Don’t Give Up on Facebook

Perhaps personally you’ve begun to find that checking Facebook is akin to checking the fridge. Every time you go there, it’s the same old thing. From a marketing perspective you SHOULDN’T GIVE UP ON FACEBOOK. Here’s why.

 

Return on Investment

 

Facebook cost nothing, very little if you hire an expert to help you manage your account. Therefore sales that directly (or indirectly) result from your building relationships on Facebook – are very profitable.

Viral Potential

I recently had a client that was discouraged by his Facebook business page. Having only 38 likes in his first few months with a page, he was ready to delete the page. Don’t give up too soon! Just like all good things, Facebook takes time and work. This same page with “only” 38 fans was reaching a viral audience! One recent post was seen by 200 Facebook users.

 

Freshen Up your Page

If you’re not getting the engagement you want, or simply want to plump up your numbers, try mixing up your forms of content. Rather than just text, upload pictures or videos. Take a look at your insights. Be sure that you’re communicating with the audience you think you are. Try anapplication. And be sure to let a little personality shine through. Stay consistent with your brand image, but social media should be fun! Have some.

Need help? Call me at 715-584-6773

Social Networking and Every Day Products

How are marketing teams using social media to communicate with the people using common, every day products? Check out these insightful examples.

Facebook

Pepto Bismol noticed a stagnating in sales. Someone eventually noticed social media updates on Saturday and Sunday morning. Those who overindulged mentioned their appreciation for the pink liquid. (P.S. This is why you sometimes need an outside consultant. What may be clear to others is hard to see when you’re too close.) Procter & Gamble, the product’s maker tried a campaign on Facebook called, “Celebrate Life.” They desired to lure customers before weekend partying and saw an 11% market-share gain!

I really like the mattress company, Sealy, and their marketing campaigns on Facebook. If their “in bed” tagging app doesn’t get you, their fun Schwag Shop just might.

Twitter

P&G struggled with how to get people engaged on Twitter. People don’t usually tweet about their deodorant. The campaign by Secret, “Mean Stinks” was an anti-bullying drive that attracted attention and sales to the brand. Addressing issues important to their target market was key. By using celebrity spokespersons, cheeky blogs, and advocacy campaigns, P&G has gotten people talking. The company says it’s increasing spending on Facebook, Twitter, and YouTube.

Attracting the Right Audience

Women 25-54 make up most of Procter & Gamble’s buyers. (We do control most of the checkbooks.) Women this age group (especially those with children) spend more time online. Bloomberg Businessweek recently cited that women 25-54 spend 14% more time on social networks than other users. Hmm… pretty obvious how to target moms with checkbooks. 

Which brands do you network with on social media? Please share who and why in the comments below.

Why Facebook WON’T Help Your Business

Yes, you read that correctly. This article is about why Facebook won’t help your business. I’ve been meaning to write this blog since I wrote, Why Twitter Won’t Help Your Business. And many of the reasons are the same. 

Overpopularity, Noise, and Content

There’s just too much noise. It’s hard to sort between the useless “I’m just getting out of the shower” and “I’m having an omelet for breakfast” and actual useful morsels. Because so many Facebookers update from their phones the site is becoming even more bogged down. No one cares about the mundane details of your daily life! (Or maybe that’s just me. I guess if you like reality TV and wouldn’t mind reading it instead of hearing it…)

Many businesses believe that Facebook is just about the numbers. It’s all a competition to see who can get the most likes. In my world, it is quality that counts, not quantity. Everyone knows that the closer you get to your target market, the higher your conversion rate will be. Why waste your time broadcasting to the world when you could be having smaller conversations at a deeper level?

Popularity is a double edged sword. When something is really popular, it isn’t cool anymore. Facebookers have a tendency to assume that everyone reads their every post. This can result in a faulty, inflated sense of self. People also forget that it is quite possible that everybody did read their post (reminder, check your privacy and security settings). So, you thought you were having a conversation with a couple of close friends? Nope, I read about it, too.

Time Waster

Let’s not even discuss the time waste factor. There is a huge learning curve and Facebook is always changing. Many marketers will tell you that most of the network’s changes are not in favor of business pages and marketers.

You can have success with Facebook. Anyone who knows me understands that I’m a firm believer in the power of Facebook for business. Just ease into it, get to know the pace and rhythm. Learn the rules, written and otherwise. You have to use the tool properly for it to work for your business. The more powerful a tool the higher the risks.

If you have found success marketing your business on Facebook, I’d be happy to hear how you did in the comments below.

Stay connected to Fletcher Freelance by liking our business page, following us on Twitter, or sign up for the Marketing Monthly newsletter (over there -->).

New Facebook Pages

If you haven’t heard the announcement from Facebook yet, here’s the news, “Coming Soon: New Facebook Pages On March 30, 2012, all Facebook Pages will get a new design. Preview your page now to see what it looks like and try out the new features.” Learn more by visiting https://www.facebook.com/about/pages/.

What’s Changing?

As some marketing experts had predicted, business pages are taking on a look very similar to Timeline for personal profiles. If you don’t know about Timeline, visit https://www.facebook.com/about/timeline.

Business pages will feature a cover photo, allow you to highlight new posts on the top of the page each week, and show recent activity and private messages (to admins) at the top of the Page. You can star posts by hovering over a story on Timeline and clicking the star. The post will then expand to widescreen. Friend activity will be more prominent. Insights have also been restored after being down for awhile.

To turn on a preview of your new page you can do so at https://www.facebook.com/about/pages/. Pages that have already undergone the change include Zena Caffee, Livestrong, and Hyundai.

Confused? Need help updating your page? Please call or email Fletcher Freelance at 715-584-6773 or terra(at)fletcherfreelance(dot)com.

8 Great Apps for your Facebook Business Page

I’ve been touting the benefits of a Facebook business page for years. But don’t let it stagnate! The purpose of such a page should be to build relationships, to engage users, and to position yourself as an expert in your field. Using these apps will help accomplish those goals.

Tabmaker

If you’ve wondered how to get one of those fancy landing pages, you could hire a web developer or website designer to do it for you, heck – you could hire me. But you could also do it yourself. Tabmaker is a free application that allows you to set up a landing page for first-time visitors or share exclusive content with your fans only. Use your own images, chose colors, and the design you like.

Easy Promos Premium

With Easy Promos you can create your own sweepstakes, photo or video contests, essay contests, pick your favorite, or offer other coupons and promotional codes on your Facebook business page. The premium version costs $100 per campaign. The user-friendly app allows you to manage and customize your promotion from participant requirements to deadlines and more. The Premium version offers options to, “create and manage video contests, customize opt-in checkboxes, create custom wall posts, upload your own banner in the header, and control registration and voting dates. You can also control the frequency of voting according to IP, and limit voting to friends of the entrant.”

Contest Tab

Contest tab is only $30. For that price you can build awareness of your brand with user-generated photo content. The potential to go viral is huge. You can customize with CSS, view real-time analytics, and add share and invite buttons. Additional app options include access to related apps: My Restaurant Tab, Photo Contest Tab, Hotels Tab, Real Estate Tab, and Rent Your Home Tab.

One Way Commerce

If you’ve read the statistics on mobile shopping, you’re aware of the direction commerce is heading. This full e-commerce system allows you to create an instant storefront on your business page. Inventory is tracked, emails sent, and it integrates with QuickBooks and Salesforce.com. The app is FREE and takes only a few minutes to get started. You can create custom banners, upload graphics, and add like buttons to each product. Now there is no excuse to not be selling online!

Join my Mailing List

If you’re on Constant Contact, this app should be a no-brainer. Why not have a tab to grow your list? Enough said. Here's mine. (I made it while in Constant Contact.)

Networked Blogs

Another helpful app. If you’re blogging, have your blog autopost on your business page (also works on a personal profile). All you have to do is register your blog and prove you are the author. Here's mine.

SlideShare

If you use slideshare.net, you need this tool to import your presentations to Facebook. Supports PowerPoint, Keynote, and more! It’s easy to synch the accounts. Just find synch under the application. One disadvantage is you cannot view without going to the app page.

Cueler

If you’re on YouTube autopost videos you upload to your business channel on Facebook. It’s super easy. Just add the Cueler app and tell it what your YouTube username is. Cueler adds a tab and stores your latest videos there as well as posting on your wall (and in fans’ newsfeeds). Body Essentials uses this well.

These are just a few of the apps I like. Also consider a review app. Have one that’s worked for you? Please share in the comments below. If you need help managing your social media presence, just call 715-584-6773.

Why Business Owners Should be Irritated with Facebook Changes

I’ve seen countless status updates from my Facebook friends, expressing irritation with all the changes Facebook has been making. Many of the changes weren’t previously announced. Changes implemented this week are more than an annoyance, many will detrimentally impact the way businesses use Facebook.

Likes are changing. Likes are no longer on the main newsfeed. This includes business page likes and likes on friends’ posts. If you like content outside of Facebook, however this still shows up on the feed. Fewer likes mean fewer impressions and fewer opportunities to target your fans’ friends.

Newsfeed algorithms are now giving emphasis to relationships with friends over brand pages. Same holds true for pictures. Photos on the newsfeed have increased in size, but only for users, not for brand pages.

That’s not all. Rumor has it that at the end of the month Facebook will no longer publish business page updates to fans’ newsfeeds.

What can your business do? Continue to focus on using Facebook to build relationships. I’ve always touted this as the best intention, not hard selling! Also, allow the public to have the option to subscribe to your public feeds. Make business related updates viewable by the public.

One positive change is that business pages no longer need 25 likes before they can customize the URL. Just go to facebook.com/username to get your unique address.

Stay tuned for more updates from me, Social Media Marketing guru, Terra L. Fletcher. I love my job because it is never boring. There is always something to learn. Please share your comments below. How do you plan to use Facebook for business in the months to come? Are you looking forward to seeing what Google+ will come out with for business?

5 Easy Tips to Increase Your Facebook Fanbase

If your Facebook business page has stagnated, here are a few easy ways to get more fans and quality interaction. Use social plugins and email to your advantage. Be engaging. Add photos and videos. If you’re really stuck, Facebook pay-per-click ads can be highly effective.

Use Social Plugins

It should be easy for visitors to go from your blog or website to your Facebook business page. In addition to a simple Facebook logo or icon that links to the landing page, consider using social plugins. Add a Like Box with a live stream of recent posts and the first name and pictures of your fans. Add links, buttons, and badges to your personal Facebook profile, as well.

Email

Encourage your email list to like your page. Constant Contact has made this super easy. They have several templates just for this purpose. Be sure to add a link to your business page from your email signature.

Be Engaging

Consider contests, polls, and lively conversation starters. Remember that the more your fans interact, the more their friends will see your company, too. Use @ tags where appropriate and comment as your page on other business walls.

Photos and Videos

Most people are visually inclined and love seeing pics and vids. Be sure to take pictures at live events and encourage fans to tag themselves. Videos are a great way to get people engaged. Videos are more likely to be viewed and shared than other posts. I recommend loading videos to YouTube first, then use an application that autofeeds to your business page.

Facebook Ads

By now you know the rules of advertising; (1) the closer you get to your target market the higher your conversions and (2) know your return on investment. With Facebook ads you can narrow down your audience by age, location, and even interests. If you know your demographics and psychographics, this can be a highly effective way to get fans.

Additionally, be sure you are displaying the Facebook logo and your custom URL on any print advertising, commercials, and even mention it on radio. Don’t forget to use the Insights you get from Facebook. Track your audience and the interactions. Remember, what doesn’t get measured, doesn’t improve.

Can Google+ Compete With Facebook?

There’s a new contestant in the ring, Google +. Who is this new contender and could Google Plus replace Facebook as the top social networking outlet?

Be sure to read my latest article on Directory Journal. Click this posts title or follow the link http://www.dirjournal.com/articles/can-google-compete-with-facebook/.

How to Integrate Social Media for Business, Part II

Of course, you’ve read last week’s blog. You’ve followed the tips to observe, have an objective, join conversations, watch your analytics, and are now building relationships (or at least know how to). Part two takes things a little further. Remember that community is an investment in the cultivation of affinity, interaction, advocacy, and loyalty. You need to do more than create a social profile.


Reach Out

There are ideal social media participants who are key influencers. Proactively reaching out to engage potential ambassadors will go a long way in building a rich and rewarding network, full of valuable information and quality connections. Remember that the average person can have thousands of loyal followers.

Adaptation

Social media should be used to listen, respond, and adapt to ensure a company’s place in the market. Social media introduces new roles, necessitating organizational transformation to support social media objectives. Effective engagement, production, and brand/product evolution requires human resources. Improving products and services in response to community feedback requires internal collaboration.

Organizational transformations may include the support of Social Customer Relationship Management programs or sCRM. A company will realize that all departments can be impacted by social media. A network of internal brand ambassadors must work together. The company may work from top down, starting with social media policy and education; then empowering its employees. The organization will recognize that relationships with all people, not just customers, are equal.

Metrics

If you’ve been following this blog you’ve seen my 2010 internet marketing predictions. And if you get my newsletter you've read my 2011 internet marketing predictions (email "subscribe" to terra(at)fletcherfreelance(dot)com or sign up from the blog). Over the course of time between these two, my opinion on social media metrics changed. While I initially expected executives to be expecting measures of the true return on investment of social media dollars spent, I later recanted.

Most companies now recognize that this is just what needs to be done. However, if you are reporting to superiors not interested transparency or authenticity, you’ll need to further measure your efforts. The goal of such “higher-ups” is to steer the company toward greater profits. And I did previously mention that any social media strategy needs to include a clear goal and objective.

In order to measure the positive effect of social media, you need numbers. While you may not be able to measure explicit ROI (of course, companies with Super Bowl ads, don’t either), there are plenty of numbers to track. It is essential to measure data that correlates with activity. Track the number of fans, follower, and likes. Calculate the percent of engagement (2% feedback is good). Watch how many followers are active. Identify your biggest influencers. Strive to understand the volume, locations, and nature of online interaction. As you get more involved, the important metrics will become more clear.

For help with your social media strategy call Terra today at (715) 584-6773.

How to Integrate Social Media for Business, Part I

Corporate culture and specific marketplace conditions will impact social media success. Social media integration will happen in stages for both companies and consumers (and for some industries it’s easier than others). When you’re ready to immerse your business in social media take the following steps for an improved success rate.


First, Observe

Track what’s already going on. Eavesdrop a little before you walk into a circle of conversation and try to take center stage. Enlist the aid of Google Alerts, Twitter Search, or other listening devices. On Facebook, take some time to follow other businesses. Pick a few in your area. Pick a few in your industry (outside of your area). See what works well for them and be inspired. If necessary, devise a report for higher-ups to make informed decisions to proceed.

Your research should help you form an objective and a plan for your social media integration. Don’t just start publishing content. Create official presences. Use custom URLs, usernames, and/or page names that match your company name or brand. Track how quickly connections increase.

Join the Conversation

Start by responding to any early participation. Highlight events, activities, or announcements. Pay attention to the reaction of your audience. Respond and improve content over time by watching for emotional activity. Do your fans respond to humor? To what do they lend positive support? Do they have “hot buttons” to avoid?

Watch your analytics. Being aware of the number of fans, views per comment, and frequency of consumer engagement will help you gauge your effectiveness. If the network provides you with a chart of these metrics, note which comments of yours were at the peaks and the valleys. As you get more adept at understanding what your audience wants, you’ll be better equipped to humanize the content and let your personality (brand image) shine through.

Make it Count

Hear and listen, observe responses and mannerisms. Only by doing so are you able to understand points of pain, source ideas, foster innovation, gain inspiration, learn, and feel for your audience. Observe overall trends in social media to ultimate behavior. Look for answers to questions; where to concentrate activity, how frequent to comment, and with what tone?

Of course, you cannot do everything – nor should you. Focus your online presence where you would be missed. Search for places where influential dialogue transpires. Remember that the average person can have thousands of followers and a huge influence.

Remember your objective. Aimless chatter is not as effective as strategic communications. Building trust and loyalty takes effort. Captivating content will only come by shifting to purposeful, strategic communication with a persona worthy of attention and affinity. Only such communication will lead to action.

*Be sure to check out the business page Facebook.com/FletcherFreelance!

Ad Critique

"Do your eyes need more sleep?" This is a technique (visual representation of a benefit) I've seen more of lately and I like it.

People are so visually inclined. And attention spans are so short. This concept takes very little time for us to grasp. What a striking visual. This really makes the point.

Do you have a product that can be displayed in a way that is representative of the benefits of using said product?
 
 

Editorial? This Smuckers Ad looks more like news. I guess it would fit the Advertorial technique. The best advertising is advertising that doesn't look like advertising. If you can't get your press release published - try this technique.
 
You'll notice the fine print "Advertisement" in the top left corner, but not until you've read the whole ad. The history of a company always makes for a good read. Every business has a story. Make sure yours is on your website's About Us page. This page should never be overlooked. People like doing business with businesses they feel like they know.
 
 

This ad for Nescafe addresses a point of pain. Similar products are more costly. Again this is a quickly grasped visual. This ad uses a comparison technique as well.
 
Notice the Facebook reference at the bottom of the page. They did this right. It doesn't just say "Find us on Facebook." The ad directs viewers to the custom URL. Be sure to make the most of your Facebook business page.

 
Another great visual comparison. "If you could take fewer pills, why wouldn't you?" The question paired with the visual make such a strong statement.
 
My advertising challenge for you this week is to create a visual representation of a benefit of your product, whether a comparison or direct address of a "point of pain" - see what you can come up with.
 
Please email me your ideas or an ad you'd like to have critiqued.
terra(at)fletcherfreelance(dot)com.

Ecommerce on Facebook, the Latest Trends

Asos


Asos (As Seen on Screen) is the first retailer in Europe to set up shop on Facebook. The London-based clothing shop received this designation on January 27. Most retailers, including Asos competitors, use the social network to communicate with fans – what I usually recommend. Now Asos 465,000 fans can shop 150,000 produces without leaving Facebook. They can post photos for friends to see and comment on.

Asos CEO, Nick Robertson, says “Our [customers] are on Facebook all day, every day.” At present the store can only be accessed via PC or iPad, but the app for smart phones is in the works.

Moppers

Mobile shoppers or “Moppers” have been using smart phones, iPads, and other mobile devices to browse, comparison shop, and ask friends for advice. Making a purchase seemed the next natural step. Of Facebook’s 500 million users, 200 million access the network mobile. Mobile users are twice as active as PC users.

According to Verdict Research and Ovum, mobile commerce will double in the UK by 2013, reaching $440 million. Major names, J.C. Penney and Delta Air Lines, have already worked with developers to set up shop. Mike Fauscette of IDC in Framingham MA says that in three to five years 10-15% of consumer spending in developed countries will take place through social networking sites.

World’s largest ecommerce marketplace, EBay, predicts doubling of mobile sales this year. Fashion sees the biggest growth. Britain’s top retailer, Tesco, has had an app (since October) that allows shoppers to photograph a barcode and add the product to their virtual shopping basket. John Lewis will be launching a smart phone app that will offer fashion advice and buying guides early this year.

Gaming

Side Note: Zynga, Facebook’s number one game developer, is looking to go public. T. Rowe Price and Fidelity are rumored to be raising $250 million in funding. Valuation is estimated at $9 billion. There is a rush to invest in the company (before its IPO) by institutional fund managers.

Facebook Landing Pages

A Facebook landing page is like a mini-website within your Facebook page. It doesn’t look like everything else on Facebook, it looks like you. Rather than just going to your wall, a landing page gives you a little more control. You gently guide your visitor to get to know you, to connect, and best of all… let you know they were there.


How to Add a Landing Page

First add a Static FBML app. From settings, edit. This will open up a standard text box. Use your HTML here. When on your wall, click on settings to make your new page the default landing tab.

Tips for an Effective Landing Page

Your page should be text heavy as landing pages are now indexed by Google. Some recommend using CSS. Use your landing page to gather information. Use an opt in form and invite visitors to click like. If someone stopped by, but you didn’t get any way to contact them again, it doesn’t matter that they were there.

Some sources don’t recommend linking to your website from the landing page so as to ensure receipt of contact info. A web address may encourage visitors to click your site, but will you gather contact info there? Encourage email list sign up by giving an attractive offer for the opt in. Follow up with an auto responder email that links to your website. Remember that your giveaway should be something of high perceived value. Keep it short and professional. Your email and landing page should align with your overall brand image.

For help with your Facebook landing page contact Fletcher Freelance today at (715) 584-6773 or terra(at)fletcherfreelance(dot)com.

Tips to Improve Your Facebook Business Page

1. Add more content. Consider adding a custom landing page. Use Static FBML, Facebook’s version of HTML, to create a custom page. Remember the attention span of searchers is very short. When a visitor comes to your page they will quickly decide if they “like” what they see. If not, they will simply leave.


2. Add an RSS feed from your blog or twitter account. Warning: facebook users may not appreciate too-frequent tweets. A weekly blog, however, will likely be well received.

3. Increase your fans. Suggest the page to your friends. Make sure your in-store/face-to-face contacts know you’re on facebook. Link to facebook from your website, blog, and from your email signature. Consider joining groups (online and off) that are related to your business.

4. Customize your URL! If you have over 25 fans and you haven’t done this yet, DO IT NOW! Simply go to facebook.com/username and change your username to something easy and memorable. Then tell everyone about it! For example, “Find me on Facebook at facebook.com/fletcherfreelance."

5. Regularly make quality status updates. Get your fans involved by asking questions. Post interesting tips. Be known as a resource. Facebook should be only a small part of your online strategy. Drive your fans to your blog or website, but do so gently. No hard-selling please.

6. Give away an occasional freebie, but do so as a "thank you" for participation. For example, use a discussion or update as a focus group and offer a gift to one random respondent.

If you're stuck, call me! (715) 584-6773 or email terra(at)fletcherfreelance(dot)com. I'll help you will all your internet marketing needs.

Fall Classes!

Terra L. Fletcher, owner of Fletcher Freelance will be teaching the following classes through the Shawano Community Education program.


9/15/10 from 6-7:30pm at Shawano Public Library “Facebook: Introduction”

9/27/10 from 6-7:30pm at Shawano Public Library “Facebook for Business”

10/12/10 from 6-7:30pm at Shawano Community Middle School Library “Facebook: for Parents”

10/26/10 from 9am-noon at Hillcrest Community Room “Internet Marketing for Small Business”

For a complete list of fall classes and to register click here.

How to Find Customers Based on Demographics and Psychographics

Read my latest article, How to Find Customers Based on Demographics and Psychographics. Watch for futre articles on the personal motivations that become the reasons people buy.

By the way, if you haven't found Fletcher Freelance on facebook yet, what are you waiting for? Visit facebook.com/fletcherfreelance today. Be sure to click "like" for more great stuff from Fletcher Freelance.

Facebook for Business

It's finally here - the article you've all been waiting for... Facebook for Business.