Tag Archives: Digital Advertising

Twitter Reducing Some Tweets to 117 Characters

Twitter Twitter is changing how URLs are represented in tweets and this change increases the length of the link wrapper that Twitter uses to display URLs. What this means is that a longer wrapper causes a trade-off for the actual commentary of the tweet. There are now less characters available to the tweet itself.

For the digital marketing company this will make tweets harder to make. Writing will need to be denser and more concise. The reduction is not significant, the new link wrapper is only 2 characters shorter than the previous version, so it is likely to have little impact on the digital marketing company. However, approaching the new length might require new systems and possibly a thesaurus. Even though the reduction is only 2 characters it might still become an issue when the length is only 117 characters. The digital marketing company will need to be careful and extra vigilant when learning the new format.

Photo by MDGovpics

Twitter Now Reducing Some Tweets To 117 Characters


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SEO for Facebook’s Graph Search

Even though it has only been a few days, Facebook is already releasing some tips for the brand that wants to be seen more often in Facebook’s Graph Search. One thing that is important to note is that having a Facebook page is not necessary to be in the results of this search. If a person has created a Page for a brand or location, then that data will be searchable. This means it is best for the brand to control its own information by maintaining a page. This can be a huge selling feature for the digital media agency as it tries to recruit new clients.

The easiest tactic to improve Graph Search results will be to make sure the About section of the brand’s Page is accurate and up to date. People will be using it as a local search option, so inputting an address will open up those searches. This is important even if the address is not important to the service rendered, such as a social media agency, because it will then come up in local searches. Interaction with content on the Facebook Page will increase the number of connections Graph Search has to draw from. More tips will come along in time, but for now the agency needs to lay down the ground work from which other SEO tips will be useful.

SEO for Facebook Graph Search? Facebook has Some Tips.

Photo Credit: JayCameron

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Facebook Can Deliver Offline Sales

Facebook has always been treated by the social media agency as a tool for brand maintenance and building. More and more though, the conversation about Facebook turns to it as merely the largest deliverer of display advertising. While this is great for products that can be purchased online, it has not yet captured the same significance for offline products and conversions.

A new study in the journal Nature points to data that Facebook can persuade people to take offline actions. For the 2010 midterm elections a message was sent to 61 million American users of Facebook and the study concludes that an additional 340,000 people voted in response to that message. In this case Facebook served as a tool for educating the voter about the timing and also as a tool to encourage a certain action.

The catch for the social media agency is not just about putting the message in front of viewers. The digital agency needs to have friends endorse a certain brand to their friends. It is the close relationships that drive most of Facebook’s ability to reach users. But at least there is now proof that Facebook can move the needle for offline behaviors.

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Comparing FaceBook Mobile Ads

Mobile ads are growing at an astounding 62% over last year’s spending. Since that number last year FaceBook has entered into the fray. Enough time has now passed that we can begin to compare the different advertising units FaceBook offers to mobile users.

Sponsored Story is an advertising unit that places an ad inside a newsfeed. The ad tells the user how many of her friends have also liked the brand and there is a large call to action for the user to like the brand. These ads are returning a 12 times higher click through rate than comparable ads on FaceBook’s desktop versions. The price point is also much lower, so it is an overall success for creating brand fans.

An important reveal from the data is that if a user makes the first purchase on a mobile device then she is 2.5 times more likely to make a second purchase. These customers are also spending 8 times as much money from the foot traffic and the desktop users.

As the industry catches up to this, then it is reasonable to expect the prices to increase, which will eat into their investment potential. For now the social media agency needs to encourage mobile advertising for its clients. The market is so lucrative that there should even be a discussion about relocating all FaceBook ads onto mobile devices.

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Showroom Shoppers Willing To Purchase From Showroom

Showroom shopping is the activity encouraged by Amazon last holiday season that brought down a lot of criticism. A showroom shopper goes into a brick and mortar store and investigates a product. The shopper then does more comparison online and makes the purchase online. Recently the discussion has been about the large vendors—namely Amazon—to poach customers from other vendors even though the other vendors front the educational cost for the shopper’s decision.

A new study shows that showroom shoppers are quite willing to purchase from the showroom’s online presence instead of a competitor. Most of these decisions are motivated by price, but the data shows that customers may be willing to take a small hit in price to make the purchase from the brick and mortar’s online site, even if it is just a desire to remain consistent among vendors.

This data gives the social media agency a way to convince clients, or potential clients, for further investment in online options. For a shopper to make the purchase there needs to be an online presence. These shoppers are also sensitive to other mechanisms, such as coupons and apps and exclusive discounts for online purchases. Price is an important determinate, but what shoppers seem to ultimately be looking for is information. The social media agency needs to help clients provide as much information as possible to boost sales and prevent poaching from larger vendors.

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New Study About Social Networking on Conversions

A new study by Forrester casts doubt on the role of the social media agency in the purchasing of goods online. Email and Search are useful expenditures of advertising budgets, but social media influences less than 1% of online purchases. The firm analyzed 77,000 online purchases during early April and found that most of those purchases first went to numerous sites online and that social media only affected about 1% of those transactions

The problem with measuring influence is how to credit the different websites visited. The normal methodology is to count the last site visited before the purchase was made. This study explodes that metric by pointing to an amalgam of influence as people visit many different types of sites before making a purchase. While the study concludes in a direction that is not favorable for the social media agency, it also contains the kernel of wisdom that the agency thrives upon: the inaccuracy for attribution of conversion.

Forrester concludes that social media may be most beneficial for small businesses and that it is also important for general brand maintenance, which goes undetected in its study. The agency can use this study as proof of its importance. Email and search need to also be used (email is best for repeat customers and search is necessary for those customers that know what they want) but social media helps raise awareness of a product or a brand and helps prepare the customer for a future purchase.


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FaceBook Buys Data from Datalogix

One of the problems facing FaceBook and the social media agency is the ability to show causation between seeing ads and engagement on FaceBook and then seeing those same people move off the social network and later make purchases. If the causation can be demonstrated instead of hinted at, then clients and agencies would rush to the network with more advertising dollars. To help draw this causation link FaceBook has just acquired data from Datalogix that covers over 70 million U.S. households. The initial report is that in 70% of the 45 campaigns tracked every dollar spent resulted in three dollars earned in purchases.

FaceBook has recently made moves that will help them better track users movements outside the FaceBook ecosystem. Acquiring data similar to this is precisely what FaceBook is searching for, but its new platforms and ad exchange will take time to acquire a rich data set. This purchase can be seen as a jump-start to those efforts.

All of this is very good news for the social media agency as a tighter circle can be drawn around customers and what works to motivate them to purchase. The tighter circle also allows better understandings of particular customers. It s the unexpected and unpredicted relationship among a user’s preferences that can really help unlock motivations for brands and their agencies.

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Twitter Now Allows Targeted Tweets

Twitter has been actively pursuing new options for advertisers. As well as creating
new types of interest targeting Twitter has now announced another option.
Advertisers are now able to target users based on their locations. The locations can
range from country down to certain metro areas. This geo-targeting can also be
linked into other targeting options, so it is possible for an advertiser to target a user
that likes professional wrestling in a certain neighborhood of Tokyo.

Increasingly Twitter is coming online as a viable alternative to FaceBook for the
social media agency. This new step will make ads on Twitter more effective. The
ads will become more expensive as their effectiveness increases, but that value is
something each particular social media agency and its client will need to determine.
In time there will be reports about the effectiveness of these new Twitter ads relative
to other social networks, especially as numbers about FaceBook’s new exchange are
just starting to come out.

A note of caution about this announcement needs to be injected. Twitter has not yet
released a list of its major metropolitan areas, so it may not yet be a major boon to
some advertisers. An example of this issue is in California where the San Francisco
crowd is very different from the LA crowd. Twitter has also not yet announced if it is
relying on profiles for location data or if there is an active tracking of geo-locations
when people tweet. Will a person from Detroit visiting New York receive NYC or
Detroit ads? More details are sure to follow.

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Interest Targeting Boosts FaceBook Ads


FaceBook recently announced interest targeting. The social media agency is now able to buy ads among certain conversations instead of bludgeoning its way on demographic targets. This change made sense and was met with enthusiasm, but until the numbers came in its benefit was all speculation. Some of those numbers are coming in and they are enthusiastic.

An example is the relationship between jewelry sales and conversations about Leighton Meester, the star of Gossip Girl.  Jewelry ads that are showing up on those newsfeeds are seeing a CTR three times the average CTR for those same ads using different targeting parameters.

In 1974 the idea of psychographic targeting was developed. FaceBook will finally allow the social media agency to experiment and try to uncover what associations are powerful forces for driving sales. The hard part for the agency lies in uncovering those relationships. Surveys will be helpful. Being able to compile data from smartphones will also be helpful. Seeing where customers shop and go as well as when they do certain tasks will all help brands deliver more powerful messages to their potential customers. This new ability will also help FaceBook quiet down the criticisms about a weak advertising model.

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FaceBook Begins Running Sponsored Results Search Ads

FaceBook Begins Running Sponsored Results Search Ads Announced last month but now functional are Sponsored Results searchads on FaceBook. As
 users type into the search box FaceBook will display typeahead ads that bear a resemblance to what has been typed into the search box. As of now only Match.com and Zynga are participating. The ads are not allowed to point users out of the FaceBook ecosystem, but they are allowed to lead to apps, pages, custom page tabs or even specific posts. Advertisers are able to purchase the ads through FaceBook’s API tool.

For the social media agency this is another way FaceBook is becoming aggressive with its advertising options. One of the benefits is that the ads send users to FaceBook items that are subject to the usual engagements and call to actions: liking, sharing and commenting. Not only do the ads send users to an ad, but they are then able to provide further actions for more displays as those calls to action will appear in the newsfeeds friends. Until measures about this new unit’s effectiveness can be studied it is unsure if the ads are priced correctly or not. Because the ads are typeahead ads, it is possible there are errors when people click on them, but because the user remains in FaceBook those errors may not be as useless as the usual errors on normal display ads. The unit is too new to know the true value, but it is another potentially valuable outlet for the social media agency.

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