping”
creative to create resonance with the consumer!
2. Frequency of posting - Reduce the frequency, increase the iterations of
existing creative!
3. Personalization - Personalize the creative based on audience segment and
target!
4. Optimization - Refine creative to align with what resonates with the
consumer!
6. Defining the “Way Forward” will be contingent on your goals for the Facebook
platform!
1. Reach & Frequency Focused - This is a positive change that can drive
sales lift, as well as incremental reach for television!
2. Engagement Focused - Recommend reviewing current strategy to optimize
organic-content distribution, channel consideration and paid Facebook
strategy!
3. Community Focused - Review current strategy with a focus on refining the
role of Facebook and evaluating alternative means of 1:1 communication!
!
"
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4. HISTORICAL PERSPECTIVE
Facebook has become an incredibly viable channel and integral part of
our strategy to reach and engage our target consumers organically over
the years. !
!
Initially, organizations were focused on fan acquisition with activities
focused on driving “likes” and virality (i.e., clicks that generate other
stories). During this time, it was possible to organically reach a majority of
the brand’s fan base with branded content. !
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*Starbucks circa 2008. "
5. FACEBOOK 2.0
The next iteration of Facebook focused on driving engagement. This
came in the form of maximizing interactions on the post level versus
simply driving “likes” to a page. This included the shift to the current
timeline format that rewarded visual storytelling and was laser focused on
providing reach through engagement. !
!
This included likes, comments and shares on individual posts, as a
trigger to the Facebook algorithm, which drove the visibility of the post.
This is also where organic reach began to decline dramatically over a
period of time, netting out around 12 percent by October 2013. !
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*Starbucks current timeline"
6. FACEBOOK FUTURE STATE
Now Facebook is in the midst of rolling out a significant strategic shift away
from an engagement centric model and more towards a traditional reach &
frequency model built on personalized creative. !
!
This shift will drive down the organic reach potential for brands to 0-2
percent of total fan size. Over the next six-to-eight weeks, Facebook’s
account and strategy teams will begin rolling out a new “way forward”—by
going to brands and advertisers hoping to prove how their hyper-targeted
offerings can drive results with thumbstopping creative, while also
highlighting how Facebook can create incremental reach in support of
traditional TV (and digital) advertising. !
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*Future sample of Facebook Brand Pages"
7. WHY NOW?
The platform has grown to one of the largest global networks built on a
foundation of an unprecedented amount of consumer created social
affinity data. This, combined with recent partnerships with Datalogix and
Epsilon, have opened up Facebook’s targeting to align more closely with
consumer behavior outside of Facebook. !
!
In the context of their relationships with brands, they are now marketing
themselves as the most targeted media-buy option on the planet. As
Facebook has matured as a business, they are now coming to terms with
being a public company that needs to show revenue growth and profit. !
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Facebook is still a free platform for individuals to foster their own
communities, but they are now aggressively leveraging all of the personal
data that is shared to become an extremely well-targeted media platform,
as their direct marketing capabilities are simply unmatched. And now, it
appears, they intend to go more aggressively down the "pay-to-play"
advertising path as it pertains to brands.!
! 7
8. WHY NOW?
This means, that for brands, companies, and businesses, the "free ride"
of Facebook providing an effective “free” social CRM platform is ending.
That trend had already started over the past two years, but they now
want brands to pay for the privilege. And now Facebook is more cleverly
packaging up their offering for brands to aggressively target potential
audience/fans of their product, not just those who "liked" them. !
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This shift opens up much more targeted audience media opportunities. If
Facebook is now starting to sound a lot like a digital media buy, and less
like an engaged community, that's where they are going. There's much
more immediate (short term) revenue for them in using traditional reach
metrics and offering up larger, more-targeted CPM ad models. Plus, it is
a much easier sell for their sales staff, and in the context of buying
media, is a more efficient way to spend traditional media (TV, Print,
Digital) dollars. !
8
9. STRATEGIC PARTNERSHIP
So, what now? Just realize that Facebook is somewhat migrating to a
paid advertising channel versus a free marketing platform. That's okay.
We've seen this before in many ways. Social properties mature, they
look to monetize because at a certain point they have to find a more
aggressive way to monetize their platform. !
!
As your strategic partner, we work closely with partners such as
Facebook, and are laser-focused on identifying strategic shifts that may
impact your business. We partner directly with the highest levels of
Facebook to understand the shifting dynamics of their positioning and
relationship with brands. This POV is designed to provide insight into
what is changing and the potential paths forward. !
9
10. BIG PICTURE MOVING FORWARD
What do we think this means long term? Facebook may become less of a
place for brands to interact one-on-one with consumers, but the jury is
still out until we get more information, because that would be
counterintuitive for the longer term of Facebook relevance with brands. !
!
Will this change mean the beginning-of-the-end of Facebook? No, it
simply means Facebook is evolving and we need to address it sooner
rather than later. It also doesn't mean social marketing is dead. It’s
actually stronger than ever. !
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We need to shift our thought from platform-specific strategy to one of
non-linear content distribution that takes into consideration aligning the
content type with the ideal channels such as Tumblr, Twitter, Google+,
Pinterest, Instagram, Snapchat, etc., to balance organic versus paid
reach. !
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Word of mouth will also continue to play an incredibly important role in
social marketing. This shift in focus primarily impacts brands. Consumers
are still beholden to the newsfeed algorithm but they do have the
potential to create organic reach on the platform thus further accelerating
the importance of “creator” content. !
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Our position is to help brands stay ahead of the curve in social, digital &
mobile by identifying the ideal path forward based on relationships and
consumer trends.!
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11. NEAR-TERM CONSIDERATIONS
To Facebook’s credit, they are going about it in a smart way, now pushing
brands to create custom content that will appeal to the larger target
audience. This strategy makes sense for them as a business. Our point
of view, is to embrace this as an advertising channel, and truly look to the
combination of marketing and advertising on the platform. !
!
From the brand lens, we also have to start looking at Facebook as a
digital-media ad platform, more than a social community. That's okay too.
Businesses grow and mature, and Facebook is positioned well to make
this work. And as long as the ads are smart and not intrusive, they will
have a window for success.!
11
12. EXECUTION CONSIDERATIONS
From an execution standpoint, the current focus has been on the creation
of 10-20 pieces of visual content, with the purpose of driving engagement
on an individual post level. Facebook has rallied around the “reach,
resonance & react” framework in the past. Now the emphasis shifts
heavily towards reach and resonance, with Facebook recommending the
following: !
!
Re-evaluate creative!
• Creative is going to play a critical role with more iterations of a post
vs. a large quantity of posts!
• Creative is closely aligned with the “resonance” pillar of Facebook’s
strategic framework. Similar to TV, the way to differentiate will be
driven by great “thumbstopping” creative!
Frequency of Posting !
• Facebook is recommending posting less frequently as a whole, but
increasing the iterations of a post to personalize the experience!
• The amount of content to be posted will vary by brand as well as the
amount of funds budgeted to amplify the content!
• Instead of boosting content that is engaging, and not boosting others
with paid support, they recommend boosting strong creative to
multiple audiences !
Personalization !
• Multiple iterations of creative that are targeted!
• Customized content is the future of marketing on Facebook!
• Leverage dynamic content to deliver targeted, highly personalized
experiences to the right audience at the right time !
Optimization!
• Fanscape (The Marketing Arm Social), has extensive experience in
understanding what creative and copy resonate with your core
consumers!
• Our paid-media services and strategy, aligned with creative expertise,
make us the ideal partner to shepherd your brand through this
transition ! 12
13. COMMUNITY CONSIDERATIONS
The reality is that acquisition and community building is greatly
diminished in the new reach and frequency model, but it is still relevant
for the brand from a word-of-mouth and customer service perspective.
Facebook’s position is, they can reach your audience whether they are
connected to your brand socially or not. !
!
Moving forward it is less about cultivating the community of hand raisers.
Instead it will be more about refining the message through the lens of
relationship with the brand. !
!
The approach to integrating the existing community can be demonstrated
through the lens of a single post: !
!
13
Creative – Fan/
Community Focused!
• The first step in
personalization should
be focused on creative
and copy that will
resonate with your
existing social fan
base!
• This can take the form
of more of an insider
perspective that aligns
closely with the
persona or thematic
that has been
established!
14. COMMUNITY CONSIDERATIONS
Creative - Brand Association/Past Purchasers/Lapsed Users !
• The second level of creative could still leverage a similar visual or
video, with copy that is geared more towards an individual that has
interacted with the brand in some manner, such as purchase data or
existing CRM set, but is not connected to the brand socially!
• Facebook will continue to push custom audience mapping as well as
their existing third-party partnerships to further align users who have
interacted with the brand offline!
!
!
14
15. COMMUNITY CONSIDERATIONS
Creative - look-a-like!
• The third iteration could take the form of a slightly tweaked visual
with copy designed to impact consideration from a look-a-like
audience!
• This would be a combination of social affinity data and a consumer
profile that mirrors the community focused & brand associated
attributes!
15
16. PAID MEDIA CONSIDERATIONS
Reach & Frequency Shift!
• Facebook has already taken the step to make reach and frequency
media campaigns much more accessible for advertisers!
New Tools!
• Previously, Facebook made it nearly impossible to predict and control
reach estimates—now they are introducing a new tool that allows us
to shift focus specifically to reach and frequency, as well as the
amount of budget necessary to impact our core audiences. !
New Services!
• Facebook is in the process of rolling out new services tied to reach,
including XCR, which is their incremental-reach offering to extend
television. This offering creates a direct comparison based on GRP
(Gross Rating Point).!
16
17. EARNED MEDIA CONSIDERATIONS
The key to creating earned media on Facebook in the short-term, is tied
to user-created content focusing on driving awareness and creating
advocacy to carry the brand message forward. !
!
Organic Influence is Still Viable !
• Now that organic Facebook reach is coming to an end, it is key to
continue to engage core influencers and activate your current fan
base through a thoughtful content distribution strategy to drive
awareness!
• Brands will need to provide incentives for consumers to create content
on their behalf!
• The key is to focus on activating content creators (photo, video) that
align with the brand persona and pay off their efforts by using the
content !
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Earned Media Is Alive !
• Understand earned media is still achievable on the platform, but not
necessarily the focus of Facebook from a value proposition. !
• Word-of-mouth is still the bread and butter of the Facebook platform
from a consumer perspective!
• This change shifts the dynamic from Facebook-centric activations to
360-degree programs, which Facebook becomes a part of the
distribution and activation strategy!
! 17
*Sample UGC Call to Action from our AT&T #BeTheFan program. "
18. KEY POINTS TO CONSIDER
There are different points of view and potential paths forward, depending
on the goals and marketing spend of the client:!
!
Reach & Frequency Focused – For clients who are reach and frequency
focused, both from a traditional TV and digital standpoint: You should be
very happy with the shift, as this move aligns Facebook more directly with
traditional-measurement models that correlate to sales lift. Elements such
as pounds per impression, or incremental reach beyond TV, are what this
shift in strategy was designed to accommodate.!
!
Engagement Focused - For a client who isn't a large TV-media
advertiser and looks at organic engagement and word-of-mouth as a
major driver: We recommend reviewing your current strategy as well as
redefining your content-distribution strategy—to maximize non-linear
distribution that drives engagement. !
!
Facebook is still a viable platform, understanding that it is now more of a
paid-media outlet, and focus more energy on other platforms and other
engagement-driven mechanisms, which can be used as platforms to
distribute your message and content, in an effort to more organically
engage with your audience.!
!
Community Focused - For a small business or a B2B community who is
focused on community: We need to pause for a second and gather more
information. We, obviously, need to be aware of what's happening, but
hold tight, as all the info is not yet available. But that being said, it is also
time to start looking elsewhere to generate the most effective levels of
engagement (e.g., other social platforms, other CRM opportunities,
influencers, bloggers, etc.).!
18
19. NEXT STEPS
Questions? Over the next few weeks your account and strategy teams will
work with you to define the “way forward” based on your business objectives. !
!
AUTHORED BY : Tom Edwards, SVP, Digital Strategy & Innovation,
Fanscape/The Marketing Arm!
Tom Edwards
tedwards@themarketingarm.com
214.259.3228
1999 Bryan Street
Suite 1800
Dallas, TX 75201
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