twitter iconlinkedin iconrss icon

Archive for Social Media Marketing’ Category

6

Feb
2012

Google Plus & AdWords Social Extensions


There has been a *lot* written about Google+.

Opinion on how successful it will be is divided to say the least.

In my opinion, it is still to early to tell if Google+ is going to be a massive success or not, but I don’t think it is wise to ignore it completely. Google are pouring a lot of resources into making it work, and I think the odds are good that it will play some sort of significant part in the Google search results in the future. But for anyone who wants to make their own mind up, here are a few recent articles on the subject that you may not have seen yet:-

Simply Zesty

Search Engine Land

Search Engine Land (2)

SEOmoz

OK, that’s the background reading out of the way, and bearing this in mind that this is primarily a blog about PPC and not social media, lets have a look at:-

AdWords Social Extensions

There is no doubt that this has a lot of potential.

If you have a wildly successful Google+ page which thousands of people have plus one’d and those thousands of people have each have thousands of other people in their Google social circles, then a *lot* of people will be seeing a personal endorsement of your AdWords ad from someone they know (at least vaguely).  If this doesn’t have an effect on CTR and conversion rates, then I’ll eat my shirt…

However, the effect really will be minimal unless you put a whole of effort into Google + (and everyone else on the planet follows suit).

Here is a real world example (25 days of data) from a client account who has put a reasonable amount of effort into their Google + business page:-

You can see that out of 35,967 impressions only *4* impressions had a personal annotation and none had a basic annotation (which I am guessing will not be as good as a personal one but better than nothing).

Here is an example of a ‘basic annotation’ I found in the wild:-

NB – I had to go to google.ie to find it and google.co.uk refused to show any basic annotations for the same search – which maybe explains why I’m currently seeing zero basic annotation impressions in my reports.

To further emphasise how very early days it still is for social extensions, here is a screen shot of the data when the social extensions are segmented by Network (with search partners):-

Maybe I am missing something, but I’m not sure how AdWords social extensions can show on Search Partners (and I asked a support guy from Google and he assured me that social extensions definitely did not show on Search Partners). If anyone knows the answer to this (other than that it is a bug) I’d love to hear your comments.

In fact, if anyone has any comments at all about Google+ (especially the AdWords Social Extensions aspect of it). I’d love to hear them.

Thanks for reading.

read more

3

Jun
2011

Intel Launch Most Innovative Facebook Campaign Ever

This is a guest post by Niall Harbison from Simply Zesty

Intel have today launched what could be one of the best Facebook campaigns ever in what they are calling a personal Museum. It basically uses the Facebook platform and an app to pull in all your personal contact information to create a unique and special flash based animation where you are the star. As you can see from the video below it uses your photos, videos, friends and videos to create this unique marketing experience that submerges the user in to the ad.

Video

Intel have managed to harness the huge power of Facebook and this app has over 120k likes in the first day of it being live. We all live in a world where people are obsessed with Facebook (One of the most popular searches is “who views your profile on Facebook“)

What do you think? Is this is great campaign or just another brand pushing themselves via Facebook?

read more

21

Jan
2010

Facebook Pages and Fan Interaction

facebook_pencilGuest Post by Dawn Baird, Sensei Learning and Performance.

There are many tools to measure links, interactions, visitors and stuff, but what about Facebook?  Facebook Insights has been around for a little while, but with news out this month that they’re now they’re monitoring interactions with your postings on the wall of your Page, this lets you see a little more about who’s engaging with your content, and should help you prioritise what content to post in future.

Facebook Insights will appear on the left-hand side of your organisation’s Page on Facebook.  Note: a Page is not the same as a Profile.  Click See All to view full details.

To highlight Facebook terminology, it appears in Italics.  To distinguish the two main areas on the Page, they are in Bold.

Age, Gender and Location

There are two main sets of statistics on display: Fans Who Interact With [Organisation Name] and All Fans of [Organisation Name].  The first is vital information, in that it will help crystallize who is watching, reading, conversing with you on your Facebook Page.  The second will give you a broad view, of general trends among your Fans.

Both sections provide an breakdown of Male and Female fans by age, displaying this as a percentage.  For example, on our Page, 67% of our Fans are Male and 33% are Female.  Our largest age-group is 25-34, followed by 35-44.

facebook_insights_gender

This seems to tally fairly closely with general Facebook statistics on users.  It will also indicate a number of Active fans this week.  The View All link at the bottom of Fans Who Interact displays Top countries and Top languages, while Top towns/cities is also displayed under All Fans.

Why might this information be useful?

If you know your target audience very well, including location, age and gender breakdown, then you might be more or less likely to use your Facebook Page as a medium, depending on the statistics you find there.

Interaction – Which Fans are Helping You?

Both sections also display a graph.  The Fans Who Interact graph displays results based on a drop-down selection: Interactions; Interactions per post; Post quality; Posts (shown in image below); Discussion posts; Reviews and Mentions.

facebook_insights_posts

Here is a brief definition of each:

  • Interactions – when someone writes on your wall, comments on a post, or likes a post.
  • Interactions per post – the average number of wall posts, comments and likes on each item you post
  • Post quality – a high quality post is identified by the increasing numbers of people engaging with it
  • Posts – the number of items posted by the Page admin
  • Discussion posts – the number of discussions other users have added to your Page
  • Reviews – the number of times Fans have used the Reviews application on your Page
  • Mentions – the number of times your page has been referenced by Fans

Why might this information be useful?

  1. Fans who interact with you and your content, are more likely to spread your posts and content around Facebook.  If this is not happening, this might encourage you to reevaluate your content, or choose another medium.
  2. Secondly, you should return the favour once in a while.  And, be systematic about it.  Those who’re loyal to you soon drop off if you forget to help take five minutes to promote them!

Other Statistical Information

The All Fans graph also displays results based on a drop down selection:  Total fans/unsubscribed fans; New/removed fans; Top countries; Demographics; Page views; Unsubscrubes/resubscribes; and Media Consumption.  Those items that display both offer a tickbox option to switch on and off one or the other, or display both on the same, simple line graph.

facebook_insights_pageviews

Here is a brief description of each:

  • Total fans/unsubscribed fans – the number of fans, including the total number who have chosen to hide your posts in their News Feed
  • New/removed fans – the total number of new and removed fans per week
  • Top countries – Fan locations by country
  • Demographics – Fans by age and gender
  • Page views – Page views, including Unique Views per day
  • Unsubscribes/resubscribes – total number of times fans have unsubscribed and resubscribed to your Page
  • Media Consumption – total photo views, audio/video plays of your content

Why might this information be useful?

  1. It gives  abroad indication of how popular your content is, with different groups of the Facebook population, and may therefore help you to tailor your content.
  2. It helps you track how fast your Page popularity is growing, to help you decide how much time and effort to put into updating content

What’s the Upshot?

The more popular your Page, the more content and the more quality content and interactions you will post.  The word about your organisation spreads and continues to spread.  It’s a vicious happy circle!!

I’d love to hear your thoughts or questions on Facebook Insights.  Contact me on Facebook, our Facebook Page, or Twitter.

read more