#sm look at your potential customer oh my god
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sm entertainment~~~~ I know u want a bite~~~ this could have all been urs if u hadnt been 3 kids in a trench coat in that boardroom psychologically torturing a young adult when his friends were cut off from him~~~ let's come back to our senses nowwww~~~ OR THE ONLY THING U'LL EAT IS MY FIST
2nd chance with the fancy lunchbox 😭 now i really need to be a part of the protest team </3 she always goes above and beyond for seunghan and briizes, i love her so bad :((
#ddolbox#ddolfs!antonologist#dare i say 2nd chance alone helped make riize known by the general public 🫢#the subway ads#taxi ads 😭#the birthday project by han river!#even a page dedicated to seunghan on marie claire#2nd chance does not fuck around#sm look at your potential customer oh my god
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Between the Lines 2
Warnings: non/dubcon, Lee is rude, customer service triggers. and other dark elements. My username actually says you never asked for any of this.
Characters:Lee Bodecker
Part of the Bookstore AU
My warnings are not exhaustive but be aware this is a dark fic and may include potentially triggering topics. Please use your common sense when consuming content. I am not responsible for your decisions.
As usual, I would appreciate any and all feedback. I’m happy to once more go on this adventure with all of you! Thank you in advance for your comments and for reblogging.
Another day, another shift. It starts off less than ideal. Traffic is a slog and there’s customers outside waiting for open as you walk up. You have to escape them like a zombie horde to get inside. This time of year, they tend to resemble extras in The Walking Dead.
You put your things in the back and punch in. You help Giselle with the opening list as her lashes droop precariously. She’s never very awake on her morning shifts. As you balance the till, she yawns and checks her phone.
“That old lady is out again. Something about her back,” she pops a piece of gum in her mouth and starts chewing noisily. “Not like she could do much more than wring her hands.”
“Oh, that’s too bad,” you login and look across the store. You prefer being on the floor but you won’t get to stretch your legs until after noon.
“Eh, whatever. Not many seasonals this year,” she drones, “good, I don’t have to put up with children.”
You glance at her. She’s not much older than the high school students who come in to work the holiday sales. She’s just into her sophomore year and has the false sense of authority that often replaces the freshman fear.
You won’t mention that you have a masters and you’re still standing in the same place as her. Albeit, you’re full time and a pay grade higher. Still, it’s not that steep a gap between you.
The first customers are let in and swiftly fan out in their missions. A man comes up to ask about Tom Clancy’s novels and you point him in the right direction, telling him that Colton will be there to help out. He thanks you and shuffles away.
The morning drags by as you ring through the early birds. It’s that time of day where everyone is still waking up and seems to have something to complain about. You’ve suggested complementary coffee in hopes that it might quell their gripes.
Around eleven, you lean on the counter, the store effectively empty, and your headset crackles. Your name is called over the line to go to the operations room. You look at Giselle but she’s transfixed on her phone. She doesn’t even hear you say you’ll be right back.
The assistant manager, Colin, greets you in the operations room, one desk empty as he sits in another and wiggles a pen. You hover by the door as he keeps his focus on the monitor. For people who work in a bookstore, they do prefer the digital to the hard copy.
“Alright, let’s not waste time,” he leans back, finally tearing his attention from the computer, “got a complaint about you.”
“What?” You frown.
“Doing customer surveys, the online ones. This one’s particularly glowing,” he squints at the monitor again, “‘extremely dismissive and condescending. Kept trying to walk away’.”
“I never… are you sure it’s me?”
“They got your name. I went over the tape and it tracks. This guy, cop it looks like, you walked away twice. Why?” Colin points the pen at you derisively.
“Um, well, he told me to but changed his mind,” your eyes flutter as your nerves wind up. God, it has to be that jerk officer. “I did help him but he didn’t seem to want it.”
“Not what he says and he is a customer,” Colin sighs, “going to have to write you up, sweetie.”
You blink and hold your eyes shut. This is bullshit. You know better than to voice that thought.
“A write-up?”
“Relax, you got three before we do anything,” he pulls a paper over the desk and turns it towards you, “take the slap on the wrist and get back out there. It’s books. Just… smile a bit more and…” he pauses, his gaze dipping beneath your face, “maybe push your shoulders back. Posture’s important.”
You sniff back your disgust. You know what he means. Shoulders back; chest out. Gross. You cross the room and take the pen, reading over the write-up and the comments copy-pasted from the survey. Wow, what a jackass. You sign. Despite being a corporate peon, Colin’s right. It’s easier to just take the mark on your record.
“Thanks, sweetie,” he slides the paper away, “get back on the till.”
You nod and back out of the office. You shake your head as you stride through the store. This is so stupid and where the hell is Mr. Pine? He would’ve at least heard you out and overridden this nonsense decision. He’s been elusive lately and it shows.
You get back to cash as Giselle pops her gum noisily, “where were you, I gotta pee.”
“Go,” you wave her off as you step up behind the machine, “dead in here anyway.”
🚓
The day ends in the furor of after-work shoppers. You finally get free of the rush and into the lot. The air is crisp and whispers of the coming snows. Not quite cold enough as only a cold mist flecks down and has the tarmac shining black.
You go to your car and fish out your keys. As you do, someone rolls up behind your bumper and stops, exhaust puffing up in a stink. You shove the key in the door and glance over as someone gets out, staring at you over the roof of the cruiser. What the hell?
“Finished for the day?” The officer asks, the very same blight you had the pleasure of meeting the other day.
“Yes, officer.”
“Don’t sound so happy,” he comments, “nasty weather, huh?”
“Mhmm,” you nod and open your door, throwing your bag across to the passenger side.
“You’re being shifty… you nervous around cops?” He challenges as he rounds the hood of his car, nonchalantly idling in the lane.
“No,” you shrug, “I’m just headed home. Worked a long day, sir.”
“Oh yeah? You work so hard, don’t ya?” He scoffs, “smiles all worn out, ain’t it?”
He looms close, putting his hand on the roof of your car as his other comes up to touch your chin. You step back to look at him, crowded against the open door. You gape at him, heart pumping wildly.
“Officer, can I help you with something?”
“Sheriff,” he taps the star emblazoned on his coat, just under the fleecy collar, “I’m not lookin’ for your help, don’t you worry, but you look like you got a load on ya so I’m just doing my duty here and checkin’ in.”
You set your jaw. You’re not working, you have no obligation to pander. You’re parked between the lines, your insurance is up to date, and you’re tired as fuck.
“I’m good, sir. Thanks for asking. I gotta get home.”
He smiles, his hand falling to your scarf. He fixes the fabric as you fidget, resisting the voice that hollers at you to push him away. Assault on an officer is the last thing you need.
“Get home and cozy, huh?” He smirks, his blue eyes sparkling, “got someone special waitin’ on ya?”
“Sir?” You frown.
“Dangerous livin’ alone. I’m just makin’ sure you’re safe.”
You clamp your lips tight. He wrote a whole essay about you’re disservice to him, so why is he bothering you now? This is quite the power trip.
“Fine, sir. My cat will be hungry, so uh…”
“Ah, one of those,” he snorts and pulls away.
“One of…” your voice trails back.
“Don’t need no man,” he tuts, “you got your cat. They all say that before they know what’s what.” He wags his fingers as he backs away, “there’s only so much you can learn from books, you’ll see.”
You stare, frozen in place. Is that a threat? Is this all because you tried to help him? Because you didn’t just take his entitlement and swallow it like cherry pie? As absurd as it seems, it’s still scary as hell.
#lee bodecker#dark lee bodecker#dark!lee bodecker#lee bodecker x reader#series#drabble#au#bookstore au#between the lines#the devil all the time
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Facebook Marketing: What’s Changing, What’s Not, & What To Do
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
https://ift.tt/2GD0A4Y
0 notes
Text
Facebook Marketing: What’s Changing, What’s Not, & What To Do
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
https://ift.tt/2GD0A4Y
0 notes
Text
Facebook Marketing: What’s Changing, What’s Not, & What To Do
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
https://ift.tt/2GD0A4Y
0 notes
Text
Facebook Marketing: What’s Changing, What’s Not, & What To Do
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
https://ift.tt/2GD0A4Y
0 notes
Text
Facebook Marketing: What’s Changing, What’s Not, & What To Do
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
https://ift.tt/2GD0A4Y
0 notes
Text
Facebook Marketing: What’s Changing, What’s Not, & What To Do
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
https://ift.tt/2GD0A4Y
0 notes
Text
Facebook Marketing: What’s Changing, What’s Not, & What To Do
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
https://ift.tt/2GD0A4Y
0 notes
Text
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
from FEED 9 MARKETING https://ift.tt/2GD0A4Y
0 notes
Text
Facebook Marketing: What’s Changing, What’s Not, & What To Do
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
https://ift.tt/2GD0A4Y
0 notes
Text
Facebook Marketing: What’s Changing, What’s Not, & What To Do
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
https://ift.tt/2GD0A4Y
0 notes
Text
Facebook Marketing: What’s Changing, What’s Not, & What To Do
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
https://ift.tt/2GD0A4Y
0 notes
Text
Facebook Marketing: What’s Changing, What’s Not, & What To Do
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
https://ift.tt/2GD0A4Y
0 notes
Text
Facebook Marketing: What’s Changing, What’s Not, & What To Do
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
https://ift.tt/2GD0A4Y
0 notes
Text
Facebook Marketing: What’s Changing, What’s Not, & What To Do
Facebook Marketing: What’s Changing, What’s Not, & What To Do
OH MY GOD FACEBOOK IS DEAD STOP BUYING ADS WE’RE ALL DOOMED
Hold on a second.
The Facebook privacy quake has already forced the Facebook to change the way they handle and collect consumer data. That’s changing their advertising platform. And there’s more to come.
But before you freak out and pull your clients’ dollars, stop and think. Carefully. Adjust and adapt. Don’t lop off a limb.
Here’s what’s changing, what’s not, and what you should do:
What’s Changing
We don’t know what Facebook will do after Zuckerberg spends a week getting grilled by Congress in an election year. Here are the changes we’ve seen so far:
Shrinking Audience Size Data
Depending on targeting options you select, you can’t see leading indicators. In this example, Facebook won’t show me audience size and potential reach:
I see this more and more.
If you want to see just how rushed Facebook is right now, check out their spelling of “avaliable:”
What to do. Think like a damned marketer and know your audience. Use real, data-driven personas. Look at search data. Look at your house list.
No More Custom Audience Size
Facebook removed custom audience metrics.
We can’t see custom audience size, for example. That’s annoying.
We probably won’t be able to see trailing indicators like audience overlap and demographics, either.
What to do. Shake your hands at the sky and scream “WHY DO YOU MOCK ME.”
No More Partner Data
Data from partners like Experian is still there, but Facebook is going to remove it in the coming months. So options like this will become a thing of the past:
What To Do. Stop building campaigns based on partner data. It was nice while it lasted. Learn to use personas (yep, again)
Gone: APIs
Any app using any API will require Facebook approval. The Groups and Pages APIs must do things like “benefit the group” and provide “useful services to our community.”
That’s Facebook-speak for “forget it.”
The only exception is the Events API, which, which will no longer be able to access guest lists or post to event walls.
The Instagram API Platform was on the way out, anyway. Now, expect it to disappear that much sooner.
What to do: Don’t build apps as opt-in data harvesting tools. The APIs are going to be in flux for a while, and you may find yourself recoding, or losing data altogether. Again, use data-driven personas and search data to drive targeting across networks.
Gone: Call And Text History
Messenger has a convenience feature that conveniently shares all of your Android call and SMS data (not content). Right now, Facebook is purging data older than a year.
They haven’t done it yet, but I suspect they’ll remove this “feature.”
What to do. If you’re using SMS and call data to drive and target messenger bots and behavior, find another way before Facebook forces you to. Write smarter bots that learn and adjust intentions based on questions and language.
What’s Staying The Same
Here are some things that won’t change.
Big Audience
In January 2018, according to Statista Facebook had 2.1 billion active users.
If they all stood on each other’s heads, they’d be 367,400,000,000 cm high. Facebook’s audience is taller than 26 Jupiters stacked on each other!!!!
The closest competitor was YouTube, at 1.5 billion.
After that comes WhatsApp and Facebook Messenger. Of course, Facebook owns WhatsApp. And Instagram, which comes in 7th with 800 million users.
Call me when Facebook falls below 1.5 billion users. Until then, keep buying their ads.
Targeting
Facebook targeting is still damn near miraculous. I can target geography, demographics, industries, job titles, and interests.
I’m sold.
What We Don’t Know
It’s the things we don’t know that hurt Facebook’s viability. Facebook will probably further reduce segmentation and measurement. That could result in:
Lost KPIs. Take away our ability to track KPIs like reach or frequency, and we can’t measure performance. That would make life difficult
Anonymization. Removing most targeting options would reduce Facebook to a second-rate programmatic network, at which point we wouldn’t be able to do much
Serious audience collapse. Unlikely, but you never know. Maybe 1 billion people who happily turn over a lifetime of data for cheaper credit might suddenly decide enough’s enough and abandon Facebook en masse
So yes, there’s uncertainty. Don’t let that stop you, though. A little uncertainty is good for the soul.
Right Now: Keep Advertising On Facebook, But, Stay Nimble
Until we know more:
Set budgets for months, not years. Build in adjustments and re-assessment on a weekly basis so that you can roll with whatever Facebook throws at us
Don’t segment based on Partner Categories
Don’t build bots that depend on integrated Android and Messenger data. Find another way to integrate, or simplify. Or use the integrations and hope for the best
Create real personas and use those, instead of relying on reams of exposed user data
Diversify. Look at LinkedIn. Learn advanced targeting and remarketing options in Adwords. The hard lesson here is never, ever depend on a single ad network or, even worse, a single feature on a single ad network
Whatever you do, though, do not panic. Continue advertising on one of the world’s biggest networks. Your clients will thank you.
We’ll update this list as events warrant. If you see something new, leave it in the comments, and we’ll post that as an update, too. Or tweet changes to me at @portentint
https://ift.tt/2GD0A4Y
0 notes