Posts Tagged ‘Advertising’

Apparently skirting the no campaign rule on Maundy Thursday and Good Friday, candidates made their presence felt on Twitter and Facebook, which have yet to be regulated by the Commission on Elections.

In Bataan, a candidate for councilor, Jules Moncupa, posted what appeared to be his campaign material on his Facebook account and asked his Facebook friends to “share” it.

Screengrab from Facebook.

“GAME NA! … Please Share, my friends. Thanks. :-).” he posted.

In his photo, Moncupa described himself as “Kaibigan ng Bayan (everyone’s friend)” and “outstanding councilor of Bataan.” His ballot number, 16, was also placed near his name.

The photo’s time stamp on Facebook indicated it was posted at 3:14 a.m., March 29.

The campaign period for local candidates was supposed to start today but since it is a Good Friday, it can only start on March 30, Black Saturday.

Under Republic Act 7166, the campaign period may exclude the day before Election Day, the day of the election itself, Maundy Thursday, and Good Friday.

Comelec Resolution 9385, which lists the calendar of activities for the campaign period, also notes that campaigning on Maundy Thursday and Good Friday is prohibited.

Some national candidates merely posted Holy Week and vacation-related messages on their Twitter account while others plugged online articles where they were mentioned, such as GMA News Online’s Isyu ng Bayan matrix.

But other candidates posted rants while there were also candidates who plugged their party’s proclamation rally. Administration’s Team PNoy posted some photos of sorties and election initiatives, including the 7-11 cup program.

Screengrab from Twitter.


In a text message to GMA News Online, Comelec spokesperson James Jimenez said he cannot call the posts violations of election rules just as yet but he will let the Comelec law department evaluate them.

“Hindi kasi natin nire-regulate ang Facebook e. So I hesitate to call that a violation. Pwede natin ipa-evaluate sa law department namin,” he said.

“Comelec generally does not monitor Twitter and Facebook postings except in relation to campaign spending and possible vote-buying schemes,” Jimenez added.

In Resolution 9615, the poll body regulates online campaign propaganda such as pop-ups, rectangles, banners, buttons and skyscrapers except on social networking sites.

Poll chairman Sixto Brillantes Jr. earlier said they will issue clearer guidelines on social networking sites during the campaign period after they checked how politicians use the platform.

“This is new, this is something innovative, itong social media. Kaya dapat titingnan muna natin, hindi pwedeng detalye agad. We will see how effective it is during the start of the campaign period,” Brillantes said. —KG, GMA News

75% of Facebook engagement is in the first 180 minutes, according to Facebook competition-winning tool
Crunching the numbers on tens of millions of social data points, hundreds of thousands of Facebook pages, and 8,500 of the world’s top brands on Facebook has taught Optimal Social a few things about virality.

Enough, apparently, to win a Facebook-sponsored competition. And to know that it is a fleeting, vulnerable, and fragile event.

“About half of your engagement is in the first 60 minutes,” Optimal’s CEO Rob Leathern told me. “And about three quarters is within the first 180 minutes. That pattern is quite consistent.”

Optimal just recently won a Facebook-sponsored competition among the social network’s preferred marketing developers to create an innovative new marketing product. What Leathern and his crew came up with was the Optimal News Feed Promoter, a tool to spot early virality and enhance it. That helps marketers utilize the organic results of earned media to optimize their spend on paid media — specifically, promoted posts.

It’s a unique social take on automated marketing systems that doesn’t try to help you create viral content, but simply spots when you might have already done so, and then helps you capitalize on it.

“Our system basically takes whatever organic posts are getting traction and sets up rules to amplify and create ad campaigns in realtime,” Leathern says. “You don’t want to waste money on things that don’t have potential, so instead of spending your money across everything … you can just let the data show you which posts you should focus on.”

Facebook post virality over time

Facebook post virality over time

The rules are customizable: posts can be set to transition to paid campaigns via relative measures such as a percentage of virality, or absolute measures such as number of shares or comments. To make the system even more powerful, marketers can stack and layer triggers to build complex logic for automated social media campaigns.

Adding paid exposure to already-viral content has a variety of benefits, Leathern says. It ensures that your media dollars are well-spent, because the precise audience that you’re marketing to is the one that already indicated an appreciation for the content. In other words, it takes the guesswork out. In addition, adding paid media via promoted posts extends the life of those posts and even has a positive spillover effect on your other earned media.

“Paid media certainly does improve what you do organically,” Leathern says. “Even if it’s just because you’re getting more data, you’re building a virtuous cycle … learning something via organic, using it in paid, and vice versa.”

Optimal works with digital agencies and brands, including Fanscape, which says that Optimal’s news feed promoter product lets their teams “immediately amplify the most viral social interactions with paid media.”

Which just might help you enhance your chances of going viral in a major way.


Facebook Inc (FB.O) is expanding theadvertising system that lets marketers tailor messages to users of the No. 1 social network based on their browsing history, in the company’s latest step to refine its ad business.

So far, the system has been used to target graphical display ads on the right side of a Facebook user’s page, based on websites visited in the past, such as for products or potential vacation destinations. The move announced on Tuesday will incorporate this system, called Facebook Exchange, to the ads in Facebook’s News Feed.

It ties together two of the most significant innovations that Facebook Inc has made in the past year to its advertising business, which accounts for roughly 84 percent of the company’s revenue.

Marketers last year welcomed the launch of Facebook Exchange as it provided a common online advertising technique long missing on the social network.

Ads that appear directly within the Facebook News Feed are considered crucial to its future business prospects since they can be seen on mobile devices such as smartphones. About two-thirds of Facebook users accessed the site on a mobile device in December.

Facebook said the Facebook Exchange system will initially be available for newsfeed ads that appear on desktop PCs but not on mobile devices.

“Desktop is more in line with what FBX (Facebook Exchange) has been doing effectively in the right hand side. And we also find that desktop is the place where more people convert from seeing direct-response ads,” said Facebook spokeswoman Elisabeth Diana.

The company is testing the new service with a limited set of partners, with plans for broader availability in the coming weeks.

Shares of Facebook closed 7 cents higher at $25.2

Source –