The Facebook Success Summit continued Tuesday, October 19, with three more highly informative sessions. Despite losing the audio feed three times from Microsoft Live Meeting, here’s a summary of Day 4:
- Session 1: From Fans to Superfans: How To Turbo-Boost Your Facebook Engagement
- Session 2: Profiles of Facebook Success: Retailers and Restaurants (Panel Discussion)
- How to Conduct Advanced Facebook Fan Page Promotions
Presenter: Mari Smith
Mari Smith (whom I introduced previously in my Day 2 Wrapup) discussed the principles of a highly engaged Fan page, creative ways to generate engagement, signs that show your engagement attempts are succeeding and how to identify your super fans: your most important word of mouth.
- Fan engagement occurs when:
- Fans feel valued, respected and included
- The culture and experience of your Facebook page is consistent with your brand
- Fans come to depend on your page as a source of information/experience
- Content is regular, relevant, timely and fresh to give fans something to engage with
- There are four ways your fans can engage with you on Facebook:
- Their news feed
- Your page wall
- Through apps (tabs) you’re using
- Open Graph/social plugins (discussed in the Day 3 Session 2) wrapup
- What’s shown in a user’s news feed (their “home” page on Facebook) is determined by a Facebook algorithm that factors in:
- How often the user interacts with your fan page/content,
- the type of interaction (comments are weighted heavier than Likes) and
- the recency of your content/activity.
- The more activity on your wall (share a mix of text, links, photos and videos), the more likely it will show up in someone’s news feed.
- A study by Vitrue concluded that:
- Fans were most likely to engage with photos (confirmed by the Likeable Media study in Session 3),
- were more likely to engage with your content in the morning and
- more likely to engage with you on Fridays, vs. Saturdays and Sundays. (This contradicts other studies, so you should track to see what works best with your audience and use Facebook Insights to determine where the bulk of our fans reside).
- Acknowledge fans at every opportunity. A simple thank you goes a long, long way. Treat fans like friends… let them in.
- Questions encourage engagement, especially when asked about a topic everyone is experiencing. Fill in the blank types of questions also work well (e.g.,”The worst boss I ever had ___________”)
- Establish set guidelines for monitoring your wall. Strip out spam promptly and handle criticism/negative comments courteously and honestly.
- Wibiya.com offers a free social plugin (toolbar) you can install along the bottom of your blog or website that allows people to interact directly with your Fan page without leaving your site/blog.
- Installing the Facebook Like button on your website/blog is also a great way to encourage Facebook interaction (as discussed in prior sessions). You can optionally change the text “Like” to “Recommend.” You can also add the Like button anywhere on your own fan page.
- Signs your engagement efforts are working include:
- Super fans may:
- Answer questions from other fans for you
- Leave comments regularly (not just likes) – possibly daily
- @tag your page with a rave review
- Tweet about you
- Blog about you
Panel:Nick Sarillo and Cory Eigenschenk (Nick’s Pizza), Persia Tatar (formerly from Frye Shoe Company and founder of the Social Media Society). Moderated by Rob Birgfeld (SmartBrief)
The discussion was about using Facebook to drive foot traffic to retail establishments (smaller retailers as opposed to big brands).
Nick Sarillo (owner) and Cory Eigenschenk (social media person) kicked off the discussion with a look at how they use Facebook, and what they’ve learned over the year since they started their Facebook presence.
- Carry over your company’s culture and purpose to Facebook. Integrate your values into your day-to-day Facebook activities and engage in open and honest communication.
- Devise a Facebook strategy, pay attention to the structure behind that strategy and develop a culture based on that structure.
- Having different admins within your organization allows you to refer posts and comments to the appropriate “Level of System.” For example, having the owner respond to fans where it is appropriate to do so, a bartender where it is appropriate, etc.
- Authenticity, frequency and monitoring are their three keys to successful fan engagement. They call this “Active Balance.”
- Results may be tangible or intangible. For example, a restaurant may put on a Facebook promotion that provides a discount for diners who sing their jingle at the table. This can result in other diners wondering what’s going on and wanting to join in the fun. An intangible, but nonetheless very valuable outcome.
- Find team members who have similar values and a passion for social media and Facebook. Your team should be committed to continuous self education and be willing to apply what they learn to your strategy.
- Track results to determine what works and what doesn’t.
Next, Persia Tatar discussed two case studies for Facebook engagement: The FRYE COmpany and Rachel Roy
Case Study: The Frye Company
Facebook campaign goals:
- Increase awareness of Frye’s diverse product line in addition to their already popular boots.
- Increase their Facebook fan count. (Had 7,000 fans going into campaign.)
- Drive website traffic.
- Increase spring/summer product sales
- Entertain and engage the Frye audience
- Held a Facebook sweepstakes using the Wildfire Facebook app with website tie-ins.
- Ran targeted Facebook self-service ads to support the sweepstakes.
- Created Facebook Galleries. (Photo galleries of products).
- Promoted the sweepstakes with a blast to their email list where the primary call to action was to become a fan of Frye on Facebook. (Saw open and click rates twice the industry standard.)
- Reached out to bloggers who were already sending traffic to their site (determined through Google Analytics) asking them to support products they were promoting. Gave bloggers free products they could review or offer as giveaways and asked (but did not require) that they mention the Facebook fan page in return, but didn’t require them to.
- Facebook fan page grew from 7,000 to 15,000 during the campaign.
- Conversations about Frye and its summer products that were promoted doubled .
- Increased Facebook conversions to sales by 60%.
- Had over 70 million fan page impressions during the campaign.
Case Study: Rachel Roy: Rachel + Estelle Capsule Collection
Facebook campaign goals:
- Generate awareness and buzz within the social media space for the Rachel + Estelle capsule collection
- Increase brand engagement and conversations
- Drive sales for the collection
- Use social media to bypass traditional media gatekeepers
- Created a dedicated Facebook microstore tab pre-launch offering a product exclusive to fans
- Outreach to bloggers and Facebook fans
- Over 20 million views of content
- 139% Facebook fan growth in less than seven days
- Exclusive product sold out in under 6 hours
- Fourth largest ecommerce sales day ever
Presenter: Dave Kerpen, CEO of Likeable, a social media marketing firm with an emphasis on Facebook marketing. Likeable currently administers over 200 Facebook fan pages, including big brands like Heineken, 1800Flowers, UNOs and others.
- Some ideas for Fan page promotions are coupons, giveaways and sweepstakes.
- Read the Facebook terms of service (TOS), especially the promotion guidelines carefully before conducting a promotion. Violating the terms could result in permanent closure of your account.
- Facebook TOS specifically states: “You may not administer any promotion through Facebook, except that you may administer a promotion through the Facebook Platform with our prior written approval…”
- Facebook advertisers with more than $10,000 Facebook ad spend have access to Facebook account reps who can secure written approval for them. Otherwise, you can submit a form, but you’ll probably want to host your promotion off of Facebook using one of several available apps, or use alternate types of promotions that are permitted.
- The Wildfire app (mentioned previously in this post) is a sweepstakes app you can use for sweepstakes and contests because during the set up you’ll only be able to make selections that comly with Facebook’s TOS.
- All contests posted to Facebook are limited to people 18 and over. Contests for users under 18 should be re-directed to a microsite outside of Facebook so they are able to enter the contest.
- Alternatives to sweepstakes include: polls, trivia, voting and content upload promotions.
- Other promotional apps for Facebook include: Involver and Big Prize. However, Big Prize has a very wide, general audience and its use may not be appropriate for proper campaign targeting.
Kerpen then discussed the results of a recent study on responsive Facebook updates conducted by Likeable Media.
What the Study Looked at:
- Status updates that pose a question or challenge directly to fans
- Status updates that ask fans to “Like” the update
- Status updates that announce winners of a Facebook-hosted contest or sweepstakes
- All other types of status updates
- Engagement rates for “other updates” were below the overall average.
- Engagement rates for posts that asked fans to “‘Like’ this” were on average 2.7 times higher and as much as 5.5 times higher than those for “other updates.”
- In nine out of 10 cases, status updates that posed a question directly to fans were on average twice, but up to six times as engaging as “other updates.”
- The five most engaging types of status updates were:
- Interactive apps (polls, quizzes, giveaways, contests, etc.)
He then discussed hypertargeting both your ideal customers and your favorite customers with Facebook ads and reiterated many of the Facebook best practices already discussed throughout the Summit, which I plan to present and summarize for you in my final post at the conclusion of the Summit.
Did you attend any of these sessions of the Facebook Success Summit 2010? If so, what were your takeaways? If not, what are your thoughts on the future of Facebook and your experiences with using Facebook and other forms of social media marketing as a marketing tool?