Facebook Social Marketing Essay

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In < 700 words, write a response essay that addresses the following questions/issues:

● What are some of the ways in which Facebook has adjusted its advertising strategy for a mobile, app-based world?

● How was Little Passports able to achieve a considerable level of success by using Facebook’s ad platform?

● How do you feel personally about Facebook’s LookAlike Audiences program? Why do you think Mark Zuckerberg expressed fears about putting more ads into users’ news feeds?

In this section, feel free to talk about your own experiences as a user of Facebook (or any other, similar online community).

Are there any particular advertisements (or advertising approaches) that you felt were particularly good? Or, have you ever felt a negative reaction towards such ads?

No citations are needed, either. Most of your time and energy should be devoted to the third section. I am looking to see case write-ups that demonstrate originality


and kindly check the attachment of materials

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Facebook: Putting Social Marketing to Work W Windows Internet Explorer http:/www.facebook.comyadvertisinar Advertising | Facebook facebook Facebook Ads Reach over 100 milion people where they connect and sha Overview Case Studies © digitallife/Alamy hen Facebook issued its stock for sale in an initial public offering in 2012, it followed a very long build-up of excitement based on the belief that the company would turn into a marketing behemoth to rival or exceed Google, Yahoo, and Amazon. Facebook was, according to some analysts, the next Google in terms of an advertising platform and possibly even an e-commerce platform that could compete with Amazon. Facebook raised $16 billion in the IPO, placing it in the "Big League" of e-commerce stock offerings. Offered at $38 a share, Facebook's share price fell dramatically in subse- quent months to a low of $17.50 in September 2012 on investor fears that Facebook would be unable to increase its advertising revenues fast enough to justify its price. Flash forward to October 2016: Facebook's shares have quadrupled their original offering price, having risen steadily for most of the last three years. Facebook has continually implemented new ways to put targeted ads in front of its increasingly mobile users. It appears to be succeeding, at least for now. Although Facebook initially flubbed its shift to mobile devices, the social network giant has made steady progress toward an effective mobile strategy. Throughout 2012, Facebook redesigned its Facebook app specifically for smartphones, introducing ads into users' News Feeds, and creating a new kind of ad called "app-install ads," which are ads paid for by Facebook app developers that encourage users to download their apps (usually for free). App-install ads and in-app ads became Facebook's secret weapon that investors had not even heard about. Facebook was aided by a shift away from mobile browsers to apps. The time U.S. adults spend using mobile apps has grown over 110% over the past three years, and now accounts for 58% of total digital media time spent; time spent on the desktop now accounts for just 33%, and mobile browsers just 9%. U.S. adults are spending over 96 hours a month (about 31/4 hours a day) within apps on their smartphones and tablet computers. Advertisers display ads within these apps, and Facebook shares the ad fees with the app developers. App-install ads, and ads within apps, are the largest single source of Facebook mobile ads. There are an estimated 10 million apps available on Facebook, and users install nearly 30 million apps every day. These apps range from games like | 423 Candy Crush Saga, FarmVille, and Words With Friends, to music apps like Spotify and Pandora, to charity-oriented apps like Social Vibe and Charity Trivia. In-app ads have an advantage over standard News Feed ads: they are not perceived to be as disruptive or annoying as News Feed ads, and users are more willing to experience the inconvenience of being exposed to ads in return for a free game. In 2016, Facebook has almost 1.6 billion mobile monthly active users, represent- ing over 90% of its monthly active users. Mobile now comprises over 80% of its total advertising revenues, up from 50% in recent years, and from nearly zero just a few years ago. Another factor in Facebook's turnaround in social mobile marketing is its success with small local businesses. Facebook has more than 3 million businesses advertising on its platform in 2016, the majority of which are small businesses, and over 60 million small businesses have Facebook pages. Facebook has made a number of changes to its advertising toolkit in order to simplify the process of placing and targeting ads on its site for small business owners without professional marketing staffs. Its interface now allows advertisers to specify their objec- tives, such as increasing likes, or increasing traffic to their website, or converting more visitors to sales. They can also choose where to place the ads, either in the Facebook News Feed or the right side column. Advertisers can target demographics, as well as general characteristics that Facebook users indicate in their profile, such as age, gender, education, and employment. Facebook has also added a tracking pixel, which allows advertisers to track customers who visit their website as a result of clicking a Facebook ad. One such business using Facebook's new advertising tools is Little Passports, a firm created by two moms who wanted to design an inspiring and fun way for kids to learn about the United States and other countries. Little Passports is aimed at parents of young children ages 5-12, with newer options available for even younger children. Its business model is a subscription service that sends children monthly packages that take kids on virtual trips where they learn geography, history, and social life. Subscriptions are $11.95 a month. In 2014, Little Passports began a Facebook advertising campaign. The company ran ads featuring a photo of its Explorer Kit. Surrounding text urged people to subscribe to the service. Co-founder Amy Norman was able to choose who would see the ads based on gender, interests, location, relationship status, education, whether the person was expecting a child, and the type of mobile device used to access the ads (iOS vs Android). She also used a feature called Custom Audience to reach out to mothers who had a college background and read selected parenting magazines. Another tool that proved useful was Facebook's LookAlike Audiences. LookAlike Audiences uses customer e-mail addresses provided by advertisers, looks at the demographic and behavioral trends in that group, and then generates a list of additional prospects based on its database of North American Facebook users (about 260 million people). Facebook pushes the ad to these "look-alikes." If this sounds spooky, it is. But Facebook assures us that all the personal names are replaced with codes. In just a few months, Little Passport's ads attracted over 1,500 user comments, which were overwhelmingly positive. In June 2014, the company spent about $30,000 on Facebook ads and its revenue for the month was about $130,000. After running the ad for six months, in December Little Passports spent $150,000 on Facebook advertising and its revenue rose to $700,000. Facebook advertising costs increased five-fold, and revenue advanced by 5.4 times, a little faster than the cost. Norman believes the Facebook campaign was worth the expenditure because it tripled Little Passport's customer base in six months. Norman also felt that Facebook's tracking pixel was a game changer because she could see exactly how well the ads were performing. In 2015, Little Passports sold its millionth subscription package. In 2016, Facebook unveiled new tools for small businesses, including the ability to use LookAlike Audiences internationally to find promising markets. Little Passports used this feature to find international markets where it expected to generate enough sales to be viable, including France, Singapore, Sweden, and many other locations. The company is now on pace to reach $30 million in revenue in the near future, with 15% of sales coming from outside of the United States. Investors in Facebook used to wonder if it would be able to continue to grow its ad- vertising revenue. Marketers wondered if Facebook ads really worked. By 2016, Facebook had quieted those doubts. Facebook's marketing success on both the desktop and mobile devices is currently based on the insertion of ads in users' News Feeds and display ads in the right column of the home page. Currently an estimated 3% to 5% of all News Feed items are ads. If Facebook increases that percentage, how will users react? Zuckerberg, along with investors and marketers, was concerned that putting more ads in the News Feed was not the answer to sustaining future growth. One answer: video advertising using short video clips, and of course, challenging Google's YouTube as a display platform for full-length videos and TV shows. In 2014, Facebook introduced an Autoplay feature, which allows videos to play automatically in the News Feed. Facebook has also reached out to some of Google's video content producers and encouraged them to consider distributing their videos on Facebook. Facebook's purchases of Instagram for $1 billion in 2012 and WhatsApp for $22 billion in 2014 are also signs that Facebook is striving to become not just a social network, but an entire ecosystem. Facebook's financial results in recent years have quieted Wall Street's doubts that it could become an advertising juggernaut. Facebook's 2015 revenue was $18 billion, up significantly from $12.5 billion in 2014. In the second quarter of 2016, Facebook earned over $6.4 billion in revenue, with mobile ad revenue accounting for a whopping 84% of that figure. Very few marketers still have doubts about Facebook's effectiveness. 8, 2016; "The 2016 U.S. Mobile App Report," by comScore, September 2016; Facebook, Inc. Report on Form 10-Q for the six months ended June 30, 2016, filed with the Securities and Exchange Commission, 28, 2016; "One Million and Counting! Little Passports to Deliver its Millionth Package This Spring," Marketwired. com, April 16, 2015; "A Year Later, $19 Billion for WhatsApp Doesn't Sound so Crazy," by Josh Constine, Techcrunch.com, February 19, 2015; "How Social Media Can Make Your Small Business Go Gangbusters," by Bruce Freeman, Theweek.com, February 16, 2015; "Facebook Extends Reach with New Advertising Platform," Jack Marshall, Wall Street Journal, September 22, 2014; "Facebook Tries to Muscle in on YouTube," by Mike Shields and Reed Albergotti, Wall Street Journal, September 11, 2014; "Facebook Is Shifting From Being a Social Network to a Mere App Platform," by Ben Austin, The Guardian, September 2014; "How Facebook Sold You Krill Oil," by Vindu Goel, New York Times, August 2, 2014; "Facebook Answers Critics with a Mobile Ad Surge," by Reed Albergotti, Wall Street Journal, July 23, 2014; "A Social Media Marketer Assesses Facebook's Advertising Platform," by Eilene Zimmerman, New York Times, January 15, 2014; "Face- book Revamps Ads to Compete With Google," by Eilene Zimmerman, New York Times, January 15, 2014; "Why Face- book's Mobile Ads Are Working Better Than Google's," Timothy Senovec, Huffington Post.com, July 25, 2013; "Facebook Is Erasing Doubts on Mobile," by Vindu Goel, New York Times, July 24, 2013. SOURCES: "Company Info," Newsroom.fb.com, accessed October 24, 2016; "How We Built a Global Business with Facebook," by Amy Norman, Forbes.com, September 30, 2016; "Facebook Wants to Help Businesses Expand Internationally," by Hayley Tsukayama, Washington Post, September 8, 2016; "Small Businesses Get a Boost Through New Facebook Marketing Tools," by Zoe Henry, Inc.com, September
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Explanation & Answer

Attached.

Running head: FACEBOOK SOCIAL MEDIA

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Facebook Social media
Institution Affiliation:
Date:

FACEBOOK SOCIAL MEDIA

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Facebook made numerous changes in marketing its mobile application. First, they
redesigned their application for smartphone mobile devices. Through this, the company
introduced mobile adverts in the newsfeed of the user. They also introduced app-install ads
which provided investors with a chance to market their applications. The company introduced an
application that allowed businesses people to create a page on Facebook using the mobile
application. The developers place adverts on the app-installs to reach their target population.
Through these methods, one is capable of placing the adverts at any place on the Facebook
platform. The effort to move Facebook from ordinary desktop to the mobile devices also paid off
by attracting more people use the mobile applica...


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