Date post: | 29-Jan-2018 |
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I’ve got a Facebook page, now what?
Driving fans, engagement & sales through content
Jason Keith, Senior Public Relations Manager
Company Confidential Vistaprint © 2011
Facebook isn’t a rotisserie oven…You can’t just set it and forget it!
Company Confidential Vistaprint © 2011
Why do Facebook “likers” matter?
Key takeaway: Once you
secure a Facebook fan, they’ll
likely remain a fan, but also
consume your content and
updates
• 78% of people who “like” brands on
Facebook like fewer than 10 brands.
• 58% of people like a brand because
they are a customer.
• 57% of people like a brand on
Facebook because they want
discounts and promotions.
• 42% of people like a brand to show
support.
• 77% of those who follow a brand on
Facebook read the post, news feeds
and offers posted by the brand.
• 76% of people have never unliked
a brand on Facebook.
Company Confidential Vistaprint © 2011
Content is…
Social Media
Company Confidential Vistaprint © 2011
Content is…
User generated content (like images)
Company Confidential Vistaprint © 2011
Content is…
Company Confidential –
VistaPrint © 2008
Videos
Company Confidential Vistaprint © 2011
Blogs
Content is…
Company Confidential Vistaprint © 2011
And So Much More…
Content is…
Educational Materials
Company Confidential Vistaprint © 2011
Content matters in the social space
Company Confidential –
VistaPrint © 2008
190 million
average
Tweets per day
occur on
(May 2011)
45 million
people
view SlideSha
re presentatio
ns each
month.
YouTube
generates 92
billion page
views per
month
The average
US Internet
user watches
30 minutes of
video online
per day
There are
more than 5
billion photos
on Flickr
3.5 billion
pieces of
content share
d each week
on Facebook.
Key takeaway: Facebook is the 2nd most popular platform for content consumption
Company Confidential Vistaprint © 2011
Content makes customers feel connected
Company Confidential –
VistaPrint © 2008
o
90% of consumers find custom
content useful
78% believe that organizations
providing custom content are interested in building good relationships
61% feel better about a company
that delivers custom content
and are more likely to buy from that
companySocial shopping
engagement rates are 30% higher
than other status updates
Over 35 million people have
shared a product on Facebook
Key takeaway: Customers are more likely to stay loyal to/buy from content
producing companies
Build, hear, engage and
cultivate your audience
Company Confidential Vistaprint © 2011
How do I get followers?
1. Include your Facebook presence on all your
marketing materials
2. Actively provide thought provoking questions,
news stories or blog posts on your wall
3. Dedicate ad spend to push local ads and
sponsored stories to gain “likes”
4. Encourage your customers to find you on
Facebook through a dedicated email
campaign
5. Hold a contest with your customer base to
help you get to a certain number of fans. The
customer that is the goal number receives a
prize
6. Create a custom landing page that
encourages people to like (Pagemodo is a
great free service)
7. Incorporate the “Like” button onto your
existing website
Seven things you can do to build your following quickly
Company Confidential Vistaprint © 2011
Customers want to talk to you
Key takeaway: Don’t let any comments
lag, make sure you’re showing customers
you appreciate them taking time to
comment on your wall
• Facebook can, but doesn’t have to
be, just a customer service
channel
• As you build your following,
answer any and all questions or
comments on your site
• Be appreciative of positive
feedback, and address negative
feedback
• Encourage existing customers to
leave messages on your wall
• Facebook should be checked
daily for updates, comments or
issues that may crop up
Source: 2011 Chadwick Martin Bailey Survey
If you’re not listening/responding to them, you should be
Company Confidential Vistaprint © 2011
What if no one is talking on my wall?
Key takeaway: Engagement starts with
you – be creative, gain insight and give
customers what they need
• Talk to customers, but drive the
conversation
• Ask customers real questions that can
even give you insight into what they
want and how they think
• Utilize Facebook’s “polling” functionality
as a way to drive engagement
• Be personal and share information
about you and your business
• Don’t be afraid to share external content
and news stories your customers will
find useful
Spark the conversation by being creative
What are the benefits and
how can I measure it?
Company Confidential Vistaprint © 2011
Facebook is a marketing channel
Key takeaway: You can build loyalty and market to customers with Facebook
• Facebook allows you to advertise
directly to fans of your business
• Targeted offers and deals can
promote exclusivity and
increase conversion
• Engaging with and talking to
customers increases loyalty and
keeps you on top of mind for
future purchases
• Unique or exclusive content
provides value beyond offers and
deals
• Happy customers are more likely
to refer business your way, via
Facebook or in person
Source: 2011 Chadwick Martin Bailey Survey
Company Confidential Vistaprint © 2011
And a website property for search
Key takeaway: Use Facebook as another
web property that can be indexed for
search
• Facebook comes up in search
listings on branded searches
• More content/sharing means
more things for search spiders
to crawl and rank your page
• Facebook can quickly enter the
front page on searches for your
business
• While not “optimizable” for
search terms, it can outrank
your site due to activity
• Another avenue for prospective
customers to find out more
about you, see customer
feedback and potentially do
business with you
Company Confidential Vistaprint © 2011
You can measure results on Facebook
• Track your like
count, reach of your
content, how many
friends your fans
have, and more
• Focus on building fan
count first, as well as
engagement
• As you build, reach and
people talking about you
should rise
• Gives you breakdown
post by post to see what
has been successful
• Test/tailor your updates
accordingly
Facebook Insights will help you drill down into your account
Key takeaway: test and measure your Facebook results
Questions?