Posts Tagged social networking
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.
The kids may be starting to go back to school, but summer isn’t over quite yet! And when thinking about summer, fun activities such as picnics, parties, beach bonfires and BBQs come to mind. Imagine if you could bring the sizzle of summer to your events, while conducting engaging and productive interactions that produce real results… Whether you are looking to host an internal meeting, presentation, conference, seminar or sales event, we have some ideas for events, big or small, that will make a splash!
Be Creative With a Theme
Depending on your audience and event objectives, there is an opportunity to generate excitement, while providing meaningful content, through use of a creative theme. For your next event consider a theme that will excite your guests and in turn command a positive turnout. For example, if hosting an open house event consider a “Treasure Hunt” theme and offer exciting “booty” (prizes).
Location, Location, Location!
This rule doesn’t only apply to real estate. When planning an out-of-office event, be creative in choosing the location and/or venue. It doesn’t have to be too far outside the box to be unexpected. For example, instead of taking your most valuable customers to dinner, consider treating them to an “Appreciation Event” that consists of a day at the horse races, or organize a sunset harbor cruise.
What’s In It For Me?
When hosting an event of any kind, it is important to consider what we call the “what’s in it for me?” factor. Most individuals will hesitate to attend or participate in an event unless they perceive that they will gain something from the interaction, whether it is tangible or intangible such as knowledge gained, skills acquired or prizes and gifts that will be offered. We recommend identifying the benefits and incentives that your event will provide and communicate this in your messaging.
Spreading the Word
There are several ways to promote your event and depending on the size, some are more effective than others. One traditional method of informing potential guests is through invitations and flyers, which are cost-effective and targeted. If your event is scalable and you are looking to extend a broad reach, consider a radio, print or digital campaign. Regardless of event size, social media is a way to reach those who are interested in hearing what you have to say. For large events, consider creating your own event Facebook page. For smaller events, use social media as a way to connect with those you wish to target. Remember, when promoting your next event, it is critical to be compelling and to highlight the benefits of participating.
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.
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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As we have recently announced, our blog is now iPhone friendly. Stop by more often and let us know what your thoughts are. Add us to your home screen! See below for help adding our icon.
1. Go to www.orangelabeladvertising.com/blog from your iPhone browser.
2. Take a look around and read out articles – Make sure to tap the “+” icon to add us to your home screen.
3. Tap “Add to Home Screen”
4. Add a Name if you like. When you are finished choose “Add” at the top left.
5. There you go…We are on your homescreen! Enjoy. Hope to see you soon.
Yesterday (7/16), OLAA member Megan Guerra and I attended the Los Angeles Times’ Online Advertising and Social Media Seminar. The Seminar included a great panel of speakers including: Facebook, Ning, LA Times interactive and Passenger. The panel provided interesting insight, thoughts and recommendations around the world of social media and what it can provide for your business.
Megan and I felt that one of the biggest take aways worth sharing with you, was the panel’s thoughts on how to best manage your social media presence:
Be Social With Your Social Media Followers.
Social medial is growing rapidly as more and more people are becoming connected online. For companies, social media provides a way to gain feedback from your customers and your target audience(s). Now many may argue that for a company/brand, this open environment for “feedback” is dangerous, because you are giving people the opportunity to voice the good and the bad.
And it’s the BAD that is feared…
As the panel explained, the worst thing to do is to not be social! In other words, don’t open a social media account and ignore it! So be sure to stay relevant and active with your social media – give your followers a reason to check your Blog, Facbook, Twitter and so on. And most importantly, remember to listen to your followers and be sure to respond (so they know you are listening)!
How to manage feedback…
If your followers’ feedback is good, be happy, it is a FREE customer testimonial! Be sure to respond with a thank you or what have you.
And advice for if it is bad…don’t panic, don’t press delete! Instead, explain your take on the feedback, answer the concern, provide rationale, etc – by responding, you are letting your social media network (your customers) know that you are listening, that you DO care and that their opinion does matter.
So, for those who are in fear or unsure about joining the world of social media, consider the above and remember that staying in communication is key with all business efforts, and now a days, this includes Social Media.
Some Social Media Tips That Will Keep You “Social”:
Take advantage of the FREE network that social media provides and consider ideas such as:
– run a campaign or special offer (incentive for followers)
- run a survey (gain feedback)
- send messages/exciting news to your followers (acts a free email blast)
- Integrated Campaign
- Marketing Strategy
- New Business
- OLAA Monthly Favs
- OLAA Process
- OLAA Team Member
- Press Releases
- Radio Commercials
- Sales Marketing
- Search Engine Marketing
- Social Networking
- Thriving Brand Leaders
- Web Conference
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