Marketingeasy Internet Marketing Explained » Online Reputation Management

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’s the average for Likes and Comments for Facebook Pages?

Lucio Dias Ribeiro — Wed, 18 May 2011 06:10:51 +0000

Probably one of the most common tactical questions I’ve got asked when giving presentation is what’s the average/benchmarking for numbers of Likes and Comments for Facebook Pages?

Growing a base of Facebook fans is often a major objective for social media marketers (check our breakdown of Media approach ).

As fan bases grow, the danger increases that the larger community will be less close-knit and engaged than before. Link-sharing solutions provider Visibli analysed Facebook pages with at least 100,000 “likes” and found that for brands and media organizations, pages with more fans received fewer “likes” on each individual post. Engagement went down as the number of people involved went up.

Although numbers can vary depending on a series of facts (engagement history, industry segment, identity, season, etc) below you can find the average number of “likes” and comments per post (considering pages with more than 100k fans).

Average of likes and comments for Facebook

Hope it helps

Cheers

Lucio Ribeiro

Are Facebook Fans worth the money?

Lucio Dias Ribeiro — Thu, 03 Feb 2011 08:14:15 +0000

Can money really buy you friends?

If you are talking about Facebook yes it can. Welcome Facebook ads.

But how much is the cost of a friend for Facebook brands?

A study by social marketing and analytics firm Webtrends found that the cost of advertising on Facebook that encourages a user to become a “fan” on the brand’s Facebook page is $1.07 (1.05 AUD).

“There are a lot of studies trying to say how much is a fan worth,” Justin Kistner, Webtrends’ senior manager of product marketing for social, “but the answer depends on the kinds of campaigns you are driving at that fan base.”

Many brands get too focused on the absolute number of their social media audience and don’t put enough value on target group relevance & engagement.

What my Social Media Team sees in the vertical industry is that a lot of them build a fan base on Facebook through discount offers and quick giveaways – but then they don’t get any brand amplification because their fan base is not looking for engagement therefore not LTV (Life Time Value). However, that’s where the real value lies, particularly when comparing CPMs for traditional online advertising with the cost efficiency of social media when done right.

With this on mind, are fans worth $1.07 each for brands?

The Wall Street Journal (Digits blog) sat down on camera with Michael Lazerow, the CEO of Buddy Media, a firm that sells software for brands that want to market on Facebook. Lazerow argued they’re worth far more. See highlights below.

Out Military the first Social Networking website for Gay Soldiers.

Lucio Dias Ribeiro — Tue, 04 Jan 2011 09:32:27 +0000

After nearly two decades complying with “do not ask, do not tell”. Gay soldiers in the American military are now beginning to follow “ask, yes, say yes” and “find a friend” in a new social networking site on the Internet, Out Military.

Outmilitary.com. A social network for Gay & Lesbian service members & supporters...

The social network (very similar to Facebook) was launched about a week after President Obama has signed a new law overturning the ban on gays in the US military. Since 1993 the policy known as “Do not Ask, Do not Tell”, has been in force.

At present, the social networking site Out Military has few members, but membership is expected to increase in the coming months as the new law takes effect.
Currently, the United States military are preparing rules to enforce the new policy, but a specific date for implementation has not been disclosed. Still, some soldiers say they will not wait and do not fear the possibility of losing their jobs.

According to the creator and Web designer of Out Military, John McKinnon, many have joined the network Out Military after seeing an ad on Facebook.

He said he was thinking of creating the site since the debate on the policy of “Do not Ask, Do not Tell”.

McKinnon obviously encourages people to join the social network, but does not encourage people to divulge personal information before the new rule comes into force.

Privacy is Dead!

Lucio Dias Ribeiro — Mon, 23 Aug 2010 09:02:41 +0000

Michael Arrington has argued that “privacy is already really, really dead.” He wrote

Everything we do, everything we buy, everywhere we go is tracked and sitting in a database somewhere. Our location via our phone, or our car GPS. Our credit card transactions. Everything.

I agree.
That’s my answer for companies – Online Reputation management

How to Share Facebook Advertising account

Lucio Dias Ribeiro — Wed, 04 Aug 2010 08:22:51 +0000

Here, at The Online Circle we are always talking about how great it would be if we could share dashboards with other agencies involved in the same campaign for a client.

Google Analytics, Google Webmaster tools, CPC, Blogs, WordPress, etc…

Agencies sharing accounts is a hassle

One of the big hassles is when Media buying agencies and Execution agencies need to work together on Advertising channels (Facebook ads, Google ads, Yahoo ads).

Media buyers have the tools, knowledge and power of negotiation but the Social Media agency has the interpretation and the street smarts from the community and how to maximise the potential communication within the channel.

With the Search Engines there’s no problem, you just share what you need to share with “who” you need to share, but it wasn’t possible with Facebook.

Well, now you can.

The Permissions tool now lets a user give others the ability to create a new ad on your behalf. It makes it easy to designate additional users who can perform key tasks, such as improving the quality and performance of an ad as well as monitoring results of the ad campaign.

To give another user access, simply:

• Go to your Settings page of your Ads Manager
• Click the “Add User” button
• Enter the name or email address of the person you want to add
• Choose the access level. “General User” will allow full control, whereas “Reports Only” will allow for monitoring results but not editing campaigns.

There are 3 access levels:

Administrator: Administrators can invite other users to access their ads account, create, edit and delete ads, add and remove credit cards, and export ad reports. There is only one administrator to an account and they must be the original owner. Only administrators can provide other people with access to an advertising account.

General user: General users can create, edit and delete ads and campaigns, see but not change billing, and access all reports.

Reports only user: Reports only users can access all reports.

Done, now I just need to convince the client.

The Most underutilised Social Media tool.

Lucio Dias Ribeiro — Thu, 15 Jul 2010 06:13:21 +0000

I wrote many posts about the power of LinkedIn for Social Media Strategies and business.

Everytime I’m speaking on an Internet Marketing Seminar or teaching Social Media Classes I always listen to the same question:

“I’ve got limited time to invest in social media, but there seem to be a million sites out there. How do I know which one is worth my time? If I only have time for one, which one should it be?”

Generally I try to explain that all tools available should fit into your strategy and your level of commitment – either time or content production- and I then explain how I use my various online presence and my expectation with each one of them.

However every single time I end up talking about LinkedIn and my fixation with this tool.

What is Linkedin?

LinkedIn is a website that allows professional network with over 70 million members globally.

LinkedIn is one of those sites that tends to get brushed aside in the sexy, shiny world of social media. It’s not flashy, we rarely hear buzz about billion dollar valuations and you don’t get a billion email reminders to visit because your contacts on LinkedIn are not encouraged to write on your wall, send zombies after you or take lengthy and inane quizzes.

What are LinkedIn Features?

Linkedin has many handy features but one I like to use most are their groups. A powerful networking strategie along with seeding content strategy.

LinkedIn Groups allow you to:

* Quickly discover the most popular discussions in your professional groups.
* Have an active part in determining the top discussions by liking and commenting.
* Follow the most influential people in your groups by checking the Top Influencers board or clicking their profile image to see all their group activity.
* See both member-generated discussions and news in one setting.
* Easily browse previews of the last three comments in a discussion.
* Find interesting discussions by seeing who liked a discussion and how many people commented.

LinkedIn has now rolled out few changes to their groups making it more social and more engaging.

Watch the video below.