Join us in this sponsored thought leadership project, featuring insights from many of NZ’s leading marketers and communications professionals. It’s an opportunity to reinforce your position as a thought-leader in your category.
from New Zealand’s Leading Marketers
As the title suggests, MARKETING INSIGHTS is a new book collectingadvice and opinion from leading NZ marketing professionals, enabling them to demonstrate Thought Leadership in their category. This is a content marketing project featuring sponsored contributions from many of New Zealand’s leading marketers.
The first edition will be published inlate January 2016and will be distributed free of charge in electronic form toa wide range of New Zealand marketing decision-makers, from small, medium and large organisations. The book will also be available to purchase in printed form a short time later.
Topics which marketers are invited to contribute include:
Marketing Trends, Challenges & Opportunities in 2016
This is a sponsored Content Marketing project. Marketers are invited to sponsor an article on one of the above topics and provide 500-1000 words on the agreed topic. All topic selection is subject to availability at time of booking. Relevant images are welcomed (high-resolution please).
A fee of $1295+GST applies for each sponsored contribution, due January 31 2016. However this fee reduces to $995+GST for payment in full received by December 31 2015.
All sponsored articles will include:
A sponsorship box at the end of the article, featuring the name & logo of your organisation, along with phone, email and website details.
The article can be written on your behalf, based on the topic you choose and featuring any key copy points that you wish to specify. Writing fees are $400+GST for 500 words, $750+GST for 1000 words.
Limited advertising may also be available in the publication.
Topics shown above are available on a first-come, first-served basis. Other topics may be proposed by sponsors and will be considered by the publishers.
Our booking deadline isDecember 21(although you are advised to BOOK EARLY to secure your choice of topic) and our deadlines areDecember 31(if you wish us to write the copy) orJanuary 12if you are providing complete copy.
This book will be distributed initially as an ebook, offered free of charge via email, to New Zealand marketing decision-makers on our 1600-strong marketing database, to 3000+ current and former participants in our online marketing courses, and also via marketing blogs and social media and through participating industry associations and trade media. It will also be made available to members of at least a dozen NZ LinkedIn business and marketing groups with a combined membership of more than 50,000 Kiwi business people.
The ebook will also, of course, be available for contributing sponsors to distribute freely to clients and prospects.
The book will also be available in printed form on an on-demand basis. The book will also be available for purchase via Amazon.com.
To participate, email us at michael (AT) netmarketingservices.co.nz
Facebook is relaunching its Atlas advertising programme, enabling marketers to tap into its treasure trove of consumer data. Re/Code explains:
Facebook is reintroducingAtlas, the underused platform it bought from Microsoft last year.
Facebook says Atlas can help marketers track the effectiveness of their ads around the Web; it also says it will allow them to buy ads on non-Facebook websites and apps, using Facebook targeting data.
Facebook makes a point of saying these ads aren’t “Facebook ads.” But it is also playing up the notion that the ads marketers buy via Atlas will be more effective than other big ad platforms, because they use Facebook’s data.
Facebook says it is working with lots of partners, but so far has named only two. Ad holding giant Omnicom, which already has deals with Facebook, Google, Twitter and most other big digital players, says it will buy ads with Atlas. Facebook’s Instagram will also work with the platform. The most tantalizing notion I’ve heard this week is that Facebook has talked to Twitter about joining up, and that the idea remains a possibility.
What’s that? You’re worried about people using your Facebook data to serve you ads? Facebook says you shouldn’t worry, because your identity will remain anonymous to advertisers and publishers — they’ll just know some basic facts about you. But really, if you’re worried about this kind of thing you shouldn’t be on Facebook. Actually, the whole Web is probably a no-go zone for you. Sorry.
From a marketer’s perspective, the Atlas initiative is an inevitable development, as Facebook attempts to out-monetise Google.
As Pando notes, there’s another important side-effect to the Atlas initiative, as the world goes mobile:
Atlas solves a technical problem that has frustrated advertisers since consumers flocked to mobile devices: the inability to see how ads viewed on one device influence purchases made on other devices because digital “cookies,” the Web’s little stalkers, can’t track smartphone activity.
Check out the video, and check out Atlas, coming soon to a marketer near you.
Have you taken a look at your Facebook business page lately – not just on your desktop computer or tablet but also via your smartphone?
Facebook now (Q1 2014) has more than a billion monthly active users who visit the site via mobile device, representing 79% of total Facebook active users, so if your Facebook page doesn’t look as smart as it should on mobile, you just could be discouraging three-quarters of your prospective customers/followers.
Facebook Cover Image Dimensions Have Changed
The most important visual element of your Facebook page is your Cover Image, which sits at the top of the page welcoming visitors. Below, you’ll see the real estate you have to play with (we’ve borrowed a template from these fine folks and added a few extra bits and pieces of our own).
Looks complicated doesn’t it? The key point that you need to note is that the true active area that you have to play with (the area that should be safe on both mobile and desktop) is just 563 pixels wide by 175 pixels deep.
Yes, it’s a relatively small proportion of that seemingly glorious cover space, 851 pixels by 315 pixels, but the rest of your image is at risk of being covered by your profile photo, the title or category of your page or the like, follow and message boxes (except of course for the left and right-hand sides of the image, which simply won’t be displayed on mobile).
You still need to surround that active area with other imagery that reflects your brand values – but understand that most of that real estate is likely to vanish. A mobile visitor will never see it, while a desktop traveller may see only some.
Facebook Cover Images: Before And After
Here (gulp!) is what our Netmarketing Courses Facebook page, optimised for Facebook’s 2013 design, looked like under these new design parameters. Note that our subtitle “online training courses for businesses” was partly obscured by the profile picture.
The mobile view was far worse:
So we gave our cover image an extreme makeover, shedding many of the design elements in favour of a centred logo, with the result below. It won’t win any awards but at least it communicates what we do (and we’re no longer losing any of the information featured in the image).
A quick look at the page on mobile shows that we’ve achieved our branding goals there as well.
It’s time for you to take another look at your Facebook page (start with your mobile device, ideally through the dedicated Facebook app) and see if you still scrub up as well as you should.
Google is doing a thing that was probably inevitable with its social network Google+: It’s testing a new +Post ad system in the form of promoted posts that translates public Google+ content from their brand sites into a display ad that can run across Google’s Display Ad network. The company announced the pilot program via G+ product manager Eran Arkin’s page on the network today.
Brands can now take any photo, video or even Hangout that they create as a publicly visible piece of content on Google+, and then pay Google to turn that into an ad for its network, which is used by over 2 million sites worldwide. Google says this “lets brands think of the entire web as their social stream.” The subtext of this kind of effort is clear: ‘our social ads reach the entire web, not just your network, unlike on that other blue social networking site which shall remain nameless.’
What’s the big deal? Why is this any different to repurposing the same content across multiple channels, which happens all the time anyway?
As noted by TechCrunch, the key benefit is that this new offering is directly linked to the advertiser’s Google Plus page and thus:
[provides] a way for the audience to reshare video content directly from the ad, leave a comment or question that will be answerable via its G+ account, or even start a Hangout instantly to chat with someone live. It’s early days in terms of solid metrics, but Google is claiming that these +Post ads have expansion rates (how often an ad that expands when interacted with is actually expanded) 50 percent better than the current average for rich media advertising, which sounds promising but ultimately doesn’t say much.
All Things D, however, points out a surprising aspect to the new +Post offering:
The big twist: The Google+ posts that brands turn into ads won’t be “native” ads, because they won’t run on Google+, which doesn’t allow (formal) ads. Instead, the ads will run around the Web, on sites that use Google’s massive ad network.
As we said in the headline, social ads that aren’t social ads.
Here’s a Google promotional video showing these new +Posts in action for Toyota:
Google says a select group of partners, including Toyota USA (as you can see in the video above) as well as Mondelez brands RITZ crackers and Cadbury UK are already running +Post ads. The company says they are seeing expansion rates 50 percent higher than the industry average for rich media ads.
Here are the key benefits of this new +Post offering, as advanced by Google:
+Post ads amplify your brand’s content by easily turning Google+ posts into display ads that run across the web. The live, social ad format allows you to go beyond clicks to live conversations with your audience. People can join a Hangout On Air, add a comment, follow your brand or give a +1, right from an ad.
Ads become more relevant with social context. Comments, +1s, and shares from friends can move people to engage with your ad. Social actions on ads and Google+ add up together, showing the full picture of engagement with your content. +Post ads expand in a lightbox to bring full screen social creatives across the web.
The Web is Your Stream
Match your message to the right people, in the right place across the web. Reach the audiences you care about with Google Display Network tools including demographics, affinity segments, and contextual targeting. Make your content work on every screen – desktops, tablets, and smartphones.
Fast and Efficient
Quickly turn posts into ads that scale across the web, and pay only when people engage with your brand’s content. This engagement can continue after your ad campaign ends, as people discover your posts on Search and Google+.
Is This The new Social Face of Adwords?
After a series of social faux pas (Google Buzz, anyone?), Google has been working hard with Google Plus to integrate it into every aspect of Googleplex operations. What we just may be seeing here is an effective way for Google to provide social depth and interactivity to its flagship Adwords product. +Posts are in beta right now, but they add social substance to Google’s advertising enterprises in a whole new way. Facebook will be taking careful note.
How you can start using +Post ads
+Post ads are currently in beta for a limited set of AdWords advertisers. If you are interested in testing this feature, sign up here or contact your Google team.
Now here’s something an advertiser can love: new Pinterest Place Pins. Digital Market Asiaexplains exactly what they are:
Pinterest has introduced a whole new initiative: Place Pins. With about 1.5 million places being pinned every day, Place Pins were designed to combine images with an online interactive map. This is powered with Foursquare’s location API, along with Mapbox’s map technology, to aid users to explore and plan travel trips which can then be shared with friends.
More advertising avenues, with a few things to remember
Although Pinterest currently doesn’t offer ads on the site outside of Promoted Pins, Place Pins have ad potential as Pin locations include information such as addresses and phone numbers. This can be especially useful for travel and tourism businesses to, for example, help visitors discover things to do in an area. There is however a list of things that brands need to know.
Available on iOS and Android: Not only can Pinterest users find inspiration and plan trips online, they can keep track of places they would like to visit while they are on the go, through the Pinterest app.
Any Pin can be a Place Pin: Any existing pin on a board can be updated to include geographical data by selecting ‘Add Map’ in the Edit section of a board.
Any location can be Pinned: Even if a location isn’t on the map, pinners can add locations of their own.
Make a site Place Pin-friendly: Pinterest have partnered up with various businesses such as Foursquare and Hotels.com that will automatically include location info on their Pins. This and Pin It buttons on site images make it easy for pinners to save places they want to go to.
Create a place board: Make sure the place boards reflect and are relevant to the brand. The actual creation of a place board is simple enough: select ‘Add a map’ when creating a new board or edit an existing board’s settings. After this, you can map all your new and existing Pins to the board. For some inspiration check out Visit Britain’s UNESCO World Heritage Sites in the UK.
In this example, the Visit Britain UNESCO World Heritage Sites page on Pinterest displays a map with clickable pins.
Clicking on any of the pins reveals a pop-up with more details about that particular destination and a button to learn more.
In this example, clicking on the Learn More button takes users through to the Foursquare site for more information.
The opportunities for travel and tourism advertisers are fairly obvious (and this Pinterest enhancement is especially designed for travel planning), but what about other marketers?
Any business that has more than one location could benefit from this facility
Alternatively, Pinterest Place Pins lend themselves to promotional usage, for example if you want to organise a treasure hunt or a car rally or any other location-based event
you could link yourself to other businesses in your region that offer complementary products or services
The possible marketing uses are really only limited by your imagination.
We live in increasingly glass houses, where our lives are (in the finest tradition of The Truman Show) broadcast live to the world. Even if we avoid posting selfies in flagrante delicto, we can still end up tagged in photos that unflatter us. In the process of sharing stuff with our friends, we’re more and more likely to end up sharing with Google and its few billion acquaintances as well.
We’ve tended to view this is as an inevitable social transition, as the archaic notion of privacy is abandoned in favour of an always-connected “what happens in Vegas … now stays online forever” transparency paradigm. Yes, today’s employers may tut-tut and refuse to hire those whose indiscretions are blatantly displayed online; but tomorrow’s employers, their own failings similarly emblazoned across social networks, are likely to be more tolerant (or so we hope).
What we’re now seeing, however, is a move away from open social networks to the closed user spaces of OTT* messaging applications, especially amongst teens and young adults who are tired of leaving a digital trail which can be seen by parents and employers and by which they can be judged.
* These messaging applications are called OTT (Over The Top), to indicate that they sit on top of the mobile infrastructure, using internet data connectivity rather than the cellular messaging facility, usually at a much lower pricepoint
The move to OTT messaging is problematic for marketers, however, for several reasons:
“The messaging landscape is fragmented. Teenagers are ditching social media to chat on services like WhatsApp, Snapchat, WeChat and KakaoTalk. Apps like Kik, Line and Tango are other popular SMS replacements, [along with] Google Hangouts, Facebook Messenger, GroupMe and Skype.”
2. Advertising May Not Be Welcome
It doesn’t help that service providers such as WhatsApp are saying they don’t want to include advertising:
The people at WhatsApp say explicitly that they “are not fans of advertising.” Because of this, “WhatsApp is currently ad-free and we hope to keep it that way forever.” Are you listening, every other company? Because this is what users want.
Mainstream OTT messaging providers such as Facebook Messenger and Google Hangouts will be more sympathetic to marketers’ needs — but first they need to capture a significant market share.
3. Messaging Platforms Are Aiming To Keep Those Eyeballs Engaged
As always in the mobile space, the Asian markets demonstrate the future of OTT messaging platforms. According to BGR:
Mobile apps linked to messaging services are taking over the two most important Asian app markets, Japan and Korea. Today, nine out of the ten biggest revenue generators on South Korea’s Google Play app chart are Kakao apps. It is effectively becoming impossible to launch a major hit in the Korean app market unless you use Kakao’s messaging app as your platform. This in turn means that everyone interested in mobile apps is using Kakao. The messaging app has turned into the dominant platform for game distribution. LINE’s role in Japan is not quite as strong, but games for this messaging app regularly hold about half of the positions in Japan’s top-10 iPhone and Android app revenue charts.
… Time spent on messaging apps is exploding even in markets where games linked to these platforms have not yet taken off. According to The Hindu, people in India now spend 27 minutes per day on chat apps, up from 7 minutes just two years earlier. Many of the most populous countries in the world — China, India, Japan, Korea — have now fallen in thrall of the messaging apps. Their share of the daily leisure time of consumers is rapidly expanding. This will inevitably give messaging app vendors a golden chance to turn into content delivery companies. And to stage a serious offensive against Facebook, Twitter and Google.
Second, revenue growth generated by games linked to messaging apps is unearthly. LINE is now generating 67% revenue growth — between quarters, not annually. China’s WeChat is already on a big, global marketing binge, which has helped it boost its presence dramatically from Italy to Nigeria over the past summer.
Finally, one of the hottest app industry topics in Tokyo [at the Japan Game Show in September 2013] was the expansion of content services that we are about to witness. Over the next year, a rapidly expanding selection of comics, videos and music will start flowing to users of WeChat, LINE and Kakao.
4. OTT Messaging Is Taking Over from SMS
OTT Messaging isn’t only competing with Social Media, of course — it’s also taking on good old SMS text messaging, and (according to an April 2013 study by Informa) it’s already won. Business Insider reports that 41 billion OTT messages are now exchanged every day, compared with 19.5 billion SMS messages.
A late-2012 white paper by McKinsey highlights the key drivers of OTT adoption:
Technology Readiness, in the form of 3G or 4G networks; and penetration of smartphones
Cost Incentives, with SMS too expensive relative to data charges
Social Propensity, particularly driven by smartphone adoption amongst teens and young adults
Market share of specific OTT messaging applications
Here’s how those triggers drove adoption in South Korea and the Netherlands, according to McKinsey :
Do most of these triggers apply in New Zealand? Indeed they do.
5. Blink And You’ll Miss It
As if the proliferation of messaging platforms was not enough to worry about in itself, we’re now seeing the development of content that, like SnapChat, self-destructs. Forbesreports:
[Ephemeral apps, such as, in this example, Frankly, work like this:] send a message, and your recipient will initially see a box of blurred text. Once they tap it, a set timer counts down the seconds till the message has been deleted; sent to the digital afterlife. Chat windows, for the most part, thus stand empty at all times. Each time someone sends a text, they can also tap a black “x” afterwards to take it back, in case they change their mind. The idea is that the sender is always in control.
“Maybe, just as the rise of big data and government surveillance and privacy concerns and the over-curated self images on Facebook, people are saying, ‘I miss the days when I could have a private conversation,’” says Frankly founder Steve Chung. “‘Maybe I’m not saying anything bad, but you and I sit down in a coffee shop and we remember what we remember. When we leave, we don’t have reams of paper that recorded it all.’”
The question then isn’t if people want their messages deleted — plenty seem perfectly happy to keep reams of recorded texts — but whether they want more control over what is recorded.
Other ephemeral messaging services include such little-known names as Wickr, Blink, Gryphn, Ansa, SecretInk and Tiger Text. They’re fighting for market share in a still-developing arena, responding to consumer demand for a little more privacy.
Your messages probably still aren’t safe from the likes of the GCSB, Julian Assange or Edward Snowdon, but at least your boss shouldn’t be able to read them without your permission.
The existing News Feed displays a mash-up of posts from friends alongside Facebook pages you’ve liked . Those posts include check-ins, photos, videos, and status updates in some arcane order determined by an algorithm. The updated News Feed, by contrast, separates types of content, and lets users choose to view only photos, or only music, or only updates from businesses like yours—in other words, the pages they’ve liked.
One of the biggest changes to the design is the way it handles music. There’s a new feed to deal only with music-related stuff. You just choose the feed from a feeds drop-down list at the top right of the page.
The Spotify music your friends are listening to is now featured in the music feed. Facebook has moved your friends’ song listens out of the old ticker at the right hand side of the screen, and into the music feed.
And Facebook is doing a lot more with those Spotify listens. It looks for artists and songs that multiple friends are listening to and groups them together in an article in the news feed. The article contains a large picture of the artist, and at the left you can see all your friends who’ve listened to the artist lately. Mouse over any of the pictures and you can see what those people said about the artist.
The Following feed
Some of these themes are continued in other feeds. In the Following feed, Facebook now builds media rich articles using content from the pages of publications or public figures you like. For instance, if you follow the Onion’s page, you might see an article in your feed with the three most recent articles from the publication. Each article has its own image, and a 20-word summary. You might also find in-page videos of public figures you follow.
The Photos feed
The Photos feed simply displays all the posts that include photographs. The photos appear larger in the feed, as well as the text around them. Even the text in the comments boxes below the photos appears to be a little bit bigger than before. At the top of the Photos feed page, you’ll find a small header image that incorporates one of the images from your feed. (Actually, all the new feeds pages have these header images.)
2. Larger Pictures for More Visual Impact
Images are to be given much more priority in the new-look News Feed, for which we can probably thank Pinterest and Instagram (and the fact that, as revealed by Mark Zuckerberg, 50 percent of the content in the Facebook News Feed already comprises photos and videos). Little wonder, then, that the News Feed is being given a visual makeover.
Here’s what you’ll see if you look at a typical Facebook News Feed now:
And how it will look once the revamp rolls out:
3. Facebook Albums Look Better Too
4. New Look For Shared Stories
Perhaps the most dramatic change is to the way that links are shared on Facebook. You’ll be familar with the current appearance:
The new Sharing layout resembles (and was probably inspired by) the table of contents of a magazine. The new look includes:
A much larger image
A more prominent title
And a longer summary that tells you what this article is about
Facebook is also starting to add the logos of the publishers in the corner, its own effort to add authority and credibility to the shared content.
5. Desktop Mobilised
This visual makeover will see Facebook adopt similar layouts across both desktop and mobile, taking advantage of recent mobile styling.
What About The Marketers?
Collectively, the changes add up to a bold new look to the Facebook News Feed, at least for consumers. But where are marketers in all this?
AdWeekreported on the reaction from the marketing industry:
Many marketers gleefully anticipated that the content-specific feeds that Facebook was reportedly prepping would improve their ability to target ads. But when Facebook announced the new feeds on Thursday, advertisers were all but shut out—many of them feeling none too happy about it. CEO Mark Zuckerberg said the company has yet to determine how it wants to handle ads in the four new feeds.
The ability to target, say, image-rich ads to the Photos feed, or promote a brand-related jingle to the Music Feed ads would be “definitely a great opportunity for advertisers. I don’t know why they’re not making that available right now,” said Performics global CEO Daina Middleton.
Facebook isn’t leaving Madison Avenue completely in the dark. After the announcement, the company emailed marketers with a follow-up overview of the new feeds and design “and said right now ad units aren’t going to change,” said iCrossing’s head of social media Amanda Peters, who received such an email.
Despite that outreach, “I was surprised that there wasn’t any mention of ad units [during Thursday’s announcement],” Peters said. “I think [the new feeds] do present an opportunity for new units and potentially more dynamic units, more targeted units for specific feeds. My guess is that would come very soon.”
But maybe marketers shouldn’t be surprised about a lack of initial ad talk, given past Facebook announcements regarding product changes, said MEC managing partner and social practice lead Kristine Segrist.
“I feel like historically whether it was Timeline or other big platform changes, they roll out the user experience first, get some learnings, test it in the wild, then roll out the accompanying ad products,” she said. However “the scary story for marketers is whether users have newfound controls and can choose to spend time where brands or businesses can’t be part of the conversation.”
“There will be a section of the new News Feed dedicated to pages that users have liked”, saysTony Bradley. However:
Borrowing the personalized newspaper analogy, that section will be the equivalent of the classifieds section.
It’s fair to assume that the users who have liked your Facebook page are at least peripherally interested in your products and services. However, people spend time on the social network to be, well, social.
Their first thought won’t be, “Hey, I wonder if that company I liked has anything new to say.” It probably won’t be their second or third thought, either.
Don’t wait for users to find you in the equivalent of the classifieds. To stay in the game and engage with your community, take your business to them. How do you do that? Use lots of photos and videos to help you business show up in the sections of the new Facebook News Feed, such as Photos, that will have the most traffic.
In other words, even in the new-look Facebook News Feeds, old-fashioned Engagement is as essential as ever.
Facebook Ads have just had a new restriction placed on them by the powers that be:
Facebook Ads and Sponsored Stories in the News Feed may not include images comprised of more than 20% text.
Actually, the restriction is somewhat wider than the topline announcement might suggest: this policy applies to all Facebook ad units in the News Feed, including photo page post ads, link page post ads, video page post ads, offers, mobile app install ads and page like ads.
A little bit of good news, however: text in product shots does NOT count towards the 20% limit for an image.
Snazzy New Technology To Scan Facebook Ads
How does Facebook intend to police its new restrictions? The company has created a new grid‐based text detection tool that is the standard for determining the percentage of text that appears in any image. This tool should ensure consistent and objective enforcement of the policy.
The tool is a 5×5 grid with a total of 25 boxes. To meet the 20% test, text may appear in a maximum of five boxes (5/25=20%).
If the image has text in six or more boxes, it is not eligible for an ad in News Feed.
Facebook Ads – The Good & The Bad
What sorts of Facebook Ads pass — and which fail? Here are some examples proffered by Facebook:
Facebook Ads: Example 1
Acceptable: the words on the can DO NOT count towards the 2o% limit because it is a product shot
Facebook Ads: Example 2
Acceptable: the words on the three cans DO NOT count towards the 2o% limit because they are product shots
Facebook Ads: Example 3
The words on the can don’t count, for reasons noted above. Pop Facebook’s Gridomatic over the image and you’ll see how it evaluates the image:
Acceptable, apparently, because the text component represents only 4/25ths of the total picture (we’d have called it 5/25ths, because the letter N occupies part of a fifth grid — clearly Facebook’s tools take into account the amount of coverage within a grid as well).
Facebook Ads: Example 4
Clearly this ad strays near forbidden territory. But does it cross over? Facebook applies the Gridinator:
Acceptable, apparently, with just 5 out of 25 grids marked (again, despite the text overlapping into both a sixth and seventh grid). Logos and text on clothing don’t count, we’re told.
Facebook Ads: Example 5
Hmm — will this be one of the Facebook Ads that fail the Gridulometry test? Let’s see:
Unacceptable:again, logos and text on clothing don’t count, but the caption, though clever, doesn’t cut it. 8 out of 25 grids occupied, for a 32% score and a big red rejection.
Facebook Ads: Example 6
Just three words — surely this will pass? Out with the Gridosconome and let’s put our perceptions to the test:
Nope: Unacceptable! The caption occupies 6 grids, which puts the ad over the limit — but the text in the logo (not being part of a product shot) is counted as well.
Looks like we’ll need to amend the old proverb: a picture can be worth a thousand words, so long as those words don’t occupy more than 20% of the image on Facebook Ads in News Feeds.
For the full details, download the Facebook Ads Text Policy here.
Stand Back for the Reaction From Advertisers
We doubt very much that advertisers will allow this new policy to go unchallenged — with Facebook Ads images being relatively small (in comparison, for example, to Full Page advertisements), many advertisers have opted to put relatively large text into their images, the better to attract consumer attention. Squeezing that particular genie back into no more than 20% of the box won’t be popular.
In the finest “keep them guessing” tradition of the late Steve Jobs, Facebook had the tech journalist community buzzing over a mystery press conference scheduled for Wednesday morning. Speculation was rife: would the social giant launch a new mobile phone, perhaps, or had it acquired another key player in its ongoing battle for digital supremacy?
Now the wondering is over: Facebook’s big announcement is Graph Search, a Social Search Engine.
Finally! Facebook’s existing search engine is, frankly, not up to the rigours of searching through the trillions of entries of a billion members.
So what do we know about Graph Search so far, what makes it different to Google and what are the implications for marketers?
The first and most important point is that this is not web search, it’s social search. It’s designed to help Facebook members meaningfully sort through content that has been shared with them.
The second key point is that Graph Search is still in Beta release – Facebook is inviting users to sign up for early trials, but it’s only rolling out to a small number (in the hundreds or thousands) at first.
And the third key point is that Graph Search is the method by which Facebook intends to harness the social potential of its members’ accumulated postings (which has BIG implications for marketers).
Powered by Social Proof
For example: you want to go out for dinner tonight. What was the name of that Mexican restaurant your friend Janice loved? Now, instead of scrolling through screeds of Facebook posts — or giving up and phoning/texting Janice — you can use Graph Search to find Mexican restaurants in Wellington. Your results will include listings of restaurants that your friends who have checked in to or Liked.
You can quickly see the implications for marketers. Social Proof suddenly becomes not merely optional but essential — if your restaurant isn’t on Facebook, it won’t be caught in the Graph Search results so won’t even be part of the choice set.
The launch focused on four use cases for Graph Search: people, photos, places and interests.
Forbes, amongst many others, live-blogged these examples as they were announced by Mark Zuckerberg and the Facebook team:
Searching people: By typing in “friends of friends who are single men in San Francisco and who are from India” in the search box, the search engine highlights those search terms and brings up a list of eligible bachelors for matchmaking purposes.
Searching photos: You can type “photos of my friends taken in Paris” or “photos of my friends taken in national parks.” The searches bring up big tiled photos of the photos in that category. Or you can just search for “photos I like.” This brings in social gestures such as the “Like” that Facebook already has that tag photos and other objects. This is also data that Facebook has that competitors don’t. You can only see the photos that people have shared with you.
Searching interests: You can type in “Movies my friends like” or “TV shows my friends like.” Clearly this section of search has revenue potential. You can also search for “Videos by TV shows liked by my friends” this will bring up just the videos that TV shows have posted. “TV shows liked by doctors” shows that doctors like to watch Grey’s Anatomy. You can also search and see what kind of music people who like Mitt Romney or Barack Obama like.
Searching places: When traveling you can search for “barsin Dublin liked by people who live in Dublin” to get local insider information. Or search for people who have been to Ireland.
On privacy: Facebook has privacy shortcuts in a button on the upper right hand corner. Click on “Who can see my stuff” then photos to see the photos I have uploaded or that are tagged of me. Or you can see just the photos I’ve hidden from your Timeline. You can also send a message to the person who uploaded the photo asking them to take the photos down. For those inappropriate photos.
There’s also a partnership with Microsoft’s Bing search engine included for information that can’t be found in Facebook’s Graph Search.
We’ll be covering Graph Search and all its marketing implications in our new Advanced Social Media Marketing course (details here).
Because Social Media never stands still, we’ve developed a brand new course that has as its focus the very latest developments in the medium. This course is designed for those who already have a solid understanding of Social Media Marketing and wish to keep themselves as up-to-date as possible. The course content is reviewed monthly and updated where necessary to reflect what’s happening NOW.
Advanced Social Media Marketing course
This is a seven-part eCourse providing a comprehensive update of the latest developments in the Social Media world, both locally and internationally. It supplements and extends the topics we cover in our general Social Media Marketing Principles & Practice course.
This eCourse is conducted on a web-based e-learning software platform, enabling course participants to proceed at their own pace, accessing materials online. This particular eCourse provides content in a variety of multimedia forms, including videos, slideshows, flash-based presentations and PDF files. No special software is required to participate.
Course lessons will be provided in seven parts, for participants to access in accordance with their own timetables. Interaction with the course tutor is enabled through the platform software tools (with telephone backup if required).
COURSE CREATION AND TUTORING
This course has been created and is tutored by Michael Carney.
WHO SHOULD TAKE THE COURSE
Any Business Owner, Marketing, Advertising, PR or Communications professional who wants to keep up with the latest developments in the Social Media sphere. Also, if you’ve taken one of our courses in 2012 or earlier, this is the course you need to bring you up to speed with the latest developments in the medium.
WHAT YOU SHOULD LEARN AS A RESULT OF THE COURSE:
Lesson One: The Latest Facebook Changes And What They Mean For You
In Lesson One, we take a fresh look at Facebook and learn about:
The newest developments on Facebook including Graph Search, Gifts, Promoted Posts, Page Post Targeting, Parent/Child Pages, AdExchange, Open Graph, custom audiences, retargeting, subscriptions, local currency pricing and much more – what they all mean and how you can take advantage of them
Hot-off-the-press Kiwi Facebook statistics, including New Zealand’s Most Popular and Most Talked About Facebook pages, smart engagement strategies from Kiwi companies and Kiwi Facebook stats by category
What people talk about most on Facebook and the implications for marketers
Facebook’s new Mobile Strategies and what they mean for marketers in 2013
Facebook, Amazon and Social Gifting
A round-up of the latest and greatest Facebook Tools
Snapchat vs Poke
Lesson Two: Pinterest & Instagram and The Power Of Pictures
Pictures have taken the social sphere by storm, and Pinterest and Instagram are leading the way! In this lesson we delve in detail into these two social services, including:
The latest local and international statistics
How leading marketers are using Pinterest and Instagram
Pinterest’s new Business Pages and what they mean for 2013
Why Pinterest acquired Punchfork
Pinterest case studies, best practices and inspirational guides
What you simply must know about Pinterest’s Secret Boards
Compendium, Rummage and other Pinterest clones
Instagram’s new philosophy on ads
Instagram’s Privacy debacle
Lesson Three: Twitter 2013
Twitter continues to evolve. Here’s what you should know about Twitter today:
How to make optimum use of the new Twitter Cover Photos
Farewell to Instagram, Hello Aviary
Making effective use of the Twitter API
How to curate your Twitter lists
Best practices to clean up your Twitter settings
How to find the best Twitter hashtags
Twitter Tools you should use
Tips for more effective tweeting
Top Tweets and posts about Twitter
Famous Twitter #Fails: what brands still don’t get
Lesson Four: What you need to know about Google Plus for 2013
Google Plus is strategically important, even though the social network still has a much smaller membership base than Facebook. In this lesson, we cover:
Google Plus stats and demographics
Why Google Plus is so important for SEO — and for your online credibility
The implications of Google blending Google Plus with Google Shopping
Why Google Plus matters more than ever for local businesses
The controversial new Google Plus sharing policies
How Google Drive now links directly to Google Plus
New Google Plus Communities and why they matter
Google’s new Lightbox ad format explained
How to use Google Plus Hangouts On Air
The latest new features for the Google Plus mobile apps
Lesson Five: Getting Up to Speed on LinkedIn
In this lesson we cover the key facts you need to know about LinkedIn, including:
LinkedIn NZ demographics, including membership by industry sector
The new-look LinkedIn homepage and what it means for you
Is your LinkedIn Profile optimised for the new page design?
LinkedIn Today and how you can use it to build your reputation
The increasing importance of Company Pages — and the opportunities that still exist for first-movers
Accessing influencers and thought-leaders
Social Proof and LinkedIn Endorsements
The importance of the LinkedIn mobile offerings
Lesson Six: Mastering YouTube in 2013
THere’s a bit more to YouTube than Gangnam and cat videos. In Lesson Six, we review:
YouTube by the numbers
Associated Website Link Annotations and what they mean for marketers
The importance of ‘Time Watched’ for higher Video Search Rankings
How to use Google AdWords for Video effectively
Essential tips and techniques from the YouTube Creator Playbook
Viral Videos: the good, the bad and the very very ugly
The YouTube Capture iOS App and how it makes posting to YouTube even easier
How to Optimize For The New YouTube Design
How to Drive Traffic Between Your Videos on YouTube
The new rules of video marketing
Lesson Seven: “Big”, Enterprise-Level Social Media Users
Social Media Marketing is traditionally discussed in the context of smaller businesses; but how do large enterprises cope with the demands of Social Media? We review the latest tools and best practices for enterprise-level Social Media Marketing, including:
The essential ingredients of any enterprise social RFP
Coping with constant technological change
Managing social media data across large organisations
Cross-channel co-ordination of messages, analytics and infrastructure
Creating an pan-organisational social media team
Managing rules, restrictions and reputations
Promoting social media features and benefits within the organisation
Discovering, attracting and sourcing talent
Empowering employees for social media success
Identifying the roles required for managing social media communities effectively
Dealing with the organisational culture challenges
Preserving Engagement and Innovation within the enterprise environment
The latest course dates and booking details can be found by clicking here.
If you have any questions, or would like more information, please email us at [email protected]