Lessen na een week Facebook en Instagram advertenties gebruiken

Ik ben bezig met een nieuw project.

Xiaomikopen.nl loopt lekker, maar het succes voelt te makkelijk. Ik hoef niks te doen om bezoekers te ‘winnen’: ze komen via Google.

Nu ben ik bezig met een fysiek product te lanceren, waarbij de concurrentie op Google hoog is. Daarom ben ik dus op zoek naar andere manieren om bezoekers te vinden, waaronder Facebook advertenties.

Afgelopen week probeerde ik dit een week, en dit is wat ik leerde.

Als eerste had ik teveel vertrouwen in mijn product. Ik moest even met beide voeten terug op aarde komen. Ik dacht dat mijn product wel zou verkopen zodra mensen het zagen. Dat is natuurlijk niet zo.

Er is een bepaalt proces voor mensen kopen, een funnel. Men moet je product een paar keer tegenkomen voor het in hun hoofd zit en ze klaar zijn om te kopen.

Een tweede overschatting zat in de opmaak van de advertentie zelf. Ik dacht dat ik wel kon bedenken waar mijn doelgroep op zou klikken. Not. Nadat ik mijn advertenties aangepast had werden klik-percentages veel hoger.

Let er wel op dat het maken maar ook het aanpassen van een advertentie een flinke klus is. De Facebook advertentie manager is namelijk een draak. Er is geen duidelijke start-pagina en termen zijn behoorlijk vaag wat het vinden van de juiste statistieken moeilijker maakt.

Hierdoor is het verleidelijk om een bestaand bericht te promoten voor een vaste prijs. Facebook stelt dit overal voor. Scheelt veel tijd, maar er zijn dan weinig instellingen aanpasbaar wat de effectiviteit niet ten goede komt.

Instagram was ook onderdeel van mijn campagne. Facebook plaatst advertenties namelijk standaard op Facebook én Instagram. Het kan komen door mijn doelgroep, maar meer dan 90% van de plaatsingen van de advertentie was op Instagram.

Het lijkt er dus op dat er nog maar weinig vraag is naar adverteren op Instagram. Wellicht een leuk weetje, aangezien prijzen ook lager zullen liggen.

Als laatste was de interactie met de advertentie de laatste uren voor het einde van de campagne een stuk hoger. Toeval, of wil Facebook je even lekker maken om ervoor te zorgen dat je je campagne verlengt?

De camera van de iPhone 7 in het donker

Gisteravond was ik bij een concert van een van mijn favoriete artiesten, de Chainsmokers.

Sinds begin dit jaar gebruik ik weer een iPhone. Een van de grootste verschillen ten opzichte van Android is de camera.

Dat bewees de iPhone ook deze avond weer. Foto’s in het donker zijn haarscherp, zelfs de kleine snippers. Lichten zijn fel maar niet overbelicht. En de donkere delen (het publiek) zijn toch nog duidelijk en zonder ruis.

Snapchat’s IPO en de gingerbread man

Ben Thompson vergelijkt Snapchat op zijn blog en podcast met de gingerbread man.

Het bedrijf geeft als belangrijkste competitive advantage aan dat het sneller kan innoveren dan concurrenten. Daardoor blijven producten interessant voor gebruikers.

Dat zorgt wel voor consequent hogere kosten per gebruiker vergeleken met Facebook en Twitter.

Thompson vergelijkt het met het rijmpje van de gingerbread man: Run, run, run as fast as you can. You’ll never catch me, I’m the gingerbread man.

Terug naar de iPhone

Up until one year ago, I used to be an iPhone user.

Then, I switched to Android for one year.

In that period I tried three different phones: Redmi Note 3, Mi 5 and Redmi Pro, all manufactured by Xiaomi.

Last week I took the jump back to the iPhone, and it has been a delight.

I love the design of the iPhone 7 in the (matte) black color. This is the best looking iPhone yet, surpassing the iPhone 5.

The screen is jaw-dropping. Colors are more vivid and pop. The curved edges are great. Android phones have dedicated back buttons while the iPhone uses the swipe gesture. I was worried about losing this button, but the swipe gesture is great in combination with the curved edges.

The taptic engine is not only great at creating the button-press feeling in the ‘fake’ home button. It is also a great way of giving feedback when scrolling through a list in a form, or when zooming a picture to 100% again.

I see the removal of the headphone port as progress towards the future. The only problem I had was when I just bought the phone on the airport and went on my flight. I could not use the iPhone’s included earphones in the plane’s entertainment system as they have a lightning port.

Live photos are amazing. I did not take a lot of pictures yet, but seeing just before and after is great already and much more immersive.

iOS apps are so much better than Android apps. They are much faster, better designed and work flawlessly together. Especially after switching to iCloud for cloud storage.

The only thing I have been a little disappointed with is the fingerprint sensor. It is not as reliable as the ones on Xiaomi devices.

[warning]Dit bericht schreef ik toen ik nog in het Engels blogde. Binnenkort zal ik het vertalen. Beloofd.[/warning]

AirBnB’s volgende stop: stopovers

Douglas Quinby, vice president of research at the travel industry group Phocuswright in an article by the Information on AirBnB:

“Even this whole idea of ‘travel like a local’ I believe is more marketing than substance,” he adds. “Most travelers when they travel don’t want to meet locals, they don’t want to attend the violin-making class in Paris. They want to eat a croissant in a cafe and go to the Eiffel Tower.”

Gillian Morris in the comment section of the same article:

AirBnb wins because it is cheap and convenient, not because it is unlocking a magical world of authentic experiences.

AirBnB’s next move is probably flight-booking, as noted by Bloomberg.

Airbnb may acquire an online travel agency or license data from a provider, such as Amadeus IT Group SA or Sabre Corp., said the people, who asked not to be identified discussing unfinished products.

Licensing data would not differentiate AirBnB from Skyscanner or Google Flights. Acquiring an online travel agency does. I stumbled on AirWander today.

Airwander: add multi-day stopovers to save on flights

This seems like an extremely good acquisition for AirBnB. Not only would AirBnB buy a ready-made flight-book tool. It would also buy a service that enhances their main product. Pick a destination, save on flight costs and book a cheap home for your stopover.

It should not go unnoticed that stopovers are becoming more popular. It allows travellers to save money and see more of the world. Several Youtube creators have made stopovers, in Hong Kong and New Orleans.

[warning]Dit bericht schreef ik toen ik nog in het Engels blogde. Binnenkort zal ik het vertalen. Beloofd.[/warning]

De volgende stap voorspellen

Valuing a company is hard.

Especially when you are investing as a first time investor in a six months old startup.

How do you foresee an app used for sending nudes being worth 25 Billion?

Seeing a founder with a great idea is one way.

But that cannot not be the only way.

How can we imagine a startup in 10 years?

That’s really boiling my mind right now.

There might be an easy question, but I have not found it yet.

What Didier Hilhorst writes on designing the new Uber app is interesting though:

We used to think our job was done once you got in a car, and that the faster we got you out of our app, the better the experience. But as we looked ahead at each step, we realized we were neglecting the longest part of the journey: being on your way.

Good companies address a need, and as they progress in fulfilling this need, needs change.

That might be the next step on which you can predict and base a valuation.

From showing movies and series on a specified time to showing them on-demand to creating them yourself.

From sending disappearing photos to a new way of chatting to a new way of capturing (more on Snapchat later)

From finding college classmates to connecting with the world to a new way of working together.

[warning]Dit bericht schreef ik toen ik nog in het Engels blogde. Binnenkort zal ik het vertalen. Beloofd.[/warning]

Ideeën over Lyft Amp

My thoughts on Lyft Amp in TheInformation’s Slack channel:

I feel this is worth pursuing by Lyft. Especially in the dark it can be a hassle to find your Uber/Lyft after for example a party. Some drivers come up with a solution themselves:

It might even put Lyft in the hardware business. Camera’s facing the road are quite common, but a camera facing the driver and passengers can improve safety for both.

Which reminds me of the following article by Backchannel, arguing that competitors challenging Uber should focus on drivers, not passengers.

Also, if Lyft in the future adds traffic-facing sensors, it is a nice opportunity to gather data for self-driving cars purposes. As argued by Ben Thompson, mapping is one of the mayor challenges for self-driving cars. These sensors can gather data without expensive permits: the driver is still driving, Lyft is just gathering data while doing so.

[warning]Dit bericht schreef ik toen ik nog in het Engels blogde. Binnenkort zal ik het vertalen. Beloofd.[/warning]

Ik maakte een persoonlijke cloud met Transmit voor iOS

A while ago, I wondered if it would be possible to create my own cloud-service, like Dropbox or iCloud Drive. I quickly dismissed the idea: it would be possible on Macs, but not really on iPhones or iPads due to sandboxing.

iOS 8 & Transmit for iOS

I forgot about this crazy little idea until iOS 8 was released, and read Viticci’s review on Transmit for iOS. iOS gives apps the ability to send documents to other apps, and Transmit for iOS happily uses this.

image

The connection screen, file list and more info about a file.

Transmit for iOS is the mobile counterpart of the famous Transmit FTP app by Panic, and allows you to open documents from a server, send the documents to other apps and save the documents online again.

Testing

I quickly purchased the app, plugged a USB flash drive in our router, set up a FTP server using the router and tested it. It worked like a charm (although there are a few minor drawbacks). Transmit is bloody fast in downloading and uploading, looks gorgeous and has all features I need (up- and downloading, sending to other apps, renaming and replacing). I was even surprised to see it can handle my .NEF files, RAW photos from my Nikon camera.

image

Transmit also made it easy to transfer these screenshot to my Mac. On the left: selecting the path, middle: uploading screen and on the right the send-to menu.

More storage

After these successful tests, I got excited and bought two 1.5tb external hard-drives. One will be for the storage, the other one will be used as a backup drive for the files on the other hard drive.

I also bought the Mac version of Transmit. It has an option to mount a disk in the finder, which makes it act like a local folder. This completed my personal cloud setup.

Costs

My total costs were a little over 90 Euros. If I use this setup for only one year, it would already cost less per month (€7.50 versus €9.99/month) and provide me with 500gb more storage compared to Dropbox.

image

Looks great on the iPad too, what else would you expect from Panic?

Long story short

All in all I’m pretty happy with this setup. I’ve been using it fully for a week now, both locally at home as in the train or at university.

The only drawback is that I haven’t found an app yet which can automatically save files without opening Transmit for iOS again. Panic stated that this would be possible when apps provide support for it, but for now I just have to tap export > Transmit and then select the right path for the file.

I feel like the positives outweigh the drawbacks by a lot. Not only is my personal cloud cheaper, it also gives me the feeling of control, has a high geekiness factor and gives me a reason to enjoy Transmits design daily.

Update 26/02/2017: ik heb mijn persoonlijke cloud ongeveer anderhalf jaar gebruikt. Dit door de switch naar Android. Hierdoor stapte ik over naar Stack van Transip. Inmiddels gebruik ik weer een iPhone en ben ik tevreden gebruiker van iCloud Drive.

Mijn favoriete foto

image

This is quite possibly my favourite photo I took while in the United States this summer. We were walking down the streets of San Francisco when we suddenly walked onto a movie set with loads of cameras, lights, cars and trucks. On the sidewalk, two people were playing with cars―it looked like― driving them around the chalk-drawn corners and crashing them into others.

Turns out they were planning a stunt scene for the movie. I love how they just used toy cars and added nametags using tape. The film is named (or codenamed) Vista, in case you are interested.