Omniture, acquired by Adobe for $1.8 billion last year, has expanded its partnership with Facebook. Together, the companies aim to provide marketers with solutions to optimize the enormously popular social network as an effective online marketing channel.
Initially, Omniture and Facebook will focus on the ability to automate Facebook media buying and access analytics that measure customer engagement on the social networking service, although the two companies indicated that the partnership will expand even more in the future.
The closer tie builds on the Facebook (and FB apps) analytics capabilities Omniture announced in May 2009.
With the new solution, Omniture customers can now utilize the company’s new SearchCenter Plus product, essentially an enhancement of its search engine marketing management application with new functionality for purchasing Facebook Ads. Omniture customers will thus be able to compare Facebook ad campaign metrics alongside other media channels and increase their ad spend on the social network using tools they’re already familiar with.
In addition, Omniture customers can now generate reports specifically designed to understand ad effectiveness for things like Facebook Pages and applications.
Just yesterday, Eric Eldon from InsideFacebook posted a great, detailed article estimating Facebook’s current and future revenue run rate, projecting that the company could be on track to surpass $1.1 billion in 2010 (and could already have topped $700 million last year).
Partnerships like the one with Omniture are a great way for Facebook to appease marketers who have to date been hesitant to make a substantial investment in marketing on the social network as long as they have to learn new ways of setting up campaigns and can’t effectively track the success of those initiatives.
Out of curiosity has anybody had success with marketing on Facebook?
Facebook can profitable. But you can’t approach it like content network or search campaigns. Even advertising on Digg and Redditt can work well too.
yup. we built a branded facebook page for a large fashion company in Australia. The insights gained from talking with fans is now instrumental in determining what clothing the company produces and sells.
whitepaper – http://bit.ly/cixV7d
fp page – http://www.facebook.com/supre
Apologies for the hard sell, but, u asked :D
The only things I have heard really working well are basically scams. People playing games are offered gold (or whatever currency exists within the games and is important to the players) in exchange for lead generation activities. For example, a credit card company will pay $5-$10 for every person the game manufacturer can get to apply for a credit card. This works well because people on facebook are happy to waste endless amounts of time but not spend money and this does not directly cost them cash.
Other than there have been a lot of “successes” for large companies measured in branding and engagement metrics. The reality is that is that CEOs and marketing people feel facebook is important because it is all over the news and people are talking about it, so advertising agencies need to fill this need by selling them some form of marketing on it. At the end of the day it is still trendy enough that nobody stops to questions if it works.
good stuff to hear. that means more money for publishers and online affiliates :-)
Mormons and Facebook. What an interesting mix.
Its stories like this that make me wonder if people actually do research before they report on news. Omni announced a FB partnership…so did the other big vendor in the space like Coremetrics (yesterday) and smaller player Webtrends (last Friday). No mention of these organizations or what the difference in the news is? 3 companies making similar in the span of a week, i think that is a trend, but only report on one company who is last into the game…get it together people
For better or worse Facebook constitutes roughly 25% of the web traffic today. How can anyone in their right mind not try to tap into its marketing potential.
And you thought Orwell’s 1984 depicted Big Brother as being a totalitarian government that spied on its populace . Wrong. It’s actually corporations. Omniture is Big Brother .
Opt out!
Hey Jason:
I am the founder of Blonde 2.0, a social media firm which manages the marketing accounts of companies such as HP, ICQ and many other brands. We’ve had great success with our Facebook social media strategy and we see the network as one of the most significant online channels to market today, if not the most significant. You can see our case study of the work we did with HP here:
http://www.blonde2dot0.com/blog/2010/02/01/hp-israels-psg-group-gains-momentum-in-the-social-media-world/
Great article and this is good news.
Our experience using FaceBook for our own campaign is somewhat mixed. We have good response to getting our fan page but the Ads campaign is not yielding results as expect. The CPC campaigns we run brings impressive number of impressions but the CTR (click-thru-rate) is very poor. We realized that while there is 92 million users over 18+ years of age in the US, running a campaign against this target base is not very fruitful. We see the traffic coming from game pages with people staying less than a minute. It is important to optimize this to get acceptable results.
Btw, our service http://www.socialnetgate.com is in social media setup space.
what kind of cpms are people seeing on facebook these days?
i’ve run some campaigns on facebook and despite their traffic and less sketchy reputation than other social networks they’re all about the same as far as advertising goes.
I think Facebook does well from advertising right now because of all the Fortune 500 companies who think it’s just the cutest site but once the shine has worn off a little I think it will be another social networking site and advertisers will force it to cover itself with ads for .08 CPMs.
And SNS impressions aren’t regular content site impressions. I’d say the ratio is almost 5/1 meaning you get 5X your money’s worth (whatever metric is important to you) on other sites.
Social Media Marketing is a great addition to any traditional SEO work that you do, but it’s not a substitute. It’s an excellent way to get people to come to your site to take a look at what you have to offer and it isn’t difficult to implement. It’s fast becoming one of the most effective ways of marketing online.
Social media is the new trend that should not be avoided in any successful online marketing campaign.
Loves the entire social media and social networking concept.
Going back to teh original question about if anyone has ever made FaceBook work.
Well, I have never seen it not work in the project I had done. indeed, I wonder when they are going to raise their prices.
Even a web development company I had up till last september in Canberra Australia used FaceBook ads with great outcomes.
I am going to enjoy riding yet another wave in this amazing web journey as semantic advertising on social media and social networking takes hold
Jimi Bostock
PUSH Agency
Brisbane | Canberra | Sydney Australia
jimi@pushagency.net
I bought 10000 facebook fans on http://www.expandsocial.com for my Business Fan page and I immediately started seeing the conversion rate of Orders/Visitors on my online store increase fairly quickly. On average Facebook generates me over 300 hits / week to my website from the fanpage. Interaction was key though – once all the fans were added the page started to grow itself because of how viral it went.
10,000 fans were promised in 120 days. I now have 12,239 fans and it's been only about two months (way ahead of schedule which is awesome).
Hi Monica, could you please give us your Facebook Fan Page?