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How Dalworth Restoration is growing their Facebook presence and engagement.

By Dennis Yu Leave a Comment

Dalworth Restoration is a damage restoration company around the Dallas-Fort Worth area.
In the past, They were pulling $70 in spend with a CPF (cost per fan) of between $3 and $23 across 3 campaigns. 3 promoted posts didn’t do much.
Screenshot 2013-12-27 at 4.28.25 PM
We followed a 3 campaign strategy of audience, engagement, and conversion, neatly tending and applying “miracle-gro” to our audience garden.
So our first campaign is for fan acquisition.
We are starting with traditional page like ads (headline, images, descriptions) and sponsored stories (page like ads). 108,000 people 24+ within 50 miles of Euless who are friends of fans of Dalworth Restoration.
2014-01-11 00_25_58-Power Editor
Including the phone number generally isn’t as effective in driving conversions, but it may drive some phone calls that don’t have associated clicks.  If you’re wanting to measure phone conversion, you can set up multiple tracking codes passed through the URL like Dalworth did, displaying different numbers for each campaign.
Try some other combos– likely relying more on page like stories (which don’t require you to come up with body copy).
Screenshot 2013-12-27 at 6.02.15 PM
So we now have 5 ads– four standard ads that rotate through these four images and one sponsored story (that uses a friend’s endorsement).
To be able to target homeowners (since renters are not likely to call a restoration service), we must replicate this ad in Power Editor.  There are now 1,063 partner category targets available.
There are 69 million homeowners in the US, a subset of which are in the DFW metroplex. We also have renters, recent homeowners, and property value ranges. Sometimes Facebook’s audience estimator doesn’t provide the counts.
Screenshot 2013-12-27 at 6.05.09 PM
For now, we chose “all Facebook” for the placement, since CPF will likely not differ significantly. For engagement and conversion ads, we will want to separate these out, especially if we are sending people to the website, which may or may not be mobile friendly. We can choose to not show on mobile or not show on the RHS (right hand side).
Screenshot 2013-12-27 at 6.07.49 PM
We got the initial ad approvals back within a few minutes of submission.  The more spend history you have and the longer you’ve had your account, the faster your ads are approved. In the early days, before Facebook had ad operations teams in different countries, it would sometimes take days to get ads approved.
Screenshot 2013-12-27 at 6.10.01 PM
The heart of our campaigns is on engagement (named 2_engagement), where we have “always on” ads that promote the most recent post into the newsfeed.
We set a budget of $20 a day, which should be more than enough to cover this. Of the 893 fans, we can expect that half will be online each day (about 450), which will cost us about $5 a day to reach.  Setting a budget that is above the actual spend is unlikely to hurt us, since Facebook limits newsfeed frequency.
Without turning these on, our organic posts are getting only 50-60 people to see them.
Screenshot 2013-12-27 at 6.16.07 PM
Above, we see that we got only 54 people out of 893 fans to see it, which is 6%– normal.  But with the engagement ads that are always on, we can expect 35-50%, which is 6-8 times better.
We have one ad that is always on, targeting just the newsfeed.
Screenshot 2013-12-27 at 6.21.21 PM
We are targeting just homeowners within 50 miles of Euless that have home values north of $150,000.  Interestingly, in the United States there are 133,100 folk who have home values above $2MM we can target on Facebook.
By targeting homeowners who are also connected with people who are fans of Dalworth Rug Cleaning and Dalworth Restoration, we chop the audience from 220,000 down to just 5,600.  As the audience campaign does its job, the social reach (the number of folks we can reach who have a social connection), increases. Right now we’re at 5%, but would like to be at 50% by the end of 2014.
2014-01-11 00_40_00-Power Editor
Custom audiences are the most powerful feature of Facebook ads, since we can upload existing lists of customers to be matched and targeted on Facebook, plus find look-alike customers (people who are not customers, but have similar characteristics of existing customers).
We’ll create a separate set of campaigns for Dalworth Rug Cleaning, but still use property managers and insurance agents for Dalworth Restoration.
By the way, it’s okay to have multiple pages listed in the “friend of fans” connections box, which is hidden under “advanced connection targeting”.
Screenshot 2013-12-27 at 6.27.03 PM
We don’t have conversion campaigns set up yet, since we need to have marketing automation place to collect emails and then nurture prospects.  Need something like Infusionsoft here to be smart about managing this funnel.

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“It’s not the fan count that matters, but the quality of the engagement and how this turns into eventual conversion. We see social as an assist to other channels.” Says Evan Islam, who handles marketing at Dalworth.
Readers, how do you grow your audience? Have any experience/advice to share?

Filed Under: Advertising, Facebook Tagged With: AEC, CPF, Dalworth Restoration, engagement, Friend of fans, Newsfeed

Is Facebook Collapsing Under Its Own Weight?

By Dennis Yu Leave a Comment

That’s what this opinion piece for Entrepreneur Magazine argues.

 

The writer claims that because the amount of sharing is doubling every year, there is now so much information out there that people can’t cope. And Facebook’s algorithms cannot adjust.

 

Every time someone logs into Facebook, there are an average of 1,500 pieces of content that they “could” see, were Facebook to reveal everything that all of that person’s friends are doing. This is growing, and the figure doesn’t include ads.

 

Last I heard from Google, they are crawling over a trillion pages every day. When I first started working at Yahoo! a dozen years ago, we were looking at perhaps a hundred million web pages.

 

Do you find Google overwhelming because they will return 167 million results for “Facebook Marketing Expert”?

 

Screenshot 2013-12-30 at 7.38.43 PM

 

Do you think that Mari Smith, who is ranking #1 on Google for this search, is worried about the other 166,999,999,999 folks?

 

And if you grow from having just 50 friends on Facebook to 500, does it mean that the acquaintances will drown out your close friends and family?

 

Silly.

 

The author doesn’t understand that the purpose of a newsfeed algorithm is to show you what matters most to you, based on who you’ve interacted the most with, what content you enjoy, and how often you wish to consumer content.

 

In fact, the more information Facebook has, the more they know about you and the smarter they can be in personalization.

 

YOU CAN HAVE ONLY SO MANY GOOD FRIENDS

If you take a pizza of 8 normal slices, then cut each slice in half, you have 16 slices. Do it again and you have 32 slices. But there is still the same amount of pizza.

 

Facebook doesn’t enable you to have more close friends, arguably. Nor do they require that you discard your good friends to fritter away time on acquaintances.  They don’t show casual friend updates with the same frequency.

 

Likewise, with Facebook having a greater pool of status updates to select from doesn’t mean you have to spend more time on Facebook. However, the author did calculate that it would take you 17 hours per day to consume all the content available to you.

 

THE SKY IS FALLING

 

Screen Shot 2013-12-12 at 8.13.56 AM

 

It’s fashionable to decry Facebook– too many ads, all the kids are abandoning, your privacy is gone, or whatever sensationalization generates press.

 

But the smart money is on Facebook ads and doesn’t fall for it.
Screen Shot 2013-12-12 at 8.22.54 AM

Filed Under: Facebook, Google, News Tagged With: Collapse, Entrepreneur Magazine, facebook, Google, Newsfeed

Is Facebook Collapsing Under Its Own Weight?

By Dennis Yu Leave a Comment

That’s what this opinion piece for Entrepreneur Magazine argues.

 

The writer claims that because the amount of sharing is doubling every year, there is now so much information out there that people can’t cope. And Facebook’s algorithms cannot adjust.

 

Every time someone logs into Facebook, there are an average of 1,500 pieces of content that they “could” see, were Facebook to reveal everything that all of that person’s friends are doing. This is growing, and the figure doesn’t include ads.

 

Last I heard from Google, they are crawling over a trillion pages every day. When I first started working at Yahoo! a dozen years ago, we were looking at perhaps a hundred million web pages.

 

Do you find Google overwhelming because they will return 167 million results for “Facebook Marketing Expert”?

 

 

Do you think that Mari Smith, who is ranking #1 on Google for this search, is worried about the other 166,999,999,999 folks?

 

And if you grow from having just 50 friends on Facebook to 500, does it mean that the acquaintances will drown out your close friends and family?

 

Silly.

 

The author doesn’t understand that the purpose of a newsfeed algorithm is to show you what matters most to you, based on who you’ve interacted the most with, what content you enjoy, and how often you wish to consumer content.

 

In fact, the more information Facebook has, the more they know about you and the smarter they can be in personalization.

 

YOU CAN HAVE ONLY SO MANY GOOD FRIENDS

If you take a pizza of 8 normal slices, then cut each slice in half, you have 16 slices. Do it again and you have 32 slices. But there is still the same amount of pizza.

 

Facebook doesn’t enable you to have more close friends, arguably. Nor do they require that you discard your good friends to fritter away time on acquaintances.  They don’t show casual friend updates with the same frequency.

 

Likewise, with Facebook having a greater pool of status updates to select from doesn’t mean you have to spend more time on Facebook. However, the author did calculate that it would take you 17 hours per day to consume all the content available to you.

 

THE SKY IS FALLING

 

 

It’s fashionable to decry Facebook– too many ads, all the kids are abandoning, your privacy is gone, or whatever sensationalization generates press.

 

But the smart money is on Facebook ads and doesn’t fall for it.

Filed Under: Facebook, Google, News Tagged With: Collapse, Entrepreneur Magazine, facebook, Google, Newsfeed

When newsfeed posts go wrong

By Dennis Yu Leave a Comment

2013-08-20 21_36_09-Timeline Photos
Chevron runs this post in the newsfeed– boasting of their 2.7 million barrels production per day, accompanied by picture of barrels as far as the eye can see.

 

“Pretty awesome when you think about it,” they say.

 

I counted the first 20 comments and every single one was negative.

 

2013-08-20 21_37_31-Timeline Photos2013-08-20 21_42_08-Timeline Photos

 

Jon Loomer, Facebook advertising expert, has written often about newsfeed abuse— brands that don’t micro-target, let their frequencies run unchecked, and are over-promotional. Here’s his thoughts:

 

“Facebook users are very territorial when it comes to the News Feed. As brands, we are interrupting their usage patterns by showing something they do not expect to see. While brands certainly have been successful reaching non-Fans in the News Feed, we also need to be sensitive to the user experience when we do it. I recommend micro targeting and soft-selling while closely monitoring frequency and response for optimal results.”

 

We’ve spoken about how to calculate Earned Media Value in the past– multiplying organic impressions by an average CPM for your paid media. But in this case, is Chevron creating negative earned media and spreading hatred of oil companies?

 

Or is all attention good attention?
2013-08-22 14_01_28-BlitzMetrics - Big Oil

Filed Under: Advertising, Facebook, microtargeting Tagged With: abuse, advertising, Chevron, earned media value, facebook, frequency, Jon Loomer, Newsfeed, over promotion, overpromotion

Adobe Social predicts the future with Social Predictive Publishing

By Dennis Yu 2 Comments

Marty McFly has a silver DeLorean that can go 88 miles per hour.
And Adobe announced predictive publishing on Facebook. Integrated into the Adobe Social publishing tool, it will increase your newsfeed exposure by:
  • Suggesting when to post.
  • Identifying low-ranking words to replace, including synonyms to use.
  • Predicting how many likes, comments, and shares you’ll get.
  • Show you historical posts with similar engagement.
  • Warn you when you have proximity to another post, so you can space out your content.
  • Take into account time zones.
  • Allowing you to manage your content from your phone, iPad, and desktop.
Adobe’s text mining algorithm drives these suggestions based on historical data. So if you have a new page, there’s not much data to go on. It also isn’t able to take into account current events. So if your community manager were to post something about Boston last week, the alogorithm isn’t aware enough to make recommendations. The paid integration with Adobe Audience Manager is coming.
However, Lawrence Mak, product manager at Adobe Social, says that they’re going to include other data types in the future.  Certainly, it would make sense to time your social content with when people are visiting your website, wouldn’t it?

Picture2

Predictive analytics will boost your newsfeed exposure
Because Facebook takes into account your historical post performance, you can use social predictive publishing to build up momentum on your page. As more people are liking, commenting, and sharing, your posts will live longer in the newsfeed. This gives you an increasingly wider window of engagement.  If you post something that doesn’t get engagement, it falls off the bottom of the newsfeed quickly.
Picture1
So this new feature will get you more mileage out of your content– especially in the new newsfeed, which is increasingly competitive.
Great Scott! 1.22 gigawatts

DocBrownGreatScott

There are a number of other tools in the market that promise to predict the future, but fall short on specifics. Adobe Analytics (formerly Omniture) has the street cred to probably pull this off. Adobe is integrating the former Context Optional toolset, which came from the Efficient Frontier acquisition. So they have an already strong feature set to build upon.
It’s in beta now, but will be included in this summer’s Adobe 3.0 release. It’s baked into Adobe Social, so no extra charge for these features.

 

Filed Under: Analytics, Social Media Tagged With: Adobe, advertising, Analytics, facebook, Facebook ads, Metrics, Newsfeed, Omniture, Predictions, Social, Tools

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