Social Media Update – May: Part 2

Facebook:

Measurement Mistake with Video Carousel Ads Viewed in Mobile Web Browsers

Facebook announced last Tuesday that a bug led to misattributed clicks that incorrectly charged advertisers for clicks on link-based video carousel ads. This misattribution counted the clicks from users to simply play a video in full-screen mode as a click to the advertisers website, and in turn, charging for that click if said advertiser was set up on a cost-per-click model (as opposed to cost-per-impressions).

This bug affected video clicks in the carousel format when viewed on Facebook’s site in a smartphone mobile browser, not in the Facebook app and not through browsers on tablets. This error applies to carousel video ads over the course of a year, however, Facebook’s audience via browser on a smartphone versus the actual app is so low, only 0.04 percent of impressions were affected according to Facebook.

If you are concerned about this measurement mistake, discuss with your Facebook advertising vendor partner or check out Facebook’s advertising help center. To learn more about this announcement, click here.

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Image source: Facebook Newsroom 

Facebook Banning Fake Live Videos

Live video has received some fake or spam live content to avoid users and businesses from sharing static images, animations or images on a loop. According to TechCrunch, “videos that violate the policy will have reduced visibility on Facebook, and publishers that repeatedly break the rule may have their access to Facebook Live restricted.” Learn More

Twitter:

Twitter Rolling Out Direct Message Cards

Twitter will be rolling out Direct Message Cards to advertisers (through both Promoted Tweets and in any advertiser’s organic Tweets) in the coming months. These cards include a customizable, four-button menu for a user to engage with in order to start a private message thread with the advertiser. Learn More

Instagram:

Instagram Adds Additional Features

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Last Tuesday Instagram launched face filters and a few additional features to Instagram Stories. These filters are almost copy-cat to the augmented reality filters on Snapchat, just a little simpler in design. Instagram also rolled out an eraser tool (to remove any drawings added to a Story), a Rewind feature (to reverse a video) and a Hashtag sticker (like a location sticker, but links to public hashtag page on Instagram.)

Sponsored filters have not rolled out to Instagram Stories yet, but “those could come eventually to rival Snapchat’s similar ad unit,” according to this TechCrunch article. Learn More

Social Media Update – May: Part 1

Facebook

Low-Quality Link Crackdown

Facebook is adding another evaluation layer to its News Feed and ad policy. Facebook announced Wednesday that they are cracking down on low-quality websites shared in organic posts and ads. This new enforcement on a policy that has been in place for a year will mainly affect websites with ads that either outweigh the content on the page or prove to be inappropriate (which Facebook defines as adult, sensational or prohibited content).

This update, rolling out over the coming months, should not affect shared links to HCA webpages since our websites do not have ads or pop-ups. However, if you are linking to a non-HCA site for health information and articles and you notice a drop in impressions, consider linking to another source that provides a higher-quality web experience to your audience.

This initiative serves as a good reminder to vet all links to ensure only relevant, quality content that provides a beneficial user experience is being shared.

More >>

New Offering – Offline Conversion Solution for Facebook Lead Ads

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Last week Facebook introduced their Offline Conversion solution to help track transactions occurring in the non-digital space to better attribute Facebook ad spend to all conversions. This new solution allows businesses to connect a CRM, POS or call-center system with Facebook ad campaigns to capture offline actions.

According to Facebook’s announcement, with the Offline Conversion solution, businesses can:

  • Direct connections between ads and results, whether a sale in a store, a booking over the phone or an in-person meeting you can see, measure and adjust their campaigns based on real downstream metrics that matter to their business.
  • Create campaigns based on offline success by targeting high-value customers from the prior month using Custom Audiences and Lookalike Audiences, and excluding in-store purchasers to find new local prospects.
  • Gain insights and build campaigns based on the actual transactions by retargeting buyers of a certain category with the next product or service you’d like them to buy.

More >>

Shortcuts Added in Facebook Groups

If your facility has any group pages tied to it, for example a NICU family support page, Facebook has added some new shortcuts that may be helpful to utilize. From the posting section, you can now easily start a live video and create a polls, group events and group albums both on mobile devices and desktops. These features may not be fully rolled out to your group page yet, but should be in the coming months.

Facebook Rolling Out “Latest Conversations”Latest conversations Fbook

In order to get users outside their News Feed bubble, where content that they choose and want to engage with dominates, Facebook has a new search update called Latest Conversations to expose users to all viewpoints.

When a user searches something via the Facebook search box, the search will default to the “Top” tab of results and showcase the most recent public posts around that topic, and a metric showing how many people are discussing. This unit will only appear for trending topics around discussion activity and the time of the search. More >>

 


YouTube

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YouTube Redesigning Desktop Site

YouTube unveiled its new site design last week, and in order to view and experience it, users opt into by visiting youtube.com/new. In general, the updates are aimed at making the platform look clean and simple, with an updated menu, dark mode (black/charcoal background for viewing at night) capabilities and updates to the search function.

This updates extend to channel pages and involve a full-width page banner and larger hero media and subscribe buttons (seen in search results on YouTube). More >>

 



Instagram:

Mobile Web Sharing Expanded

Instagram has updated its mobile website to allow photo sharing from its website via mobile browsers, which previously had been restricted to the app. In addition to the mobile uploads via their site on smartphone browsers, Instagram is also rolling out an Explore tab as well. Still unavailable through their mobile site are video uploads, filters, Stories and Direct Messaging. More >>

Binary Fountain Review Alerts on Your Mobile Device

By: Elizabeth Wuellner

We are excited to announce two new ways to receive notifications from Binary Fountain on your mobile device: SMS text alerts and the Closing the Loop mobile app. Read below for more information.

Sign up for text alert notifications today and start receiving your alerts by text within 24 hours of a new review being posted. The message includes the score of the new review and where it was posted and links to the Closing the Loop page of the dashboard, which you can access in your mobile browser to close the loop.  To enable mobile alerts, submit a request at https://hcadigital.zendesk.com.

The Closing the Loop mobile app allows users to receive push notifications within 24 hours of a new review being posted. From the notification, users have access to the app, where you can manage and track assigned tasks, view how long tasks have been open, respond to comments and (if you are an approver) approve responses from other users. To download the Closing the Loop app, search for “Binary Fountain” in the app store on your iPhone.

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Social Media Updates – April Part 1

By: Kelly Hutchinson

Facebook held its annual developer conference, F8, this Tuesday, April 18, so this social media update will focus on the announcements made at that conference. To view the videos of the keynotes and sessions from that conference, click here.

Facebook F8 2017 – Augmented Reality, Virtual Reality and Messenger

At Facebook’s F8 2017 conference, Mark Zuckerberg began his keynote by saying, “You may have noticed that we rolled out some cameras across our apps recently, that was act one. Photos and videos are becoming more central to how we share than text, so the camera needs to be more central than the text box in all of our apps.” Zuckerberg goes on to say that act two is “tied to a broader trend – augmented reality.”

Facebook announced several features and developments around augmented and virtual reality at the developer conference. In regard to augmented reality (AR), Facebook plans on incorporating games and photo filters through the Facebook app via the camera lens on smart phones. “We’re making the camera the first augmented reality platform,” said Zuckerberg.

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Facebook AR camera filters, TechCrunch

Facebook’s camera filter AR features will have a lot of options for users to choose from, much more than competitor Snapchat, and has been rolled out in closed beta this week. Eventually, these AR features will include virtual art you can lay over a space, or video games you can play on top of any surface through your phone.

In virtual reality (VR), Facebook announced Facebook Spaces, an app that lets you spend time with your Facebook friends in social VR. This app allows you to build a world or space and virtually hang out with friends (as cartoon-like avatars) by using gear produced by Facebook-owned, Oculus.

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Facebook Spaces, Business Insider

Facebook Messenger is also getting some new features through chat extensions, which started rolling out this week. These new extensions allow users to share music via Spotify and Apple Music (coming soon), as well as play games, all within the Messenger app. These extensions can also use bot technology to target and assist consumers chatting about a potential experience or purchase. For example, if a group is chatting about going to dinner, the bot can pull up OpenTable for reservations. In another example, if users are chatting about going to a movie, a bot can provide show times and purchase tickets for the users, all within the chat.

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Messenger Extensions, The Verge

This ties into another chat extension Facebook is building up – M, Facebook’s mobile AI assistant (like Siri on iOS devices), which will allow businesses to utilize automation to manage customer interactions in the Messenger app. For consumers, a new feature called M Suggest will provide recommendations to topics discussed in a chat, such as restaurant choices.

Facebook also announced some advanced research and developments in the works, such as the ability to type messages directly from your mind and the ability to hear through your skin. Read more about the above announcements and developments here.

Social Media Updates – March Part 2

By: Kelly Hutchinson

Facebook: Live Via Desktop & Facebook Stories

Facebook announced last week the ability to now go live on a laptop or desktop computer via a webcam for all users. With this new capability, a user can share their screen and share graphics, images and more. This feature can be accessed through the status update and clicking Live Video.  More >>

Facebook also released Facebook Stories, similar to their recently launched Messenger Day capabilities mentioned in our previous update, but accessible at the top of the News Feed for users on mobile devices as opposed to the Facebook Messenger app.

This Snapchat and Instagram Stories clone operates in a similar fashion, allowing for filters, text and drawings on images and video and allows you to post to your Story or send directly to friends.

Facebook Stories is not available to brands yet, and there is no ad integration for businesses at this stage, however, once Facebook Stories develops a strong user-base, integrating functionality for businesses will probably follow.  More >>

Twitter Updates the 140-Character Reply

Twitter announced yesterday that @usernames in a Tweet reply will not count toward that Tweet’s 140 characters. With these new replies, the user(s) being replied to will appear above the text as opposed to within the Tweet’s text.

This update to Twitter’s “Reply” function allows you to see the conversation better and eliminates having usernames listed at the beginning of a Tweet. This feature also allows you to easily select who you want to reply to within a Tweet conversation.  More >>

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undefinedSnapchat Incorporates Stories in Search

Snapchat recently announced that it is expanding the search function to include Stories, not just users. When a user types in a search query, Stories are pulled from “Our Stories,” the localized, crowd-sourced stories portal users can submit their snaps to.

This feature allows Snapchat to join the world of search, better aligning their platform to compete with Google and YouTube, a social video platform that is considered the second-largest search engine.

Snapchat’s Stories in Search feature will be rolling out in select cities, and for now, does not include ads (but stay tuned, I am sure). If this feature is rolled out in your city, and once it is rolled out globally, it is recommended to type your facility’s name into the search to see if there are any related snaps. More >>

Social Media Updates – March Part 1

By: Kelly Hutchinson

In an effort to share timely updates on social media announcements, changes and new features, our team will begin providing a summary of these updates twice a month. For our first installation, we are excited to share some news regarding Facebook, Twitter, Instagram and YouTube:

FacebookMessengerDayFacebook Rolls Out Messenger Day Globally

Facebook is now joining in on the 24-hour disappearing media phenomenon. Just like Snapchat and Instagram Stories, Facebook’s Messenger Day feature provides a messaging outlet for users to share customized videos and photos that expires.

This feature was tested in several countries the past couple of months and is now available through the Facebook Messenger app on both Android and iOS devices. However, as there is no Messenger app for Facebook Pages at this time (messages are shared and viewed through the Facebook Pages app) this feature is not available for business pages yet.

Stay tuned to see if and when Facebook adds this functionality to business Pages in 2017 in order to continue competing with Snapchat!  More >>

Twitter Ramping Up Live Video Capabilities

In order to compete with YouTube and Facebook’s recent, and vocal, shift to being a video-first platform, Twitter is opening up its API to include live streaming video capabilities. Twitter has had live video capabilities in the past through Vine and Periscope, but had to redirect users to a separate app to use those capabilities.

If you are interested in utilizing live video capabilities on Twitter, check your profiles next week to see if the live video rollout goes into effect.  More >>


Instagram Launches Ads in Stories

According to Instagram, more than 150 million Instagrammers use Instagram Stories every day, and recent research suggests 70% of Stories are actually viewed with sound on. Due to this strong adoption, Instagram has made moves to monetize that audience by providing businesses with an ad solution.

InstaStoryAds_Specs
These new ads are full-screen, one card/media story format with targeting capabilities. Airbnb, one of the companies that partnered with Instagram to test these ads, saw a double digit point increase in total ad recall. These early success metrics show us that Instagram Ads in Stories could be a potential outlet for impactful awareness, perhaps tied to a women’s and children’s services campaign.

However, there are two major negatives to utilizing these ads at this early stage – the ad platform only allows for optimization of reach and currently does not allow you to build in a CTA that directs to a website. However, Instagram has confirmed that these functionalities are coming down the pipeline later this year.  More >>

YouTube is Discontinuing AnnotationsAnnotations

Yesterday, YouTube announced it is discontinuing Annotations on videos due to the capabilities not being available on mobile devices. Overall, annotation interactions have fallen by 70 percent, so YouTube is shifting its focus to Cards and End Screens to provide CTAs and encourage interaction with viewers.

This change will officially take effect on May 2nd, so if your video CTAs are through annotations remember to replace those with Cards and End Screens by that date!  More >>

Why Your SEM Campaign Needs Negative Keywords

By: Emily Williams

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When running a Search Engine Marketing (SEM) campaign for your healthcare facility, a list of keywords is used to determine which search terms will cause your ads to show. These lists often include hundreds of terms with various match types that are structured around your campaign’s objectives. But did you know that your campaign needs negative keywords as well?

What are negative keywords?

Negative keywords are a list of terms that you do not want to trigger your paid search ads, even if your desired keywords are included in the search.

Why does my SEM campaign need negative keywords?

Negative keywords help to protect your brand and prevent unwanted, irrelevant ad exposure.

For example, one of your keywords for an ER campaign in California may be “ER in San Jose”.

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If someone were to type in a close variation of “ER in San Jose”, your ad would appear. This is great news if someone searches a phrase like “best ER in San Jose” or “ER in San Jose with shortest wait times”.

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However, what if someone searched “worst ER in San Jose” or “ER in San Jose lawsuit”? Unfortunately, your ad could appear for these searches because you are bidding on “ER in San Jose” which was part of the searched phrase!

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This is where negative keywords come into play!

In the example above, “worst ER in San Jose” could cause your ad to show because you bid on “ER in San Jose”. However, adding the term “worst” to your negative keywords list means that you would still show up for variations of “ER in San Jose”, but not if the term “worst” is included.

How can I determine which negative keywords to add?

Before your campaign begins, try typing some of your keywords into Google’s search bar to see the suggested searches that appear along with your keywords.

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In this case, you will see that technician and nurse are commonly searched, but are most likely not relevant to your campaign and should be added as negatives.

During your campaign, work with your vendor to review your campaign’s Search Terms report at least monthly. This report shows the actual searches that users typed into Google that matched up with your ads. This is where you will find numerous keywords to add to your negative terms.

This report is beneficial for determining if the keywords searched:

  • Apply to the services offered by the facility
  • Match the funnel decision of the campaign
  • Capture any branded terms
  • Include any irrelevant searches

For example, in a recent ER campaign we discovered that two people were searching for “Local ER for Birds”! Even though we had negated numerous pet, vet and animal terms, “bird” was not on the list.  Reviewing search terms while the campaign is running will help you discover additional negative terms.

What are examples of negative keywords I should add to my healthcare facility’s SEM campaign?

As a healthcare facility, there are several types of negative terms that you should add to your campaign. In addition to using the methods detailed above, your vendor can help determine these terms. Here are some examples of terms to include:

  1. Brand Safety Terms

These are terms that you do not want to have associated with your ads in order to protect your brand.

Brand safety terms include: death, dying, lawsuit, worst, felony, criminal, crime, etc.

  1. Irrelevant Terms

Irrelevant terms are words that could accompany searches similar to what you bid on, but that do not apply to your facility. For example “local emergency room” could match to “local animal emergency room”.

Irrelevant terms likely include: dental, dentist, teeth, vet, pet, cat, dog, fitness, gym, responders, police, etc.

  1. Career / Education Terms

Unless your campaign is specifically promoting job openings in your facility, you should negate career and education terms. For example, if you bid on “obgyn near me”, that search could be matched up with searches like “Obgyn jobs near me”.

Career/ Education terms include: career, jobs, salary, internships, residency, book, hiring, board, class, school, exam, etc.

  1. Branded terms

Unless you are running a brand awareness campaign, branded terms should be added as negative keywords to your campaign in most cases. For example, if Good Samaritan hospital were running a low-funnel ER campaign, the term “Samaritan” should be added as a negative. Users searching for “Good Samaritan ER in San Jose” will most likely click on Good Samaritan’s organic listing since they are specifically searching for that hospital. In cases of branded searches, we typically rely on our website’s SEO to rank high organically and obtain the click.

Two cautions when negating branded terms:

  • Never negate part of your brand that is included in numerous relevant searches. For example, Good Samaritan hospital should never negate the word “good”, or they would miss searches like “good ER in San Jose”. Also, Augusta OBGYN should not negate either word of their name or they would miss searches like “obstetrician in Augusta” or “local OBGYN”.
  • If your website is not ranking well organically, you may choose to not negate branded terms so that your ads will appear for a branded search even though your website may not.

Have questions on how or why to add negative keywords to your campaign? Contact our SEM team for assistance!