In an effort to better compete with Google, the Web’s premier ad server, Facebook re-launched Atlas yesterday. It’s expected to be a game-changer for the social network, keeping in step with the company’s cross-platform goals.
Several industry experts have recently weighed in on Atlas and what it means for social advertising moving forward.
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The study took into account 8,000 brand pages internationally from August 2013 to August 2014, finding that overall clickthrough rate is up 48 percent year-over-year, but fan penetration is down 55 percent year-over-year.
Komfo notes that in August 2013, the brand pages monitored were reaching 25.2 of their audience. That was cut to 14.53 percent in November, and now sits at 11.34 percent.
People use Facebook to share their latest thoughts and happenings, where they have been recently, what they have eaten recently and their thoughts on the recent news. Facebook is a place of sharing, with users sharing their opinions about anything with each other.
But when it comes to sharing, not all posts or comments will be positive. People will share their negative experiences they had with your products all over social media, and some of them can be really nasty experiences.
Atlas focuses on people-based marketing, getting away from cookies and enabling true cross-device advertising. Erik Johnson, the head of Atlas, announced the relaunch in a blog post:
Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.
Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective.
As brands gear up for the holiday season, a survey by Facebook Preferred Marketing Developer Offerpop shows that 92 percent of marketers polled planned to spend a majority of their budget for that time on Facebook.
Additionally, 73 percent of the marketers polled by Offerpop pointed to Instagram, owned by Facebook, as the breakout social network of 2014.
Offerpop also put together a great infographic showcasing trends in Facebook and social marketing this holiday season. Look below to find out more.
As spring and summer weddings give way to honeymoons, Facebook released data showing the top check-in locations for honeymoons. Sin City took the top spot, but Facebook discovered that newlyweds from the U.S. were much less likely to check into Las Vegas than couples coming from outside of the country.
Facebook Data Analyst Dustin Cable introduced the results in a Newsroom blog post:
19% of US honeymooners traveled internationally, but it was couples from South Korea who traveled the greatest distance to their honeymoon destinations, with a median trip of 4,000 miles away from home.
More than 100 couples checked into a place father than 12,000 miles away from home, almost exactly on the opposite side of the planet from where they started their journey. Couples living in Spain who traveled to New Zealand and Peruvians who traveled to Thailand made up a large proportion of this group.
Instagram on Thursday announced an update to its Hyperlapse app (currently only for iOS).
Now, Hyperlapse users with the updated app can use their phone’s front-facing camera to take time-lapse videos.
An Instagram spokesperson described the update:
Creating a #selfielapse is as simple as tapping an icon on the app’s home screen, which toggles between the front- and rear-facing cameras. As before, a Hyperlapse video can be shared directly to your Instagram or Facebook account, or simply saved to your smartphone’s camera roll to access later.
A new study by G/O Digital detailing shoppers’ habits with consumer-packaged goods (CPG) brands shows that shoppers polled turn to Facebook more often than Twitter when it comes to engaging with food and beverage companies.
The study found that 55 percent of moms and 47 percent of dads surveyed believe that Facebook is the most efficient social channel to converse with brands. Only 5 percent of moms and 7 percent of dads felt that way about Twitter. These parental shoppers were also more accepting of Facebook ads — 39 percent of moms surveyed and 42 percent of dads reported clicking on a Facebook ad at least once a week before going to their local supermarket.
Jeff Fagel, the Chief Marketing Officer of G/O Digital, discussed the findings:
The rise of social media has revolutionized the way retailers and brands approach their consumer audiences, creating a myriad of possibilities for marketers to gain shopper insights and leverage real-time data in order to drive in-store execution.
The value of social media channels like Facebook isn’t derived by posting hundreds of quirky photos, but instead, it’s about targeting every single social message, post, advertisement, coupon and offer to be as intuitive, personal, contextually relevant and engaging as possible. Only then will a CPG brand see the types of benefits that matter beyond brand building – like increased foot-traffic and sales in local stores.
How valuable are Facebook fans? YetiData and Collective Bias conducted a four year-long study of a major grocery store’s Facebook page (150,000 fans), discovering that Facebook fans of the store on average bought 125 more items than a typical customer — a 35 percent rise.
Additionally, Facebook fans who engaged with the page at least 10 times spent more than $1,000 annually than a typical customer, a 95 percent jump. Fans who engaged that much also visited the store 40 more times annually than a typical customer. Collective Bias managed the business’ Facebook page, posting content that would “lock in” current customers, as opposed to trying to lure in new customers with discounts or deals.
Bob Loos, the Director of Analytics at Collective Bias talked with Inside Facebook about how key engagement is when trying to convert Facebook fans into paying customers:
I think the general opinion is, “Why wait until you have them in the store to make them a buyer?” If you have very good content, then by the time they’ve engaged with this really great content, they’ve already, in their minds, used this product. You can convert before you have to win them in-store. … When you’re starting a new Facebook page, you need fans. But it doesn’t necessarily help to grow you fanbase if you’re not going to engage. You’re then throwing good money after bad. There’s a lot of test-and-learn that goes on when we post things on a page.
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