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

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So you have acquired some Facebook fans. Now what?

Looking to acquire more fans? We’ll cover that too…

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What’s a Fan?

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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.

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99% of Facebook Fans are not True Fans by that definition

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What do Facebook Fans Want?

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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?

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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

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Two Important Concepts

HomophilySocial

Influence

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Homophily

We usually hang around with people like ourselves

Company Confidential 11We subconsciously copy what our friends do

Social Influence

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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

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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

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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

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Flash Sales

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Poll Creation

DNA FW

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We promised to talk about Fan Acquisition Too

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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

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Thanks!

339 Bernardo Ave, Suite #200, Mountain View, CA 94043

http://ShopSocially.com

Jai RawatFounder & CEO jai@shopsocially.com (408) 242-4494