Tag Archives: Facebook posts

Facebook Ads: Smart Or Not?

Are Facebook Ads a good idea?

As we’ve pointed out in the recent past, marketers can no longer rely on “organic reach” to build a relationship with followers: a steady succession of algorithm tinkering by Facebook, accompanied by more and more noise on the social network, means that now you can typically expect no more than 2-6% of your followers to see your Facebook posts.

Oh sure, there are exceptions. Take for example Team Midwives Whangarei, which has around 20% of its followers talking about its Facebook Page:

Midwives don't need Facebook Ads

Clearly, Whangarei midwives don’t need Facebook Ads, at least not right now. But what about the rest of us?

If we want more people to talk about us on Facebook, then we need to either:

1. Create posts that are relevant to our brand but have the potential to go feverishly viral (like this one by NZ-based Paw Justice):

With posts like this, who needs Facebook Ads?

2. Pay to boost any of our posts that we believe are worth promoting:

Was this post worth promoting?

3. Buy Facebook Ads

 

PS Facebook Ads are one of the topics we cover in our Facebook Accelerator course. More details by clicking here.

Is OTT Messaging The New Social?

We’ve all become increasingly familiar with the tragic tales of people going for a job, standing for a public position or simply claiming to be off sick, only to be outed by their Facebook posts which reveal their failings, sins and indiscretions to the world.

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:

1. No Clear Leaders

As ReadWrite notes:

“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 :

ott-triggers

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. Forbes reports:

[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.

PS We cover OTT Messaging in detail in our new Mobile Marketing course

Facebook launches Graph Search

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 “bars in 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).