Facebook Social Ads // a difference that counts.

Digital channels are certainly a growing platform for advertising messages, perceived as both cost-effective and impacting, when it comes to connecting with potential consumers. In a recently published study by Nielsen, the effectiveness of Facebook's social ads (Ads with Friends) is compared to standard Facebook advertising. Social ads are those served to users whose friends have interacted with an advertised brand, while standard ads are served to the rest of the population. 
    

    

While individual cases may vary, overall Facebook Social Ads demonstrated a 55% greater ad recall than standard 'non-social' ads - a significant result.
    

    

While these findings are specific to Facebook advertising, they speak to a long standing trend. Personal recommendations have always been the most trusted form of referral - and this is not likely to change. As the advertising industry continues to adapt and come face-to-face with consumer scepticism and desired personalisation, optimising these types of social and personal channels will be the opportunity we must embrace in order to succeed.
  
The full report can be found here on the Nielsen Wire website.

Google+ // what's all the fuss about?

After hearing all the fuss and debate around the Google+ platform I decided to check it out for myself.

  

With my new Google+ profile (and limited number of people in my 'circles') I have enjoyed discovering how this platform is being utilised by brands. Similar to Facebook, the main communication goals involve keeping consumers up-to-date on news, while attempting to level engagement through competitions and games. Google+ also offers the circles function, allowing you to easily group your friends, colleagues and acquaintances into particular groups. You can select exactly what you share and with who. A nice breakout from Facebook and the dilemma faced when a friend's mum decides to become your online 'friend'.

  

However, according to an article featured here on Simply Zesty, brands are not optimizing this platform and are dropping off in consumer engagement as a result. Facebook it appears remains the preferred social media platform for engagement, a space in which consumers are already spending a great deal of their time.

  

Here are a couple of brand Google+ pages that I've come across so far.

  

The Cadbury Google+ page makes the most of the Hangouts function (a group video chat feature), which is one of Google+'s main differentiators from Facebook and other social networks. Cadbury appears to be doing quite well at keeping up its fun and joyful brand appearance, with video content and regular fun and silly competitions. 

  

  

The Coca-Cola Google+ page is one we would anticipate to be both dynamic in content and engaging in activity, however it lacks on both fronts. While Coca-Cola was one of the first brands to jump on the Google+ trend, they have done little to optimise this platform since first making their appearance. In the absence of regular updates or any truly engaging content with which to interact, consumers are dropping off this site.

  

   

Summary

  

As media functions and capabilities shift, one element that will not change is the fact that the creative idea is still at the core of success. In the absence of great creative comes further mediocre clutter and greater scepticism by our audience. 

  

The core principles of advertising remain the same, the evolution of these into the digital, social media and app-driven age is the exciting challenge that lies ahead.