Wednesday, August 31, 2011

Facebook Ads-5 Tips for Success

Facebook Ads: 5 Tips for Success
Leyl Master Black - MASHABLE


This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.
facebook-money-360.jpg
Facebook Ads have emerged as a popular and cost-effective way to promote a small business online. According to recent research from MerchantCircle, 22% of small businesses have used Facebook Ads, and 65% say they would use Facebook Ads again, citing ease and flexibility as the top reasons to run another campaign. But not everyone enjoys success with Facebook Ads — among the one-third of users who say they wouldn’t run another campaign, nearly 70% say that it didn’t work to acquire new customers.
With this in mind, here are five tips to ensure you’re set up for success with Facebook Ads:

1. Set Goals and Plan Your Approach Accordingly


The first step is understanding what you want to achieve with your ad. Are you looking to building awareness for your company, drive traffic to your web site, promote a specific event or generate sales?
Facebook offers a number of different ad options that work to achieve different objectives. If you’re looking to build awareness and grow your fan base, you might want to start with standard marketplace ads. These ads point to your Facebook Page and allow users to “like” your page directly within the ad unit. If you already have a sizable fan base, you might also try a “Page Like” sponsored story, in which the ad shows friends who have liked your Page.
“Targeting with Facebook Ads allows you to advertise to the right people based on their real interests. You can even target people who are friends with people who already “like” your Page. This social context will show up around the ad,” says Grady Burnett, VP of global marketing solutions at Facebook. “A study from Nielsen shows that on average, people are 68% more likely to remember seeing an ad with social context than without, twice as likely to remember the ad’s message and four times as likely to purchase.”
When you want to promote a particular post from your page, such as a special offer or important news, you can also use “Page Post” sponsored stories to convert your post into a News Feed item.
But this approach isn’t limited to your own posts; Burnett also notes that “you can use Sponsored Stories — Facebook’s newest marketing tool — to help surface the word-of-mouth recommendations about your business that are already happening in the News Feed. For example, you can sponsor stories about people checking in to your business or “liking” your Page.”
Whatever your goals and approach, make sure that you are set up to measure success. While click-through rate (CTR) is an important metric to track, it’s not the only one, and according to Webtrends, the average CTR for Facebook ads is only about 0.05%, which is half the industry standard of 0.1%. Clint Fralick, VP of client services at social media agency Pandemic Labs, recommends that you aim instead for increases in comments, Likes, impressions and active users.
“If you pick up 500 new fans, but all those other numbers stay the same, you haven’t gotten them engaged — and you probably won’t make any money off them,” says Fralick.

2. Get Creative with Targeting


The Facebook ad interface makes it very easy to select the demographic profile of an audience you want to target, including age, sex, location, education level and interests, but it is also unique in its ability to micro-target very specific audiences.
Sheila Hibbard, founder of small business marketing firm The Marketing Bit, notes that while most advertisers come to Facebook with the traditional advertising mindset that says “more is better,” that isn’t the case with Facebook.
“It’s better to have a couple thousand very targeted people than tens of thousands of disinterested folks,” says Hibbard. She suggests that you zero in on a very specific target audience with your ads, even if it means reducing the size of your audience. For example, if you’re using Facebook Ads to promote an event or a seasonal sale, you might want to only target your existing fans, who may be more likely to respond to an immediate offer.
When targeting local audiences, Fralick also recommends that you look beyond self-reported location and “use every possible angle to find those locals,” since not everyone lists their city in their profiles. “Put the names of popular local businesses, colleges and clubs into the ad manager to find the people that city and zip code doesn’t,” Fralick says.
Another creative idea is to develop and target birthday ads, says Anthony Nitz, founder of Facebook marketing firm PageonFacebook.com.
“One of the most fun targeting methods is sending an ad that shows up the week before your fan’s birthday,” says Nitz. “I tell business owners to create an ad that links to video of them wearing a birthday hat or throwing confetti while delivering a birthday message, or their staff singing ‘Happy Birthday’ that ends with a special offer and a link to where they can download their special birthday-only coupon. I can assure you that when someone sees an ad in their sidebar that says ‘Happy Birthday,’ and they click on it and the guy from the local deli is singing Happy Birthday to them, it gets huge mileage.”

3. Choose Text and Images That Pop


When designing your ad, Facebook recommends that you write clear, targeted ads with concise text that speaks directly to the audience you will reach. Be sure to highlight any special offers or unique features that differentiate you from the competition. If your goal is brand and company name recognition, Facebook also suggests using your company name in the ad title or somewhere in the body of the ad.
While your ad can include up to 135 characters, Ben Nesvig of Fuzed Marketing cautions businesses “not to feel like you have to fill the entire ad. Sometimes a simple line does the trick.” For example, some experts recommend asking a question or making a bold statement rather than touting your features.
Either way, remember to include a call-to-action that encourages users to click on your ad and explains to the user exactly what you expect them to do when they reach your landing page.
The pictures you choose for your ad are also critical, since this is what will catch people’s eye, and you should think beyond your logo.
“Typically the best photos for conversion are close face shots of people — smiling women tend to generate a high click rate,” says Harley Rivet of Deep Dish Digital. Rivet recommends that you avoid typical stock photos and instead try use more natural photos with colors that contrast with the blue color scheme of Facebook, such as red, yellow and orange.

4. Create and Test Multiple Ads


“One of the biggest mistakes I see business owners making is creating and running only one ad within each campaign,” says Caroline Melberg, founder of Small Business Mavericks. “Even the smallest change in the words you choose or the graphic you use can have a large impact on the click-through rate for your ad, so it’s best to create multiple versions of your ad and test them to see which ad gets the best response.”
Facebook makes this process easy: Once an ad has been created, you have the option to “Create a Similar Ad” and simply swap in a new picture or text.
Melberg suggests creating four different ads for the same campaign, running them for a day or so and then viewing your ad statistics on Facebook to discover which ad performed the best. You can then create a new ad that is similar to your best-performing ad, but tweak it just a bit to see if you can beat the previous performance.
And, don’t forget to swap out ads after a short period to reduce fatigue. According to WebTrends, social ads have a very short shelf life, with interest waning after three to five days.

5. Be Ready To Capitalize on the Traffic


According to Nesvig, a common mistake small businesses make with Facebook Ads is focusing on their ad while neglecting fresh content on their Facebook Page. “They might spend a $100 on ads, but the last update on their fan page was a month ago,” says Nesvig.
Fralick agrees. “Your ads are only as good as your Wall. Remember that most people don’t click through to your Facebook page; they click ‘like’ right in the ad. Have status updates or special offers planned that follow up on the messages in your ads, and get people to connect more than once.”
In fact, Fralick urges clients to think of a click as the beginning of the campaign, not the end. “When someone likes your page, they’re giving you permission to talk to them over and over again,” says Fralick. “That’s just as valuable as an outright sale.”
Have you run ads on Facebook? What was your experience? Please share your thoughts in the comments below.



Tuesday, August 30, 2011

The Art of Asking Questions


Ron Ashkenas HBR Blog Network

1:39 PM Tuesday August 30, 2011

How well do you ask questions? From my experience, most managers don't think about this issue. After all, you don't usually find "the ability to ask questions" on any list of managerial competencies; nor is it an explicit part of the curriculum of business schools or executive educationprograms. But asking questions effectively is a major underlying part of a manager's job — which suggests that it might be worth giving this skill a little more focus.
We've all experienced times when we've failed at being good questioners, perhaps without realizing it. For example, not long ago I sat in on a meeting where a project team was reviewing its progress with a senior executive sponsor. During the presentation it was clear from his body language that the executive was uncomfortable with the direction that the team was taking. As a result, without any real questioning of the team, he deferred approval of the next steps until he could have a further discussion with the team leader. When he met with the team leader later, he ripped into him for allowing the team to go off-course. Eventually the team leader was able to explain the thinking behind the plan, convinced the executive that they would indeed achieve their objectives, and was given the go-ahead to proceed. But in the meantime the team had lost its momentum (and a week of productivity), and began to focus more on pleasing the sponsor rather than doing the project in the best way.
This is not an isolated incident. Many managers don't know how to probe the thought process of their subordinates, colleagues, and bosses — and instead make assumptions about the basis of their actions. And when those assumptions are wrong, all sorts of dysfunctional patterns can be created. In a financial services firm, for example, a major product upgrade was delayed by months because the product and IT managers had different assumptions about what was to be delivered by when, and kept blaming each other for delays. When a third party finally helped them to ask the right questions, they were able to come up with a plan that satisfied both, and quickly produced incremental revenue for the product.
There are three areas where improved "questioning" can strengthen managerial effectiveness; and it might be worth considering how you can improve your skills in each one.
First is the ability to ask questions about yourself. All of us fall into unproductive habits, sometimes unconsciously. Good managers therefore are always asking themselves and others about what they could do better or differently. Finding the right time and approach for asking these questions in a way that invites constructive and candid responses is critical.
Second is the ability to ask questions about plans and projects. The examples mentioned above both fall into this category. The challenge with questioning projects is to do so in a way that not only advances the work, but that also builds relationships and helps the people involved to learn and develop. This doesn't mean that your questions can't be tough and direct, but the probing needs to be in the spirit of accelerating progress, illuminating unconscious assumptions and solving problems. This is in contrast to some managers who (perhaps out of their own insecurity) ask review questions either to prove that they are the smartest one in the room, or to make someone squirm. On the other hand, many of the best managers I've seen have an uncanny ability to engage in Socratic dialogue that helps people reach their own conclusions about what can be done to improve a plan or project, which of course leads to much more ownership and learning.
Finally, practice asking questions about the organization. Although usually unspoken, managers have an obligation to always look for ways that the organization as a whole can function more effectively. To do this, they need to ask questions about practices, processes, and structures: Why do we do things this way? Is there a better approach? Asking these questions in a way that does not trigger defensiveness and that is seen as constructive is an important skill for managers.
Most of us never think about how to frame our questions. Giving this process some explicit thought however might not only make you a better manager; it might also help others improve their inquiry skills as well.

Friday, August 26, 2011

Tip: Look at Your Company Through the Eyes of Your Customer

Modern Distribution Mag MDM Blog,  Management Tips
August 24,2011


In distribution, it's often said that relationships are the core of the business. But be careful not to lull yourself into a false sense of security just because you have the "relationship" with the customer. Having the "relationship" is often an excuse for simply being lazy, says Ross Elliott in How Well Do You Really Know Your Customers?  You don't work the account the way you would an account you are trying to win. You count the customer's business as being in the "bank."

The world today demands more, he says. Customers demand more. And it starts with looking at the company through the eyes of the customer to really understand what they want. Is it just a buddy relationship, or do they trust you enough to share the challenges they are facing? Do they trust that you have the expertise to help them succeed? Will they tell you when (and where) they’re looking to expand?

Or will they take that to your competitor who appears more interested in their business?

Customer-centric companies don't just rely on the relationship; they build on it with information and tailored responses. They collect data on the where the customer wants to go, not just when his kids' baseball games are. They view their customers as partners, and not just things to be won or lost.

Monday, August 22, 2011

Facebook Posting Techniques that Really Work

Facebook Posting Techniques that Really Work

August 18, 2011 by Mikal E. Belicove
facebook-posting-techniques-that-really-work.jpgThere’s a fine line between a scientific approach to marketing on Facebook and a haphazard shotgun approach. For those of you who prefer not to "point and shoot," a new study from a San Francisco-based social media strategy firm offers an in-depth analysis of the top 20,000 Facebook Pages and up to a quarter million posts in an effort to determine the most useful posting techniques.

In the just-released report called Engagement and Interaction: A Scientific Approach to Facebook Marketing (link opens a PDF file), Momentus Media. provides answers to the seven most frequently asked questions by Facebook page administrators:

When’s the best time to post? While weekends and off-peak hours from 2pm to 5am are the times when page admins are least likely to add a new post, those are the posts that receive the highest interaction rates. Thursdays, on the other hand, shoulder the highest number of postings during the week and the lowest interaction rate. And since a high level of postings results in a lower interaction rate from users, it only stands to reason that posting in off-peak hours means you’ll gain more interaction from fans.

How many times should I post per day? You’d think too many posts would offend your followers but the report suggests frequent posting increases interaction. As you might suspect, fewer posts reduce the chances users will see them. And while unsubscribe rates go up after three posts per day, they level off at higher frequencies. The secret is to find that balance between optimizing interaction and managing unsubscribes, which is going to be different for every business.

What type of content elicits the most interaction? By far, photos generate the highest interaction rate for the six varieties of content, with status updates ranking No. 2. Others -- in descending order -- include video, music and links. The fact that links are at the bottom is interesting, considering they are posted the most often. Photos rank at the top because they’re visual, easy to digest and they elicit emotion.

Should I ask fans to Like or Comment on my posts? Absolutely. Just by taking advantage of a "Like" call to action boosts your interaction rate by 216 percent. Momentus Media analyzed 49,266 Page posts, comparing interaction rates for posts with "Like" and "Comment" calls to action and those without. And while only 1.3 percent of status messages had a call to action attached, those who used "Like" or "Comment" showed a huge boost in interaction rates.

Should I ask my fans questions? You’d think that by asking questions you’d get a better interaction rate, but such is not the case. However, Facebook page admins looking to achieve the highest comment rate should pose questions and then directly ask for fans to reply with comments.

How long should my status messages be? According to this study, size does matter. While there’s a higher posting rate for shorter posts (especially those that stay within the 140-character limit for cross-posting purposes on both Twitter and Facebook), interaction increases as the length of the status message increases.

How long do my messages remain in the Newsfeed? In the first hour of a Facebook status update, half of the users who will click on the post will have done so, with 90 percent of the clicks occurring within nine hours of the post going live.



- Posted using BlogPress from my iPad

Friday, August 19, 2011

How to Delegate Like Donald Trump


Sometimes the simple stuff is the most powerful.
Kristi HedgesKristi Hedges, ContributorA few weeks ago, my business partner and I were leading a workshop for senior executives on the topic of creating change through personal influence. Our client was in the midst of a market shift, requiring it to realign strategy and execute new processes quickly. Our role was to ignite energy and ideas to equip leaders to enable that change.
We had assembled big, engaging ideas to present, and somewhat reluctantly included a section on delegation. Delegation is not particularly sexy content to cover. It feels too obvious, particularly for a seasoned professional audience. We planned to go over it quickly as a refresher.
As it turns out, the part on delegation was the most discussed and valued part of the entire workshop! We ended up getting our own refresher on the appetite for improving this evergreen issue. Weak delegation plagues most of us, and frustrates us by producing substandard outcomes. From GE to Google, organizations hinge on crisp and effective delegation.
After all, there’s more opportunity to trip over the routine actions.
It struck me that others might benefit from a delegation tune up, so I’m throwing the ideas out into the world. Think of channeling your inner Donald Trump — bear with me here, I realize he’s a love him or hate him kind of figure. But when it comes to asking and getting what you want, he’s doing all right. (And you can figure out your own take on his style.)
1. Be obvious.
This is the first point in effective delegation because it’s the most essential. You are more likely to get what you want the more explicitly you ask for it. A good request has a firm:
  • WHO: This is a specific person or people, not a team, group of people in a meeting, or the royal we, i.e. We need a new process here!
  • WHAT: These are the specific deliverables or outcomes you are looking to receive. In general, the better you can visualize them, the clearer they will be for the other person. Use examples if you have them.
  • WHEN: This is a calendar date and time. COB, ASAP, tomorrow AM, beginning of next week, etc. are recipes for miscommunication (and potential frustration).
The process seems easy enough, but consider how common weak delegation is and how different it sounds when strengthened:
Weak: This team needs to come up with a new marketing plan ASAP.
Strong: John and Amy, I’d like you to develop a new marketing plan and present it back to the team next Wednesday at 2 PM. It should look similar to the one you did last year for the product launch.
Weak: Brian, you need to be more proactive with that customer request.
Strong: Brian, I’d like you to call the customer today by 5 PM and develop an agreed upon schedule for the delivery. Then email the client a status report every Friday by noon until it’s complete.
For many people, the “strong” options feel too much like micromanaging or bossiness. (Or a common reaction is “I shouldn’t have to say it…they should know!”) Of course you can have a good back and forth until you get to the actual delegation. But think of it this way, wouldn’t everyone rather be clear about expectations than guessing? When everyone knows what to expect it saves time and produces better results.
2. Provide context.
Giving context takes more time, and is often skipped for that reason or because shared understanding is assumed. Err on the side of redundancy. Take a few minutes up front to tell the person WHY the delegated project is important, how it fits in or will be used, and what has worked before. At times you can even give a past example as a guide. Don’t presume the other person wants a blank slate for creativity. If you need a new sales report for the board, show one you like — the employee can then negotiate how much of their own spin they want to put into it.
3. Don’t be vague as a courtesy.
As mentioned above, we often avoid being specific because it feels discourteous. This becomes exacerbated when dealing with a person in a higher position at work. In most companies, leaders have to delegate not just to their direct reports, but to colleagues and those above them. Being purposefully vague feels safer, and less likely to appear stepping out of bounds. However, I can tell you that it’s one thing to be polite, and it’s quite another to be unspecific. Higher ups are busy, and will respect you more if you save them the time by being clear about what you want them to do. They realize they can say no. Try something like, “Here’s what would be ideal (WHO, WHAT, WHEN, CONTEXT). How would that work for you?”
4. Make the ask.
As Wayne Gretzky so memorably put it, “You miss 100% of the shots you don’t take.” Even when it involves a professional superior or distant colleague, you will get further if you simply ask. We all self-censor, even coaches who are teachers of this work! It’s human nature. (I recently had a friend give me a swift  kick in the pants when I was vacillating on asking for high-profile endorsements for my new book.) Recognize that it’s a natural feeling, and respectfully ask for what you want. After all, Donald  would.
Kevin Brown www.kbsinsight.blogspot.com