{"id":1700,"date":"2012-09-10T01:34:39","date_gmt":"2012-09-09T21:34:39","guid":{"rendered":"http:\/\/blog.igloonet.cz\/?p=1700"},"modified":"2014-08-11T20:23:03","modified_gmt":"2014-08-11T18:23:03","slug":"interview-brian-carter-2-part","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/","title":{"rendered":"Interview: Brian Carter - 2.part"},"content":{"rendered":"
<\/div>\n

As was promised, here comes second part of interview with Brian Carter, respected online marketing expert, author of three very intresting books, stand-up comedian and contributor to Mashable, Search Engine Journal, just to name few. What does Brian in his free time and what inspires him? Or what is his opinion on Facebook Ads and Open Graph Apps? Read this and more in this interview!<\/em><\/p>\n

What are the biggest Facebook marketing mistakes of 2012 so far?<\/h3>\n

I think a lot of businesses make the same ones. I\u2019ve created this graphic<\/a> on Pinterest -it\u2019s a sales funnel, \u201acause you are trying to get people to buy from you. So if you don\u2019t reach right people from the beginning, they won\u2019t become good customers for you. And even if you do reach them, you might have a problem with reaching them enough. Maybe Facebook shows your posts only to 5-10% of your fans and you won\u2019t have that many sales. Then you have to persuade people, because the sales cycle is longer on Facebook (sales cycle is how long it takes people to decide to buy from the first time they see your offerings).
\nOnly way to shorten this cycle is to persuade them more, make them want what you have.
\nAnd maybe you want to reach people repeatedly, because the sales cycle is longer.<\/p>\n

If we speak about Facebook advertising, what is your general opinion on it? There\u2019s a lot of articles and case studies, which speak about Facebook being much less profitable than Google Adwords, still many people say the opposite.<\/h3>\n

I wouldn\u2019t argue with that opinion, but I think most businesses need a mix of these things. I would suggest to do some Adwords, Facebook or Linkedin and then decide what has better ROI and put money there. The reason Google is more profitable is because the people are already saying, that they want what you have with the keywords they searched on. These people are ready to buy from you, but that\u2019s just small percentage of your potential buyers.
\nSome businesses get to the point, where they like the big ROI from Google Adwords, but still they want more sales, more customers. That\u00b4 s where Facebook comes in, where it\u2019s possible to find people, who could buy from you in future. I think companies should divide the money for online advertising.<\/p>\n

Are there any business fields\/products for which Facebook won\u2019t ever work?<\/h3>\n

I think it\u2019s less about product, and more about the ads. Facebook Ads are very different from any other type of online ads. Yes, they are Display Ads, but with much better targeting. So I think, if someone runs campaigns on Facebook for a month and then says it doesn\u2019t work, it just wasn\u2019t done well enough. Facebook has 15 targeting options and you need to test them. You need to find out, how to target your audience. Is it by age? By gender? Or by they location, interests or workplace, what is it? First you test the targeting, then pictures, headlines and finally the texts. It\u2019s same like with Google Adwords- at first there\u2019s a lot of waste, before you realize which keywords work and which aren\u2019t that profitable. It\u2019s the same with Facebook.<\/p>\n

Do you have any tips how to lower price per fan? And is this metric the one people should care about?<\/h3>\n

For a short period of time it\u2019s great metric, but in long-term you should care about the profitability of your fans. You might have thousands of fans, but if they won\u2019t buy, it\u2019s useless.
\nI could explain it on an example- let\u2019s say you sell mountain bikes. People, who are going to buy something from you have probably in interests mountain bikes, outdoor sports etc. Maybe you will find 1,000 people, who like Trek brand bikes, 5,000 with mountain bikes in their interests and 100,000 with outdoor activities as hobby. The last group is less interesting, because just a small percentage of them will actually buy a bike.
\nBest way to lower your CPF is to get very high CTR. Targeting and the ad has to match together, really. You can write something like \u201eHey, do you like mountain bikes? Click right here!\u201c And you will get people who care about this topic and you are showing them content, which can persuade them. With broader targeting it\u2019s little bit more complicated, because only small percentage of outdoor sports will like to bike, but I still think that everyone needs some kind of mix of these groups.<\/p>\n

What do you think about the Open Graph apps, successfully used by Washington Post or Guardian, do you see any danger in them?<\/h3>\n

I mean, everyone should just make sure they know what kind of information they share with those companies. But even then, those companies don\u2019t get information attached to specific people, just generalities. I\u2019m not really worried about it. But I think, maybe it\u2019s just me, but if there\u2019s something like that, I usually chose not to opt-in and I still read the article online. Maybe that\u2019s the obstacle that many Facebook Apps face-there\u2019s this scary, creepy thing that pops-up and asks if you want to share your information, that\u2019s driving them away. I\u2019m just not sure that it\u2019s going to play such big role in people\u2019s regular experiences, as they thought it might.<\/p>\n

Do you think Facebook will try to make these apps paid?<\/h3>\n

I don\u2019t know, if they\u2019ll try to do this, because even normal newspapers all across the world have trouble, because people get the information elsewhere for free. So if you want to get money, you need really unique content and even that will be stolen, like how musicians\u2019 content is often stolen. It makes more sense for Facebook to make money from advertising, newspapers do it same way, so they should keep anything else free.<\/p>\n

When we asked our fans for questions for you, one of them was this one: As such expert on Facebook and social media, do you get information about planned changes and upgrades before anyone else directly from Facebook?<\/h3>\n

Sometimes yes. In my position, I don\u2019t have direct contact with Facebook, but I know many people that do have contact with Facebook. So sometimes I know about these things and usually it\u2019s a secret. But what I noticed Facebook does more is they try the new things first at small percentage of users.<\/p>\n

Sources of inspiration are valuable informations for. Could you share with us, what inspires you?<\/h3>\n

I\u2019m addicted to novelty. I like to do and watch stand-up comedy. One of the reason why I do that is because when you laugh it\u2019s probably because of you\u2019ve put together two things you wouldn\u2019t normally in your brain, that\u2019s similar to content marketing. And I like to go to section Popular<\/a> on Pinterest as well as Infinigraph for Facebook and Twitter, both shows posts with most recent interactions.<\/p>\n

We are almost at the end, so it\u2019s time for a little experiment. Could you name 5 thing, which should every social media marketer know?<\/h3>\n

Every social media marketer should know how to use different ad formats, they have to understand content marketing, know how to interact with people online professionally \u2013 definitely not to enter fights and let trolls distract them. It\u2019s good to have good writing skills, not only in field of content marketing, and creativity is very important, because if needed you have to come up with some images, texts that will make people react.<\/p>\n

19th<\/sup> August was published your newest book, LinkedIn for Business. Except this book, what would you recommend us to read?<\/h3>\n

Interesting book is Starting Your Career As Social Media Manager from author named Mark Story. Even if some books are really great, I still think blogs are more up to date. Some blogs could be too fragmented, just little pieces of informations, you don\u2019t see the whole bunch of information together as it is in books.
\nSome book are just strategy and they don\u2019t give you any specific how-to tactics. I was trying to cover that in my books.Very good book is Killer Facebook Ads from Marty Weintraub.<\/p>\n

We know that you work a lot, but what do you do in your free time?<\/h3>\n

I try to find a balance between work and free time. I don\u2019t have a kids, just small zoo of dogs and cats and me and my wife have a small frog. Not far from us is very good improv and stand-up comedy theater, so while I\u2019m doing my business stuff I\u2019m also writing jokes and I go there to try these jokes out, I visit practice group for improv-comedy every week and we have a show once a month. The most interesting thing for me is how to get a little bit of that humor into my content marketing. I think I\u2019ve done pretty good job lately on my Facebook profile, cause I get pretty big number of interactions.<\/p>\n

If you liked this interview, make sure to come back or stay updated through any of our social sites, so you won\u2019t miss any interview with other very intresting people.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As was promised, here comes second part of interview with Brian Carter, respected online marketing expert, author of three very intresting books, stand-up comedian and contributor to Mashable, Search Engine Journal, just to name few. What does Brian in his free time and what inspires him? Or what is his opinion on Facebook Ads and Open Graph Apps? Read this and more in this interview!<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[],"class_list":["post-1700","post","type-post","status-publish","format-standard","hentry","category-marketing"],"yoast_head":"\nInterview: Brian Carter - 2.part | igloonet blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview: Brian Carter - 2.part | igloonet blog\" \/>\n<meta property=\"og:description\" content=\"As was promised, here comes second part of interview with Brian Carter, respected online marketing expert, author of three very intresting books, stand-up comedian and contributor to Mashable, Search Engine Journal, just to name few. What does Brian in his free time and what inspires him? Or what is his opinion on Facebook Ads and Open Graph Apps? Read this and more in this interview!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/\" \/>\n<meta property=\"og:site_name\" content=\"igloonet blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/igloonet\" \/>\n<meta property=\"article:published_time\" content=\"2012-09-09T21:34:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2014-08-11T18:23:03+00:00\" \/>\n<meta name=\"author\" content=\"Irena \u0160ov\u010d\u00edkov\u00e1\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@igloonet\" \/>\n<meta name=\"twitter:site\" content=\"@igloonet\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Irena \u0160ov\u010d\u00edkov\u00e1\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minut\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/\"},\"author\":{\"name\":\"Irena \u0160ov\u010d\u00edkov\u00e1\",\"@id\":\"https:\/\/igloonet.cz\/blog\/#\/schema\/person\/c2d02d8cced3e95fbf42381bac1ef9d8\"},\"headline\":\"Interview: Brian Carter - 2.part\",\"datePublished\":\"2012-09-09T21:34:39+00:00\",\"dateModified\":\"2014-08-11T18:23:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/\"},\"wordCount\":1577,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/\",\"url\":\"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/\",\"name\":\"Interview: Brian Carter - 2.part | igloonet blog\",\"isPartOf\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/#website\"},\"datePublished\":\"2012-09-09T21:34:39+00:00\",\"dateModified\":\"2014-08-11T18:23:03+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/#breadcrumb\"},\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Marketing\",\"item\":\"https:\/\/igloonet.cz\/blog\/rubriky\/marketing\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Interview: Brian Carter - 2.part\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/igloonet.cz\/blog\/#website\",\"url\":\"https:\/\/igloonet.cz\/blog\/\",\"name\":\"igloonet blog\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/igloonet.cz\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"cs\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/igloonet.cz\/blog\/#organization\",\"name\":\"igloonet\",\"url\":\"https:\/\/igloonet.cz\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\/\/igloonet.cz\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/07\/RGB_LVPC_igloonet.png\",\"contentUrl\":\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/07\/RGB_LVPC_igloonet.png\",\"width\":650,\"height\":465,\"caption\":\"igloonet\"},\"image\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/igloonet\",\"https:\/\/x.com\/igloonet\",\"https:\/\/instagram.com\/igloonet\/\",\"https:\/\/www.linkedin.com\/company\/igloonet\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/igloonet.cz\/blog\/#\/schema\/person\/c2d02d8cced3e95fbf42381bac1ef9d8\",\"name\":\"Irena \u0160ov\u010d\u00edkov\u00e1\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\/\/igloonet.cz\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/506e5e6deea12246b74f5e47d40002fac873674d475197df0dd364341c7690bb?s=96&d=retro&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/506e5e6deea12246b74f5e47d40002fac873674d475197df0dd364341c7690bb?s=96&d=retro&r=g\",\"caption\":\"Irena \u0160ov\u010d\u00edkov\u00e1\"},\"description\":\"PPC specialistka\",\"sameAs\":[\"https:\/\/igloonet.cz\/blog\/author\/irena\/\"],\"url\":\"https:\/\/igloonet.cz\/blog\/author\/irena\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Interview: Brian Carter - 2.part | igloonet blog","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/","og_locale":"cs_CZ","og_type":"article","og_title":"Interview: Brian Carter - 2.part | igloonet blog","og_description":"As was promised, here comes second part of interview with Brian Carter, respected online marketing expert, author of three very intresting books, stand-up comedian and contributor to Mashable, Search Engine Journal, just to name few. What does Brian in his free time and what inspires him? Or what is his opinion on Facebook Ads and Open Graph Apps? Read this and more in this interview!","og_url":"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/","og_site_name":"igloonet blog","article_publisher":"https:\/\/www.facebook.com\/igloonet","article_published_time":"2012-09-09T21:34:39+00:00","article_modified_time":"2014-08-11T18:23:03+00:00","author":"Irena \u0160ov\u010d\u00edkov\u00e1","twitter_card":"summary_large_image","twitter_creator":"@igloonet","twitter_site":"@igloonet","twitter_misc":{"Napsal(a)":"Irena \u0160ov\u010d\u00edkov\u00e1","Odhadovan\u00e1 doba \u010dten\u00ed":"8 minut"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/#article","isPartOf":{"@id":"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/"},"author":{"name":"Irena \u0160ov\u010d\u00edkov\u00e1","@id":"https:\/\/igloonet.cz\/blog\/#\/schema\/person\/c2d02d8cced3e95fbf42381bac1ef9d8"},"headline":"Interview: Brian Carter - 2.part","datePublished":"2012-09-09T21:34:39+00:00","dateModified":"2014-08-11T18:23:03+00:00","mainEntityOfPage":{"@id":"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/"},"wordCount":1577,"commentCount":0,"publisher":{"@id":"https:\/\/igloonet.cz\/blog\/#organization"},"articleSection":["Marketing"],"inLanguage":"cs","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/","url":"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/","name":"Interview: Brian Carter - 2.part | igloonet blog","isPartOf":{"@id":"https:\/\/igloonet.cz\/blog\/#website"},"datePublished":"2012-09-09T21:34:39+00:00","dateModified":"2014-08-11T18:23:03+00:00","breadcrumb":{"@id":"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/#breadcrumb"},"inLanguage":"cs","potentialAction":[{"@type":"ReadAction","target":["https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/igloonet.cz\/blog\/interview-brian-carter-2-part\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Marketing","item":"https:\/\/igloonet.cz\/blog\/rubriky\/marketing\/"},{"@type":"ListItem","position":2,"name":"Interview: Brian Carter - 2.part"}]},{"@type":"WebSite","@id":"https:\/\/igloonet.cz\/blog\/#website","url":"https:\/\/igloonet.cz\/blog\/","name":"igloonet blog","description":"","publisher":{"@id":"https:\/\/igloonet.cz\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/igloonet.cz\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"cs"},{"@type":"Organization","@id":"https:\/\/igloonet.cz\/blog\/#organization","name":"igloonet","url":"https:\/\/igloonet.cz\/blog\/","logo":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/igloonet.cz\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/07\/RGB_LVPC_igloonet.png","contentUrl":"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/07\/RGB_LVPC_igloonet.png","width":650,"height":465,"caption":"igloonet"},"image":{"@id":"https:\/\/igloonet.cz\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/igloonet","https:\/\/x.com\/igloonet","https:\/\/instagram.com\/igloonet\/","https:\/\/www.linkedin.com\/company\/igloonet"]},{"@type":"Person","@id":"https:\/\/igloonet.cz\/blog\/#\/schema\/person\/c2d02d8cced3e95fbf42381bac1ef9d8","name":"Irena \u0160ov\u010d\u00edkov\u00e1","image":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/igloonet.cz\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/506e5e6deea12246b74f5e47d40002fac873674d475197df0dd364341c7690bb?s=96&d=retro&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/506e5e6deea12246b74f5e47d40002fac873674d475197df0dd364341c7690bb?s=96&d=retro&r=g","caption":"Irena \u0160ov\u010d\u00edkov\u00e1"},"description":"PPC specialistka","sameAs":["https:\/\/igloonet.cz\/blog\/author\/irena\/"],"url":"https:\/\/igloonet.cz\/blog\/author\/irena\/"}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/posts\/1700","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/comments?post=1700"}],"version-history":[{"count":1,"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/posts\/1700\/revisions"}],"predecessor-version":[{"id":2295,"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/posts\/1700\/revisions\/2295"}],"wp:attachment":[{"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/media?parent=1700"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/categories?post=1700"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/tags?post=1700"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}