Budgeting for Social Ads

With the ever changing newsfeed one thing has become apparent, to stay in front of your audience you need to set aside ad dollars. Let's get down to it - so how much is it going to cost?

1. Industry matters.

If you're B2B plan on spending between $1 - $3 per engagement. If you're B2C cost per engagement will most likely run you $.30 - $60. I often say the more "fun" your business is (think food, spirits, fashion), the less money you'll need to spend.

2. Networks matter.

Whether you are B2B or B2C, Facebook tends to be the most cost efficient when it comes to social ads, followed by Twitter and then LinkedIn. This has held consistently true no matter what the industry. Facebook also allows integration of Instagram with its ad platform, so you can target two networks at once.

That said, if you can't find your audience easily through Facebook targeting, it may be worth spending the extra money on Twitter and LinkedIn. At the end of the day you want your message to reach the right people, even if that means fewer people overall.

3. Goals matter.

What's your ask? If you want people to click to an external website you'll probably pay more. If you want people to commit to liking your page versus liking a boosted post you'll also pay a slightly higher premium. The larger the "ask," the more you'll need to budget.

4. Reach matters.

Like any traditional ad buy, the more people you want to reach, the more it will cost you. I recommend a minimum $50 a month ad buy to clients. This allows you to boost two posts a week at $5 reaching around 1,000 - 3,000 people based on your targeting goals.

Social ads are accessible, easy to create and a must in today's world of social media marketing. Make sure you carve out budget to support your content, otherwise you may be talking to yourself.

Why Pinning is Winning

Pinterest recently moved into the Number 3 spot for social networks, which means a newbie like Pinterest is actually doing better than a giant like Google+. Aside from the fact that it is one of the fastest growing websites to ever hit the interwebs, why should you care?

1. The studies are still rolling in, but Pinterest does an amazing job at driving traffic back to web sites. The whole point of Pinterest is to bookmark web sites, but bookmark them in a much more visually interesting way. Whereas Facebook tends to work inside its own eco-system and Twitter tends to link to more news sites and blogs, Pinterest is there to capture more of the lifestyle links. We aren't necessarily learning about the latest volcanic explosion as it happens, but we are able to see a really enticing recipe or cute new spring dress.

2. The visual world is becoming more important. We've seen that Facebook posts with images tend to perform better than text-only posts, but on Pinterest if you don't have a good visual, you really don't have much. Remember if you want people to be driven to your site, you have to host interesting visuals on your site. If you're a clothing store who is constantly updating new images and styles online you are set. For the rest of us, that's something to think about.

3. The big dogs are already jumping on board. Quite often you'll see these new networks that never go anywhere, but Pinterest was smart enough to leverage what is already working to gain a mass quantity of users quickly. (In order to create an account you are prompted to use your Twitter or Facebook log-in which then allows you to see which of your friends/followers are also on Pinterest). You'll also see that some companies, like Lowe's, have begun using the "P" logo on the bottom of their ads. It's fresh, it's new and it's very relevant to women in their 20s and 30s.

4. Facebook and Twitter have been very popular for a very long time, at least "long" in terms of the tech world. When you see a network explode in the way that Pinterest has, it is something to take notice. Inevitably, things are going to shift. I'm not saying Facebook is going away tomorrow by any means, but I do think Pinterest has made a big enough splash for you to think about the ways your business could leverage it.

Social Media - Five Predictions for 2012

Another year, another step closer to viewing social media less as a newfangled technology and more as a must-have in your marketing plan. My 5 predictions for social in 2012. Feel free to add yours!1. Going beyond the blue F. Yes, you have a tiny blue "F" at the bottom of your ad perhaps a tiny blue bird as well. While it's a good reminder to consumers to look for you in the social space it's kind of passe. People expect you to be there and people expect you to be listening. In 2012 I believe the companies who are doing it "right" will give people a reason to visit their page, use their hashtag, or take that extra step. Some will integrate it into a campaign - visit us on Facebook and tell us why you love to drive your Honda - others will wave a reward to lure people in - follow us on Twitter for breaking airline deals. Either way, you need to give a reason, the blue F isn't enough anymore.

2. Interests are key. Facebook will continue to be the keeper of our personal memories, stashed away in a beautiful timeline, but the other space to play in for social networks is our personal interests. Twitter has capitalized on this and the emerging network Pinterest is also quickly gaining ground. When we want to take a break from our friends and selfishly look at what interests us, these types of networks will be where we go. Facebook tried to tap into this with its subscribe button, but posts on your interests are often overwhelmed in your newsfeed by your friends' activity. I believe they are two separate needs, and ultimately two platforms.

3. Social will continue to be an important voice. From the upcoming election to unrest in the Middle East, social media will  be the people's voice and play an important role in social change.

4. Mobile, mobile, mobile. Social media will be how we show the world what we are seeing, hearing, feeling while we are on the go. From pictures to check-ins to status updates, social will continue to be our voice on the run, our source of news, our quick hellos, our way to kill five minutes in the waiting room. The big networks will continue to invest in their mobile platforms and you'll start seeing more mobile ads on social networks.

5. Getting help. Companies will continue to have that a-ha moment when they realize that social takes time and they need to either staff up or outsource. At first they'll try to save a few dollars and pawn it off on the intern. Then they'll realize their intern may know his/her way around Facebook but is not quite yet a marketing genius and get someone with more experience. It seems to be the path most businesses go. What I predict you'll see is more affordable social marketing support in the next year. Smaller agencies who will run your Twitter, Facebook accounts for a reasonable amount.

My five predictions, let's hear yours.

Google + = Twitter Plus Facebook

Google + has been a bit of a roller coaster for me. At first the high of getting in, the rush of the potential, the excitement of circles and then the low when I realized my friends are still elsewhere.It's an unusual network where you can be followed without following - a la Twitter - but it also looks a heck of a lot like Facebook not only in design but in the fact that it houses all of your info - photos, videos, likes/pluses.

My biggest struggle thus far is who to follow. I've used a weird methodology to following people - if we're already friends on Facebook, it is a no-brainer, they are in a circle.  If I follow them on Twitter it's okay for me to follow on Google + probably. I feel a little awkward. I'm trying not to follow anyone I'm not already following on one of the other two networks quite yet....seems a bit intrusive and I just don't want to be that creepy person that evokes the reaction - who the heck is this? Although I'm sure it has already happened.

In terms of content shared, Google + also raised some questions. On Twitter we're sharing links, brief comments and the occasional Twitpic, but all and all it can be somewhat impersonal. And then there's Facebook which if I really break it down feels like my online diary of sorts - I'm sharing info on relationships, vacation photos, events I've attended, birthday wishes.

So where does Google + fit in? Is this my new diary or is this my new means of keeping up with interesting articles from strangers who share similar passions?  It seems like a mish mash of both - my worlds are colliding.

For now, I'm keeping my eye on Google + and going to continue to navigate, but I'm not quitting Facebook or Twitter yet. At least I know how to behave and what to expect on those platforms. And best of all, everyone is in their proper place.

Co-creating with customers. Give it a whirl.

There has been a lot of talk about revolts lately from serious political movements like Libya and Egypt to important, but less life threatening revolts like the Union struggle and even the NFL...which is important I suppose if you are a huge Colts fan like my husband.I would argue that consumers have been on a revolt of their own for the last few years using social media as a tool, but unlike the Middle East unrest, it has been easy for corporations to turn their heads and pretend it isn't going on.

Here is what I believe consumers are fighting:

- One sided marketing messages that are being forced down their throats at in opportune times (ie - uninteresting ads in the middle of your favorite TV show)

- Hearing recommendations or benefits of a product/service  from the same company who is selling it. (of course you'll say good things)

- Not having a voice. (will this company ever respond?)

Along comes social media and suddenly consumers can connect and share opinions, recommendations and experiences easier than ever before. They also have unprecedented access to companies and organizations without having to call into a 1-800 number or being lost in a sea of  "contact us" emails.

Despite the fact this has been going on for a few years now most companies are still spending a large amount of money on traditional advertising. While there's no doubt that TV or magazines reach a ton of people, producing ads the same way you've always done it doesn't really cut it.

So who is doing it well?

Kraft's experiment with Mac & Cheese and Twitter was a nice attempt at co-creating with consumers to produce a spot (the company took a tweet about Mac & Cheese and formed a commercial around it).  While I'm sure there are some tweaks and learnings it was the most interesting mac and cheese commercial I've seen in a while and they still got the fancy glossy food shot at the end.

Old Spice's response to consumers via short videos was engaging and fresh, not to mention extremely buzz worthy.

Jimmy John's is putting customer quotes on its outdoor boards.

Miracle Whip is enlisting everyday joes to proclaim their love or hatred for the product via short spots on YouTube.

Nationwide is inserting consumers or at least Pam..er.. NationPam into its commercial (kind of awkward, but props for trying).

Companies that are taking that first step forward are letting the consumer have a say from the get go. Like in any revolt or conflict there are bound to be negotiations, new ways of looking at things and chances to  give and take. Think about ways you can let your customers or members help co-create. It's a new era and I have a feeling that those who play nicely will be nicely rewarded.

Why Social is so Important to Your Marketing Mix

Most people know social is important even if they aren't active users. They've heard the names Facebook, Twitter and LinkedIn enough to know this little thing called social seems more than a fad.But what they don't always think about is why social is so powerful in the marketing mix. If you think about the frequency and length of time to which consumers permit brands to speak to them social blows any other marketing channel out of the water.

Think about it, if you sent an email three times a week to your consumers, you surely would get a lot of unsubscribes. If you secure a great article or TV spot using PR you'd get a quick pop of interest, but it would soon be replaced by the next day's headlines.  Social, done right, allows you to speak with a consumer multiple times a week for long periods of time.

When it comes to investment social isn't totally free but the cost of creating compelling content will still pale in comparison to producing a TV spot. You also have a better chance at reaching people via social - less competition. TV is so fragmented that even with a large investment you are competing with hundreds of channels. People spend more time on Facebook than any other site and more than 80% of their time is spent on the newsfeed page. What does that mean? If you can get people to follow you, the chances of them seeing your message is quite high.

If done right, social has the power to allow you to talk more often, for longer periods of time than any other part of your marketing mix. It also allows you to have a two-way conversation and gives you the ability to listen in. Not bad. Not bad at all.

Player or Marketer? Seems like both.

I'm not a sports fan, boo hiss on me, I know. But I am a fan of smart and creative ideas, so I took note of Indiana Pacer Roy Hibbert's latest Area 55 effort. Roy, who wears number 55 on the court, bought 55 season tickets and is creating his own section of the craziest hardcore Pacers fans in the stadium. To enter, he asked fans to submit a 30- second video stating why you should be a part of Area 55. Roy and his teammates will then judge the fans in person.  Roy's been touting the contest on Twitter @Hoya2aPacer and has the contestants upload their videos on YouTube gaining even more exposure.What a great way to get fans involved and pumped up pre-season, and what a great marketing effort by Roy Hibbert. You better believe the networks will be panning Area 55 to see the excitement and you can't talk Area 55 without mentioning number 55 - Roy Hibbert. Great PR for him even if he isn't having a good game. Sometimes the best ideas don't always come from the marketing departments, but those in the trenches, even if Roy's trench involves a pretty sweet paycheck.

[youtube=http://www.youtube.com/watch?v=Bw1G1TToPlk]

Social Shut Out

A college professor has declared war on social media at a college  in Pennsylvania. All access to Facebook and Twitter will be blocked for a week. The reason? It’s not a punishment, the professor just wants students to think critically about the role social media plays in their lives.I find this a bit odd. For one thing students will still be able to access social networks via mobile apps, which is probably how they are checking and updating their statuses naturally. The other thing is just the idea of digressing. You don’t see people  shutting down ATM’s for a week to remember the good old days when you had to talk to a teller. Or  removing all laptops in exchange for an old-fashioned #2 pencil and a lined piece of paper.

It is good to think critically but I wonder if this is a case of the professor not quite understanding the benefit of social media and instead pulling one of those “back in my day” routines to teach the kiddies a lesson. What do you think?