7 Practical Tips for Facebook’s New Algorithm

7 Practical Tips for Facebook’s New Algorithm

New Year is a time when many of us make resolutions and Mark Zuckerberg is no exception. However, this resolution may have a big impact on many lives, both personal and professional. In his quest to improve Facebook and help people feel more connected, Mark announced a new “Facebook Algorithm Change.” This change will elevate personal interactions in the newsfeed while de-prioritizing content from business pages and publishing companies.

Facebook Algorithm Change

WHAT DO THESE FACEBOOK ALGORITHM CHANGES MEAN TO INDIVIDUALS?

Latest Facebook algorithm changes are designed to improve our personal experience on Facebook:

  • We will see more content from our family and friends vs. random pages we followed. Creating a better connection with people we care about.
  • The meaningless viral videos will no longer be promoted on Facebook. The expected result is that we will waste less time browsing through these.
  • Interesting, thought-provoking conversations will find a way into our newsfeed more often.

In theory, these are all great changes designed to create a much better Facebook experience for all of us.

WHAT DOES FACEBOOK ALGORITHM CHANGE MEAN TO BUSINESSES?

If you are using Facebook to promote your business expect to see both reach and engagement for your business pages to decline. You will likely have to come up with new ways for your content to be seen.

We’ve summarized 7 practical tips to help you succeed with Facebook marketing after the latest algorithm change

J.R. Atkins Facebook marketing

1 – ADD LIVE VIDEO

New Facebook algorithm will favor Live Video, especially video with engaging content.

This may mean that we will see a lot more poor quality videos recorded in the car. It may also mean that some brands will step up and deliver unique, entertaining, thought-provoking and educational content.

To develop a simple live video strategy, try the following:

  • Schedule a weekly live series to talk about breaking news in your field
  • Break down one of your core offers into a series of “how to” live videos
  • Create featured interview series with top experts in your industry

Facebook algorithm changes will continue to come and go, but building your brand via memorable content will stay. It is your chance to shine. Determine a central theme to your brand and create a live video strategy around it.

2- CREATE CONVERSATIONS

Focus on a meaningful conversation. The goal is to increase active networking on Facebook vs. click-bait posts asking people to tag friends.

Many marketers may opt-in for “shock and awe” type of questions. While these may create some hype around a specific post, these are hardly a way to create a lasting brand.

Instead of going after short-lived entertaining types of questions design a longer-term content strategy:

  • Focus on interesting, relevant, engaging questions and ways to create a dialog.
  • Ask questions that may create a discussion and tap into differences of opinions.
  • Listen to your customers and post answers to their most burning questions.
  • Engage people via polls.

Monitor engagement on your posts and constantly refine the strategy to focus more on the posts that are performing best.

3 – FOCUS ON GROUPS

Groups have been a great way to create a community around your brand. Facebook algorithm change does not impact content posted in the groups.

While groups are harder to build and manage, group members are more connected to each other. As a group admin, you get to design and enforce the rules.

Some of the most successful groups are uniting members within a particular niche and/or a common goal. These common goals can be:

  • learning a new topic and sharing best practices, top challenges, questions.
  • going through similar experiences and making recommendations on resources, approaches; celebrating wins and overcoming failures.
  • Sharing strong passions and interests.

The possibilities are endless when you combine passionate people in the same group.

4- EXPLORE MESSENGER

Messenger created an unprecedented platform of connected people. Individuals can connect to one another in a matter of minutes. No wonder that popularity of marketing via messenger exploded in the past year.

Messenger bot campaigns boast 88% open rates (compare to an email open rate of 20-25%). Creating a messenger ad strategy for your brand will ensure that more of your messages are seen. Avoid being spammy on messenger. Rather focus on a specific goal:

  • Tap into messenger bots to create advertising strategy. ManyChat and ChatFuel are two of the top bot solutions.
  • Create a conversation with your followers via automated conversations or improve customer service.
  • Deliver valuable downloads to your followers via Messenger Ad campaign.

Messenger is an excellent way to keep in touch with your audience. Even if you are not ready to implement the strategy today, start planning for it.

5 – PRACTICE REMARKETING

Adding a paid social media strategy to your mix is a great idea (especially, with the ongoing algorithm changes). Some marketers speculate that the change will drive the cost of advertising up.

Targeting new audiences via ads may become quite costly. Facebook’s latest changes will lead to less time spent on social networks. This, in turn, will mean less ad inventory and higher cost.

If your page has built a significant following, you can tap into this audience via remarketing. Remarketing is easier than you think. Try some of these simple remarketing techniques:

  • Show a lead magnet people who engaged with your page or your page posts.
  • Invite people who watched 25% of your videos to visit your website
  • Retarget your website visitors with a low-cost offer

Even if you are not ready for retargeting today, Install Facebook Pixel to start learning about your audience.

6 – LOOKALIKE TARGETING

Lookalike (LLA) targeting allows you to exponentially expand reach to people who are similar to your best customers. Instead of guessing who your audience is based on geography, demographic and interest targets, you can try the following lookalike audiences:

  • Lookalike audience based on your email subscribers (you can upload a custom list to Facebook)
  • Lookalike audience based on your website visitors (you will need to use Facebook pixel data for that)

LLA targeting is a Facebook goldmine. You have a benefit of tapping into an extensive Facebook database of information on all of its users – and you do that at a fairly low cost.

7 – EXPERIMENT WITH OTHER PLATFORMS

Let’s face it – This is not the last algorithm change by Facebook. With Mark Zuckerberg’s commitment to “Fix Facebook in 2018” we may see more changes that will require all of us to rethink how we market.

It may be time to look at some other platforms:

  • Niche Platforms (e.g. House, Quota, Reddit) – research niche platforms in your industry and join the conversation. These platforms may not have the massive audiences Facebook offers. However, as the rule, their members are more engaged and loyal
  • Visual Platforms (e.g. Instagram and Pinterest) – both are excellent sources of traffic for any eCommerce business
  • Conversational Platforms (Twitter) – these platforms may not be as glamorous, but they are still an amazing source of growth

Constantly evaluate platforms that may enable you to get better results for a higher ROI.

CONCLUSION

The final word is still out on what Facebook algorithm changes mean, but if you start applying these simple tactics today, you will get ahead of the game.

Interested in further brainstorming your Facebook marketing strategy, apply for a FREE 15-minute consultation with our team.

 

Thank you to our partner TreDigital for proving the content for this post.


Creating Graphics for Business Growth by J.R. Atkins MBA

As someone delivering Social Media, Websites and Online Marketing, I find myself in need of creative graphics on a regular basis and I have found some resources you might what to check out.

1. JRA Visme ProjectVisme: Think of Visme as a perfect marriage between Microsoft PowerPoint and Adobe InDesign; ease of use meets professional design. Their clean graphic website will walk you through the three easy steps to create your first graphic image and includes a nice short video to help you get started. Use the Visme tool set to create:

  • Infographics
  • Presentations
  • Charts & Graphs
  • Web Banners
  • Animations
  • And more

The free version allows you to create 3 projects and is a great way to check it out. If you like it and want to upgrade, the Standard Plan is $4.50 per month and the Complete Plan is $14.25 per month, no too much when you consider the competition.  I’m hoping they will preformatted projects for cover images for Facebook, LinkedIn, Twitter and Google+ as I am tasked to create these often. Below is a sample project I created in less than five minutes. Let me know how Visme works for you.

2. Fivver: If you are more into outsources than “DYI” then check out Fivver. You hire someone to do you graphic for you at very low prices, like $5.00. The prices goes up as you add requirements but you still can get graphics delivered in a few days for less than $50.00. Again, not to bad when you consider other alternatives. Here is a recent example from Fivver that ran me $5.00 and took 4 days to complete.

Social Mead posting by J.R. Atkins 

 

3. Design Class: Most class work in design requires the student to create projects for real companies. Most will have a digital portfolio to show you how their skills and talents are developing. Why not let your brand benefit from the bright minds of tomorrow’s professional designers. Just Google “InDesign Classes” in your area then contact the instructor about student projects with your organization.

This example Portfolio is from Ashley Denton at Texas State, San Marcos, TX

 Ashley Denton recommended by J.R. Atkins

Events Worth Considering

Travel with J.R. Atkins to Holy sites

 


Elements of a Good Facebook Graphic

I have been recommending Info-Graphics and Professional Graphics to my clients and this one from “The Bean Cast” is a great example.Bob Norpp

  • Note the “interesting graphic” with color and images that “pop” and get your attention.
  • See the company logo
  • The picture of Bob Norpp the Bean Cast Host
  • The easy to read name “Bean Cast”
  • The Brand explained “marketing podcast.

These are all components of a good graphic you might post on social media.

 

Let me know if you are using graphic images to attract more attention on your social media sites.


Digital Marketing Predictions from 10 Years Ago

This is cool. See what occured and what was missed.

Reposted from C0.Create

10 Predictions From The First Internet Bust And What They Tell Us About Digital Marketing Now

By: GM O’Connell

One of the original digital marketing execs, GM O’Connell, made some predictions in 2002 about how the Internet would impact people and brands. Here, he looks back and assesses his accuracy, and, along the way, reveals some timeless truths about marketing in the digital age.

What was the world like 10 years ago? It was the year the euro went into circulation, Mark Zuckerberg was a senior in high school, and J-Lo topped the list of the hottest Google searches. “You’ve got mail” was still heard on millions of computers across the country.

It was also the year I gave the keynote speech at AdTech. The dotcom bust hung like a cloud over the audience as bankrupt companies like Webvan, Pointcast, Excite@home, Pets.com, and many, many others hit the skids. The Nasdaq had hit bottom at 1,400 from over 6,000. You could have bought a share of Yahoo! for less than $5 (compared to $100 in 2000 and $15 today), or even a share of Apple for $6 (just in case you want to kill yourself).

The point is that in 2002 the Internet was poison. Traditional marketers breathed a sigh of relief and stopped Internet spending in its tracks. Still, people went online more than ever. This is nothing new considering that consumers are usually ahead of the curve. During my speech, 10 years ago, I made some predictions about the future of online marketing. At the time, they may have seemed a little out there…

Here a look at those predictions and how they hold up 10 years later.

1. Internet penetration will reach 96% by 2008.
We came a long way from Nokia bricks, WAP, and the original BlackBerry Bold. The fact that wireless connectivity was going to increase dramatically was pretty obvious. But the power and popularity of wireless broadband via 3G networks and Wi-Fi combined with iOS and Android smartphones was even more dramatic than I thought. We are always on, everywhere. Amazing–if you don’t take it for granted.

2. Spam will be a capital offense by 2009. Just like pop-ups the year before. You simply cannot annoy people into liking you. Or fool them into it.
Well, sort of right, but mainly wrong. First the law hasn’t been passed–yet. Second, companies continue to spam (although the smart ones do a decent job with enabling the customer to set permissions). We do seem to see fewer pop-ups, but I suspect that’s more a function of pop-up suppressing browsers. What’s really happened is this: Everybody spams. Not just marketers, but half my Facebook friends and Twitter blowhards. And so my conclusion seems to escape the egregious offenders out there: companies and “friends” that continue to blast away with re-targeted, misleading, self-aggrandizing ads, posts, and tweets that seem dedicated to the fatuous belief that indeed we can be annoyed into a requited relationship.

3. New Networks will emerge after 2010, driven largely by email and instant messaging. These will not be created by marketers but in spite of marketers.
The only thing I didn’t know is that they would be called social networks. And they incorporated and even supplanted both email and instant messaging. Over the last 10 years, it’s been the rise of social networks combined with mobile access that has changed what we do when we are connected, which for many of us starts when we wake up and ends when we sleep. It hasn’t been marketers that gave consumers content, tools, and a framework either. It was Facebook. It was LinkedIn. It was YouTube. Marketers have tried to insert themselves with some success. But I now predict that the phrase “join the conversation” will be outlawed from the conference circuit, just as “new paradigm” was back in the ’90s.

4. With the growth of personal video recorders, people will their own broadcasters, Tivo-ing content through their own New Networks to friends.
YouTube launched in May 2005. Skype with video conferencing in 2007. Video has not been the same since. Can there be any doubt that people under 25 would rather give up cable TV versus IP based video if they had to make a choice? And of course marketers and business managers have screwed that up as well: The pre-roll and music stripping DRM algorithms once again compete with the user/amateur creator. If advertisers and/or agencies and/or the video platforms could be as innovative when it comes to monetization as they were with the invention of the platforms themselves, we’d all be happier campers. Why is YouTube spending 100 million on “professionals” for new channels, but not a dime on new monetization innovation (i.e. a decent ad format)?

5. After 2010, you will no longer be able to manage your own reputation. It’s going to be in the hands of customers, and if you don’t make them happy, watch out.
At first a cottage business within the context of the Internet Industry, online reputation management is now a nearly billion-dollar business. At the same time, thankfully, most businesses seem to understand that the key to online reputation management is not merely monitoring and “joining the conversation” (sorry) but in concentrating on providing better up-front quality and stellar customer service.

6. In 2010, there will be holographic kiosks, wrist-PDAs, cell-unit implants. A telepathic mind modem will be in development at MIT. You are never going to be out of reach, unless you want to be.
2010 was a typo. I meant 2020. Let’s jack into each other’s mind modems then.

7. Customers won’t want ad messages from the Internet. They’ll be going to the Internet to extract value. And in that fact will lie the secret of interactive marketing.
Not exactly a prediction, but still the biggest semi-learned lesson of all. Now that we have the Internet, now that we have social networks, now that we have mobile ubiquity, now that we live in a world where no one is separated from friends or businesses that we depend upon, one thing should be clear: Connecting with customers is not about good online advertising. In fact, I’d argue that message-based advertising is irrelevant. It is about providing great services that can only be provided economically via digital means. The key is to go beyond messaging and email and banners and fans and friends. It’s about value provisioning itself, and that’s where online “marketing” dollars should be spent.

8. After 2007, no one’s going to drop off a roll of film. Even motion pictures will be shot and shown digitally.
RIP, Kodak.

9. In 2010 advertisers can be omnipresent in their customers’ lives. Always on for them. Good interactive marketers will figure out that the Internet lets customers manage their relationship with brands. It is done with utilities and services that become part of a brand offering and gives customers the comfort that you’ll stick around.
This hasn’t really happened. But it will. And when these services are distributed in tight bundles/apps, we’ll realize that the main job of “advertising” online is less about messaging and more about distributing tight little bundles–even thimbles–of usefulness and value.

10. Back in the beginning of the decade, we came up with the theory of the value exchange which, in a nutshell, means the value you get is proportional to the value you give. It will earn me a nomination for the 2009 Nobel Prize for economics–which will ultimately go to Jeff Bezos for his theory of inevitable profitability.
Jeff Bezos has done better than me. He did, however, ultimately achieve profitability in part by providing more value than all the other retailers and cloud service providers from whom he’s stolen market share. See you in Oslo!

This piece is part of a Collaborative Fund-curated series on creativity and values written by thought leaders in the for-profit, for-good business space.


GM O’Connell is cofounder of Tango Modem. In 1987 O’Connell cofounded Modem Media, the first online marketing agency. In 2004, he left the company, moved to Argentina with his partner and four kids and fly-fished his cola off. He returned to Connecticut 8 years later and is well rested.
In 2009, O’Connell cofounded Tango Modem, a new breed of mobile and marketing production outsource provider.

[Images: Nejron Photo, Obak, and Robyn Mackenzie via Shutterstock]


What do you think of the New JC Penny or JCP?

I have been an observer of retail brands since my grandfather, A.R. Stark, taught me how to shop as a child. Then Stanly Marcus really got me interested as a student at Texas A&M under Dr. Leonard Berry at the Center for Retail Studies. As JC Penny undergoes a major brand change by former Apple Exec. Ron Johnson, I’m excited to see how it will turn out. Will the market respond positively? I look forward to your comments as well.

Marketing consultant J.R. Atkins comments on the new JC PennyThe new JCP catalog is much thinner and is a monthly publication.

Marketing consultant J.R. Atkins comments on the new JC Penny logo

Notice the new logo

 

Why is JCP changing their pricing strategy…Marketing Consultant J.R. Atkins ask Why is JCP changing their pricing strategy

 

Red, White & Blue color coding for the pricing strategy. No more “always on sale” at JCP.

Marketing Consultant J.R. Atkins shows Red, White & Blue color coding for the pricing strategy.

 

 

 

 

 

 

 

A sample of the Red “Everyday” pricingA sample of the Red “Everyday” pricing by Marketing consultant J.R. Atkins

 

 

Shop by Texting

 

 

 

 

 

 

 

           Shop with a QR code.

 

 

 

 

 

 

 

 

Monthly content targeted towards events like the Super Bowl and the Oscars.

Monthly content targeted towards events like the Super Bowl  sayas Marketing consultant J.R. AtkinsMonthly content targeted towards events like the Oscars says Marketing consultant J.R. Atkins

 


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