Category Archives: Facebook

The Ultimate Procrastinator’s Guide to Facebook Timeline for Brands

This post was originally published on the VerticalResponse Marketing Blog.

Facebook Timeline

So, they’re finally here. Last month, Facebook announced that they would be rolling out the new Timeline design to all brand pages on the social network. While Timeline has been available for brands since the announcement last month, Facebook will be automatically converting all brand pages to the new design today, March 30th. To some of you, this is old news. For the rest of you (don’t worry, we won’t tell), it’s high time you figured out what these changes mean for you and your business. If you fall into that latter category, fear not, we’ve got you covered. The social team at VR has been scouring the web for the best blog posts on optimizing the new design for your page so that you wouldn’t have to. Without further adieu, everything you need to know to get your brand page on the up and up.

More Facebook changes? NOOOOOOOOOO.

Yes. But fear not, this is actually a good thing. Here, Mike More explains why marketers should embrace Facebook’s new Timeline for brands, arguing that Timeline is an excellent opportunity to focus on what’s most important for businesses using Facebook, listening to and engaging with their fans. That chance for more engagement seems to be paying off. In a recent study by Simply Measured, brands using Timeline have seen a 46% jump in engagement per post!

Getting Started

A good place to start would be with Facebook itself. The king of social networking has put together its own FAQ which does a good job of addressing some of the most pressing questions. Speaking of royalty, the undisputed queen of all things Facebook (and turquoise), Mari Smith, is all over the new design with her post, Facebook Timeline for Business Pages – 21 Key Points To Know. Rather than just dive into it though, we’d suggest taking a more strategic approach to setting up your new page. Thankfully, Edelman Digital has made that easy with The Timeline Checklist All Facebook Pages Must Have.

Cover Photos

Possibly the most obvious change in the new design is the addition of cover photos to brand pages. The cover photo is the first thing anyone visiting your page will see and, as such, not a feature you should take lightly. You’ll want a photo that is eye-catching and speaks to your brand’s aesthetics and sensibilities. If graphic design isn’t your thing there are plenty of tools out there that can help you put a cover photo together. Be careful not to violate Facebook’s rules for cover photos, though, which are covered well in this post from the HyperArts blog. If you’re still at a loss for ideas, here are 20 Facebook Page Cover Photos to Inspire Your Brand.

Content Considerations

With all of the new features available to brands using Timeline, there are certainly going to be changes to the kinds of content that make the most sense for your page. John Haydon covers the gamut with Eleven Ways Facebook Page Timelines Change Your Content Strategy. As noted earlier, Timeline is a fantastic opportunity to increase your fan engagement on Facebook. Learn how to take advantage in this post, How to Engage Your Audience with the New Facebook Timeline for Pages. One of the most interesting new features of Timeline is the ability to “pin” specific content to keep it at the top of your page. The All Facebook blog gives some great ideas of what content will work best for this functionality.

What’s Missing

Perhaps even more interesting than new features, are the Facebook features we’ve come to know and love that are no longer available with Timeline. First on the chopping block: default landing tabs. While you used to be able to default non-fans of your page to a specific custom landing tab, Facebook is now requiring all traffic to arrive at the Timeline view first. Easy to lament, the change might just be good for you in the long run. Here are the Top 7 Ways to Overcome Losing the Default Landing Tab on Facebook Pages. Another related phased out feature is the ability to “like-gate” specific content on your page. But again, there are alternative methods to spur new fan growth. Finally, if you have come to rely on Facebook Insights to measure your efforts (and I hope you have!), you’ll notice that Insights as you know it has been modified and upgraded. The most notable difference is how you view and manage your page, all from one convenient dashboard known as the Admin Panel. There’s a lot going on in the Admin Panel and this post does a great job of teaching you how to use it.

Inspiration

Now that you have a good idea of the changes in store for you and the various considerations there are when it comes to strategy, it’s time to start building an amazing looking and effective Timeline for your brand. If you’d like to see how some of the pros are handling Timeline, take a look at these Five Brand Pages That Got the Facebook Timeline Layout Right and these 10 excellent examples of Facebook Brand Timelines. Also, remember that it isn’t all about aesthetics; Timeline allows brands to tell a very compelling story of their history. Check out Fast Company’s look at 5 Innovative Uses Of Timeline For Facebook Pages for some great examples of how this looks in the wild.

What Are You Waiting For?

Whether you’ve made the switch for your company already or are waiting for Facebook to do it for you today, there’s still plenty of opportunity to leverage the new features. Take a look at VerticalResponse’s Timeline page and let us know what you think. We’d also love to see what you’re doing with Timeline, so please share your pages in the comments!

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Learn From the Pros: Facebook Fan Pages We Love

This post was originally published on the VerticalResponse Marketing Blog.

I spend a lot of time on Facebook. A lot. Fortunately for me, it’s part of my job. And between browsing pictures of puppies, kids, and Ryan Gosling, I spend much of my time looking at fan pages for businesses of all types. There are many of them out there. So many, in fact, that it has become harder than ever to rise above the clutter and reach potential customers. You, on the other hand, have better things to do while running your business than scouring the world’s largest social network for small business marketing ideas. Fear not, though, I’ve done the legwork for you and put together a list of some of the best fan pages out there and the marketing lessons you can steal (ahem, borrow) from them.

Break the Mold

One big limitation of Facebook, or really any social network, is that the look and feel of your profile is left to the whims of the network’s creators. Instead of viewing this as a constraint, though, think of it as a creative challenge. Bonobos does an excellent job of this on their Facebook fan page. By doing a few simple things within the Facebook profile structure, Bonobos lets their branding truly shine:

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  • Picture Pane: The five pictures that appear across the top of your fan page default to the images you most recently uploaded to Facebook. If you don’t pay attention to what these pictures are, it’s easy for the picture pane to start looking like a jumbled mess. Fortunately, by just clicking the “x” on any picture in the picture pane you can remove pictures that you don’t want there. Don’t worry, you’re not deleting the pictures altogether, just removing them from the pane. With this in mind, create a new album on Facebook that has pictures you specifically want to show in the picture pane. Bonobos has a fun series of images that will look good no matter what order they are displayed.
  • Profile Picture: While Facebook limits profile pictures for brands to 180 pixels wide, you can use an image that is up to 540 pixels high. Use this to your advantage and don’t just stick with your company logo. Have some fun and use the space to communicate something about your brand. The Bonobos profile picture does a great job of this by incorporating their square logo (important for the preview that is shown on comments) with an image that works very nicely with their picture pane montage.
  • Wall Content: There is nothing less appealing than a wall full of text-only status updates. Pictures and videos are proven to spur more engagement on Facebook, not to mention the fact that they can be a huge help in improving your EdgeRank and ensuring your posts are actually seen by your fans. In this example, Bonobos repurposes content from their catalog to get people talking.

Sidenote: Facebook is due to slowly roll out the new timeline look for fan pages starting at the end of the month. While this transition will likely be a slow one, it’s a good idea to start thinking about your updated visual branding strategy now. No one will know for sure what the changes will look like until Facebook lets the cat fully out of the bag, but that doesn’t mean you can’t start speculating!

Build a Killer Branded Welcome Tab

Facebook enables brand pages to specify a default landing tab for all new visitors to your page. For vistors that aren’t already familiar with your company, this is your chance to put your best foot forward. A custom welcome tab can say more about your brand than your Facebook wall ever will. How To Market Your Horse Business, a company that, well, helps you market your horse business, pulls out all the stops:

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  • Strong CTA: It’s important to make sure any welcome tab you set up encourages your visitors to like your page. Here, How To Market Your Horse Business puts that call to action right at the top with a bold green arrow drawing your eyes to the like button.
  • Video: As mentioned above, using video is a great way to engage your fans. Here, a message from the company’s owner is a nice way to add some personality to the page.
  • Other Social Properties: Some of your customers may find you on Facebook, but want to interact with you on other networks too. Make it easy for them and link to all the social networks that you are active on as well as your website.
  • Social Sharing: By including like and share buttons on the welcome tab you enable your fans to spread the word about your company on your behalf. Again, don’t limit this to Facebook. Some people will prefer to share on other networks so why stop them?
  • Email Opt-In Form: Just because it’s social media doesn’t mean you have to keep it there. In fact, email still remains the ultimate touch point for messaging your customers. Collect email addresses from your Facebook fans and watch your list grow!

Don’t Just Ask, Compel

Whether in a TV commercial, email signature, or anywhere else, have you ever seen a company ask you to like them on Facebook and thought to yourself, “yeah, I get it, you’re on Facebook, do you want a prize?” Maybe that’s just me. Anyhow, as we’ve already established, there is a ton of noise on Facebook competing for customers’ attention. People no longer like pages willy nilly. You have to give them a good reason. Minted uses their welcome tab for just this: 

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In this case, Minted is incentivizing likes with a discount. Once you click the like button the tab changes to display a promo code for your next purchase. Minted is doing three very specific things here.

  1. The incentive they are offering is centered around their actual product. If you offer, say, a chance to win an iPad in exchange for a like, you’re sure to see a huge spike in fan growth. Who doesn’t want an iPad? The problem is that you want your new Facebook fans to really be potential customers, not just Facebook junkies looking for an iPad fix. On the contrary, give away some of your product as an incentive and you’ll be identifying genuine leads. 
  2. The promo code, just like any other sale you run, spurs incremental purchases. You know, revenue. What’s not to love about that?
  3. By using a promo code specific to your welcome tab you can begin to tie back individual transactions to your Facebook efforts and (gasp) start to measure return on investment.

Create a Recurring Feature

One of the biggest challenges for marketers using Facebook is that very few of your fans ever return to your page itself. Your customers may occasionally see your updates in their newsfeeds, but without actually visiting your fan page they could be missing out on the bulk of your messaging. Help combat this by giving them a reason to keep on visiting. Best Friends Animal Society does this with their Pet of the Week feature:

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This example works for many reasons. Best Friends Animal Society is appealing to their supporters’ interests by featuring animals that the organization has rescued. While not every business will have as furry or cute of a feature, all companies have something that interests their customers. Maybe you have new projects you can highlight or employees doing interesting things outside of the workplace. Of course, one of the best ways to keep your fans coming back is to feature them. Pick a fan of the week or do a customer profile in the form of a case study. Not only will you be giving recognition, but you’ll also be providing potential new customers with actionable use cases for your product or service.

Have you tried any of these Facebook techniques for your business? Are there any other fan pages out there that you love? Let us know in the comments!

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Relevancy At Its Finest

This past weekend I had a chance to check out the Rock Make Music & Art Street Festival where I enjoyed listening to some local Bay Area bands and soaking in some much needed sun. While I walked around, I couldn’t help but notice this sign, which was hanging throughout the festival:

The sign, which has a QR code that leads to the Facebook page of Audyssey, illustrates two points that are often overlooked by many social marketers.

  1. Know your audience. Audyssey is an audio company. They made this marketing push at a music festival that was filled with audiophiles, their key demographic. I often see companies trading likes for incentives with little thought as to who the people are who are participating in the promotion. That kind of one-time interaction does nothing to build an audience who might actually be potential customers. Audyssey gets it right with targeting that makes sense, rather than a shotgun approach.
  2. Give people a reason to like you. In the social age, requests to like a brand on Facebook are so commonplace as to be easily overlooked. Make sure to tell your customers why they should bother. In this case, it’s for a free beer. It doesn’t always have to be a giveaway, though. Maybe it’s exclusive information, access to pre-sales, or just great content. Whatever it is, make sure that you communicate it when you make the “ask.” In this case, Audyssey taps into something that their audience can get excited about. See point #1, music and hipsters like beer. Sometimes it really is just that simple.
Everywhere I go and everything I do, I see social calls to action that I never think twice about. It’s refreshing to see a brand that gets it.

 

9 Ways to Delight Your Facebook Fans Without Giving Away The Farm

This post was originally published on the VerticalResponse Marketing Blog.

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When it comes to social media marketing, and Facebook in particular, the name of the game is engagement. Conventional wisdom says that the best way to keep your Facebook fans engaged is to reward them, the most obvious way being with free products, discounts and other types of giveaways. For many small businesses or businesses with limited resources, though, doing this on a regular basis is unrealistic. So, instead of thinking of this as a barrier, think of it as a creative challenge. Here are nine other ways the creative marketer can engage and delight their fans and customers without spending a dime.

1. Ask Questions

One of the primary reasons your customers become fans on Facebook is to have a channel to interact with your brand. Make it easy by asking them questions and giving them a reason and an opportunity to start a dialogue. Asking questions on Facebook can be a great way to gather valuable customer feedback about your company, but can just as easily be used to have a little fun. Think about the kinds of things that will get your customers talking and start the conversation!

2. Provide Exclusive News

People love to feel in the know or ahead of the curve. Have a new product coming out or an upcoming sale that hasn’t been announced yet? Reward your Facebook fans by sharing the news with them a few days early.

3. Lift The Curtain 

In the same vein, giving your fans a behind the scenes look at your business can be a great way to start conversations and make them feel special. Day to day activities that we take for granted might actually be fascinating to many of your customers. It doesn’t have to be directly related to your business, though. Do you or any of your employees have interesting hobbies or community service projects? These kinds of stories make for great Facebook content.

4. Let The Games Begin 

What’s more delightful than playing games? There’s a reason social games like Farmville and Mafia Wars have taken over your Facebook newsfeed, and there’s no reason you can’t get in on the fun. Try asking your fans trivia questions or challenging them to take pictures of themselves and their friends using your products or visiting your locations. Facebook doesn’t allow contests that aren’t run through 3rd-party applications, but there aren’t rules against playing games for fun.

5. Rally Around A Cause 

If your company already contributes to a charity with any sort of regularity, why not get your fans involved? Cause marketing is an extremely powerful way to engage your fans, make a difference, and give your brand a bit of personality while you’re at it. Try tying your donation to fan activity by pledging incremental donations when your fans like your status. Don’t know what cause to support? Take a cue from idea #1 and ask your fans for their input.

6. Give Credit Where Credit Is Due

Simply recognizing your fans is a great way to bring smiles to their faces. In fact, recognizing a winning fan can be a great “prize” for the games in idea #4. Consider selecting a fan every week to feature on your wall and thank them for their support. A little goodwill goes a long way.

7. Be Responsive

Another form of fan recognition that is often overlooked is to respond when they leave a comment on your wall. While it may be obvious to respond to a direct question, responding to other comments might not be so intuitive. If a fan leaves a compliment on your wall or responds to one of your status updates, take the time to acknowledge it. There’s no better way to show your customers that you’re listening.

8. Take It Offline 

Does your business have a physical location? Would what you do be interesting to your fans? Behind the scenes tours are a great way to reward them. Perfect for everything from restaurants to artists workshops to manufacturing facilities, selecting a fan on a regular basis for an exclusive behind the scenes tour is an awesome way to get them to interact with your page. As an added bonus, your fans will be inclined to share this experience with their networks and you may even earn some new customers in the process!

9. Don’t Give Away The Farm, Give Away A Dozen Eggs Instead

Okay, so technically this costs money, but the point is it doesn’t have to be a lot. What little rewards might you have that fans will appreciate nonetheless? T-shirts, USB drives, a small discount off their next purchase…little rewards have the ability to delight your customers as well. Small rewards also give you the opportunity to do more promotions on a recurring basis. While one large sweepstakes may create some buzz and make one winning fan really happy, a lot of small ones make it so the fun doesn’t have to end.

 

Rise To The Top With Facebook EdgeRank

This post was originally published on the VerticalResponse Marketing Blog.

Facebook can be a great place to market your small business; many of you have set up fan pages and are actively building a Facebook audience. One thing you may not realize, though, is that not all of the messages you share on Facebook are being seen by your fans. In fact, many of the posts you share on your Facebook page will only be seen by a handful of people, regardless of how many fans you have. If you want to know why this is and what you can do to optimize your posts for maximum reach, you’ve come to the right place.

For the personal profiles of your fans, the default setting on their newsfeed is set to display what Facebook considers “Top News.” Users have to manually select “Most Recent” to see all posts from their friends and pages that they are a fan of. Unfortunately, most don’t. To determine what posts end up as top news, Facebook uses a proprietary formula named EdgeRank. While the exact science behind calculating EdgeRank is a secret Facebook won’t be sharing any time soon, we do have a decent idea of the kinds of things that make an impact and what you can do to affect them.

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Affinity: Affinity refers to the strength of the Facebook relationship between users. The more a fan interacts with your page by liking or commenting on your content, the higher the affinity will be between them and your page and the higher the chance that your posts will continue to appear in their newsfeed.

What You Can Do: Encourage conversations with fans on your page and start a dialogue. If a customer leaves a compliment on your page, don’t just let it end there. Thank them and start a follow-up conversation. The more interaction you have with individual fans, the more prominent your posts will be in their newsfeeds.

Popularity: As more people engage with any given piece of content, the more popular it becomes in Facebook’s eyes. So, as a post receives more likes and comments, it has a greater chance of showing up in the newsfeeds of other fans.

What You Can Do: Figure out what kinds of posts get the most reaction from your audience and be smart about what you post. Use Facebook Insights to see which of your posts saw the most activity over a certain time period. Was it the article you linked to about new regulations in your industry or was it a post on a project you’ve been working on recently? Use your findings to shape your Facebook posting strategy.

Type of Interaction: Feeding into how Facebook determines post popularity is the value that they assign to different kinds of interactions. Since typing actual thoughts on a post in the form of a comment takes more effort on the part of your reader than pushing a like button, posts with more comments are going to take precedence over those with simply a lot of likes.

What You Can Do: Try to share things on Facebook that encourage conversation or require some sort of answer to interact with. Rather than just using Facebook as a broadcast medium, ask your fans questions and get them talking.

Weight: Some kinds of shared content are weighted more heavily in EdgeRank and therefore are likelier to make it into top news. Again, we can’t be 100% sure what content types are best, but a reasonable assumption is that Facebook rates videos, photos, and links higher than plain text status updates.

What You Can Do: Use photos, videos, and links as often as possible when posting to your page. Even if the main objective of your post is something else, say a question you’d like answered about what features your fans would like to see in an upcoming product release, try anchoring it with a relevant image that will catch your readers eye. Posts of these types also encourage more interaction, so it’s a win-win when it comes to lifting EdgeRank.

Timeliness: The last piece of the EdgeRank puzzle is also the most intuitive. The older a post is, the less likely it will appear in the newsfeeds of your fans. If a post is getting a ton of engagement and therefore satisfying the other EdgeRank criteria, it has a chance of sticking around. But, for the most part its safe to assume that yesterday’s news is, well, yesterday’s news.

What You Can Do: Be strategic about when you post to Facebook to maximize when your audience is most likely to see your updates. There are studies out there that purport to have found the best time of day to post on Facebook, but the fact of the matter is it’s different for every business. Post updates at varying times over a month or two and see which ones get the most reaction. This will let you know when your fans are most active.

Like any other marketing channel, there is no silver bullet or one size fits all approach to Facebook. That said, by testing different things, you can begin to put the puzzle together and get the most out of your efforts. I’d love to hear about the successes (and yes, even failures – we’ve all experienced them) you’ve had with Facebook.