A
- The Brand Image & Photo Strip You can use this space for your brand to allow you users to quickly recognise you. This is the image that shows up when people search. It can be up to 180px by 540px, but if you do this then make sure your main logo fits right for search.
Once you’ve done that, you can turn your attention to the new photo strip. At the moment you can't control where each of the images (they need to be 97px * 68px) that are in that strip will go – they are randomly sorted by Facebook. They can’t be ordered like they can on personal profiles.
Top tip here is to use images with a similar design so they create a more uniform look. Alternatively you could use QR Codes or Tag to go here as well; offer your customers specials or exclusives - it is one of the biggest reasons people visit brand pages.
B - The Tabs
Each tab can now be linked to an icon which makes it visually easy to differentiate tabs. Our tip here is to keep it tidy - delete old tabs, keep a menu that is relevant and label them clearly. If a tab is not being used change the content, question if it is needed and if not remove it. We often see tabs like discussion with no posts, events with no events...keep it simple and up-to-date.
C - The Heart of the Page
This is the biggest part of the page and where you are looking to interact and engage your fans. Some key points:
- Point out the like - don't forget to remind people to like you
- Share - the share button invites people to share your page with their friends
A word of caution here, don't get absorbed in the tools - understand your customers, research their interests, passions and behaviours and you will then produce content that is relevant and engaging for them. Once you've decided on this the content production and delivery follows naturally.
Most brands now are using video on their pages to entertain / engage / interact with their clients. If you look at this link you will see that video is becoming interactive. The point is you can integrate virtually anything into Facebook now, graphics, copy and even e-commerce.
Use a video to:
- make a personal commentary about your business or products
- provide some interesting ideas that you are working on and ask people for their comments/feedback
- provide testimonials of happy customers and why they use you
- video interviews of why your people like working with your business
- you can also use motion graphics or animation here to explain your products or services in an entertaining way
You can even get people to try your new products!
D - Make it Easy to Find your Brand on Other Social Sites
Coca Cola also highlight their other networks - something few brands remember to do. You don't have them exactly in this position but remember to make it easy to find and recognise the icons for the other social networks like Twitter. Often this is on the information page which people don't often look at.
E - Make The Page Worth Exploring
People are increasingly spending more time on social networking (nielsen) and Facebook is the dominate player. Providing a a set of rich experiences on your Facebook page means that people spend more time with your brand than your competitors, are more likely to stay on your page and more likely to share your content. Use the page to enable people to explore opportunities.
Don't forget to also offer specials/exclusives to fans. The top two reasons to follow a brand are for promotional benefits (84%) and because the fans already enjoy the product (89%). 83% of fans would like more exclusives from the Facebook page, whether via special offers or Facebook-only content.
F - Highlight and Link to other Products Brands or Partners
If you have other brands/products or services then you can like them as a page; these then show up in the space highlighted as F in the Coca Cola example above. If people like your brand then the chances are they might explore and like your associated pages.
A FEW MORE TIPS
Information page
Take a look at the Pepsi and Nokia information pages. Pepsi has been a bit lazy just duplicating links whereas Nokia have made a clear statement for their followers. Use this space wisely and fill it in to tell people about why they should follow you and how you want to build your relationship with them.
Frequency of Posting
Posting too frequently is the 2nd most cited reason for unfriending a fan page. Most experts recommend 2-3 times a day as a maximum. Here are some reasons as listed on Mashable and some further reading. To see some other great examples of how brands are using Facebook here is a list from Econsultancy.
Rules and Policies
Some brands ignore this and don't put up a clear statement of their policy for their walls. However, best practice is to post up a clear statement that allows people to understand what is acceptable and what is not.
Brand Engagement on Facebook
Here is Jeff Ragovin who gives a great talk on Facebook brand engagement - enjoy :-)
If you have any questions or are looking for advice you can post on our Facebook wall and we promise to get back to you with an answer - you never know by sharing it we may help other people with the same question.
Have you noticed that not all Facebook pages are equal; not just in the presentation of the brand, but the interactive media, the conversations on the page, the comments and likes. In getting a Facebook page to look good there are some basic points you need to consider.
We are going to take you through some key areas of a Facebook page and what to do to make it stand out from the crowd and how to make sure it works for your customers.
Why Facebook is important
Here are the number of fans/likes for celebrities and brands, so you can see the who's who on Facebook popularity - Top pages on Facebook and here are some further figures. Brands are due to increase their Facebook investments to $4Bn this year. According to a new white paper (pdf) from Webtrends:
- Websites that do not engage in e-commerce are losing traffic to their Facebook pages at a startling rate
- Websites with e-commerce activity seem to sustain traffic in spite of Facebook's influence, but are experiencing drops in unique visits compared to last year - signs of losing traffic in the future to Facebook
- This proves a gradual shift in traffic from a brand's website to its Facebook page and hence the need for marketers to closely measure their Facebook activity
and highlights on Social commerce:
Facebook stores are very efficient at traffic acquisition acquiring visitors at no cost through wall posts and establishing a store monthly user base equal to 1-10% of the retailer's fan base
- Facebook stores on average generate a 17% social engagement rate (merchandise "likes" and "shares" per visitor)
- Facebook commerce conversion rates ranging from 2% to 4% are on par with Commerce websites.
- Facebook commerce conversion rates range from 2% to 4% and are on par with e-Commerce Web sites. (avg. 3.4%, according to Forrester/Shop.org).
If you haven't got a Facebook page now is the time to get one. A good start point is to plan how you want to engage with your target audience and here are a few tips on how you can do this.
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