This is just an example to show how impactful Facebook is as a platform. Not only as a social media platform, but Facebook holds immense marketing potential too. That is one reason why brands and marketers are actively embedding Facebook feeds on their official websites to exploit this marketing superpower of Facebook for benefiting their online business.
Embedding Facebook feeds on your website helps you showcase user trust in your brand by displaying their reviews and Facebook posts around your brand. This user-generated content helps you engage visitors on your website for a more extended period, thus generating a high probability of conversions.
This article explains 5 such tools that allow you to embed Facebook feeds on your website easily.
Come, let’s have a look at each one.
Social marketers should note the Coca-Cola company announcement of its new ‘One Brand’ global marketing strategy yesterday in Paris. It’s something worth taking a careful look at, especially if your work encompasses trying to change eating patterns, reduce consumption of sugar-sweetened beverages (SSBs) and/or tackle the wicked problem of obesity.
There are several points in their strategy that are useful to consider when developing social marketing and public health campaigns.
First: ‘Drinking a Coca-Cola, any Coca-Cola, makes the moment special.’ The intent here is not to worry so much about selling a specific brand (regular, diet, caffeinated or not). As long as it’s a Coke, it’s the right choice. Now think about how you talk about alternatives to unhealthy eating patterns, SSBs and other behaviors related to obesity prevention and control (such as physical activity). Does your program focus on just one behavior or several? Are they somehow connected with each other – or could be? Do any of those behaviors ‘make a moment special?’ If not, how do you expect to compete (short of trying to ban all Coca-Cola advertising)?
The ‘One Brand’ strategy is articulated as:
- Extends the global equity and iconic appeal of original Coca-Cola across the Trademark, uniting the Coca-Cola family under the world’s number one beverage brand.
- Comes to life in a global campaign – “Taste the Feeling” – that uses universal storytelling and everyday moments to connect with consumers around the world.
- Features the product at the heart of the creative, celebrating the experience and simple pleasure of drinking a Coca-Cola, any Coca-Cola.
- Underscores the Company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle, and diet.
With obesity and SSBs becoming a global concern, are there ways of creating global equity and iconic appeal either with an existing brand (for argument’s sake, such as the UN or WHO)? Thinking more locally, are there cities, states or countries that have invested in a ‘brand’ that could lead social marketing efforts in this space? If you don’t think you have a brand, maybe you need to look around and find one that already exists in the minds of your priority group.
How can we use story-telling, not facts and certainly not fear appeals, to position options in the context of people’s everyday moments? Again, not the facts, and not the typical exhortations to ‘don’t eat or drink that!’ How do healthier choices connect with people around the world (what are some of the universal situations and experiences you could use to connect with people and not just communicate to target audiences)?
What are the 3-4 specific behaviors you could focus on that would help people celebrate their experiences and the simple pleasures of trying something different?
And finally, note that there is a commitment to choice (yes, as long as it’s a Coke) – but the idea of choice is one that resonates with most consumers and is sadly one that too many public health people are abandoning.
But remember, it’s not a ‘healthy choice’ that most people are looking for (the ones that want to make those choices don’t need our programs).
Many times I have talked about Coke’s strategy of ‘being within an arm’s reach of desire’ and how social marketers (and public health professionals) need to focus on distribution of, and access to, opportunities to engage in healthy behaviors.
… what if instead of focusing so much of our efforts on changing the rules (policies), we thought harder and more deeply about how other behaviors could make the moment even more special for people. Here’s how Coke is doing it.
Facebook gives advertisers many possibilities to optimize and improve performance. It can be overwhelming at times, once you start thinking about the myriad of factors like campaign objective, targeting, ad delivery, ad unit type, ad copy, and budget—to name a few. There are a lot of considerations when advertising on Facebook, which is why advertisers are always looking for ways to improve performance and efficiency for their campaigns.
Facebook has slowly made adjustments to its ad platform to help advertisers improve their results much faster. The development that stands out the most is maximizing “placement” performance with automatic placements.
Facebook has established automatic placements in an effort to help advertisers get the best results available across all default placements. This allows Facebook to choose results from the broadest range possible, which implies that automatic placements are typically the most efficient use of the advertiser’s budget because they help control costs.
Do Advertisers Need to use Facebook Automatic Placements to Improve ROI?
The short answer, yes.
In past years it was wise to break out your ad sets individually for each placement, to have more control and easily decrease or increase ad spend based on results. However, Facebook’s ad technology has gotten to the point where it will likely negatively impact performance in most cases if you use the same tactic and not have all placements enabled in one ad set.
Let’s explore why.
Facebook always has the advertiser’s best interest in mind when it comes to delivering results. The automatic placement option will optimize your ads in real-time to get your ad unit in front of users who are more likely to take action based on the campaign objective.
Facebook had shared in the past a fantastic explanation and visual of how automatic placements work and why it’s so powerful. It’s easy to digest and understand, no matter your advertising skill level.
Facebook’s example graphic above presents 11 opportunities to show an ad: three on Facebook, three on Instagram, and five on Audience Network. For reference, in the past, those three placements would have been broken into three separate ad sets.
The red circle around any of these icons (placements) means the ad was shown in that placement and got the optimization event.
When selecting all three placements and letting Facebook optimize dynamically, your report would highlight that Facebook placements have an average cost per optimization event of $3, Instagram placements have an average cost per optimization event of $5, and Audience Network placements have an average cost per optimization event of $1. If your budget were $27, you’d get nine total optimization events at an average cost of $3 each.
The first instinct of a digital marketer would be to turn off the Instagram placement due to the higher cost to focus on the lower-cost Facebook and Audience Network placements. If that happened, then the below graphic highlights the new outcome.
The majority of the placements would still deliver the same result, but eliminating Instagram would drive up the average cost per optimization event of Audience Network placements from $1 to $3.40. The increased cost without Instagram placement is due to less audience inventory. The more placements enabled, the more inventory and less competition amongst advertisers. Instead of nine total optimization events, you’d only receive eight optimization events for your $27 budget due to the higher overall cost.
Not all placements are created equal in performance, but trying to outsmart the Facebook Algorithm can lead to underperforming results.
What are the Different Types of Facebook Placements?
There are currently a total of 14 placements to run ads, and we anticipate that number to grow as Facebook expands to more of their network of apps (we expect to see What’s App appear as a placement soon).
Below is a complete list of the placements currently available.
- Facebook Feed
- Instagram Feed
- Facebook Marketplace
- Facebook Suggested Videos
- Facebook Right Column
- Facebook Stories
- Instagram Stories
- Messenger Stories
- Facebook In-Stream Videos
Inbox and Messages
- Messenger Inboxes
- Messenger Sponsored Messages
- Facebook Instant Articles
More Apps and Sites
- Audience Network Native, Banner, and Interstitial
- Audience Network Rewarded Videos
- Audience Network In-Stream Videos
How to Enable All Placements
As you can see, Facebook offers a lot of placements to run your ads, and it can be overwhelming. That’s why automatic placements are beneficial; you can let Facebook do all of the heavy lifting and optimize for the lowest cost.
Below are instructions on how to turn on automatic placements on Facebook.
- Go to your Facebook Ads Manager to create a new campaign or edit an existing one. Be sure you’ve selected the Ad Sets tab (1) and then select the ad set you want to edit (2).
- Once your ad set is open, scroll down until you reach the Placement section. Be sure the “Automatic Placements” box (1) is selected.
And that’s it!
Enabling the automatic placement feature is the easy part. Understanding how automatic placements work and why they are beneficial to your overall advertising strategy empowers you as an advertiser to maximize your ROI and drive the best results for your campaigns.
The post Maximize Your Facebook Ads ROI with Automatic Placements appeared first on Portent.
The influencer identification, validation, and recruitment process is time consuming, resource intensive, and high stakes. Without the right mix of influencers to drive awareness, intrigue, conversation, and action, your marketing initiatives will miss the mark with your audience and fall short of expectations.
But how? How do you artfully and strategically find, vet, and entice industry experts to partner with you?
You need to do your homework—and fortunately, insights from several seasoned B2B influencer marketing experts can provide some great guidance.
Read on to get perspectives and advice from leaders serving a range of B2B brands, as well as some of our own resident experts.
#1 – Set the bar for quality—not quantity of audience reach.
Analyzing an influencer’s social reach and following is certainly par for the influencer identification and qualification course. Amplification and reaching new audiences are primary objectives for most marketers’ influencer marketing efforts.
But seasoned B2B influencer marketing leaders have some words of caution: Don’t let large follower counts be a distraction or the only means of qualification.
It’s critical to dig deeper to truly gain an understanding of who an influencer is, what they can offer your audience and brand, what they’re talking about, the kind of content they’re sharing, and the list goes on.
“Go beyond what the numbers are and see what that data really means,” Amisha Gandhi, Vice President of Influencer Marketing and Communications for SAP Ariba, shared with us. “Look at who influencers are engaging with, how many comments they receive and how long they’ve been engaging.”
[bctt tweet=”When identifying and qualifying influencers, go beyond what the numbers are and see what that data really means. – @AmishaGandhi” username=”toprank”]
And as Martin Jones, Senior Marketing Manager at Cox Communications shared: “Selection of the right influencers for your campaign will be one of the single most significant factors in its success or failure. It’s easy to get excited about a big name or an influencer with a large following, but neither of those will necessarily translate to your ultimate goal of delivering results to your organization.”
[bctt tweet=”It’s easy to get excited about a big name or an influencer with a large following, but neither of those will necessarily translate to your ultimate goal of delivering results to your organization. @martinjonesaz” username=”toprank”]
#2 – Keep relevance at the forefront.
Relevance is a key success driver for any marketing initiative. Relevance breeds resonance, which is key to connecting with buyers at every stage of the funnel and building trust. Working with influencers who don’t topically align or lack the right expertise simply won’t produce fruitful results for either party—or your audience.
As Ashley Zeckman, TopRank Marketing’s Senior Director of Digital Strategy, has said: “First, you’re going to want to identify the topics that are most important to your audience and how they align with the topics you want to be known for. Then, you’ll need to determine what types of influencers (aligned with your target topics) will be the best fit based on your objectives. Each influencer type holds a different value for your audience and your brand.”
Here’s an example of a topical alignment score Ashley shared. (See if you can guess the “client.”)
[bctt tweet=”Identify the topics that are most important to your audience and how they align with the topics you want to be known for. Then identify the right types of relevant influencers. @azeckman” username=”toprank”]
Influencer types include brandividuals—those recognizable experts who have an extensive network size—as well as up-and-comers, niche and internal experts, and current customers and prospects.
One great way to ensure relevance is to do some old-fashioned crowd sourcing, according to Lucy Moran, now the Senior Vice President of Brand, Digital, and BU Marketing at Dun & Bradstreet.
“Ask your customers who they follow or read,” she said. “They are your target audience and you want to be where they are.”
Finally, finding the right fit also comes down to shared values, according to Abobe’s Head of Social Influencer Enablement, Rani Mani.
“My main tip is to make the upfront investment to ensure the influencer is the right cultural fit for your brand,” she told us. “Ultimately, ask yourself pretty much the same questions as you would if you were going to hire this individual because, at the end of the day, they will be representing your brand.”
[bctt tweet=”Make the upfront investment to ensure the influencer is the right cultural fit for your brand. At the end of the day, they’ll be representing your brand. – @ranimani0707″ username=”toprank”]
#3 – Take an always-on approach to vetting existing and prospective influencers.
As TopRank Marketing CEO Lee Odden is often quoted as saying: “Everyone is influential about something.” This means that there’s always opportunities to connect and work with relevant thought leaders—and you should be looking at those opportunities on a regular basis.
[bctt tweet=”Everyone is influential about something. @leeodden ” username=”toprank”]
Perhaps one of the biggest opportunities in this arena is identifying and nurturing up-and-coming experts. As Lee also says: “Work with an influencer, you’re friends for a day. Help someone become influential and they’re a friend for life.”
But from an even more practical perspective, regularly vetting your influencer partners and prospects helps ensure you’re keeping your eye on relevance.
“A sophisticated influencer program doesn’t rely on a single identification method or one-time vetting process to start and maintain a relationship with an influencer, but rather develops a scorecard that gets constantly reviewed and, most importantly, evolves as this emerging field matures,” Dr. Konstanze Alex, Head of Corporate Influencer Relations at Dell, so eloquently said.
[bctt tweet=”A sophisticated influencer program doesn’t rely on a single identification method or one-time vetting process to start and maintain a relationship with an influencer. @Konstanze” username=”toprank”]
#4 – Aim to build long-term relationships, not one-time transactions.
At its core, influencer marketing is all about brands engaging and developing relationships with individuals—individuals who have relevant topical expertise, reach, and resonance that aligns with the goals of the brand. But strong, lasting relationships aren’t built in a day.
We’re big believers in growing partnerships long before you make your first collaboration ask. But the linchpin of this approach is showing influencers the value a partnership with your brand can bring.
“We’ve scaled back the scope of our engagement activities to focus on developing collaborative relationships with fewer individuals,” Angela Lipscomb, Influencer Relations Manager for SAS, shared. “That means that sometimes we focus on influencers who may not have the largest reach, but have greater engagement and subject-matter authority and the ability to inspire.”
“I want to get to know what makes that person tick, and how SAS can be of help to the influencer, and not just how they can be of value to us,” she added.
[bctt tweet=”We focus on influencers who may not have the largest reach, but have greater engagement and subject-matter authority and the ability to inspire. @angelalipscomb” username=”toprank”]
Do Your Homework, B2B Marketers
Your brand, industry, product or service, and audience are undeniably unique—and influence varies. Furthermore, it may be easier than ever to give the perception of influence. (Here’s looking at you fake follower counts.)
As a result, you need to look beyond metrics to qualitative indicators to get to know prospective influencer partners. You need to keep relevance top of mind. You need to consistently be vetting and refining your list of partners and prospects. And you need to put effort into building relationships, rather than engaging in a one-time transactions if you want to scale.
Want more B2B influencer marketing insights? Get inspiration and insight on Influencer Marketing 2.0 from our own Lee Odden.
If you create and share content, curation is part of your B2B marketing strategy. From seasoning a blog post with key third-party statistics to sharing an interesting article from an industry publication or influencer across your social channels, you’re curating.
But content curation has a place beyond adding an insight or two to your content.
With large volumes of information available today and short attention spans, curation allows content marketers to create more convenient, valuable content experiences for their target audience, while growing thought leadership, bolstering their content calendar, and increasing production efficiency.
What types of curation exist? How are B2B brands doing curation? When does it make sense to do curation? Let’s dive in.
Types of Content Curation and B2B Examples
The Curation Kitchen Staples: Microcontent
Statistics. Quotes. Tips. Social media commentary. Third-party videos. Gifs. Memes. Curated microcontent is what gives your content its flavor—whether its used as seasoning in a long-form blog post or modularly in short-form social content. This is foundational curation, and it plays a role in all other types. And as TopRank Marketing CEO Lee Odden once said:
“Snackable content can often be managed and repurposed like ingredients to create a main course. On their own, short-form content like quotes, tips, and statistics are useful for social network shares and as added credibility to blog posts, eBooks, and articles.”
See what I did there? Microcontent is simplistic and easy to integrate, helping you provide more depth and insight on a topic, infuse credibility, and highlight industry experts.
When microcontent curation makes sense: Always—if the content is relevant to the topic you’re discussing. Microcontent helps you provide proof points to bolster your narrative and build credibility with your audience.
The Curation Classics: Roundups, Listicles, and Resource Hubs
Collecting key bits of information and insights and organizing them into an easy to digest format is the quintessential content curation tactic. The premise is simple: You’re gathering interesting tidbits from multiple sources on a specific topic and placing them in one central location.
The underlying theme for this curation tactic (and any content tactic for that matter) is relevance and value. It needs to be topically relevant to your audience and it can’t be a lazy compilation; it needs to serve a purpose.
News roundups are perhaps the most popular of the curation classics. We’ve all seen them and likely have a few we go back to on a regular basis, so I won’t spend too much time here. (Shameless plug to check out our weekly digital marketing news roundup.)
But here’s an example of a roundup style piece from EHS and sustainability consulting firm *Antea Group that brings video content together to have a little fun and spark a connection with the audience.
The post showcases six workplace safety videos—all sourced and easily embedded from YouTube—with movie-critic-like commentary that make connections to the daily life and work of their target audience.
For listicles, one of our recent BIGLIST editions featuring 50 of the top marketing blogs featuring martech brands is a solid example. Time was spent on researching and vetting, and the list provides a short and sweet description of each blog, as well as our favorite recent article to give readers a cue on what’s worth checking out first.
Finally, events can be great opportunities for curation. *Introhive, an enterprise relationship management (ERM) platform, regularly curates social and team member insights to compile post-event infographics with top takeaways.
When classic curation makes sense: Classic curation is largely an awareness and engagement play. If you’re looking to provide your audience with a helpful resource that hits quick on the points, and showcase your brand as a thoughtful expert in the space, this type of curation can make it easy for your audience to find insight and inspiration—and minimize the amount of time they need to spend on the hunt.
The Next Level of Curation: Thought Leadership Mashups
Curation isn’t limited to assembling a robust, scannable list of information or resources, or seasoning original content with stats, quotes, or videos. Curation can fuel thought leadership.
Great examples of this kind of curation are trends-focused pieces. Taking a cue from the classic curation formats, this kind of content aims to identify one or more trend or pattern using curated bits of information, all tied together with your knowledge and expertise.
This could be small-scale or large-scale—meaning a single concept could provide the supporting content or tie-in, or it could be your take on a collection of related trends, facts, or insights. This piece from *SAP’s Digitalist Magazine is a great example.
But this kind of curation doesn’t just lend itself to discussing trends. Many of our own blog posts use a mashup curation method to educate and engage marketers, and define our perspectives and approach to marketing.
This can be seen in a recent post from Nick Nelson on how to write clear, concise content. Using our words intentionally is a core belief, and Nick was able to illustrate that with his deep knowledge and some relevant insights from third parties.
Also, when we say “curation,” we don’t just mean collecting insights from third-party sources. You can curate your own content—it’s just most often called repurposing.
Salesforce has a great example here. This recent post touches on a key trend in the marketplace (lack of consumer trust), leverages microcontent from Salesforce’s own research (the Trends in Consumer Trust research report), and then original content builds a narrative for a specific audience (retailers).
In addition, curating and repurposing influencer content is an especially big opportunity. More than likely, the insights that influencers share with you have implications and applications across other related topics.
When curation mashups make sense: If you want to build thought leadership on a subject, mashups should be in your content lineup. Mashups allow you to elevate an idea, perspective, challenge, or opportunity, while using existing content as a jumping off-point or as part of the foundation of your take.
Content Curation for the Win
Regardless of your editorial plan, you’re already doing some form of content curation. However, you can make curation a more deliberate and effective part of your overall B2B content marketing strategy.
Whether you create an ultimate list featuring statistics from multiple sources, provide high-level takeaways from an event or report, give your own content new life to build thought leadership, content curation can provide value and convenience for your audience and writing team.
Looking for content curation best practices, tools, and more examples? Check out our post on Content Curation 101.
*Disclosure: Antea Group, SAP, and Introhive are TopRank Marketing clients.
The post Content Curation Inspiration: Types, Examples, & Use Cases for B2B Marketers appeared first on Online Marketing Blog – TopRank®.
The Berry Company, a family run food business, decided to hit the streets of London to brighten people’s day in their latest marketing campaign. Apparently, 8:12am has been identified as the time by which you know whether or not your day will be a good one. With the help of W Comms and Gas and Electric, […] More
Rapid changes in dietary habits, coupled with a decline in levels of physical activity, have led to an increase in the prevalence of overweight and obesity in the US and around the world. The consequence of these changes has been an increase in noncommunicable diseases (NCDs). The challenge for health authorities is to benchmark their efforts to slow and eventually reverse these trends. What to benchmark to? I suggest to what has been found to work, not what fits into rhetorical frameworks.
In reviews of over 300 studies on the use of health communication, social marketing and community-based approaches to address health risk behaviors, especially poor dietary habits and increasing levels of physical activity, across a wide range of socio-demographic groups around the world, a number of lessons have been learned about what constitutes the more successful programs (Carins & Rundle-Thiele, 2014; Garcia-Marco et al, 2012; Snyder, 2007; Wakefield et al, 2010). I have added to their findings several other features that more recent experiences suggest can improve program effectiveness. Note that while many of these studies have focused on nutrition and physical activity behaviors, the ‘Ideal Features’ list below could be applied relatively well across efforts to change many different behaviors and address other wicked problems.
For your consideration and comment:
The Ideal Features of Social Change Programs (with links to previous posts)
- Select and concentrate on priority groups
- Identify the value each priority group finds in adopting healthier behaviors
- Understand and address the incentives and costs of change – financial, opportunity, psychological, social, scarcity, etc
- Design products, services and behaviors that fit people’s reality
- Position the new behavior as more compelling, relevant, and potentially more valuable to people when they practice it, in comparison to the alternatives
- Test program strategies and elements before implementation
- Not rely only on mass communication campaigns
- Increase access to information, places, food choices and services that reinforce desired behaviors
- Locate a service, distribute a product, and create opportunities for members of our priority group to engage in healthier behaviors
- Utilize community-based programs and citizen engagement to facilitate collaborations and create healthier environments and policies
- Consider policies that include incentives and disincentives for specific dietary and physical activity behavior
- Explore how social networks and social media can influence norms about, and diffusion of, healthier behaviors and lifestyles
Carins, J.E. & Rundle-Thiele, S.R. Eating for better health: a social marketing review. Public Health Nutrition, 2014; 17(7):1628-1639.
Garcia-Marco, L., Moreno, L.A. & Vicente-Rodriguez, G. Impact of social marketing in the prevention of childhood obesity. Advances in Nutrition, 2012; 3:611S-615S.
Ogden, C.L., Carroll, M.D., Kit, B.K. & Flegal, K.M. Prevalence of childhood and adult obesity in the United States, 2011-2012. JAMA, 2014; 311(8):806-814.
Snyder, L. (2007). Health communication campaigns and their impact on behavior. Journal of Nutrition Education and Behavior; 39(Suppl.):S32–S40.
The GBD 2013 Obesity Collaboration, Ng, M., Fleming, T., et al. Global, regional and national prevalence of overweight and obesity in children and adults 1980-2013: A systematic analysis. Lancet. 2014;384(9945):766-781.
Wakefield, M. A., Loken, B., & Hornik, R. (2010). Use of mass media campaigns to change health behaviour. Lancet; 376:1261–1271.
Mobile technology has made a transformative impact on both manufacturing and marketing. The two industries have never been exclusive (both falling under the larger umbrella of supply chain management), but today’s digital world has brought the two together in ways that could not have been dreamed of 50 years ago. Current trends in digital supply […] More
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