Facebook recently changed its appearance (again), this time adding the highly buzzed-about Timeline.
What does this mean for brand pages, though? Timeline not only changes the way the page looks, but also how a viewer looks at the page.
A web-camera tracked eye movements of Facebook users for a Mashable study, and found that the cover photo is the new Facebook wall – at least in terms of how long viewers looked at it.
This photo compares eye movement on the old Facebook (left) to the new Facebook with the Timeline feature (right). As you can see, eye movement is concentrated on the cover photo, and less on the actual wall posts.
The cover photo, a picture not found on the old Facebook pages, attracts most viewers’ attention, and the top of the page in general is much more attention-getting than it used to be. In the study, 100 percent of the viewers say they saw the cover photo.
100 percent.
In fact, the cover photo replaced the wall as the page element viewers notice first.
The good news? You can control what you put as your cover photo – perhaps even more than you could control what was posted on your wall.
Glad, one of the top makers of trash bags, has launched a social media campaign using a fake reality show on Facebook and Twitter called “The Wild Life,” featuring five wild animals living in one house. Because, “no matter how wild life gets, clean up is in the bag.”
Instead of talking about trash bags, something the company says most consumers don’t want to talk about, Glad has decided to illustrate the craziness of domestic life.
Glad usually focuses on television ads, and this is its first venture using social media as the main focus of a campaign. But the company realizes the value in social media, and the opportunity an integrated campaign provides for reaching a larger audience than just focusing on TV.
Take a look at the first episode here, then you can get a personalized video made using Glad’s new app, which takes personal information from your Facebook profile.
The best part about this social media campaign? Facebook users that “like” the page on Facebook are entered for a chance to win $25,000.
You can’t win $25,000 just from watching a TV ad, can you?
Apparently there is a lot to “like” about Facebook.
(pause for reaction)
In all seriousness, a new Facebook advertising research study was just released and it examines over four million data points from a wide variety of industries. Interesting, slide-worthy highlights include:
For ads with a ‘Like’ button, older Facebook users have a higher CTR while younger Facebook users will tend to click ‘Like’ directly within the Facebook ad
While propensity to click-through on Facebook is positively correlated with age, propensity to like is not
Age has a strong positive effect on whether a user will click, but has a less pronounced opposite effect on the likelihood of them becoming a fan of a page
Overall, women are 11% more likely to click on an ad
‘Like’ rates are almost even for men and women; men are actually 2.2% more likely to ‘Like’ an ad than women
For women, CTR is 31.2% higher for the 50+ age group versus 18-29 year olds; men only see a 16.2% difference between the age groups
Versus all age groups, 50+ women’s CTR is 22% higher versus a 16.4% difference for males
Stat of the Day: Almost Half of Moms Like Your Brand Without You Doing a Thing
New Survey Shows Moms Are Proactive in Searching Out Brands on Social Channels
Ok, Father’s Day is over. Hope the dads enjoyed their golf games and are all wearing their new ties. Now, let’s get back to talking about Mobile Moms.
There’s a lot of talk about how important it is to drive Facebook likes for your brand to build an audience and build engagement in order to keep your brand’s news in the feed. There’s less talk about how to actually get people to like your page. According to this survey, you don’t necessarily need to do much at all. Thirty-one percent of moms sampled here proactively sought out brands they liked on Facebook and another 11% liked a brand after they saw that their friends had liked the it. If we assume that some of the “other/NA” and article-based likes weren’t directed by the brand, we start getting to a majority of moms liking a brand without the brand having to market at all. The survey was conducted by Mom-entum — part of social-media agency Big Fuel — and SheSpeaks, a women’s social-engagement platform (which we’ll note isn’t representative of the overall population)
Some other quick findings:
* About two-thirds of moms (68%) don’t mind having brands contact them through social media if they feel the content is relevant to them.
* 62% say that a positive product experience is the biggest motivator for them to talk with others about a brand. 33% most wanted to share coupons with friends.
* 72% trust the content of a brand/product website, followed by third-party content on Facebook (68%) or articles (68%)
* 29% report that email is still the top way that they want to hear from companies
