Francis Ukpolo

Facebook Algorithm

Facebook's new algorithm uses a machine learning model called FAISS (Facebook AI Similarity Search). The new model customizes your news-feed in a way that it only shows you content you have searched for or engaged with in the past. It also measures video completion rate, which downgrades videos with low completion rates so they don’t show up on your news feed. 

Organic search has been down by over 50% since Facebook released the upgrade in March 2017. As a result, advertisers are increasing their budget for paid ads on Facebook in order to reach potential customers.

Interest x Post x Creator x Type x Date = News Feed Visibility

Factors that determine News Feed Visibility

  • Who posted it
  • How people engaged with it
  • Type of post - (Facebook Live and Native Videos are prioritized)
  • Time of the post
  • Click-bate monitoring – tracks the amount of time people spend reading an article
  • Long videos with high completion rates gets boosted feature

Best Practices

  • Turn on “Audience Optimization for Post” in settings – to optimize who sees your content.
  • Use relevant “interest” on post
  • Use captions on videos
  • Limit post to twice a day for 40% higher engagement
  • Ask a question for 162% more interactions

Experiential Marketing

Experiential marketing is a form of advertising that focuses primarily on helping consumers experience a brand by stimulating all five senses of their consumers, an approach known as multi-sensory marketing. This usually triggers emotions and results in better mental retention than content marketing. Brands have also used experiential marketing as a way to create differentiation amongst their competitors. For instance, in 2013, MGM used experiential marketing to create a buzz for the new movie 'Carrie' based on the best-selling novel by Stephen King...

Campaign Results:
  • Over 63m+ views since upload
  • 4.2m people watched the movie in the US albeit to bad reviews
  • 15x as many people watched the trailer
Connecting Experiential Marketing with Social Media

Ampsy is the leading location-centric, experience analytics platform. The cloud-based software empowers businesses to gain real-time audience insights from specific geographic areas. Using Ampsy's proprietary geo-fencing technology, you can isolate and capture publicly shared social content with no hashtags required, gaining an in-depth understanding of potential fans and customers.

Francis Equation for Calculating Influencer Marketing ROI

Identifying the right influencers to partner with can be challenging, but what is more challenging is calculating the potential return on investment (ROI). In the simplest terms, ROI determines whether you earn more from a campaign than you end up spending.

Estimating Web Leads

So how do you go about calculating influencer marketing ROI? It does involve a bit of math, but I have developed a simple formula that you can follow. For example, I recently looked into partnering with a popular blogger to promote StemVita, an anti-aging facial mask. Using similarweb.com I was able to gather some data on their web traffic. This particular blogger was averaging 20,000 web visits per month with a bounce rate of 49%, with that I was able to calculate their "True Traffic" as 10,200 per month. Using data gathered Google Analytics, I was able to determine StemVita's average conversion rate to be 0.9%, multiplying this with the true traffic gave me an estimate of 91.8 web leads per month from this particular blog.

Calculating ROI

After determining the estimated web leads, I was then able to calculate the ROI by multiplying this with StemVita's rate of converting leads into paid customers by the average cost of the product. In this case, the 91.8 estimated web leads x 5.7% conversion x $100 = $523.26.

The influencers fee for promoting StemVita on their blog was $4,200 including a 20% agency fee. Subtracting this fee from the estimated revenue allowed me to determine StemVita would actually lose $3,676.76 in the first month of engaging with this particular influencer, but could potentially begin to yield ROI after nine months...assuming the blog post has a long lifespan.

The Formula

True Traffic = No. of web traffic per month x Bounce rate
Web Leads = True traffic x Web conversion rate*

Return on Invest = No. of web leads x Web conversion rate x Cost of product - Cost of investment

 *Data gathered from Salesforce

Dr. Wise Young on the Advancement of Stem Cell Therapy for Spinal Cord Injury

World-renowned neuroscientist, Dr. Wise Young, PhD spoke to teenage participants about cord blood’s critical role in regenerative medicine and potential treatments using cord blood for spinal cord injuries at 2017 Intel International Science and Engineering Fair (ISEF). The fair is the world’s largest international pre-college science competition with nearly 5,000 students, their teachers and mentors from more than 75 countries represented.

“I think it’s important for the next generation to learn about umbilical cord blood banking because these are the next round of people who will make life-saving decisions and lead the field in stem cell research”,

Cognitive Technologies in Digital Marketing

Cognitive marketing is a way to use the brain’s ability to think about itself as a way to form a connection with a customer and create brand loyalty and conversions. Marketers must use both left brain and right brain marketing to stay relevant in a new age of machine learning and artificial intelligence. #DSUM

"Drive change, or you might be run over"
Loren McDonald, IBM Watson Marketing

Cognitive Technology - Tools

Phrasee AI that writes better than humans.

IBM Marketing Cloud  – Marketing automation platform that uses machine learning and artificial intelligence to write email content for you. 

Thegrid.io Presented by IBM, the tool uses machine learning to automatically create a website and updates itself as you populate the site with content; ideal for microsites and landing pages. 

Trial Promoter: A Web-Based Tool for Boosting the Promotion of Clinical Research Through Social Media

Trial Promoter may serve as a promising tool to render clinical trial promotion more efficient while requiring limited resources. It supports the distribution of any research or other types of content. The Trial Promoter code and installation instructions are freely available online.  Read the research paper »

Trial Promoter is designed to facilitate two phases of the clinical trial recruitment process: the promotion (advertisement) and engagement phases.