Social Marketing and Facebook – Finding the Bottom Line
Are you overwhelmed by all the headlines, blogs and consultants proclaiming that everyone must jump on the social marketing bandwagon? Are you uncertain how to fully incorporate social media into your online marketing strategy? If you are, don’t worry – you are in good company. Over 85% of companies surveyed by Harvard Business Review admitted that they were not effectively using or even incorporating social media into their marketing mix.
That said – aside from taking up meditation to relieve stress – it’s probably a good idea to start looking at effective social marketing approaches and see how they can work for you too.
Fortunately, the social media giant Facebook, provides ample opportunities to get involved in social marketing.
Let’s take a look at some of these opportunities.
Making Fans out of Friends
ComScore and Facebook just released a white paper “The Power of Like”, which discusses the incredible impact Facebook Fans and Friends of Fans are having on brand marketing.
One of the main lessons from their research is that companies distributing marketing content to existing Fans via the Facebook Newsfeed – which incidentally is the most viewed section on Facebook – reach much further than just their existing Fans. Their branded content is also viewed by a very significant amount of non-Fans or Friends of Fans.
Let’s take an example. Say you have 100,000 Fans on Facebook. You crank out news, promotions, videos and other marketing material to your Fans via your Facebook Page. Of course, it doesn’t cost you anything as you probably already have the content available for other advertising or marketing mediums. So it really is a no-brainer.
Now for some numbers– but don’t worry, it’s not too complicated:
- According to ComScore, approximately 16% of your Fans see your Facebook content (provided you are posting 5 days a week). So we should have 16,000 views for you.
- Now, there is no way to know how many Fans will Like and share your content. But let’s be optimistic and assume it’s a really good video or sales promotion, and 10% of your Fans click Like.
- According to ComScore and Facebook, 12% of Friends on Facebook will see any given update in their Newsfeed and people have on average 130 Friends.
So, in our scenario this translates into a whopping 24,960 non-fans viewing your branded content. And that is in addition to the original 16,000 Fans you already reached. And even if less than 10% of your Fans shared, you still would have very significant reach and influence far beyond your Fan base.
The ComScore/Facebook whitepaper concludes that the value of your Fans lies in the ability to:
- Increase depth of engagement and loyalty among fans
- Generate incremental purchase behavior
- Leverage the ability to influence Friends of Fans
Kampyle and Facebook Connect
An additional avenue for leveraging the power of Facebook marketing is available to Kampyle customers using Facebook Connect in their feedback forms.
Facebook Connect enables Facebook members to access other websites and channels with their Facebook id. The channels that are visited, can also post to the visitor’s Facebook page thereby reaching all their Friends as well (if permission is granted to do this).
Kampyle has integrated Facebook Connect with their feedback forms thereby enabling any visitor to your site, to quickly and easily provide Facebook contact info in your feedback form. Once the visitor leaves their feedback, you can post a branded message in their Newsfeed promoting your products or services to their Friends.
As mentioned earlier, 12% of their Friends will see that message, greatly broadening your marketing reach and influence.
An additional benefit of the Kampyle/Facebook Connect integration is enhanced social leads monitoring. The Kampyle Lead Dashboard now provides comprehensive data on how many feedback providers connected via Facebook and posted about your company (Shares). It also shows how many new visitors were generated by branded messages posted by you on the feedback provider’s Facebook wall.
This integrated solution represents just one of the many ways that Kampyle can generate real value for your sales and marketing teams.
To discover how Kampyle can transform your online assets into social marketing machines, contact us TODAY!
New to Kampyle? Request a Demo!
You are welcome to request a tailored live demo to meet your business needs. Our experienced consultants give you actionable advice and a thorough
overview of Kampyle’s Feedback Solutions.