Social is changing the world of advertising from a one-way conversation to an open-ended forum, enabling brands and consumers to develop and grow relationships. This historic change has opened the door for brands to innovate new methods to drive consumers down the path to purchase in a more streamlined fashion than we’ve seen before. One of the most up-and-coming real estates for brands to start the conversation is on a platform that receives 180 impressions daily: Facebook News Feed.
Facebook houses the information of over 1 billion people that have self-selected their demographics, their interests, and their favorite brands, artists, movies and more. Let me repeat that -- over 1 billion consumers have self-selected the information marketers have traditionally hunted and gathered by whatever means necessary. For years we have been questioning how and when marketers will be able to utilize this next level of data to create a new world of advertising where brands and consumers can collaborate on how to establish and develop their relationships. That time is now!
The targeting capabilities and technologies of the Facebook ecosystem are second to none. Marketers experimenting and spending on Facebook are seeing incredible results and breaking records daily. These trailblazers are piloting with various targeting and technology vendors, and cementing their victories for others to follow. As a marketer, it’s time to decide if you are going to forge your own path or follow comfortably behind your peers?
If you are a trailblazer, a visionary, a leader, or just interested in social marketing, spending some time on Facebook Studio Edge would be a good idea. This public tool will educate you on every capability that Facebook has to offer. It points marketers to the tools that will help accomplish their goals. You will learn:
- How a brand can organically grow its community
- What type of content consumers engage with
- And how to incorporate social in to all campaign efforts
Facebook Studio Edge offers some of the best unbiased education that demonstrates all the ways to successfully market on Facebook, whether your brand is a global icon like McDonald’s or a regional brand like Loki. This tool makes it clear why marketers can’t afford to ignore Facebook News Feed any longer – already people are 40-150 times more likely to consume branded content on Facebook News Feed than on a brand’s fan page.
Reaching consumers natively is a valuable tool, but you also need to target them effectively. The most obvious group of consumers you want to consistently engage with is the community that has “liked” your page by promoting individual posts to show up in Facebook News Feed. If you want to have separate messaging or content for various audience sectors, you can dark post. A dark post doesn’t show up on a brand’s timeline, but only appears in the News Feed of the specific target audience so that neither the Timeline nor the News Feed is overburdened. You can even dark post based on device, meaning if you’re looking to push a unit only to mobile users, you can do so. Make sure the vendors you work with are mobile optimized. Facebook Lookalike audiences enable marketers to push their message to an audience that has similar demographics, interests, and Likes (generally compiled in a brands CRM database).
If all of these targeting capabilities haven’t made you jump out of your seat yet, then get ready for the latest and greatest out of the Facebook camp. Although still in beta sampling mode, the digital world’s favorite feature of retargeting based on history is coming to the live stream of social. Facebook’s FBX, currently utilized for right hand rail advertising, is being explored by a small sample group within Facebook News Feed. What does this mean for marketers? The potential to retarget consumers that have visited, Liked, commented, shared, or even just expressed interest in something related to the brand.
The ability for brands to have a two-way conversation with their consumers on a daily basis has already begun to vastly change the way marketing and advertising departments operate. As Facebook continues to innovate richer more native means to reach target audiences, more opportunities will surface for eager marketers to trail blaze a clear path to social ROI for their brands. Find out how Moontoast’s suite of rich media units can help you take full advantage of the Social consumer.
By: Teddie Straughn, Social Activation Specialist