Podcast Ep#1: The Facebook Ad debate, the Beijing #Airpocalypse and more
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This is my first Podcast episode… pretty exciting! My mission is to Guide you through the cultural, logistical and technical needs to launch Globally!
In this episode, I will talk about the Facebook Ad debate, and how you can leverage it positively for international growth, and in the cultural section, the Beijing #Airpocalypse and Stuffed Animals in one of Tokyo’s restaurants.
1st topic: Facebook has been getting some heat lately as many are questioning their new algorithm and effectiveness of their Ad platform. Facebook now requires brands that you might have liked to promote their content with paid ads or promoted posts.
Facebook announced that only 16% of fans are seeing brand posts, and their algorithm removes ‘News feed spam’. So brands that are paying for promoted content will always come up first in the newsfeed. And brands who spend more get more eyeballs (following the TV Broadcast model) and as a result many smaller brands are questioning the overall effectiveness of Facebook Ads.
An interesting backlash has been taking place, here are two case studies.
1) Eat24.com announced a few weeks ago it was breaking up with Facebook and published a break-up letter.
Let me quote: ‘Hey. It’s Eat24. Look, we need to talk. This isn’t easy to say since we’ve been together so long, but we need to break up. We’d love to say “It’s not you, it’s us” but it’s totally you. Not to be rude, but you aren’t the smart, funny social network we fell in love with several years back. You’ve changed. A lot.’
2) MeUndies.com recently mocked Facebook Ad’s nudity policy by creating mock Ads. The company posted stick figures photoshoot re-enactments which drove to a Too Hot for Facebook page. Curious many users clicked and the ads turned out to be a huge success.
The fact that both of these rebellious marketing initiatives went viral clearly indicates that:
Being a rebel brand gets you noticed!
My recommendation: If you want to grow your business internationally, do not completely abandon Facebook. Facebook’s footprint is huge in Asia and Latin America. Emerging markets have the lowest online ad spend due to fewer e-commerce outlets marketing in these regions which increases the potential return of investment (view infographics & my blogpost on this topic) Invest in International Facebook Ads, measure the benefits and don’t let your undies get on fire.
When creating an International Facebook Ad:
1) Pick a specific demographic: if you are interested in the Asia Pacific Market start with Indonesia, Malaysia or the Philippines (all of these demographics are extremely active on FB).
2) Create several Ads with different messaging
3) Pick the website conversion Ads
4) Review your results and ensure you include the conversion tracking pixel component (you can read more about it here)
Second part is the cultural section. I cover cultural news to help inform your business of what’s going on around the world to hopefully help inspire some ideas.
#Airpocalypse: A Brewing company in Beijing, Jing-A-Brewing decided to boost up the morale by offering everyone free beer if the pollution index goes over 500. A humorous way to deal with the situation while ensuring customers stay in-doors. The company felt, poking fun at the growing pollution problem could be a good way to respond to the issue while promoting their business. Again – this is a snarky way to get some attention while helping your consumers deal with the situation at hand.
A restaurant in Tokyo, Japan Moon in Cafe offers dining with a stuffed animal for solo customers. No surprise, it’s a hit amongst the Japanese demographic as it reinforces their love for corky, manga, anime, and pop-culture. This same brand will be opening a restaurant in NYC with guess what, no teddy bears. A good example of how a brand is altering their branding based on their location.
Please join the conversation by using #GlobalInfluencer and share your thoughts.