Defining a structured approach for managing your online brand reputation
When you are running a social media campaign, or even in your day-to-day monitoring and community management, you will, of course, come across both positive and negative mentions about your brand.
Most of us know by now that ignoring negative comments never pays, and that not engaging with your fans is a missed opportunity.
Dell manages their brand via social, with a classic approach as outlined below:
So how should you deal with negative brand comments?
1. Firstly, it’s important that you find those comments in the first place. You should be monitoring conversation about your brand across the web. It’s the only way to know what is really being said about your business, to stop the spread of misinformation and to…
Creating Custom Audiences, Lookalikes on Facebook, relaxed rules on cover images and nested replies
There has been (yet another) exciting new development rolled out by Facebook for advertisers recently - the Lookalike audience targeting feature. As you may have read in the many announcements, Lookalikes are a way of you targeting audiences similar to your current customer database (or existing Facebook fans). In this post I thought I'd go beyond a summary of the features and show what's involved in setting it up. Here are my experiences, do share yours!
A short guide to setting up Facebook Lookalike targeting
To access the facility you need to be using Power Editor to create your ads and manage your target audiences. Power Editor is a free Chrome plugin. It's not the most user-friendly plugin out there but without it (or a third-party app which uses the Facebook API) you won't be able to access…
Clickthroughs vs View-throughs - when do consumers interact and purchase?
Steelhouse carried out a research study, looking at various sources, to address the myth on ' view-through attribution'. Asked yourself the questions about the attribution of your digital marketing campaigns and which advertising resulted in the sale: How many users who clicked on the ad actually made a purchase? Did our advertising impact the on-site purchase later via my website?
Through their research, they have shown the importance of reviewing attribution and how you measure the impact of display ads beyond direct clickthroughs.
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Merchants Double Google Shopping Traffic between Q4 2012 and Q1 2013
May 2013 Update - continued growth in Google Shopping Traffic in the US
Each quarter, CPC Strategy rates the top comparison shopping engines including Google Shopping, based on seller metrics such as traffic and revenue.
Contrary to the traditional seasonal trend of increased volume on Google Shopping during Q4, followed by a decrease in volume for Q1, Google Shopping traffic has not slowed into Q1 2013. Instead...
Google Product Listing Ads flipped the typical seasonal trend on its head for Q1 2013, with an increase in traffic which nearly doubled from Q4 to Q1.
Merchants double up on Google Shopping Traffic Between Q4 2012 And Q1 2013
This continues a trend from Q3 to Q4 where we saw an 87% increase in traffic which was to be expected given the progression of the new program in conjunction…
Reaching global customers through your Wordpress blog or company site
Wordpress is a popular blogging and content management tool now used by many businesses for their blog or main site. It's now used by over 60 million websites worldwide according to Forbes, including up to 15% of Alexa’s 'Top 1 million sites'.
Builtwith.com, a competitor analysis and business intelligence tool providing technology adoption and usage analytics for the internet, has reported that Wordpress usage has continued to increase in the past year.
Further analysis of the top 100,000 Wordpress sites by builtwith.com shows that while the platform is being used for almost every type of internet activity, Wordpress is an extremely popular tool for business – accounting for around 17% of distribution.
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In March I covered how one can start to evaluate and forecast the potential benefits of SEO by considering the possible traffic volume that individual keywords and phrases can drive to your website based on CTR in the SERPs.
Whilst it’s important to build the case for using SEO and to develop keyword lists as a result, it’s also important to understand different customer behaviours and to group them as part of your keyword strategy. This helps to set targets, audit performance and provide ideas for content development. Content may be king but it’s essential that the right content is created for the right audiences.
By establishing the type of search behaviour exhibited by consumers, you can start to consider not just the different types of content you might need to produce but also where this content will fit within your site, the necessary…
Why you need to jump on the Facebook Exchange Bandwagon right now
In a previous post, Remarketing using Facebook’s Ad Exchange, we gave a quick briefing on Facebook Exchange. I looked at the basics of FBX, factors in choosing a partner and how to target your audience.
In this follow-up, I’ll provide you with a more in-depth and advanced look at retargeting with Facebook Exchange, some early performance numbers and why you need to take advantage of FBX right now.
Conversion Numbers, Off to a strong start
If you haven’t been paying attention to Facebook lately, it’s time for a wake-up call. The early conversion numbers on Facebook’s new ad exchange, FBX, are going to cause some jaws to drop in Internet marketing land.
FBX is bought on a dynamic CPM basis, and if you want to…
Global Advertising Trends by sector
Value/Importance: [rating=3]
Recommended link: Nielsen Adspend by Sector Quarterly survey
Nielsen have published their quarterly survey results this month, to share their global findings on 'ad spend' by sector. You can download the full report at their site. We thought we'd alert you to these, since they help show the significant changes in media spend by sector.
Naturally regional changes in ad spend occur based on the economic prosperity of different regions. There was a 14% increase in Middle East and Africa. yet it's decreased in Europe as we would expect.
This chart showing change in media spend by region with year on year trends, is just one of their findings.
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Paid Social Media Advertising Research to double in the next 4 years
SalesForce have released an Infographic on 'Social Ad' spending, collating resources from trusted sources including Nielsen and Twitter, to name a few. It promotes their Social Ad management platform.
Social media advertising spend is expected to almost double by 2017, so companies must be realising ROI as they can become more targeted with lead generation campaigns and profiling against those customers likely to buy.
'Social Media Ads reach the audience .. you can see which audiences you are engaging with the most and ensure your ads are being bought correctly', Peter Goodman VP of SalesForce.
Their evaluation of trends includes the impact of mobile ads on consumers on platforms including Twitter and Facebook and the top 10 countries being targeted (UK is 2nd!).
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How Agencies have evolved in their services and with social media engagement
For the second year running, Browser Media has conducted another survey with 101 Agencies, sourced from Econsultancy's supplier directory, to understand agency services provided, demand for SEO, trends and how they are engaging with social media. Useful either if you're a client comparing the services offered by your agency, or if you're an agency comparing your services to others.
Interesting highlights concluded:
Some agencies no longer focus purely on SEO as a branded service and moving towards 'digital marketing' offering a 'blended service'.
Social media, web design, web analytics and copywriting are commonly offered by agencies offering an integrated approach
It's surprising that some services such as Online PR and CRO are not more widely available as part of an integrated services
Agencies offering International SEO has doubled.
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