Fans Can Equal Sales: A Facebook Case Study

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By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, owners are better equipped to improve their business with Facebook. R&A Marketing’s Kevin Doran will share detailed information and analytics about a specific client in the industry, allowing attendees to make informed decisions about their future plans for social media.

Specific insights to be shared:

* User Insights: including likes, number of fans, new Likes/Unlikes, page views and more
* Interaction Insights: Daily story feedback, daily page activity and more

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  • You created your Facebook Fan Page. Now what? There are no doubt a lot of questions about what strategies are best regarding brand identity, customer interests, and fan growth. How can you tell which strategies are most effective and work best for your brand? Lucky for you, Facebook has integrated, and recently updated, its own analytics tool called Facebook Insights that helps page owners analyze trends within user growth and demographics, consumption of content, and creation of content.
  • You created your Facebook Fan Page. Now what? There are no doubt a lot of questions about what strategies are best regarding brand identity, customer interests, and fan growth. How can you tell which strategies are most effective and work best for your brand? Lucky for you, Facebook has integrated, and recently updated, its own analytics tool called Facebook Insights that helps page owners analyze trends within user growth and demographics, consumption of content, and creation of content.
  • If you set up a Facebook fan page for your business and start attracting fans, you’ve got to figure out a way to keep those fans engaged. Luckily, Facebook provides a free tool to help you do just that. It’s called Facebook Insights, and it measures user exposure, actions, and behavior relating to your Social Ads and Facebook Page.
  • The number of new people who have liked your page. Month long snap shotI’ve been asked by several business owners if their numbers look good and honestly that is hard to measure since the feedback is new. Rather than deciding if your numbers right now are good or bad, instead save the emails and use the numbers as a benchmark. If you are working your social media marketing program, the numbers should steadily increase and improve week over week. Facebook provides the option of downloading the data as an Excel file or CSV file. Then, you can track whether you need to improve your fan interaction by posting more relevant information, photos, links or videos to your page. 
  • The total number of people who have like your page.
  • The number of fans who have interacted with or viewed your page or its posts. Month long snap shot.
  • The Number of times people (Fans and non-fans) have viewed a News feed story posted on your page. Month Long snap shot
  • The number of likes and comments made on News Feed stories posted by your page. Month long snap shot
  • Tellshow many new fans have been added, the number of wall posts, comments and likes this week, as well as the number of visits to the fan page this week.
  • Small Store
  • Anyone that liked George’s FB page by Wednesday 1/6 would be entered into win a $100 gift card.
  • Small Store
  • Small Store
  • Top Right is the “When Did Liking Someone Ever Pay Off”, Bottom Left is the “Let The Savings Begin!”
  • Frist Email went out on 11/16…Weekly Active and Daily active users went to it’s highest levels. Daily Visitors almost equaled Weekly Active Users on Friday November 26th (Black Friday)
  • Fans Can Equal Sales: A Facebook Case Study

    1. 1. FACEBOOK + MARKETING<br />CAN =<br />S A L E S<br />
    2. 2. Kevin & Kyle are the owners of R&A Marketing,<br />a full service traditional and digital marketing company from Columbus Ohio. R&A Marketing is a second generation family business that began in 1987 and today services clients ranging from $500k to $150 mm in top line sales from coast-to-coast.<br />
    3. 3. Agenda <br />What is Facebook<br />Facebook Insights<br />Case Study One<br />George’s Furniture<br />Case Study Two<br />Star Furniture <br />Case Study Three<br />Connells Furniture <br />
    4. 4.
    5. 5. Nielsen Reports | 2010<br />Each month the average person views 1,050 pages and spends 25 hours month online<br />Two-thirds of the global internet population visits social networks<br />More than half of the U.S. population over age 12 have set up a social network<br />Social Networks/Blogs account for one in every four and a half minutes online<br />Facebook has over 500 million users <br />
    6. 6. PracticaleCommerce.com<br />On average, Fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as Fans<br />Fans are 28 percent more likely than non-Fans to continue using a specific brand. <br />Fans are 41 percent more likely than non-Fans to recommend a product.<br />
    7. 7. Facebook Insights<br />Once your Facebook page has more than 30 followers and regular activity, Facebook will automatically engage Insights to start monitoring your page’s activity and growth.<br />These analytics can only be accessed by page administrators.<br />
    8. 8.
    9. 9. Facebook Insights<br />WHAT YOU SHOULD BE<br />PAYING<br />ATTENTION TO<br />
    10. 10. Understanding Insights<br />New Likes<br />
    11. 11. Understanding Insights<br />Lifetime Likes<br />
    12. 12. Understanding Insights<br />Monthly Active Users<br />
    13. 13. Understanding Insights<br />Post Views<br />
    14. 14. Understanding Insights<br />Post Feedback<br />
    15. 15. Understanding Insights<br />Page Content Feedback <br />
    16. 16. Understanding Insights<br />Weekly Email Stats<br />
    17. 17. Case Study One<br /><ul><li>Single Store Operation
    18. 18. R&A Customer Since 2008
    19. 19. Full Line Mid-Priced Store
    20. 20. Farming Community </li></li></ul><li>Case Study One<br />Starting you Facebook page and how to get Fans.<br />Combining your “marketing message” with “relationship messages”. <br />
    21. 21. Starting your page and how to get Fans<br />It’s not all about Fans<br />It’s about engagement <br />When someone clicks <br />An average of 40 of their friends see it.<br />Client wanted Facebook Fans<br />Client wanted them Fast<br />
    22. 22. Started page in January 2011<br />In four days 104 people liked George’s page<br />How we advertised <br />Announced on weekly radio call in show done by client. <br />Also used Facebook posts and in-store signage<br />Made give away time sensitive. <br />This makes fans engage and share<br />
    23. 23. Combining your FB “marketing message” with FB “relationship messages”.<br />Its about finding the right balance<br />BUY BUY BUY<br />
    24. 24. 603 Impressions<br />Its about finding the right balance<br />
    25. 25. 500 + Impressions<br />
    26. 26. 800 + Impressions<br />
    27. 27. 1st Quarter 2011<br />Average 220 Monthly Active Users<br />42,463 Post Views<br />Average 151 Post Feedback per Month<br />Demographics<br />Age 25-44 make up 45 percent of page users<br />80 percent of users are Female <br />Total lifetime likes <br />131<br />By The Numbers<br />
    28. 28. Case Study Two<br />Case Study Two<br /><ul><li>6 Store Chain
    29. 29. R&A Customer Since 1987
    30. 30. Full Line Mid-Priced Store
    31. 31. Diverse Market Places</li></li></ul><li>Case Study Two<br /><ul><li>Talk about what matters to your Fans.
    32. 32. Use the new tool “Use Facebook as your page” as a tool for your marketing.
    33. 33. Don’t always talk about your business. </li></li></ul><li>Talk about what matters to your Fans.<br />They are a fan of you for a reason. Give them a reason to keep coming back. <br />655 Impressions<br />
    34. 34. 700 + Impressions<br />700 + Impressions<br />
    35. 35. Use the new tool “Use Facebook as Page” as a tool for your marketing.<br />Great way to have a cross promotion or get your name out on other pages that people are looking at everyday.<br />
    36. 36. Notifications<br />Receive notifications when people interact with your page or posts.<br />Search<br />Find other pages to like and comment on them as your page.<br />Home<br />Keep up with the other pages you've liked through a newsfeed just for your page.<br /> Notifications<br />Home<br />Using Facebook as Fan Page<br />Search<br />
    37. 37. Using Facebook as Fan Page<br />
    38. 38. 750 Impressions<br />Don’t always talk about your business. <br />Share tips, ideas, things happening around the community. <br />905 Impressions<br />650 Impressions<br />
    39. 39. 1st Quarter 2011<br />Average 655 Monthly Active Users<br />29,598 Post View<br />94,300 Visits<br />Average 197 Post Feedback per Month<br />Demographics<br />Age 25-44 make up 66 percent of page users<br />58 percent of users are Female<br />39 percent of users are Male <br />Total lifetime likes <br />124<br />By The Numbers<br />
    40. 40. Case Study Three<br /><ul><li>2 Stores
    41. 41. R&A Customer Since 1987
    42. 42. Full Line Mid-Priced Store
    43. 43. Bedroom Communities of a Major Market</li></li></ul><li>Case Study Three<br />Contests<br />Wall Posts<br />What to post, how to post, and when to post<br />Facebook Events<br />Offer something to just your Facebook fans.<br />
    44. 44. Contests<br />Finding the right contest that meets your marketplace and your Facebook’s marketing place.<br />Decide whether you want to create Fan interaction or you just want to increase Fans. <br />You have to give away something <br />Remember you’re a Furniture Store<br />Make it Fun <br />This is great PR… So BUILD it up! <br />
    45. 45. Grand Prize: Sofa<br />Contest Instructions<br />Dress yourself, your family, or your kid up in a Halloween costume, take a picture and you might just win<br />Month Long Contest<br />Fans Decide Winner<br />
    46. 46. Promoted On Website<br />Press Release<br />Email Marketing<br />Word of Mouth<br />POP<br />Sales people required to talk about it<br />
    47. 47.
    48. 48. First Place <br />254 Number of Votes <br />79 Comments<br /><ul><li>1332 Total Number of Contest Votes
    49. 49. 264 Total Number of Contest Comments
    50. 50. Second and Third Place both bought from Connells after contest! </li></ul>Second Place<br />29 Comments <br />134 Number of Votes <br />Third Place <br />33 Comments<br />132 Number of Votes <br />
    51. 51. Grand Prize: $2,500 Gift Card<br />Contest Instructions:<br />Take a picture of your room, explain why you deserve a room makeover, post it on Facebook, and you could win a brand new room! <br />Month Long Contest<br />Fans Decide Three Finalists<br />Judges Determine Winner<br />
    52. 52.
    53. 53. March 2011<br />Room Makeover<br />
    54. 54. March 2011<br />Room Makeover<br />
    55. 55. What to Post<br />Share links to interesting and relevant articles, post thought-provoking or meaningful updates, share a joke, or ask a question.<br />Just keep it lively, interesting, and consistent!<br />The words in updates that triggered the most “likes” and comments are: 1. Event 2. Win3. Winner4. Sale 5. Contest<br />Wall Posts—When & What<br />
    56. 56. Top Post Examples<br />“Success is simple. Do what's right, the right way, at the right time.” (Quote)<br />505 Impressions<br />“Creating a Reading Nook” (Blog)<br />750 Impressions<br />“We have something big to offer just for our FB Fans on Friday. Be Sure to visit our page Friday morning for this amazing offer!”<br />802 Impressions<br />Wall Posts—When & What<br />
    57. 57. Be sure to check you Page Post Insights to see what your fans react to the most!<br />Wall Posts—When & What<br />
    58. 58. A report from Buddy Media found that the hours companies should post to Facebook don’t necessarily coincide with business hours.<br />The four best times for higher engagement rates among followers are at 4 a.m., 7 a.m., 11 p.m., and 5 p.m.<br />I encourage you to approach your timing on a case-by-case basis<br />Wall Posts—When & What<br />
    59. 59. Offer something to just your Facebook fans<br />They are fans of you for a reason<br />Reward them for being a fan<br />Make it something distinctive <br />Unique enough to stand out above the rest<br />Make it share worthy<br />The more sharable the more likely it will be a better event<br />Events are fun<br />The more fun they have the more likely they remember you when shopping<br />Events<br />
    60. 60.
    61. 61.
    62. 62. “Let the Savings Begin”<br />“When Did Liking Someone Ever Pay Off”<br />
    63. 63.
    64. 64. Facebook Fan Offer Only<br />Ran right after a Contest<br />High visit and user rates<br />Offered a greater discount to Facebook fans than the public. <br />Reward them for being a Fan of your page<br />Made it time sensitive. <br />This will increase customers to visit page. <br />Deal Share<br />
    65. 65. Deal Share (one day insights)<br />
    66. 66. Interaction<br />750 Impressions<br />650 Impressions<br />Deal Share<br />
    67. 67. 336 New Likes<br />112,539 Post Views<br />953 Post Feedbacks<br />136 per month<br />473 Average Monthly Active Users<br />Cannot track active personal data<br />15 of 336 Fans Have Bought<br />3 Deal Shares Redeemed in less than 24 hours<br />Average ticket of $1900<br />480 unique votes cast for Room Makeover<br />Black Friday Promotion<br />5 purchases totaling $5000<br />2nd Highest Month in Connell’s history during Room Makeover Contest<br />734 unique visitor's from Facebook to the website<br />Third highest traffic source to Connells Website behind:<br />Direct URL<br />Google<br />Facebook/Bing<br />Yahoo<br />
    68. 68. Facebook Tips<br />Slow and Steady Wins the Race<br />Find Quality Fans<br />Offer Promotions and Discounts<br />Post Interesting and Valuable Content<br />Provide Excellent Customer Service<br />
    69. 69. Come See us<br />Stop on by our booth for a one on one social media needs analysis with the R&A Account Services team<br />What is the best way to meet your social media needs?<br />How do you set up your social media accounts?<br />What are you missing?<br />What is the next step?<br />
    70. 70. Questions?<br />?<br />Fan us on <br />Facebook.com/RAMarketing<br />Follow us on <br />Twitter.com/RAMarketing<br />Watch us on<br />YouTube.com/RandAtelevison<br />Follow Me on <br />Twitter.com/KevinJDoran<br />Email Me <br />Kevin@ramarketing.com<br />

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