Category Archives: Facebook Marketing

12 do’s to rock your social media engagement

Most brands today manage at least 2-3 social media channels for their online visibility. Whether it’s Facebook, Instagram, Messenger, LinkedIn or Twitter, when a customer or potential customers are engaging with your brand, there are a few must-do’s (and don’ts) to leverage this engagement. Here they are:

Social media engagement

1. Be fast. You know how when you send a friend a message on WhatsApp or Messenger, if they don’t reply within the hour you get annoyed (especially if there are 2 blue ticks!!)? Things are moving fast on the platforms and as such, when people are engaging with your business on social media, they expect an immediate reaction. How fast should you be? Well, we recommend to not leave an unanswered engagement for more than (very) few hours during the day until late evening.

2. Respond to all engagements. Most ads out there get some engagement. Some ads crack it and gain much traction – hundreds sometimes thousands of comments, replies or messages. In both cases, taking the time to reply to each one will pay off every time. Once, it shows you care about your audience and second, engagement brings engagement which brings more engagement. Social media algorithms work in a way that they prefer content that people care about. And how do these algorithms “know” if people care or not? You got it right – if they interact with it!

social media comments management

Some commenters aren’t as pleasant as you would like

3. Attend all types of engagement. For some it’s easy to leave a comment asking for more details, others will choose a private message and some will even tag your business in a post on their personal timeline. Whatever the case is, make sure to not miss any of the ways that people choose to engage with you and engage back.

4. Manage a situation before it becomes a crisis. At times people will complain about your service, will say your price is too high, that your staff is not efficient. It’s part of the game. Being “out there” also means you’re exposed to criticism. Our advice? Respect people’s opinion. For some people maybe your product is expensive. Remember – whereas you’re replying to “one” person only, there are hundreds, sometimes thousands of eyeballs that are looking at how you react. Even if you can’t please that one person, you should think about the rest of them. The way you manage this criticism will determine people’s opinion about you and you can definitely leverage from it. If someone received a bad service from you, first of all show empathy and then – solve it on the spot. Don’t ignore it. Try to get the person’s details, talk to them on the phone, and understand what you can do for them. Don’t join the party too late when it already went viral. A lot of complaints can be dealt with right there and help you to not only avoid a PR disaster but also provide better service to the person who was not happy just a moment ago.

5. Face the keyboard heroes. It’s unpleasant to talk about it but there’s another type of comments online. These commenters aren’t genuinely disappointed with your service or really feel the price is overrated. This type of comments will simply include swearwords, bad language about you and your brand. It can be your competitors or someone who just wants to hurt your business. Our best advice is to face them very firmly, asking for a concrete criticism. If they can’t provide that, it’s your right to ask the commenter to remove it (technically you can remove it/hide it yourself but we don’t recommend doing that). Our experience shows time after time that this attitude works. Most keyboard bullies don’t expect you to stand up for them but when you do, you can change the situation. Remember, in real life this situation is almost impossible – no one will enter your shop or office and put a sign with their unpleasant thoughts 🙂 If facing them doesn’t help and you feel they just came to your page to abuse, you can let it be and not feed the unnecessary conversation.

If the commenter is not trying to have a real conversation nor to provide real feedback, let it be

6. Words matter. When replying to people, think of the words you use and whether they represent your brand. For example, the natural way to reply to people is as if the account belongs to the writer. So that sentences like “I would be happy to…” instead of “We would be happy to…” sneak in. In case you manage many representatives and they sign their name, this could work. Another example is the way you greet people. Once again, if it was a real shop, you’d say hi or good afternoon, there’s no reason not to do so online. The lack of intonation makes communication online “cold” so wishing someone a great afternoon or adding a smiley can add much light to your reaction and to their day.

In real life you greet and welcome people, you should do the same online

In real life you greet and welcome people, you should do the same online

7. Marketing opportunities. Parallel to providing actual requested information, you can always add a call to action that will put forward your products/service. Examples: “Explore more on our website in the link below” or “Pop up by our shop to discover the entire collection” and so on.

8. Be human. When you have a “real” conversation with people, you usually use their names (first or last). Social media is a platform that is built on people, why not migrate this habit to the platform as well? Don’t hesitate to refer to people in their names. First, it makes your reply personal and second it shows you took the time to reply to the person himself/herself and by that increases the chance the person will engage back. And engagement is as mentioned above – THE goal.

9. Do adjustments. Facebook is different from LinkedIn which is different from Twitter. The tone of voice in these platforms really is not the same so whereas LinkedIn will be more of a corporate environment, Instagram is in much fun and unofficial scenery (noticed how there’s no “like” on Instagram, only “love”?).

10. Check back. Most brands manage their pages manually. That means that as there’s no external software (like Hootsuite or Mention) to monitor the activity, things can be missed. Make sure to check back on your engagements frequently to make sure all engagements were attended. In this context it is important to mention the much spoken about ChatBots that can save you a lot of time.

11. Lead generation + keep their privacy (and your business’s interests). In the previous blog post we discussed much about lead generation, so you already know by now the importance of generating leads from your social media channels. When someone comments, sends a message or replies to you, make sure you don’t miss out on getting their details to take them further in the sales funnel. Sometimes it happens that people leave their phone number/email address right there in the thread. We suggest that after you thank the person for sending their info, you hide it to keep their privacy. Also to not leave it for the competition to use the person’s details.

12. Know whom you’re talking to. Many times, a regular client, a returning client or in a less pleasant situation an unhappy client, is writing to you. It’s important to understand the context of the person who is engaging with you to serve them best. Your page managers should communicate with your sales team constantly.

The way you manage your communities online has great impact on your brand’s image. It’s far more than a customer service channel, it’s the place where everyone is at – 24/7 and where you can and should interact with people who are your clients or potential ones non-stop!

 

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4 Guidelines + 2 Case Studies For Engaging FB Activities

Since the organic exposure on Facebook decreased significantly (to say the least) and as sponsored ads are one but not the only way to increase exposure to brands, Facebook activities became a common mean to create awareness campaigns.

But like everything in marketing in a disrupted world, to create a successful campaign you need to come up with activities that people care about.

Here are 4 simple and basic guidelines to do just that, followed by two detailed examples that showcases these guidelines.

4_Guidelines(Quantum_The_Blog)

  1. Your audience, your target, your brand. Before planning any activity/campaign/competition – think about three things: (1) who is your target audience in this activity (2) what is the activity’s goal and (3) what is your brand about.
    It sounds obvious but when planning a fun event for your page, a tendency to get carried away is developing and you might forget the basics (it happens to the best!). So even if giving away a fancy furniture item when you’re actually a travel agency seems like the best idea for a moment, think again. The prize has to be within the world of travel (a night in a hotel will be more relevant, for example), your target audience is travelers (and not deco lovers) and the target of your activity is to bring brand awareness to the new destination you just launched (and not the amazing features of oak wood).
  1. Don’t make it too complicated. When targeting a broad audience, you have to keep things simple. Asking the audience to like the page + like the post + share it on their timeline + leave a comment that they shared it is too complicated for both sides. For you – to follow up and for your target audience – to understand.
    Write what you’d like them to do and what will happen after they do it. Say it in the most simple language, and if possible in a “step by step” guide that is not more than 3 or 4 steps, whereas each step is easy to understand.
Keep things simple, and within your brand's context.

Keep things simple, and within your brand’s context.

  1. Don’t make it too simple. The most common competitions that you see out there is “like and share” competition, where the incentive for the users to participate is getting something for free. To start with, and as we mentioned several times before – asking users to use their timeline to win a competition is against Facebook’s rules. But that’s only one aspect.
    Most brands conduct competitions because they want people – not just people – ones that represent their target audience – to be exposed to their brand and interact with it through the competitions they create. “Like & Share” competitions don’t create meaningful interaction. They’re simple actions that usually don’t bring the right people to your page. Instead, create competitions where users need to “work” a bit harder – be creative with their answer, upload/send a photo in the context of your brand, tell a story, “check in” with a photo in your premises – are all examples of how what users need to do is simple but not too simple and in most cases, will attract the targeted audience.
Like & Share competitions. Not only you're not allowed by FB's guidelines, but also they usually bring irrelevant audiences

Like & Share competitions. Not only you’re not allowed by FB’s guidelines, but also they usually bring irrelevant audiences

  1. Competitions are great but not the only way. As the title of the article suggests, it’s not only about giving things away. It’s doable to create activities that make people engage with your brand because they care. Request for their opinion, ask about their preference, get them to tell a fun story. It’s true that giving free stuff helps a lot but on social media, people just want to be heard and sometimes it’s all you need for a successful campaign.

So far the guidelines. Here are two real examples from clients Quantum is grateful to work with: La Boutique Gourmande and The Mauritius Glass Gallery.

La Boutique Gourmande: Mother’s day competition

La Boutique Gourmande is a one-stop shop for baking ingredients and accessories. It’s located in Curepipe and the main target audience is people with passion for baking in Mauritius.

For Mother’s day, we architectured the following competition:

Screen Shot 2017-06-30 at 12.44.43 AM

The thinking behind:

  • The target audience: we were approaching the mums themselves (“mums, send us…”) as women are the main engaging audience and clients of the shop.
  • The campaign’s goal: bring exposure through engagement.

The concept:

  • The “filter” is something people already relate to – from snapchat/Instagram/Facebook stories feature, only in this case, we add La Boutique Gourmande’s branded filter on the audience’s photos.
  • The vibe – fun and happy, like baking and like the shop.
La Boutique Gourmande Quantum

Some of the 233 photos (with the La Boutique Gourmande filter on them) which participated in the competition

The results:

    • More than 230 people sent their photos. 
      In the month of the competition, the page’s reach was more than 114,000 people and it had more than 101,000 engagements.
    • And also – more foot traffic to the shop!

The power of this competition was in the virality of it. Once the first photos were published, it attracted new people to send their photos and once their photos were published, it made many more people to send theirs and so on and so forth.
A ripple effect where everyone wanted their photo with the La Boutique Gourmande’s filter occurred. One of the signs of the success of the concept was that not everyone were actively trying to win the prize – they simply enjoyed having their photo with our filter. Enjoying so much indeed, that some of them made it their FB profile photo 🙂

Thanks to Quantum’s dedicated team – mainly our graphic designer (Hi Christophe) and community manager (Hi Nushrat), this activity was a huge success and we enjoyed a lot working on it.

The Mauritius Glass Gallery: The Phoenix Jug activity

The Mauritius Glass Gallery is a glass foundry based in Phoenix. Guided tours, handcast display of celebrities from all around the world and a showroom displaying handcrafted glass items made from recycled glass are all available at MGG.

Perhaps the most famous items of the foundry are the Phoenix glass and mug. And when MGG decided to add another family member, we asked Mauritians for their preference about the future design of what was to become the Phoenix jug.

Screen Shot 2017-06-30 at 12.39.55 AM

 

But it didn’t stop there! After calculating the results, we created a simple video that showcases the process of the activity from day 1 of asking the audience until the actual production of the new Phoenix beer jug.

We then replied to each of the dozens and dozens of people who shared their opinion with us and unveiled the decision by sending them the video in the comments.

The thinking behind:

  • The target audience: Mauritians, mainly 25 years old and above, beer lovers.
  • The campaign’s goal: increase awareness of the Phoenix Beer items and engage the followers in a different and exciting way.

The concept:

  • The decision of the final hand crafted Phoenix jug was given completely to the audience.

The results:

  • Nearly 4,000 post likes and nearly 160 shares on the original post.
  • More than 150 people who shared their opinion. The video announcing the winner received more than 14,000 views.
  • The question post reached more than 60,000 people whereas 40% of it was organic. In the days around the activity, the page was engaged by nearly 6,000 people.
  • And also – a brand new Phoenix Beer family member – the Phoenix Jug! 🙂

The power of this activity was, without a doubt, the freedom that MGG gave to its audience. The fact that literally anyone could have a say made all the difference. The organic exposure was affected by the answers that kept adding in the comments plus that people cared enough to share the post.

Finally, although the success was big in both activities  (according to the Mauritian market), the budget invested wasn’t. That, to say that to make people care, you don’t need a high flying budget. You just need a good idea combined with understanding of your audience and brand in the Facebook ecosystem’s context.

Want to talk about Facebook activities ideas? Know a super example of a Facebook activity? Please do share with us in the comments section below!

 

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10 Useful Links for FB Marketers – from Facebook Itself

Facebook is not only the biggest social network in the world but also controls, together with Google, the digital marketing sphere.

As a marketer on Facebook’s massive platform, there’s a lot of information and details to keep up with. However, sometimes the feeling is that there’s too much information. So in this article we tried to put the most useful links that we think any Facebook marketer should know and that are coming from Facebook, the company itself.

04.04_Quantum-10_Useful

Read through and wait for the fun bonus link 🙂

  1. Facebook page guidelines. Many people are not aware to the fact that Facebook has its own guidelines about what you’re allowed and not allowed to do on the platform as a page. For example, did you know that you’re NOT allowed to run competitions with a request from the users to share on their/their friends’ timeline? We suggest you get familiar with the Facebook page guidelines – there’s no reason to risk your page, which you put so much effort in.
FB's guidelines dictate you're not allowed to request users to share your post/page on their (or their friends') timelines as well as tag someone as a condition to participate a competition.

FB’s guidelines dictate you’re not allowed to request users to share your post/page on their (or their friends’) timelines as well as tag someone as a condition to participate a competition.

  1. Facebook ad policies. Did it happen to you that your ad wasn’t approved and you had no idea why? Well, Facebook doesn’t only have page guidelines but also policies for what you’re allowed (or not) to say/do in your ads and what kind of content can be approved on the platform. Save yourself a LOT of time of re-writing/re-designing/re-uploading/all the above by knowing the ads policies.
  1. Facebook’s grid tool. In 2016 Facebook changed the rule for text on images and cancelled the maximum 20% text on image restriction. However, it did change the text rule so that the more text you have on an image, the less exposure you get. So for your exposure’s sake (and we all know how badly we need it on such a busy feed…), check the images you create with Facebook’s grid tool and find out if your text level is ok/low/medium/high. 


About text on images…

  1. Facebook debugger. You can find many interesting things under Facebook’s developers website (like page plugin for your website, sign up for Audience network – the “GDN of Facebook” or Facebook start, an international program dedicated to assist startups build and grow their business) however to keep things simple, one of the first tools to use is the Facebook debugger. This tool will retrieves information about your website for example how links – your website if you’d like – will look when sharing it on Facebook, Facebook’s messenger and so on. Start Debugging here.
  1. Facebook newsroom, Facebook Business news and Facebook Media. We could list dozens of blogs you can follow to get the latest news from Facebook and they will all be great. However, getting the information from the source is usually the best way to go. On Facebook’s business news you’ll be able to find the latest business updates, success stories and more, all relevant to businesses. On Facebook’s newsroom you’ll be able to find the most updated general news – announcements of new features, updates about messenger as well as updates to the feed’s algorithms. If you want to read about new ways public figures and media organizations use Facebook, visit the Facebook media page.
Screen Shot 2017-03-31 at 7.06.00 PM

Facebook’s newsroom. Stay in the know about FB’s new features, latest updates and more.

  1. Facebook IQ. If you want to open your mind as a marketer in general and not only as a Facebook marketer, Facebook IQ is THE place for you. Read about interesting insights – classified to people, industries and more. Understand PEOPLE across countries and ages, using different devices with different intentions. And the best part? It’s the only source in this article where you can subscribe for email updates! Check and subscribe to Facebook IQ here.
  1. Facebook’s Ads Guide. You know how you’re never sure about the right dimension for different ads and devices, max length of titles, visibility on mobile vs. Desktop vs. others? Well, there’s a very simple link that solves all your dimensions and other questions-about-how-my-post-should-be-created-in-the-first-place: meet Facebook’s ads guide.
As a page, there are ad guidelines you must keep. (from 1 to 3 - a notification you don't want to get, one you REALLY don't want to get and one you very happy to get :) )

About FB’s ads policies. 1 – a notification you don’t want to get. 2 – a notification your REALLY don’t want to get and in 3 – one that you’re happy to get!

  1. Audience insights. Whether you want to learn about your followers, other pages’ followers or about new audiences in markets you want to promote your business – audience insights will provide more information than you can imagine available to you. Visit the Audience Insights and start exploring.
  1. Facebook’s help center. In case you need to ask a question, understand better specific features or options for Facebook for Business (or general about Facebook), the help center is really… well – helpful 🙂
Facebook's help center

Facebook’s help center. Answers to many of your questions (but definitely not all!).

  1. Contact Facebook. In case you didn’t find an answer to your question on the help center, this is the link where we are usually able to get a hold of someone (unfortunately not 100% of the time as the “contact us” box doesn’t always appear. Instead, we reach a help center…). And if you’re the lucky one to be included in “Facebook Marketing Experts Advice”, bravo! You’re privileged!

Bonus sources: if you’d like to explore what is Facebook working on, visit Facebook’s research site in this link. Last one and  just for fun (kind of) because it has nothing to do with your business… in this link you can find out how many requests for reports about users Facebook receives from governments around the world, per country. Let us know which is the most spying country you found :).

Do you know other Facebook sources that will help Facebook marketers?

Please do share with us in the comments section below!

 

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21 Small Tips to Make Your FB for Business Experience SUPERB

Facebook is, for better or worse, a never-ending changing platform. Almost every day, in our work at Quantum on Facebook, we notice a new feature, button, layout, menu options…

In between the-already-many-hours-you-work, following these changes and discovering new ways of doing cool-time-saving stuff on Facebook is almost impossible, but definitely can improve the life of every Facebook page admin out there.

21 Small Tips to Make Your FB for Business Experience SUPERB

So we decided to write this simple quick tips guide to help you out! And added awesome GIFs to show you exactly the HOW-TO so you won’t have to waste time!

Without any further introduction, here are our tips:

  1. When uploading a post with a link, you don’t have to keep the ugly-long-redundant link in your post! Simply let it load and then delete the link. The users will access your link by clicking the photo/article title/description.
  1. You can change link’s title and description. Click on the link/description and you can now edit the text on it.

  1. To tag your page or other pages simply hit “@” and then start typing the page’s name. The name should appear automatically. Make sure you’re tagging the right page!
  1. If typing the name doesn’t work for you or you can’t find the right page, try to type the page’s name like this: @FACEBOOK_PAGE_USER_NAME. This should bring up the only one relevant result!

  1. To tag users, (recommended mostly for comments and replies) do the same and if you’d like to refer to a user only in one of their names, say their first name, simply hit “Backspace”, that will delete their last name but will still keep their first name tagged!

  1. When you post a link to your website, photos from the page you linked to are uploaded automatically. You can change them by adding new photos and “unchecking” the photos you’re not interested in.
  1. Not only you can change one photo that is loaded, you can also create a carousel of photos by uploading more photos.
  1. For each photo on your carousel, you can determine a different link. Simply click the link sign on each photo and insert the links you’d like.

  1. If there’s a specific post you’d like to get the link for, right click on the published time of the post and hit “copy link address”, you can now paste it anywhere you want!
  1. You can search a post on your page (or other pages) by navigating to the search bar on the left below the cover photo.
  1. To login in as your page on Facebook and see the pages’ feed you follow, type in the address bar business.facebook.com/YOUR_PAGE’S_USER_NAME.
  1. You can share a specific post in various ways, one of them is as a chosen page you manage on another (different) page.

    1. Instead of copy-paste your reply to private messages sent to your page, you can simply save replies and in two clicks answer the repetitive questions on your page.

    1. You can backdate posts to a time in the past (but not to a date prior to the creation date of your page) and you can also schedule posts to a time in the future (for next week for example).

  1. Verification of your page (adding the blue badge next to your business’s name) is possible through this link.
  1. If you want your users to always see your posts, ask them to choose “See first” when hovering the Like button on your cover photo.
  1. When browsing to a brand’s Facebook page, you can switch to a different local version (different country) of the same page.

  1. You can organically increase the amount of likes on your page by inviting all the people who liked your posts to like the page! Note that the users will receive a notification from the page’s name, not your personal profile!

  1. Control the notifications you receive from your page through the settings:

  1. When you want to like/share/comment on your own post as YOU (your personal profile), switch here:

  1. Sometimes, it seems impossible to contact Facebook for business’s teams so here’s a link to their so-hard-to-find contact us page 🙂

Enjoyed our guide? Would you like to receive a similar guide that will be all about the sponsored aspects of Facebook? Have your own winning tips?

Great! Share with us in the comments section below!

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Brand Magic Summit 2016 – Online Marketing Behind the Scenes

Less than two months ago we started a magical journey that has come to end just a week ago. It’s the second year Quantum partners to a very special event, the Brand Magic Summit. This summit is unique for so many reasons – the speakers are top world class in the field of branding, the team of Mind Initiatives, organisers of the summit, are real magicians and the whole ambience around it is super fun and super professional at the same time.

Literally magicians :) Ravin Lama, MD of Mind Initiatives, on stage with a magic trick Photo credit: Focus Digital Photography

Literally magicians 🙂 Ravin Lama, MD of Mind Initiatives, on stage with a magic trick Photo credit: Focus Digital Photography

We wanted to share with you the behind-the-scenes of Quantum’s online marketing for the summit due to two main reasons – one, because many people ask us about it and second, because it’s an interesting case study on how (in this time frame) to bring an event of that size and level to life, online . Another interesting angle is how to manage the online aspects during the event, i.e. “live”.

So what is it that we did there?

Before the summit

Search campaign: Google – we’ve written here several times on why Google is important for (almost) any business. And we walk our talk. For the summit, we’ve created a Search campaign that triggered ads of any related search phrase, like “business summit”, “advertising event”, “marketing convention 2016” as well as variations of the name “Brand Magic Summit”. 

Any search phrase related to the summit and its subject triggered our ads

Any search phrase related to the summit’s name itself triggered the ads as well

Display campaign: Google – the display campaign helped us to increase awareness about the summit. Users saw the summit’s banners on websites associated with interests of business and communication. So while they were browsing, they “ran into” the summit’s ads. One more thing was an A/B test we ran on two types of designs we received. In a day or two it was clear which design was performing better and we changed the settings of the campaign accordingly.

Social Media: Facebook – Facebook was actually the first media platform the summit has ever appeared (including offline media platforms). Last year, in an even shorter time window, with no website, artworks and any publication, we created the page, engaging content for it and sponsored campaigns to kick off. The rest followed later.

This year, with the website up and running, broad traditional advertising campaigns and big media coverage, the main goal of the Facebook page was to drive potential participants to the website (and subscribe, eventually), inform of special group discounts, other special announcements (the Brand Book, the Top 10 Mauritian Brands), give acknowledgment to all sponsors and partners and in general, to create a buzz in relevant audiences around it.

Screen Shot 2016-04-14 at 3.36.37 PM

The main goal of the Facebook page was to drive potential participants to the website

Screen Shot 2016-04-14 at 5.34.51 PM

The day of the summit or how did one post created immediate 10,000 engagements?

On the day of the summit, the main goal was to find the right balance between offline and online without interrupting the actual summit.

On Facebook, we uploaded live updates, however the strategy with Facebook was not to “live blog” as we did exactly that on Twitter (will be discussed further). The goal was to use Facebook’s features to increase engagement “on the spot”. Below are two examples.

One of these features was LIVE VIDEO. We went live 7 times on the day of the summit – on the first live video we showed the crowd during the morning of the summit, the next videos were live interviews with the speakers right after they finished their talk and finally, we broadcasted live the Top 10 Brands Awards ceremony.

Live interviews with the speakers, after they finished their talk

AAA_3726 Live video Carla

Interview with the speakers, version of “the other side” Photo credit: Focus Digital Photography

An anecdote from behind the scenes was that we knew about live video on Facebook much before but the issue was that this option opened gradually (like all new features on Facebook) and at that point, didn’t open on our pages. We started a correspondence with Facebook’s team asking to open it and it was only the night before the summit that Live video was opened for everyone on Facebook. The result was that Quantum was the first one to ever broadcast live on Facebook in Mauritius via the Brand Magic Summit’s page.

The first ever live Facebook video in Mauritius

The first ever live Facebook video in Mauritius

Another thing we did was to upload the “Red Carpet” photo album with nearly 150 photos of participants taken in the morning of the summit. We asked Mr. Ravin Lama, the Managing Director of Mind Initiatives (Organisers of the summit) to announce on stage that the Red Carpet photo album was uploaded and asked the participants to tag themselves. This one post of photo album created more than 10,000 immediate engagements as you can see in the screen shot below:

Screen Shot 2016-04-14 at 5.51.38 PM

And on the Twitter side of things… let’s start with an honest fact: Twitter is not the most popular social network in Mauritius. However, the whole point of being social is to adapt quickly and as Twitter is the perfect platform to live “broadcast”, we decided to live tweet the summit.

Why is it the perfect platform you ask?

Twitter’s limitation in this case is its biggest advantage – the limited 140 characters tweets are the easiest and fastest way to send accurate messages.

We tweeted nearly 150 times on the day of the summit and that enabled anyone that is not participating in the summit to feel a part of it (and to be sorry they’re not there 🙂 ).

You can actually now, view the feed (even if you don’t have a Twitter account) on the summit’s Twitter account.

Engagments with the summit's Twitter account

Engagments with the summit’s Twitter account

Summary

We’ve said it before, and here it is again – in a noisy world like today’s world, quantity can’t replace quality.

In this case: be relevant, create engagement and adapt quickly.

Although there were other things we wanted to include in the marketing plan (like more video, video, video!) we think we managed to accomplish these three objectives for the Brand Magic Summit 2016 and we can’t wait to see how the online world will look like in next year’s edition.

before

Just before the summit started… Photo credit: Focus Digital Photography

During the summit...

During the summit… Photo credit: Focus Digital Photography

And after! At the cocktail with Anand Tilak from Facebook inc.

And after! At the cocktail with Anand Tilak from Facebook inc.

Have any question about the online marketing we did for the summit? Don’t hesitate to contact us!

Oh and by the way – we recommend you do not miss the Brand Magic Summit 2017. We’ll be there and so should you 🙂

 

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Latest Changes on Facebook that You Must Know About

Unlike traditional advertising channels (newspapers, magazines, TV, etc.), online platforms such as Google and Facebook are constantly making changes in their platforms. As advertisers and frequent users of these platforms, it’s important to keep up.

So 2016 just started and we thought it’s a good time to keep you up to date with some of the new changes and features Facebook has been adding to its platform lately.

We won’t review each change/feature in depth, we just want to give you an overall look on it. For further explanation and examples, please feel free to contact us or leave us a message through the Facebook chat on the right!

Let’s start!

1: Targeting options

Facebook has changed two main things in the way we target our potential audiences (in fact, they also changed the entire Ads Manager platform looks but that was a while back and other than small visual changes, it didn’t change much).

One of the changes happened in the targeting menus. Until not so long ago the targeting area looked like this:

 

Old targeting

And now it looks like this:

 

new targeting

Facebook aggregated three targeting menus: demographics, interests and behaviors into one targeting box (where they all still exist). It’s not a huge change but we thought it’s important to mention as we’re being asked by many people that are looking for targeting (which they know exist), but can’t find it because of the change. Furthermore, this change was a preparation for what is reviewed next.

The second, more significant, is the “exclude” and “narrow audience” (or as we like to call it the “And” option) targeting. Before, when you entered a list of interests, Facebook would show your ad on an “or” function.

For example, if you listed interests of golf, luxury cars and real estate, Facebook would show your ad to people who are interested in golf but not necessarily interested in luxury cars and real estate and vice versa.

By adding the “narrow audience” option, it’s possible to target people interested in all of the three options listed. This is how it looks like:

Golf, luxury, real estate

 

And it’s not all. By adding the “exclude” option, your targeting can be extremely precise. The idea is that if your targeting object is a wide one (which is usually the case), you can exclude the type of “personas” who are not in your targeted audience. For example, if you’d like to target the people who are interested in travel but are not business travellers, this is how it would look like:

travel-business travel

To summarize, Facebook is improving the targeting options in its platform day in day out. Facebook can do it because we, as Facebook users, provide the platform with a lot of information about our lives, our interests and our future plans. Although we might not like it on the personal level, on the professional level it definitely brings the targeting options to an art, and makes every ad dollar spent, worth it.

2: Overlap Audiences

We hope you know by now what are custom audiences on Facebook, if not, it’s urgent you contact us. If yes, then you probably know that you can create many versions of custom audiences – your website’s visitors, your email list audience, a “lookalike” audiences and so on.

The new feature Facebook has added is called “Audiences Overlap” and the meaning is that you can compare two audiences or more to check which percentage of these audiences is overlapping. If it’s a high percentage, then the obvious conclusion is that you shouldn’t advertise to these audiences on the same campaign, as it’s a big waste of your money. Here’s an example of a check we ran between website visitors audience and a data base of the same client (respecting the client’s confidentiality, we hid its name):

client overlap

As you can see in the screen shot, the overlap’s percentage is very low and therefore we can keep up the advertising to both audiences at the same time.

Here’s a screen shot of how to navigate to Overlap Audiences:

Screen Shot 2016-01-21 at 10.22.14 PM

 

3: Facebook’s new pixel

In the second half of 2016 Facebook will stop supporting the old/current pixel(s). So far, per advertising account, we were able to generate two pixels.

The first one was the general pixel. This pixel is used mainly for websites. The second pixel is-was the conversion pixel. You’d implement it on your “thank-you” pages to create an audience of subscribers, of buyers, or any other conversation you would want to track.

The new pixel is aggregating all in one pixel. That means that you’ll need to implement only one pixel in all the pages of your website. With the new pixel you can define different audiences according to the pages they visited and custom conversions, “events”, on your website. You’d need to make the necessary changes on your website accordingly and then advertise to these audiences (or not, depending on what is your purpose).

custom conversions

The “events” (conversions) available with the new pixel

As there’s still some time until Facebook will stop supporting the old (current) pixel, we didn’t review it comprehensively here. However, it’s important to prepare yourself. For more information and further technical explanation, read Facebook’s help centre’s article about the new pixel in this link and the implementation guide in this link.

4: Lead ads

This is one of THE most important and impressive features Facebook added lately. In fact, Facebook released Lead Ads a while back but it was quite limited. Aside small and big limitations such as limited amount of characters in the ad, not integrating into CRMs and appearing in Power Editor only, the main setback was that advertisers could show their lead ad in mobile devices only.

Facebook announced just a few days ago that some of these limitations were removed and by that, made the lead ads very accessible. One of them is that you can now advertise on desktop as well.

The lead ads have very clear advantages: it cancels your need in a designated landing page for specific marketing messages, the user experience is outstanding (the user’s details are filled up automatically by his Facebook’s account details) which increases the chance for conversion and finally it demands very small effort from you as an advertiser. This is how it looks like:


5: Live video

This option was opened a few months back (in August) for public figures through Facebook’s app, “Facebook Mentions”. Lately Facebook announced that it opened this option for verified pages (pages that have the blue “badge”, meaning were verified as the authentic entity behind the page).

It’s a natural move Facebook is taking, not only due to our social behaviors (documenting every moment and immediately sharing it via our favorite social network) but also considering the fact that other social networks have already made big steps in this direction (Twitter purchased “Periscope”, a live video streaming app last March. See also YouTube Live, Meerkat, Snapchat live and others).

Here’s how an invitation to watch a live video looks like:

Screen Shot 2016-01-21 at 4.18.08 PM

And here’s how it looks like when you actually watch the video (pay attention to the live streaming screen and flaw of comments):

live-sheryl

 

And there’s one more…

There’s one big change that happened on Facebook lately and we haven’t reviewed in this article. In two words: Instagram ads (as you might have already known, Instagram was bought by Facebook in 2012). It is a major change because in fact, it means that another social network, one that has 400 million users has opened its gate to sponsored advertising.

In general about Instagram ads, remember that each social network has its own rules on what works and what doesn’t (In Instagram’s case – beautiful photos, short text and meaning). You might think that it’s the most brilliant idea to upload the same status on Facebook, Instagram, Twitter, Linkedin and Google+ but it’s actually the worst approach you can ever take. Understand the platform, follow successful accounts, analyze the users’ behavior and start testing. Follow up on our future posts for more in depth Instagram ads review and other Facebook news.

The tip of the iceberg

As mentioned, this review was just the tip of the iceberg. Furthermore, other changes took place which we haven’t mentioned here as we wanted to showcase the important ones. Nevertheless, we hope this article has been useful!

Please don’t hesitate to contact us for any question you might have, or feel free to share your thoughts/questions in the comments section below!

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Facebook Published its Year in Review and It’s Everything

Facebook published its year in review and it’s everything – it’s sad and heart breaking, it’s funny and cheerful, it’s future-like and hopeful.

From the Paris terror attacks, Nepal’s earthquakes and Fight against ISIS, through marriage equality, Ahmed’s famous clock and the most controversial dress in the world, Facebook summarizes everything that people cared and talked about in 2015.

Facebook has also shared which places we “checked-in” the most and what we talked about the most according to 8 other categories (athletes, entertainers, politicians, movies, games and TV shows).

Screen Shot 2015-12-10 at 5.07.07 PM

Taylor Swift, 2nd most popular on Facebook’s “Entertainers” list. Photo credit: Taylor Swift’s Official FB page

 

 

 

 

 

 

 

 

 

 

 

 

Screen Shot 2015-12-10 at 4.02.21 PM

Games of Thrones, #1 on Facebook’s most popular TV shows list

On the fun department, most used stickers – you might not know it by its name, “Biscuit in Love”, but we’re sure you know it by its face 🙂

Screen Shot 2015-12-10 at 3.58.47 PM

Most used sticker on Facebook – Biscuit in Love

 

 

 

 

 

 

 

 

 

Facebook finishes its year in review with a message to the New Year: “Let’s stand together in 2016”. We totally vote for that.

Watch Facebook’s 2 minutes Year in Review:

 

 

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Facebook’s New Powerful Tool for Businesses

It’s not a big secret that Facebook is making major steps to become a main player in businesses’ online communication and client relationship.

Earlier this year, we’ve mentioned that Facebook opened an option for payments through its platform. This was a first move to step into one of the busiest industries online – e-commerce.

With more than 2.5 Million advertisers1.55 MAUs (Monthly Active Users) that repeatedly come back to check their feed for updates from the brands they love and its huge success on mobile, Facebook can, and will, be a significant middle e-commerce platform.

Screen Shot 2015-12-04 at 11.30.50 PM

Facebook to become the main communication “mediator” between businesses and their clients. Screenshot source: Facebook

It’s not a far future for users to browse for sizes, colors and designs and then purchase chosen items from their favorite brands, over Facebook platform.

And not only payments. Customer service is one of the most important aspects of any business out there. Many businesses have their own website, with their design, UX and custom made features. From the understanding that business owners won’t give up on their online asset anytime soon, Facebook launched last week the integration of messenger and events to websites.

Through messenger, anyone arriving to your website can contact your business immediately through a Facebook message. For the users, it’s a quick and familiar way to start a conversation with the business – to express interest in a product/service, to get help from customer care departments, and to do all of that without using their email address or phone (call).

This concept is not new, of course. There are many Live Chat softwares in the market that were built on the notion that direct communication on websites give better user experience and convert users in much higher percentages than chat-less websites. The huge difference is that Facebook became such an integral part of our life, that users will feel very natural to “drop a line” to businesses through their Facebook account in the message box they “run into” on the website.

So how does it look like? Well if you haven’t yet seen it right here in this blog post, scroll this page and feel free to leave us as message, we’ll reply right back!

Screen Shot 2015-12-04 at 3.02.17 PM

Receive immediate direct messages from clients to your Business’s Facebook page.

And it’s not all, Facebook also launched a few other features such as redesigned inbox to help you know more about your customers.

It’s very clear that although Mark Zuckerberg is on maternity leave, no one is resting at Facebook HQ 🙂

Did you know that…?

In total and even on mobile alone, YouTube’s reach to age ranges 18-34 and 18-49 is higher than any cable network in the U.S. And not only in the U.S., 80% of the views on YouTube are from outside of the U.S. 

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12 Do’s on your Business’s Facebook Fan Page

As Facebook is a social network, used by everyone, including business owners, some of them use their business’s page as they use their personal profile. This is a misguided approach. Facebook users that look at your business page, expect it to give a “formal” however served in a “friendly” way information about your business (further explanation followed).

We’ve already shared with you what NOT to do on your business’s Facebook page, and in this article we’ll complete the picture with what you SHOULD do.

  1. APPEARANCE. Your online presence is your e-business-card. As Facebook is (almost, after Google) the most popular website in the world and the #1 website in Mauritius, you should expect your clients and potential clients to check your business’s page on Facebook. Make sure what they see reflects high standards. The name of your page is important – make it short and to the point (coordinated with your business’s name, of course). Implement appropriate profile photo and cover photo, adjusted properly in size. Make sure the “about” us section has all the details. Posts that include photos and videos should be in right dimensions and good quality, both for desktop and mobile devices. Make sure you use your photos. And if not, act according to photos’ rights rules. Professional appearance reflects on the way Facebook users will perceive your business.
Facebook is the most popular website in Mauritius. Your business's page on FB is your business card online.

FB is the most popular website in Mauritius. Your business’s page on FB is your business card online. Screen shot from Alexa.

  1. POSTS’ CONTENT. Together with your links, photos and videos you should write something. Always. Your text should be very well written, in a clean language, without mistakes (spelling or typing) and should include the message you want to send per specific post. One marketing message is enough and you should add a call to action (contact us/call us on…/explore our website/visit us).
  1. ENCOURAGE PEOPLE TO ENGAGE WITH YOUR POSTS. Engagement is THE most important parameter Facebook is examining when it comes to content in its platform. If there’s engagement, Facebook promotes and exposes it more. Why? Because if there’s engagement, it means people like it. If people like it, Facebook is liking it. If Facebook is liking it, you’ll enjoy FB’s rewarding.
  1. TALK SOCIAL. KEEP YOUR PRODUCT IN. People come to Facebook because they love connecting with people. Because it’s fun. Facebook is a social network and as such, your business should adjust accordingly. That means that your posts should be “friendly” oriented, with a “social” attitude. On the other hand, you use Facebook for businesses to boost your business up, so combine a sub-text/message that relates to your product.
  1. REPLY TO ENGAGEMENTS IN A MATTER OF MINUTES/HOURS. Facebook allows you to connect with your clients/potential clients directly. Don’t forget that this communication comes both ways so when someone is commenting, replying, asking something, you MUST reply and in a matter of minutes/hours. Not longer than 24 hours. Facebook is a fast moving platform. What happened yesterday, or even 3 hours ago, is way down the feed.
Facebook is a fast moving platform. Reply fast to your clients. Screen shot from Belles 35's FB page, elegant fashion for women in Mauritius.

Facebook is a fast moving platform. Reply fast to your clients. Screen shot from Belles 35’s FB page, elegant fashion for women in Mauritius.

  1. BE CONSISTENT WITH THE TIMING. Make sure you post every X days. It will keep your fans updated and used to your timing. It will also “rank” you well on Facebook’s platform. Facebook encourages businesses to post regularly and consistently. As the owner of the platform, taking advice from Facebook will be the wise thing to do 🙂
  1. EXPERIMENT DIFFERENT TARGETING, DAYS AND HOURS. One of the most amazing things about Facebook is the targeting options. You can target anything from future brides and grooms, future moms and future travellers through job titles, specific living area all the way to specific ages, genders and interests. You know what is your clients’ general characterizations, now all you have to do is try different Facebook targeting and learn with which one you get the best results. Not only that, different audiences engage differently along the day and week. It’s not only that you can know when are your users most active but also test when are they more responsive to your posts.
FB shows you when are your users online. Screen shot from one of the pages Quantum Media manages.

FB shows you when are your users online. Screen shot from one of the pages Quantum Media manages.

  1. LEARN AND IMPROVE. USE “INSIGHTS”. The most important information about your page, your activity and its performance is under “Insights”. With this tool you can learn a lot about your posts – what was working well and what wasn’t, who responded to your posts and how many people engaged with it. It’s a lot of information but it is the most valuable one to look at.
  1. INVEST FOR EXPOSURE. RUN SPONSORED CAMPAIGNS. The equation is pretty simple: if you won’t invest, for the very least a few $$ in your page every month, your exposure won’t be big enough. We’ve already shared with you that latest January (2015), Facebook changed its algorithms so that promotional ads will get less organic exposure on the feed. And it did. The bad news are not that bad as in order to get exposure to thousands of people, your investment doesn’t need to be huge. At all.
Screen Shot 2015-04-10 at 9.06.43 PM

Different sponsored campaign options on Facebook

      1. IF YOU RUN CAMPAIGNS, USE “REPORTS” TO ANALYZE THEIR RESULTS. Similarly to “Insights”, “Reports” give you all the information about your campaign. The interesting part is the cost actions. How much did each engagement “cost” you? How much was your CPC? CPM? How much was your unique vs. raw engagement? More interesting parameters, which are not related to cost are CTR (click through rate) and “relevance score”.
        1. USE FACEBOOK AS A TRAFFIC SOURCE TO YOUR OTHER ASSESTS. The people that see your page should know where you are (Mauritius? Where in Mauritius?), what is your website’s address and how to contact you, that is not through Facebook, but over the phone, email or others. The direct connection you have with clients on Facebook is a window of opportunity to bring them to your other platforms. One strong recommendation we can give is to implement a Facebook remarketing pixel on your website. Facebook will create a “Custom audience” for you, which you’ll be able to target directly on your Facebook’s campaigns. Not only that, you can then create “look alike” audiences! Why is it helpful? Simply because it increases chances to conversions!

Use Facebook to drive traffic to your other platforms such as your website

        1. FOLLOW THE RULES. NO MATTER WHAT. Facebook let you “in” its ground. In this ground, Facebook have its own rules, which you should ALWAYS, MUST, respect. For example, did you know that you’re not allowed to run a campaign with a photo that has more than 20% text on it? Did you also know that you’re not allowed to assert or imply personal attributes in your campaigns? Did you know that there’re specific rules for competitions on Facebook? Well, if you didn’t, you must learn them, as breaking the rules puts your page at risk. If you already know all of that, make sure you follow the updates as the rules change from time to time.

Together with our 11 Don’t on Your  Business’s Facebook Fan Page, you now have the whole picture on how to run a Facebook page!

Eventually, your page’s purpose is one and only – to improve and boost up your business so use it the best way you can!

Do you have any question?

Don’t hesitate to contact us!

Did you know that…?

Facebook have big plans for businesses on their platform, and recently launched “Business on Messenger”. This is a way for businesses to “live chat” directly with customers about their orders, their requests and any customer service related issue!

 

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3 Things Happened on Facebook Lately that You Should Know About

If you own a Facebook Fan Page and you don’t know yet, here are 3 updates from the last few weeks that you should REALLY know about:

  1. “LIKES” CLEANUP. Facebook believes and acts according to relevancy. As you might agree, one of the definitions for a “relevant” user on Facebook is an active user. Nobody (including Facebook) really knows how many fake profiles exist on Facebook but there’s an understanding that these profiles only damage the platform’s dynamism and authenticity, even if allegedly these users “help” Facebook to increase the total number of Facebook users. As for inactive users, the principal is more or less the same but in this case, Facebook can identify them more easily and therefore “clean” them away from the Facebook for business’s platform. On March 5th Facebook announced a removal process of inactive users’ “LIKES” from pages that ended March 12th. If you saw a decrease in your Facebook page likes count, this is the reason. if you had a small decrease on your page’s number of fans, congrats, your “LIKES” were well targeted! If you had a big decrease, well… On one side, it’s not the best news of the month, but on the other hand, congrats! You got rid of irrelevant users on your page and can now focus on the ones that are really relevant!
Screen Shot 2015-03-23 at 9.30.09 PM

“LIKES” cleanup by Facebook. The “unlikes” appear in red, under the axis.

  1. DYNAMIC PRODUCT ADS. The product ads allow you to present few products, or if you’d like, few pages on your website, in your Facebook ad, which are most relevant to the user looking at it. You can show products/pages that the user were interested in on your website or alternately, products from a similar category. These ads are also dynamic so if a user changes his interests on your website, the ads will be updated as well! This makes the ad most relevant for this specific user in a specific time and increases the chance for a conversion. To do that, you’ll need to add (if you haven’t added already) a remarketing pixel on your website, add your list of products/pages to the business manager on Facebook and create a template for your ads. After that, you just need to run your campaigns! It is relevant for anyone that has a website with a lot of content, whether you’re selling products or services. It can increase greatly the CTR on your Facebook ads, drive more traffic to your website and most important – increase conversions on your website.

Dynamic Product Ads, updated according to your interests on a specific page on the website you visited. Photo taken from Facebook’s Business News website

  1. PAYMENTS ON FACEBOOK THROUGH FACEBOOK MESSENGER. Available only in the US currently (and for Visa and MasterCard credit cards only) but definitely relevant to anyone on Facebook, especially here in Mauritius – Facebook created a very simple way to pay online! All you have to do is go on your messenger, start a conversation with a friend, click the “$” sign and then click “pay”. Our assumption that it is just the first wink towards online payments and maybe very soon we’ll be able to do our online shopping through Facebook!

Did you know that…?

21 minutes. This is the average time spent daily per user on Facebook!

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