Posts Tagged ‘facebook fanpage’

Aug 11
2011

Facebook encourages marketers to have a “business” page, also known as a “fan” page (which is different than a regular Facebook profile – create one here). While there are great marketing benefits in having this kind of presence on Facebook, there unfortunately are some limits versus having a normal profile or even a group page. We definitely recommend having a Facebook page and working it properly by creating consistent engaging content will significantly enhance your business, just so you know what you can and can’t do, here’s a list of some basic pros and cons:

Pros

Tabs – Facebook pages give you the ability to add and customize tabs, which are like extra pages or menu items. These tabs take basic html, so they are extremely flexible, just as almost any general page on the web. This is very useful if you want to provide information that doesn’t necessarily fit within the default Facebook functions/media. For example, you can have forms, links to your latest products/downloads, videos, banners, etc. These tabs also allow you to also create optimized landing tabs that you can design solely for conversion of a certain promotion. For example, “Click here for you’re your chance to win a free ipod!” Here’s an article on how to add custom tabs to your Facebook page.

Custom tab on facebook

Apps – There are some cool apps available only to Facebook pages, such as e-commerce apps that allow you to sell on Facebook, Youtube apps to display videos, “Bandpage” apps for musicians to display their music, etc. You can even hire developers to create completely custom applications for your company. Unfortunately, Facebook has closed the app directory, so you will need to search for any existing apps. One wayto find existing apps that might be great for your page is to go to pages similar to yours and see what apps they are using.

Search Engine Optimization – Facebook pages have great SEO, so even if you end up doing nothing with your page, it’s still a good idea just to have that presence. When creating a Facebook page, make sure to fill in all pertinent information – give it a good Title, About Us, basic info, local info and addresses, etc. Make everything as keyword-rich as possible because this is what will be read by Google and may index above even your website. Also, even when searching within Facebook, it’s a lot easier to find your needle in a smaller haystack of businesses than it is to find it in 750 million profiles.

facebook seo

Inbound Fans Only – While I list this as a con later, what you have here by default, is the members of your page are only quality leads. In outbound marketing, cold prospects may or may not be someone interested. Example, in Myspace, business pages had the luxury of sending friend requests. However, you’d find that members would just except them, either without thinking or just for the sake of increasing their friend count. This is opposed to now your members who had to consciously subscribe to you. Members like this will more likely have open ears to what you have to say.

AdsFacebook’s ads system is such a robust system because of its precision targeting. Profiles not only filling out their interest, but choosing already existing pages allows Facebook to pool everyone together based on interest, resulting in highly targeted, quality segments. With a page, you now have access to the most targeted market there is for your business – members of your page! Who else would want to purchase your product more than those who consciously joined your page because they were interested in you?

Aside from this, you may one day need to reach another market through Facebook ads. For example, you may be a musician similar to Justin Bieber and you’d like to market your music to his millions of fans. You can now target that pool of prospects and combine it with other similar pools to create significantly large, targeted audience that is likely to be interested in your page or product.

Sponsored Story’s – Someone says something good about your page – here is the key to viral and social marketing, the power and trust of word-of-mouth. Now, having a page allows you to extend that reach further – you can pay for “sponsored stories”, similar to an ad, you can increase the reach of that word-of-mouth and give it more weight to those that may not have necessarily seen or paid attention to the glowing review.

Insight – A huge benefit for having a Facebook page is Facebook’s built in analytics system that measures engagement to your page. You’ll be able to track, for example, how many likes you get a day. What posts are the most engaging? Has your engagement dropped from last month? Did a campaign increase engagement? By how much? Facebook’s API allows access to their data and can be used for different types of analytics integration, including Google Analytics Social Engagement measurement. Though the system can be improved (there are limits on what you can segment. Also, the definition of metrics like “likes” are too ambiguous – do you mean I got 10 likes to posts today or 10 likes to my page?), this is great for a general idea of what activity is happening on your page.

facebook insights

Cons (Limits of Fan Pages)

Inbound Fans Only?! While this is great from a consumer’s perspective – limiting spam requests – for marketers, it’s …well … limiting. Your market has to come to you. Similar to the “Opt In” vs. “Opt Out” email subscription discussion, while “Opt In” will get you more qualified leads and less unsubscribes, it also means you have to be a lot more creative in enticing prospects to sign up. You have a similar challenge here – businesses now have to come up with engaging content and promotions to make it of value for users to “Like” their page. While this has its benefits, it doesn’t make life any easier for increasing your membership.

Wall Updates don’t reach all your fans. With Facebook’s new EdgeRank algorithm, only posts relevant to users will appear in their feed (based on how often they interact with you page, how much engagement your posts get, etc.). It becomes the chicken-and-egg – no one will see your post if it’s not attention worthy, but then how can it get attention if no one sees it?! If your page is new or took a break for a little while, and people stopped visiting, your 1000+ fans you worked so hard to acquire may not even see any of your wall updates.

“Updates” page don’t trigger a “red” notification. There is a way to send notification-type messages called “updates” via your page. However, these do not trigger an update like regular Facebook inbox messages do. The fall into an “others” bucket, and may not be read right away, or if you’re like me, I don’t even read the “others” bucket at all. While this was meant to reduce spam interaction by putting all the “business” type messages in one bucket, I would even argue that this is more detrimental to consumers. They willingly wanted to get updates from these pages, and because of this, they may miss things they were interested in.

facebook red notifications

Unable to invite members to an event. While you can create an event under your page, you are unable to send invites to members of the page (though you can send invites to friends of your profile to that event). That means it will not show up in your members’ profiles under events (unless they willingly make the effort to find your event and attend). Thus, if your guests aren’t engaged with your page, very few may notice the event.

Unable to message event guests. If you do manage to get guests to your event, if the event was created under your page, the “Message Guests” feature will not be an available function. Instead, “Update Fans of Your page” is available, which means you can send a non-notification updates about your event, but to all your page members, not event guests.

message guests in facebook

While having consistently engaging content on your page is the standard way to engage your members and will eventually increase your membership, sometimes, you need a boost! The limits on Facebook page functions sometimes hinder this. In our next post, we’ll go through some “guerilla” viral tactics that use functions (events and messaging) that are available to your profile, your friends’ profiles, and your page, to maximize notification and engagement.

 

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 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.