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Webinar Series:
How To Grow, Engage and Convert Facebook Fans

 Part Two:

   5 Ways to Effectively Engage Your
   Facebook Fans

               #SnapApp4Facebook


     Please            us at Facebook.com/SnapApp

                                                    1
Housekeeping Items
• Turn your computer speakers on & up!

• Share your questions in the question window

• Tweet using #SnapApp4Facebook

• Recording & slides will be made available within 48 hours

•      Like us SnapApp on Facebook & leave your feedback so
    we can improve our next events!




                                                              2
Today’s Agenda
 1.       Who/what is SnapApp?

 2.       What is Engagement on Facebook & Why is it so important?

 3.       5 Ways to Drive Fan Engagement

      –      Optimal Frequency of Posts
      –      Anatomy of a Shareable Content
      –      Using Content to Increase People Talking About This Rating
      –      Tying Facebook Activity to Other Marketing Outreach
      –      Facebook Ads and Targeting to Encourage Repeat Page Visits




#SnapApp4Facebook
                                                                          3
Facebook
 Website
 Blog
 Twitter, Google+
 Mobile
 Ad Unit

#SnapApp4Facebook
                    4
5
6
Broad Category Adoption




#SnapApp4Facebook
                                   7
Marketing Strategy




#SnapApp4Facebook
                                         8
And Then…




            9
[def-uh-nish-uhn]
  Engage (verb)– to occupy the
  attention or efforts of a person




#SnapApp4Facebook
                                     10
Marketers struggle with
           ENGAGEMENT




     88%+ will never return to your page


#SnapApp4Facebook
                                           11
95%          of “engagement”
happens in News Feed/Top
Stories…




                               12
Why Marketers Really Love
                            Facebook…




                                                                                       60+%
                                                                                      Usually or
                                                                                       Always
 Source: http://blog.getsatisfaction.com/2011/06/29/what-makes-people-follow-brands     Buy!
#SnapApp4Facebook
                                                                                                   13
EdgeRank Algorithm




#SnapApp4Facebook
                               14
Find an Edge…




            Projected # of users   Pages
            by August 2012




             BILLION BITS OF
             CONTENT SHARED
             EACH WEEK



#SnapApp4Facebook
                                           15
Five Ways to Engage

1. Optimal Frequency of Posts
2. Anatomy of Shareable Content
3. Using Content to Increase People Talking About This Rating
4. Facebook Ads and Targeting to Encourage Repeat Page Visits
5. Tying Facebook Activity to Other Marketing Outreach




                                                                16
1.       Timeliness
         & Frequency

 On average, Facebook Fan
 Pages are updated only once
 every 16 days!
                     - Sysmos




 “Daily posting (at least Monday through
 Saturday) should yield daily comments and
 engagement.”




                                             http://blog.kissmetrics.com/science-of-social-timing-1/
                                                                                                       17
To Bot, or not To Bot?


                                                                                                                 Post on the
                                                                                                                 weekends!




 http://edgerankchecker.com/blog/2011/12/did-facebook-really-fix-the-3rd-party-api-penalty/
 http://danzarrella.com/infographic-how-to-use-contra-competitive-timing-for-more-retweets-likes-comments-and-clicks.html
                                                                                                                               18
Adjust for YOUR Ideal Timing
• Edgerankchecker.com
• Facebook Insights – timing of popular posts




                                                19
2.           Gain Some Weight



                                                                                =


        DO                                                 DON’T
        Include a fun/explanatory                          Use shortened links in
        comment with your media                            posts



http://www.sociallyengagedmarketing.com/2011/12/how-to-get-more-facebook-comments-likes-and-shares/
                                                                                                      20
Mix it Up!




             21
22
Welcome New Guests




              +50%


                     23
Goodbye, Default Tabs…
Hello “Favorite Apps”!




                         24
3.   Expose Yourself…with Good Content



                                10%




                                         25
26
27
Encourage Sharing




#SnapApp4Facebook
                               28
#SnapApp4Facebook
                    29
4.      “Ad” Repeat Viewings




     70% say [Facebook Ads]       Low cost way to get
     didn’t work to acquire new   impressions (branding!) &
     customers                    promote your page




                                                              30
Contain the experience inside
of your Facebook page




                                31
5.   Targeting Beyond Facebook




                                 32
6.             Don’t Forget MOBILE!




                             Choose a
                            vendor with
                              Mobile
                            Capabilities!




Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/

                                                                                                   33
Poor Experience = Low Conversion



Facebook User




Facebook User




                                           34
Engagement Cheat-Sheet
1. Know Your Edge(s) & Vary Posts
       -Be Heavy on High Weight Content like Photos, Apps & Video’s

2. Post at least daily, but test higher volume with your audience
       -Don’t forget weekends!
       -Don’t use shortened URLs

3. Use Lots of Apps w/Eye Catching Images to Fill Your “Favorites”
4. Promote Your Page w/Ads
       -But try & keep the experience on Facebook

5. Consider how Facebook Behavior can be used in targeting

6. Plan for a Mobile User




                                                                      35
A Shameless Plug & Example




                               Visit
                         Facebook.com/SnapApp

                          to see how it
                             works!




#SnapApp4Facebook
                                                36

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Facebook Engagement - 5 Ways to Boost Your EdgeRank Scores

  • 1. Webinar Series: How To Grow, Engage and Convert Facebook Fans Part Two: 5 Ways to Effectively Engage Your Facebook Fans #SnapApp4Facebook Please us at Facebook.com/SnapApp 1
  • 2. Housekeeping Items • Turn your computer speakers on & up! • Share your questions in the question window • Tweet using #SnapApp4Facebook • Recording & slides will be made available within 48 hours • Like us SnapApp on Facebook & leave your feedback so we can improve our next events! 2
  • 3. Today’s Agenda 1. Who/what is SnapApp? 2. What is Engagement on Facebook & Why is it so important? 3. 5 Ways to Drive Fan Engagement – Optimal Frequency of Posts – Anatomy of a Shareable Content – Using Content to Increase People Talking About This Rating – Tying Facebook Activity to Other Marketing Outreach – Facebook Ads and Targeting to Encourage Repeat Page Visits #SnapApp4Facebook 3
  • 4. Facebook Website Blog Twitter, Google+ Mobile Ad Unit #SnapApp4Facebook 4
  • 5. 5
  • 6. 6
  • 10. [def-uh-nish-uhn] Engage (verb)– to occupy the attention or efforts of a person #SnapApp4Facebook 10
  • 11. Marketers struggle with ENGAGEMENT 88%+ will never return to your page #SnapApp4Facebook 11
  • 12. 95% of “engagement” happens in News Feed/Top Stories… 12
  • 13. Why Marketers Really Love Facebook… 60+% Usually or Always Source: http://blog.getsatisfaction.com/2011/06/29/what-makes-people-follow-brands Buy! #SnapApp4Facebook 13
  • 15. Find an Edge… Projected # of users Pages by August 2012 BILLION BITS OF CONTENT SHARED EACH WEEK #SnapApp4Facebook 15
  • 16. Five Ways to Engage 1. Optimal Frequency of Posts 2. Anatomy of Shareable Content 3. Using Content to Increase People Talking About This Rating 4. Facebook Ads and Targeting to Encourage Repeat Page Visits 5. Tying Facebook Activity to Other Marketing Outreach 16
  • 17. 1. Timeliness & Frequency On average, Facebook Fan Pages are updated only once every 16 days! - Sysmos “Daily posting (at least Monday through Saturday) should yield daily comments and engagement.” http://blog.kissmetrics.com/science-of-social-timing-1/ 17
  • 18. To Bot, or not To Bot? Post on the weekends! http://edgerankchecker.com/blog/2011/12/did-facebook-really-fix-the-3rd-party-api-penalty/ http://danzarrella.com/infographic-how-to-use-contra-competitive-timing-for-more-retweets-likes-comments-and-clicks.html 18
  • 19. Adjust for YOUR Ideal Timing • Edgerankchecker.com • Facebook Insights – timing of popular posts 19
  • 20. 2. Gain Some Weight = DO DON’T Include a fun/explanatory Use shortened links in comment with your media posts http://www.sociallyengagedmarketing.com/2011/12/how-to-get-more-facebook-comments-likes-and-shares/ 20
  • 22. 22
  • 24. Goodbye, Default Tabs… Hello “Favorite Apps”! 24
  • 25. 3. Expose Yourself…with Good Content 10% 25
  • 26. 26
  • 27. 27
  • 30. 4. “Ad” Repeat Viewings 70% say [Facebook Ads] Low cost way to get didn’t work to acquire new impressions (branding!) & customers promote your page 30
  • 31. Contain the experience inside of your Facebook page 31
  • 32. 5. Targeting Beyond Facebook 32
  • 33. 6. Don’t Forget MOBILE! Choose a vendor with Mobile Capabilities! Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/ 33
  • 34. Poor Experience = Low Conversion Facebook User Facebook User 34
  • 35. Engagement Cheat-Sheet 1. Know Your Edge(s) & Vary Posts -Be Heavy on High Weight Content like Photos, Apps & Video’s 2. Post at least daily, but test higher volume with your audience -Don’t forget weekends! -Don’t use shortened URLs 3. Use Lots of Apps w/Eye Catching Images to Fill Your “Favorites” 4. Promote Your Page w/Ads -But try & keep the experience on Facebook 5. Consider how Facebook Behavior can be used in targeting 6. Plan for a Mobile User 35
  • 36. A Shameless Plug & Example Visit Facebook.com/SnapApp to see how it works! #SnapApp4Facebook 36
  • 37. Questions? Join us next week on 3/14 to explore Facebook Timelines for Brand Pages. Know how it will impact you & what you need to do now. Register: https://www4.gotomeeting.com/register/303346407 Please us at Facebook.com/SnapApp #SnapApp4Facebook 37