Tag: facebook ads

Facebook obtains social media marketing “influencers” patent

The largest social network in the world has patented tech to identify those whose influence is the most powerful.

Facebook is always looking for a new way to monetize, particularly when it comes to the lucrative area of social media marketing, and now it has started in yet another direction as it has patented technology that will allow it to spot the top “influencers” among its users.

This is all a part of Facebook’s broader strategy to keep ahead of what its users want while they use the site or apps.

Once it has determined what its users are into at any given time, then the next phase of its social media marketing strategy is to discover those people who will purchase such a user base. It can therefore successfully market content that its users will be able to discover and share. The outcome is that groups of consumers are formed for interested marketers to be able to target. The big data analysis at Facebook has given the company the ability to identify the individual users who are most responsible for creating the largest responses in a group; the “influencer”.

The company has now patented the codes necessary to discover the influencers who give social media marketing the most potential.

Social Media Marketing - Facebook patentThe patent for this marketing technology was first filed in 2011by the head of Ads at Facebook Inc, Andrew Bosworth. The company was able to obtain the patent only a week later. It is somewhat similar to other patents that are held by other industry giants such as Microsoft Corporation, Yahoo! Inc., and Google Inc. According to many analysts, the Facebook patent is especially ingenious for “Influencer Marketing”.

The marketing code from Facebook differs from that of other giants in that it provides a highly simplified method of spotting the celebrity influencers. The analogy from the company is that it finds the “expert”, first. That account will then encourage a share from the influential celebrity, creating a number of follower sharing explosions that are quite strong in themselves. The competition’s social media marketing strategy is more focused on the size of an influencer’s connections or the strength of that influencer’s followers.

Social media marketing study shows Facebook’s network is hot

The research found that the company is ready to take on the needs of app marketers in its ads.

A recent statement from Fiksu, a mobile marketing firm, has shown that the current forecast in social media marketing looks very good for Facebook in terms of effectively advertising smartphone and tablet apps.

The latest data is showing that the social network has the ability to encourage people to download the games.

Games are a considerable driver of the overall social media marketing ad revenue that Facebook has been experiencing. Earlier in 2014, Facebook initially rolled out its advertising network, offering app developers an opportunity to reach out to device users and encourage them to download their offerings. For many, this has become a golden opportunity that has brought them from relative obscurity into a level of relevance in the mobile app world.

That said, the successes of social media marketing ads for mobile app developers weren’t always obvious.

Social Media Marketing - Facebook popularAccording to the Fiksu chief strategy officer, Craig Palli, the results seen for mobile app developers using Facebook for their ads were relatively disappointing for the first while. They showed low response rates. However, while advertisers have seen lower click through rates, at the same time, they are still seeing a better return on investment than they have been seeing via other methods and techniques. This was demonstrated by recent research that was conducted by Fiksu.

Along with Facebook, the firm also looked into eight mobile ad campaigns for apps, one of which was conducted by a game developer and a large retailer. As a whole, what was found was that ads for mobile apps on Facebook averaged a 1.16 percent click through rate. Similar ads on the mobile ad network at Facebook saw only a 0.34 percent average click through rate.

That said, though the social media marketing ad network saw lower response rates, it also experienced notably higher conversion rates. The ad network’s conversion rate was 26.28 percent, whereas the ads on Facebook, itself, saw a conversion rate of a considerably lower 16.61 percent. Moreover, the network ads saw a much higher average revenue per user ($3.64) than those on the Facebook app itself ($1.63).