What if You Could Manage Your Facebook Ads on Mobile? You can with Kuhcoon!

Social Ads on Mobile

Create, Optimize, Manage and Monitor Your Facebook Ads on the Go

With more and more people glued to their mobile phones for discovering and consuming content, it’s important to not only advertise but also optimize your ads for mobile viewing.

What’s even more important is for community and campaign managers to be able to set, optimize and monitor those on mobile too!

A company called Kuhcoon allows you to do just that.

So I’ve caught up with Andrew Torba, Co-Founder and CEO of Kuhcoon to learn about the social ads (primarily Facebook) solution.

1. As a starter, could you tell us a little about you and why you decided to create the app?

I’m a 23 year old Entrepreneur from Scranton, Pennsylvania. I Co-Founded Kuhcoon with my CTO CJ Szymanski in October 2011 as a Junior in college.

CJ and I created Kuhcoon to transform paid social media advertising into something easy, mobile, and fun for every advertiser.

Before Kuhcoon I did some consulting in the Scranton area and learned that a great majority of small business owners, local ad agencies, and organizations were lost when it came to social media advertising.

Social media is something that evolves on a daily basis and we found that brands didn’t have the time to properly learn and execute a real social media strategy.

We had the vision to create products that were simple enough for small business owners to understand, but powerful enough to create custom solutions for an enterprise company.

2. When will you be launching the app? What are your future plans with it?

Kuhcoon launched  into public beta on January 10th, 2013 with a web and iOS application (you may download it here). We plan on staying in beta for a few weeks while making iterations based on user feedback and also building the Android version of our mobile app.

Manage and Optimize Facebook Social Ads with Kuhcoon Ads

 

We have big plans for 2014 including a full suite of mobile apps, advanced insights and ad optimization, and a few other surprises.

As social media marketers, 90% of our work day is spent on our phones so we are extremely bullish on providing the best and most comprehensive mobile experience for our users.

3. “Facebook Ads Optimized – Create, Manage and Monitor on the Go”. Who do you think (which sector) will benefit the most from the product?

Our product is valuable to any brand that currently advertises on Facebook or is thinking about advertising on Facebook.

There are so many diverse ad products on Facebook that it’s powerful enough for any brand to successfully advertise.

Whether you’re a mobile startup trying to promote your app or a pizza shop down the road promoting a special, social media empowers brands to build community and generate real business value.

What we want to do is help users maximize and understand that value by optimizing campaigns to cut costs and increase conversions while providing a full suite of mobile apps to manage their paid media strategy on the go.

4. Where can people find more information on Kuhcoon? How can people learn more about you? (e.g. blog, your Medium, etc)

Our company blog is in a Collection on Medium located here:

My own personal blog is on Medium as well where I write about everything from Entrepreneurship to Poetry, to Anxiety.

5. What are your thoughts on the news that Facebook admits that organic reach has dipped and how do you think Kuhcoon can help address that?

I think it’s important for paid, owned, and earned media to work together on Facebook. Until recently these media types were often managed independently in traditional forms of advertisement. Facebook takes these three categories of media and transforms them into a single advertising unit that is supported by an engaged and loyal social community.

When you engage with fans you show them that you care about their involvement with your brand. Responding to customer support issues, general comments, and mentions is crucial for the community building process and the success of owned, paid, and earned media on Facebook.

6. Anything else you’d like to highlight?

Our goal is to optimize your paid media spending so that your brand receives the highest level of conversion for the lowest amount of spend. We would also recommend that brands have a consistent content strategy, engagement, and community building to support their paid media efforts. When paid, owned, and earned media work together social media can become a powerful tool not only for sales, but for customer service, brand awareness, and customer retention as well. I think most brands forget this important fact and think that broadcasting a few times a week is going to drive results. Consistency, engagement, and paid media are all crucial to boosting organic reach.

Learn more about Kuhcoon by following them on Twitter.

On the Mobile Commerce – What People Browse, Buy and Why?

What Consumers Buy on Mobile

Data That Every Marketer Needs to Know on Consumers Mobile Usage

There had been several articles written linking mobile usage to e-commerce and why marketers need to not only optimize their campaigns to look good on mobile but actually put mobile and social at its center. In this article, we will explore more on the psychology as to how people use their mobile phones, what exactly are they browsing (compared to what they already do on the desktop), what types of products and/or services they purchase through their phones and which region is the most receptive to mobile commerce.

First, let’s look at the browsing patterns.

How People Are using their Mobile Phones? 

The following infographic from iMomentous shows that consumers play games, socialize, listen to music, browse the web, consume content, even buy content on their tablets. Most of these activities do not necessarily convert or lead to online shopping but mainly for “me-time”.

Ways People Use Their Mobile Phones Onlines

7 Reasons Why People Use their Mobile Phones

In the How People Really Use their Mobile study by BBDO and AOL, data show that 68% of consumers’ smartphone use happens at home. The study shows that 46%, which is highest percentage of usage, goes to “me time” or for activities for entertainment, playing games or simply window shopping for fun. Other activities include self expression, discovery, preparation, accomplishing, shopping and socializing.

What People Do and Search on Mobile Phones

Other activities on mobile include:

- reading reviews
- compare products
- read more information
- view location using maps
- discuss on social networking sites
- make shopping lists, bookmark, pin
- collect loyalty points
- join chats and forums

Complete transaction
- pay online
- buy in-store
- pay online

Mobile Being Used in Purchase Process (Source: The Next Web) 

While most of the activities focus heavily on activities that relaxes and considered to be “me-time”, it doesn’t necessarily mean that these activities do not lead or eventually involve purchasing. In fact, mobile phones are actually used throughout the purchase process researching of products usually takes place.

Mobile Phones Used in Purchasing Process

In fact, a good example is the Chinese smartphone manufacturer Xiaomi which has just sold 150,000 units in under 10 minutes through the mobile chat app, WeChat.

When creating a “mobile strategy”, it’s vital to focus on the thinking on apps, instead of ads.

Here are some insights into mobile shoppers that might surprise you:

  • 84% research purchases at home; 46% research in line at the store
  • 81% respond to ads personalized to their interests or background
  • When at a store, 77% view content unrelated to what they went to the store to purchase

Research says that over 79% of smartphone consumers use their phones to help with shopping, from comparing prices, to finding more product info, to locating a retailer.

In Store Activities of Mobile Phone Users

  • 33% said take pictures,
  • 32% search for better prices,
  • 27% search for reviews,
  • 26% scan a barcode,
  • 23% use a coupon or look for a coupons,
  • 20% use the store application,
  • and 11% pay for a purchase at the register.

Who User Mobile Phones for Purchases: Men or Women? 

Who’s shopping on mobile devices? More than half the U.S. audience is men (52%) and 48% women, with most in the 18 to 44 age range. Nearly half (48%) have an Android smartphone, and 45% own an iPhone. Tablet owners tend to skew more affluent, with more than half with household incomes higher than $75,000, and 47% access retail content.

However, women are more socially engaged in the in-store shopping experience than men.78% of smartphone owners have visited a brick-and-mortar store with the intent to buy, and instead bought the item online. The reason: inadequate information, overwhelming choice and poor assistance choosing products.

 What Goods and Products Do People Buy on their Phones (Source: FBT)

If people really do purchasing transactions on their phones, what exactly do they buy?

What Products Do People Buy on Mobile Phones

 

47% of the the purchase goes to digital content or (ebooks, magazine subscription, access to premium articles / publications) as it tops the list of the items being purchased through mobile.

Other most frequently purchased items through phones include clothing, tickets, daily deals, gift certificates, electronics (surprisingly it’s not the top of the list), food, hotel accomodation, car rentals and airline tickets.

During the holidays, overall e-commerce sales on computers and mobile devices combined grew 14 percent to $42.3 billion, according to comScore.

Biggest Motivators for Using Mobile in Payment Transactions

Overall, the study found that consumers would be more likely to increase their use of mobile commerce services if they had greater choice of payment methods (64%), if mobile payments were accepted by more retailers (51%), received regular order updates (41%) and if they were further incentivized by brands and services (32%).

Biggest Stumbling Blocks to Using Mobile for Payment Transactions 

The study also reveals important insights about what holds consumers back from using more mobile commerce and services. Nearly half of the respondents globally (46%) indicated the hassle of having to enter a lot of personal information, security concerns (45%) and lack of Internet access at the time of transaction (43%) were factors.

“Consumers are now ready and demanding more mobile commerce services, and they also expect to engage with their mobile phones more simply and effectively,” said Anthony Reynolds, senior vice president, Worldwide Mobile Sales and Solutions at SAP.

“While progress is being made, companies must make a collective effort to provide consumers ease of use and benefits for mobile interactions and transactions, such as available technology, security and incentives. On its current trajectory, mobile occupies a tempting combination of an all-in-one communication channel, loyalty card, cash, location tracker and credit card, offering brands and companies the opportunity to connect to consumers either exclusively via mobile or as part of a multi-channel mix.”

As available technology leads to growing levels of sophistication, consumers around the world are increasingly turning to mobile phones as a cornerstone for communication and transactions. Eighty percent of consumers agree that businesses should use any available technology to make life easier for their customers.

Breakdown of Mobile Transactions Per Industry

By 2013, more people will use mobile phones than PCs to get online, according to Gartner. The number of mobile devices is set to more than double in the next years. Worldwide Smartphone and Media Tablet Shipments, 2010-2015:

Research shows that ease of use is a core principle that will accelerate overall user adoption in retail, telecommunications and banking industries.

  • Banking
  • Retail
    • Retail is a key focus of mobile purchases with entertainment services (43 percent), music downloads (40 percent), books or e-books (40 percent) and attire (39 percent) all typical purchases
    • Users are encouraged to buy goods using their mobile phone by lower cost services (29 percent), exclusive offers (25 percent) and coupons (22 percent)
  • Telco
    • Free minutes, texts and Web use (24 percent), personalized services (22 percent) and lower cost services (21 percent) will encourage consumers to use their mobile to check usage data for their mobile account
    • More than half of users (52 percent) agree that their mobile payment activity will increase when they have more confidence in mobile security, with 39 percent requiring more confidence in how to use their mobile as a payment method

Which Region Are the Most Receptive to Mobile Commerce?

According to the SAP Consumer Trends survey, North Americans lag 65% behind other regions in their desire for mobile commerce while emerging countries express the most demand - Asia having the biggest appetite.

While the findings indicate that consumers want more commerce services through mobile phones universally, the drivers or barriers to further adoption of mobile purchasing vary within different countries and industries. Emerging markets such as South Africa, Saudi Arabia and China show a greater pace of change, with 96% of respondents expressing a desire to use their mobile to buy goods or services, compared to 59% in mature markets.

MENA Is The Fastest Growing E-commerce Region (Source: Visa)

Recent study from Visa has revealed the Arab region witnessed an estimated 45% year-on-year increase in sales from $10 billion in 2011 to $15 billion in 2012, making it the fastest growing e-commerce region worldwide.

According to the study, e-commerce transactions across the region reached $15 billion, a rise from the $10 billion concluded the year before. Egypt came first in the entire region in e-sales in 2011 with $3.2 billion while the UAE was next with $2.8 billion in e-sales, the report showed.

These figures and studies only show that more and more consumers are ready to take on their mobile phones for some of the most vital transactions such as online payments, online shopping and even content consumption which will provide marketers better opportunities to serve not ads but actually use these data to create personalized and more relevant experiences to consumers.

Mean Stinks: Secret’s Photo-Sharing Mobile Campaign Against Bullying

Mean Stinks Secret Anti Bullying Campaign

Secret Campaign Against Bullying: Mean Stinks

I have a confession. I was a victim of bullying when I was in grade school. There were times when I would think about not going to school because I knew that the moment I would step into our classroom, I would be made fun of. It was one of the darkest moments of my life.

Secret Campaign Against Bullying

However, one day I realized that I had the power to stop it.

Someone had to stand up against them, or they’ll keep bullying other kids. It wasn’t easy but with the thought in mind that all of God’s children are equal, I decided to first defeat the beast in me. I forgave those kids and made them feel that despite what they did, I still love them.

Then came high school, that’s when I truly stopped the bullying. I stood up and tried to become good in school so that all those who belittled me will eventually look up to me.

Somehow I think it worked. My teachers started to notice the areas where I excel in and gradually I became more active in my school activities. I realized that the only way to stand up and fight the bullies is to make them feel that they don’t have power over you. The more they see you cry, the more they give you reasons to.

That’s why I’m so happy to see an initiative from Secret called “Mean Stinks”. It contains tips and inspiration for girls to #gangupforgood and fight teenage bullying.

Secretly has also recently launched a new mobile campaign using Snap’s mobile app that encourages teenagers to customize photos and spread an anti-bullying message to their friends and family.

Secret is partnering with Condé Nast’s Teen Vogue on the initiative. According to Vivian Rosenthal, CEO/founder of Snaps, “Secret and Teen Vogue’s demographic largely consists of teens, an age group that has a strong presence with mobile engagement on all major social platforms including Facebook, Instagram and Tumblr.”

The campaign, which is part of the wider “Mean Stinks”, requires teenagers to download the Snaps App, where they are prompted with a call to action promoting the campaign.

Pictures are then shared on the Snaps app under the brand’s page and can also be sent to friends and family via Facebook, Instagram, Twitter, Tumblr and email.

Mobile eCommerce Is the Future: Here’s What Every Marketer Needs to Know

Mobile Marketing Trends 2013

Mobile eCommerce Predicted to Reach $25 Billion in 2013 (Source: QR Code Press, 2013)

The future of marketing is ecommerce – mobile ecommerce in particular. In the United States alone, comScore reported that mobile commerce $10 billion sales in the first half of 2013 and is predicted to exceed $25 later this year.

Mobile Marketing Trends 2013

Andrew Lipsman, VP of Industry Analysis for comScore stated that mobile commerce is now accounting for 1 in every $10 in online purchase.

The data showed that 63% of mobile commerce sales originated from smartphones, with the remaining 37% occurring through tablets. However, when looking at the individual device user, the average spending was only $47.17 over smartphones, with a notably higher $56.87 over tablets.

Mobile Subscribers Projected to Grow by 3.9 Billion in 2017

In the Mobile Economy 2013 report by ATKearney, it indicates that almost half of the human population using mobile communications, a billion mobile subscribers were added in the last 4 years making a total of 3.2 billion users.

Growth of Mobile Users and Population WorldwideMobile Subscribers Worldwide Expected to Grow by 3.9 Billion in 2017 (Source: ATKearney, 2013)

By 2015, 65% of the World’s Mobile Users Are in Asia Pacific

Emerging markets in the Asia Pacific are expected to add nearly half of the new connections of 1.4 billion growth between now and 2017. According to Portio Research report, the percentage contribution of the Asia Pacific region to the worldwide mobile subscriber base will increase from 51.3 percent at end-2012 to 54.3 percent at end-2016 making up half the population of the mobile users worldwide.

APAC Mobile Users By NumberAsia accounts for two-thirds of global mobile revenue growth (Source: Mobile World Live, 2013)

It is estimated that the total number of global mobile subscribers will reach approximately 7 billion by 2015 and the proportion of Asia is expected to be 65% of the total, forming the most significant region among the world mobile markets.

The top four markets in the region combined (China, Japan, India and South Korea) account for 66% of Asia’s population, 60% of Asia’s mobile connections and over 70% of regional mobile income.

What Marketers Need to Focus On: Mobile Enhances the Traditional Brand Experience

Aside from having a mobile optimized website that’s fit for viewing and shopping for mobile users, it’s very important for marketers to align both online and offline marketing campaigns and provide smooth experience for its users. It means that integrated campaigns for both in-store and online experiences should not only coincide but it’s important that they support each initiatives with the mobile and social experiences at its core.

In the Luxury Marketing Outlook 2013, brands are urged to take cross-channel approach to provide consumers with experience that intertwine the in-store, digital and mobile channels to cater to the customers purchase needs with mobile as the focus for optimization. Direct mails, email marketing, organizing branded events and allowing consumers to share their stories, offering loyalty programs and real-time marketing will help brands to not only capitalize on the the various platforms available to work seamlessly but also allow more room for creativity and provide better and connected experiences for the consumers.

Here are some creative examples of integrated and interactive campaigns will definitely win consumers,

Image Source: 123RF

What’s Your Ideal Man? Guide in Creating Your Customer Personas

Creating Buyers Personas

How Identifying and Understanding Your Buyer Personas Help You Target Better

There are only 3 constant things in life – debts, taxes and getting asked with the question “What is your ideal guy?” (Of course my mum has a slightly different version – “When are you having a boyfriend?”)

Depending on the setting, I would normally respond to this in two ways – give the person who asked the question an overview of my values and how the “ideal” guy matches those and next would be rather generalistic description of the values of man that I admire and hope to spend the rest of my life eternity with.

Creating Buyers Personas

Growing up I’ve learned that in order for the world to conspire and bring you what or who you want, it’s very important to actually have a clear picture of what you want in the first place. The world will have a hard time to give you what you want when you don’t have a clue what it is exactly.

The same is true in marketing. In order for a brand to successfully market to its target, it requires developing their brand’s persona, highlighting their values and be able to identify specific behaviors and patterns of the target in order to have a better understanding of what matters to them. That way, you’ll be able to create experiences and compelling content that’s most relevant to your target.

What is Marketing or Buyer Personas? (Source: Heidi Cohen)

Marketing personas are imaginary versions of your prospects, customers and the public that contain in-depth, lifelike character traits, including fun names, to help develop content and marketing. Personas guide a firm’s marketing and content decisions. It’s useful to develop at least three different personas with unique traits.

Steps in Creating Buyer Personas

The process in creating your buyer personas require the following: data gathering in the form of buyer interviews (e.g. surveys, questionnaires), insights analysis, personas scenarios and models and mapping the buyer goals, processes and align user experience.

Steps in Developing Buyer Personas4-Step Process in Buyer Personas Creation (Source: Sales Benchmark Index

Types of Buyers And How to Market to ThemIllustration of Different Buyer Personas (Source: Wood St)

Guide in Creating Buyer Personas

Key Elements of Customer Personas and Guiding Questions

They key questions and elements to ensure that your customer or buyer personas will help guide you target them better is to get answer to identity the following:

1. Demographic
2. Job
3. Typical day like
4. Paint points (this is where you will then provide value)
5. Priorities and goals
6. Trusted sources of information (what and who influences them)
7. Desired buying experiences and services
8. Common objections to your products or services

Having a list of customer personas will aid your company to have a better understanding of your target and be able to persuade them into buying your product. If you have no idea how to get started, consider it just like how you’re asking a girl for her ideal man. She will provide you with a complete description of the types of guys she want to date, the ones she wants to have relationship with and eventually a detailed description of the man of her dreams.