Referral & Social Selling for Success in 2019 https://ift.tt/2rNuDNx Referral & Social Selling for Success in 2019 For as long as businesses have sold products to their customers, there has been a need for unique sales techniques and tactics. Fads come and go but finding truly effective ways to increase your sales success has been challenging. As we go into the New Year, it is more important than ever that you have the right tools – referral selling and social selling provide you with increased traction and allow you to dip into audience segments not accessible through other sales methods. Referral SellingReferral selling is exactly what it sounds like. It has actually been around for a very long time, but often gets overlooked by sales organizations chasing the latest craze. In this situation, you simply ask your existing customers for a recommendation to those they know who might also be able to benefit from the product or service that you’re offering. In most cases, the referral is incentivized in some way to encourage current customers to make the recommendation. Why go for referrals, though? Actually, there are plenty of reasons to do so. One of those is that referred customers are often more loyal than those you earn through other marketing channels. There is also the fact that people referred to your organization by an individual with whom they have a personal or professional connection are more likely to convert into paying customers, and actually offer more value over their lifetime than many other types of customers. So, make the ask. But be sure to do it live over the phone, or preferably in person if possible. The “close” when a seller asks a customer or contact for referral sale opportunities should never be happen in digital format. Social SellingSocial selling has not been around as long as referral selling, but it is not brand new, either. In fact, it ties directly into the rise of social media. Use of social platforms like Facebook and Twitter by brands is well established, as is the idea that they should use these tools in a way that creates a two-way conversation. That is the beginning of social selling. It goes deeper than this, though. Social selling, according to EveryoneSocial, is “about leveraging your social networks to find the right prospects, to build trusted relationships, and ultimately, to help you achieve your sales goals by answering prospect questions and offering thoughtful content until the prospect is ready to buy.” Combining the TwoSocial selling and referral selling can be dovetailed in social media marketing. After all, your customers already use sites like Facebook on a daily basis. You’ve spent time and effort building your brand on those sites, as well. So, how do you make the most of these tools, though? First, make sure you’re interacting with your audience – reply to comments, answer questions, and generally be genuine. Next, make sure you share updates that interest your audience (including product or service updates). Your most engaged and loyal members will comment or even share those posts with their own connections, effectively making a recommendation to their friends, coworkers, and family members. But remember that closing deals doesn’t happen over social or email. People find success in referral selling by doing business with people, not technology. It can be as simple as that. Yes, it takes time and intentional action. Yes, it requires that you be genuine. However, that’s already part of what using social media is all about, so this shouldn’t be an insurmountable hurdle. Plus, the rewards can be significant. Social Media via Social Media Explorer https://ift.tt/2onGYog December 20, 2018 at 03:15PM
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Using Market Research to Maximize Social Media Campaigns https://ift.tt/2R3dqht Using Market Research to Maximize Social Media Campaigns These days, it’s hard to consider a world without social media. Our lives are so digitally interconnected that existing outside that vacuum often leaves the few Luddites who remain out of touch and out of reach, unaware of what the rest of the world is doing and saying. In fact, many of us are now so reliant on what we can get from the Internet that we hardly ever stop to consider how we could maximize our experiences if we only turned in the other direction. Instead of using our social media accounts to mine new data, what if we used existing data to better inform our social media accounts, in essence maximizing outcomes and generating more meaningful results for ourselves and the companies we manage? It’s like JFK’s famous quote: “Ask not what your country can do for you — ask what you can do for your country.” If we stop and consider our own input, the Internet’s output multiplies tenfold, benefiting us individually and collectively as we manage our personal lives and businesses. Consider the following ways market research can increase accuracy, relevancy and revenue when it’s used to inform our social media practices instead of when it’s used to solicit them: Good Research Identifies the Right Audience(s) Businesses use social media to reach people. They tweet and host Facebook pages and oversee domains. But when there are literally billions of people out there on the web, reaching them all is a futile endeavor. Better that businesses narrow their focus to only the people who matter: the ones who have made or who are likely to make purchases. It’s a lot more productive to focus on a smaller, but potentially more lucrative, audience than it is to try to reach and please everyone. Good Research Determines Content Too often, companies believe that any content is good content. In actuality, good content is only good when it’s relevant to the people reading it. A robust research project can help companies fully grasp how consumers search for information, as well as why they click on links. They can then use this information to formulate and use the keywords that optimize search engine algorithms for maximum exposure and avoid the ones that don’t. It’s a task that is not nearly as intuitive as many think since Google and other search engines use a sophisticated and automated process to rank search results and don’t solely push to the top of the list those with the most expensive ads or those using the most keywords. Good Research Identifies the Right Platform(s) Good market research prior to a social media campaign enables companies to focus their resources and energy on creating and using only the social media platforms that are most likely to garner the right kind of audience(s). It’s a waste to set up only an FB account if most of your customers rely on Yelp. You can learn this by using market research methodologies like phone surveys, interviews and focus groups to ask consumers where they assemble and how they like to be approached. A little preparation can ensure that your social media presence is on point, effective at attracting consumers at the right time and in the right places and generating sales! Social Media via Social Media Explorer https://ift.tt/2onGYog December 20, 2018 at 01:31PM 4 Effective Ways for Businesses to Tell Stories on Social Media https://ift.tt/2GzTDC5 4 Effective Ways for Businesses to Tell Stories on Social Media Marketing is all about telling stories. In fact, the best marketing material doesn’t often feel “promotional.” Modern consumers are sophisticated, and they prefer to engage with blogs, ads, and social-media posts that resonate with them on an emotional or intellectual level. But how can you tell an entire story through social-media marketing? And what’s the best way to present your message across different platforms? Here, we’ll answer those questions and provide your marketing team with four effective ways to create compelling content for social media: Integrate Short Videos If a picture is worth a thousand words, then a short video might be worth a million. In all seriousness though, modern marketers can’t afford to ignore how effective brief videos prove in regard to digital conversions and engagement. What’s more, “snackable” content can actually contain quite a lot of information –– when edited appropriately. Tease the Bigger Picture Typically, marketers don’t use social-media platforms directly to host their branded content. Rather, they’ll post a link to a blog post or web page and write a short “teaser” message on social media. It’s worth noting here that some social-media channels like Twitter still impose a character maximum for individual posts. As such, hitting a few highlights or explaining why your post is important in a sentence or two can lead interested parties to your site for the rest of your content. Highlight the Extraordinary Sometimes a story is simply so compelling, a character so memorable, or an event so noteworthy, that businesses can afford to write lengthy social-media posts about them. If something amazing has happened at your operation, then don’t hesitate to share it on social media. Posting a long-form Facebook status or Instagram caption might feel strange at first, but consumers are willing to engage with lengthy content –– given it delivers on its promise. Note, the longer your post is, the more enthralling its content needs to be. Break it Up Whether you’re writing a report on a new line of 384-well plates, or a series of blogs on the dietary benefits of egg-whites, breaking content up on social media is a savvy way to draw in a wide array of readers. By segmenting your work into smaller pieces, you can attract different consumers based on different elements of the “marketing story” you’re trying to tell. Final Thoughts If you want your business to develop exciting stories that strike a chord with your target audiences, then you need to give your marketing team the time and resources they need to complete the project. Quality content takes time, and business owners will sometimes have to be patient with their marketing department. The good news is, the payoff is often more than worth the wait! Social Media via Social Media Explorer https://ift.tt/2onGYog December 20, 2018 at 01:31PM
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Facebook and Twitter remove accounts spreading fake news ahead of Bangladesh’s elections https://ift.tt/2V1o6we Twitter and Facebook announced this morning they’ve removed a combined total of 30 accounts that were working to spread misinformation in Bangladesh, ten days before the country’s general elections. According to Facebook, the company removed nine Facebook Pages and six Facebook accounts that were engaging in “coordinated inauthentic behavior.” Twitter said it removed 15 accounts that were doing the same. Both companies said the accounts had government ties. “Working with our industry peers we identified and suspended a very small number of accounts originating from Bangladesh for engaging in coordinated platform manipulation,” Twitter explained in a tweet. “Based on our initial analysis, it appears that some of these accounts may have ties to state-sponsored actors,” it said. Facebook, in a blog post, said it was first alerted to the fake news posts, in part, based on a tip from Graphika, a threat intelligence company it works with. The Facebook Pages in question were designed to look like news outlets, and had posted pro-government and anti-opposition content. The company also confirmed that the activity was linked to individuals associated with the Bangladesh government. In some example images Facebook shared, you can see the Pages had been designed to look like BBC’s Bangla news service and the online news site bdnews24.com, among others. In its own reporting, bdnews24 noted the fake news Page had used an almost identical logo, except that it added an extra letter in the URL and the logo. Facebook didn’t say how many total followers these Pages and accounts had, but claimed one of the Pages had around 11,9000 people tracking its updates. The network of accounts and Pages had spent around $800 USD on Facebook ads, beginning in July 2017 and continuing through last month. “We are continuously working to uncover this kind of abuse,” wrote Facebook’s Head of Cybersecurity Policy, Nathaniel Gleicher. “Today’s announcement of the removal of these Pages is just one of the many steps we have taken to prevent bad actors from misrepresenting themselves to manipulate civic discourse. We will continue to invest heavily in safety and security in order to keep bad actors off of our platform and provide a place for people to connect meaningfully about the things that matter to them.” he said. Twitter, meanwhile, said its investigations are still ongoing and its enforcement actions may expand later on. For now, however, it has taken action on a total of 15 accounts, all of which had a very small number of followers. Most of the accounts had under 50 followers, it noted. Twitter said it will release more information about the accounts when the investigation completes, as it has before.
Social Media via Twitter – TechCrunch https://techcrunch.com December 20, 2018 at 09:35AM
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11 people on the last thing Instagram convinced them to buy https://ift.tt/2Lu4X1s 11 people on the last thing Instagram convinced them to buyDisclosure Every product here is independently selected by Mashable journalists. If you buy something featured, we may earn an affiliate commission which helps support our work.
By Chloe Bryan
Instagram is the spon con capital of the internet, so if it hasn't convinced you to buy something yet, it probably will eventually. Here are some things I have purchased after seeing them on Instagram: a ribbed turtleneck sweater, a watering can, a bottle of hot sauce, and a shirt that says "Hot Sandwich." I don't regret buying any of these things, necessarily — except maybe the hot sauce, which would've been much cheaper if I'd taken one bus ride to an actual store. But my (mostly) positive experience isn't universal. A friend of mine bought a jacket based on a post from what he later realized was a product aggregation account. The jacket, allegedly a size large, was so small that he could not fit it over his shoulders. His loss was my gain, though: I got a free jacket. I have not worn it yet. Perhaps I never will. It is not very breathable. Here, 11 other people reveal the last time an Instagram post convinced them to make a purchase — and, more importantly, whether the stuff is actually good. 1. "This jug!! These interiors influencers on Instagram did a collab with Habitat and the items sold out v quickly. I'm obsessed with it." --Rachel, 30 2. "Some non-binary underwear from tomboyx — honestly so comfy and worth it." --Anna Clare, 23 3. "I don't remember where I saw this [natural hair care line], but my discover is mostly natural hair and Beyoncé dance videos. Kehlani follows them as well; maybe she did a shout out? I recommend this every week; it exceeded expectations." --Lacey, 29 4. "The last thing I bought from an Instagram as was custom shampoo and conditioner from Function of Beauty ... you take a quiz on your hair type and hair ~goals~ and then they send you a custom formula. So far I really like both the shampoo and conditioner and I've reordered it." — Rachel, 24 5. "A way over-priced phone case that ripped in a week!!!!!!!! It was my first ever thing bought from Insta." --Hayley, 25 6. "A coin purse from Samara." —Ahrim, 24 7. "I bought [these RBG earrings] last night." --Erin, 29 8. "I haven't gotten this yet, but the teddy coat from J.Crew. I just see it on my Explore page and I like that it looks so comfy." --Sabrina, 16 9. "Instagram convinced me to buy this sweatshirt for my boyfriend for Christmas ... it was just an ad on my general feed, and he seems very happy with it (but the sizing was a little bit off). I also got a matching one that says 'not now arctic puffin' with which I am very happy." —Ali, 23 10. "i saw these [Vans] on a sponsored post on my instagram feed ... i own too many pairs already." --Alex, 24 11. "Matching PJs with my dog." —Jess, 26 Social Media via Mashable https://ift.tt/2DCFv97 December 20, 2018 at 09:05AM
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Using Emotions to Sell: The Journey: Season 2, Episode 14 https://ift.tt/2LrdT7K Want more customers from a shrinking audience? Then watch the Journey, Social Media Examiner’s episodic video documentary that shows you what really happens inside a growing business. Watch The JourneyThis episode of the Journey explores how Social Media Examiner improves their conversion rate by using emotional messaging. Watch as they interview customers, hire an optimization expert, and begin working on a Messenger bot. VIDEO The show opens with Michael Stelzner (founder of Social Media Examiner) and the marketing team reviewing conference promotion results. Rather than improving on last year’s numbers, sales are falling below last year. Mike’s not giving up and he wants his team to prepare for the difficult path ahead of them. Messaging continues to be a weakness, so Mike has hired conversion rate expert Talia Wolf, from Get Uplift. Talia specializes in emotional and psychological messaging. During a call with Mike, Talia explains that her process involves getting to know the customer in a personal way. She will start by surveying both past attendees and people who are on the site. Mike calls in marketing team members Jennifer Ballard and Saidah Murphy to let them know Talia is about to email a survey to all of last year’s attendees. When he suggests the surveys may also provide source material for the case studies and testimonials the marketing team has wanted to collect, everyone agrees. Later, Saidah and Jennifer interview past attendee Meg Brunson. Meg shares that she was initially concerned about the cost of the conference. After attending for the first time, she realized the value in the conference isn’t related to the cost. The value is related to how much knowledge you take from the conference. Saidah is very pleased with the result of the interview. Next, it’s back to the conference table. When marketing manager Kim Reynolds brings forward the idea that emotional messaging may create a disconnect for people who aren’t emotional decision makers, Mike partially agrees. He believes the past month’s greatest issue centered on the objection emails the team was sending. The reason? Prospective customers aren’t yet facing objections. Essentially, the objection messaging was timed incorrectly. What are prospective customers concerned about right now? They are uncertain. They’ve seen Social Media Examiner cancel Facebook video – a medium we were all in last year. They’ve seen organic reach drop. They’ve seen return on ad spend go down while they’ve seen cost per acquisition go up. Mike says they don’t care about the number of sessions at the conference or which expert will be there. They want to know someone can help them solve their problem. Next, the team tackles the decreased email deliverability which Mike believes could explain away much of the issues the team is facing. Jen agrees and says email campaigns are getting less than half the clicks and sales they used to. Mike tells the team he’s hopeful the new Messenger bot can help solve the problem. Later, Mike’s on a call with Kyle Willis and Natasha Takahashi from School of Bots. They discuss Mike’s goal for the company’s first messenger bot, and begin to develop an editorial bot strategy. Back in the conference room, Mike says unified messaging also affected campaigns adversely. The same messaging was used in the email newsletter, the marketing email blast, and Facebook ads. Kim says everyone she’s talked to believes unified messaging is the way to go. When she says the issue might be in the message itself rather than the delivery, Mike says she’s right. The past month’s campaign was unified around improperly timed experimental messaging. When the experimental objection messaging failed, the unified messaging failed. The takeaway? Messaging needs to be tested before it goes into unified messaging. Finally, Mike drops into Jen’s office to let her know he’s just hired YouTube ads expert Tom Breeze to help the company develop a strong YouTube strategy. Mike is hopeful his recent new hires (Natasha Takahashi,Talia Wolf, Ilana Wechsler, Tom Breeze) will help the marketing team reach their goals. The show closes with a bleary-eyed Mike staring at his computer screen. What is Mike staring at? What are your thoughts on Messenger bots? Like them or not? Let us know in the comments below. Key Mentions: Don’t miss an episode! Subscribe to The Journey on YouTube. Social Media via Social Media Marketing | Social Media Examiner https://ift.tt/1LtH18p December 20, 2018 at 05:11AM
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How to Measure Your Facebook Return on Ad Spend https://ift.tt/2BvuCSP Are your Facebook ad campaigns working? Wondering how to accurately report on Facebook ad performance? In this article, you’ll discover how to measure your return on ad spend (ROAS) for Facebook ad campaigns.
What Is Return on Ad Spend (ROAS)?Return on ad spend (ROAS) is the online advertising equivalent of return on investment (ROI). It’s the cornerstone metric that measures your Facebook advertising success, and whether your marketing dollars are producing positive results for your business or just burning a hole in your bank account. The 2018 Social Media Marketing Industry Report found that only 10% of respondents strongly agree that they can measure the ROI of their organic social media efforts, with 56% citing they’re uncertain or disagree with that assertion. However, unlike organic marketing efforts, measuring the ROAS of your Facebook ads is directly linked to your Facebook pixel and conversion tracking. When installed correctly and depending on your business, you get direct, hard data so you know exactly how well your ads are performing and the overall impact of your Facebook advertising on your business. ROAS is simply the total revenue generated from your Facebook ads (your return) divided by your total ad spend. For instance, suppose you spend $50,000 dollars in a month on Facebook ads and they generate $150,000 in new sales for your business. That’s a 3X ROAS ($150,000/$50,000). There is less ambiguity with Facebook advertising compared to organic social media marketing, which is why it’s such a powerful marketing channel. You can track your ROAS down to the penny by measuring how much you put in (ad spend) and how much you get out (new revenue). Measuring ROAS for Your Business TypeThe businesses that advertise on Facebook can be divided into two main categories:
If your business is in the first bucket, measuring your ROAS is easier because it will be tracked directly by your Facebook pixel and the purchase conversion event. However, if you’re a service-based business generating leads and converting off of Facebook, it’s harder to measure your ROAS due to a tracking gap. You have to track the leads that convert and manually cross-match them with your Facebook data. Now let’s look at how to measure ROAS for both types of businesses, as well as address some of the wider issues with ROAS measurement. #1: Set Up Facebook Pixel and Conversion TrackingBefore you can measure your ROAS, you need to set up and install the Facebook pixel on your website, as well as any relevant conversion events. If you’re an eCommerce business using Facebook to generate product sales, you need to have the eCommerce event actions set up which include add to cart, initiate checkout, and purchase. However, if you’re a service business generating leads, you want to have the lead event action installed. To install the Facebook pixel and other relevant conversion events, check out this step-by-step guide. Once you’ve installed the pixel on your website and your events, check that they’re firing correctly. The easiest way to do this is to navigate to your pixel dashboard via the Ads Manager main menu. Next, select your pixel and open the full dashboard. Under the graph view, you’ll see the event actions that are firing, along with the status of each event and the number of events received. If they’ve been installed correctly, the status column should say Active and when the event was last received. For any events that aren’t firing correctly and show Inactive in the status column, click the diagnostics option above the graph view to see any issues with your pixel and event installation. Ensure the Purchase Value Is Being Tracked by Your PixelIf your business uses the purchase event to track sales, measuring ROAS effectively requires you to track the value of the purchases from Facebook, not just the volume of purchases. To check that the value of orders is being sent via the pixel to your ad account, click View Details under the Purchase event action. Then in the pop-out window under Parameter, look for the value parameter and number of items parameter, along with content IDs and currency. #2: Create a Custom Reporting Column in Facebook Ads ManagerOnce the pixel and event actions are set up, you want to create a custom reporting column that displays key metrics including the number of purchases, the conversion value of those purchases, and the return on ad spend. To do this, navigate to your Ads Manager dashboard. Then click the Columns: Performance drop-down menu and select Customize Columns. The reporting creation window then appears. It consists of three columns. On the far left are the metrics categories, in the middle are all of the metrics you can report, and on the far right are the specific metrics in your custom reporting column. First, you want to remove the unwanted metrics that are currently in the reporting column. In the far-right column, remove all but these 11 core metrics:
Next, you’re going to add in the purchases, conversion value, and ROAS metrics. In the categories section in the left column, select Standard Events under Conversions. In the middle column, you’ll see a row for each of the standard event actions. Scroll down to the Purchase ROAS row and select the Total checkbox. Then in the Purchases row, select the checkboxes for Total, Cost, and Value. When you select these metrics, Ads Manager adds them to your custom reporting column on the far right. Scroll down to the bottom of that column to edit the segments. In the total purchase field, you’ll see a breakdown of these metrics by purchase type such as mobile app, website, and offline (which are all selected). If you’re only tracking purchases from your website and not from a mobile app, offline, or through a Facebook store, deselect all of the boxes that are ticked including website purchases. This may seem counterintuitive, but you just want the total purchase value, not the segmented data. Experience 3 days with the best social marketers. Discover the latest tactics and improve your marketing know-how! Do the same for the purchases conversion value metric and the purchase ROAS metric. You should be left with a custom reporting column that includes:
Finally, you want to set your reporting window. The attribution window of 28-day click and 1-day view is selected by default. However, to get a true picture of how your campaigns and ads are performing, you want to add the 28-day view window as well. Select Window Comparison in the bottom-right corner of the custom reporting creation window. Then select the checkbox next to 28 Days under the View column. The last thing to do is to click Save as Preset in the lower-left corner, give your custom reporting column a name (such as “ROAS”), and click Apply. #3: Determine Your Facebook ROAS for PurchasesNow you want to analyze the Purchase and ROAS metrics in your new reporting column. You’ll see two columns for each metric. The first column shows the results for the default attribution window: 28-day click and 1-day view. The second shows the 28-day view results. With ROAS analysis, you first want to get a broader measure of how your overall Facebook advertising is performing and what return you’re seeing. To analyze this, set your date range via the date picker in the top-right corner. What date range you set depends on how deep into Facebook advertising you are. If you’re just starting out, select Lifetime. But if you’re already spending five or six figures per month on Facebook, choose Last Month to do a monthly ROAS analysis. Next, look at your totals row and add together your two ROAS figures to get your total ROAS across both data views. Your ROAS will be expressed as a decimal such as 3.7. That means that across all of your campaigns in your given time period you generated a 3.7X return on your ad spend. If you’re a bit of a data nerd like me, you can also work it out by adding the totals of your purchase conversion value together to get the total revenue generated. Then divide that by your ad spend to get your ROAS. #4: Measure Facebook ROAS for Lead GenerationIf your business falls into the second bucket mentioned earlier and you’re using Facebook to generate leads, measuring your ROAS isn’t as easy. It starts the same way as the method above—you need the pixel installed on your website, as well as standard events set up. Instead of purchase and eCommerce events, you want to set up the lead conversion event for contact points on your website such as your contact form confirmation and any lead magnets you’re using to get people on your email list. Using the same method of building a custom reporting column detailed in step 2 above, create a reporting column with the lead event action and any custom conversions you created for steps along your lead funnel. Now for each of your leads that has successfully become a new customer or client, trace what marketing channel that new customer came through and how much they’re worth to your business. To do this, first look at your CRM or email marketing software to see when they were added to your list. Then cross-reference that with your Facebook advertising at the time by looking at the lead custom reporting column you just created. Analyze Specific Facebook Campaign PerformanceAfter you’ve analyzed the overall impact of your Facebook advertising, you can then look at the ROAS of your individual campaigns. Click the first ROAS column to sort your campaigns by the highest ROAS. This makes it easy to highlight both your most effective and weakest campaigns. With the highest-generating ROAS campaigns, you can look to scale the ad set budgets to generate more purchases. It’s worth noting, however, that when you scale your ad spend, your cost per purchase will increase. Additionally, your immediate ROAS will decrease as you start to reach more people in your target audience who aren’t hyper-responsive or the low-hanging fruit that Facebook will have shown your ads to when you started with lower budgets. For campaigns that aren’t ROAS-positive (meaning your total ROAS is less than 1), you can dive deeper into your ad sets and ads by analyzing the cost, relevance, frequency, and CPM metrics. When you do this, you can identify why they’re not delivering results and what changes you need to make to get their performance back on track such as improving your audience targeting. ConclusionThe biggest issue with how you can currently measure your return on ad spend on Facebook (using the Purchase ROAS metric) is that it reports only the immediate purchase value at that specific moment in time when you assess the data. The key to accurately measuring the real impact of your Facebook advertising (and any marketing channel for that matter) is to look at your customer lifetime value, which goes far beyond their first purchase. I call it true ROAS and it’s usually a much higher level of return due to the higher customer lifetime value. For example, suppose you spend $10,000 in a month on Facebook ads with an average purchase value of $60 and a cost per purchase of $20. Those ads generate 500 purchases (new customers) with a total purchase value of $30,000. That’s a 3X ROAS. Not bad. However, if your customers spend on average an additional $80 in the next 12 months, the purchase value increases from $60 to $140. When you measure your true ROAS, those 500 new customers were actually worth $70,000 to your business because they each spent $140. Therefore, spending $10,000 to acquire them makes your true ROAS 7X. When it comes to making ad spend decisions and planning your ad campaigns, don’t just look at your immediate ROAS; instead, calculate your true ROAS. To help you better understand the conversions that happen in your business and how they can be attributed to Facebook as a marketing channel, Facebook has introduced the Attribution tool. Check this guide on how to set up and use the Attribution tool to better understand your data. Measuring Facebook ROAS isn’t as straightforward as it might appear. But by using the purchase ROAS method or the lead method (depending on your business), you can assess the immediate return that your Facebook advertising is generating for your business. If you use the Attribution tool alongside these methods and factor in your customer lifetime value, you can fully understand the true long-term impact of your Facebook advertising on your business. What do you think? Have you used this method of measuring Facebook ROAS to assess the effectiveness of your campaigns? Please share your thoughts in the comments below. More articles on Facebook ads:There are 17 tracks of content available to you at Social Media Marketing World. Don't miss this event! Social Media via Social Media Marketing | Social Media Examiner https://ift.tt/1LtH18p December 20, 2018 at 05:04AM
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Just 50 really great tweets from 2018 https://ift.tt/2QIJvvk Twitter can sometimes feel like a time-sucking black hole, but there's no denying the social platform is full of delightful, hilarious, and heartwarming messages. This year has blessed us with an abundance of phenomenal tweets — tweets so good they'll help you forget everything bad online, if only for a minute. From clever tweets by brands and celebrities, to content about cute animals, children, and more, we've complied a selection of the year's best tweets to help you kick 2019 off on the right foot. In the paraphrased words of the angsty Dashboard Confessional song, "Stolen," here are 50 best ones of the best ones. Enjoy! 1. MoonPie's "Ok baby"2. The resourceful CVS shopper3. This little girl feelin' the music4. A taste of heaven served from hell5. "Professor whats his nuts"
6. The annual "Do you remember?"7. Kermit swangin8. This very good dog9. A Burglar Is Born10. they did surgery on a grape11. #itwasntross12. Proud yelling dad13. Cher's mom14. Cheesecake mom15. Understanding the job
16. The cursed audio17. Some self-aware millennial humor
18. Black Panther party19. Keeping the tea alive20. A life or death chem joke
21. TFW you don't understand spinach22. Blue Ivy shuttin' shit down23. Olympics history
24. Secret agent cat25. Brooklyn nachos26. DO YOU WANT A JOB
27. Spinch and friends28. When the restaurant kills it
29. Sorry, organs30. The ear drop dogs31. Dinner iguana32. A reunion though?!33. Excuse us, Ice T?34. Practice makes perfect35. The self-fulfilling prophecy36. F(ass)hion faux pas37. It Gritty38. Happy Halloween, Harry
39. What's a tery?
40. *Relatable*41. An unexpected return42. When you've been ruined for life43. A moment sweet between pals44. This honest plea for help
45. The seasoning debacle
46. When things work out perfectly
47. Evergreen chyron48. That time the Grinch got an onion49. TFW you can't help but laugh
50. The Original "thank u, next"Social Media via Mashable https://ift.tt/2DCFv97 December 20, 2018 at 04:07AM
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TikTok parent ByteDance sues Chinese news site that exposed fake news problem https://ift.tt/2ExuG7J There’s worrying news from China’s online media world as ByteDance, the $75 billion company behind popular video app TikTok is taking a news site to court for alleged defamation after it published a story about ByteDance’s fake news problem in India. U.S. tech firms have come to rely on media to help uncover issues, but Chinese tech news site Huxiu has become the latest litigation target of ByteDance, which reportedly surpassed Uber’s valuation after raising $3 billion. The company has sued internet giants Tencent and Baidu in the past year for alleged anti-competitive behavior. This time around, ByteDance — which is backed by SoftBank’s Vision Fund, KKR and General Atlantic among others — has taken issue with an op-ed published earlier this month that spotlights a fake news problem on its Indian language news app, Helo. Launched in July as part of ByteDance’s push in India, Helo competes with local media startups such as Xiaomi-backed ShareChat and DailyHunt as well as Facebook. ByteDance operates news app Jinri Toutiao with over 250 million monthly active users in China, according to data services provider QuestMobile. TikTok, branded as Douyin in China, has a reach well beyond its home front and claims 500 million MAUs worldwide with an additional 100 million users gleaned from its Musical.ly buyout. “An insult and abuse”On December 4, Huxiu published an opinion piece that condemned Helo and ShareChat for allowing misinformation to spread. One Helo post, for instance, falsely claimed that a Congress leader had suggested that India should help neighboring rival Pakistan clear its debt rather than invest in the State of Unity, a pricey local infrastructure project. In response, ByteDane filed a lawsuit against Huxiu, saying that the Chinese news site made defamatory statements against it in translating an op-ed by contributor Elliott Zaagman. Tech blog TechNode — TechCrunch’s partner in China — ran an edited English version of the story but it is not part of the suit. “Technode edited the piece and removed some of my words. Huxiu was, and is with most of my articles, true to my original words,” Zaagman wrote on his WeChat timeline. To adhere only to “facts” as part of its editorial process, TechNode removed “colorful” parts of Zaagman’s article, according to the blog’s editor-in-chief. What goes missing on TechNode is what incensed ByteDance. Zaagman’s unfiltered statements on Huxiu “constitute an insult and abuse against ByteDance” by “claiming that Chinese companies have influence over the Indian election,” a ByteDance spokesperson told TechCrunch. “The content on Huxiu is obviously a rumor and libel. It’s malicious slander. Whether it’s Chinese or foreign publications, Chinese or foreign authors, they must respect the truth, laws, and principles of journalism,” the spokesperson added. The unedited English version is posted on Zaagman’s personal LinkedIn account here. Here is one paragraph that TechNode removed:
And this as well:
In a statement, Huxiu dismissed ByteDance’s accusation for being “wildly untrue” and bringing “major repercussions” for the online publication’s reputation. A spokesperson for Huxiu told TechCrunch that it hasn’t received any summons as the court is still processing the complaint. In a peculiar twist to the incident, Huxiu actually pulled its Chinese version of Zaagman’s piece days leading to the ByteDance suit. The removal came as a result of “negotiations among multiple parties,” said the Huxiu representative who declined to share more details on the decision. In China, an online article can be subject to censorship for containing material considered illegal or inappropriate by the media platform itself or the government. The problem of AIIn the U.S., Facebook has responded proactively to issues raised by the media — for example by banning accounts that stoke racial tension in Myanmar — while Twitter CEO Jack Dorsey went so far as to suggest that journalists sniffing out issues on his service is “critical” to the company. Beijing-based ByteDance hasn’t commented on the fake news problem highlighted in Zaagman’s article, but staff from its Indian regional app previously acknowledged the presence of misinformation. “We work very closely with our local content review and moderation team in harnessing our algorithms to review and take down inappropriate content,” a Helo spokesperson told local newspaper Hindustan Times. The concerns about Helo are the latest blow for ByteDance, which has marketed itself as an artificial intelligence company delivering what users want to see based on what their online interaction in the past. As has been the case with Western platforms, such as Google-owned YouTube which also uses an algorithm to feed users videos that they favor, the outcome can mean sensational and sometimes illegal content. Along those lines, ByteDance’s focus on AI at the expense of significant “human-led” editorial oversight has come in for criticism. In July, the Indonesian government banned TikTok because it contained “pornography, inappropriate content and blasphemy.” At home, Chinese media watchdogs have similarly slammed a number of the company’s other content platforms, and regulators in the country went so far as to shutter its humor app for serving “vulgar” content. But ByteDance is hardly the only tech company entangled in China’s increased media scrutiny. Heavyweights including Tencent, Baidu, and ByteDance’s archrival Kuaishou have also come under attack at various degrees for hosting content deemed problematic by the authorities over the past year. Social Media via Twitter – TechCrunch https://techcrunch.com December 19, 2018 at 11:03PM Twitter warned of phone country code leak two years ago but did nothing security researcher says12/19/2018 Twitter warned of phone country code leak two years ago — but did nothing, security researcher says https://ift.tt/2GoAjHS A security researcher found a bug in Twitter’s support form two years ago that exposed the country codes of phone numbers attached to users’ accounts. At the time, his bug report was closed as it did “not appear to present a significant security risk.” Twitter now says that the bug may have been abused by nation-state actors. “We have become aware of an issue related to one of our support forms, which is used by account holders to contact Twitter about issues with their account,” said Twitter in its disclosure. “This could be used to discover the country code of people’s phone numbers if they had one associated with their Twitter account, as well as whether or not their account had been locked by Twitter.” Peerzada Fawaz Ahmad Qureshi reported the bug through HackerOne, which hosts Twitter’s bug reporting program, in the hope of a fix and a bounty payout, but the report was marked as “informative” and no action was taken. Qureshi shared his bug report with TechCrunch after learning of Monday’s disclosure, in which he described how it was “possible to map out whether a mobile number is attached to a Twitter account including the country where the mobile number is registered by identifying the country code.” The bug report detailed how anyone could obtain the country code of a phone number from anyone’s account by running through the site’s password reset process. By selecting “I don’t have access” to an email address associated with an account, the form would change and would allow a user to enter a phone number instead. But, when that page loaded, it would automatically select the account holder’s country code by default. Although only the country code was leaked, some say it would be enough to identify in which country an account holder lives — which could be dangerous in regions where freedom of speech and expression is restricted. But after the bug was triaged, it was determined that “while this may or may not be ideal behavior, we don’t consider the disclosure of a user’s country code to be sensitive information at this time.” Little did the company know that the bug could have been later exploited by running a “large number of inquiries” in one go, as Twitter said in its Monday disclosure. It’s still not known exactly how the form was abused to allow the mass scraping of account-specific country codes. When reached, a Twitter spokesperson said that the bug was caused by an API that only supported the webform, and was not a developer API — but declined to comment further when pressed on specifics of Qureshi’s report. Qureshi said it was possible that the webform’s API wasn’t rate limited — allowing someone “to enumerate users who had a mobile number linked” to their account, he said — but could not confirm as he did not test the limits of the API. When checked on Tuesday, the webform no longer displays a user’s country code by default — effectively nixing the bug. Twitter said that it discovered the bug on November 15 — a little over a month ago — and was fixed a day later, and suggested — without providing evidence — that the data may have been scraped from IP addresses associated with China and Saudi Arabia. But the company didn’t say how many users were affected by the bug, but said it was “sorry this happened.” Twitter’s latest apology comes months after it revealed it may have exposed some user direct messages to third-parties, amid a wave of security issues to plague Silicon Valley tech giants this year. Got a tip? You can send tips securely over Signal and WhatsApp to +1 646-755–8849. You can also send PGP email with the fingerprint: 4D0E 92F2 E36A EC51 DAAE 5D97 CB8C 15FA EB6C EEA5. Social Media via Twitter – TechCrunch https://techcrunch.com December 19, 2018 at 01:34PM |
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