Once upon a time in the 1970s and 1980s Cadillac had the most loyal customer in the automotive industry within the United States, Cadillac was the definition of American luxury.
In 1976 Cadillac reached a 51% share of the luxury car market (definitely awesome) but actually there was a huge problem that Cadillac didn’t notice, the problem is that average customer lifetime value was failing and Cadillac customers were getting older (average age 60), although Cadillac’s market share was brilliant, it’s customer equity was not.
What?! Customer equity? What is this word? And what is the difference between customer equity and market share?
Customer equity: the total customer lifetime values of all customers (current or potential)
In a simple way the more loyal the company’s profitable customers, the higher its customer equity.
Market share: the comparison between total sales of specific company in a specific time period and the industry total sales.
So, from the two definitions the conclusion is Cadillac is giving more and more focus for market share without giving any focus for the customer equity and the lifetime value for its customers.
Compare what Cadillac did with what BMW did, we will figure out that:
In the 1970s and 1980s BMW hasn’t got a good market share like Cadillac but, BMW Focuses on customer equity and the lifetime value of its target audience so, BMW target segmentation was young people (younger than Cadillac clients).
BMW starts to invent a youthful car design more than Cadillac’s design, they also start to build a youthful image for BMW as a youth brand, they also make a marketing message for the youth and young people and the result is higher customer lifetime values so, in the years that followed the 70s and 80s BMW’s market share increases.
That’s remind us how Facebook was so serious in trying to buy a Snapchat for $3 Billion in cash to stop bleeding from the declining engagement among its teenage users. (Especially less than 13 years)
In November 2014, Business insider magazine has uploaded a video named “We asked kids what they think about Facebook, and Mark Zuckerberg should be worried”, you can see the video from this link.
Conclusion:
As a brand focus on customer equity and lifetime values the same as market share to make your target audience smaller so your brand will have more loyal customers lifetime.
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5 Magician steps to create nice campaign from Nescafe in Ramadan 2015 Crossing 2 million views
As usual Nescafe could touch most of the Egyptian minds by very Smart song campaign which motivates anybody to take his steps to achieve his goals.
Step 1: Choose the simple and creative lyrics
Simple, creative and effective lyrics which provide the fans with a great motivation, it was like a story telling about everyone‘s first step to achieve his goal.
Step 2: Look for the effective voice tone: (West Elbald Band)
With the magician voice tone (West ElBald band) you can feel every word encourages you to take a step forward and break your fears, the band usually sings about life and young people so it was a great choice from Nescafe.
Step 3: Take nice video shots:
All of the Egyptian people like the visuals (photos or videos) so Nescafe takes care about that by nice video shot which tell us the story with the nice time of product placement (when there is Nescafe, there will be motivation ).
Step 4: Make great and effective Buzz on social media channels:
Before Ramadan by one day Nescafe started publishing the video on two social media Facebook and YouTube to get more video views as most of Egyptian users likes to watch video Campaigns on the two Social Media channels.
About the video:
YouTube channel views: 2,062,233
Facebook video:Views: 510,530 / Likes: 23,750 / Shares: 5,780 / Comments: 450
Step 5 : Start your Campaign smartly with Nescafe Cup (إبتديها مع نسكافيه )
Campaign Video :
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Are you ready to reach space or your audience ?
Hyundai send message to space to communicate “Stephanie” with her “Astronaut father”
The Story begin when Stephanie miss her father who working at the International Space Station as he has to stay for long periods of time.
She wanted to send a special message to her father. Watch how her message, written by Hyundai, was delivered to her father in space.
This campaign record ” 63 + Million Views on Youtube”
Hyundai used 11 Genesis sedans that had to be synchronized as they carved the giant letters. The message spanned 2.1 square miles, earning recognition from Guinness World Records as the largest tire-track image ever.
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Update :
Google Launched today New platform called ” Google News Lab” and launched it’s website :
https://newslab.withgoogle.com/
Google’s mission is to collaborate with journalists and entrepreneurs to help build the future of media.
Google tackling this in 3 ways :
1) Though ensuring our tools are made available to journalists around the world by getting helpful Google data sets in the hands of journalists everywhere
2) Through programs designed to build on some of the biggest opportunities that exist in the media industry today.
3) Tools for better reporting
From Maps to YouTube to Fusion Tables to Earth to Search, we offer many tools that newsrooms can use in their reporting and storytelling. Now, journalists around the world can access tutorials on these products created specifically for newsrooms, at g.co/newslab.
Google has created many technologies and platforms that have engaged the media industry. As both the media landscape and technology continue to evolve, we believe we can create a more informed world if technologists and journalists work together—and we’re excited to be part of the effort.
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Social Media Marketing is a continuously evolving realm with amazing potential for business communications. It is considered to be one of the best ways to build links, which in turn helps in achieving various business objectives.
Nowadays, various small as well as large organizations are leveraging social media platforms such as Facebook, Twitter and LinkedIn, YouTube and Pinterest to initiate next level of growth.
This Presentation will give you a completely new perspective of how to leverage social media for businesses across various domains. In case you are looking at using Social Media for business.
You will set the foundation to create your strategy and start the implementation.
Invest your time to develop always your self and implement what’s your learn , Digital Marketing is dynamic field
and growing rapidly , Its your turn to work and follow your passion , You need just laptop & Internet connection
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Mobinil Enter the race of Ramadan 2015 campaigns .
They making campaign called “فاعل خير ” showing the value of making charity and their role .
They made hashtag called #فاعل_خير which go viral in little time from publishing .
You can see the campaign below:
We share with you Mobinil campaign in Ramadan 2000 ,
They promote for Alo card with promotion 2000 free minutes and they cooperate with ” Maged EL Kidwany ”
, You can watch the old campaign below :
Its always important for brands to change their marketing campaign message and idea according to their customer needs and their vision to be on the top of competition.
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Happy Ramadan for All , Looking forward to enjoy Ramadan with us in our activities and covering.
First campaign we will talk about , Al Arousa Tea with the actor ” Amr Abd El gelil ” Using the sense of humor of Egyptian :
This year Al arousa tea make funny ad using the Egyptian sense of humor in interesting way to refer to the Brand .
This year we will share with you for each Brand campaign in Ramadan previous ad from years ago in Ramadan also.
We choose Al Arousa tea ad in Ramadan 1993
which focus on ” Hassan El Asmar ” song for Al Arousa tea , You can watch it here :
https://www.youtube.com/watch?v=FxWLR0_iX60
Hoping to enjoy Ramadan campaigns 🙂 .
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From week ago we notice Big offline campaign called ” Her Charisma ” in Arabic “ليها كاريزما ” ,
This campaign divided to 3 main items :
A) Black Billboard in two words in many streets.
B) TV Ads.
C) Account on facebook has the same name called ” ليها كاريزما ”
Exclusive for Imfnd – Integrated Marketing Foundation we received today call from on of Al Araby Group leaders
And the secret behind this teaser campaign was for new Refrigerator from Al Araby Group
Al Araby group leader who contact us , told us the aim of this campaign is to show their products in smart and creative way with integration between offline & Online channels in suspense way for their customers.
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Before you read this article listen to me carefully (with Liam Neeson’s voice in Taken)
- This article is for intermediate level on Facebook advertising.
- This article is too long.
- If you have another way to optimize Facebook ads share it with us and we will add it to the article under your name.
1) Define your goal before you start:
Before you are going to make a Facebook campaign you need to define your goal first, and Facebook is really helpful at this point because they ask you about your goal before you start your campaign.
Your advertising objective or goal is what you want people to do when they see your ads for instance: Increase website visits, increase Facebook page fans or increase post engagement (Like, share and comment)
So, what are the objectives of a campaign in Facebook:
See Facebook campaign objectives on the next image:
Boost your post: you will boost the engagement rate of your post that you’ve already created (or scheduled) on your page.
Promote your page: increase the number of page likes, your ad will appear to people who are likely to take the action of liking your page after increasing the number of fans your posts will reach your fan base and you can boost your posts to them.
Send people to your website: people will go to a specific destination URL on your website like home page, contact us page or your online store.
Increase conversions on your website: in this objective your ad will appear to people who are likely to do a specific action on your website (ex: register) in this objective you can track conversions but first you must add a code on your website.
Get installs of your app: you want to increase the number of mobile application’s number of installs, and you will use a link to the app store.
Increase engagement in your app: target people who have already installed your app and who you want to use your app more.
Raise attendance at your event: you will create an ad for an event that you have already created, people can add this event to your Facebook calendar and people will get reminders about your event.
Get people to claim your offer: you will create an ad with a discount or special deal you want to provide and you can decide how many people can claim the offer.
Get video views: increase video views.
For business (especially small business) we recommend to use website conversions because this objective will allow you to see how much a new lead costs.
2) Create a smaller audience target:
What is really important from your ad more than the number of potential reach is the actual reach, so, try to make a specific target audience and break up your audience into smaller groups in advertising.
We think that your potential reach will be so good if you target 100,000 : 250,000 (not so big or so small).
3) Use right column ad to brand awareness and newsfeed (desktop – mobile) for increasing sales:
When you are starting to make a Facebook campaign or any other marketing campaign you start thinking about the campaign objectives, is this campaign for brand awareness or generate leads, sales and footfall to your store?
Actually, we recommend to use the right column ad for brand awareness, you will get more impressions than the newsfeed (definitely less CTR), and use the newsfeed (desktop – mobile) for generating leads, sales and footfall to your store, you will get impressions less than the right column but higher CTR.
4) Separate your mobile ads from desktop ads:
When you are going to make a campaign try to make two separated ad sets (in the same campaign) one for a mobile newsfeed only and the other one for desktop newsfeed, why?
- This will help you to give more focus for mobile newsfeed than desktop newsfeed in bidding. (Because people are using Facebook from mobile more than desktop)
- This will help you to define what is more effective for you, desktop or mobile and you can define your target audience by the device.
- When you are using the OCPM model Facebook will optimize the impressions to mobile more than desktop.
5) Segment your audiences using ad sets:
No one will click on your ad if he hasn’t any interest in your subject, so you should make a segmentation of your target audience.
Let’s take an example, you are an owner of a sports website so you have different target segmentation (for instance football and basketball), you will start a campaign named sports with two different ad set (Not only a one ad set) for basketball and football, because people who have an interest in football maybe they don’t have an interest in basketball and vice versa.
So you will create a one campaign (sports) and divided it to two separated ad sets one for football and one for basketball.
This option will allow you to optimize your Facebook ads depends on the interests.
6) Use conversion pixel:
If your goal is to increase conversions (ex: registrations) on your website you should use conversion pixel on your website then you add it to Facebook ad.
How to use a conversion pixel: (Based on Facebook)
(A) Create a pixel:
Steps:
(A-1) Go to Ads Manager.
(A-2) Click conversion tracking on the left side.
(A-3) Click on create pixel.
![Conversion tracking on Facebook](https://imfnd.com/wp-content/uploads/2015/06/Conversion-pixel-Facebook1-1024x357.png)
Conversion tracking on Facebook
(A-4) Choose the type of action that you want to measure.
(A-5) Click create pixel.
(A-6) Copy the code and add it to your website (or send it to your developer and he will paste the code). (Look at the next point to know how to paste it).
(B) Paste the pixel on your website:
Paste the code between <head> and </head> on the web page where you want to track conversions. (Confirmation page or thank you page)
Confirmation page: the page that people go to it after a specific action (register).
(C) Choose campaign objective:
When you are creating your Facebook campaign choose (increase conversions on your website) then paste your URL (the confirmation page) and choose your pixel code.
(D) Measure your success:
(D-1) Go to facebook.com/ads/manage/reporting
(D-2) Click on customize columns.
(D-3) Click on websites on the left column.
(D-4) Website actions.
(D-5) Remark on registrations then click apply.
7) Create a custom audience:
What is the custom audience?
Facebook defines custom audience as (people that visit your website – people who use your mobile app)
How can I create custom audience?
(7-1) Go to audiences on the left column on Facebook ads manager
(7-2) Create custom audience
(7-3) Click on website traffic
(7-4) Accept the terms
(7-5) Copy the code and replace it between <head> and </head> in your website
(7-6) Click on create audience
(7-7) Choose a website traffic option
(7-8) Write an appropriate description
(7-9) Click on create audience
(7-10) Facebook will thank you for creating a custom audience (finally, thanks god)
Lost? See the images below:
8) Calculate a cost per lead for Facebook advertising:
Every time that you create a Facebook campaign you will see that Facebook is calculating CPC (cost per click), CPM (cost per mile or thousand impressions) and these cost indexes are important, but the most important index is Cost Per Lead (CPL: the cost of acquiring a new sale).
Every time when I was with a group of marketers I heard them talking about how much should I spend on Facebook advertising?!
The answer is easy: spend less on each customer you get through Facebook ads.
You should care about cost per lead more than any other costs when you are making a lead generation marketing campaign.
So we need to calculate the cost per customer, but how?
It’s a simple equation:
Cost per lead = Ad spend / Total number of leads
So if your ad spend was $1,000 and the total number of leads equal $100, so the cost per lead will be $1,000 / $100 = $10
So you pay $10 to acquire a lead.
Try to use these steps and if you have another way to optimize Facebook ads write to us.
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The Facebook Power Editor is a free plugin that lets you bulk-edit your ads and have more features help you in your facebook campaigns.
Here are main guideline to use Power editor on Facebook :
1) Download Campaigns and Upload Changes
The first thing you’ll want to do in the Power Editor is download all of your campaigns, ad sets, and ads from the Ads Manager so that you will have your past and current campaigns ready to edit.
2) Over View
3) Create a Campaign
The first step in creating an ad with the Power Editor is setting up a campaign. Click Create Campaign in the top left corner, name your campaign, and select your preferred buying type.
4) Create an Ad Set
Facebook introduced a third level to its campaign structure: ad sets. This means that the primary function of a campaign now is to establish an objective for your groups of ad sets
5) Create Your Ad
Click over to the Ads tab, and then select the Create Ad button in the top left corner. Chose the campaign and ad set you want to associate your ad with, and then name your ad.
After clicking on Create, you’ll be taken to a work space for creating ads that includes the following three sections: Creative, Audience, and Optimization & Pricing.
6) Types of ad
Next, you’ll need to decide if you want to create an ad from a page post or use a domain ad.
Let’s look at the difference between the two:
The page post ad is what it sounds like: an ad created from a Facebook page post that can appear in your target audience’s news feeds or in the right column
Domain ads show up in the right column only and take the user to a separate website when clicked on.
7) Benefits of using Power editor
- Features
- Custom Audiences
- Lookalike Audiences
- Saved Audiences
- Partner Categories
- Conversion Tracking
- Conversion Specs
- Domain Sponsored Stories
- Sponsored Search Results
- Run Ads on a Time ZoneIf you know your audience is only on Facebook at certain times of day, you can improve your ad performance by showing your ads at those local times.
- Optimization
You can also select daily unique reach, which allows you to bid on impressions (bid per 1,000 people who see your ad), but limits their views to once per day.
- Bulk Uploading
Allows you to upload an Excel spreadsheet of your ads and download them too, if you need to edit them.
- Controlling the placement of your ads
You can advertise to the people on mobile device which you want to choose . You can also choose to only show your ad to mobile devices when they’re connected to WiFi.
- Run Unpublished Posts
An unpublished post looks similar to a regular page post in that it has longer text, but it also includes a call-to-action button and you can control what the link looks like.
- Reporting with the Power Editor
you can access Facebook’s reporting tool by clicking on the Ad Tools drop-down menu in the upper right corner of the Power Editor. This will take you to the Reporting section of the Ads Manager.
Also, you can edit the columns that appear in the list view of the ads workspace by clicking on List Settings and checking off the metrics you want to have on hand.
Summary :
“You have always work on discovering always new ways which make your social advertising more efficient and effective , This guide to conclusion power editor how to use it and it’s benefits to help you in your campaigns”
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