Facebook marketing weekly review (January 10th)

Posted on January 10, 2014 by

FacebookNews300x300-2In our final two Agora Weekly Pulse articles of 2013 we rounded up the top ten Facebook marketing blogs of 2013, however so much great content was produced last year that this week we decided to produce our ‘alternate top 10’. These blog articles could easily have made the original post. We hope they will help your Facebook marketing efforts in 2014.

Why not let us know what you think of this week’s Pulse? “Like” us on Facebook and leave your comments

 

 #1 How to Run a Sweepstakes on Your Page

 

Author: Emeric Ernoult AgoraPulse

Why read this article?

Our article on the viral potential of a Sweepstakes contest made our original top 10. Now that you know how successful they can be, find out how to run a sweepstakes on your Page. A sweepstakes is straightforward to run and easy for fans to enter. It’s a great choice if your goal is to grow your fan base and to reach a large audience.

What’s the PULSE on This?

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  • Choosing the right prize for your competition will help you to attract a quality audience who are more likely to buy your product or use your service
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  • Sweepstakes are a great option for simple campaigns and a quick way to build your audience. Photo contests and quizzes are a better choice if your goal is social interaction
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  • Include clear calls to action (CTA) asking your customers to do something specific; like, enter details, upload photo here etc.
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  • 40% of fans offered the possibility of entering competitions on mobile devices do so! Make sure your app is mobile friendly

>>Read the full article

 

#2 How to Handle Fan Posts on your Facebook Page?

Author: Scott Ayres, Post Planner

Why read this article?

This is a really informative article that includes step-by-step instructions on how to manage posts by fans on your Facebook Page. Actively managing how fans interact with your brand is essential for all Facebook marketers and this article will help to smooth the road ahead in 2014.

What’s the PULSE on This?

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  • Big brands may want to block fans from posting on their Page as an anti-spam measure. Smaller businesses could benefit from allowing fans to post on their Page, when properly managed this can help to build a sense of community.
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  • Admins can decide whether to approve fan posts immediately or set up their Page so that fan posts require approval before being made public.  Edit this in the Posting Ability tab found in the settings menu of your admin panel.
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  • You can choose to block profanity on your Page but be careful as Facebook determines what to block by using the most commonly reported words and phrases marked offensive by the community. This may not be the most reliable filter.
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  • In order to develop a positive community environment it is vital to reply to comments and to delete spam.

 >>Read the full article

 

 

#3 Top 5 Facebook Metrics & Where to Find Them

Author: Jon Loomer for Social Media Examiner

Why read this article?

The new Facebook Insights dashboard launched in 2013 offers some really great metrics to help Facebook marketers measure the success of their campaigns. Here are some of the most important metrics to be found in the new dashboard and instructions on where to find them.

What’s the PULSE on This?

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  • If you want to know how many posts reached your fans then you need to use the export files feature in Facebook Insights.
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  • To find out how many fans actually clicked on your content go to engaged fans in column W of the export level report
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  • The Post Consumers metric is often overlooked, it measures how many users clicked on a post regardless of stories created. Find this information in column O & P of the export level report
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  • An interesting stat in the new report is the Positive Feedback metric.  This will help Facebook marketers to identify which posts are really working.

>>Read the full article

 

#4 How to Nurture Fans & Convert them into Customers

Author: Alex Houg, Alex Houg.com

Why read this article?

We really enjoyed this comprehensive case study on how to build a successful Facebook campaign. Alex provides concrete examples and advice. It is an excellent article aimed at Facebook marketers who want to know how to turn fans into customers. 

What’s the PULSE on This?

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  • Promoting posts that require an immediate sign-up is usually a waste of money. These types of posts typically get low engagement.
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  • Alex breaks the conversion process down into 3 steps. First is building your audience, next is engaging with that audience with high quality content that they love and then finally focus on conversions. It takes time but by nurturing your fans they will convert 🙂
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  • In an example given by Alex he uses $3 a day to attract and build the fan base, and $3 a day to engage the audience that he has attracted. If you micro-target your audience to a few thousand people you may get a better ROI.
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  • Use Page like stories to attract new fans and then move them into the engagement campaign
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  • Post at least 2-3 times a day with non-promotional content

>>Read the full article

 

#5 The Perfect Post? It’s a Slam Dunk from Oreos

Author: Scott Ayres, Post Planner

Why read this article?

As the NFL Playoffs are in full swing we thought that this article from Scott Ayres was worth re-visiting. What makes the perfect Facebook post?  Find out how Oreo’s simple post during last year’s Super Bowl power outage stood out from all the rest.

What’s the PULSE on This?

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  • Be relevant – post the right content at the right time.
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  • Keep it simple – less is almost always more on Facebook, a great image with a simple text update can work wonders.
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  • Timing is everything. The NFL power outage happened at 7.37pm and the Oreos post appeared on their Page at 7.47pm

>>Read the full article here

 

 

#6 7 Important Considerations for Timeline Contests

Author: Emeric Ernoult AgoraPulse

Why read this article?

The rules about running promotions on your Facebook Timeline changed in 2013. Find how to run a contest on your timeline, and the type of results that you can expect from your endeavours. Once you have decided that a timeline contest matches your goals, take a look at the next article, where we cover some great tools that will help you to manage the process.

What’s the PULSE on This?

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  • Timeline contests are a great way to engage with your fans, but the new rules still prohibit you from asking fans to share posts or tag friends – despite what you might have heard!
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  • Make sure that you are following the state laws of whatever country you are in. In France contests must be registered with a notary public!
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  • Always release Facebook from any liability – this is a fundamental requirement
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  • Cheaters are common on contests. If your fans spot them be ready to deal with it and respond to any concerns they may have.
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  • Big fan base? The bigger the fan base, the harder timeline contests are to manage. Make sure you have the time and resources to run the contest fairly
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  • Timeline contests won’t let you collect subscribers or give you information about your contestants. Be clear about what the goal of your timeline contest is.

 >>Read the full article

 

#7 4 Tools for Running Contests on your Timeline

Author: Emeric Ernoult AgoraPulse

Why read this article?

There is no doubt that the change in Facebook’s policy on timeline promotions was one of the most significant changes for Facebook marketers in 2013. We hope you like these cool tools to help run contests on your timeline. Need an app to randomly select a winner, or a top fan app to promote social sharing and engagement? Then look no further.

What’s the PULSE on This?

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  • Fans love to be featured on your page. Get a FREE trial of the  AgoraPulse Top Fan App and install it on your page for more engagement
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  • Woobox has a really user friendly solution if you are looking for a free app to run a timeline contest and chose your winners at random
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  • PageKarma also offers a free solution, but the downside is that you won’t be able to keep a record of who your winners were – as a one off it’s a good option.
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  • Shortstack, like Agora Pulse, has paid plans that will let you manage timeline contests. There are lots of added features and benefits to signing up to a plan, and it won’t break the bank either.

>>Read the full article

 

#8 How to Target Email Recipients with Facebook Ads

Author: Jon Loomer, Jon Loomer Digital

Why read this article?

This is a powerful form of advanced Facebook Advertising; we thought it was worth including in our alternate top 10 for anyone looking to take their Facebook marketing to the next level in 2014.  You can retarget customers who have visited your website with Facebook Ads Using FXB or Facebook Exchange. Did you know that you can also retarget email recipients in the same way?  Find out how it works in this article by Jon Loomer.

What’s the PULSE on This? 

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  • FBX allows advertisers to retarget website visitors on Facebook. Visitors to your site may have abandoned a shopping cart or showed interest in a particular section of your website that is relevant to a new product. Retargeting them on Facebook can assist in increasing conversion rates.
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  • Custom audiences requires you to keep your list up to date, FBX does not require that action.
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  • FBX targeting is only available via PMD vendors. Read Jon’s post to see how you can start today. Jon mentions the Perfect Audience tool that also allows you to retarget key email recipients. If a subscriber opened your mail out of interest but didn’t convert you can segment these subscribers and retarget them.
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  • You’ll need to have a well-developed list before you can run these types of ads

>>Read the full article

 

 #9 4 Small Changes = 1 Huge Impact on your Campaign

Author: Leah Na’aman, for All Facebook

Why read this article?

Facebook has signalled a decline in the potential organic reach of Posts, this will make an advertising campaign a vital part of any successful Facebook marketing strategy in 2014. This article includes four simple actions that you can take to increase the long-term effectiveness of your Facebook advertising campaign.

What’s the PULSE on This?

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  • A/B testing when running a Facebook ad campaign is vital. Focus on metrics like retention rates, longer session times and users that reach a certain point within your app
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  • Be clear in your messaging. Include strong calls to action like “CLICK HERE” or “CALL NOW”
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  • Be honest – there is nothing worse than seeing an ad that makes you think of one thing but in actuality means another! Use creative that represents your brand and you will convert loyal customers
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  • Great tip – if you are sending your fans to a site or app, include Facebook Connect to make life easy

>>Read the full article 

 

 

#10 How do you Run a Successful Facebook Quiz?

Author: Emeric Ernoult AgoraPulse

Why read this article?

If a sweepstakes is a good choice for virality, then a quiz or personality test is a great option to drive engagement with your fans. Quizzes work well with all types of audiences, and they offer fans a meaningful brand experience and help to increase brand awareness. So back to the question – how do you run a successful Facebook quiz?

What’s the PULSE on This?

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  • Quizzes take time and creativity to implement and to manage, make sure that you have the necessary resources for this type of campaign
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  • Quizzes do not necessarily require a prize to be successful. Many achieve excellent organic virailty by tapping into people’s inherent competitiveness. Prizes do help to increase conversions but make sure that they are relevant to your brand
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  • Use apps with frictionless sharing like AgoraPulse, they will increase the virality of your quiz
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  • Make sure that your app allows participants to be identified by I.P. address; this will help you to identify fraudulent entries. Make sure that you ban cheaters.
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  • Don’t forget to use mobile friendly URL’s in your posts. 70% of users access Facebook on mobile devices.

>>Read the full article

 

We hope you liked our alternate top 10 Facebook marketing blogs of 2013.

Did we leave anything out? Why not let us know what you think of this week’s roundup? “Like” us on Facebook and leave your comments and if you would like to know more about your page reach, check out our cool [free] tool

Richard is a Client Happiness Jedi for Agorapulse, based out of San Francisco and Paris, advising agencies and brands across the globe on Facebook page management and marketing. He sings Bachata in the shower and dances salsa 3x a week whether he needs it or not.