Tag: relationships

Run an effective $5 Facebook campaign

Run an effective $5 Facebook campaign

Amplify’d from www.socialmedia.biz

How to run an effective Facebook campaign for $5

jess3 ad

How to take advantage of the power of microtargeting on Facebook — at a crazy cheap price

dennis-yuLast week there was a buzz in the CEO, Webtrends and CEO, BlitzLocal offices. One of our employees was trying to get my attention. He did so by creating a Facebook ad targeting anyone who lived in Portland, was between 30 and 40 years old and worked at either Webtrends or BlitzLocal. Of the nearly 600 million users on Facebook, only 80 people met that criteria.

It cost him only 6 cents to do it. And for that price, he was able to bombard our people with ads. The cost of that inventory is a 30 cent CPM, which means it costs 30 cents to show a thousand ads. So he was able to send 200 highly targeted messages, as he details in this post on the Facebook Microtargeting trick.

Sounds less like advertising and more like super-targeted email marketing, doesn’t it?

And, in fact, it is, except for this:

• You can send these messages without needing someone’s email address.
• You pay only when someone clicks it (yes, it’s cost per click advertising).
• An impression is guaranteed when the person next opens Facebook (whereas in sending an email, you can only hope that someone will open it).

jess3 campaign

Click to enlarge

Now imagine that you’re a software company like Webtrends, building relationships with other agencies that resell your social analytics software. The founders of the data visualization agency JESS3 come to visit and you’d like to strengthen that bond. Maybe you spend $5 on a micro-targeted campaign like the one above, but slice it up to put the ad image more compactly next to the stats. You absolutely bombard anyone who works at that firm with your message almost 3,000 times. If they have 50 people, that’s 60 ads per person. Who cares that we got only 9 clicks (of which 4 happened to become fans)? The goal is not the click, but the awareness.

Total cost: $5.67 in Facebook ads

Create a specialty video with a customized message

But you could take it a step further, since those folks who do click through on the ad can come to your landing page. So imagine that we send all employees of the email marketing company ExactTarget to this Facebook landing page (warning: there is sound). And how much did this landing page cost? Only $5. We have a network of dozens of freelancers that will do voiceovers, take photos, sing songs or do whatever for a few dollars. More examples of specialty videos here.

Social media success is about pinpoint precision targets — we’re simulating the one-on-one conversations that friends have among themselves

While each of these examples might be clever or interesting, the question becomes: How do you scale this? Social media success is about pinpoint precision targets — ultimately, because we’re simulating the one-on-one conversations that friends have among themselves. But if you want to have 1,000 conversations, you need 1,000 different ads and 1,000 different landing pages. Who has the infrastructure, staff, or the budget to do that?

This is where smart automation comes in. Here’s an example of our scoring platform at work:

Webtrends sells analytics software to the big boys who don’t mind paying $100,000 per year for analytics software. Trouble is that every website needs some form of analytics. Maybe they’ll use Google Analytics — it’s free and pretty good. But we want to talk to only those customers who have the money and need for enterprise analytics software. It would be suicide to buy the keyword “web analytics” on PPC because of all the players that offer web analytics for free or super cheap.

So we took the Fortune 1000 and ran a script that collected a wide range of data — market cap, their industry, annual revenue, P/E ratio, website url, homepage pagerank, pages indexed, Facebook page, number of fans, company logo from Google images and so forth — dozens of metrics. See the detail from our spreadsheet/CSV file below.

Click to enlarge

And then we ran this data through our scoring algorithm to calculate their Social Score — how well they did versus peers in their industry. We might say, “Shell, you got a 56 and rank 7 out of 9 in Oil and Gas.” Or we might say, “Shell, why do you have only 53,548 fans while others in oil and gas have 184k on average?” Then we target people who work at Shell — not just everyone, but those people who have titles of VP of Marketing, Chief Financial Officer, Public Relations and so forth.

There might be only a couple dozen people and not everyone puts their information on Facebook, but it’s enough. And you can bet it gets their attention! They come to a landing page that has their social scoring report, which shows a portion of the metrics that we’ve gathered. But they have to click Like to see the rest of the report, which is grayed out.

Now what happens when that person clicks “Like”? Of course, some of their friends and co-workers see it. And as all curious co-workers will do, they want to check out what you found to be so interesting. And then when these people see our ad, it shows that their friend liked it, which makes our offer of a report that much more credible (image at right).

A move to quality targeting over mass media blasts

Now do you see how this works? It’s quality over quantity, folks. Think about who you want to target as precisely as possible. Where do they work? Where do they live? What kind of car do they drive? What TV shows do they watch? What industry conferences do they attend?

Let Facebook do the work for you, running ads that target journalists who write for the Wall Street Journal, Mashable, Forrester, VentureBeat, the New York Times

Can’t afford $15,000 to exhibit at your favorite conference, plus the $3k to ship the booth out, the cost of the people to have to man the booth during Expo Hall hours, the schwag you have to give out and so forth? Then run an ad for the three weeks leading up to the conference targeting fans of the conference.

Bingo, you’ve now spent $5 to target this audience with your message and you have plenty of time to set up in-person meetings with those folks who are worth talking to, as opposed to any random people who might wander up to visit you at the show. And then you can thank them later.

miva_thank_you

Click to enlarge

Need some PR help, but can’t afford a New York PR agency for $10,000 a month? Then let Facebook do the work for you, running ads that target journalists who write for the Wall Street Journal, Mashable, Forrester, VentureBeat, the New York Times or whoever. What would you like to say to them?

Can’t afford to hire a big sales staff to cold call people who don’t want to talk to you? Easy. Just run ads targeting the competitors of your existing customers. Let’s say that Marriott is your client and you’ve got a great case study there. Run ads targeting the folks who work at Hilton, Starwood, Motel 6 or whoever. You can bet they want to know what their competitors are doing. Inquiring minds want to know!

Making waves with 5 bucks in your pocket

By now, I hope to have shown you that with some ingenuity and $5 in your pocket, you can make some serious waves on Facebook. If you’re a small business or start-up, learn how to master some of the techniques mentioned here. If you’re a big brand and looking to scale, then you’ll need some process and software automation to make this happen across thousands of conversations.

Know of any companies that offer software that will do mass personalization of ad and landing page content? Ad agencies are good at throwing bodies at client accounts — great service, but no scale. Software companies are good at building code based on a predefined set of rules that can be repeated. But success for your company can’t be solved by either a pure agency or a pure software company. The agency can’t throw enough people at the problem and the software company can’t offer a one-size fits all solution to everyone.

Only you can work the magic at your company. As much as we’d like to sell you some software, vendors like us can only assist you in coming up with the creative strategy that resonates best with your customers, the PR strategy that gets the press talking about you, a unique way to position how you solve your client’s pain. Ultimately, these $5 campaigns, whether you run just one of them or 10,000 of them, boil down to a marketing strategy — a unique, compelling message — that we can multiply out to your customers and get those customers to spread on your behalf. (Again, if you’re a smaller company targeting just a few potential or existing clients or partners, go for it yourself!)

In our next segment, we’ll explore that topic in more detail — how to get your fans to do your marketing for you. The techniques that work are probably not what you’d expect, since the world of Facebook relies upon the game dynamics of News Feed Optimization, advertising, applications and Open Graph widgets. We’ll show you how the harder you make it for customers to convert, in certain instances, the more likely they will take action. Stay tuned to learn why.

Read more at www.socialmedia.biz

 

New job, rowing, new bike, life etc…

New job, rowing, new bike, life etc…

So, it’s been quite a while since I have updated… sorry!

What’s news for me?

Well, the job search is over! And all the turning down offers and holding off for a workplace that fits in with my values, suits my personality and extends me professionally has paid off 🙂

I’m now working at Downstream Marketing as a Search Engine Marketing Assistant. Which basically means that I pour through data from Google AdWords and Yahoo Search Marketing mostly through an impressive tool called Efficient Frontier (exclusive to Downstream in Australia). I then analyse the data, create reports, have client meetings, optimise the ads and track the budgets.

Yes, it’s much less “creative” than my previous work, but it’s extending me and that’s the whole point! Plus I get to do it with a fantastic team of people (which you’d kinda hope after 7 interviews and a analytical/behavioural test).

In other news, I’m putting off further study for a while because I cant dedicate the time. Sure, it would have been nice to get my PhD very young, but I’ve still got time.

The plan is to build up capital and gain experience whilst doing a bit of moonlighting with Joni so that in a few years I can head abroad again and possible start a communications agency.

— but we’ll see how the best laid plans of mice and men work out!

As for rowing I’m enjoying being back into it! However, being ill and trying to row during my first week off work beat me around!

We (Winchy, Simon, Lachey and I) went cycling up to Pearl Beach last week and had a great time (with Joni, Tony and Bry in the car)! The weather was almost unbearable and my 30+ year old bike almost killed me.

After that my bike almost fell apart, so I BOUGHT A NEW BIKE!

GTR Series 3

Pretty neat, aye!

It’s my primary mode of transport and it’ll make my life much easier. Just got to figure out getting work clothes dry cleaned, having showers, packing lunch etc..

Joni has been working on the opposite schedule to me (4pm-12am and 2pm-10pm) and we’ve hardly seen each other. It was really nice to have the weekend together 🙂

On that front all I can say is that besides our crazy schedules, things are still going great! She’s amazing and more than 2 years down the track we’re still crazy for each other and enjoying each other’s company.

It’s great living with her and Jeremy. When you get on with those you live with it makes life just that much easier.

Well, this has been a long post and I’ve hardly scratched the surface!

I’m not making any promises, but I’ll be trying to update this more often now.

Essential guide to effective human interaction

Essential guide to effective human interaction

Get ready for the quickest tip that I could give anyone to improve the quality of their relationships (of any kind ranging form corporate to intimate).

People like to feel desirable and appreciated.

If you make people feel like they are worth your time and not like your relationship is out of pity, necessity or duty then they will respond much better.

If you make sure that people are recognised for their efforts and their qualities, then they will excel!

Once you break it down, you realise that most interpersonal problems root from these two human needs.

The methods for achieving them, however, are much more difficult! That’s what takes years of practice! And “practice” is a deliberate thing.

WorldSocial.net

WorldSocial.net

The Worldwide Social Network

The real “social” network…because change is possible

I’m looking for partners to help build WorldSocial.net

It is going to be a full-featured collaborative open source social networking and management tool that will also provide a back-end platform for organisations, individuals, causes or events to incorporate into their own sites and customise for their own profiles.

Problems

  • Thousands of NGOs focus on issues ranging from sustainability and humanitarianism through to political reform and education
  • Difficulty motivating cross pollination
  • Not enough time, funding or people
  • Organisations constantly reinvent the wheel
  • Lack of enabling tools
    Old methods of communication cannot handle this and new ones are proprietary, incompatible and too numerous.

Opportunities

  • Rise of social media and online tools: Facebook, Twitter, Meeting Wizard, Wikipedia, MySpace, Google tools etc..
  • Economic recession provides need for innovation and incentives for collaboration

Market

  • Governments and grant-giving bodies looking to put money to its most effective use
  • Corporations willing to make progressive changes, but need partnerships to take the plunge
  • Thousand of organisations and causes that need resources, membership/event management, collaboration tools and networking opportunities
  • Millions of individuals looking to volunteer, donate, make changes and have an active role in shaping their world

Features

  • Management tools: membership, events, petitions, meeting wizards, grants, volunteer, employment,
  • notifications and management for both physical and digital resources.
  • Information integration: articles, blogs, studies, collaborative encyclopaedia, press releases, videos, tweets and status updates.
  • Relevance algorithms
  • Networking tools
  • Profiles: interests, events attended, education, affiliations, resume etc…
  • Geographical integration.
  • Online meeting, conference and collaboration tools

Scenario 1: Physical Resources

Get Out The Vote wants to run a campaign in the interior of Canada but their offices are in the major cities.
They have a few supporters out in the country.
Those supporters search for organisations in their local area that would allow them to use printing equipment.

Scenario 2: Digital Resources

Joe Smith from Vancouver wants to run a program for troubled teenage boys in high school.
He searches WorldSocial and finds the “No Limits” course which was run in Sydney.
He downloads it, adapts it and tries it.
Later on he uploads it to share on WorldSocial, along with photos and videos too!

Scenario 3: Individual Support

Mary Stephens from Newcastle wants to donate some time and money to help her community.
She fills out a survey on WorldSocial about her interests and values.
Later on, she is notified about the details of several events in her neighbourhood.
Also, her $20 donation was split between the 7 organisations that she approved upon the survey’s suggestion.

Scenario 4: Group Websites

Macquarie University Sustainability Society wants to create a website for their members.
They log in to WorldSocial, start a group and then customise a website that works in realtime with the Worldsocial database.
This time they decide to go for customised template with their own URL.
Now they can organise events and meetings, collect membership fees and donations, share their work, apply for grants and syndicate information about local sustainability groups!

Scenario 5: Online Grants

The New York City Council are looking to support social enterprise businesses in the Manhattan area.
They create a grant listing on WorldSocial and wait for applicants to create profiles and apply.
Later on they view all their applicants profiles and user recommendations on WorldSocial!

Group Networks

Groups are much more networked than we think – here’s just a quick overview of the simple relationships.

What is already there?

Facebook, Craigslist, Digg, MySpace, Google Maps, Skype, LinkedIn, Google Docs, Taking IT Global, Meeting Wizard, Livejournal, Flickr, Wikipedia, WordPress, YouTube, Twitter, Blogger, GetUp…

What are they lacking?

  • Integration
  • Centralised database
  • Synchronisation
  • Full features
  • Open source
  • Co-operation
  • Customisable front-end
  • Expandability
  • Collaboration
  • Full syndication

Challenges

  • Getting financial support for an unknown entity in times of economic recession
  • Reluctancy to support something that wasn’t started in-house
  • Creating something this big will be very hard, but there is no point in doing it unless we aim big.
  • Current tools do parts of this and the need for a full-featured collaborative and open tool may not be obvious.

WorldSocial.net

A full-featured collaborative open source social networking and management tool that will also provide a back-end platform for organisations, individuals, causes or events to incorporate into their own sites and customise for their own profiles.

Communication and collaboration are the most effective means for change!