the answer is facebook, now what is the question - jam
DESCRIPTION
TRANSCRIPT
#A4UB6
Think about Grannie
The answer is Facebook.
The answer is Facebook.Now what was the question?
Are Marketers asking the right questions about Facebook?
What lessons can be learnt from others?
How can we get better at ROI?
What questions should we asking about the future?
"Engagement on Facebook brands' walls is down 22%.
But declining engagement has less to do with brand fatigue in general than with marketers doing a bad job and shoving boring content at consumers”
Michael Scissons, CEO of Syncapse.
Know your audience…
…in detail
Learn about behaviour
Customers
Fans
Active fans
Friends of fans
Prospects
Start with your customers
No two fans are the same
Average Fan
Participate with a brand 10 times a year
Makes 1 recommendation
The goal is to reduce fan variability, while moving the average fan value to the active end of the range
Source: The Value of a Facebook Fan: An empirical view, Syncapse, June 2010
Active Fan
Participate with a brand 30 times a year
Makes 10 recommendations
Address their concerns
Invest in people
Avoid #fail
• Ask questions• Post games and trivia• Interact with fan engagement• Post relevant photos• Use polls and coupons
• Relate to current events• Post video items• Post time sensitive content• Links within posts• Be explicit in posts
Ways to influence Facebook EdgeRank algorithm and increase relevance of
content
* Source: http://www.allfacebook.com/shocker-3-to-7-5-of-fans-see-your-pages-posts-2011-06?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+allfacebook+%28Facebook+Blog%29
Optimise for Edgerank
Get the data
Interaction rates are higher in the afternoon. This is reversed at the weekends.
Total (6 markets)
U.K.
The brand was no longer of interest to me 49% 39%
The information available was not interesting 46% 32%
Information was published too often 36% 52%
The brand published information I did not appreciate 27% 22%
Information was not published often enough 14% 8%
Source: DDB Paris/OpinionWay 2011
Reasons for Unsubscribing from Brand page
Don’t over share
Provide engaging experiences
La Tomatina 2011
Think mobile
Focus on new insights Page Fans
(total)Talked about
(by week)Fans / Talked
about rate
Quidco 66,462 877 1.32%
Groupon UK 58,766 1,173 2.00%
KGB deals 29,542 1,076 3.64%
Pigsback 1,882 88 4.68%
The Sun 109,913 33,657 30.6%
Friends of fans
Go beyond Facebook insights
(Strongly agree / Slightly agree) Brand
Has made me more likely to buy the product 77%
Has made me more aware of the brand’s promotions 65%
Has made me more aware of new products from the brand 62%
Makes me feel positively towards the brand 65%
Makes me more likely to visit the brands website 66%
Makes me feel part of a community 47%
Source:. Quant survey in relation to the brands Facebook pages(s)Base: All respondents; 1246
"Marketers are in a different stage of conversation; we haven't really scratched the surface with them at Facebook”
Carolyn Everson, Facebook global VP-marketing solutions
Think about the future
($m) 2010 2011 (est) % growth
Advertising $1,860 $3,800 204%
Facebook credits $140 $470 335%
Total $2,000 $4,270
Advertising % of total revenue 93% 89%
Facebook’s revenues
Source: eMarketer Sept 2011Note Advertising revenue figures cover paid advertising only. Does not include spending by marketers that goes toward developing or maintaining a Facebook presence,
Build useful apps
1. Think customers first
2. Understand Edgerank
3. People connect with people and ideas
4. Go beyond Facebook for your insights
5. Focus future efforts on mobile, credits and useful apps
In summary...
