The Facebook Success Summit continued on Thursday, October 21, with three more information-packed sessions, picking up where Tuesday’s Day 4 session left off. This post will discuss highlights and takeaways from all three of Thursday’s Day 5 sessions:
- Session 1: Contrarian Insights from Facebook Page Analytics
- Session 2: Building Community With Facebook and Blogs
- Business-to-Consumer Big Brand Panel
Presenter: Jeff Widman (BrandGlue)
Jeff’s discussion covered how to measure the ROI of Facebook Fan pages, what the number should look like, and how to understand if changes you make to your fan pages are working.
- ROI for brands, websites and retailers is always dependent on ‘eyeballs’ (impressions): the number of times your page is displayed to others. Therefore, ROI for Facebook Fan pages should be based on the number of impressions for your page.
- Number of impressions trumps number of fans. Look at TOTAL impressions, not unique impressions.
- Impressions data is only available if you have more than 10,000 fans, have a non-self-serve ad account with Facebook or by hiring an agency who has one.
- For most pages they’ve surveyed, impressions average 50-70% of the fan base. If impressions average less than 50% of your fans, you should find ways to improve.
- The primary purpose for your Facebook Fan page should be to get people to Like your page (become fans). Best practice is to increase incentives to become a fan and decrease the friction (make it very easy to Like your page by clearly indicating where you want user to click to become a fan).
- Custom Welcome tabs should be used for Fan pages as surveys have shown twice as many people who land on a custom Welcome tab will Like your page than those who land on your wall. (Also discussed in prior sessions.)
- The two most popular tabs will garner 90% or more of total tab views. The wall is always one of those two tabs. Other tabs in addition to a Welcome tab will get very few page views, so extra custom tabs rarely pay off except for very large brands.
- Once people Like your Fan page, they are highly unlikely to return to your Fan page directly. The lion’s share of subsequent interaction with your Fan page will be through their own news feed (the Facebook home page they see by default when logging in). Therefore, the way to get in front of your fans and get them to interact with your Fan page is “News Feed Optimization” (NFO) – which has been discussed in prior Summit sessions, notably in Session 1 of Day 4 by Mari Smith.
- For every 200 comments on a status update, 199 of them are coming from fans interacting in the news feed, and only one from a fan commenting on the actual Fan page.
- Facebook Insights (analytics) is split into two sections: Users and Interactions. Insights has been updated, but the old version is still available.
- The old version of Insights splits demographics between those who Like your Fan page and those who interact with it. Make sure your content is attractive to your target demographic as that is the segment you want to interact with your content.
- Google SEO for Fan pages isn’t worth it as search typically accounts for a small percentage of external referrers. Facebook SEO isn’t worth it either (yet), but this may change as Bing starts powering Facebook search.
- There are three ways to count your fans: 1. What Facebook tells you. 2. The total fans minus unsubscribes (your total reach). 3. Total fans minus unsubscribes minus algorithm hides (those who either Hide your content or aren’t engaging with you and won’t see your content anyway).
Session 2: Building Community With Facebook and Blogs
Presenters: Darren Rowse (founder of Problogger.net) and Michael Stelzner (founder of SocialMediaExaminer.com)
The crux of this session was a discussion of how to:
- Get your blog/website readers to your Facebook page
- Get your Facebook page fans to visit your website/blog
- Develop an engagement strategy to build community
- Some people prefer to hang out on Facebook while others prefer your blog. You want to engage both audiences to build a strong community.
- Facebook is more effective for building communities because blogs/websites lack many community building functions.
- In order for your Facebook Fan page to explode, your fans and your blog readers need to share common interests. Determine what their interests and passions are and focus topics on those areas. Use demographics info about your Fan page from Insights, which can help you make some assumptions about your audience.
- Ways to make it easy for your blog/website readers to discover your Facebook page:
- Consider a solo email blast inviting your blog subscribers or your newsletter subscribers to join your Facebook community. Include a blurb in all of your email updates. Don’t ask readers to Like your page but to contribute to the conversation.
- Put an ad on your site to join your Facebook community. This can be much more effective for click-throughs than just the small blue Facebook icon.
- Install a Facebook Like box (or Fan box) on your blog sidebar or post.
- Consider using the Wibiya toolbar. (Discussed in the Day 4 Session 1 post.) The toolbar does not show up on iPads or iPhones.
- To get Facebook fans to your blog or website:
- Leverage the Info box and avatar (profile photo) on Facebook. Include links back to your blog/website in the Info box. (See Social Media Examiner’s Fan page for an example. Their profile is one tall image but appears to be two, with the lower half essentially an ad with an arrow pointing to a URL.
- Place an opt-in box right on your Welcome tab since you cannot put one on your wall and few people visit the other tabs.
- You can’t change the name of or remove the Info tab. However, what you put in the Founded area shows up on your wall and you can paste up to 255 characters there, including links (use http:// to make them active), which will show up on your wall under your avatar.
- The Facebook Like button is also a way to get people to your blog because when someone likes your blog or post it will show up on their wall and act as encouragement for others to visit out of curiousity.
- Consider using the DISQUS or other commenting system on your blog that allows blog visitors to share their comment on your blog post on their Facebook wall.
- Consider the NetworkedBlogs app. Adds a Blog tab to your Fan page and pulls content from our RSS feed. You can also use the NetworkedBlogs app on your personal Facebook page.
- Use manual wall updates because they allow you customize the title and control the timing of your post.
- Schedule updates using tools like SocialOomph or HootSuite.
- Actively ask people to share your content when promoting content from your blog.
- Develop an engagement strategy to build community. Some ideas:
- Develop an editorial guide to decide in advance how you’ll respond to different types of comments.
- Comment whenever anyone posts on your wall. Reply to all comments.
- Consider special events, such as a Facebook Expert Friday where you schedule a live Q & A session with your fans (promote in advance).
- Delete or ban spam and @links promptly. Get it off your wall so new people who come to Like you won’t see spam when they go to your wall after Liking your page.
- Ask questions, conduct polls, break news. Try occasionally going off-topic for posts of interest to your readers.
Session 3: Business-to-Consumer Big Brand Panel
Panel: Mary Renouf (Microsoft XBox) and Shripal Shah (Washington Redskins)
First up: Microsoft Xbox.
Background: How Xbox uses Facebook
- Pushing out branded messaging to the consumer
- Creating engagement opportunities
- Listening to the consumer to gain valuable insights
Xbox’s presence on Facebook includes 3 main pages: Facebook.com/Xbox – their universal brand hub;
Facebook.com/Xbox For All – for families; Facebook.com/Xbox For Core – for hard core gamers; as well as the Xbox LIVE application and Xbox regional destination pages.
- Xbox uses a 3-tier approach for growth: Owned media (tools and channels they control); Earned media (user other social presences such as MySpace, Twitter, Flickr, YouTube, etc. to encourage sharing and drive people to their Facebook pages); Paid media: (placements to drive users to their Facebook pages, including campaigns for overall brand awareness and for promoting individual game titles).
- Additional methods used include: Relying on personalities to share their Facebook messages; brand partnerships with the likes of Burger King and Pepsi; social partnerships with groups such as: Girls Guide To and Weplay.com. They’ve also developed retail partnerships for shared promotions with Wal-Mart, Best Buy and Amazon, include
celebrities in viral videos and have them serve as guest moderators and use their Twitter support account to create awareness of and drive traffic to their Facebook presence.
- They developed policies for moderation and tone of voice to be used in responses to comments.
- The incorporate a mix of communications to provide variety and allow for easy, quick interaction within the page and with the community.
- One of the most important factors in their success with Facebook has been in creating a partnership with them.
Next up: The Washington Redskins
Background: Redskins Approach for Social Media Contests
- Set goals.
- Develop the structure for the contest.
- Promote the contest via their Twitter and Facebook channels.
- Measure results.
- They integrate their Facebook sweepstakes into various Redskins microsites. The use the Wildfire contest Facebook app (mentioned in prior sessions) to force people to like their Fan page before they can enter the sweepstakes.
- Comments on redskins.com are Facebook enabled through Facebook Connect plug in which allows commenters to log in using Facebook in order to comment on a blog post.
- They also use Facebook widgets on their website.
Did you attend any of these sessions of the Facebook Success Summit 2010? If so, what were your takeaways? If not, what are your thoughts on Facebook engagement, Facebook B2C marketing and your experiences with using social media as a marketing tool?