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Holistic Social Media

Mar 22 2015

Facebook Ads and the Race to the Bottom

Ever watched an industry race to the bottom? It’s scary…and I’m watching it happen in the intersection of Facebook, “Social,” Search, and Integrated Marketing Communications. Here’s more:

Race to the BottomFirst, I’ll get the shameless plug out of the way; it does actually relate to today’s subject – “Facebook Ads and the Race to the Bottom” – because the sites I’m working on are petri dishes in our global marketing lab (of sorts) here at Area 224 HQ. We’re all-meta, all the time, as we started with a site called Metasip almost two years ago, and have expanded to include Metakitchen within the last few weeks. These sites are a number of things: review sites, engagement portals, and a hub where those who promote things (Metasip does alcohol, Metakitchen does all things related to food) can connect. [End of shameless plug.]

Part and parcel of the work at Area 224 is to prove the value of what we do – integrated marketing communications (not just public relations) as a discipline that, when working hand in hand with a company’s business strategy, can indeed have bottom line results. We used to talk about this as something we called “Objective-oriented marketing;” the belief that you’re barking up the wrong tree if you’re working on a tactic (usually social, often sold to you by either a shyster or an amateur or – WORSE – an amateur shyster) that isn’t in line with a business strategy.

I’ve said this often as an independent practitioner: I will turn down work if I believe it to be a waste of the company’s money. I prefer sleeping at night to cashing checks that don’t seem right, and adding value is something I pride myself in doing.

Bringing us to today’s point:

Facebook ads are precipitating a race to the bottom in social media, in search engine optimization, and in integrated marketing communications.

Firstable, the numbers

Here’s a screen shot from a recent ad campaign we conducted on behalf of Metasip.

FB Numbers

While that might look like a lot of mumbo jumbo to the outsider, it’s really rather simple in the grand scheme, and let me walk you through the numbers that are there so you have the background you need. (If you know all this already, scroll down to the subhead that says “You Need a Strategy” and pick up the article from there.)

We ran this campaign for 24 hours (under “Schedule” above) and we spent $20.00. The ad had an “Objective” of “Post Engagements,” and those are defined in this little screenshot (which we got from mousing over the question mark above the number “66.” [N.B. We chose a campaign that is typical of the dozens of campaigns we have run on Facebook throughout the past year. Your experience may vary – and, if you have more money to spend, you may get better results than we did. But let’s use this as a really good example to support our case.]

Engagement EfinedThe actions that Facebook considers Post Engagements are things like:

  • Clicking the “Like” button on the post (one we wrote about cheap red wine)
  • Clicking the Like button on the Metasip Page
  • Clicking through to read the post itself – on Facebook or on our website
  • Clicking through to comment on the post itself

The easy, quick, and “meaty” math goes like this:

$20.00 in spend, divided by 66 “post engagements” equals an average cost of $0.30 per engagement.

You Need a Strategy

I had a flashback the other day to my time running a startup and sitting down with an executive – someone who is well-regarded as having a sort of magic touch when it comes to business. I had a service I was selling, he had a business that could have used my service to promote itself, but he was hung up on one number – ONE NUMBER – that drove all of his thinking.

The number happened to be “CPM,” in case you’re wondering, and the problem for me – the one thing that kept us from working together – was that I did not play in the CPM space. At all. Couldn’t – even though my online education portal was in the business of “microtargeting” and we had a strategy to market and find students who were interested in schools that were off the beaten path, and this guy’s property fit our description of a target market, he had only ever worked in a CPM space. Spend $10, get 1,000 views of your ad and your CPM is $10.

This particular executive was blessed: he had a crazy large budget to work with and could put scads of people to work to spend that budget on a variety of marketing tactics. He was also successful at his business because of the strategy that drove these tactics. The fact that our portal didn’t fit into his way of doing business – because it was new, undefined, different, and “not the way we’ve always done things” – was fine in the grand scheme (in fact, it was one of the big learnings for me, and eventually drove me out of that particular industry and, instead, to launching Area 224).

Post Engagements are the “New CPM”

Flash forward to more recent history and my discussions with another, totally different type of executive. Different can be good, different can be bad and, in this case, different is just different. And illuminating: this executive has always done things a certain way – and that certain way involves Facebook as the sum total of her marketing strategy.

We went down the following road, and here’s what the back-and-forth looked like, in brief, with some of the specifics around price changed to protect the innocent.

Me: I understand that you’re looking for help promoting your business, and you’re looking to outsource a piece of your marketing communications strategy to an outside consultant. We can put together a rather robust proposal, but would love to talk about your business strategy first.

Her: Our strategy is already set. How much does it cost to work with you?

Me: Well, we normally don’t do one-offs without an understanding of what you want to get out of it, but a typical program gets you…[WORDS, BULLET POINTS, TACTICS THAT SOUND GOOD] and will cost you…[WORDS, NUMBERS, ETC.].

Here’s where I start to get rather afraid that this is going downhill, but I’m still interested in hearing her thoughts.

Her: That sounds like way too much for us. In fact, our last Facebook Ad campaign got us 3,000 views and a couple hundred engagements and we only spent $20! You’re exponentially more than that, and there are no guarantees of success.

Me: We’re talking more robust, actual engagement – not the BS FB engagement. Trust me, the value you’ll receive in actual content and actual time spent building community and actually engaging with your fans, followers, and friends – and not just on Facebook but on the other platforms we’ll work with you on – we’ll be able to prove that there’s way more value there when the program is done…as long as we can understand what your business strategy and your marketing strategy look like.

Her: Are you willing to go pay-for-performance with this campaign?

“Everyone’s an Armchair Marketer…”

Well before I ran the startup, I was a VP of Global PR at a Financial Services firm; before that, I spent time in a division of the same firm with a boss whose mantra was quite direct – “marketing exists to support sales.” It was great: we did everything in consultation with the sales teams, and if it wasn’t something that they could sell behind, we weren’t going to put marketing dollars toward it.

In one discussion with a line manager who, also, had a very specific charge, we were told that ours might be the most difficult job in the entire company. This is because, in this executive’s assessment, “Everyone’s an Armchair Marketer.”

Think about it: an executive in the pre-social media days is told by a friend “hey, you should write a white paper and use it as a marketing tool!” Not knowing any better, he suggests it to the marketing team; he may also control the purse strings and say that it’s a good use of money, so you might as well give it a try. Voila, the “White Paper Strategy” is born.

Now, in the Social Media Era – or, even more directly, the Facebook Ads Era – not only does the executive hear about a marketing tool that works, or that is cheap, or, WORSE, works and is cheap…this executive, like our mini-case study above, has already TRIED the marketing tool.

And guess what: Facebook doesn’t ask what your Business Strategy is. And they don’t really ask what your Marketing Strategy is, either…they just want you to buy their version of “engagement.” Whether you buy it directly or buy it from someone else who does the dirty work, you’re just aiming for the lowest cost for that engagement. Right?

The Race to the Bottom Never Ends Well…

…For anyone.

Our problem with what Facebook is doing to the entire Integrated Marketing Communications suite stems from those engagement numbers our executive above is touting. If they’re getting 30 cents per “engagement” then why wouldn’t they continue getting 30 cents an engagement and just spend a few hundred dollars, tops, in order to get over a thousand engagements and the world will beat a virtual path to their door.

The executive doesn’t need us to help them – they only need a few bucks of juice on their corporate credit card. Engagements are coming. They’re the armchair marketer.

The Danger for the Executive: Facebook is selling you “engagements” but not giving you any sense of real, true value behind those engagements. What’s a Like really worth? What’s a visit to your site worth? What about someone “liking” the post but never ever doing anything else. Ever.

The Danger for Facebook: These engagements may be valuable in the grand scheme, but they’re pretty much done in a vacuum. And as the cost gets driven downward, the engagements become less and less valuable – nut just in the true dollar sense, but in the perception as well. “A buck a like? I can get you pennies a like!”

The Danger for the Consultant (not just guys like me, but the independent consultant who dabbles in social media “without a license”): There is always going to be someone who can “do it for less.” My $10,000 proposal to align your marketing strategy with your business strategy and measure a whole host of outcomes and drive real bottom-line engagement doesn’t stand a chance when presented to an armchair marketer who can spend $20 on a bunch of page views and outsource the remainder to someone in their dining room who can do a one-off campaign on Pinterest for $150.

Facebook’s definition of “engagement”

When the real work takes time, building the strategy should be of utmost importance to the business executive. And to the marketing consultant, the desire to have those real discussions – something akin to “discovery” for the lawyer – is the thing that should drive every single engagement.

The problem, as I see it, is this awful use of “engagement” as a thing that can be measured in clicks. It’s scary, but it’s Facebook’s business and that’s why they’re successful.

I shied away from working with the executive above because it was obvious, to me, that the well had been poisoned by Facebook. In her mind, engagement is a thing that Facebook handles, and they do it inexpensively. Her strategy doesn’t need me – Facebook is giving her the impression that engagement IS the strategy, the Facebook definition of engagement is the only way to do it, and Bob’s Your Uncle. (In other words, don’t hire Dave – hire Facebook, or hire Dave’s competitor for a fraction of the cost for that component, or just whip up a faux strategy on your own and…)

My biggest concern

My biggest concern is that Facebook Ads – and their perceived effectiveness, which isn’t grounded in the real world but their version of it – leads to laziness on the part of everyone in marketing, and a Race to the Bottom. There’s no need for a strategy when you have Facebook, and there’s no need for someone to help you with the strategy when you can whip up your own.

We’re all racing to the bottom. And it won’t end well.

 

 

Written by Dave · Categorized: Facebook, Holistic Social Media, Objective Oriented Marketing · Tagged: race to the bottom

Feb 28 2012

The Three Books Every Marketer Needs

Today we’re talking about books that marketers should have on their shelf. Did you know we wrote one for the Kindle platform called SEO Samurai? Here’s a link – but, it’s a Kindle version, so it won’t fit on a shelf.

I’ll admit to being at this online-meets-traditional marketing thing for a few years now. 6 to be exact – back in 2006, I was part of the team that launched a web portal for higher education called U Sphere.

I often tell folks that I reached a point where I was either going to (a) build a business or (b) get an MBA. I chose (a) – but that didn’t mean I wasn’t committed to constant improvement. So I went down the path of seeking out books that could teach me things about how the other half worked.

Publishing has changed in a revolutionary fashion in the past 6 years – traditional book sales methods are out the window, and it seems like just everyone has an ebook of some sort.

Here, then, are three books that, IMHO, have stood the test of time: they are the three that I keep on my shelf, refer to almost constantly, and, likely, may stand the test of time.

1. The 4-Hour Workweek, by Timothy Ferriss

4-Hour Workweek Book
Photo from Dave's Bookshelf

This is the book I recommend more than any other. And this is the one that gets the most eyerolls, too.

The takeaway from reading the cover is that you can design a lifestyle that enables you to spend no more than four hours a week working – and then you can spend the rest of your time lazing on a beach.

The reality is that Mr. Ferriss invested a lot of TIME – he was working 80 hours a week at his first startup – before figuring out that TIME = MONEY.

The Marketer can learn TONS from the book – even if it’s just to maximize efforts on the right sorts of things, and stop worrying about the wrong sorts of things.

Marketer’s Takeaway: This is actually a book about ROI. Might be Return on TIME Invested, but it is definitely worthwhile from that standpoint alone.

2. Business Model Generation, by Alexander Osterwalder & Yves Pigneur

This book will change your thinking, and here’s how:

Business Model Generation Book
Photo from Dave's Bookshelf

Any business process, any department, any piece of an overall cog MUST understand how the other pieces fit. If this book does anything for you, it will help you raise your BS detector.

To be direct: I have quickly run many a startup through their methodology – the Business Model Canvas – and found them to be sorely lacking in a few key areas. This ALONE can save you, the marketer, a ton of headaches.

(Doing client work for the past six years has also meant that I have turned down opportunities to work with businesses; sometimes, I have used the methods in this book to figure out that a potential client doesn’t have a business model that will make it.)

Marketer’s Takeaway: This is a visually stunning book and walks you through the iterative process of creating and sustaining business models.

3. groundswell, by Charlene Li and Josh Bernoff

Groundswell Book
Guess where this photo's from?

This is the ultimate social media marketing book.

Seriously.

Written when Twitter had just been created – it’s that old – the upshot is that the technologies will continue to evolve – but people have certain tried-and-true behaviors online that marketers can leverage for maximum benefit.

We may have shared the acronym “POST” more often than any one piece in our years of doing this online stuff. People, Objectives, Strategy, Technology – in that order. The authors’ opinion: companies will put the “T” first, and chase a shiny object (Twitter, Pinterest, et al) before figuring out who they want to connect with in the first place.

Marketer’s Takeaway: Cookie-cutter strategies rarely work. Don’t sell a bill of goods based on the next new thing.

Great books are out there – and we read as many new ones as we can get our hands on. But these three, we have found, stand the test of time.

Are there books you would recommend for a marketer’s bookshelf?

 

 

Written by Dave · Categorized: Books, Holistic Social Media · Tagged: Business Model Generation, Charlene Li, Ferriss

Dec 21 2011

Top 26 Of Everything for 2011

Lists are Awesome! Here’s Ours.

1. Bacon

This was the Year of Bacon. Wasn’t it?

Wait, it wasn’t?

Angry Birds
Not Cats. Or Bacon.

2. Cats

If you were a Vegetarian Dog Person, this was NOT your year. Just sayin.

3. Google+

While discussing Bacon and Cats, we should talk about Google+. It’s like Facebook, but it’s from Google, so it’s, well, plus. Here’s a link to Dave’s Google Plus Profile.

4. Francisco Rosales

He was kind enough to run our blog post on Holistic Social Media in September, but he makes this list by sharing so much awesome stuff on his site. (TIP: Visit his site today and learn which Social Media Blogs HE recommends. Here’s a link to the Top Social Media Blogs of 2011.

5. Books

Everyone seemed to either (a) come out with a book or (b) get a publishing deal. As a result, everyone is now talking about (c) how awesome everyone else’s book is and (d) where to pre-order their book. (e) Publishing is a wacky world. If you want to write one, learn what to do before you go down that path. Check out the Redhead Writing series on getting published.

6. 12 Most

We’d make this number 12 on our list, but, well, when you skip down you’ll see why we couldn’t. 12 Most: Great site, great lists. I don’t think they’ll run out of things to talk about anytime soon. 12 is a powerful number.

7. The Cloud

Want to make your startup really rock and roll? Make it Cloud-based. Put it in the Cloud. Use Cloud Computing to Solve a Problem. Say “cloud” over and over.

8. Queens of the Stone Age

Hey, if you re-released your first album, performed everywhere, and even showed up on No Reservations…

9. 9-9-9

Herman Cain, you glorious GOP Presidential Candidate you. By coming up with an interesting tax scheme – one that’s simple, memorable, and yet convoluted; I’m paying 9%, but am I doing it three times? Am I really paying 27%? Or is it 9%, then 9% of what’s left, then another…I guess when he unsuspends the campaign, we’ll know.

10. As in ‘Perfect 10’ of PR Stupidity

What Not to Do: Penn State. (Rather than talk about it ad nauseum, here’s a link to the Prevent Child Abuse website. Help a kid, learn what you can do, learn the warning signals.)

11. 11-11-11

This date comes around once a century. Though we will have 12-12-12 next December. And 13-13-13 the December after that. Right?

12. 12 Minute Marketing

Rick Strater and I worked really hard to bring you a dynamite program that trains small business people on everything they need to know to become better marketers. Not sure if the course is right for you? Check out a sample lesson on the site. One of my favorites: Holistic Social Media.

13. Color: The Expensive Launch That…

I remember hearing about this and downloading the app for my Android phone. Then what? Here’s a link to what the site is up to now. I’m not even gonna ask how much money they spent to launch.  (Canadian Readers will point out that they spelled “colour” incorrectly.)

14. DJ and Danny and Chris

Three guys I like a lot for their smarts and no-nonsense approach to marketing, business and life. DJ Waldow, Danny Brown, Christopher Penn.

15. IRL 2011

Got to knock a few people off of the “hey, I’d like to meet them in real life” list this year. Claudia Anderson, Leyla Arsan, Lisa Pugliese, Paige Worthy, Amber Naslund. To name a few. (Five. To name five.)

16. The Launch of the Year

Wow, this one stumps even me. Which launch from 2011 was the most noteworthy, newsworthy, tweetworthy?

It’s this: the Launch of the Year. Rebecca Black. So sorry, but 13,000,000+ views. 13 Million Views of a Video that is Horrible, and a Girl that Can’t Sing.

17. If You Google Ron Paul

Don’t just Google Ron Paul, but Google the phrase “If you Google Ron Paul.” You get this gem.

httpv://youtu.be/FmKwlE3fO-Y

(NOTE: Two straight unwatchable videos of unlistenable songs. You’re welcome.)

18. Internet Marketers

Even if you think there’s a good deal of schtick, there’s something to learn from these guys. Well, not these guys, just this guy: Frank Kern. You’re welcome. Again.

19. Your 2012

You are going to make things happen in 2012, right? You know what you want to accomplish. You have objectives – for your business, for your personal life. So 2012 is where it all starts. Correct? CORRECT.

20. That’s All We’ve Got

Really, there are better things we should be doing – not making up lists, or doing more research on the other 6 things we should add. So…

We’ll keep the title because 26 is a more interesting number than 20.

And, on that note, thanks for listening, reading, watching, and being there in 2011.

 Go Get Em! Make it a Great Balance of 2011, and an Awesome 2012!

Written by Dave · Categorized: 12 Minutes, Bacon, Books, Holistic Social Media

Sep 16 2011

The Holistic Approach to Social Media

(This originally ran as a guest post on the SocialMouths blog. We’re re-running it here in case you missed it over there.)

The Social Media Echo Chamber

If you get the feeling that the term “Social Media” is code for a whole bunch of bloggers talking to other bloggers about how great they are – well, it’s highly possible that you are jaded and haven’t watched a more holistic approach to social media in action.

This is understandable – and I’ll tell you why you’re seeing this: Shiny Object Syndrome leads to people who are “channel oriented” with their social media.

WHAT?

Let me explain.

Businesses that we have worked with at Area 224 will customarily start with a channel that they have fallen in love with. Let’s say it’s a computer hardware company who heard about Dell and its use of Twitter to drive millions in sales. Computer hardware company then says to us “We need a Twitter.” And they get on Twitter – sometimes with us, sometimes without us.

Then they start asking themselves why the sales aren’t rolling in.

The reason is they’ve gone channel first – and they aren’t Holistic with their Social Media.

So now what?

Return to the Four Ps of Marketing

Remember those?

Actually, we’re going to guess that a lot of the Social Media Echo Chamber people haven’t touched the Four Ps of Marketing in a long time. If ever.

Product. Price. Place. Promotion.

(See the chart. Download the chart. Be the chart.)

We’re not going to go into a big diatribe on the power of the Four Ps – in fact, in our 12 Minute Marketing course, we devote an entire week (one hour; 5 times 12 and we give subscribers the weekend off) to the Four Ps and the Marketing Mix.

But part of the fact that the Four Ps don’t get too much attention has something to do with bias – you are biased toward those things you do most, or best, as a business person.

So if you’re a PR Guy, you might tilt toward Promotion. If you’re a computer programmer writing software, you are probably zeroed in on Product. And so on…but, because of your bias, and that of your boss or your client or the woman who owns your company, you get a very “siloed” and not-very-holistic approach to whatever it is you’re working on.

Where Social Fits in the Mix

Take that bias above and apply it to the Social Media Mix, and you’re going to get…well, you’re going to get a recipe for something that’s not very focused.

(Another chart for ya.)

You’re a PR person and a people person, so you aim toward Social Networks and work on getting to 5000 friends on Facebook. You’re a computer programmer and you love Twitter’s API and the fact that Twitter can be gamed, sortof, so you head down the Micro-Sharing path. And so on, and so forth – and so not very holistic.

Ah, but where is the Target Customer in all this?

Good question – and that’s how you can take this thing to, as they say, “The Next Level.”

We have said time and time again that, if you’re manufacturing aircraft engines, you may not need 10,000 fans on Facebook. BUT, Social Media may very well make sense for your business – and for connecting with your target customer. Right? Assuming that you know who your target customer is.

Holistic Social Media – It’s Not About Numbers

“Skate to where the puck is going to be.” – Wayne Gretzky.

Back when we wrote a book on Social Media Marketing for Real Estate, we were amazed at how many real estate professionals didn’t get it. It’s not that they weren’t good at the craft of real estate – maybe they were, maybe they weren’t – but it’s the fact that they had no earthly idea where the puck was going.

Had one chat with a real estate professional in some warm climate, and she said “I’m tweeting with other real estate professionals, why isn’t that bringing in business?” See above about Echo Chamber. Then see the part about the Four Ps. Then see the Holistic Social Media chart.

Arrrgh!

Let’s bring this all together with one more, final, elegant (if I do say so myself) Holistic Social Media Marketing Mix chart.

If we use the real estate professional we just talked about – is she asking who her target customer is? And, once she asks who the target customer is, does she have the Four Ps down pat for her business? (Hint: SHE’S the Product!) Price is static for her services, Place is where she lives and works and sells real estate. Promotion – well…a little more complex, right?

But, if She’s The Product, and she knows who her Target Customer is, she’s going to have a better feel for which Social Media Channels she should be using, and what she should be saying.

The categories matter to some extent – but they vary depending on who your Target is and what they do online. Geo-Sharing? For the real estate person, checking in on Foursquare at the office makes very little sense. Blogging might be important – as long as you’re blogging about what is interesting to – AGAIN – your Target Customer.

Wrapping It All Together

Simple, right? Make it all work in lockstep with each other and you’re done.

Not so fast…What Holistic Social Media allows you to do is to ask serious questions about the “Why” behind every little tactic you can be yanked into. Boss wants you on Facebook to get him new business? Great. Who is the Target Customer?

Got 50,000 followers on Twitter and want to leverage them all for new business? Great. Who is the Target Customer? What are your Four Ps?

We could go on, but filling in the blanks is up to you. Just make sure that you’re thinking strategically – and Holistically – with your Social Media.

Go get em!

 

 

Written by Dave · Categorized: 12 Minutes, Holistic Social Media · Tagged: Holistic

Feb 03 2011

Be Careful Out There

Social Media Hucksters
Thanks, hucksters. (Image: The Mysterious Marketer)

Snowtorious BIG will pass away, but Social Media Hucksters…

Half my time here at Area 224 HQ is spent planning, strategizing, executing. (Writing is part of that mix. Creating, too.) The other half – yes, that much! – is spent on the web: interacting, surfing, “engaging” – learning.

It’s the learning – since I don’t have all the answers – the LEARNING that is the most valuable.

Part of this learning takes me to the far corners of the Internet. The outer reaches of craptastic marketing, of poorly planned and even worse-executed Social Media Hucksterism.

For every good guy – like Jim Alexander, whose path I first crossed two years ago, while discussing the spambots who tried to sell us all Multi-level Marketing schemes – there seem to be literally hundreds of, well, not-so-good guys. (And not-so-good gals, either.)

And Guess What? The not-so-good guys are the ones who will sell you tactics, disguised as strategy, not fulfilling any business objectives whatsoever.

Wanna know something else about the not-so-good guys? They will gladly take your money. AND they will buy your business – they’d rather undercut everyone out there and use the pre-wrapped Social Media In A Box solution to shoehorn into your business needs. If they ever ASK about your business needs.

One of the far corners of the Internet gave me this quote – pulled from the comments on a legitimate site’s post about monitoring your social media presence:

“There’s been a lot of buzz surrounding social media in the past decade.  Social media marketing can be a powerful tool if used correctly.  It can contribute to Search Engine Optimization and it can be used to keep a relationship with existing clients.”

What. The. Facebook?

Time to go viral on their @$$es.

Is there any wonder that Ad people think Social Media Gurus are a bunch of slick know-nothings? And that PR people think Social Media Ninjas are full of crap? And Social Media Rockstars – don’t get us started on them…

The point? Be Careful Out There.

Don’t fall into the trap. We’ve said it before, we’ll say it again:

Going Social Without Business Objectives is a Recipe for Disaster.

Hucksters are so easy to buy into. (Read this piece from Olivier Blanchard about Jack Scrib.)

But if the guy or gal on the other side of the table isn’t asking you why you want to do this?

You should ask them:

Why Do I Want To Do This?

[Editor’s Note: Yes, there was a snowstorm. Want the coverage from Area 224? Here’s a video. httpv://www.youtube.com/watch?v=2TSRNv2JkVM]

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Written by Dave · Categorized: Holistic Social Media, Uncategorized · Tagged: snow

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