At the Inaugural GrowthBeat conference earlier last month, I sat down with VentureBeat Reporter, Kia Kokalitcheva for a discussion of Big Data, Predictive Publishing in Social Media and the future of Marketing. After a slow start I get rolling on the value of Social Media for Channel Marketing, Automation and the future. Here is the video.
If you want increased social engagement watch this short video demo on Predictive Publishing from SimpleFeed. It includes a brief explanation of the technology and a visual case study of how one Fortune 100 company drove a 53% increase in Likes, Comments, Shares, and clicks on Facebook.
The SimpleFeed Social Syndication Hub improves engagement by taking the guesswork out of Facebook publishing, automating routine tasks and measuring the results of the program. Look for more videos on the complete solution soon!
Today Facebook introduced Paper, a mobile news reading application for IOS and Android. Paper combines your Facebook Newsfeed content with bundles of selectable pre-packaged news content to create a super slick mobile news experience. Given Facebook’s scale, access to content of interest, and the quality of the App, marketers need to watch Paper. So let’s take a look.
The install is very easy. Since I have the Facebook App installed on my iPhone, Paper did not even ask for my Facebook login. Less appreciated is that Facebook sent me a text informing me that I activated “Code Generator,” which was not expected or appreciated. Upon launch Paper plays loud non-optional intro videos. It also displays several animations explaining the functionality were much more useful. You add some content sources and start exploring.
Paper might be more slick than Flipboard, and that is saying something. While Paper has a subset of Flipboard’s content, they have your friend and interest graph which makes things much more relevant. For now at least, there are no ads.
So how do you get your content into Paper? Well, you are either in the Newsfeed or you are in the pre-packaged content bundles. The bundles are Facebook Timeline updates from media companies. So unless you are a media company, you need to get people to like your Timeline. Happily, there is a direct link to pages you have liked. Clicking on the Page brings up your content in the Paper interface.
At first glance it appears Paper preferences content with images over like/comment/share engagement. Compared to the standard Facebook mobile app, Paper is much more visual, so that makes some sense. Paper also displays more Page content than the standard Facebook app or the Facebook web view. So perhaps they are weeding out corporate content less aggressively with Paper. Or maybe they are just preferencing visual content. In any event, Paper is another reason to publish more content and more images to Facebook.
In support of our big announcement last week, we just launched our new web site. It is hard to believe but it’s our first overhaul in four years! At the site we describe the workings of the SimpleFeed Social Syndication Hub and our new focus on Predictive Publishing across web and social channels. There is lots of great new content including case studies on how SimpleFeed customers are using the Social Syndication Hub to expand the distribution of their social content using their partners. Please let us know what you think.
Today Wharton Professor Kartik Hosanagar held a webinar to discuss new research on Facebook Content Strategies. Professor Hosanager used a data set of 106,316 Facebook Posts from 782 companies. Those posts were categorized into 16 different content types (humor, philanthropy, product, deal, etc.). They reviewed the 450 million page fan responses to that content to determine content effectiveness for Likes and Comments on Facebook.
The research showed that “persuasive content” is the key to success.
“We find that inclusion of persuasive content − like emotional and philanthropic content − increases engagement with a message. We find that informative content − like mentions of prices, availability and product features − reduce engagement when included in messages in isolation, but increase engagement when provided in combination with persuasive attributes.”
Persuasive is a bit of an academic term in this context. They mean content which creates an emotional, trust or logic connection. This is as opposed to “informative” content which discusses product features and prices. Note that the professor clarified in the Q&A that the research is for B-C companies. Informative content for B-B is successful.
To clarify, I asked about content strategies for direct response, such as click/buy. Professor Hosanager appreciated the question as it allowed him to note that offers may not produce the same engagement, but they may produce clicks/revenue. Basically corporations may chose to trade off viral reach for revenue.
At SimpleFeed we find that Social Media Managers often frown down upon product and offer content. However, this research suggests that it is really about context. This content can be successful, even measured with engagement metrics, if it is presented with emotional, trust or logical context and connection.
Signal Brand Personality
Highlight Social Initiatives
Use product posts with persuasive content
Typically I find academic research behind the curve, but this could not have been more timely and insightful. Our customers are eager for best practices on social content publishing. This is particularly true as Social Media Marketing is no longer just the purview of full time practitioners. A big theme for SimpleFeed in 2014 is helping part time social media mangers – channel partners, thought leaders, etc. make informed decision on social publishing . For example, our newest technology analyzes all possible content for a customer and makes recommendations on the best content to publish.
The complete research is available here.