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.
Despite widespread panic over privacy concerns, a new infographic from GlobalWebIndex shows that the adoption of Facebook Messenger continues to grow in many countries. This may be somewhat unsurprising, given that Facebook has unbundled messaging from the main app and pushed that feature into its Messenger app.
GlobalWebIndex notes that Facebook Messenger is now the world’s second-most-popular messaging app, behind another Facebook entity — WhatsApp. In the U.K., the percentage of mobile users with Facebook Messenger rose from 27 percent at the end of 2013 to 40 percent midway through 2014.
Here’s a look at Facebook Messenger’s top markets internationally, ranked by the share of mobile audience.
Recently at the Kenshoo K8 Summit in Sausalito, Calif. (just north of San Francisco), Facebook’s Advertising Research Manager of Marketing Science, Rob Creekmore, talked to attendees about the ways brands are using intent-driven search data in concert with Facebook’s advertising offerings.
Creekmore cited studies during his presentation, such as the finding in a June Kenshoo study that there was a 19 percent lift in paid search conversions when partnered with Facebook ad spend. Another study noted that partnering Facebook ads with paid search media leads to a 30 percent higher return on ad spend. There’s a growing harmony between search and Facebook, and Creekmore took the time to talk about this evolving relationship with Inside Facebook.
Inside Facebook: What are some of the most exciting ways search and Facebook are coming together?
Rob Creekmore: I think we’ve seen some of it in the research we’ve presented today. It’s an opportunity to understand consumer behavior on a deeper level and how consumers are crossing channels and crossing devices seamlessly. The research that we’ve done to date has focused on the cross-channel aspect, particularly on how Facebook makes search work harder. Kenshoo has more recently come out with an amazing product that uses search intent data — the IDA (Intent-Driven Audiences) product — to make Facebook work harder. So I think there’s more opportunity to do more research there.
As early as next week, Facebook could launch a new advertising network to help it compete with Google, according to The Wall Street Journal.
Reportedly named Atlas (based on Facebook’s 2013 acquisition of Atlas from Microsoft), the new ad network will help marketers better target and measure the performance of their ads. Facebook has declined to comment on the matter, as is standard procedure for reports like this.
While retargeting is a growing trend on Facebook, a new study by Facebook Preferred Marketing Developer Marin Software shows that brands who serve these kinds of ads both on the social network and through display tend to have more success than those who retargeted only on one or the other.
Marin conducted a study about retargeting — where ads are shown based on browsing or purchasing behavior — among 233 marketers in Q2. Each month, both Facebook and display ads saw rises in CTR when combined.
Overall, 88 percent of marketers polled by Marin Software said they currently use retargeting. Of those who said they did not, 56 percent said they planned to utilize retargeting in the future.
Those vacation photos you can’t help but post to your Facebook News Feed to prove how awesome your life is might make people unfriend you.
New data from CyberLink Corp. suggests that you might want to think twice before flooding your News Feed with those vacation photos. Your friends don’t like it and 34 percent of Americans polled in the survey would consider unfollowing or blocking friends on Facebook for posting too many holiday photos.
In an effort to uncover how crucial smartphones and technology have become to the American vacation experience, CyberLink commissioned research firm YouGov to study how enjoyment of a vacation is affected by the positive responses elicited by others on social media platforms – and influenced by the quality of the content being posted.
Alice H. Chang, CEO of CyberLink, said in a press release:
Our social news feeds are dominated by ‘gloating’ photos of friends and colleagues on holiday, and while capturing photos and sharing them on social media has become an integral part of the vacation experience – there is a way of doing so without annoying friends and family. They are a great source of enjoyment for the individual taking the photo, but are sometimes a point of irritation for friends back home and at work.
With nine in 10 (90 percent) Americans polled sharing vacation photos on Facebook, it is overwhelmingly the number one social platform where travelers share their holiday snapshots, more than three times than that of Instagram (28 percent), and more than four times that of Twitter (18 percent).
Facebook has recently prohibited ”like-gating.” Like-gating was the practice of forcing users to become Facebook fans of a brand before they could access its content or participate in a contest. A lot of marketing blogs have commented on this, talking about the demise of Facebook marketing or alternatively the sudden pointlessness of having/getting fans.
But this “news” is just one of the many tidbits buried near the end of an article posted on Facebook’s developers blog.
Kenshoo, a Facebook Strategic Preferred Marketing Developer, has been named the top search engine marketing and social media marketing solution provider in Internet Retailer‘s “2015 Leading Vendors to the Top 1000.” Kenshoo clients Drs. Foster and Smith, Moosejaw Mountaineering, Walgreens, Sears and Staples are also among the honored.
Will Martin-Gill (pictured), the Senior Vice President of Product at Kenshoo, described what sets the company apart:
Kenshoo’s roots are in retail, resulting in many innovative solutions designed specifically with retailers in mind. Demand Driven Campaigns, for example, allows retailers to automatically translate top performing search listings into Facebook ads. Our Shopping campaigns solution is used by many of the world’s largest and most advanced retailers resulting in Kenshoo serving more Product Listing Ads than anyone else per Jefferies Equity Research.
Facebook is trying to make things a little easier for page admins by showing a breakdown next to News Feed of post and ad performance.
Several page admins have been seeing a feature that Facebook is apparently rolling out, where information about recent posts and ads shows up to the right of the News Feed. Hat tip to Kevin Mullett, Director of Product Development at Cirrus ABS, for sending this to Inside Facebook.
Facebook has recently updated its Custom Audiences terms of service, preventing the “scraping” of Facebook user IDs for ad targeting.
Through Custom Audiences, advertisers can target ads based on email lists, phone numbers, website visitors, Facebook app user IDs and mobile app users. However, many advertisers gamed the system by uploading email lists of those who weren’t customers, those who didn’t use the company’s Facebook app or hadn’t opted into the company’s service, as well as targeting the user IDs of groups and pages to break into new targeting groups.
This practice, though effective, ran counter to Facebook’s Custom Audiences terms of service. Now the company is taking steps to prevent this.