Chasing Facebook fans
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Transcript of Chasing Facebook fans
“Likes that are attracted through promotions, incentives and competitions can negatively affect your brand’s
organic reach on Facebook.“
The unfortunate truth
Dilemma!What do I do now?
I want my audience to grow (faster).
I have a budget.
I don’t know where to spend to get the most value back.
“The familiarity principle”
Ad effectiveness that is dependent on your relationship with the endorser
Relationships remove decision-making
Selecting things based on quality is hard
Personal recommendation is the strongest influence on purchasing decisions
Seeing friends who have already chosen a brand makes it easier
“I trust my friend, therefore I trust their judgement.”
Especially important in areas of specialist knowledge
Reaching fans who like your brand but didn’t know your Facebook page existed is efficient
Thought Process:
I like that productI like that special offer
I like Moomins in generalDISCOVERY
I like Moomin Facebook contentI choose to ‘Like’ the Moomin Facebook page
Result: Genuine page likes
Leveraging existing or historical marketing campaigns increases efficiency of overall marketing effort.
The Journey
The content you post will decidewhether you can turn
LIKES into FANS
FANS into AMBASSADORS
More Ambassadors = More Word of Mouth
Summary
Focus on engagement: Always
Familiarity = Trust
Content is King
Conversation leads to higher spend per customer
Good content = Platform appropriate content
Don’t waste time pushing one way messages on Facebook
Thank you!
twitter: @EzyInsightsfacebook.com/ezyinsights
www.ezyinsights.com