Facebook marketing weekly review (March 14th)

Posted on March 14, 2014 by

FacebookNews300x300-2It’s been a busy week in the world of Facebook marketing as the new newsfeed design is being rolled out to Facebook users worldwide. Facebook has also announced that there will be a Page update. Initially it appeared that there was no room for Facebook app tabs in the new Page layout but that’s no longer the case. In the midst of all the excitement we found some great articles including an experiment on organic reach for brands, useful ideas for timeline contests and a great way to use the custom audience feature.

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#1 New Facebook Pages Design – App Tabs are IN!

Author: Emeric Ernoult  AgoraPulse

Why read this article?

Major changes have been announced by Facebook about the layout of the business Page Timeline.  Some of the proposed changes look great, including the larger visuals on posts and a single column content layout. Initially it appeared that app tabs would disappear in the new Page layout but the good news is– they’re in!

>>Read the full article

 

#2 Examples of Great Visual Storytelling on Facebook

Author: Amanda Webb, SpiderWorking.com

Why read this article?

Telling stories by using compelling photos is a great way to engage with your Facebook community. Here are four examples of businesses that have effectively used photos to share a story with their Facebook fans, either for a one-off event or as part of an ongoing strategy.

What’s the PULSE on This?

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  • Telling your business story on your Facebook page using images is a powerful way to market your brand. A new restaurant  could build suspense in the lead up to a re-opening by sharing pictures of each stage of their refurbishment
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  • Share what happens behind the scenes in your business so that people can really get to know you. Amanda gives a great example of a cattery in her post. The pictures show fans how great the facility is and also appeal to their target market – cat owners. The pictures show cat owners that they can check-in on their beloved felines while they are away on holidays – perfect!
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  • Harness people power! Sharing pictures of your customers on your Page develops authenticity for your brand, by showing others the positive experience customers have when they visit your business.
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  • Do you use the milestones feature? This is a great way to map the story of your business and including pictures only enhances the message.

>>Read the full article

 

#3 Follow Up Experiment: Organic Reach for Brands

Author: Jon Loomer, Jon Loomer Digital

 Why read this article?

Last December, in the immediate aftermath of the announcement by Facebook that Pages could expect a drop in their organic reach, Jon Loomer conducted an experiment to determine the organic reach of brands in his newsfeed. Three months later, he has repeated the same experiment. Find out what changes, if any, he has identified.

What’s the PULSE on This?

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  • The average Facebook user is shown 300 out of a possible 1500 posts in their daily newsfeed. That’s a lot of competition.
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  • Jon ran an experiment and despite reports of organic reach declining he saw an increase of over 46% in the past three months. Don’t forget this experiment was run on Jon’s personal newsfeed so your stats will vary
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  • The importance of including a clear call to action in your posts is clear based on these findings.  This is so that your fans take action when they see the post and your content travels further organically
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  • Posting consistently and frequently will improve your page reach. Jon recommends we stop obsessing about post reach and focus on page reach – we agree!

>>Read the full article

 

#4 Creative Ideas for your Next Timeline Contest

Author: Emeric Ernoult AgoraPulse

Why read this article?

Timeline contests are a fun and easy way to engage with your fans. Other contests work better if you have different goals, but once you have decided to go ahead with a timeline contest you will need it to stand out from the crowd.  To help you get your creative juices flowing Agorapulse has picked out 15 imaginative ways to help you make your timeline contest fun and engaging for your fans 

What’s the PULSE on This?

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  • Before you rush into running a timeline contest be clear about what your business goals are and how it will increase your bottom line.
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  • We have given this advice before – use relevant prizes that will attract fans who are genuinely interested in your product or service. Giving away irrelevant prizes will attract low quality fans and this will affect your reach in the long run
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  • Great examples of timeline contests:

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    • If you are a travel company you could use a fill in the blank question

My next holiday destination will be _________________

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  • Would you like to get more client testimonials? Ask the question: Tell us about your latest experience to win…
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  • Do you need customer feedback about a new product? Ask your fans and reward them with a prize
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  • Asking customers to take pictures of themselves in your business is a great way to spread the word amongst their friends.
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  • Don’t forget to include your disclaimer and T&C’s to make sure you are sticking to Facebook’s rules and that your timeline contest is fair.

>>Read the full article

 

#5 Why Target Facebook Ads at LinkedIn Connections?

Author: Aaron Zakowski, AaronZakowski.com

Why read this article?

Using your personal network to remind past colleagues, college roommates and community group contacts what you do for a living can be a great way of building solid leads and referral business. Personal recommendations carry significant influence, so here is some solid advice on how to target your LinkedIn connections and other personal contacts with ads on Facebook.

What’s the PULSE on This?

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  • We know that creating custom audiences is a great way to target specific groups of people on Facebook. To take this strategy a step further your could download your LinkedIn connections and create a custom audience to target those connections with ads on Facebook
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  • Use a clear call to action on your ad telling your connections how you can help them and include a picture of yourself so they will recognise you straight away. This is a great way to build brand awareness with people you already know.
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  • When you run the advert, use the CPC for impressions bidding option, this way you keep the cost down and get lots of impressions. The likes or leads you get as a result will be targeted and good quality.
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  • This is a good strategy for building awareness with an audience who already know you. It’s important to note that it’s not a good idea to use it as a long term strategy. You don’t want to annoy your friends and connections!

>>Read the full article

 

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.