Towards the end of the summer Facebook and Twitter both lifted the lid on how advertisers are using paid ads on their platforms. In short this means anyone can see all of the active ads that are currently live, including unpublished or ‘dark’ posts which don’t appear directly on advertisers’ Facebook pages. This is big news for anyone involved in social media planning as it offers up new insight into what other brands are doing in this space. I’ve used the fashion industry to see what observations we can make. Read more “How Facebook and Twitter have unlocked a goldmine of insight into your competitors 🔑”
Date posted: 25 October 2017
Social video, pharma’s best and worst content format ???
Video has arguably become the dominant format across social media in the last 18 months, with each social network evolving their platform’s capabilities in this space. From Instagram video Stories to Facebook Live and even native LinkedIn video, it’s a hot topic.
Videos are not all created equal
- On Twitter and Facebook, videos must work hard to capture audience attention in rapidly scrolling newsfeed environments
- Snapchat and Instagram ads pop up between other Stories in a more disruptive style
- And on the grandfather of video, YouTube, content is typically sought out by the viewer, with episodic content of 10-20 minutes being far more prominent
There’s plenty to measure
- Views: to understand how many people actually saw a video (see note below)
- Watch time: total amount of time all viewers spent watching a video
- Percent completion: what percentage of a video the average person watched
- Views with sound on: how much the video drew in the viewer and encouraged them to be more immersed in the creative
- Different social networks define “a view” in different ways, and there’s a whole debate as to what fairly constitutes a view. Should 3 seconds of a video that auto-plays without sound be deemed as a view? (discuss!)
- Facebook provides some measures for organic video (e.g. 3 sec, 10 sec, 95% completion), but then further metrics are only available for paid videos, which makes it more difficult to compare apples with apples.
When things can start to get a little messy
Being brutal about variations
- Keep social networks separate: trying to group performance across different social networks is very problematic, it’s best not to combine them as they are just too different
- Video length: can you group videos into perhaps two groups – short (under 15 seconds) and long (over 15 seconds)? The first delivering short sharp bursts of information versus longer form “stories”, such as a how-to guide or recipe
- Video metric: will something like 50% video completion work as a common measure for all videos? If someone gets through half of a short video, they’ve arguably taken on board much of the information it’s trying to convey. And if someone watches at least 50% of a long video, it shows they’ve decided to spend a chunk of time (by social network browsing standards) with your brand
A couple of further considerations
- Assess the ratio of paid to organic video views… this can be an effective way of further illustrating the impact of different creative
- Consider different types of media-buy for video against different “viewability standards”, such as a 2 second view, completed views or just impressions. It’s certainly one to watch as social networks and media agencies grapple with it
- Video is great because you get a sense of time spent with the brand
- However, there are many nuances around measuring it
- The most important thing is having a clear understanding of the video’s objective
- Simplify your reporting and analysis to spot patterns
Date posted: 29 September 2017
Custom Audiences: Pharma’s Social Saviour?
We know the pharma industry can present robust compliancy challenges for marketers attempting to reach audiences online. Fortunately, in their efforts to monetise themselves through their ‘custom audience’ features, the social networks have given the industry a useful means of addressing this. This post explores how these custom audience features have developed, what they include and best practice advice for pharmaceutical marketers.
Burden of Proof: Social Media Marketing and Return on Investment (ROI)
In the late noughties, Facebook and the other major social networks were aware they needed to show advertisers clearer ROI in order to demonstrate their worth as a serious alternative to established media. As the new kid on the block, there was arguably greater scrutiny and ‘burden of proof’ to demonstrate this than with traditional channels.
To address the challenge, Facebook launched ‘Custom Audiences’ in 2012. Twitter followed suit with ‘Tailored Audiences’ (in 2013) and LinkedIn with ‘Matched Audiences’ (2017). Each of these effectively offers the same thing.
Custom Audiences 101
The theory behind Custom/Tailored/Matched Audiences is very simple – enable organisations to target social network publishing to customer specific segments. This is done by matching the profile an organisation holds about a customer with that customer’s social media profile(s) using data points, such as email address or mobile phone number.
The organisation can dice and slice its customer base as it wants (e.g. by specialty, seniority) and share great content – relevant, timely, actionable – to them.
Clearly this raises a number of data protection points, which the social networks had to address. These include processes to stop the social networks from actually seeing which customers are being targeted and requiring a minimum size of audience to target.
Significantly, these products have helped social networks move from being ‘just another channel for reaching people’ to a starting point for sophisticated customer relationship management.
Pharma Industry Compliance
Clause 9.9 of the 2016 Association of the British Pharmaceutical Industry (ABPI) Code states, ‘The telephone, text messages, email, telemessages, facsimile, automated calling systems and other electronic data communications must not be used for promotional purposes, except with the prior permission of the recipient.’
Consequently, you will need the explicit consent of your target audience to serve them content using Custom Audiences (regardless of industry this is the right approach to take). Ultimately this means if you’ve established a diligent process for using Custom Audiences, you’ll have pharma compliance-proofed it. Handy.
The way in which you actually capture those permissions has been discussed in our content marketing article, and we’ll discuss it again in future posts. But in terms of persuading people that it’s worth their while to opt-in… well, a promise of contextual, timely and useful content is a good place to start!
These Custom Audience products have evolved significantly over time, becoming much more straightforward to use than when they first launched. However, regardless of how simple they are to use, unless you have some interesting customer data upon which to create an audience segment, you’ll be limited to what you can do.
Let’s assume you’ve collated a list of healthcare professionals (HCPs) who’ve all opted in. Now, what else do you know about this group that you can use to segment and serve up different content? This presents an interesting question for the point of data collection. What additional information will you ask for? What’s the minimum viable amount while still having enough to make meaningful segmentation? Like most things, it’s important to have some clear objectives before you begin.
Telling a Better Story
None of this is to say that using targeted audiences is all plain sailing. The matching process will never be close to 100%. In fact, depending on how much information you’ve collated about your audience, it might be significantly less. To be clear, that doesn’t mean you might reach the wrong people, just that you won’t reach all of the people that you’d like to.
What I really like about using targeted audiences is the ability to tell each audience a better story. By building a picture of both who they are and what they do (i.e. the content they respond to and engage with most) you can get smart with what you tell them next, hopefully building a stronger relationship. We’ll also talk more about website retargeting in future posts.
Which Networks to Use?
Now that this audience targeting feature is available across Facebook, Twitter and LinkedIn, pharmaceutical marketers have many options. In targeting HCPs, Twitter and LinkedIn are pharma’s preferred networks; however, given the scale and ubiquity of Facebook it shouldn’t be ruled out. Of course, every sub-section of an industry and every audience is different, so a test-and-optimise approach is advised. Start small; identify what works and what doesn’t; do less of what doesn’t and more of what does.
A Final Thought on Diluting Brand Value
Much of this post has been about the benefit of reaching target audiences, in the channels they’re using, with contextually relevant and valuable content. Content that addresses the needs of the audience first and supports business/brand goals second.
This is important, because when I see companies, or brands publishing irrelevant, unhelpful, self-serving content, they’re in danger of brand dilution. By this I mean, each piece of poorly targeted/frequently repeated/boring content erodes audience interest/trust/consideration for that brand (even if just a tiny amount).
Respect your audience’s time, inbox and feeds. Offer them great content that’s relevant, timely and actionable. Put their needs first. That’s how you build relationships, earn their trust, and enhance your brand value.
Have you considered using these types of targeting options through social media?
Do you see content in your own newsfeed from a brand you shop with that feels hyper-relevant?
Please share your experiences and comments below.