Tag Archives: message

Facebook Cover Images: Dimensions July 2014

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).

Facebook-cover-image-July-2014

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.

True Active Area Facebook Cover image

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.

desktop view 2013 Facebook cover image

The mobile view was far worse:

mobile view Facebook page 2013 version

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).

desktop view 2014 Facebook cover image

 

A quick look at the page on mobile shows that we’ve achieved our branding goals there as well.

mobile view 2014 Facebook cover image

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.

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

How To Brief A Social Media Consultant

how to brief a social media consultant

So you’ve decided to start promoting your business in Social Media — and, to make the task easier, you’ve decided to hire a social media consultant. But how do you brief him or her? And how will you know if he or she is doing a good job?

The Challenges When You Use A Social Media Consultant

The whole social media phenomenon simply didn’t exist when many of today’s Kiwi business owners learnt the marketing ropes. As a result, there’s a significant lack of knowledge amongst business owners — and it certainly seems to be age-related.

According to a recent MYOB Business Monitor (November 2012):

  • just 12% of business owners over 60 years old are using social media in their business
  • 20% of business owners who are Baby Boomers are making use of social media
  • 21% of Gen X business owners have adopted social media for their business
  • 42% of Gen Y business owners have gone social

With Kiwi consumers overwhelmingly adopting social media (95% of them went to a social media site in the last month), businesses really have little choice but to get involved with the medium, even if it is through the use of a social media consultant. But it is essential to give them an effective brief.

What your Social Media Consultant needs to know

Your brief to your social media consultant should give them meaningful guidance on these seven questions:

  1. Who are you trying to reach?

    As with any marketing, an effective social media brief starts by identifying your target market. Understanding the target audience’s age, gender, location, interests, activities and passions will have direct bearing on both the content of any social media campaign and the networks your social media consultant opts to use.

  2. What are you trying to achieve through social media?

    For some businesses, the objective of any marketing (no matter the media channel) is simply to make sales. For those operations, the social media consultant might recommend Facebook Offers or Gifts or similar sales tools. On the other hand, you might be aiming to build a customer support channel; to achieve that, your social media guru might suggest a significant devotion of time and resources to Twitter. Or perhaps you want to generate leads, or improve your brand’s reputation.

    Whatever your business objectives within social media, you need to specify them upfront to ensure that your consultant is on the same page.

  3. What is your Brand Personality?

    Whoever is speaking to your prospects and customers through social media needs to reflect the brand personality and style of your business.

    An organisation that prides itself on friendly, homespun advice to anyone who walks through the front door needs to adopt exactly the same tone on Facebook. If you wish to be perceived as a thought leader in your industry, then your LinkedIn posts need to take the same proactive, well-informed approach.

    On the other hand, if your staff are not happy outside their carefully-protected comfort zone, you don’t want your social media consultant to be outspoken on Twitter.

  4. What resources can your organisation devote to social media?

    You may think that by outsourcing to a social media consultant, you’re avoiding getting bogged down. The reality is otherwise: social media is a direct conduit  between your organisation and your prospects and customers.

    As such, it touches on every aspect of your organisation: marketing, sales, PR, customer service, logistics, the lot. Even if it’s the social media consultant’s fingers on the keyboard, he or she needs to be able to draw information and answers from, and supply follow-up requests to, every part of your business.

  5. What related topics are of interest to your prospects and customers?

    An effective social media presence is not simply about you and your brands — your followers will quickly abandon you if every message you post is about your organisation. At the same time, your social media consultant must post information that is relevant to your customers/prospects and related at least tangentially to your business.

    A food company, for example, can talk about recipes (not only those featuring their products) or about last night’s TV chef surprise or ask followers for tales of their worst cooking disaster. Similarly, an engineering business might post about the engineering challenges of the proposed 501-day trip to Mars and back, or about new technologies that will impact on Kiwi businesses in the next five years. Posting about upcoming concerts is unlikely to be relevant to any business but music labels, concert promoters and ticketing agencies.

  6. What key products and events do you want to promote (and how)?

    Social media isn’t purely non-commercial, of course, so you will want to brief your social media consultant to post stories about your products and your organisation, of course. The secret, however, is in exactly HOW you go about planning those posts.

    Consumers who like brands in social media do so because either (a) they do actually like the brand (they’re fans); (b) they want discounts and deals; and/or (c) they want to hear about new products and services. Actually, if they want to hear about the new stuff, they want to be first to know — and they won’t bother sharing stale news with their friends and acquaintances.

    So if you want your messages to have a chance of being shared, you need to brief your social media expert to first start building anticipation ahead of a new product announcement; and then leak the news in social media ahead of the traditional channels. Think about it this way: if you were a big fan of X, wouldn’t you simply die to get inside knowledge ahead of the crowd?

  7. How is your social media consultant going to be measured?

    Managers and financial controllers are now starting to ask tough questions about Return on Investment and whether social media really delivers value for the time and money involved. If you’re going to outsource to a social media consultant, you need to set some benchmarks against which his or her efforts can be evaluated. The presentation below by Olivier Blanchard provides some smart suggestions which can form a great starting point for measuring that social media performance.

In Summary

Outsourcing your social media can be a good idea — provided that you provide an effective and comprehensive brief that can make your social media marketing achieve tangible outcomes.

Credits: content for this article is largely drawn from our online training courses “Preparing an Effective Social Media Brief” and “The Principles and Practice of Social Media Marketing

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).

Looking Back at Social Media 2012

Here's a quick and interesting review of Social Media in 2012:

As you'll see in the end credits, the video was made by Funky Marketing (nice work, team).
 
The overriding message from this video: social media is now part of most everything we do, from TV to Politics to Education to Business to …