This webinar discusses ways to effectively engage Facebook fans. It provides 5 key ways to drive fan engagement: 1) Posting regularly but testing different frequencies, 2) Creating shareable content like photos and videos, 3) Increasing the "People Talking About This" rating, 4) Using Facebook ads to promote the page, and 5) Targeting fans across different marketing channels. Regular posting, high quality content, and a focus on mobile are emphasized as important tactics for engagement.

1. Webinar Series:
How To Grow, Engage and Convert Facebook Fans
Part Two:
5 Ways to Effectively Engage Your
Facebook Fans
#SnapApp4Facebook
Please us at Facebook.com/SnapApp
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2. Housekeeping Items
• Turn your computer speakers on & up!
• Share your questions in the question window
• Tweet using #SnapApp4Facebook
• Recording & slides will be made available within 48 hours
• Like us SnapApp on Facebook & leave your feedback so
we can improve our next events!
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3. Today’s Agenda
1. Who/what is SnapApp?
2. What is Engagement on Facebook & Why is it so important?
3. 5 Ways to Drive Fan Engagement
– Optimal Frequency of Posts
– Anatomy of a Shareable Content
– Using Content to Increase People Talking About This Rating
– Tying Facebook Activity to Other Marketing Outreach
– Facebook Ads and Targeting to Encourage Repeat Page Visits
#SnapApp4Facebook
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4. Facebook
Website
Blog
Twitter, Google+
Mobile
Ad Unit
#SnapApp4Facebook
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5. 5

6. 6

7. Broad Category Adoption
#SnapApp4Facebook
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8. Marketing Strategy
#SnapApp4Facebook
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9. And Then…
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10. [def-uh-nish-uhn]
Engage (verb)– to occupy the
attention or efforts of a person
#SnapApp4Facebook
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11. Marketers struggle with
ENGAGEMENT
88%+ will never return to your page
#SnapApp4Facebook
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12. 95% of “engagement”
happens in News Feed/Top
Stories…
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13. Why Marketers Really Love
Facebook…
60+%
Usually or
Always
Source: http://blog.getsatisfaction.com/2011/06/29/what-makes-people-follow-brands Buy!
#SnapApp4Facebook
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14. EdgeRank Algorithm
#SnapApp4Facebook
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15. Find an Edge…
Projected # of users Pages
by August 2012
BILLION BITS OF
CONTENT SHARED
EACH WEEK
#SnapApp4Facebook
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16. Five Ways to Engage
1. Optimal Frequency of Posts
2. Anatomy of Shareable Content
3. Using Content to Increase People Talking About This Rating
4. Facebook Ads and Targeting to Encourage Repeat Page Visits
5. Tying Facebook Activity to Other Marketing Outreach
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17. 1. Timeliness
& Frequency
On average, Facebook Fan
Pages are updated only once
every 16 days!
- Sysmos
“Daily posting (at least Monday through
Saturday) should yield daily comments and
engagement.”
http://blog.kissmetrics.com/science-of-social-timing-1/
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18. To Bot, or not To Bot?
Post on the
weekends!
http://edgerankchecker.com/blog/2011/12/did-facebook-really-fix-the-3rd-party-api-penalty/
http://danzarrella.com/infographic-how-to-use-contra-competitive-timing-for-more-retweets-likes-comments-and-clicks.html
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19. Adjust for YOUR Ideal Timing
• Edgerankchecker.com
• Facebook Insights – timing of popular posts
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20. 2. Gain Some Weight
=
DO DON’T
Include a fun/explanatory Use shortened links in
comment with your media posts
http://www.sociallyengagedmarketing.com/2011/12/how-to-get-more-facebook-comments-likes-and-shares/
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21. Mix it Up!
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23. Welcome New Guests
+50%
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24. Goodbye, Default Tabs…
Hello “Favorite Apps”!
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25. 3. Expose Yourself…with Good Content
10%
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27. 27

28. Encourage Sharing
#SnapApp4Facebook
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29. #SnapApp4Facebook
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30. 4. “Ad” Repeat Viewings
70% say [Facebook Ads] Low cost way to get
didn’t work to acquire new impressions (branding!) &
customers promote your page
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31. Contain the experience inside
of your Facebook page
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32. 5. Targeting Beyond Facebook
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33. 6. Don’t Forget MOBILE!
Choose a
vendor with
Mobile
Capabilities!
Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/
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34. Poor Experience = Low Conversion
Facebook User
Facebook User
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35. Engagement Cheat-Sheet
1. Know Your Edge(s) & Vary Posts
-Be Heavy on High Weight Content like Photos, Apps & Video’s
2. Post at least daily, but test higher volume with your audience
-Don’t forget weekends!
-Don’t use shortened URLs
3. Use Lots of Apps w/Eye Catching Images to Fill Your “Favorites”
4. Promote Your Page w/Ads
-But try & keep the experience on Facebook
5. Consider how Facebook Behavior can be used in targeting
6. Plan for a Mobile User
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36. A Shameless Plug & Example
Visit
Facebook.com/SnapApp
to see how it
works!
#SnapApp4Facebook
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37. Questions?
Join us next week on 3/14 to explore Facebook Timelines for
Brand Pages. Know how it will impact you & what you need to do
now. Register:
https://www4.gotomeeting.com/register/303346407
Please us at Facebook.com/SnapApp
#SnapApp4Facebook
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