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Facebook Business Page Admins: How to Prepare for iOS 14
Facebook Advertising, Online Marketing, Our Blog, Social Media, Social Media Marketing Philippines

Facebook Business Page Admins: How to Prepare for iOS 14

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Are you a business owner who relies most of your marketing efforts on Facebook? Do your fans and target market on Facebook, an iOS user? Then this update from Apple might interest you. Let’s start first with Tim Cooks’ tweet last month. Apple is making big changes to data tracking permissions in iOS 14 that could significantly impact Facebook advertisers, publishers, and app developers. These changes will dramatically affect app developers’ ability to measure and monetize advertising. You’ve surely heard of this news in sheer terms, that advertising will be less effective and businesses will suffer. In an official blog post Facebook stated the policies are harmful to the ‘free internet’ and make some forceful statements about how it will impact small businesses: “They’re creating a policy — enforced via iOS 14’s AppTrackingTransparency — that’s about profit, not privacy. It will force businesses to turn to subscriptions and other in-app payments for revenue, meaning Apple will profit and many free services will have to start charging or exit the market. They’re hurting small businesses and publishers who are already struggling in a pandemic. These changes will directly affect their ability to use their advertising budgets efficiently and effectively. Our studies show, without personalized ads powered by their own data, small businesses could see a cut of over 60% of website sales from ads. We don’t anticipate the proposed iOS 14 changes to cause a full loss of personalization but rather a move in that direction over the longer term. They’re not playing by their own rules. Apple’s own personalized ad platform isn’t subject to the new iOS 14 policy. We disagree with Apple’s approach, yet we have no choice but to show their prompt. If we don’t, we’ll face retaliation from Apple, which could only further harm the businesses we want to support. We can’t take that risk.” Is Facebook concerned with these changes? Yes, they are, and that concerns me. By far, this is the biggest battle for Facebook to conquer based on my experience and reactions of the Facebook advertiser community. If these changes do, in fact, make advertising less effective, advertisers will spend less. If advertisers spend less, Facebook takes a big hit to their revenue. In this update of Facebook for Business, iOS 14 updates have an impact on personalized ads. “These will affect your ability to understand performance, control who sees your ads, and make informed decisions about your advertising budgets. As these changes take effect, over time, you may see an overall decrease in ad performance and personalization and an increase in cost per action.” The point of this post is to help walk you prepare action plans to deal with this event. Ready for this monster topic? Let’s do it… iOS 14 Action Plan for Business Owners Collect first-party data As early as now, start collecting first-party data. This includes data you collect from your CRM, website, loyalty programs, mobile app, etc. If you aren’t already retargeting your customers on Facebook, now is the time to start. Invest in your brand Brands that you love today didn’t build their name overnight. They put money, effort and smart strategies to create attention from a huge number of people. Gone are the days you post an update to your Facebook page and forget it, then expect that people will still remember you. Diversify your marketing channel Relying on one marketing channel is not a good idea to achieve business growth. Start to think about email marketing, content marketing, influencer marketing, and SMS marketing. Increase Facebook page’s organic growth Drive more engagements to your Facebook page so you can collect a sizable amount of retargeting audience. On the technical side of things, these are what you can do to prepare: Verify your domain ownership in Business Manager. This will allow you to have authority over which conversion events are eligible for your domain https://developers.facebook.com/docs/sharing/domain-verification Adapt for 8 conversion events for Optimization & Reporting only (not Custom Audiences) Update Your SDK (if applicable) Install Facebook’s Conversion API Install Server Side Tag Management Wrapping Up There are a lot of discussions around these changes which is great because we are giving awareness to Facebook users, app developers, media buyers, and business owners. Facebook created a page for small business owners to “add your voice” in opposition to the iOS 14 updates and even created a toolkit to help you share posts, videos, and stories to #SpeakUpForSmall businesses. Here are other resources you can explore about the iOS 14 update.iOS14 Guidance for Facebook Advertisers – PublicHow Apple’s iOS 14 Release May Affect Your AdsUse Facebook Pixel to Reach iOS 14 Users

Facebook Advertising, Our Blog, Social Media Marketing Philippines

Why Facebook exclusion targeting is so important that marketers use it to create cost effective Facebook Ads

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Is your ad spend wasted because you are showing the wrong message to the wrong audience? If your goal is to reach the right audience and achieve great results using Facebook ads, continue reading below. Facebook advertising is by far the most powerful medium to target your market due to the fact that 2.89 billion people are using Facebook on a monthly basis and they are checking their FB App 8x on average daily! Also, Facebook have done an awesome job finding Facebook users who searched for something in the internet using cookies and your IP Address. Cookies are your info in a form of a text file that you gave to a website when you enter their domain together with your IP Address, these two components help Facebook AI to be more accurate whenever marketers perform Facebook Retargeting in their Ads. Facebook Exclusion Targeting in a nutshell Imagine you’re organizing a party, you probably included all your friends, relatives, and even your classmates. Trying to include everyone was stressful even for a grown-up! You don’t want to exclude anyone! So what do you do? Things are different now (at least they are for those in the marketing field): If you’re advertising on Facebook, excluding people from seeing your ads is a borderline mandatory strategy to succeed. Facebook Exclusion Targeting will exclude people on seeing your ads and will give more emphasis to those target audiences that have the real intent of buying your products or services. In today’s blog post, I am going to show you how to use exclusions to refine your Facebook audiences (that we use in our agency). Why Facebook exclusion targeting is important? 1. Excluding Current Customers Current customers are the people who already bought a product or service from your brand. There’s always a time and place to re-target a current customer. However, you generally don’t want to be marketing your product or services to somebody who has only just bought in, as chances are they won’t be ready to convert again for a determined time frame. Although, this may vary depending on the product or service you offer (e.g. people may eat out at least once a week, people who may buy food supplies on a weekly basis, and a new stuff every x number of years). This exclusion method that can be applied here to exclude current customers from seeing your ads. 2. Pixel Based Exclusion Audiences Let’s say you have a pixel installed on a website (a small snippet of code installed on every page of your website that allows you to track conversions and activities of website visitors), you can easily create an audience of users who have completed certain actions on your site within a pre-determined time frame. You can choose between including or excluding the people who have purchased or subscribed within the last 30 days without sacrificing the people who have added to a card or visited your site but not converted with your ads. In terms of the lookback window, it’s limited to 180 days which is perfect for excluding past customers if your product or service’s lifespan is such that these customers may return within that time span to potentially convert again. This is great if you have a business in the eCommerce space, food delivery service, or retail. You can choose between including or excluding the people who have purchased or subscribed within the last 30 days without sacrificing the people who have added to a card or visited your site but not converted with your ads. In terms of the lookback window, it’s limited to 180 days which is perfect for excluding past customers if your product or service’s lifespan is such that these customers may return within that time span to potentially convert again. This is great if you have a business in the eCommerce space, food delivery service, or retail. 3. Demographic exclusions Demographic exclusion is based on demographics. It’s the second useful exclusion method in which Facebook allows you to exclude users from your targeting based on their gender, relationship status, age, and location. Facebook show ads based on demographics, interest, and user activities. In terms of demographics, it’s crucial because you don’t want to show your ads to people who aren’t stating facts on their profile. For example, serve a 40-year-old man a Facebook ad for an Air Max sneakers aimed at teens just because they’ve liked Kanye West or Steph Curry on Facebook (most probably by mistake!). 4. Interest exclusion method Another valuable exclusion method is based on conflicting interests. To avoid negative feedback on your ads or making sure you’re not targeting people who lead a certain kind of lifestyle, interest exclusions is very important. Let’s say you are promoting ads with meat or dairy products, you might want to exclude vegans, vegetarian, or pescatarian from your targeting. Alternatively, if you’re promoting confectionary, you may want to exclude people who are interested in weight loss and dieting. Same goes with people who are buying Korean cosmetics, you wouldn’t want to show your products to people who love drugstore brands. 5. Excluding people who have messaged your page It’s clear to brands that social media is an avenue for frustrated customers who have received less than perfect service. If you’ve found your Facebook page has become subject to such displays, it may be worth excluding certain audience groups from your ad targeting. You might be receiving negative messages from your fans or other Facebook users. If you’d like to limit the number of dissatisfied customers leaving negative comments on your ad, one way to go about this is to exclude an audience of people that have messaged your Facebook page within a set number of days. 5. Excluding people who have engaged with your ads Next, another one that is a great exclusion method is in a more stringent manner. Excluding dissatisfied customers from impacting your campaign’s performance is to exclude anyone has engaged with your ads

Our Blog, Social Media, Social Media Marketing Philippines

Facebook Insights: A Guide for Growing Your Business Page

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Are you wondering why you’re not getting leads or sales from your Facebook ads? Or do you have any idea where your fans are coming from? Having a Facebook Page for your business is a great opportunity to connect your brand with your audience. It gives your business a great amount of exposure in front of your target audience. But why Facebook is still not working for you? Maybe you got the wrong target audience. Maybe your posts do not connect or are not relevant enough to your audience. If you think showing irrelevant posts to your audience is okay, then you haven’t been paying attention. Posting without understanding who your audience is or their preferences is like riding a bicycle with your eyes closed – nonsense and dangerous. Why Use Facebook Insights? According to Statista, there are about 44 million Facebook users in the Philippines this year and we are at the top spot on social media usage around the world. Taking this into consideration, having a Facebook Page for your brand is a giant leap for your business already. However, with recent big changes in its algorithms, Facebook now prioritizes showing posts from your friends and family more than posts and articles from different brands. This makes it harder for us to reach our audience and get their attention. That’s where Facebook Insights comes into the picture. With this completely free tool, you get to know the Page’s performance along with useful metrics to make sure that you are presenting the right content on your audience’s screen. So in this blog, I put together a guide to Facebook Insights for business owners or marketers like you to explore the key areas of your Facebook page and help you understand that each metric is important to your social media strategy. Comprehensive Guide to Facebook Insights Before anything else, go first to your Facebook Page and click “Insights”. If you don’t see “Insights” at first, click More. See the image below. Now that you are on the Dashboard, here are some key points to remember: Overview The Overview section is where you can find the overall performance of your Page from yesterday up to the last 28 days if you want to drop by for a quick glance. You can also track: How many people liked your Page over the last 7 or 28 days; The estimated number of people who saw all the posts (contents) you posted over the last 7 or 28 days; and How many people have engaged with your contents through reactions, comments, and shares over the last 7 or 28 days. Yes, the data available in the overview section is only limited to 7 days (or 28 days) and the estimated numbers that you can check from time to time. For a more deep-dive observation, each section breaks down every detail that you need. Tip: If you go to the bottommost part of the Overview section, you’ll find “Pages to Watch”. In this area, you can add Facebook Pages that are similar to yours or your direct competitors for you to monitor their performances as well. This includes checking their performances based on likes and engagements. Page Likes The Page Likes or Likes section allows you to see your Page’s performance according to the number of likes and where those likes came from. It is broken down into three subsections which are: Total Page Likes: You can find the total number of Page likes where you can also adjust the date range to see the number of likes your Page got from a specific time period. Net Likes: You can find the number of new likes minus the number of unlikes on a specific day. You can also find your average number of unlikes, organic and paid likes in this area. Where Your Page Likes Happened: You’ll be able to know where your page likes came from such as from visiting your page directly, a page suggestion, from a search, or how many came from your page likes campaign ads. Tip: Find the highest peak in the Net Likes and Where Your Page Likes Happened, then click it. There, you will see the specific date and the source of likes and unlikes. Backtrack to what was posted on that date and use the data gathered to continue having that peak. Reach In the Post Reach or Reach section, you can see how many people saw your posts and how they interacted with them. It’s broken down into the following: Post Reach: The estimated number of people where your posts appear on their screen which is also divided into organic & paid reach so you’ll know how your ads performed in relation to its organic activity. Recommendations: People, in general, would click “Recommend” if they like their experience with the business itself, not the Page, but you’ll see how many people recommended your Page or business whichever the customers perceive. Reactions, Comments, and Shares: In this area, you’ll see the number of people that clicked the three buttons below your post which means that they engaged with it. Reactions: See how your fans specifically react with your post now that Facebook introduced five other ways you could react to content. These are Like, Love, Haha, Wow, Sad, or Angry. Hide, Report as Spam, Unlikes: Considered as negative engagements, you can see how many people decided that they don’t want to see your posts as well as those who took back their like from your Page. Posts The Post Section is divided into two key areas. The topmost area is subdivided into three metrics: When Your Fans are Online: You can find out which day of the week your fans are online the most and the number of fans online per hour of the day. The data is only based on the most recent week, so it’s ideal to check this part every day to know the best time and day to post your content. Post

Digital Marketing, Facebook Advertising, Our Blog, Social Media, Social Media Marketing Philippines

Milk Tea Advertisement | How to Advertise Milk Tea in Social Media

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If you are a milk tea lover, you will probably have come across most popular milk tea social media profiles or had seen their milk tea advertisement. Or you may have seen them on lamp posts – basically, they’re everywhere at the moment. We think these milk tea companies are winning at social media content, and here are a few reasons why. Brands wanting to up their social media game, listen up: Add some personality All brands from milk tea companies to law firms need to think about their personality and how they want to be perceived. The key is to know your audience, own your brand identity, and maintaining the tone of all marketing and advertising surrounding the brand, as well as how they connect with their target audiences(s). Coco Fresh Tea & Juice’s social media managers have got this down. Their brand personality is fresh, fun, straightforward and hits the Filipino nail on the head. They’re relatable. Social media tip: Keep some personality, but not one-person-at-the-company’s personality. During any social media planning and strategy sessions, decide what kind of persona is right for you. Get the creative juices flowing (now) It almost goes without saying, but a picture is worth a thousand words. Visual content is obviously an enormous part of social media that we can’t deny. It’s usually the first thing that people notice about a brand. We feel mixed emotions —lowered stress levels, feelings of love, trust, empathy, and generosity—comes with people loving and connecting with a brand compared to being put off completely. Dakasi has bright and sharp colors and its content is consistent. They didn’t focus on just their product but also the space around it. (Even this picture has scattered yellow stuff is effective.) Inject the pop culture The term “pop culture” or popular culture is determined by the interactions between people in their everyday life activities. The most common categories of pop culture are entertainment (music, film, TV), sports, politics, fashion, and technology. Popular culture and the latest trends move fast in the world of social media. Though, it’s not necessary to jump on every single social media trend or hashtag that you see, maximizing the ones that are relevant to your brand can make a difference in increasing your reach. In this post of Tiger Sugar Philippines, they put the pop in popular culture by featuring Game of Thrones in their Milk Tea Advertisement. Putting the spotlight to the customer It’s been proven that people like photos of people. In EmergeLocal, we call them “candid photos”. Brands who focus on including people in their photos and updates or sneak peek tend to have higher engagement than those who purely promote products. Below is an example of a post that focuses on people, Chatime showcase their people-centric post by featuring a curated post from one of their customers. Cuddly Bear Pardon us, we had to include this one. Who isn’t fascinated with teddy bears in offices, #bringyourteddybeartoworkschoolday, teddy bear in the kitchen…Okay, you get it. Macao Imperial Tea takes an effort to have a giant teddy bear in one of their stores. Of course, a customer can’t help but hug it. Do you need help formulating a social media strategy for your business? Get in touch with us – we’re a friendly bunch!

Our Blog, Social Media Marketing Philippines

Social Media Marketing Predictions for 2019

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Are your social media strategies ready for 2019? Just like the apps on our devices, the world of social media is at a constant update. Trending topics are always changing, the most tweeted topic last week may be mentioned lesser in the coming week or not at all. It’s the same case with the changes in social media platforms especially on Facebook, Instagram, and Twitter. Changes that help users and marketers alike to interact and build their relationship with each other. We marketers have to think in advance, riding the trend-train to stay ahead and be the first to know the latest in social media marketing trends including the anticipated changes so we can be ready to take advantage of all the great features that the future will bring us. Social Media Marketing Predictions for 2019 Here are our predictions for social media marketing in 2019: Video Content Domination Users are more intrigued when they watch something that piques their interests and most of the time – their curiosities. Contents in video format have been evident on different social media platforms and will gradually dominate this 2019. The real challenge here is what you’re going to do to get your users to watch your content. People nowadays have minimal attention spans and they are bombarded with a ton of ads on a daily basis. So creating a strategy to capture the interest of your audience needs to amp up a bit. We have seen different artists release a vertical version of their music videos uploaded on Youtube which changes the game for music videos. In addition, the launch of Instagram’s TV (IGTV) feature which is a lot like a TV feature that can be used in broadcasting long-form video content has brought uniqueness to brands that utilized this feature. With so many opportunities to create videos, make sure that you’ll bring the right content to the right audience. Ephemeral Nature of Live Videos The use of live videos was first introduced in Youtube where YouTubers can broadcast themselves and interact with fans who are leaving live comments on the video with a time stamp. After a short time, this feature has taken over Facebook and Instagram and is being utilized widely by media companies and news portals alike. Live videos give more authenticity to the audience as they’re watching real-time videos. The only downfall is that it won’t go under post-production anymore, it’s an as-is content that you’ll show to your audience so technical errors must be closely kept away. Marketers in 2019 should focus on using live videos in showing the authenticity, relevance, and their trustworthiness by providing spontaneous contents while subtly promoting their brand to the users watching. With that being said, users will always look for live videos that show engaging and exciting content which attract them with their short attention spans. Social Listening People share everything on social media. From their ideas, recommendations up to their frustrations, you can find these on their social media posts. But how is this helpful for us marketers? Social listening is understanding your users on Facebook and other platforms by listening (or should we say monitoring) to their public posts to find all mentions of a brand or any other keywords relating to the brand. While social listening has been existing for a long time now, its real game in 2019 is that it will be used for lead generation and social selling. Only a few marketers realize the importance of social listening as they only perceive this as a way of customer service and reputation management. But it’s more than that, you can find people that are actually seeking for your product and services with their public posts. So include social listening to your 2019 strategies now, or if you already have, review them and make sure that you’ll meet your goal through social listening. Everything is Personalized With users filling out every opportunity for brands to know them, getting insights have been easier than before. All our activities on the internet are being monitored, and marketers are taking advantage of it to show you their offers through advertisements that match your interest or what you were doing from the past few hours. A user’s browser history, clicked links, website visits, social media posts, and other activities give brands an insight into what content they can show to them. Let’s say Netflix, for example, shows their suggested movies and series based on your taste or shows that you frequently watch. Then there’s Lazada and Shopee that show products similar to the ones that you’ve bought. Most importantly, Google and Facebook have algorithms that monitor our daily activities where they can insert ads based on posts that we recently liked or pages we recently visited. Marketers in 2019 should relate this also on social listening to increase the impact of personalization. Timeliness Social media never sleeps! This is what the future holds for social media marketing. The real-time communication approach to customer supports that are 24/7 and chatbots who replies in an instant is just one of the proofs that timeliness in brands is currently rising and will continue to grow in 2019. I’m not just talking about customer service here, but also the timeliness of brands in terms of their social media contents. One remarkable example here is the day Catriona Gray won the Miss Universe 2018 pageant. Every brand was racing to the edge right after the coronation just to post in time to all social media platforms. It was a battle of wit and relevancy to what was the most trending topic that day. It all paid off though, as every user liked, commented, and shared those posts relating to Gray’s victory. This is the power of being timely and in 2019, it will be more challenging to stay relevant as brands are using different tools to be just in time as much as possible. Micro-influencers going Macro Who said there can be no celebrities inside

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