Posts Tagged: Social Media

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.

751 notifications on my Facebook page

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The big brand pages we have insights access on usually show 50-100 unread notifications at any point in time. If you get a few hundred public interactions and messages per day, you know how hard it is to get this number down.

If you are a small page or just getting going, you may welcome this level of activity. Like when you got your first cell phone, the novelty wears off.

Why does Facebook show this?

Because they know managing a Facebook page is not solely a marketing activity. Having a store in the mall isn’t purely a marketing activity for the same reason.

You are building relationships in a Ted Rubin or Heather Dopson-like way.

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Behind these clicks are real human beings. Behind your Google Analytics or traffic reports are people just like you.

Nurture them like potential friends, not numbers, and you will have mastered the “secret” of social!

My friend Dennis Yu experienced this first-hand a few years ago in New York City. He lost his wallet and was stuck. Ted Rubin came to Dennis’ rescue with cash, food, a hotel room, and his full attention. No amount of marketing or public speaking could ever equal the indelible impact he created there.

Now go forth and make raving mad fans of your business, organization, and initiative.

What happens when you go to facebook.com/apple?

It’s her:

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If you were Apple, wouldn’t you go grab this?

At the same time, we know that Apple isn’t officially on Facebook.

And in my opinion, Apple is still the most social company on the planet.
They generate sales by creating raving fans and providing tremendous support.

Social media is not about Facebook pages and various tools.
It’s about having your fans do your marketing for you, as a by-product of delivering an amazing experience.

People love Apple so much, they promote a page that has no activity from them at all.

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Over 10 million fans and high engagement. No ads.

Friends, I’d love to hear your thoughts on what it means to have real fans vs social fans.

So you’re a social media consultant trying to generate leads on Facebook?

alex pic2A couple days ago, this random guy called my personal cell phone to pitch his services on how he would help me become known as a marketing expert. Do you get such calls, too?

He didn’t have a Facebook page himself. And when I asked him if he knew what we did, he didn’t know.

Most social media gurus hide behind websites that generate no traffic, landing pages that generate no leads and email lists of no subscribers. But at least this guy had the courage to dial for dollars, so we’ll give him a star for effort.

Are you selling social media services?

Here are the most common mistakes:

Expecting that you can make a few self-promotional posts and expect the leads to flow in.

You have to establish credibility over the long-run, just like you would in person.

Marketing on Facebook without already having a solid web presence and marketing automation in place.

Facebook marketing is just a social version of email marketing. You have to build a list and steady stream of content nurturing. If your website and email doesn’t convert or drive traffic, your social won’t, either.

Trying to be everything to everyone.

The world of online marketing is so big. Pick a niche. Maybe you are the social media expert for cosmetic surgeon. Or you’ve got a lot of experience working with musicians. Or you’re a Facebook ads pro.

To try to cover everything, ironically, gets you less business, since you’re competing against the specialists in so many areas.

So here’s what you SHOULD do:

Celebrate your clients’ successes!

Make it about them, not you. Tell their story with pictures and numbers, not generic “testimonials” or marketing fluff. Make it a “how to” of their journey, like I did with this fitness instructor here.

Share your best tips freely.
Sometimes the best things in life are free. Here is how I actually go about optimizing Facebook ads. Will I lose business from sharing our “secrets”?

No, since anyone who would implement this themselves wouldn’t be a good client (likely wouldn’t pay). And those who appreciate paying for service see that I know what I’m doing.

Speak in a tone you’d use with friends and colleagues
Don’t be guilty of making breathless promises, like the shady charlatans of social. You’re a business professional, like a doctor in a lab coat, not a circus clown. You’re well-trained and don’t need to pander.

Would you trust a doctor that loudly proclaimed he was a medical guru?

But what if I’m not an established authority in a particular vertical?

Then get more clients in that area.
Let’s say you have 3 clients in the outdoor sports category. Get more of them so you can get deeper.

But don’t choose your niche as geographic.
In other words, don’t try to be the best Facebook marketer in Minneapolis, Minnesota. You’re much stronger to choose a type of business you’re specializing in, lest you suffer from trying to become an expert in every type of business under the sun.

Network with the folks who are most successful.
You might find that your “competitors” are actually friends. We refer a ton of business to folks that provide social analytics and Facebook ads. And they do the same for us. We know what we specialize in, so we’re happy to retweet and share their content.

Amplify what’s working and cut what’s not.
Jack Welch talked incessantly about being #1 in a category or getting out. And being a number 2 is like taking a number 2. Run page post ads to make sure your great content is being seen. Got a bunch of auto dealerships as clients? When you talk about their success, run ads to target other dealerships who are not clients.

Implement these techniques and you’ll have a steady stream of traffic and leads coming your way. No need to cold call ever again.

How the 300,000 EscapeArtist members can find a home on Facebook

Christine is the partner of Escape Artist International. She has over 300,000 people in her email list and wants to “clean up” their social media.

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Their clients want to live, work, and invest in other countries. They’ve been around 18 years and grew up from an ex-pat community that shared tips on how to live abroad.

If you google “how to get a second passport” or related topics, they pop up. They monetize via an ad supported model and are now selling conferences.

But they have only 2,926 fans on Facebook with 10 active users.

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And they don’t know who their social users are.
But through public data alone, we already know their top fans are 35-44 years old– much younger than they would have thought.

But so long as we have their facebook pageid, we can do analysis on their page. This is their graph id: 308371629230

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And it’s easy to tell what her fans like.

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They like traveling, cooking, spirituality, and even medical marijuana.

So what can Christine do, armed with better knowledge of who her fans are?

1) She needs to put her url in the first 3 lines of her page’s About section, so people can come to the site.

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2) Instead of hard linking to the Facebook page, they should be using a social plug-in, provided free by Facebook. These plug-ins are socially aware, meaning they will tell you which of your friends are fans.

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3) But perhaps the biggest impact she can make in tying her social and email communities together are using Custom Audiences. EscapeArtist can upload their 300k email list to Facebook list to see who matches, then do analysis on what they like, where they live, how old they are, the cars they drive, the magazines they read, the credit cards they have, the places they travel to, and so forth.

We describe this here.

Because this is a consumer list, we expect a 70% match rate, so 210,000 folks should match.

4) Tie marketing automation to social

Like most community sites, their list is not segmented, it’s one big list, where everyone is blasted the same message.

Once she’s segmented her audience into different goals, personas, countries, she can then upload these directly to Facebook to then double the impact of email marketing by ensuring her messages are in the newsfeed.

And she can use custom audiences to drive sales, reach advertisers, and promote conferences to people in each area.