The Neo@Ogilvy team offer insight on what to expect regarding the announcements during the Facebook Marketing Conference and more importantly, how to think about marketing on Facebook. (March 2012)
We have built our company around our clients by taking the time to personalize their social media campaigns to fit their needs. We are a full-service firm offering Facebook, Twitter, YouTube and other social media outlets to ensure your business maximizes its reach via multiple channels.
Web Design in Malaysia
A review of the many opportunities available to search marketers in the native application ecosystem, presented by Rachel Pasqua, Co-Founder of Token, October 2013
We have built our company around our clients by taking the time to personalize their social media campaigns to fit their needs. We are a full-service firm offering Facebook, Twitter, YouTube and other social media outlets to ensure your business maximizes its reach via multiple channels.
Web Design in Malaysia
A review of the many opportunities available to search marketers in the native application ecosystem, presented by Rachel Pasqua, Co-Founder of Token, October 2013
Social Media for Schools is a talk prepared for the Independent Schools Marketing Association of South Africa (ISMA) conference in Cape Town 2012 November.
The talk looks at Social Media, digital education, and its impact of schools, as well as some tips on how to succeed.
The talk was given by our agency group digital technologist, Chris Rawlinson.
#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/
2019 SITEC E-Commerce Class 301: Social Media Marketing by David Hositecmy
SITEC E-COMMERCE CLASS THIRD MODULE START WITH EC 301: SOCIAL MEDIA MARKETING
Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. Your customers are already interacting with brands through social media, and if you're not speaking directly to your audience through social platforms, you're missing out! Great marketing on social media can bring remarkable success to your business, creating devoted brand advocates and even driving leads and sales.
Company :Navigator Digital Academy
Coach : David Ho
Whitepaper I developed while working at CitizenNet. Covers strategy for audience discovery and programmatic optimization of targeting using Facebook's interest categories
How the New Facebook Post Lifecycle is Delivering ROI for Brands - Kenshoo S...Kenshoo
Presentation from the March 21st webinar hosted by Kenshoo Social and Shoutlet exploring the convergence of paid, owned, and earned social media and how to take advantage of this new landscape on Facebook.
The First Annual Killer Content Awards recognize organizations that have raised the
bar in content marketing tactics. Winners were formally honored at an awards ceremony
April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.
These are 8 content marketing case studies that you can learn from for bettering your own content campaigns. See the last two studies at http://carminemastropierro.com/content-marketing-case-studies.
Social Media for Schools is a talk prepared for the Independent Schools Marketing Association of South Africa (ISMA) conference in Cape Town 2012 November.
The talk looks at Social Media, digital education, and its impact of schools, as well as some tips on how to succeed.
The talk was given by our agency group digital technologist, Chris Rawlinson.
#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/
2019 SITEC E-Commerce Class 301: Social Media Marketing by David Hositecmy
SITEC E-COMMERCE CLASS THIRD MODULE START WITH EC 301: SOCIAL MEDIA MARKETING
Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. Your customers are already interacting with brands through social media, and if you're not speaking directly to your audience through social platforms, you're missing out! Great marketing on social media can bring remarkable success to your business, creating devoted brand advocates and even driving leads and sales.
Company :Navigator Digital Academy
Coach : David Ho
Whitepaper I developed while working at CitizenNet. Covers strategy for audience discovery and programmatic optimization of targeting using Facebook's interest categories
How the New Facebook Post Lifecycle is Delivering ROI for Brands - Kenshoo S...Kenshoo
Presentation from the March 21st webinar hosted by Kenshoo Social and Shoutlet exploring the convergence of paid, owned, and earned social media and how to take advantage of this new landscape on Facebook.
The First Annual Killer Content Awards recognize organizations that have raised the
bar in content marketing tactics. Winners were formally honored at an awards ceremony
April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.
These are 8 content marketing case studies that you can learn from for bettering your own content campaigns. See the last two studies at http://carminemastropierro.com/content-marketing-case-studies.
Discover what kind of Facebook content far outperforms the rest, the data insights that matter, top tools for promotion and amplification of your posts, how to affordably boost your content to custom audiences, and the most effective ways to drive actions and conversions using Facebook Business Manager.
6 Steps to get started with Facebook advertising:
- The anatomy of Facebook advertising
- Facebook’s audience targeting technology
- 6 steps to Facebook advertising
Chris Rawlinson, shares advice for making great advertising in a rapidly changing digital world.
The presentation frames the communications landscape shift globally and in South Africa, then also shares the 3 rules of advertising, and some trends for great work.
Lessons Learned and Inspiration from the 2013 Cannes Lions.
Ogilvy Cape Town's Chris Gotz and Chris Rawlinson share thought and lessons learned from Ad Lands biggest yearly get together, the Cannes Lions international festival of creativity.
On Friday February 01, 2013, Brian Fetherstonhaugh (Chairman & CEO of OgilvyOne Worldwide) presented this presentation to Ogilvy & Mather SA clients and partners as well as to local media, at the South African launch of OgilvyOne at the Johannesburg office.
A presentation from Ogilvy Cape Town on integrated advertising. The presentation was given at the 2012 Integrated Marketing Conference in Cape Town by Luca Gallarelli, Jonathan Lang, and Chris Rawlinson.
Look below the presentation for Slide Notes.
Does Investing in Social Media create business value?
This paper from Ogilvy shows a study of the impact of exposure to social media on sales and brand perception.
Lee-Roy Chetty's presentation from a recent How To Friday presentation at Ogilvy Cape Town. The talk was on the evolution of the web to the Semantic Web (Web 3.0).
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
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What
Facebook’s
New
Product
Offerings
Mean
for
Marketers
What Facebook’s New Product Offerings
Mean for Marketers
Daniel Jeydel
Deepa Iyengar
Mitch Bernstein
Sacha Xavier
Sean McCarthy
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What
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Offerings
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Contents
3 Introduction
4 Details on New Features
8 What This Means
9 Conclusion
9 Resources
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"Facebook was not originally created to be a company. It was built to accomplish a social mission
— to make the world more open and connected. Simply put: we don't build services to make money;
we make money to build better services."
— Mark Zuckerberg, February 2012
The purpose of Facebook’s Marketing Conference (fMC) was to introduce new
products for both desktop and mobile channels.
• Pages relaunched for brands: Mission control for your business on Facebook
• Premium Ads: New ad opportunities including Offers and Log-Out
• Reach Generator: Ensuring that fans see your stories
• Real-time Analytics: New measurement opportunities
In this Neo@Ogilvy Viewpoint, we offer insight on what to expect regarding these
specific updates and more importantly, how to think about marketing on Facebook.
Introduction
Facebook has a commanding share of the display advertising market, serving more than 32% of
display media in 2011 (eMarketer). With an eye to its forthcoming IPO, it makes sense that Facebook
would seek to capture the minds and marketing budgets of the advertisers driving its revenue growth.
These new products will not replace, but will complement Facebook’s existing advertising portfolio.
Looking across our client base, we see a significant portion of our clients actively engaged in social
channels, including Facebook. There has been a clear trend towards an increased use of paid, owned
and earned vehicles to connect with customers, with clients testing multiple strategies and tactics, and
increasing budgets against successful campaigns. This growth has largely been driven by superior
targeting abilities and the ability to gather insights that inform, enhance, and supplement other
media channels.
This last point is crucial, as “Social” has evolved into a cross-channel medium, acting as a link
between TV, radio, OOH and all digital channels. Brands are including Facebook page URLs or
Twitter hashtags into their overall marketing strategy because they want to build a presence in the
places where customers discuss the things that matter in their lives.
These latest announcements mark Facebook’s most ambitious attempt yet to help marketers get
beyond the framework of a traditional paid advertising unit. Facebook is betting that by encouraging
brands to shift from “ads” to quality content and branded storytelling, they will be able to generate
more consumer/marketer interactions. This, in turn, will create more value for all involved in the
Facebook ecosystem, improving the user experience, stimulating more valuable conversations and, of
course, generating increasing revenue streams against one of the largest user bases ever assembled.
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Details on the New Features
Pages: The new brand Pages are described as “mission control for your business on Facebook.”
Here, a marketer can:
• Announce a new product or news
• Begin two-way communication with consumers
• Host CRM
• Manage and optimize postings and advertising content
• View page analytics in real-time
In an effort to streamline the cross-platform user experience and bring brands closer to their fans,
Pages are now set up similarly to users’ Facebook Timelines. This change will minimize the
commercial aesthetic of brand pages and instead showcase brand stories.
Anatomy of a new brand Page incorporating a Timeline:
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Premium Ads: New ad opportunities
These ad units are considered by Facebook to be its most impactful ad opportunities. These
include placements in:
• News Feed on the homepage and mobile
• Right-hand side on the homepage
• Log-Out screen
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• News Feed ads – placed within a user’s News Feed
o Additional advertising placements on a user’s News Feed complement the existing
right hand column unit and are impactful because the News Feed is the user’s
primary touch point. These units are designed to assist brands to better integrate their
content within the user’s organic experience.
o According to Facebook internal studies conducted in August 2011, the current
premium ads and featured stories on the right-hand side are typically 40% more
engaging and 80% more likely to be remembered than all previous offerings.
• Log-Out ads – message users as they log out of their Facebook account
o The log-out page is a large impression generator that will create a new revenue
stream for Facebook. Reaching an estimated 37 million users daily, Facebook will
now utilize the log-out page to showcase ads to its user base. As proven by Yahoo
Mail, the log-off screen provides another option to a user who is open to “surfing.”
• Offer ads – message users with exclusive offers and deals
o Much like Google Offers, Living Social and Groupon, Facebook now provides
branded offers of discounts or specials. These offers can be presented as content on
the page, as well as promoted through a variety of standard and premium ad
campaigns. The social context of these units will make it more likely than completive
offers to be shared.
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• Mobile ads – For years, Facebook has developed rich apps for the major operating systems,
and recently released a long awaited iPad app, but mobile advertising was not introduced
until fMC. Facebook’s new paid mobile offerings include News Feed and Offer placements.
Facebook’s mobile ad serving piggybacks on the News Feed advertising rolled out into the
display environment as well as the log-out page. Mobile advertising efforts show Facebook’s
increasing desire to integrate advertising in the network with user content while keeping the
user’s experience top of mind, much like what Apple did for mobile operating systems.
Reach Generator: Ensuring that fans see your stories
• Facebook’s Reach generator guarantees to reach 75% of a brand’s fans each month and an
estimated 50% of fans via exposure to the sponsored story on the homepage across desktop
and mobile.
• Reach Generator, however, does not take into account frequency of visits by user, brand
spend, share of voice, eye cognition research or several other factors included in media
analytics. This feature is not available at all levels of spend and the minimum has not been
highlighted.
Sample Reach Generator tactic:
Real-Time Analytics: New measurement opportunities
Many marketers, including Neo, have been lobbying Facebook to improve its analytics
offering. Platform measurement will now include real-time statistics on impressions, feedback and
reach, while user demographics will be updated every fifteen minutes, allowing marketers to move
with more agility and precision. We’ll have to wait and see whether this data is portable beyond the
Facebook environment, but there will be plenty of new ways to analyze and optimize the impact of
ongoing activity. For the curious, Facebook has already launched a tutorial including ways that you
can use this new tool.
This link points to http://www.learnpageinsights.com/
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What this means:
As we consider the implications of these changes, the principle takeaway is the blurring of paid,
owned and earned media. Several presenters repeated the mantra that “ads are good, stories are
better.” This makes content more important than ever, with Featured Stories designed to personify
brands and Timelines created to curate the content.
Marketers will need to start with engaging content, rather than the traditional headline/image/copy
ads that dominate existing Marketplace offerings. Just as consumers can “like” brands, marketers will
be able to respond with more customized messaging. This means drawing a connection to existing
CRM programs, so that increased Facebook activity contributes to a more complete customer
understanding.
For many of our clients, this will accelerate the need for multiple functions or departments to work
closely together. In many cases the person responsible for creating a story is different from the person
responsible for maximizing distribution. Similarly, the different agencies and partners (whether that’s
creative, media, PR, search or ad operations) will need to be on the same page to get the most out of
granular content.
One of the ways that Neo is already addressing these changes is through active participation in the
recently launched social@Ogilvy practice, which brings social experts from a variety of disciplines
into cross functional teams. For more information on this approach, visit
https://social.ogilvy.com/expertise/what-is-socialogilvy.
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The changes that were announced at fMC will have implications far beyond the specific products
that were mentioned above. Companies with products based on the Facebook API are already
repositioning existing offerings and placing bets on new ways to reach consumers. Buddy Media just
announced the acquisition of Brighter Option to help manage owned and paid campaigns. Social
marketing software company GraphEffect is already promoting a page ranking tool called
StoryBoost to optimize “owned” posts for Featured Stories. According to GraphEffect Marketing
Director Alex Press, “Facebook’s new features further allow marketers to leverage earned and owned
amplification from their paid efforts. We expect that higher levels of transparency will draw the
curtain back on arbitrage models. This will certainly favor marketers and agencies that are
comfortable managing self service, versus managed service campaigns.”
Conclusion
At the end of the day, Facebook is trying to encourage advertisers to connect with customers in
similar ways that users connect with one another. By centering new ad products around storytelling
and giving marketers more powerful tools to curate and distribute compelling content, these new
products will blur the lines between paid, earned and owned media.
We encourage our clients to actively test these new products, just as they would test any new
publisher or technology. Experiment ways to embed compelling calls to action within content that
isn’t single-mindedly sales-oriented. Develop multiple creative iterations that can generate learnings.
Measure which types of stories generate first and second generation shares. And don’t spam your
fans!
Resources
Facebook Marketing Conference, www.facebook.com/business/fmc, February 2012
eMarketer, “Revenue Gains Push Facebook to Top of US Display Ad Market” February 2012
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What
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_________________________________________________________
What Facebook’s New Product Offerings Mean for Marketers
Written by Daniel Jeydel, Deepa Iyengar, Mitch Bernstein, Sacha Xavier, Sean McCarthy
Published by Neo@Ogilvy
For the latest industry news, trends and happenings, follow us on Twitter at @neo_Ogilvy.
For more information, please contact:
Rachel Serton
rachel.serton@ogilvy.com
212-259-5289
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