The answer is Facebook, now what is the question - JamPresentation Transcript
Think about Grannie
The answer is Facebook.
The answer is Facebook.Now what was the question?
Are Marketers asking the right questions aboutFacebook?What lessons can be learnt from others?How can we get better at ROI?What questions should we asking about thefuture?
"Engagement on Facebook brands wallsis down 22%.But declining engagement has less to dowith brand fatigue in general than withmarketers doing a bad job and shovingboring content at consumers”Michael Scissons, CEO of Syncapse.
Know your audience…
Learn about behaviour
Start with your customers Prospects Customers Friends of Fans fans Active fans
No two fans are the same Average Fan Active Fan Participate with a brand 10 times Participate with a brand 30 times a year a year Makes 1 Makes 10 recommendation recommendations The goal is to reduce fan variability, while moving the average fan value to the active end of the rangeSource: The Value of a Facebook Fan: An empirical view, Syncapse, June 2010
Address their concerns
Invest in people
Optimise for Edgerank Ways to influence Facebook EdgeRank algorithm and increase relevance of content • Ask questions • Relate to current events • Post games and trivia • Post video items • Interact with fan engagement • Post time sensitive content • Post relevant photos • Links within posts • Use polls and coupons • Be explicit in posts* 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
Get the data Interaction rates are higher in the afternoon. This is reversed at the weekends.
Don’t over shareReasons for Unsubscribing Total U.K.from Brand page (6 markets)The brand was no longer of interest 49% 39%to meThe information available was not 46% 32%interestingInformation was published too often 36% 52%The brand published information I 27% 22%did not appreciateInformation was not published often 14% 8%enoughSource: DDB Paris/OpinionWay 2011
Provide engaging experiences
La Tomatina 2011
Focus on new insightsPage Fans Talked about Fans / Talked (total) (by week) about rateQuidco 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) BrandHas 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
Think about the future"Marketers are in a differentstage of conversation; wehavent really scratched thesurface with them at Facebook”Carolyn Everson, Facebook global VP-marketing solutions
Facebook’s revenues ($m) 2010 2011 (est) % growth Advertising $1,860 $3,800 204% Facebook credits $140 $470 335% Total $2,000 $4,270 Advertising % of 93% 89% total revenueSource: eMarketer Sept 2011Note Advertising revenue figures cover paid advertising only. Does not include spending by marketers that goestoward developing or maintaining a Facebook presence,
Experiment on Facebook’s platform
Build useful apps
In summary...1. Think customers first2. Understand Edgerank3. People connect with people and ideas4. Go beyond Facebook for your insights5. Focus future efforts on mobile, credits and useful apps