Posts Tagged social media
Facebook Advertising is a hot topic and a tactic that is on the radar of many businesses, large and small. With 750 million members, and 225 million in the U.S. alone, it is undeniable that there is a large audience to reach. It may be true that there are plenty of fish in the figurative Facebook “Sea”, but the question is, are Facebook Ads right for you?
For those of you who may be unfamiliar, let us give you the lay-of-the-land. Facebook Ads appear in the middle-to-lower portion of the right-hand column of user-pages throughout Facebook’s network. Ads are eligible to appear on several types of pages including Apps, Photos, Groups, Walls, Profiles, Friends and the Homepage (News Feed). Static in nature, uniform in structure and centrally located, Facebook Ads are relatively neat and boast an organized layout. The Facebook Ad template contains up to six components, which are specified by the advertiser, including ad headline, text, image, page “likes” and destination link.
There is a high level of attraction to the Facebook Ad model, and for good reason. With its straight-forward and user-friendly set-up, a campaign could be created in seconds (make sure you have your Facebook business page established first). Besides the easy setup, the real attention-grabber is the ability to target ads by location, age, interest, etc., ensuring you are reaching your target demographic and captivating your audiences in a unique online environment. Your next question, is it expensive? Ads can either be based on a PPC (pay-per-click) model, meaning that you only pay when your ad is clicked by a user OR on a CPM (cost-per-thousand) model, meaning that you pay for per thousand impressions. Regardless, you set your budget at the onset of the campaign and you have the ability to modify or shut off the campaign whenever you’d like. Lastly, Facebook ads offer comprehensive analytics to assist in tracking and measuring the effectives of your campaign through data on the number of clicks and connections, frequency, reach, bid price and total spend.
Common campaign objectives can include the following:
- Build Brand Awareness: Reach an extensive audience and target your key demographic
- Drive Sales: Offer discounts, deals or giveaways to stimulate sales activity
- Expand Fan Base: Encourage users to “like” your page by offering benefits for engaging
If you are looking to increase your exposure through a targeted, measureable and cost-effective strategy, we encourage you to consider a Facebook Ad campaign for your business. From our experience, we have seen the response to be well worth the investment…
- With a campaign goal of increasing its Facebook fan base, Orange Label client Greenwell Farms nearly doubled their new “Likes” in the first two weeks of running their campaign with a modest daily budget.
- Orange Label client, Recovery Now TV had an objective of increasing their website traffic through their Facebook Ad campaign. After running a brief Facebook ad campaign, the client decided to pause the campaign and found that their normally consistent website traffic dropped off by 18%. This was largely due to the decrease in traffic from Facebook.
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Just when you thought that you finally understood the term “web 2.0”, people are now talking about “web 3.0”. Other than just trying to confuse you more, the idea behind web 3.0 doesn’t take you away from the ever so outdated 2.0 level.
As the technology grows and web 3.0 develops more into a form, we will start to see more web intelligence by semantic search queries and more relevant search data returned to us based on our history of searches. Browsers and search engines will be more understanding of what our tastes are and ultimately become more accurate. Returning personalized search results, not random data.
How would this work? Intelligent data can be gathered from traditional web 2.0 applications, user generated content and other information sharing sources to feed a 3.0 pipeline. Having the technology to understand your decisions and actions might help you make your decisions. HowStuffWorks.com demonstrated the following example:
“Instead of multiple searches, you might type a complex sentence or two in your Web 3.0 browser, and the Web will do the rest. In our example, you could type “I want to see a funny movie and then eat at a good Mexican restaurant. What are my options?” The Web 3.0 browser will analyze your response, search the Internet for all possible answers, and then organize the results for you.”
Below are some slideshows that do a great job describing how these concepts work. Check them out!
Taking it to the next level…
Could your business or lifestyle use 3.0? What advances do you see happening in how the Advertising and Marketing world operate?
Is your 2010 Marketing Plan in place yet? If not, here are 10 questions for you to answer with your team to get you started!
I. THE CORE BUSINESS OBJECTIVE:
II. THE KEY MARKETING OBJECTIVE:
III. MARKETING LIMITATIONS/PROBLEMS:
IV. SALIENT HISTORICAL CONTEXTUAL FACTS:
V. SPECIFY EACH CONSTITUENCY TO BE IMPACTED:
VI. MARKET RESEARCH FINDINGS:
VII. CLIENT SENSITIVITIES:
VIII. THE COMPETITIVE LANDSCAPE:
IX. WHAT’S PUZZLING:
X. WHAT’S “THE POINT”:
Have fun with these and Happy New Year!
Want to Boost Your SEO? Try a Press Release…
The attached link from Chris Crum shows the results and impact that a Press Release can have for your companies search online.
Industry Edge; Fairhaven’s 2010 Interactive Web Platform
Approaching it’s 100th Anniversary, Fairhaven Memorial Park and Mortuary has created a legacy of helping families in Orange County make decisions in a difficult time. It’s with that reputation that Fairhaven continues to reach out to help the community with understanding, sympathy and educational tools to help people in sudden or prepared situations.
In 2010, Orange Label will launch a new web platform for Fairhaven’s existing website that will simplify the process and strengthen users’ understanding of funeral and mortuary planning online. Since the primary constituency is older and not web savvy, the platform will guide pre-planning or at-need users through a interactive counselor-simulated video and step-by-step educational and decision making process. The primary goal of the platform will allow people to make decisions in a organized manner. It will also allow for an understanding of what to expect before meeting with a Fairhaven counselor to finalize decisions.
People often ask me, “How can Twitter help my business” or “I dont understand how people can leverage twitter for my business”.
I came across these two articles last week to show people how other companies are using the 140 character social platform.
The following links were included in our monthly newsletter – If you would like to receive our newsletter please sign up on our blog (www.olaablog.com) or on our Facebook page (www.facebook.com/orangelabeladvertising)
Twitter 360 App Gives Tweets Some Augmented Reality Love | Technomix | Fast Company:
@Mommy: Get Me Twoddler so I Can Twitter You at Work #babytweetstoo | Technomix | Fast Company:
What is your product or service? If you had a unlimited budget how would you leverage Titter for your business?
Last Thursday I had the pleasure of being invited by California State University, Fullerton Professor Carolyn Coal to help assist her advanced COMM 415T class with editing a student commercial for the award winning retail toy product “Grow-A-Head TM“.
Grow-A-Head TM was arranged by Prof. Coal this semester for a student project. They are a specialty retail product that grows grass on the head of pre-designed knit characters placed in a desktop size vase; just add water. You can stylize designs based on your characters appearance. Their product line includes Original, Holiday, Halloween, Bugs, Friends, Sports, Marine Life, and Wildlife characters; all included with personalized greetings for fun gifts and toys.
Prof. Coal separates her class into two groups, “Agency and Production”. Throughout the semester, students in the “agency” will create a 60 second TV commercial that fits what the client asked for – in this case Grow-A-Head TM, based on an initial fact finding meeting. They will then pitch multiple strategies and storyboards back to the client in a presentation.
After client approval, the agency works with the other half of the class – the “production company”, to develop story boards, concepts and strategy. Students then arrange a cast, location and necessary gear to film the commercial on a weekend (8-12 hour shoot).
My participation took place in the last step – editing. The “production company” worked diligently to log and capture the footage from the shoot and start making edits based on storyboards submitted from the “agency”. I guided the student’s creative decision making with edits, music selection and answered technical questions. I was impressed by their ability to push the limits of the technology they were using, especially since they are advertising students, not film majors. Most of them have little to no experience editing on Mac Computers. They were becoming self taught experts on Final Cut Pro with a little help from me!
This class is great because of the hands-on creative experience and real world Client-Agency-Production relationship. I was impressed by the exceptional ambition that this group of students have. This is no small rinky-dinky class project; they are meeting the expectations of a real client. I feel they over delivered.
These skills are important in that they fulfill the vision of what Prof. Coal is teaching; showing students how vendors, clients and agencies work synergistically and effectively to produce an end result. Although not all students become film editors, this real world environment provides the opportunity for them to learn the lingo and bring their creative concepts full circle in a mock Agency setting.
Grow-A-Head TM will benefit from this student project by having the opportunity to meet great students, experience fresh creative ideas and receive quality work from advertising students. I hope more students from CSUF have the opportunity to enroll in this class and receive this kind of experience through the Communications Department.
Orange Label Art + Advertising will continue to visit CSUF in the future. Employees Kimberly Amoroso, Meagan Guerra, and I are graduates of the school. Orange Label’s Principals are also graduates of CSUF. Rochelle Reiter, Vice President, is a MBA graduate, Wes Phillips, CEO, holds a BA and President Ian Crockett who is also a part time professor at the school holds a BA. We recognize the importance of meeting advertising students and helping them understand the industry, answering their questions and most importantly helping them jumpstart their careers.
Let us know what you think about these changes. Do you think Facebook has changed for the better or worse?
1. Email is now a supported channel
Facebook has long hidden user emails, but soon Facebook will provide developers access to a user’s verified email address. For brands that are serious about engaging in an ongoing dialogue with their fans, email becomes a powerful communication method. Email will allow brands to better reconnect with users who have interacted with them on Facebook. This becomes important given that…
2. Status updates are no longer guaranteed
Previously users’ streams included everything their friends and pages (including brand pages) published. Now the news feed has returned to a default view showing select highlights that Facebook’s algorithm thinks are most relevant to the user, which may or may not contain your brand’s message. There’s still a live feed view, but it’s no longer default, so only brand posts that fans interact with will appear in most users’ streams.
3. Other communication channels are consolidating
Many brands rely on application-to-user and user-to-user notifications to reconnect with users, and this communication channel is disappearing. That means in order to remarket to users to let them know about new product launches, sales, events, or promotions, you’ll need to acquire users’ email addresses or send popular posts (per above).
4. Application canvas pages gain more control
The Facebook header is being removed from application canvas pages, giving brands that engage users via applications more real estate on the page and a more customized and branded look and feel. Users will still have the option of returning to Facebook near the top of the page, but for brands that were hesitant to build on Facebook until more branding was possible, now is the time to reconsider.
5. Profile boxes are disappearing
It’s been a long time since profile boxes provided much value to brands, as most users don’t spend very much time on that part of friends’ pages. But that hasn’t stopped many brands from creating applications to establish a presence on users’ profiles. Within a few months, tabs will be the only way to integrate into the profile, so brands should be thinking now about creating an engaging communication strategy that best leverages email and status updates.
6. Enhanced Facebook share
For many brands and publishers, the value in marketing through Facebook is leveraging word of mouth. In fact, Facebook users share 2 billion pieces of content every week. The new Facebook share button includes a counter displaying the number of times that piece of content has been shared and is a valuable tool for any brand with a large existing audience on its site. This is a relief for content owners who struggle with replicating a presence inside of Facebook; instead, expect Facebook to offer more ways for your site to become more social.
7. Every webpage becomes a fan page
Facebook has long been about connecting people with each other, and it’s expanding the graph from people to objects in what it’s calling the Open Graph. Soon users will be able to fan not only your brand but a specific page, product, celebrity, movie, or SKU. These pages will also show up in users’ profiles and in search results, and that page will be able to publish stories to the stream of its fans. This shifts social brand interactions from Facebook tabs to brand websites in a powerful way for brands and publishers. While currently farthest out in Facebook’s announcement roadmap, the Open Graph has the greatest implications and opportunities for brands and publishers.
Expect 2010 to be a real breakout year for social marketing. For two-and-a-half years we’ve seen brands build strong followings inside of Facebook, but with these changes rolling out early next year, expect smart brands to better engage their best customers through their own channels by leveraging the power of personal relationships via Facebook’s platform.
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Brand is behavior. It is not just what you do, but what you do and how people react, or as learned in the OC Ad Federation Event: How to Create and Market My Personal Brand, it is the “emotional aftertaste.” There is a vast difference in what you claim and how you fulfill the expectations you set. I guess at the end of the day, it is not the perception you have of your self that matters, but the perceptions others have of you. Remember to be consistent and keep it real!
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