Facebook Case Study, Part 2: Engagement, Measurement and Dos and Don’ts

This is a guest contribution from Stacey Cavanagh, Digital Marketing Manager for Tecmark. Read Part One, on setting objectives and building your audience.

Incentivise & Engage – CONTENT!

 

Ok, so someone in your target demographic has clicked on your Facebook ad and found your page. Now what?

Why would they ‘like’ it? What’s in it for them? It could be:

  • Discounts and offers
  • Exclusive products
  • Information
  • Entertainment
  • Competitions

Give them a reason to want to keep in touch with you, something they cannot get anywhere else.

Note: familiarise yourself with Facebook’s terms of service in regard to competitions. You’re supposed to run them through apps and not just on your wall.

Discounts, offers and competitions are all pretty straightforward incentives. But content can be used as an incentive too, depending on your audience.

On the 8ball Facebook page, we regularly feed through blog posts from the 8ball post. 8ball’s audience keeps up-to-date with entertainment news, likes a satirical approach to reporting and has a particularly open-minded and highly tolerant sense of humour. We know 8ball’s audience and we know their sense of humour. We tailor any content we share to that. We’re sharing a mixture of content, both from our site and from other people’s sites.

8ball’s audience knows they’ll get entertaining content from the 8Ball Facebook page, as well as Facebook exclusive discount codes and they’ll find out first when 8Ball launches a new range.

Understand your audience, understand what they want and use your Facebook page to give that to them.

Once a user has ‘liked’ you and agreed to receive your updates on your stream, you need to use the content and incentives to keep them engaged. A number of commonly applicable tactics include:

  • ‘Ego baiting’ – writing about your fans and users. That gives the subject of your content a reason to share with their friends.
  • Ask them questions! This is a great way to give them a reason to talk to you.
  • Respond when someone talks to you. Whether it’s a customer service request, a quick question or even just a ‘good morning,’ getting back to your audience lets them know there’s a real person behind the logo and this adds so much weight to interaction on social channels. Even if you’re only referring the user to a customer service number or email, at least respond!
  • Use their names. Facebook gives you your fans’ full names. If ‘Sarah Smith’ asks you a question, use her name when you answer. ‘Hey Sarah.’ Again, this just adds a degree of personality to your channel and makes your audience feel as though they know you.
  • Update your page frequently, but not so frequently you’re spamming their stream! There’s a fine line here and part of learning how often is too often will be trial and error. Different audiences prefer different update habits and frequencies.

Analysing Results

Essential tools:

Referring once again to 8ball’s campaign, we set two major objectives at the outset:

  • Generate sales as the result of Facebook activity
  • Incite conversation about 8ball on social channels

For that reason we measure:

  • Sales as the result of someone visiting the site directly from Facebook and making a purchase (through Google Analytics).
  • Conversion rate (8ball’s Facebook traffic converts to a sale at almost 2%, which is better than we projected).
  • Assisted conversions: Assisted conversions within Google Analytics are an excellent means of assessing revenue indirectly generated as a result of social activity. Let’s consider the following scenario:

A user finds 8ball’s Facebook page as the result of one of their friends sharing content. They visit the Facebook page and click through to the website. The user leaves the site after browsing but without making a purchase. This user later searches for 8Ball in Google, clicks an organic result, goes to the website and makes a purchase. This is a purchase that would be attributed to organic search. But now, thanks to multi channel funnels within Google Analytics, we can see that this conversion was assisted by social media.

  • We also measure, using the social mention websites named above, how many people are talking about the 8ball on various social platforms and keep a record of this month on month.

  • We also use Facebook Insights as a means of establishing which pieces of content we shared had the most interaction. This enables us to gain a more in depth understanding of the types of content our users like the most and feel the most inclined to share. This is all part of the process of getting to know your fans.

Once you have all the data for the previous month, you need to get to grips with it and use it to assess what worked and what didn’t. Then set some objectives for the next month on that basis.

Dos and Don’ts

  • Do be prepared to invest cash into Facebook advertising
  • Do add some personality to your updates
  • Do make sure you have links to your social profiles on your website
  • Do update regularly
  • Do expect to make mistakes! Every social audience is different and you need to get to know yours
  • Do use people’s names when talking to them
  • Do respond to queries, questions and comments
  • Do use images, your address and even staff names to add personality to the logo!
  • Don’t make it all about you, you, you! Yes, it’s your page. But if every single post is self-promotional you risk alienating your audience. The hard sell doesn’t work on Facebook. It’s like trying to sell your products to people standing at a bar talking to their friends!
  • Don’t ignore users. It looks terrible and takes that level of personality away.
  • Don’t update too frequently. If people login to their Facebook accounts and their stream is completely saturated by YOU, they could be tempted to ‘unlike.’
  • Don’t expect to get it right the first time. You’ll need to get to know your audience.
  • Don’t start out without clear objectives.

Full disclosure: the case study mentioned toward the end of this post, 8ball.co.uk, is a Tecmark client, the Facebook campaign for whom I am personally involved with. This is a campaign ‘in progress,’ and is a quickly growing Facebook page. All statistics are shared with consent.

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