Jon Loomer Simplifies Facebook Ads

Jon Loomer – the Professional who was not let down by his lay off, even after years of experience; and saw it as an ‘opportunity’ to make a difference. The site that started as a bilateral resume, looking for ‘good’ job openings, has now revolutionized into a full-fledged consulting and digital tutorials destination. Today, Jon Loomer is a digital marketing consultant with a sui generis viewpoint on social media. His rendezvous with Facebook began in 2007 and carries on till date.

The blog offers daily tips and touches upon breaking news to make sure you don’t miss a step while marketing your brand. It gives you the opportunity to learn and be a better Facebook marketer and blogger. And like many others, you can either subscribe to his blog Jon Loomer Digital or simply like his Facebook Page, Jon Loomer Digital. The website focuses on helping you make a difference in marketing with social media – the platform in focus being Facebook.

https://www.facebook.com/jonloomerdigital/posts/568744573214463

The latest update from Digital Marketer Extraordinaire, Jon Loomer, is his Facebook ads glossary; knowing it is currently trending in social media and not many have a clear idea of how to go about using them. And it has gone viral, just like the rest of his tips do. Not because he is ‘just’ a favorite among a few, but because his content is authentic and always – legit.

Facebook advertising – understanding the unfathomable terms and features can be a bit knotty and this infographic, Facebook Ads Glossary, by Jon Loomer is only to give you an astute understanding of all that you need to know.

facebook-ads-glossary-jonloomer-infographic

This isn\’t the first time the finest of Professionals with an ‘obviously’ credible background has published information acquired in their years of empiricism; which makes it evident that there are many out there, who despite their busy schedules take time out to guide those who are still ‘in making’ in their respective fields. The reason why people follow them word by word (if not, then most of them), is because the kind of content they publish, the kind of infographics they offer not just speak of their experience but years of gaining knowledge.

The thing that stood for me in this infographic which made me share it here was the simplicity and straightforwardness of the infographic. There aren\’t any little men jumping around, and there isn\’t any additional graphic or element that isn\’t needed. All separate terms are in separate background colors, with the exact term defined with a crisp one-liner. In barely 150 seconds, you\’re able to go through the entire infographic and grasp everything that it\’s all about.

For those of you just starting out in Facebook Ads – we suggest that you take a printout of this and tape it to your desk! This will come in handy for the first month of your experiments.

Festive Cheer: The Social Way!

Once into Social Media, you are forever ‘on the job’ – even during the ‘holidays’! Work never slows down during the festive season; but the slog hours do. Thanksgiving, Christmas and New Year’s bring with them a short respite for all those who are ponderously into Social media as part of their job or as a hobby/ passion.

When the festive season approaches, all brands worry about one thing – how are they going to manage their social images – whether they should post new content or give it a miss for few days – what content will attract people when there is so much bling around to look at! Yes, that is a whole lot of decision making. Many brands either don’t post interactive content on their sites/ pages, fearing who will do a follow up or they come back after vacations, merrily posting belated wishes! Who stays in that festive mood once back to work? Right – no one.

Remember – people relate to consistency (living, non – living, virtual). Because even though for all Social media Professionals, the festive season is a break from ‘Social media’; there are others for whom it is all about social media – from uploading pictures, to check-ins, to status updates, to just about anything! It is all about building long lasting relations. I\’m not letting you guys get out of having a strategy over the holidays!

All marketing managers work really hard building their brand’s social image and the last thing they want, is to lose out on their driving force. Even though you have to work really hard to get into that ‘festive mood’; publicly, you need to present an image of festive ‘cheer’.  According to Mashable, 65% of shoppers turn to social media to find the perfect gifts, so be there to welcome them with offers they can’t resist.

And it is not all that hard to keep up with your user’s festive spirit; not to forget, your own too! So if you don’t already have a holiday social media plan, here are a few tips to wrap up your work in a bright shiny cheery manner:

  • Your Social media plan should be handy. Prepare beforehand. Schedule your posts and tweets – there is a feature that lets you set time and date to publish your posts – on Facebook as well as Twitter – waiting to be explored by you!The only thing you can’t schedule is the interaction you make with your users; and it is okay! They understand how involved you are eulogizing with friends and family.
  • Keep users in the loop. Your users should be well aware of your presence or absence from the social media. Inform them about the days you are closed, the helpline they might want to use (they might not be able to do without you!), the happy hours, etc. You don’t want them to miss out on all that you have worked so hard on.
  • Voice your Festive Cheer. Consider your audience and maintain your brand voice in a cheery manner. (Festive season! Yay!) But make sure you don’t sound silly while doing so.
  • Less is GOOD. Don’t force yourself to post something just because you feel ‘you have to’; post when you feel like it! And the days you don’t, give it a miss. It’s OK to take a break.
  • Treat your social media channels like your privy condo. Give a personal touch to your profile picture or your cover – something that goes along with the theme of ‘festive cheer.’ Basically, revamp the way you market yourself. Show how blithely muddled you are with festivities and not just hell bent on \’selling\’!
  • Create some ‘fancy’ pins. People tend to plan things ahead of time. Pin! Pin! Pin! \”I might just need this!\”, \”I could buy this!\”, \”I could gift this!\” Create an album/ board full of such awesome stuff. You don’t want to drown your sales, only because you were ‘holidaying.’
  • Give them a visual treat. (You can’t really go about gifting everyone!) Visuals. Work on lots of visuals! It is all about what catches the eye. Something like-able and share-able really boosts your reputation as ‘creative.’
  • Gear up for some Holiday Contests. Conduct interesting Holiday Contests/ Competitions and give away some really interesting gifts to the winners! The whole idea is to engage users sitting at home, browsing your site; and not lose out on prospects coming your way during the ‘holidays.’
  • Find a stand-in. If you are one of those who can’t do without replying to their users, you might just want to start looking for someone who is ready to take on the job, while you are away. (And hopefully, you’ll find someone!)
  • Holiday experience – the creation of great social content. Use your holidays to create some great social content! Take a note of the experience and of course, stock up on some original images to share.

Be social this season! Happy Holidays!

Stop Using Facebook Hashtags. They Suck.

If you haven’t been paying attention – hashtags are no longer just a “Twitter” or a “Pinterest” thing. The latest to join the hashtag bandwagon is Facebook, having rolled out their first phase of global use of hashtags on June 12, 2013. Quick crash course: Hashtags are basically used to help organize timely conversations around popular topics, such as current events and public personalities. It is just another form of tagging someone in your post, even though they aren’t your “Facebook Friend”.  The technology may seem young, but its use dates back to the early days of IRC, where hashtags were used as a type of metadata to categorize content that is posted.

On Facebook, this feature connects people and posts with categories in common; to help surface conversations.  The social networking site only wants to make it easier for people to find related content already available on Facebook, and hashtags is the first step. (Well, at least that was the intention when they came up with this plan!) Users can now compose posts directly from a hashtag feed and search results, making addition of real time content to specific topics easier than before.

The actual intention behind introducing Facebook hashtags, was to reach out to more people – to make content/ pages go viral. But, according to EdgeRank’s study, this hasn’t really worked out. At all. Posts with hashtags were supposed to notice an increase in their reach – weren’t they? Wasn’t that the plan, Zuck? But, marketers have been let down. What else is new. The study says that the posts with hashtags have a far lesser reach than those without hashtags.

graphTwitter follows the same hashtag technology and brands have noticed over 70% increase in ReTweets (Twitter’s equivalent to Viral Reach), when using hashtags versus not using any. This indicates that hashtags tend to increase the likelihood of ReTweets! But, this fact remains true only for Twitter – the only platform to do something nice with hashtags. Maybe we should just let it be a Twitter thing and let it stay there.

graph

Then why are brands experiencing a downfall in their reach? Is it because the content they use hashtags with is not as relevant as the users may want it to be? Or is it because  users tend to click more on the ‘related’ content instead of the Page posts and the bounce – off rates have increased unknowingly (and alarmingly)? For example, if I click on #socialmedia, I get a chance to view other pages that have used the same hashtag.

#socialmedia

The typical content shared by brands weighs more towards Photos (Obviously! We all know photos do a better job than text content!) Again, thanks to EdgeRank’s survey we have a clear idea about the usage of hashtags with content and their distribution is clearly depicted in the graph.  

graph

But why are Facebook hashtags such a big failure? According to the survey conducted by EdgeRank, it is clear that people don’t tend to click on the ‘hashtag’; else posts with hashtags would have noticed a considerable increase in their reach. And this raises further questions – Why are posts with hashtags experiencing lesser reach when they have the same content as those without hashtags? This is clearly because brands are using hashtags mostly in posts for their promotional campaigns, and these campaigns as it is experience lesser engagement, lesser clicks and hence, LESSER REACH! Could it really be that simple? Surely a hashtag like #SocialMedia should get more reach then?

Another problem that wasn’t predicted, was the use of Facebook hashtags – how good are its users at relating and categorizing content? Evidently, not very good. The maximum number of hashtags used in a single post is 19 ‘individual’ hashtags and 60% of the posts with hashtags use a ‘single’ hashtag! (That’s what the survey says!) Personally – using more than 3 hashtags in a post does seem a little wonky.

graph

This would certainly worry all  marketers, considering their brands aren’t doing too well with or without the hashtags. Perhaps, they could use ‘exclusive’ hashtags instead of the common hashtags, in their posts – but wait, isn’t that the reason hashtags aren’t doing so well in the first place? It does however – provide a consistent stream of data for users interested in that hashtag, as they’ll see posts only by that brand. Long story short – hashtags aren’t doing jack for your Facebook post, so don’t use them.

The Year That Was – The Top Social Media Campaigns of 2013

2013 has been an amazing year for social media. Platforms have taken off, trends have gone haywire and non profit organisations have taken to social media, new terms have been coined, old terms have been re-visited with Facebook changing their algorithm more times than Lady Gaga has caused an outcry. All said and done, 2013 has been a fantastic year for some social media campaigns – with fresh ideas rolling in and creativity vowing the digital spectrum.

What did 2013 bring? Too much. But to capture what stood out the most, here’s a countdown of the social media campaigns that got us talking in 2013, and will probably have us talking in 2014 too.

5. Nikon – The Warner Sound Captured

Influencer marketing is using the power of influential people to harness social media. This is an organic, new-found type of marketing that’s yet to join the mainstream. However, Nikon leveraged the power of this trust-building media tactic when it came up with The Warner Sound Captured. This campaign involved giving select fans Wi-Fi-enabled cameras to record and take photos of the three-day musical extravaganza, and instantly sharing them via social media. These attendees, though non-celebrities were great influencers due their technical expertise. The live streams of the concerts that Nikon uploaded as part of the campaign were watched for a huge 11 minutes on average – far surpassing the industry average of just two minutes.

 

This resulted in 166 million social impressions and created a lot of trust where fans respected Nikon’s faith in sharing its brand new cameras.

The success of this campaign arose from targeting the right influencers at the right time.

4. Oreo @ Super Bowl

This was the best spontaneous social media campaign of the year. It showed the importance of timing and recognizing and capitalizing on opportunities. Oreo tweeted “Power out? No problem. You can still dunk in the dark” during a 34 minute power outrage. This was accompanied by a picture of a cookie. The tweet capitalized on the impatience of fans. It led to 15800 retweets, 8000 new followers and generated further talk on Facebook and Instagram.

Power out? No problem. pic.twitter.com/dnQ7pOgC

— Oreo Cookie (@Oreo) February 4, 2013

 

This impulsive campaign was the brainchild of a special social media command designed to make the most of little opportunities.

The best part? They generated more buzz than all the other paid forms of advertisement at the Super Bowl.

+1 to Oreo!

 3. Starbucks – Tweet a Coffee 

Starbucks succeeded by revolutionizing e-gifting through social networking website Twitter. All one have to do was connect one’s Twitter account to their Starbucks account, tweet @tweetacoffee and their friend\’s Twitter handle, and your friend could click and add the gifted coffee to his or her Starbucks account.

Starbucks first launched this in 2011 and has extended this cool e-gifting platform to Facebook and mobile apps. They have managed to launch a seamless process that makes the online experience more shareable and personal. They also have the numbers to prove this. This has so far prompted $180,000 in purchases. What\’s great is that Starbucks has now linked 54,000 users\’ Twitter IDs to their mobile phone and customer IDs.

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Though it’s still in a nascent stage, the e-gifting model of Starbucks is something that we sure have our eyes on.

2. Hashtag Killer

Do you remember #FirstWorldProblems where people tweet about how their iPhone 5 isn’t updating quickly enough? The Charity Organization Water is Life decided to kill this hashtag and raise awareness about real problems.

The campaign began with an anthem where Haitians sing about some problems that people have posted as First World problems. Their sarcastic statements include “I am sorry your leather seat wasn’t heated” will help you to put their problems in perspective.

The campaign was so successful that people donated 1 million days’ worth drinking water.

Dare we say ‘Social Media for change’?

 1. Dove’s Beauty Sketches

There is hardly anyone who’s not heard of The Dove Beauty Sketch Campaign. This campaign set out to prove that ‘A woman is her own enemy’ when it came to deciding how attractive she was. The video was a continuation of Dove’s attempt to understand and define real beauty. The three minute video has 54 million views making it the most watched video ad ever. It also has a six minute version where a forensic artist draws women based on their own descriptions and descriptions of people who have been introduced to them for the first time.

This eloquent, meaningful campaign proves once again that the power of social media campaign lies in moving beyond the product and into people’s life.

Dove drives this point home sealing the numero ono spot on our countdown for the best social media campaigns of 2013.

Facebook Reach Declining? It\’s Not Your Fault.

If you’ve noticed a dip in the organic Facebook reach on your Facebook page lately, you’ve most likely been panicking like most social media marketers around the world. It’s a well known fact that as your page grows, the organic reach (number of people a post is shown to without promotions) tends to slowly dip.

However, of late a multitude of Facebook pages have been showing massively decreasing Facebook reach stats – except for a special few. Not that there is any decline in the quality of the content on their page, it’s just Facebook playing with the newsfeed algorithm all over again.

Akin to the Dark Knight’s Joker saying, “If you’re good at something, never do it for free” – Facebook has decided to take his advice and implement it sadly, on the news feed algorithm. Given that Facebook’s good at helping brands reach out to their target audience, they aren’t going to let you do it for free any more. At least not as much as you’d like.

To increase organic Facebook reach on their Page’s posts, companies will have to completely revamp their Social Media Strategies, and invest more time and money to boost / promote their posts, to reach out to a larger audience.

According to Facebook’s new algorithm (we’ve lost track of which version this is) – Facebook displays more timely and relevant posts, which automatically shifts focus to creating unique content for Company pages on a regular basis. The idea is to present likeable / shareable content to the audience; and avoid being a ‘blink n miss’ or being ‘scrolled down’ at.

Mostly, we observe people sharing images/ statuses/ videos/ links on their walls, thereby increasing ‘that’ page’s reach.

Publishing houses such as the Daily Mail, the Independent have seen a vast increase in their page’s organic Facebook reach, given that Facebook’s newsfeed is now going to focus on more news. Frankly – this seems like a very bad idea.

Facebook has clearly stated on its company blog – “Ultimately, what’s good for people on Facebook is good for the businesses that use Facebook to reach and engage them. One of the ways we maintain a good balance between the two is by making sure News Feed is as interesting and timely as possible.”

Facebook might as well come out and say, “We’re going to show your posts to 5% of the people who have liked your page, and if you’d like more people to see it – throw some money at us.”

Is this fair? Probably not. Companies have vested money, time and effort into making sure that thousands of people like their pages and stay up to date with their content, only to have Facebook strip them of the right of showcasing the content that they’ve previously asked for to be shown on their newsfeed.

The only hope we have as community managers is that the next newsfeed update (which will probably happen in the next four minutes) – brings with it change that reverses this experiment.

What’s the Perfect Post Length Across Social Media Networks?

Social media is all about having a conversation. As social media executives or community managers we try various combinations to get the perfect post for maximum engagement. The brands we manage have presence on Facebook, Twitter, Google Plus (among others like LinkedIn, Pinterest, Instagram and more). Each of these platforms cater to a slightly different audience, and so the composition of these posts also varies accordingly.

The length of the post is one of the primary factors that determines whether your Fan or Follower, who has been overloaded with updates from various Facebook Pages and Friends, will be willing to engage with your brand. An update, complete with appealing content (including hashtags, images and links) will finally lead the Fan or Follower to interact with your post. Since every networking site is used for different purpose, the behaviour of the Fans and Followers also varies on every platform. Interestingly, research shows that people are willing to read more detailed posts on Google Plus than on Facebook. So, what’s the length of a perfect post across social media networks?

Facebook

When it comes to Facebook, we can see that most posts have a length of about 103 characters (as mentioned in Quintly Research). It has been observed that posts that have around 850 characters have received the highest post interaction i.e. a sum of Likes, Comments and Shares. I would suggest 850 characters is too much information for the Fan, and so an ideal length should vary between 2 – 4 lines approximately which is about 200 characters. A well worded post (with an attractive image preferably) and simple language has the potential to do wonders on Facebook.

Post embedded below is by Mashable – who talk about all things social.

https://www.facebook.com/mashable/posts/10152192886569705

Twitter

While most conversations on Twitter happen in 140 characters, shortened links in a tweet are a common element. In fact, one must add links to blogs, images, videos or redirect followers to the  website from the social media platform. Links take up about 22 characters in a tweet and so an ideal length of a tweet should vary between 110 – 120 characters including about 2 hashtags (which are ideal for a tweet), and/or RT @twitterhandle. The idea is to use all 140 characters, as Quintly Research also suggests that 140 characters is the “optimal posting length in order to get the most engagement” however, it was found out that the highest peak of engagement was for 22 characters.

Tweet embedded below is by another social media veteran Eric T. Tung. This tweet consists of 120 characters, complete with a Link and a @mention.

Google Plus Longer posts seem to work better on Google Plus. Post length of 156 characters appears to be the average length of posts on Google Plus according to Qunitly Research. Most of the social media marketing experts also maintain this post length while conversing with their Followers. The research also states that “there is not a real peak for Google+” which would suggest that a fixed length of post would work better than others. But, a peak in interaction can be observed at 5 characters and second highest peak is at 442 characters. I would suggest to maintain an average length of 200 characters for your regular posts, as compared to 442 characters, unless you have to give out extremely detailed update on your brand. The post embedded below belongs to Mari Smith – a renowned social media consultant – is of 157 characters only.

Click Here to View Google Plus Post

A Perfect Post

Now that we have discussed the perfect post length, here are some more suggestions on a the elements of a post for various platforms. Key aspect to keep in mind is to maintain a union between the communication done on every platform. The length of the post may vary, but the conversation being carried out across platforms should be one. Here are some Do’s of a perfect post.

Facebook Do’s

  1. Maintain the medium length of post ( 2 – 4 lines)
  2. Remove the long url from the post – instead add a shortened url
  3. Support your post with an attractive, perfectly cropped image (403 x 403 px for box image, and 803 x 403 px for Highlight image)
  4. Use relevant hashtags (preferably upto 2) to increase your post’s searchability

Twitter Do’s

  1. Maintain the 110-120 character limit (excluding @mention and link)
  2. Add RT in the start of the tweet and mention @twitter_handle to give due credit
  3. Add link (if any) in the first half of the tweet
  4. Use upto 2 hashtags (more than 2 can be an overkill, so be judicious in your hashtag selection)

Google Plus Do’s

  1. Maintain the post character limit of upto 200 characters approx
  2. Add shortened links in the post
  3. Use attractive multimedia – videos and images to support your post
  4. Use relevant hashtags to identify the category of your post. Or you can include SEO keywords in your post and #hashtag them. (Google Plus contributes heavily to SEO – so hashtags are extremely important.)

Follow these tips to make your perfect posts for all social media networking sites. Length of a post will demand the attention and, ultimately engage your Fan and Followers in a conversation with your brand.