It’s not often that brands are willing to share the mistakes that occurred during their social media campaigns, even though those are often the most valuable insights.
Therefore it was very refreshing to hear Radio France's head of digital marketing Virginie Cleve talk through a few of the things that didn’t go to plan when the business embarked on a new social strategy.
Cleve was speaking at Socialbakers' Engage NYC event today where she revealed that the public broadcaster, which has more than 5m daily listeners and attracts 3.5m unique visitors per month to its website, redesigned its digital marketing strategy in 2011 with a new focus on editorial.
Radio France didn’t have a large email database that it could use to promote the content, so instead decided to use social channels focusing primarily on Facebook.
This week saw the release of a controversial report from Forrester, claiming that ‘Facebook is failing marketers’. In an open letter to Facebook CEO Mark Zuckerberg, analyst Nate Elliot asked why Facebook ads were delivering so little return for many advertisers.
Could it be because most advertisers on Facebook don’t know what they’re doing?
Before I get into this, I want to point out that I’ve seen plenty of excellent marketing and effective advertising on Facebook.
Recently I’ve been running a variety of social ads to promote the Festival of Marketing, but due to a glitch in our purchase process, measuring the exact return has been more difficult than usual.
Luckily I’m able to see the silver lining in any cloud, so I thought I’d use this opportunity to talk about how data correlation can help uncover hidden social ROI.
Almost two-thirds of businesses (64%) increased their spending on online display advertising this year, while just 14% decreased their level of investment in this channel.
This marks a trend of increasing spend as the proportion of advertisers having increased their budgets for display advertising has gone up from 57% to 64% since 2009.
While this trend reflects the stabilised economy in 2013 compared to 2009, it also highlights increased confidence among advertisers and agencies that online display advertising is delivering value, largely driven by more efficient technology and better understanding of the channel’s performance resulting from improved attribution.
The findings come from the new Econsultancy Online Advertisers Survey Report, published in association with Rubicon Project.
Budweiser proved to be the king of alcohol advertising in Q1 by achieving more than half of total social shares.
The beer company’s 'Brotherhood' ad was shared 2.4 million times compared to 970,000 for little-known vodka brand Neft’s ad, 'Bad Motherf***er'.
According to Unruly’s data, Bud’s advert accounted for 59% of total alcohol ad shares in Q1, despite the fact that it isn’t really the kind of creative one would normally associate with beer ads.
It’s a sickly sweet tale of one man’s relationship with his horse, which is a far cry from the usual light-hearted ads beer companies usually go for, including Bud’s previous “Wassup” efforts.
Despite the marketing potential that exists in social networks there has always been an element of doubt over the efficacy of buying social ads.
Some of the most convincing arguments against social ads are that people don’t want to be sold to while they’re socialising and that you can’t always trust the validity of personal data on networks like Facebook.
In fact our own head of social Matt Owen recently blogged about the problems he encountered with gauging the success of Promoted Posts due to poor targeting tools and fake profiles.
But a new report from Kenshoo shows that although organic posts (such as maintaining a branded Facebook page) are the most popular social tactic, paid ads actually proved to be the most successful approach.
Hollywood and social media may seem like a match, but if Facebook is a big part of 'social media', the movie version of the relationship may not have a happy ending.
Last year, just as the world's largest social network was prepping to go public, it was publicly dissed by automaker GM, which said it was cutting its spend on paid Facebook paid ads.
Now it looks like movie studios, not sure of the ROI from their Facebook investments, may be following in GM's footsteps.
Instagram is changing. The popular mobile photo sharing service's rapid rise and $1bn acquisition by Facebook is the stuff of startup legends, but Instagram's story is still being written.
Today, the new path the company is charting has it fighting strong headwinds as users take issue with some of its plans.
Startups looking to become the next big thing on the social web may find it more difficult to raise capital going forward, but there's good news for the major players in the space today: the amount of money advertisers spend on social ads is set to grow considerably in the next several years.
By just how much? According to a new report by BIA/Kelsey, spending on social ads will double in four years, growing from $4.6bn this year to $9.2bn in 2016.
Brands are increasingly paying for 'Likes', followers and reviews, and despite the risks associated with this activity and the questionable efficacy of the tactic, there may be a logical reason for it.
That reason: according to Nielsen, consumers trust earned media, such as recommendations from friends and online reviews, far more than they do paid media.