#dayparting

New Post has been published on http://www.learn-digital-marketing.com/facebook-ad-scheduling-what-marketers-need-to-know/

Facebook Ad Scheduling: What Marketers Need to Know

Do you use Facebook advertising? Do you want to control the times when your ads run? Facebook recently introduced an ad scheduling feature to let users choose what times of each day their ads run. In this post we’ll explore what ad scheduling is, where to find it and how to use it. About Ad [...]

Dayparting is crucial. This is how to do it.

I don't think enough people are considering the reality of day parting and the mult-screen effect.  Part of the problem is that many are just now "really" embracing mobile and what that means to them as a company, their brand and how they operate.  Many jumped in because they thought they had to but didn't consider how mobile aligned with their objectives, the objectives of their customers or how best to deliver content through those devices based on the behavior patters (personas), user experience and creative necessary to achieve those objectives.  But day parting is a reality of how we use the devices and it will be interesting to see how fast we mature in these approaches to address these scenarios.  I am watching TV with a tablet and a commercial comes on, I find a related piece of content on Vine which I share and someone in my network picks that up on their phone ultimately to maybe make a purchase.  How do you track through day part scenarios, how do you ensure that your band aligns through that life-cycle.  It's challenging but a rewarding exercise.  Having a Digital Strategy, aligned with your Content strategy might be a good idea before you jump into a mobile strategy!  We are working with customers to consider how multiscreen dayparting can impact their brand and the necessary experience, content and digital fabric necessary to leverage this trend.

Whether it's your own personal account or your company's social media presence, we all understand the challenges of keeping pace with the conversation in social media. We want to make sure that we're connected at all times to relevant conversations, that we're responding to fans and followers within reasonable time windows, and that we participate at the moments when we can generate the biggest impact and responses.

What's more, the speed of social media can be seductive on its own, with rapid-fire exchanges with partners and customers offering an almost intoxicating thrill -- and making it even tougher for you to turn your back on your stream, even for a moment.

Still, we also know that actual life (out here in 3D) sometimes intrudes on our social-media participation. You can't actually be connected to your stream 24/7; pesky meetings, flights, meals will sometimes rudely intrude.

But do you really need to be connected to your stream all the time in order to be an effective participant? Is real time the goal for marketers, or should they be more focused on the right times?

By right-time marketing, we mean the following: 

1. Right-time marketing is when you start a relevant conversation.  As a marketer or an individual, you have plenty of content and/ or plenty of things to say. Just being connected to your HootSuite app at all times doesn't necessarily help you understand how and when you should share your content in a way that will be relevant to your fans and followers -- when topics that you cover are trending or top-of-mind for your audience, and likely to spark a conversation.

2. Right-time marketing is when you join a conversation that's relevant to you. As a marketers or individual, you don't start every conversation that you participate in. Sometimes you join mid-way through, and contribute to a discussion in progress. The challenge is figuring out when you should dive in, and what you should say when you do.   

3. Right-time marketing is when your fans and followers are having conversations. As we all know, the design of Twitter means that there's a good chance that your followers will miss your content and comments. Understanding when your audience is online, reading, and engaging in Twitter, Facebook and LinkedIn is essential to planning your communication schedule. In the media world, it's called dayparting. In social media, it might be your only shot at getting your message in front of your audience.