By now, you’ve surely heard about Facebook’s like gate ban that will go into effect on Nov. 5.
If you somehow missed it, here’s a quick rundown.
In August, Facebook announced that they would no longer allow businesses pages to like-gate or fan-gate their content. In essence this means businesses can longer withhold information or materials from their fans in exchange for “liking” their page. This announcement affected custom Facebook page apps, which are also known as tabs, or as we like to call them, campaigns.
Well, the November 5 deadline is quickly approaching so now’s the time to make sure your Facebook efforts won’t be negatively affected by this change.
Imagine the direct impact on supporter relations if the ALS Ice Bucket Challenge had included a way to capture email. What an amazing moment for the ALS to identify those supporters willing to further share their support, learn more or even get more deeply involved. With hundreds of thousands of people suddenly exposed to their cause, and motivated to engage with the mission, the ALS Ice Bucket Challenge exemplified the power of social marketing and illustrates its potential in providing untapped opportunities to reach, capture and cultivate meaningful relationships with supporters.
For years, organizations have treated Facebook and email as entirely different channels to reach and engage supporters. But increasingly, organizations that successfully merge their email and Facebook efforts find themselves with far more benefits.
The auto industry has seen amazing growth on Facebook in terms of clickthrough rate, but also with CPM.
SHIFT, a Facebook Strategic Preferred Marketing Developer, recently published its Q3 global Facebook advertising insights report, outlining the Facebook ad performance for the automotive, consumer packaged goods, entertainment, financial services and telecommunications verticals.
Learn more by reading the infographic below.
Dan Levy, Facebook’s Director of Small Business, knows that you want more direct help and response from Facebook. The small business department has been reaching out to frustrated page owners, guiding them through advertising features such as Custom Audiences, and helping out small business owners attending events.
Levy spoke to a capacity crowd Wednesday at Intuit’s QuickBooks Connect in San Jose, Calif., a conference aimed at helping small business owners reach their goals. Levy talked about how intelligent targeting, the conversion pixel and a mobile approach can help busy small business owners find success through the site. But what if you actually want to talk with someone from Facebook about your business? That’s one of the things Facebook has been investing in, Levy recently told Inside Facebook in an interview.
Inside Facebook: Can we talk about the way that video is being utilized by small businesses on Facebook?
Dan Levy: We’ve seen small businesses using video on Facebook for a long time. There’s been a lot of organic activity already. What we’re really excited about and what we’re seeing use from is our new video views objective. If you’re a small business owner, you can click for views, which is great because it helps us get it to more people who are going to see your video. So we’ve got examples from all over the world — Grant’s Whisky from Scotland takes stuff that they were running on small TV budgets, running it on Facebook and they were really excited about the results.
Facebook’s Preferred Marketing Developer program may be getting a new look.
Earlier today, Facebook announced on the Facebook for Business page that the PMD program will be renamed Facebook Marketing Partners.
According to sister site AllFacebook, the PMD program will switch over to Facebook Marketing Partners early 2015. Facebook Marketing Partners will be split into several different categories, which could be a welcome change from the Strategic PMD/regular PMD system.
If you saw the Tom Cruise movie “Minority Report,” you probably remember the scene when he walks by The Gap and a retinal scan triggers a series of advertisements that also include a history of his past purchases. If you’re also a passionate digital marketer, you probably saw that and thought, “Whoa, that’s creepy and cool at the same time!”
While personal physiological identification with businesses is headed in that direction already, especially with Apple’s recent launch of Apple Pay, it’ll be some time before society overcomes privacy concerns to allow this type of authentication to be used for advertising purposes. I say “some,” not “long,” because Facebook has already pushed the envelope here quite a bit.
(This is an excerpt from Todd Denis’ detailed post about Facebook fan value on Augmo.)
What should you pay for a Facebook fan heading into 2015? Common sense and the average marketing budget says it’s about $1 per fan – but the potential value of that fan to your brand is likely much higher.
This in-depth article addresses the pros and the cons of widely known Fan Acquisition Costs (FAC), focused heavily around Facebook. It also provides three models for calculating your brand fans’ potential value (aside from costs): Halo Value, Leads Value and Revenue Value. Under these three models, I’ve calculated some unscientific but (hopefully) entertaining Facebook brand fan value examples:
- Oreo’s Facebook fan = $5.90
- Hubspot’s Facebook fan = $3.71
- Audible’s Facebook fan = $10.04
Recently, Facebook tested a feature that apparently told page admins which fans were valuable or irrelevant.
The test was first spotted by Inside Facebook reader Matteo Gamba. A Facebook spokesperson confirmed that this was something the site was testing, but the test has been called off. When asked if this could identify influencers, in terms of engagement, the Facebook spokesperson said, “Not necessarily.”
Gamba found this feature in the banned users section of his page’s settings menu. He was able to select from a drop down menu valuable or irrelevant, but both options resulted in zero results, Gamba said.
Facebook has been doing all it can to give marketers more of a reward for posting videos to the site. According to a study published recently by Facebook Preferred Marketing Developer Socialbakers, the number of videos Facebook admins directly upload to the site could soon surpass videos linked from YouTube.
Socialbakers analyzed more than 180,000 Facebook video posts from 20,000 Facebook pages, taking into account content uploaded to Facebook, as well as links to clips from YouTube, Instagram, Vimeo and others. The results show that Facebook has been quickly gaining ground on YouTube as the dominant video format.
Evan James, Socialbakers’ Head of North American Marketing, discussed these results in a blog post:
Back in 2012, marketers were not even considering alternative options for sharing video content on Facebook. The standard process was to create a video, publish it to YouTube and share it via Facebook. However, the recent trend is clearly showing that content marketers are directly uploading video content to Facebook, meaning that Facebook is retaining the traffic at the expense of YouTube.
Telecommunication brands continue to lead the pack in terms of responding to customers and fans on Facebook. According to Facebook Preferred Marketing Developer Socialbakers, Sprint was the most socially devoted major brand on Facebook in September, responding to 90 percent of comments and questions from fans.
Waggin Train Dog Treats was the leader in terms of post engagement rate, coming in at 15.92 percent.
Want to see what other brands performed well on Facebook engagement? Check out the infographic below from Socialbakers.