This document appears to be a report on Facebook advertising in 2012. It provides summaries of research conducted on Facebook advertisers through a survey in early 2012. Some of the key findings include:
- The most common goals for Facebook ads were awareness and fan growth, but the goal that received the most budget was audience growth.
- The most used targeting criteria were age and country. Gender was one of the least used criteria.
- Most advertisers targeted their ads to between 1-5 audience segments.
- Over two-thirds of advertisers ran their ads for longer than the recommended 3 days before refreshing creative.
- Roughly half of advertisers were not using sponsored stories, which tend to
This report summarizes the findings of a survey about Facebook advertising conducted in 2012. The key findings include:
1) The most common goals for Facebook ads were awareness and fan growth, but the goal that received the most budget was audience growth.
2) The most used targeting criteria were age and country. However, gender targeting was only used sometimes or often by 34% of advertisers.
3) 57% of advertisers targeted their ads to 2-5 audience segments on average, but creating multiple segments manually is inefficient.
4) 66% of advertisers tested different ad creatives, but over 1/3 did not test at all. Most ads also ran for longer than the recommended 3
The document provides an overview of social media marketing from a bottom-up perspective. It defines key terms like social media, social media marketing, and bottom-up approach. It also describes popular social media platforms and common social media marketing techniques. The study aims to understand how local organizations in Umeå, Sweden use social media from a bottom-up view, focusing on grassroots interactions rather than top-down directives. Interviews were used to collect qualitative data from representatives of different organizations.
This document provides an overview of social media marketing from a training session. It discusses the key areas of building social media success: using the right social media platforms for your business, tips for using social media as part of everyday business, and the four S's of social media success - strategy, social, SEO, and search. It also covers topics like different types of social media, how businesses can use social media, measuring social media performance, and using tools like Hootsuite to target audiences and schedule posts.
Cintrifuse is a Cincinnati-based organization that connects entrepreneurs with strategic partners and resources to launch startups. It uses access to mentors and investors, collaborative workspaces, and venture capital funding. The document outlines a 6-tier social media strategy for Cintrifuse, beginning with establishing governance policies and identifying stakeholders. It then recommends gathering market research and setting goals to engage influencers and measure outcomes. The strategy also involves using the company website and social media to provide thought leadership on startups and promote Cintrifuse's access, workspace, and funding resources.
The document discusses strategic planning for social media marketing. It outlines three phases of social media marketing maturity: trial, transition, and strategic. It then details the key steps in developing a strategic social media marketing plan, including conducting a situation analysis, setting objectives, profiling the target audience, selecting social media channels, creating an experience strategy, establishing an activation plan, and measuring performance. The goal is to formally plan social media activities with clear objectives and metrics as companies move from experimental uses into a strategic phase of social media marketing.
The document discusses the evolution of social business strategies in companies through six distinct stages of maturity. It conducted interviews and a survey of executives to develop a social business maturity matrix showing how strategies typically progress from external-focused planning to having social fully converged into business operations. The key findings are that most social strategies are not clearly linked to business goals and lack organizational alignment and support for execution. Only 34% of surveyed companies felt their strategy was connected to outcomes. Success requires top executive alignment, coordination of disparate efforts, and focusing social technologies on achieving business goals over time.
Most companies have adopted social media in the past 18 months, focusing on platforms like Facebook, Twitter, LinkedIn, YouTube and blogs. While brand building is currently the primary goal of social media usage, it takes time for companies to incorporate social media effectively into their business models. Communications, advertising and marketing agencies have been the leading adopters of social media so far, but lack of management support and concerns about confidentiality are still among the top obstacles to adoption.
This report summarizes the findings of a survey about Facebook advertising conducted in 2012. The key findings include:
1) The most common goals for Facebook ads were awareness and fan growth, but the goal that received the most budget was audience growth.
2) The most used targeting criteria were age and country. However, gender targeting was only used sometimes or often by 34% of advertisers.
3) 57% of advertisers targeted their ads to 2-5 audience segments on average, but creating multiple segments manually is inefficient.
4) 66% of advertisers tested different ad creatives, but over 1/3 did not test at all. Most ads also ran for longer than the recommended 3
The document provides an overview of social media marketing from a bottom-up perspective. It defines key terms like social media, social media marketing, and bottom-up approach. It also describes popular social media platforms and common social media marketing techniques. The study aims to understand how local organizations in Umeå, Sweden use social media from a bottom-up view, focusing on grassroots interactions rather than top-down directives. Interviews were used to collect qualitative data from representatives of different organizations.
This document provides an overview of social media marketing from a training session. It discusses the key areas of building social media success: using the right social media platforms for your business, tips for using social media as part of everyday business, and the four S's of social media success - strategy, social, SEO, and search. It also covers topics like different types of social media, how businesses can use social media, measuring social media performance, and using tools like Hootsuite to target audiences and schedule posts.
Cintrifuse is a Cincinnati-based organization that connects entrepreneurs with strategic partners and resources to launch startups. It uses access to mentors and investors, collaborative workspaces, and venture capital funding. The document outlines a 6-tier social media strategy for Cintrifuse, beginning with establishing governance policies and identifying stakeholders. It then recommends gathering market research and setting goals to engage influencers and measure outcomes. The strategy also involves using the company website and social media to provide thought leadership on startups and promote Cintrifuse's access, workspace, and funding resources.
The document discusses strategic planning for social media marketing. It outlines three phases of social media marketing maturity: trial, transition, and strategic. It then details the key steps in developing a strategic social media marketing plan, including conducting a situation analysis, setting objectives, profiling the target audience, selecting social media channels, creating an experience strategy, establishing an activation plan, and measuring performance. The goal is to formally plan social media activities with clear objectives and metrics as companies move from experimental uses into a strategic phase of social media marketing.
The document discusses the evolution of social business strategies in companies through six distinct stages of maturity. It conducted interviews and a survey of executives to develop a social business maturity matrix showing how strategies typically progress from external-focused planning to having social fully converged into business operations. The key findings are that most social strategies are not clearly linked to business goals and lack organizational alignment and support for execution. Only 34% of surveyed companies felt their strategy was connected to outcomes. Success requires top executive alignment, coordination of disparate efforts, and focusing social technologies on achieving business goals over time.
Most companies have adopted social media in the past 18 months, focusing on platforms like Facebook, Twitter, LinkedIn, YouTube and blogs. While brand building is currently the primary goal of social media usage, it takes time for companies to incorporate social media effectively into their business models. Communications, advertising and marketing agencies have been the leading adopters of social media so far, but lack of management support and concerns about confidentiality are still among the top obstacles to adoption.
Facebook Recruitment and Employer Branding: Best Practices and Ideas From the...RiseSmart
Check out this joint guide from Work4™ and CKR Interactive to learn:
- Specific tactics for optimizing your social recruiting efforts on Facebook
- Best practices for effective employer branding
- The eight building blocks of social recruitment success
Facebook Benchmarks in the Middle East is the third report by The Online Project, and is the result of collaborating with SocialWatchlist.com. The report showcases the top performing brands on social media in the MENA region on Facebook.
Leveraging social media in the enterprise context requires holistic enterprise architecture, IT and information management strategy, as well as alignment with corporate marketing objectives and planning.
Modernizing public relations, including a planning case studyStephen Waddington
1. Research using tools like Google Trends, Keyword Planner and consumer surveys found that word-of-mouth and previous experience are critical in decision making for short UK breaks.
2. Analysis of sites like TripAdvisor, tourism boards and social media showed that Leeds has a vibrant culture and music scene that could attract visitors, particularly females ages 25-39.
3. The summary identifies target audiences and experiences in Leeds to influence through communications like partnerships with influencers, and touts the importance of data capture to close the sale.
Ines Mergel - Designing Social Media Strategies - IBM - 2012Ines Mergel
This document provides a guide for government managers to design an effective social media strategy. It discusses the importance of having a clear social media strategy that is aligned with an organization's mission and goals. The guide outlines key components to address in a social media strategy, including defining roles and responsibilities, identifying target audiences, appropriate content and platforms, daily routines, and metrics for measuring success. It also provides examples of social media tactics an organization can use, such as pushing official content out to social media and pulling user-generated content back in. The overall purpose is to help government agencies thoughtfully develop social media policies and practices that increase transparency, participation and collaboration with the public.
The document is a research report summarizing the findings of the 2009 Business Social Media Benchmarking Study. Some key findings include:
- Nearly 65% of respondents reported using social media as part of their normal work routine to find business information. The most popular activities were attending webinars/podcasts and reading product/service reviews.
- Middle managers and those in marketing/sales roles were more likely to use social media for work compared to other groups. Larger companies were less likely to use social media for work.
- Maintaining business profiles and monitoring social media conversations were common corporate social media initiatives. Most companies judged success through increased website traffic, leads, and sales.
- Webinars
Harmony Nutritionals - Digital Marketing StrategyLaura Nicole
Created by four Michigan State University Communication students, this digital marketing strategy outlines in detail the process Harmony Nutritionals should take to launch their products digitally.
The document provides guidance on developing an effective social media strategy. It recommends following the P.O.S.T. framework: focusing first on the People you want to engage with, establishing clear Objectives for your social media efforts, developing a comprehensive Strategy to achieve those objectives, and ensuring proper Technologies, Policies, and analytics for Measurement are in place. The key is focusing on building relationships rather than technology and taking a holistic, long-term approach to social media.
2009
Marketing
Equation’s annual Marketing Industry Trends survey was created to monitor how
the world of Marketing is evolving with the changing consumer/media landscape.
The 2009 study is unique in that we opened up survey development to the
Marketing Community—and did so by leveraging a Web 2.0 strategy of
“crowdsourcing” the survey questions directly from marketers. Christina Kerley
(“CK”) engaged the marketing community to create questions and submit topics on
what they wanted to know through posts on the leading industry marketing blog
MarketingProfs Daily Fix and her own Marketing Blog.
To the best of our knowledge, it’s the first time a trends survey of this size
has been constructed by and for the community it’s targeting.
This document is a thesis submitted by Kristina Lane to Webster University in partial fulfillment of a Master's degree in Communications Management. It examines the impact and role of social media in businesses. When used correctly, social media marketing can increase brand awareness, promote customer engagement and loyalty, drive traffic to a company's website, and generate leads and sales. While initially created for entertainment, social media has revolutionized communications and marketing. The thesis aims to confirm the importance of social media utilization for businesses and that there are competitive disadvantages for those that do not utilize these platforms. It includes a literature review and examines the top performing social media of Facebook, LinkedIn, Twitter and Instagram for business use.
Yinky SneakerSocial Media Campaign - Research PlanYinky Sneak.docxmayank272369
The document outlines a research plan for developing a social media campaign for Yinky Sneaker, a luxury footwear brand. The plan involves analyzing the social media usage of competitors like Footlocker and Finish Line through secondary and primary research. Secondary research will explore corporate social media use and best practices, while primary research will observe the social accounts of competitors. The goal is to gather information to help Yinky Sneaker maximize the effectiveness of its own social media campaign.
The State of Corporate Social Media 2012Nick Johnson
"The State of Corporate Social Media" is a free briefing from Useful Social Media on how large companies are using social media, written by @gnjohnson.
The 2012 edition features over 40 pages of stats, facts, benchmarks and analysis on how social media is impacting business.
Social media marketing proposal for Travel and tourism businessOttun Abdul-rasheed
This document provides a social media marketing proposal for Travel Router Ltd. It includes an analysis of social media trends in the travel industry, identifying Facebook, Twitter, LinkedIn, YouTube and blogs as key platforms. It recommends setting up accounts and customizing profiles on these channels. The proposal outlines general engagement strategies for each platform, such as posting regularly and using hashtags on Twitter. Measuring engagement and directing traffic to the company website are also discussed. Benefits of the social media plan include establishing authority, growing an organic following, and increasing visibility and leads for the business.
This document is a summary of the 2012 Social Media Marketing Industry Report by Michael A. Stelzner. Some key findings from the report include:
1) The top questions marketers want answered about social media marketing are how to measure ROI, how to find their target audience, and how to engage their audience.
2) Three-quarters of marketers plan to increase their use of video marketing through YouTube in the future.
3) While only 40% currently use Google+, 70% of marketers want to learn more about it and most plan to increase their Google+ activities.
4) The top benefits of social media marketing reported are generating more business exposure, increasing website traffic, and providing
This document is a report submitted by Abhishek Agrawal to analyze the effectiveness of social media marketing for Businessworld magazine. It includes an introduction outlining the objectives and scope of the report. It then provides an industry overview of the print media sector in India and analyzes Businessworld's social media platform called BWDisrupt using Twitter, Facebook and LinkedIn. It also includes a SWOT analysis of Businessworld and a study on various social media marketing strategies and types. The report concludes with research findings from a survey, which found that Facebook is the most popular and effective social platform for Businessworld to engage customers.
This digital marketing plan was created by Ali David, Monica Mccarver and Christopher Banks for Motion Sphere, an immersive simulation experience company. The plan aims to increase brand recognition through social media strategies on Facebook, Instagram, and YouTube. It also suggests expanding events in the US and internationally. Advertising tactics proposed include YouTube and Instagram ads, search engine optimization, and pay-per-click advertising. Key performance indicators like new contracts, social media followers, website traffic will measure success.
This document outlines a 6-month social media plan to increase the personal brand of Veronica Vilar. The plan focuses on Twitter and LinkedIn, as these platforms have shown the most engagement. Over 2 months, the manager experimented with Facebook, Twitter, and LinkedIn and found Twitter and LinkedIn achieved the best results. The plan will update accounts, post engaging visual content tailored to each platform, and maintain consistent posting of 5 times per week on each platform. Buyer personas of potential employers and colleagues were created to target the right audiences. The goal is to elevate Veronica Vilar as an industry leader in her field through an effective social media presence.
The document is a 41-page report summarizing the findings of a survey of over 3,300 marketers on their use of social media. Some key findings include: marketers see social media as important but want help with measurement and integration; most spend 6+ hours per week on social media; video marketing and learning about Facebook/blogging are priorities; top benefits are exposure, traffic, and search rankings; and Facebook, Twitter, LinkedIn, and blogs are the most commonly used tools. The report provides detailed data on marketers' social media activities, challenges, and future plans.
The document summarizes the findings of a survey on the state of social media marketing. Key findings include:
1) There is a misalignment between business objectives, how social marketing is measured, and how resources are invested. While marketers want to drive customer engagement and revenue, only 47% measure their efforts and many focus on growing followers rather than engagement.
2) Marketers recognize the importance of content marketing but few produce content regularly or measure its effectiveness. Only 16% said they published content daily with most publishing weekly or monthly.
3) Adoption of social customer relationship management tools is increasing but still relatively low, with only 16% currently using social CRM tools.
Facebook Recruitment and Employer Branding: Best Practices and Ideas From the...RiseSmart
Check out this joint guide from Work4™ and CKR Interactive to learn:
- Specific tactics for optimizing your social recruiting efforts on Facebook
- Best practices for effective employer branding
- The eight building blocks of social recruitment success
Facebook Benchmarks in the Middle East is the third report by The Online Project, and is the result of collaborating with SocialWatchlist.com. The report showcases the top performing brands on social media in the MENA region on Facebook.
Leveraging social media in the enterprise context requires holistic enterprise architecture, IT and information management strategy, as well as alignment with corporate marketing objectives and planning.
Modernizing public relations, including a planning case studyStephen Waddington
1. Research using tools like Google Trends, Keyword Planner and consumer surveys found that word-of-mouth and previous experience are critical in decision making for short UK breaks.
2. Analysis of sites like TripAdvisor, tourism boards and social media showed that Leeds has a vibrant culture and music scene that could attract visitors, particularly females ages 25-39.
3. The summary identifies target audiences and experiences in Leeds to influence through communications like partnerships with influencers, and touts the importance of data capture to close the sale.
Ines Mergel - Designing Social Media Strategies - IBM - 2012Ines Mergel
This document provides a guide for government managers to design an effective social media strategy. It discusses the importance of having a clear social media strategy that is aligned with an organization's mission and goals. The guide outlines key components to address in a social media strategy, including defining roles and responsibilities, identifying target audiences, appropriate content and platforms, daily routines, and metrics for measuring success. It also provides examples of social media tactics an organization can use, such as pushing official content out to social media and pulling user-generated content back in. The overall purpose is to help government agencies thoughtfully develop social media policies and practices that increase transparency, participation and collaboration with the public.
The document is a research report summarizing the findings of the 2009 Business Social Media Benchmarking Study. Some key findings include:
- Nearly 65% of respondents reported using social media as part of their normal work routine to find business information. The most popular activities were attending webinars/podcasts and reading product/service reviews.
- Middle managers and those in marketing/sales roles were more likely to use social media for work compared to other groups. Larger companies were less likely to use social media for work.
- Maintaining business profiles and monitoring social media conversations were common corporate social media initiatives. Most companies judged success through increased website traffic, leads, and sales.
- Webinars
Harmony Nutritionals - Digital Marketing StrategyLaura Nicole
Created by four Michigan State University Communication students, this digital marketing strategy outlines in detail the process Harmony Nutritionals should take to launch their products digitally.
The document provides guidance on developing an effective social media strategy. It recommends following the P.O.S.T. framework: focusing first on the People you want to engage with, establishing clear Objectives for your social media efforts, developing a comprehensive Strategy to achieve those objectives, and ensuring proper Technologies, Policies, and analytics for Measurement are in place. The key is focusing on building relationships rather than technology and taking a holistic, long-term approach to social media.
2009
Marketing
Equation’s annual Marketing Industry Trends survey was created to monitor how
the world of Marketing is evolving with the changing consumer/media landscape.
The 2009 study is unique in that we opened up survey development to the
Marketing Community—and did so by leveraging a Web 2.0 strategy of
“crowdsourcing” the survey questions directly from marketers. Christina Kerley
(“CK”) engaged the marketing community to create questions and submit topics on
what they wanted to know through posts on the leading industry marketing blog
MarketingProfs Daily Fix and her own Marketing Blog.
To the best of our knowledge, it’s the first time a trends survey of this size
has been constructed by and for the community it’s targeting.
This document is a thesis submitted by Kristina Lane to Webster University in partial fulfillment of a Master's degree in Communications Management. It examines the impact and role of social media in businesses. When used correctly, social media marketing can increase brand awareness, promote customer engagement and loyalty, drive traffic to a company's website, and generate leads and sales. While initially created for entertainment, social media has revolutionized communications and marketing. The thesis aims to confirm the importance of social media utilization for businesses and that there are competitive disadvantages for those that do not utilize these platforms. It includes a literature review and examines the top performing social media of Facebook, LinkedIn, Twitter and Instagram for business use.
Yinky SneakerSocial Media Campaign - Research PlanYinky Sneak.docxmayank272369
The document outlines a research plan for developing a social media campaign for Yinky Sneaker, a luxury footwear brand. The plan involves analyzing the social media usage of competitors like Footlocker and Finish Line through secondary and primary research. Secondary research will explore corporate social media use and best practices, while primary research will observe the social accounts of competitors. The goal is to gather information to help Yinky Sneaker maximize the effectiveness of its own social media campaign.
The State of Corporate Social Media 2012Nick Johnson
"The State of Corporate Social Media" is a free briefing from Useful Social Media on how large companies are using social media, written by @gnjohnson.
The 2012 edition features over 40 pages of stats, facts, benchmarks and analysis on how social media is impacting business.
Social media marketing proposal for Travel and tourism businessOttun Abdul-rasheed
This document provides a social media marketing proposal for Travel Router Ltd. It includes an analysis of social media trends in the travel industry, identifying Facebook, Twitter, LinkedIn, YouTube and blogs as key platforms. It recommends setting up accounts and customizing profiles on these channels. The proposal outlines general engagement strategies for each platform, such as posting regularly and using hashtags on Twitter. Measuring engagement and directing traffic to the company website are also discussed. Benefits of the social media plan include establishing authority, growing an organic following, and increasing visibility and leads for the business.
This document is a summary of the 2012 Social Media Marketing Industry Report by Michael A. Stelzner. Some key findings from the report include:
1) The top questions marketers want answered about social media marketing are how to measure ROI, how to find their target audience, and how to engage their audience.
2) Three-quarters of marketers plan to increase their use of video marketing through YouTube in the future.
3) While only 40% currently use Google+, 70% of marketers want to learn more about it and most plan to increase their Google+ activities.
4) The top benefits of social media marketing reported are generating more business exposure, increasing website traffic, and providing
This document is a report submitted by Abhishek Agrawal to analyze the effectiveness of social media marketing for Businessworld magazine. It includes an introduction outlining the objectives and scope of the report. It then provides an industry overview of the print media sector in India and analyzes Businessworld's social media platform called BWDisrupt using Twitter, Facebook and LinkedIn. It also includes a SWOT analysis of Businessworld and a study on various social media marketing strategies and types. The report concludes with research findings from a survey, which found that Facebook is the most popular and effective social platform for Businessworld to engage customers.
This digital marketing plan was created by Ali David, Monica Mccarver and Christopher Banks for Motion Sphere, an immersive simulation experience company. The plan aims to increase brand recognition through social media strategies on Facebook, Instagram, and YouTube. It also suggests expanding events in the US and internationally. Advertising tactics proposed include YouTube and Instagram ads, search engine optimization, and pay-per-click advertising. Key performance indicators like new contracts, social media followers, website traffic will measure success.
This document outlines a 6-month social media plan to increase the personal brand of Veronica Vilar. The plan focuses on Twitter and LinkedIn, as these platforms have shown the most engagement. Over 2 months, the manager experimented with Facebook, Twitter, and LinkedIn and found Twitter and LinkedIn achieved the best results. The plan will update accounts, post engaging visual content tailored to each platform, and maintain consistent posting of 5 times per week on each platform. Buyer personas of potential employers and colleagues were created to target the right audiences. The goal is to elevate Veronica Vilar as an industry leader in her field through an effective social media presence.
The document is a 41-page report summarizing the findings of a survey of over 3,300 marketers on their use of social media. Some key findings include: marketers see social media as important but want help with measurement and integration; most spend 6+ hours per week on social media; video marketing and learning about Facebook/blogging are priorities; top benefits are exposure, traffic, and search rankings; and Facebook, Twitter, LinkedIn, and blogs are the most commonly used tools. The report provides detailed data on marketers' social media activities, challenges, and future plans.
The document summarizes the findings of a survey on the state of social media marketing. Key findings include:
1) There is a misalignment between business objectives, how social marketing is measured, and how resources are invested. While marketers want to drive customer engagement and revenue, only 47% measure their efforts and many focus on growing followers rather than engagement.
2) Marketers recognize the importance of content marketing but few produce content regularly or measure its effectiveness. Only 16% said they published content daily with most publishing weekly or monthly.
3) Adoption of social customer relationship management tools is increasing but still relatively low, with only 16% currently using social CRM tools.
“How Marketers are using Social Media Marketing to grow their Business”Tamanna Satsangi
This study set out to understand how marketers are using social media to grow and promote their businesses and also how consumers are dealing with SMM.
Nuttall_SMM Final Project Spring 2016 3.0Alex Nuttall
This document provides an overview of Alex Nuttall's social media personal branding project. The project focused on setting up and optimizing profiles on Twitter, LinkedIn, Google+, WordPress blogging, Facebook, and Pinterest to promote Alex's personal brand and career in content marketing. Key aspects included establishing consistent branding across platforms, building connections with target audiences, curating relevant content through a personal learning network, and measuring engagement on each channel. The goal was to understand how to use different social media platforms to effectively promote a personal brand.
A project report on Social Media MarketingSafder Mak
Introduction: Social media has gained importance and acceptance at a very past pace. It has become an avenue to share one’s personal and professional life. The usage of social media as a marketing tool is already implemented by many businesses. This reports analysed how effectively social media be used as a marketing tool. The comparison of social media versus traditional media for marketing was studied and advantages and disadvantages of both are compiled. This report also analysed how small business start-ups can benefit from the ever growing social media industry.
Method: This report used journals, magazine articles, newspaper articles, business reviews, online survey and so on from the library of Amity University. Further official social media pages of various companies on Facebook, Twitter and LinkedIn were analysed to generate statistics.
Result: Social media presence is definitely an advantage for all kinds of businesses. Social media marketing has wider market appeal and is relatively cheaper than traditional advertisements. With a huge number of audiences and high customisability of social media for required content, social media marketing emerges as an exciting and effective tool for marketing.
Some information on how to use metrics to build out your business case to participate on social media.
This document will provide some insight into what specific things your company can do to build and maintain an online presence.
This document discusses Adforce's social media roadmap and strategy services. It begins by outlining the four phases of their social media roadmap: 1) intake questionnaire and benchmarking, 2) content plan and strategy, 3) internal and external social media policies, and 4) identification and training of social media teams. It then provides more details on the specific services within each phase, including reputation monitoring, keyword research, objective and KPI definition, and platform activation. The document aims to guide clients on developing a comprehensive social media strategy and roadmap.
The document is a 2010 social media marketing industry report that summarizes findings from a survey of marketers. Some key findings include:
- The top questions marketers want answered relate to measuring ROI from social media, best practices, and time management.
- Most marketers are new to social media, with 65% having used it for only a few months or less.
- Over half of marketers spend 6+ hours per week on social media marketing.
- The main benefits reported are increased exposure, traffic, and new business partnerships. Benefits increase with more time spent and experience.
- The most commonly used social media tools are Twitter, Facebook, LinkedIn, and blogs. Market
Similar to The 2012 Facebook Advertising Report_vizum.vn (20)
Reimagining Your Library Space: How to Increase the Vibes in Your Library No ...Diana Rendina
Librarians are leading the way in creating future-ready citizens – now we need to update our spaces to match. In this session, attendees will get inspiration for transforming their library spaces. You’ll learn how to survey students and patrons, create a focus group, and use design thinking to brainstorm ideas for your space. We’ll discuss budget friendly ways to change your space as well as how to find funding. No matter where you’re at, you’ll find ideas for reimagining your space in this session.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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Find out more about ISO training and certification services
Training: ISO/IEC 27001 Information Security Management System - EN | PECB
ISO/IEC 42001 Artificial Intelligence Management System - EN | PECB
General Data Protection Regulation (GDPR) - Training Courses - EN | PECB
Webinars: https://pecb.com/webinars
Article: https://pecb.com/article
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How to Make a Field Mandatory in Odoo 17Celine George
In Odoo, making a field required can be done through both Python code and XML views. When you set the required attribute to True in Python code, it makes the field required across all views where it's used. Conversely, when you set the required attribute in XML views, it makes the field required only in the context of that particular view.
How to Setup Warehouse & Location in Odoo 17 InventoryCeline George
In this slide, we'll explore how to set up warehouses and locations in Odoo 17 Inventory. This will help us manage our stock effectively, track inventory levels, and streamline warehouse operations.
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
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This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
2. socialfresh
Table of Contents
Each segment of this report will include research from our 2012 Facebook Ad Survey, as
well as industry analysis from Social Fresh and industry experts.
Intro .................................................................................................................................... 3
i.
Methodology .............................................................................................................................................................................. 3
ii.
Partners...................................................................................................................................................................................... 3
iii.
Industry
Experts .................................................................................................................................................................... 3
iv.
About
This
Report ................................................................................................................................................................. 4
v.
Facebook
Ads
-
Then
and
Now.......................................................................................................................................... 5
vi.
Adoption
and
Growth .......................................................................................................................................................... 6
vii.
About
Social
Fresh............................................................................................................................................................... 7
1. Goals .............................................................................................................................. 8
i.
Most
Popular
Goals
by
Frequency.................................................................................................................................... 9
ii.
Most
Popular
Goals
by
Budget ...................................................................................................................................... 10
2. Targeting .................................................................................................................. 11
i.
Targeting
Criteria ................................................................................................................................................................ 11
ii.
Top
Criteria ........................................................................................................................................................................... 11
iii.
Gender..................................................................................................................................................................................... 11
iv.
Geography ............................................................................................................................................................................. 12
v.
Connections............................................................................................................................................................................ 13
vi.
Total
Segments
Per
Ad..................................................................................................................................................... 14
3. Creative ..................................................................................................................... 15
i.
Image,
Headline,
and
Copy............................................................................................................................................... 15
ii.
Ad
Lifespan............................................................................................................................................................................. 17
iii.
Sponsored
Stories .............................................................................................................................................................. 19
4. Management ............................................................................................................ 20
i.
Biggest
Challenges ............................................................................................................................................................... 20
ii.
Ad
Management
Software............................................................................................................................................... 21
iii.
Agency
and
Vendor
Partners........................................................................................................................................ 22
iv.
Using
A
Facebook
Ad
Rep ............................................................................................................................................... 23
v.
CPC
vs
CPM ............................................................................................................................................................................. 26
5. Review ........................................................................................................................ 27
i.
Pricing
and
Performance .................................................................................................................................................. 27
ii.
Learning
From
Analytics ................................................................................................................................................. 29
Closing Thoughts ....................................................................................................... 30
2 The 2012 Facebook Ads Report
3. socialfresh
Intro
i. Methodology
This report was produced using data from the Social Fresh 2012 Facebook Ad Survey.
● The survey was distributed from February 16th to March 2nd
● It was distributed online by Social Fresh and our research partners, listed below
● 347 Facebook advertisers completed the survey
ii. Partners
Thank you, to the partners that helped us with the 2012 Facebook Ad Survey.
NOTE: These partners also helped us with the content and analysis, in this report.
1. Webtrends
2. Convince and Convert
3. Likeable Media
4. Buddy Media
5. BlitzLocal
iii. Industry Experts
Additional analysis provided by:
● Dave Kerpen, CEO of Likeable Media
● Justin Kistner, Director of Social Products at Webtrends
● Michael Lazerow, CEO of Buddy Media
● Dennis Yu, CEO of BlitzLocal
● Jason Keath, CEO of Social Fresh
At Social Fresh, our goal is to educate marketers, enhancing their ability to build their
businesses, using social media. These partners are critical to that task.
3 The 2012 Facebook Ads Report
4. socialfresh
iv. About This Report
About Respondents
● They are experienced marketers, with an average age of 34.3 years
● They average 8.3 years of marketing experience
● They have been managing Facebook ads for an average of 2.0 years
(Facebook ads have only been around for four and a half years)
● 56% of survey respondents were female
● 42% work for a brand (as opposed to an agency or vendor)
● 21% of the advertisers we surveyed work with a Facebook ad representative
NOTE: Does that make a difference? See the Management section on p. 20
The roles that Facebook advertisers play in their companies are varied, but focused on
mid-level marketing positions. We took the job titles of all those who filled out the
survey, and created the below word cloud. The larger the word, the more people had it
in their job title.
The most common roles were manager, director, strategist, and specialist. We also saw
CEO and intern a little more than we expected.
It is clear that Facebook ads are being managed by a large range of marketers — from
small business owners, to PR professionals.
4 The 2012 Facebook Ads Report
5. socialfresh
v. Facebook Ads - Then and Now
When Facebook ads launched as a new feature in November
2007, Mark Zuckerberg announced it to an audience of
advertising executives, in New York City.
“Facebook Ads represent a completely new way of advertising
online,” Zuckerberg told them.
“For the last hundred years, media has been pushed out to
people, but now marketers are going to be part of the
conversation. And they’re going to do this by using the social
graph, in the same way our users do.”
No one ever claimed Zuck set the bar low.
Since then, almost five years later, Facebook ads have evolved at a rapid pace.
Facebook treats the product like they treat the rest of the Facebook platform — they
experiment, and constantly iterate, improving it.
Since they have launched, Facebook Ads have been one of the most powerful online
marketing tools available to small and large businesses alike. The information that is
volunteered by Facebook users allows marketers to do things that are not possible
anywhere else online.
And today we are beginning to see Zuckerberg’s vision, as Facebook puts more and
more emphasis on sponsored stories. Ads that are not actually ads, but content,
delivered to the social graph.
5 The 2012 Facebook Ads Report
6. socialfresh
vi. Adoption and Growth
Facebook has seen steady growth of their ad revenue.
Facebook has courted Madison Avenue advertisers ever since the product launched.
And, as Google did with their search ads, they sought to keep their ads simple and
focused on the benefit of information. The ads are simple- an image, a couple
sentences, and a link- however, the options to advertisers to create those ads are
anything but simple.
Facebook offers unmatched targeting options to advertisers. We asked advertisers how
often they used the 15 unique targeting criteria available to them when creating a
Facebook ad (gender, city, language, etc). See p. 11 for their answers.
Many of these criteria also have additional sub-criteria and additional options. One of
the barriers to continued Facebook ad growth, is the complexity of the tool. It is easy to
use, but the sheer number of options creates a lot for the average business to learn,
before they can maximize the power of Facebook ads.
When we talk about Targeting in the report (section 2, p. 11), we will talk about a
couple criteria that are not being used as much as they could be.
6 The 2012 Facebook Ads Report
7. socialfresh
vii. About Social Fresh
socialfresh
Social Fresh is a social media education company. We produce advanced social media
training for marketers through conferences, online training, and through our blog, at
socialfresh.com.
7 The 2012 Facebook Ads Report
8. socialfresh
1. Goals
We start where all marketing starts — what are the goals of Facebook advertisers?
44% of respondents surveyed spend most of their
Facebook ad budget on audience growth.
Facebook ads are generally used for one of four goals:
1. Awareness
2. Engagement
3. Conversion
4. Audience Growth
We asked advertisers two questions about their goals:
We wanted to see which goal types were used most often, and which goal types
received the most budget. Budget is a key indicator of where a business is focusing its
marketing dollars.
8 The 2012 Facebook Ads Report
9. socialfresh
i. Most Popular Goals by Frequency
Respondents listed awareness and fan growth as their most common reasons for
running Facebook ads.
The graph above displays the percentage of advertisers that use each Facebook
ad goal “always” or “often.” They could choose from always, often, sometimes,
rarely, or never.
9 The 2012 Facebook Ads Report
10. socialfresh
ii. Most Popular Goals by Budget
But when it came to which goal received the most budget, 44% of respondents spent
the most money on audience growth.
10 The 2012 Facebook Ads Report
11. socialfresh
2. Targeting
i. Targeting Criteria
The graph above displays the percentage of advertisers that use each targeting criteria
“always” or “often.” They could choose from always, often, sometimes, rarely, or never.
ii. Top Criteria
Age and country are the most used Facebook ad criteria. Coming in at 55% and 53%,
these two simple demographics are very important to the vast majority of advertisers.
iii. Gender
One notable demographic option that ranked in the bottom of the list was gender, 9th in
popularity out of 15. Only 34% of advertisers use gender “always” or “often.”
It is interesting that the buyers surveyed are not putting high importance
on some very important targeting options such as gender. We see big differences
in performance based on gender, so not segmenting by this variable and
controlling your budget accordingly is definitely sub-optimal.
– Michael Lazerow, CEO of Buddy Media
11 The 2012 Facebook Ads Report
12. socialfresh
iv. Geography
Country was the second most popular, but location can be targeted with state and city.
Both rank in the middle of the pack, at 35% and 34%. Over a third of advertisers are
putting large emphasis on narrow geographic targeting. And almost one in five
advertisers are targeting zip codes, a large portion of the time.
12 The 2012 Facebook Ads Report
13. socialfresh
v. Connections
“Connections” was the 6th most popular criteria at 37%. This is the criteria that allows
advertisers to target fans and friend of fans. Or exclude fans. Targeting fans for loyalty
and friends of fans for audience growth are beginning to emerge as best practices, but
these results would suggest that many, 63%, are still not using them that often.
Connections should be the number one criteria used by advertisers.
Nothing increases your click-through rate more than targeting your own fans,
which is what connection targeting allows you to do. Webtrends did a study of
11,000 Facebook campaigns and found that targeting fans has an average of a
7X higher click-through rate and a higher conversion rate. The difference can be
as much as multiple dollars per click.
– Justin Kistner, Director of Social Products at Webtrends
Targeting was selected least often (2.8%), as the biggest Facebook advertising
challenge.
13 The 2012 Facebook Ads Report
14. socialfresh
vi. Total Segments Per Ad
79% of respondents are targeting 1 to 5 audience
segments.
57% of advertisers target their ads to 2 to 5 audience segments on average, per ad.
Almost a quarter, 22%, send their ads to one segment only.
Manually creating each ad segment through Facebook’s built in advertising tools can be
a limitation. We also know that 85% of respondents are not using management software
that allow for more segmentation, with less work.
It is interesting that 57% of advertisers market to 2 to 5 segments per ad,
yet doing this at scale without ad software tools, makes this a very inefficient
task. The right tool can make this process far more robust and efficient.
– Michael Lazerow, CEO of Buddy Media
14 The 2012 Facebook Ads Report
15. socialfresh
3. Creative
i. Image, Headline, and Copy
Facebook ad creative usually includes an image, headline and ad copy.
There is a lot of guesswork about which types of Facebook ad images, headlines, and
copies work. There is also a lot of research that has produced some strong tactical
suggestions. These ad creative tips can be useful, but what is more useful, is to split
test different ad creative against each other.
66% of respondents are split testing their ad creative.
15 The 2012 Facebook Ads Report
16. socialfresh
It is a very good sign that so many advertisers are split testing their ad creative. Yet,
34% of Facebook advertisers are not split testing at all. This means that over a third of
marketers that use Facebook ads, put up one ad, and do not test it against other
images, headlines, ad copies, landing pages, or targeting options.
16 The 2012 Facebook Ads Report
17. socialfresh
ii. Ad Lifespan
Another key to getting ad creative to perform optimally is to refresh your creative every
few days. Facebook recommends all advertisers “update your ads regularly with new
images and body copy to prevent them from going stale.” So, how often is regularly?
According to data from Webtrends, the average Facebook ad has a peak click-through
rate during the first 72 hours, after going live. This is important, because advertisers pay
more for each click, as the click-through rate declines. Yet, over two-thirds of
respondents run their ads for longer than 3 days. Most are paying too much for their
ads, because they are not refreshing the creative.
Social has a voracious appetite for creative, and ads need to be
refreshed 2-3 times per week - another good reason to partner with agencies,
who can keep up with the flow.
– Justin Kistner, Director of Social Products at Webtrends
17 The 2012 Facebook Ads Report
18. socialfresh
This is likely a resource issue, for most advertisers.
Asking the average business to create multiple versions of an ad, and then change out
those ad versions every 3 days can be a high demand on their resources. The larger
the scale of your Facebook advertising, the more these optimization techniques should
be considered and implemented.
18 The 2012 Facebook Ads Report
19. socialfresh
iii. Sponsored Stories
55% of respondents are not using Sponsored Stories.
This is a gap that Facebook wants to close.
Most of their new ad units are versions of sponsored stories. These are the most
successful ad types on Facebook, when it comes to click-through rate and user
engagement, because they are content focused and do not look and feel like
traditional ads.
The real power of Facebook advertising lies in the ability to tap into the
word of mouth marketing potential that your fans have with their own friends.
Sponsored Stories is your best option for driving word of mouth. It is being
underutilized.
- Dave Kerpen, CEO of Likeable
Sponsored stories are also an easier option, because the ad creative problem is
reduced.
Since sponsored stories are essentially promoted status updates, for most advertisers,
they require less new creative work, drawing from an existing stock of Facebook page
content.
19 The 2012 Facebook Ads Report
20. socialfresh
4. Management
i. Biggest Challenges
46% of respondents listed their
biggest challenge as ROI.
Tracking ad success with analytics was the second most popular challenge, listed
by 22% of respondents.
20 The 2012 Facebook Ads Report
21. socialfresh
ii. Ad Management Software
Not every business can afford to work with an agency, vendor, or software solution
to improve their Facebook ad performance. Our goal is not to encourage you to hire
anyone or spend more money, but to provide the data that can help you make those
decisions.
85% of respondents do not use ad
management software.
"As powerful as Facebook advertising is, there are times when advertisers will
need help with strategy, creativity, execution of very complex campaigns, and
most importantly — the ability to track the ROI on your FB ad investment. At
those times, it may make sense to engage a Facebook Ads API partner."
– Dave Donohue, VP UNIFIED (Facebook Ads API partner)
Many Facebook ad API partners provide software that helps manage all aspects of the
Facebook ad process.
Agencies and vendors work with Facebook advertisers to make the process easier, by
giving them access to these software solutions, or implementing it on their behalf.
Marketers in this survey have an average of two years of Facebook ad
buying experience, but still 85% of them do not use ad management software.
This means that there are a lot of experienced Facebook ad buyers who are not
leveraging the full benefits of their experience, by using software for managing at
scale.
– Michael Lazerow, CEO of Buddy Media
21 The 2012 Facebook Ads Report
22. socialfresh
iii. Agency and Vendor Partners
70% of respondents do not work with an agency.
Just as software can be a useful aid for Facebook advertisers, agencies and Facebook
API vendors help businesses by taking over different portions of the process.
70% are not working with agencies. This is bad, because it means there are a lot
of advertisers spending money without sufficient experience, to get results. Very
few successful AdWords advertisers manage their own ads.
– Justin Kistner, Director of Social Products at Webtrends
For those that do work with agencies, 31% are working with a digital agency, more than
any other agency type. 21% are working with social media agencies, and 20% work with
an ad agency.
22 The 2012 Facebook Ads Report
23. socialfresh
iv. Using A Facebook Ad Rep
When we talk about the concept of a Facebook ad rep, we are talking about an
undefined concept. In general, if you spend enough money with Facebook, there are
representatives who will give you their time, to help you use the platform better and
create ad campaigns for you, when it comes to their premium advertising products.
If you, or your agency, are not spending $10,000 to $20,000 a month on Facebook ads,
this is not usually a resource that will be made available to you.
Use a rep, if you are in a vertical that is regulated, or has ads constantly
disapproved-- gambling, dating, health supplements. Otherwise, you're better off
running your own ads. I suppose the exception is if you're a big brand and you
want access to the latest things in beta, such as offers.
– Dennis Yu, CEO of BlitzLocal
When it comes to working with a Facebook ad rep, we saw 2 small benefits reported by
respondents.
23 The 2012 Facebook Ads Report
24. socialfresh
Advertisers who worked with Facebook ad reps reported a lower average CPC at $0.78,
compared to advertisers that did not work with a rep, $0.83.
24 The 2012 Facebook Ads Report
25. socialfresh
Advertisers who worked with Facebook ad reps reported a higher average click-through
rate at 0.05%, compared to advertisers that did not work with a rep, 0.04%.
25 The 2012 Facebook Ads Report
26. socialfresh
v. CPC vs CPM
83% of respondents use CPC pricing most of the time.
CPC (cost per click) and CPM (cost per thousand views) are the two pricing options for
Facebook ads. Each has advantages over the other, and even more important,
marketers have strong preferences about which option they prefer to use. Respondents
overwhelmingly prefer paying per click, for Facebook ads.
CPM is useful in audiences under 1,000 — where Facebook's ad
algorithm has trouble matching inventory.
– Dennis Yu, CEO of BlitzLocal
Respondents see an average CPC of $0.80.
26 The 2012 Facebook Ads Report
27. socialfresh
5. Review
Identify ads with the highest performance, and review their target audiences, to
determine which segments are most receptive to your message.
- Facebook for Business
i. Pricing and Performance
Respondents that worked for an agency reported the highest click-through rates at
.049%. Vendors reported a CTR that was on par with the overall average of all
respondents at .041%, and brand employees reported a slightly lower CTR at .038%.
70% of respondents are more likely to point ad traffic
to a Facebook app.
In addition, 75% of respondents said their ads are more likely to support a Facebook
page than not. The best practice is to point Facebook ads to a page or app on the site,
rather than sending users off Facebook.com, partially because it is cheaper. Research
from TBG Digital showed that ads pointing on Facebook saw a 29% to 45% CPC cost
savings, in 2011.
Respondents that point their ads off of Facebook.com reported a 50% higher cost per
click, than respondents that point their ads on Facebook.com.
27 The 2012 Facebook Ads Report
28. socialfresh
Facebook has also said that when ads point to Facebook.com, they see a 50%
improvement on ROI. Facebook vendors like Pagemodo and Webtrends have
confirmed similar numbers through their client performance.
Recent Facebook Timeline changes allow apps that were once limited to a narrow 520
pixel width to display at a broader 810 pixel width. This means that many websites and
landing pages that exist off of Facebook.com can more easily be incorporated as a
Facebook app, without many adjustments.
28 The 2012 Facebook Ads Report
29. socialfresh
ii. Learning From Analytics
Built-in Facebook ad analytics offer great feedback on which ads are performing well,
and when that performance drops off. Facebook suggests when testing any ad, to give
it 3 days to get enough data to learn from.
Another tip is to use your Facebook page Insights, to compare to the ad performance
data you are seeing.
Marketers need to make sure they're looking at all of the data available to
them. You can't just look at data around ad performance, but instead you must
focus on everything available via the Insights API. If you're not taking a holistic
view of your paid, owned, and earned content on Facebook, you're not driving
the highest ROI.
– Michael Lazerow, CEO of Buddy Media
62% of respondents do not use 3rd party analytics.
Most advertisers are relying on the built-in Facebook ad analytics to judge the success
of their campaigns. ROI and analytics combine to represent 68% of the biggest
Facebook ad challenges, listed by respondents.
If 62% are not using third party analytics on their Facebook ads, it's no
wonder we have so much discussion in the marketplace about not seeing a good
return on ad spend. No mature digital advertiser in search or display would spend
without having analytics to track what happens after a visitor clicks on an ad,
which is what third party analytics are designed to measure.
– Justin Kistner, Director of Social Products at Webtrends
Once advertisers better utilize targeting opportunities, friends of fans,
connections, and A-B split testing, they will see better ROI on their Facebook
ads. And will, in turn, spend more.
– Dave Kerpen, CEO of Likeable Media
29 The 2012 Facebook Ads Report
30. socialfresh
Closing Thoughts
Thank you for reading the 2012 Facebook Advertising Report. The data we collected is
not only insightful for you the reader, but will help us understand where the Facebook
advertiser needs help.
Social Fresh conducts research on industry topics, in order to produce better social
media education content for marketers.
Reports like this one, allow us to build content specifically designed to meet the
challenges social marketers are facing.
Facebook advertising is one of the largest investments social marketers are making
today, and there is a lot of education on the topic that is simply not being shared.
If you would like to be notified of future content releases from Social Fresh, about
Facebook marketing and Facebook advertising, please subscribe to SocialFresh.com.
If you did not enter your email address to receive this report, go to
SocialFresh.com/fb12 to opt-in to future updates on this topic.
Thank you for reading,
Jason Keath
CEO, Social Fresh
30 The 2012 Facebook Ads Report