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April 17, 2013
10 Ways To Improve
Your Facebook Reach
Presented by
Mari Smith
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!
2Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
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
3Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
Photo credit: www.chinwag.com (via Flickr)
FAN reach vs. Organic reach
Fan reach = # of fans of your page who have
seen a post
Only available via the downloadable Excel file!
4Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
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
5Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
Bonus Tip
Break news, be prompt,
create highly shareable
content relevant to your
audience
6Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
#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
7Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
Method of timing?
Spreadsheet example
8Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
Credit: www.getpostrocket.com
New News Feed
Implications of new News Feed design?
Following feed
Interest Lists? (See #9)
9Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
#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
10Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
#3 - Vary content type
Text status updates
Short vs long
Photos
Videos
Questions/polls
Milestones
Events
Offers
11Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
KEY POINT!
*NO* one size fits all
Must test, experiment,
track and measure
12Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
#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
13Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
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
14Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
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!”
15Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
#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!
16Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
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.
17Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
Source: sociallydevoted.socialbakers.com
“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
18Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
Example: Samuel Adams
19Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
@ tag fans!
https://www.facebook.com/SamuelAdams
20Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
Top 10 Facebook brands
By answered minus
unanswered questions
Notice all companies
are outside the U.S.!
21Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
Source: sociallydevoted.socialbakers.com
Mari says…
“Content is KING, but engagement is QUEEN
and she rules the house.” @marismith
22Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
#6 – Pay for more reach
Promoted Posts
Personal profile
Fan page
Sponsored Stories
Video Ads
Like Page Ads
23Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
#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
24Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
#8 – Spotlight fans
25Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
Fan page Friday
“Promote your business”
Fan of the week
Purpose = to create
goodwill/social equity;
make the page about
your fans, not you
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!
26Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
#9 – Run a contest
https://www.facebook.com/gopro/
27Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
#10 – Build an Interest List
28Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
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.
Facebook experts & resources list
• https://www.facebook.com/lists/1015058538286
0868
• 30,000 subscribers!
29Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
Bonus Tip: page post notifications
30Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
Helpful tools
• Page Analyzer
• http://page-analyzer.dk/
• Edgerankchecker.com
• HyperAlerts.no
• ZuumSocial.com
• PagerLever.com
• Crowdbooster.com
• Infinigraph.com
• PolygraphMedia.com
31Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
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?

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10 Ways To Improve Your Facebook Reach - by Mari Smith at #SMMW13

  • 1. April 17, 2013 10 Ways To Improve Your Facebook Reach Presented by Mari Smith
  • 2. 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! 2Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 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 3Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 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! 4Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 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 5Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 6. Bonus Tip Break news, be prompt, create highly shareable content relevant to your audience 6Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 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 7Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 8. Method of timing? Spreadsheet example 8Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute Credit: www.getpostrocket.com
  • 9. New News Feed Implications of new News Feed design? Following feed Interest Lists? (See #9) 9Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 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 10Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 11. #3 - Vary content type Text status updates Short vs long Photos Videos Questions/polls Milestones Events Offers 11Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 12. KEY POINT! *NO* one size fits all Must test, experiment, track and measure 12Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 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 13Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 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 14Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 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!” 15Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 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! 16Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 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. 17Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 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 18Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 19. Example: Samuel Adams 19Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 20. @ tag fans! https://www.facebook.com/SamuelAdams 20Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 21. Top 10 Facebook brands By answered minus unanswered questions Notice all companies are outside the U.S.! 21Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute Source: sociallydevoted.socialbakers.com
  • 22. Mari says… “Content is KING, but engagement is QUEEN and she rules the house.” @marismith 22Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 23. #6 – Pay for more reach Promoted Posts Personal profile Fan page Sponsored Stories Video Ads Like Page Ads 23Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 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 24Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 25. #8 – Spotlight fans 25Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 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! 26Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 27. #9 – Run a contest https://www.facebook.com/gopro/ 27Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 28. #10 – Build an Interest List 28Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 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! 29Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 30. Bonus Tip: page post notifications 30Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 31. Helpful tools • Page Analyzer • http://page-analyzer.dk/ • Edgerankchecker.com • HyperAlerts.no • ZuumSocial.com • PagerLever.com • Crowdbooster.com • Infinigraph.com • PolygraphMedia.com 31Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 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?