Social Media: Connecting the dots
March 27, 2015
On Tuesday 31 March, 2015 our director Joel Davis, will chair a presentation at the DMA in central London.
What is the DMA? The biggest marketing body in Europe, the DMA aims “to connect, enable and inspire our members to drive business growth” primarily through digital communications. Their objective includes facilitating a marketing evolution of growth at both a business and industry level.
The presentation is called Social Media: Connecting the dots and will touch on various aspects of social including successful strategy, integrating social media with other channels, current technology and case study based insights.
Joel says “It is a great opportunity to share industry secrets towards building optimal social strategies.”
The talk is now sold out – however, there is a waiting list for those who are interested.
Is Meerkat the next big social app?
March 24, 2015
It’s the talk of the town. A real-time video app set to take over the world. Is it really promising as a new social platform?
The live-streaming app allows users to play videos on their Twitter feeds, as they happen. According to The Independent, since its launch on 27 February, Meerkat has attracted more than 120,000 users. Not bad going for under a month.
Is ‘Meerkatting’ set to become the new way of communicating? Can it outlive its strong start and emerge as a big social network in its own right?
“The difference between Meerkat and, say, YouTube or Livestream or FaceTime or Chatroulette, is that Meerkat merges all those elements – real-time video, mass social participation – into one immediate, participatory dervish” writes Caitlin Dewey in The Independent. The fact that users are able to chat to viewers as their videos are streamed, could be an integral part of Meerkat’s sustainability. It goes above and beyond normal sharing interactions, by merging all of the elements into one platform.
Twitter has responded to Meerkat’s rapid growth by removing notifications from users’ live feeds (Source: Vogue). Why would they do this? They have recently purchased a similar app called Periscope which is in direct competition with Meerkat. Have they waited too long? Meerkat may have already passed the tipping point as Periscope is still in the beta phase (Source: Customer Think).
All of this Meerkat chatter could be just that. Chatter. But it does seem to be more than that. Live- streaming may be here to stay. Coming soon to a phone near you
Facebook Relevance Score – Top Tips
March 4, 2015
The relevance score is valuable towards further identifying the strength of your ad campaigns. It is important to note, it will not only affect the cost of your ads, but will also affect the visibility of your ads. (See here for Facebook’s announcement on the relevance score.)
Facebook places high importance on relevance, in order to track what will be shown in an individual’s newsfeed. In essence, obtaining a high relevance score will decrease your costs; the more successful your ad in terms of targeting and engagement, the lower the delivery costs. On the flipside, if your ads are ineffective, expect to pay more for them.
It is calculated based on feedback, including both positive and negative feedback. For example, if you obtain a high number of video views, that could contribute to an increased score. If people hid your page in response to your ad, that could contribute to a decreased score.
This is what the relevance score looks like (score is between 1 -10)
Facebook relevance score
How can you use this to your advantage?
1) It can lower the cost of your ads – the higher your ad’s relevance score, the lower the cost of the ad. (This is not a direct correlation as other factors are also considered with regards to costing ads.)
2) It can be used as a testing mechanism for efficacy and efficiency of ads.
3) It can help modify campaigns that are struggling or are not achieving at the expected level.
4) It can be used as another reporting figure for success rates and learnings.
Keep in mind, the relevance score has been designed and introduced by Facebook. Achieving your campaign objectives should remain your key indicators of success, and the relevance score is simply another tool to add to your tool box.
