Posts Tagged ‘facebook’

Doing your own advertising? Some tips

There’s a pattern that computers and technology have made apparent over and over.

  • Pre-computers: music was recorded in expensive studios, controlled and distributed by labels. Post-computers: Computers come pre-loaded with free music recording software, and some of the music has gone on to great success.
  • Pre-computers: books were bought by publishing companies, printed on giant presses, distributed to bookstores. Post-computers: anyone (like my friend Sue, for example) can write an e-book (Produce: The Art of Creating Digital Content Using Professional Production Techniques)and take charge of distribution.
  • Pre-computers: making video required hundreds of thousands of dollars in equipment and highly-professional staff. A few television networks distributed programs and sold advertising. If you didn’t make it on those networks, you didn’t make it on TV. Post-computers: People with consumer-grade technology make videos and upload them to Youtube and other sites, making money from advertising and sometimes getting millions of hits.

Another example of this pattern is advertising. When your media choices were (more or less) daily newspapers, radio, and television, most businesses didn’t do their own advertising. That was done by agencies, or by the media outlet. And it was expensive!

Then, pay-per-click came along. Google AdWords, Facebook, etc. etc. Suddenly anyone could advertise, even with just a few dollars a day to spend. Which is great! Except… sometimes it isn’t.

I saw a sponsored post in my Facebook feed earlier this week. Somebody did something right, because it was for a new microbrewery in my hometown. Except … the ad copy said “opening Spring 2014.”  Problem #1: the brewery  was already open. Problem #2: It was July.

I don’t want to call out the business in question — they’re a small startup, and there’s no doubt they have a million things that they’re trying to do. What happened isn’t a capital crime. But it did point out something that I think happens quite a bit with small businesses and new businesses — their online advertising just gets a little bit out of control.

So I thought I’d give you a quick checklist for your online advertising.

  1. Just because you’re not spending thousands of dollars (unless you are!) doesn’t mean you shouldn’t be serious about it.
  2. It’s not like traditional media — you don’t want ot run one ad or a couple into the ground. Have multiple ads running.
  3. Response on online advertising drops off like a rock off a cliff. That’s part of the reason to have multiple ads running at any one time, and also a reason to have an inventory of ads that you can swap in and out.
  4. If you use a calendar, or a whiteboard, or whatever to keep a schedule, use it to note when your ads should be staritng and stopping. Also use whatever scheduling options you have in the advertising platform to “set and forget” ads, but have a backup.
  5. Most online advertising gives you a limited amount of wording to play with, and an image. Work hard on those words and images, because they’re your only chance at getting people’s attention. Because you can create many ads, you can play with images and copy.
  6. Regularly review the performance of your ads. Be strategic — and by that I mean ensure that your ads are pushing the viewer to some ACTION.

If you’re doing online ads and want to do a little more education, I’m happy to help as much as I can — although I am not an online advertising expert. If you want to go deeper into this, there’s a ton of great resources out there. For example, e-commerce company Shopify (an Ottawa success story, yay us!) has this great guide up on line.

And Brian Carter has two great books out that can help anyone use online advertising to their advantage:

The Like Economy,

and Facebook Marketing:


If you get through all that, you’d likely know more about this stuff than I would!

(Photo credit: cc-licenced image by Flickr user Marcin Wichary)

Are you now or have you ever been a commentist?!

Since I have a foot in the music “industry”, one of my regular reads in my RSS Reader is the Musician Coaching blog by Rick Goetz. He quite often has posts of interest to me. But last week, he had one that hit me right in the bull’s-eye: an interview with a singer-songwriter about how she built her career around house concerts.

About now, you’re asking what a house concert is. Quick explanation: a house concert is a musical event where a host opens up his or her home to a performing musician, and that musician is paid by donations from the audience. My partner and I started doing house concerts in 2007, and have had about 40 evenings where amazing musicians have left audiences laughing, crying, or just about any reaction in between.

After I carefully read the post, I left a comment praising the post, adding some background and context, and correcting (politely and constructively) some misstatements. That was on March 21. I waited a while, then dropped back to the site to see if there was any response to my comment. It was still in moderation. And, as I write this, there it remains, in moderation. After a few days I emailed Goetz to ask if there was some reason my comment wasn’t being approved, and I tweeted him as well. To this point, I haven’t heard from him. It’s been five days.

I’m not egotistical enough to think that being deprived of my comment is something that will affect anybody. But I do want to point out a problem that many websites face – handling comments well.

To effectively manage commenting, there are two things to keep in mind: your policy, and your technology.

First, policy. Decide if you even want comments. Most of the time, the advantage of comments — the extension of the conversation —  outweighs the disadvantages. But if you are concerned about abusive comments, about spam or malware, or have another reason for not wanting to allow comments, then that’s a choice you have the right to make. For example, übersite Copyblogger has just ended commenting on its site, arguing that the conversation shouldn’t be confined to its own property, but should be “in the cloud.” I don’t quite get that, but hey, they’re way more important than me, so …

You need to think about whether you are going to allow anonymous comments. I am generally of the belief that you should be confident enough in what you say that you’re willing to say it under your own name. Much of the worst vitriol online is generated by people using anonymous handles rather than real names. There’s no “right” answer to this beyond the answer you decide is right.

If you decide to accept comments, then you need to think about how you’re going to do it. You can let the floodgates open up and allow people to comment willy-nilly, without moderation. You can have people moderated the first time, but are given free rein once they’ve had a first comment approved. You can always have comments moderated. If I’m working in that environment, I get email notifications when I have comments, and I pretty much ALWAYS immediately click on them. If you’re going to moderate, you’re pretty much committing to TIMELY moderation or you’re going to take the wind out of the conversational sail.

If you moderate, you also need to make clear somewhere on your site why you moderate, and under what circumstances you won’t approve a comment. It’s much easier to point people to your house rules and explain why what they wrote is not going up on the site: personally abusive, obscene language, racist content, etc. are some of the reasons that are quite valid for rejecting a comment. AND DO NOT rewrite anyone’s comments. That’s just not done.

Now, to the technology.

Most modern blog software have built-in commenting systems. My usual recommendation is to ditch those. They’re pretty rudimentary, and there are better ones that you can plug in with little difficulty. There are three that are commonly used: Livefyre, Disqus, and Facebook. The nice thing about these commenting systems is that they allow things like threaded discussions, so that you can follow the flow of a discussion. They also allow people to sign in using a variety of social media tools (e.g. Sign in using Twitter, Google, etc. etc.). That makes it easy for people to sign in. While I’m not a giant fan of Facebook-based comments, there’s one undeniable advantage to them — when people comment using the FB comments, it will more often than not pop up on their wall, which may lead to people discovering your post from the commenter’s wall.

So put a little thought into your strategy around blog commenting. It’ll pay off down the road.

Using online ads? Prepare for backlash

Interesting example of one of the pitfalls of online advertising passed by on my newsfeed. Ottawa realtor Tracy Arnett had used Facebook’s new promoted posts feature on Facebook. Available since May, this new feature allows a specific post to be pushed into people’s newsfeeds (this is different from Facebook ads, which appear in the sidebar of a Facebook profile). The one I saw advertised a condominium apartment.

But what really caught my eye was the first comment on the post. Take a look:

A screenshot of Tracy Arnett Facebook advertisement

 

To the credit of the realtor, she responded exceptionally well. Apologize for the offense, explain calmly and carefully why it happened, offer a solution.

When I went to the realtor’s Facebook page, I noted the following messages as well:

Arnett Facebook page screen capture

But it points out to businesses using new social media options for advertising such as sponsored posts on social networks that they may well tick off people who see them. Be prepared to receive angry — even intemperate — feedback, and to respond in a measured and factual manner. Imagine if the realtor had responded by saying “Look, if you don’t like it just hit ignore, okay? It’s not my problem”!

And in fact, depending on the type of advertising you’re planning on doing and the nature of your business or organization, the potential for negative responses might well dissuade you from doing such advertising. Proceed carefully!

UPDATED: Just how bad a PR move is shutting down “World Nutella Day?”

Seeing lots of chatter online today about the pending shutdown of World Nutella Day. World what-what? Yeah, World Nutella Day.

Now, I’m not a user of the world’s favorite hazelnut spread. But plenty of people are. But many people are. Enough that back in 2007, an American woman named Sara Rosso who lives in Nutella’s homeland of Italy created (of her own volition) World Nutella Day.

Since then, their site has become a go-to destination for people who like the product (created by the same people who make Ferrero Rocher, Kinder candies, and Tic Tacs) for recipes and stories. Rosso and her Nutella-loving pal Michelle Fabio also have written the e-book The Unofficial Guide to Nutella (affiliate link).  

But apparently, no more. Rosso’s website says (I’ll paste the text here in case the site disappears):

“On May 25, 2013, I’ll be darkening the World Nutella Day site, nutelladay.com, and all social media presence (Facebook, Twitter), in compliance with a cease-and-desist I received from lawyers representing Ferrero, SpA (makers of Nutella).

Seven years after the first World Nutella Day in 2007, I never thought the idea of dedicating a day to come together for the love of a certain hazelnut spread would be embraced by so many people! I’ve seen the event grow from a few hundred food bloggers posting recipes to thousands of people Tweeting about it, pinning recipes on Pinterest, and posting their own contributions on Facebook! There have been songs sung about it, short films created for it, poems written for it, recipes tested for it, and photos taken for it.

The cease-and-desist letter was a bit of a surprise and a disappointment, as over the years I’ve had contact and positive experiences with several employees of Ferrero, SpA., and with their public relations and brand strategy consultants, and I’ve always tried to collaborate and work together in the spirit and goodwill of a fan-run celebration of a spread I (to this day) still eat.

I have hope that this is not a goodbye to World Nutella Day forever, for the fans’ sake, and hopefully it will live on in one form or another in the future.” 

So. From all appearances, this is a big corporation knuckling down on a humble blogger. Certainly, that’s the theme on the Nutella Facebook page, where several hundred comments are roundly criticizing the brand for its actions. Some are even posting video responses:

Doesn’t get much more emphatic than that.

But… what if there’s more to this? As a teacher, one of the case studies I have used for a long time in social media classes has been what’s become known as “The Ranger Station Fire.” This 2008 incident began when Ford sent out a cease and desist letter to someone operating a web site dedicated to the Ford Ranger.

Here’s Ron Ploof’s summary, an eminently useful document.

The Ranger Station Fire by Scott Monty

So at this point, all we have is the World Nutella Day website. We don’t know the contents of the C&D letter (which is more than likely in Italian). We haven’t seen any response from Ferrero. On page 8 of “The Ranger Station Fire”, Ploof describes the fact that the Ford fan site was selling unauthorized products with Ford’s logo on them. They then (VERY quickly) separated out the demands for the URL and compensation from the IP issue.

In the Ford case, they did not end up killing The Ranger Station. It’s still thriving, and they’re still selling products (now compliant with Ford’s IP).

What needs to happen now? Two things:

  1. Sara Rosso needs to make very clear exactly why Ferrero has asked her to cease & desist.
  2. Ferrero needs to do the same thing.

Right now, it’s impossible to know if Ferrero has done something really stupid, or has done something right & executed badly, or whether this is the best of their alternatives and they’re just communicating poorly.

If Ferrero has no compelling reason to have taken this action, they are likely going to be a case study for teachers like me to use in the future — in how to alienate the people who love you.

I have asked Ferrero for comment, and I’ve also sent questions to Sara Rosso. I’ll update this post whenever I have new information to share. 

UPDATE: around 4:00 pm EDT, I saw a statement from Ferrero on their Italian site. Get the update in this post.

SMB 101 Post #9: Using free tools for measurement

Ad Budget

Hopefully, you know more about your advertising effectiveness than John Wanamaker did.

One of the classic quotes from the world of business is attributed to John Wanamaker:

 Half the money I spend on advertising is wasted; the trouble is I don’t know which half.

I’m guessing this is a familiar refrain for many business owners. It’s easy to spend money on advertising, whether it’s in the community paper, the local daily, radio, or online. Wouldn’t it be nice to have a gauge that you could use to measure the effectiveness of that advertising?

But before I give you a few tips, a couple of theoretical points to address. First, it can take multiple exposures to a message before people will act on it — or even notice it. This is called, in the business, “effective frequency.” So don’t think that you can simply run an ad, and based on that one exposure, people will flock to your business.

Second, advertising plays a different role for businesses at different stages of their lives. Al Ries, a renowned brand strategist, characterizes it this way: “PR creates brands; advertising defends brands.” So if you’re a new business, you might be focusing your efforts more on the PR side. If you’re an established, mature business, advertising may be taking a more prominent role.

So once you have a strategy in place and understand the role advertising plays in it… how can you tell if you’re wasting your money? There are some simple things you can do:

  1. Track online. QR (Quick Response) codes are those square barcodes you see on ads, posters, and the like. If you use QR codes in your advertising, you can track how many times those codes are scanned. Even if you don’t use the QR codes, utilities like bit.ly offer similar abilities to track clicks (By the way, bit.ly will generate QR codes that you can use too). And plan out what your call to action will be. Don’t just send people to your website — create a specific page to point them to. Then you will know by traffic if your message is getting through.
  2. A/B testing is your friend. This may sound a bit intimidating. But the concept is simple. Don’t just run one ad. Run two, with a variation in imagery, copy, and the like. Then use the tracking tools mentioned in tip 1 to look at which one is performing better. The easiest place to do this is online, using platforms like Facebook Adverts or Google Adwords, but you can do similar things with other forms of media, like print or direct mail. And it’s particularly important to do this when using Facebook ads, which according to online marketing smart guy Brian Carter, “burn out” far more quickly than other forms of advertising.
  3. USE YOUR KNOWLEDGE. All of this stuff is only cool if you use it. Tracking the impact of your ads, measuring A/B results — you need to dedicate the time necessary to understand what the numbers are telling you.
If you are out of your depth on this, think about hiring someone to help build or run a monitoring system for you. But it is possible to do this on your own. Every step you take along this path is an improvement over doing nothing.
(This is post number nine in an ongoing series of posts aimed at providing practical advice for small businesspeople in the areas of public relations, communications and social media. If you ever need help with your small business… why not get in touch?)

Social Merlot? Where wineries sit with social media.

I got pointed to an interesting slide deck yesterday from a company called ABLE. ABLE is a NYC based company doing social media marketing for food and wine clients. They did a survey of French and US wineries about how they used social media.

The short version of this? More wineries are active on social media platforms in the US than in France. And the US wineries are reporting that Facebook is a particularly powerful tool to generate sales.

Part of this is boosterism. ABLE quite naturally wants its potential clients to believe that social media is a must for them, and that they need to devote more time, money, and resources to it.

But there are some surprising numbers in here. What do you think of these?

  • 4 in 5 French wineries don’t have a dedicated marketing manager creating content on social networks.
  • Fewer than 1 in 13 use FB advertising.

Now, the report does suggest that France’s wineries are jumping into the social media vat of grapes with both feet. But there will be challenges ahead for French wine. How will they prioritize markets? What will they do to ensure they’re creating content that matches the culture and languages of their markets? And how will they ensure that they’re doing their social media work strategically, rather than just hopping onto Twitter or Facebook?

I wonder if Vaynermedia has been watching this happen. Would seem a natural place for them to excel.

And I wonder if there were any indications of how wineries are measuring what they do against goals they set for themselves.

Your business isn’t every business

Hat shop, from Flickr user Slimmer_Jimmer

Just 3 more and I get one free!

The Consumerist is one of my must-read blogs. But I don’t necessarily read it for solid marketing and communications advice. Until this morning, when I opened up my feed reader and found a post called “The Silly Hat Shop.”

It reminded me of a cool furniture store in my neighbourhood in Ottawa. They sell the sort of furniture that funky condos would have, as well as custom design services for furniture.

On their door, they trumpet that they’re on Twitter, Facebook, and LinkedIn. What’s that mean? For Twitter, they’ve posted 76 tweets in two years, with less than 50 followers. Most of those tweets are for sales on their products. On Facebook, a page with 133 friends and an unending series of sales. And on LinkedIn? Well, they have some employees there.

What does their online presence say to me? I’m NEVER buying full price from them, and they aren’t that different from a Leon’s, a “The Brick”, or other furniture stores.  In short, Ben Popken needed a hat and bought one at a new hat store. They then subjected him to a variety of marketing and loyalty techniques that, in his opinion and mine, don’t fit a hat shop. A frequent buyer card? Really?

I’d also wager that neither the hat shop nor the furniture store have put a second of thought into how they are going to evaluate the success of their frequent buyer club or their Twitter account.

Being a great buyer / retailer of hats, of furniture, of whatever, does not make you a great communicator of what you’re REALLY all about. If you sell great funky furniture that deserves premium treatment — and prices — why not treat it that way? And act as if you’re a trusted advisor rather than a salesman? If you sell hats, don’t treat them like they’re a cappuccino.

And if you can’t think this through because you’re too close to your store, too much in love with what you do — hire someone with a clear vision and trust their insights to do it for you.

(Photo CC licenced from Flickr user Slimmer_Jimmer)

New data on Facebook use in Canada

Last month I blogged about my frustration with a lack of solid Canadian data on Internet use.

That frustration has by no means abated. Since I wrote that post in mid-December, I’ve been trying to get information about the seemingly moribund Canadian Internet Project, but so far to no avail. The good news is that sometime between December 16 and early January, their site went back online. However, the last content added seems to be a 2008 report titled “Canada online!” based on 2007 data.

There was a glimmer or two of light on the horizon though. I learned that Industry Canada has a team working to refresh its Digital Economy site. That’s good. And then yesterday, my friend Lydia pointed me to a report from new research firm Abacus Data that’s just come out this morning.

“What’s the big deal with Facebook” is a 10-page report based on a public opinion survey that explored who’s using Facebook up here in Canada and what they’re using it for. There’s some fascinating data here. Some of it is confirmatory of hunches that most of us have — that the younger a person is, the more likely they are to use tools such as Facebook and the less likely they are to see sharing information as risky. But just having confirmation of this is useful.

But here’s the big story in the data for me:

graph describing how various age groups receive information from their friends

Graph from page 10 of the Abacus Data report

The fact that the number of people identifying Facebook as the most likely source of information about their friends goes from 8% for 60+ folks to 46% for 18-29 year-olds is information. But look at that text messaging bar. That’s 1 in 5 young people getting friend information via text.

That’s an amazing shift in carrying information. It requires incredibly condensed language; it also requires incredible virality — that text needs to push the receipient to pass the information on to another person. And that means that within the incredibly condensed language, there has to be attention and time to pushing on information — the texts have to have “hooks”. I’m not suggesting that 18-29 year-olds are taking marketing classes — I’m suggesting that unconsciously they’re practicing a version of SEO for texts and interpersonal communication. What is that? Would you call it TFO — text forwarding optimization? I’m not sure.

I’m really excited that Abacus Data is doing this work. Perhaps eventually, we’ll have a lively and productive Canadian Internet Project doing the same thing.

And in the meantime, I’m still hoping that people will ask  – or answer — themselves why we have so little native data on such an important phenomenon.