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Facebook marketing guide

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Facebook marketing guide

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Facebook marketing guide

  1. 1. Smarter Facebook Marketing Author: Marie Page Published: October 2013
  2. 2. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 2 Smarter Facebook Marketing Contents 3  ONE An introduction to marketing with Facebook 34  TWO PLAN: Developing a Facebook strategy 51  THREE REACH: Reaching your audience through Facebook 64  FOUR ACT: Encouraging interaction with Facebook 93  FIVE CONVERT: Turning Facebook interaction into leads and sales 97  SIX ENGAGE: Keeping your audience engaged 111  SEVEN Resources
  3. 3. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 3 1 ONE An introduction to marketing with Facebook What is Facebook? Does Facebook need introducing, it’s the most trafficked social media site in the world. Facebook can potentially connect a company to a huge swathe of potential customers. Since Facebook collects detailed demographic information about its users and offers targeted ads, it is possible to be very specific about those you attempt to communicate with. However, Facebook is a social network. It is not a place where old, interruption-based forms of marketing are effective. Whilst advertising bucks can indeed deliver new customers and sales, there is a better way and that way is open to smaller niche brands as much as it is the big players. In this guide we will explore both approaches, but the emphasis on using the Facebook company page for branded communications. Facebook facts and figures You will know Facebook is big, very big. It has well over one billion monthly active users. The latest Facebook Key Facts1 , last updated on June 2013 show that 819 million of these are mobile users logging in at least once a month. Of its members, over half are active daily. Companies have followed their customers to Facebook with 42 million brand Pages with 10 or more ‘Likes’ (Facebook, 2012). With two-thirds of US online adults visiting Facebook each month and the average social networking American a Fan of about eight brands on Facebook, the platform is ‘top of the hot list for marketers’ (Forrester 2012). Facebook influences many purchase decisions in different ways too as this research by Vision Critical (2013) shows. 1  Facebook Key Facts
  4. 4. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 4 1 Of course Facebook’s users and the brands they interact with vary by country. Take a look at this Social Bakers live compilation2 if you need the latest for a report or presentation. You can drill down to see who is using Facebook effectively in your sector too. Best Practice Tip 1  Use Social Bakers for benchmarking Although a paid tool, it also has great free information on popular brands and consumer demographics. About this Guide The aim of this Smarter Guide is to get you started using Facebook for marketing, or if you’re already set up with a company Page, as many are, to help you use it in a smarter way to boost your engagement rates and increase your Fan numbers. It’s designed to give you lots of practical ideas for managing your Facebook Page in a way that facilitates engagement but doesn’t just trot out the same old tired gimmicks. We have created it as a practical Guide to give ideas and tips to marketers working ‘hands-on’ in-company or at agencies. To support managers at companies or agencies who aren’t involved ‘hands-on’, we have also highlighted the main strategic issues to consider when you are planning the role of Facebook in developing your brand and driving sales. About the author This Guide is written by Marie Page who you may know as a regular Expert Commentator contributing to Smart Insights focusing on social media marketing and in particular Facebook. Keep a look out for future posts that will update you on this Guide.3 Marie is co-founder of Musicademy, a specialist e-retailer teaching 2  Social Bakers Facebook Statistics. 3  Smart Insights: Marie Page posts.
  5. 5. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 5 1 contemporary music on DVD and online. She has grown the business partly through social media and savvy use of digital marketing. You will see that many of the examples she shares are taken from her real-world experience on this site. Marie also teaches and examines for the Chartered Institute of Marketing and a number of private training providers and universities in the UK and North America including: The IDM; The Marketers Forum; The Australian College of Marketing; MMCLearning; and on the Digital Marketing MSc at Manchester Metropolitan University. A note about referencing Whilst you won’t normally find Harvard-style academic referencing in the Smart Insights resources, we wanted to properly reference the research we have carried out in putting this Smarter Guide together. You’ll find the Bibliography containing our source material at the end of this ebook. Statistics Hopefully you will find these helpful in making a business case yourself for investment in Facebook, and students who access this Guide will also find these and the sources useful. Examples Rather than using the big brand examples you’re familiar with, but aren’t so relevant to many businesses, the examples we’ve selected in this guide are mainly from small, often niche businesses. Most can readily be applied to other sectors. Key factors for success in using Facebook marketing Before we start working through the Steps, it’s worth pausing to look at the big picture of which marketing techniques work best within Facebook. If you’re looking to go straight to the campaign tips we suggest you skip this introduction where we introduce the fundamentals of success in Facebook. Whilst Facebook is a great channel for advocates to Share brand experiences with others, in a 2011 report, Forrester claims that ‘most marketers fail to derive value from those relationships and engagement rates on brand Pages are in decline’. Many brands simply fail to remotely tap into the interactive potential Facebook holds for them. Strategy Recommendation 1  Don’t simply treat Facebook as a broadcast medium While you can treat Facebook as a broadcast channel, to make the most of the potential facilitating interaction and sharing are key. You will then take advantage of the ‘amplification’ that is built into Facebook. In the old days before the ‘dot bomb crash’, it was thought that online marketing was all about e-commerce, but what sites like LinkedIn, Facebook and Twitter have shown us is that for many individuals and organisations, online marketing is actually all about connections and networking. Before we begin, it’s important to consider the conversational aspect of social media, the paradigm of what Stephen Covey called the Giver’s Gain. This is not pushy, hard-sell marketing. It’s about getting alongside customers, understanding them and providing them with interesting, stimulating content and conversation. So you might not end up discussing your own products much at all. Instead you could be facilitating a discussion about issues in your industry, pulling together a round-up of all the relevant industry blog posts or filming an interview with a leading guru.
  6. 6. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 6 1 This concept – that of ‘content marketing’ – has become one of the hot new topics in digital marketing in recent years. Pulizzi (2012), founder of the Content Marketing Institute, describes it as ‘A marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience.’ Recommended resource?  Content marketing 7 Steps Guide Use our content marketing strategy guide to define a plan to develop the most relevant content to grow your audience through sharing (amplification) and brand appeal. Ultimately your Facebook marketing effectiveness will depend on this. As explained in Content Rules by Handley & Chapman (2011) promises that ‘if you can deliver content that your prospects find interesting and informative and entertaining, they’ll see you as a trusted source of information - an adviser’. Often content marketing gurus will be encouraging the development of content on a brand’s ‘owned’ website, but the same principles apply to ‘earned’ media, such as Facebook, too. In Get Content, Keep Customers (2008) Pulizzi & Barrett state that ‘The one who has the more engaging content wins, because frequent and regular contact builds a relationship.’ Brands that have engaging content on their Facebook Page spend less on advertising because engaging content has tremendous organic reach. And not only is reach high, that content engenders trust. Facebook marketing should be part of a broader social media strategy too, so if you haven’t checked out our Social Media Strategy guide you may find that useful too. Recommended resource?  Social media marketing strategy 7 Steps Guide Our Social media marketing strategy guide explains how to set goals for social media to support your business and to manage social media in an integrated way across different platforms. Definitions We have a glossary on terms relevant to Facebook users at the end of this section. But from the outset we have to define those terms that all marketers need to understand. Note that these terms are specific to Facebook compared to the more generic terms used within marketing including the Smart Insights RACE (Reach-Act-Convert-Engage) Planning framework. þþ Reach – the number of people who have seen any content associated with a Page (InsideFacebook.com, 2011). þþ Engagement – an activity like posting a Comment or sharing a story (Nelson-Field and Taylor, 2012). þþ Engagement – an interactive and integrative participation in the Fan-page community (Jahn and Kunz, 2012). þþ Amplification – where friends of Fans have seen content associated with a Page (Lipsman et al, 2012). Amplification is synonymous with virality. Engagement has become the Holy Grail for brands, cited as early as 2007 as ‘marketing’s new key metric’ (Forrester, 2007). Their framework remains relevant today for assessing the effectiveness of your overall digital marketing, and Facebook marketing in particular.
  7. 7. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 7 1 ‘Engage or die’ is the marketing catchphrase of the social media era (Field and Taylor, 2012). You can see the reasons behind this hype, an active Fan may participate 30 times and make 10 recommendations. Fans spend an extra $71.84 on the brand, are 28 percent more likely to continue using a specific brand and 41 percent more likely than non-Fans to recommend a product they are a Fan of (Gigaom, 2010). Facebook only displays updates to an average of only 16 percent of Fans in their streams. This is partly due to the fact that only about half of all users log on every day and partly thanks to the Edgerank algorithm (which we will look at in detail in the section on ‘“Affinity” on page 82). Facebook’s solution to this is that brands should pay to ‘boost’ their posts but an increased reach is possible organically by increasing engagement, posting more of the kind of content your Fans like and understanding what type of posts Facebook is more likely to give high visibility to. Understanding what drives Edgerank is key to success in Facebook. What is it?  Edgerank Edgerank is an algorithm Facebook uses in order to determine what should appear on a user’s News Feed by looking at your interactions and your interests so that it can show you what you most want to see. An ‘Edge’ is every interaction you’ve ever had on Facebook, and when Edgerank filters your News Feed, it’s showing you the people and posts you’ve shown the most interest in. The Edgerank algorithm is based on three factors – Affinity, Edge Weight and recency. The algorithm changed fairly dramatically in late 2012 (just after the publication of the first edition of this Guide). Posts containing images were downgraded and plain text updates upgraded. Outside Facebook no one knows the exact algorithm that is followed, and we suspect minor tweaks occur regularly. The benefits of engaging with customers Multiple bodies of research show relationships between engagement and value with committed consumers providing five to eight times the value of an average consumer (Woodcock et al, 2011). Kim et al (2008) found that online community commitment is a driver for brand commitment demonstrating that such consumers possess stronger brand commitment than those who are not community members.
  8. 8. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 8 1 Citing considerable academic literature, Jahn and Kunz (2012) reflect that customers can increasingly act as co-creators and multipliers of brand messages which enables enormous amplification effects creating word-of-mouth marketing. Companies should, therefore, support as much interactivity as possible. Average engagement rates for Facebook’s top 200 brands Nelson-Field and Taylor (2012) surveyed Facebook’s top 200 brands over six weeks to understand the degree to which brands engage. They found in any given week less than 0.5 percent of Facebook Fans engage with their brands. Only one Page showed engagement over two percent, and only 10 percent reached one percent. Amplification Amplification has been described as perhaps the most important, and least understood, element of achieving brand reach and resonance on Facebook (Lipsman et al, 2012). It is the viral potential of the network that can help your content spread to other potential Fans and customers. What is it?  Amplification Amplification is the viral effect. The idea behind amplification is that Fans who are reached with brand messages can also serve as a conduit for brand exposure to Friends within their respective social networks. Because the average Facebook Fan has hundreds of Friends, each person has the ability to potentially reach dozens of Friends with earned impressions through their engagement with brand messages. Due to factors like Fan Reach, the average brand message from the Top 1,000 brands on Facebook are able to deliver an actual amplification of 81x if their efforts are maximised. (Lipsman, Mudd, Aquino, & Kemp, 2012). Scissons (2011) reviewed engagement data for 300 top brands on Facebook over a year finding that engagement of leading brands was down 22 percent. He claims marketers have led to this decline by ‘dissing audiences with bad content, coupons, polls, contests, and boring filler’. The few brands not in decline (Deutsch, Renault, Hermes, Lowe’s and Chanel) didn’t necessarily have the most Fans, but daily ‘performed magic’ to keep their Fans engaged. As Sinha et al (2011) note, to be effective, a brand needs to resonate with customers. Who is using Facebook? Before you (or your boss) suggest that Facebook is only for students (that doesn’t still happen does it?), did you know that 55–65-year-olds are the fastest growing segment on Facebook? A study from the AARP – formerly known as the American Association of Retired Persons – shows that baby boomers in the 50-years-old-or-better age bracket are ‘cool with the Internet, down with Facebook, hip to the iPad and not just using the web to spy on their kids and grandkids’. The AARP interviewed 1,360 adults over the phone and found that more than a quarter (27 percent) of Americans age 50 and older use social networks. Facebook is the most popular – in fact, 23 percent of all survey respondents said they preferred it to sites such as MySpace, LinkedIn and Twitter. Another study from eMarketer showed that boomers and seniors were flocking to Facebook. Managing expectations for the potential of Facebook While Facebook is clearly the leading social network it has some stiff competition from the
  9. 9. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 9 1 likes of Google Plus (G+), LinkedIn, Twitter and Pinterest each of which have particular features and advantages. People often see it as a domestic social network, using LinkedIn, G+ and Twitter for business interests. As such, business-to-business (B2B) companies can struggle to get traction. You probably also noticed the tens of millions of brand Pages on Facebook in the Introduction; so competition for Fans and engagement is tough too. In the US Facebook is the number four traffic source to content Pages (Outbrain, 2011). Social networks ranked fourth on the list of successful acquisition tactics for manufacturers selling direct to consumer, indicating that this sector is able to leverage social networks to drive engagement with their brands and promote peer-to-peer sharing (Mulpuru, 2011). However, her report showed that less than one percent of online transactions in a group of major US retailers could be directly attributed to social media.4 Other channels like search and email marketing remain important for sales, indeed they offer great opportunities for integrating with social media. But Facebook is increasingly popular for the softer goals such as awareness, trust and buying intent. Best Practice Tip 2  Review sector use of Facebook by brands in your market To help set realistic expectations amongst clients it’s useful to sample Facebook pages in your sector. Social Bakers can help here again. The next chart takes the example of Kitchen and Cookware companies registered with Social Bakers. This can be useful for finding some of the leading adopters in a sector and a country. However, it’s good to click through to the Pages in order to learn. Approaches that work for big brands such as these can often be adapted at a more local level. And if you work on building your Fanbase organically (rather than simply through competitions and advertising), you are likely to grow a more engaged audience. The aim of this Smarter Guide is to show you how Why is Facebook so popular? Through understanding the reasons behind Facebook’s popularity, we can harness these driver of its popularity. Research by Dr BJ Fogg, of the Stanford University Persuasive Technology Lab defines three main reasons for its probable success: þþ Facebook helps us express identity – we join Groups to express who we are, where we are from and what we like. þþ Facebook helps us show support for other people or causes. 4  SmartInsights: Forrester: ‘Facebook and Twitter do almost nothing for sales’.
  10. 10. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 10 1 þþ Facebook is a place for us to have fun – Groups with crazy titles, campaigns for ridiculous achievements (Rage Against the Machine for Christmas Number 1 anyone?) (From Perks & Sedley, Winners & Losers in a Troubled Economy, p 49) Why do people follow brands on Facebook? Research by Econsultancy (2011b) found that the most common reason for people to follow brands on Facebook was to be notified of special offers (70 percent). Other reasons included shopping (38 percent), to follow events (38 percent) and to leave feedback (29 percent). Econsultancy’s respondents typically followed between two and five brands, though 35 percent were following more than five brands. Thirteen percent of respondents said they followed more than 10 brands on Facebook. People typically discover Facebook Pages via the company website, or having been recommended by a friend. Almost 60 percent of people have recommended a brand to friends. People primarily unsubscribe from Pages if they are dull, or not updated frequently enough. They’ll also bail out if there are too many updates or if they see too many sponsored/boosted posts and ads. It’s important to find the right balance for your audience. Strategy Recommendation 2  Define the value you can offer in Facebook that fits your brand Research shows that many Facebook users are looking for value, so to maximise Fan growth you have to go beyond content curation and offer unique value to Facebook which isn’t available in other channels. To find effective promotions within your industry use Social Bakers to see which brands have rapid growth in the last week or the month. For example, we looked at the Health and Beauty category and found this rather nice cross-channel social media campaign #kissoftheyear. Research5 about US social media users suggest a similar phenomenon with a focus on promotions and giveaways. 5  Lab42 survey of 1000 US social media users.
  11. 11. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 11 1 Assessing whether Facebook investment is right for your brand As always, decisions to use a particular marketing tactic should not be taken as a knee-jerk reaction. Just because the boss thinks you should be on Facebook, or because all the competition are, is not necessarily justification for a lot of investment by your company. Facebook may be ‘free’, but the time resource can be considerable. And in terms of value for your brand, it’s arguably better to do nothing than get it wrong – remember that quote about brands ‘dissing audiences with boring filler’? How does Facebook ‘sit’ in relation to your brand? Your Facebook Page will need to be an extension of your brand personality. Is the platform right for that? Do you have the skills-base to create content delivered in the right tone? Do you have a culture of two-way engagement with customers, or are most of your communications to date one-way, not really embracing the opportunities of web 2.0? Do you have the resources to monitor and manage it 24/7? So talk to customers. Are they on Facebook? How are they using it? Do they follow (Like) or interact with similar brands on Facebook? Would they like an occasional update in their newsfeed from you? A simple survey will yield you a lot of information. You can also use the survey as an opportunity to see what kinds of content customers would like you to publish. Look at the competition. What are they doing on the platform? How many Fans do they have? What levels of engagement do they enjoy? What can you learn from them? What can you do better? Look at brands in other sectors. Are they delivering the kind of content that you could mimic, making it relevant for your audience?
  12. 12. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 12 1 Using an agency If you don’t have the skills mix or time in-house, outsourcing your Facebook Page to a specialist agency or consultant is one option. Not only will they be able to deliver content that requires specialist know-how (such as a Welcome Page or apps to run competitions) but should be able to coach your staff with a view to ultimately passing responsibility back in-house. Some agencies will offer a weekend cover service so that your Page is monitored, and Comments replied to 24/7. Pages such as the hugely popular Park Bench and Scratching Post from Vets-Now were set up by agency Fresh Networks working closely with Vets-Now’s in-house team. Together they are responsible for content strategy and monitoring day-to-day activity on the Pages. As their success on Facebook has grown, the organisation has employed a Community Manager and also branched out to develop a standalone community outside of (but still fed on a daily basis) by Facebook. Tools to help manage your Facebook Page Managing Facebook, particularly alongside other social media networks is time consuming. While good practice is to post directly to each network, to review and report on each works best with an integrated set of tools. Strategy Recommendation 3  Invest in tools to help reduce time in posting, interacting and reviewing in Facebook and across other social media networks. A modest outlay in social network management tools will save you time, while more sophisticated community building tools can help engage your audience and run promotional campaigns across different networks. Social network management tools enable companies to regularly interact with their audience on the main social networks and track the results of these interactions. What is it?  Social network management tool Software or services to post, schedule and track the response to social media updates across multiple platforms. Sprout Social is an excellent example of such a tool and you can get a month’s free trial to experiment with what it has to offer.
  13. 13. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 13 1 Key functions of these social network management tools include the capability to use these across the different social networks: þþ Post the same status updates to multiple channels at the same time (although we’d normally recommend tailoring updates by channel). þþ Reply to Comments and questions for delivering customer service and pre-sales support. þþ Tracking and reporting on sharing and click-through from these updates. þþ Review updates from publishers and other influencers. þþ Review Comments from named competitors or hashtag topics (basic social listening features). Best Practice Tip 3  Consider Hootsuite as a free tool for updating your company page Hootsuite is another option for this functionality and has good support for Facebook pages. To see which tools are available it’s useful to see which brands are using some of the other tools available and their popularity – see this post for a review of the most popular.6 Online platforms are becoming increasingly available that publish interactive campaign features too as well as status updates. For more information on these tools including an in-depth review see this Expert member’s Guide.7 What is it?  Social campaign or community management platform Services which enable marketers to use different types of engagement devices within social networks. They can also be considered to be community-building tools. The main advantage of these tools is that you do not have to develop an application in-house or use an agency. Key functions of social campaign management platforms: þþ Enable interactive engagement devices to be deployed to run campaigns particularly within Facebook, i.e. they go beyond posting text, images and videos. þþ Examples of engagement devices include promotions, surveys, quizzes, coupons and sweepstakes. Why should you be using Facebook? Business benefits Here is a checklist of reasons that you may find useful to build into your business case for 6 Smart Insights: The post popular social media management tools. 7 Smart Insights Expert members report: services for managing Facebook campaigns.
  14. 14. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 14 1 more investment in Facebook. þþ To give your brand/organisation a presence on a site that your customers know and trust. þþ You’re a lot more likely to connect with the billion people that use Facebook if you have a Page than if you don’t. Facebook provides an opportunity to find consumers you may have not otherwise discovered. þþ Reach the people you can’t get to on other platforms – Facebook is a great place for generating brand awareness and is increasingly being used by a very wide variety of age demographics. þþ Customer engagement and two-way communications. þþ To make a brand more accessible and personal. þþ To foster customer-to-customer (word of mouth) engagement. þþ To utilise the potential of viral marketing – when someone becomes a Fan (by ‘Liking’ your page), that shows up on their Facebook Wall which is visible to all their friends, and is also reported as an action on their Friends’ Walls. It’s also likely that your Fans will want to Share good content with their Friends. þþ To encourage creation of user-generated content. Fans can even upload images to Comments on your Wall now. þþ To improve your search engine optimisation (albeit with limited impact). þþ You can use the Page to listen to customers, to get feedback and ideas. It’s a neutral space where real relationship marketing can take place. þþ You can use the page to develop your brand personality, communicate promotions, contests and events. þþ The Page may also be a helpful customer retention tool. þþ You can communicate with segments of your Fans. Updates can be targeted by age, gender and location (click the ‘gunsight’ icon with the human figures on next to the ‘Share’ button). þþ Facebook can act as a portal point for driving traffic to your website. þþ Reviewing potential prospects’ profiles may help you build a relationship with your prospects and aid in the lead generation qualifying process.
  15. 15. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 15 1 So what specifically does Facebook offer for brands? First, Facebook will drive traffic to your website. Take a look at these statistics from one of the leading enterprise social sharing tools, Gigya. This research8 shows the ongoing importance of Facebook. However, many brands are realising that the purpose of their Facebook Page is far beyond one of driving traffic to their own website. Facebook is the place where people connect. They want to stay there rather than being distracted to other sites. Forty-two percent of US online consumers follow a retailer proactively on Facebook, Twitter or a retailer’s blog (ShopOrg, 2011). For many, Facebook, rather than websites, is the preferred platform to engage with brands (WebTrends, 2011). Pages now routinely outpace their corresponding brand websites (Lipsman et al, 2012). People are spending increasing amounts of time on social networks as the graphic below demonstrates. In the past brands focused on driving traffic to their websites or micro sites but as customer behaviour has changed and social networking dominates time spent online, those tactics have also moved on. Writing in 2008, Dave Chaffey said ‘Despite a wide choice customers are consolidating their preferred websites.’ Mark Stuart puts it well in this CIM Shape the Agenda paper. ‘People tend to stick to the same five or six sites that they know and trust. Within these small “villages” the marketer is replacing the shopkeeper – offering the customer things they might not spot themselves…. With people self-selecting the villages they inhabit, marketers need to ensure they have a presence in those places, rather than trying to drive customers to their own sites, which is increasingly a much harder proposition.’ (Stuart, 2010) 8  Social sharing preferences - Gigya enterprise social sharing tool
  16. 16. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 16 1 Facebook has changed brand and consumer behaviour ‘What started as a means to an end of drawing people to websites is becoming an end in itself. Facebook is gaining tremendous popularity as a destination to connect with brands online, and is increasingly chosen over websites. Surviving online is no longer about all-in-one websites, but measuring & improving performance in all the social, mobile & web entities.’ (WebTrends, 2011) Facebook will allow you to build up a closer relationship with existing customers who use it and allow you to understand their preferences better. It will also help you harness the viral effect of the platform in helping you reach out to new customers and show off your brand values (see graphic below showing how Facebook leads sharing). It can help by driving web traffic, build links and can be used for showcasing. How will you benefit? There are a great deal of benefits to gain from Facebook as long as you are willing to put time and effort into it. You will be able to extend your reach to new and existing customers, build up your web presence, drive web traffic and increase sales. You will also benefit by finding out what your customers like and be able to build better profiles for your target audience and therefore be able to engage with them on a closer level. The limitations of Facebook Facebook certainly has its faults. In most cases it will not be the primary driver of new business. It is not a cheap, quick or easy fix to other more fundamental problems with a brand. It is also no longer on the same growth trajectory that it was in previous years. But let’s start with the biggest limitation first: þþ Visibility of updates. Widman (2011) found that less than 10 percent of Fans see a brand’s updates (other studies have put this at 16 percent). Comments and Likes to the new (Oct 2011) Timeline version of Facebook only appear in the ticker so viral spread is more limited than previously. þþ Reducing consumer engagement. Gartner (2011) reported signs of social media fatigue particularly with the 18–29-year-old Generation Y segment. Whilst this demographic were early adopters of social networking, boredom and concerns about privacy appear to be turning as many as a quarter of them away from the platforms. þþ Limited interaction with brand pages. MarketSentinal (2011) has found that the vast majority of Fans don’t interact with a brand’s Page. This poses a real challenge for brands since under the Edgerank Algorithm unless someone has actively interacted with a Page, they will rarely see updates. þþ Relatively poor driver of customer acquisition or retention in comparison with other channels. Forrester Research found that ‘Facebook excels neither at acquiring new, nor retaining existing, customers’ and Social networks ranked last on a list of 10 customer acquisition tactics for retailers surveyed in 2010 (Mulpuru, 2011). Facebook advertising The value of Facebook based on its advertising potential has been much discussed since its IPO in 2012. Globally, companies are now spending more than $1 billion each quarter on advertising with Facebook. Facebook advertising certainly has its critics and even as a PR tool its role can be misrepre- sented Even with the ability to target the user closely to determine how and to whom an ad is served with great demographic accuracy, Facebook ads have low click-through rates of only
  17. 17. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 17 1 0.011–0.165 percent, compared to Google’s 0.4–0.7 percent (MarketSentinel, 2011). Whilst tracking click-throughs is easy, tracking conversions to sale is more challenging. Whilst you can now set up conversion tracking pixels on your site triggered by Facebook ads, these will only pick up immediate, direct sales. And do not take into account anything beyond the ‘last click’ referrer. Research undertaken by my colleague Jon Paget for Tui Travel showed that there was a significant difference in measuring ROI resulting from Facebook activity depending on the way sales success was measured. Jon’s research, carried out on a 12-month data set, showed that Facebook appeared as the first point in the path to conversion 30 percent of the time, in the middle of the path 67 percent of the time, and only at the end of the path (traditional last click), around three percent of the time. If we use what is now becoming a common classification across attribution modelling, this shows Facebook as primarily an influencing channel, a significant introducing channel and a poorly converting channel. More background on this research will be available in a Smart Insights blog post. Do you really still want to measure your Facebook ROI with last click? Whilst many marketers have believed this to be the case, Jon’s research and others like it are only now starting to prove this relationship and that Facebook and other social channels can be greatly undervalued when measured with a last click model. The research suggests Facebook certainly helps convert sales even when it’s involvement is not at the final stages. A user might see an advert or read an article about a brand, then find it on Facebook, then interact with a few more channels which eventually leads to a sale. But crucially the user has engaged with the brand and its content on Facebook throughout. People are generally not in ‘search mode’ on Facebook and many ads are not seen or are ignored as a result of banner blindness. Deciding to advertise on Facebook is a key strategic decision. You should carefully establish the returns you get from Fans. Remember that in 2012, General Motors pulled an annual $10 million Facebook ad budget because they felt they could get better returns from other media.9 A smart move? We know that many companies aren’t convinced by the value of Facebook advertising and would rather spend their paid media budgets elsewhere, so in this Guide we focus on methods of growing engagement organically, by adding free updates to a Page. We will take another, more detailed, look at advertising in Step 2 Reach. Strategy Recommendation 4  Don’t invest in Facebook ads unless you’re clear on the returns it gives. Organic growth or using giveaways will often give a better ROI than advertising. The most savvy brands are also not using the straightforward ad options (boost post and marketplace ads). They are using ‘dark posts’ and newsfeed ads which dramatically increase effectiveness. You shouldn’t use paid advertising for the vanity value of the Like. The problem is that some marketers are now judged on the number of Likes they generate, and some are even lured into ‘Like and Share’ competitions that break Facebook’s Terms of Service, or black hat agencies that sell you fake Fans. Case studies show that advertising is one of the most effective methods in generating Fan growth. You should build up a picture like this one 9  Arstechnica: report on GM Facebook decision.
  18. 18. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 18 1 from B2B services provider Eloqua10 that shows the importance of paid advertising to their promotional mix. Facebook Glossary Not every marketer uses Facebook, maybe you prefer LinkedIn or Twitter. If so, this section is for you! þþ Page. The place where organisations, brands and celebrities ‘live’ on Facebook. The Page is the organisation’s equivalent of a Profile. This is where an organisation Shares information and interact with Fans. þþ Profile. The place where individuals ‘live’ on Facebook. This is where individuals Share information and interact with friends. þþ Group. A collection of Facebook users that have a common interest – a Group is a little like a Page but there are some key differences. In some cases a Group may be more appropriate for you than a Page. þþ Fan. A Facebook user who signs up to follow a Page by clicking ‘Like’ on it. þþ Friend. Someone you are connected to on Facebook via your personal Profile. It is also used as a verb when you add someone as a Friend (to Friend). þþ Network. A collection of Facebook users identifying with a particular region, school or workplace – you can join up to five Networks on Facebook. þþ News Feed. The content posted on your Wall which includes the aggregation of your Friends’ individual News Feeds via the ‘ticker’ in the top right hand corner. þþ Wall. The main element of your Profile or Page that shows content, Comment and actions. Facebook Profiles v Pages v Groups As we’ve said above, Facebook Profiles are used for individuals, and Pages (formerly called Fan Pages) are used for businesses. So you don’t create a Profile for your business, instead create a Page. Facebook Pages ‘allow entities such as public figures and organizations to broadcast information to their Fans’. If you are looking to set up your company’s ‘official Facebook presence’ you would opt for Facebook Pages. Simply put, Facebook Pages are a tool for companies and public figures to engage their Fans and customers. Here are some technical detail about Pages: 10  Smart Insights: Eloqua case study.
  19. 19. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 19 1 þþ Pages allow you to designate multiple administrators so that other people in your company can manage the account. þþ Pages segment your company into the right category (brand, local business, organisation, etc) which means you get listed in the relevant lists. þþ Pages are public (although you can change this) and so will start ranking in Facebook and search results. þþ Anyone can then become a Fan of your page (they click ‘Like’) whereas on a personal profile you have to additionally become a mutual Friend. þþ Facebook’s suggestion feature as well as the paid for Sponsored Stories advertising option is a further way of spreading your brand profile to the Friends of your Fans ‘if you liked this you may like this’. þþ If you are an individual who’s incredibly popular, you might find that you have more than 5,000 people trying to befriend you. 5,000 is Facebook’s limit so you might be best setting up a Page instead of your Profile. Often individuals this popular are actually celebrities of some sort in which case they should convert their Profile to a Page. Facebook has these roles for editing a brand page. þþ Page Admin Roles þþ Insights Analyst: View Insights þþ Advertiser: View Insights and create ads þþ Moderator: All of the above, plus send messages as the Page and respond to and delete Comments þþ Content Creator: All of the above, plus create posts as the Page, edit the Page What are Facebook Groups? With the focus on Facebook Business Pages, Groups tend to be discussed less often, but they are great for some purposes. Facebook describes the purpose of Groups as ‘for members of groups to connect, Share and even collaborate on a given topic or idea’. Options for using Groups include: þþ Groups can serve as an extremely effective marketing tool. Most importantly, Groups serve as a tool for building awareness around various ideas. þþ Many users use Facebook Pages for the same purpose, but this is what Groups were initially intended for. þþ The key feature behind Facebook Groups is the ability to make them ‘invite only’ or limited to specific networks. þþ Groups can be open, closed or secret. Membership to closed or secret Groups is by approval by the Group administrator. Groups can be a really useful option, particularly for membership-type uses. The author of this Guide (Marie Page) co-runs a private, highly active Group called Digiterati, comprising digital marketing practitioners connected with Manchester Metropolitan University’s Digital Marketing MSc course. The closed nature of the Group is part of its appeal – it’s a ‘safe’ place to engage, make recommendations, ask questions and also to have fun. One upside is the ability to email or Facebook Message any members of the Group regardless of whether you are a personal friend of them. One downside is the lack of Insights into Group activity which makes tracking effectiveness more challenging. Is a Facebook Group more suitable for you than a Page? þþ Groups offer a sense of a smaller, more engaged community. þþ Groups include privacy controls and three types of settings: Open, Closed, and Secret. þþ Closed Groups are visible to anyone on Facebook who can ask to join the Group, but
  20. 20. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 20 1 only members can read posts. þþ Group administrators are responsible for approving and removing members and monitoring the Group for rude or inappropriate posts. þþ Posts are not subject to Edgerank. The post with the most recent interaction is at the top of the pile. Members can adjust notifications to get alerted to every new message posted at the start of a thread. þþ Great for people with similar interests. þþ Can feel like a user-friendly forum/support group. þþ Not great for archiving and searching past posts. þþ Any member can upload files to a file folder. þþ Polls are still an option. þþ No Insights. þþ Choose the name/vanity URL carefully as it can’t be changed again. Many businesses would use LinkedIn groups for a similar purpose. Look at the tab options to upload/download photos and files. Note too that ‘Ask Questions’ is still an option for Groups. Setting up or improving your Facebook business page Along with many things on Facebook, the layout of business pages changes from time to time. One such change was in March 2012 where we defined 10 tactics for effective Facebook pages.11 It’s still worth taking a look at the examples in this post if you’re reviewing your page. Here, we’re going to take a single example, looking at the brand Page for Marie’s company, Musicademy: 11  Smart Insights: 10 Tactics to improve your business Facebook business page.
  21. 21. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 21 1 Scrolling down the Page you will see some further options to the right of the screen: Cover photos The cover photo is an instant way to make an impact and many brands update their cover picture regularly.
  22. 22. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 22 1 Here is one cover photo used by Park Bench: It’s pretty obvious from this image that the Page is all about dogs. And more than that, it’s about different breeds of dog. Change your cover photo regularly. The change itself will be tagged in many of your Fans’ News Feeds (don’t believe the reach reporting that Facebook gives on this, it seems to be buggy). Change your photo to draw attention to competitions, giveaways, news, new product launches or to showcase different aspects of your business. Dyson has chosen an arty image that reinforces their OVP (online value proposition) as kings of design. Facebook guru Mari Smith has chosen to draw attention to a sale of one of her books (note, too, the consistency in styling with the profile picture). Fashion brand Cavan have created an eye-catching sale cover image.
  23. 23. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 23 1 In 2013 Facebook quietly loosened the restrictions on the amount of text allowed in cover images. It used to be just 20 percent which would have got rejections for two of these pictures. Cover photo good practice: þþ Cover photos can look very different on mobile as they are often cropped. þþ Suggested Page ads also crop the content (see below). þþ Dimensions are 851 pixels wide and 315 pixels tall. þþ Keep important content away from the edges. þþ Have key text in the right hand area (ideally towards the top). þþ Include a call to action, give a reason to ‘Like’ the page, include social proof. þþ It’s incredibly difficult to balance all the options. A recent Musicademy image had the following criteria in mind: rr Text in the right hand side towards the top. rr Incorporation of a call to action with an arrow pointing towards the ‘Like’ button and the Likegate app (even this can backfire as the image can surface in a place where the arrow direction makes no sense – hence the arrow is fairly muted). rr Design integration with the website (colours and Windows 8 theme). rr Highly professional look and feel. rr Clear communication of the product range. rr Integration of social proof (industry awards). rr Selection of Views/Apps most relevant to the brand. rr About text carefully written and including the URL. rr Call to action. rr List of benefits (as well as a product listing of sorts). Autographer has a good balance between their product, the cover photo, profile image and their apps. Elements of the product feature in the cover photo, the profile picture and the current photo album cover. There is a consistent colour theme (which should also ideally be continued in any landing pages or corresponding website). Photographs taken by the device are showcased in the picture. And, lastly, simple calls to action describe the three apps available.
  24. 24. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 24 1 Social Identities has a similar approach to apps. Founder Hugh Briss also features prominently. This makes perfect sense once you read through the posts. Hugh himself posts all the content, and engages regularly with Fans of the Page. Do be aware that cover photos can look very different on desktop PCs, tablets and smart phones. Photos will normally be cropped for the more square size requirements of mobile. Suggested Page ads (which pull in content from the Page) also crop the content. Key things to bear in mind when designing your cover image include: þþ Dimensions are 851 pixels wide and 315 pixels tall. þþ Keep important content away from the edges. þþ Have key text in the right hand area (ideally towards the top). þþ Include a call to action, give a reason to Like the page, include social proof. Here is Musicademy’s implementation following the above rules. Note the benefits to encourage visitors to ‘Like’ the Page. (this also points to ‘Likegate’ app offering free content). At some times we also use social proof with industry awards. This design was developed at the time of the launch of a Windows 8-style webstore.
  25. 25. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 25 1 The tone and messaging on this MetaFit cover image nicely communicates brand personality. The same is true for the Red Bull home page. What should you do to get started? Setting up a Facebook Page is pretty straightforward and Facebook itself publishes helpful Guidelines. Go to this Facebook Page to create a Page and learn more about the options.12 You can also get further. You’ll find a simple wizard which will help you create the Page. If you need some help, or want to review your existing approach, simply follow these steps: 1. Go to any brand Page and hit ‘Create Page’. 2. Select the category of Page. rr Local Business or Place – bricks and mortar places where people can visit. (If you have more than one location then ‘Organisation’ may be a better classification.) rr Company Organisation or Institution. 12  Facebook Pages resources.
  26. 26. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 26 1 rr Brand or Product. rr Artist, Band or Public Figure. rr Entertainment. rr Cause or Community. The ‘Local Business or Place’ Page type gives extra info Page options for you to fill out, including your open hours, parking options and the ability for people to ‘check in’ using Facebook Places when they visit you in person. A count of people who have checked in will appear on your page next to your Like (Fan) count. You can always change category later as explained here. This is an excellent post explaining the differences between categories . 3. Select a sector, choose a name and agree to the terms. 4. Complete the About info. 5. Add a photo. 6. Add to Favourites. 7. Start adding to the Page, inviting friends, giving more info More help is available from Facebook’s Help page on Page creation. Review the options for the company information you write. Options include showcasing your online value proposition, a strapline, including sub brands or keywords or even a very simple description of your Page and the benefits it brings Fans. Remember to check how it looks after you have published it. It’s good practice to include your URL. See Musicademy’s example: The ‘About’ text The short ‘About’ text copy will surface in your Page Like ads. The business/page type (category) surfaces. The second bit that appears in ads (desktop News Feed only) is the first few words of the description. There are two descriptions available on pages, a short and long description. Facebook pulls the text from whichever one it determines to be the best (in other words
  27. 27. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 27 1 there’s no fixed pattern!) so we recommend to always suggest to start both descriptions with exactly the same copy. You have about 15–20 words to play with. Best practice for the ‘About’ text: þþ Include key words and hashtags. þþ Make sure the text fits to the three-line description on your profile Page. þþ Include your URL. þþ Provide a snapshot of your brand. þþ Make sure it fits to Marketplace ads. Here are three examples of well written ‘About’ text: Apps The four little boxes that appear under your Page cover Image are known as ‘apps’. The Photo app is fixed in the far left and can’t be moved. It will show the most recent photo you have uploaded to the Page. Then you have another 11 app spaces to play with (four show on the top and users click down to access the others). By default the number of Fans (Likes) will show up and possibly other info such as your location, Facebook Videos and events depending on how the brand has used Facebook in the past. Other apps (such as in the example below) are either custom built or off-the-shelf from integration with platforms such as YouTube, Pinterest or Mailchimp. Facebook has made several of its core Facebook Profile Page applications available for
  28. 28. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 28 1 tabs. If the functionality you want for your Facebook Page isn’t yet available via an existing application, you can build your own. Third-party developers can also use tabs. Since each tab has its own URL, you can choose any of them as the Landing Page for your Facebook ads and off-site promotion. You can also choose which tab to set as the default when users who aren’t yet Fans organically navigate to your Facebook Page from within Facebook. The important thing to realise is that you are not stuck with the default positioning of these apps. You can move them around (see the example below). We’d suggest demoting the Fan count app (this number is shown elsewhere on the cover anyway) and choose to showcase the most important apps for your brand. There are thousands of Facebook Platform applications built by third-party developers available for use on your Facebook Page. Do a bit of research and find out what works for you. Be aware that you MUST use an app to run a competition on Facebook. Those ‘Like and Share’ competitions actually break Facebook’s Terms of Service (and due to privacy settings, the identity of most users who have Shared the post will not actually be visible to the Page in question – so no way to award the competition prize). DON’T fill your page with loads of tedious stuff about your products. Make it fun, intriguing and with lots of industry relevant stuff too. Think about what your customers are likely to want to click through. And make sure you have plenty of content before promoting the Page. The vanity URL Nowadays the creation process for a Page allows you to set a vanity URL. Let’s check you have that in place. When you access your company page, do you see this in the address bar: http://www.facebook.com/pages/yourpagename/12345678910 or this: http://www.facebook.com/yourpagename If the former, you need to register your Facebook username which gives you a friendly URL featuring your brand name (a ‘vanity’ URL). Marie’s business Musicademy uses www. facebook.com/musicademy for the Facebook Fan page. @musicademy is also the brand’s Twitter name and the login used normally use when Commenting on blogs. Consistency here is important. To select a vanity URL for your page go to the Admin settings and Edit Page > Update Page, Info > Select the right Page and put in your chosen user name. Assuming the user name is available you can click to confirm It. Be aware that you can only change the name once.
  29. 29. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 29 1 Summary checklist – 10 key techniques to improve the marketing effectiveness of your Face- book Page A. Brand essence and value proposition This is communicated through… rr 1. The cover photo. The signature feature of consumer Timelines, this will need special commissioning to be consistent with the brand as Tiffany & Co. have in the next example: As we’ve already found, a lot of restrictions on cover images have been lifted. You CAN now include sales promotion text and calls to action, you can include URLs, requests to Like the Page ­pretty much everything you would put on a standard landing page. rr 2. The brand ident This is straightforward – this is the box on the bottom left of the cover photo. It’s 160 x 160 pixels. Some brands foolishly try and upload a rectangular logo into this box. Don’t because it will get cropped. Get your designer to work up something square. Autographer started with a simple ‘A’ and are more recently using an image associated with their wearable camera – it’s part of the start-up process on the device (we’ve given five examples here of how the ident surfaces in different places/on different devices on Facebook): Remember that this is the image that will surface in sponsored story ads: rr 3. The page summary box It’s important to explain your proposition given you can’t add text to the main image. Options
  30. 30. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 30 1 are limited according to the type of company. Facebook says: ‘You can edit the information that appears in your Page’s About section summary box below its profile picture, but you can’t choose which fields display there. The types of information that appear in the summary box are specific to your Page’s category. For example, Pages for restaurants show price range, address, phone number and hours of operation in the summary box, while artist/musician Pages show the About field of the Page’s basic information. You can change your Page’s category at any time.’ This example for a hairdressing salon shows how small companies can feature maps and other local information: rr 4. Direct link to website This is a simple trick, but we find it’s not used so often. Best Practice Tip 4  Use a hyperlink in the About box to give a call to action to your site This is a trick we’ve used – feature www.domain.com in the summary and it will be displayed as a hyperlink. Give a reason to click if possible...
  31. 31. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 31 1 B. Customer journeys Access to different content are available through ‘Views and Apps’ which appear on the right below the cover image. The Facebook Marketing solutions page gives one of the best examples of these – it’s the best example of a B2B page – you can see here they are expanded: rr 5. Views In addition to Photos, three more Views/Apps can be highlighted. Developing appealing icons may help here and using relevant text below each View such as ‘Free’ in the example above. rr 6. Apps Apps are important for encouraging interactions and data capture. They are included within the Views. The Facebook Marketing Solutions Page for the UK has a range of apps or tabs with different purposes. Unfortunately, the call to action in Facebook to expand to show apps isn’t strong, so it’s best to feature your three main views.
  32. 32. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 32 1 C. Editorial and merchandising features There are several editorial options to position your most popular content more prominently. I noticed around half the featured sites weren’t using these so make sure you take advantage of these. rr 8. Pinned posts This example on the next page shows how key campaign offers and content marketing assets can be pinned top left. Best Practice Tip 5  Use pinned posts Pinned posts give your offers prominence for seven days. They’re another under-used Facebook merchandising technique. rr 9. Starred posts By starring a post it will appear full-width – great for campaign offers. rr 10. Timeline Last, and probably least, you can add images for earlier in a brand’s history. Full-width imagery works well here. Our final example in this section is taken from the case studies for an Expert member company Scribblers.13 This uses an app positioned in Views to enable email sign-up, at the top of Scribblers’s Facebook page and given Pinned Facebook status update so it appears in the all-important position, top left, remaining there for a week. A customised version of Constant Contacts Social Campaigns platform featured in our Guide to campaign management tools14 was created to give people access to the PDF in exchange 13  Smart Insights: In-depth case studies - Scribblers. 14  Smart Insights: Social media campaign management tools.
  33. 33. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 33 1 for a Like. A promotional code is included within the ebook to encourage purchase from the site. Great joined-up marketing!
  34. 34. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 34 2 TWO PLAN: Developing a Facebook strategy rr Q. Has a Facebook plan been created? To get the most out of Facebook, you should build a strategy that will allow you to plan and manage your resources to make best use of the platform for marketing. It’s just the same as for other online communications platforms. You can damage your brand and miss opportunities if you don’t have the strategy in place to manage communications. Strategy Recommendation 5  Outline a Facebook communications strategy The communications strategy for Facebook should outline the types of content you will Share, the frequency and, most importantly, what you’re looking to achieve. Thinking about who your target audience is a good place to start when considering content type, time of posting and tone of posts. rr Q. Has competitor use of Facebook been reviewed? An obvious starting point is to review competitor use, but what should you look for? We recommend you check: þþ How many Fans do they have? þþ What is their PTAT (people talking about this) score like? þþ What kind of content are they posting? How often do they post? When do they post? (Lots of brands miss the important weekend slot.) þþ Who is Commenting? What is being said? How good are they at responding to Fan questions and Comments? How are they driving Likes? Are they overly reliant on competitions and advertising? Best Practice Tip 6  Assess competitor use of Facebook for communications Use competitors (and other brands you admire) to inform your use of social media. Set targets based on their success and use them to review the frequency and type of updates. What is it?  People Talking About This metric (PTAT) PTAT is the number of unique people who have created a story about your Page in the last week. A story is created when someone Likes the Page, Comments on or Shares a post, answers a question, responds to an event, mentions or tags the Page, checks in or recommends your Place. Be aware that engaging with a Facebook ad will also drive up the PTAT score so brands that do a lot of advertising appear to be somewhat more engaged than they really are organically. rr Q. Has a communications plan for your Page been created? Whilst the phrase ‘If you build it they will come’ has some truth in it, the likelihood is that many potential Fans will remain ignorant of your new Facebook presence until you tell them. Even then you may need to incentivise or cajole them to Like the Page. Strategy Recommendation 6  Invest in a communications plan to drive people to your Page
  35. 35. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 35 2 Profile your Facebook Page in all your communications such as your website, newsletter, emails, signage and print ads. Consider investing in Facebook advertising to drive new visitors to your page. You will also want to consider advertising to enable more of your posts to be seen even by existing Fans. Thanks to Edgerank and the fact that probably half your Fans will not be on Facebook in any given day, only a very small percentage (on average 16 percent) will see any given update. rr Q. Have good practices been considered and incorporated? Take a look at the Pages of effective Facebook Pages like the ones we have showcased here. Best Practice Tip 7  Review how best practice interaction can increase page engagement levels Whilst the average Page engagement rate for big brands is often under one percent (Nelson-Field & Taylor, 2012), many smaller brands such as those showcased here regularly enjoy PTAT scores in excess of 10 percent. What are they doing right that you can copy for your Page? How should you use Facebook to grow your business? An obvious starting point for creating your Facebook strategy is to think how it will support generation of leads and sales. We have specific ideas for this in the Convert section, but there are other goals. Brands are currently using Facebook for many different reasons. You should decide what you want to gain out of Facebook and use this to determine how you will use it. It might be one or all of the following: þþ Drive web traffic – post status updates with links to your website, blog articles and products. This will encourage Fans to follow links to your website or web store so that they can access the material or product. Links alone do not provide a great call to action and so you will need to still encourage this on your website with appropriate landing pages. You can also develop specific apps that will drive traffic to your website. þþ Grow awareness, build brand image or reputation – use images to demonstrate what makes your company special. You could allow behind the scenes access, show personnel, product images or colours that represent your business. Facilitate User Generated Content that delivers social proof. þþ Showcase products – Facebook is an opportunity to really show off your products. Photograph detailed images and use the opportunity to show different angles and highlight what makes the product special. You can ask Fans to Comment and add testimonials too. Beware not to be too pushy in terms of product-related posts. The most engaged Pages that we have considered here are those which minimise the product pushing, and post relevant interesting content for Fans. Seth Godin has written extensively on the subject of permission marketing. He states that ‘interruption marketing’ simply doesn’t work any more and brands must earn the right to communicate with potential customers about products. So make sure any sales-focused updates are liberally interwoven with other valuable, relevant content. þþ Offer incentives – as well as driving web traffic you can use Facebook to boost sales by giving discount coupons, video clips and other useful content to Fans. Facebook can also be used to launch products and run competitions or promotions. þþ Get to know customers better – the more you interact with Fans, the better you will
  36. 36. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 36 2 get at understanding what they are looking for, what makes them tick and what they think about your products. Encourage dialogue by asking open questions. Post polls and surveys. Ask for their opinions. Thank Fans for their responses, ‘Like’ the odd Fan Comment. þþ Identify influencers for outreach – organisations such as Social Bakers or Fangager will help you identify your most influential Fans. You can choose to reward such Fans, although often they will be easily incentivised simply by the personal engagement that you offer them. The singer Paloma Faith gives a name check each week to her top five Fans: Here is an indication of the basic capabilities of FanGager:
  37. 37. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 37 2 What should be included in a Facebook communications strategy? Since Facebook is only a single channel, this strategy doesn’t have to be too involved. It should be based around key communications issues and resourcing to keep your content fresh and relevant. It should reference content creation strategies, resourcing and communications to build awareness of Facebook. Your goals for Facebook? rr Q. Have our goals been defined for Facebook? Before building your Page, you should think about how you want people to see your company and think about what content represents your company best and what content you can utilise to drive engagement (see the later section on Edgerank). Facebook gives an opportunity to link your digital and offline marketing strategy with social media and so the image you present must represent your company. You should think about and ask yourself the following questions: rr Q. Which communications goals can you support by using Facebook? This may be measures such as increased brand awareness, increased interaction with customers, reach out to new customers, build a brand identity, humanise your brand, increase traffic to your website, increased sales, or showing your core values. We explained in the Introduction how it is dangerous to use ‘Likes’ as a vanity metric and other metrics are preferable. Later in this section we will show how you can measure influence of Facebook on levels of leads and sales using the Social Reports feature of Google Analytics. Strategy Recommendation 7  Set goals for online brand metrics and review them Social listening tools like Radian6 can report on measures such as brand Share of voice and sentiment polarity (positive or negative) compared to a set of competitors. rr Q. Who will be responsible for managing Facebook and how much time can be dedicated to it? You can assign multiple contributors to save time and so have multiple administrators although they will each need to have their own Facebook profile. It is worth spending time on Facebook as it can support SEO and drive traffic but it is also easy to get caught up with it and lose track of time so manage this carefully. With the introduction of Scheduled Posts in June 2012, it is possible to plan your content several months in advance, however newsworthy posts will inevitably surface which might challenge the planned programme. Even if you set up a schedule of updates you will need to be on hand to respond to Comments and questions that may arise. rr Q. How will we measure success? You need to know that it is working so decide what methods outlined later on you will use to track your success. rr Q. How does Facebook add value to your company to change customer perceptions? Facebook can add depth and build on company values and image. Make sure that it is not only successful but also showing the company in a positive light. How will Facebook support lifecycle communications? We will cover the details of setting the best communications for Facebook in the later steps
  38. 38. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 38 2 in this Guide, but you should sketch out your initial thoughts here, by answering these questions: 1. Method for generating awareness (covered in Reach section) How will you encourage people to visit your Facebook Page, for example through outreach, embedding, content types, Facebook specific campaigns? Here are some ideas to review: þþ Using existing content assets such as your blog. þþ Sourcing popular, interesting content from other sources such as guest content or links to other sites and Pages. þþ Running Facebook-specific competitions or promotions and then featuring them in your other social sites and email. þþ Specifically developing interesting content that encourages users to Share. þþ Linking to Facebook from your website, blogs and social presence. þþ Including a ‘This Week on Facebook’ section to your regular e-newsletter. þþ Adding ‘Like Us On Facebook’ buttons in your online and offline content. þþ Commenting on or ‘Liking’ other Pages. þþ Using Facebook’s ‘Grow Audience’ tool as well as the various advertising options. 2. Content types that will encourage engagement with the brand (covered in Act section) These will form the areas of different boards, some will lead to lead generation or sale. Sketch out additional ideas here, for example, products, team, promotions, etc. þþ Asking questions/opinions. þþ Asking Fans to upload photos to the Comments. þþ Posting relevant quotes (quotes seem to enjoy disproportionately high numbers of Likes and Shares). þþ Fill-in-the-gaps status updates (be aware, however, that these have become commonplace and somewhat tired. Many now seem something of a desperate attempt at engagment. þþ Caption ‘competitions’ (so long as a real prize isn’t offered these can be run as a bit of fun without using an app). þþ Special offers/promotions/voucher codes/offers (the old offers feature is still available when using Power Editor). þþ Behind the scenes at a company, e.g. ‘meet the team’. Dyson does this very well. þþ Close up of products, e.g. different angle, inside shots, things you wouldn’t normally see in an advert or on the web. Again, Dyson uses this strategy to highlight their design engineering expertise. þþ Controversial content (people can’t resist responding and the Fan to Fan engagement can really soar too). þþ Polls (although you will now need to use an off-site app to facilitate this since Facebook withdrew the Polls tool). þþ Competitions. Do make sure you use an app for any competition in order to comply with Facebook’s Terms of Service. 3. Lead generation and sales strategy (covered in Conversion section) How will your content lead to leads and sales, directly and indirectly? For example integration with new product launches, campaigns, etc. þþ Drive web traffic. þþ Showcase products/launches.
  39. 39. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 39 2 þþ Support campaigns. þþ Discount codes. þþ Reach new customers or make new ones more aware. þþ Reminder tool to purchase. þþ How are you tracking this? 4. Frequency/target for updating (covered in Engage section) For example, once a day, several times a day, once a week? þþ Status updates – several times a week at intervals. þþ Timing your status updates to when your Fans are on Facebook and the competition is quiet. þþ Spacing out updates throughout the week so as not to bombard at some times while missing others. þþ Responding to questions and Comments. Some 95 percent of brands are lagging in this very basic customer service requirement. þþ What time of day? Which days of the week? Dyson regularly introduces members of staff on their Facebook Page. Sometimes they also include beautiful imagery showcasing unusual product images. How much time should you dedicate to Facebook? It is important to dedicate enough time to Facebook. You will need to allow time to add new posts, Comment on content and find new Fans. This shouldn’t take too long if time is allotted daily or per week. You can also add administrators in order to Share the workload. Do make
  40. 40. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 40 2 sure that updates are dispersed throughout the week though. No one wants a deluge of posts from the same company all at once. Strategy Recommendation 8  Resourcing your Page to keep it active Ensure there is always a defined person who will post quality content from your site and other sites onto your Facebook Page and follow up with relevant Comments and links. Ideally this needs to happen daily or several times a week. Measurement and tracking As with all communications, it is important to track and monitor Facebook to ensure the gains outweigh the effort. Using social media should be of benefit and used correctly you will see the rewards. Facebook provides one of the best tools amongst the social networks for reviewing the effectiveness of your communications. Facebook Insights Facebook provides an analytics service called Facebook Insights. As well as emailing you a weekly summary of your Page’s progress, you can access the service and download a multitude of reports. As always, these are somewhat limited and larger brands often pay for additional reporting using third-party services such as Social Bakers or Sprout Social. As an administrator, you will see this whenever you open your Page. Click on See All in the Insights panel to get further Insights: Facebook describes the current (July 2013) Insights update this way: ‘Historically, Page Insights has reported on posts’ performance, reach, and engagement in three distinct places. In the new Page Insights, we aggregate all these metrics into a post-specific score card, so marketers can evaluate positive and negative metrics together. This will help Page admins better identify content people interact with, produce more of it, and enjoy increased reach and impact on Facebook.’ This section is intended as a brief introduction and tutorial to the new Insights including some of the most useful new data – you can work through it comparing to yours. I’ve used mainly Musicademy Insights but also some clips from a client for comparison.
  41. 41. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 41 2 1. Overview Tab Firstly you get what Facebook is calling an ‘Overview’. It’s a dashboard of sorts showing key data from the last seven days (you can, of course, select a different date range for specific reports and you can click and drag to select as well as inserting dates into the calendar). One of the first things you’ll notice is how visual it is. A nice combination of tables and graphics gives you an instant overview: Facebook defines engagement as including all clicks, not only Comments, Likes and Shares so you can see from the graphic below that we had 1,005 of our 5,771 audience engaged in the last week. But note how this additional dashboard data now shows how many clicks you received that were not Likes, Comments or Shares. 2. Page tab Now click on the ‘Page’ tab and you get three further options to drill down to – Page Likes, Post Reach and Page Visits. Here I’ve screen clipped the data from a client page because I wanted to draw your attention to the huge impact that Facebook advertising has on Fan numbers. With not a lot of money
  42. 42. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 42 2 (but some cleverly targeted ads) we went from 3,000 to over 7,000 Fans in just two months: You’ll also see a breakdown of organic and paid Likes together with the crucial ‘Unlike’ numbers. The final graphic shows a breakdown of where Likes come from – look at the impact of mobile (pale blue), especially in mid June where we were testing mobile ads.
  43. 43. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 43 2 Back to the Musicademy Page to look at the Post Reach data. Here you can see the split between organic and paid Post Reach. Below that the number of Likes, Comments and Shares: On my client’s Page you can see the more negative impact that advertising can have (we’ve been doing a number of News Feed Page Post ads to multiple new target audiences) with posts being hidden, reported as spam or the Page being Unliked. This is going to be inevitable with significant ad spend but the numbers here are still relatively low:
  44. 44. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 44 2 Next you’ll come to Page visits. At the top is an analysis of your Tabs activity. Now my client has a number of apps here (mailing list sign-ups, free downloads, etc) so you get to see how each are working: Benchmarks Another neat addition here is the ability to benchmark your performance over time. Here’s my client’s benchmark data for Unlikes and Page Likes: Then other Page activity (you’ll note that I’m changing the time frame in these screen grabs in order to bring you items of interest). Back in May Musicademy did a Facebook Offer – that’s the big spike. Below that is the external referrers to your Facebook Page. No surprise that Musicademy’s website, our newsletter and Smart Insights (where I write extensively about Facebook) all figure here:
  45. 45. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 45 2 3. Posts tab Clicking through further you find data on your Posts. The first option is a drilldown of individual posts as per the overview page. Here you can further refine to look at types of engagement and reach. Click on any one of these posts for a further drilldown of data:
  46. 46. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 46 2 The above is one of the most controversial pieces of content we have posted recently. It’s a spoof on a worship song and therefore a subject some of our Fans might be rather prickly about. Certainly amongst the many Likes on both the Page and the Blog we had some critical feedback but what was the actual impact in terms of Hides? This graphic shows that five people hid the post and one decided to hide all our posts – I wish people would simply Unlike the Page – it’s impossible at the moment to tell how many of our so-called Fans have actually opted out of seeing our content. So what? Now we are onto one of my Insights elements partly because I’m asked the question ‘When is the best time to post?’ all the time. This Insight shows When Your Fans Are Online. You can see for Musicademy that mid to end of week is best, and that Saturday is also busy. For my client, their data showed a significant increase in Fans being on Facebook over the weekend (a time when many companies and agencies fail to post due to the necessity to monitor responses and reply to Comments). Over the years I’ve had to figure out the above information for myself via customer survey, now Facebook tells me the day and time of day our Fans are most online. The above profile is typical of a Page with Fans in the UK and US. I typically post at about 4pm in order to maximise my exposure to both audiences, but if I was simply focusing on getting to the highest number of Fans I would need to be posting at 10pm.
  47. 47. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 47 2 Next is the option to look at what types of post perform best. This has always been possible in Insights but previously it was a case of trudging through a downloadable spreadsheet with scary quantities of data. (Old style Exports are still available and are currently unchanged.) Now you can see performance at a glance: A few things to note here: There’s no date range given for this analysis – I suspect it is over several months (partly as we’ve not posted any offers since June – and Facebook has removed that facility now in any case). This is HUGELY affected by Edgerank. Different post types don’t enjoy an average playing field to begin with as nowadays Facebook will more naturally give exposure to plan status updates over other post types. I am judicious about my use of photos. They occupy serious real estate, especially on mobile but given they will get less exposure than status updates they need to work in their own right so be very engaging, funny, provocative, etc in order to further drive engagement and virality. The level of information is not as great as it could be. For instance, you can see how many people have clicked on a link post but not the link itself. 4. People tab Finally we look at the People Insights. Let’s compare the Musicademy audience with my client’s: Musicademy has marginally more male than female Fans but my client has a much bigger gender divide (it’s a tech client so no major surprise there).
  48. 48. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 48 2 You’ll also see a breakdown of Fans by country, city and language. Unlike Google Analytics, Facebook can show you the gender, age and country of origin of your Fans thanks to its huge database of member profiles. There are further options including an analysis of people reached (as opposed to the Fans you have – many of these may be dormant, have hidden your Page or simply not seeing your content due to Edgerank). I like the Engagement metric. Generally on Facebook women engage more but on the Musicademy Page the men are disproportionately more active.
  49. 49. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 49 2 Best Practice Tip 8  Use Facebook Insights regularly Take time out regularly, say once a day, week, month according to the scale of your Facebook efforts to review some of the details in Facebook such as which content is most Shared and what is determining the growth of Likes. It’s also a good idea to monitor content which results in ‘Negative Feedback’ such as Unlikes, Hides or spam reporting. Whilst the top level Insights available are very helpful, it’s also worth downloading the data into a spreadsheet and doing some detailed analysis. www.jonloomer.com is an excellent source of advice in this area. What is it?  The Virality metric The Virality metric is the percentage of people that created a story from the Post out of the number of unique people who saw it. You’ll probably find that photos and videos have the most virality. But be aware that (probably partly due to their popularity), these content types do not enjoy high Egderank. Gone are the days when including a photo to your text update would bump your Reach. A photo today needs to work to earn its place. Photos will enjoy far more real estate in the News Feed (particularly on mobile) but they are compromised due to lower Weight than an image-free text update. Using Google Analytics Although these tools may give you detailed insights about activity within Facebook, it is also useful to look at the analytics data on your own website to see the visitor volume, quality and value you derive from traffic referred from Facebook. Google’s new Social Reports accessed from the ‘Traffic Sources’ menu are most relevant. An example of a brand that views Facebook as its key social platform is below. Strategy Recommendation 9  Use Google Analytics to show value of Facebook marketing The social reports go beyond ‘Last click’ sales reporting to show you the ‘Assists’ where social media encourages visits which don’t immediately cause a lead or sale, but potentially influence it since a later visit from another channel directly leads to sales. Additionally, the Social Reports can also show you the number of Likes from different pages and types of content on your site if you have implemented Facebook sharing buttons.15 15  Google Analytics: Setting up social interaction reporting.
  50. 50. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 50 2 The Google Analytics All Traffic report shows traffic from non-social referrals. You can see how important Facebook is to Musicademy. If you are running an e-commerce site you will also be able to see the number and value of sales from the desktop Facebook site (#4) and the mobile site (#6). When you create Facebook ads you are asked if you want to create a tracking pixel to embed on your website. Clearly this is an essential part of monitoring the effectiveness of ads, particularly for an e-commerce site with a sales goal in mind. Best Practice Tip 9  Check mobile Facebook referrers too If you’re reviewing Google’s Traffic reports note that mobile Facebook referrers are from a separate domain (http://m.facbook.com) so are shown separately.
  51. 51. Section1 Introduction Section6 ENGAGE Section7 Resources Section5 CONVERT Section4 ACT Section3 REACH Section2 PLAN © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. Smarter Facebook Marketing ! 51 3 THREE REACH: Reaching your audience through Facebook Facebook is a platform for engaging with customers and potential customers and sharing a whole variety of content. So, to expand awareness and Reach for your brand, the quality of your content is the key to success on Facebook. By making sure your content is imaginative, eye catching, interesting and useful, you will be able to reach out to expand your audience and keep them interested. In this section and the next we will talk about developing the type of content to achieve this, but first we cover some basics of managing integration with other channels and search engine optimisation (SEO) that we will cover which are the foundation of expanding reach. How should you integrate Facebook with your website? Make the most out of your Facebook presence by linking it all up; this will help your followers find you on other platforms. To best integrate your social presence whether it’s Facebook or other platforms you should review these basics: þþ Q. Are social network icons featured on every page of site (run of site)? þþ Q. Are social network icons featured above the fold (the top part of the page)? þþ Q. Are there social sharing buttons for product, newsletter or blog content? þþ Q. Have the benefits of joining a social presence been explained (e.g. type of content or promotions)? þþ Q. Have additional visuals been developed to explain benefits? þþ Q. Is there a social hub linking through to a different social network? The visual prominence of these ‘signposts’ will vary according to your objectives. This example of a ‘Fat Footer’ from the Debenhams home page shows that although it may be ideal to feature social sharing buttons above the fold, it is more natural to group them with footer information and other marketing messages like promotion, delivery and returns. Sharing buttons arguably work best above the fold in the context of the individual products where there is a better reason to Share and this is certainly true of Facebook. You can also add social media buttons next to content on your blog that include the option to have a count of times the content has been Shared on social media sites. Adding these will encourage your visitors to Share your content by showing that you wish them to do so, and will act as a reminder tool.

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