April 17, 201310 Ways To ImproveYour Facebook ReachPresented byMari Smith
Why is REACH important?Radio station claims 200,000 listenersTV station claims 2M viewersNewspaper claims 150,000 readers....
Facebook reach“Reach is probably measured way moreaccurately on Facebook than on any othermedia.”- Emeric Ernoultfounder A...
FAN reach vs. Organic reachFan reach = # of fans of your page who haveseen a postOnly available via the downloadable Excel...
Fan reach vs. ORGANIC reachOrganic reach = # of people (fans and non-fans)who have seen a postVisible under each post to P...
Bonus TipBreak news, be prompt,create highly shareablecontent relevant to youraudience6Design ©2012 Social Media Examiner,...
#1 - Track TIMING & FREQUENCYInsights – where are the “high traffic windows?”Use a simple spreadsheetTop reasons fans hide...
Method of timing?Spreadsheet example8Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distributeCr...
New News FeedImplications of new News Feed design?Following feedInterest Lists? (See #9)9Design ©2012 Social Media Examine...
#2 – Test audience targetingChoose one or more filters:GenderRelationship StatusEducationInterested InAgeLocationLanguageA...
#3 - Vary content typeText status updatesShort vs longPhotosVideosQuestions/pollsMilestonesEventsOffers11Design ©2012 Soci...
KEY POINT!*NO* one size fits allMust test, experiment,track and measure12Design ©2012 Social Media Examiner, Content Copyr...
#4 – Include CTAsCalls to actionTwo types:(1) SOCIAL calls to actionto increase engagement onFacebookView full infographic...
CTAs (cont’d)(2) Calls to action to drive fans off Facebook:increase opt-ins, clickthroughs, salesClick hereSign up todayG...
KEY POINT re CTAsMake your CTAs crystal clearStick to one CTA per postNot, “Please add your comment,then share this post w...
#5 – Boost your response timeInvest in passionate communitymanagersKEY = proper training: goodcustomer service but alsoper...
Response rate statsThe volume of questions posted to Facebook hasincreased by 26% from Q2 to Q4 2012.45% of questions that...
“Socially devoted”New standard of customercare in social mediaWhat does it mean?Open to fans (wall on for fan/visitor post...
Example: Samuel Adams19Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
@ tag fans!https://www.facebook.com/SamuelAdams20Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not ...
Top 10 Facebook brandsBy answered minusunanswered questionsNotice all companiesare outside the U.S.!21Design ©2012 Social ...
Mari says…“Content is KING, but engagement is QUEENand she rules the house.” @marismith22Design ©2012 Social Media Examine...
#6 – Pay for more reachPromoted PostsPersonal profileFan pageSponsored StoriesVideo AdsLike Page Ads23Design ©2012 Social ...
#7 – Host events“Office hours” / “The doctor is in”e.g. Reply to questions between 10am-12pm and3pm-6pmFriday expertA set ...
#8 – Spotlight fans25Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distributeFan page Friday“Pr...
ORGANIC REACH TIP!Hosting a “Fan Page Friday”or “Friday Expert” sessionare both great ways toincrease organic reachjust pr...
#9 – Run a contesthttps://www.facebook.com/gopro/27Design ©2012 Social Media Examiner, Content Copyright Presenter • Do no...
#10 – Build an Interest List28Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distributePopulate ...
Facebook experts & resources list• https://www.facebook.com/lists/10150585382860868• 30,000 subscribers!29Design ©2012 Soc...
Bonus Tip: page post notifications30Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
Helpful tools• Page Analyzer• http://page-analyzer.dk/• Edgerankchecker.com• HyperAlerts.no• ZuumSocial.com• PagerLever.co...
Connect with Mari on these sites:Facebook: www.facebook.com/marismithTwitter: @marismithGoogle+: www.google.com/+marismith...
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10 Ways To Improve Your Facebook Reach - by Mari Smith at #SMMW13

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Mari Smith, co-author of Facebook Marketing: An Hour a Day, reveals 10 proven strategies to boost your Facebook reach and ultimately impact your bottom line. You’ll discover ways to create viral buzz, generate quality leads and tips to instantly increase your fan page reach and results. Mari also reveals what prevents brands and businesses from optimizing their Facebook results and how to fix it. You’ll end up with actionable tips and inspiration to breathe new life into your Facebook marketing. The result: increased customer engagement, more loyal fans and measurable growth.

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10 Ways To Improve Your Facebook Reach - by Mari Smith at #SMMW13

  1. 1. April 17, 201310 Ways To ImproveYour Facebook ReachPresented byMari Smith
  2. 2. Why is REACH important?Radio station claims 200,000 listenersTV station claims 2M viewersNewspaper claims 150,000 readers.100% accurate?! NO!75% accurate? Good enough to makeinformed decision!2Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  3. 3. Facebook reach“Reach is probably measured way moreaccurately on Facebook than on any othermedia.”- Emeric Ernoultfounder AgoraPulse FacebookCRM Platform andwriter for Social Media Examiner3Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distributePhoto credit: www.chinwag.com (via Flickr)
  4. 4. FAN reach vs. Organic reachFan reach = # of fans of your page who haveseen a postOnly available via the downloadable Excel file!4Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  5. 5. Fan reach vs. ORGANIC reachOrganic reach = # of people (fans and non-fans)who have seen a postVisible under each post to Page Admins5Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  6. 6. Bonus TipBreak news, be prompt,create highly shareablecontent relevant to youraudience6Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  7. 7. #1 - Track TIMING & FREQUENCYInsights – where are the “high traffic windows?”Use a simple spreadsheetTop reasons fans hide posts?Posting too oftenPosting off-topic7Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  8. 8. Method of timing?Spreadsheet example8Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distributeCredit: www.getpostrocket.com
  9. 9. New News FeedImplications of new News Feed design?Following feedInterest Lists? (See #9)9Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  10. 10. #2 – Test audience targetingChoose one or more filters:GenderRelationship StatusEducationInterested InAgeLocationLanguageAudience size updates real time; minimum target is 2010Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  11. 11. #3 - Vary content typeText status updatesShort vs longPhotosVideosQuestions/pollsMilestonesEventsOffers11Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  12. 12. KEY POINT!*NO* one size fits allMust test, experiment,track and measure12Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  13. 13. #4 – Include CTAsCalls to actionTwo types:(1) SOCIAL calls to actionto increase engagement onFacebookView full infographic at:http://bit.ly/social_cta13Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  14. 14. CTAs (cont’d)(2) Calls to action to drive fans off Facebook:increase opt-ins, clickthroughs, salesClick hereSign up todayGet your ticketJoin us at …RSVP here14Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  15. 15. KEY POINT re CTAsMake your CTAs crystal clearStick to one CTA per postNot, “Please add your comment,then share this post with yourfriends/fans, then click on thislink and sign up … then whileyou’re there share some more!”15Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  16. 16. #5 – Boost your response timeInvest in passionate communitymanagersKEY = proper training: goodcustomer service but alsopersuasiveFocus on PROMPT engagementReplies to fan posts andcomments = money in the bank!16Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  17. 17. Response rate statsThe volume of questions posted to Facebook hasincreased by 26% from Q2 to Q4 2012.45% of questions that companies receive onsocial media are not responded to.The average response time for companies onFacebook is 13.7 hours.17Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distributeSource: sociallydevoted.socialbakers.com
  18. 18. “Socially devoted”New standard of customercare in social mediaWhat does it mean?Open to fans (wall on for fan/visitor posts)Respond to >65% of questions on your fan pageRespond in a timely manner18Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  19. 19. Example: Samuel Adams19Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  20. 20. @ tag fans!https://www.facebook.com/SamuelAdams20Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  21. 21. Top 10 Facebook brandsBy answered minusunanswered questionsNotice all companiesare outside the U.S.!21Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distributeSource: sociallydevoted.socialbakers.com
  22. 22. Mari says…“Content is KING, but engagement is QUEENand she rules the house.” @marismith22Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  23. 23. #6 – Pay for more reachPromoted PostsPersonal profileFan pageSponsored StoriesVideo AdsLike Page Ads23Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  24. 24. #7 – Host events“Office hours” / “The doctor is in”e.g. Reply to questions between 10am-12pm and3pm-6pmFriday expertA set time to drivelarger amounts of traffic24Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  25. 25. #8 – Spotlight fans25Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distributeFan page Friday“Promote your business”Fan of the weekPurpose = to creategoodwill/social equity;make the page aboutyour fans, not you
  26. 26. ORGANIC REACH TIP!Hosting a “Fan Page Friday”or “Friday Expert” sessionare both great ways toincrease organic reachjust prior to doing a bigpromotion!26Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  27. 27. #9 – Run a contesthttps://www.facebook.com/gopro/27Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  28. 28. #10 – Build an Interest List28Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distributePopulate with public profiles and fan pagesCenter around relevant topicsAdd your own page/profile!Monitor regularly– Remove irrelevant content• KEY: Must educate fans and friends tosubscribe to the list and add to Favorites.
  29. 29. Facebook experts & resources list• https://www.facebook.com/lists/10150585382860868• 30,000 subscribers!29Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  30. 30. Bonus Tip: page post notifications30Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  31. 31. Helpful tools• Page Analyzer• http://page-analyzer.dk/• Edgerankchecker.com• HyperAlerts.no• ZuumSocial.com• PagerLever.com• Crowdbooster.com• Infinigraph.com• PolygraphMedia.com31Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  32. 32. Connect with Mari on these sites:Facebook: www.facebook.com/marismithTwitter: @marismithGoogle+: www.google.com/+marismithLinkedIn: www.linkedin.com/marismithMari’s website: www.marismith.comGot questions?
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