• Building Buzz On Facebook: Getting Liked & Shared @ SMX West

    by  • February 29, 2012 • Conferences, Social Media Marketing • 1 Comment

    Building Buzz On Facebook: Getting Liked & Shared

    Moderator: Elisabeth Osmeloski, Managing Editor, Search Engine Land (@elisabethos)

    Q&A Moderator: Jennifer Slegg, Owner, JenSense.com

    Speakers:Tami Dalley, Vice President of Analytics and Insights, Buddy Media (@DataDivaDalley)
    Aaron Friedman, Content Strategist, Resolution Media (@aaronfriedman)
    Dan Robbins, Director of Marketing, Fox Racing Shox (@reachdanro)

    First up is Tami from Buddy Media, with a series of tips for promoting your business on Facebook.

    Keep posts short.  Posts under 80 characters have 30% higher engagement.  This is especially true for photos, events and video.

    Post on Thursdays and Fridays.  Engagements on these days are 18% higher than on the other days of the week.

    Photos and plain status posts work well.  Photos have a 53% higher engagement.

    Have clear calls to action.  You want to use terms like: like, post, take, comment, submit.  You want to avoid terms like: order, see, become a fan, shop

    If you sell, sell softly. Using more direct/aggressive language doesn’t work as well.  Does it smell too sales-y?

    Place questions at the end of the post.  Posts that end with a question (rather than beginning or middle) have a 15% higher engagement rate.

    Ask a question well.  You should use: when, where, would, should.  Avoid asking why questions.  because it can put people on the defensive and requires people to defend what they think.

    Use fill in the blank posts as a way to encourage engagement.

    Mine data for fan insights, then use that information to posting things that get a higher comment rate.

    Be topical and relevant to what is happening now.  Super Bowl posts had 60% higher engagement on game day.  99.7% higher but less than 30% of brands posted about the Super Bowl, so they missed the opportunity.

    Winning the Super Bowl resulted in the Giants aquiring 2x more fans during the game.

    Understand what is a bigger ask.  It is far easier for people to like than share.  So don’t expect to get the same share rates as like rates.

    Actually ask for something…  less than 1% of postss contain a share call to action.  When posts said share this, they had a 77% higher share rate.

    Post visual content, if you want people to share, make it visual.

    Support social sharing.  Embedding sharing buttons to drive referral traffic is a great way to increase traffic.

    Why is social sharing so important?  People are 2x as likely to trust information emailed or shared on a social network from a friend.  The average Facebook sharer has 240 friends (83% hgiher than average).  And on average, a single share drives 6 new visitors.  And customers aquired via  shares have 26% higher average order value than other sales… these are highly valued customers.

    Next up is Aaron Friedman (@aaronfriedman) on targeting audiences and maximizing engagement.

    Facebook is great because it has 800M users, engaged audience, 52.1% sharing on web.  But unfortunately, it is hard to target how to reach a larger audience and get your posts seen.

    Don’t  buy likes, it will hurt more than help. Don’t be afraid to buy some ads to further target your audience.

    Use the facebook advertising tool to define your audience.

    Example: Bass Fishing Favorites now has 66k fans.  The cost was  $0.15 per like with an overall $6k ad spend. Effective for fairly cheap.

    Tools he recommends include Kenshoo social: quick, advanced targeting options, lower cost per fan (bid management helps optimize what is and isn’t working).

    It is about quantity vs quality on Facebook.

    When sharing, chose your image carefully and create a great description that is not truncated.  For your title, you want about 95 characters, description about 297 characters.

    Dan Robbins is up last.  For Facebook audience development, never pay or bribe for likes.

    Types of content they post: photo galleries and videos, both raw and polished footage links: website content, product reviews, event coverage and videos – contests and special offers – market research – fan calls to action.

    Handling of user posted content:  make sure you answer every questions in a timely manner; ignore the antagonists; remove only pure spam and hate posts; leave questions directed at the community for the community; check hidden posts daily (check the spam feed)

    As fan base grows, community answers a lot of the questions posed to the company.

    3 Facebook publishing philosphies: post only quality relevant content; once posted, forever posted; time is not of the essence – make sure you fact check.

    Why people unlike brands on Facebook: too many posts; too much marketing; repetitive or boring content; only liked to take advantage of an offer; didn’t offer enough deals.

    Top 3 KPIs: weekly like growth likes, comments, shares and clicks user posts.

    Branded URL shorteners, such as foxchox.info/kpi means you can track clicks.

    Look at direct competitors as benchmark ie. RockShox, a competitor, hasn’t posted on Facebook since 2010.

    Also look at industry benchmarks(those who are not competitors but in same industry).  How do you compare?

    Mobile interaction is where it is at, but Facebook falls short – on Facebook mobile you can’t share, only like or comment.

    From the Q&A:

    If your market area isn’t sexy… if you are selling life insurance, don’t focus on insurance, focus on life.  Not every brand is sexy, so what can you talk to people about that isn’t the brand, but will end up attracting people to the brand?

    What to do when marketing department is begging for likes?  If you aren’t a brand, start to look at buying for ads to get those likes.  Also look at benchmarking and see where your competitors are at.  Then ask why do you need more likes?  Is it only because a bigger number looks cooler?

    For marketing special offers on Facebook, people like specific dollar value off as opposed to % off.  There is a much higher engagement rate when it is $X off instead of X% off.

    When it comes to both Facebook and Twitter, share with both audiences.  But also see if you have different audiences each place and customize for each.






    Jennifer Slegg is a longtime member of the SEO community and is an expert on social media, content marketing, Google AdSense and search engines.

    One Response to Building Buzz On Facebook: Getting Liked & Shared @ SMX West

    1. March 6, 2012 at 9:11 am

      Hey Jennifer,
      Great write up! Thanks for coming. hope you enjoyed the session!

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