People use Facebook to share their latest thoughts and happenings, where they have been recently, what they have eaten recently and their thoughts on the recent news. Facebook is a place of sharing, with users sharing their opinions about anything with each other.
But when it comes to sharing, not all posts or comments will be positive. People will share their negative experiences they had with your products all over social media, and some of them can be really nasty experiences.
A new study by G/O Digital detailing shoppers’ habits with consumer-packaged goods (CPG) brands shows that shoppers polled turn to Facebook more often than Twitter when it comes to engaging with food and beverage companies.
The study found that 55 percent of moms and 47 percent of dads surveyed believe that Facebook is the most efficient social channel to converse with brands. Only 5 percent of moms and 7 percent of dads felt that way about Twitter. These parental shoppers were also more accepting of Facebook ads — 39 percent of moms surveyed and 42 percent of dads reported clicking on a Facebook ad at least once a week before going to their local supermarket.
Jeff Fagel, the Chief Marketing Officer of G/O Digital, discussed the findings:
The rise of social media has revolutionized the way retailers and brands approach their consumer audiences, creating a myriad of possibilities for marketers to gain shopper insights and leverage real-time data in order to drive in-store execution.
The value of social media channels like Facebook isn’t derived by posting hundreds of quirky photos, but instead, it’s about targeting every single social message, post, advertisement, coupon and offer to be as intuitive, personal, contextually relevant and engaging as possible. Only then will a CPG brand see the types of benefits that matter beyond brand building – like increased foot-traffic and sales in local stores.
How valuable are Facebook fans? YetiData and Collective Bias conducted a four year-long study of a major grocery store’s Facebook page (150,000 fans), discovering that Facebook fans of the store on average bought 125 more items than a typical customer — a 35 percent rise.
Additionally, Facebook fans who engaged with the page at least 10 times spent more than $1,000 annually than a typical customer, a 95 percent jump. Fans who engaged that much also visited the store 40 more times annually than a typical customer. Collective Bias managed the business’ Facebook page, posting content that would “lock in” current customers, as opposed to trying to lure in new customers with discounts or deals.
Bob Loos, the Director of Analytics at Collective Bias talked with Inside Facebook about how key engagement is when trying to convert Facebook fans into paying customers:
I think the general opinion is, “Why wait until you have them in the store to make them a buyer?” If you have very good content, then by the time they’ve engaged with this really great content, they’ve already, in their minds, used this product. You can convert before you have to win them in-store. … When you’re starting a new Facebook page, you need fans. But it doesn’t necessarily help to grow you fanbase if you’re not going to engage. You’re then throwing good money after bad. There’s a lot of test-and-learn that goes on when we post things on a page.
While most companies and brands can claim to be active on Facebook, a few go the extra mile.
Socialbakers, a Facebook Preferred Marketing Developer, tracks the most engaged and active Facebook brands each month. Among major brands, Waggin’ Train Dog Treats was tops in engagement, while T-Mobile was a superstar at answering fans’ questions.
Wondering how industry leaders are performing on Facebook? Check out the infographic below.
The value of social has always been reaching consumers in a unique environment where they are deeply engaged and generating a meaningful conversation between those engagers and a brand. To do this well, we have to deeply understand the passions, preferences and interests of the brand’s audience and how these affinities relate to the brand itself.
Major opportunity lies in making sense of the social data created by the billions of consumers who willingly broadcast their affinities and brand connections daily across social channels such as Facebook, Twitter, LinkedIn or Instagram. These social channels account for the planet’s largest and least biased focus group ever created. Affinity data holds the secret to how consumers want to be engaged, leading not only to better social media marketing, but a more engaged consumer across all channels.
A new report by Facebook Strategic Preferred Marketing Developer Adobe shows that people may be moving away from Facebook’s public content sharing methods in favor of more private methods, such as messaging.
Adobe’s latest Mobile Benchmark Report shows that, among digital magazine publishers, Facebook sharing on mobile is down 42.6 percent year over year, while sharing via iMessage has risen 259 percent. Sharing through Pinterest rose 131 percent in that time period.
Tamara Gaffney, Principal Analyst for Adobe Digital Index, talked with Inside Facebook about how people seem to be preferring more private methods of sharing via mobile than Facebook:
Facebook, to a certain degree, is a victim of its own success. We have so many friends from all walks of life in it. The fact that all of the interactions going on between mobile devices and Facebook are having problems with getting smaller sets out this big thing that Facebook has become is likely to create a dampening on the amount of sharing. If you’re a media company, that’s a problem. All that sharing is how you get traffic. You want sharing to happen on Facebook because Facebook is broader and you’re more likely to get more people clicking through an article.
“Social media is a conversation”
How many times have you heard this phrase? If you’ve dabbled with social media long enough and been hearing from a lot of social media marketing gurus, a phrase something like the above would not be unfamiliar to you.
In fact, a lot of gurus would preach that social media is a platform to connect with your audiences and build relationships with them. “Be accessilble,” they would say. “Solicit feedback from your fans through polls and open ended questions. Check your social media sites often, including outside of normal work hours if possible. Make sure that your fans know how to reach you.”
These same gurus may also be preaching that in order to be successful on Facebook, you would need to have wacky and creative ideas. As such, a lot of brands and organizatons have been be ridiculously misled to run campaigns on social media that lack clear objectives, let alone driving new businesses.
There is no denying that social networking sites have taken the world by storm. This popular branding tool is also a great way to drive tri-branding that can lead your company towards great success. Tri-branding on Facebook occurs when your customers promote you on your behalf. But, if this powerful marketing tool is used in improper way, it can have a negative impact on your business.
It is a great way to build up a business, but it can also tear it down again just as quickly. Let’s understand how.
As organic reach continues to decline, Facebook page admins are looking for any way to get their messages read by more of their fans. Some companies are experiencing success by operating two pages: one for the business, and one for the CEO or popular employee. SumAll, a marketing analytics firm, has found that the employee page (not a profile) has in many cases outperformed the business page for engagement.
SumAll CEO Dane Atkinson described this approach to Inside Facebook:
Even before the great mess of the algorithm, it was a good point to have your major personalities driving attention to your overall brand. It could be a chef for a restaurant, or for a bigger company, there’s a thought leader or a CEO or a great engineer. There’s things out there that help bring attention. … There’s a lot of content that you don’t want to put money around, and you’ll find that the personal page still has a multiple of how much its content gets used.
Atkinson noted that brand pages usually get 5 percent reach nowadays. He’s seeing double that on personal pages.
Many marketers think of Facebook marketing as a brand activity – not one that can drive conversion directly. However, it doesn’t have to be an either-or proposition. By combining brand marketing and direct marketing actions, social media marketers can drive both amplification and conversion.
Companies are growing their social media budgets and with more money comes increased expectations (and scrutiny). The need to prove ROI of efforts and social media’s role to the bottom line is becoming essential. This still isn’t down to a science, however. As Social Media Examiner points out in its 2014 Social Media Marketing Industry Report, 88 percent of marketers still want to know how best to measure social media ROI.
This makes Facebook ripe for a convergence of brand marketing and direct marketing. Why? Because by combining brand marketing and direct marketing actions, social media marketers contribute to specific data and revenue objectives, allowing them to show ROI and measurable business impact. In the process, they prove the value of the social media investment and the social marketer’s value as well.