More Related Content Similar to 10 Ways To Improve Your Facebook Reach - by Mari Smith at #SMMW13 (20) More from Mari Smith (20) 10 Ways To Improve Your Facebook Reach - by Mari Smith at #SMMW132. Why is REACH important?
Radio station claims 200,000 listeners
TV station claims 2M viewers
Newspaper claims 150,000 readers.
100% accurate?! NO!
75% accurate? Good enough to make
informed decision!
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3. Facebook reach
“Reach is probably measured way more
accurately on Facebook than on any other
media.”
- Emeric Ernoult
founder AgoraPulse Facebook
CRM Platform and
writer for Social Media Examiner
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Photo credit: www.chinwag.com (via Flickr)
4. FAN reach vs. Organic reach
Fan reach = # of fans of your page who have
seen a post
Only available via the downloadable Excel file!
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5. Fan reach vs. ORGANIC reach
Organic reach = # of people (fans and non-fans)
who have seen a post
Visible under each post to Page Admins
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6. Bonus Tip
Break news, be prompt,
create highly shareable
content relevant to your
audience
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7. #1 - Track TIMING & FREQUENCY
Insights – where are the “high traffic windows?”
Use a simple spreadsheet
Top reasons fans hide posts?
Posting too often
Posting off-topic
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8. Method of timing?
Spreadsheet example
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Credit: www.getpostrocket.com
9. New News Feed
Implications of new News Feed design?
Following feed
Interest Lists? (See #9)
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10. #2 – Test audience targeting
Choose one or more filters:
Gender
Relationship Status
Education
Interested In
Age
Location
Language
Audience size updates real time; minimum target is 20
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11. #3 - Vary content type
Text status updates
Short vs long
Photos
Videos
Questions/polls
Milestones
Events
Offers
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12. KEY POINT!
*NO* one size fits all
Must test, experiment,
track and measure
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13. #4 – Include CTAs
Calls to action
Two types:
(1) SOCIAL calls to action
to increase engagement on
Facebook
View full infographic at:
http://bit.ly/social_cta
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14. CTAs (cont’d)
(2) Calls to action to drive fans off Facebook:
increase opt-ins, clickthroughs, sales
Click here
Sign up today
Get your ticket
Join us at …
RSVP here
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15. KEY POINT re CTAs
Make your CTAs crystal clear
Stick to one CTA per post
Not, “Please add your comment,
then share this post with your
friends/fans, then click on this
link and sign up … then while
you’re there share some more!”
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16. #5 – Boost your response time
Invest in passionate community
managers
KEY = proper training: good
customer service but also
persuasive
Focus on PROMPT engagement
Replies to fan posts and
comments = money in the bank!
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17. Response rate stats
The volume of questions posted to Facebook has
increased by 26% from Q2 to Q4 2012.
45% of questions that companies receive on
social media are not responded to.
The average response time for companies on
Facebook is 13.7 hours.
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Source: sociallydevoted.socialbakers.com
18. “Socially devoted”
New standard of customer
care in social media
What does it mean?
Open to fans (wall on for fan/visitor posts)
Respond to >65% of questions on your fan page
Respond in a timely manner
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21. Top 10 Facebook brands
By answered minus
unanswered questions
Notice all companies
are outside the U.S.!
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Source: sociallydevoted.socialbakers.com
22. Mari says…
“Content is KING, but engagement is QUEEN
and she rules the house.” @marismith
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23. #6 – Pay for more reach
Promoted Posts
Personal profile
Fan page
Sponsored Stories
Video Ads
Like Page Ads
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24. #7 – Host events
“Office hours” / “The doctor is in”
e.g. Reply to questions between 10am-12pm and
3pm-6pm
Friday expert
A set time to drive
larger amounts of traffic
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25. #8 – Spotlight fans
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Fan page Friday
“Promote your business”
Fan of the week
Purpose = to create
goodwill/social equity;
make the page about
your fans, not you
26. ORGANIC REACH TIP!
Hosting a “Fan Page Friday”
or “Friday Expert” session
are both great ways to
increase organic reach
just prior to doing a big
promotion!
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27. #9 – Run a contest
https://www.facebook.com/gopro/
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28. #10 – Build an Interest List
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Populate with public profiles and fan pages
Center around relevant topics
Add your own page/profile!
Monitor regularly
– Remove irrelevant content
• KEY: Must educate fans and friends to
subscribe to the list and add to Favorites.
29. Facebook experts & resources list
• https://www.facebook.com/lists/1015058538286
0868
• 30,000 subscribers!
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30. Bonus Tip: page post notifications
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31. Helpful tools
• Page Analyzer
• http://page-analyzer.dk/
• Edgerankchecker.com
• HyperAlerts.no
• ZuumSocial.com
• PagerLever.com
• Crowdbooster.com
• Infinigraph.com
• PolygraphMedia.com
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32. Connect with Mari on these sites:
Facebook: www.facebook.com/marismith
Twitter: @marismith
Google+: www.google.com/+marismith
LinkedIn: www.linkedin.com/marismith
Mari’s website: www.marismith.com
Got questions?