All About Facebook Marketing
I was invited to speak at Altitude Summit – SLC yesterday on a panel with three women who I have a tremendous amount of respect for. The title of the session was: Growing Your Community with
Below are the comments I made as my part of the panel, focusing my comments on Vacation Races success on Facebook.
Ok, I look at all social media as being one big party, kind of like the one happening tonight. Lots of different rooms, each with unique offerings. Different people with different favorites. So if your Facebook page is your party room, there are three things to think about
- Get everyone in the room
- Entertain them, and don’t scare them away, slowly build a relationship
- After you have a relationship with them, you can ask them for favors
You will hear a lot of people say, “You have to build great content and people will just come”. That is like throwing a great party each week, invite a few friends and hope that through word of mouth, a lot of people eventually come. There is nothing wrong with this, but I am too impatient.
We didn’t have time to grow organically, so we used Facebook ads. FB ads are your flyer to come to your party. It’s how you lure people in. You can speak to their emotional needs, or you can leverage the most popular kids to get everyone else there, or you can give stuff away. Here are some examples:
We studied our market we found that many of them viewed these race events as a reward for their training. So, one of our most effective ad copy was “You train hard. Reward yourself by running the Zion Half Marathon in March. You deserve it.”
You can also leverage existing relationships. The most powerful ads are like the ones you can see here. Big pretty picture, and it says they one of my friends likes this thing already. You are getting halfway recommended by a friend. If your friend texted you and said, “Hey I am at this party.” You might ask is it any fun. But you would probably just say cool, I’ll come check it out!
You can do giveaways too, but I’ll talk about that in a minute.
There are lots of things you can do with Facebook ads, but it is an extremely effective way to target your audience. The best ads focus on a very small group of people with precise interests. Your blogs are probably very niche oriented. Facebook makes it easy to focus your ads only on the niche that cares.
We have spent about $.40 per like on, and to use we figure a Facebook like is worth at least $.50 cents. Depending on how your blog or site makes money, you need to figure out what a like is worth to you.
Every day, Facebook is finding new ways to take your money. It is very much a pay to play thing. We get lots of comments likes and shares, and we still regularly have a page with 24,000 followers and we put out a quality post and only 700 people will see it. We can show it to everyone but we have to pay more to do it, which can get expensive and frustrating.
It comes down to how big you want your following to be and how quickly you want people’s attention.
Ok, so once you have everyone in the room, you can’t scare them away. I love the scene in Elf where Buddy has known his dad for a day and immediately wants to do all these things and then snuggle. You don’t do that.
Facebook put this graphic out years ago and it’s useful for all relationships, online and in real life.
A relationship is built with small interactions over time. You have to give your readers lots and lots of value before you can ask them to respond, or click on a link, or share a post or buy something from you.
We try to follow the 80/20 rule where we talk about the overall destination of our events, what to do where to stay, trivia, and 20% about our events. Find the mix that fits the relationship your audience wants to have with you.
Now, it used to be that your social strategy would follow a hub and spoke model like you see here. Your blog holds all the content, and you use each spoke as a channel to deliver the content. In fact there are still countless automation tools that let you share identical content across channels. I think that’s a bad idea.
We have tried to parlay our Facebook success into getting followers on these other channels, and have failed. As we are figuring out, if we want a following on these other channels they need their own unique offerings. We can’t just share links to Facebook on our twitter feed. If people wanted to see our Facebook feed they would follow us on Facebook. If they are following us on twitter, they are looking for something else.
Now, we do a lot of giveaways. We want our runners to think of us as generous. So giving away stuff fits the relationship they want and what we want. We just did a giveaway on Monday and we got in front of 65,000 of our followers without having to spend any extra. It can be a very effective way to engage with your audience if it fits your relationship.
If you think it fits your relationship too here are a few tips.
1 – Have a purpose to the giveaway. If you want likes then structure it to get likes. If you want to collect emails, then structure it to get emails. If you just want the message to be shared, then do that.
2. Keep the giveaway short. We have tried week long giveaways and the interest goes to zero after about 36 hours. We only do 24 hours giveaways now. This brings me to my last tip:
3. A series of giveaways works great. If you can do a different giveaway three days in a row, it will suck in your diehards, and will pull in those on the fence who may have missed day one or two.
Lastly, you have to train your followers. There are studies that show that on average most people expect a response between 30-60 minutes. And most companies take 17 hours. I think people notice that stuff. We try to comment or like every comment that hits our wall. Some that go more viral we can’t keep up with, but we are pretty good.
At our first race last year, the day before the race when everyone is getting checked in, we had several people come up to me and say “I have been telling all my friends how awesome this race is. This is the best race I have ever been a part of.” And again, this is the day BEFORE the actual race. Because we had all this great interaction beforehand, and it met some need that people were looking for.
You have to pay attention to the relationship people want and make sure it’s a relationship you want.
Anyway, you ultimately have to decide if a Facebook type relationship is one your readers wants to have with you and you with them. It’s not for everyone. But it can be super effective if done well. Thanks.