Understanding Facebook Platforms Built to Play

Facebook really knows their way into an agency’s heart. We’re not their client, we’re their partner! Our clients are their clients. Facebook helps provide us with the tools we need to stay competitive and keep up with the ever-changing “best practices.” StrataBlue was humbly invited to attend a Facebook’s live event called Platforms Built to Play at their Chicago Headquarters.

Platforms built to play outlined shifts in consumption and showcased how the Facebook suite of apps and services are optimally designed for the rise of video content and consumption. Here I am going to outline some of the key takeaways from this event.

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The New Normal: How Messaging is Moving Business

For businesses, relationships are everything and every relationship starts with a conversation. This notion has stayed true since the first trade happened between cavemen. Today, we no longer have to rely on quickly moving from cave to cave to have interactions with others. We have tools and mediums that connect us instantly to whomever we choose. Messaging and messaging apps have been on a meteoric rise in the last few years.

By the end of 2018, nearly 78 percent of the world’s smartphone users will use a messaging app – whether it’s Facebook Messenger, WhatsApp, Viber – to host their conversations. By 2021, it’s predicted that the user base for mobile messaging apps will rise by another 23 percent.

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Facebook Attribution – Measuring People-Based, Cross-Device Results

In today’s age, people are constantly moving about, using multiple devices, and multiple browsers and channels. This can make it quite difficult to see the impact your marketing efforts have on your business. On top of all of that, traditional attribution systems no longer offer the full picture on the effectiveness of your marketing.

Someone could have seen your ad on their phone while perusing Facebook or searching for something on Safari, and then gone back to their house and bought the item using their laptop. With traditional marketing methods, there’s no real way to measure whether that ad had an effect on the user’s decision to buy your product.

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It’s the Most Competitive Time of the Year!

It’s time to start putting away those sandals and pulling our your favorite boots – the holidays will be here before we know it! Below are some topics that are top-of-mind as we approach Q4. Prepare as much as possible for the busiest and most competitive time of the year on Facebook!

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Measuring the Influence – What to Look for in Your Influencers

Using influencers is a more personable way a brand can reach the audience they want to have using their products.

Influencer marketing is one of the many new golden children of the marketing world – and it makes sense. What brand wouldn’t want to have a person who actively engages with and has the trust of their audience to take their product and give a positive review of it. According to Nielson, 92 percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising – an increase of 18 percent since 2007. Closely following suit to word-of-mouth is online consumer reviews coming in at 70 percent. This online consumer review is where an influencer come in to play.

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Facebook is No Longer Focusing on Pleasing Publishers

publishers

Over the last two decades, Facebook has been working on improving its platform for publishers with things like Instant Articles and News Feed Videos. Did they change their minds? Digiday, the digital media platform, has a “confessions series” in which they “exchange anonymity for candor”. I’m shocked to read the most recent confessions of an audience development head at a midsize digital publisher. Apparently, going into 2018 publishers aren’t as keen on Facebook as they once were.

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Facebook Community Boost: Making Their Mission a Reality

Facebook Community Boost

Facebook’s mission has been to make the world more open and connected. Seeing that much of the world’s communication is in the digital realm, this can leave people who are unfamiliar with digital behind. Facebook is going around and teaching communities about how to use Facebook and other digital tools, in efforts to connect the world. Facebook’s Community Boost team plans to visit 30 US cities by the end of 2018.

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Would You Pay for Facebook Instant Articles?

Instant Articles

Facebook is testing a subscription model for Instant Articles. They say that they want publishers to be able to monetize their efforts and stay more connected to their audiences. Instant articles allow publishers to quickly create fast and interactive articles on Facebook.

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Facebook Marketplace is Here to Stay

Facebook Marketplace

What is that little icon smack dab in the center of the bottom of our Facebook apps today? Well, that’s Marketplace, the shopping and listing feature that Facebook introduced last October. It just kind of popped up one day and you’re either already buying/selling on there or you have yet to check it out. Maybe you peaked at it for a second and then left like I did. It wasn’t until I was in need of a washer and dryer that I discovered the perks of Marketplace, almost a whole year after it became available! Kind of sad.

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How Facebook Taught Bots to Mimic Facial Expressions

bots

We’ve dealt a little with bots and artificial intelligence, but we really don’t know what it is going to be like once it really takes off. Right now, there are chat bots and automated telemarketers. We haven’t quite interacted with bots that can express human-like facial expressions. It sounds a little creepy, but nothing we can’t get used to. Recently, Facebook announced that its AI researchers are in the process of training bots to express various facial expressions.

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