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Building Buzz on Facebook: Getting Liked and Shared
Moderator: Danny Sullivan
Q&A Mod: Manny Rivas
John Yi from Facebook
FB = Facebook
John manages the API program at Facebook. Heâ€™s asking for ppl not to screen cap his slides since heâ€™s not run them by his corporate folks.
Think about FB in a different way, theyâ€™re unique. Marketers have ads, pages and platforms to use API tools on. His tools help marketers reach out and do activities on pages. Fans are important and valuable when they impact their friends. Website visitors are more valuable when they impact their friends.
John bought snow board lift tickets online and a box popped up after his transaction that asked him did he want to add his purchase to his FB page. He did and his friends saw his ticket buy and bought lift tickets as well. There was value to that transaction for the ticket company, his friends got tickets and he got ppl to go skiing with him. Win for all.
FB brings additional incremental value in these types of transactions. Use these in the optimization of your ad buys.
He starts by asking why people like your FB page. No magic bullet to getting fans, itâ€™s a lot of work and dependent on the quality of your pages. Target your fans.
Be sure to ad FB buttons on your site pages, add thumbs up like button. What can you do with your offpage fans to interact on FB? Add signs to your business, add to the bottom of your receipts, add to your barcodes/smart phones.
Inform people about mobile shortcuts. FB has changed its promotions policy, you need to go thru FB apps you can do just about anything. Gregâ€™s big take away is to create fan only info.
Need to offer value on your FB page, offer exclusive content to ppl who like your pages. To help you create fan only content use companies like involver
Promote fan only content via email. Greg likes to increase his â€œlikeâ€ rates by buying SU ads. Itâ€™s only a nickel a visit, conversion is 1 â€“ 2.5 %
Use Twitter to promote your FB pages and encourage likes. Can you use â€˜dealâ€™ sites like dealspl.us to drive people to your FB pages, they have to like your pages to get the deal.
Heâ€™s going to talk about the different types of pages on FB, going to focus on business pages.
Tools, case studies and the best times to post
If youâ€™re not a celebrity you need help to get buzz to your FB pages. Tools cropping up, theyâ€™ve created one called Epicenter. Contests, sweepstakes, polls, anything to get your pages to go viral and create buzz.
Have unique content with an offer? Make users like the page before giving them the offer/coupon. When you use these tools it increases likes 50 â€“ 90%. They call this â€œlike-gatingâ€ â€“ meaning you put up a gate before users can see the content/take part in the promotion. See this concept live facebook.com/sayitsocial
Other tools that help you create promotions to drive â€œlikesâ€: webtrends, involver, pagemodo, buddy media.
Gave some case studies: Bald Head Island Giveaways, this is an ongoing promotion if you want to see the â€œlike us before we give you the good stuffâ€ type promotions. Once they implemented the â€œlike-gateâ€ promotion 1733 % increase in the # of likes.
Buying FB ads will help push your promotions and contests on FB and drive more people to your pages.
Wednesday seems to be the biggest day of the week for getting â€œlikesâ€. 65% of FB users access FB when theyâ€™re not at work, usually during morning or after 5 pm.
Best to test when your users are online.