Tag Archives: social media

Facebook Instant Articles: Why Use It and How To Track It

Go where your readers are – this is the main cause for using Facebook’s Instant Articles.

Everyone should become a media company – this is the mantra said by marketers for years now. No matter you are a brand, a company, ecommerce, you need to broadcast content to your readers. Facebook’s Instant Articles is a solution for broadcasters. But why should you use it and how to measure your performance?

What is Facebook Instant Articles?

Content on caffeine

If you have a blog or any platform where you usually publish content, you can use Facebook’s Instant Articles (FBIA). FBIA works like any other shared article on Facebook, the difference is that it is Instant and comes directly from your blog or any other broadcasting site you have. FBIA appear immediately on the Timeline, if the user clicks on it, there’s no waiting for load-up, it appears instantly on the device used for reading. It is also more interactive, responsive and has its own design and customized appearance.

Go where your readers are

Why you need to use it? It is simple. When you share a content on Facebook, let’s say your blog’s article shared on your Facebook page, users will less likely to click on it if it’s not an FBIA. It is slower, needs time to load-up and diverts the users out from Facebook. FBIA however lets them stay on Facebook, continue to browse on their own Timeline but in the meantime, lets the broadcaster (you) keep the sort-of-original branding of their company.

It is also a better solution to reach more people. Users don’t need to go to your site, they just consume your content straight from Facebook. In the end, it is better to share your content where your audience is.

How do you measure Facebook Instant Articles performance?

Insights that matter most

Facebook Instant Articles are articles shared through your Facebook Page so you can measure their performance directly on the Facebook Page’s Insights. Of course, these insights are just the ones that matter the most.

You measure your FBIA performance with three important metrics:

• Clicks: how many users clicked on the article.
• Time Spent: how much time spent on the reading of the article
• Scroll Depth: the amount of percentages users scrolled down in the article

If you think about it, these are the most important metrics to define your content’s performance. Comments and shares are measured as any Facebook updates’ metric obviously.

For most publishers, these insights however not enough. Also, most of the broadcasters have their own analytics ecosystem in place already. Fortunately, Facebook lets another analytics providers in.

Third-party integration

Most of the analytics platforms work the same: users add a tracking code to a digital property and the analytics platform tracks the activity on the property with the tracking code.

It works the same with Facebook Instant Articles. You can insert your analytics tracking code from most of the analytics platforms to your Facebook Instant Articles. Facebook supports almost any platforms, including Google Analytics, Chartbeat, Adobe, Nielsen, SimpleReach, ComScore and many more. There is also an API that you can use to track the metrics on your own.

Content that matters

Content distribution is a new trend in content marketing. It is simple why: content should be shared where your audience catches it. It is effortless and more efficient. With Facebook Instant Articles this is possible and you don’t need to compromise on performance measurement either.

Book an on-demand Q&A session where we answer all further questions you may have about this write-up.

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How to Measure Social Networks in Real Time

Facebook LIVE and other live streaming platforms are getting increasingly important. But how do we measure their performance?

How to Measure Social Networks in Real Time

This year has been big for some new trends. We had a rise on virtual reality; we have experienced augmented reality, but nothing had more impact than the take-on of our Facebook Timeline by live coverage videos. Live streaming is here, and it is huge. Livestream videos on social networks are one of the most valuable new additions to the media coverage and it is getting increasingly popular among marketers as well. The central question remains, however: how do we measure their impact?

Customers want transparency

How to Measure Social Networks in Real Time

The harsh beauty of reality

There is no doubt that live stream video is one of the hottest trends in the communication and marketing business. It is no coincidence how Facebook and YouTube monetized the platform capabilities of once stand-alone products like Periscope and other live streaming services. The key question is not of the importance but of why it is so much important.

One answer to that is a transparent reality. Customers don’t want well-manicured pre-scripted marketing content anymore; they want full access to the brand and live stream videos can get them there. Livestream video is a transparent window for a brand. Livestream lets users step inside to another reality, in our case, a brand’s. Of course, it is risky to let others in and live stream as its name states: live. And live is precarious to have, full of potential flaws and mistakes. But it is a risk worth taking.

Have a goal and don’t be afraid to miss it

Creating live video is so much different than having a regular video for marketing purposes. While a typical video has a script or a story, ultimately it wouldn’t be different than any other pre-scripted content. A live video, however, cannot be fully scripted.

With having a goal in mind, you can clearly minimise the number of mistakes. Start with a strategic intent: what is the purpose of your live feed? Think about the purpose and try to stick to it, map out the possible journey of your live event. Much like preparing for an offline networking event, where you plan out your goal of the event, the people you want to meet and share your thoughts with.

Like any other event and like any other human interactions, nothing will be perfect. Don’t stress out; mistakes happen, and that is why live streams are fantastic because they are non-scripted and allowed to have errors. This is exactly why customers prefer these compared to pre-scripted content.

If you do it, do it like a pro

Practical tips

Promote the live event online, before actually going live. Promotions can and should be pre-scripted and strategically planned. Announce the exact time and date when you’re about to go live and the actual transparent purpose of your event.

Go live for at least 5 minutes but not more than 30 minutes. If a live event is interesting, users tend to watch it more than a traditional video. Also, users might jump on and off from a live stream, allow them space to re-join. Also, it is useful to create a recap of what has happened from time-to-time.

Create a title and add relevant features. People want to know what they are watching, where the live stream takes place, what the main topic is and who the speakers of the event are.

Keep in mind that live stream a video is much more cost effective than an average video. You don’t need a professional video editor or a possible animator and designer to produce one. All you need is a good internet connection and a good camera that can shoot in HD and nothing more.

Another good option is to repurpose your live stream video. Once you finish recording and streaming, save the video and embed to your other digital channels as an added value content. It is personal; it was live once, and customers still connect to your business through that video.

Measure it properly

Thankfully Facebook and YouTube offer a massive amount of insights on your viewers if you do a Livestream video. There are three different areas you want to know and investigate, and there are different metrics that can give you the answer on each platform, but they are the same.

First, you want to know how many viewers you had. The total number of unique views of the video is interesting, but you also want to know how many users saw the video once it was live and once it was finished. It gives you an actual reach of users. Facebook also have a People Reached metrics which gives you the exact figure on how many users saw your live video as a notification on their News Feed.

Second, you want to know when and how much they have watched. Peak live views, average % of total views can help you get there. You will know how many users watched the full live stream – they are your most loyal customers – and how many users watched during X minutes.

Third, you need to know what the reactions are. Every video can be commented, shared and engaged live and also after it finishes. The number of shares, comments, reactions will give you the exact amount of engagements you had for your video.

Share your story live

Don’t be afraid to share your company’s story live and benefit from the transparency that customers want. Live stream videos will be a massive thing for 2017 digital marketing, and the platforms will continue to improve.

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Introduction to Instagram Marketing

Instagram is often viewed as a complimentary social media channel where you need to take your hands on, only after mastering Facebook. While this is, somewhat, true; it is also the reason why most small businesses just skip this channel entirely; labelling this as not important. Also measuring Instagram is harder as it needs tailored tools and attention from your analytics team. These misconceptions couldn’t be further from the truth. Instagram is a fantastic tool for everyone as it can drive sales and generate leads and measuring success on this channel is straight-forward and easy.

Introduction to Instagram Marketing

Why You Need Instagram Marketing

It’s not just for those who sell visually attractive products.

The common misconception about Instagram marketing is that it is for those who have visually attractive products. Instagram is beneficial for those who sell products that can be attractive on a photo on Instagram as their Instagram channel can serve as a product catalogue or lookbook. But it’s certainly not just for them.

Instagram can showcase your company’s culture. A good photo of a unique desk of your employees, an office picture, pictures about corporate retreats and after-work hours can be engaging, and it can humanise your company. It can attract job prospects as the visual images make your organisation more human, more intimate and more attractive. Instagram can also showcase your company’s good will, charity events, fundraising or just a regular Christmas party. It can show your merchandise, or it can reflect the exact location where your office is based. Any personal touches on Instagram can help your company to distinct itself from other ‘faceless’ and ‘pictureless’ companies.

Instagram is still quiet and engaging

Remember when everyone opened up a Facebook business page and within months, Facebook got flooded with branded content? Well, it is certainly not true for Instagram – at least, not yet. According to Selfstartr, only 36% of marketers use Instagram for campaigns, compared to the 93% of marketers who use Facebook. Instagram is also more engaging than Facebook. Instagram accounts enjoy at least 4% engagement from their total followers according to Forrester. On Facebook, this engagement is less than 0.1%.

Instagram is still a less busy platform compared to other channels so it is easier to get the word out. Your account can grow organically when you are using the right hashtags. If you want to throw in some paid boost, Instagram is fully synched up with Facebook adverts.  It costs less to maintain an excellent paid advertising campaign as it has less competition.

Introduction to Instagram Marketing

How to Create a Content Strategy for Instagram

Create your goals and talking points

Once you have decided on Instagram marketing, you need to set your goals. You can have multiple ones as well but make sure that your Instagram marketing goals are in-line with your business goals. It can be anything from showcasing your products, your company culture, to creating a community around stories, branded infomercial and entertaining content or just pure sales supporting contest-focused channel. Once you have your goal, set your talking points. These points will be your topics that you will stick to and share. It can be anything from product demos, customer stories, meet our team, funny stuff in the office or anything connected to an actual campaign.

Create your Instagram playbook

Once you have everything set, create a playbook for further use to help the content production team to produce awesome content. The playbook will detail the frequency of posting, the content calendar and as Instagram is a visual channel, you also need a style guide that describes the fonts, colour palette, filters and captions you constantly use to make your channel consistent.

Hashtags are one of the primary drives for finding content on Instagram, so you also need to setup your hashtags that you will use on your photos. Make sure you will stick to popular hashtags and a branded hashtag that will reflect your campaign or your brand. TrackMaven research shows that posts with more than 11 hashtags tend to get more engagements. But beware of flooding your posts with hashtags, choose the best ones and most relevant to your content.

Introduction to Instagram Marketing

How to Measure Success on Instagram

Set the right tools for tracking

Measuring success on Instagram is straight-forward and easy. However, as  Instagram activity is not integrated with any well-known tools like Google Analytics, you need to look for tailored tools for Instagram or social media measurement. You can stick to manual tracking or default Instagram metrics provided by Instagram itself, or you can go with tools that help you post and track your Instagram account’s activity. Tools like Buffer, Hootsuite, Sprout, HubSpot can offer you not just great content production and scheduling tools but also a reliable tracking option. For smaller accounts, you can also stick to desktop-based solutions like Webstagram or IconoSquare.

Know what to measure

Instagram is an easy-to-understand tool where you have only a handful of metrics that you need to measure. But it is important to understand the meaning of each metrics.

Number of comments received

Instagram users can comment on posts. The number of posts you receive on your content shows how engaging your content is. Obviously getting likes for your comment is vital, it makes your content stand out and noticed, but real active engagement only happens when a user comments on your post. TrackMaven’s report shows that brands have only around 19 likes per content per 1000 followers but just only 0.5 comments. Commenting, therefore, is the best indicator to decide whether your content is engaging or not.

Engaging hashtags

Using hashtags is the main way to categorise, therefore find new content on Instagram. Check for the most popular and most engaging hashtags that receive high engagement on average and don’t afraid to use them if they are relevant to your content. Popular hashtags can also show you what to post.

If you are a coffee shop and are posting only photos of table napkins, you might want to check that #cafe #coffee #espresso hashtags are more popular, and you can’t go wrong with it.

Number of followers

This works as the most important metric that defines your reach. The higher number of followers you have, the bigger your audience is, and the wider your content reach is. Ideally, the follower numbers are growing day-to-day organically if you use the right techniques. This is a retrospective metric so make sure you look at it by over time; there is no point tracking and reporting it day-by-day. Focus on monthly gains or even wider timeframes to see the growing trend.

Referring traffic from Instagram

On your Instagram profile, you can set URL-s up. Integrate Instagram UTM parameters to your Google Analytics or any other website traffic measurement tool you use to track the referring traffic from Instagram you receive. It is highly recommended to set up this tracking if you are doing a one-off campaign, for example, a promotion or contest through Instagram.

On reporting, we would advise reporting the Instagram performance monthly to see the trends in your activities.

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A Guide to Social Media Monitoring

Social Media has always been a valuable tool for reaching out and building relationships with our market. Not only that, but it has also proven itself to be a significant element in boosting sales and increasing ROI.

A Guide to Social Media Monitoring

To make sure that our social media marketing efforts produce the best results for us, it is important that we keep track of the right social media metrics or KPI beyond just likes, follows and shares. Below are some of the metrics we monitor:

  • Shares
  • Likes
  • Follows
  • Profile Visits
  • Clicks
  • Mentions
  • Engagement
  • Impressions

There are various social media monitoring tools each with their distinct features that let you track one or more social media KPI from one or more platform.

Here are some examples of social media tracking tools:

Note that are various free and paid tools that enable you to monitor your social media other than those referred to above. In this article, we’ll focus on mentions as a social media KPI and highlight Mention as the tool of choice.

Why Mention?

In a nutshell, Mention can act as a sieve by filtering mentions and signals to make sure you receive only those relevant to you and filter out the noise. Need a report? No problem! You can export stats into CSV or PDF files to share with your team!

Need on-the-go monitoring? Mention has a mobile app which you can use to engage with your audience where you are.

Mention can be integrated across various social media platforms such as Twitter, Facebook, YouTube, Instagram and Pinterest, among others. With this set-up, you can engage and interact from mentions by just using your Mention dashboard. No need to switch in between tabs to access your various accounts.

Prices for Mention start from $29/month for individual users to $99/month for small businesses, and you can sign up for a free trial to get a feel of the product before subscribing for a full plan.

Feel free to connect with us if you wish to know more about Social Media Monitoring and the tools that fit your business.

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Marketing Analytics Q&A: Social Media for B2B Communication

Most of the social media channels are a Business to Consumer (B2C), but can they be used for Business to Business (B2B) communications as well? And how efficiently? In our weekly Q&A session with Neil Walter, we talked through the areas of B2B social media communication. If you would like to participate in our next Q&A and ask your questions, please sign up and register here. As some of the issues contain business information, we only show the general ones here as we’re always respecting our clients’ and prospects’ privacy.

Social Media for B2B Communication

Where should I structure my social media team?

Your social media team should be your go-to point for all of your sales people and marketing team. They should be placed horizontally on your wider communication team to get the most out from social media in the benefit of a better marketing.

What’s the main difference between LinkedIn ads and AdWords?

Targeting. With LinkedIn, you can find people and not the people’s interests like in AdWords. You can communicate directly to the decision makers of related companies. This communication can be business/personal through LinkedIn messages or a sponsored story your organisation can share online. This sophisticated targeting though comes with a bigger price cap compared to traditional ads like AdWords.

How should I determine on the platforms?

Don’t determine on them, use as many social platforms as you can maintain with good content. If you are highly sales-led, and you focus on lead generation mainly, focus on LinkedIn first and build up a smooth process to funnel those leads. If you are more into branding, use any other social media channels you would like and those which you can fill up with relevant content.

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Read the posts leading up to this Q&A Session!