Facebook Groups for brands and how they work
A ccording to Facebook more than 100 million people are members of what they call “very meaningful” groups.
“These are groups that upon joining, quickly become the most important part of our social network experience and an important part of our physical support structure. For example, many new parents tell us that joining a parenting group after having a child fits this purpose.”
As such, “Facebook sees groups as an opportunity for the platform to boost engagement and interaction, making The Social Network an even more important part of our interactive process. And there’s a growing range of opportunities for brands in this evolution. You need to tread carefully – you can’t just rush in spamming everyone and everything, everywhere you can, hoping for a good result – but there are ways to utilize Facebook’s renewed Groups focus to further your reach and resonance on the world’s biggest social network,” says Andrew Hutchinson for Social Media Today.
Before the social network boom, online communities and forums were THE spaces that allowed people to interact, collaborate, share content, and learn from each other. “Now maybe Facebook, Twitter, Google+, and dozens of other social networks have stolen a big part of the spotlight, but lately, groups, forums, and online communities are once again regaining their power, and with great force. Why? Because brands are finding it harder and harder to gain exposure and reach their fans and followers on platforms like Facebook. Also, because companies are finally realizing that people today more than ever, seek to satisfy the need for a “sense of belonging,” to express, to learn, and to share,” writes Josefina Casas for Postcron.com.
What offer the groups even more after the recent updates?
The possibility for pages to post into groups
In the past, only individual members were able to post in Groups, but now, you can be logged on as a Page and can comment and interact within a group setting as a direct representative of your business. One of the biggest pluses and benefits is that you can now offer advice, assistance and technical support from your official brand account, which lends more weight to your advice, while also serving as a brand building process in itself.
Still, it’s important to know not to tackle it in the wrong way by becoming to insistent or aggressive. Your audience needs to see you as a consultant and advice bringer, not a psychopath. Offering assistance where possible can be a great way to boost your business.
Having analytics on your side
The recently launched Group Analytics feature, provides a range of key data points to help group admins get a better understanding of their audience, and how to maximize response. Research are data are proving to be as important as ever nowadays, helping the brands remain relevant and offering their target what they need and want. The pieces of relevant information received on members and engagement, and also on the days and times when people are most active within your group, are enabling you to better plan and schedule your content to maximize response. There’s also demographic breakdowns, which can not only help you get a better understanding of your core, engaged target audience within your group, but can also improve your wider market research efforts.
More you can also read here.
How relevant is still TV for your brand?
We are smarter and smarter consumers, more up-to-date with everything that is new and happening in the world of technology, people constantly changing and improving their laptops, mobile phones and software that they are using. Moreover, 2017 proves to be the first year that the media investments in digital are surpassing the TV ones. In this context, it’s only natural for a CEO or a marketing specialist to wonder how relevant is still TV for the brand they are taking care of?
In other words is video killing the radio star? Or is it a non-subject that the specialists are over-exaggerating talking about? What do you think? Well, this is what we think.
First of all we believe that there is not a general answer of yes or no. The right answer for your brand will come from your target: who are they, what are their consumption preferences, their passions, hobbies, desires, etc. Better knowing your target will give you the right answer. Because if you are looking at the younger generation the answer is pretty easy, but if you are targeting the Millennials or the older generation you will have for sure another look at the situation and things will not seem that much black and white.
Along with the channels and devices available for watching TV, the ways for brands to reach consumers through the medium are proliferating. Quoted by Marketing Week, Otto Rosenberger, CMO at Hostelworld.com, believes that TV buying is changing, and with good reason. He says: “It really always starts with being obsessed about where the customer is. It’s about where they are and what drives them, which drives our creative and media decisions.” Research released by Ofcom earlier this month shows that while live television remains hugely important, catch-up TV viewed via the internet and programming premiered online are taking up an increasing share of viewing time for younger audiences in particular. It reveals that today, only 50% of 16- to 24-year-olds’ TV consumption is through live television, rising to 61% for 25-to 34-year-olds.
“The overarching shift, therefore, is in the power of technology and the internet. It is not only changing the way people watch TV, it is also creating a significant change in the way TV advertising is being traded towards targeting specific segments of audiences known to be watching rather than programmes that research panel data suggests they might see,” explains Marketing Week.
Not a long time ago, Turner Broadcasting and Horizon Media partnered on with marketing-analytics company MarketShare, which meta-analyzed thousands of marketing optimizations used by major advertisers from 2009 to 2014. MarketShare’s analysis found that TV advertising effectiveness has remained steady during that time period and outperforms digital and offline channels at driving key performance metrics like sales and new accounts. The study also showed that networks’ premium digital video delivered higher than average returns when compared with short-form video content from non-premium publishers. More on the main results you can read here.
Moreover, we need to think about the fact that a deep investigation of the decision journey often reveals the need for a plan that will make the customer’s experience coherent—and may extend the boundaries of the brand itself. The details of a customer experience plan will vary according to the company’s products, target segments, campaign strategy, and media mix. But when the plan is well executed, consumers’ perception of the brand will include everything from discussions in social media to the in-store shopping experience to continued interactions with the company and the retailer.
“Consumers’ perception of a brand during the decision journey has always been important, but the phenomenal reach, speed, and interactivity of digital touch points makes close attention to the brand experience essential—and requires an executive-level steward. At many start-ups the founder brings to this role the needed vision and the power to enforce it. Established enterprises should have a steward as well. Now is the time for CMOs to seize this opportunity to take on a leadership role, establishing a stronger position in the executive suite and making consumers’ brand experience central to enterprise strategy,” said David C. Edelman for Harvard Business Review.
A study done by Arris showed that 84% of respondents wanted to fast forward through the ads they watch, while 60% of them download or record shows so they can skip commercials. Even Super Bowl ads have lost their effectiveness: a 2014 study showed that 80% of them do not increase sales for the companies running them. The increased use of smartphones and tablets also detracts from TV commercials’ relevance. A study in May 2015, quoted by The Guardian, showed that researchers found that viewers who focused just on the TV screen were able to recall 2.43 out of every three brands mentioned, while smartphone and tablet users only managed to recall 1.62 on average.
Moreover, advertising’s even losing its role as an information source: a study by Mindshare earlier in 2015 showed that the percentage of Americans who said advertising helped them learn about products and services dropped from 52% in 2005 to 41% in 2014.
Still, all in all, TV is still relevant and will still be as long as the brands will know how to adapt to the new changes it brings and will know how to showcase its added value. As long as the TV advertising will continue to adapt and become better and more relevant for its audience, it will of course remain very important.
On how brands can optimize their TVCs to drive product discovery, you can read here.