Insights: The EGC Blog

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We sat down with Jim McCune Executive Director, Craft Beverage Marketing, EGC Group. (Well, with all of the amazing things Jim’s working on right now, it was more of chasing him down in the office and asking for a chance to take a peek into what he’s working on, and also to talk about the world of Craft Beer.)  He shared insights into the growing industry, its challenges, and where it is headed.

The craft beer industry seems like it’s exploded recently. What do you think are the key reasons for this phenomenon?

It started this month in 1978 when Jimmy Carter legalized home brewing in the US. It was the precursor to today’s craft beer revolution. As people began exploring handcrafting their own beers, experimenting with new and exciting styles of beer, exploring new techniques and sourcing fresh, local ingredients – they changed the game.

As people experienced these full-flavored beers and acquired a taste of fresh hops, there was no going back. It created a conversation – a movement.

In a marketplace dominated by just a couple of industrial beer companies, craft beer gave us freedom of choice. Now, all of a sudden, we have local freshness and we have flavor.

But without huge advertising budgets, craft beer brands didn’t have the same opportunity to broadcast their message. With the advent of social media, the Locavore and Farm-to-Pint movements (locally sourcing ingredients) quickly gained serious traction. Millennials became early adopters of social media and microbrewing, sharing their passion for the distinctive flavors of craft beer – setting the industry on fire.

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Is there a downside to the rapid rise of craft beer culture that creates particular challenges for craft brands?

The downside of craft beer for the big beer makers has been a solid, fast-growing loss of market share. While the movement has been growing for decades, the sudden recent growth took the industry – and the world – by surprise.

Similar to the fast food and soda brands that faced a massive decline because of the rise of the healthy living movement (and reacted with menu options like fruit and yogurt or brand extensions into bottled water) the big beer brands are reacting.

The loss of 20% of their market share has prompted them to market “krafty” beers to look like authentic craft beer. The downside for craft beer is it has caused some confusion in the marketplace. But one of the things craft beer consumers are is savvy. And there’s a growing backlash.

Another serious issue from the rapid rise is the shift in how retailers are displaying craft beers. It’s the “wineification” of craft beer. It’s similar presumption that wine shoppers don’t seek brand names, but look for a particular style – Merlot, Cabernet, Pino. We’re now seeing craft beers being grouped and sold by style as well – IPA, Pumpkin Ale, Pale Ale.

The loss of shelf-space and sheer volume of choice has made building brand loyalty very challenging.

How are you helping brands overcome these challenges and shape the conversation going forward?

People are tired of mediocrity in their beer and in advertising. They want something above and beyond the norm, and we’re trying to help connect extraordinary craft beers to customers in new ways.

Just like the way Apple’s 1984 ad refreshed the technology industry, digital media is allowing us to reach new customers using magnetic digital content. Our branding philosophy is iconoclastic in nature, celebrating the unique personas of the independently owned and operated microbreweries we work with, and craft messaging that’s authentic to who they are and the quality they represent.

We’re working to educate consumers who haven’t yet been convinced that craft beer is the better value. And it seems to be working.

I was actually recently in Yakima Valley, WA, with our client Hopsteiner the world’s largest hop grower and distributor. We produced a documentary-style video, capturing one of the largest hop harvests in history, which was driven by the sheer volume of aroma variety hops needed for craft beer. So we’re helping raise general awareness about these farm-fresh, high-quality hops, as well as their exciting new experimental hop varieties.

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What trends have you seen this fall?

Seasonal beers continue to grow in popularity. It’s one of the things that really helped craft beer grow.

Cider is another big trend. We’re lucky here in NY to live where local, fresh apples abound. Craft beer paved the way and provided the methodology for hard cider to grow in popularity in half the time.

We’re also seeing the growth of hard cider heavily tied to the Locavore movement, and it is gaining steam with people who want to enjoy a fresh and crisp handcrafted alcoholic beverage.

What do you predict will be the biggest trend in 2015?

Sour beer.

And quite possibly, small and big beer companies working together to collectively make great, tasty beers that are well-distributed. Because when the tide rises, all boats float.

Follow Jim on Twitter @JimMcCuneBev and visit our Craft Beer Portfolio: Craft Beer Branding.

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What doThe Walking Dead, Jane the Virgin, Zach Galifianakis and Transparent mean for your budget in 2015?

October means “premiere season” for some of TV’s most highly-anticipated shows.The Walking Dead premiered last week saw record viewers, making it the most watched episode of the hit series to date. The premiere of Jane the Virgin (an adaptation of a popular telenovela) won the CW network its most-watched Monday in years.

angela-mertz_thOn the digital side, Transparent is making headlines for its rates of binge-watching, and this monthAmazon Prime (new to content production)announced it has ordered a second season. Netflix has seen its Orange is the New Black series become a monster hit, and last spring a presidential interview with Zach Galifianakis on Funny or Die's web-based Between Two Ferns was credited with a 40% boost to visits of HealthCare.gov. (And the episode received anEmmy nomination.)

Despite the pronouncements to the contrary, it is clear TV is not dead. It’s very much alive. And digital is an exciting new frontier for advertisers. So how should brands approach the development of an advertising strategy?

Angela Mertz, EGC Group’s Media Director, shares her insights. “TV is still strong. We need to look at broadcast and online video as part of the same TV budget. They can work together to support each other, increasing brand impressions.”

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ROI is top of mind for brands as they evaluate the effectiveness of their investments. And there’s been a push in the industry to develop a standard metric across platforms.

jarredd-400x400aAnalytics giants like Nielsen are looking at ways to achieve this, but EGC Group’s Jared Del Prete, Director of Digital Strategy & Search, cautions, “Advertisers ultimately want to measure the impact of their ads, looking beyond reach and frequency and homing in on engagement, sales or ROI. TV and digital play a vital role, but because they’re consumed differently, there are still many challenges with adopting a unified GRP-style (gross rating point) measurement.”

Angela agrees. She says just as a PPC campaign can’t operate alone, it requires the support of online and offline efforts that create intent. TV and digital don’t work alone.

“We’ve seen a direct link between TV spots and PPC success, for example,” Angela notes. “The TV ads are a catalyst to action, driving traffic to a brand’s website. We’ve seen when the spots stop running, there’s a definite dip in PPC.”

The way she’s approaching media buying with her clients in 2015 is an integrated approach that looks at TV and digital as part of one overall budget. “It’s like a funnel,” Angela explains. “Think of the top of the funnel as the broad, high-level TV audience, generating impressions, creating interest. As you narrow down the funnel, there are creative ways we can approach targeting specific audiences with digital video, reaching people likely to convert and become customers.”

“SEO, PPC, TV, digital videos – if you marry all of these strategies together,” Angela adds, “planning ahead about the best ways to allocate components of the overall TV budget, you can reach your desired audience in creative ways.”

Brands partnering with media buyers have an opportunity to shift from reactive buys and break down silos that divide spending between TV and digital advertising, moving to a holistic strategic planning approach. It’s time to take a bigger picture view of impact and how to achieve it.

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EGC Group held its 7th Annual CreateAThon event, which began Thursday, October 16 and finished on Friday, October 17, serving three incredible nonprofit organizations, Team Jesse Foundation, Melissa’s Rainbow of Joy and CN Guidance & Counseling Services. The entire agency came together to work across disciplines, donating their creative and strategic thinking.

Take a look at perspectives from creative, digital, social and account management on what working on each team was like during CreateAThon 2014.

Dillon Winegar, Jr. Marketing Analyst
(Team: CN Guidance & Counseling Services) –

This year was my first year participating in the EGC Group’s CreateAThon event as a full time employee. (I was here as an intern last year. This year was SO much better. It was great being an intern at EGC, but last year I couldn’t participate in the whole event because I had exams going on.)

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As a marketing analyst, I work with almost all of the clients at The EGC Group. The fast paced environment is exciting and something I love about what I do here, but I don’t always get the chance to experience all of the components of an account because I need to quickly switch gears and pull reports or help out with work for another account.

The awesome thing about CreateAThon (in my opinion) isn’t the seemingly endless food or even the onsite masseuse (although those are awesome perks!), but the ability to see the entire process through from start to finish. From the initial client phone call and all of the “pre-game day” prep we do, to the 24-hour event itself, you get to experience the creative process, the digital process, the social process, and even how the account team manages and delegates tasks to maintain efficiency and help the team present our final products to the client at the end of the event. It really is an amazing experience.”

Amanda Mauceri, Account Executive
(Team: Team Jesse Foundation) –

“CreateAThon is an extremely rewarding event. Success during CreateAThon hinges on a dedicated team of eager participants who can put their heads together and work collaboratively and efficiently under pressure. The additional twist is that every team is randomly selected with different members from the agency, so you won’t necessarily be working with the same people that you would on your average day.

As the briefing lead on the team, I worked with our director of strategic planning to develop the creative brief and guide the team. One aspect of this year’s event that I found especially challenging was the tremendous amount of deliverables that seemed to keep snowballing at every regroup we had. Fortunately, we had some really great, dedicated team players who were able to band together and bring about some really great work for a great cause.

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EGC has some truly great minds, and I continue to be blown away by the work we end up producing during such a short time-frame. It’s an emotional and fulfilling experience, especially when we get to present the final finished products to the charities and non-profits that would otherwise not be able to afford to produce these materials that are so vital to their organizations.”

Jaclyn Fede, Graphic Designer
(Team: CN Guidance & Counseling Services) –

“This year was my third year participating in EGC’s CreateAThon as a Graphic Designer…and it just keeps getting better!

The great thing about CreateAThon (for me) is getting to work closely with our teams and being able to work together from start to finish! Don’t get me wrong – teamwork is our motto. However, as the job bags pile up on a normal work day, it gets difficult to see a project all the way through. And with CreateAThon, in 24 hours, the job is done and our clients are always so appreciative.

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This event brings me back to reality. It’s easy to get lost in the shuffle of a daily routine, but I love being able to do great work for a great cause and really get to share a sense of pride in what we do as an agency. I’m very proud to be a part of the EGC Group team for CreateAThon…It’s really amazing what we all can do!”

Adam Chan, Social Media Community Manager
(Team: Melissa’s Rainbow of Joy) –

“It surprised me how much fun my first CreateAthon was here at EGC Group. Don’t get me wrong, it is a blast working on the Social team on a daily basis, but it was a nice change of pace to work for a great local cause for the 24-hour period.

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I normally only work with a few members of the EGC team, but it was a great opportunity to get to know and work with some new faces around the agency. I didn’t really know what to expect.

I had a great time: from making vines with the coffee donated by Starbucks, to stuffing my face with chips and guac after getting a “snacks are in the kitchen” email, and then again after the “pizza’s in the kitchen,” email.

It was especially amazing to see how much of an impact the advertisements and marketing strategies we created for our client will make. My team actually created a brand new website for the client in almost no time!

It was a great experience and I can’t wait for next year!”

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We’ve been sharing behind the scenes peeks at our event on Facebook and Twitter – and stay tuned for an update on the work we presented to these amazing nonprofits.

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CreateAThonAs we get set to participate in our 7th Annual CreateAThon Event here at EGC Group tomorrow, brainstorming ideas for the incredible nonprofits we're working with this year, we're taking a look back at the work we've done over the years. We're proud of what we've created and happy to donate our brains and time – seriously, who needs sleep?

What is CreateAThon? Nearly 100 agencies around the globe have participated in marathon creative events, donating talent to help nonprofits raise funds and awareness. More than 1,300 nonprofits have been served, receiving nearly $17 million worth of agency work. Over the years EGC has worked with diverse organizations, including The Rainforest Alliance, The Junior League of Long Island, The Education and Assistance Corporation, Girl Scouts of Suffolk County, AHRC of Nassau County and The American Mutt-i-Grees Club.

As Jeremy Waszak, Search Marketing Coordinator, wrote in the countdown to last year's event, we break into teams, brainstorm and get to work. "And now we’re off and really running because the clock is ticking but we’re moving finally. It’s a fair race, now."
We work well into the night and regroup the next day to present to our clients. We get to know these organizations and get to know each other as the entire agency comes together to bring a full-service approach to our Create-A-Thon work.
Take a look at some of what we've produced:
Rainforest
Our work for The Rainforest Alliance
EGC worked overnight for CreateAthon to develop an entire campaign for Girl Scouts of Suffolk County. This television ad is just a part of the work we did during the 24 hour event.
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The Mutt-i-grees® Curriculum is an innovative PreK-Grade 12 program that builds on children’s affinity for animals and highlights the unique characteristics and desirability of Mutt-i-grees®, or shelter pets.
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Music is Medicine connects artists with pediatric patients.
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The Junior League of Long Island is is an organization of women committed to promoting voluntarism, developing the potential of women and to improving the community through the effective action and leadership of trained volunteers.
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The American Heart Association's mission is to build heathier lives free of cardiovascular disease.
To see more of our past CreateAThon projects, check out our 2013 board on Pinterest and our 2012 board. And stay tuned for updates on FacebookTwitter and here on the blog throughout the event, starting tomorrow! 

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For years, marketers have been using the “Fan-Gate” or “Like-Gate” method on Facebook pages to increase the ever-so-important vanity metric of “Likes.” What is it? While it sounds like the latest juicy scandal with a Watergate-inspired nickname, it’s more like a gated community’s gate but a digital gate in a social community.

The Facebook API allowed app developers to create a mechanism to prevent people from accessing select content without passing through the gate – accessed only when they clicked Like to the page. Hide a prize behind the door and gain a larger community.  

It is so simple. But in Facebook fashion, this doesn’t serve the primary purpose. What is the value of that fan? Does he/she increase overall engagement or sales? The end of Fan-Gating is both a blessing and a curse.  

From a semi-recent Facebook API blog post

You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, check in at a place or enter a promotion on your app's Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike."

If you read some of the comments on this blog posts, marketers are ANGRY.

But this is exciting! This is why we got into social media marketing in the first place.  

We are always challenged with new ways of thinking about how to attract somebody to something. If marketers were solely relying on Facebook Fan-Gating to build page Likes and engagement, something was wrong in the first place. Brand messaging on Facebook has to become more about the conversation, the tone and voice; the content rather than: “Look at the iPad we are giving away if you can just PLEASE LIKE OUR PAGE.”

 

If you are still relying on and/or bullying people into Liking your page, you’re doing it wrong. Social media content has to supply relevant value to your end user. 

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How is this a blessing?

As a social media marketer, I am constantly challenged to identify the value of a “Like.” Is it purely vanity or does it really define social equity? How solid is that data when coercing users to “Like the page?   

Vanity metrics are not cheap, nor are they purposeless. This will create growth in valuable metrics. The community should be people who join by choice (not coercion) and are excited to engage with the content offered.

How is this a curse? 

Well, it isn’t a curse. It just requires stronger strategic thinking. Like-Ads aren’t going away. To ensure the community numbers grow (and continue to increase) will cost more and not be as simple as giving away free things. This doesn’t mean that it is not possible to grow; it just might require more of a budget or a shift in budget attribution.  

Facebook App developers have stated that November 1, 2015 will be the official date that Fan-Gating will end. However, there are some blogs that are posting on November 5th. Either way, it is time to start thinking more effectively and efficiently. 

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Is advertising doomed?

We're living through a cultural and technological revolution. And it's changing everything. 

Is there any hope? 

Advertising has never been for the faint of heart. It's time for a - NSFW - honest look at the state of things today and strategic plan for the future. Read on...

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If you haven’t heard, Ello is a social media site that is claiming to be the anti-Facebook. Its goal is to give users a social media platform that belongs to people, not advertisers. (Jeez, we’re not all THAT bad.)

It’s been getting lots of press. Reports say that over 50,000 users are signing up by the hour.

So, what’s it all about?

How does it work?

You join primarily by being offered an invitation from an existing user (thanks, Lance Ulanoff at Mashable). 

Unlike Facebook, you don’t have to use your real name. 

Like anything else, in order to join, you have to agree with their terms (in this case  their manifesto)

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I later learned that if you click a button saying that if you DON’T agree with the terms, you’re sent to Facebook's website (well-played, Ello).

You then set up a profile, which looks like this: 

 

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Once there, you’re a stranger in a strange land. You don’t know anyone and you don’t know where to go.  

It’s a strikingly spare interface – but not intuitive. 

This could have something to do with the fact that the founders are tech designers but not developers. I love the look I just wish it worked better. 

You can classify the people you do find into friends or noise. (This is something I don’t love. If you’re not my friend, that doesn’t make you noise to me.)

So far, I haven’t seen any content or news to keep me coming back, but I’m waiting for more people to actually be here. 

Here’s a bit of what my feed looks like:

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And that’s really it.

Will it last?

The idea of an anti-advertising social media platform is a good one. I have had a personal issue with Facebook’s changing algorithm and advertising model, and use of data harvesting and privacy breaches to benefit advertisers.

They’ll have to make money somehow, so I assume they’ll be offering enhanced features at a cost.

For now, it needs a more intuitive platform – more users with more content.

(And some guides on how to actually use this thing.)

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It seems that every time I turn to any news outlet there is a new scandal about a celebrity lashing out via Twitter or someone’s personal photos are leaked on social media. It also goes without saying that in today’s world we are always connected.

When was the last time you “just checked something” on your phone? Or better yet, when was the last time your smartphone was not at your side?

Technology is constantly becoming more intuitive and easily accessible, particularly in the midst of the “wearable technology” trend, with the release of products like the Apple Watch and Moto 360. We all witnessed the rise of social media. But with new generations of kids (and newer technologies being developed), the “norm” or second nature will be to utilize social media for these younger audiences.

Generation Z is Moving Away from Facebook But…

Numbers don’t lie. Teens are moving away from Facebook. The number of teen users on Facebook are trending down (23% of teens use Facebook), but they aren’t shying away from social media. They’re moving to higher-paced social platforms such as Twitter (27%) and Instagram (30%). And a recent Edison Research survey found that 43% of 12-24 year olds polled have used Snapchat.

In the end, teens love media. They love sharing it as well as socializing with media on their phones, tablets, and whatever else they might get their hands on to access it. Social media is here to stay. It is as if social media is today’s equivalent of going to the mall and hanging out with your friends (centuries ago) when you were a teenager.

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Teens Spend the Most Time on Social Media

Next time you go out to eat at a restaurant, look around and see how many kids are glued to their phones or tablets – consuming media, taking pictures, or watching Netflix (and those are only a few activities).  A recent study from Sparks & Honey found that 76% of Gen Z use smartphones multiple times a day. And 41% of Gen Z spend more than three hours daily on their computers for non-school related activities and 81% of teens online use some kind of social media.

What of even younger generations? For kids seeing their older teen siblings and friends using social media, and growing up immersed in a social world, how will they approach apps? With companies focusing more attention on developing apps just for kids, there are more and more opportunities for kids to engage with technology built with them in mind.

Why Social Media Apps for Children Will Succeed

Last month, we saw the release of “Kuddle,” a photo sharing app (or a “kiddy” version of Instagram) for children. Disney has “Disney Club Penguin,” a virtual world with games and chat functions. Apps like “YourSphere” are designed for kids – with games, prizes, and contest to keep them engaged. All of these apps allow for parental controls where you can monitor their activity.

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And while Gen Z is moving away from the apps their parents use, will younger generations have a different take?

Some parents may have had concerns about allowing their kids to explore social media. But with apps designed for parents to monitor their children’s activity to prevent any inappropriate behaviors, such as cyberbullying, becoming more available, parents have an opportunity to teach their children about social media. These apps are essentially “social media with training wheels” – a way to introduce the benefits and drawbacks of social media in a safe environment.

Has your brand thought about ways to create and use new apps that appeal to the next generation?

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Today, a grandma told me her grandkids hooked her up with Snapchat because it was the way they were most comfortable when it came to sending her pictures. This grandma confided that although she didn’t like it, she was happy to have someplace where she could see pictures of her grandkids on a regular basis. There you have it — grandmas are now on Snapchat.

Snapchat is evolving – and a lot of brands have jumped on the bandwagon. There are so many nifty features to play with on this platform that allows users to have brief one-on-one experiences with brands. And Millennial-focused marketers are starting to dig in to the new video chat feature.

But can disappearing content really work for brands?

Snapchat is an app that is downloadable on Android and iOS 7, allowing “friends” to share “Snaps,” or pieces of content in video or image form that they can manipulate. Once the recipient retrieves the snap and that piece of content is viewed, it will be deleted and no longer accessible. A user (or a brand) can, however, create a “Snapchat Story” that allows all followers to access this snap or piece of content for 24 hours.

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So, should you consider Snapchat for your brand?

  1. Are your customers on smartphones often throughout the day?
  2. With all the messaging coming at people daily, would your customers appreciate quick bites of fun content?
  3. Is mobile a means of finding your product?
  4. Can your product be purchased via mobile?
  5. Do you have news, events and assets to share daily?
  6. Do you have celebrity ambassadors?
  7. Do you have regular product launches?
  8. Can you share peeks behind the scenes?
  9. Do you use online promo codes?
  10. Are your customers on Snapchat?

If answered “Yes” to most of these questions, then it’s time for a serious conversation about Snapchat.

Now for the answers to your internal questions… 

  1. It will take a little extra time to think about Snapchat content.
  2. It is only for your phone/tablet.
  3. It is a new way to gain reach and does increase your odds of reaching that sought-after (but hard-to-find) audience online.
  4. It will improve the effectiveness of other social media networks.
  5. It will not be easy to track direct ROI. Think strategic ROI.

Still wondering if this is for you? Take a look at brands currently on Snapchat:

  • 16 Handles
  • “17” Magazine
  • Acura
  • American Eagle Outfitters
  • Audi
  • GrubHub
  • Heineken
  • Karmaloop
  • Mashable
  • NBA
  • Rebecca Minkoff
  • Refinery29
  • Taco Bell
  • Wet Seal
  • WWF

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(Image from Mashable)

Brands are going to be taking over this platform in the near future. With some thought and creativity, your brand might be the next one to really make this platform reach new levels. Spend some time with the community where they are now spending the most time. Wouldn’t it be nice to say you weren’t late to the game?

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I had the pleasure of attending Facebook’s Direct Response Workshop in Midtown Manhattan, where marketers gained insights into how to drive action online, in-store and from mobile apps using Facebook’s advertising platform.

Not only are people using multiple devices (such as smartphones, laptops and tablets), but they’re constantly switching between them throughout the day. This poses a new challenge to the way in which brands reach their customers.

What is “direct response”?

With more than 1.32 billion users checking their News Feed 14 times per day across various devices, Facebook advertising offers a unique opportunity to reach more of the right people with sophisticated targeting options. Facebook’s “direct response” refers to driving actions and engagement with ad units designed for the buying behaviors inherent to each device. By measuring a campaign’s results, we can then make insightful decisions based on our performance.

Facebook’s Direct Response Workshop covered the best practices for campaign prep and included targeting, creative, bidding, measurement and optimization with respect to setting up a direct response campaign. Sign-ups on your website, sales in-store or mobile app installs (regardless of the device) that are used to access Facebook are examples of direct response in action.

Targeting

Facebook allows you to target users based on the data they share on Facebook, your first-party data and third-party data from partnerships with data providers like Datalogix, Epsilon and Acxiom. Facebook organizes audience segmentation into Core Audiences, Custom Audiences, and Lookalike Audiences, based on how users are targeted.

“Core Audiences” refers to targeting users based on the information shared in their profiles as well as their behavior and interactions with content on Facebook. “Custom Audiences” reach people based on information you already have, such as CRM data or actions taken on your website or mobile app. Lastly, “Lookalike Audiences” allow you to reach people who “look” like your existing customers and are built from resources that include your CRM database, website visitors, mobile app customers, or from the Facebook users who already “Like” your page. In fact, when Banana Republic used Lookalike Audiences that were modeled after its most loyal customers to increase its customer base during the competitive holiday season, the brand saw a nearly four times higher return on ad spend.

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Bidding Structure

The way campaign bidding is structured is sure to make an impact on ad performance. Options range from cost per 1,000 impressions (CPM) – a great option for branding initiatives because of increased visibility – to cost-per-click (CPC), optimized CPM (OCPM), and cost-per-action (CPA). Choosing the right option will determine the way your ad is optimized to achieve the most desirable results.

Measurement

Facebook’s conversion pixel offers a great way to measure the effectiveness of your ads by tracking your Facebook traffic to your desktop or mobile site. This data can then be used to create a Custom Audience with OCPM bidding – an ideal pairing to retarget those who have exhibited behaviors supporting the possibility that these are the users most likely to convert. For example, users that arrive on a website from Facebook will click through, only to abandon their shopping cart. These same users have proven to be far more likely to convert overall, but they also show a common trend of completing their conversion on a separate device. Luckily, the conversion pixel measures cross-device conversions, as well “click conversions,” or any interaction with your ads served on Facebook (such as clicks on a photo, a “Like,” comment or share).

While Facebook provides this conversion pixel for tracking activity exclusively from the Facebook platform, other third-party pixels can offer insights from metrics that include LTV, KPIs and multi-touch attribution­ – factors that contribute to a conversion occurring within a predefined attribution window, or any click received prior to a complete conversion as a “view conversion.”

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Solution by Objective

When setting up for measurement, you’ll want to be sure to have the proper approach to gauge your campaign’s performance. What’s your KPI, for instance? Know what you want to measure and find the metrics you consider successful in terms of your ROAS, average order value and conversion rate, among other items.

Track your data with Facebook’s conversion pixel. Where are the majority of your conversions taking place? If they’re happening on mobile, consider increasing your ad-spend for mobile advertising efforts!

Set the parameters for measuring LTV, downstream value, as well as the share of new customers. It’s never too early to define long-term goals for your program.

Consider a third-party tool for cross-channel measurement. Facebook ads can drive consideration from consumers, and so a “last-click” attribution model would underreport the overall influence of Facebook ads on buying behavior.

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