Evolution of Your Brand's Facebook Strategy WOMMA11 Facebook changes, a lot. This is how to focus on tried and true evergreen Facebook marketing principles while preparing for changes and remaining nimble and flexible.
@DAVEKERPEN CEO @LIKEABLEMEDIA AUTHOR @LIKEABLEBOOK #WOMMA, 11/16/11 EVOLUTION OF YOUR BRAND’S FACEBOOK STRATEGY
KEEPING UP WITH FACEBOOK CHANGES It takes a lot of courage to release the familiar and seemingly secure, to embrace the new. But there is no real security in what is no longer meaningful. There is more security in the adventurous and exciting, for in movement there is life, and in change there is power . -Alan Cohen, Owner, NHL Florida Panthers
OF SUCCESSFUL FACEBOOK MARKETING & ENGAGEMENT PLAN
By understanding the factors that affect EdgeRank, your brand will gain more visibility on your potential customers’ News Feeds. HAVE AN UNDERSTANDING OF EDGERANK
STRIVE FOR ENGAGEMENT Create a community and engage by creating a dialogue with and between your fans. Provide a call to action, ask interesting questions, and give users a reason to interact with your brand.
PROVIDE CONTENT THAT ADDS VALUE Provide interesting and useful content. Understand your fan base and give them a reason to interact by providing shareable content, including: exclusive multi-media, contests, and applications.
ESTABLISH AND RETAIN YOUR VOICE Whether it’s witty, serious, expert or friendly, make sure you are always speaking on-brand.
ENSURE RESPONSIVENESS Constantly listen to and learn from your audience. Respond promptly and thoughtfully to both positive and negative feedback.
ALWAYS AIM TO SURPRISE & DELIGHT Stand out and be personal by showing how much you value your loyal fans. Go above and beyond to surprise and delight your customers.
THE NEW NEWS FEED The News Feed now shows “top stories,” labeled with blue corners. The most “interesting” content (based on Facebook’s algorithms) now appears first. Now, more than ever, it is important for brands to provide valuable and shareable content.
INTRODUCTION OF THE TIMELINE <ul><li>Users’ profiles have been redesigned with the Timeline. Overall, profiles are more visual and flexible: </li></ul><ul><li>Section at the top called the cover photo. </li></ul><ul><li>Layout is now chronological. Users can add in posts all the way back to the date of their birth. </li></ul><ul><li>New buttons and drop-down menus for life events such as a marriage, a new job, or a baby. </li></ul>
CHANGES TO ADS Facebook ads are now slightly smaller and narrower. The ads still live on the right side of the page, and remain in place even when scrolling along a user’s Timeline, allowing for an increase in visibility. .
NEW FUNCTION: NEW VERBS & TICKER The new Open Graph expands the “like” into alternative actions such as “read,” “watch,” “share,” etc. All activity is reported on the ticker.
PEOPLE “ TALKING ABOUT” A new metric on Facebook Pages called “People Talking About” is a measure of interaction: how many people are sharing, liking, and commenting on your content. Brands with large Facebook communities but low interaction now have a number on the Page reflecting this. This means: a greater focus on valuable content and higher engagement.
EXPECTED PAGES RE-DESIGN Updates to Pages are expected to retain the Timeline’s look and feel, which is photo-heavy and curated to highlight the most important content. The redesign of Pages will shift focus from building conversation to sharing content. Benefits of Timeline will help companies tell a more engaging and authentic story.
EVEN GREATER EMPHASIS ON STORYTELLING THROUGH PICTURES
NEW WAYS FOR PEOPLE TO EXPRESS THEMSELVES THROUGH EVEN MORE VERBS New verbs could lead to more expression, interactions, and even social shopping.
FUTURE CHANGES TO ADS New changes to the Open Graph will allow for better targeting of ads based on what people are actually interested in as well as their demographics. Soon, brands will also be able to add more functionality to sponsored stories such as, “Your friend listened to _____” or “Your friend wants_____”.
SO, WILL FACEBOOK CHANGE AGAIN SOON? <ul><li>The only constant at Facebook is change. Brands can: </li></ul><ul><li>Be nimble enough to change quickly when Facebook evolves </li></ul><ul><li>Work with agencies and vendors with relationships with Facebook </li></ul><ul><li>Embrace the changes and leverage then before and better than your competition. </li></ul>
HERE’S THE BOTTOM LINE No matter what, a focus on creative storytelling and providing value for fans will heighten the engagement and visibility of your Facebook campaigns. This will only increase with Facebook’s recent and future changes. BEING LIKEABLE IS TIMELESS.
THANK YOU / Q’s I LOVE FEEDBACK GRAND PRIZE @davekerpen @likeablemedia FB.com/LikeableMedia [email_address]