Hi I’m Linh Ho, Principal at Ideation Agency. Ideation Agency works with clients to create meaningful engagement with consumers through print, social and new media. We help turn current and curious consumers into brand advocates. Tonight we’ll be discussing how to leverage Facebook for your viral marketing campaigns and how to achieve true audience engagement.
So marketers are beginning to understand and some already know the value of social network marketing. Media savvy companieshave dedicated staff in their marketing department to develop, monitor and update content on their Facebook pages. For example, Gatorade has a dedicated team called “Mission Control” to monitor its social networks 24/7. It’s a rapidly growing media and it’s not going away.
When we talk about traditional advertising we use the term “PAV—Pass Along Value” and “ROI—Return on Investment”. Traditional media has an average PAV of 2. Meaning you read or listen to the content and there’s a chance you’ll pass it along to one other person. Your Return on Investment is based on how much you’ve invested to get this person to read your content versus its impact and how far this content will travel to other eyeballs and ears. When we talk about new media: online, social networks and mobile, this Pass Along Value can be infinite. For advertisers getting your content to “go viral” means you’ve found the Holy Grail. Only new media can deliver on this. This is why it’s so important to marketers and why it should be important to you.
So we’re no longer talking about Return on Investment anymore, we’re talking about Return on Engagement. And that’s what it’s all about—engagement.
But what exactly does engagement mean? If someone reads your Facebook post, are they engaged? When you’re driving along the highway and you’re reading billboard after billboard are you engaged or are you just glancing at information passing by? For some subscribers that’s what Facebook feels like—just a waterfall of information from friends, family and marketers being refreshed vertically down their screen every few minutes.
You as the marketer must walk this fine line to avoid posting too few updates (your messages won’t connect with subscribers), posting too many updates (can you said “hide”) or posting updates that read like spam (can you say “unlike”?) So without spending tons of money on focus groups and white papers, how do you walk this tight wire? First let’s understand the behaviors of Facebook users and breakdown the anatomy of a Facebook post. By understanding this, you the Facebook manager or marketer can refine your marketing strategies to better suit your audience’s attitudes and habits.
Based on info we’ve collected from Mashable, Vocus and Vitrue across all brand categories, whether it’s B-to-B, B-to-C, image posts are more engaging (as measured by responses from subscribers) than text and video content.
IMAGE POSTS RECEIVED 22% MORE ENGAGEMENT THAN VIDEO POSTS
MOREOVERIMAGE POSTS RECEIVED 54% MORE ENGAGEMENT THAN TEXT POSTS
BUT, VIDEO RECEIVES 27% MORE ENGAGEMENT THAN TEXT POSTS
• At some basic level, image posts being more effective than text is somewhat intuitive. After all a picture is worth a thousand words. • Video intuitively should also receive more shares, likes and comments than text given that it is presumably entertaining content • Image surpassing video in effectiveness is more surprising although we have a few why this is so:First creating good video content is not that easy. All of us have at one time or another attempted to be a videographer at family birthday or concert, only to find that the content is really not that watchable. All the factors that contribute to good content really matter: image quality, sound quality, contentSecondly users need to dedicate more time for clicking on a video, and they are skimming more and more posts through the newsfeed. Images are immediately eye-catching, and not time consuming to viewA video has to be really good for folks to watch the video in its entirety AND share it with others.Lastly the rise of Facebook interactions via mobile will hamper video plays for format length and other reasons. Suggesting to a friend to watch a video means you are asking for a possible 2 to 4 minutes of their day.
Post effectiveness varies considerably depending on the industry but as a whole, Friday posts generate the most engagement, then Tuesday then Wednesday, while Saturday and Sunday posts have the least engagement. If you wonder why, think about how much you post or get on Facebook on the weekends. We have lives outside the internet, don’t we?
We also understand that posts made before noon get 65% more engagement than posts after noon. We believe that people check-in in the morning to “catch up” on what they may have missed the night before and it’s also when the work day is a little less hectic.
So how often is often enough when it comes to posting content? A good rule of thumb based on average subscriber feedback is no more than twice a day. Of course some companies can get away with more than two posts a day such as news organizations and popular blogs. Posting too little can also have a negative impact on user engagement. Companies that post an average of 1 - 2 times a week tend to “lose” their audience or they don’t make traction with long term user engagement.
Before we begin talking about how to use Facebook for viral marketing and audience engagement, let’s take a look at some of the more popular social networks such asGoogle+, Tumblr, Twitter,LinkedIn and Facebook so we can get an idea of how they compare and what’s the benefit of each.
Facebook and LinkedIn use a “symmetric” model, where each time you add someone as a friend or a “connection” they have to add you as a friend as well. This is a two-way relationship, and it is required to have any relationship at all. So as a Facebook or LinkedIn user there is always a 1 to 1 relationship among your friends and connections. Everyone who you have claimed as a friend or connection has also claimed you as a friend or connection. An “asymmetric” model which includes Google+, Tumblr and Twitter, you can “follow” someone else without them following you back. It’s a one-way relationship that may or may not be mutual. All of the social networks in our comparison allow the owner to post status updates.
Google+ and Facebook allow the owner to filter their subscribers and share only certain content with certain people. All allow private messaging and have newsfeed functions.
All of these social networks allow the owner to customize and filter the news feed except for Tumblr. In terms of sharing content on third party sites, we are getting close to the point where almost any content on the web will be linked to a social network. So if you’re reading an interesting NY Times article, you can “recommend” the story to your Facebook subscribers or share it with your Twitter followersor LinkedIn connections. In fact, all the social networks in our comparison allow for this. Subscribers can also “like” status updates, except for Twitter subscribers.
Google+, LinkedIn and Facebook allows you to group your subscribers into different categories and also customize these categories. Twitter and Tumblr do not. All allow users to share content from other subscribers with people within their network. Google+, Facebook and Tumblr allow owners to integrate photos within their platforms, but Twitter and LinkedIn do not. If you’re a marketer and want to publicize your event, only Facebook and LinkedIn has tools that allow for creating, publicizing and managing your event.
Only Google+ and Facebook allow for chat and video chat, but only Google+ allows multi-participant chat. Google+ likens this multi-person chat function to youhanging out on your front porch and those in your neighborhood can see you on your front porch and can join you in the conversation. A great tool for marketers that often isn’t used is the location-based function on Facebook and Google+. Many companies don’t update their company information or include their company logos or images. Each time someone checks into your location, it posts on their Facebook page and becomes an advertisement for your business. As demonstrated by our infographics, Facebookhas more integrated marketing tools, connects with more online sites and allows marketers the greatest flexibility. During the F8 conference, Facebook rolled out some major changes and the company is clearly aiming to become the social layer between these networks and virtually almost all online platforms.
Now that we understand the whats, whens and whys, let’s dig a little deeper into marketing strategies and how to leverage Facebook to do all the tasks that used to take several different platforms to achieve.
As a marketer you can create events directly through yourFacebook fan or group page using the “Events” tab. Additionally, ticketing platforms such as Eventbrite allows integration from its site to the Facebook event page you created. It also send invitees an email prompting them to RSVP. You can also make the event public or private and your event can be shared among the invitees and all of their friends. Red Bull does a great job of street level marketing with interactive and immersive events in cities across the globe. Their box car events draw upwards of 100,000 people per city. Though the company spends money on advertising and public relations for their events, the company relies heavily the Facebook event function to get the information out virally.
Facebook is a powerful tool for companies that want to manage their customer relationships.By offering exclusive specials, freebies and discounts to subscribers, marketers can create brand advocates from existing customers and incent non-customer subscribers to try their products or services. For example Apple partnered with Austin City Limits, a music festival in Austin Texas, to allow subscribers to download 15 free songs from performers at the event. This offered a reciprocal relationship for Apple, the festival organizers and the artists. And the best part is, it’s also a win for the subscriber.
Marketers can increase their bottom line by selling products directly on Facebook either by linking to an outside point of sale or integrating the point of sale into their Facebook page. Starbucks allows subscribers to buy e-gift cards and send it to their friends on Facebook. The recipient is notified on their wall that the card was gifted, thus creating additional advertising and revenue for Starbucks.
Social networks such as LinkedIn, Twitter, Yelp, Gowalla, SCVNGR and Foursquare allow you to publish content from each site to your Facebook news feed. This integrated relationship allows marketers to gain greater exposure for their content with less effort.Platforms such as Twitter allows you to directly connect your Facebook updates with your Twitter account so that you’re not having to update multiple accounts. Hootsuite is also a good tool for marketers wanting to streamline their social network updates.
An effective way to build brand loyalty and increase audience engagement is to have a two-way dialogue with your subscribers. Facebook allows marketers to launch and hold interactive contests from their Facebook pages using the contest application. Users can then can submit content such as videos, photos, links and comments. Skittles holds weekly contests with its subscribers by asking fans to upload photos of them “tasting the rainbow”. Contestants don rainbow colored wigs, paint their faces, and even their cars to show their brand advocacy.
Pages that have a significant number of subscribers should leverage this by usingFacebook’s polling function to gain insight into their brand. Marketers can directly connect with fans and learn how a particular product or service is doing or ask subscribers their thoughts on a product before a costly launch. Expensive research and focus groups can now be achieved through Facebook. Starbucks uses the polling feature to ask their customers about new tea and coffee flavors, requests suggestions for new Starbucks locations and also gain ethnographic information on its customer’s daily habits.
A great way of increasing your email or mail database is to capture this information on Facebook. Many marketers, including Scout Mob in Atlanta “gate” their Facebook landing page so that users must either “like” their page or sign up for their email newsletter in order to become a fan. Other marketers incent subscribers to sign up or “like” their page by offering exclusive news and deals only if you’re a sunscriber of the page.
As a marketer on Facebook you’ve become a publisher of content. You can take advantage of Facebook’s customizable pages by publishing original content. Clothing retailers have done a great job of this by publishing their new seasonal collections. Lacoste features the majority of their fall line on Facebook, including videos from their latest fashion shows.
Games are a great way of keeping your subscribers engaged with your brand. It’s a good way of introducing new products by including it into the game design. Marketers that have games on their pages tend to hold subscribers on their pages for a longer period of time.Red Bull is a good example of a company that produces a number of games which incorporate their products into the gaming experience.
When Sizzler Restaurants wanted to introduce a new menu item, they didn’t ask their chefs—they asked their fans. Who else would know more about what their customers’ aspirations and likes arethen the customers themselves?Sizzler created the “Great Salad Showdown” and asked fans to submit their favorite salad recipe. The recipes were culled down to three finalists with one winner chosen by a group of Sizzler judges. Facebook allows marketers to get some of their best ideas by leveraging customers that know their brand well.
A tool that is powerful in driving traffic to your business and is completely free is the location-based tool called the “check-in”. Each time someone checks in to your business, it posts on their wall and becomes a free advertisement for your company. Many marketers neglect this and do not monitor their location with up-to-date information, company info, photos or logos. Facebook also allows owners to integrate their page with other location-based platforms such as SCVNGR, Gowalla, Foursquare and Yelp.
Using fb viral_mktg
USING FACEBOOK FOR VIRAL MARKETING AND AUDIENCE ENGAGEMENTPresented by Linh Ho, Principal at Ideation Agency firstname.lastname@example.org Office: 323-206-6491 www.ideationagency.com
THE AVERAGE FACEBOOK USER CLICKS THE LIKEBUTTON 9TIMES, WRITES 25COMMENTS, BECOMESA FAN OF2 PAGES, IS A MEMBER OF 12GROUPS ANDSPENDS 55MINUTES ON FACEBOOK DAILY.
TRADITIONAL ADVERTISINGPASS ALONG VALUE = 2:1 VS. VS. SOCIAL MEDIA PASS ALONG VALUE = INFINITE * Higher Return on Investment
When it comes to social media it’s all about Return on Engagement