brightonseo - how to win fans and reach people

How to win fans and reach peoplePractical tips for Facebook

@jesstiles

Jessica Stiles

and finally, for a change of pace, let's talk about twitter. for more tips follow me on twitter.

Jessica Stiles

First you need ot engage so you get visibility. second you need to get people to your website for conversion. thrid, you ca try to do both but

Jessica Stiles

Determines if a post is displayed on a user’s news feed or not

Jessica Stiles

your have these posts. I know you do. problem is EVERYONE in this room has these posts, and probably a few of you the same one. Be different. be brand relevant.

Jessica Stiles

before you start anything, know where you stand NOW. get your data in order becasue social media is a science like any other OM channel.

Jessica Stiles

for example your blog

Jessica Stiles

voice break

A little story from Africa

Jessica Stiles

start with the words on the screenin europe, posted 3 times week. through just branding and customer service channel. wasn’t for traffic generation.then moved to africa. facebook is often the first interaction point with the internet, it is second to google as a search engine and for most website in the top 3 traffic sources. so i was forced to take it seriously.and I want to share with you what we have learned

Website &

resources

Facebook page

How to get social sessions?

How to get Facebook page likes

How to win fans

Buy page likes

Jessica Stiles

talk about the chart. be emotional, say no is shit. just dont do it.

New page likes 968 15,423 1493%Website clicks 24,741 4,431 -82%Organic reach 7.57% 6.91% -9.55%All sessions 1,387,120 1,247,286 -12%Cost per session

0.0008 0.0016 100%

Doing the math

* Based on 4 weeks of test data

Spending money buying likes leads to less website

traffic at almost double the cost per session

I want it to be free

SEO your

Facebook page

Use your owned media

Website

Jessica Stiles

so we did this for example on out site pulse nigeria

Emails

Confirmation pages

* Based on 5,000 sessions on desktop homepage, 300 sessions on confirmation pages and 1,000 sends of newsletter & transactional emails

CTR performanceCTR

Like box homepage 0.04% Nice to havesIcon header 0.01%Icon footer 0.06%Icon newsletter 0.05%

Icon transactional 0.20% Do thisConfirmation page

6.26%

Winning

Jessica Stiles

you have opportunities, but what is most impactful is bottom 2

Jessica Stiles

runs on allsports header

Jessica Stiles

testing on ST for rupu & pugiame

Link to your Facebook page at the end of every user journey to win fans

How to reach people

Jessica Stiles

summary what learned so far. then introduce next

Organic reach is declining

Jessica Stiles

you know organic reach is declining. explain the lines and the learnings

Edgerank simplified

Engaging posts

Clickable posts+

Jessica Stiles

why edagerank is important. you want clickable posts to get traffic. you need engaging posts so facebook sees your users are interested in your brand.if a post does not achieve one or both of these things well, don't post it.

Sessions

$

Engagement rate(likes + comments + shares /

reach)

Conversion rate

Reach

Fans

CTR

Step 1: Get engagement

Nogrumpy cat

Puzzle0.89%

engagement rate

Quote0.62%

engagement rate

Humour0.61%

engagement rate

Everyone can do this

TBT0.75%

engagement rate

Holiday1.00%

engagement rate

Birthdays2.89%

engagement rate

You can do better

NationalismNostalgia Culture

Jessica Stiles

tap into nostalgia, nationalism and culturefor birthday explain it work because people jump on board to also wish their celebrity a happy birthday

Engagement Rate

Humour 0.61%Quote 0.62%TBT 0.75%Puzzle 0.89%Holidays 1.00%Birthdays 2.89%

Be brand relevant

Connect on an emotional

level to your persona for

better engagement

Jessica Stiles

connect on an emotional level to get more engagement. which will lead to more reach and more visibility for your clickable posts,

Step 2: Get clicks

Brand

What is more clickable?

Product Category

Jessica Stiles

you can do blah, but what we found out - reorder

Winner: Category posts

* Based off 371 posts

Your fans are looking to browse

Post CTR Bounce RateProduct 2.69% 63%Brand 2.47% 52%Category 3.19% 33%

Jessica Stiles

why? people are looking to browse on social media. don't be exclusionary by making your posts too specific. be narrow enough to grab attention, but wide enough to be appealing. this is what you can do with a category, grab their attention, get the click. then use your website to lead your fans down the conversion path.

Grab attention with category themed posts, get the click and then

lead your fans down the conversion path. Don’t

only hard sell.

What about posting articles?Blog articles can be both clickable and

engaging

May not be best for

conversions

Align format to objective

Engagement Reach Clicks

Image Best Average Poor

Link Average Average BestVideo Average Best Poor

Status update Poor Good Poor

Step 3: Post quality

Jessica Stiles

now you have so many ideas about what you could post that wont be the same shit as every other brand. let's talk about how often to post.

QUESTION

How often are you posting right now?

4 to 6 posts per day

60 to 80 posts per day

Optimum post frequencies

Consumer goods Publishing

e.g. Asos, eBay

e.g. BBC, HuffPost

Jessica Stiles

let me ask you this. how often are you posting right now? You will be surprised, its more often then you think.

Do social differently

Initial social Strategic social

Branded searches 16,000 16,000Brand name SERP rank 4 2Branded CTR 4% 11%SEO FB page visits 640 1,760Sessions at end of user journey

2,700 2,700

Owned media CTR 0.05% 6.26%Owned media FB page visits 1 169

3x more Facebook fans

Initial social Strategic social

Number of posts per day 2 6Organic reach per post 1,407 2,104Impressions 19,698 59,094CTR (with half clickable posts) 2.69% 3.19%Sessions 265 942Bounce rate 63% 33%Non-bouncing sessions 98 631

6x more non-bouncing sessions

Winning strategy

SEO Facebook page and link at the end of user

journeys

Post more engaging

and clickable content

more often

+

Follow @JesStiles

brightonseo - how to win fans and reach people

Marketing