Facebook Mobile User Acquisition Best Practices

facebook-mobileAttending the HasOffers Postback event – the following post is a summary of my main takeaways. On this panel were Steven Yarger of Trulia, Sambou akalou of Nanigans, Jesse Pujju of Ampush, David Serfaty of Adotomi and Mandy Majchrzak of SHIFT.

 

Facebook Mobile User Acquisition Best Practices:

  • Facebook drives one of the highest ROAS out there. Divide your Facebook Campaigns into three categories:
  1. Creative
  2. Targeting
  3. Optimization
  • With Facebook Graph-Search it will add a level of localized advertising and relevancy that didn’t exist before.
  • Location ads will likely come into the spin of things as well, like Groupon based on your roaming location. For example if you’re in Seattle visiting a friend but live in NY, it will show you ads specific to businesses around your Seattle location based on where you physically are.
  • Focus most on metrics that product true ROI and CPA’s for Facebook and social measurements.
  • 219 Million active users per month are on Facebook using mobile to access it, so think about that when you’re promoting through this channel.
  • 95% of the mobile industry relies on click tracking – Impression and Install are also feasible tracking methods.
  • Post click and post impression attribution tracking can be done at the moment with Facebook Analytics and your own tools.
  • Side Comment: Interaction Television will come into play with Facebook in the future, which will have to compete agains Twitter’s #Hashtags as a leader in social TV. However the panel was unclear as to how this would work through TV, aside from the potential customization and real time TV show sharing with your friends on OpenGraph. TV retargeting is also becoming possible where someone is watching TV and on Twitter at the same time, tweets something, then gets hit with an ad from an advertiser that was running a campaign for that TV show at the same time.
  • The power of Open Graph will come when people will start sharing their information and being susceptible to true transparency, which will come.
  • It’s still just the beginning for Facebook and it’s not going anywhere anytime soon.
  • Facebook works. Use it. Test it. Optimize it. Enjoy ROI.

 

What have you found to be your most successful Facebook practices to date?

Establishing Your Brand and Maximizing ROI on Pinterest

This is a live blog post from the Online Marketing Summit. Day 2. Session presented by Danny Maloney of PinLeague.

Maximizing ROI in Pinterest

 

What Can Pinterest Do?

  • Mobilize fan base
  • Attract new customers
  • Analytics and Data

 

What Pinterest Is (and Isn’t)

  • Fastest to 10 MM monthly users – now 30 MM active monthly users
  • Average 175 repins on comments
  • Its NOT about status updates. It’s about conversation and real time. The average tweet lives to about 20 mins. The average facebook page lives for about 80 minutes. The average post on Pinterest is still being tested, but it’s averaging for over a week.
  • It’s an online Pin-Board = why do people care? They express life events, home projects, shopping, gifting, education, self-identity. This is EXTREMELY relevant and important.
  • Pinterest makes Discovery and Planning social.
  • It’s brand and product inclusive

 

What’s the difference?

  • Twitter – What Im Doing
  • Facebook – Who I am
  • Pinterest – Who I WANT TO BE (which is an incredibly powerful concept from a marketing perspective)
More referrals per user, more revenue per referral. Twitter & Facebook vs Pinterest – Pinterst wins by 14 times more.  Buyers have a higher average order value on Pinterest than on any other social network because it’s based on aspiration (who a person wants to be vs a need).

Building Your Brand on Pinterest

  • Pinterest can be (and should be) your #1 social referral site.
  • Yes, it can work for B2B and B2G as well, you just have to figure out how it can work for you (graphically) and keep going at it – it will build over time.
  • It’s FANTASTIC for B2C. – Top 1500 Brands are currently on Pinterest. You have to put enough time into it.
  • Early Brand “winners” remerging: Harper’s Bazaar 4MM followers, Better Homes and Gardens 300K followers, Seventeen 175K followers, etc
  • Good news: Pinterest has started to promote early adopters! Bad news: This window of opportunity will close.
  • 80% of focus is currently spent on company profile / boards HOWEVER 80% of buzz and revenue comes from USER Pins.

 

Maximizing Pinterest ROI

Step 1: Understand your audience profile

Step 2: Design content for the USER (make as list of 5 things they love, 5 things they have a hard time finding, 2 things about you = your first 12 boards)

Cover Photos are CRITITAL! First line of boards COUNTS! If your cover photos are no good, they will move on and not click through.

Step 3: Engage Your Fan Base

  • Integration.
  • Contests and Charity – “Pin It and Win It” – Note – have your contests run for LONGER than a week. Shorter term ones don’t work well.
  • Cross promote – if you have something successful happen on Facebook or Twitter – use your success on one platform to cross promote that on Pinterest if it’s relevant and interesting. Use Jeep as an example. They did something on Facebook that mentioned Pinterest in a contest and got 1000 Pinterest followers in 2 days and growth triples from 35 to 100 / week.

 

Maximizing Pinterest ROI

  • The Marginal Cost of growth on Pinterest is lower than Facebook. Pinterest is $0.01 – $0.40 per fan on Pinterest and $0.50 – $2.50 per like on Facebook.
  • Energizing your base in the fastest path to critical mass
  • Most companies use a single blast: this is a flawed approach
  • Engage users who haven’t followed your or engaged with you yet
  • Use Pinterest data and analytics to track competitor data

Tip: Text 954 404 8008 with first name and email and get a free Analytics Pinterest account and a cool info-graphic 🙂 Woot!

How Social Media Affects SEO

Guest speakers at #OMSummit – CatFish of BusinessSol.com. Part 2 of How Social Media Affects SEO.

 

Blogging Recommendations

  • Blog posts are new pages of content that can be focused on new keyword opportunities or reinforce existing targtes
  • Blog posts topics are not constrained by current site architechture
  • Blog posts provide excellent internal link opportunities
  • New blog posts create new pages that slightly increase Page Rank
  • Too many blogs are under-utilized for internal linking purposes. This should be leveraged more (ie: If you mention dog food, link back to your dog food page on your site)
  • Make sure you include your main navigation template on all your pages – if you have 1000 – 2000 blog posts of pages of content and you don’t have your global navigation in place, you could be missing out on TONS of SEO opportunity.

 

YouTube – Direct Impact

  • YouTube is the second largest search engine in the world.
  • Include the essential keywords in the title of your video and link back to them from your main site
  • Top listings in YouTube can drive considerable traffic
  • YouTube thumbnails also appear in regular Google / Bing search results
  • Number of views you have, number of embeds you have will impact how well they rank

 

Facebook Open Graph – Direct Impact

  • Facebook Open Graph Search is the new searching functionality that allows you to search Facebook profiles / pages.
  • Currently focused on people and places
  • Facebook Meta Tags for Open Graph can be implemented.
  • How usage varies from regular Google / Bing search remains to be seen
  • Facebook Open Graph search is still in Beta.
  • Incorporate these into your search strategy.

 

Links  – Effect on Social Media

  • Most links found in social networks are rel=nofollw and o not boost regular search rankings
  • Occasionally profile links will be counted
  • Social media networks attract links by marketing good content to target audiences
  • The more friends and followers you have that share an interest in the content you are producing, the more potential links your content will receive when it’s shared through those channels.
  • It’s not about the quantity, it’s about the QUALITY of these links and posts that count.
  • Focus on the people and opening communications, building relationships with individuals – this will have more impact than anything else.
  • The more relationships you have with people in your space, the better. Take an avid interest in what people in your space are doing. Offer thoughtful feedback and responses on their blog posts. Give them something of value to them.
  • The value of the bloggers is not just based on the content they write, it’s in the relationships and networks of people they influence in the space.

 

Links – How Blogs Attract Links

  • Bloggers have a high propensity to link to 3rd party sites – web masters do not
  • Blog posts are typically more timely in nature and are focused on current events
  • Bloggers typically have personal relationships with other bloggers which increase the propensity to receive a link
  • The more personal relationships a blogger has with authoritative authors in their industry, the greater chance of receiving a meaningful link for any piece of content
  • Blog post are most effective from an SEO perspective when they have keyword focused internal links to relevant pages that taget high priority keywords
  • Guest blogging is one of the most effective link building exercises that also benefits your brand and authority.

 

Final Blog Recommendations

1. Ensure Blogging teams understand what pages target high priority keywords
2. Consistently imbed relvant preferred landing pages for your site into blog posts
3. Use your standard site navigation template for all blog pages
4. Ensure that blogs post are optimized for SEO, especially page titles
5. Make sure you have a link to your blog in your global navigation template
6. Train bloggers on SEO best practices so they can optimize content as it is created
7. Make back links a metric that bloggers are rewarded for
8. Add compelling info- graphics to important blog posts
9. Ensure that bloggers spend some time each week reading and commenting on target blogs to establish relationships
10. Ensure your bloggers spend time each week cultivating relationships with prominent bloggers
11. Create blog posts that offer an opinion or point of view on popular blog posts from other authors.

Stand Out Social Marketing What’s It All About

This is a continuation of the session at #OMSummit, Day One, from 6 Keys to Stand Out in Social Marketing.

The way we communicate has evolved. Social Media represents the largest shift in communications in human history. We are in the midst of a revolution.

Evolution of Communication

1400’s – printing press
1800’s – telegraph (telephone)
Late 1800’s – recordable media (radio)
1900’s – TV
2000’s – Mass Social Communication where your audience is now the content producer. Additionally, the audience is savvy and has moved from broadcast to dialog. Meaning we expect people to communicate directly with us.

Why are marketers sooooo excited about it?

 

Steps to Social Marketing Strategy

  1. Develop a Campaign.
  2. Identify Sources
  3. Develop Compelling Content and Offers
  4. BROADCAST!
  5. and wait… (for people to respond to it) – then RESPOND!

White paper or schedule a webinar if you’re B2B (might have a six month sales cycle)
Offers, coupons, discounts, polls, giveaways, etc if you’re B2C

 

For businesses, marketing through social media is about:

  • Data that is driven by
  • Dialog and
  • Contextual Content within a
  • Community
  • Real Life Examples
  • Louisville Real Estate Agent – 30% conversion rate on leads sourced via Twitter!!
  • IBM – Generates millions by listening for leads
  • TrNet – listens for “events” and sells software through twitter
  • Roger Smith Hotel – attracts guests

 

What’s at the Core?

Market Intelligence. Social platforms offer deep audience insights. The social breadcrumbs people leave online as they take actions and post content provide ripe insight for audience segmentation and targeting. Marketers that do this have a TREMENDOUS advantage over marketers that don’t.
Social scoring = finding prospects and converting them to customers.

 

So How Do You Do It?

  • Social Prospecting – identifying conversions that could result in the likelihood of a sale. (Pay attention to brands, products, services, keywords related to what you do and what problems you solve).
  • Pay attention to the conversations and identify buying signals and listen for them.
  • Use Hootsuite to monitor on these conversations and identifiers.
  • Collect the publicly available profile information on the individuals engaging in your specific conversion.

 

Paint a picture of your prospect! Capture Profile Details.

  • Are they talking about topics we care about? Location, time, who they are talking to, etc.
  • How do you target specific targeted individuals?
  • Social Scoring – Develop tracking before direct engagement. (can take 9-12 months). Develop a behavioural score model.
  • Tweet with specific keywords, Tweet with corporate account. Joined Facebook group. Blog post on specific subject, and so on.
  • Define a path to purchase.

 

THREE STEPS TO SOCIAL MARKETING:

  1. Monitor
  2. Post
  3. Engage

Target top XX influencers for direct engaegment
present list of cxx leads to sales team by region.
The benefits of social scoring
The social web becomes your marketing database
– identify buyers, prospects and leads
– tier your prospects lists and database bas don your rules
– target bvery specific groups and individuals for conversion

 

Case Studies

Foiled Cupcakes – 94% of sales come through TWITTER!! They send leads to the site, give away samples to her exact target market, talk to them about things women like (like shoes, kids, etc – it has nothing to do with cupcakes, but people build relationships with her then buy her cupcakes because they like her).
Jeep – They look for comments from people who talk about having kids and needing to upgrade their cars, wanting to buy a new vehicle, etc, capture their information then send them a personal message.
Ford gives 100 social influencers euro version of the Fiesta
Asked to track Missions via video and upload
6.45 millions views of Missions resulted in 10,000 car sales in the first 6 days.
The Wizarding World of Harry Potter – Reached out to the Ttop 7 Harry Potter bloggers who generated 350MM views

 

8 ROI Social Media Related Metrics

1. Conversions

  • easiest imporelentation = link append (http://mycompany.com/?q=LeadLource&fn=Link
  • Mask with vanity or bit/ly
  • Send through appropriate channel

2. Reach & Relevance

  • Sum of fans, followers and subscribers
  • Reach Velocity = Social Reach growth month over month

3. Interactions

  • Interaction = SUM (shares, likes, retweets, @replies, comments, fans, etc)
  • Interaction Velociaty = Social Reach growth month over month

4. Activity Ratio

  • Activity Ratio – # of intersections / social reach

5. Content Effectiveness

  • Comment to content ratio
  • Comment to profile ratio
  • Content to share ratio

6. Brand Sentiment

  • Audience Sentiment
  • Contributor Sentiment
  • Content Sentiment
  • Author Sentiment

7. Inbound Links

  • Total number
  • Authority Domains

8. Influence

  • Influencer score
  • Influential tipics / areas

 

Summary of 5 Steps to Stand Out Social Marketing

  1. Pay Attention
  2. Interact & Engage
  3. Know your audience, intimately (prospecting, profiling and scoring)
  4. Follow the big 3 of Monetizing Social
  5. Optimization and Improve with social ROMI etc

 

Tools for social scoring

  • Monitoring tools so you understand what your audience is saying.
  • Purchased tools that do this
  • Hootsuite
  • Still an emerging marketing so there are not tons of free or inexpensive tools out there yet.

6 Keys to Stand Out in Social Marketing – Part 1

social media icons how to stand outI’m currently live blogging at the Online Marketing Summit (#OMSummit) and am in the first workshop on day 1 called “Stand Out Social Marketing” presented by Mike Lewis, Author of Stand Out Social Marketing.

Here are my notes from the first part of this three hour workshop:

Here are the six stand out strategies that will make you hugely successful in the social space:

 

1. Pay Attention

Listen to your customers and understand them on an individual basis. Don’t be general. Speak with people and care about them. This shoudl be the heart of your social strategy. It involves paying attention to behaviours and individuals.

Key Concepts: Social Prospecting + Social Scoring
Traditionally….
    • Broadcast messages through multiple channels
    • Collect data and demographically target
    • Open stores in areas of audience concentration
    • Drive people to online or offline purchases

 

2. Interaction

    • If you are trying to get more people into your extended audience – share photos and videos.
    • If you’re trying to get more passive fans, who are silent observers, ask questions.
    • If you’re trying to get more moderate interactors who are regular engagers, consistency is key.
    • If you are trying to get more active interactors, who are your top fans, make them companions (guest blogger, reward them for shares, give them public props, etc)
    • If your’e trying to get influential interactors, influencers who are active with your brand, you guest post with them.

 

3. Content

Focus on the needs of your prospects, not the needs of your company. Repurposing content to drive additional interactions – solve someone’s problem.

Promote your content across multiple channels. If you are sharing your content in only one channel such as twitter or facebook and not pushing it in multiple channels in different ways, you are doing yourself a major disservice. Engaging in 3 channels or more significantly increase the chances of shares, views and engagement.
Check out Marketo.com’s website – they do a great job with their social marketing and content development and distribution.
 

4. Presence

Build and manage your brand persona. It’s hard to humanize your brand if you’re B2B. But create a stand out persona that thrives on interaction and posting distinctive content. Red Bull does a great job with this.
Be on Pinterest, Facebook, Twitter, Google Plus, etc, but BE CONSISTENT in your messaging. Check out Mashable. They do an outstanding job and engaging on an individual basis.

 

5. Management

The only way you can have a hugely successful social campaign is to have the right management behind it. Have someone dedicated to these channels. Collaborate and manage internally. Be organized, have a plan, know your voice.

 

6. Measurement

Social ROMI – Return on Marketing Investment

Overall social marketing contributiosn to the business over time (Usually year over year)
  1. Add all marketing
  2. Determine contribution to results
  3. Calculate ROMI

Social ROMO – Return on Marketign Objective

Specific social merit contributions to customer engagement and sales (usually campaign based and short term).
  1. Calculate Lead Gen
  2. Determine Contribution to Results.

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