About Cynthia Boris

Cynthia Boris is a freelance writer, social media consultant and a firm believer that content is still king. A former magazine staff writer and book author, she now devotes all of her time to the world wide web.

Facebook ad research shows branding is a key and often missing link

There are plenty of TV commercials out there that leave you wondering what the commercial is for. Are they selling a car? A phone plan? A pharmaceutical that will solve all of your problems in a single pill? Sometimes advertisers sacrifice branding for the sake of being hip and entertaining. Well, maybe they can afford to be mysterious, but you can’t.

When it comes to online advertising – and in this case – Facebook advertising, Brand Link is one of the keys to running a successful campaign.

Facebook ad pointsFacebook’s Marketing Science team asked 700 consumers from around the world to evaluate more than 1,500 news feed ads. Researchers Neha Bhargava and Eurry Kim ran a variety of tests to determine how well people responded to different ads and they came out of it with seven key creative elements.

First impressions: Twitter’s new organic Tweet analytics rocks

My Tweets earned 5.5K impressions over the last 28 days.

I was impressed by that until I saw that I was down 8.0% compared to the previous 28 days. I’m slipping. But thanks to Twitter’s fancy new organic Tweet analytics tool, I can now pinpoint the source of the problem. . . .

Here’s my screenshot from this morning:

My Twitter organic analytics

I get that nice big headline telling me how well I’m doing in comparison to myself. I like that. That’s followed by a 28 day bar graph. Again, easy to read and the perfect overview of the ups and downs. Looks like late June was hot and things fell off as I rolled into July.

LinkedIn members are unique, driven and big spenders. . . or so they say

LinkedIn ReportLinkedIn just published a new study about harnessing the power professional consumers or “prosumers” as they call them. Without even looking at the numbers I can tell you that LinkedIn members have more buying power. It’s a networking site for people who are serious about whatever their business is, so chances are they have more discretionary income and a desire to advance – both professionally and personally.

What surprises me is LinkedIn’s choice of opening and closing graphics for their report. It’s a group of cavorting college students. The girls are all riding on the back of the boys and everyone is laughing.

Is this really LinkedIn’s audience? Shouldn’t we see people at work, at a conference. . . girls not riding on a guy’s back?

Millennials banish boredom with Twitter

Millennials are a tricky group. They fall between age 18 and 34. On the younger side, they’re just starting out the “adult” portion of their lives. Many are headed to college while others are still figuring out what they want to do. On the other end of the group, we have marriage and kids and mortgages but that doesn’t mean boring. Millennials can be movers and shakers, YouTube stars and start-up kings, but you’ll also find plenty of lost souls who use social media to replace the daily social interactions they had when they were in school.

One thing you can say about all Millennials, is they’re mobile. 80% of Millennial Twitter users post and skim their feed via a mobile device.

Millennials on Twitter

Serving up Pinterest popovers for breakfast

Pinterest is concerned that your fans might not be following you on Pinterest. Sure, you have a Follow button on your website but it’s all mashed in there with that Twitter button and Facebook button and YouTube button and so on and so on. They also want you to know that helping people find you and your Pins is good customer service, so it’s your duty to do everything you can to guide your customers to the promised pin-land. . . .

. .  . Like install the NEW Pinterest pop-up Follow button.

Pinterest Follow Button

Here it is on Nordstrom’s website. It’s a beautiful popover with pins and a giant red Follow button. When your visitor clicks, they don’t ever leave your website. One click (assuming that they’re already logged in to Pinterest) and you’re engaged. The box goes away and your Pins will begin showing up in their home feed.

The largest percentage of email marketing revenue comes from this device. . .

According to a new Custora report, 26.7% of revenue from email marketing – the largest percentage  – was generated via this device. Was it the desktop? The tablet or the mobile phone?

Surprise, surprise, it was the mobile phone. Emails opened on a desktop only generated 20.9% of revenue, tablets generated 23.1%. That’s amazing given that a large number of marketers haven’t optimized their emails for mobile. Mobile phones also drove the majority of Direct traffic conversions while Paid Search rules on tablets.

Look at this grid from the just published “Custora E-Commerce Pulse Report“:

Custora Ecommerce percents

On desktops, it’s all about Organic Search, followed by Direct, Email and Paid Search. And look at what’s not doing so well on any device – Social Media coming in no higher that 0.6% of revenue from mobile phones. It’s barely a blip and it’s worse on desktops and tablets.

Paypal takes a look at the cashless utopia

Paypal mobile paymentsIn the last month, 3 people told me they were reluctant to make a payment online. They were concerned about putting that “kind” of information online. They were afraid it might not be secure. But these same people wouldn’t think twice about handing their credit card over to a waiter at a restaurant. A waiter who walks away with it and could easily use it to buy a TV on Amazon while you’re finishing desert.

Funny how we trust people but not machines. The shame of it is, those machines could save us all a lot of time and cut down on our stress!

Paypal surveyed 15,000 people in 15 countries and asked them how they felt about living in a cashless society. 78% agreed that paying online was ever so easy, but 40% said they wouldn’t do it with a mobile device.