SPMD SHIFT adds Andrea Wolinetz as VP of Agency Partnerships

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SHIFT, a Facebook Strategic Preferred Marketing Developer, announced Tuesday that the company has hired Andrea Wolinetz as Vice President of Agency Partnerships.

Wolinetz, who has nearly a decade of digital marketing experience, will grow SHIFT’s senior-level partnerships with agencies and promote adoption of the SHIFT Open Marketing Cloud. She will be based in SHIFT’s New York office. Most recently, Wolinetz was the Managing Director of Connected Platforms at PHD, where she oversaw the growth and expertise of the company’s offerings in social media, search, mobile and gaming. Some of her clients included Carnival Cruise Lines, HBO and GlaxoSmithKline.

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Facebook’s Buy button and the future of global commerce

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While Facebook’s Buy button might be “The Next Big Thing,” it doesn’t necessarily cater to the company’s global user base. At least not right now.

While the Buy button is still in testing by a small number of companies, it’s current format doesn’t sit well with the global community. One company says this is because the Buy button is very American. What does that mean?

Ralph Dangelmaier, CEO of BlueSnap, explained to Inside Facebook that payment systems vary greatly by country. Options like Paypal, Visa, and American Express aren’t payment options the world over, so having a Buy button that requires a credit card at checkout is a major turnoff for someone, say, in Germany.

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Facebook testing ‘Satire’ tag

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You might have at least one Facebook friend who thinks that Morgan Freeman is really dead, or some satirical Onion headline is the truth. Facebook wants to stop the sharing of satire as fact, as the site is testing a Satire tag on posts from The Onion and other similar sites, according to Ars Technica and sister site AllFacebook.

The tag only appears on the Related Articles module that appears after a user clicks on a link within News Feed.

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Facebook testing call to action options on organic video posts

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Facebook appears to making it easier for pages to utilize a call to action. As discovered by Memorado and Inside Facebook reader Matteo Gamba, some pages have the option to add a call to action when they upload a video.

Facebook has made the call to action button a powerful option for direct response through ads, but now it looks like page admins could get the ability to add such a button on non-advertised posts.

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Facebook PMDs Die Socialisten/Swat.io, RIOT form partnership

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Swat.io (an offering by Facebook Preferred Marketing Developer Die Socialisten) and RIOT announced Monday that they have formed a strategic partnership.

RIOT, a Brazilian PMD with 300 employees in 4 locations, will integrate Swat.io technology into its work with top brands such as LG Electronics, Johnnie Walker, PepsiCo, Spotify and Renault.

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Why are passion pages so popular on Facebook?

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There’s a group of pages that achieve loads of organic reach, with little Facebook advertising involved. How are they doing it? Through passion.

Passion pages — like “Architecture & Engineering,” or “Welcome to the Internet,” — aren’t so much selling a service or a product, or acting as the public face of a company. They’re meant to be a gathering place for people who love something. But what goes into a passion page’s content strategy and what are the major goals?

Inside Facebook talked with Saul Leal and Saborn Va of Salt Lake City-based Deseret Digital Media, the minds behind popular passion pages such as “I Love My Family” (8.8 million fans), “Yo Amo a Mi Familia” (5.6 million) and “I Love the Bible” (5.3 million). Deseret has more than 100 passion pages across Facebook. Last month alone, they drove 3.3 billion impressions to the company’s FamilyShare Network websites.

Deseret’s Facebook ad budget to acquire new fans? $0.

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Facebook: 15M people talking about ALS Ice Bucket Challenge, 1.2M videos posted

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People all over Facebook are soaking themselves with ice water to bring awareness to ALS — including Facebook CEO Mark Zuckerberg and Chief Operating Officer Sheryl Sandberg.

But how widespread has this been? Facebook released statistics Friday, showing that 15 million people across the social network have posted about, commented or liked a post related to the ALS Ice Bucket Challenge. People have also posted more than 1.2 million videos.

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Inspiration is the new currency for Facebook likes

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The Facebook marketing free ride is over (in case you haven’t heard), and brands are scrambling to find a free way to interact with potential clients. So what is the new currency for Facebook likes?

When thinking of an insurance company, a college or a temp agency, most people don’t look to be inspired. And yet, on Facebook, that is what many companies are doing to reach their customers and continue to thrive as the social media giant continues to evolve.

Does it work? Will it continue to? Yes and not for long.

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How Front Gate Tickets earned 10x ROI through Facebook ads

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Front Gate Tickets handles tickets and promotions for some of the biggest musical festivals in the country, such as Coachella and Lollapalooza, as well as events like the X Games. With help from social data firm Umbel, Front Gate Tickets was able to utilize Facebook advertising to reach music fans and other event goers, earning a 10X return on investment.

Front Gate Tickets incorporated Facebook login into their purchasing process, allowing buyers to see if their friends are going to the same event. This also gave Front Gate Tickets the chance to pitch events to people via Facebook ads.

Uri Bogler, Front Gate Tickets’ Vice President of Marketing, talked with Inside Facebook about the major problem that was facing his company and how partnering with Umbel to use targeted Facebook ads helped:

(Umbel) creates this digital genome to try to do precise, data-driven lookalike campaigns on Facebook to reach fans who may not know about an upcoming show. Really that’s the problem we’re trying to solve. One of the biggest reasons people don’t attend concerts or festivals is because they didn’t hear about it  or didn’t know about it in the first place. Facebook advertising can work really well and Umbel’s reach extension campaigns have worked great.

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How to prepare for Facebook’s Sept. 1 ad targeting, bidding changes

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Starting Sept. 1, all targeting and bidding on Facebook rolls up to the ad set level. You can no longer do mixed targeting and mixed bidding.

In March, Facebook announced plans to simplify its advertising structure, breaking it down from campaign, to ad set to add. Facebook’s Patricia Lai announced in the PMD News group recently that the company is moving forward on part 2 of this plan: moving targeting, placement and bid settings to the ad set level. That three-tiered structure will roll out globally starting Sept. 1.

Here’s what Lai told members of the group:

In our updated interfaces, all NEW ad sets will define targeting, placement and bid settings at the ad set level. This does not change how our system optimizes; it only changes where these settings are defined. Comparing audiences, placements and bid settings across ad sets results in clearer and more meaningful insights. In our updated interfaces, advertisers will no longer be able to create ads with mixed targeting, placement or bidding within the same ad set, a common source of advertiser confusion. Ads will now be defined by your creative, leading to more clarity and predictability in regards to delivery.

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