Marketingeasy Internet Marketing Explained » online marketing

Retail dominates engagement on Facebook

Alan Long — Tue, 08 May 2012 06:08:21 +0000

The Australian Facebook Performance Report for March 2012 reaffirms the understandings gained from the January report. In that report we highlighted the tactics and strategies used by some of the country’s most successful branded Facebook pages. Key among them was Facebook Advertising, that is experiencing enormous growth in popularity globally, the use of promotions and competitions to maintain engagement and build fan volume and the involvement of fans in developing the content with authentic and open conversation.

The ranking for March 2012 was steady amongst the five leading industries with FMCG Snackfoods having the highest volume of growth with over 300,000 new fans (‘likes’) over the four weeks of March. Retail oriented industries take up five of the top six positions, with Retail – Grocery & Alcohol being the big mover from the previous report thanks to the addition of brands such as 7-Eleven and Baker’s Delight to the analysis. This coincided with the demise of Air Australia / Strategic Airlines in mid-February, causing Travel – Airlines to move down to seventh position.

The addition of CUA in the Banking & Financial Institutions industry supported its one position upwards move to the ninth most followed industry. All industries grew their volume of fans (‘likes’) highlighting the Facebook users willingness to engage in mutually beneficial support of specific brands that relate to their lifestyle and how they view themselves.

click to view larger table

The highest relative fan growth was experienced by some of the less followed industries Travel – Accommodation (+20.9%) and Pharmaceutical (+14.5%), while Automotive increased by 13.0% and the most followed industry, FMCG – Snackfoods, was able to increase their fanbase 11.9%. No surprise that the two fastest growing industries also experienced the highest engagement rate, as growth was underpinned by promotional and marketing activities across a multitude of brands, Travel – Accommodation with 6.1% and Pharmaceutical with an engagement rate of 5.2%. Retail – Grocery & Alcohol and Automotive also had standout engagement rates of 4.4% and 4.1% respectively in highly competitive industries with strong promotional and marketing activity support driving the performance.

Data for this report was collected on February 28, March 6, 13, 20 and 27. Please review the methodology at the rear of the report for a clear understanding of each metric. To download the current report and be notified of future reports go to w w w . f a c e b o o k . c o m / f a c e b o o k – r e p o r t to register.

Facebook launches Offers for Small business. Its this the real deal?

Lucio Dias Ribeiro — Sun, 15 Apr 2012 23:14:50 +0000

Facebook has announced that its offers system has begun to roll out, having first been revealed at its marketing conference at the beginning of March.
Offers are free for Facebook business pages to create and share but are only available to a small number of local business Pages (April/2012).
My Facebook contact informed me that the ‘Offers’ roll-out isn’t global yet, it is not even available to the entire US market: “Facebook rolled out Offers in beta to a handful of clients in the U.S. after announcing it at fMC in February. Facebook is continuing to roll out the beta to a limited amount of businesses in Singapore, Australia, New Zealand, Japan, and Turkey, but it’s not a global roll out. It’s not yet available to additional U.S. businesses”.

The system allows local businesses to use their Facebook pages to promote special deals and promos direct to their customers, sending freebies and promotions straight to users’ news feeds.

When someone clicks on the offer, they can either redeem it straight from Facebook’s mobile apps or receive it by email ready to be used in store.

How do users get and redeem an offer?
Users can click “Get Offer” below the offer’s headline to send it to the primary email address associated with their Facebook account.
They then can bring the email to the business offering the deal and show it to the staff to redeem the offer. Users can show it in printed form or on your mobile phone.

It’s important to understand that users receiving the offer on their newsfeed can also share it with their friends.

How can Facebook administrators create their own Deal?

To create an offer:

Go to your Page
From the sharing tool at the top of your Page’s timeline, click Offer, Event + and then click Offer
Type a strong headline for your offer, ex. “Buy one pair of shoes, get another free.”
Upload a photo for your offer that will stand out in thumbnail size
Choose to limit the number of claims by clicking Unlimited and selecting a number from the dropdown
Set an expiration date by clicking today’s date and clicking a different day in the future
Add terms and conditions of your offer
Click Preview
Review what your offer will look like, then click Post

If you want to make changes to your offer when you’re previewing it, click Edit to go back and make changes.
If you want to read more about Facebook Offers you can access Facebook Offers Help link.

What’s your opinion, will Facebook Offers help small, local businesses?

Cheers

Lucio

The Tale of the brand Manager at the Digital Shop

Lucio Dias Ribeiro — Wed, 11 Jan 2012 07:28:55 +0000

A Brand Manager walked into a shop and was looking at the stuff in the store.

While he was there another customer walked in and said to the shopkeeper, “I’ll have that digital shop please”.

Can I have that Digital Shop please?

The shopkeeper nodded, went over and gave him a full digital shop. He wrote a contract, gave to the lawyers, and then handed it to the customer, saying, “That’ll be A$5000″. The customer paid and walked out with his digital shop.

Startled, the Brand Manager went over to the shopkeeper and said, “That was a very expensive digital shop. Most of them are only a few hundred dollars. Why did that one cost SO much?” The shopkeeper answered, “Ah, that agency can do Facebook updates very fast, very cool Flash Websites, funny tweets, well worth the money.”

The tourist looked at the agency in the far corner. “That one’s even more expensive – $10,000! What does it do?”
-” Oh, that one’s a Social Media dedicated agency; they can manage your Social Media strategy, Risk Mitigation, Customer Service integration to Social communication – it can even save you from an online crisis. All the really useful stuff,” said the shopkeeper.

The Brand Manager looked around for a little longer and saw a third agency in another corner. The price tag around his neck read $50,000. He gasped to the shopkeeper, “That one costs more than all the others put together! What on earth does he do?”

The shopkeeper shrugged and said, “Well, to tell you the truth, I haven’t actually seen him do anything, but he says he’s a Social Media consultant.”

What are the most expensive Keywords in online media?

Lucio Dias Ribeiro — Mon, 22 Aug 2011 05:33:54 +0000

Paid, Owned and Earned Media - Defining Digital Strategies

If you are familiar with the concept of Owned, Earned and Paid Media you understand that Google Pay-Per-Click (PPC) can play a colossal role for your Social Media seeding campaign.

But just how much is too much?

I thought it would be interesting to share with you a study from Wordstream.com which shows the most expensive keywords in Google AdWords.

The 20 most expensive keyword categories with the highest search volume and highest costs per click, thereby netting Google the most money, are:

Insurance (keywords in this category include “buy car insurance online” and “auto insurance price quotes”)
Loans (keywords include “consolidate graduate student loans” and “cheapest homeowner loans”)
Mortgage (keywords include “refinanced second mortgages” and “remortgage with bad credit”)
Attorney (keywords include “personal injury attorney” and “dui defense attorney”)
Credit (keywords include “home equity line of credit” and “bad credit home buyer”)
Lawyer (“personal injury lawyer,” “criminal defence lawyer)
Donate (“car donation centres,” “donating a used car”)
Degree (“criminal justice degrees online,” “psychology bachelors degree online”)
Hosting (“hosting ms exchange,” “managed web hosting solution”)
Claim (“personal injury claim,” “accident claims no win no fee”)
Conference Call (“best conference call service,” “conference calls toll free”)
Trading (“cheap online trading,” “stock trades online”)
Software (“crm software programs,” “help desk software cheap”)
Recovery (“raid server data recovery,” “hard drive recovery laptop”)
Transfer (“zero apr balance transfer,” “credit card balance transfer zero interest”)
Gas/Electricity (“business electricity price comparison,” “switch gas and electricity suppliers”)
Classes (“criminal justice online classes,” “online classes business administration”)
Rehab (“alcohol rehab centres,” “crack rehab centres”)
Treatment (“mesothelioma treatment options,” “drug treatment centres”)
Cord Blood (“cordblood bank,” “store umbilical cord blood”)

When I am asked about ROI on Social Media I like to consider that if your Earned and Owned media presences have been created and maximised, you reduce your reliance on Paid media. This doesn’t mean you shouldn’t sometimes also pay for some extra attention, but it certainly means you depend less on these paid channels. And, because AdWords and other programs like it are based on an auction system, competitiveness and costs for them will continue to be driven upwards.

Generating ROI based on traffic – a simple formula

Let’s assume you are in the Real Estate industry and you want to decide between the immediacy of Pay-per-click and the long term benefits of Social Media and SEO.

You consider investing in Pay-per-click and generate immediate traffic.

If you generate about 1,000 visits a month paying $50 this equates to $50,000/month

If you invest the same amount of money across your Owned media and start to generate the same qualified traffic you have built yourself a long term asset and you can therefore amortise the investment over time.

This is an easy way to start a polemic on ROI in Owned Media versus ROI for PPC.

Which side are you on?

Social Media – How to influence in Social Media Communication

Lucio Dias Ribeiro — Wed, 03 Aug 2011 03:31:00 +0000

If you are employing Social Media in your marketing arsenal, you don’t just want your say to be supplementary to the discussion; you want your voice to be heard, repeated, shared and appreciated—and your message to be powerful and influential.
This is a presentation I’ve created for one of our clients at The Online Circle and I’m sharing here with you.

Persuasion in Social Media

View more presentations from The Online Circle

Feel free to download and use it with attribution
Cheers
Lucio

The value of a company

Lucio Dias Ribeiro — Sun, 17 Jul 2011 08:46:36 +0000

“The price of a company’s stock depends not on the value of a company but on the market’s perception of that value, which is often easier to change than value itself.” John Kay, Financial Times Get Social Media now? Related posts: Social Media Resistance – Breaking the Shell The Most underutilised Social Media tool. [...] Related posts: