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As has been its custom, Facebook supplied some charts showing various stats related to the company's first-quarter performance on Wednesday, prior to its call with analysts
The stats show a steady increase in mobile users and users overall but also a dip in revenues vs. the previous quarter, which is fueled by holiday-based ad spending
Image courtesy of Getty, Justin Sullivan Read more...
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For some time, Facebook has deflected criticism about its low click-through rates for ads by arguing that the metric is irrelevant. However, showing a link between ads on the network and a corresponding sales boost has been tricky.
Data from partner Datalogix may help Facebook make its case. In particular, a Facebook campaign for Bud Light appears to have helped increase sales.
The overview: During a four-week period from Dec. 3 to Dec. 31, Bud Light ran Page Post ads that appeared in all Facebook placements, including the mobile News Feed, visible to its 5.8 million fans. The ads were reconstituted Page posts that had already done well. One was a pic of someone pouring a Bud Light from a smartphone and another an image of a football stadium made of luncheon meat with the message "Bud Light in the fridge. A few snacks on the table..." Read more...
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Ever since Facebook introduced its new cover photo design back in fall 2011, brands, celebrities and ordinary folks have been challenged on how exactly to use that prominent piece of real estate.
For those looking for some inspiration, ZoomSphere recently took stock of the most engaging cover photos on Facebook, which is defined as the photos that drew the most overall interactions. ZoomSphere culled the list from its top 1,000 Facebook pages as measured by overall fan followings. The list of cover photos shows that just having a lot of fans doesn't necessarily mean your photo will get high engagement. In fact, of the top 10 most-followed, only one — Shakira — had one of the most-engaged cover photos. (Take that, Rihanna!) Read more...
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A Facebook fan is worth $174 to a brand, up 28% since 2010, according to Syncapse, a social media marketing firm.
Syncapse worked with research firm Hotspex on a survey based on data collected from more than 2,000 U.S. panelists in late January and early February. The study compared Facebook fans and non-fans based and their corresponding product spending, brand loyalty, propensity to recommend, media value, cost of acquisition and brand affinity to arrive at the figure
Though $174 is an average figure, the value varies from brand to brand:
The reason, says Syncapse CEO Michael Scissons, is "what a consumer would spend on Zara vs. Coke." A higher average purchase price makes a fan more valuable. Read more...
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Facebook is asking for 7-figure commitments for video ads set to launch on the platform this summer, according to a report.
Citing "three executives briefed on the product," Advertising Age reports that Facebook is banking on a $4 million-a-day business "right out of the gate" for video ads. As AdAge previously reported, the ad units would likely be autoplay, meaning they will start playing as soon as you open the page, and will expand "beyond the main News Feed real estate to cover the right- and left-hand rails of users' screens on the desktop version of Facebook."
Facebook's pitch to advertisers is that there are four slots available: women over 30, women under 30, men over 30 and men under 30. The ads will run 15 seconds and Facebook will not expose users to more than three of the ads a day, according to the report. Facebook is asking upwards of $1 million for each unit Read more...
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There's a good chance that you don't even have Facebook's Graph Search yet, but even for those who have it, it's safe to stay few have gotten past the "getting to know you" stage.
If anyone is to be considered a pro user at this point, it would have to be the Facebook employees who actually work on Graph Search. At Mashable's request, 10 of those Facebookers have shared their favorite Graph Searches, so far at least.
Facebook rolled out Graph Search in January. The feature was presented as a major upgrade to Facebook's search engine, which had won few fans. While Google is based on the collective knowledge of the Internet, Graph Search is more about users' stated preferences. For instance, you can use Graph Search for queries like "my friends in New York who like Jay-Z" or "People from my hometown who like hiking." The initial version of Graph Search, which is still rolling out, focuses on four areas — people, photos, places and interests. According to Facebook, the following were the top Graph Searches over a recent, random week: Read more...
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Facebook CEO Mark Zuckerberg waded further into the world of politics on Thursday with a Washington Post op-ed announcing FWD.us, a group of tech luminaries arguing for immigration reform.
In the opinion piece, Zuckerberg describes how, while teaching middle school, he met a student who showed promise but had no hopes of going to college because the student was an undocumented immigrant who was born in Mexico. "These students are smart and hardworking, and they should be part of our future," Zuckerberg writes. He then goes on to explain how his great-grandparents came through Ellis Island and — a couple of generations later — his family had joined the professional class. "None of this could have happened without a welcoming immigration policy, a great education system and the world’s leading scientific community that created the Internet." Read more...
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Do you buy a lot of children's breakfast cereal? Then you might see some new Facebook ads for those products cropping up on Facebook thanks to a new program from the company called Partner Categories.
Facebook describes the offering as a "new way to target ads to more categories of people." Partner Categories builds on Custom Audiences, a program it launched in September and then augmented in February using third-party shopping data from firms like Datalogix, Acxiom and Epsilon. That February expansion let advertisers target by broad categories, including people who are in the market for a car. Read more...
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General Motors, whose decision to pull advertising from Facebook days before that company's IPO last year, has returned to Facebook with a test program for its Chevrolet Sonic.
"Chevrolet is testing a number of mobile advertising solutions, including Facebook," Chris Perry, VP for U.S. marketing of the Chevrolet, wrote in an email to The New York Times. The test is part of a new campaign for Chevy with the theme "Find the roads" and is a mobile-only pilot program.
The return comes after GM stung Facebook last year by charging that the $10 million it spent on ads on the platform was "ineffective." GM spent about $40 million maintaining its Facebook presence, but the bulk of that was for creating content for its Facebook Page, an activity for which Facebook received no funding from GM. Since that time, though, the catalyst for GM's decision — Joel Ewanick — was fired last July. Reuters and The Wall Street Journal reported at the time that Ewanick’s departure was related to not properly disclosing financial details about Chevy's sponsorship of English soccer team Manchester United. Read more...
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An exec at WhatsApp shot down a rumor going around Monday that Google was in talks to buy the company for $1 billion.
The report, in Digital Trends, cited an inside source who said that Google has been in talks to buy the hugely popular messaging app for the past few weeks and the current offer is said to be "close to" $1 billion.
However, Neeraj Arora, WhatsApp’s business development head, told AllThingsD that the supposed acquisition isn't happening. Arora could not be reached for further comment despite multiple requests
The Google rumor comes after a report surfaced in December charging Facebook was rumored to be interested in buying WhatsApp, though no price was mentioned. If the $1 billion figure is correct, it would put WhatsApp in the same ballpark as Instagram, which was acquired by Facebook last year. Read more...
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