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Suddenly, Facebook Is Playing Up Your Local 7-Eleven (FB)

Source: http://www.businessinsider.com/facebook-featuring-local-check-ins-2012-6

7-eleven

Facebook wants you to check out your local 7-Eleven. Or Dunkin Donuts. Or Starbucks.

Pages for specific locations have seen a major pickup in activity on the social network in recent months.

That’s apparently the result of a deliberate shift in the algorithms Facebook uses to determine what to show users, according to Rob Reed, CEO of Momentfeed, a Santa Monica, Calif.-based provider of location-based marketing services.

In the past, those algorithms have generally favored the main brand page.

In other words, Facebook really wants you to see when your friends like the Starbucks down the street, as opposed to the Starbucks brand overall.

Facebook would not comment on whether it had changed is algorithm to favor local pages. But the evidence is dramatic. Data provided to Business Insider by Momentfeed show an unusual pattern in “likes” received by locations of Dunkin Donuts and 7-Eleven.

At the beginning of the year, both companies saw almost no likes to their locations. Likes started rising sharply in March, followed by a dramatic drop, then another steady rise.

Joergen Aaboe, Momentfeed’s director of marketing, said the drop was likely a sign of Facebook’s “algorithm tweaks.”

Facebook Places, the social network’s location-based feature, has struggled to gain wide traction since it was introduced nearly two years ago. With the growth of smartphone usage, though, local advertising has soared in importance. And Facebook is desperate to show off its potential in mobile advertising.

For brands with multiple retail locations, this could mean a major shift in Facebook strategy. Instead of trying to accumulate likes for one master brand page, they’ll need to worry about hundreds or thousands of local pages.

Here’s the data:

Dunkin Donuts likes via Momentfeed

7-Eleven likes data via Momentfeed

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Monday, June 25th, 2012 news No Comments

Google Still 80 Percent Of E-Commerce Referrals

Source: http://www.businessinsider.com/google-still-80-percent-of-e-commerce-referralsbut-facebook-up-92-percent-2012-2


Google is still e-commerce’s best friend, at least for the time being. Social is just beginning to change  business online, but search engines still dominate referral traffic to e-commerce sites.

Google alone accounts for over 80 percent of e-commerce traffic referrals, according to a study by RichRelevance. Meanwhile, Facebook made up 0.5 percent of traffic, but that number was up 92 percent from the year prior.

There is some anecdotal evidence that this may be changing. At yesterday’s Social Commerce Summit, Sheezan Bakali, Director of Marketing at hot flash sales startup Fab, indicated that Facebook was its third largest source of traffic after direct traffic and e-mail referrrals. Nonetheless, search still powers e-commerce—for now.

Drivers of E-Commerce Traffic

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Wednesday, February 8th, 2012 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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