THE DIGITAL MARKETER'S #1 DAILY BRIEFING. BE IN THE KNOW - IN JUST 5 MINUTES.

August 13, 2018

When you have teens on your app, Facebook really wants you to join them. TBH is one such app, that FB bought and it has an important lesson when it comes to product launches. In other good news, some old targeting options are back for FB Ads. We have a look at the power of some email tools, and noticed crypto has its official "shitcoin".

August 13, 2018

August 13, 2018 2160 1440 The digital marketer's #1 daily briefing!

GENERAL

Remember that Gmail update Google announced earlier this year?

Well, it’s pretty much here. We’d like to take a moment to remind you of something.

If you want to make sure our emails don’t get sent to the wrong tab or even the dreaded spam folder, you should add us as a contact, and drag & drop this email to your Inbox tab.

And if you’re not on Gmail, you check how to do the equivalent from this article.

Are you a total geek when it comes to data?

There’s some good news for you from… You guessed it – Google!

For those who don’t know, Google has this product called Data Studio. It’s a tool meant to help marketers make sense of data.

And it got a few updates which you should check out if you haven’t already.

The two novelties are the Explorer feature, that helps you bring your data analysis together with one click and Data Blending, which lets you see your data in a single visualization.

How to get your app so viral that Facebook buys it!

In an attempt to attract teens, Facebook purchased viral polling app TBH last October.

While the app got shut down just a few months after due to low usage, the way the app went viral initially is worth taking a closer look at.

For social apps, like TBH, a key factor to become successful is that your audience will have a critical mass early on. Users need to find their friends and family and not just a handful of Silicon Valley socialites who are actively downloading new mobile apps.

How did TBH do that?

They discovered that teen Instagram users would frequently list their high school in their bios. Then they would simply crawl the school’s page and follow all the accounts that contained the school’s name.

Now this is where they used the psychological trick: Curiosity 

The app’s Instagram profile got set to private with something mysterious in the bio like “You’ve been invited to the new RHS app – stay tuned!”

24 hours after following the target audience (people were curious about the profile and requested access) they added the App Store URL and made the profile public.

This notified all students at the same time that their Follow Request had been accepted and they subsequently visited the profile, looked at the App Store page, and tried the app.

There are analogous ways to employ these tactics at Facebook.

For example, when using Facebook’s Quick Promos, you should avoid providing an instant download link. Instead, request push notification permission to alert the targeted users at a later date.

That way, you can collect their interest and contact them simultaneously to ensure critical mass during the launch hour.

This can also work for e-commerce launches. Curiosity can be quite powerful!


FACEBOOK

Targeting will be less of a trick shot

Facebook’s bringing back some old and adding some new ways to target professionals.

This question of “How can I target people with X job now?” was very common in groups and now it has an easy answer. Here’s everything that FB will offer:

  • Page Admins: Behaviors targeting > Digital activities > Facebook page admins
  • Employer Targeting: Demographics > Work > Employers
  • Job Title Targeting: Demographics > Work > Job Titles
  • School Targeting: Demographics > Education > Schools
  • Field of Study Targeting: Demographics > Education > Field of Study

New step in fighting fake accounts

Did you really think there won’t be more restrictions added by Facebook?
The company just announced that they will require managers of pages with large US audience to go through an authorization process in order to continue posting.The goal here is to make sure there are no fake or compromised accounts posting.

The managers have to enable two-factor authentication and confirm their primary country location.

This is only for US for now but we have a feeling it will expand as FB improves their process for it.

In the Page Info page, people will also then be able to see where the people who manage the page are from.

Instagram will also add these features, in case you thought FB forgot about it.

Let’s talk about why FB is so strict

“I am an advertiser that pays for all this stuff. I can spend $10k a day, if only FB lets my diet ads run. Hmph, what a company – banning people who pay them.”

That’s a bit of an exaggeration but some people do think that way. Even more so lately with the scandals and the 20% drop in stock price in one day, comments that allude to “advertisers funding the FB machine” are more common.

Paul Jeyapal looked closer at the numbers. It might surprise you but $10k per day is almost meaningless to Facebook. And no, it’s not about how much money they have, it’s about user lifetime-value.

For North America, the average revenue per active user is just over $100 per year right now. Most people use FB regularly and probably will continue to do so for a big part of their life. To use Paul’s calculations:

“If Facebook has already managed to keep me interested in visiting daily for a decade who is to say I won’t keep being visiting for decades to come?

Say I use Facebook till I’m 75.

That means I’m worth $6,315.36 to Facebook in my lifetime.”

So in other words, if your $10k per day makes FB lose at least 2 active users, you are hurting their business, not helping them at all!

Now you can probably see more why false-positives are not something Facebook tries too hard to fight against. They want it perfect but if they can choose, false-positives are much better for their bottom line.

Advertisers will still want to reach those users, they will bid higher, and FB will continue to fight just as hard because with improvements in their apps and reach, it’s not unreasonable to have numbers of >$10k LTV for users.


E-MAIL MARKETING

Email Marketing for e-commerce: Klaviyo vs MailChimp

You probably got the news that in most businesses, including in e-commerce, it’s all about LTV, aka lifetime value of your customer.

So that means you rely on making your existing customers buy again, and again, and again, all their life. Sounds evil, but really it’s common sense. You want to provide them with a good service forever.

That’s best for you and for them.

Question is, how do you build that relationship? And the one clear answer is email marketing.

Bostjan Belingar wrote a big post in Ecom Empires, comparing the value of the 2 most popular solutions: Klaviyo and Mailchimp.

His verdict? Klaviyo is a clear winner and you are probably leaving thousands on the table if you are using MailChimp, or any other email service provider for your store.

Or, maybe there are more that can replicate what Klaviyo can do.

If you are looking to tweak your email, whether for e-commerce or other services, the post is a great read with very useful examples of how to get the most out of email!


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.

“We’re the first official shit-coin”

It’s probably as literal as it can get.

It has nothing to do with whether the coin is good or bad, aka shit.

It has to do with the fact that TRON has partnered with smart toilet supplier Moshroom.

On a more serious note, the idea is for TRON to provide a payment infrastructure for more people to be able to pay for these toilets in developing countries.

The main areas they are targeting are India and Southeast Asia, known to have challenges when it comes to access to clean and safe toilets.

TRX – the coin you use to “do your business”.

Believe it or not, this news did not make TRX triple in price.

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