Post on 14-Sep-2014
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Company Confidential 1
How to turn your Facebook fans into your Most Valuable Customers?
Jai Rawat
Founder & CEO ShopSocially
http://ShopSocially.com
jai@shopsocially.com
Company Confidential 2
So you have acquired some Facebook fans. Now what?
Looking to acquire more fans? We’ll cover that too…
Company Confidential 3
What’s a Fan?
Company Confidential 4
A True Fan is defined as someonewho will purchase anything and everything you produce.
They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name.
True Fan
Kevin Kelly, “1000 True Fans”
They bookmark the eBay pagewhere your out-of-print editionsshow up. They come to your openings.
They have you sign their copies.They buy the t-shirt, and the mug, and the hat. They can't wait till you issue your next work. They are true fans.
Company Confidential 5
99% of Facebook Fans are not True Fans by that definition
Company Confidential 6
What do Facebook Fans Want?
Company Confidential 7
to receive discounts and promotions
to show my support for the company to others
to get a “freebie”
to stay informed about the activities of the company
to get updates on future products
to get updates on upcoming sales
for fun or entertainment
to get access to exclusive content
someone recommended it to me
to learn more about the company
for education about company topics
to interact
40%
39%
36%
34%
33%
30%
29%
25%
22%
21%
13%
13%
Deals & Discounts Source: Constant Contact
Why do you “Like” a brand?
Company Confidential 8
Edge Rank: Use ‘em or Lose ‘em
User ‘Likes’ a page
May see brand post in
news feed
May Like, comment,
share (good) or ignore, hide (bad)
Edge Rank determines
whether future posts
are seen
Company Confidential 9
Two Important Concepts
HomophilySocial
Influence
Company Confidential 10
Homophily
We usually hang around with people like ourselves
Company Confidential 11We subconsciously copy what our friends do
Social Influence
Company Confidential 12
HomophilyYour customer’s friends are a great target
Your Fan’s friends will probably Like you too!
How does that help?
Social InfluenceYour Customers & Fans can help influence them
Company Confidential 13
Creating Social Influence
Organic (news feed) impressions are most effective
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Keep fans engaged or you risk losing them forever
Therefore…
It not only creates a powerful social influence…
…it also creates public commitment
…which significantly impacts future behavior & preferences
Getting fans to share & recommend is the key
…and improves the edge rank
Company Confidential 15
Psychologists call it “Consistency of Behavior”
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Strategies
• Promoted Posts• Sponsored Stories• Facebook Offers• Like gated deals• Flash Sales• Polls
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Available to pages with 400 to 100,000 Likes
Promoted Posts
Increases the number of fans that will see your post
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Sponsored Stories
Highlight news feed stories about interactions people have had with your brand. Makes it more likely that their friends will see them
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Facebook Offers
Enables you to create and post discount offers to your fans. Whey they “claim” it, it gets shared with their friends.
May not be available to larger retailers.
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Like Gated Deals
-Linear Reach (Only reaches original receivers) -Low Trust (B2C messaging)
Standard Campaign
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Like Gated Deals
65% off Canvas Prints http://www.ritzpix.com/
Sh
are
Share
Share
Share
-Exponential Reach-3x Higher Trust(Friend recommendation)
Viral Campaign
Company Confidential 22
Flash Sales
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Poll Creation
DNA FW
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We promised to talk about Fan Acquisition Too
Company Confidential 25
Ouch!
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Best Strategy…
Convert Site Visitors into Fans WITHOUT sending them to Facebook
Dual Benefit: Fan Acquisition PLUS Higher Conversion
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• Facebook fans are hugely important because– They can create ‘network effect’, reaching out to the
right target audience– They can exert significant social influence
• Best strategy to leverage Fans– Engage them with deals, polls (most effective) and
other content– Get them to share
• Create Like gated offers• Creates social influence + public commitment
– Convert each user post into a sponsored story
Summary
Company Confidential 28
Thanks!
339 Bernardo Ave, Suite #200, Mountain View, CA 94043
http://ShopSocially.com
Jai RawatFounder & CEO jai@shopsocially.com (408) 242-4494