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Archive for the ‘Marketing’ Category
Brian Wheelis of Facebook at SchipulCon on Facebook Ads & New Facebook Features
Friday, October 7, 2011
SchipulCon is in full swing! We were thrilled to see Brian Wheelis of Facebook speak Thursday on Facebook Ads. Below are our notes:
On Facebook Fan Pages
Your page represents who you are, similar to an individual’s profile page. The page is the concert, the ad is the ticket to that concert. That concert may be Kenny Chesney or Lady Gaga – the ticket is the same, but the experience will be completely different. Pages connect people, ads help us reach their friends. When businesses are connected, they win.
On Facebook Engagement Success
“Very little happens on the Facebook platform that wouldn’t happen off the Facebook platform” – Brian Wheelis
Your store experience is not created on Facebook, it’s replicated. Movements are amplified on Facebook, not created.
The more you create compelling content, the more your fans share. Storytelling is key (this has been a theme throughout SchipulCon).
ComScore did a recent study on Facebook Fan Page metrics:
- People are 50% more likely to buy from brand they are a fan of
- People are 60% more likely to recommend after becoming a fan
New Facebook Features (This is the Juicy Stuff!)
- Improved Fan Page Insights will be rolling out in the next few weeks (Brian admitted that Facebook hasn’t done the best job sharing metric data with Fan Page admins)
- Facebook will be adding the ability to create Ads directly from your Page post. You can take a post that’s been proven effective and push it out as an ad.
- Open Graph actions – instead of just “Like” you’ll get a button for any verb you want. Defaults will be: Listened to, Watched, Read. People will be able to add any word with Facebook approval.
The Latest Facebook Update – The Ticker & Timeline
- Timeline is designed to be a curated representation of you – designed to deliver deeper connections. You decide how much you put on Facebook as a representation of you.
- 12-18% content on Facebook is seen on newsfeed – ticker is meant to increase visibility and allow you to see more newsfeed content
On Ad Targeting
Ad targeting is the main reason to use Facebook ads over other online advertising. According to Brian, targeting on Facebook is 90% accurate vs. 35% on industry sites – people don’t lie because there are social consequences. Interestingly, as you get more targeted, accuracy improves further.
Tips on Improving Facebook Ad Conversions
- Ads with friend interaction included has a double CTR.
- 60% better engagement for Facebook ads if you stick to three lines – the less you say, the better
On Facebook Apps
It’s not a “built it and they will come” situation. There are costs in marketing and promotion. Consider an app, but don’t feel like you need to create one. If you do, some tips:
- Focus on people
- Enable great storytelling
- Create good experiences
- Use sponsored Stories
Does Facebook Increase ROI?
Brian showed case studies on liquor brands, & AMEX Small Business Saturday. He admitted that it’s more difficult for industries like Finance, Pharmaceuticals,etc. where data is more protected.
His tip was to be about something to make it social. i.e. Chase had a Facebook campaign rallying around nonprofits that brought them success.
More SchipulCon!
SchipulCon continues today (Friday 10/7). Photos are posted and will continue to be posted at schipulcon.com/photos.
Follow along at SchipulCon.com, or follow the tweets at the hashtag #SchipulCon.
And if you’re here at SchipulCon, come say hi to one of our Schipul SEM team Schipulites!
Meet the Stars of Search Marketing
Friday, September 2, 2011
SEO.com recently came out with a stellar infographic featuring the Stars of Search Marketing. You may or may not yet be familiar with these names but in the world of Search Engine Optimization, you should definitely know their work. This fun infographic also showcases the future of search according to these SEO experts.
For more information about these Search Stars visit their websites:
- Bruce Clay – BruceClay.com
- Matt Cutts – MattCutts.com/blog
- Danny Sullivan – SearchEngineLand.com
- Rand Fishkin – SEOmoz.org
The Posts feature in Google Places for Local Promotion
Tuesday, December 14, 2010
In the new era of micro messaging, Google has added Posts to the Google Places listing tools. Think of this as a small welcome or featured message to your clients and to promote your business. If you haven’t see this yet, Google Places is the newest version of Local or Google Map type listings.
Once you have your Google Places page setup and verified, make sure and complete your profile. Then, take the next step and add a Posts feature as a quick status update in the now familiar 160 characters. The message will automatically run for 30 days in your Places page. Think about using your targeted keyphrases or a special message to your visitors. Only one post will show at a time, but you can choose between Specials, Events, or new features. The end of the year is a great time to provide information about specials and events.
Let us know how you are using your Google Posts or if you need help creating a complete listing for your business.
Contact the Schipul SEM Team in Houston for more information.
Holiday Planning for SEO and Marketing – IS Conference
Friday, September 17, 2010
We had the opportunity to speak at the Houston IMA annnual Interactive Strategies Conference in this week. The toughest part of the conference was not being able to see all the good quality presentations since there were multiple session tracks for the day.
We happen to think Holiday and Seasonal trends are pretty insightful and shared how you can optimize your web campaigns for both traditional holidays or even make your own holidays to support your business. Flip through the slidedeck to learn how we research phrases and trends to forecast opportunities. We then help clients set editorial and planning calendars for specific dates and know what they should be looking forward to for the next campaign.
Holiday SEM – Trends for Seasonal Marketing
View more presentations from Jonti Bolles.
If you would like more information and resources about Holiday Search Engine Optimization for all season of the year, contact our Houston Search Engine Marketing Team.
