Posts Tagged ‘advertising’

Are 40% Of Life Science Company Facebook Page ‘Likes’ From Fake Users?

Facebook has been getting a lot of negative press recently, with a BBC report about fake users as well as this viral post from a company claiming that 80% of the ‘likes’ they acquired through advertising were not from real accounts. Should life science companies be concerned about this matter? Our analysis shows that it may be a issue for company pages which have grown quickly through advertising, with as much as 40% of the ‘likes’ being suspected fakes in our estimation. Here we give best practices for avoiding this problem. Facebook provides a few ‘back door’ ways of analyzing the likes for almost any page, and we should note that we do not know how accurate these numbers are. The purpose of this post is to encourage life science companies to review their own page statistics and advertising methodology. We started our analysis by looking at the top cities for the life science Facebook pages with the most likes (a full list of the pages can be found in the likes of the Comprendia Facebook page). The ‘Top City’ for most pages can be seen by clicking on the likes link directly below the ‘thumbs up’ image on the […]

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Facebook’s Promoted Posts For Pages: Do They Work?

We tried out Facebook’s new promoted page posts feature and were quite pleased with the results. We had seen previously that only about 20% of our fans see our San Diego Biotechnology Network Facebook page posts (part one of figure below, 300 of 1800 fans saw an unpromoted post). We spent $5 to promote the post shown in the middle of the figure below—and note that for now you must post from the Facebook web application, promoting does not work for automatic posts. We were happy to see that we got four times the impressions and four ‘likes.’ For this page, we consider 1-2 likes good for a post, so these results were great. We know that Facebook uses ‘likes’ to decide how often to show a post, and while you obviously can’t buy these, we think the promoted posts could increase views and engagement. We were initially concerned that our page fans might be irritated by a promoted post, but this wasn’t the case, and you can see how the post looks to them at the bottom of the figure. Of course, choose promoted content carefully and see what works with your fans. In short, Facebook promoted page posts […]

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2012 Life Science Marketing Planning Guide: Events, Media Kits & Contacts

2012 Life Science Marketing Planning Guide: Events, Media Kits & Contacts

It’s time to start life science marketing planning for the next year, and we’d like to help you get the most out of your budget with this guide. We’ll assume that the Mayans are wrong and that the world won’t end, at least not before Q4. We’ve updated our life science event planning calendar which has 2012 conference and relevant due dates to help you get abstracts and other items in on time, especially if you add the google calendar to yours so you’ll get reminders. In addition, we’ve added the official Twitter hashtag for each event (where available) so you can track them (see our guide to life science hashtags to learn more). Life Science Event Listings Comprendia Life Science Events: Comprendia or Google http://bit.ly/lifescievents Allconferences.com (Biotech) Nature Events Page Macdougall Biomedical Communications 2011-2012 Conference Calendar Fierce Biotech Events Biocompare Life Science Events Cell Press (+mini social network) Drug Discovery News Events Calendar Lab Roots Events Page (social network) BIOCOM Events Calendar Below is our list of life science media kits and editorial calendars. Marketers use them to plan their tactical schedules, see our life science marketing plan series for more details. We’d hoped to find more of the […]

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How I Spent My Summer Vacation

While vacationing, visiting family in coastal New Jersey (nicer than it sounds), I spent some time on the beach. A plane with a trailing banner flew by, advertising a product I still don’t remember. Ever the marketer, and never being the type who likes to zone out for hours on the beach, I started to think about this flavor of ‘broadcast’ advertising. The problems are multi-fold: 1. I didn’t have any clue what the product was 2. I had no idea how to follow up to learn more 3. Even if I did have a ‘burning desire’ to find out, I certainly forgot the name of the product by the time I got to the internet (ignore the fact that I had my blackberry and could have looked it up). What’s interesting is that this company probably paid $1-3K for this promotion (maybe more, as I learned that flying a plane with a banner is quite an art). What did they get in return? I’m sure they don’t even know–hard to determine a return on investment (ROI) on a media has no way of tracking. Instead, I think they should have hired college students to visit 4-5 beaches, and hand […]

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Getting Your Team ‘LinkedIn’ For Free Advertising

I’m realizing that almost every one of my post starts with ‘you may know that I’m a fan of’ and this is no exception. This post is about LinkedIn, which I absolutely love. I’ve built a great network and created groups, I keep in touch with colleagues and let them know what I’m up to. The result is that this ‘soft sell’ keeps me on peoples’ minds, so that when they need my services, hopefully Comprendia comes to mind. I started to think about how my clients could benefit if they started encouraging their marketing, business development, or even R&D team members to ‘work’ LinkedIn as much as I do. Most of your customers are likely on LinkedIn, why not encourage your team to engage them there? Think about the potential for spreading the word and getting leads if everyone in your team participated. Here are some tips to guide and motivate your group. Understand the ABC’s There are many great resources to help you understand LinkedIn–see this overview, this video, and this blog that provides excellent LinkedIn advice. One of the most important things to understand, which we’ll cover in the last point, is that your team should always […]

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