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Social Strategy: Network-Curated Ads?
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kstaron
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kstaron,
User Rank: Moderator
8/27/2014 | 2:51:25 PM
young demographics
This might just be becasue of the younger demographic. Facebook has a plethora of people to have ads for while intagram is a single demographic. You can curate ads for one demographic fairly easiliy which may account for its success. The other thing is that since they are younger, there may be an element of being more engaged with the marketing so they are more likely to "like" or comment on a thing as opposed to us old fuddy duddies  that groan and mentally will the ad away before going about our business.
Rich Krajewski
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Rich Krajewski,
User Rank: Ninja
8/8/2014 | 3:36:38 PM
Re: Totally
I'm running some ads on Facebook.

We're using a relatively focused, and therefore relatively expensive, list. Right now the "exposure meter" is clicking away, showing person after person seeing the ad, but no interest. Now remember this list is the same category of person that has shown strong interest in our work before. Suddenly, however, if this data is to be believed, there is no interest. Does it make sense that the list has suddenly changed its characteristics, or that maybe there is something wrong with the unaudited exposure data coming in?

The test will come when we compare social media to other outlets. We've had some success in certain print magazines before, and conference handouts, that have far exceeded social media results.

Update: we drastically changed the demographic focus of our Facebook ads to overcome what we perceived to be a potential bias error in their data, and now we're getting good results. In our opinion, Facebook data has some serious problems that need to be taken into account by anyone using them for advertising.
Rich Krajewski
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Rich Krajewski,
User Rank: Ninja
8/8/2014 | 7:45:59 AM
Re: Totally
Presuming you can trust the figures regarding actual distribution of the ad.
SaneIT
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SaneIT,
User Rank: Ninja
8/8/2014 | 7:37:59 AM
Re: Totally
I think McDonalds just found out how brutal Instagram can be.  They launched an ad campaign that was torn apart by commenters.  Being seen or commented on via Instagram is not always a good thing.  I'm betting the marketing team behind that one is in hiding right now.
Rich Krajewski
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Rich Krajewski,
User Rank: Ninja
8/8/2014 | 2:16:50 AM
Re: Totally
I'm not the only one who is thinking, something's wrong here. The Wall Street Journal is thinking the same thing. Unfortunately, IW won't let me post the link, because, as they told me:

"Due to comment spam on our site, we have changed our comment system to block all posts that include URLs. We are seeking a longer-term solution that would allow for URLs."

So, look it up yourself!

 
Rich Krajewski
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Rich Krajewski,
User Rank: Ninja
8/8/2014 | 2:14:15 AM
Re: Totally
You know, if you do that with a magazine, you get third-party auditing of the circulation to prove that you actually got those impressions. With Facebook, who is checking to see if you actually did get the views? Facebook?
David Wagner
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David Wagner,
User Rank: Strategist
8/7/2014 | 5:46:14 PM
Re: Totally
@rich- Well, you know there's more to a sale than a marketing impression. Everyone knows that. But you have to start with a marketing impression or the rest doesn't matter. If no one knows your product, that also doesn't turning into sales. How many times have you watched TV and said, "wow, that was a great ad and not bought the product?" The same is true of social media. 
Rich Krajewski
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Rich Krajewski,
User Rank: Ninja
8/6/2014 | 8:22:51 PM
Totally
"Every marketing post on Instragram was liked, shared, or commented on an average of 6,932 times per ad."

Totally meaningless. I bought some ads on FB, for instance. The numbers on the surface seemed impressive. At one point I was getting a 5% Like rate, which FB noted, in a message to me, was better than 90% of all other supposedely similar ads. But it was all baloney. None of the responses resulted in actual purchases, just meaningless clicks and Likes and other tantus tauri. An average of 6932 times per ad sounds great, until you find out it doesn't result in sales.
David Wagner
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David Wagner,
User Rank: Strategist
8/6/2014 | 2:11:17 PM
Re: Network-Curated Ads?
@Chris- I don't think so. If anything, i would think that would make them harder to notice. 

One thing is that they mostly accepted ads from Fortune 500 companies. Obviously Fortune 500 companies have products people like. On the other hand, I don't know why you'd need to share a Taco Bell ad (Taco Bell was one of the successful ads) because it isn't like anyone isn't familiar with them. And yet they were shared quite a lot. 

Honestly, I think it is quality of ad. But I can't prove it. Sample size is still too small. 
ChrisMurphy
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ChrisMurphy,
User Rank: Author
8/6/2014 | 2:02:59 PM
Re: Network-Curated Ads?
Might scarcity contribute to the ads success in this pilot -- that there are so few ads on Instagram that users aren't weary of them and tuning them out?
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