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Webinar Recording- Brand Advocates on Facebook: Timeline, EdgeRank, Leveraging Superfans

Below is the recording of our recent webinar, "Brand Advocates on Facebook: What You Need to Know About Timeline, EdgeRank, and Leveraging Your Superfans." (Click here to view webinar recording on Slideshare.)

Featured Speakers:

Key Takeaways:

  • Brand Advocates are a different breed; They are 50% more likely to influence purchase decisions than other customers, 2X more active content creators, and 75% more likely to share great product experiences.
  • Facebook Timeline features give brands more real estate to boost advocacy such as pinning Advocate-generated content, showcasing Advocate reviews, and highlighting Advocate identification.
  • Even though these new Timeline features are valuable, 88% of Facebook fans never return to a brand page after "liking" it. Also, due to EdgeRank, only 16% of your fanbase see branded posts in their newsfeeds.
  • Brands can work around EdgeRank by giving Advocates content to share on Facebook (such as educational content, videos, offers, etc) and encouraging Advocates to create content themselves and then posting it to Facebook (such as reviews, testimonials, etc.) Though EdgeRank still applies to Facebook users, your Advocates will be reaching people in their networks that most likely aren't fans of your brand on Facebook.
  • By leveraging their Advocates on Facebook, brands are increasing reach, building their brand armies, boosting click through rates.

 

To learn more, download the whitepaper, "Turning Fans and Followers into Brand Advocates."

Even the Best Facebook Fan Page Engagement Rates Aren't That Impressive

"Most would probably agree that someone sharing a brand’s content with their friends is a high indicator of brand ambassadorship" says Doug Schumacher in a recent post from iMedia. The post highlighted last week's top ten brands with the highest engagement rates on their Facebook Pages. Disney came in first place at .27% with an image of a smiling Chesire Cat.

This may be impressive in terms of Facebook Pages (especially when considering the implications of EdgeRank), but if you want to see some jaw-dropping, make-you-wanna-get up-and-dance sharing percentages, engage your Brand Advocates.

On average, across all our customers, about 15% to 20% of Brand Advocates share content they create or is provided to them by brands. For example, 23% of CDW Advocates shared reviews they created.

This shows yet again that Brand Advocates are, by far, a company’s most engaged customers.

To learn more about leveraging your Brand Advocates, download our whitepaper, Turning Fans and Followers into Brand Advocates.

This Week in Social: Google+ Lets You Share Circles, How to Overcome EdgeRank

Google+ Now Lets You Share Your Circles With Others - The Next Web Obviously if you’ve created a master circle of funny people or tech bloggers, they’re perfect to share with a friend. If you’ve created a circle of ex-girlfriends, perhaps you won’t want to share that. This is very similar to Twitter’s list feature, and of course Facebook’s latest list upgrades.

Crack the Facebook Marketing Code: How to Overcome EdgeRank - ZuberRants

EdgeRank + Facebook updates = a big time marketing headache. What’s a social media strategist to do? Instead of spending time figuring out how to crack the EdgeRank algorithm, why not focus on a more scalable and valuable approach to Facebook marketing: getting your super fans to spread content for you.

Facebook Launches "People Talking About This" Metric, Premium Ad Unit & More - Search Engine Land

Facebook is launching a new “People Talking About This” metric for fan pages this week, designed to show conversations happening about a brand or page owner across the web. It’s part of an upgraded Page Insights tool. Also released is a new Page Insights API tool.

Social Business isn't a theory, buzz word, or "The Next Big Thing." It's an evoultion! - Michael Brito

Social Business is simply a natural business evolution. It’s why companies like Accenture, Deloitte, KPMG and others have been in business and profitable for several decades, and in some cases, over 100 years.  They help companies change behavior, improve processes and expand into new markets because the dynamic nature of business is consistently changing.

Facebook Users Beware: Facebook's New Feature Could Embarass You - Mashable

If you didn’t watch Mark Zuckerberg’s Facebook announcements last week — and of course the vast majority of Facebook users did not — you may be in for a surprise. Aside from the dramatically redesigned Facebook Timeline profile pages, which roll out in the coming weeks (and which I’ve grown to love), Facebook’s new system to auto-share what you do around the web may catch many Facebook addicts off guard.

-Cara Fuggetta, Marketing Manager, Zuberance

Crack the Facebook Marketing Code: How to Overcome EdgeRank

As a marketer, you may have heard of a small (and by small, I mean gigantic) obstacle to overcome in regards to Facebook marketing: EdgeRank- the algorithm Facebook uses to determine what content will show up in a user’s newsfeed. If you aren’t aware of EdgeRank and it’s implications, let me give you a brief breakdown (a more detailed explanation can be found here): The EdgeRank formula takes into consideration three variables:

  • Affinity (u): how often you interact on Facebook with that particular user (or brand page)
  • Weight (w): how much interaction on that particular post (likes, comments, etc)
  • Time (d): how long ago the post was published

Why EdgeRank is Important

According to Brandglue.com, 88% of Facebook users never return to a fan page once they click the “Like” button, meaning that most users consume branded content in their newsfeed (which EdgeRank determines.)

But here’s the kicker:

Each time a brand posts to their Facebook page, only about 16%-18.5% of fans actually see the post in their newsfeeds (Source: comScore, Facebook.)

Recent Decrease in Engagement

In addition to EdgeRank, another obstacle has sprung up for page owners since Facebook’s recent updates. As outlined in a Simply Zesty post, “Facebook Starting to Seriously Piss Off Business Page Owners,” many brands have seen a dramatic decrease in impressions and engagement on their Facebook pages, particularly for pages that do not invest in Facebook advertising. The new changes to subscribing, timelines, and friend lists mean that brand pages are barely showing up in user’s feeds any more.

How to Overcome Edgerank

EdgeRank + Facebook updates = a big time marketing headache. What’s a social media strategist to do?

SOLUTION: Instead of spending time figuring out how to crack the EdgeRank algorithm, why not focus on a more scalable and valuable approach to Facebook marketing: getting your super fans to spread content for you.

Identify your Brand Advocates not just on Facebook, but across all customer touch points: email, Twitter, newsletter, company website, product pages, etc. by asking them “The Ultimate Question,” How likely are you to recommend [brand/product] to your friends? People that answer a 9 or 10 on a 1-10 scale are your brand’s Advocates and social media marketing machines.

Arm your brand army with content and encourage them to share with their Facebook friends and/or other networks. This could be new product announcements, videos, offers, whitepapers, etc.

Superfans Mean Super Benefits

Energizing your Advocates to share on Facebook has some major benefits over pushing content through your Facebook page:

  • Increase reach and visibility. Posting content to your Facebook page reaches a subset of your fans who are already connected to you. Mobilizing Advocates to share to their networks allows you to expand the reach beyond your fan base and continue to build your brand army.
  • Increase click-through rates. Let’s face it…Consumers don’t trust marketers. They trust their friends. Which are you more likely to click on: a review on the new Kindle Touch posted by your friend or by Kindle's Facebook page?
  • Improve targeting. Instead hoping the right 16-18.5% of your fans see and interact with your posts, go straight to your Advocates who's genuine enthusiasm for your brand will motivate them to share and recommend to their friends.

 

Learn more about leveraging your super fans on Facebook by downloading our latest whitepaper, "Turning Fans and Followers into Brand Advocates."

 

 

-Cara Fuggetta, Marketing Manager, Zuberance