Improving EdgeRank factors for a Facebook company page updates
Last week we looked at how Facebook's EdgeRank alogrithm works for marketing. This week we look more specifically at how to improve a page's Edgerank. So, let's get straight into it... I'll review the three factors of Facebook update affinity, weight and decay that I introduced previously.
Improving Affinity
As I explained in my previous post, affinity refers to how interested a friend is in a brand’s page or how much of an online friend you are. Facebook gathers this data based on the clicks you have made in the past to that page /friend’s feed plus the number of likes, shares and comments you have made.
Affinity can drop off relatively quickly so the challenge is to continually be building affinity with your fans. Think about posts more like a dripping tap than a single big splash.
"If you haven’t had the dripping tap…
New infographic shows what your email must deliver to keep subscribers
All email marketers are keen to keep their unsubscribe rate a minimum, although it will never be zero.
Here's interesting new data on the reasons why unsubscribes happen in this infographic from Litmus. It's down to Relevance and Frequency as you'd expect. The main learning for me, is suggesting how you should go beyond the email broadcast stats and finding what your audience want from your content and their preferred frequency. That means asking them through focus groups or additional
I always think "spam is in the eye of the beholder (ouch)" - if you're not relevant, then a subscriber will think you're a spammer, even if you're an established brand.
The infographic also takes a look at engagement filtering behaviors for Gmail and Hotmail which is increasingly an issue for getting your emails in front of your audience…
…and, is it relevant anyway?
We've all heard this term, integrated marketing communications or IMC (yes it has an acronym!). Yet is it relevant I wonder, shouldn't marketing be integrated by definition? Integrated states the obvious!
Marketing of old was relatively simple, from a marketer's perspective advertising was straightforward, retail wasn't complicated and the Internet didn’t exist. Integrating marketing communications was relatively easy to achieve. Today there are many more disciplines and channels than consumer attention can cope with, and we obsess over them.
From a consumer perspective, there's much more information to take in now than say pre 1995. There's more TV programming, radio choice, print options, and outdoor potential, not mentioning online and mobile platforms, of course! In turn, advertisers are quick to hit people with more marketing messages because of that choice, new communication channels are quickly exploited and as a…
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31 May 2012
New media can learn a lot from old media…
I spent 15 years behind a mic in radio and I’m amazed by the similarities between radio and social media – be it Twitter, Facebook or Email.
It may surprise you that social media shares some qualities with the more traditional medium of radio. Obviously the technology is very different, but there is a good deal which social channels and those who employ them can learn from radio done well.
Here are five key things social media can learn from radio:
One-to-One communication
Good radio is a one-to-one communication. That is to say that any host who knows their stuff is going to stay away from referring to listeners as a mass audience. You focus on making it a casual conversation between two friends and you talk directly to that one person. Mmm!…
A brief review of 4 E-CRM alternatives suitable for a small business or not-for-profit company
I recently evaluated online E-CRM services for a contemporary art gallery. Dave Chaffey suggested I share my evaluation with Smart Insights readers since it may be useful for others taking the same decision for a small business. This follows on from a question I answered in the Smart Insights LinkedIn Group as to the issues to consider when selecting a CRM or email marketing system.
The review was also a fantastic opportunity to look generally at the CRM market place and consider what CRM system I should have in place for my own marketing consultancy business.
At the outset I had a number of requirements in mind including: the security of data (based on the supplier assurances and, for US suppliers, the Safe Harbor scheme); lists; custom fields; bulk email; online data capture; mobile access; back ups; auto-updates…
ifttt : what is it and how can I use it as a marketer?
Short for "If This Then That", ifttt is an online service that allows easy management of social services. We've heard more marketers mentioning it recently, so thought it was worth sharing to see whether it could help you save time. Alternatively, we're interested to hear how you use? Do you have any other tips to share - these "recipes" are a good place to start if you want to see how it could help you. Here's a simple example:
You can see it's designed for people managing multiple social outposts (or channels as they call them) to manage at once and are looking for more efficient ways to maintain services.
It's a relatively new alternative for using other tools to automate social sharing. Dave Chaffey wrote…
Chris Brogan shares the virtues of Google+
Interesting that after his recent book on Google+, and then announcing he's no longer using LinkedIn, there's an infographic helping the US social media guru promote Google's social network - and specifically its use for business. Though I'm cynical, it is an interesting infographic and it picks up on some of the key benefits of using the network - specifically the tie in to search results if you're creating and publishing decent content. I like the idea of viewing your Google+ account as a curated magazine, great advice.
…
New survey reveals swing in attitudes among marketers
Most proponents of email marketing have the letters R-O-I tattooed provocatively across their foreheads.
Email's remarkable return on investment has always been the key defence used by industry voices against suggestions that social media marketing or other channels have relegated email marketing to a dusty corner of the Museum of Internet History.
This ROI argument has its downsides, though.
In particular, the associated tendency to focus entirely on immediate, direct response can cause marketers to neglect the many other roles email might play in achieving marketing goals such as brand-building, relationship-building and encouraging advocacy.
A new survey of marketers from the UK's DMA and sponsor Alchemy Worx on the performance, value and use of email marketing suggests attitudes are changing though.
Throughout the whole DMA National Client Email Report 2012 is the sense of a channel that has settled into a strong and mature marketing role. For example:
Over…
Is customer experience management the new CRM?
This year, many CRM vendors and commentators are hailing the age of customer experience management, raising the question of whether we are witnessing a sea change in CRM?
When SAP held its Influencer Summit in February, the vendor revealed it would be repositioning the focus of its CRM proposition from ‘relationship’ to ‘experience’.This wasn’t altogether a huge surprise. Last year, SAP executives Reza Soudagar, Vinay Iyer, and Volker Hildebrand, published a book reflecting this flavour, entitled The Customer Experience Edge. Indeed, Vinay Iyer told MyCustomer.com that customer experience was “beyond” CRM in a recent video interview by BPT Partners.
At Oracle’s Steve Fearon, vice president, applications sales development, alliances & CRM On Demand EMEA recently said:
"Customer relationship management is the corner stone of a customer-centric approach, but as the brand needs to be able to address the customer…
Kath Pay interviews Dela Quist about why he thinks "more is more"
Hands up those who have always been told that “less is more” when it comes to sending emails? Well I had the opportunity to interview the often-controversial Dela Quist of Alchemy Worx to ask his thoughts on the “how much is too much?” question that vexes email marketing, or, as he sees it, “how little is too little”?
Of course, this advice comes with a disclaimer – commonsense needs to be used and as Dela puts it ‘Muppets’ shouldn’t be following this advice dogmatically without the input of logic and commonsense. But none of us are Muppets are we?
It’s a matter of applying Dela’s advice to your database, watching the results and determining the correct frequency based on the response of your database – Have conversions increased? Has it helped you to meet your KPI’s?…
