I have been working in
social media marketing for big brands for 6 years in Europe. ! ! With my team, we’ve created more than 500 campaigns for more than 40 Global and local Brands. ! ! I am now the Business Unit Director at socialab, a prominent Digital Agency in Greece, and in my free time I like to write about social media and digital strategy. ! Tasos Veliadis
INTRO ! ! There has
been a lot of argument about Facebook's new announcement. According to this announcement the like-‐gate to Fan pages will be abolished. Instead of discussing this ma=er, I prefer to create a presenta?on in ways that you can bring the desired fans to your page, especially if you run a small business.
INTRO ! The main objec?ve
of all Facebook pages is to create fans’ engagement in order to begin their own discussions about the page. These discussions will increase not only the virality of the page, but also the number of its fans. In order to achieve this, the company must have the appropriate fans or explore ways to acquire them. By saying appropriate fans, I mean fans that are really interested in your product.
Searching carefully, you can ﬁnd
inﬂuencers that are experts in your industry or interested in your product. Get in contact with them and mo?vate them to talk about you. Building a strong rela?onship with inﬂuencers can become extremely useful for three reasons. One, they are poten?al customers themselves. Two, they can talk about you. Three, and above all, inﬂuencers have the power to aﬀect their audience in a way that will lead them to become your clients (or Facebook fans).
Are you looking for fans
who love your business? Guess what! You already found them! They are your customers. Give them ways to like your fan page when they are s?ll in the store. It's the fans that will spend ?me on your page. Try to capture their a=en?on and post things of their interest. In this way, you will earn their like, share and comment or even a post on your ?meline.
Therefore, one of the easiest
ways to turn customers into fans right in your store is by using a social Wi-‐Fi hot spot. Basically, it is a service that provides internet connec?on to those in the store just by liking your page.
One of the main advantages
of Facebook is that when users write a status update about your business, all their friends can view it. These friends can respond to the update by making a comment or checking out the place on the internet or even be=er by coming to your place (meaning your company). In addi?on, mo?vate users to check-‐in to your business. Give them a reward to do so, an incen?ve. This way the users themselves are going to create your Facebook content.
Tag companies that you work
with or companies that may visit your business or even your suppliers. Thank them for suppor?ng and oﬀering ﬁne services. Most of them will appreciate it and most importantly they will reciprocate.
If you want to bring
qualita?ve fans to your page, use Facebook Ads. Crea?ng ads for a general audience is not enough and it will not reach the desired goal. Use wisely the Facebook tools in order to target the audience of your interest. Target your fans and their friends, so to bring new fans to your page and addi?onally be=er results.
Create ac?va?ons that will
combine physical and Digital. Think of an ac?va?on that will become viral through the people visi?ng to your store/business. If the incoming people like the ac?va?on, they will post photos on their social media proﬁles (Facebook, Twi=er, Instagram etc.) and they will also invite their friends to experience the ac?va?on themselves.
At the end of your
marke?ng ac?vity, make a video of the ac?va?on and share it everywhere. The purpose of this video is to become viral and make a buzz. The success of such an ac?on will not only a=ract fans to your page, who will talk about your ac?va?on, but also bring new clients to your store/business. Examples of phygital ac?va?ons are the ‘ Lanes Vending Machine’ and the ‘Lipton Ice Tea cool down sta6on’. Lanes Vending Machine: h=p://bit.ly/lanes-‐vending Lipton Ice Tea cool down sta?on: h=p://bit.ly/lipton-‐athens