As a human being and marketer, I’m keenly aware that brands aren’t just competing against other brands for attention in my Facebook News Feed. This week alone, the brands I like had to compete with last ditch pitches from Presidential hopefuls, a new Manager introduction from the Red Sox, earthquake banter, and photos from just about everyone I’ve ever met in life. So as a marketer do you get your share of attention and succeed in the feed?
First, if you build it, pretty as “it” may be, “they” won’t necessarily come. Facebook isn’t about real estate, a well-designed tab or awesome cover photo. Marketers need to think more like Publishers, and less like Web Designers. Ironically there’s a huge premium on beautiful imagery just published in user’s feeds rather than hidden on a page or tab. One recent example I discovered in my feed is from the men’s clothing e-tailer Bonobos. They do a fantastic job of telling a clever, timely and visual story on their Facebook page. Recently, they began a campaign on their page with a nod to the 2012 election, using the hashtag #bonobosnation. They created an entire Facebook album of their values, telling the story of their great customer service to their fan base. To support that message and increase the reach, they used Facebook’s Promoted Post ad product.
That last piece, about the Promoted Post is really important, so let’s dig into the “paid” part of the “paid, earned owned” equation. As has been reported, 16% of your Facebook audience will see what you post at any given time. If you really want your story to reach more fans, and potentially friends of fans, you need to amplify that story with paid media. We have seen great success amplifying stories for our clients. For one of our retail clients, we amplified one of their posts that was performing well organically. We were able to increase impressions by 2000% and increase engagement by 60% – all for $0.03 per reached user. With over 600 million monthly active users for Facebook Mobile, leveraging Promoted Posts becomes even more critical to reach users in their mobile feeds.
I’m really excited about our upcoming Future M panel Marketing on Facebook? Tell me a story. We’ve pulled together a dynamic group of experts who each provide a unique perspective on how to optimize your Facebook storytelling. Sinan Aral, Assistant Professor and Microsoft Faculty Fellow, NYU/ Affiliated Faculty Member, is one of the world’s leading experts on the science of social connections and a consultant to Facebook. Adam Benjamin, Global Marketing at Facebook has helped the largest brands in the world leverage the power of Facebook advertising to tell their stories and market effectively at scale. Chris Taylor, Marketing Manager at TSN, will share the correlation between programming TV programming and planning stories of Facebook for a highly engaged base of sports fans in Canada and beyond.
We’re planning a thought provoking session to share our stories and hope you’ll join us at Future M to share yours.
- Jamie Tedford, Founder and CEO of Brand Networks