Facebook marketing weekly review (November 15th)

Posted on November 18, 2013 by

Facebook Weekly Marketing NewsThe travel trade is busy planning for January, its busiest month of the year in booking terms.  As potential customers begin researching their next big trip, find out how to leverage Facebook to identify brand ambassadors and increase conversions. Jon Loomer enlightens us with suggestions on how to monitor comments on dark posts. Discover how to use Facebook Insights metrics to improve your Page’s performance.

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#1 Travel Trade: Try a New Facebook Marketing Strategy

Author: Emeric Ernoult for Tro Smith

Why read this article?

The travel trade are almost unilaterally missing out on a major Facebook marketing opportunity. They continue to use Facebook along traditional advertisements → impressions → conversions marketing lines, however Facebook is much better suited to a strategy built around referral marketing. Referral marketing is one of the most effective forms of marketing, so how do you go about implementing a referral marketing strategy on Facebook?

What’s the PULSE on This?

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  • The travel trade should stop using Facebook as a platform for broadcasting advertisements about their products and services. It just doesn’t work.
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  • In order to attract new customers they should instead concentrate on building meaningful relationships with their current customers and fan base. This will lead to more valuable conversions.
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  • Do you have raving fans? You should leverage these fans and ask them to leave a testimonial on your Page about their experience with your brand. It would be even better to ask them to create a short video testimonial; fans are more likely to share that type of enthusiasm for your brand.
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  • Using a 3rd party app like AgoraPulse will allow you to identify your raving fans and ask the right people for this type of review.
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  • Before you incentivise your fans, make sure that you are targeting fans that are happy with the experience they have had with your brand, they will give you the best reviews. Leverage this satisfaction and reward your raving fans.

 >>Read the full article

 

#2 5 Facebook Stats That Should Wow B2B Marketers

Author: Casie Gillette, KO Marketing Associates

Why read this article?

Is Facebook a useful marketing platform for B2B marketers? We regularly come across discussions covering exactly this subject and our answer is always the same – yes, but you need to have a strategy.  If you remain unconvinced, we suggest that you take a look at these stats; you might just change your mind J

What’s the PULSE on This?

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  • People are less reliant on traditional search engines when they are searching for information; Facebook is now one of the top resources that people use to research products and services that they are interested in.
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  • This presents an opportunity for B2B brands to use social media to attract and engage with new customers. In order to do this they need to make sure that their other online presences such as websites and blogs tie in with their social media presence.
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  • There are now more mobile devices in use worldwide than there are people. Is your business website ready, mobile and social?
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  • People spend more time researching online than in the past. Facebook now accounts for 1 in 5 page-views. What does this mean for B2B? It means that it is important to streamline marketing messages across all online channels including company websites and Facebook Pages.
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  • B2B brands need to concentrate on creating brand experiences for their fans rather than extolling the benefits and features of their products and services. Be social, listen to your customers and build a community around them.
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  • Use emoticons where relevant – they result in 33% more shares.

>>Read the full article

 

#3 New Design Introduced for Like and Share Buttons

Author: Cindy King, Social Media Examiner

Why read this article?

Facebook has introduced a new design for both Like and Share buttons to help people share content across the web. Facebook announced that “If you are currently using the old Like button, you’ll be automatically upgraded to the new design as part of their roll out.” 

What’s the PULSE on This?

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  • Facebook is constantly updating and improving their sharability options.
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  • New like and share buttons are being rolled out in tandem with other great updates, making it easier for fans to share your content both on and off Facebook.

>>Read the full article

 

#4 Jon Sheds Light on How to Monitor Dark Posts

Author: Jon Loomer, Jon Loomer Digital

Why read this article?

Creating dark (or unpublished) posts is a great way to create ad variations that reach the News Feeds of your target audience. Many of our clients have had success using this Facebook advertising strategy, but monitoring comments can be a challenge because the posts aren’t published to their Facebook Page. Here Jon Loomer talks through some creative solutions to the problem.

What’s the PULSE on This?

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  • The solution? Select ‘manage pages’ within Power Editor. This will allow you to select an individual post and view the activity on that post.
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  • Dark posts that feature videos, photos and text updates can be viewed in the ads manager preview; however this just won’t cut it if you are sharing links.
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  • Watch Jon Loomer’s video for a full walk-through

>>Read the full article

 

#5 Improve your Facebook Marketing with Insights Data

Author: Emeric Ernoult for Social Media Examiner

 

Why read this article?

Emeric has previously talked us through the six key Insights metrics that Facebook Marketers should analyse to understand how their page is performing. Finding and understanding these metrics is only one half of the equation, in this follow up article Emeric explains how to use this information to improve your Page’s performance.

What’s the PULSE on This?

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  • By comparing one metric against another relevant metric you may be able to identify where you might be going wrong on your Page.
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  • Looking at all of your metrics as one ‘big picture’ won’t give you great insight into areas that can be improved. You need to compare specific metrics against other relevant metrics to get any real actionable data.
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  • If you find that reach is down, the best solution is to promote posts that are getting the best reach and engagement.
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  • If your organic reach metric is only slightly higher than your fans reached metric then you need to start sending more traffic to your Facebook Page from external sources such as your website or blog.
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  • Looking for more engagement? Start asking questions and publish more sharable content.
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  • If negative feedback is too high you may need to review the voice of your Facebook page. What sort of tone do you use? Are your posts about positive things or negative ones?
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  • When sharing photo or video content, make sure that it good enough to entice your fans to want to click, play and share.

>>Read the full article

 

#6 Why Facebook is Not for Teens (Yet)

Author: Justin Lafferty, Inside Facebook

Why read this article?

It’s no secret that Facebook is not the most popular social media platform among teenagers. The fact is, it’s just not cool enough and teenagers seem to prefer private messaging apps like WhatsApp. Does this mean that the long-term future of Facebook is in jeopardy?

 What’s the PULSE on This?

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  • Facebook may not be the social network of choice for current teens, but as they mature their preference may move back towards Facebook, where they can interact with a wider community of friends, colleagues and associates.
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  • Facebook is constantly adapting to changing consumer preferences, it has come a long way since users needed an .edu email address to access the site.

>>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.