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Ever wonder if your Facebook ads are performing better or worse than the industry standard for ROI – searching for some Facebook benchmarking data? What is the average CPM, CTR, CPC, the average cost per like, or average page like rate for your industry or business?
This graphic is based on data from Social.com’s study of 1 million ad units and over 114 billion impressions from January 1st to March 31st, 2013. The report analyzed the top 25 countries globally and top five countries per region based on impressions. All rates were converted to U.S. dollars using the average daily conversion rates during the reporting period.
You can use this data in many different ways – one of which is determining ROI of your Facebook Campaign to determine if social media is worth the ROI for your business.
Via Lauren Moss
"Aren't marketing platforms today oversold in what they can do on the business side of things? Are organizations even aware that their message has lost all connection with their audience? Hey, some even seem to excel at finding ways to render their content marketing completely pointless!"
Here's an article by my colleague Raf Stevens who really drives the point home about how most advertising is anything but a story -- yet stories are what customers want. I love the research he shares and charts included. They really help make his point.
Scroll down below the fold when you click through so you can skip the promo for an upcoming workshop. Look for the 'Look Who's Talking" photo.
And I also like the tips and examples Raf gives us for how to actually get our heads away from traditional advertising and into the narrative space.
And then I reflected on another article I just discarded that mentioned Burberry's The Art of the Trench storytelling project: http://artofthetrench.com/ I checked it out and hah! It's anything but storytelling. Just a collection of photographs from customers wearing trenchcoats set to some music:
But then I realized that if businesses can't figure out how to craft and share meaningful stories (and don't even know/care what a story really is), then customers might not know what to share either! Which means businesses need to get really smart about how to evoke stories -- because people will tell you lots of stories (yes, stories -- not opinions. thoughts, or observations) when you know how to properly evoke them.
OK, I went off on a tangent there because Raf barely mentions evoking stories. For help with story evoking, search this article collection under 'storycapture'.
To get back to Raf and his article -- go read it. It has lots of great info and is a good kick-in-the-pants reminder to build narrative into all of your marketing work.
Link to original article: http://us5.campaign-archive1.com/?u=630ffc3b05a1a80b71c170805&id=5705e9c6f3&e=79985a9819
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
Via Karen Dietz
We met with a non-profit last week in our office who have developed an incredible following on Facebook. However, their approved budget only has line items for television and radio advertisements as their overall marketing budget. This is an issue with many non-profits… directors are a bit complicit as they direct budgets based on grants that have been around for decades.
It’s not that we’re poo-pooing television and radio (we do a segment on radio), it’s just that they’re expensive mediums that need to be properly deployed as part of an overall marketing mix. Digital media offers low-cost, high yield opportunities – especially with non-profit organizations where the employees and customers are so passionate. Online media offers the opportunity for you to spark the fire, and your fans and followers to spread it. It’s truly unlike any traditional source.
The quote above and the infographic below from the Advice Interactive Group is a comprehensive look at the growth of digital marketing over time with respect to traditional media.
Via Russ Merz, Ph.D.
It is hard to believe that in a digital world where people are so connected, it still seems to be completely difficult for businesses to use that to their advantage to more efficiently maximize their ROI. Companies continue to spend on banner ads instead of on the people who can really make a difference in the way people purchase.
This infographic should help researchers and advertisers see what great potential there is in the power of social media and general online influence. Bloggers, tweeters, and Facebook champions really can be wise investments; read more at the article link.
Via Lauren Moss, Mau, Ivo Nový
Cecilia Kang: "Kids spend more time than ever in front of screens beyond the living room television. Advertisers have responded with sophisticated ad campaigns that can start on the TV and then move to apps, social media sites and online games" ...
Via The Digital Rocking Chair
The following is a guest post by Rob Walling. Rob Walling has been an entrepreneur for most of his life and is author of the book Start Small, Stay Small: A Developer's Guide to Launching a Startup. He also authors the top 20 startup blog Software By Rob, that's read by tens of thousands of startup entrepreneurs every month and he owns the leading ASP.NET invoicing software on the market in addition to a handful of profitable web properties.
Imagine that you've just completed version 1 of your product and you're preparing for launch. You’ve greased the wheels with a few bloggers, targeted some keywords with SEO, created a bit of linkbait, and scheduled the press release to launch in the morning. At this point your co-founder turns to you and says: “What are we going to do with the $300 we have stashed away for advertising?” Consider this your lucky day. The goal of this article is to provide you with the core of what you need to know about cheap startup advertising as quickly as possible, so you can start spending that ad budget wisely. Let's get started