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The Facebook Marketing Challenge
Market Sentinel Summer Reception23rd June 2011
@marketsentinel#sentinelsocial
The challenge is two-fold
Most brands feel the need to be on social media - where to concentrate your efforts?It’s hard for content to go viral on Facebook - why is it still essential for you to engage?
Most brands feel social media is an important place for them to bePR Week Social Media Survey 2010 - 71% of marketers are already using social media tools
Social networks are where people spend their time online
86% of online users have a social networking account and 46% use it dailyOnline users spend the most time on social networks – 4.6 hours per week
Source: TNS Global Digital Life Survey – Drivers of Online Behaviour
Succeeding on Facebook as a brand requires a strategy
Be clear of your goalsEstablish metrics – determine which approaches are worth investing inUse results to re-align your overall strategy
Engage your customers across channels
Facebook for brands
CRM
Market Research Community
Marketing/ Communications
Your approach needs to reflect your fans’ level of engagement
The Invisible BrandCustomers feel indifferent to the brand,has no inherent “talkability”
The Useful BrandCustomers engage only when they are using the brand
The Adrenalin BrandCustomers are passionate about the brand and feel part of a community
Invisible Brand Useful Brand Adrenalin Brand
CRM
Market Research
Community
Marketing/Communications
: indicates what proportion of efforts brands should concentrate on each approach
Use Market Sentinel’s Brand Effectiveness Matrix to concentrate your efforts
It’s difficult for a brand page’s content to go viral on Facebook
Facebook fan numbers can not - and should not - be taken literally
Facebook determines which messages are displayed on fans’ news feeds using the EdgeRank algorithm
Most messages only reach engaged fans
Without engagement metrics, brands cannot gauge the success of their fan page
RecencyAffinityScore
InteractionRanking
, ,Relevanceof Content
People aren’t on Facebook for brands specifically
Top 10 brand pages only have 0.04% of fans contributing content in a month. Source: Market Sentinel internal Research
29% of users actively look for brands22% of users find brands intrusiveSource: TNS Global Digital Life Survey – Drivers of Online Behaviour
The Facebook friend graph structure isn’t helpful
The average user only has 130 friendsSource: Facebook statistics
People are friends on Facebook not because of similar interestsAkin to “word of mouth” distribution, limited by networks
You need to reach a large number of people before messages start being propagated
Facebook’s EdgeRank helps by putting news in the feed when enough friends have interactedYou need to invest in advertising to reach enough people
Facebook ads offer impressions but not clicks
Facebook advertising CTR - 0.051% Google Adwords CTR - ~2% Source: Webtrends, Google Adwords support
Mainly for raising awareness
Facebook is the platform for emotional engagement with users
Google is successful for paid search - has no emotional/personal contextTwitter communities form around shared interests.More public and commercial = less personalFacebook communities form around friendships and strong affiliations
It’s about the people, not the platforms
Social media is about the personalities and brands which create conversationsIt is the conversations around their passions that unite people.Platforms disappear (Bebo & Myspace) but people’s interests and passions are perennial
Market Sentinel has the expertise to advise on...
Making your Facebook fan page an engaging space where users want to interactDeveloping communication guidelines for your fan pageModerating your fan page successfullyIdentifying your most effective messagesRecognising when direct contact with users is needed
Powerful Analytics. Delivered by Humans.
Mark Rogers, [email protected]
+44 (0) 20 7793 1575www.marketsentinel.com
@marketsentinel#sentinelsocial
