Recap of “Conversion Rate is Dead” webinar with WOMMA, and discussion of announcement of Google Analytics Premium Service
Thursday September 29, 2011
MoreVisibility’s Twitterchat (#MVCHAT) took place yesterday, September 29 and discussed the importance of utilizing web analytics to understand the effectiveness of your online marketing and website performance. Specific topics included:
MVCHAT is a weekly 30 minute discussion starting at 3:30 pm (EST) covering a variety of online marketing topics. Clients, advertisers, and online marketing enthusiasts are invited to participate in this rapid-fire conversation by following and including #MVCHAT in tweets. Read more about #MVCHAT in the news here.
There’s been a lot of buzz around Google+ and Facebook these last few days. Google+ recently made its social network available to the public and Facebook had its F8 conference touting the new features that will be rolling out. Both Google+ and Facebook want to be the social media site that everyone goes to for social interaction. The real question is why? It could be because they want to boast that they have the most visitors, but Facebook (see the Computerworld article) already won that title. Plus, it’s safe to say that neither Facebook nor Google+ is improving their social media site for that warm and fuzzy feeling. So what’s the real reason? It could be that by reaching out to people, they are both competing for the attention of businesses and their advertising dollars.
Facebook and Google+ know that companies will pay top dollar to reach their target audience. Businesses already pay to reach their target audience, so what’s the big deal? The social media sites can use data and information to predict a user’s actions.
According to an article on CNET, Facebook’s “algorithm can determine what you’re likely to like based on who you like, what you do, where you go, which apps you use (and how), and so forth–all of which is information that Facebook will now collect through its own service and all the apps that are being built to run on it.” This is a game changer.
It means that Facebook and Google+ (at a later date) can help corporations pinpoint people who should be in their target audience based on their social behavior. This makes advertising dollars even more valuable. In the past people’s profile information, their interests and their “likes” determined which ads would be relevant. Now, their actual behavior and interactions will be watched and ads will be served based on those actions. Its one thing for a social media site to say a user is interested in country songs based on their status; it’s another thing to say that they listen to the song “Sweet Home Alabama” once a week. By collecting and providing more valuable data, a social media site can make itself of greater worth to advertisers. In fact, it can help advertisers adjust their strategy based on the data received. According to CNET, if this works, “Facebook is on its way to becoming the source of the most valuable information on the Web: who likes what, who they influence, and how to reach the people most likely to influence others (hint: go through their friends).”
It’s no wonder that Facebook and Google+ continue to attempt to out-do each other. In the end, it adds up to greater revenue for both companies.
About a year ago, comprehensive social media campaigns seemed like risky territory for many companies. Now that they’ve shown great ROI for several business, they are growing like wildfire with companies scrambling to get a Facebook page up and running.
However, rushing into any marketing strategy – whether SEO, SEM, or Social – without a plan is not going to yield stellar results. All too often, businesses rush off to claim their company name on Facebook without really taking advantage of the site. Here are some common errors companies make on their Facebook pages:
They don’t leverage SEO: Facebook pages can be indexed and show up in search results. As such, many of the SEO techniques that work on a webpage also work on a Facebook page. For example, keywords matter and need to be utilized. Titles, custom URLs, and even bolded font on a Facebook page get extra attention from search engines, so be sure to construct your page accordingly. In addition, don’t forget to collect inbound links to your Facebook page. Just as with your webpage, inbound links will help your Facebook page rank higher.
They hide their content: Companies may choose to hide content behind gateways in their custom tabs that are only accessible to subscribers or Facebook fans. Search engines have no way to access this content, so it can’t get indexed. While making exclusive content can increase your number of fans, it can cause your brand to lose out on some valuable visibility. Before opting for exclusive content, weigh the impact carefully.
They don’t stay active: Most of all, you will want to stay constantly active with your Facebook page because customer interaction is the central tenant of any Social Media campaign. Users view active Facebook pages as positive reflections of their respective companies. Also, updated pages have added SEO value because wall posts are indexed by search engines.