There is no question customers are on Facebook, talking about your brand and products, influencing and being influenced. Nearly one in five shoppers search their social networks for information before making a purchase. Most brands now recognize the need to “fish where the fish are.” But how to fish is still in question. Most branded Facebook pages still seem only to check a box on a marketer’s checklist. Upload a logo, post some pictures, attract fans: check. Fish where the fish are: check. To be effective on Facebook, brands need a deeper strategy. Here are three Facebook truths to keep in mind before beginning to build yours.
- Facebook is not a strategy. It is a tool within your larger brand strategy. Facebook engagement should fit into your overall customer engagement strategy, marketing, and business goals – and should be measured using the same metrics.
- Facebook is not a popularity contest. It may seem like the brand with the most fans wins, but gathering a large number of fans is not an end goal – it is simply an enabler. Facebook fans are like email newsletter subscribers – it is permission marketing, simply an opportunity to engage customers. It is the quality of this engagement that drives results.
- Facebook is not a megaphone. It’s not a one-way channel, like a TV spot or banner ad. Facebook is a conversation, and it already started. If your Facebook page is a one-way stream of discount codes and product callouts, you’re basically crashing a party to hand out coupons. And you’re missing out on a chance to build a relationship with your customers beyond a one-way broadcast.
Recognizing these truths, many brands’ Facebook strategies have matured enough to see the need for conversations. Still, most brands are doing this by engaging customers one on one – usually through problem solving and customer support. Not only does turning your Facebook page into a call center and create lots of noise (often irrelevant to other visitors), it encourages posts that aren’t usually the type of content you want dominating your wall. Responding to customer complaints does show others you are listening, but if that’s all you are doing, visitors may look for brands whose customers have less to complain about.
So, now what? How do you start conversations on Facebook that drive real business results – increased sales, decreased returns, higher customer satisfaction and loyalty? Here are three tips to get started.
- Give conversations a product context. Users expect a conversation on Facebook, yet you want to drive business results. One way to meet both expectations is to encourage customers to talk to each other about your products, and one powerful way to spark these conversations is by actively inviting users to share customer knowledge, experiences and reviews on your Facebook page.
- Give your advocates a bigger audience. Every customer can be an influencer, and Facebook can be a wonderful platform for connecting your advocates with a bigger audience to increase their influence. Our client TurboTax asked customers to post reviews on Facebook, and found that consumers were four times more likely to click on these posted reviews than on an ad. Additionally, 80% of people who clicked through to the TurboTax website hadn’t used TurboTax before. Syndicate customer reviews and stories collected on Facebook back to your ecommerce site, and vice versa, to spread your advocates’ influence as far as possible.
- Drive customers from Facebook back to your site to buy. You are fishing where the fish are; now bring them home to cook them (so goes the crude analogy). While some Facebook users may indicate a reluctance to buy on the social network, this preference may change. For now you can bring customers from Facebook directly to your site. Keep product pages one click away from customer reviews to send Facebook-influenced shoppers directly to your purchase path. Our client Benefit Cosmetics includes a “Buy it now!” button with their product reviews on Facebook, sending customers directly to the product they are looking for.
To truly leverage Facebook’s potential, marketers must recognize the conversational context of the network, while simultaneously directing conversations toward products in ways that convert.
We surveyed top CMOs in The CMO Club to get the real story about how they use social media — and their answers (and honesty) may surprise you. Join us February 2nd to hear about the results and see what’s most important — and most impactful — to top CMOs.