What Consumers Look for in Facebook Fan Pages

Try beating my level of discount! Take that!

Social networking sites are now the top sites where people spend the most time on, followed by online games and email. Many brands have set up their very own fan pages with activities, contests and brand information. But what are customers looking for in these brand fan pages? Here are the top 3 wants:

1) Discounts and promotions.

2) Purchase information or direct purchase.

3) Product reviews and ranking.

Facebook Marketing Optimization

Facebook was created for friends initially. Let your brand be a friend on facebook.

When I first started a facebook fan page for one of my brands, I had good initial success.  Then things start to stagnate.  The rate of fan increase start to slow down, and unsubscribed fans seem to increase.  I needed to do something fast to stem the loss in number of fans.  What was I doing wrong?

I realized I was doing too many posting about my products.  Imagine hearing sales pitches about your products every day!  That must have drove the fans crazy!  We need to be thoughtful and informative, not annoying to fans.  Imagine one of your facebook fans talking incessantly about himself all the time – that will drive you crazy too!  Talk to them like a normal friend will do.

Include useful information such as how to use your products or services will be more educational to your fans.

In the old days of email marketing, you may have collected a list of emails that you can use to do fan invites.  Send them an email and ask them if they are already a fan of your brand fan page.  Incentivize them if necessary.

Facebook ads can be optimized.  Do splits to see which geography, message or visual will give you better click through rates.  Test between buying for clicks vs. impressions, and see which gives you greater value for the investment put in.  You can also test between different landing pages when your facebook ad is clicked on.

In general, have a strong call for action in your ads, be specific about what your products can do, and use friendly, informal language to break the barrier.

You may use coupons, discounts and promotions to get more fans, but don’t do it too often.  It may damage the prestige of the brand.

Facebook Optimizations

1) Facebook content is ranked based on number of comments and likes. Your comments may not appear to all your fans’ wall unless they garner enough comments and likes.

2) Personalized, friendly and less demanding comments generate more likes. If your comments are all hard selling, you may turn some consumers off. Discuss topics that are relevant to your brand, and also interesting to your consumers.

3) People like fan pages because of discounts/promos, support for brands, freebies, to stay updated on your brand and future product launches.

4) Your potential customers are able to sms to register as fans. Sms ‘like (fan page name)’ to a special phone number that you can subscribe to.

5) Encourage your fans to spread the word and get their friends to join as fans. If they reach certain fan numbers, promise to give out attractive freebies to all.

6) Don’t delete bad comments, but rather resolve with private email. Say sorry immediately if that consumers is unhappy with your products or services.

7) Say thank you for all positive comments, and ask these fans to spread the word to friends and family.

8) Film videos of product related news to share on facebook.

9) Ask poll on new marketing activities or products. This is free and easy consumer interview.

10) Ask questions instead of giving statements. For example ‘what would you like to see more in fanpage’, ‘who are you inspired by most’, ‘most interesting place use product’, ‘when did first use product’, and ‘why like fan page’.

11) At least 15% off products if you intend to give discounts. Anything less and you are considered a stingy poker.

12) Share more on your loyal customers with your fans such as key customers, funny things with customers and employees, and charitable organizations that your brand reaches out to.

13) Advertise with ‘friends of connection’, so that those who see the ad can see their friends as fans of your fan page.

14) Thank fans for every 1000 fan milestone. This creates the ‘follow the crowd’ syndrome, where fans will feel good to be connected to a growing community, and will want to spread the word.