When They No Longer 'Like' You: How Not to Get Hidden by Your Fans

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Facebook has created an incredible opportunity for brands to engage with their customers and actively participate in a conversation with them. With the launch of Social plugins, brands are now able to deliver targeted messages right into the News Feeds of fans that have made their affiliations known. The act of hand-raising is a prized priviledge for a brand to get to better know its customer base, but it's a privilege that can be lost. In this talk, the audience will learn about the challenges that brands face when it comes to engaging with fans and how to make sure that loyal fans do not block you out, thereby closing off a vital communication channel.

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When They No Longer 'Like' You: How Not to Get Hidden by Your Fans

  1. 1. When They No Longer “Like” You: How Not to Get Hidden by Your Fans<br />Kevin Barenblat, CEO & Co-Founder<br />Context Optional<br />The Social Marketing Company<br />10/13/10<br />
  2. 2. The Like Button and the Like Box<br />Bring the Facebook Party Everywhere<br />
  3. 3. Why Sites Use Facebook Social plugins<br />
  4. 4. For Your Brand<br />For Your User<br />Make it Social:<br />See Friends Who Also Like It<br />
  5. 5. For Your Brand<br />For Your User<br />Self Expression:<br />Add to profile<br />
  6. 6. For Your Brand<br />For Your User<br />Access:<br />View fan-only content<br />
  7. 7. For Your Brand<br />For Your User<br />Keep in Touch:<br />Wants to hear the latest offers and updates<br />
  8. 8. For Your Brand<br />For Your User<br />Social Sharing: Posts to friends’ News Feed, driving traffic via word of mouth<br />Make it Social<br />Self Expression<br />Access<br />Keep in Touch<br />
  9. 9. For Your Brand<br />For Your User<br />Targeting:<br />Adds the post to the user’s profile<br />Make it Social<br />Self Expression<br />Access<br />Keep in Touch<br />
  10. 10. For Your Brand<br />For Your User<br />Discovery:<br />Makes the content discoverable via Facebook search<br />Make it Social<br />Self Expression<br />Access<br />Keep in Touch<br />
  11. 11. For Your Brand<br />For Your User<br />Remarketing:<br />Publish relevant messages to “Likes” in the News Feed<br />Make it Social<br />Self Expression<br />Access<br />Keep in Touch<br />
  12. 12. For Your Brand<br />For Your User<br />Conversion:<br />Clickthrough rates improve 3-5x<br />Make it Social<br />Self Expression<br />Access<br />Keep in Touch<br />
  13. 13. For Your Brand<br />For Your User<br />Audience Insight:<br />Deeper insight into audience demographics<br />Make it Social<br />Self Expression<br />Access<br />Keep in Touch<br />
  14. 14. For Your Brand<br />For Your User<br />Social Sharing<br />Targeting<br />Discovery<br />Remarketing<br />Conversion<br />Audience Insight<br />Make it Social<br />Self Expression<br />Access<br />Keep in Touch<br />
  15. 15. 26% of Facebook Users Like Things<br />Facebook’s Like Button Gets Hit <br />65 Million Times per Day<br />
  16. 16. Billions Served<br />Over 2 million websites are using Facebook Social plugins<br />
  17. 17. They’ve ‘Liked’ You, But That’s Just the Beginning<br />The New Game of Seek and Hide<br />
  18. 18. Put Yourself In Their Shoes<br />
  19. 19. Most of their time is spent in the<br />News Feed<br />
  20. 20. 30% of the time it’s a 2” x 3” Screen<br />
  21. 21. So, They Like You….<br />But They Can Hide You<br />
  22. 22. What Happens When You Get ‘Hidden’?<br />Once They’ve Hidden Your updates, They’re Still Fans, but They Don’t Hear from You.<br />PLUS Potential Negative WOM<br />
  23. 23. 8 Tips on How to NotSquander the Friendship<br />
  24. 24. #1 Group Likes<br />ShoeDazzle<br />Shoes<br />Peep-Toe<br />Booties<br />Pink <br />Peep-Toe Bootie<br />*image courtesy Tina Phillips<br />Use a Hierarchy of Likes<br />
  25. 25. #2 Give Them What They Want<br />*image courtesy Tina Phillips<br />Exclusive Offers – Coupons - Discounts<br />
  26. 26. #3 Don’t Spam<br />*image courtesy Tina Phillips<br />Make It Social<br />
  27. 27. #4 Create Engaging Content<br />Polls - Quizzes - Factoids - Videos<br />
  28. 28. #5 Size Matters (Make it Short)<br />
  29. 29. #6 Make it Relevant<br />Geo Target<br />
  30. 30. #7 Encourage Engagement<br />Ask Questions<br />
  31. 31. #8 Don’t Drop Off After the Giveaway<br />Sustain Momentum<br />
  32. 32. Summary: Don’t Get Hidden<br />#1. Group Likes<br />#2. Give Them What They Want<br />#3. Don’t Spam<br />#4. Create Engaging Content<br />#5. Size Matters<br />#6. Make It Relevant<br />#7. Encourage Engagement<br />#8. Don’t Drop Off After the Give Away<br />
  33. 33. About Context Optional<br />Offices: <br />San Francisco, New York City<br />Sample Customers:<br />Platforms:<br />Full service provider of social marketing solutions to global brands and their ad agencies:<br /><ul><li>Social marketing strategy
  34. 34. Custom development and design
  35. 35. SaaS platform to manage brand presence on Facebook and Twitter
  36. 36. Community management services</li></ul>Facebook’s #1 Preferred Developer Consultant <br />
  37. 37. Context Optional<br />Contact:<br />Info (at) contextoptional.com | +1.415.738.7997<br />

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