6. Interact. Don’t Push.It’s not an advertisement.It’s a conversation.Remember, you’re asking fans to follow you.Ask yourself, is this worthy of an SMS?“The biggest mistake we see companies make… is tothink about it as a channel to push out information.”Tim O’Reilly.
6. Interact. Make Fans the Stars!Dunkin Donuts spotlights one fan with mostinteresting picture each week in their Facebook Icon.Drives significant page activity & photo tagging.
7. Optimize for EngagementConversations have at least two participants!And if you don’t optimize for engagement…Facebook will assume fans don’t want to interact.Meaning: Facebook penalizes low engagement by hidingfrom the feed. Effectively killing that relationship.
7. Optimize for Engagement. How?Understand Edgerank: Facebook’s algorithm todetermine what content gets surfaced.According to Tim Chae (PostRocket) four components tooptimize for. Each dependent on your users, brand:1. Time: optimize for when to post based on users, geo.2. Type: status update vs. images vs. polls, etc.3. Frequency: stay relevant without annoying.4. Content: must be interactive & more than marketing. Read more
7. Optimize for Engagement. How?Track, test, repeat.Facebook Insights revealswhat’s working with yourcontent. Study time, format &frequency.…Then study what worksfor other high engagementbrands.
7. Optimize for Engagement (example)Best example? The Rock.Unique, fun, fresh, &personal content.Mix of content type.Frequent poster.10 hours after last night’spicture:50,000 likes, 6,000comments, 2,000 shares.Higher engagement thanStarbucks: rate & total.
7. Optimize for Engagement (example) And users take notice… organically.
8. Target & Refresh AdsUse Facebook Ads to test & validate: - Demand - Conversions - Demographic relevance - Site creative - Landing pages - etcAt scale though, it can require full time dedicationand/or working with platforms like: AdParlor, ContextOptional, TBG, etc. Larger list here.
8. Target & Refresh AdsFacebook Ads work differently than AdWords. At highest level, they require: - sensitive demographic targeting - great attention to visuals - greater refresh rates - and flighting numerous campaigns to optimize creative + copy + targeting + cost… And it’s getting more expensive by the day.So test & optimize now.
9. Drive Likes, then ConversionsMany brands try to convert Facebook ads tooff-Facebook transactions. It’s tough.- Try driving Likes and converting fans to traffic & transactions.- Might find better success and get fans / relationships / virality atop that.- More likely to “like” and build relationship than transact click and transact in-line.
9. Drive Likes, then ConversionsApplicable off-Facebook as well.Use your web product to drive brand fans.Try building more topical hubs as fan pages too.Content more topical = engagement is higher.
9. Drive Likes, then ConversionsLeverage fan page & canvas applications to boost likes
10. Be a First MoverFacebook is continually rolling out new features forconsumers & brands.Be a first mover. It’s an opportunity to: - test & learn - find market inefficiencies - distinguish yourself (to users & to Facebook) - strike gold (hello Spotify!)
10. Be a First Mover (example)Facebook Photo Tagging for Brands
10. Be a First Mover (example)Facebook Open Graph & Verbs