On January 19, Break.com crossed a million fans. Two years ago, they only had 193,000 fans. What is behind this nearly five-fold increase? How have they adapted to the many Facebook algorithmic changes? How does paid media most effectively counter decreases in organic newsfeed reach?
We know that engagement is more important than just raw fan count. Break.com has been averaging 97,000 for their daily PTAT (People Talking About This), also known as storytellers. They hit 1.8 million active users when they reached a million fans.
In order to get your Facebook page noticed, you might have to use some ninja techniques.
Though you won’t need to dress in all black or acquire throwing stars, taking on the mind of a ninja can help with Facebook page management, according to a new infographic by social marketing firm ShortStack.
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As more and more brands launch cross-platform campaigns, allowing fans to get involved via Facebook, Twitter, Instagram and YouTube, Facebook Preferred Marketing Developer Friend2Friend announced today the SocialFusion Hashtag Gallery. This allows brands to easily track conversation around a hashtag on several platforms, and also showcases hashtagged fan posts in a visually appealing manner.
Friend2Friend counted a total of 38 Super Bowl commercials this year that utilized hashtags, compared to 20 in last year’s game. The company launched the SocialFusion Hashtag Gallery to give brands a way to show the conversation around a specific hashtag.
Many times, the most powerful messages in Facebook marketing don’t come from an agency or a brand — they come from the fans. Many brands are realizing the power of the share or the recommendation in Facebook marketing and are recognizing brand advocates who not only love the product but are willing to tell their friends how awesome it is.
But how can you figure out who would be willing to share the message? We talked with Greg Shove, the CEO of SocialChorus, a marketing firm specializing in advocate marketing, about how brands on Facebook can identify and cater to these special fans. Shove noted that on average, 375 advocates over the course of one year can be as popular as 1 million fans.
Inside Facebook: What’s the first step in identifying a brand advocate through Facebook?
Greg Shove: I think there’s been too much concern in trying to identify the advocates. I think that different customers will have different levels of influence. Instead of trying to pre-screen them for their influence, our idea is that you can invite them to participate and you’ll find out who’s willing to be an advocate.
Some brands do want to identify first, which might be more frequent customers or more frequent customers who have worked with product review. If you think of an ecommerce site, they’ve got the data showing who’s written a review on their site and who’s also a customer. That’s one way they can have a filter. Generally, for a typical consumer brand, I would invite everybody to the party and see who comes.
As you can see, 51% of Ferrari’s Facebook fans are kids. So to hit real Ferrari owners, Rob targeted members of the Sports Car Club of America, those who participate in the FerrariChat forum (where owners hang out), and similar interests.
If you’re reading this you’re likely interested in how to get a 30 percent conversion rate on your Facebook contest.
On January 17, Heyo customer and CEO of Out and About Marketing, Milena Regos, launched a Facebook contest for her client, Squaw Valley Ski Resort. Squaw Valley wanted the contest to drive additional likes for the page in addition to capturing fan emails.
Over the first 11 days, the campaign has converted at over 30 percent and helped drive 6,975 new likes. This means for every 100 people that view the campaign, 30 are entering their email.
In October, Facebook started testing an addition to Custom Audiences that would allow marketers to target people who had used a certain mobile app or visited a website. The company announced Tuesday that it is rolling out this capability for all.
Facebook explained this technology in a Facebook for Business blog:
For instance, a travel website with the remarketing pixel could use Custom Audiences to reach a group of people — say, people that searched for flights but never made a reservation — with a targeted message in News Feed: Come back for 10% off your next flight reservation. Similarly, a retail mobile app could build retargeting campaigns by installing the Facebook or third-party SDK in their mobile app and target people on mobile or desktop, encouraging them to come back and purchase the items left in their shopping cart.
Additionally, as seen above, Facebook added more call-to-action buttons for News Feed page post ads: Shop Now, Learn More, Sign Up, Book Now or Download.
We looked at 2,121 hotels and resorts on Facebook, covering 114,634 posts.
- Scenery shots generate the most likes at 28.71 per 1,000 impressions — almost 5 times as much as link posts.
- People are more likely to comment or share on food photos (.99 comments per 1,000 impressions and 2.98 shares per 1,000 impressions).
- The destination, not the room amenities, drives interactions — less than 50% of engagement is on posts related to facilities.
Airlines, finance and telecom pages were the most responsive to fans, each delivering a response rate of more than 75 percent in Q4. Airlines were actually the most responsive brand on both Facebook and Twitter, Socialbakers found. The company also discovered the brands respond more often to customers and fans on Facebook than they do on Twitter.
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