We call it MAA (not MMA or AMA) — and it stands for Metrics > Analysis > Action. The idea is this: Sort to find the top performers, ignoring the rest. Don’t mass-multiply; spend a few minutes per day, not three hours once per month. Amplify what’s working by using different forms of social retargeting via sponsored stories, sponsored results, and custom audience targeting. Don’t waste time making reports, unless you’re in that type of company — focus on insights and actions. Software is nice, but expert action is better. Software can’t mask missing competency. Repeat these cycles quickly — you can get them down to minutes and multiple cycles per day.
More companies are catching on to a Facebook ad product that used to be mainly used by Amazon: domain sponsored stories. For instance, if you share a link from Amazon, the company can then share that link again on friends’ news feeds at a later date. Facebook marketing expert Jon Loomer wrote in-depth about how a page administrator can create a domain sponsored story and gain successful click-through rates on those ads, but Inside Facebook noted that they can often be confusing for users.
Co-Founder and CEO Mark Zuckerberg isn’t the only person working to make a profit from Facebook. Several businesses are trying to find ways to turn their Facebook fans into paying customers. SplashPost, which launched the latest version of its platform this week, helps marketers create engaging Facebook posts that encourage users to opt in for deals.
Online retailer Zappos ran a two-month test of an integrated Facebook marketing campaign with social marketing suite Kenshoo Social and cloud-based social marketing platform Shoutlet, and it resulted in some 85,000 visits to the Zappos website from a single Facebook page, as well as metrics that compared favorably with those achieved via other paid search and social marketing campaigns.
In the early days of Facebook marketing, page administrators were obsessed with obtaining likes, and that focus has now shifted to engagement. But for those who use Facebook as a sales platform, there are several ways to track success. At the Webtrends Engage conference Wednesday in San Francisco, Facebook Head of Measurement Platforms and Standards Sean Bruich discussed the paradigm shift as companies move from traditional marketing to digital marketing.
Marketers are always trying to figure out which kinds of Facebook ads will net the most bang for their buck, and a recent Nanigans study may have the answer. Nanigans discovered that page post ads (located in the news feed) easily outperform marketplace ads, which are featured on the right side of the page. The company found that page post ads in the news feed have click-through rates that are 45 times higher and generate 14 percent better return on investment.
Facebook’s new search engine, graph search, is every amateur stalker’s dream. Many posts already discussed the new feature for personal use, dating, and marketing, and dozens of others explained about graph search optimization.
For a majority of brand marketers, when it comes to creating Facebook strategies, nine times out of 10, the most popular is the one that generated the largest amount of Facebook likes for brand pages. The conventional wisdom went that the larger the community on Facebook, the greater the chances of promoting whatever the brand wanted to do, whether it was a new product, campaign, etc.
Ever since Facebook went public last year, the company has been looking for ways to monetize, especially on mobile. Jason Spievak, CEO of RingRevenue, has an idea that could be a game-changer for businesses (especially local ones) on Facebook — a call button on mobile ads. If customers have questions or want to make purchases based off ads they see on their mobile news feeds, they can contact businesses with one touch.