“Likes that are attracted through promotions, incentives and competitions can negatively affect your brand’s

organic reach on Facebook.“

The unfortunate truth

Dilemma!What do I do now?

I want my audience to grow (faster).

I have a budget.

I don’t know where to spend to get the most value back.

“The familiarity principle”

Ad effectiveness that is dependent on your relationship with the endorser

Relationships remove decision-making

Selecting things based on quality is hard

Personal recommendation is the strongest influence on purchasing decisions

Seeing friends who have already chosen a brand makes it easier

“I trust my friend, therefore I trust their judgement.”

Especially important in areas of specialist knowledge

Reaching fans who like your brand but didn’t know your Facebook page existed is efficient

Thought Process:

I like that productI like that special offer

I like Moomins in generalDISCOVERY

I like Moomin Facebook contentI choose to ‘Like’ the Moomin Facebook page

Result: Genuine page likes

Leveraging existing or historical marketing campaigns increases efficiency of overall marketing effort.

The Journey

The content you post will decidewhether you can turn

LIKES into FANS

FANS into AMBASSADORS

More Ambassadors = More Word of Mouth

Summary

Focus on engagement: Always

Familiarity = Trust

Content is King

Conversation leads to higher spend per customer

Good content = Platform appropriate content

Don’t waste time pushing one way messages on Facebook

Thank you!

twitter: @EzyInsightsfacebook.com/ezyinsights

www.ezyinsights.com