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How Facebook is Evolving into Platform-as-a-Service Provider

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Don’t look now, but Facebook, The Social Network, is fast becoming a multi-faceted, platform-as-a-service cloud provider.

At its ninth annual F8 developers’ conference March 25 at Fort Mason in San Francisco, the social network announced the following:

—that it has launched a new app development platform based on its original Messenger that will enable video exchange, payments and a list of other functions to be handled within messaging, rather than Web-based apps;

—that it will soon provide support for “spherical videos”—immersive, 3D-like videos for its standard news stream;

—that it has made available a free Analytics for Apps application; and

—that it has added an embedded video feature that enables users to take embed code from a Facebook video and put it directly into a Website.

Now More Than Just ‘the Blue App’

Whew. There’s still a full day left in the F8 conference—what could be next? We’ll find out.

“Facebook used to be this single blue app,” co-founder and CEO Mark Zuckerberg said in his leadoff keynote. “It did a lot of different things. Now Facebook is a ‘family of apps.'”

We’ll get into the detail of what Zuckerberg was talking about a bit later in this story. Meanwhile, here are overviews of each of the above items:

— Messenger Platform : Launched March 25, this new package enables developers to add Messenger features to other apps, whether they’re running on iOS, Android, Windows Phone, or Blackberry. “Messenger Platform is for building apps that help people connect,” Zuckerberg said.

Third-party app developers using Messenger Platform now have a better way to reach Facebook’s millions of users on any device they use. Apps built on the platform install the Messenger service directly into the existing ecosystem of iOS and Android apps. This ostensibly makes Messenger a direct competitor with other messaging platforms, such as Chatter, Jive, Jabber, WeChat and Line.

Last week, Facebook revealed an all-new payments system on Messenger that enables users to send and receive money directly on it, instead of using email or another Web app. Thus, complete buying or selling transactions can be accomplished on a single messaging thread, rather than several non-connected email or Web-based interactions. “Easier for the user” is what is driving all of these app changes.

Facebook said it plans to promote these integrated apps in its own app store.

Here is a listing of the first group of Messenger Platform parters: Action Movie FX, Bitmoji, Cleo Video Texting, Clips, ClipDis, Ditty, Dubsmash, Effectify, EmotionAR, Emu, ESPN, FlipLip Voice Changer, Fotor, GIF Keyboard, GIFJam, Giphy, Hook’d, Imgur, Imoji, JibJab, Kanvas, Keek, Legend, Magisto, Meme Generator, Noah Camera, Pic Stitch, PicCollage GIF Cam, PingTank, Pyro!, Score! on Friends, Selfied, Shout, Sound Clips, StayFilm, Stickered, Strobe, Tackl, Talking Tom, Tempo, The Weather Channel, to.be Camera, UltraText, Wordeo.

— Analytics for Apps : This new free-of-charge service, which went live March 25, provides insight for developers, marketers and enterprise users on an app’s customer base, engagement, usage behavior and campaign performance to help owners maintain user retention.

This could become an invaluable tool for developers in short order. Facebook says that by using Analytics for Apps, developers can understand how users are using the same apps cross-device, something that was not possible previously. The tool also provides demographic data, such as age, gender and location, of users.

Marketers will love this, too. Analytics for Apps measures ad performance to show the value of current campaigns and how to improve them in the future. By providing a native analytics app for free, Facebook is competing directly with Google, Amazon and a list of other paid analytics measurement tool providers.

— Support of “spherical video” : Spherical video, as Zuckerberg called it, is new-gen, high-definition video that uses up to 24 cameras in order to provide an immersive, 3D-type visual experience. It is based on the company’s $2 billion acquisition of Oculus VR, which makes this technology. Facebook is taking this IT out of the bulging headsets needed to experience it and making a version available for the network’s news feed.

— Embedded video connection : Starting March 25, users will see an embed option button on their videos. Users will be prompted to copy and paste the necessary HTML code onto their Website, should they desire to place the Facebook video there. This, of course, gives Facebook even more latitude to reach viewers than ever before, and at zero cost to it.

In the past, the only way to share a video hosted on Facebook was to link to that Facebook page or share it through the platform itself to fellow users.

The two video updates are indicative of Facebook’s greater move toward improving the overall video experience, thus putting some pressure on YouTube, which owns some 95 percent of the public video upload market.

Facebook’s ‘Family of Apps’ Doing Excellent Business

Zuckerberg was magnanimous in his “thank-you’s” to the worldwide community of Facebook developers, and he should be. The applications that his team and all their supporters are building and maintaining on a 24/7 basis have paid off with astounding users totals.

Facebook’s “family of apps,” as Zuckerberg called it, includes 1.4 billion users per month for the primary Facebook application, 700 million users each for both Groups and WhatsApp, 300 million per month for photo-sharing app Instagram, and 600 million for dedicated messaging platform Messenger.

The numbers are certainly impressive. Some of the key metrics Zuckerberg shared during his keynote:

—Facebook has paid more than $8 billion to developers over the past five years.

—Facebook drove more than 3.5 billion app installations in 2014.

—The social network’s users shared 50 billion pieces of content from apps last year.

—More than 30 million apps and Websites use Facebook’s developer tools.

—More than 90 percent of the country’s top 100 grossing iOS and Android apps let users log in through Facebook.

—65 percent of FB’s 3 billion daily video views come from mobile.

—53 percent of videos viewed come from shares.

The final day of F8 takes place March 26.

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Platform as a Service (PaaS): Key Benefits and a Case Study

When your enterprise uses the PaaS Cloud computing model, there are numerous benefits. For example, when creating or running a new application, your company will not need to purchase in-house hardware or install new software.

Because the time between obtaining an application and having the ability to deploy it can be significantly shortened, this streamlined process can allow your company to innovate much more quickly—something that’s becoming increasingly more important in today’s fast-changing competitive environment.

Your in-house teams can focus on optimizing the benefits of your new applications, allowing you to laser-focus on how human resources spend their time. You can take advantage of the best technology available today without all of the associated costs, scaling up and down, as needed—and these are just some of the many benefits of PaaS.

Filling in Application Gaps

Often, companies heavily customize their enterprise resource planning (ERP) solutions, and sometimes they use stand-alone solutions for certain aspects of their business operations. When either or both of those things happen, there can be gaps in applications, leaving some solutions “orphaned.”

Strategic use of PaaS can complement Oracle Cloud Enterprise applications to leverage their use to the fullest, but that takes expertise, and deep industry and application know-how. Fortunately, Oracle consultants at Argano specialize in doing exactly that. In fact, some of the solutions that we’ve created for customers have ultimately become folded into Oracle’s core products, which means that our customers—and other users—no longer have to pay for the relevant PaaS application maintenance.

To demonstrate Argano’ abilities to maximize client use of PaaS, we’ll share a business case study for Cummins Engines.

Cummins Engines Case Study

Cummins is a Fortune 500 company that focuses on diesel- and natural gas-powered engines: designing, manufacturing, and distributing them. Industries served by Cummins include mid-duty and heavy trucks, automotive, and RV, along with the construction industry, and marine, rail, and mining industries.

Although engines serve as the enterprise’s flagship business division, they also offer filtration products, fuel system components, vehicle and residential generator power systems, and product distributors and related servicing.

The company was facing a significant challenge, in need of a common sourcing process that would support their direct purchasing needs around the world throughout their divisions. They needed built-in capabilities in purchasing functions to allow all relevant parties to collaborate and therefore make confident decisions.

This comprehensive solution would need to facilitate their ability to efficiently source a large number of items, given that Cummins has literally hundreds of thousands of parts. Just one single sourcing event, for example, could involve hundreds, even thousands, of the company’s 700,000 parts, with a high number of attributes and cost factors to consider.

Employees were using multiple systems to manage huge amounts of data, and enterprise leaders realized they needed to create a system whereby team members could rely upon a single source of information, one that delivered what was needed to the right people at the right time.

The overall solution involved Cloud strategic procurement to  E-Business Suite  R12, rolled out in phases, including PaaS extensions integrated to Cloud sourcing. More specifically, PaaS extensions focused on:

• high volume uploading
• price breaks
• line level attributes

Argano consultants needed to address PaaS-related challenges in two broad ways: functionally and technically.

From a functional standpoint, we needed to assess and create solutions in the following areas:

• creating and editing a supplier negotiation
• multiple line level attributes
• multiple price breaks
• uploading mass negotiation lines from Excel
• cloning negotiation lines

From a technical standpoint, it took two months to develop the highly complex solution that included the following elements:

• Java Cloud service SaaS extension provisioned in the same identity domain as the Oracle Procurement Cloud
• Oracle ADF for development of the application UI
• Procurement Cloud web services as a data model

Companies are increasingly needing to import or otherwise mass load items into sourcing events. With direct purchasing companies, there are typically large attribute lists associated with each item, especially when engineering part numbers are involved. Uploading lines in bulk doesn’t really help direct purchasing companies if they can’t also load price breaks and line level attributes.

There was, however, no option available to create a PaaS solution that solely focuses on the line level, and it isn’t practical to drill into each line, one by one, and individually add data. To solve this problem, the entire negotiation needs to be created, and then additional functionality needs to be layered in with multiple levels for cost factors and price breaks.

It can be challenging to address these types of issues without negatively impacting the bells and whistles built into Cloud sourcing functionality. Argano consultants, in this case, needed to focus on fixing gaps rather than attempting to rebuild entire modules in PaaS. RFQs, as just one example, needed to be pushed into Cloud sourcing to take full advantage of the sourcing module.

Oracle consultants at Argano, though, were able to solve these complex problems for Cummins Engines, with the results being:

• reduced product costs
• reduced supplier and supply chain risk
• maximized leverage
• Streamlined RFQ process

Cummins could now effectively maintain global contacts and manage contract development documents, as well as complete risk assessments, audits, and certification tracking for suppliers. Argano was able to transform Cummins’ operations through a hybrid Cloud and EBS solution with PaaS extensions.

PaaS Extensions developed using Java Cloud service and database Cloud service allowed the enterprise to benefit from a supplier negotiation process that was tailored specifically for their needs. It supports unique price break and line level attribute requirements and seamlessly serves as an extension of Oracle Cloud.

Contact Argano Consultants

If your company is ready to benefit from the power of PaaS, we can create a holistic solution that’s just right for you, one that fills in gaps, eliminating orphaned applications, and maximizing your enterprise technology. We can also design, develop, and deploy entirely standalone PaaS applications to complement Oracle’s existing suite of Cloud applications.

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11 Facebook Case Studies & Success Stories to Inspire You

Published: August 05, 2019

Although Facebook is one of the older social media networks, it's still a thriving platform for businesses who want to boost brand awareness.

With over 2.38 billion monthly active users , you can use the platform to spread the word about your business in a number of different ways -- from photos or videos to paid advertisements.

Because there are so many marketing options and opportunities on Facebook, It can be hard to tell which strategy is actually best for your brand.

If you're not sure where to start, you can read case studies to learn about strategies that marketing pros and similar businesses have tried in the past.

A case study will often go over a brand's marketing challenge, goals, a campaign's key details, and its results. This gives you a real-life glimpse at what led a marketing team to reach success on Facebook. Case studies also can help you avoid or navigate common challenges that other companies faced when implementing a new Facebook strategy.

To help you in choosing your next Facebook strategy, we've compiled a list of 11 great case studies that show how a number of different companies have succeeded on the platform.

Even if your company has a lower budget or sells a different product, we hope these case studies will inspire you and give you creative ideas for your own scalable Facebook strategy.

Facebook Brand Awareness Case Studies:

During the 2017 holiday season, the jewelry company Pandora wanted to boost brand awareness in the German market. They also wanted to see if video ads could have the same success as their other Facebook ad formats.

They began this experiment by working with Facebook to adapt a successful TV commercial for the platform. Here's a look at the original commercial:

The ad was cut down to a 15-second clip which shows a woman receiving a Pandora necklace from her partner. It was also cropped into a square size for mobile users. Pandora then ran the ad targeting German audiences between the ages of 18-50. It appeared in newsfeeds and as an in-stream video ad .

Results: According to the case study , the video campaign lifted brand sentiment during the holiday season, with a 10-point lift in favorability. While Pandora or the case study didn't disclose how they measured their favorability score, they note that the lift means that more consumers favored Pandora over other jewelers because of the ad.

Financially, the campaign also provided ROI with a 61% lift in purchases and a 42% increase in new buyers.

Video can be memorable, emotional, and persuasive. While the case study notes that Pandora always had success with ads and purchases, the jeweler saw that a video format could boost brand awareness even further.

In just 15 seconds, Pandora was able to tell a short story that their target audience could identify with while also showing off their product. The increase in favorability shows that audiences who saw the ad connected with it and preferred the jeweler over other companies because of the marketing technique.

Part of Pandora's success might also be due to the video's platform adaptation. Although they didn't create a specific video for the Facebook platform, they picked a commercial that had already resonated with TV audiences and tweaked it to grab attention of fast-paced Facebook users. This is a good example of how a company can be resourceful with the content it already has while still catering to their online audiences.

Rock & Roll Hall of Fame

The Rock & Roll Hall of Fame , a HubSpot customer, wanted to boost brand awareness and get more ticket purchases to their museum. Since they'd mainly used traditional customer outreach strategies in the past, they wanted to experiment with more ways of reaching audiences on social media.

Because the museum's social media team recognized how often they personally used Facebook Messenger, they decided to implement a messaging strategy on the Hall of Fame's official business page.

From the business page, users can click the Get Started button and open a chat with the Hall of Fame. Through the chat, social media managers were able to quickly reply to questions or comments from fans, followers, and prospective visitors. The reps would also send helpful links detailing venue pricing, events, other promotions, and activities in the surrounding area.

Since the Messenger launch, they claim to have raised their audience size by 81% and sales from prospects by 12%. The company claims that this feature was so successful that they even received 54 messages on an Easter Sunday.

Being available to connect with your audiences through Messenger can be beneficial to your business and your brand. While the Rock & Roll Hall of Fame boosted purchases, they also got to interact with their audiences on a personal level. Their availability might have made them look like a more trustworthy, friendly brand that was actually interested in their fanbase rather than just sales.

Facebook Reach Case Study:

In early 2016, Buffer started to see a decline in their brand reach and engagement on Facebook due to algorithm changes that favored individuals rather than brands. In an effort to prevent their engagement and reach numbers from dropping even further.

The brand decided to cut their posting frequency by 50%. With less time focused on many posts, they could focus more time on creating fewer, better-quality posts that purely aimed at gaining engagement. For example, instead of posting standard links and quick captions, they began to experiment with different formats such as posts with multi-paragraph captions and videos. After starting the strategy in 2016, they continued it through 2018.

Here's an example of one an interview that was produced and shared exclusively on Facebook.

The Results: By 2018, Buffer claimed that the average weekly reach nearly tripled from 44,000 at the beginning of the experiment to 120,000. The page's average daily engagements also doubled from roughly 500 per day to around 1,000.

In 2018, Buffer claimed that their posts reached between 5,000 to 20,000 people, while posts from before the experiment reached less than 2,000.

Although Buffer began the experiment before major Facebook algorithm changes , they updated this case study in 2018 claiming that this strategy has endured platform shifts and is still providing them with high reach and engagement.

It can be easy to overpost on a social network and just hope it works. But constant posts that get no reach or engagement could be wasted your time and money. They might even make your page look desperate.

What Buffer found was that less is more. Rather than spending your time posting whatever you can, you should take time to brainstorm and schedule out interesting posts that speak directly to your customer.

Facebook Video Views Case Studies:

Gearing up for Halloween in 2016, Tomcat, a rodent extermination company, wanted to experiment with a puppet-filled, horror-themed, live video event. The narrative, which was created in part by their marketing agency, told the story of a few oblivious teenage mice that were vacationing in a haunted cabin in the woods. At peak points of the story, audiences were asked to use the comments to choose which mouse puppet would die next or how they would die.

Prior to the video event, Tomcat also rolled out movie posters with the event date, an image of the scared mouse puppets, and a headline saying, "Spoiler: They all die!"

Results: It turns out that a lot of people enjoy killing rodents. The live video got over 2.3 million unique views , and 21% of them actively participated. As an added bonus, the video also boosted Tomcat's Facebook fanbase by 58% and earned them a Cyber Lion at the 2017 Cannes Lions awards.

Here's a hilarious sizzle reel that shows a few clips from the video and a few key stats:

This example shows how creative content marketing can help even the most logistical businesses gain engagement. While pest control can be a dry topic for a video, the brand highlighted it in a creative and funny way.

This study also highlights how interactivity can provide huge bonuses when it comes to views and engagement. Even though many of the viewers knew all the rats would die, many still participated just because it was fun.

Not only might this peak brand interest from people who hadn't thought that deeply about pest control, but interactivity can also help a video algorithmically. As more people comment, share, and react to a live video, there's more likelihood that it will get prioritized and displayed in the feeds of others.

In 2017, HubSpot's social media team embarked on an experiment where they pivoted their video goals from lead generation to audience engagement. Prior to this shift, HubSpot had regularly posted Facebook videos that were created to generate leads. As part of the new strategy, the team brainstormed a list of headlines and topics that they thought their social media audience would actually like, rather than just topics that would generate sales.

Along with this pivot, they also experimented with other video elements including video design, formatting, and size .

Results: After they started to launch the audience-friendly videos, they saw monthly video views jump from 50,000 to 1 million in mid-2017.

Creating content that caters to your fanbase's interests and the social platform it's posted on can be much more effective than content that seeks out leads.

While videos with the pure goal of selling a product can fall flat with views and engagement, creative videos that intrigue and inform your audiences about a topic they relate to can be a much more effective way to gain and keep your audience. Once the audience trusts you and consumes your content regularly, they might even trust and gain interest in your products.

Facebook App Installs Case Study:

Foxnext games.

FoxNext Games, a video game company owned by 20th Century Fox, wanted to improve the level of app installs for one of its newest releases, Marvel Strike Force. While FoxNext had previously advertised other games with Facebook video ads, they wanted to test out the swipe-able photo carousel post format. Each photo, designed like a playing card, highlighted a different element of the game.

The add offered a call-to-action button that said "Install Now" and lead to the app store where it could be downloaded. FoxNext launched it on both Facebook and Instagram. To see if the carousel was more efficient than video campaigns, they compared two ads that advertised the same game with each format.

Results: According to Facebook , the photo ads delivered a 6% higher return on ad spend, 14% more revenue, 61% more installs, and 33% lower cost per app install.

Takeaways If your product is visual, a carousel can be a great way to show off different elements of it. This case study also shows how designing ads around your audience's interest can help each post stand out to them. In this scenario, FoxNext needed to advertise a game about superheroes. They knew that their fanbase was interested in gaming, adventure, and comic books, so they created carousels that felt more like playing cards to expand on the game's visual narrative.

Facebook Lead Gen Case Study:

Major impact media.

In 2019, Major Impact Media released a case study about a real-estate client that wanted to generate more leads. Prior to working with Major Impact, the Minneapolis, Minnesota brokerage hired another firm to build out an online lead generation funnel that had garnered them no leads in the two months it was active. They turned to Major Impact looking for a process where they could regularly be generating online leads.

As part of the lead generation process, the marketing and brokerage firms made a series of Facebook ads with the lead generation objective set. Major Impact also helped the company build a CRM that could capture these leads as they came in.

Results: Within a day, they received eight leads for $2.45 each. In the next 90 days, the marketing firm claimed the ads generated over 370 local leads at the average cost of $6.77 each. Each lead gave the company their name, email, and phone number.

Although these results sound like a promising improvement, readers of this case study should keep in mind that no number of qualified leads or ROI was disclosed. While the study states that leads were gained, it's unclear which of them lead to actual sales -- if any.

This shows how Facebook ad targeting can be helpful when you're seeking out leads from a specific audience in a local area. The Minneapolis brokerage's original marketing and social media strategies weren't succeeding because they were looking for a very specific audience of prospective buyers in the immediate area.

Ad targeting allowed their posts to be placed on the news feeds of people in the area who might be searching for real estate or have interests related to buying a home. This, in turn, might have caused them more success in gaining leads.

Facebook Engagement Case Study:

When the eyewear brand Hawkers partnered up with Spanish clothing brand El Ganso for a joint line of sunglasses, Hawkers' marketing team wanted to see which Facebook ad format would garner the most engagement. Between March and April of 2017, they launched a combination of standard ads and collection ads on Facebook.

While their standard ads had a photo, a caption and a call-to-action linking to their site, the collection ads offered a header image or video, followed by smaller images of sunglasses from the line underneath.

Image from Digital Training Academy

To A/B test ad effectiveness of the different ad types, Hawkers showed half of its audience standard photo ads while the other half were presented with the collection format. The company also used Facebook's Audience Lookalike feature to target the ads their audiences and similar users in Spain.

Results: The collection ad boosted engagement by 86% . The collection ads also saw a 51% higher rate of return than the other ads.

This study shows how an ad that shows off different elements of your product or service could be more engaging to your audience. With collection ads, audiences can see a bunch of products as well as a main image or video about the sunglass line. With a standard single photo or video, the number of products you show might be limited. While some users might not respond well to one image or video, they might engage if they see a number of different products or styles they like.

Facebook Conversion Case Study:

Femibion from merck.

Femibion, a German family-planning brand owned by Merck Consumer Health, wanted to generate leads by offering audiences a free baby planning book called "Femibion BabyPlanung." The company worked with Facebook to launch a multistage campaign with a combination of traditional image and link ads with carousel ads.

The campaign began with a cheeky series of carousel ads that featured tasteful pictures of "baby-making places," or locations where women might conceive a child. The later ads were a more standard format that displayed an image of the book and a call-to-action.

When the first ads launched in December 2016, they were targeted to female audiences in Germany. In 2017, during the later stages of the campaign, the standard ads were retargeted to women who had previously interacted with the carousel ads. With this strategy, people who already showed interest would see more ads for the free product offer. This could cause them to remember the offer or click when they saw it a second time.

Results: By the time the promotion ended in April 2017, ads saw a 35% increase in conversion rate. The company had also generated 10,000 leads and decreased their sample distribution cost by two times.

This case study shows how a company successfully brought leads through the funnel. By targeting women in Germany for their first series of creative "baby-making" ads, they gained attention from a broad audience. Then, by focusing their next round of ads on women who'd already shown some type of interest in their product, they reminded those audiences of the offer which may have enabled those people to convert to leads.

Facebook Product Sales Case Study

In an effort to boost sales from its Latin American audiences, Samsung promoted the 2015 Argentina launch of the Galaxy S6 smartphone with a one-month Facebook campaign.

The campaign featured three videos that highlighted the phone's design, camera, and long battery life respectively.

One video was released each week and all of them were targeted to men and women in Argentina. In the fourth week of the campaign, Samsung launched more traditional video and photo ads about the product. These ads were specifically targeted to people who'd engaged with the videos and their lookalike audiences.

Results: Samsung received 500% ROI from the month-long campaign and a 7% increase in new customers.

Like Femibion, Samsung tested a multiple ad strategy where the targeting got more specific as the promotions continued. They too saw the benefit of targeting ads to users who already showed interest in the first rounds of advertisements. This strategy definitely seems like one that could be effective when trying to gain more qualified leads.

Facebook Store Visits Case Study:

Church's chicken.

The world's third-largest chicken restaurant, Church's Chicken, wanted to see if they could use Facebook to increase in-restaurant traffic. From February to October of 2017, the chain ran a series of ads with the "Store Traffic" ad objectives. Rather than giving customers a link to a purchasing or order page, these ads offer users a call-to-action that says "Get Directions." The dynamic store-traffic ad also gives users the store information for the restaurant closest to them.

Image from Facebook

The ads ran on desktop and mobile newsfeeds and were targeted at people living near a Church's Chicken who were also interested in "quick-serve restaurants." The study also noted that third-party data was used to target customers who were "big spenders" at these types of restaurants.

To measure the results, the team compared data from Facebook's store-reporting feature with data from all of its locations.

Results: The ads resulted in over 592,000 store visits with an 800% ROI. Each visit cost the company an average of $1.14. The ROI of the campaign was four times the team's return goal.

If you don't have an ecommerce business, Facebook ads can still be helpful for you if they're strategized properly. In this example, Church's ads targeted locals who like quick-serve restaurants and served them a dynamic ad with text that notified them of a restaurant in their direct area. This type of targeting and ad strategy could be helpful to small businesses or hyperlocal businesses that want to gain foot traffic or awareness from the prospective customers closest to them.

Navigating Case Studies

If you're a marketer that wants to execute proven Facebook strategies, case studies will be incredibly helpful for you. If the case studies on the list above didn't answer one of your burning Facebook questions, there are plenty of other resources and success stories online.

As you look for a great case study to model your next campaign strategy, look for stories that seem credible and don't feel too vague. The best case studies will clearly go over a company's mission, challenge or mission, process, and results.

Because many of the case studies you'll find are from big businesses, you might also want to look at strategies that you can implement on a smaller scale. For example, while you may not be able to create a full commercial at the production quality of Pandora, you might still be able to make a lower-budget video that still conveys a strong message to your audience.

If you're interested in starting a paid campaign, check out this helpful how-to post . If you just want to take advantage of free options, we also have some great information on Facebook Live and Facebook for Business .

Don't forget to share this post!

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Case Study: Facebook

Facebook, a digital colossus in social media, has transcended being a mere platform, becoming an integral part of the global social fabric. Behind its ubiquitous blue-and-white interface lies a compelling narrative of success fueled by strategic product analytics . This blog post seeks to unravel the intricacies of Facebook’s ascendancy, delving into a case study that unveils the transformative power of product analytics in shaping social networking, refining user experiences, and steering innovative business strategies.

Facebook’s journey is inseparable from the disciplined application of product analytics—a methodology that systematically dissects user behavior , engagement patterns, and pertinent metrics . This foundation provides Facebook with a nuanced understanding of user preferences, allowing for the dynamic customization of features and functionalities. Product analytics is not just a tool for Facebook; it’s the cornerstone of its evolution, enabling the platform to stay ahead in the ever-changing landscape of digital interaction.

Product analytics comes to the forefront as Facebook redefines the landscape of social networking dynamics. Through a meticulous analysis of user interactions, content consumption, and communication patterns, Facebook tailors its algorithms to deliver a uniquely personalized user experience . This level of personalization is not a happenstance; it’s a direct result of the insights gleaned through product analytics, allowing Facebook to adapt and cater to the diverse needs of its colossal user base. The platform’s ability to translate data into personalized content cements its position as not just a platform but a curated digital experience.

As we delve into the core of Facebook’s success, product analytics emerges as the compass guiding the platform’s every move. The continuous refinement of algorithms, feature enhancement, and content curation are all manifestations of Facebook’s commitment to delivering a social networking experience tailored to each user. In essence, product analytics is not just a tool in Facebook’s arsenal; it’s the orchestrator behind the symphony of personalization that has become synonymous with the Facebook experience.

The journey into Facebook’s case study unveils a meticulous process of crafting user experiences guided by the insights drawn from product analytics. By meticulously scrutinizing user feedback and behavior, the platform identifies pain points and areas for improvement, ushering in a cycle of user-centric design enhancements. In this context, product analytics is not a passive observer but an active participant in Facebook’s commitment to delivering a seamless and enjoyable user experience.

As we navigate through the layers of Facebook’s user experience refinement, the role of product analytics becomes increasingly apparent. The iterative process of optimization, driven by data-driven insights, ensures that Facebook remains at the forefront of user satisfaction. It’s not just about providing a platform for social interaction; it’s about creating an environment that evolves with its users. In essence, Facebook’s commitment to refining user experiences is synonymous with its dedication to leveraging the power of product analytics.

Beyond shaping interactions and user experiences, product analytics is pivotal in sculpting Facebook’s overarching business strategies. The insights derived from data analysis empower the platform to make informed decisions regarding feature prioritization, monetization strategies, and introducing innovative offerings. In business strategy , product analytics is not just a tool for understanding users; it’s the compass guiding Facebook’s strategic decisions.

The narrative of Facebook’s success unfolds as we explore the intersection of product analytics and business strategy. Feature prioritization is not arbitrary but a result of a thorough analysis of user preferences and industry trends. Monetization strategies are not detached from user value but intricately aligned, ensuring that profitability goes hand in hand with user satisfaction. In essence, Facebook’s business strategies are not dictated by intuition but are finely calibrated by the insights drawn from product analytics.

A nuanced narrative emerges as we delve deeper into the symbiotic relationship between Facebook’s features, innovation, and product analytics. The platform’s ability to identify features that resonate with users is not serendipitous but a result of meticulous analysis. Product analytics becomes the compass guiding feature prioritization, ensuring the platform evolves harmoniously with user expectations and industry advancements. In essence, innovation on Facebook is not a shot in the dark but a calculated step, informed by the rich tapestry of data woven by-product analytics.

Facebook’s ability to stay ahead of the curve is a testament to its innovation and strategic use of product analytics. By gauging user trends and anticipating industry developments, Facebook positions itself as a trendsetter rather than a follower. The innovations introduced on the platform are not mere novelties but a response to the dynamic landscape shaped by the insights derived from product analytics.

In monetization, Facebook’s strategic use of product analytics is paramount. The insights drawn from user behavior and preferences enable the platform to implement targeted advertising seamlessly integrating with the user experience. In this context, product analytics is not just a means of generating revenue; it’s the guiding force ensuring that monetization strategies align with user value. The delicate balance between profitability and user satisfaction is a testament to Facebook’s commitment to providing value-driven experiences.

As we dissect Facebook’s monetization strategies, the integration of product analytics becomes increasingly evident. The targeted advertising that populates users’ feeds is not random but a result of a precise understanding of individual preferences. Facebook’s ability to monetize without compromising user experience is not a stroke of luck but a consequence of the platform’s astute use of product analytics.

In the era of heightened privacy concerns, the narrative of Facebook’s case study takes a nuanced turn as we explore how the platform navigates the delicate balance between data-driven insights and user privacy. The strategic use of product analytics is not devoid of ethical considerations; rather, it is a dance on the tightrope of extracting valuable insights while respecting user privacy. Facebook’s commitment to robust privacy measures is not a reaction to external pressures but an inherent aspect of its data-driven ethos.

Product analytics, in this context, becomes the guardian of user trust. As Facebook harnesses the power of data, it does so with a responsibility to safeguard user privacy. The case study delves into the intricacies of Facebook’s privacy measures, highlighting how product analytics is not just a tool for understanding users but a guardian ensuring that this understanding is built on a foundation of trust.

A paramount takeaway from Facebook’s case study is its unwavering commitment to continuous improvement and adaptation. The agile approach to incorporating user feedback , adjusting features based on analytics, and staying attuned to industry trends ensures that Facebook remains a dynamic and relevant force in the ever-evolving social media landscape. The iterative nature of Facebook’s evolution is not haphazard but a deliberate response to the insights gleaned from product analytics.

As we navigate the narrative of continuous improvement, the role of product analytics becomes increasingly pronounced. It’s not just about reacting to user feedback; it’s about proactively using data-driven insights to shape the platform’s future. Facebook’s ability to adapt and evolve is not a happenstance but a consequence of its strategic reliance on the compass provided by product analytics.

Facebook’s ascent to social media supremacy is a multifaceted journey intricately woven with the threads of product analytics. This case study unravels the layers of Facebook’s strategic integration of data-driven insights, illustrating how these insights have been instrumental in shaping the trajectory of social networking, refining user experiences, and steering business strategies toward unparalleled success. Facebook’s commitment to product analytics is not merely a technical strategy but a cultural ethos permeating every facet of its operations. It showcases how a platform can transform from a simple social networking site to a dynamic ecosystem by leveraging the power of data in innovative and ethical ways.

As we reflect on the Facebook case study, it becomes evident that the platform’s success story is not a static narrative but an ongoing saga of adaptation and evolution. The continuous refinement driven by product analytics is a testament to Facebook’s resilience in changing user expectations and technological advancements. It sets a compelling precedent for other digital platforms, highlighting the transformative potential of strategic and ethical integration of product analytics. In the ever-shifting landscape of the digital realm, Facebook stands as a beacon, demonstrating how the marriage of data and innovation can redefine the standards of excellence, setting a benchmark for the future of social media platforms.

Related Posts

• Apple AirPods: A Case Study in Product Analytics
• Case Study: Spotify
• Case Study: Uber

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Simplifying SaaS, PaaS, and IaaS

Guest post originally published on Logiq’s blog by Ajit Chelat

Cloud computing is everywhere. An ever-increasing number of businesses have turned to the cloud for their storage, compute, analytics, content management and business operations demands. With its ever-increasing adoption, cloud computing is quickly turning into the lifeline for infrastructure, platform, and software setups for organizations of all sizes. The compelling and affordable pricing of cloud computing technology has made it a no-brainer for companies to adopt and build their operations and offerings around the cloud. 

The cloud is pretty comprehensive – through the cloud, you get access to a wide variety of online services through various delivery models. You’ll often find cloud service offerings using the -aaS (as-a-Service) acronym – right from the popular SaaS, PaaS, and IaaS models to XaaS or Anything-as-a-Service. In today’s world, vendors can deliver practically any service via the cloud.  

For someone looking to employ cloud services in their business, it’s crucial to understand the difference between these models and identify what’s right for you. 

In this article, we look at the key differences between the most popular cloud technology delivery models: Software-as-a-Service (SaaS), Platform-as-a-Service (PaaS), and (Infrastructure-as-a-Service). 

What is SaaS?

As the name suggests, SaaS is a cloud service where users can access various applications hosted on the cloud by a service provider. Users can access these applications over the internet without downloading or installing these services on their devices. Users also don’t have to manage the hardware and performance requirements of the service itself as the service provider takes care of all of these needs. 

Key features:

• No need to download, install, or upgrade software. 
• Can access services via a monthly or annual subscription
• No need to front the costs of developing and maintaining these services
• No need to manage hardware requirements
• Can be accessed anywhere

Advantages:

• Highly scalable and highly available
• Huge savings on costs 
• Easy to configure at the cost of limited customization
• Frees up infrastructure and development resources
• Compatible across devices
• Promotes collaboration

Disadvantages:

• Users have limited control over the service
• You may not have offline access to the service
• TCO (Total-cost-owned) is generally higher

What is PaaS?

PaaS is a framework for software development delivered over the internet. Providers generally give access to a platform with built-in software components and tools that developers can use to create, customize, test, and launch their applications. PaaS vendors manage servers, OS updates, security patches, and backups so that users focus on building their apps and maintaining and owning their own data without worrying about infrastructure, middleware, or OS maintenance. 

• Allows for developing, testing, and hosting apps in the same environment
• You can scale resources up or down depending on business needs
• Multiple users can access the same app in development
• The user doesn’t have complete control over the infrastructure
• Web services and databases are integrated
• Remote teams can collaborate easily
• PaaS-built software is highly scalable, available, and multitenant
• The development process is quickened and simplified
• Reduced expenses for creating, testing, and launching apps
• Reduced amount of coding required
• Allows for easy migrating to the hybrid cloud
• Users might have to worry about data security
• Compatibility with existing infrastructure
• Increased dependency on vendor’s speed, reliability, and support. 

What is IaaS?

IaaS is the cloud equivalent of your traditional data centers. With IaaS, users can access scalable compute resources such as servers, networks, and storage that IaaS vendors provide through virtualization technology. IaaS helps saving costs since users no longer have to buy hardware and manage its components and resources. Users also have total control over the infrastructure and are free to install and maintain apps and OS. Users also have control over security, middleware, and data managed by the infrastructure. 

Key features: 

• Highly scalable resources at marginal costs
• Access to enterprise-grade infrastructure without having to set it up yourself
• Pay-as-you-use
• A single piece of hardware can serve multiple users
• Users get complete control over the infrastructure
• Highly flexible and dynamic
• Cost-effective as you only pay for what you use
• Easy to use due to automated deployment of hardware
• Management tasks are virtualized, thereby freeing up your workforce to work on other tasks
• Multitenancy can lead to data security issues
• Vendor outages can make user’s systems inaccessible

What’s right for you?

As you can see, SaaS, PaaS, and IaaS differ in more than one way, with each delivery model having its own set of advantages and disadvantages. Each model or even a combination of the three can be helpful for your business. But before turning to a cloud service, it’s essential to establish your business’ goal and desired outcome from turning to the cloud. Here are the baselines to help you decide:

• If you’re looking for a plug-and-play service like email, cross-team collaboration, or a CRM, go for SaaS. 
• If you’re looking for a platform for your developers to build and deploy products on without going through the hassle of building and maintaining the platform itself, go for PaaS. 
• If you’re looking for a data center or compute resources without having to shell out a fortune, go for IaaS. 

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Versatility of Platform as a Service PaaS: Use Cases & Case Study

Recent blogs, ibm message queue use case, iib converts into app connect enterprise, ibm bpm usecase, cloud data management services: a foundational understanding, unlocking efficiency with infrastructure as a service iaas.

Cloud computing has completely changed how businesses work and handle their digital stuff. The cloud gives a wide range of services, helping businesses to grow, become more flexible, and cut costs. These services come in three main types: Infrastructure as a Service (IaaS), Software as a Service (SaaS), and Platform as a Service PaaS .

Platform as a Service (PaaS) is a type of cloud computing that gives a full setup for developing and launching things in the cloud. It lets businesses make, test, and start applications without worrying about the stuff that makes it run behind the scenes. With PaaS, businesses can just focus on making and delivering new and creative applications, while the cloud service company handles the computer equipment, operating system, and network structure.

On the other hand, Infrastructure as a Service (IaaS) gives businesses access to computing, storage, and network resources, but they have to manage these resources themselves. Software as a Service (SaaS) provides ready-to-use software applications on a subscription basis, eliminating the need for businesses to handle them locally.

Each of these cloud services has unique benefits and can be chosen according to the specific requirements of the business. This guide will teach you more about PaaS which includes its use cases and case study with its specific features. So, lets begin.

Use Cases of Platform as a Service PaaS

Platform as a Service or PaaS offers businesses a wide range of use cases that can significantly improve their operations and enhance their overall performance. Here are some of the most common use cases of Platform as a Service PaaS:

1. Application Development and Deployment:

PaaS platforms provide developers with ready-to-use tools, frameworks, and libraries, allowing them to quickly build, test, and deploy applications. With PaaS, businesses can streamline their development processes and reduce the time and effort required to bring new applications to market. PaaS also offers scalability and flexibility, allowing businesses to easily scale their applications based on user demand.

2. DevOps and Continuous Integration/Continuous Deployment (CI/CD):

PaaS platforms are well-suited for implementing DevOps practices and CI/CD workflows. PaaS provides the necessary infrastructure and tools for automating the build, test, and deployment processes, enabling businesses to achieve faster release cycles and improved software quality. PaaS also allows for seamless collaboration between development and operations teams, facilitating effective communication and faster time-to-market.

3. E-commerce and Online Retail:

For businesses in the e-commerce and online retail industry, platform as a service PaaS offers a range of benefits. PaaS platforms provide the necessary infrastructure for hosting and managing online stores, including secure payment gateways, inventory management systems, and customer relationship management (CRM) tools. PaaS also enables businesses to easily scale their online stores to accommodate peak traffic and handle large volumes of transactions.

4. Big Data and Analytics:

PaaS platforms are ideal for handling big data and analytics projects. They offer the necessary tools and infrastructure for collecting, storing, and analyzing large volumes of data. PaaS also provides analytics frameworks and machine learning capabilities, allowing businesses to gain valuable insights and make data-driven decisions. With PaaS, businesses can easily scale their data processing capabilities as their data volumes grow.

5. Mobile Application Development:

Platform as a service PaaS provides developers with the tools and frameworks needed to build and deploy mobile applications. With PaaS, businesses can develop cross-platform applications that can run on multiple devices and operating systems. PaaS also offers features like push notifications, in-app analytics, and user management, making it easier for businesses to create engaging and personalized mobile experiences.

6. Integration and Middleware Services:

PaaS platforms offer robust integration and middleware services that allow businesses to connect different systems, applications, and data sources. PaaS provides pre-built connectors, adapters, and APIs, making it easier for businesses to integrate their existing systems and enable seamless data flow between them. PaaS also offers features like data transformation, message queuing, and event-driven architecture, enabling businesses to create scalable and resilient integration solutions.

7. Robotic Process Automation (RPA):

PaaS platforms can also be used for implementing robotic process automation (RPA) solutions. Platform as a Service PaaS offers the necessary infrastructure and tools for automating repetitive tasks and business processes. PaaS also provides features like workflow management, rule engines, and task scheduling, allowing businesses to create and manage their own robotic process automation workflows. With PaaS, businesses can streamline their operations, reduce manual work, and improve efficiency.

Case Study: How IBM PaaS Helps Enhance Cloud Efficiency?

IBM Platform as a Service PaaS is a cloud-based platform that offers a range of services and capabilities to businesses. One area where IBM PaaS excels is in enhancing cloud efficiency. In this case study, we will explore how IBM PaaS helps businesses optimize their cloud operations for greater efficiency.

1. Scalability:

One of the key advantages of using the IBM Platform as a Service is its scalability. With PaaS, businesses can easily scale their cloud resources up or down based on demand. This means that businesses can quickly and efficiently allocate resources to handle increased workloads during peak times and scale them back during slower periods. This flexibility allows businesses to optimize their cloud infrastructure and avoid over-provisioning, which can lead to wasted resources and increased costs.

2. Automation:

IBM Platform as a Service PaaS also offers automation capabilities that help businesses streamline their cloud operations. With PaaS, businesses can automate various tasks, such as resource provisioning, application deployment, and configuration management. Automation eliminates the need for manual intervention, reducing the risk of human error and saving valuable time and effort. By automating routine tasks, businesses can focus on more strategic initiatives and improve overall operational efficiency.

3. DevOps Integration:

DevOps is a set of practices that aims to improve collaboration between development and operations teams. IBM PaaS seamlessly integrates with DevOps tools and processes, enabling businesses to adopt a DevOps approach to cloud development and operations. With PaaS, businesses can automate the build, test, and deployment processes, ensuring faster time to market and improved quality of software releases. This integration allows for better communication and collaboration between teams, leading to increased productivity and efficiency in the cloud environment.

4. Integration Services:

IBM PaaS offers integration services that allow businesses to connect and integrate various applications and systems within their cloud environment. This enables businesses to streamline their processes, improve data flow, and enhance overall operational efficiency. With PaaS, businesses can easily integrate their existing systems with new cloud-based applications, enabling seamless communication and data sharing between different platforms.

5. Monitoring and Analytics:

IBM PaaS provides businesses with robust monitoring and analytics capabilities, enabling them to gain valuable insights into their cloud operations. With PaaS, businesses can monitor the performance and health of their cloud resources in real time, identify bottlenecks and potential issues, and take proactive measures to optimize their cloud environment. Additionally, PaaS offers advanced analytics tools that help businesses analyze data, identify trends, and make data-driven decisions for continuous improvement.

6. Security:

Security is a top concern for businesses when it comes to cloud adoption. IBM PaaS prioritizes security and provides businesses with a secure and reliable cloud platform. With PaaS, businesses can benefit from built-in security features, such as data encryption, access controls, and threat detection. Additionally, IBM PaaS undergoes rigorous security testing and compliance certifications to ensure the highest level of security for businesses’ data and applications.

Specific Features And Case Studies Showcasing Improved Efficiency

Here we will discuss specific features and case studies that showcase the improved efficiency businesses can achieve by using IBM Platform as a Service PaaS. Let’s dive in!

1. Automated Build, Test, and Deployment Processes:

One of the key features of IBM PaaS is the ability to automate the build, test, and deployment processes. This feature allows businesses to streamline their development and operations workflows, saving time and effort. By automating these processes, businesses can ensure faster time to market and improved quality of software releases. For example, a case study conducted by a software company showed that by using IBM PaaS, they were able to reduce their deployment time from several hours to just a few minutes, resulting in significant time and cost savings.

2. Seamless Integration Services:

IBM PaaS offers integration services that enable businesses to connect and integrate various applications and systems within their cloud environment. This feature allows businesses to streamline their processes, improve data flow, and enhance overall operational efficiency. For instance, a case study conducted by a manufacturing company demonstrated how they were able to integrate their existing ERP system with a new cloud-based CRM system using IBM PaaS. This integration improved data sharing between the two platforms, resulting in better customer insights and streamlined sales processes.

3. Real-time Monitoring and Analytics:

Real-time monitoring and analytics stand as critical features in cloud services, offering unparalleled operational efficiency. They allow businesses to constantly track and analyze their data, applications, and infrastructure in real time, facilitating faster decision-making, improved performance, and proactive problem-solving.

In conclusion, PaaS platforms offer a wide range of services and capabilities that are valuable to businesses. From cloud services and managed services to mobile application development and integration services, PaaS enables businesses to leverage the power of technology to drive growth and success. By using PaaS, businesses can focus on their core competencies while leaving the technical aspects to the platform provider. With its scalability, flexibility, and cost-effectiveness, PaaS is a valuable tool for businesses in today’s digital age. So, if you’re in need of cloud services, managed services, DevOps, e-commerce services, IBM, IIB, integration services, mobile solutions, MQ, portal services, or robotic processes, consider using Platform as a Service PaaS from Hubcom to take your business to the next level. Thank you for visiting us!