Facebook Ad Impressions or CPC?

News has it that brands are buying Facebook Ads (great growth) in order to drive traffic to their Facebook Page (read: secure “Likes” – sorry today this metric is a something that clients seems to be fixated about).

As a marketer, what should you choose? Impressions or Clicks?

Literature in the main have suggested that if you want to brand awareness choose Impressions, if you want call to action – choose “clicks”

So what really works? . I will give a generic answer – it depends. ūüôā

For me, both impressions and CPC has worked well. A recent campaign (1 month campaign) that I ran, I started with CPC and then moved on to Impressions.

It is when I moved to Impression, the stats went ballistic, my CTR was higher than usual and the social conversion increased whilst paying less. The CPC price was approx USD$0.60 and for CPM I was paying USD0.11 & Average CPC of USD0.04. Juxatpose that with the CPC I was getting at the outset i.e USD0.60. A savings of USD0.64! (of course the clients was all smiles) – better CTR and all.

Curious me decided to find out why is this the case, after much testing – one of the variables that helped was the rotation of ads – and the image of the ad. It played a big role. I did 3 ads with the same ad text but different images – the clicks were vastly different and of course results were as well.

In this particular 1 month campaign, it seems that impression had worked well – as you know there are many variables that affect the effectiveness of an ad. For the sake of brevity I’m only going to touch on 2 variables for this campaign 1) Ad image – That had significant bearing on the effectiveness and conversion. Lesson is play with multiple ads – do the neccessary testing and you can save a bundle and get much better results and 2) Clear CALL TO ACTION (CTA) – Putting the work – Join US or Like US had an impact.

I came across this mathematic formulae (Source: http://www.searchabilityinc.com/2009/03/15/facebook-ads-cpm-vs-cpc/)

Mathematically speaking, the formulae below is saying what is the condition that a CPC model would be more effective than a CPM model.  Ultimately according to the author if the following expression holds true:

I*CPC*CTR < (I/1000)*CPM, where

I = impressions

CPC = minimum CPC bid required for Facebook to run your ad

CPM = minimum CPM bid required for Facebook to run your ad

CTR = target audience’s propensity to click on your ad (fancy way of saying click-thru rate)

The expression could be satisfied if CPC and CTR are low or if CPM is high.

Well looks totally wicked. The formulae could very well work for you.

So is this a science or an art? Well my ‘answer” to them is, the questions is flawed to begin with, its to what extent this is science and to what extent this is art.

Keen to hear what successes you managed for your campaigns.

Share

Facebook Reach in Singapore: User Vs Marketer (Vs. PR?)

Jon Chin wearing a Facebook user cap:

I am an avid Facebook”er” if there is such a term. I spend hours on it. Its a place where I catch up with my friends (“see whats up in their lifes – their bragging adventure etc) – to find out where they are up to.

Jon Chin wearing a marketer cap:

Sources from Facebook Singapore tells me: “Singapore has 2.4 million accounts and of course 1.8 million log in DAILY”. To a marketer, that means business.

The potential reach & frequency (read impression in the ad world) – woohoo that gets all excited. How can a marketer capitalize on all these to build its brand and people to talk about my brand so I can increase my brand profile and ultimately sales.

Hmm…is there a mismatch here? I wonder…

or is this a space that PR practitioners own after all PR dudes/dudettes say this is “earned” media not a “paid” media space… Did I conveniently leave the PR folks out?…

It seems that¬†authenticity, non-paid means, increased transparency, engaging in conversations – one to many – seems to play into PR strengths…PR helps to “soft-sell” – so should this be a PR thingy? Interesting…

Did I miss out a category of “Jon Chin wearing the PR cap”….

Thoughts? Keen to hear your views…

Share

Authenticity Online (Site Seeding): PR Agency Reverb Communication’s brush with FTC over comments in iTunes

Seth Godin had a book titled “All marketers are LIARS (Opps) nope, story tellers” he corrects it….We all hope to create a story – but where does one draw the line?

Briefly, the beef with this is that PR firm – Reverb Communication had seeded in the iTunes store in the¬†pretense¬†of a genuine user – raving about the product and all. Federal Trade Commission (FTC) came in and stopped it – suggesting deception. Well this is not new in the offline world as well…the thing in the online world is this can draw flake from users – in the online world there are no rules…how would this effect your brand image and your product?

I had my say on this topic on several occasions in my blog (please refer to this and this) and also in my public speaking arrangement in which I posted this question to the floor.

In the small island that I reside today – Singapore. I doubt this enforcement of the law will come so stringent in its effect (I stand corrected thought ūüôā ).

In my view, to jump start a conversation is okay but to go to the extent of saying “its the best product ever!” well that is where I draw the line. To me, there is a saying: “paper can never cover fire” – that is something I subscribe – even more so in the online world.

As most would realize, there are basically no rules there and everyone has a microphone. We all hear¬†“Any publicity is good publicity” – well, does this really apply here? I think not,¬†TRUST like a relationship is built in incremental steps and it only take one episode to cause it¬†trumping¬†down (think Tiger Woods) –¬†this is something firms should take note.

Its a matter of time, someone would find out – especially some online users would pick on the words being used and some would even go to the extent to find evidence to build a case- I’ve personally seen this happen. So what happens if they break the bubble, I’m sure you can anticipate the ending – and then which reputational management comes into play – do we really want that? Or do we just cross our fingers and hope this would not happen to us.

I have ran campaigns in which I aim to gather the¬†result of positive word-of-mouth, to me that is a result and not a means. Campaigns should be created (and communications) should be strategically planned to have that result. Its best if the reviews is created genuinely from users (in form of blogs, tweets and all) by tactics that you run – say competitions, games (leadership board etc) – something for them to talk about – or gain from and for them to spread…

Thats all from me for now…keen to hear what are your views on this topic.

Share

Nanyang Business School Breakfast Talk – Advent of Social Media: What It Means To Marketing Practitioners

Had a great time playing moderator role organised by one of the world’s leading business school, where topics around social media were debated and how it affects businesses.

Views were exchanged and lessons learnt. I had fun (which is most important)…

The panel…From Left to Right..

1. Sarjit Singh – President of NBSAA
Mr. Andrew Tan, 2nd President of NBSAA
2. Peter Lim, Writer and Media Consultant of Plim HL, Singapore (former Editor-in-Chief of Singapore Press Holdings)
3. Jon Chin, Head Digital Strategy of ClickMedia
4. Nagalaksmi V., Account Manager of Google Adwords Singapore
5. Shalu Wasu, Associate Director of Ogilvy PR Singapore
6. Luke Soon, Principle of SAS Intelligence APAC
7. Dennis Wong, President of MBAAA
8. Bill Lee, MD of SAS Intelligence.

I had the honour to address a wide range of questions as they were raised and answered.

Topics ranging from how social media platform can be utilized in the healthcare industry while taking legal obligations into consideration; how both the ruling party and the opposite parties tap on social media platform to reach out to the voters in the coming general elections in Singapore; etc.

It was great fun and the best part I learnt stuff there!

Share

Social Media Monitoring and Measuring – hey whats the difference?

digital social media measurementMashable ran an article titled “Why you need to monitor and measure your brand on social media” . The author Maria Ogneva touched on the difference between monitoring and measurement. Very interesting article she has there.

Digital strategists look for data to better understand a particular situation and from there it attempts to offer a solution. So where does this data come from – in this context it would be listening to the conversation out there. Having been bombarded with the conversation – how do you make sense of it all? That is the question.

To monitor, there is a¬†magnitude¬†of tools out there, ranging from Google alerts (free) tosocial media monitoringRadian6 (paid). So what works? I cant answer that from you. For some, the free version works well, afterall, data is just data, its how you interprete the data that matters, isn’t it.

Alot of times people (read: clients) do not know the difference between monitoring and measurement (and also interpretation).

Whats is the point of monitoring – in my view the idea of monitoring is to garther insight and thereby use it to inspire strategy making. number (data) –> insights –> strategy – success in one audience generate success in another. Monitoring is pretty much useless if you cant interpreted to an action that ties in to company (campaign) objective.

Many a times, I hear companies say – so and so (competitor) have 5000 fans – in my mind (silently of course) – so what? what does these 5000 fans means? I can get you 10000 fans if you want – just give me the carrots (attractive) ones of course and I can bait. But sadly this is how it works out there. The success of a campaign is down to the number of fans…but isnt social media about conversation – candid conversation. Gone are the days of interruption marketing – we now need to engage and speak social language! So the advocates of social media says. we need interaction – we need to use their consumer language to make them act! of course in a subtle non-intrusive manner.

Typically, a successful online endeavour needs a plan and also questions that you need to ask your self.

Here are some…

  • Behavioural : everything you communicate to your customers has a purpose. What do you want them to know?
  • Essential : deliver information that your best propects and customers require to succeed in work or life – meet them expressed needs and wants – better still fulfil their latent needs.
  • Strategic: – your efforts must be an integral part of the company overall business strategy – link your online endeavour (social media) to bottom-line results.
  • Integrated¬†Communication: Social media needs to be coherent with other modes BUT please do not just put a Press Release onto a social media platform (BIG MISTAKE).
  • Targeted – you need to target your content (i.e. products precisely so that it is truly relevant to your prospects. Shift consumer behaviour via education.
  • Ownership – get someone to spear head it and get that person to OWN it. I am a firm believer of people do not do what you say but what you paid. Pay for their behaviour and performance.

and last but not least – measure it! online can always be measured , but only if you have a clear understanding of your strategic communications objectives. just keep it simple – “how will we know that my content (social endeavour) is working to begin with….

What are your thoughts? I am keen to hear.

Share

Google Analytics – we can opt out now – what does this mean?

google_analytics

Well I guess this depends on who you ask…

privacy

End-users would go¬†“cool stuff!”, privacy activists would say “its about time! and a major victory to privacy” and what about digital asset owners or digital strategist. What would be their reaction?

I reckon would be “thats not too good” I thought everything is trackable on line and how are we (agencies) going to say to our clients. Maybe oh well you see we have approximately 20% of the traffic unaccountable for and that explains why the drop in x & y. I strongly believe that this is due to the missing 20%.

Today, analytics is part and parcel of any online asset – clients demand them so to know exactly how people are surfing their sites, SEO specialists love them cause they can find out what are the keywords people use to get into the site.

Agencies (Client-side Marketers as well) use them to justify the investment (amongst many other metrics) and say how well they have done. Now with people able to opt out – would this mean a loss of valuable data that now relate to a negative relationship to the ability to generate insights that inspire a strategy?

It has been said to a strategist we need numbers to make business cases and to position our argument. So what does this mean to digital strategists. How else are they going to go our data so easily and at such low cost and so quickly!

With this opt out feature, does this signal a massive demand of quantitive/qualitative research whereby we conduct surveys or gather focus group and run modeling equations to make sense of it out.

Would this Google Analytic opt out feature ‘cripple” the digital industry? and how are digital strategists going to work around this problem? after online its seems we are very data-drive, no?

What are your thoughts? I’m keen to hear.

Share

Social Media humanizes your brand? Sure but firms are more concerned about “negative comments”…true?

You bet! of course that depends on how you interaction and converse online. Social media gives firms the opportunity never before access to consumer’s candid feedback and are given the opportunity to shine like never before if done right.

But the ‘problem’ I see is that a significant number of firms still treat the social media as a channel for sales i.e make the next sales. Firms should think beyond that and use social media as a means to better interact with their customers and garner feedback and of course genuine treat feedback as something positive not negative.

But from experience, it seems (having spoken to many firms) is they seem to be concern about one major point – what if something talks bad about me “can i delete that comment” and “why should I get myself in that situation” instead of talking about how I should engage my customers or have a content strategy. They seemed fixated on “negativity”…

For those firms, I always have a standard reply “Social Media did not invent criticism” – firms have always dealt with complains via phone calls etc. So how different is this? Why are firms using this as an “excuse”?

Do firms always cite “online criticism” as something that are really concerned about? I’m keen to hear your thoughts…

Share

To Seed or Not to Seed on Social Media Networks – Stealth Marketing?

Cross fingersA day doesn’t go by (online and offline) where people talk about seeding conversations – afterall it has been said social media is all about conversation and that content whilst important (takes a queen role) where interactions (or conversation) take a KING role.

conversations-matter1So naturally, we need to have conversations online to ensure success (an indicator of success) – afterall agencies will be hammered should there by no conversations online – darn boring!

So what do agencies and corporations do? they seed! they enter the social media space and start talking (in the pretense of just another person – like a customer or potential customer) and hopefully they will engage the audience. Nothing wrong with that per se but is it authentic and may I dare say ethical?

I’ve also seen job placement ads that explicit states “Social Media Seeder” – in my opinion, its fine if one states it at the outset that X is a seeder in the social media space at least that sets the audience in the right frame of mind but my argument here is for those who pretend that they are just like you and I and start contributing away…

Afterall in social media – audiences that participate in this space want candid and truthful feedback and it has been found that a fair number make decisions based on those feedbacks.

So if that is the case, is it ethical to do that from an corporation point of view? Are these corporations ‘lying’ to the audience? What are the implications if the audience finds out that it is actually the agency or the company feeding all these information to the people and they had the impression that they were genuine. Would there be a public backlash? and in turn people may lose trust in the organization and ultimately it will hit the firm’s bottomline.

There are many questions here, until the industry starts to realize and debate about this, then this can move forward, at this moment it is still rather grey.

Is this the beginning of “Stealth Marketing”? – actually lets start defining “Stealth Marketing”

I’m keen to hear your thoughts.

Share

Company (BooneOakley.com) Website purely on YouTube.

Way cool! BooneOakley.com a full service creative ad agency developed their entire corporate webpage on YouTube.

Basically it is like those interactive story book where they give you an option to select A or B, which will then direct you to the respective options. Just play with the video below to see.

Love it to bits. Would you put your entire website on YouTube? Love to hear your thoughts.

[youtube]Elo7WeIydh8[/youtube]

Share