Marketers have a Faustian pact with cookies. Every marketer knows deep down that a cookie is a blunt instrument and its limitations are woefully apparent when dealing with cross-channel campaigns. Unfortunately, cookies are the best and arguably the only way to track the effectiveness of wide-reaching online campaigns. That is, until this year. The relaunch of Facebook’s Atlas and Twitter Fabric have arguably heralded a brave new world in online marketing.
Focusing on Facebook’s Atlas, it is a major move by Facebook to take on Google on its home turf — display advertising. Aside from dispensing with cookies, Atlas purports to bridge the gap between the offline and online advertising worlds by linking the interactions of customers in the real world to their Facebook profile.
What do Purina Veterinary Exchange, Courvoisier, Waggin’ Train Dog Treats and Philadelphia Cream Cheese have in common? According to Facebook Marketing Partner Socialbakers, they were among the most engaged Facebook pages of November.
Purina Veterinary Exchange had an outstanding engagement rate of 42.56 percent.
Want to know which other brands led the pack on Facebook in November? Check out Socialbakers’ infographic below.
This is arguably the busiest time of a marketer’s year, with Cyber Monday going on today and a few more weeks until Christmas.
Other companies have discussed with Inside Facebook how important (yet costly) advertising and marketing on Facebook can be during the holiday season.
Facebook itself reached out to Inside Facebook, offering five key holiday marketing tips for getting the most in the hyper-competitive News Feed, such as using link ads and utilizing effective targeting techniques.
Big news this week from two Facebook Marketing Partners, as Adobe announced new data-driven marketing features added to the Adobe Marketing Cloud, and Nanigans goes cross-channel with a partnership with MoPub.
For brands representing themselves on Facebook with both global and local pages, a recent study reveals that fans of a given local page are far more engaged than fans of the corresponding global page, and this extends to promoted posts as well.
Facebook Marketing Partner Socialbakers cross-analyzed 800 global pages and their accompanying 5,000 local pages and found that while global pages may have more total interactions than local pages, the interactions per 1,000 fans on local pages are significantly higher.
Furthermore, the results showed that as page size increased, so did the interaction gap between global and local pages. Socialbakers Chief Editor Zachary Peterson wrote about the study in a blog post:
The value of posting on Local Pages increased as the Fan base grew. The smallest Local Pages took on 107% more Interactions than Global Pages in the same size range. Middle-sized Local Pages outperformed their Global equivalents by 169%. For the largest Pages, Local Pages gained 346% more Interactions than Global Pages did.
Courting automotive brands has been a major focus for Facebook. When General Motors pulled its $10 million ad campaign from Facebook in 2012, many industry leaders took it as a sign that there’s not enough ROI from Facebook advertising. However, a lot has changed in 2 years.
Facebook’s pitch got a significant boost in November 2013 when the company hired Google’s Michelle Morris to lead automotive marketing.
Now, as Facebook has built a robust advertising platform, Menlo Park and Detroit are working together quite well. Facebook Marketing Partner BLiNQ Media, a G/O Digital company, recently announced AutoLiFT, an ad targeting solution for auto brands.
Morris, in a press release, discussed AutoLiFT:
It’s great to see our developer community begin to specialize their platforms to meet the needs of specific industries. Automotive marketers are heavy users of programmatic technologies, and BLiNQ has built an intelligent and dynamic, cross-device platform for tier 2 and tier 3 marketing programs on Facebook.
So how well are car makers working with Facebook and what can AutoLiFT do for the industry?
Much like its advertising offerings, Facebook recently put an objective-based spin on its marketing platform, formerly known as Facebook Preferred Marketing Developers. Now these companies, which offer advertising and marketing services to brands and businesses, are known as Facebook Marketing Partners and are divided based on what objective they specialize in, such as ad technology, media buying, small business solutions and content marketing.
So what does this shift mean for the companies, as well as their clients? We spoke with Lance Neuhauser, CEO of Facebook Marketing Partner 4C, about Facebook’s decision.
Inside Facebook: What was your first reaction to the change?
Lance Neuhauser: We heard a while ago that the program would be changing. They just announced what some of those changes would look like. We’re really excited, both for Facebook and the entire ecosystem. For Facebook, we really do believe that they have done a good job in creating an ecosystem of partners who can deliver value-added services on top of whatever Facebook already does, by advancing technology, by providing better content, by providing marketing expertise, etc.
Recently, Facebook unveiled its latest mobile app (for iOS) — Rooms. It’s the rumored “anonymous,” app, where users can have their own name or whatever screen name they choose.
But is there any space in Facebook’s Rooms for a branded experience? Could Nike launch a room dedicated to running — and should they? We talked with Lawrence Mak, the Senior Product Marketing Manager for Facebook Marketing Partner Adobe Social, about the marketing implications of Facebook’s newest app.
Adobe studied the social sentiment around the then-unnamed anonymous Facebook app, showing that people were largely neutral, but more people had a negative reaction (25 percent) to the app before launch than positive (8 percent). Measuring sentiment post-launch, an overwhelming amount of reaction has been neutral (92 percent).
As many people figure out the best way to use Rooms, others are wondering if there’s room for companies and brands in this new app.
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.