Australia wants Five Eyes to squeeze tech firms on encryption

 The political rhetoric against strong encryption continues to crank up. Reuters reports today that Australia will be pushing for greater powers for countries to tackle the use of encrypted messaging services by terrorists and criminals at an upcoming meeting of ministers from the so-called ‘Five Eyes’ intelligence network. Read More
Source: https://techcrunch.com/2017/06/25/australia-wants-five-eyes-to-squeeze-tech-firms-on-encryption/?ncid=rss

YouTube’s mobile app will soon better display all video formats, add messaging

 On the heels of a major redesign of its desktop site which delivered an overall cleaner look-and-feel and a “dark mode” for nighttime watching, YouTube this week announced it will soon roll out an update to its mobile app, as well. The new app will better support video shot in other formats and orientations, by dynamically adapting its player to whatever video you’re… Read More
Source: https://techcrunch.com/2017/06/23/youtubes-mobile-app-will-soon-better-display-all-video-formats-add-messaging/?ncid=rss

How to Use Facebook as Your PR Engine

A PR agency’s job is to get your story in front of the press and potential customers.

It might set you back $5,000 per month.

But what if you could get the same—if not better—results yourself, by using Facebook ads?

Facebook ads are one of your biggest business opportunities. The targeting capabilities, the tracking functionality and the low cost of getting started means they beat any other form of advertising hands down. If you’re not using Facebook ads as part of your overall marketing strategy, you’re missing a trick.

Facebook has a neat little feature called workplace targeting that many people don’t even know about—and from a PR perspective, it could save you thousands of dollars every month.

Let’s see how.

How to Target the Media on Facebook

When you think about Facebook targeting, you might think it’s all about location, age and interest-based targeting. But when you dive into the demographical data we can use to target people, it goes much deeper than that.

Let’s take a second to think about the data Facebook has. There are 1.94 billion active monthly users on Facebook, and over 1 billion people use the platform every single day.

That’s a lot of data. I’ve personally been on Facebook for over 10 years. During the course of those 10 years, Facebook will have amassed a huge amount of data about me: the pages I’ve liked, posts I’ve reacted to, photos I’ve uploaded, places I’ve checked in, links I’ve clicked on and sites I’ve visited, to name a few. They’ll understand how my behavior has changed over time. When we combine that with the data they have about my Instagram and Whatsapp usage (not to mention data from third-party partners), we’re starting to talk real big data.

As they say, if you don’t pay for a product, you are the product. This might sound slightly daunting to a user, but as a marketer, it’s a huge opportunity—an opportunity you need to be taking advantage of.

When we use workplace targeting to target people based on where they work, we’re simply using the data Facebook gathers when you create your profile.

It’s a targeting feature that many people don’t know about, but it’s one that can be super powerful. Here’s how to do it:

Using Facebook Workplace Targeting

Presuming you already have an advertising account, when you’re in the ads manager, click on create advert.

You’ll be taken here, where you need to choose your campaign objective. You can target the media through any objective, so what you choose here will be entirely dependent upon your goals.

For example, if you’re trying to get people to take a specific action, such as download an eBook, you’ll want to choose the conversions objective. If your goal is to drive traffic to a blog post, you might want to use the traffic objective.

The objective you choose will alter how Facebook optimizes your ads (if you choose conversions, Facebook will show your ad to the people it thinks are most likely to convert. If you choose traffic, Facebook will show your ad to the people it thinks are most likely to click through). Again, Facebook has data on what action you’re most likely to take, based on your user behavior.

Facebook auction advertising options

Name your campaign and click continue.

You’ll then be taken to the ad set level where you get to choose your targeting options. Your ad set is basically a place where you tell Facebook how you want your advertisement to run. Your options here include:

  • Targeting
  • Placement
  • Budget
  • Bidding
  • Scheduling

Targeting is what we’re interested in here. Find the detailed targeting box, then hit browse > demographics > work > employers.

Here, you can enter the names of the companies you want to target. This will target the employees of the companies you choose. If we’re looking to get some PR, we want to choose media companies as the employers.

targeting bbc facebook

You can go ahead and fill that detailed targeting box with as many companies as you’d like to target.

facebook targeting

I’d recommend creating a list of all the media companies you think might be interested in what you do and any stories you produce. You can then save that audience and come back to it whenever you want to target the media again. I’ll often target the media companies even when I don’t have anything to pitch them—just to keep myself top of their minds.

save audience Facebook ad manager

You’ll then have an audience you can target whenever you have something you feel is media-worthy! Here’s an audience I created of people who work for media companies:

employer targeting media Facebook advertising audience

As a marketer, getting into the media and onto podcasts, writing guest blog posts and connecting with influencers are all great ways to reach and provide value to new audiences. But the people with the power to get you onto these mediums (the owners, journalists, hosts etc.) are inundated every day by people requesting to be on their show or to write a guest post for them. Do you think they want to receive any more requests than they already do?

Definitely not.

Why not do something to stand out from the crowd? Jump on to Facebook, find the person who owns the podcast/blog you want to appear on, see what they’ve put as their company name and then create an ad targeting employees of that company.

In your ad copy, you can specify that you love their podcast/blog and would like to appear on it. What’s gonna stand out more—a boring email pitch or a creative ad?

The ad will win all day long—it’s fun, it’s different and it’s relevant.

Alternative benefits

Workplace targeting doesn’t just offer media/PR benefits. It can literally be used for anything, whether that’s lead generation, getting meetings with specific people or using it to get your next job.

I’ve used this tactic to get meetings with people many times. For example, I wanted to meet the team at Social Chain. After emailing a few times to no avail, I decided to run an ad targeting employees of Social Chain.

man targeting media through Facebook advertising

After only $.39 spend, I had a message from the CEO inviting me down to the office the next week. Crazy, right? Every marketer has a list of companies they want to meet/work with. Rather than sending them cold emails, why not create Facebook ads targeting the employees or CEO of that company?

Relevancy

Relevancy is the key to why this works so well. If you pinpoint an ad to someone and call them out based on how you targeted them—for example, by targeting people that work for ‘x’ company and using copy such as ‘work for ‘x’?’—of course they’re going to click on that ad! Why wouldn’t they when it’s so relevant to them?

But at the same time, just because you’ve used their workplace or job title as the identifier, it doesn’t mean the ad or message you’re trying to get across is interesting to them. There are more than 5 million advertisers on Facebook, of which a small percentage will be targeting you, trying to get their message in your feed. Some of them may have identified you by your job title, while others may have identified you by your interests.

This is where having great ad creative is important. The targeting functionality allows us to get our message in front of the right people with ease. But that doesn’t mean they’re automatically going to be interested in what we have to say. Great targeting can’t fix poor messaging. Understand the mindset of Facebook users and serve them an ad that is truly valuable and relevant to them.

Final Thoughts

How can a PR agency compete with results like this—instant results for a tiny spend? Now, the point of this article isn’t to suggest that PR agencies are dead. They still have a place, but if you’re looking to get into the media or to target specific companies, Facebook ads might be your best bet.

The great thing is, you don’t need huge budgets to get results. You can get started from as little as $1 a day. Once you’ve tested and played around with this method, you can scale your budget to as high as you like.

About the Author: Gavin Bell is an award winning entrepreneur and Facebook advertising expert. At just 21 years of age, he launched his social media agency, Blue Cliff Media. Fast forward two years and they’re working with brands across the world, helping them to transform the way they communicate and market themselves online. Also a vlogger, Gavin has a weekly vlog titled “The Journey” which follows his life through the world of entrepreneurship.


Source: https://blog.kissmetrics.com/use-facebook-as-pr-engine/

Facebook expands its hate-fighting counterspeech initiative in Europe

 Facebook has launched a third counterspeech initiative in Europe, partnering with the not-for-profit Institute for Strategic Dialogue for the launch of the Online Civil Courage Initiative (OCCI), which is aimed at tackling online extremism and hate speech. Read More
Source: https://techcrunch.com/2017/06/23/facebook-expands-its-hate-fighting-counterspeech-initiative-in-europe/?ncid=rss

Crunch Report | Apple Rolls Out Early Version Of Its Safe Driving Feature

Crunch Report June 22 Today’s Stories  Do Not Disturb While Driving feature rolls out in Apple’s newest iOS 11 beta Sean Parker has left Spotify’s board; Padmasree Warrior, Thomas Staggs join in lead up to IPO Trump might kill next month’s new startup visa before it takes effect Facebook is testing a feature to prevent profile pictures being abused by other users Tantan, China’s… Read More
Source: https://techcrunch.com/2017/06/22/crunch-report-apple-safe-driving/?ncid=rss

Periscope vows fix for broadcasters mad that they forfeit tips by deleting replays

 Periscope’s new Super Hearts tipping feature that launched yesterday quickly sparked a backlash from the creators it was designed to help earn money. Broadcasters discovered that if they deleted the replay of one of their live videos before cashing out their tips at the end of the month, they’d lose any tips received during the stream. That meant if a video was overly personal… Read More
Source: https://techcrunch.com/2017/06/22/periscope-tips/?ncid=rss

Facebook changes mission statement to ‘bring the world closer together’

 “Making the world more open and connected” had one fundamental flaw: it didn’t push for any specific positive outcome from more connection. Technically, it could encompass digital voyeurism via the News Feed, trading in-person friendship for online acquaintanceship or the filter bubbles and echospheres that have further polarized the United States. Read More
Source: https://techcrunch.com/2017/06/22/bring-the-world-closer-together/?ncid=rss

Facebook equips admins to protect and analyze their Groups

 Facebook sees Groups as the core of its push to “build community”, as Mark Zuckerberg detailed in his 6,000-word humanitarian manifesto. So today at its Communities Summit in Chicago where it assembled 300 admins of top Groups, Facebook is making good on Zuckerberg’s promise to give admins more tools to manage their flocks. These include Group analytics, membership request… Read More
Source: https://techcrunch.com/2017/06/22/facebook-group-admin-tools/?ncid=rss

Facebook changes mission statement to “bring the world closer together”

 “Making the world more open and connected” had one fundamental flaw: it didn’t push for any specific positive outcome from more connection. Technically, it could encompass digital voyeurism via the News Feed, trading in-person friendship for online acquaintanceship, or the filter bubbles and echospheres that have further polarized the United States.
So today, as Facebook… Read More
Source: https://techcrunch.com/2017/06/22/bring-the-world-closer-together/?ncid=rss

Best Practices for Creating Effective Instagram Ads in MailChimp

If you run a small business or sell stuff online, you know that the best way to reach your customers is to go where they’re already hanging out. And Facebook and Instagram ad campaigns in MailChimp give you the power to do just that. Not only can you build and run your ads in MailChimp, but our comprehensive reports also give you a clear picture of which ads are making you money.

Since we introduced Instagram ads a couple weeks ago, we’ve updated our resources and created some new ones to help you build beautiful and effective ads that drive customers to your store. From blog posts to a fun how-to video, let’s walk through everything you need to know about creating Instagram ads in MailChimp. 

Combine the strengths of Instagram and Facebook

Advertising on Instagram and Facebook can be valuable for your business, but the 2 platforms have different strengths that are important to your marketing strategy. Because the Instagram experience is designed to keep people inside the app, many e-commerce businesses have found success creating ads that promote brand awareness, but they use Facebook ads to generate more direct responses like clicks.

Before you run an ad, consider how it will perform across platforms. Will the same ad shared on both Facebook and Instagram get a response from your target audience? Or does it make more sense to create separate ad campaigns with creative elements that are tailored to each app?

For example, this Facebook ad promotes a store’s autumn collection with an image that focuses on a person wearing one of the products, since images of people tend to perform better on Facebook. The ad also includes 2 incentives—free shipping and a discount—to help drive conversions.

But in this Instagram ad that promotes the same fall collection, there are a few key differences. This business chose to use an image that focuses on the products and exclude the incentives we see in the Facebook ad above, since Instagram users are generally less likely to click out of the app. It’s designed to generate awareness and engagement.

The best advertising strategy leverages the strengths of Instagram and Facebook to both promote brand awareness and drive direct responses. Even though Instagram’s core strength is brand awareness, your ads should still include a strong call to action so people have the option to click through and make a purchase. And Facebook can complement your Instagram advertising as a direct-response channel that also offers additional exposure for your business.

Connect with people similar to your existing customers

You already have an audience you know a lot about: your MailChimp list. When you create Instagram ads in MailChimp, you can unlock the power of your list data to target your existing customers on Instagram or find new people with similar interests and demographics.

All sections of your list can help you attract the right audience with your ads, and targeting people who already know and love your brand is a more cost-effective advertising strategy than trying to find new buyers.

Your list data will also help you find people on Instagram with similar interests, behaviors, and demographics to your existing subscribers. With our pre-built segments, targeting an audience just like your best customers or most-engaged subscribers is simple and easy. We even found that using your MailChimp list to target similar people can more than double an ad’s ROI. 

Learn what resonates with your audience

Marketing your business can sometimes feel like you’re throwing money into a black hole. But with Instagram ads in MailChimp, you’ll get easy-to-read reports that show you which of your ads are making money.

When you connect your store, our ROI reports allow you to track key statistics like revenue, products sold, and customers acquired, so you can identify what works with your audience and use that information to improve your future marketing efforts. 

Get started

We know it can be tough getting started, so we’ve published a guide to help you develop an advertising strategy that works for your business. It highlights different ways you can define your goal, determine your audience, avoid ad rejections, and more. If you need more tips for building an Instagram ad, we have some Knowledge Base articles that outline best practices and steps for creating an ad.

It’s as easy and rewarding as that. Ready to get started?

Source: https://blog.mailchimp.com/best-practices-for-creating-effective-instagram-ads-in-mailchimp/