cost per like – Digitrock https://www.digitrock.com Tue, 16 Jul 2013 06:31:52 +0000 en-US hourly 1 https://www.digitrock.com/wp-content/uploads/2016/06/favicon.png cost per like – Digitrock https://www.digitrock.com 32 32 Honda Responds to Customer Tweets With Real-Time Vine Videos https://www.digitrock.com/honda-responds-to-customer-tweets-with-real-time-vine-videos/ https://www.digitrock.com/honda-responds-to-customer-tweets-with-real-time-vine-videos/#respond Tue, 16 Jul 2013 06:31:52 +0000 https://www.digitrock.com/?p=1300 Honda plans to respond to tweets from customers with real-time Vine videos as part of a new ad campaign launched on Monday. The Vine videos, which will come in response to tweets using the hashtag #wantnewcar, will encourage users to swap their old cars for new Hondas, available at the Japanese motor company’s summer clearance […]

The post Honda Responds to Customer Tweets With Real-Time Vine Videos appeared first on Digitrock.

]]>
Honda plans to respond to tweets from customers with real-time Vine videos as part of a new ad campaign launched on Monday.
The Vine videos, which will come in response to tweets using the hashtag #wantnewcar, will encourage users to swap their old cars for new Hondas, available at the Japanese motor company’s summer clearance sales event.

The videos will be filmed and uploaded on the same day and customized to each user’s feedback. “If a user mentions needing a new car to pick up a pizza, that Vine video response may feature a Honda dealer offering a great deal … with a mouth full of pepperoni,” Susie Rossick, a senior manager at Honda, said in a statement.

Here are a couple early examples:

 


Other companies like Urban Outfitters and Marc Jacobs have also turned to Vine for marketing. Nissan, another car company, recently asked for Vine and Instagram video submissions for a TV commercial.

What do you think of Honda’s new ad campaign? Share your thoughts in the comments.

Image courtesy of YouTube, Honda

The post Honda Responds to Customer Tweets With Real-Time Vine Videos appeared first on Digitrock.

]]>
https://www.digitrock.com/honda-responds-to-customer-tweets-with-real-time-vine-videos/feed/ 0
Facebook Now Lets You Comment With a Photo – Digital News https://www.digitrock.com/facebook-now-lets-you-comment-with-a-photo-digital-news/ https://www.digitrock.com/facebook-now-lets-you-comment-with-a-photo-digital-news/#respond Fri, 21 Jun 2013 14:56:40 +0000 https://www.digitrock.com/?p=1246 Facebook has started to roll out photo comments, a new feature that allows you to comment on posts with images rather than words. Originally built during a Facebook employee hackathon, photo comments are starting to roll out globally on the web as well as the Facebook mobile site. Users can’t yet leave photo comments within […]

The post Facebook Now Lets You Comment With a Photo – Digital News appeared first on Digitrock.

]]>
Facebook has started to roll out photo comments, a new feature that allows you to comment on posts with images rather than words.

Originally built during a Facebook employee hackathon, photo comments are starting to roll out globally on the web as well as the Facebook mobile site. Users can’t yet leave photo comments within Facebook’s mobile apps, but they are viewable. The feature is expected to come to those apps in a future update.

facebook marketing agency delhi

Adding a photo comment involves clicking a camera icon beside the text box where you would typically write a message and then uploading an image from your computer.

Let us know your thoughts about the new feature in the comments.

Image via Flickr, PhotKing

Source: Mashable

The post Facebook Now Lets You Comment With a Photo – Digital News appeared first on Digitrock.

]]>
https://www.digitrock.com/facebook-now-lets-you-comment-with-a-photo-digital-news/feed/ 0
Facebook Insights Gets a Makeover – Facebook Fan Page Marketing https://www.digitrock.com/facebook-insights-gets-a-makeover-facebook-fan-page-marketing/ https://www.digitrock.com/facebook-insights-gets-a-makeover-facebook-fan-page-marketing/#respond Thu, 20 Jun 2013 03:41:09 +0000 https://www.digitrock.com/?p=1234 Facebook Page owners, rejoice: Facebook Insights, the social network’s analytics dashboard for public Pages, is getting a makeover. A small, random group of beta testers will get access to the new desktop design on Wednesday, with a broader rollout to follow at an unspecified date. The new design is simpler, cleaner and more intelligible. Stats […]

The post Facebook Insights Gets a Makeover – Facebook Fan Page Marketing appeared first on Digitrock.

]]>
Facebook Page owners, rejoice: Facebook Insights, the social network’s analytics dashboard for public Pages, is getting a makeover. A small, random group of beta testers will get access to the new desktop design on Wednesday, with a broader rollout to follow at an unspecified date.

The new design is simpler, cleaner and more intelligible. Stats that were previously rolled in together (i.e., “People Talking About This”) have been broken down into separate charts that allow Page owners to individually measure the reach and engagement (likes, comments, clicks and shares) of individual posts. Additional charts make it easier for users to see what kinds of posts — say, those with videos, or ones targeted to certain groups — have better reach or more positive engagement than others. Owners can also now break down demographic behavior on individual posts to see, for example, if one was their Pages are better at engaging women ages 18 to 24, or men older than 65.

No changes are being made to the Page Insights export or API for now, Gayln Burke, a product marketing manager for Facebook, told Mashable in a phone interview Tuesday. Once Facebook has taken and incorporated feedback from the beta testing period, Insights will be rolled out to other Page owners, but Burke could not confirm whether that would happen before the end of the year.

For a visual overview of the changes, check out the before and after screenshots below

Old overview tab:

social media marketing agency india

New overview tab:

social media marketing agency india

Old post analysis:

social media marketing agency india

New post analysis:

social media marketing agency india

New “people engaged” tab (by demographic):

social media marketing agency india

The post Facebook Insights Gets a Makeover – Facebook Fan Page Marketing appeared first on Digitrock.

]]>
https://www.digitrock.com/facebook-insights-gets-a-makeover-facebook-fan-page-marketing/feed/ 0
Cost Per Like: A Subjective Valuation of Your Facebook Fans https://www.digitrock.com/cost-per-like-a-subjective-valuation-of-your-facebook-fans/ https://www.digitrock.com/cost-per-like-a-subjective-valuation-of-your-facebook-fans/#respond Fri, 26 Apr 2013 19:46:14 +0000 https://www.digitrock.com/?p=1143 “Cost per Like” often crops up in conversations about Facebook advertising, though it isn’t a term officially sanctioned by Facebook. So what exactly does it mean? Cost per Like refers to the cost of acquiring a new fan for a Facebook page, either through paid advertisements or, less directly, through earned media efforts. There are […]

The post Cost Per Like: A Subjective Valuation of Your Facebook Fans appeared first on Digitrock.

]]>
“Cost per Like” often crops up in conversations about Facebook advertising, though it isn’t a term officially sanctioned by Facebook. So what exactly does it mean?

Cost per Like refers to the cost of acquiring a new fan for a Facebook page, either through paid advertisements or, less directly, through earned media efforts.

There are three ways to “buy” Likes on Facebook. One is through “cost per thousand impressions” (CPM). Advertisers bid to target a group of desired users, and pay every time their ad is seen by a thousand of those users. A second option is “cost per click” (CPC) campaigns, wherein advertisers pay every time their ad for their Facebook Page is clicked on. Neither of these options guarantees these users will become fans, however, it simply guarantees that they’ll either 1) be exposed to an ad for a Page or 2) see a Page.

Earlier this month, Facebook unveiled a new metric for evaluating advertising campaigns on Facebook, called “cost per action” (CPA). Now, advertisers can pay not just for impressions or click-throughs, but for specific actions they want consumers to perform once they’ve seen an ad — including becoming a fan of a Page. For example, an advertiser could specify it is willing to pay $2.00 for a “Like” — that is, for a new fan on its company or product Page — and only pay when the Page gets a new fan. Other actions include Offer claims and clicks on links to third-party sites.

For now, advertisers can only select CPA ads through Facebook’s Ads API. They’re not yet available in the Power Editor or Ads Manager, but a source at Facebook said the company plans to make them available there in the near future.

How to Determine the Value of a Fan
It sure is nice to have a lot of Facebook fans. But how much are they really worth, and how much should companies invest in acquiring them?

Recently, social media marketing agency Syncapse and research firm Hotspex conducted a study that attempted to assess the average value of a fan based on collective product spending, brand loyalty, propensity to recommend, media value, cost of acquisition and brand affinity. According to their calculations, a fan is worth an average of $174 to a company. But as the chart below shows, the value of a fan can differ widely across companies:

facebook fans strategy india

As such, individual companies need to calculate the value of their fans before they decide to pursue a fan acquisition strategy. I spoke to Max Kalehoff, vice president of product marketing at Syncapse, about how companies can do that.
“Marketers should define the value of a fan based on how it impacts the key criteria that determines the success or failure of their business,” says Kalehoff. Specifically, marketers should measure the spending habits of fans versus non-fans, to see if fans are more likely to make a purchase, make purchases at great amounts and/or purchase repeatedly. Advocacy — the probability of a customer recommending a product to others, and the probability of that recommendation to affect sales — is another key metric. Another area that is more difficult to measure is brand affinity — that is, the emotional draw that a customer feels towards a brand because of the relationship that develops between brands and fans over Facebook. If positive brand affinity tends to be a powerful sales indicator on other channels, it may be worth cultivating on Facebook, too.

Once a company has determined how much a certain target prospect worth, it needs to decide the amount of money it wants to spend to acquire and continue to communicate with that fan. “[Marketers] really need to bring it down to a cost equation,” says Kalehoff. “No one else can say what a fan is worth except the brand itself, and then it has to decide what to spend to acquire fans, and what it costs to communicate with them once a day or week to remind them to buy throughout the year.”

Not All Fans Are Created Equal
Marc Grabowski, COO of Facebook ad-buying firm Nanigans, says companies should go beyond calculating the average cost of a fan, because not all fans are equally valuable. A luxury fashion brand’s fanbase, for instance, might be made up a small percentage of actual buyers and a greater number of aspirational consumers who will never purchase any goods from the company. Likewise, a T-shirt company may have some fans that will only ever purchase one T-shirt, while other fans may purchase repeatedly over months and years. Thus, it’s important to target the consumers most likely to purchase, and to measure the behavior of fan groups over a long time period of time to get a better picture of their lifetime value.

Grabowski also noted, as Kalehoff did, that acquiring a fan is just one part of the cost equation. Once a fan has been acquired, companies need to calculate the costs of developing compelling content to keep that fan coming back.

Once these costs have been measured, it’s then important for a company to see if fan acquisition is the most efficient way to achieve its goal, versus, say, paying for click-throughs to third-party sites. “You might see 1% of your homepage click-throughs end up converting, while 20% of people who watch a tutorial on your Facebook page end up converting,” Grabowski said by way of example. Other companies, as we’ve noted previously, have seen their best conversion levels using Facebook’s mobile app-install ads.

So should your company invest in acquiring Facebook fans? The answer is: maybe. As Grabowski says, Facebook fans are valuable: by becoming fans, consumers are saying that they want to know more about your brand, and are giving you permission to communicate with them, so long as that communication continues to interest them. And many of them are also likely to be your customers. But before you embark on a fan acquisition campaign, you need to determine your goals, the most valuable segment of your Facebook fanbase, and whether acquiring more fans in that segment is the best way to achieve those goals. Don’t acquire for the sake of acquiring — use metrics to support your Facebook strategy.

Source : Mashable 

The post Cost Per Like: A Subjective Valuation of Your Facebook Fans appeared first on Digitrock.

]]>
https://www.digitrock.com/cost-per-like-a-subjective-valuation-of-your-facebook-fans/feed/ 0
Cost Per Like: A Subjective Valuation of Your Facebook Fans https://www.digitrock.com/cost-per-like-a-subjective-valuation-of-your-facebook-fans-2/ https://www.digitrock.com/cost-per-like-a-subjective-valuation-of-your-facebook-fans-2/#respond Fri, 26 Apr 2013 19:46:14 +0000 https://www.digitrock.com/?p=1143 “Cost per Like” often crops up in conversations about Facebook advertising, though it isn’t a term officially sanctioned by Facebook. So what exactly does it mean? Cost per Like refers to the cost of acquiring a new fan for a Facebook page, either through paid advertisements or, less directly, through earned media efforts. There are […]

The post Cost Per Like: A Subjective Valuation of Your Facebook Fans appeared first on Digitrock.

]]>
“Cost per Like” often crops up in conversations about Facebook advertising, though it isn’t a term officially sanctioned by Facebook. So what exactly does it mean?

Cost per Like refers to the cost of acquiring a new fan for a Facebook page, either through paid advertisements or, less directly, through earned media efforts.

There are three ways to “buy” Likes on Facebook. One is through “cost per thousand impressions” (CPM). Advertisers bid to target a group of desired users, and pay every time their ad is seen by a thousand of those users. A second option is “cost per click” (CPC) campaigns, wherein advertisers pay every time their ad for their Facebook Page is clicked on. Neither of these options guarantees these users will become fans, however, it simply guarantees that they’ll either 1) be exposed to an ad for a Page or 2) see a Page.

Earlier this month, Facebook unveiled a new metric for evaluating advertising campaigns on Facebook, called “cost per action” (CPA). Now, advertisers can pay not just for impressions or click-throughs, but for specific actions they want consumers to perform once they’ve seen an ad — including becoming a fan of a Page. For example, an advertiser could specify it is willing to pay $2.00 for a “Like” — that is, for a new fan on its company or product Page — and only pay when the Page gets a new fan. Other actions include Offer claims and clicks on links to third-party sites.

For now, advertisers can only select CPA ads through Facebook’s Ads API. They’re not yet available in the Power Editor or Ads Manager, but a source at Facebook said the company plans to make them available there in the near future.

How to Determine the Value of a Fan
It sure is nice to have a lot of Facebook fans. But how much are they really worth, and how much should companies invest in acquiring them?

Recently, social media marketing agency Syncapse and research firm Hotspex conducted a study that attempted to assess the average value of a fan based on collective product spending, brand loyalty, propensity to recommend, media value, cost of acquisition and brand affinity. According to their calculations, a fan is worth an average of $174 to a company. But as the chart below shows, the value of a fan can differ widely across companies:

facebook fans strategy india

As such, individual companies need to calculate the value of their fans before they decide to pursue a fan acquisition strategy. I spoke to Max Kalehoff, vice president of product marketing at Syncapse, about how companies can do that.
“Marketers should define the value of a fan based on how it impacts the key criteria that determines the success or failure of their business,” says Kalehoff. Specifically, marketers should measure the spending habits of fans versus non-fans, to see if fans are more likely to make a purchase, make purchases at great amounts and/or purchase repeatedly. Advocacy — the probability of a customer recommending a product to others, and the probability of that recommendation to affect sales — is another key metric. Another area that is more difficult to measure is brand affinity — that is, the emotional draw that a customer feels towards a brand because of the relationship that develops between brands and fans over Facebook. If positive brand affinity tends to be a powerful sales indicator on other channels, it may be worth cultivating on Facebook, too.

Once a company has determined how much a certain target prospect worth, it needs to decide the amount of money it wants to spend to acquire and continue to communicate with that fan. “[Marketers] really need to bring it down to a cost equation,” says Kalehoff. “No one else can say what a fan is worth except the brand itself, and then it has to decide what to spend to acquire fans, and what it costs to communicate with them once a day or week to remind them to buy throughout the year.”

Not All Fans Are Created Equal
Marc Grabowski, COO of Facebook ad-buying firm Nanigans, says companies should go beyond calculating the average cost of a fan, because not all fans are equally valuable. A luxury fashion brand’s fanbase, for instance, might be made up a small percentage of actual buyers and a greater number of aspirational consumers who will never purchase any goods from the company. Likewise, a T-shirt company may have some fans that will only ever purchase one T-shirt, while other fans may purchase repeatedly over months and years. Thus, it’s important to target the consumers most likely to purchase, and to measure the behavior of fan groups over a long time period of time to get a better picture of their lifetime value.

Grabowski also noted, as Kalehoff did, that acquiring a fan is just one part of the cost equation. Once a fan has been acquired, companies need to calculate the costs of developing compelling content to keep that fan coming back.

Once these costs have been measured, it’s then important for a company to see if fan acquisition is the most efficient way to achieve its goal, versus, say, paying for click-throughs to third-party sites. “You might see 1% of your homepage click-throughs end up converting, while 20% of people who watch a tutorial on your Facebook page end up converting,” Grabowski said by way of example. Other companies, as we’ve noted previously, have seen their best conversion levels using Facebook’s mobile app-install ads.

So should your company invest in acquiring Facebook fans? The answer is: maybe. As Grabowski says, Facebook fans are valuable: by becoming fans, consumers are saying that they want to know more about your brand, and are giving you permission to communicate with them, so long as that communication continues to interest them. And many of them are also likely to be your customers. But before you embark on a fan acquisition campaign, you need to determine your goals, the most valuable segment of your Facebook fanbase, and whether acquiring more fans in that segment is the best way to achieve those goals. Don’t acquire for the sake of acquiring — use metrics to support your Facebook strategy.

Source : Mashable 

The post Cost Per Like: A Subjective Valuation of Your Facebook Fans appeared first on Digitrock.

]]>
https://www.digitrock.com/cost-per-like-a-subjective-valuation-of-your-facebook-fans-2/feed/ 0