Facebook marketing weekly review (March 21st)

Posted on March 21, 2014 by

FacebookNews300x300-2This week’s Facebook marketing content is peppered with articles on new Facebook features and updates. Find out how to work with ad sets, a new ad management feature and learn more about the auto-play video ads that Facebook has announced – coming soon to a mobile news feed near you!

Stay up to date with the new Page update and the bugs that have been identified. We’ll walk you through an example of a live page that has the new layout – find out what’s HOT and what’s NOT about the new design. We’ll also show you how you can prevent cheating and walk you through your Facebook reach statistics.

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

 

#1 Facebook is Top Social Platform for Driving Sales

Author: Aaron Lee, for Post Planner

Why read this article?

A recent study of e-commerce transactions released by Shopify has produced some very interesting results. Shopify analyzed data from about 37 million social media visits, which led to more than half a million e-commerce orders for Shopify merchants. Facebook was the source of 85% of all Shopify orders generated by social visitors, but that’s not the only interesting statistic. Find out more…

What’s the PULSE on This?

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  •  Do you use Shopify to sell your products online? You may be interested to know that 63% of social traffic to Shopify is from Facebook.
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  • 1.85% of Facebook users who visited Shopify online stores converted to paying customers
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  •  Facebook needs to be a core part of your content marketing strategy – No matter what your niche

>>Read the full article

 

#2 Premium Auto-Play Video Ads for Mobile Announced

Author: Justin Lafferty, Inside Facebook

Why read this article?

Facebook has announced that a select group of advertisers will have access to premium auto-play video ads that will appear in the mobile newsfeed. Each ad will last for 15 seconds and will play automatically without sound. The ads will stop playing if the user scrolls past it in the newsfeed. Users can tap the ad to play sound and view the ad in full screen mode.

What’s the PULSE on This?

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  • Facebook will be scrutinizing how users interact with the auto-play video ads. For this reason the roll out will be limited to a few advertisers and will happen slowly over the next few months.
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  • Facebook is working with a 3rd party to measure and assess the quality of the creative in the video ads – this will happen before the ad is given the green light to appear in newsfeeds.
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  • The ads are bought and measured based on Targeted Gross Rating Points. This is how advertisers already buy and measure the ads we see on TV.

>>Read the full article

 

#3 Everything You Should Know About Facebook Reach

Author: Emeric Ernoult AgoraPulse

Why read this article?

There has been a lot of debate recently about how content from Pages reaches fans in their newsfeeds. Late last year Facebook signalled that Page owners could expect a decline in organic reach. This article has all the tips you need to understand and improve your reach metrics.

Don’t forget that you can benchmark your main Facebook metrics for FREE with the AgoraPulse Facebook Page barometer

What’s the PULSE on This?

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  • There are two reach metrics you need to consider. 1) Page post reach, which gives you the reach of your Page in a given period and 2) Post reach which is the reach of a particular post
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  • If your goal is to increase your Page reach then you need to post frequently (3 – 6 times per day) If you need your fans to see particular post content then post less frequently.
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  • In the past % reach was calculated based on your overall number of fans. Now it is measured in a different way. Now it is based on the number of fans who were online at the time of a post. For example if I have 9500 fans but 3500 were online at one time and 600 of them saw my post, this means I have 17% reach for that one post. (600 out of 3500)
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  • The type of content you publish will heavily influence your organic reach so it’s really important to post a good mix of content. It is worth noting that in general image posts have seen the biggest drop when it comes to declining organic reach for Pages.
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  • If you want more visibility for your Facebook posts you need to pay for it. Facebook ads are still the way to go and I promise you’ll get great value for money, if you manage them effectively.

>>Read the full article

 

#4 Best Practices When Using Facebook Ad Sets

Author: Joe McCormack for All Facebook

Why read this article?

Facebook released a new campaign management feature earlier this month. The feature – called ad sets – is designed to help advertisers to stay organised.  With ad sets, advertisers can set budgets and schedules for each of their ad sets within their campaign and organize them by target audience. The new feature will help advertisers to drive results based on their campaign objectives.

What’s the PULSE on This?

Advertisers will need to have a clearly defined goal for each campaign. That goal may be building likes or driving traffic to your website. Once you have defined the goal of each campaign you will be able to compare campaigns to see what works best for you.

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  • Advertisers will no longer need to create new campaigns for every target audience. This should help advertisers to manage their accounts in a more organised way.
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  • Descriptive labels on each ad set will lead to easier testing of both targets and ads for their unique attributes. It will allow advertisers to easily identify and optimize the better performing ad sets.
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  • A/B testing is a vital part of any successful Facebook advertising campaign. Ad sets will make this task much more straightforward.

>>Read the full article

 

#5 How to Deal with Cheating on Facebook

Author: Emeric Ernoult for JeffBullas.com

Why read this article?

Unfortunately cheating is a frequent and recurring issue for marketers running Facebook contests, and it’s one of the most frustrating and time consuming problems to solve. Thankfully there are a number of strategies that you can use to limit the problem and to protect your Facebook contests from scammers and cheaters. Find out how to minimise cheating, how to identify it, and how to handle cheating if it does happen.

What’s the PULSE on This?

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  • The first essential element to consider in order to limit cheating is to choose a relevant prize that will appeal to your audience
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  • If you are planning to promote your contest, choose the communication channels carefully. Remember the wider the audience you promote to, the higher the risk of attracting cheaters. Try to stay specific, use your customer list and recruit your fans to spread the word.
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  • Lots of Facebook marketers want their contests to become a viral phenomenon. Don’t forget that the more viral a contest becomes, the more likelihood there is that it will attract cheaters
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  • Make sure you draft proper contest rules that include a reference to how cheating behaviors will be dealt with. This will give you the back-up and protection you need if you have to ban a participant.
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  • Including a “Facebook app install” reduces the risk of attracting cheaters. You will get much higher quality entries, and remember quality is always better than quantity.
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  • Our contest apps will help you avoid the headache of cheaters and save you a whole heap of time. Check out your FREE TRIAL

>>Read the full article

 

#6 New Pages Design – The Good, the Bad & the Bugs

Author: Emeric Ernoult  AgoraPulse

Why read this article?

Last week Facebook announced major changes that will affect the layout of the business Page Timeline.  See an example of a real Page that has the new layout and find out what’s good about the update, what is not so good and what is downright awful!

At present Facebook is working through some bug fixes in the new Pages release that have been identified by app developers. Bugs include a problem with like gating, where the app doesn’t reload after a fan clicks like. The bugs have been reported to Facebook. If you want to be alerted when they are fixed, you can go to these links
https://developers.facebook.com/x/bugs/607251556022121/
https://developers.facebook.com/x/bugs/485078864927611/

>>Read the full article

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.