Facebook Launches New Advertising Platform

Facebook, Atlas

A few weeks ago, Facebook rolled out a new (and very interesting) advertising platform from Microsoft, called Atlas. The social platform has been the #2 digital advertiser in the world, thanks to the large amount of information that it has on its 1.3 billion users, which it sells to individually targeted ads. Today, Atlas will be taking similarly targeted ads across the internet, which will more seamlessly connect online and offline.

Atlas will effectively give marketers more information on its users to point them to varying websites, apps and more. For instance, if RedBull wanted to target men between the ages of 18-24, it could use Atlas to identify such users and specifically show them ads for the energy drink across a multitude of sites, apps, etc.

If this multi-platform digital marketing works, it will create an additional method of marketing to users. One that will directly compete with the likes of Google, Apple, Yahoo, etc.

Having said that, this highly detailed targeting from Facebook brings up many worries relating to online privacy. Facebook specifically states that it never discloses info on its users, but the shear amount of details that the platform has on its users (both stated and voluntarily disclosed info) is highly coveted by all marketers.

Even scarier? When a user logs into Facebook on their phone, the company is able to see what other apps he or she is using and would then be able to show possible ads within those apps. “Nobody else besides Facebook has the depth of data about individuals,” said Debra Aho Williamson, a principal analyst at the research firm eMarketer. “That’s where the power of this ad platform is going to come from.”

Atlas will be interesting to watch develop, especially in the upcoming months as marketers determine how it could best benefit their clients. For now, it’s invite only and has been rolled out to a few of their key partners like Omnicom Media Group, SalesForce and SHIFT. Because of Facebook ‘playing favorites’, some marketers fear that they’ll be left out of the process and ultimate success of the new ad platform.

— Samantha


Best Buy, Walmart Dominate Black Friday Social Efforts

Black Friday is only one day away and if you’ve been anywhere near a computer or TV, you know how hard retailers are marketing their holiday sales. As Social Media Today recently reported, Shareablee (a social business intelligence platform) discovered the top brands that are engaging the best online. What makes brands successful? Being innovative, creative and developing unique content that is highly sharable to expand reach.

Twitter: BestBuy wins with the most engaged followers

According to Shareablee, BestBuy followers represented 30% of all the RTs related to Black Friday, followed by Nordstrom with 9% and Ebay and Target with 8%.  As many social experts will note, a RT is a great way to measure word of mouth marketing because if one is willing to RT your company’s content, they are most likely interested enough to share it with their own communities.

Shareablee Most Engaged Audience

Facebook: Walmart dominates with the most engaged fans

When it comes to one of the best metrics to measure engagement on Facebook, shares take the cake. Similar to a RT, a share is a direct action that typically means a fan cares enough about the brand’s content so much so that they’re willing to repost it. In the first half of November 2013, Walmart fans at 27% shared 3 times as much content than other brands, followed by QVC at 9% and Macy’s and Nordstrom at 8%.

Shareablee Most Engaged Audience

For those brands that don’t show as much success, we agree with Shareablee that there’s still a chance to increase engagement before the big shopping day arrives. Brands need to keep content short, CTAs (call to actions) clear and creative as interesting as possible to rise above the noise. If this is possible, such businesses will have the best chance at converting engagement into future sales.

— Samantha & Mike