Facebook’s growing mobile clout

2012 has been predicted to be the year of Social, Local and Mobile, and social networking behemoth Facebook which has been integrating local populations, causes, interest groups and brands has started to find its voice in the mobile world too.

Large number of people going mobile worldwide and in India alike hasn’t dented the prospects of Facebook. Instead, it has become the most trusted choice of mobile users when it comes to engaging with mobile applications. According to the latest data released by Facebook, more than 60 million users engage with mobile applications via Facebook on a monthly basis. To put that into perspective that is 320 million times per month ever since the mobile platform was launched last year in October 2011. These users use their Facebook credentials to log into native applications be it on Android or iOS, or use mobile web to access these applications. According to Facebook 425 million users actively access Facebook through their mobile devices.

Facebook credentials offer users an easy way to register on these apps and circumvent the tedious process of sharing their particulars. No doubt Facebook has managed to gain the trust of users despite some privacy concerns which have been raised from time to time. The trend is all set to grow stronger as more and more applications hit the market every day for mobile users.

The story of missing Facebook fans

So, you have been on Facebook for quite some time and even got a business page setup for your brand in one proud moment. You expected people to like your jokes, share your photos and comment on your posts, as they have been doing on your competitors Facebook page.

However, nothing seems to be working and the loneliness if starting to hurt your brand. Well, failure at community management is the most common mistake committed by brands. This hurts their chances to make any breakthrough in lead generation, client servicing, and becoming a brand that is social and connected.

Why this happens?

  1. Lack of Objectives: Facebook is a great marketing platform or that’s what you heard from someone. However, don’t forget that the rules of marketing still uphold for the social network. Start by defining your social media objectives. What do you plan to do with your Facebook page and the SM identity in general? What are the end objectives? Thinking about these questions would help you define your branding and content strategy.
  2. Push Strategy: Give your fans what they want and not what you are. Post what you core community is interested in and not just what you are good at. Bottom line is do not hard sell trying to make a traditional sales pitch. Be social and become part of the conversation!
  3. Know your community: Make use of range of free analytic tools like Facebook Insights,  SocialMention and Google Alerts to know where your community resides and what they are talking about. Start listening to their conversations on social networks, blogs, forums and jump in where ever you can without being too nosey.
  4. Have a content strategy: Develop a social media calendar for your  content strategy that could deliver high engagement levels i.e. where users willingly choose to embrace you brand. You can do that by developing Facebook apps, coupons, contests, videos, cartoons etc. Your fans or their friends will always trace back the links to your online identity getting you more traffic and viral engagement. Never abandon your Facebook page and always keep it updated.

Remember social networks like Facebook helps you embrace social i.e. relying on users recommendations and likes to give thumbs up to your products and services, so that even their friends become positively disposed towards your brand. Can you choose to ignore it?

Viral on Social Media

I will just give you a few tips here. You need to follow these as the golden rules and you are bound to get viral traffic. You need people to go viral and if you don’t have people, then no one is talking about you. If no one is talking about you, you can’t go viral. Follow these steps to go viral.

7 GOLDEN RULES

1) Build a very strong fan base (strong in quality and quantity)

2) Keep your fans / followers engaged by quality content – Something that They like (not you)

3) Your content should be based on a theme, if you have multiple themes, then it is better to have different channels

4) Reward good fans – Have contests, loyalty programs – give prizes and appreciation – lots of it.

5) Listen to what people are talking about you – If it is bad, correct it. If it is good, stick to it and evolve.

6) Be prompt in replying to fans – Delay causes frustration and bad sentiments emerge

7) Give the human touch – The most important piece of Social Media

You can use any medium, i.e. manual, applications, widgets, micro-sites, emails etc. but if you follow the above mentioned, you are bound to go viral.


SOCIAL MEDIA ENGAGEMENT TIPS & TRICKS

We like to keep it to the point – so here are the details. If you would like to understand more, do visit our Contact Us section and communicate with us.

· Share high quality and relevant content with your fans – Everyday

· Do not SPAM, i.e. talk about yourself too much

· Develop a theme and stick to it

· Understand timing – Do not post when nobody is reading

· Communicate via Photos and Videos – they really can substitute thousands of words

· Use applications like Notes, Events, Polls etc – but, only where they make sense

· Ask open ended Questions and incite fans to answer them

· Track insights everyday – See trends, analyze and improve

· Give away prizes – based on contests or any criteria that suits your style

· Encourage fans to come back every day

· Do not repeat content or same message again and again.

· Allow fans to share pictures and videos on your page.

· Be Prompt – You need to answer your fans very very fast. They expect it.

· Do not tolerate misbehavior on your page – and let all your fans know about it.

These are just a few tips and tricks on how you can effectively engage your fans. The true power of Social Media is that fans are talking to humans and not machines. They need the human touch and that is what you got to give them.

We specialize in such engagement and have created several records when it comes to maximum interactions as a percentage of total fan page.

FACEBOOK PAGES – INVITE YOUR MAILING LIST

Facebook’s latest Import Contacts for Pages – How business should use it. Here are some stats

· Usual email campaigns get about 2-5% click through rate

· If the email database is not registered, the % can be lower than 1%

· Not registered database (who have not signed in for opt-in) will not encourage SPAM, leading to black listing

· Facebook page conversions (people who visit the page and LIKE it) can be around 40-70%

· Thus, for a registered email database, the final conversion can be about 1 to 3.5%

· This means that 1 million registered email users can get about 10,000 to 35,000 new users

HOW TO USE THIS FEATURE

· Use it only for registered opt in users, not to everyone.

· Don’t use the feature multiple times, it will irritate your opt-in list, just use it once, or max twice (with a gap of at least a week)

· Facebook page should have something unique (Think why will an opt-in user join your page when he can get all the information in a mail.

These are just a few tips and tricks on how you leverage the new feature and ensure that it gives you maximum returns.

We specialize in such engagement and have created several records when it comes to maximum interactions as a percentage of total fan page.


SOCIAL MEDIA INVITATION STRATEGIES

Let us first tell you that this part is the most important one, if you are looking to grow your brand awareness via Social Media. If you can’t attract users, then you can’t have lots of fans. If you can’t have lots of Fans, then you can’t have lots of interactions. If you don’t have lots of interactions, your brand will not spread by word of mouth – and if that does not happen, then you end up paying huge sums of money

I have worked with clients who have been paying 8-20 times more to get a user to become a fan! So this means that if your marketing target is 100,000 fans, then you are paying this 8-20 times factor for 100,000 fans.

Here is how you need to attract fans – Believe me, there are no two ways about this (unless you are a very well know brand already)

· Facebook Ads – Set aside money for Ads – You need to spend money to get the critical mass on your Facebook page. Applications that promise “viral” traffic also need to spend, so if they are also spending on Facebook Ads, then how can you escape

· Research – Once you decide on your budget, then start your research – Understand who will be interested in your page – Who means a lot of things – Age, Sex, Hobbies, Interests, Country, City etc. It does not end there – This is a factor that varies every minute of the day. Here is an example – You are a potential target for a “Games” page right now, but you may not be a potential when you are in the office on a Monday morning.

· Ads creation and Optimization – This part is best left to experts. Creating Ads and optimizing them is an art. I can target the same profile of users and pay 5 times less than what you are paying. Simply because I know how to create Ads, optimize the Ads and monitor them to update them regularly. If you really want to save a lot of money, contact an expert.

· Monitor – Facebook provides lots of reports so track everything. Track your cost per click, cost per fans – The user profiles who like your Ad…. Everything. Once you start monitoring, you will see patterns. Good ones and Bad ones. Keep the good ones and discard the bad ones.

I cannot emphasize enough on this topic. If you have to really create a brand on Facebook, you HAVE to follow the above mentioned steps.