How to use social advertising to enhance the effectiveness of social media?

Author @ set Customer Marketing-Chiu

GM has recently withdrawn its 10 million Facebook advertising budget, instead smashing its 30 million-dollar budget to maintain its fan page, which includes the creation of content and the cost of day-to-day maintenance payments to agents. In particular, a "Facebook average ad clicks only 0.051%, below the industry level of 0.1%" data, but also caused a uproar. For a while, everyone is talking: is Facebook advertising really ineffective? I believe that the majority of companies through Facebook social ads, the most want to achieve the results and objectives, but is "increase exposure opportunities", which is the general enterprise in other advertising platform to advertise the most important purpose. But is Facebook advertising really that bad? is the ad-click rate really that bad? Not only the author, I think, even Ford said: "Not Facebook advertising is not effective, you are the wrong way."

Focus: First understand the characteristics of the entire social media information

Basically, social media information can be divided into two types, one is state update, the other is Social Information (Renren is new), from the marketing or business point of view, the production of social information is known as earned media (because this Chinese translation is too difficult to express, So I don't translate it. When we owned media from the public homepage or the fan page, we let our fans vote, leave a message, or press the praises to spread our brand through the user. This is also generally when we operate social media, compared to the cost of traditional advertising, can be used at a lower cost to achieve more effective diffusion, but also relatively easy to generate the trust of earned media. Therefore, in the business of social media, the reason to actively allow users to participate in the fan page or the public home page interaction reasons.

But the same is social media, Sina and Tencent Weibo in social information is relatively scarce, all the "behaviors" that the user produces must go through two actions (that is, to share more) before they are pushed to their timeline, not to mention that if the microblogging user is concerned about who else's information, it will not appear on the timeline. Of course the design is good and bad, there are many Facebook users do not like the system will automatically push the message on their own timeline, so have to the privacy settings to change the display settings to close. Of course, this is a pretty bad thing to say to our marketers, but the good news is that this behavior is probably in line with the 80/20 rule and will opt to shut down, and it's not very interesting to click on the social ads we're going to talk about next.

Why do you want to put social ads on?

Many people (including GM and many others) may think: "I just run my own media, do a good job of the natural spread of earned media, why need to put social ads?" The idea is of course right, but if you delve into the number of fan pages, it will be found that most of the time the numbers are much smaller than the number of fans. And according to statistics, every time a fan page sends a text, on average about 84% of fans will not see your dispatch [1]. Personal experience to say, in fact, this digital personally feel that is underestimated, because if the timing of the dispatch, the group activity time did not match the details of the factors to say, each dispatch probably only 10%~12% fans will see your dispatch. To put it more simply, even if you have 10,000 fans, the average of 1,000 fans will see it every time.

So I believe that see here need many people will think: if really is this, that I am bound to extend my fan count endlessly, so have to continue to do award-winning forwarding, smashing golden eggs, turntable and so on. This concept can not be said to be wrong, after all, I believe that the vast majority of companies operating social media, the only thought is to use social media use a large number of characteristics to enhance the overall brand or product exposure; will also care about whether their own text can achieve the highest efficiency. But the information on Facebook, Renren, or Weibo is like a torrent of water, unless the user is very patient every day "upstream", otherwise, over time, the information is gone. Not to mention Facebook's edgerank mechanism, even if the current user is online, the information does not necessarily appear on the fan's timeline.

So social advertising, the paid media, plays an important role in this Paid. However, with Facebook, basically, in addition to the most commonly used (and I think the most ineffective) external Web site ads, ads generally have the following categories:

Please click to see the big picture

Therefore, in addition to our comparison: Sina, Tencent and Facebook's social ads in the article, put social ads based on the user's interest as our strategy, we can also through the use of pay media (Paid media) to stimulate the production of earned media. For example, we can use the page in the dynamic sponsorship to praise the dynamic, based on the user's interest characteristics to explore the potential of users who are not fans. At the same time, through the recruitment of advertising fans to praise good action, but also through the characteristics of earned media, to attract just praise good users of friends to join our fan page (from the media), this is a social advertising system process: through the paid Media (paid media) to create earned media, and then expand our owned media (from the media). You can also use the "ad from a page" feature in Facebook Ads to repeat the posting of a fan profile to avoid a fan leaking any information (optional).

Practical Case Analysis

background: The previous year 12/17 fans were 13,246, 5/5 fans were 15,536, 6/1 were 39,382

This is a case in which I used to launch a dynamic sponsor AD client. As you can see, during the ad period (5/5~6/1), I spent a total of 140 dollars on the ads, 5,705 of which were clicked, and 4,085 of them did become fans (with a conversion rate of 71.6%), But during this period, the total number of fans actually grew by 23,846. The number of fans who have been deducted from advertising, in fact, a total of 19,761 fans, that is, the natural growth rate of 127% fans. But before advertising, the natural growth rate of fans is only 17%. And under such benefits, the cost of acquiring a new fan is about 0.03RMB.

So we can see that social advertising, in addition to avoiding the fans missing important information. It is more beneficial to gain the benefit of the fans than the many prize-forwarding or micro-activities. And through advertising, you can avoid a lot of soy sauce Party or lottery control to waste our original planned activity costs, so that every penny is used to find potential customers. So when you see this, do you still think Facebook's social ads are ineffective? The advantage of social advertising is that it can save time for social media operators to concentrate on content generation without spending too much time planning some activities that look popular but most of the time are inefficient. Also want to through social advertising to achieve the effect of the site diversion volume, it's a less likely thing, and it's the main reason why many companies advertise on Facebook, because it's not called social ads, it's just ads on "social" sites.

But unfortunately, in addition to Facebook ads, social media in other parts of the country, as well as community web sites in the "public ads", in addition to some of the interest (Renren) or the interaction between netizens to achieve better results, there are people web ads can be done like Facebook, Partly through paid media to stimulate the production of earned media (with the addition of powder), the vast majority of social ads do not have the same qualities as Facebook social ads, and now we can only expect social ads that are truly socially specific, Can appear in the domestic social media at an early date.

Or look forward to Facebook's early entry into China.

Source of information

1. Facebook edgerank:what you Need to Know http://vasimpleservices.com/facebook-edgerank-what-you-need-to-know-infographic

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This article comes from @socialbeta, author of the customer marketing-Chiu

This article link: http://www.socialbeta.cn/articles/compare-sina-tencent-facebook-social-ads-2012.html