Posts Tagged: facebook

Google absolutely crushes other social networks and here’s why

Special thanks to BusinessInsider.com for this image.

Special thanks to BusinessInsider.com.

It’s fashionable to say social is popular, while old dogs like Google are on the decline.
You can cite a litany of failures in Wave, Google+, Orkut, Latitude, Buzz, or whatever.
And you might note that Facebook will earn $4.8 billion in display ads this year versus Google’s $4 billion– pulling ahead for the first time.
In the last year, Facebook has added 200 million users. The  stock price is at $74, and the company is worth $206 billion.

Yet Google makes $30 per user per quarter, while Facebook makes only $6.
Twitter makes only $3, so a tenth of what Google makes and half of Facebook’s monetization.

96% of Google’s revenue comes from advertising, most of which is search.
And what advertiser doesn’t want to put their dollars where consumers are buying?

Here are a few things to consider for this tide to turn:

  • Last click attribution is still strong: As long as people are using last click attribution, they’ll put money into branded search terms and other over-weighted sources of “conversions”.  Heck, they don’t even know what last click is, since a conversion is a conversion. Multi-touch and assisted conversions don’t matter yet for the mainstream.
  • Social networks are not just people posting personal statuses and pictures: Google and Facebook both know that whoever controls the log-in controls the content production. I believe recently, because of mobile logins, more people are logging into Facebook to communicate than mail platforms. But of the Four Horsemen, you could even say that Apple will win, since they’ll own the device, but that Amazon will win, since they own the credit card. So do you want to own the user’s content (Facebook), their logins (Google), their device (Apple), or their credit card (Amazon).  The lower in the stack, the more you can pull the rug out from the others above you.  And Facebook is at the top of this stack.
  • People’s ingrained habits change slowly: A decade after ATMs were available, most people were still going into the bank with their check ledgers. Most small business owners still make orders via fax machines and advertise in the yellow pages. If you’re reading this, you’re a technology early adopter– not representative of the mainstream customer.

Google still has plenty of time to own the customer data.

They own a quarter of Uber, you know, plus are building self-driving cars.
Most people spend 22 minutes each way in their commute. Of those who go in a driver-less car, that’s 44 minutes a day to show ads to people.
You think wifi on airplanes or movie theater popcorn is expensive?  Try valuing the captive audience in a moving capsule.

The telcos and mobile device manufacturers have battled it out on walled gardens, but where do you really think the consumer’s attention and wallet is?
It’s retail, not online. And the physical world is where Google is preparing to dominate.  

The real social network is the shopkeeper who remembers the preferences of his best customers, not video snapchats.

Is Facebook Atlas the Google AdSense Killer?

Alex Houg will be speaking at Pubcon Las Vegas on Thursday, October 9th, where he’ll discuss Facebook Atlas and other topics in-depth. Check out the panel “Real World Results” at 12:40pm-1:35pm in Salon E.

Not so fast.

Facebook announced this today, creating broad speculation by non-marketers that this is the event years in the making.  Finally, a response to Google’s AdSense. The Atlas ad serving platform, bought from Microsoft, which in turn, was part of the Razorfish (agency) acquisition, is just an ad server.

2014-10-09 03_25_10-Is Facebook Atlas the Google AdSense Killer_09302014_v2 - Microsoft Word

Warning: geek talk ahead, but worth it for practical-minded, non-geek marketers.

The talking point of “people-based marketing” is strong. It means that Facebook is targeting based on what we know about people via the Facebook login, as opposed to only cookies.  While cookies are faulty across mobile, which is 60% of Facebook’s traffic, a true marketing solution must accommodate tracking users by cookie (website pixels), email, and native userids.

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To show ads triggered by remarketing and general social targeting is certainly interesting.  Facebook’s existing data platform will eventually squish 3rd party cookie collectors, DSPs, 3rd party ad servers, and most independent data providers.  There will certainly be a hold-out audience of folks who still buy on insertion orders, for negotiated impression-based rate card deals.

The discussion of tying to offline sales is not Atlas-specific.  Facebook already has conversion tracking and Datalogix integration, the latter of which is only to big brands with a large retail footprint.  Facebook’s cross-device tracking is perfect for mobile and only they have the scale necessary to tie users. DSPs are dead, as well as many in the inefficient middle.

If this sounds like technical ad geek stuff, this is what you need to know:

  • If you’re a small business, you don’t need to know anything about ad servers.You’re not selling your inventory for money, and even if you were, you don’t have enough to make it worth your time. Your customers are worth more than a few pennies of selling banner ads. Don’t run ads on your own properties and don’t buy ads except directly on Google and Facebook.
  • If you’re a marketer of any type, you need to first focus on understanding marketing automationbefore you worry about negotiating traffic to buy or sell. Unless you must buy or sell banner ads, focus on buying on native platforms (directly via Facebook and Google).
  • If you are a major publisher (over 10k uniques a day), this is your answer. You probably won’t be kicking out your ad sales team, but you can look at replacing stuff from other vendors. The cookie-only guys don’t have an answer here, especially on cross-device tracking.
  • If you’re a technology player, especially an ad serving player, time to update your resume. You knew it was a matter of time before the money got connected to the technology.
  • If you’re a student, learn all you can about the data you can collect from all free platforms(Google, Facebook, LinkedIn, twitter, etc).  These guys let consumers play for free in exchange for data that powers ads. So you’ll need to help businesses bridge this gap, to use data to help drive smart marketing and sales. This trend is not going away.

Here is their product tour.

Facebook has their javascript tracking on over a million sites, last time we heard a couple years. Who knows what the number is now. With the roll-out of Altas, we can expect this number to jump.

Javascript pixels allow Facebook to collect an immense amount of information about users on a site.  And when they authenticate to Facebook, their system can then tie that web user to a Facebook userid, allowing Facebook to track the user into mobile and cross-platform.

Nobody disputes that Facebook has the widest footprint of any network, cookie-based or not. What we don’t know is how much of this web-collected and natively-collected data can be used to help us as marketers. A lot, I’d imagine.

What do you think about this?

8 Links you MUST have, but probably don’t, to keep up with Facebook

8_things

1) These are the 9 public ad types on Facebook with how to use them, ad dimensions, and so forth.
The local awareness ads might not be showing for you yet.

https://www.facebook.com/business/ads-guide/

2) Hard to find, but get to the education section at:

https://www.facebook-studio.com/education/index
You’ll have a ton of videos and courses to take.

3) Custom audiences are critical to your conversion.

https://www.facebook.com/business/a/online-sales/custom-audiences-tips

4) Because Facebook is 60% mobile, you must measure traffic that crosses from mobile to desktop, especially if you’re in e-commerce.
This is one part of how Facebook lets you set attribution by view and click windows. Default is one day view-through and 7 day click, but you can change it.

https://www.facebook.com/business/news/cross-device-measurement

5) And because you need to have an app (iOS or Android mainly), Facebook created a streamlined method for you to connect it Facebook.
Then you’ll be able to run app install ads and app engagement ads.

https://developers.facebook.com/quickstarts/

6) Facebook has great interviews with other ecosystem players.

https://www.livestream.com/fbmarketingtalks

7) If you can get into this group, you’ll get notice of the latest releases before everyone else, even if you live in New Zealand (the country that gets the updates first).

https://www.facebook.com/groups/pmdprogram/

8) Or you can just search Google for the latest docs.
Do a query for site:https://developers.facebook.com/docs/reference

Finally, manage multiple client Facebook ad accounts!

Screenshot 2014-07-17 19.10.23Screenshot 2014-07-17 19.10.34
Google had had the MCC (My Client Center) for at least a decade, where you can request access to manage the client’s ad account like an agency.
And now Facebook has it with their Business Manager!
Rejoice, my agency friends, since you should be getting access soon, if you don’t have it already.
Go to business.facebook.com to find out.
And check out this handy FAQ.

FAQs for PMDs and FBX on Business Manager

Exposing human nature on Facebook

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Facebook suggests Advil as a related page for Fireball and Svedka.
Facebook used to have a tool called Lexicon that let you trend out interests like this:
facebook-lexicon-hangover-p

You can still do crazy data mining via graph search. Or like this.
You have to be part psychologist and part mathematician to really get social analytics right!

Facebook is so smart, they know where you are!

Screenshot 2014-06-08 10.51.09
Facebook knows who your friends are, what you did last night, and what you might be doing a year from now.

And mobile gives them an opportunity to collect more data, to even passively listen in on your songs to make sharing easier.

They bought face.com a few years ago for the facial recognition technology, ostensibly to help you tag better.
Are you liking the suggestions they make in photos?

And this morning, I saw the recommendation above, when I was filming at Infusionsoft headquarters.

You can bet that Oculus VR will incorporate many of these features, creating a truly social experience.
Are you a Google Glass person, a Facebook glasses person, or an Apple watch person?

Regardless of which technology option you choose (or if you decide to abstain), from our perspective as advertisers, an amazing world of data is opening up for us to use.  Do you see what this means for us as marketers who have to refine our targeting, creative process, and marketing systems?

Are you ready?

Perfect Audience Acquired by Marin Software and What It Really Means

2014-06-05 16_12_20-Perfect Audience - Blitzmetrics - Dashboard

The real story is that native retargeting via Facebook and Google kills their business as a stand-alone. And the bigger picture is that retargeting is not just an add-on to PPC, but revolutionizes how we all need to think about advertising.

It now means we must integrate marketing automation with our paid search. And thus, our content makers must own the mantle of amplifiers, since they know the target and are closest to the customer.

The casualties are agencies that have depended for so long on the traditional ad agency model: one and done, set and forget, “Super Bowl” campaigns, and media planning cycles. Might as well bring a rusty knife to a drone fight.

$50 in your pocket from Facebook is great news!

2014-05-15 17_13_57-Fwd_ $50 USD Ad Coupon to try Custom Audiences with Facebook Ads - max.darby@bli
And I’ve been saying that custom audiences are the most amazing thing about Facebook.
We can use them to rekindle customer relationships, help us convert new customers, drive engagement with the right audience segments, and make our email performance stronger.
Did you get one, too?

10 Facebook Marketing Tips From 10 Musicians

We recently spoke at the SongRise Music Conference in Peace River, Alberta. It’s an annual conference / workshop for people in the music industry.

I invited attendees to share the following: “What is the one tip you want to share with other artists that you learned at the SongRise Conference this weekend?”

The responses were amazing:

Karen Seaton10153281_10152447121939973_8311348071359097513_n

“This conference has taught me that no matter where you think you might be as a songwriter or musician, your talent is endless, as are the possibilities! My word of advise to all current or future delegates is to leave your fears behind in that crazy place we call the comfort zone. Take the leap and do what you love!!! 😉 Music is love! …and hugs, can’t be without hugs!”

 

Michael Cassidy Jr.

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“The Songrise conference was amazing and all the info provided by BlitzMetrics was very beneficial. If there’s one tip I could offer another artist about the conference it would be this:
Learn a butt-load of valuable information while having some of the most fun you’ll have all year.”

 

 

Sarah Richards1506925_10151805203421372_1989875944_n

“The one tip that I would give to other artists about songrise is that I thought it was going to be hard to write with a couple strangers, but you never know who you’ll meet so give it a try and you’ll make lifelong friends and connections! So amazing!”

 

 

Richard Woodman1492538_10152307017005733_2960366168304225023_o

“I learned the importance of branding and letting that be a reflection of who you are”

 

 

Luke Lounsbury395654_3021274146266_1289562225_n

“This year at Songrise, I was exposed to the business side of the music industry. I also gained knowledge pertaining to grants and other opportunities you wouldn’t find anywhere else. A big thanks to everyone involved!”

 

 

Amy Metcalfe

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“My tip to future songrise attendees would be to expect the unexpected. This conference has the perfect blend of encouraged creativity and practical tools necessary for today’s musicians. Top notch panel and sessions with small town warmth and personal connections.”

 

 

Vernon John Ledger

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“One thing I learned from songrise is the importance of knowing who you are and what you have to offer, because when you know that, you know who your playing to”

 

 

Shae Long10245466_640496159358133_5804920539069598936_n

“The one thing I learned this weekend that I would like to share with other artists is that it doesn’t matter how old you are, what your talent is or how big your fan page is. If you have something to offer, that is something special and shouldn’t be taken for granted. Don’t underestimate what you can achieve when paired up with other great artists.

 

 

Lorissa Scriven

“Hey Alex big thanks to you a

10258858_10152414101215953_6543424718063694726_nnd Dennis for coming up to Peace River to share your knowledge with us. You are very inspiring people, who empower with knowledge! I love that! So… the homework. I would say going to #Songrise brings a sense of belonging unlike anything I have ever experienced.

It really taught me the importance of networking. Investing energy in relationships with people is honestly the best thing you can do in life and in the business of music.

The unity that comes from supporting one another is truly magical. A few things I would tell anyone who goes to the conference would be to make sure you leave your ego and inhibitions at home, let yourself be open, free yourself from fear, then.. see how you shine from within and outward like a giant light bulb!

Recognize and support all your fellow light bulbs! Everyone is so unique and radiant. Be inspired, write things down and maybe prepare yourself for the lack of sleep you will endure and don’t forget the “Experience hangover” that will happen for the weeks to follow.

 

 

 

Dana Blayone199352_10151416723548012_786784122_n

“Being one of the organizer’s of Songrise Music Conference & Showcase  my mind was blown with all the amazing artists and mentors that surround me during those two days. The business sessions grounded everyone to start looking at their music as a business, and the co-writing sessions made everyone glow with creativity and connectivity with those around them.

The one tip I want to share which I feel is the most important outcome from #songrise is the networking and relationships that happens organically. If you rise together as a musical family supporting and promoting one another while on your own journey, then you will discover success that lasts longer and is more sustainable. With a musical family you then will truly have No Limitz!.”

 

Music is all about expressing yourself, and the responses we received center around the idea of what makes you special. Share your passions, then reach out and network with others- remembering to always have fun.

This isn’t limited to just music, but crucial for any brand’s story. When your mission statement resonates with what drives your passions, your audience takes notice and reacts.

We cover all of this in our Songrise guides that you can download here.

If you’re a musician or work in the music industry, you should drop in at Songrise next year!

3,815,7771 travelers can’t be wrong! The best targeting platform in the world

Screenshot 2014-04-29 14.56.32

Are you excited about the new unified interest targeting in Facebook ads?

We can now target people who are currently traveling.  How does Facebook know?
They look at your activity by check-ins and current location, which includes mobile.

What’s awesomely scary is how Facebook has been tying together what’s in your profile (precise interests) with your offline behavior, your email lists, your website traffic, and the apps that your users have, and people who look like your best customers.

Isn’t this amazing?