The Latest Facebook Marketing Advice from Dennis Yu and Jason Keath
I attended Webtrend‘s Facebook Session during Internet Week NY and learned a bunch of surprising statistics. Dennis Yu and Jason Keath gave a summary of the latest developments and opportunities in the Facebook world.Who’s Using Facebook?Of Americans over the age of 12:
- 53% use Facebook
- 8% of Twitter
Who Fans Companies and What Do They Want?
- 84% of people who become fans are existing companies
- 83% want offers and exclusive benefits (Things they can get only by liking your page.)
- 36% say they use a product more often after becoming a fan
- 92% of people who were satisfied with a fan program will tell a friend to become a fan
Nobody is Reading Your Posts
- 98% of wall posts from your friends and pages don’t show up on your wall (according to Facebook). That means somewhere between 2-5% of your posts get through to your fans.
- The ones that do get through are ranked by popularity, the ones with the most interactions show up in your fan’s feeds. This isn’t Twitter! Don’t post articles of general interest, post topics that provoke likes and comments.
- Stories with a touching emotional story & provocative debates get 2-3x the interactions
- Important sports wins & simple questions get 1.5x-2x the interactions
Facebook Ads
- Images are the most important element of your ad. So test multiple images!
- Change your ad creative every week. There’s a dramatic decline in CTR after 3 days
- Avg CTR of ads targeted to non-fans .05% (lower than the average banner ad)
- Avg CTR of ads targeted to fans .35%
- Sponsored links are the most effective ad units. (But I find them creepy!)
Your Budget
- Average cost of acquiring a fan is $1.
- The majority of your budget should be spent on fan nurturing.
Put the Like Button Throughout Your Site
- If there are only a few clicks you should show the number of likes.
- If there are thousands of likes, hide the number to encourage clicks. People like to be among the first to like something.
Tracking TipYou can now embed Facebook’s tracking code throughout your site. This allows you to track Facebook users who send links to their friends (even privately). Go to your Insight dashboard > Add a domain and get the code snippet.Jason Keath’s Slides