• Act-On Software
    Act-On Software on January 22, 2015

    The Rules of Engagement on Facebook

    If you want to make your content sharable and searchable on Facebook, you need to have a thorough understanding of Facebook principles and the general rules that apply to content and behavior.
  • Mastering your Facebook ad targeting strategy gets you in front of very specific and often motivated segments of your audience, on the network where Americans religiously spend an average of 40 minutes of their day. Here are a few ridiculously powerful Facebook ad targeting strategies you probably haven’t heard of.

    You can target audiences on Facebook with a dozen different ad formats and thousands of possible ad targeting parameters. Mastering your Facebook targeting strategy gets you in front of very specific and often motivated segments of your audience, on the network where Americans religiously spend an average of 40 minutes of their day. Here are a few ridiculously powerful Facebook ad targeting strategies you probably haven’t heard of.

    1. Tap Into Recent Purchasing Behavior Among Facebook Users

    Early on, Facebook was criticized by advertising analysts as a fun place to hang out, but a network with little commercial intent or potential for consumer insight. That changed early in 2013 when Facebook forged partnerships with data brokers including Epsilon, Acxiom, and Datalogix.

    These companies have access to trillions of data transactions each year. Acxiom executives have stated that their database alone contains information about 500 million active consumers worldwide, with an average of 1,500 data points per person.

    Suddenly, Facebook knew a whole lot more than whether you spent more time in Farmville or Candy Crush Saga. Getting married soon? Taking medication for hypertension? Love reading murder mysteries? Facebook probably knows.

    This gave advertisers the power to reach out beyond their own CRM databases and tap into insights gleaned from shopper loyalty programs of all kinds and matched to individual user profiles. Facebook advertisers use this data to target audience segments by thousands of different purchasing behaviors.

    Here’s one that I use: People who buy Business Marketing Services (which is relevant to my company, as we sell business software and services).

     Facebook ad targeting purchase behavior

    Purchasing behavior subcategories include Buyer Profiles, Clothing, Food & Drink, Health & Beauty and a lot more. Within each broad subcategory, you can drill down into types of behavior; for example, choosing Buyer Profiles will then let you target DIYers, Fashionistas, Foodies, etc.

    Facebook shows you how many user profiles you can target in each subcategory, based on their aggregated, multi-sourced offline transaction-based data (or in simpler terms, the number of Facebook users in that category they’ve matched to offline purchasing data).

    The options here are limitless. Get in there and explore!

    2. Get Creative With Life Events Targeting

    Certain types of businesses or campaigns are based on selling to people experiencing certain major life events. Funeral homes, for example, obviously want to connect with people who are planning a funeral, terminally ill, or lost/losing a loved one. Moving services want to get in front of you if you’ve just purchased a new house or apartment. Wedding photographers target people who are engaged.

    Facebook has pretty much every conceivable life event targeting option, since we tend to post these to our timelines.

     Facebook ad targeting life events targeting

    The Life Events parameter is unique in that you can choose to target people at specific intervals of time after the change. For example, a jewelry company would obviously be interested in getting in front of people celebrating their one-year anniversary, so they could target audience members who were newlyweds one year ago. The date ranges possible are 3 months, 6 months and one year.

    3. Nurture Leads & Build Loyalty With Facebook Custom Audiences

    Facebook Custom Audiences are an advanced feature that enable you to connect on Facebook with your existing contacts. Getting in front of your existing customers and app users on their favorite social network reinforces your brand, but also gives you the opportunity to increase lifetime customer value, order frequency, and loyalty.

     Facebook ad targeting icon

    This works the other way, too – you can increase the efficacy of your campaigns and avoid wasted clicks by excluding your existing customer list. If you’re offering a free trial to new users, for example, there’s no reason to show it to your loyal customers.

    Custom Audiences are created by uploading your customer phone list, or purchaser/subscriber email list in CSV or TXT format, to Facebook. You can also create a Custom Audience based on your site visitors (and specific pages visited on your site), or on specific actions taken within your game or app.

     Facebook ad targeting create custom audience

    Then target or exclude the whole list, or just specific subsets of it using other targeting parameters to home in on your ideal audience.

    This is crazy powerful! You could target your existing customers who work in a specific job function, make XX amount of money per year, and live in a certain ZIP code with a higher value product offer, if those insights told you these people are more apt to be your affluent customers.

    Or, you could target people who visited your company’s blog with offers to demo your product. They already know your name and were interested enough to visit you, but not to convert. Facebook Ads targeting that Custom Audience can close the gap.

    The number of different demographics points you can target and combine is staggering. Net worth, living arrangements, marital status, parental status, interests, location – it’s all in there, and more.

    4. Expand To A Lookalike Audience

    Lookalike Audiences are a logical next step, once you have a good Custom Audiences strategy in place. Even if you don’t have your own email or phone list, you can mirror your Facebook fan base. Lookalikes allow you to expand beyond your reach but still target people with highly specific profiles, by creating audiences that look like your own targets.

    If you have neither a list nor a big enough Facebook following, you can still create a Lookalike Audience using a tracking pixel to create a Website Custom Audience to mirror.

     Facebook ad targeting create lookalike audience

    Once you’ve decided which audience you want to replicate and expand on, you can make the audience larger (more broad) or smaller (more specific and similar to your original audience). At the most similar level, Facebook is going to find you the top 1 percent of users with similar traits, in your target country. At the opposite level, optimizing for reach, Facebook will display your ads to the 10 percent of users in your target country who are most like your target audience.

    5. Get Super Granular With Layered Targeting Options

    The really powerful thing about Facebook ads is in your ability to layer targeting options on top of one another, gradually making your audience more and more specific. An extreme (and hilarious) example of the power of hypertargeting was featured in AdWeek last year, when a marketing pro targeted his roommate with ads so specific the poor guy thought he was being cyberstalked.

    Yes, you can use combinations of behaviors, demographics, and geolocation data to reduce your audience to as little as one person. Far more useful for you, however, is the ability to match ad creative and offers to smaller audiences created using combinations of data.

     Facebook ad targeting household composition

    Facebook ad targeting net worth

     

    For example, a moving company promoting a special discount for senior citizens could target people who purchased a house within the last month, layered with an age range of 60 years old or greater and their service area locations.

    Or, a retailer selling baby products meant to soothe and calm a baby could target new parents who have purchased colic medication. Imagine the ability to speak directly to the parent experiencing those sleepless night with such targeted messaging! (As a new parent, I totally get this.) Your messaging can be tailored to speak directly to that problem and offer your solution.

    If you can understand the intent, needs and likelihood to respond of any given audience segment, you can layer Facebook Ads targeting options to tap into it and get in front of them.

    The Best Facebook Ad Targeting Strategy Is Diversified & Comprehensive

    You don’t have to pick just one of the strategies above; check each of them out and see how they might fit your various target market segments.

    Create personas for your ideal customers – who are they? Where do they live? What do they do for work and what do they do after work? What traits and characteristics might they have, and how do those align with the many targeting parameters listed above?

    Identifying just who it is you want to reach will guide you to the best Facebook ad targeting tools and options to get in front of them.

     

    It is more important to have influence in social media than popularity. You could easily have more visitors than your competitor, but your competitor could be more influential. It is better to receive less traffic if your visitors are regular and more invested. When your visitors are more involved in your site, this increases the likelihood of their making a purchase as you have now earned their trust.

    Are you gaining influence or popularity amongst your user base? Is there a difference and if so, does it matter?

    Far too frequently, brands fall into the trap of thinking that the only thing that matters is the number of visitors they attract, which is not necessarily the case. You could easily have more visitors than your competitor but your competitor could be more influential. How is that possible? Suppose you have a larger number of visitors than your competitor, but most of your traffic is generated by search engines. That is not a bad thing, of course, as it is a significant goal. With that said, if your competitor receives less traffic, but their visitors are regular and more invested, they could easily have more influence.

    It should always be kept in mind that a large number of visitors can sometimes stem from a significant number of one-time visitors. Of course, all visitors begin as first-time visitors, but if a user only visits your landing page and then quickly moves on, never to return, you are not gaining anything from them. You have no real opportunity to build influence with one-time visitors. With regular visitors, you are able to cultivate a true relationship. Over time, those visitors become invested in your brand and truly care about what you have to say. For this reason, it is vital to consider whether your viewership is based more on one-time visitors or on return visitors who are truly invested in what you have to say.

    Measuring Your Influence

    So, if it is more important to have influence with your audience than to be popular, how do you go about measuring influence? While it can admittedly be difficult to measure influence as compared to popularity, there are a few metrics that can guide you in determining your brand's level of influence. Begin by evaluating your number of return visitors as compared to your number of one-time visitors. Drive-by visitors, those visitors who only visit your website once and then move on, do not really count toward your influence score.

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    What You Can Do to Build Influence?

    Ultimately, influence comes down to authority. The more confident a visitor feels about what you have to say, the more likely he or she is to visit again. The more a visitor frequents your social profile or website, the more they will begin to trust your brand. The more trust you are able to establish with that visitor, the more likely he or she is to make a purchase. Sound marketing has always been built on establishing trust between brands and consumers. The only difference today is the way in which brands proceed in building that trust.

    Social media marketing and content marketing are both powerful methods that make it much easier for brands to reach their target customers today. Both also present excellent opportunities for developing the all-important level of influence that drives trust and eventually sales.

    Influencer marketing is currently one of the biggest phenomenons in marketing today. Based on the concept of partnering with brand ambassadors and social content creators, influencer marketing gives you the opportunity to leverage the power of influential leaders on such social networks as Twitter, Facebook, Instagram, and Pinterest. TapInfluence reports that brands are now pouring millions of dollars into the influencer marketing industry. While a brand endorser or social media influencer could easily be a celebrity, an increasing number of brands are now focusing on tapping into the influence held by everyday consumers, as well. This can prove to be particularly important when it comes to "mommy" bloggers who can often have a significant impact. They make blog from their kitchen table or living room sofa, but do not discount the influence that many of these bloggers can have.

    The Benefits of Influencer Marketing

    Bringing a brand advocate onboard can provide a great number of benefits, including the ability to humanize your product or service. E-commerce is great, but consumers can sometimes feel as though they are making a purchase from a faceless entity. A recommendation from an influential blogger or social media leader can help to change that. As brand advocates support your products or services across their blog or social media page, they are actually affirming your brand's value and helping to build trust.

    Of course, as the old cliché goes, there is no free lunch. Brand advocates do not typically endorse products or services without any expectation of remuneration. How you elect to compensate a brand advocate may often depend upon the size of their audience, but the most common methods include a discount, free gift, or a voucher.

    Not sure how to go about attracting prospective brand advocates? This can depend based on the social media platform you are targeting, but in most instances, it is important to begin by finding potential influencers and then following them first. Engage them by liking and commenting on their posts. Sharing and re-tweeting the content from influencers can help, as well.

    This type of marketing can also have a trickledown effect as your loyal customers share the word about your brand. In the old days, we often referred to this as word-of-mouth marketing. While generations past might have recommended products to their families and neighbors while chatting over coffee, today's consumers do so through social media. In order to take advantage of today's digital form of word-of-mouth-marketing, it is important to make sure that all of your content and even your product pages are as shareable as possible. Do not overlook the opportunity to include sharing icons for all major platforms, including Facebook, Twitter, Pinterest, and Instagram.

    Both popularity and influence have their place in today's world of marketing. The key is to make certain that you do no confuse the two. By tapping into the power of influential advocates and learning how to build your brand's own level of influence, you can ensure you stay ahead of the competition. 

    influence / shutterstock

    After many years of negative PR swamping the cruise industry, Carnival Cruise Lines is running a commercial during the Super Bowl. Any tie-in to social media is a huge risk, but could return an even larger reward if done well. Is Carnival ready?

    Carnival Cruise Lines is running a Super Bowl ad this year. Surprised? I was. It’s a big risk. The last three years have not been good news for cruise lines. From Carnival’s infamous poop cruise to Disney’s kicking a baby and family off a ship in the middle of a large family outing, to virus outbreaks and fires,  cruising isn’t exactly at the top of everybody’s bucket list. So what’s a huge cruise conglomerate like Carnival to do? 

    I happened to catch a preview of the spot on the CBS Super Bowl commercial show. The "Cruise Virgin" spot is very creative, well-done, and fits the culture of a Super Bowl spot very well. Carnival is trying to build back positive PR by placing this “fan-picked” ad in the Super Bowl. They allowed fans to vote from four produced commercials and some lucky person will win a cruise-a-year for life. It is a great first step, but it is still a risk. Especially if they promote a Twitter hashtag with the spot.

    Please don’t misunderstand. I am not trying to rain on the Carnival Super Bowl ad parade. I’m sure they have fully capable PR people that have been watching the sentiment surrounding their brand like a hawk and are totally schooled in the cruelty of internet memes. It also should be noted that not every disaster in the last few years has involved a Carnival vessel. But the public is not that discerning. 

    The internet is filled with brands that have been kicked down a notch by angry fans for trying to promote themselves as wonderful at times when fans clearly disagree. The McDonalds #McDStories hashtag debacle comes to mind. There are times when positive PR cannot overcome public sentiment. Companies with a rocky past of customer service or poorly-received products have to be careful when stepping on to such a big stage. Given the real-time social media traction ads will get during the game, and depending on how boring the game is, a commercial can end up being a liability.

    I want to see Carnival recover and move on. My hope is that their PR team has a solid strategy in place of how to deal with negative comments and snarky memes should anything of that nature emerge and go viral. Whether or not the company goes forward could depend on how their social media team responds to the back talk they get as a result of their ad. The best advice at this point might be to sit on your hands and let the conversations play out. If their strategy is to be responsive to fans in real-time social media and the conversation goes south, going silent in midstream may raise another set of problems.  Above all—I hope they are ready. That way if a conversation does go viral, they can rest assured that any response was thought through ahead. Make sure experienced PR people are monitoring and responding. Don't let the emotion of the moment produce a bad decision.

    I will be watching this one closely. It may be that the American people don’t give a damn, especially if the game is entertaining. But I do know one thing…I’d be ready.

    Despite accusations of slacktavism, social networks are usually a hotbed of political activity around election time. A paper from 2013 found that sites such as Facebook were abuzz with political discussions around the 2008 presidential election in America.

    It’s fairly well known that at election time, the population doesn’t tend to share the same voting patterns and behaviors.  Older people, for instance, tend to vote an awful lot more than younger people, which goes some way to explaining why so many policies are aimed at that demographic.

    There have been various attempts to better engage with younger people however.  Last year for instance, a new app was launched called Amy.  Amy is an AI based app that users can message with questions around politics and receive an answer right away.  It was designed to improve political understanding amongst younger people.

    What of social media?

    Despite accusations of slacktavism, social networks are usually a hotbed of political activity around election time.  A paper from 2013 found that sites such as Facebook were abuzz with political discussions around the 2008 presidential election in America.

    What’s more, engaging online wasn’t seen as a replacement for more ‘meaningful’ political engagement.  Engaging politically online was not seen as a replacement for offline political engagement, but rather a new platform for talking about it with others.  Users aren’t under the misapprehension that their online activities are influencing government in any way.

    Social media as a news source

    A recent study by academics at Penn State looked at how influential social media was as a source of soliciting political news.

    “There seems to be growing concern that young people may be becoming more disengaged, particularly from mainstream media sources, and be more out-of-touch,” the researchers say.

    “However, sharing and discussing news content on social media sites like Facebook can actually drive greater involvement with news and information.”

    The researchers wanted to see just how engaged people were with stories they themselves had shared on Facebook.  The results suggest that the engagement we receive from our friends plays a big part in how engaged we ourselves remain.

    “One of the main findings of this study is that engagement in news stories through social media requires discussion with friends on the site,” the researchers say.

    “Sharing the story does not increase involvement beyond just reading it on the original news website. Increased involvement depends on valuable feedback from friends.”

    They went on to reveal that this feedback has to be substantial.  Simply receiving likes is not enough, but if friends provide interesting commentary then it really helps to engage with the topic more deeply.

    Our personal gatekeepers

    The question then becomes whether, when given more control over the news we consume, we tend to hunt down news that we agree with already, creating a kind of political echo chamber.

    The perception is very much that those holders of extreme political opinions tend to be rather entrenched in their views, but recent research suggests that it is in fact those with moderate beliefs that are actually more susceptible to cognitive bias than their more extreme peers.

    Indeed, another study goes as far as to suggest that those holders of more extreme positions (whether to the left or to the right) are actually smarter than their more moderate peers.

    All of which suggests that those positions aren’t the result of blind heuristics but rather more measured thought and consideration.  Of course, this is not without risk, as studies have also shown that the discussion of politics is one of the main reasons for de-friending someone, but maybe those aren’t the kind of ‘friends’ you’d want anyway?

    Facebook news / shutterstock

    The importance of a well-balanced marketing mix can’t be overstated. Let me give you a brief overview of each of the media types – paid, owned, and earned.

    When it comes to the trio – paid, owned, and earned media, the most frequent question I am asked is: “Can you explain paid vs. owned vs. earned media? Which is ‘the one’ for my business?” While knowledge of all three is critical for digital marketing success, most B2B marketers treat them as individual animals and pursue them as independent marketing streams. So what? They are three different critters, right? Not really. Digital marketing is no longer a single-strategy game. As such, the importance of a well-balanced marketing mix can’t be overstated. Let me give you a brief overview of each – paid, owned, and earned.

    Paid media

    Simply stated, you pay for this type of media – tools like Google AdWords, or different types of search and display advertising, SEO and PPC campaigns, and so on. While this strategy calls for an extremely well-thought out plan and execution, it also needs to have compelling call-to-actions driven largely by customer benefits.

    There used to be time when digital marketing was synonymous with paid media. Not anymore. While paid media has its place, times have changed and people have gone beyond responding to promo pitches and clever commercials. Now they are more interested in building relationships with brands they trust and they are seeking involvement with those brands regularly.

    Owned media

    This is the media channel created by your business – the content that you own, in entirety. Think of it as the content featured on your website: your blog posts, the free whitepapers or eBooks that you offer, and any content that you are giving away in the hopes of winning new leads for your business. It also includes the content that you share on your company’s behalf across various social media sites.

    To nail this part of the game, you need to have a strong content marketing strategy, and an equally strong social strategy to back it up. Typically, good content is a highly misunderstood term among B2B marketers, who are valuing the opinions of peers and industry organizations to judge their content trustworthiness, a recent study from the CMO Council and NetLine  reveals. According to Donovan Neale-May, executive director of the CMO Council, “Buyers are not happy with vendors. Their content [tends to be] over technical, product-centric, and self-serving.” That’s too bad, considering marketing content is directed at buyers and prospects. Ignoring them altogether is inviting failure.

    Earned media  

    Earned media places customer into your media channel. The need for customer engagement reaches its pinnacle with earned media. It draws the attention of your prospects and customers, turns them into brand advocates and influencers, who will in turn push your brand before the eyes of more customers and potential brand advocates. You can even consider this the return of good-old “word-of-mouth marketing,” albeit with a modern twist.

    Earned media, however, hardly ever works alone. You have to make it a part of your marketing ecosystem along with paid and owned media. The truth is: in today’s digital landscape, they either work together or they don’t work at all.

    Build your marketing ecosystem with paid, owned, and earned

    While earned media can be a great tool for marketing campaigns, or even for laying out an overall marketing strategy, I recommend that you focus on creating a holistic strategy comprised of all three.  Create engaging, customer-oriented, and problem-solving content through owned media, with paid efforts, get that content strategically placed where it can be spotted by your target audience, and finally, earn the audience’s trust and support and turn them into your brand advocates.

    Where should you be spending your dollars?  Spend them on creating an ecosystem of paid, owned, and earned media.  

    This article was first featured on Forbes and can be found here.

    Image: Creative Commons