1share this whitepaperSo you’ve got pages, fans, and likes. Now what?Your brand, like many, likely struggles with deriving valuefrom your Facebook investments. What’s a fan worth? A like?What do you really even know about your Facebook fans? Andhow can you create something of lasting value from such anenormous, yet so fleeting a channel?Everything about Facebook is so enticing, yet just beyondour grasp. It’s free. It’s huge. We find many thousands of ourcustomers there. They “like” us. They tell us what they want,need, and wish for on our Facebook page walls. It seems theperfect social media engagement platform.Yet with each status update, each positive comment, everycustomer inquiry, and all the ingenious product ideas wesee disappearing from the Facebook wall every hour, we findourselves wondering what we’re doing there at all. What goodis Facebook as a platform for social customer engagementunless we can engage our social customers in ways thatmake real sense for our customers and drives real businessoutcomes for the brand?The first thing to remember is that as an online socialnetwork the Facebook platform wasn’t built for socialcustomer engagement. It lacks many of the essentialsneeded to pursue a successful social strategy—data capture,for one. But the good news is you can turn Facebook into avibrant social customer online community with the addition ofjust a few key must-haves.Peer-to-Peer EngagementPeer-to-peer engagement is one of the most important typesof social customer engagement because messages carriedfrom peer-to-peer have more influence. Eileen Brown ofthe Social Customer explains the reason why peer-to-peerengagement works so well quite simply: “We tend to identifymore strongly with people like us. We love those who are likeourselves. We identify with them.”1An excellent way to start getting value from your Facebookpages right away is to give them a customer experience thatincludes interaction with each other. Enabling your own fans tospread your messages and answer each other’s questions addsenormous trust and credibility to your Facebook presence.“Start by creating an environment that encourages peer-to-peer interactions”, says Altimeter Group Partner and PrincipalAnalyst, Jeremiah Owyang, “Ask fans to respond to each other,showcase fan contributions, and recognize top contributors.”2Harnessing the crowd’s energy and fulfilling customer need iswhat social customer marketing is all about. Harnessing thecrowd’s energy to fulfill customer need is what peer-to-peerengagement is all about. Peer-to-peer engagement—enablingyour Facebook fans to help each other—with question andanswer applications, community moderation, and rank andreputation features makes immediate sense and can evenscale to a full-blown social support solution. It gives customersvalue when they get there—they can search for and find usefulinformation. And it drives real business value for the brand—less support calls means less support costs.
2share this whitepaperInfluencer TrackingNot only must your Facebook fans engage with each other, theymust recognize and trust each other in order for customercommunity dynamics to spark. The 90-9-1 Principle holdsthat content creators are just 1% of your audience, so it’simportant for the rest to know who they are and what theybring to the table.But first, we as marketers need to know who these keyinfluencers are so we can amplify their voices. Who are they?What social attributes do they have that help us identify, track,and motivate their activities?Dr. Michael Wu, Lithium Principal Scientist, spells out 6key factors of social media influence: credibility, bandwidth,relevance, timing, alignment, and confidence. Those of yourfans that are credible, have large social networks (bandwidth),and very importantly send the right messages at the righttime in the right channel to the right people are thoseyou want to cultivate. If any one of these factors is absent,influence doesn’t happen. A true social media influencerdoesn’t just have thousands of Facebook friends. They havean area of expertise relevant to your offering that gives themcredibility and they have social media savvy—they know whichmessages will resonate within their social network.Finding these key influencers, motivating them, helpingthem along is critical to Facebook success. Rewarding yourfans publicly for their contributions—elevating their status,featuring their content, giving them additional privileges—isa sure fire way to discover who among your fans are your keyinfluencers—your brand superfans.influence tracker model #90.9.1
3share this whitepaperDeep AnalyticsWe all realize that quantifying the value of Facebookengagement means customer intelligence—data, and lotsof it. In order to determine whether your investments inFacebook are worthwhile, some measure of quantitativeanalytics is essential.In the absence of real Facebook data, we are forced to fallback on proxies to assign value—counting likes and fans. Butas Forrester Sr. Analyst, Augie Ray, points out in the ROI ofSocial Media Marketing, using proxies to weigh the value ofsocial media efforts has a number of nagging drawbacks.Just counting likes and fans not only fails to measure the truebusiness value of the channel, but measures it incorrectly andgets in the way of achieving our objectives.What should you know about your Facebook fans? Everything.Not only how many fans you have, but how many actuallyreturn, what percentage are active, how deep are theirconversation threads, how many unique fans engage in eachconversation, how quickly they respond to your messagesand each other’s, and how many actually return—as well aswhether or not they return to the same conversation threads.Only when you have deep insight into how engaged yourFacebook fans are will you have the ability to assignquantitative value to your social success on Facebook.ConclusionA sound social strategy for your Facebook pages meansmoving beyond counting fans and likes. It means levelingup, outfitting your Facebook presence with a more oomph,and showing up on Facebook like you mean it. Enablingpeer-to-peer engagement will bring immediate value toyour Facebook fans by letting them interact with and helpeach other. Right away, they’ll discover a new and vibrantcommunity feel to your Facebook pages. Finding andcultivating your influencers will get you more power out ofthe channel by amplifying the most credible social voicesyou can harness. Lastly, instituting a system of quantitativemeasurement with deep analytics will give you a truemeasurement of the business value of the Facebook channelso you can make informed decisions about what really works.resources1 http://thesocialcustomer.com/eileenb/38681/online-peer-influence-and-its-effect-engagement2 http://www.web-strategist.com/blog/2010/07/27/altimeter-report-the-8-success-criteria-for-facebook-page-marketing/