To build native Facebook content to
drive business results
that's a big question right because
that's what we're all trying to figure
out. I think there are a few pieces that
go into it. I think the biggest piece for
us at least is understanding how
people's attention is shifting so I think
oftentimes we talk about content without
actually talking about the context
around that content -- meaning how people
are spending their time on Facebook, the fact that
they're mobile, the fact that people
are drawn to consuming video the way
that they consume video, what's around
the content that we're trying to present
to people, so I think that's a big piece of
it is actually understand the context
and how people's attention
plays out on these platforms. To maybe bring
it down a level and give a little more
tactical advice; mobile video is
everything. So we as VaynerMedia are trying
to be the best agency for video content
on the mobile device going into 2017
and 2018. We're obsessed with that so
thinking about that I think will help
drive business results and then another
thing that I spoke about earlier is
building a system whether it's a team or
a process to be able to test and optimize
after you put content live is super super
important so I think if historically
many marketers think about creating one
piece of content and just pushing it out
there and seeing what happens
we think that there's opportunity now not
just to tweak your content based on the
data that you see coming back to you but
then also try to come up with different
pieces of content segmented to your
audiences on Facebook and make it
more relevant that way.
It's an interesting point because I think that
sometimes we treat Facebook differently
or treat social media differently even
digital differently.
I don't think that's right like you know
there's always these conversations about this
new app, that new platform whether or not
people should be there
what happens if it goes away in two
years or is Snapchat actually going to go
mainstream? And the fact of the matter is like once
people's attention is there you should
be marketing there in the same way
that you would with a hit TV show.
People aren't sitting around debating whether or
not a hit TV show is going to be here in
two seasons they buy advertising there
because people's attention is there. So I
think that you know advertising is
advertising and so I don't think that we
should necessarily treat Facebook
differently and I think that you know.. I
think some of the best content -- if you
want to use the terminology push vs
pull -- some of the best advertising is pull
content no matter where it lives. In the
UK now is the time for the big Christmas
TV spots from John Lewis and all
that. They don't even have to put
media dollars behind that anymore because
people are drawn to it. They want to
consume it because it's great content
and has a tradition to it and all that.
So I'm not sure the conversation should
really be all that different about
Facebook but yes I would agree to not
just be about trying to push content in
front of people. I think good advertising
not just native advertising, is
content that gives value whether that's information or
entertainment or just quality so
regardless of where it goes I think that's
important.
I think publishers have a.. I think anybody has a right to
be sceptical about the content around
their advertising and what surfaces whether
that's on Facebook or any other channel. If you're
paying for placement on some of these
channels there's some responsibility
from the channel or the publisher
same way there would be if you bought advertising on a
website for it to be in line
with how you want your brand to be
represented.
I think it's just a question the
marketplace will decide you know. So I
think right now the marketplace is saying
that most advertisers feel pretty
comfortable about the level of
safeguards that Facebook has in place
for that and
they're voting with their dollars if you
will. So it seems like most people are not
too concerned about that. That can change
you know there's a lot of conversation
right now about fake news and everything
that happened in the US around the
election so it's constantly changing and
it's up to each marketer to understand.. it depends
on their brand too. Some brands have a
bigger appetite for that kind of
risk or exposure and some don't so it
completely depends on the brand and the
marketer.
I don't think that publishers
misunderstand the use of Facebook..
Actually to be honest I'm not sure it
depends on the publisher. I think if
we were having this conversation four years
ago
yes, but that's going away because
Facebook as a marketing channel is becoming
more mainstream, more people are using it,
best practices are being developed
although still super early so I think a
lot of people do. I think the bigger
thing that might be contributing to some
type of misunderstanding is just how
quickly the platform is changing and
what best practices are on the platform.
So it's not you know you take TV for
example and the advertising ecosystem
and environment both economic and
creative. TV you know that's 50
years, 60 years in the making so it's a
lot more established and rigid and
Facebook as a medium is changing so much
quicker. How we use Facebook today
is very different than how we used it
two years ago. Things like messenger, and
live, marketplace and everything that
they're doing to iterate the
product. So yeah I think that that speed
of change really contributes to it but
from where we sit and the types of marketers
that we speak to we don't think that
there's a fundamental misunderstanding
of it. It's just a question of how
you can use it and we think a lot of
people aren't really taking advantage of
the full potential.
Best practices for advertising on Facebook; mobile video
right now so creating video that is
going to play well in a mobile
environment that's the biggest advice
that I think I can give
anybody. Really understanding the
potential of Power Editor as just an ad
tech platform and not just doing a
superficial kind of broad-based
media-buying on it but actually using the
wealth of data that Facebook has on your
target audience to be able to segment by
audience, by location, by gender and drill
very very deep down and then creating
content that's relevant to those
audiences. I think that's a big potential
and that speaks to something that's super important to us
which is the integration of creative
and media so thinking about creative
based on the media plan and thinking about
a media plan based on what you want to
do for creative and then making sure that,
what I mentioned earlier, that the testing and
optimization loop is really in place so
that what you see in your media reporting
informs what you're doing with your
content and vice versa. And then something else I spoke about today
that I think is super important that oftentimes we ignore
is being a practitioner of it you know.
So spending time on the platform, being
intellectually curious about how people
are using it, why they're using Facebook
live, why they're not
using Facebook live so all those things
I think contribute to being
successful as a marketer on the platform.
The first one was: Design for thumb stopping
power. We throw around the term thumb stopping
content a lot internally and it really just
means that if you think about anybody using
Facebook
they're on their phone right it's a mobile
platform, we can put that conversation to
bed, so they're on their phone and
literally scrolling through it like this
right and there's.. the stat that I put up
earlier.. there's 1500 pieces of content that
any user could potentially see when I
log into Facebook so there's a ton on
there and they're scrolling really fast.
How do you make your content stand out
enough that people are going to stop
their thumb and watch your video or
click on your link or whatever action
you actually want them to take?
So design for thumb stopping power
that's a big one. Mobile video was the
second one so kind of beating a dead
horse here but that's the game right now
on Facebook especially. We think everything
else is going to follow and then the
last one was building a system for
testing and optimizing so really making
sure that even for your creative which
historically has been a very subjective
discipline you are taking an objective
approach to it
meaning you're using math and the data
the platform provides you to inform
what you're doing creatively.
How we do the testing you know we're a big agency
now so we do it a little bit differently
we have data scientists, media analysts
people who spend their whole day looking
at the data and trying to draw out
conclusions from it.
But how I would advise other
businesses that maybe don't have a team
of a hundred people working on it to
think about testing and optimizing is
first of all it's just a
management thing. I think somebody has to be
accountable for it so you whatever your
role is need to decide that it's
something that is important to your
organization. I think that it should be
but you have to make that decision;
actually accept that enough to give it
to somebody to be responsible for
-- whether that's you or somebody else -- somebody needs to be
responsible for implementing it. You need
the right person to do it,
talent is everything, you can have a
strategy, you can have priorities and
pillars and I can tell you what I think
is important but if you don't have the right
person to be able to do it
it's not going to matter in the end.
More tactically we check in on our
spends three times a day so getting into
that level of detail I think is
important, how you set up your reporting
is important and then sometimes as simple
as.. we have our media analyst sit next to
our copywriters and our art directors so
they're you know not just talking
day-to-day but they build a working
relationship together. So some of it a
lot of it is really just how you set up
your people and your team.
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