Today’s Facebook Marketing Conference included presentations of timeline for pages, the Reach Generator, ads on mobile devices, real-time page insights, logoff page ads. Here’s what people in the industry are saying about these topics.
Keep checking back, as we keep updating this post with reactions from top executives in the industry.
Senior Director of Product Marketing Roland Smart, Sr.
The key to success here is that brands must first generate quality stories that can be promoted. You can think of it as a funnel if that helps, brands have conversations through publishing and monitoring which in theory should generate some valuable content to fill the top of the funnel. A small selection of that content that drives solid organic interaction trickles down for further distribution via sponsored stories.
Facebook framed this transition in context of an uber-narrative about how the stories that shop keepers used to have with customers got lost in the age of advertising (broadcast the same message to everyone) and now Facebook is swinging the pendulum back in the other direction by allowing brands to share stories with customers at scale.
So how are brands going to generate these stories? One way is to have Involver’s Social Markup Language-powered applications that drive content into the Timeline via custom verbs. The Super Bowl project was a great example of this because it pushed a ton of “ranked” messages into the feed. These created a viral response that was further amplified and promoted with sponsored stories.
The SML case gets really exciting when you consider that we can generate this content from across the open web. That’s a big deal and is only going to get bigger.
Facebook continues to deliver amazing and innovative services to market, but they are NOT focused on the enterprise requirements that we support at Involver. From very basic things like scheduling posts to more complex things like delivering applications, Brands rely on third party developers like Involver. Every single brand example shown on stage was powered by a third party platform.
Founder and Chief Executive Officer Reggie Bradford
The new timeline feature for brands is a huge improvement over the old page format — it’s a much more visually engaging destination for consumers to spend time exploring a brand, literally from their founding to present. But content is still king, maybe even more so.
In our research, we’ve found that great content in the form of apps, videos, and photos has the highest engagement rates with consumers, and we’ve always encouraged our brands to embrace these content formats. And this rings true more than ever not only for getting into consumers’ news feeds, but for building out your timeline.
While it’s important to create this great content to make your page a more engaging destination, we believe it’s actually more important to create this content to make sure your brand message gets into the news feed. Our research shows that the news feed is 110 times more engaging than other objects, and it’s where the consumers are. Therefore, brands and marketers need to maintain their focus on creating content that gets into the news feed, especially given Facebook’s recent EdgeRank changes.
Facebook’s other announcements actually show how focused it is on helping brands gain value through the news feed, and how paid, owned, and earned are truly intersecting. Premium ad units, for example, will give brands the ability to increase the value in interactions with customers and further their own brand stories, sharing them seamlessly where it counts — whether that’s on smartphones, tablets, or on the Web.
Again though, it all comes back to importance of creating quality content to build a meaningful, engaging presence for your brand. Despite all the changes, content — strong, valuable, and engaging content — is still priority number one.
Chief Executive Officer Michael Lazerow
One of the biggest complaints I get from brand marketers about Facebook Pages is the lack of distribution of posts to fans. Today, content posted to Facebook pages reach only 16 percent of fans.