Archive for the ‘general’ Category

Nov 02
2011
Facebook Marketing Bootcamp Logo We usually look to different industry experts for their experience and insights on Facebook Marketing, so it’s nice to finally get best practices directly from Facebook.  Since it’s their product, they can validate what practices really do work and what are meant to be used with their system (though, of course, we can’t forget there’s a definite “sales” element involved in them trying to get us to try their Facebook Ads :) ).  The Facebook Marketing Bootcamp is providing free webinars over the next coming weeks.   Register and you get a free $25 coupon for Facebook Ads, so you might want to register here.Today’s webinar was the first in the series and it was titled “How Your Business Will Be Better In A Connected World”.  It gave a general overview on how Facebook can benefit your business and what technology Facebook has to offer.

Here are some summary notes:

Our lives our made of connections to things we care about: people, songs, hobbies, sports, places – this makes us who we are.

Technology (such as Facebook) brings us closer – transforms how we connect and share our lives – on an ongoing basis.

Benefits to businesses?  They can connect to friends’ friends – through word of mouth.

Stats:

  • Word of mouth is twice as likely to cause engagement, 4 times as likely to cause purchase.
  • 800 Million on Facebook
  • 350 use mobile
  • 2 billion posts/day
  • 500 million log in
  • 250 million photos uploaded

Conversations and sharing are happening in a way never done before

It’s up to you to build essential connections – not just count clicks.  Our job to spark conversations, inspire sharing.

How to Grow Your Business

Pages

  • Upload photos and info to express your business
  • Engage – this is how you let people know and communicate with your audience – ask questions, exclusive offers.
  • FB recommends to connecting to at least 10% of your base – statistically, these are your influencers.
  • Updates, photos, events, etc – posts go to their newsfeeds

Ads

  • Simple to reach your fans and their friends per ads.
  • Utilize Facebook Ads, sponsored stories.  Granular targeting – by interests, local reach.

Sponsored Stories – shows your target audience how their friends interact with businesses.

  • Take actions already happening with your page and make it visible by friends’ friends.
  • Ads manager – you can turn on sponsored stories
  • You want them to always be running – you can boost your reach

Social Plug-ins

  • Simple line of code and you can integrate your site with Facebook and its social capabilities
  • Have to ask yourself though, “Is it good for my kind of site”
  • American Eagle added a “like” button so people can share with their friends.

1-800-Flowers – make sure everything they do is social.  Contests, promos, etc.  Starts every campaign with the question “Is it Social?”

It allows you to communicate with customers on a consistent basis.  Facebook page allows you to blast message to fans already interested.

Increase Facebook fan base by “marrying” offline and online together – in store signs, receipts, etc.  Add “Facebook” info to your offline literature.

Success Stories

How consistent should we post?  There’s no exact science, it’s on a page by page basis.    But there are a couple rules of thumb:

  • Post at least once a week
  • Set up a post calendar – post certain types of content on certain days to keep users engaged.
  • Most effective? It will vary between business to business, but mix it up.
  • Put questions in your posts to get feedback.
  • Utilize photo/video to grab attention.
  • Over time, you will see what kinds of posts gets you the most amount of feedback.

Oct 25
2011

I “liked” the Facebook Marketing Solutions fan page.  Awesome page that gives great training on marketing on Facebook (directly from them)! I am viewing Sheryl Sandberg’s live talk “Sandberg’s Quietly Audacious Pitch to Marketers: Put a Little Facebook in Everything You Do”.   Here are some notes.

  • 68% more likely to remember an ad with social context. 2x more likely to remember ads messages. 4x more likely to purchaseYour establishing connections to your customers, multiple times, and their friends, but its your job to keep them engaged
  • Strike balance – not too much bad content, good content
  • Talk “with” not “at” – just like your profile, put things up you think your friends will like.
  • It’s iterative – we can see what works. Put it out, see what works, then evolve
  • Drive convos with ads – connect ads back to Facebook page
  • Sponsored stories – make sure more people can see what your fans say about you
  • This is how you light your brand up
  • People tell friends about products, thats what sells products – WORD OF MOUTH
  • Dont go in set from the beginning – Monitor, Adapt, Leverage
  • Social needs to be the fundamental ingredient from the beginning- can’t just “sprinkle” social
  • Dont get rid of other ads – TV, print – create a cohesive campaign that connect.
  • Reach customers AND THEIR FRIENDS!
  • Link to social graphs – make everything the basis for on-going connection
  • Engage customer, write back to them so they keep coming back. This is how you get messages to go viral.
  • Inspire. Be creative. Put out experiences.  Get them to put their experiences, their childrens.  Great messages, videos, pics – these things get twice as much engagement.
  • The web has gone social, marketing can go social too.
  • Ex. Barista put out an ad with curse words.  Outcry on Facebook page.  They apologized, put up a new cut, and they got a great response for taking responsibility and listening to their audience.
  • First time you can have a comprehensive conversation with brands themselves.  Go iterate, get started.

Oct 19
2011

Google Analytics just announced a new group of reports that they are calling "Flow Visualization". This is different than the term all of us are more familiar with, which is "Path Analysis." The reporting tools and reports that most of us use today are very difficult to gain insight from. "Flow Visualization" has just raised the bar, it may have even replaced the bar entirely. "Flow Visualization" is a new way to understand how visitors flow through your website, and uses intuitive imagery combined with powerful segmentation abilities to aid insightful analysis. Google Analytics is in the process of rolling out these reports to all users, and I can’t wait for you to get them!

Terminology

Before we begin looking at these reports it is important to understand what we are looking at.  Each flow page will have nodes.  The node is simply a segment of visitors.  These nodes represent some feature of the visitors, such as traffic sources, new visitors, browsers, etc. The connections represent the number of visitors that went from one node to another. Red connections are those who left the site.  The size of the nodes and the connections are proportional mean smaller numbers will have smaller numbers and larger numbers will appear larger. This makes it extremely easy to see these flows. The image in the next section illustrates the nodes and the connections.

Goal Flow and Control Panel Overview

The first new flow report, the "Goal Flow" report will be a welcome addition to the Conversion section in Google Analytics. The image below shows this report, I highlighted the connections, nodes and segmentation capabilities.  The first dropdown in the purple box, will allow you to select which goal you would like to be presented.  The "Select a segment" works just like the "Advanced Segments" feature. You can pick any of the pre-existing segments, such as returning visitors, or you can create your own segment such as branded keywords. The flow reports by default only show significant sources of connections, but you can show more by dragging the connections slider, which is in the purple box. You can also change "source" which is the default view, to a variety of other dimensions, including city, keyword, browser, and more.

GA Goal Flow

For this "Goal Flow" report, I have shown a purchase funnel.  We can see the sources on the left side and each step in the funnel following on the right.  For each dimension, the report will show the top five and then group the rest in a sixth entry. The steps in the "Goal Flow" all come from the goal funnel you define in the profile settings. Only URL destination goals are supported at this time, not event goals. The table at the bottom of the graph shows the numbers of visitors that make it to each step. This is extremely useful as you can use this to address issues. For example if you use the browser dimension, you might see a huge decrease in mobile users that reach the purchase page.  This would suggest that your site might need some mobile optimization. The best part is if you don’t have a goal or goal funnel setup, you can create one and it will use your data to populate the report as if it had been there all along.

Visits Flow

Next up is the new "Visits Flow" report. This looks very similar to the "Goals Flow" report. The image below shows this report with purple boxes calling out important information. This report can be accessed by clicking the home button icon in the main toolbar from any area in Google Analytics. Below is the default view for this report.

Google-Analytics-Visits-Flow

When you first open this up it may appear to be a bit overwhelming. It is quite easy to start digging for insights. You can click on any of the nodes under the dimensions ("Source" is show in the image above) and show only connections from that node. You could do analysis coming from any of the dimensions. You can also click on any of the pages nodes and select either traffic from or through the node. The image below shows traffic through one of our blog pages. You can see the pages they came from and went to and add steps to previous or next pages that most of your visitors came from or went to.

Google-Analytics-Traffic-Through

The “Navigation Flow” report lets you group pages by regular expression.  You could group all pages that contain a common word as an example, which is extremely useful for websites that are promoting different products.  Let’s say you sell Apple and PC products, you could group them separately and compare common dimensions that bring them to the site or group them together and also understand how they view your site as a group.

Final Thoughts

Path Analysis has not been easy to do and gaining insights can be a painful process. Google Analytics has clearly spent a lot of time on these reports and it has shown. Flow Visualization makes seeing common trends and gaining insights significantly easier. The “Goal Flow” report is my favorite, and the segmentation combined with the running table at the bottom makes it painless to see what is going on with a variety of metrics. This is what differentiates it from all other competitor’s offerings.  Google is truly making it easier to visualize visitor data, which gives us a whole new view called Flow Visualization.

Sep 19
2011

facebook engagement
A while back, I attended an awesome webinar by Webtrends on Social Marketing, particularly using Facebook pages.  I know I’m a tad late, but it had such great information, I thought it would be a shame if I didn’t post it.  They have a great social analytics tool (free trial) you might want to try out on your Facebook page.

Interestingly, they had a different strategy than the traditional one, and it actually made a lot of sense.  Normally, you might try to build your page fan base as large as possible, then use that free stream of connection to push your product/services, either through updates on your wall (that will appear your members’ news feeds) or through message “updates” that appear in your members’ inboxes.

However, changes to the Facebook’s newsfeed algorithm (called EdgeRank) threw a little bit of a wrench in that – most of your posts actually aren’t seen by your page members.  Also, “updates” show up in an unnoticeable “other” box that may be ignored.

Webtrends’ strategy takes this into account and apply a different approach – engage your visitors to build heavy rapport, then reach them through paid ads.

EdgeRank !

EdgeRank actually suppresses 95% of posts! The EdgeRank algorithm uses Engagement of the post,  Affinity of a user to your page, and Decay to determine whether an update makes it to a member’s feed.   Facebook hopes to provide as relevant content as possible to you (since it’s impossible to feed everything).  That means if people aren’t interacting with your post (engagement), a member doesn’t really visit your page often (affinity), and/or a post is old (decay), the chances of your members or friends seeing it in their feed is pretty slim.

Engage

Webtrends stresses the importance of social engagement.  That’s the intended nature of social networks – to start a conversation.  Build rapport with your members and get them to consistently engage with your page through fun and simple posts rather than simply using your page to push your own products and promotions.  Promotional posts statistically do not generate as much engagement as “fun”, simple, conversational posts.

Some key points:

  • “Emotional stories” and “sports wins” get great engagement.
  • Simple and easy questions are the most successful in engaging users.  Example, Lane Bryant’s posts with maximum engagement were “Like this is you are a curvy women” and “Fill in the blank: My favorite color is:_____________”
  • Promotional posts don’t get as much engagement as simple, social questions.  A good ratio of promotional posts to other posts is one in every 10.
  • Keep a close eye on posts and respond – the more responses and the quicker the reply, the more likely a conversation will break out, which will higher the EdgeRank score of that post.

Monetize (Using Ads)

Once you have enough “reach” (your membership is large) and your existing members are engaged, use Facebook’s targeted ads to target your own page members for products/promotion.  Since you have built rapport and you now have a strong bond with them, they are more likely to pay attention, click through, and convert (assuming you have an optimized conversion page/process).

Sep 01
2011

Chart Incline
An age old debate never seems to settle is whether Analytics is hard or easy. Ironically, this debate could be resolved if we (those of us in the web analytics industry), simply realized that analytics is both hard and easy. What’s certainly hard is convincing end users to commit and leverage analytics and make better use of data. When more people become data driven and adopt analytics, then analytics geeks (such as yours truly!) will find themselves impacting strategies at the executive table. Marketers, business owners and consultants could benefit greatly from making the “easy” accessible and the “hard” simplified.

To reach this goal, marketers need a guide to help build the marketing accountability that analytics, and smart people, bring to the table.

I hope to provide this guide and structure in my 7-Step Analytics Reporting Framework whitepaper. This framework will help marketers navigate through seas of data and reports and leverage insights to impact their business.

You can download the full whitepaper here.

Download Whitepaper

And for those of you on the go, here’s a quick outline of what to expect:

1- Define your requirements

Clearly identify what you need to measure and extract key data to measure your performance. This is the foundation for all following steps.

2- Know your channels

Pageviews alone won’t cut it anymore.  Different media platforms require different measurement approaches and techniques. Understand the characteristics of your channels and how to track each of them.

3- Trim your metrics

When it comes to reporting, apply this strategy: “less is more”. Just because you have a lot of data doesn’t mean you need it all.

4- Segment for context

Absolute numbers and aggregates hide a wealth of insight and can be very misleading. . Segment and allow “context” to give your data meaning.

5- Put intelligence at your service

Let computers crunch the numbers. Let reports detect and flag significant changes in your key performance indicators automatically. (If you are not a Google Analytics user, it’s time to jump on the bandwagon and leverage its powerful Intelligence engine.)

6- Integrate reporting

Data from your website offer just few pieces of the puzzle. Incorporate data from mobile, social, offline, competitive, etc. and look at the big picture.

7- Automate

Tired of manual reporting? Automate your reports. This gives you more time to do proper analysis.

Bonus Step

Channel Attribution & Multi-Channel Funnels

Download the full whitepaper here. Feel free to comment and share.

Download Whitepaper

Aug 25
2011

Social Media 3d MenI attended what apparently was a Guinness World Record setting webinar – “The Science of Social Media” conducted by Dan Zarrella from Hubspot.  30k people registered for the event and I believe 5k attended.  Here are the recording and slides in case you are interested in viewing it yourself.

What was great about this webinar was that while Social Media workshops give you the typical tips (referred to as “Rainbows” & “Unicorns” by Dan) like “engage your members” or “love your fans”,  Dan actually had data supporting his claims and recommendations and data even disproving some common myths.  While he does bring up a lot of “correlations” and not so much “causations” (so we cant really say that implementing his tips will directly result in, say, more exposure or reach) they are still important points to consider.

Some Key Points:

  • Myth: Ideas spread because they are good.  Some ideas are bad and they spread (Rebecca Black’s “Friday” being an example) and some are good but go no where (can’t think of any examples here ;) ).  There are other factors involved in spreading an idea, which he gets into later when he talks about “contagiousness”.
  • Myth: Viral growth is an exponential pyramid.  According to Dan’s data on examples of viral growth, an idea may start slow, but there are usually key moments where an idea is exposed by the right people or “influencers”, resulting in it going viral.  Then, the idea eventually dies out.   This is opposed to the typical “first day one person shares to 2 people, second day those people share” pyramid.
  • Contagiousness.  In order for an idea to be contagious, the following 3 pillars need to be established:  EXPOSURE + ATTENTION + MOTIVATION

Formula for Contagiousness
EXPOSURE

It’s really important to have as much exposure as possible, a large REACH – followers, email subscribers, Facebook likes, etc.  If you don’t, it’s important to do your best to connect with an influencer who does (but here’s an instance of chicken and egg, because he states to increase your chances of getting an influencer to follow you, you need to increase your followers).

  • Myth: Engaging in the conversation builds reach.  He’s not saying engagement isn’t important – this builds rapport, customer loyalty, etc.  However, it doesn’t directly increase reach.   According to his data, twitter accounts with over 1 million followers were less conversational than accounts with less.  (I would question if these accounts were conversational before they got too big to respond to their followers, or even feel the need to respond).
  • Valuable content!  According to his data, accounts that pushed valuable content and links had more followers than conversational accounts.
  • Myth: Don’t call yourself a guru.  While it may seem pretentious, there is a correlation between accounts that make claims authoritative claims and having more followers.  He recommends to use authoritative titles like “Official”, “Expert”, “Author”, “Founder”, etc.  I have to admit, when I read a Twitter bio, I am usually duped by titles like this, only to be surprised when I found the “CEO and founder of x company” has only 10 followers.  While the pretentiousness here correlates with having more followers,  constantly emphasizing your authority in your content may result in the opposite.
  • Positivity.  Positive users have more followers than those that are always negative.  People come on Social Networks to be happy.

 

AWARENESS

The human brain takes in so much information per second but can only process so much.   Thus, it is wired to filter what’s important to it.  That’s how a lot of advertising or ideas get ignored.  You need to have an idea or service that triggers followers to put you in the “relevant” category and avoid being filtered.

  • More tweets per hour = lower CTR.  Don’t crowd yourself out.  Tweet maybe once an hour, give it time to breathe and allow people to read it.  If you tweet too much too close together, that’s one way to get ignored.
  • Myth: Friday, Sat, Sunday are bad days to publish.  Since less people are publishing these days, theres less garbage to filter from.  Emails have higher CTRs on Sat and Sun.  Facebook sharing have more shares on Sat/Sun.
  • Experiment. Don’t take anyone’s word for it – always experiment to see what works for you.

 

MOTIVATION

This is the difficult part.  While one may be interested in viewing your post, to be really contagious, your idea/post needs to be interesting enough to motivate it being shared.

  • Information Voids.  Find out what people want or are looking for, and create content that answers those questions.  You can search for questions on twitter.
  • New Information.  People want to share what’s interesting and new, not something that has been shared 1000 times and that everyone already knows.
  • Simple language.  Write simply and plainly as not to lose readers.   Writing less and being more engaging is actually harder than writing more.
  • Request explicitly to share.  Data suggests that actually asking readers to retweet, repost, or share makes your post 4 times more likely to be shared.  Sometimes, your readers may not actually think to share, and simply asking them will trigger that since they already have rapport with you.

May 04
2011

I just attended this webinar hosted by HubSpot, called, How to Benefit from Facebook 2011 Updates. They began by introducing the new features that were added on Facebook in 2011, then went straight into question and answer session. Advertising on Facebook has been around for sometime now but people are finally starting to figure out how it works and how to put it to good use to help benefit their businesses.

What’s New on Facebook

  • Send Button – it’s a selective Like button. It counts in the Like total on your page as well, and can be delivered as a Facebook Message or on a group wall.
  • Deals is still in test mode and is only available in 5 cities. But the point is that it will get groups of friends to discover the business by sending out deals with no upfront costs.

What benefits can I get from using iFrames on my page?

iFrames are frames that allow a visual HTML Browser window to be split into segments. Ultimately by introducing iFrames into Facebook pages, companies are now able to brand their pages.

  • Now you can use styles on Facebook as you use it on your website, this is great for branding your company.
  • You can also track page views using Google Analytics
  • Google Website Optimizer – is now available to be used on the tab pages.
  • Links can open within the iFrame as if you are on your website. For example, you can have a whole cart process within an iFrame and NOT leave Facebook at ALL.
  • If you want to know how to set up an iFrame on your Facebook check out Hubspot’s blog post on “How to Set up a Facebook Custom iFrame Landing Page Application.” You can also download for FREE “The Facebook Marketing Update – Spring 2011” E-Book which includes a step by step process of setting up iFrames for your custom facebook pages.

Can you use photos and videos as marketing?

  • Photos and videos are much more visible on the news feed because they take up space, so this would be a smart technique to attract attention from your fans.
  • Also, keep in mind that videos are much more engaging than pictures because fans will more likely click play and tune in than Like an image.
  • Tip: Turn images into Call to Actions to see what kind of interaction you may receive.
  • And now with Google Website Optimizer, you can test videos and photos to see what interests people more.

What to do about Negative comments?

  • Don’t ignore negative comments, that will only make things worse.
  • Address the comment and take it offline.
  • Suggestion: Have a customer care person who is not the same person updating the facebook page to address negative feedback to try to assess and fix the issue.

When is the best time to post?

  • It depends on your audience, no one set rule for everyone, it just depends on the kind of site you have. Keep in mind, if they are across the world, they won’t necessarily see the post because of the time difference. By the time people get to the post it may be buried, so if your target base is in another country across the world, make sure to post in their waking hours.
  • Keep involved but don’t over do it.

Which brand is doing Facebook advertising best?

  • Audi – more engaging than Justin Bieber – they have 3.5 Million fans. This is because there is a lot of interaction and discussion. By answering comments and engaging users, they have gained a heavy fan base.
  • Mail Chimp also has a lot of interaction and comments. They have a human element by commenting, it’s not just a faceless brand.
  • Retail sites are hard to get engagements but Sephora does it well
    • Fans talk to each other about products and advice on which product works best.

The webinar was based off of the FREE HubSpot E-book, “The Facebook Marketing Update – Spring 2011

Follow @HubSpot‘s hashtag #FB2011 to see what others are tweeting about today’s webinar!

Related Posts

Apr 22
2011

For Earth’s a Jolly Good Planet,
For Earth’s a Jolly Good Planet,
For Earth’s a Jolly Good Planet,
That nobody can deny!

Go ahead and ridicule me :)   I know my little twist on that infamous song sucks, but I mean well so I’m willing to swallow my pride for Planet Earth’s sake.  I had asked a more musically inclined colleague of mine to come up with an Earth Day tune, but he chose to defer to his SLA defined response times, and I wasn’t able to produce something cooler for you. 

Happy Earth Day everyone!  Planet Earth, stand up and take a bow.  You’ve earned it!   earthdayYou’ve endured years and years of man’s heedlessness and exploitations.   Gandhi once said “Earth provides enough to satisfy every man’s need, but not every man’s greed.” 

To be honest, I’m not really a big fan of "special days" – The values being promoted on Earth Day are priorities we should have in mind in our day to day lives, not just one day out of the year.  Every day should be Earth Day!  That being said I certainly understand and appreciate the need for awareness and encouraging involvement for the cause.

I started thinking about what I could do as an individual and what E-Nor could do as a company to "do our share." I googled and googled, but all I found were these boring and mundane  tips and suggestions.  What to do?  That’s when it dawned on me… There’s something to be said for simplicity isn’t there?  We’re so caught up in a world full of 3D ultra thin uber-gadgets that we often have a tendency to over-think things.  Our contribution doesn’t have to be complicated – the simple things sometimes make the biggest difference.  If all of us did a few simple things, we would undoubtedly initiate and affect positive change. 

All of us care very deeply about this cause, so here’s a list of some things that E-Nor and our staff will be doing.  Some of these are Earth day activities, but we will make a sincere effort to make them ongoing.  I’ll report back next Earth day and let you know how we did.  :)

Here’s our list:

  • E-Nor will be matching (dollar for dollar) any donations made by our employees to their favorite "green causes"
  • Stop and smell the roses – try not to get stung by a bee :)
  • Grow vegetables & share the prolific fruit from the beautiful orchard remnants in the backyard
  • Carpool/bike/walk instead of driving
  • Recycle our electronics at recycling centers
  • Start using environmentally friendly cups/plates/utensils at the office
  • Read a book about living green
  • Eat fruits and vegetables for snacks
  • Wear a green shirt on Earth Day :)
  • Use the A/C less in the car (anyone who knows me knows this is a huge struggle for me!)
  • Use a clothesline to dry laundry instead of the dryer
  • Attempt to build/setup a composting process at home
  • Dim lights in the office and open window shades

As you can see, all the above are small contributions, but every little bit helps.  That’s our small contribution to Planet Earth.  What’s yours?  Share your tips in the commments.  Nothing like a little healthy competition :)

Apr 20
2011

vanilla coke facebook page screenshotMarketing on Facebook – Effectively Building and Using your Facebook Page
I recently attended a webinar put on by http://www.hubspot.com/ .  Have to say, they have some awesome webinars – very informative, particularly on social media marketing.  This webinar was called “How Marketers Succeed in a Social World“, speakers were Mike Volpe, VP of Marketing at Hubspot, and Victoria Ransom, Founder and CEO of Wildfire.  I want to focus on the specific tips Victoria gave for Facebook Fan Page marketing – she had great, tangible points.

Unless you’ve been living under a rock, you probably know that Facebook is the number one social network out to date.   1 in every 13 people on this earth has a Facebook profile.   Many credit its innovative ways of communication as an instrumental tool in galvanizing the recent international revolutions.   Of course, like anything else gaining extreme popularity, it has attracted the attention of businesses looking to use it as a marketing tool.

It is now as common (and as necessary) for businesses to have a Facebook page as it is to have a website.  In fact, it has the potential to become more common:

  • It’s free
  • It requires no web development knowledge
  • Similar to an email list, it keeps a steady connection between businesses and their “fans”
  • The beauty of social network is “in-bound marketing” – meaning your market comes to you.   This rapport is less invasive than traditional outbound marketing – for example, hoping your market will catch an ad or flyer you put out.

So to the nitty gritty! How can you use Facebook page to effectively help your marketing?

Victoria Ransom had some great tips:

Her philosophy is built on 3 pillars…

  • Grow
  • Enagage
  • Monetize

GROWgrow facebook

Facebook Ads

  • Spend Ad Money. At the end of the day, a significant portion of fans come through Facebook ads.  Facebook ads are very targeted based on users’ interests (their ad system is growing and is slowly but surely gaining ground from Google Adwords).  Do set aside a portion of your budget for this – the fans you gain can potentially yield an easy return.
  • Give your prospect a reason to click your ad. Rather than simply putting information about your business – promotions, incentives, and contests will give you a better click through rate.
  • Don’t drive people out of Facebook (to an external site). You’ll increase your bounce rate.  They came to Facebook to be on Facebook.  Lead them to a customized landing tab on your Facebook page.  Get them to “like” – establish that connection so you can market to them later.
  • Advertise to friends of Fans. Facebook allows you to do this, and it builds credibility if their friends like your page.
  • A/B test your ads. It’s important to test ads and keep them fresh.  If users see the same ad consistently, they are more likely to ignore it.

Promotions/Contests/Giveaways

  • Pages that employ incentives have twice as many fans as pages that don’t.
  • Keep contests simple.  If fans have to join a thousand things, click here, go there, etc, the amount of energy it’s forcing them to spend will make them quit!
  • Make it social by offering a prize for referrals – have fans bring fans!
  • Keep your audience relevant by offering prizes related to your industry.  For example, offering an iPad will definitely get all types of participants, but may not be fans that are interested in your clothing store, for example.

ENGAGEfacebook avatar with loudspeaker

  • Engagement begets more engagement. Just because you post something to your wall doesn’t mean your 1000 fans will see it.  Facebook has an algorithm that decides if your post will be “fed”.  A big factor is engagement with that post, so it’s important your posts get interaction.
  • Actually explicitly ask fans/friends to engage – Post “Like this!!!” or “Share This!”
  • Pose open-ended questions to get fans to answer. “What are you going to do for Earth Day?”
  • The quality of your post is more important than quantity of posts.  Posting 100 times a day could saturate your wall.  Choose quality posts over quantity.
  • Build a calendar of posts around events.  For example – post Christmas related questions and promotions around Christmas.

MONETIZEmoney on top of facebook

  • Make your buying process social.  Not only include a cart in your store, but offer coupons/prizes to facebook fans.

Mar 17
2011

Great news for all of us Google Analytics geeks!  A new version of Google Analytics was just announced today at the Google Analytics User Conference in San Francisco.  The new version is currently in public beta and has been made available to a small group of users, and will be gradually deployed to everyone.  You’ll know you’ve been granted access when you see a link that reads “New Version” in the top right of the screen, right next to your login account. 

Per Google, the goal of the new version is to enhance the underlying platform for major new functionality in the future, as well as design enhancements to make it easier and faster to work with data.  We’ll have more specifics and a detailed walkthrough soon, but here’s a quick highlight of what was released in the new version.

  • Major upgrade to underlying platform
  • Design revamp
  • Ability to view multiple Advanced Segments, without having to include “All Visits”
  • Multiple dashboards including a revamped dashboard interface!!  (finally!!!) 

That’s just a quick list.  We’ll post more details soon.  To expedite getting access to the new version, pay a visit to the beta sign up page.  You can use both versions concurrently and that should help with the learning curve :)

Also, here’s a sneak peak at the new UI:

dashboard

 

reports

Enjoy :)