The Facebook Thread 2

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Green Gecko
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PostRe: The Facebook Thread 2
by Green Gecko » Tue Jan 05, 2021 3:49 pm

I don't think my creative was perfect, it was put together very quickly and my budget was just £15 last time. I spent a lot of time on the text and story appeal of it though. I am one of those very small businesses that needs to spend carefully and "hyper target", and geotarget; start small with a number of high quality audience individuals and map my content to them. That's pretty common sense but it's basically how all small campaigns ought to work.

I think I got 1 or 2 phone calls, one was sorted out with another supplier in under 24hrs so wasn't really looking for the very basic amount of consultation inherent in the service I offer, they just wanted click button and get thing, which is fine. I think that's where I falter on going for the "interests-based" approach and perhaps should have cast a wider net as I kind of forget I need to vet customers as well and avoid time wasters, however possible.

In terms of what the ad was optimised for though, website clicks, and follows, I got nothing at all. Just gooseberry fool load of impressions (about 1.5k or something). The thing is with Facebook, these are all just scrolls past your content, the engagement is really low. In theory, the opposite should be true provided the creative is on point or at least great than something like 1.5% click rate / engagement and 0% conversions from that (if we're looking at a sale as the target, which wasn't my target actually, it was brand awareness but instead I got no lasting awareness just a blip in front of some random people's eyes who were vaguely interested in my area of work, not necessarily buying anything). I can do the same content on Instagram organically with hashtags (which just don't work on Facebook even if you include them) and get a much better engagement rate, new followers etc, and my follower count sticks.

I sincerely doubt it's Facebook that brings a business from 0 to hero as they are implying. There is so much more to it than that, including the creative aspect for which Facebook isn't accountable at all.

As a creative guy myself I gotta cringe at leaving that out of the equation and essentially saying, "besides all the work you do to make your ad and service offering appealing to customers, you won all these sales because of us! Don't stop using your Facebook page which has TERRIBLE exposure compared to FB's portfolio of other platforms including Instagram and keep pumping money into it". I used to sell marketing and perform SEO campaigns, I know there is no such thing as a guaranteed result, and those announcements just remind me of that.

Organic success on Facebook became a ridiculously high treshold all but requiring financial investment in the page/channel after pressure from their investors, whereas before if someone liked your page, for example, 100% of people actually saw that page, etc. So more on par with actually earning your followers a bit like how SEO works favouring good quality content rather than purchasing the audience consistently enough with hard cash to buy the same result - although Facebook could never guarantee those followers stick around either. They are talking specifically about paid advertising and a reduction in the efficacy of that and ability to track results with FB pixel etc (I just use Google Analytics instead and a campaign code) but it's sort of a problem of their own creation. You get your community pages etc to rely on paid ads to cut through the noise, which barely works. Then you whinge about the platform holders not supporting that to the same degree anymore.

I know small businesses that haven't spent any money at all on Instgram and have something like 20-30,000 followers at this point. They spend their money on influencers or giveaway product which is pretty effective for them. I sometimes wonder how squirmy the platform holders get when they can no longer prove an add as been effective due to privacy policies or the law changing. It's almost as if suddenly they have to admit they are a tool and nothing more. Yet they chose to go down this path of strawberry floating over organic content growth and funelling businesses into an advertiser/publisher relationship, where Faceboook control both ads and publishing aspects.

I guess I'm just bitching about how hard it can be now to reach the audience you already have, nevermind new audiences on these platforms. I should probably direct my efforts there to newsletters etc, only again, I dislike spamming customers whereas through social media they have a choice whether to follow you or not. Direct marketing is not my style but maybe I need to change my tune and be more aggressive! :dread: (Oh and there's also GDPR making that kind of illegal, so I need to recollect any and all email addresses for marketing purposes again anyway.... Which brings us back to directing an ad to a landing page with a turnstile to sign up to email letters to get some content or freebie etc etc).

Ugh maybe it's just all too much like my old job and I'd rather make things, I'm unsure at this point what it is I'm really complaining about :slol:

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Rocsteady
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PostRe: The Facebook Thread 2
by Rocsteady » Tue Jan 05, 2021 5:22 pm

For sure organic is dead, pay to play all the way. But that's no different from other ad platforms.

I can't say I've ever found the same with a huge disparity between FB & Insta to be honest.

Marketing is multiplicative so the best approach you can take is to use all viable channels until you're maximising their value, but you need money behind each of the channels for that. 15 quid won't cut through anywhere unfortunately.

Followers don't correlate very well with business outcomes - I normally tell my clients to more or less disregard metrics like followers and, especially, engagements (comments/likes).

Can you not do much of a 'buy it now' approach in certain cases rather than forcing a consultation process?

Also social is a really poor channel for brand awareness. But by far the cheapest, admittedly.

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LewisD
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PostRe: The Facebook Thread 2
by LewisD » Mon Jan 11, 2021 3:04 pm

If you fancy rage-headbutting your desk, this comment thread on this anti-covid conspiracy post should see your blood pressure suitably raised:

https://m.facebook.com/story.php?story_ ... 1468367643

:fp:

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LewisD
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Green Gecko
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PostRe: The Facebook Thread 2
by Green Gecko » Mon Jan 11, 2021 3:26 pm

Rocsteady wrote:For sure organic is dead, pay to play all the way. But that's no different from other ad platforms.

I can't say I've ever found the same with a huge disparity between FB & Insta to be honest.

Marketing is multiplicative so the best approach you can take is to use all viable channels until you're maximising their value, but you need money behind each of the channels for that. 15 quid won't cut through anywhere unfortunately.

Followers don't correlate very well with business outcomes - I normally tell my clients to more or less disregard metrics like followers and, especially, engagements (comments/likes).

Can you not do much of a 'buy it now' approach in certain cases rather than forcing a consultation process?

Also social is a really poor channel for brand awareness. But by far the cheapest, admittedly.

Yeah I've just noticed Instagram Shopping supports integration with WooCommerce for on-site purchases (and not just Facebook Shops and Spotify for a time), which happens to be my eCommerce platform of choice at the moment, so I'll be sorting that out to take Facebook/IG "leads" effectively straight to a purchasing decision instead of a really long traditional sales funnel. I do some sales here and there through instagram chat (a recent development, I still email them and bill them for a proper record).

Some of my stuff has to be consultative because it's either an entirely bespoke service, or one with considerable customised elements, inevetibly meaning customers need to be taken through multiple purchasing decisions. But for the most basic kinds of customisations (text replacements etc) I can streamline that, so it's a bit of this and a bit of that. I'll also be setting up 100% self-serve on some things (essentially, but not quite, print on demand) so I barely need to interact with customer at all. Things like automating whether images are high enough quality to print well, how many colours does this require thus give the customer an automatic price and pay straight away, etc.

I'd have to agree followers is almost meaningless, which is why, like I say, followers that stick around are far more valuable to me probably because they've been targetted well. Quality over quantity and all that. I'd say engagement is more valuable than follower count alone, which metric would you focus on as a KPI for that? There's quite a few now, it can be hard to know what areas to build on.

For example, comments and shares are way more valuable than likes etc, but those are also engagements?

God I sound like a corporate again :slol: but I'm a "CEO" so whatever. That was the only thing that made sense when I was filling out my Ricoh account forms :simper: Doesn't mean I know gooseberry fool though!

You can still do pretty well with organic SEO i.e. Google, especially at a very local level here a lot of firms still have no clue about that sort of thing and just endlessly pump ads into AdWords. They're welcome to do that. The thing with PPC at Google is you really can't NOT pay for them to give you results... With SEO, you can invest time and expertise instead (blogs, regular updates, backlinks, keyword optimisation etc) A resource i have far more of than money to burn. Organic growth via social channels though... yeah, I don't bet too highly on that. Better to focus on customers I already have than spend weeks perfecting creative posts and targeting to find new ones and start the whole thing over and over again, forever.

Speaking of which, I need to re-target my customers to get a newsletter sorted out. Obviously since GDPR, I can't just start emailing them all about gooseberry fool if they haven't spent with me for a while and its not about their original request(s). I hate spam, so I agree with the legislation, but it does make things more complicated. The plus side is that people who have explicitly signed up for something like a newsletter, is that you know that (at least at first), those people are "100% engaged" or "all in". On Facebook, I'd be impressed if you got more than a 0.5% conversion rate from some post (depending on when and what you consider a conversion to be)... or even less than that. And you also don't really "own" the data, as if you decide to come off facebook for whatever reason, you lose it - because they take the users with them. Emails can remain active for far, far longer than the latest social media platform/app of the day.

Anyway, that's a different subject.

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Green Gecko
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PostRe: The Facebook Thread 2
by Green Gecko » Tue Jan 12, 2021 3:28 pm

Obviously this is sad but *Facebook Q&As in 2021*

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Time to jump off guys

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Preezy
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PostRe: The Facebook Thread 2
by Preezy » Tue Jan 12, 2021 3:49 pm

I would love to play a Dark Souls: Brighton Artists edition

You Transitioned (died)

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Rocsteady
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PostRe: The Facebook Thread 2
by Rocsteady » Wed Jan 13, 2021 1:14 pm

My first thought was that the OP is really transphobic

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PostRe: The Facebook Thread 2
by Rocsteady » Wed Jan 13, 2021 1:20 pm

I'm not gonna quote your above post GG, but why do you think comments are inherently valuable? Shares at least increase reach but chucking 15 quid behind a post would do a far better job than relying on folk sharing. The only numbers I look for on social are reach, and CTR. Even then you need to tally with site metrics as there's a ton of bots out there which can mean the numbers look good but you're not getting additional purchases.

I should caveat that I work more in marketing strategy so don't tend to get too deep in tactical elements but I normally completely disregard likes/comments/shares - you need to look further up the chain to real business outcomes.

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