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Compete recently hosted a webinar entitled “Keeping Tabs on Travel and Facebook.” Marketing executives across the brand spectrum will be increasing marketing spend in social media next year despite many not having any idea how to measure ROI on this increased spend. I looked into the state of the travel industry with a lens focused on Facebook, then, in conjunction with Expedia Media Solutions, explored the value of a Facebook user by analyzing custom consumer segments across various travel and retail brands.
Data reflects lift in engagement on Expedia.com by consumers who visited both Expedia.com and Expedia’s official Facebook pages in the same month.
The results of the study were eye-opening. Not only do consumers who interact with both brand.com and that brand’s official Facebook pages exhibit significant lift in key engagement metrics, they also account for a much greater share of that brand’s online transactions – during months when that brand is running a successful, engaging campaign. The potential for incremental transactions is tremendous but there are a lot of moving parts. For more insight, we welcome you to revisit the presentation below to develop a better understand what’s involved in building a successful brand campaign within Facebook; one that drives more than just “likes” and stronger engagement with brand.com.
In the meantime, here are 10 tips to building a brand worth liking on Facebook:
1. Give Your Fans What They Want
People want to believe there’s value in “liking” your brand. Offer exclusive content, discounts, etc, but keep it relevant to your brand.
2. Crowd Source Your Website Content
Another way of staying relevant to your customers is to ensure promotions on your website are relayed on your Facebook pages as well.
3. Encourage People to “Like” Your Brand
Encourage potential fans to “like” your brand by hinting at additional content or promotions to which they’ll have access after “liking” you.
4. Don’t Dilute Your Own Content
Keeping your brand presence simple is increasingly important as time-spent metrics on Facebook decline. Too many sub-pages or links could distract your fans.
5. Be Persuasive, Not Pushy
Considering a consumer’s shelf-space is limited, you should view this as a privilege. Be suggestive in your sales pitches, but not pushy.
6. Link to Your Website
Make it easy for users to access your website from your Facebook pages. The likelihood of converting a fan to an actual customer will increase substantially.
7. Create Conversations
By enabling communication between your fans, you empower them to speak on behalf of your brand, leveraging the power of positive word of mouth.
8. Keep Your Tone Social but Brand-Appropriate
Be careful not to be too serious in your communication or risk taking on a lecturing tone with your fans. Communication should be light and fun but brand-appropriate.
9. Engage With Your Fans
Keep your brand presence on Facebook fresh and encourage social sharing by giving your fans something to do, talk about or send to friends.
10. Feature Contests, Sweepstakes, Games, etc.
Now that you have thousands if not millions of fans of your brand, think of unique and inspiring contests that encourage sharing beyond your existing fan base.
Review the slides below:
Ryan Williams is the Director of Travel at Compete. At Compete, Ryan is responsible for interpreting online consumer behavior data and delivering custom competitive insight and recommendations to top brands across the travel industry. Prior to joining Compete, Ryan spent 14 years with major online retail and travel brands such as Expedia and Amazon. Connect with Ryan on LinkedIn at http://www.linkedin.com/in/ryanewilliams.