Posts Tagged ‘Facebook’

Top 5 Local Ad Stats of the Week: Social Media

Friday, March 28, 2014

Given the limited advertising budgets of SMBs, the reason more and more of them are starting to use social media as a marketing tool is the potential reach these platforms allow without the need to spend big.  These social outlets are becoming a popular way for brands and local businesses to connect with, inform and reward followers and fans.

In addition to organic reach, many of the most popular social media outlets (Facebook, Twitter, LinkedIn) offer paid advertising opportunities with the capability to target very specific audience segments.  These targeting capabilities are powerful on these platforms, especially when trying to reach local consumers.

Here are some compelling stats that show how the impact social media is having on consumers and local marketers:

  • Close to 6 in 10 global consumers say that friends’ social media posts influence their purchase choices. (IBM Institute for Business Value)
  • 56% of millennial local consumers said that they have interacted with social media in the past 6 months at some point in the purchase funnel. (BIA/Kelsey)
  • 94% of SMBs said they use social media for marketing and 61% said that social media helps them gain new customers. (LinkedIn)
  • Of online adults, 71% use Facebook, 18% use Twitter, 17% use Instagram, 21% use Pinterest and 22% use LinkedIn. (Pew Research)
  • Facebook has about 25 million active small business pages. (Facebook)

Be sure to check back next week for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!

Facebook, Netgear Partner to Help SMBs Offer Free Wi-Fi to Customers in Exchange for Check-ins

Tuesday, January 21, 2014

Facebook has teamed up with Netgear to make it easy for SMBs to offer free Wi-Fi to customers in exchange for check-ins on their Facebook business pages.  According to the announcement made at CES 2014, Facebook Wi-Fi will be available on four of the Netgear’s premium dual-band 802.11ac wireless routers.

Customers accessing the service are automatically taken to a business’s Facebook Page and are then asked to check-in with the option to “like” the Page before they begin using the Internet. In order to make it simple, there are no special codes needed, and the customer has the option to automatically check in for free Wi-Fi on return visits.

This seems like a win-win-win for the local space. For Facebook, generating more check-ins will improve their social data and subsequently, their local search platform.  For SMBs, the partnership drives customer engagement through check-ins, allowing them to reach and build awareness among a larger audience. Finally, the always connected customers receive access to free Wi-Fi making for a positive in-store experience.

As followers and check-ins increase from Facebook Wi-Fi, SMBs will win some social media marketing longevity. In addition to reaching more customers with their future posts, announcements, coupons and other news, they are also getting access to more customer behavior and engagement data via Facebook Page Insights.  Local businesses will be able to then use this data to develop comprehensive loyalty or promotional campaigns that target their most active and loyal customers.

During his keynote address at last year’s LSA Conference, Dan Levy, director of small business at Facebook, discussed the value in SMB social marketing given that 70% of users are connected to a local business on Facebook.  More recently Levy has said there are now 25 million Facebook Pages for SMBs, and 1 million of those businesses are active advertisers. As the numbers suggest, Facebook has become an affordable marketing solution for SMBs and the social media powerhouse continues to help SMBs connect with local consumers.

The Growing Importance of Ratings and Reviews in Local Search

Tuesday, November 26, 2013

Online reviews and ratings are having a huge impact on the local search space.  As platforms like Facebook, Google and Yelp give reviews more importance and improve their ability to filter out fake ones – and government officials crack down on dishonest practices – consumer trust and use of reviews can only be expected to grow.

In my Street Fight article, I discuss how reviews and ratings are some of the most powerful pieces of information in local search.  Not only are they impacting SEO for local businesses, but they are significant influencers of consumer action.

Read my full article at Street Fight.

Mobile Projected to Represent Half of Facebook’s Ad Revenue in Q4 2013

Wednesday, September 25, 2013

A new forecast from JP Morgan projects that mobile advertising will climb to more than half of Facebook’s total ad revenue in the fourth quarter of 2013, and reach 60% by 2014.

Over the past year, Facebook has put a heavy focus on building out its mobile offerings. This latest projection shows that investment is beginning to pay off – and represents the future of how the social network will make money. Local businesses seeking to engage consumers via Facebook and other social networking and local sites should make sure that their strategies address this fast-growing platform – especially as it becomes a much more crowded field of national and local competitiors.

This news comes amid Facebook’s rumored introduction of newsfeed video advertising. The rollout has yet to take place, but the prospect of increased video advertising is buzzing across the ad industry. While big brands are being targeted as the first to adopt the medium, we’ll be keeping a close eye out for when and how local businesses get on board.

Facebook Adds OpenTable Restaurant Reservations to Mobile App

Friday, August 23, 2013

Facebook recently announced a partnership with OpenTable to bring online reservations to the social network.  An update will bring the booking service to Facebook’s mobile app and mobile website in mid-August, with desktop functionality coming at a later date.

This news has some interesting implications for restaurant owners.  Admittedly, OpenTable is no stranger to the local search space. The booking service has been partnered with Yelp and Google Maps for some time now, and has been a popular local search tool in its own right.

However, Facebook offers an entirely different level of integration into the average consumer’s online experience. Unlike with Yelp and Google Maps, which require users to access an external browser to view OpenTable’s mobile site, Facebook’s integration with OpenTable will be entirely within the social network’s app. This provides Facebook with the all-important advantage: convenience.  To date, it’s the only platform that allows users to chat with friends, plan a night out, and schedule their dinners all through the same platform.

For thousands of restaurant owners, the all-too-difficult bridge between capturing users with community outreach and driving real sales just got a little easier to cross. By engaging consumers at multiple points along the path to purchase on a single platform, businesses now have an even greater opportunity to convert impressions to sales.  If you’re a local restaurant owner and you haven’t already been reaching potential consumers with Facebook, now would be a great time to get started.

SoMoConf: comScore Provides Audience with Media Usage Stats, TV is Still King

Thursday, August 22, 2013

Gian Fulgoni, co-founder of comScore, started his session by talking about how the purchasing funnel has dramatically changed.  The traditional funnel was linear starting with awareness, then interest, then desire and ending with action.  Today the purchasing funnel is more like a flight map in that there are so many different places for consumers to learn about products or brands that the path becomes more disjointed.

Gian said that even though the path to purchase has been disrupted by digital technology, there is still a prominent role for traditional media.  A comScore study of advertisers showed that of 10 media choices, advertisers ranked newspapers as the second best tool for saving money, the fourth best for saving time and the fifth best for getting new ideas.  On the other hand, search engines were the number one choice for saving time and getting new ideas, but number three for saving money.

According to Gian, TV is still king despite the fear that digital technologies would minimize TV’s audience.  comScore’s research shows that hours spent on the internet is just one-third of the amount of time spent watching TV.

There was a ton of interesting insights that Gian shared about social and mobile media usage in the US.  Here are just a few key points:

  • $1 in every $10 of discretionary spending is spent on internet
  • Mobile commerce up 24% in second quarter 2013
  • 140 million smartphones which is 60% of all mobile phones
  • Currently, tablets are the fastest growing mobile device
  • 1.6 billion people on planet with smartphone
  • Time spent on internet in Feb. 2013 grew 370% on smartphones and 15% on desktop compared to Feb. 2010
  • Retail website usage in Feb. 2013 grew 104% compared to Feb. 2010
  • Coupon website usage in Feb. 2013 grew 530% compared to Feb. 2010
  • Time spent on map websites in Feb. 2013 grew 152% compared to Feb. 2012
  • Hours spent on the internet is one-third of the amount of time spent watching TV
  • Somewhere around 60% of internet access on mobile phone happens at home
  • 71% of Pinterest users are women
  • About 182 million people visit Facebook each month
  • Two-thirds of time spent on Facebook is coming from a mobile device
  • Exposure for brands is staggeringly better on Facebook’s newsfeed compared to fan pages

SoMoConf: Schurz Communications Highlights Data, Case Studies to Show Mobile, Social Opportunities

Wednesday, August 21, 2013

Sandy Martin, mobile director of Schurz Communications, provided tons of compelling data pieces highlighting the use and importance of mobile and social.

  • 71% of users access Facebook on mobile devices
  • Facebook earned 41% of its ad revenue from mobile ads
  • 56% of U.S. adults own smartphones
  • Internet users spend 93% more time online than they did three years ago
  • 34% of U.S. adults have a tablet
  • 72% of online adults use social networking
  • 40% of cellphone owners use social media on their mobile devices
  • Tablet users are 38% more likely to watch video on the device
  • On average, mobile shoppers spend $329 per purchase on tablets and $250 on mobile
  • 61% of internet users bank online

In addition, she gave insight into the type of posts that tend to be more engaging on Facebook.  Here is her list in order from most successful type of post to the least:

  1. Share image with no link
  2. Ask question with no image or link
  3. Share video uploaded to Facebook
  4. Share link to an external website
  5. Share YouTube Videos

Finally, in order to get some best practices, Sandy shared with the audience her favorite mobile apps and why she liked them.  The apps she suggested everyone to check out include:

  • Yelp
  • Buzz Feed
  • Weather Kitty
  • Starbucks
  • Run Keeper
  • iMovie
  • Zite
  • DropBox
  • Kindle
  • Harvard Business Review

SoMoConf: Facebook Explains Importance of Being a ‘Storyteller’ on Social

Wednesday, August 21, 2013

Matty de Castro, lead for the Midwest CPG industry vertical at Facebook, talked about how Facebook looks at itself as a real-time, personal newspaper that is curated by users.  With that positioning, he talked about the importance in being a good storyteller.

“What is your differentiator?” Matty asked. “That should be your identity on Facebook because that is what customers want to identify you as.”

He also gave six tips for making the most of Facebook for local engagement:

  • Win in messaging
  • Build identity from personal business
  • Give people a reason to care
  • Be a storyteller
  • Design for the news feed
  • Target and amplify to scale

He went on to say that “no one will ever talk about your positioning on Facebook.”  According to Matty, the importance is having the right content, at the right time, targeted to the right audience. Over the years, Facebook has been making a lot of improvements in the sophistication of their ad targeting solutions but advertisers still need to develop the content that will get someone to stop and actually read a sponsored post.

“With the newsfeed, you need to be relevant in the stream of content that is happening each day,” Matty said.

Webinars from Search Influence and 121 Mobile Highlight Social Media, SMS Marketing

Tuesday, July 23, 2013

We recently uploaded two new webinar presentations to our YouTube channel that you might find interesting.

Will Scott, founder of Search Influence, provided insight into the reasons that specific industries are finding local success with social media (auto-dealers, physicians, tourist attractions) and why others aren’t (divorce/criminal attorneys, drug treatment facilities and more).

Verticals Finding Local Success in Social Media


121 Mobile discussed the importance of mobile marketing in order to acquire new customers, increase customer retention and extend digital exposure via a dedicated mobile app or via text and picture messaging.

Creating an Effective Brand-SMB Co-Op Marketing Ecosystem

For access to all of our past webinars and a look at what’s to come, visit http://bit.ly/LSAwebinars.

SoMoConf to feature sessions with Google, Facebook, YP, comScore and More

Wednesday, July 17, 2013

When putting together the agenda for the upcoming Social + Mobile: Show Me the Money! conference with Borrell Associates and the Local Media Association, we wanted to focus on revenue generation.  We see some huge opportunities waiting for local media organizations to take advantage of, specifically with social and mobile outlets.  We were able to compile some of the biggest revenue case studies of pure plays, TV, radio, newspapers and directory publishers for you to learn from.  Here are just a few examples of the revenue generated from social or mobile campaigns:

  • $4 million in one market from text messaging (directory publisher)
  • $4+ million  in two markets  from social campaigns (radio stations)
  • $52,000 from a single Twitter campaign (third party provider)
  • $80 million budgeted by company for digital agency services (newspapers)

Not only are we excited about the case studies and content planned for the conference, but we have booked some great speakers from influential companies in the space.  Here is a list of the confirmed sessions so far:

WEDNESDAY, AUGUST 21, 2013

  • Opportunities with Facebook (Facebook)
  • What those “20‐Somethings” Can Tell Us (Metroland Media Group)
  • How to Go to Market: Best Practices to Monetize Social & Mobile (Borrell)
  • Follow the Money: Where Are the Mobile and Social Spaces Headed? (Borrell)
  • Top 20 Success Stories to Monetize Social and Mobile (Schurz Communications)
  • Directory Publishers Leading the Way in Mobile (YP, Local Market Launch, Closeby, SuperMedia)

THURSDAY, AUGUST 22, 2013

  • Google’s Approach to Mobile and Social (Google)
  • Google Wildfire – Another Hot Opportunity (Google)
  • Social Media: How to Scale It and Sell It Profitably (Hubbard Radio)
  • Top 10 Takeaways to Monetize Social and Mobile Tomorrow (Borrell)
  • Trends in Social and Mobile Media: Where It’s All Headed (comScore)
  • Mobile – Where’s the Money? (SpotXchange, Digital First Media, The Denver Post)
  • How One Twitter Keywords Campaign Resulted in $54,000 in Sales (Dream Local Digital)
  • Deliver on Social+Mobile by Choosing the Right Partners (Strawberry Fields Marketing Agency)
  • SMB’s Share Mobile+Social Strategies, Frustrations and Needs (American Marketing & Publishing)

For more info, check out the full agenda and don’t forget to register before July 31 in order to take advantage of the early bird rate ($100 off registration).  See you in Chicago!