100 Facebook Marketing Tips (4/4)

 

This is the fourth and final part in my series of 100 Facebook Marketing Tips. It comes in at a total of 104 tips. Make sure to Tweet, Like or even subscribe to this blog if you found the tips useful.

The topics covered in each part are;
Part 1 – Before you start, Page Basics & Newsfeed Marketing
Part 2 – Edgerank Tips and Facebook Fans
Part 3 – Community & Page Management
Part 4 – Facebook Features, Ad’s, Measurement and F-commerce

VII. Facebook Features

 

78. Facebook Groups

These are useful for communicating with groups of less than 250 people. This could be a focus group made up of internal and external people or as Tommy Walker suggests used to bring your most loyal customers together to provide them with exclusive content.

79. Facebook Search
Facebook search is rubbish. If searching for brand pages I suggest using Google. For searching content within Facebook, such as brand mentions use Social Mention or Samepoint – sometimes (and I stress sometimes)these will throw up mentions that occur on pages of people who’s privacy settings have been locked down.

80. Facebook Places
Places allow fans to check into real world locations using their smartphone. E-marketer suggests use of social networks on Smartphones will double between 2009 and 2015. A JiWire study listed the top reasons for accessing location based services was to find Store Locations (57%), Points of Interest (51%), Checking in (49%), Reviews (35%), Connect with Others (33%), Promo’s & Coupons (27%) and to check Product Inventory (21%). The top reason to Check In was to avail of a deal or promotion. I think some locations are better suited to checking in, especially leisure (bars, clubs, gigs, cinema, restaurant) or tourist locations.

81. Facebook Check-In Deals
Check-In Deals offer fans deals for checking into your place of business. Four different types of deals can be offered such as discounts, group deals, or payments to a charity or good cause. I think the best type of deal is something money can’t buy. Discounts reward everybody, but an exclusive, or hard to get item gives true fans a reason to check in, while if its quirky or interesting enough it may help convert the deal seekers into actual fans and customers of your business. Whatever the offer remember to keep it on brand!

82. Check In Deal Examples
Here’s a post with 5 Check In Deals examples to give you some inspiration.

83. Facebook Credits
This is Facebook’s very own currency, it’s uses are growing month by month and if you sell on Facebook this opens up dealing with International customers without the hassle of exchange rates. So how can you incorporate Credits into your business? Here’s 5 examples from earlier this year.

 

VIII. Facebook Ads

84. Sponsored Stories

Sponsored Stories achieve a higher click through rate, and cost less than normal ads. This could be due to their placing above the normal ad format, people are unfamiliar with the format so click them, and less brands are using the format so they are cheaper. In the future Facebook will launch new ad formats, usually after testing their performance on a small scale. Facebook will want these new ad formats to be successful. Therefore, when new formats are launched, why not strike while the iron is hot and run a campaign to take advantage of high CTR and low costs? If you don’t other brands will.

85. Facebook Ad Tips
This post from Wildfire has 18 tips on boosting the performance of your advert while this post explains how to A/B test your Facebook ads

86. Dont Forget About Email, Search & Social Media
To ensure your Facebook campaign is successful make sure you look to a wider marketing mix than just Facebook. Online you have email, search and other social formats (blogs, which are very under rated, Twitter, Youtube etc.) but also look offline in traditional media – yep it still works. Traditional media can build awareness, but look at Facebook for maintaining momentum and engagement over a longer period. Here’s how a small Irish firm, Glenisk (client), used Radio and Press to build awareness, Facebook to maintain engagement over a 9 week period and finally TV to show the campaign output. This co-ordinated approach delivered an increase in sales of 35%.

IX. Measuring Facebook Performance

87. Link Shares

Just a little trick to measure how many times a link you shared has been shared on Facebook. Go to the search bar and type in the name of the link, a menu should drop down with the amount of times it’s been shared. From the example below you can see how a Youtube video called Damn You Dorothy by King Kong Company has been shared 303 times on Facebook. I usually use this to see how many shares links I’ve posted get. I’m not sure if this works for links in general or just on links posted to pages you admin.

 

 

88. 8 ways To measure Your Page
Here’s a post i wrote earlier this year with eight ways of measuring your Page’s performance. It’s too detailed to give an overview here, but read it and understand why just measuring fan numbers is not the way forward.

89. Ways to Measure The Value of Social Media

This is from Econsultancy and covers the wider social media field, but is still worth reading.

90. Facebook ROI
The ROI of Facebook is an interesting discussion. It’s very hard to derive a financial return, unless you are selling on Facebook, or online to track where visitors came from (something similar can be said about TV, Print, Radio etc). Facebook can offer metrics such as the amount of fans, amount of feedback (likes and clicks), traffic sources, tab views etc. But how you measure what the ROI is will differ from business to business, and may take in metrics not available on Facebook (ie. traffic to website) maybe metrics not online eg. an in-store offer available to Facebook fans. The best place to start is by getting to know Facebook Insights (download an official guide here PDF) and identify what measures will work best for your goals.

91. Facebook ROI 2
I do think some brands look at this the wrong way around. TV, Radio & Press give you direct access to eyeballs (so too do Facebook ad’s), but look at the bigger long term picture. If you grow a page to 100,000 fans, that’s a massive amount of people, who are more than likely already customers, and you have direct access to them. There’s a lot of benefits to your brand in that, such as reduced customer service costs, reduced marketing costs, free customer research etc. But also a massive competitive advantage in being able to keep your customers engaged with your brand 52 weeks of the year. I can’t think of another medium that offers this at such a low cost. Here’s another, very detailed approach, to Facebook ROI.

92. Social Media KPI’s
This research gives a list of KPI’s for different sectors to measure their listening and engagement programme’s. How important is listening and engaging with consumers? In the study, conducted by Forrester on behalf of Dell, 50% of respondents noted an increase in overall business success by listening and responding to social media queries .

X. Facebook Commerce

93. How many People have Shopped on Facebook?

This study released in February 2011, conducted amongst 533 Facebook-ers who are fans of brands, quotes 1 in 4 fans have made a purchase on a Facebook page. It seems relatively high as Facebook Commerce is still a new concept, but remember not all Facebook users are fans of brands. Based on the research in Point 44 this would mean somewhere between 50 and 69 million fans have made purchases.

94. Facebook Friends Send Referrals
70% of American Facebook users were more likely to buy a product or visit a store based on a referral from a Facebook friend. Referrals might also come indirectly too, as this study shows 13% of respondents had booked their holidays after seeing friends holidays snaps on Facebook. This referral traffic underlines the importance of keeping fans engaged and entertained, in other words to give them reasons to refer you.

95. Google & Bing Send Referrals to Websites
In May 2011 Google and Bing accounted for 36% of traffic to retail websites such as Amazon, Apple and Tesco. Facebook accounted for 8%, but that figure is growing.

96. Shopping Online Starts With Search
In a study of 1,004 adults only 2% admitted to beginning their online shopping on Facebook – by asking their own group of friends for a recommendation (no mention of a brand page influence here). The top answers were 44% for a search engine, 33% for a retailers website and 20% for the manufacturers website.

97. Social Shopping
Although a JWT study slightly contradicts this.The report on F-commerce found that amongst Millenials (aged 20 – 33) 74% like to shop with friends, 50% will post a status update when they find a product they like, 55% are more likely to make a purchase if a friend has recommended it online and 53% have asked the opinion of friends on Facebook about a purchase. In the survey 67% of Americans and 45% of British respondents consult their social network while out shopping using their smartphone.

98. How often do shoppers research on Facebook?
On a Likert scale 29% admitted to always, often or sometimes researching on social network for shopping ideas, while 71% rarely or never do this. While low, I would expect this figure of 29% to grow as F-commerce grows.

99. A Reason to Shop on Facebook
I’ve met with brands who don’t understand why their thousands and thousands of Facebook Fans account for a very small percentage of their online sales. The answer often lies in the fact these fans have no real reason to shop on Facebook, especially if there’s an established online store and a decent existing offline distribution network (ie. stocked in lots of offline retailers). If you want to see Facebook generate sales look at ways of attracting fans to the platform – and it doesn’t always have to be about deals or discounts either.

100. Think About Exclusivity
Exclusivity was mentioned before in terms of content, but it’s also the case in Fcommerce. Use exclusives as incentives to spread the word not just through deals, offers, flash sales, but also look at fan firsts, new product launches, Facebook only products or time specific stores eg. a Valentines Shop.

101. Think About Making Shopping Social
As we saw earlier Facebook is the king of shared content so make it easy for fans to share your content this includes reviews, like buttons on items, voting on items, ask fans to share their purchases, ask their opinions etc. In other words how can you make online shopping as social as possible? Where the fans are using Facebook to promote the items, indirectly, to their friends? This will differ for many businesses, but here’s a bunch of opinions on what does and doesn’t work in F-commerce

102. Facebook Isn’t Trusted
There are issues preventing a rapid growth in F-commerce and most revolve around secuity and privacy. In a JWT study 8 out of 10 respondents worry about the privacy implications of shopping directly on Facebook, the same number don’t think it’s a secure platform, while 7 out of 10 respondents wouldn’t use an application on Facebook to make purchases for fear their data is being shared with 3rd parties. Not good reading, but totally understandable. Again I think give fans a reason to buy on Facebook, if they really really want to, they will. In the same survey 3 out of 10 respondents had logged into a retailers website using Facebook connect and 90% of those said they would somewhat or be very likely to browse the personalised recommendations. However 56% of respondents also feel violated on seeing personalised recommendations or that big brother is watching (72%). It would seem even those who like personalised recommendations, don’t like them all the time.

103. Innovative F-commerce Examples
Here’s 10 of the Most Innovative F-commerce examples.

104. Off The Shelf Store’s
There’s a number of off the shelf applications for setting up a shop on Facebook. Owjo and Vendor Shop are two of the many out there. There’s a list of other options, plus a detailed look at their features, here.

So there you have it my 100 Facebook Marketing Tips (well its actually 104, but hey who’s counting?) If you have enjoyed the series why not tweet, like it or even subscribe to my blog.

 

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