Getting Cannected

Our Digital Marketing Account Manager, Emily Smith, recently attended ‘Cannected’ by Facebook. The event was a celebration of the creativity of the UK’s digital marketing industry. Cannected was aptly timed to coincide with the Cannes Lions Festival.  

Marketing for broadcast

Alice Tonge from 4Creative gave a great spotlight on how to make the most out of your creative journey. Top tips were ‘do the obvious, then do the opposite’, she also spoke about how making mistakes was super important for the learning process and how sometimes, the best ideas come from having no brief at all! Alice put a massive focus on trusting your intuition when it comes to creativity, rather than being dictated by the ‘right way’ or the ‘familiar way’. Alice spoke about the fantastic ‘Gay Mountain’ video created by her team, which aired across all of Channel 4’s television channels on the day of the official opening of the Sochi 2014 Winter Olympics, 7 February 2014 and was designed to provoke conversation surrounding sexuality and discrimination in sport. Gay Mountain drew a hugely positive response, with ‘ ‘likes’ outnumbering ‘dislikes’ on YouTube by 10:1 after two months following its release!

Facebook to reach a younger audience

Another fantastic speaker was Heidi Ellis. Heidi is the Head of Media Strategy for the BBC and spoke about how she and her team overcame the challenge of appealing to a ‘new’ younger audience with the new series of Doctor Who. She explained the creative process, how her and her team brainstormed about ‘what was missing’ and how the decision to introduce a female doctor, was reached. The media team ran several experiments on Facebook with small trailer extracts in areas such as: comedy, action and so, on. The target audience was 18-24 and they used learnings from the reactions to all trailers to help them create the perfect dynamic video for broadcast.

Influencing politics

Gemma Bardsley, Consulting Director of Ogilvy also attended the event. If you haven’t heard of Ogilvy, they are the amazing agency who worked alongside Greenpeace to launch the David Attenborough campaign to get plastic out of the ocean! Gemma talked through how Sir David Attenborough delivered The People’s Seat Address to World Leaders at #COP24, as well as the planning and design for the campaign – which aimed to put the people’s voice into the United Nations and using a majorly respected national treasure, seemed to do the trick. The impactful film, created for Greenpeace, called on supermarkets to dramatically reduce their plastic footprint, which has already been signed by more than 1,234,782 to date.

AR and sensory marketing

Another interesting speaker was James Bennett – Brand Development Lead at Instagram. James presented some super inspirational slides on how Facebook and Instagram are looking to bring AR into marketing with interactive ads and filters, designed to give the user a more personal experience. Vlari MacLennan (Strategy lead) and Vick Daltrey (Creative lead), from Mother London, also presented some interesting campaign ideas for KFC – which linked mindfulness to the satisfaction gained by indulging in a purchase from the brand. The two spoke about how they noticed the sound of crackling fried chicken sounded similar to raindrops and they incorporated this onto their Instagram stories campaigns to add depth to the ad and emote a feeling of calm, to keep the user’s attention.

The event was nicely rounded off with networking and entertainment – Emily enjoyed meeting other digital marketing professionals from the industry and sharing her Facebook expertise with a wider audience.

Want to find out more about how you can use Facebook to help your company grow? Call us today on: 020 7993 9853

Digital Marketing Success With The New Facebook Algorithm

Facebook and Instagram have recently tweaked their algorithm in order to provide a better experience for users. This also means a few new changes for online marketers to get to grips with. To get the most out of your digital marketing campaign, brush up on how the algorithm updates affect audience interactions and what you can do to make things more effective.

Facebook Algorithm
Facebook Algorithm

These recent changes have left brands worried about whether their organic reach will take a hit under the new rules and lower their Facebook audience.The algorithm is broken down into four parts:

  • Inventory (content)
  • Signals (considerations about content)
  • Predictions (considerations about person)
  • And overall score.

Signals are what brands and marketers focus on to have the content viewed by an increased number of users on the news feed. In previous times, Facebook used many signals to decide which posts would be shown to users, including average time spent on content, when it’s posted, story type, a person sharing links over Messenger, comments or likes, multiple replies to comments on a video, the level of information provided, and overall engagement. But now it will use just the active interactions instead, such as comments and shares, so a person sharing a link over Messenger, multiple replies to comments on a video, engagement with a publisher or brand post shared by a friend and comments or likes on a person’s photo or status update.

Facebook values person-to-person connection over person-to-page and therefore will prioritise posts from family and friends over public Page content. This sparks more active engagement from Facebook users. The content is more personalised and worthy of conversation.

There is a difference in active and passive interactions. Active includes comments, sharing and reacting, while passive includes clicking, watching and viewing / hovering. Commenting is very valuable and posts that lead to conversation between people rank higher in the news feed. In fact, live videos get six times as many interactions on average than standard videos. Facebook have advised publishers not to use bait tactics when posting content, such as asking for likes or tags.

Sharing is also important and includes users sharing links or content via Messenger and engagement with a publisher post shared by a friend. Reacting is a form of active engagement and helps brands to reach a wider audience.

So three main tips for brands to focus on during a digital marketing campaign are:
– Create content that connects like-minded individuals
Instead of creating content for your brand, create it for the people. Spark emotion to lead to a share
or a comment. Get to grips with your audience’s motivations, challenges, and what they care about and want to interact with. Content should be interesting and serve a purpose.

– Post content that naturally establish meaningful interactions
Video is a popular and powerful tool with marketers and brands. It is eye-catching and performs
better than links and images in terms of engagement. Live videos are even better.

– Activate niche communities through Facebook Groups
With more than one billion people using Facebook Groups, it is a vital part of the social media’s
user experience. They build active and engaged communities about various topics. Users can
make new friends all over the world and learn new things.

Facebook Advertising A Boon to Retailers

People around the world are catching up with friends, discussing their interests and becoming virtually active day by day. Social networking websites like Facebook and Twitter have played a major role in bringing about this significant technological change. This change is also attracting a lot of retailers to promote and sell their products and services online.
Facebook is immensely popular and has over 400 million users presently and the numbers are changing every day. It is an engaging and creative networking website and retailers are making the best use of it through Facebook ads. Its users are being sold a variety of things online through text and image ads.
Facebook makes use of interest specific targeting. If a Facebook user is interested in high end fashion then he/she will be shown adds of fashion brands and the user is interested in clicking on the ad and knowing more about it. This is because of the interest factor. It is quite similar to the paid search engine marketing ads.
Placing the ads does not end the job of the marketers there are other important aspects like number of clicks, time spent on the landing page, bidding, traffic, conversion rate and so on. Also the ads need to meet the guidelines, should be purpose serving and not mislead the target audience. Presenting the information to be conveyed in a creative manner works the best.
Facebook has huge set of audience with different interests and retailers have lot of scope for experimenting and adding more customers in their kitty. They should remember their ultimate goal and not be lost in just engaging their audiences with just fan pages, this is the mistake a lot of retailers are currently doing.
A lot of information is available online on how retailers can benefit and how can they get started with Facebook advertising. Here are some important points that retailers can consider before they start with Facebook advertising.

  • Be clear about the keywords you want to target: Choose the keywords that you know describe your product and service. Check how much estimated traffic will it generate using Facebook advertising tools. Make sure you make use of the keywords creatively. More attention should be paid to the themes related to your business interest for instance if you are a florist you can join communities of flower lovers, flowers are ideal gifts for every occasion you can keep posting articles about how you can make such days special with flowers. There are many more activities you can to promote your services on Facebook.
  • Focus on the Ad Copies: Your ad copy is the first thing that your prospective customers will notice about you hence it should be catchy and informative. The image used in the ad should be attention grabbing and the copy which has allows you a 25 character headline and 75 character description should be supporting it. Making changes in the ads is very simple task which gives you a lot of scope for testing them. You can try using different ads and then compare the response each one got and choose the final one accordingly. Also people get bored seeing the same as again and again and so the freshness element should be present always.

Facebook advertising is proving to be highly innovative, target audience oriented and a high reach platform for retailers. It is in their hands to make an impact on the right audience and reap the benefits.
Source : Social media advertising for retailers
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