OK, you've done it. You've started your small business. You have a great product. You're making sales. Things are going well. But you can always use more customers, right? How can you continue to grow your reach? Wait, what? Your business isn't on Facebook. Insert head in sand reference here. But it's OK. We can deal with this.
Increasingly, social media, and Facebook in particular, is becoming a great, low-cost way for businesses to grow and find their next customer. The number of businesses that say Facebook is critical or important to their success has increased by 75%. Your business needs to have a presence on Facebook. "Why?" you say. "How?" you say. Just read on, my friend.
One of the keys to successful social media marketing—or any type of marketing, really—involves figuring out where your target market is and then going to them. With approximately 1.15 billionactive members, Facebook is the biggest party on the block. Still not convinced? Here are 5 facts that will convince you of the business value of Facebook.
During this evening's Monday Night Football pregame show on ESPN, Dunkin' Donuts will run what's most certainly the first TV ad made entirely from a single Vine—Twitter's popular six-second social video format.
The fast-food chain will actually peel one second off its Vine clip to fit into the network's five-second billboard ad unit, which appears full-screen between segments during ESPN programs. Dunkin' Donut's animated billboard tonight will feature a latte that flips a coin to signify the start of a football game. It's one of four versions that ESPN Monday Night Countdown viewers will see throughout the 16-game season.
"We think a billboard using Vine is dramatically more engaging than a standard billboard with a corporate logo on it," said Scott Hudler, vp of global consumer engagement, Dunkin' Brands. "Everyone is multitasking while watching TV with their phone, tablet or laptop. A lot of times, the content on their mobile device is not related to their TV shows. We want to make sure we're supporting our TV investment with social media that's [relevant]. It's our job to make sure that it's tied together to drive consumer engagement."
What's more, the ESPN ads will promote a Vine the retailer tweets out in each game's final quarter this year with a #DunkinReplay hashtag. Led by Hill Holliday, the brand's "newsroom" team will select a memorable play from the first half and virtually recreate it with Dunkin' Donut products.
Women may not be your target audience, but advertisers from any industry can learn a lot from women's programming verticals such as food and recipes, home and garden, style and health and wellness. A recent study conducted by Yieldbot, which sees over a 1.5 billion page views per month come through its publisher analytics platform, analyzed the impact of social referral traffic from both Facebook and Pinterest on the advertising performance of women's sites. The ad technology firm found that while Pinterest sent a lot of traffic to these publishers, these visitors don't click on ads at the same rate as Facebook referrals.
According to the Yieldbot study, Pinterest sent approximately 85% of traffic to women's verticals in July, compared to only 8.3% from Facebook. (These numbers only reflect traffic sent from desktop. On mobile, Facebook outperformed Pinterest 4.6% to 1.2%, highlighting an interesting and emerging mobile trend.) However, Facebook's click-through rate is significantly higher than Pinterest's, and other social networks barely even register.
If this isn't enough for publishers that monetize on ad clicks to pay attention, it should be. According to the IAB, 66% of digital advertising is sold on a CPC or other performance-based metric, whereas just 32% is sold on an impression basis. This means that while Pinterest drives a lot of volume, Facebook is generating more performance. If advertisers really want to grab hold of the opportunity presented by Yieldbot's study, marketers should look for ways to drive up the volume on Facebook. While there is little room for marketers to leverage Pinterest, marketers can still increase traffic from Facebook, increasing overall performance.
If you're an advertiser working with both Facebook and Pinterest, what trends are you seeing? Are you seeing better performance from Pinterest or Facebook? Share your thoughts in the comments.
(Article and image via HasOffers)
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Our core value at LinkedIn is Members First. We're committed to earning and keeping your trust in everything we do.
At LinkedIn, we have a high bar when it comes to responding to government requests for member data. We scrutinize and evaluate every request, and only provide data when we believe we're legally required to, or in emergency situations. We also take steps to let members know before turning over their data, unless we're legally prohibited to do so or the request is an emergency.
Our goal is to be as open as possible about government requests for member data. This is why, since 2011, we've published a report called the Transparency Report every six months that tells our members how many requests for member data we receive from governments around the world, the number of member accounts impacted and the percentage of requests we respond to. Today, we're publishing our Transparency Report for the first 6 months of 2013.
Unfortunately, our Transparency Report doesn't include requests related to U.S. national security-related matters. This is because the U.S. government prohibits us from doing so. We believe our members and the LinkedIn community deserve to know this information, especially in light of recent revelations about the nature of U.S. government surveillance. We've been in discussions with the U.S. government for months in an effort to convince them to allow us to release these numbers as part of our Transparency Report and these discussions recently reached an impasse.
Despite our best efforts, we are still prohibited from sharing information about national security-related requests in a way that's meaningful to our members and community. So we're left with no choice but to file legal challenges to the U.S. government's position.
If you'd like more information, please read my letter to the LinkedIn community.
We'll continue to advocate for these principles of transparency and openness on behalf of our members.
(Article via LinkedIn official blog)
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