Facebook Wants ‘High Quality’ Content; 8 Tips for Merchants

via Practical Ecommerce http://www.practicalecommerce.com/articles/61881-Facebook-Wants-High-Quality-Content-8-Tips-for-Merchants

Views from organic Facebook Page posts have been declining. A recent announcement from Facebook explains why.

“On a given day, when someone visits News Feed, there are an average of 1,500 possible stories we can show,” says Facebook. “Because the content in News Feed is always changing, and we’re seeing more people sharing more content, Pages will likely see changes in distribution.”

To provide a better, more relevant user experience, Facebook has altered its algorithm to focus on “higher quality” content, which will appear more prominently in user’s News Feeds.

The algorithmic change is based on the following four factors:

• How often users interact with the Page;
• The number of Likes, shares, and comments a post receives at large and from fans in particular;
• How much a user has interacted with this type of post in the past;
• Whether or not users across Facebook are hiding or reporting a given post.

What This Means for Merchants

Facebook has been reluctant to admit that advertising is the best way to get Page content noticed. However, a recent Facebook document entitled Generating business results on Facebook (PDF) leaves little room for doubt that organic placement is no longer sufficient to grow a fan base or gain visibility in News Feed.

Facebook now says advertising is the only way to guarantee News Feed visibility.

“[W]e expect organic distribution of an individual Page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site,” the document said.

Facebook’s solution to this problem: advertise.

“To maximize delivery of your message in News Feed, your brand should consider using paid distribution, as it enables you to reach people beyond your fan base and move beyond the organic competition,” stated the document.

8 Tips for Merchants

Based on Facebook’s own words, to get content seen by the most people, Page owners will have to advertise. Because people spend more than 50 percent of their time on the News Feed, ads that appear there stand a much better chance of garnering attention. According to Facebook, ads in the News Feed get a 96 percent greater return on ad spend than those in the right-hand column.

Aside from that, here are eight tips for merchants to maximize the value of organic posts.

1. Make posts timely and relevant. The more relevant the content, the more likely people are to engage with it. Before posting, ask yourself, “Would people share this with their friends or recommend it to others?”
2. Add value to your readers. Give readers behind-the-scenes insights into your business, share interesting tips on using your products, and post relevant third-party content such as links to interesting articles or customer testimonials.
3. Include the use of photos. Kissmetrics, an analytics platform, reports that posts containing photos get 53 percent more Likes, 104 percent more comments, and 84 percent more clicks than those that do not. So, when possible use photos. Videos also work well.
4. Use simple, short copy. This helps ensure fans read the entire message. Kissmetrics says that posts with less than 80 characters get 66 percent more engagement.
5. Create content that targets specific audience segments. This helps to ensure content has relevance and speaks to the interests of those targeted.
6. Pay attention to Page statistics. Insights, the analytics component tied to Pages, can help you see which posts are driving the most engagement, views, and reach. With this knowledge you can post more of the same. Also, pay attention to the day of the week, time of day, and frequency of posts, as this will help you optimize posting activity.
7. Encourage engagement. Ask questions, use polls and “fill in the blank” posts to stimulate engagement from fans. End posts with a call to action asking them to comment, Like, and share.
8. Interact with fans and others. Reply to people who comment on posts with a comment of your own, and thank those who Like or share your content. This lets them know you are paying attention.

10 Common Mobile App User Complaints

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October 10, 2012 by Lauren Drell7

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Sure, apps make our life easier, streamlining our calendars and grocery lists, offering entertainment while we’re stuck in line, making it easy to collaborate with your co-workers.

But while apps may be efficient and convenient, a user is not afraid to vocalize (or tweet) complaints about an app’s shortcomings — even minor ones. Here at Mashable (and in the Twittersphere), we had a bit of a therapy session crowdsourced our most common app glitch pet peeves (Note: If you enjoy reading the Mashable staff’s digital and social gripes, also be sure to check out the 20 things your most annoying Facebook friends do. Then take a deep breath. It’s going to be okay.).

For us, it felt good to vent our frustrations and get these burdens off our chests. We hope it will drive greater good, and app developers out there will heed our advice and work around these flaws, avoiding the wrath of petulant smartphone owners. And if you have your own app pet peeves that we missed, be sure to add them in the comments.

1. Too Many Emails

We already spend 28% of the workday dealing with email; we don’t want any more. Someone you haven’t spoken to since freshman year of college joined Spotify! Your old neighbor added you to a circle on Google+! Who cares?

While it is nice to know how late of an adopter your college frenemy is, these notifications can be annoying. Apps should either forgo these notifications entirely or filter them (perhaps just use people from your “close friends” list, if you’re connected via Facebook, or people with whom you interact regularly).

We know you can adjust settings, but sending spammy notification emails shouldn’t be the default.

2. Irrelevant Push Notifications

Yes, many of us put close friends and family into a list on Facebook, so we could stay abreast of what’s going on in their lives. But do we need to know every single time they upload a photo?

Push notifications annoy us even more if they’re delayed — it’s not breaking news if someone else broke it hours before.

What does a relevant push notification do? Look at Foursquare, for instance — when you walk by a venue that’s on your to-do list, the app reminds you that you wanted to go there, so it’s an actionable, contextual pop-up.

3. When Great Apps Are Abandoned

If a developer builds an awesome app but then abandons it, users might abandon it. When seemingly minor bugs persist, frustration builds among users. ExitStrategy is a good example of this — the app is fantastic but can be a little buggy, and it hasn’t been updated since August 2010. And still, it has a loyal following; imagine what would happen with a few little tweaks.

4. Frequent “Rate This App” Requests

Positive ratings in the app store can help to push downloads. But we’re probably doing a million other things and just need to check the weather real quick before heading out the door — we don’t want to be stopped and redirected to the app store to rate the app. And if a user has just deleted the app, you probably don’t want to ask for a review. I mean, he just deleted it — he’s likely not going to give it a good review.

So when are “rate this app” requests okay? We’ll let them slide in the wake of a major update (emphasis on themajor).

5. Connecting to Facebook Unnecessarily

As Chelsea Stark, our resident multimedia editor, says, “Why? You’re a cooking app!”

Personally, I have 88 apps connected to Facebook. And on a regular basis, I use just 15 of them. So why should I unnecessarily open up my data to 73 other apps, especially if there’s nothing to be gained through the connection?

6. Full-Screen Ads

You go to open an app and a full-screen ad pops up. That’s annoying, so a user just Xes out of it. But he accidentally clicks on the ad instead of the X, sending to the app store or maybe Safari. So on top of the frustration that the screen wasn’t receptive to a thumb-tap, the phone — and whatever task the person is trying to do — gets held up for a few seconds while Safari opens. Sounds like first-world problems, but stirring up this animosity by killing efficiency isn’t the best way to convince people your app is worth a download.

7. Video Ads

Video ads can be invasive and interruptive, especially when the rest of a user’s sound preferences are turned off. We know you’re looking for some extra revenue, but is it really worth annoying your extant user base?

8. Non-Wrapping Text

Not everyone can read size 10 font. If a user is zooming, your text should wrap so that he doesn’t have to drag the screen across manually to read each sentence. Responsive design is the way of the future — and we want it now.

9. Non-Retina Apps

The app snob at Mashable (Christina Warren, if you must know), has a thing against non retina-updated iPhone apps. “It’s been over two years, there is no excuse for a new app getting released without full Retina assets,” she says.

10. Desperate Pleas for Followers

If users are annoyed when developers ask for a review, we bet you could guess that we also don’t like it when we’re asked to follow the company on Twitter or “like” it on Facebook. “I don’t exactly want to tell everyone that I have spent hours upon hours playing Order Up! To Go on both my iPhone and iPad just so I can get a free gold coin,” says Warren. “I mean, I will, but come on.”

What are your mobile app pet peeves? Tell us in the comments so developers know what to avoid.

Image courtesy of iStockphoto, cosmin4000

Eyetracking Study Underscores Facebook’s Mobile Ads Challenge

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Jul 31, 2012 at 9:35am ET by Greg Sterling

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Facebook now claims 543 million monthly active mobile users. The good news for Facebook is that mobile users are “more active” than PC users. The bad news is that mobile users are much harder for the social site to make money from.

This challenge has been widely discussed and was the subject of several questions on the recent Q2 Facebook earnings call. Facebook executives repeated several times during the call that they were being cautious about monetizing mobile so as to not disrupt the user experience.

Source: Facebook

Facebook is going to need to do something different with its mobile advertising if it hopes to maintain revenues (let alone grow them) as more users spend more time with Facebook on their mobile devices. This contention is supported by a recent study from EyeTrackShop.

The study compared the performance of Facebook ads on the PC, smartphone and iPad in terms of visibility, time spent and ad recall. The firm found that ads on the iPad were generally the most successful, while mobile ads underperformed the PC and iPad.

Source: EyeTrackShop

Relative to Facebook ads on the PC people exposed to Facebook’s current crop of mobile ads saw them less often and spent less time viewing them when they were noticed. Accordingly mobile ads had lower recall than ads on the PC or iPad.

As the diagram above indicates, ads higher up on the page are viewed more often than ads “below the fold.” On the PC, Facebook ads tend to be the second object viewed by users. By contrast, mobile ads appearing below the fold had only a 3 percent to 13 percent chance of being noticed according to the study.

Source: EyeTrackShop

EyeTrackShop said that iPhone users noticed Facebook’s mobile ads 6 percent less often and spent 14 percent less time on them (vs. PC ads). Ad recall for mobile was 20 percent less than on the PC site. However ads on the iPad mostly outperformed the PC. They were noticed by 18 percent more people, who spent 29 percent more time with them. Recall for Facebook ads on the iPad was just under (97 percent) of what it was on the PC.

It’s still very early for Facebook’s mobile advertising so there’s no reason to push the panic button. But this study indicates that Facebook will need to continue to experiment and potentially offer different kinds of ads to smartphone users than are shown on the PC.

Ah, Millenials...

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by Jim Mason

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Marketing to Millenials has to incorporate not only their complex interactions, but also how they are able to still see even though their hair bangs permanently cover up at least half their face. See below for photo credits.

Ah, the Millennial Generation…

Digital natives.  Diverse.  Confident.  Self-expressive.  Much has been written about this generation and their characteristics.  Due to their sheer size (they are larger than the Baby Boomers), they are going to be a powerful economic force.  It is critical for companies to understand these consumers and their shopping habits to remain relevant over the long term.

A few weeks ago, RIS (Retail Information Systems) News and the Fashion Institute of Design & Merchandising(FIDM) hosted a conference focused on the millennial generation.  I was honored to be the keynote speaker at the event presenting several digital strategies retailers can employ to capitalize on those millennial characteristics.  I’ll share some of those ideas in a future post, but I thought it would be interesting to first start with some insights about the Millennial generation from the conference.

One of the highlights of the event was a panel of five, 20-25 year old Millennials who shared their opinions on a variety of topics.  While I’m not sure that the panel was diverse enough in age, geography, socio-economic background to represent the entire Millennial generation, I thought they did offer some interesting insights.

Millennial panel takeaways – The Expected 

Many comments played directly into the generational stereotypes and characteristics that have been widely written about.  Some of my favorites included:

• On the impatience of Millennials… “I want service immediately – when I’m ready.”
• On the passion of Millennials for causes they support… one student spoke about her new go-to app, The Good Guide, that helps consumers identify safe, green and ethical products.  She described “standing in the aisle using the app for an hour trying to decide which detergent to buy.”
• On doing the right thing… When asked about showrooming, the panel almost universally responded, “that’s not fair.”  Later when discussing music downloads, they said “I pay for them. It is better for the artist.”
• On other random generational characteristics… In an oft cited statistic, the Pew Research Center says that nearly four-in-ten Millennials have a tattoo.  So I thought it was funny when (unprompted), a panelist shared, “I’m looking to get a new tattoo [so I’ve been spending a lot of time getting ideas on Pinterest]”

I enjoyed the conversation around “cause marketing” since there still seems to be greater potential in this space for marketers targeting the millennial generation.  Establishing and promoting a more significant link between your brand and a specific cause can improve your brand image among millennials.

Millennial panel takeaways – The Unexpected & Worth Noting

Several other comments from the panel had some interesting nuggets for marketers to keep in mind.

• Facebook usage is on the decline.  All panelists mentioned diminishing usage of Facebook.  Instagram, however, is something they are “obsessed” with.
• Twitter usage is minimal with two of the five panelists expressing an active dislike of Twitter.  In fact, only one of the five uses Twitter, and she “doesn’t follow [her] friends on Twitter, just things I find interesting.”
• Foursquare barely registered with the panelists.  Not only do they not use the service, but several were barely familiar with it.  This point caught me (and the rest of the room) off guard.
• Text-based marketing and geotargeting were described as “creepy” and “not genuine.”  They didn’t like the idea of a retailer sending them messages based on their proximity to a store or a given department within a store.
• Their retail mobile sophistication was less than I expected (I’m not include tablets in my definition of mobile).  They rarely use mobile in-store, use relatively few retail mobile apps, and have not made many mobile purchases.

What does this mean for marketers?  Go slower on SoLoMo (would that make it SLoMo)?  Not exactly.  The Millennials are certainly social, but the standard methods that have received so much attention (Facebook, Twitter, Foursquare) aren’t sufficient for reaching Millennials.  Companies need to think about how they can embed social concepts more deeply in their experiences and business models.

Look for some upcoming posts in which I’ll outline some techniques (such as curation and co-creation) retailers can utilize to engage this generation.

A special thanks to the students at FIDM for sharing these insights and hosting the event.

————

Shop.org research partners dive into specifics of 2012 social, mobile commerce study

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By FIONA SWERDLOW, HEAD OF RESEARCH, SHOP.ORG | Published: JUNE 4, 2012

Shop.org’s May is Marketing Month event is closing on a high note this week as we released a new consumer study in partnership with comScore and The Partnering Group. Building on the results of the 2011 study, the 2012 Social & Mobile Commerce Consumer Study explores a range of U.S. consumer shopping behaviors and experiences via social media and mobile devices – the results of which tell me that social and mobile will only become further entrenched in so many aspects of shopping going forward. I spoke with Shop.org’s research partners, Jennifer Vlahavas, Senior Director, comScore, Inc., and Peter Leech, Partner at The Partnering Group, to get some of their key takeaways from the 2012 study.

Facebook is still a behemoth among other social networks. What are some Facebook features that retailers are (or aren’t) taking advantage of to engage with customers?

Jenn Vlahavas: I think this is less about “Facebook features” and more about the wide array of ways in which retailers are using Facebook. By that I mean that the retailer has to own their social media customer experience and strategy, versus relying on Facebook to drive the strategy (although Facebook has the experience to guide the implementation of the strategy). A lot of retailers really need to step back a bit and determine what their goal is with Facebook and how they’re going to measure their performance against that goal. Is it to drive loyalty? Drive sales? Learn more about their best customers to better inform marketing, creative messages, etc.?

Peter Leech: The top features I would mention is the Facebook page analytics capability and the Facebook message targeting capability. There is a ton of refining work that can be done by retailers to get more of their messages actually seen by their fans and get them to click through to shop. But it’s testing and trial work (just like with email) and takes time and focus.

I was fascinated to see YouTube emerging as a bona fide retail channel. Is there one example of a retailer who, in your mind, is really putting this social network to best in class use?

PL: I like Sephora for bringing “how to” videos to their YouTube site. That answers a need for information that is a) best shared via video, b) allows a demo of products, and c) isn’t just fluff…this really helps the customer. Nordstrom brings rich content that begins to provide the value and engagement of a fashion show on TV. Home Depot is a monster YouTube engine with over 30 million video views. Guess what? Shoppers want access to videos that show “how”. And, yes, this drives sales.

No discussion of social media this year would be complete without mention of Pinterest. What is Pinterest’s explosive growth telling us about consumer engagement with brands and retailers?

JV: I see this as further proof that customers will find a way to drive how they engage with retailers rather than allowing retailers to drive. Pinterest offers such a unique platform to see how others (even folks you don’t know) engage with brands – from ingredients in a recipe to apparel/accessories “finds” and really hits the “inspiration” button. Pinterest, similar to Facebook but perhaps to even greater extent, offers a way for consumers to market a brand via the viral nature of the social platform. It is a reminder to retailers that while they might have some control over how they communicate their brand and products, the consumers are in ultimate control of what gets shared and disseminated to a wider audience.

PL: Facebook is becoming the digital living room of America – not really where you meet new people, but where you share your life with people you know (or knew). Pinterest is the opposite. It’s a place to show off your collection, your ideas – to fly your unique flag and find and connect with other folks with the same interests. It’s a digital stage where users “create” for others, or simply watch and enjoy. This, to me, is a very different utility to Facebook. Brands can and are flying their own flag as well. Done well, this draws in like-minded shoppers.

As you noted in the study findings, “mo-cial” is going mainstream. As more consumers access social media via their mobile devices, what are some of the implications for retailers?

JV: I see two key implications. 1) Retailers will have to refine their social media strategies to align with this phenomenon. Concise messages now are even more relevant because consumers are “on the move” when they’re receiving them. 2) And more importantly – there is a huge implication with regard to the “lo” in “solomo”. That is, making messages more relevant based on the location of the consumer – things like proximity to a physical store, partnerships with nearby organizations/events, coupons via social based on location.

Speaking of mobile, it’s impressive that fully one-third of smartphone owners say they have shared their location with a retailer. What are some of the marketing, merchandising, customer service opportunities for a retailer once the customer has entrusted them with that information?

JV: The possibilities are really endless – consumers are already creating shopping lists on their smartphones, often times using a retailer’s shopping cart as that list. Many of the big box retailers who sell groceries don’t carry even their non-perishable items on their website – so there’s a huge opportunity there to allow customers to create mobile shopping lists via an app or mobile website and bring that in-store to shop. From there, retailers can ask consumers to choose their preferred store, create maps of the store to check off the shopping list, offer “chatting” functionality for customer service or integrated technology in-store for in-person assistance, coupon offers based on what’s on that shopping list, upsell recommendations – and the list goes on.

PL: I couldn’t agree more. One of the biggest items for me is that location sharing removes “form entry” from the mobile experience, directly answering questions such as “Where is your closest store?” and “Which store has my item in stock?” Form entry is still the biggest block for mobile marketing and m-commerce. Quite simply, location sharing removes barriers.

Clearly, consumers tell us that many of them use their mobile devices for almost every aspect of shopping now. What should retailers be doing or investing in to actively support customers using their mobile devices to shop, whether in-store, on the go, or shopping from home?

JV: I don’t think there’s a “one size fits all” answer. What works for one retailer might not work with another. It’s about understanding your customers and how they leverage their mobile devices to shop and then investing in the technology, programs, and functionality to support it. We always talk about “creating a channel agnostic experience” for customers – but how that is designed and executed depends on your customers and their specific shopping behaviors.

PL: Hate to say it, but Amazon’s price check app is the most powerful execution I’ve seen. Simple, easy, aligned to their brand and powerful tool for the consumer. Retailers that create simple, helpful mobile-enabled sites or apps and promote them in their store may be able to retain ownership of their “digital layer” within the store. Columbia Sportswear is also a leader in simply adding more QR code videos to every product. This really provides a self-service benefit for the customer.

Facebook failing to drive booking conversions

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29 May 2012
By Patrick Mayock
News Editor-International
patrick@hotelnewsnow.com

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Story Highlights

• Facebook has yielded negligible booking conversions for brands and individual properties.
• The channel still has the potential to drive bookings, said Atmosphere’s Henry Harteveldt.
• Facebook also is a useful tool for fostering engagement, developing relationships and measuring consumer sentiment.

REPORT FROM THE U.S.—Back in March 2011, Michael Hraba, like many hoteliers, was excited by the commercial potential of Facebook. There was revenue to be had, and hoteliers and brand companies were rushing to put booking widgets on their profile pages to encourage easy, seamless transactions.


My, what a difference a year can make.


Hraba, who is project manager and communications for Waterford Hotels & Inns and owner of San Francisco-based Hraba Hospitality Consulting, has jumped off the Facebook bandwagon, citing low transactional booking volume for his clients and the broader industry alike.

Michael Hraba, owner of San Francisco-based Hraba Hospitality Consulting

“Until they somehow monetize their users into consumers, when somebody enters Facebook under the premise that I might buy something, I don’t think Facebook will ever be a relevant revenue-generating tool,” he said.

Hraba is not alone in his sentiment. Industry pundits are beginning to question the use of Facebook as a booking channel in the absence of any meaningful data. And the major hotel chains—six of which declined to share data for this article—have been reticent to disclose conversion rates.


“Generally when companies are reticent about disclosing conversion rates, it’s because it’s going to be pretty negligible. That would be my expectation,” said Douglas Quinby, senior director of research at PhoCusWright.


“In general, we have never advocated that anyone should look at Facebook as a booking platform,” he said. “We see this continually in our consumer research, especially in the U.S. and Europe—consumers don’t think of Facebook and their social networks as a place to go shopping and buying travel.”


Henry Harteveldt, chief research officer and co-founder of Atmosphere Research Group, said Facebook booking conversions are somewhere in the single digits.


“Booking levels are very, very small from the Facebook widgets,” he said.


Always on

Does that mean hoteliers should remove booking widgets from their Facebook pages? Not at all, said the sources interviewed for this article.


“That doesn’t mean that hotels should give up on having a Facebook page. Not at all,” Quinby said. “We’re just saying that the type of engagement you want to think around social networking … has got to be nuanced. If you are hyper fixated on referral and conversion, then you’re going to limit the opportunity for boarder engagement.”


“Facebook is a marketing tool. … It’s not easy to turn it into a commercial tool,” Harteveldt said.


The social network is great for customer engagement, establishing relationships and understanding consumer sentiment, he added.


It’s also a great way to keep your brand top of mind for consumers when they do go to shop, Quinby said, citing evidence of a “billboard effect” on the platform.


“You got to be where people are. You’ve got to be there and hang out and wait,” Hraba said.


Indeed, new research suggests travelers are always shopping for travel, even when they’re not planning a specific trip.



“In an online world in which travelers are constantly connected to the Internet and often receptive to information about travel, the linear travel-buying pattern many distributors have clung to is being overtaken by an ‘always-on’ model of travel distribution. This model places the traveler at the center of a constant hive of information exchange across the entire travel ecosystem,” according to “Travel 2020: The distribution dilemma” from the IBM Institute for Business Value, which surveyed 1,020 business and 1,030 leisure travelers from both developed and emerging economies.

Henry Harteveldt, chief research officer and co-founder of Atmosphere Research Group

Consumers are cognizant of ads and promotions delivered via social media, according to Harteveldt.Atmosphere conducted a survey of more than 5,000 travelers, 31% of whom said they noticed such commercial engagement.

But while hoteliers who already have booking widgets on their Facebook pages should leave them there, smaller players who haven’t yet done so shouldn’t fret, Hraba said.


“If that’s a daunting concept to anybody reading this, I wouldn’t worry about a booking engine in there,” he said. “… Are you going to lose a reservation because your booking engine isn’t in Facebook? I doubt it.”


Market potential

Just because Facebook booking widgets have yet to yield strong transaction volume doesn’t mean hoteliers should give up on the channel altogether, Harteveldt said.


“Part of the reason is that no travel company is giving consumers necessarily an incentive to use the widget,” he said. “… To make Facebook commerce work, you need to really understand what it’s about.”
If Facebook developed a type of “currency” that could only be used on the channel, that might drive more commercial value, Harteveldt suggested. Or, companies could offer incentives and special offers to book through Facebook.


Quinby said hoteliers might find success by approaching Facebook as a “loyalty light” channel. Companies such as Joie de Vivre do an excellent job in this regard by offering incentives to its Twitter followers during “Twitter Tuesday” promotions.

Douglas Quinby, senior director of research at PhoCusWright

“Use social channels to offer certain types of incentives to your fan base,” he advised. “It is a loyalty program in effect.”

While travelers might not approach Facebook or other social networks with a commercial mindset now, that doesn’t mean they’re not open to the idea, Harteveldt said. In that same Atmosphere survey of 5,000 travelers, he found that one-third of respondents said they would try to purchase travel through a social network within the next 12 months.


“There certainly is a critical mass open to using a social networking site like Facebook as a booking tool, but what the Facebook engine has to offer has to be more than what they can get from the brand website. There has to be something more compelling,” he said.


That shift in thinking might be more pronounced in emerging markets such as Brazil and China, according to PhoCusWright research.


“Travelers (in those regions) will go in and specifically engage with their network around recommendations when they are shopping for travel online. Facebook and their social network become a much more central part of that,” Quinby said.


Still, Harteveldt doesn’t expect Facebook to be “transactional” for at least a few years.


“This isn’t Field of Dreams. You can’t just build it, and they will come,” he said. “You’re going to have to work at it. And I’ll be honest, it won’t be easy.”