How to win fans and reach people
Practical tips for Facebook
@jesstiles

A little story from Africa

Website &
resources
Facebook
page
How to get
social sessions?
How to get
Facebook page likes

How to
win fans

Buy page likes

New page likes 968 15,423 1493%
Website clicks 24,741 4,431 -82%
Organic reach 7.57% 6.91% -9.55%
All sessions 1,387,120 1,247,286 -12%
Cost per session 0.0008 0.0016 100%
Doing the math
* Based on 4 weeks of test data

Spending money buying likes
leads to less website traffic
at almost double the cost per
session

I want it to be free

SEO your
Facebook
page

Use your owned media

Website

Emails

Confirmation pages

* Based on 5,000 sessions on desktop homepage, 300 sessions on confirmation pages and 1,000 sends of newsletter & transactional emails
CTR performance
CTR
Like box homepage 0.04% Nice to haves
Icon header 0.01%
Icon footer 0.06%
Icon newsletter 0.05%
Icon transactional 0.20% Do this
Confirmation page 6.26% Winning

Link to your Facebook page
at the end of every user
journey to win fans

How to
reach
people

Organic reach is declining

Edgerank simplified
Engaging
posts
Clickable
posts
+

Sessions
$
Engagement rate
(likes + comments + shares / reach)
Conversion rate
Reach
Fans
CTR

Step 1: Get engagement
No
grumpy cat

Puzzle
0.89%
engagement rate
Quote
0.62%
engagement rate
Humour
0.61%
engagement rate
Everyone can do this

TBT
0.75%
engagement rate
Holiday
1.00%
engagement rate
Birthdays
2.89%
engagement rate
You can do better
NationalismNostalgia Culture

Engagement Rate
Humour 0.61%
Quote 0.62%
TBT 0.75%
Puzzle 0.89%
Holidays 1.00%
Birthdays 2.89%
Be brand relevant
Connect on an
emotional level
to your persona
for better
engagement

Step 2: Get clicks

Brand
What is more clickable?
Product Category

Winner: Category posts
* Based off 371 posts
Your fans are looking to browse
Post CTR Bounce Rate
Product 2.69% 63%
Brand 2.47% 52%
Category 3.19% 33%

Grab attention with category
themed posts, get the click
and then lead your fans
down the conversion path.
Don’t only hard sell.

What about posting articles?
Blog articles
can be both
clickable and
engaging
May not be best
for conversions

Align format to objective
Engagement Reach Clicks
Image Best Average Poor
Link Average Average Best
Video Average Best Poor
Status update Poor Good Poor

Step 3: Post quality

QUESTION
How often are you posting
right now?

4 to 6
posts per day
60 to 80
posts per day
Optimum post frequencies
Consumer goods Publishing
e.g. Asos, eBay e.g. BBC, HuffPost

Do social differently

Initial social Strategic social
Branded searches 16,000 16,000
Brand name SERP rank 4 2
Branded CTR 4% 11%
SEO FB page visits 640 1,760
Sessions at end of user journey 2,700 2,700
Owned media CTR 0.05% 6.26%
Owned media FB page visits 1 169
3x more Facebook fans

Initial social Strategic social
Number of posts per day 2 6
Organic reach per post 1,407 2,104
Impressions 19,698 59,094
CTR (with half clickable posts) 2.69% 3.19%
Sessions 265 942
Bounce rate 63% 33%
Non-bouncing sessions 98 631
6x more non-bouncing sessions

Winning strategy
SEO
Facebook
page and link
at the end of
user journeys
Post more
engaging and
clickable
content more
often
+
Follow @JesStiles