Well, look at that. Facebook went and changed something. Again.
Don’t panic, they’ve updated their Insights product. And in order to start using them and getting the biggest bang for your buck, we’re going to give a quick review on what’s new, what’s the same and what it all means.
Note: If you’re not familiar with Facebook Insights, we recommend you check out this brief overview.
So, what’s new with Facebook Insights?
Basically, the Insights themselves didn’t change since the data points are all the same. The biggest change is the visual insights in the page admin dashboard. So, essentially it’s prettier. Here are three major differences that you should note:
People Talking About This
One of the biggest changes is that the “People Talking About This” focus point is no longer the key metric in the dashboard. It has been replaced with a deep accounting of engagement, growth and reach (which is what PTAT was attempting to combine into one data point).
The Original View:
The New View:
Clearer Time Periods
Facebook has gotten clearer on the time periods that they’re showing you data for, which is great news since it will definitely eliminate some confusion between team members. Instead of the dashboard displaying an “assumed weekly” set of data points, users now see a concrete date range at first glance.
More Visually Intuitive
Data and analysis that make sense are great. Data and analysis that make sense AND look good are even better. In a world where everything can change just because it looks different (ahem, iPhone), the visual upgrades to Insights have us buzzing. Here are three reasons why we love it:
1. This update allows for versatile graphs for individual metrics that relate to actual user actions. This includes likes, comments, and shares. The visual impact allows for reporting to be more easily understood by a greater number of people.
2. The post-level insights are big, bright and (may we say) beautiful with clarity. This is going to eliminate a ton of confusion about post data and what the actual results are.
3. The data points are clearer and provide better action-oriented insights like when your fans are actually online. Talk about being able to create a better approach to posting!
All in all, we’re digging the new version of Insights. We are positive that the new visual layout will provide for clearer and more memorable reporting.
For those of you who have been using the new version for a bit, what changes have you noticed in your organization that can be tied back to the update? Tell us in the comments below!
Oh my god, you guys—did you hear?! FB Ads, is like, so much better today than yesterday…seriously. So grab your PSL (or pumpkin spice latte, if you’re still calling it that), settle down in front of your Sunday Night Football, and let me tell you all about it!
Broad category-based ad targeting inside Ads Manager and Power Editor have just received an expansive update this week, creating much more detailed categories and hierarchical listings. At first glance this update seemed like Facebook had broken down millions of “Big Data” records for us Facebook marketers to use with unprecedented access to super-granular market research.
Upon further examination, the update is just a time-saver–albeit an incredibly convenient one. What Facebook has done for us marketers, has simplified the ads targeting process by creating conglomerate groups driven by behavior implications from Facebook fans. For example: if you have ever “Liked” a page that is relative to NASCAR, you will now be grouped into the “Auto Racing” category for Facebook advertisers.
These targeting parameters have always been available to us as Facebook marketers in one form or another—Facebook has decided to streamline the process. The challenge here is that the categories are not all encompassing, but they definitely get the ball rolling in the right direction. So slap on your prospecting overalls, secure your canteen, and start to digging on these categorical gems in your targeting quest. Following is a brief overview of some specific category changes of note, plus my commentary:
Business/Finance, All – B2B marketing over Facebook has always been incredibly difficult. FB Ad targeting should have provided an easy way to “touch base” with target professionals, but has never provided a clean and clear solution. All of the sudden, B2B marketers can start taking Facebook advertising as seriously as their gaudy/fabulous B2C cousins.
Interests/Activities, Vehicle Brands – the brands subcategory allows the advertiser to pick amongst vehicle manufacturers. Basically, “Acura” will target users who interact with Acura-focused pages.
Interest/Activities, Travel – This category leaves me asking questions by some of the micro-categories listed as “Intender”. I want to know what keywords Facebook is considering as statements of an “intention to travel”. I’ll tell you what’s on my intention list:
- Buffalo, NY, USA
- Florence, Tuscany, Italy
Are we going to weigh these the same across the board as “Intender” locations?
“Good question, Dylan.”
Retail/Shopping, Consumer Electronics – Targeting a category like this has always baffled me as a sound strategy—why exactly would I need to target a group of people that have “liked” consumer electronics pages on Facebook? They are currently using Facebook, so I assume that on some level they are interested in consumer electronics—but groups like these tell me something completely different than what you see on the surface, and the information can actually be pretty useful.
Question: So what exactly am I qualifying this targeting group for?
Answer: The user’s willingness to “like” a page and be actively marketed to.
Pro-Tip: Use these trash categories as qualifiers!
Summary: All in all, with a little interpretation, this update gives us Facebook marketers the sum of about a weekend back each month for us to do with what we will (use it wisely, no West Wing marathons), so I give it solid marks for usefulness—8/10.
Like many of you, I have recently run into problems when attempting to add administrators to a Facebook page that I am a manager of using the email address associated with their Facebook account. When it doesn’t allow an addition immediately, the first logical step is to ensure the person I am attempting to add has, in fact, “Liked” the page I am attempting to give them control over. Unsurprisingly, this simple ask solves the problem more often then not (go figure), but what if it doesn’t?
At first, I assumed it was a setting within their account that would not allow people to make them admins of Facebook pages, events, apps, etc. However, after pouring over the new privacy settings for Timeline (personal profile) accounts, this option does not exist. So what could it possibly be? A glitch in the matrix? Did I break Facebook? Does this person actually exist?
It turns out we don’t have to go read up on Descartes to solve this Facebook complexity—and the actual problem stems from a sensible privacy measure that Facebook applied.
From Facebook Support:
“The new admins must meet two requirements: like the Page and set their likes to be public to the person adding the new admin.
The new admin can check whether their likes are public by going to their profile, clicking More > Likes > Edit (pencil icon) > Edit privacy. If those are set to public, then they can be added as an admin.”
The new admins must meet two requirements: like the Page and set their likes to be public to the person adding the new admin.
In other words, Facebook wants to make sure that the person you are attempting to add as an admin to your page actually wants you to know that they “Like” your page in the first place. As long as the oncoming admin has shared that information with you formally on Facebook (via their privacy settings), you will be able to add them.
I will post a new method as soon as this one becomes antiquated. Hopefully, it will be longer than 18 months…but we all know how fantastical of a notion that is.
Many people have tried their hand at creating some form of Google Places reporting to no avail. While the original dashboard did offer insights as far as Impressions and Actions, it didn’t allow you to export that data or even see where the Impressions were coming from or what specific Actions were taken. With Google’s new Dashboard, we’re able to access a variety of metrics that will allow local marketers to give their clients detailed and valuable reports.
Google now provides a wealth of information specifically tailored for your Google Places presence. Below you can see the Impression data broken down day by day.
Next, Google breaks down the actions that have been taken on your listing, including whether people clicked the “More Info” link, the link access your website, and even the amount of people that used the listing to get directions to the business. An example of this report is below.
Also, Google is finally giving us keyword data that drives traffic to your local listing. In the example below you can see how Google displays the amount of impressions your local listing gets.
Finally, and perhaps most importantly, Google provides insights into the amount of people that have used your listing to get directions to the business. This data enables marketers to close the loop from discovery (aka Impressions), to engagement (clicking the “More Info” link), to conversion (using the information to visit the store).
This marks a new era in local marketing. Now local marketers can provide their clients with 7, 30 and 90 day reports and can be accountable for the results of a Google Places campaign. The next major game changer will be when Google includes a data export feature.
These insights haven’t been rolled out to everyone yet, but once it does you need to jump into this report or risk losing ground to other savvy local marketers.
As Google continues to integrate a variety of their products one of their focuses has been on the transition over to Google+ Places. With the latest Google Maps update there is an argument that Google Maps along with Apple Maps may have doomed the GPS market because you can get the same (or even better) directions from your phone.
So with the increase in the adoption of people using their apps for directions more and more people are starting to find your Google+ Places listing. With the expansion of the content available on these pages users will be able to decide whether or not to visit or buy from you based on what other people have said within the reviews.
Wouldn’t it be great if you could monitor those reviews and respond directly to them? Well, you can.
That’s assuming that you have a listing live. Whether you know it or not there may be a listing set up for you already, and if you haven’t you’ll need to go through the process of claiming your listing.
Once your account is set up you’ll be able to go directly to your listing and see what people have been saying about your business in the reviews. Chances are you have a few good ones and a few bad ones. By starting this interaction you not only gain the trust of the customers but Google is then more likely to rank you higher for certain queries. Don’t believe me? The Google rep I talked to about this stated that Google (and more importantly your customers) are looking for the business to interact with the reviewers and let them know their voice has been heard.
In the video below, I have outlined the process you’ll use to respond:
- Log into your Google Places account.
- Go to the listing you’re interested in and then click “See your listing on Google”.
- You’ll then be taken to your listing. From there you can see the different reviews. Below each review there should be a “Respond” link. Click that and post the response to that review.
Pretty simple! Now I’ve had problems where the Respond link doesn’t appear and if that’s so it’s most likely due to a technical glitch on Google’s end. More often than not the link would appear after checking back in within 1-2 weeks.
Have more questions or feedback on how to respond to Google Places reviews? Leave a comment below and I’ll respond.
Prior to today, a handful of rumors circulated about what Facebook was going to deliver at their press conference today. Early reports suggested that Facebook would be launching a RSS Feed. While that could never replace Google Reader (I’m still mourning and it’s not even July 1!), it was a possibility for those of us who still aren’t content with the alternatives.
Then TechCrunch broke the news that one of their sources said video was coming to Instagram, and sure enough, just a few minutes inside the conference, Zuck himself confirmed that the news was about Instagram.
Rather than make you read this whole article for the details, I’m going to give you the overview up front, but encourage you to read on to understand why this is big, why I think this will be bigger than Vine, and potential ways brands and marketers can implement this new development from day one.
The Basics of the New Instagram with Video
- Shoot up to 15 seconds of video – balanced to allow for creativity with the beauty of brevity
- Edit by clip if you wish
- Simple UX with a video icon in addition to photo
- Launch ready for iPhone and Android day one (with a caveat)
- 13 unique and incredible filters created just for the video lens
- Filters are overlaid as a preview so you can try them on for size before you commit
- Instead of showing the default first frame, users can choose their starting frame to entice interaction
- Captions and hashtags remain unchanged
- Cinema, a video stabilization feature is available, but only for iPhone users at this time (because iPhone has largely fallen short in capability here)
Why Instagram? Why is this Big?
Unless you’ve been living under a rock, you’ve known that social media is all visual, visual, visual. In fact, in the last two and a half years, Instagram has grown to:
- 16 billion photos have been shared on Instagram, “That’s a lot of pictures of coffee”
- More than 1 BILLION likes every day
- 130 million users every single month sharing the world in real time
We are obsessed with sharing our lives in the medium that replaces one thousand words. Or, to quote Instagram co-founder Kevin Systrom, “that’s a lot of photos of coffee.”
Why Video on Instagram? What About Vine?
Despite the launch and Twitter acquisition of Vine earlier this year, Systrom insisted that the video portion of Instagram actually started at the same time as the initial launch of everyone’s favorite photo-sharing app. Prior to launching Instagram, the app was going to be called Bourbon, allowing users to share via their choice of video or photo right from the start. Technology, however, wasn’t up to what the Instagram co-founders needed to bring their vision to fruition. It wasn’t capable of producing photos and videos, easily editable and beautiful, in a simple and speedy fashion. So they tabled their video concept and focused on creating the ultimate photo-sharing experience.
It’s difficult to argue that they made the wrong move. Fast forward two years and being snatched up by Facebook and the duo is launching mobile video the right way, not the fast way. Vine, for it’s launch, only rolled out to iPhone users and took it’s sweet ole time coming its way to those of us who prefer and embrace Android. It’s the primary reason I have scarcely even played with Vine; in 2011, launching for iPhone first and only was acceptable, but Android has consistently battled iOS for the top spot in the U.S. (and dominates worldwide) for far too long these days.
Marketers have been slow-ish to adopt Vine, at least when compared to the adoption rates for other social platforms. In fact, it’s almost difficult to find a brand that doesn’t have an Instagram account. Further, while user adoption of Vine has been steady, it is almost certain that the announcement from Instagram (Facebook) is a pretty significant hit to Vine (Twitter). Some tech press have been saying that video on Instagram is a “Vine killer,” but I am hesitant to take it that far.
Marketers and Instagram Video
If my Twitter stream has anything to say about it, and I follow almost exclusively social media and digital marketing sources, this is perhaps one of the biggest announcements to change the game in a very long time. There are still rumors swirling around how Facebook will launch video ads, and the skeptic in me can’t help but wonder if all the glorious video data from the new Instagram app will indeed help them iron out their process. By the same token, though the creative uses are just about infinite:
- Contests (I’ve already written down at LEAST ten ideas)
- 15-second brand sponsored film festivals
- Day in the life or behind the scenes of the best people int he biggest brands
- YouTube playlists of videos from fans
- Micro how-tos or customer service quick solutions
- Sneak peeks
How will you use the new Instagram? Sound off in the comments!