Archive for February, 2011

Which brands post too much on their Wall? image

Recently we have published an article giving out recommendations of how to publish on your Facebook Page. One week later, let’s take a look on Pages that don’t follow these recommendations and what it means for them in terms of their Engagement.

We decided to follow our 1st rule: Post too many times a day on Facebook

Posting too often on your Wall could be represented as spamming your Facebook fans which shouldn’t be done by any means. Recommended average of posting for brands would be about once a day (or 2 – 3 times exceptionally if you have a very good announcement).

Do brands follow this posting average? We’ve digged into our database at Socialbakers Page Analytics and found out that some brands heavily exceed this limit. Here are some of the brands that post on their Wall too much.

Sapo Portugal: 390 wall posts in the last month? That’s way over limit, they average at about 13 posts a day! Also their posts clearly don’t work. With almost 24k fans, they can reach much higherEngagement than 0,06%.

Asos fashion online: averaging at 5 wall posts a day in the last 30 days, Asos should reconcider their posting strategy. Their posting clearly doesn’t work as they’ve reached on 0,002% Engagement with almost 480k fans.

Forever 21: big Facebook base, more than 4 million fans, definetely a Page which should have a good posting strategy as the fan base is very good. This brand averages at over 3 wall posts per day with very low ER – little over 0,002%.Again, next time they should focus more on the quality of posts rather than their quantity.

Avon Products Page: Little less than 3 posts per day, so not that bad anymore. However, we think they could do much better in terms of Engagement. They gained about 294k fans and currently reach Engagement at about 0,004 %.

We’ve taken into account only bigger and well known brands which should care about their Facebook presence. Of course there are many other local brands which would be the potential “winners”in our charts. They average at around 10-20 posts a day with almost no engegement!

Originally posted in Socialbakers on 22.02.2011 19:23.


Guide to 2011 Planning

Posted: February 17, 2011 by Maria Morais in Market Trends, Uncategorized

Originally Posted by Exact Target

Each new year offers a blank slate and a new outlook to start the year off right. And while you may
not stay as organised as you’d like or as in shape as you had hoped by mid-year, making goals
to improve your interactive marketing programme can be easy—especially if you have a little help
along the way. This year, resolve to stay true to subscribers with goals like:
1. “I will make data the foundation of my marketing.”
2. “I will use mobile to connect with my customers.”
3. “I will market to my customers like the individuals they are.”
4. “I will make social media a real part of my marketing mix.”
5. “I will use automation to save time and to better meet my
customers’ needs.”
By pledging to improve your marketing programme with these five initiatives, your
subscribers will see the difference—resulting in more satisfied customers, increased
engagement, and better ROI. And with those kinds of results, who knows? Your goals
might just keep themselves.

mobile email

For those of you who missed it (and with 20,000 people registering for it I’m not sure who that may be) Hubspot’s Dan Zarrella’s “The Science of Email Marketing” was a reminder that testing and optimization are a core best practice which will ultimately drive the success of any email initiative.

Not that the webinar was focused on testing. Instead, takeaways were presented with the caveat “this may or may not be the case for you” … which is another way of saying “test it and see what happens.”

Content was based on a mix of email data, Hubspot survey and focus groups results. Key takeaways include:

  • Try sending email on weekends: Based on data of over 9 billion emails (yes, billion with a “b”) provided by Mailchimp, Saturdays and Sundays have notably higher Click Thru Rates (CTRs); this is coupled with said data showing unsubscribes peak on Tuesdays. These rates include both B2B and B2C emails (although given the volume, are presumably skewed towards B2C.)
  • Send very early in the morning: Data layered over Hubspot survey results reveal while recipients report reading email throughout the day, CTRs peak between 6 – 7 am (localized).  And while unsubscribes also peak in the morning, they also spiked late in the evening (when readership dropped off).
  • Optimize your email for mobile: a bit of a no-brainer; surveys cited 80% of the respondents read email on mobile devices, highlighting the importance of making sure your email doesn’t look like scrambled eggs on mobile.
  • Include reference data in your email: Make email searchable. Focus group participants report using email inboxes as an archive of ‘elite’, personal data, referring back to it on an informational basis.
  • Use lots of links in your email: While this may be counterintuitive, Zarrella says there is strong correlation between a greater number of links and higher CTRs. Data also shows lower unsubscribes as the number of links increase. (This may be, of course, because the unsubscribe link is tougher to find…)
  • Serialize and label your email: Using continuity and content-based words such as “[this] week’s,” “newsletter,” or “digest” in the subject line leads to the higher CTRs. Conversely, the traditional “spam” words continue to hold true. [Bonus hint: monitor your spam box for common “trigger” words to avoid.]
  • Give your subscribers special access: Focus groups find people like getting offers specific to them, offers with exclusivity built into them. Another no-brainer, but worth repeating.
  • Send email from people they’ve heard of: Be it a celebrity name or a guru, people like receiving emails from names they recognize.
  • Do not be afraid to send too much email: Unsubscribes are notably higher for organizations that send one or two emails per month; as the frequency of emailsreaches eight the number declines.
  • effect of sending frequency on ctr small

  • Your newest subscribers are your best: While most subscribers opt out shortly after first subscribing to an email, CTRs early on are also at a high – proving the adage “get ‘em while they’re hot.”
  • Ask people to follow you, not forward emails: It’s not just using social media, but using it wisely. Survey data showed about 80% people either never or rarely forward or Tweet commercial email, even with the advent of ‘share’ and ‘tweet’ buttons. Instead, get people to follow you through Facebook, Twitter, etc. driving prospects to subscribe to your email.
  • Make them want to get your emails: 70% of people report reading most or all of their email, and 58% have separate “junk” inboxes. Given that, Zarella stressed incorporating all the best practice takeaways detailed to ensure your message gets to people’s “good” email address, read, and acted upon.

The final takeaway, which predicated the presentation, is “Businesses are Consumers.” Survey data reported 88% of people not having separate work and personal email inboxes, blurring the line between B2B and B2C audiences and leading to some of the more counterintuitive takeaways.

The real answer: survey your subscribers and test. In summary: think through these takeaways; use them to test timing, subject lines, frequency, to maximize the value of your email strategy and initiatives.

Originally Posted 15 February 2011 18:34pm by John Gibb on Econsultancy

Facebook News, Facebook Games and analysis of Facebook

Filled with interesting tidbits of information, such as:

Facebook Amazing Pages

Posted: February 10, 2011 by Maria Morais in Digital Marketing, Social Media

By Econsultancy
This comprehensive checklist of best practice issues and their associated success factors can be used to audit your Facebook pages.
Best Practice Issue Success Factor Tests
Getting started Making sure you have
1. Have you added our recommended basic apps
2. Have you written down what you want to
achieve from the page?
Optimising your landing page
Ensuring that new visitors click on the magic Like
button and subscribe to your page.
3. Have you changed your default landing page
for new visitors from your Wall to a page
customised by you?
4. Have you asked potential subscribers to click
on the Like button?
5. Have you listed the benefits of subscribing to
your page?
6. Do you have a nice, large picture of your
product/products or listed the services you
7. Does your design make you stand out from
your competitors’ pages?
User Experience Making sure your Facebook page is as easy to use
as possible
8. Have you clearly labelled all your tabs?
9. Have you prioritised your visible tabs?
10. Do all your links work? Are they clear and do
they inform visitors of the benefits of clicking on
11. If you have a product search widget, does it
have a filter options and can you type your
search term?
12. Have you road tested the Facebook page
13. Have you tried using your page on a
14. Have you included your other social media links
(Twitter, YouTube, other Facebook Pages)?
15. Have you promoted your Facebook page
through your other social media channels?
16. Have you integrated other social media apps
into your page’s content?
17. Have you included your Facebook fans widget
into your website or blog?
Fans return regularly to read your content and
engage with it through comments, likes, shares or
sending in their photos, videos or competition
18. Have you added your RSS Feed from your
website, blog?
19. Do you use the status update bar more than
once a day?
20. Have you added upcoming events?
21. Does your page have fun widgets or games?
22. Do you have a store locater? (If you have one)
23. Have you promoted your mobile app?
24. Do you ask for feedback from fans?
25. Does your content make your fans feel special?
26. Does your content promote fan involvement?
27. Is it interesting and informative?
28. Have you had a look at the range of apps
already on offer?
29. Do you reward your most active Facebook
30. Do you have content that is only used on your
Facebook page?
Customer service
Making your Facebook page the first port of call for
customers looking for handy information and tips on
your products or upcoming events, and listening to
their feedback
31. Have you included your full contact details?
32. Do you respond to every question/concerns
posed by your community quickly and
Moderation Generating comments, shares and likes
33. Have you laid down the ground rules on your
information page?
34. Do you repost your fans’ best comments?
35. Do you respond quickly to comments?
36. Have you partnered with any causes or
Putting yourself on the map How well you attract new visitors to your landing
37. Have you filled your information tab with
keyword-rich content and links?
38. Have you added keyword-rich content to your
About box?
39. Have you added the Facebook fans widget to
your blog or website?
40. Have you encouraged fans to join your
Facebook page from your other social media
accounts/ your own blob or website?
41. Do you post regular content and updates?
42. Have you invited your own (and your
employees’) friends networks to sign up?
43. Have you changed to a vanity URL?
44. Have you considered posting an ad?
Experimentation and optimisation
Tweaking the layout, content, design and
functionality using tracking tools to improve
conversion rates
45. Do you regularly check your Facebook Insights
46. Have you added Google Analytics?
47. Have you split tested to see which calls to
action etc get the best conversion rates?
48. Have you considered using f-commerce to drive
49. Have you stopped tweaking?
50. Are you satisfied with your page?

The Super Bowl XLV showdown between the Green Bay Packers and Pittsburgh Steelers set more than just an all-time TV ratings record. No, Green Bay’s taut 31-25 victory over Pittsburgh was also the most tweeted sporting event of all-time.

To be precise, at 10:07:16 Eastern Standard Time, Twitter users were sending out some 4,064 tweets per second, which shattered the previous record held by Japan’s 3-1 win over Denmark during last summer’s World Cup in South Africa. But more than that, global Twitter usage actually broke that recordsix times during Sunday’s contest.

And, with Twitter being Twitter, the company has released a helpful chart that helps illustrate the spikes in TPS (or tweets per second, natch) that occurred during various points of the game. As you can see, the first record-breaking occurred when eventual-Super Bowl MVP Aaron Rodgers hit wide receiver Jordy Nelson for the game’s first touchdown. (Click the image to embiggen and take a look for yourself.)

Interestingly enough, Usher ended up being the most talked about person during the entire Super Bowl, thanks to his surprise appearance during what was an otherwise dreadful halftime show featuring the Black Eyed Peas. (Actually, it’s kind of sad to see how small Slash’s spike is as compared to Usher’s.)

Still, with the NFL having set all sorts of ratings records during the 2010 season, it really comes as no surprise that this year’s Super Bowl would take its rightful place not only atop the TV ratings pantheon but Twitter’s traffic charts as well.

By Erik Malinowski, February 9, 2011  | 4:55 pm  |

Today’s consumers are most likely to interact with brands via social networks. So, what does this mean for brand websites?

Bacardi: focus on social networking

Bacardi’s decision to move away from campaign websites to focus its digital strategy on social networks (Marketing, 26 January) may seem bold. However, it poses a question to all marketers: do expensive brand websites have a role in the age of social media?

Faced with declining numbers of visitors to its brand sites – according to comScore, Bacardi’s unique visitor numbers fell 77% between 2009 and 2010 – it is understood that the company will be shifting up to 90% of its digital spend to its presence on Facebook in the next one to two years.

Branded content will be shared primarily through online communities, with dotcom sites for its brands, such as Bacardi, Bombay Sapphire and Grey Goose, pared back.

Bacardi may be one of the first companies to re-examine the role of its websites, but it will not be the last. As Ian Crocombe, planning director at digital agency AKQA, says, if some brands deleted their corporate website, it would make little difference to their level of brand recognition online.

‘Corporate sites made sense in web 1.0, when you drove traffic to landing pages with banners, and collected email addresses,’ he says. ‘Modern consumers are engaged by real-time, social digital experiences which transcend device and are powered by location.’

Forward-thinking brands, such as Nike (an AKQA client), have already made this leap, he adds. Nike Football realigned its digital marketing two years ago and focused on delivering real-time experiences. For the 2010 World Cup, it built a platform where it could engage with 4.6m football fans and delivered exclusive content.

Honda also re-assessed the role of brand websites two years ago when it redesigned its systems architecture to centralise all sales and marketing information on one site.

Ian Armstrong, Honda manager for European communications, says: ‘Traditionally, each new campaign had a microsite with relevant content. You end up replicating some level of functionality. The opportunity was to construct content in a way that’s more modular and shareable across multiple platforms.’

Given the nature of car purchases, information-rich websites will remain vital. People want a place where they can come where the content is trusted, says Armstrong.

However, social networks have a huge role to play in car purchases, too. ‘People have conversations about cars and the network has a view that influences the purchase decision,’ he adds.

Graham Hodge, branded content director at digital agency LBi, says that within budgetary constraints, marketers should not perceive an ‘either-or’ situation. ‘There is certainly plenty of life in brand websites, especially if you enjoy a transactional relationship with your customers,’ he adds. ‘However, it is naive to invest a lot of money in a destination website and not support it with activity that engages audiences out there, where they spend the bulk of their time online.

‘Each approach has its strengths. Social sites have huge traffic; and well-thought-out branded content that fuels conversations can be a great way to recruit people into a brand. Meanwhile, a brand-owned property like a website can offer a more immersive experience for brand loyalists.’

Dangers of relinquishing control

As a warning of the risks that exist in the push toward social media, Hodge cites the example of confectionery brand Skittles, which decided to scrap its website in 2009 and replace it with a page that aggregated social-media mentions. It backfired when people realised they could post abusive material.

The brand reconfigured its approach, but has maintained a social element, encouraging users to submit images and video. Ian Tweedale, senior marketing manager for Skittles owner Wrigley, says social media now provides a key platform through which to engage with consumers. ‘It facilitates a two-way conversation and enables consumers to create their own ways of communicating,’ he adds. ‘The 14m fans of the Skittles Facebook page offers us a constant audience to deliver our messages to, and the result is more-regular and richer communication.’

Skittles’ experience of user-generated content highlights the danger of a headlong rush to be social. Rather than a multitude of brands ditching their websites for Facebook pages, YouTube channels and Twitter feeds, the future is likely to engender platforms combining to offer a more complete picture of the brand experience.

Brands need to understand how and why their consumers will engage with these channels before deciding which strategy to take.


– Bryony Stickells, Head of digital, Diageo

You have to start with the consumer, who they are, where they engage with a brand and what they want to engage with. Then consider what channels suit the brand. Gordon’s drinkers, for example, are less confident with social media than people who enjoy Smirnoff.

Social spaces have their uses in hosting community-based conversations, but they are not so good for hosting rich content. For that, the consumer would expect to go to a brand website.

However, the days of lavish £200,000 websites are over. What will emerge will be content that is more interactive and richer, which is what consumers expect. Rather than being mere repositories for information, websites will connect to social networks and platforms.

Websites remain important. They allow you to represent the brand in the way you want. This is not the case with social media or apps, as their set formats reduce brands’ creative licence.

Baileys launched a Facebook page before Christmas for its target audience of women in their mid 20s to 30s who are really up for conversations.

In future, it will be about how to encourage regular and quick chats and reward loyalty via the relationship programme.

This article was first published on by Stuart Derrick, 02 February 2011, 12:00AM

schmidt zuckerberg photoshop


One Big Reason Facebook Won’t Kill Google:
Facebook Ads Become Irrelevant After Just A Few Days

Last week, outgoing Google CEO Eric Schmidt dismissed the idea of Facebook as Google’s main competitor, claiming that Facebook ads don’t really displace search ads.

Webtrends study of Facebook advertising explains at least one reason why Schmidt may be right: users burn out much faster on Facebook ads than they do on search ads.

The study looked at about 1,500 Facebook ad campaigns consisting of more than 11,000 ads, and found that average clickthrough rates decline by half in about two days. In other words, once a user has seen an ad a couple of times, they’re very unlikely to click on it. The pattern of decay continues until the clickthrough rate gets so low that Facebook removes it, and the advertiser is forced to start over again.

Facebook ad burnout

Image: Webtrends

Advertisers can reduce the problem by using “friend of fan” targeting — the feature that shows the names of friends who have also clicked on an ad. This helps advertisements last three times as long before users get sick of them and stop clicking. But the effective duration is still only a week or two.

Facebook ad burnout friends of friends

Image: Webtrends

In contrast, a search ad can run for weeks or months with no changes. That’s because the ad shows up only when users search on the associated keywords, so each ad continues to rotate through people who have never seen it before. The trick with search advertising isn’t figuring out how to attract users with new ad copy. It’s more about buying the right keywords at the right times.

So Schmidt is right in one sense: Facebook ads are more like very well-targeted display ads.

But Google has a growing display advertising business as well. Plus, there’s only so much online advertising budget to go around, and advertisers will go wherever they get the best results.

Originally Published by Matt Rosoff | Jan. 31, 2011, 2:25 PM on Business Insider.