Published on March 15, 2014
Drew Bernard - ActionSprout Mark Giangreco - DGA Alan Rosenblatt, Ph.D. Turner 4D Beth Becker - Indigo Strategies John Haydon - Inbound Zombie Sarah Burris - ActionSprout Facebook Strategy: Finding You Supporters Among Your Fans #14NTCFB
1.The State of Facebook 2.TheThree Goals, Prioritized 3. PrioritizeYour work
IT’S A THANG • 1.23B Active Monthly Users • 57% of American Adults • 73% USYouth (12 – 17) • 20 Minutes PerVisit • 338 Friends • Like 40+ Pages STATE OF FACEBOOK
STATE OF FACEBOOK FACEBOOK = MOBILE! • 680M Monthly Mobile Users • 75% Login at Least Once a Day • 60.3% of all mobile sharing • Mobile – 914 minutes a month (vs. 351 web) • Over 50% of ActionSprout Actions completed on Mobile Posts under 80 characters get 66% more engagement
NO FREE LUNCH
THE THREE GOALS 1. Increase Reach 2. Cultivate Relationships 3. Convert and Capture Supporter
REACH = LEVERAGE What’s a reasonable expectation? REACH
BEWARE OF VANITY METRICS REACH
Your page is your brand. Your website inside Facebook. REACH People only visit your page when driven there
(Facebook only delivers your content to 15% of your fans) It’s All About The Newsfeed!! REACH
Your Fans are Your Amplifier No Fan Engagement = No Reach REACH
CONTENT IS KING Content That Serves Your Goals REACH
REACH 20% unique content, 80% recycled high-performing
80% PROVENVIRAL Re-Use Post content again that is working well on your own page Borrow Adapt other pages high performing content to fit your unique message Flatter Re-post content that is performing well on similar pages REACH
A LITTLE CHEESE GOES A LONG WAYS And it can be good for you, REACH
WOULDYOU SHARE IT? REACH
MAKE IT RELEVANT REACH
TRAINYOUR AUDIENCE REACH
FINDING OVER-PERFORMING CONTENT Look for content that perform significantly better than average, relates to your work, and can have a call to action added to it REACH
IMAGE POSTS + LINK POST REACH Photo Post Reach: 363,392 Link Post Reach: 161,690
FB ADSWhat’s ROI Are You After? REACH 334,000 Reached 8,843 Engaged (2.63%) (Like, Share, Comment) 1,341 Took Action (24%) (Email, FB UID, Name, etc.) 478 Were fans
FB ADS • Retarget Email Supporter • Lookalike audience • WebsiteVisitors • Friends of fans • Look alike audiences (Reach, Cultivate, CAPTURE!) REACH
CULTIVATE RELATIONSHIPSMove People up the Ladder of Engagement “Like if you agree” “Sign the petition” “Thank…” “Sign the Card” “Pledge to Help” “Congratulate ” CULTIVAT E Direct Message Comment s
LIKE COMMENT SHARE & BEYOND CULTIVAT E • Design for Reach • Cultivate Relationships • Captured Data
LESS MONOLOG MORE DIALOG Engage Directly… Be Genuine… Be Real 1. Ask Questions & Listen 2. Engage In Comment 3. Direct Message 4. Email CULTIVAT E
197 Engaged (Like, Share, Comment) 79 Took Action (Email, FB UID, Name, etc.) 12 Were fans FACEBOOK APPROPRIATE ACTIONS CULTIVAT E
It’s not the number of people that matters. It’s how many support your work! CONVERT
FINDYOUR DENNIS CONVERT
THE STATE OFYOUR PAGE Quality and Quantity of… 1. Reach 2. Engagement 3. Conversion YOUR PAGE
BEWARE OF VANITY METRICS YOUR PAGE
IMPACT REQUIRES ACTION! YOUR PAGE
YOUR PAGE UNDERSTANDINGYOUR CURRENT SITUATION • Fan Count • Number of People Talking about you • Post Reach • Average Engagement per post • Engagement Score
SIZE ISN’T EVERYTHING 148K Fans 463K Fans 11% 1% YOUR PAGE 1,300,000Talking 17K avg engagement 62,000 Talking 5K avg engagement 1149 119
Goal 1: Without Reach, There is No Point! Goal 2. Without Engagement There’s No Reach Or Conversion Goal 3. Without Conversion, There is no Impact
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