Facebook marketing weekly review (December 20)

Posted on December 20, 2013 by

FacebookNews300x300-2Facebook marketers have had to contend with some major changes this year, including a new Insights Dashboard, the increased EdgeRank weighting being given to link posts, the evolution of timeline contests and the growing number of fans accessing Facebook via their mobile devices. In tandem with these changes Facebook advertising has become more sophisticated and many of us anticipate a need for increased advertising activity in 2014 with the signalled decline in organic reach.

As we approach the end of the year it is worth looking back over what we have learned and how far Facebook Marketing has evolved in such a short space of time. The team at AgoraPulse have put together a list of our top 10 blogs of 2013; we will share them with you over the next two weeks. Each week we review a significant volume of Facebook Marketing content to create the Agora Weekly Pulse, so the only criteria that we used was that the blog stood out from the crowd.

Our top ten Facebook marketing blogs of 2013 are in no particular order – we hope that you enjoy them.

 

#10 Power Editor & Facebook Ads: A Glossary of Terms

Author: Jon LoomerJon Loomer Digital

Why read this article? 
Facebook ads are essential to the success of any Facebook Page, and they are going to become more important in 2014 with the anticipated drop in organic post reach. Power Editor is a vital tool for Facebook marketers, particularly for advanced demographic targeting and for managing multiple adverting campaigns.

What’s the PULSE on This?

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  • If you want to run a successful Facebook advertising campaign, you need to understand the terms, so we have taken just a couple out of Jon Loomer’s post for you – enough to give you a taste of what it contains. We highly recommend that you read the full article.
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  • Broad Categories: Broad Category targeting is very similar to #interest targeting. This allows advertisers to target users who have information in their Timelines and actions taken related to a specific category of interests.
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  • Conversion Specs: When Optimized CPM is chosen, ads are automatically optimized for a specific action type (Page Like, Post Engagement, etc.). With Conversion Specs, this action type can be manually changed to a different, more relevant action (Link click, video play, photo view, etc.)

<<Read the original article

 

#9 Should You Run Timeline Contests or Use 3rd Party Apps?

Author: Scott AyresPost Planner

Why read this article?

When Facebook changed its policy on running promotions in the Timeline, many 3rd party app developers, including AgoraPulse, published articles on the pros and cons of this new way of running a contest.  The truth is both timeline contests and 3rd party apps have their advantages, and the best choice really depends on the goal of your promotion. Here Scott Ayres offers his objective opinion on when to use a timeline contest and when to use a 3rd party app.

What’s the PULSE on This?

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  • Timeline contests are perfect if you want a fast and easy way to engage with your community and increase your reach, they are also really simple to launch.
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  • Timeline contests will not help you to build a database, they also make it more difficult to contact winners, guarantee new fans and publish rules
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  • Using Facebook contest apps like AgoraPulse will help your brand to attract new fans, build a targeted database and some (like ours) give you valuable analytics. They also make it easier to publish rules and contact winners privately.
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  • There is no getting around the fact that apps cost money, but apps are not just for big brands, all of them offer a flexible pricing model based on the size of your Page and the functionality that you need. If your objectives are to attract new fans and build a valuable database, then they are worth the investment
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  • Most successful Facebook marketers will probably want to achieve a combination of all of these objectives.  We predict a good balance of timeline contests and promotions using 3rd party apps in 2014 Facebook marketing plans.

>>Read the original article

 

#8 The Facts About 3rd Party Contest App Conversion Rates

Author: Emeric Ernoult for Jon Loomer Digital

Why read this article? 
This article naturally follows our previous article on when to choose a timeline contest and when to use a 3rd party app. Using a 3rd party app can help Facebook marketers to achieve valuable goals for their Facebook Page, nonetheless Facebook marketers and Page managers often worry about how 3rd party app installs affect conversion rates for Facebook contests. This article provides us with those conversion rate facts.

What’s the PULSE on This?

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  • The average conversion rate of a 3rd party contest app is 70% – read the full article for a breakdown
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  • No sweepstakes or contests run on Facebook have a 100% conversion rate
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  • Using an app is the only way to install a fan gate option for mobile, this is vital given the number of users accessing Facebook via a mobile device.
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  • Apps allow you to offer a social context to your promotion, reward fans for inviting friends and minimise cheating
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  • A Facebook app install requirement may be a pain for you , but in our experience it’s the best way to go when running a contest

>> Read the full article

 

#7 12 Tricky Facebook Marketing Questions Answered

Author: Dennis Yu, Blitzmetrics

Why read this article?

Facebook marketers regularly come across tricky questions such as ‘do Facebook ads really work, what is the value of a ‘Like’, and how often you should post on Facebook?’  In this article Dennis Yu gives great advice on how to answer even the toughest questions, we recommend that you take the time to read it in full.

What’s the PULSE on This?

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  • In general you should post at least once per day, and if you are in entertainment or a sector that could be considered ‘fun’ then posting 3-4 times a day is a good idea. If you have a new Page the sky is the limit – you could conceivably post 30 to 40 times a day without generating much negative feedback.
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  • If you want to know the value of a LIKE, you have to be able to measure your return on investment from Facebook. To measure ROI you will need to use Facebook to collect emails (using a 3d party contest app like AgoraPulse) and then use those emails for custom audience targeting (see our next article), and finally tie that email to a lead or a transaction.
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  • Facebook advertising allows marketers to target their fans and potential clients in a variety of sophisticated ways including partner category targeting and by creating custom audiences.

<<Read the full article here

 

#6 Four Creative Ways to use Custom Audiences

Author: Jon LoomerJon Loomer Digital

Why read this article?

Custom audiences allow you to target your customers with Facebook ads, whether they are fans of your Page or not. As mentioned in the previous article the ability to create a custom audience is integral to measuring your ROI from Facebook, and determining the value of a ‘LIKE’ to your business. Discover more ways to use this important functionality.

 What’s the PULSE on This?

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  • You can target people on your customer list to become fans of your Page; just don’t forget to exclude current fans when you are setting up your ad targeting.
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  • Use your list to target promoted posts. People on your list are more likely to engage with your post and/or to buy your products or services.
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  • Use your custom audience to build a lookalike audience; this could improve the conversion rates of your advertising campaign.

>>Read the full article

 

Why not let us know what you think of this week’s Pulse? “Like” us on Facebook and leave your comments

Did we leave anything out? Why not let us know what you think of this week’s roundup? “Like” us on Facebook and leave your comments and if you would like to know more about your page reach, check out our cool [free] tool

Richard is a Client Happiness Jedi for Agorapulse, based out of San Francisco and Paris, advising agencies and brands across the globe on Facebook page management and marketing. He sings Bachata in the shower and dances salsa 3x a week whether he needs it or not.