Has Facebook –

Has Facebook has it’s day? Not by a long shot it would seem. 

I have been doing a few more workshops as of late – which is nice – and this has kept me busy. But more and more I hear about Facebook losing out to other forms of social media especially amongst young people i.e. teens and the like 🙂 

Now as a part time social media marketing trainer and someone who loves a bit of Facebook PPC for clients I am a little shocked by such ideas. Not that the demographic for Facebook would change – as these things always happen, but more at the speed of it all. 

According to Social Media Today “Facebook’s growth period has clearly come to an end, with Comscore reporting an end of December 2013 user base of just over 31 million users. December 2012 it was around 1.5 million higher.” 

But be careful of such claims as you go to Fanalyzer – http://www.fanalyzer.co.uk/demographics.html# – and they say that Facebook is in rude health. With 36 million users in the UK, some 58.06% of the UK population and some 72.57% of the UK’s internet users.

Not bad at all for Facebook I would say. However, how many are active? And I wonder how many you really do reach with a marketing message. Not saying that Facebook’s advertising algorithm is dodgy but… 

It all depends on the marketing message and the product or service. But perhaps my client at JusTaxi should re look at Facebook as not just a customer service portal opportunity and an advertising platform to help downloads, but as a demographic changer and an integration partner.

Would a function where you can sign up through Facebook help people interact with our app more?  

As Social Media Today conclude…”Brands looking to target very young or fashion conscious individuals will certainly be needing to look elsewhere, although there are still approximately 2.5 million 13-17 year olds using the site. The largest demographic remains the 25-34 year olds, with just under 26% of all users falling into this age bracket. Regardless of what the teens are doing, this remains the single largest concentration of consumers on any social media platform, so businesses writing Facebook off do so very much at their peril.”

Perhaps the Justaxi demographic really is more older professionals in the suburbs and mums needing to go to the shops with kids and no car – rather than trendy young people coming back from trendy bars at trendy times in the morning (and you can tell how old I am from the ironic use of the word ‘trendy’)

Who knows? What I do know is that from our findings so far, we will need Manchester’s taxi comparison app to exist a lot more in the social space if it is going to survive at all. 

Here are a few amazing Facebook stats

Here are a few amazing Facebook stats that illustrate just how vast their empire is.

And the nice thing is you can show off to peeps with them with one click and tweet them to your masses – thanks to http://expandedramblings.com

Fair play facebook

In an effort to help marketers better track sales, Facebook launched a new conversion measurement Tuesday, allowing advertisers to measure the return on investment of their Facebook ads by tracking user actions such as registrations and shopping cart checkouts motivated by people seeing the ads. It allows marketers to track when someone sees an ad on one platform and switches to another to make the purchase.

 And I have to say about time too 😉

Facebook announced the news in a Studio blog post, pointing out that marketers can additionally use optimized cost per thousand impressions (OCPM) to deliver ads to users most likely to make purchases on companies’ websites. According to Facebook, when the two metrics are used, ads reduced the cost per conversion by 40 percent, in comparison to cost-per-click ads on the same budget.

Facebook described its new conversion metric on the Studio blog:

This means that marketers that are interested in using Facebook ads and sponsored stories to drive specific actions on their websites can now use conversion measurement both to understand the ROI of their ad spend and to improve that ROI on future campaigns. This should be extremely valuable for marketers in ecommerce, retail, travel, financial services, and other direct-response industries that value actions taken on their websites.

This conversion measurement and optimization can be used on all Facebook ads and sponsored stories, as well as in tandem with targeting capabilities. Facebook claims that it is the only solution that can show when a person views an ad on one device (such as their phone) but converts on another (their desktop computer or tablet).

Facebook noted that online retailer Fab.com cut its cost per customer acquisition by 39 percent when it used Facebook’s conversion measurement and optimization to serve ads to prime users. Additionally, the Democratic Governors Association used this conversion measurement alongside OCPM to deliver ads to those most likely to sign up for its mailing list. According to Mark Giangreco, the DGA’s digital director, the organization saw cost per conversion rates 85 percent lower than any other Facebook campaign they had run.

Facebook announced that conversion measurement is now available  in power editor, the ads manager, and to API partners. Here’s how it can be used:

  1. Click on the conversion tracking tab in power editor in Chrome (www.facebook.com/ads/manage/powereditor/) or on the conversion tracking link on the left hand nav in ads manager (www.facebook.com/ads/manage).
  2. Create your conversion tracking pixel(s) and implement it on your conversion page(s).
  3. Once the pixel has been placed on your website, create ads and select “track conversions on my website for this ad.”
  4. Set a budget and choose optimized CPM to deliver the ad to people most likely to convert.

What’s the real value of a following…. isn’t it who they are friends with?

For a long time now I have been teaching clients that Facebook is all very well but it only fits into marketing after someone has got awareness of you, has an interest in you and has a desire to buy from you. AIDA… anyone 😉 … But it’s only now after a much bigger blog writes about it do people start to listen…

Continue reading

Data isn’t just the new oil, it’s the new money. Ask Zoë Keating


People love to call data the new oil, but that might be selling it short. It’s only oil when we’re talking about pools of unrefined data like the stuff web companies collect, which has to be processed and transformed into something useful. There are certain types of data, though — especially data about consumers — that are as good as money in the bank without any work at all. And if you don’t believe me, ask popular cellist Zoë Keating.

As a bill attempting to lower the royalty rates paid to artists by streaming music services such as Pandora (s P) works its way through Congress, Keating took to her Tumblr blog last week and offered a solution that both sides should listen to, but won’t. You might have read about her stance in Billboard or ITworld already, or perhaps on Slashdot. If you haven’t, here it is in…

View original post 524 more words

Crafting and delivering a fantastic elevator pitch is something every marketer should know how to do

A great point about Elevator Pitches – which I think ties into something I was chatting about at the #02marktgmatters event last week – that everyone in your organisation SHOULD know your brand values off by heart.

Continue reading

I was wondering why my job was getting more complex…

The 2012 CMO Survey by the American Marketing Association and Duke University. In terms of both department size and budget, Marketing is on the rise. They report that the size of business’ marketing departments has more than doubled — in fact, almost tripled — since August 2011 …

Which is why perhaps I know have three times the amount of work to do… as it’s just me 😉

Continue reading

The Yutt dem, Youths…. come on then… what do they really want?

A great key question that needs answering is this: what do young people actually want from us as marketers?

The Youth Insight Report this year began to address the question. For instance, we’ve heard a lot about social media marketing of late. Brands have learned the importance of transparency, relevance and shared conversation versus traditional push approaches. We know young people are big users of social media – 97% in our recent survey use Facebook and 45% are on Twitter. However less is known about what they really want and expect from brands through these platforms.

‘Engagement’ is the current marketing mantra, but in our research almost half said explicitly that they do not want to talk to brands using social media. A third said they do not follow a single brand, and the response to all our questions around the value of brands using social media for the consumer – such as the chance for one-to-one dialogue or the convenience of getting a quick answer – were met with a shrug and silence.

Those that do follow brands have clear expectations. They want either material gain – some free products, a good discount or perhaps a winnable competition – or they want to be entertained. That’s pretty much it. Having a conversation does not feature.

This is not to dismiss social media marketing; as a channel for traffic to our own website and for increasing brand awareness, the likes of Facebook and Twitter are very important. It’s more about remembering context. At Youth Marketing Strategy, student-popular travel publisher Lonely Planet explained an epiphany moment they had when, months after sharing content and encouraging discussion, a Facebook user piped up and asked why they didn’t announce they had a new book for sale. TBG Digital’s Jeremy Waite summarised Red Bull’s successful social strategy as: “50% of people go online to waste time. So let’s give them some really cool shit to do when they get there.”

The young people in our research like brands that make life easier for them, not those that want a conversation. Convenience is highly valued and is what the majority like most about buying online. While a worrying 52% admit they will buy things whether they can afford to or not, price remains the top priority when deciding. Young people want things that work with the technology they own. Most now have smartphones (74% and rising quickly), watch TV on their laptops (75%) and many will be using Kindles and tablets for their studies this year (around half will own one of either in 2012/13). These are the insights marketers should look to when planning for success.

Further research we are now doing aims to deconstruct the most successful youth brands and work out why they are popular. We’ve got dozens of students coming into our offices over the coming weeks to help analyse the results of our Youth 100 survey. The full results will be published in October, but early indications are that the majority of top youth brands are not using a secret sauce. Most of them succeed because ultimately they understand what 16-24s want from them.

Which mobile channel will reign this holiday season?

So who will win this Christmas? By this we mean who in mobile marketing – Rimma Kats – has some ideas.

And I think for the most part she is right…as finally it would seem, over in Amercia, large retailers are becoming the first to embrace mobile marketing. Now Amercian marketers are using different mobile channels such as QR codes, mobile advertising, SMS and applications to drive in-store traffic, engagement and sales. However, which one will lead the pack?

Continue reading