Friday Aug 31, 2012

Facebook Sponsored Results: Is It Getting Results?

man with magnifying glassSocial marketers who like to focus on the paid aspect of the paid/earned hybrid Facebook represents may want to keep themselves aware of how the network’s new Sponsored Results ad product is performing.

The ads, which appear when a user conducts a search from the Facebook search bar, have only been around a week or so. But the first statistics coming out of them are not bad.

Marketer Nanigans says click-through rates on the Sponsored Results have been nearly 23 times better than regular Facebook ads. Some click-through rates have even gone over 3%. Just to give you some perspective, a TechCrunch article points out that’s the same kind of click-through rates that were being enjoyed during the go-go dot com boom of the 90’s. The average across the Internet in its entirety is now somewhere around .3% on a good day, so a 3% number should be enough to raise an eyebrow. Plus the cost-per-click price is turning up 78% lower than regular Facebook ads, so that should raise the other eyebrow.

Marketers have gotten pretty used to being able to buy ads against certain keywords. Most any digital property worth its salt that sells ads offers this, and so does Facebook with its Sponsored Results product. But the unique prize Facebook brings to the table is the ability to also buy based on demographic and interest information gleaned from Facebook user profiles. With almost 950 million logging in, this is exactly the kind of leveraging of those users conventional wisdom says is necessary for Facebook to deliver on its amazing potential.

So how does the Facebook user fit into this? Notorious for finding out exactly where sponsored marketing messages are appearing and training their eyeballs to avoid those areas, will the Facebook user reject these Sponsored Results?

Well, Facebook may have found an area in addition to the News Feed where paid elements can’t be avoided and will be tolerated. If users want to read their News Feed, and they do, they’re going to see sponsored posts. Likewise, if they want to search for friends or Pages, and they do, they’re going to see Sponsored Results. The paid results are clearly marked as such. As long as their organic search results are not tainted or compromised, they will continue using search.

But something more is going on. The early click-through rate numbers say not only do users not mind seeing these Sponsored Results, they’re finding them relevant enough to click on. And once they click, they seem to be liking what they find, with a reported 14% higher install rate than Marketplace Ads.

It’s early, and obviously the jury is still out. But this is a new social paid marketing opportunity that’s well worth keeping an eye on, and that may wind up hitting the trifecta of being effective for the platform, the consumer, and the marketer.

Tuesday Aug 28, 2012

Moms on Mobile: Are They Way Ahead of You?

woman working with babyYou may have no idea how much and how fast moms are embracing mobile.

Of all the demographics that can be targeted by marketers, moms have always been at or near the top of the list. And why not? They’re running households, they’re all over town, they’re making buying decisions, and they’re influencing family and friends.

They, out of necessity, become masters of efficiency and time management. So when a technology tool, like mobile, comes along that assists with that efficiency and time management, we would obviously expect them to take advantage of it.

So if it’s obvious, why are so many big, sophisticated brands left choking on the dust of moms who have zoomed past them in the adoption of mobile, and social on mobile?

Let’s break down some hard truths as presented by a Mojiava report:

-Moms spend 6.1 hours per day on average on their smartphones – more than magazines, TV or radio.

-46% took action after seeing a mobile ad.

-51% self-identify as “addicted” to their smartphone.

-Households with an income of $25K-$50K have about the same mobile penetration among moms as those with incomes of $50K-$75K. So mobile is regarded as a necessity for middle-class moms.

-Even moms without smartphones spend 2.5 hours on average per day on some connected mobile device.

woman working on tablet-Of moms with such devices, 9.8% have an iPad, 9.5% a Kindle and 5.7% an iPod Touch.

-Of tablet-owning moms, 97% bought something using their tablet in the last month.

-31% spend over 10 hours per week on their tablet, but less than 2 hours per week on their PCs.

-62% of connected moms use shopping apps.

-46% want to get info on their mobile while in a store.

-Half of connected moms use social on their mobile. And they’re engaged. 81% are brand fans, 86% post updates, and 84% comment.

If women and moms are one of your primary targets and you find yourself with no strong social channels where content is driving engagement and relationship-building, with sites not optimized for mobile, or with no tablet or smartphone apps, you have been solidly left behind by your customers and prospects. And their adoption of mobile and social on mobile is only exponentially speeding up, not slowing down.

How much sense does it make when your customer is ready to act on your mobile ad, wants to user your iPad app to buy something from you, wants to be your fan on Facebook, wants to get messages and deals from you while they’re in your store…but you’re completely absent? I’ll help you cheat on the test by giving you the answer…no sense at all.

Catch up to momma.

Friday Aug 24, 2012

Social Targeting: Who Do You Think You’re Talking To?

darts on a targetAre you the kind of person that tries to sell Clay Aiken CD’s outside Warped Tour concert venues? Then you don’t think a lot about targeting your messages to the right audience. For your communication to pack the biggest punch it can, you need to know where to throw it. And a recent study on social demographics might help you see social targeting in a whole new light.

Pingdom’s annual survey of social network demographics shows us first of all that there is no gender difference between Facebook and Twitter. Both are 40% male, 60% female. If you’re looking for locales that lean heavily male, that would be Slashdot, Hacker News and Stack Overflow. The women are dominating Pinterest, Goodreads and Blogger.

So what about age? 55% of tweeters are 35 and up, compared with 63% at Pinterest, 65% at Facebook and 70% at LinkedIn. As you can tell, LinkedIn supports the oldest user base, with the average member being 44. The average age at Facebook is 51, and it’s 37 at Twitter.

babyIf you want to aim younger, have you met Orkut yet? 83% of its users are under 35. The next sites in order as great candidates for the young market are deviantART, Hacker News, Hi5, Github, and Reddit. I know, other than Reddit, many of you might be saying “who?” But the list could offer an opportunity to look at the vast social world beyond Facebook, Twitter and Google+ (which Pingdom did not include in the survey at all due to a lack of accessible data).

As for the average age of social users overall:
26% are 25-34
25% are 35-44
19% are 45-54
16% are 18-24
 6% are 55-64
 5% are 0-17
 and 2% are 65

Now you know where you stand on the “cutting edge” scale for a person your age. You’re welcome.

Certainly such demographics are a moving target and need to be watched and reassessed on a regular basis to make sure you’re moving in step with the people you want to talk to. For instance, since Pingdom’s survey last year, the age of the average Facebook user has gone up 2 years, while the age of the average Twitter user has gone down 2 years.

With the targeting and analytics tools available on today’s social management platforms, there’s little need to market in the dark. Otherwise, good luck with those Clay CD’s.

Tuesday Aug 21, 2012

Social Content: Creativity + Common Sense

Are you stuck trying to figure out how to generate a consistent flow of quality content?  You're not alone.  Here are some the reason why brands get stuck and a formula for getting un-stuck. 

[Read More]
About

Get the latest changes and innovations to social technology platforms like Facebook, Twitter, Google+, LinkedIn and YouTube, and learn where social marketing trends are headed.

Connect With Us

Twitter

Search

Categories
Archives
August 2012 »
SunMonTueWedThuFriSat
   
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
22
23
25
26
27
29
30
 
       
Today