Marketingeasy Internet Marketing Explained » SMO

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.

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.

A movie for anyone who is on Facebook

Lucio Dias Ribeiro — Fri, 16 Jul 2010 07:58:32 +0000

Remember Casey Nestat?

He did, in February, this excellent short on Chatroulette that became the official explanation of what is the site.

Casey has now published his new video in the same style as the previous video sums up the controversy about Facebook’s privacy.

The very title says: a movie for anyone who is the “blue social network” – Facebook.

A Movie for Anyone On FaceBook from Casey Neistat on Vimeo.

Facebook sends more traffic to broadcast sites than to newspaper sites

Lucio Dias Ribeiro — Fri, 05 Mar 2010 05:51:53 +0000

Although Facebook does send more traffic to News and Media sites than Google News, an analysis by Hitwise’s Heather Hopkins reveals that these two sites send traffic to very different kinds of news websites.

Facebook users seem to prefer broadcast media sites, while Google News sends its traffic over to newspaper websites.

After examining the top 10 News and Media websites visited after Facebook and Google News last week, the data shows that Google News sends most of its users to newspapers such as The New York Times and The Wall Street Journal, and Facebook sends most of its traffic to broadcast news websites, like The Weather Channel and CNN.com.

This suggests that social networks are an important source of traffic, but they may be even more important to broadcast news sites than to newspapers.

The broadcast media may also be benefiting from a boost in their audience thanks to Facebook.

Google News still takes the top spot in sending readers to newspaper websites.

Last week, The Wall Street Journal received 10.37% of its US visits from Google News, while it only received 1.41% of its visits from Facebook.

The New York Times also received more visits from Google News than Facebook, with 5.21% and 2.96% of visits respectively.

Source: editorsweblog

From Killing to Saving – How an US Marine is saving lives

Lucio Dias Ribeiro — Tue, 01 Dec 2009 09:06:03 +0000

Maize is a staple food in Kenya, but farm families are hard put to survive the months between harvests.

Nuru International, a nonprofit cofounded by Jake Harriman, MBA ’08, introduced the area’s farmers to crop rotation and other modern methods in late 2008 and then offered them loans for fertilizer and high-yield seeds.

This is the story of Nuru foundation, which founder and CEO Jake Harriman attended the U.S. Naval Academy and served over 7 years in the Marine Corps as an Infantry Platoon Commander and a Special Operations Platoon Commander for an elite unit called Force Recon.

using the power of Social Media, Nuru foundation is growing the awareness of their cause and gaining new sympathisers.

Beautifully executed.

How Nuru Works from Nuru International on Vimeo.

The End (Jake’s Story) from Nuru International on Vimeo.

The Future of Search.

Lucio Dias Ribeiro — Wed, 28 Oct 2009 12:21:23 +0000

Have you ever wondered what’s the future of Online Search?

The future is happening now.

At the last Web 2.0 Summit, Marissa Mayer Google’s VP made the announcement of a new Google Labs feature called Social Search.

This Month has been all about the integration of Search and Social Media.

First was Bing, announcing its deal with Twitter and Facebook, and now is Google with Twitter and more importantly with Google Social Search.

Google Social Search is an experimental feature that helps you find relevant public web content from people in your social circle, when you’re signed in to a Google Account.

For example, if I search for [ restaurants ], and restaurant reviews by one of my buddies may appear more prominently in my results.

You can join the Social Search experiment at http://www.google.com/experimental

Social Media Execution a lesson from Black Eye Peas

Lucio Dias Ribeiro — Wed, 14 Oct 2009 09:51:38 +0000

It seems that there are no limits for the Black Eye Peas when it comes to Social Media.

The social media explosion started when a happy boy in an Apple Store, and various bizarre versions started to pop up.

On September 2009, 172 communication students at the University of Quebec at Montreal videotaped a lip dub video of the song, which was posted to YouTube the following day. Because of the video’s raw choreography it was able to be filmed in a single take. The video went immediately viral and gained over 1,300,000 views within two weeks. The video was featured on a CNN news report on October/2009.

Bang! The song was already number one on the charts and climbed directly to number one on Itunes with the most sold singles.

If that wasn’t enough, earlier this month Oprah had a Kickoff party for the 24th season of her Talk Show.

This was all launched by a unique performance by the Black Eyed Peas.

Black Eyed Peas altered the lyrics slightly for their hit single “I Gotta Feeling” to tribute Oprah in a big performance on the streets of Chicago.

What Oprah didn’t know was that the 21,000 fans were not just there to watch the kickoff, but to put on a show for Oprah.

So how did they managed to get 21,000 people together to dance in a perfect synchrony?

Answer: Social Media Strategy.

Phase 1 -

Without the show host’s knowledge, Peas star will.i.am teamed up with choreographers and the show producers to create a dance routine for the band’s “I Gotta Feeling” hit and then called on 800 fans using twitter and social media channels to help him execute the spectacle on TV.

The 800 were taught the moves.

AMAZINGLY everyone did it in such perfect unison.

1st Video – the training session

Phase 2 – After the first selection of dancers had their first session of training the dancers used their own contacts on Facebook, Twitter and other social media channel to engage more people

Video 2 – a more engaged crowd

Just before the show started all the previously trained dancers were dispersed into the crowd to quickly teach it to the rest of the people who became aware of the show through Social Media messages sent out by the dancers, B.E.P’s and Oprahs producers.

Result:

21,000 of Oprah’s biggest fans perform one of the biggest dances in the world to the Black Eyed Peas’ “I Gotta Feeling.”

Who said there was no way for the phonographic industry to ramp up sales and take their piece of revenue on social sharing websites?

Are they still seeing as a threat or is it a start of a new strategy?

The song has so far sold 3,000,000+ digital downloads in the United States, Internationally, “I Gotta Feeling” has become the Peas’ most successful single of their career, topping the charts in over fifteen countries so far.

Lucio Ribeiro