By: Aarun Rumbaugh
Michael Jordan, the NBA’s best player yet, was a machine. Averaging 30 points per game in his career, and bringing 6 National titles to the Chicago Bulls, this phenomenon is praised in Chicago almost as a god of basketball.
Through all the mix of him being a great basketball player, do Bulls fans actually realize some of the set-backs he has brought to the Bulls? Let’s dive in…
Despite currently being in the playoffs, the Chicago Bulls PTAT% (People talking about them) on Facebook is still only at 2.5%. The average PTAT% for teams in the playoffs is 6.18%.
Why is it that the Chicago Bulls PTAT is so low? One main reason may be that Chicago’s fan base is not loyal and true fans to the Chicago Bulls, but they are to Michael Jordan.
69% of Bulls fans also like Michael Jordan. Most of these fans are dormant. This doesn’t help the Bulls at all. In fact, it’s very difficult to engage these fans with their current team. If the only reason a fan liked the Bulls was because of Michael Jordan, then they’re prone to not have actual team engagement.
The Bulls need to find a way to engage their fans. Should the Bulls post more pictures of Michael Jordan on their newsfeed? These posts may drive engagement, but still won’t be valuable content to the Bulls organization. I think the Bulls need to compare their current team with team’s back in the 80’s and 90’s era. This will drive engagement with both current Bulls fans and those dormant Michael Jordan fans.
Even without the difficulties of having a star like Michael Jordan, the Chicago Bulls large fan base makes it difficult to drive engagement:
Have past All-Star players brought down NBA teams engagement? This may prove it has.
How did the playoff team’s fans react to their team’s performances yesterday in the second day of the playoffs?
We’ve seen before that winning fans engage far more than losing.
But perhaps some teams have more loyal fans. Witness comments such as:
If you’re the head of digital at any of these teams, how much success can you attribute to the team’s on-court performance, the loyalty of your fans, or the efficacy of your marketing initiatives?
In a world of free flowing information, is your brand still relevant?
Ashish Braganza, director of global business intelligence at Lenovo, thinks that developing a brand is key. With a minor presence in North America, they have seen the struggles of pushing into the market, but their development in has paid off.
With the longer gestation period, the ROI can be difficult to show, but Braganza knows of the power of a brand. He states, “Paid social media we see a lower conversion rate as opposed to organic social media, so how do we foster those organic interactions and actually drive the brand thorough those organic interactions?”
Brian Gress, Vice president of CRM at the Cosmopolitan of Las Vegas, believes that your brand tells the story of who you are. It is through the brand they formed at the Cosmopolitan that has kept it going so well, helping it’s rating as the best hotel by Gogobot, keeping customers coming back and attracting new fans- which you can do inclusively.
So what has changed in brand marketing over the years? Data. With all of this data flowing in, companies are able to customize the focus on their customer modeling groups and target them directly for whatever stage of the buying process they are in. Data is important in understanding the customers, what they like, and who they are. It allows the companies to evolve their product, their brand and their communication, making them stronger.
With a large increase of data coming in, companies are able to tailor the customer experiences to fit the customers. It is with this understanding that these companies are tuning their brands to fit the needs and expectations of their customer base, but the data doesn’t have all the answers.
In the era of online buying and selling, it’s increasingly difficult for companies to be able to offer the personal one on one service that they have been able to offer in store, this data is essential in forming the customers experience and help them to feel a connection even when not seeing them in person.
The ultimate goal is “Can we make the experience a little better?” says Ryan Bonifacino, Vice President of Digital Strategy for Alex and Ani.
Businesses must make sure to use the available resources to optimize the experience for the user. The key is the integration of the knowledge that is gathered through data into the the way the company is run.
By identifying the needs of their customers and asking the right questions, companies are able to tailor the individual experiences for the customers and in time turn those customers into brand advocates, spreading their passion for the brand and helping to continue to grow the brand through a more powerful organic reach.
Today was the first day of the NBA playoffs. I thought it would be interesting to see which teams fans are most excited and engaged in today’s match-ups. We found the difference between the team’s PTAT% (People talking about This, also known as 7 day storytellers) on Facebook from Friday (4/18) to today (4/19).
Monitoring PTAT changes over just one day can be noisy. However, the PTAT bump from the regular season to the playoffs is big enough to overcome these fluctuations.
Every team had an increase in PTAT% except the Brooklyn Nets, who actually lost engagement. Toronto had the highest percent increase at 1.6%, which represents 12,000 more active storytellers.
Oklahoma City’s 1.29% increase from yesterday to today might not seem impressive. Yet on a gross basis this represents an additional 50,000 active users. The more fans a team has, the more active users you need to make a 1% difference in your engagement rate.
Although the Raptors had the highest percent change, they didn’t have the highest amount gross of engagement. They’re actually right in the middle. This shows that the more fans you have, the harder it is to raise your %PTAT.
This is the paradox of popularity. The larger the fan base, the lower the engagement. We’ve measured this to be true not just across professional sports, but CPG, banking, retail, and every other category. There is a strong negative correlation between fan base size and engagement rates.
So why did Brooklyn’s PTAT decline by 20,000 fans?
They lost their last 2 games of the regular season. Fans of losing teams are quiet compared to teams that win, as we demonstrate here.
Facebook is taking away the PTAT metric soon, so this is a good opportunity to get the most you can. We don’t know what the new metric is, but it probably breaks out engagement by type, instead of rolling it into a single number that treat all engagement with the same weighting. Perhaps LCS (likes, comments, shares) will be separate.
Coming tomorrow is the rest of the pack! We’re going to analyze the rest of the team’s in the Playoffs that play tomorrow.
By Enrique J. Gonzales
One San Diego lawyer had more buzz on Facebook last week than all of Coca-a-Cola – one of the largest consumer product brands on the planet.
Immigration lawyer Jacob J. Sapochnick trumped the fizzy sugary soda in people talking about him – PTAT or “people talking about this” in the past seven days.
Mr. Sapochnick had 718K unique users liking, commenting or sharing his posts – the definition of “PTAT.” He achieved this level of engagement despite having a total fan base of only 110K.
On the other hand, Coca-Cola had only 611K unique folks during the same time frame doing the same – talking about its posts or PTAT, a fraction of its much larger fan base of 81.3M.
How did a lawyer from a small office in Southern California do better than the behemoth beverage giant based in Atlanta, Ga.?
Content. Crazy popular content. Insanely viral content. Emotionally responsive content. Unfortunately, it was totally irrelevant content.
Mr. Sapochnick posted the following simple call to action about a massive water slide, possibly a picture of one of the Schlitterbahn water park slides in Texas: “Would you go on this?”
The results were massive: the post on Wednesday April 9th received 466,155 likes, and 39,533 shares as of Monday April 14th. Most on the engagement came on Friday April 11th with 446K users talking about his page. In the three days prior to the post, he averaged only 628 users in PTAT. In the three days starting April 9th, he averaged 179K users in PTAT.
The post, however, does little to support the lawyer in his work.
“It’s not on brand,” said Dennis Yu, chief technology officer of social media analytics firm BlitzMetrics. “It’s not about a H1 visa or green card, or anything at all.”
Yu added viral content such as the water slide goes viral no matter where it is posted. “It’s sort of independent of where it lives.”
“It’s not on brand,” said Dennis Yu, chief technology officer of social media analytics firm BlitzMetrics. “It’s not about a H1 visa or green card, or anything at all.”
Our Yahoo! rep reached out to tell us about Yahoo’s new native advertising product, Stream ads.
They look almost organic, but are created just like regular PPC ads with a headline, body, destination url, and bid. You can upload an image.
So we took advantage of the free $25 credit to get started, choosing to promote our “done for you” Facebook ads service for small business.
You can get their free $25 credit, too.
Use the promo code WELCOME at admanager.yahoo.com.
If you’ve created AdWords ads before, this will feel familiar.
Here’s a sample ad I made.
The square image size is small and non-standard, so you can’t reuse your regular Facebook creatives. If you’re testing for the first time, I’d recommend using your profile images.
The interface is easy to use- perhaps too simple.
The phone number is all over the place, if you still have questions.
Targeting and budget
Next, select who you want to target and how much you want to spend.
If you’re used to Facebook, twitter, or LinkedIn ads, you might be disappointed to see you only get city and gender-level targeting. No interest, connection targeting, custom audiences, conversion optimization, url parameters, or Power Editor.
There is no ad group feature here, for rotation of images against copy.
This is meant to be simple, such that anyone can use their self-serve tool.
The final step is to put in your credit card.
Put in WELCOME to get your $25 credit.
You have to fund an ADDITIONAL $25 to turn your account on.
So now your account balance is $50– the $25 for free and whatever you put in on top.
Careful here, since the automatic reload option is on. I’d set this to “off” until you know this is working for you.
Now log in with your Yahoo! credentials and you’re done.
24 hours later I eagerly checked the results.
The reporting interface showed I had just one click and had run out of money.
Were that accurate, then this campaign yielded a $50 CPC.
But it turns out that reporting is on a 24 hour lag.
This is not like AdWords or Facebook ads, where you have data only minutes old.
Makes optimization tricky, since you could be bleeding a whole day without knowing it.
Fortunately, we drove 65 clicks, which is an average of 35 cents a click.
We weren’t able to target interests, connections, or anything beyond major city area (DMA), remember. And with no conversion tracking, Yahoo! has no way of knowing who converted or how to optimize to more conversions.
That said, we checked the video plays in our Wistia account and saw 12 video plays in the Minneapolis area, which we targeted.
While we didn’t drive any sales on this small test (we didn’t expect any sales), we did see some promising signs:
Overall, not bad for a simple product that doesn’t allow much targeting.
Is this something you’d want to try for your business?
Sometimes the most obvious tips are the most powerful and most overlooked. Ken Rudin, the uber data geek at Facebook, keynotes at TDWI Chicago.
Video here, but if you don’t have 50 minutes, here are the takeaways:
Knowing this, how does that affect you strategy to acquire more fans or nurture folks who have become fans of your page? Instead of selling the brand proposition, why not harvest your existing brand power?
Most non-fans are not fans of your page because they aren’t ever presented with the opportunity to hit “like”. Sponsored like stories, a new ad unit from Facebook, allow you to do this effectively, often at a cost per fan of under 50 cents.
So you have a million fans—so what? Or you’re looking to make an investment on Facebook, but want to be smart about it. You can read third party articles that say a fan is worth $3.86 or some other specific, but arbitrary figure.
The value of your fans is simply how much incremental revenue your fans generate. That’s easy to say, but hard to measure.
Ask yourself what your email program is worth. The answer is based on how well you market against that list and how big your list is.
EdgeRank, Facebook’s algorithm to determine whether you show up in your fans’ news feeds, looks at how engaging you are, whether people are liking and commenting on your wall, to determine whether you deserve to show up.
Don’t assume that because you post it that, all your fans will automatically see it.
We see brands with news feed coverage ratios of under 10%, while some folks (entertainment and pro sports) can be well over 90%. Calculate yours by looking at how many impressions you are getting per post and dividing by your fan base. 50% is a good target.
If you’re under, then potential reasons are non-engaging content (not asking questions), a stale user base (too many contests), posting at the wrong times, or over-posting (fatigue or too many product-related postings).
Sell via ads, not the wall.
Yes, there are technical components, but the heart of Facebook strategy is tying back into what your brand represents in the real world.
Don’t hire a fresh college grad to manage your Facebook in isolation and treat your wall like a complaints board.
Take a higher level view that is an extension of the brand messaging you have in other marketing channels. That takes a senior leader to bring folks together.
Put up a dashboard (we can help build one) that everyone can rally around and that will help educate co-workers in the process. A competitive dashboard is a good start—here’s an example of Dominos vs. Papa Johns.
Many of the brands in the audience have retail presences. That means Facebook created Place Pages for users to check-in and leave comments.
Are you actively monitoring these pages?
Did you know that Facebook automatically creates the locations without your knowledge?
That means your fans are commenting and checking-in without you, so you better go claim these pages, set up monitoring, and loop in your customer care folks (the people who answer your phone and email).
If you’re advanced, you might train up franchisees and store managers on how to respond to complaints and questions.
Claim your Google Places while you’re at it.
Agencies want to say they can do social, but spending money with Facebook to buy a lot of impressions doesn’t equal a strategy.
Nor does building cool-looking apps and contests equal strategy.
Someone else can install the plumbing for your new house, but you must be the architect that provides the design. Software can help, but cannot replace expertise, which is in short supply.
There is no silver bullet here.
Agencies and even Facebook themselves will encourage you to spend more money. Our most common complaint from clients is “but Facebook told us that…”, to which we say “are you talking to someone in sales?”
Nothing wrong with talking to a rep from Google or Facebook, just know if they have a quota to hit and make sure to consider that bias. Incidentally, we believe that advertising is a necessary tactic to kickstart a new page, that content and apps alone won’t drive traffic.
Once you have your strategy, which is how to get your existing fans to rave about you in such a way that their friends are pulled into the conversation, then and only then should you engage in Facebook marketing.
Armed with these techniques and measurable goals, you can then build ad campaigns that drive to engagement apps on your page.
But make sure that you have lined up a method to drive traffic to the app, that the app fits within your brand proposition, and that you’ve determined what success looks like before you embark.
This was sent to us by Kevin Evanetski of SocialYeah.com – Thanks, Kevin!
Industry folks call this the “Mari bump”.
When you’re fortunate enough to get an endorsement, you can expect to get a nice bump in traffic. Even a Mari sneeze can do wonders.
She mentioned one of my articles in her weekly Social Scoop newsletter.
And it drove 434 visits the next 48 hours.
It’s high quality– the average visitor stayed for nearly 2 minutes.
That’s even longer than folks who come from insidefacebook.com (I’m an author there), but not quite as long as Google organic results (over 3 minutes).
What I learned from this:
It’s not about SEO, but linking up with people in real life.
Mari taught me that she was a relationship expert well before Facebook was en vogue.
She is warm, positive, and sharing as a genuine human being, as opposed to a purely online celebrity.
When you freely give of your expertise, you get back much, much more.
This word of mouth is your marketing– it’s the lifeblood of your leads and revenue pipeline. The people you help, paying customers or not, spread the word about your expertise and create new business opportunities.
And, in turn, this lead to you being invited as an author to share on high authority sites.
Post a killer article and conference organizers take note.
I get to join Mari, Jon Loomer, Amy Porterfield, and other friends in San Diego for Social Media
Marketing World. Yippee!
It’s a virtuous cycle, as long as you keep sharing. Some call it karma.
Next week, I’m flying to the Yukon to speak at a music festival and go dogsledding.
Yes, I’m getting paid to do this.
And then to Texas to speak at PubCon and Social Media Club Dallas.
The best marketing is when others do it for you.
And this breeds more speaking engagement, such as Social Media Marketing World and #ICON14.
People have told me not to openly share my best tips on Facebook ads– because if you teach people, they won’t hire you. But the exact opposite is true.
When you share freely, people realize how much there is to learn and then why they need to hire you.
If they didn’t want to pay or didn’t have the money, it doesn’t hurt you anyway.
When the butterfly beats its wings…
One mention from Mari opens many doors.
I’ve since gotten referrals, speaking opportunities, great clients, and some fun times.
What is your area of expertise and are you openly sharing it with the world?
Then continue to surprise and delight people.
Incidentally, this ad was not made by me.