Novità sul web

Le ultime novità di Facebook: Lead Adv e Valore Tempo

Facebook ogni tanto ci sorprende con delle novità, vediamo insieme che è cambiato questa volta..

Profilazione automatica 

Facebook ha dato avvio ad una nuova sperimentazione che rivoluzionerà il modo di fare web marketing: i Lead Ads. Per un’attività commerciale avere un database dei propri clienti è fondamentale per profilare il proprio target di riferimento e creare così una strategia di marketing ad hoc.

Si ok, ma il prezzo di una buona profilazione genera spesso malcontento nell’utente finale che si trova davanti ad un interminabile form da compilare, in condizioni peraltro poco agevoli se condotte con uno smartphone e se la landing page di atterraggio, del sito in questione, non è ottimizzata per la visualizzazione da mobile.

Bene, e allora come fare a non far sfuggire il cliente?

La soluzione è arrivata direttamente da Menlo Park che, avendo a disposizione enormi quantità di informazioni circa la sua popolazione, ha ben pensato di condividerle con il resto del mondo, o comunque con una parte di questo, facendo bypassare le informazioni che ciascun cliente ha comodamente e consapevolmente già inserito nel proprio profilo e annullando così di fatto la funzione della landing page.

Come funzionerà?

Il passaggio delle informazioni da Facebook al database dell’azienda prescelta dal cliente avverrà nel pieno rispetto della privacy in quanto è lo stesso utente ad agire, cliccando inizialmente sulla call to action “subscribe“, posta sotto l’icona dell’azienda, e successivamente su “submit“, dando in concessione così i propri dati: dal solo nome all’email, dall’indirizzo di casa al numero di telefono, dalla città di appartenenza fino alla posizione lavorativa.

Le mie informazioni viaggeranno nell’etere in modo incontrollato?

Per adesso Facebook ha concesso la funzione Lead Ads ad alcune aziende per prova iniziale, e i tempi di diffusione del mezzo dipenderanno dai feedback che verranno raccolti. Per tutelare la privacy dell’utente verrà richiesto agli inserzionisti di non utilizzare le informazioni ottenute in attività che non siano inerenti al proprio core busines: sarà quindi vietato commercializzare e divulgare i risultati ottenuti.

Il Valore Tempo: modifiche all’algoritmo.

Vi siete mai chiesti perché nonostante il brulicare degli “amici” che abbiamo su Facebook, ci compaiono sempre gli stati e le foto delle stesse persone? Qualcuno di voi avrà pensato di trovarsi nel Truman Show, riprovando un po’ la situazione analoga a quando uscendo di casa la mattina si incontrano le stesse persone che nemmeno se vi foste date appuntamento, altri invece, un po’ più sul pezzo sanno che dietro queste attività c’è una mano fantasma di nome A L G O R I T M O.

L’algoritmo effettua un’analisi dei nostri comportamenti e sulla base di questi fa una selezione su cosa mostrarci. Se una notizia ottiene un boom di engagement (like, commenti e condivisioni), ritorna sempre in cima tra le news della nostra bacheca. Ogni interazione ha un valore diverso e fino a poco tempo a rappresentare un elemento discriminante nelle visualizzazioni erano le condivisioni, in cima alla Top Three, seguivano i commenti e poi i famosi like. Ultimamente l’algoritmo si è di nuovo aggiornato aggiungendo un nuovo parametro di valutazione delle interazioni, dato dal tempo trascorso a leggere una storia: se scorrendo il vostro News Feed vi imbattete su un post o su un’immagine per un tempo prolungato, pur non interagendo con i più tradizionali metodi di engagement, allora questo è sufficiente a Facebook per ipotizzare che foste veramente interessati a quel contenuto, quindi vi mostrerà in futuro altri post simili.

Quali saranno le prossime novità che ci regalerà Menlo Park?

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