Posts Tagged 'Facebook fan page'

What is the Value of a Facebook Fan?

Have you ever wondered what the value of a Facebook Fan is? You’re not alone.  An article which appeared on AdWeek last week has provided a calculation of its own.

The featured study showed that, on average, a fan base of 1 million translates into at least $3.6 million in equivalent media over a year. By this calculation then, each fan is worth approximately $3.60 of equivalent media, or what you would be spending on traditional advertising to expect to generate the same marketing outcome. At Wildfire we’ve seen many customers use our campaigns to build their fan bases for under $1 per fan and in some cases for just a few cents per fan. So for these clients the return on investment can be huge!

To obtain these numbers, Facebook data from a collection of large and small brand Fan Pages was analyzed, with a combined 41 million fans, and showed that on average marketers who post twice a day are able to achieve monthly impressions of around 1.5 times their number of fans (i.e. 60 million monthly impressions yielded from a fan base of 41 million fans). An “impression” is the equivalent of one ad view and accordingly to the study an impression using paid advertising generally costs around $5 per 1000 impressions. So according to the calculations in the study, a fan page owner that has 10,000 fans and posts content to their page twice a day can expect that they’ll receive around $36,000 in ‘advertising’ value from these fans. In other words, if this fan page owner were to try to achieve the same level of exposure for her brand during the year, she’d have to spend around $36,000. Of course, not all fan pages are made equal – some achieve much higher engagement levels than others (the study found that some fan pages achieved 3.6 impressions per fan per month and others just 0.44 impressions per fan) but nevertheless the potential exists for fan bases to be highly valuable.

Of course, this study only measures impressions. Wildfire clients achieve far more than just impressions from the campaigns they run with us – they grow their fan bases, newsletter lists, Twitter followers, website impressions and even drive store visits and sales via coupons and giveaways. So for our customers, the value they get from a Wildfire campaign could well exceed the potential $3.60 value of a fan cited in the the AdWeek article.

So what does this mean for you? Well, for starters it means that all the time and effort you’re putting into building your fan base can have a quantifiable return (and a pretty significant one to boot!). It also means that the more regularly you update your fans, the more impressions you’ll likely be achieving and thus the greater the value of your fans. Of course, this can be a double-edged sword because if you ‘spam’ your fans with content that is not relevant or compelling they’ll likely opt-out of your activity streams, thus reducing your overall impressions over time. Finally, it means that the more you can do to engage your fans beyond just impressions – for example, have them sign up for your mailing list, refer your brand to friends, claim coupons etc, the greater their value will grow. Fortunately, Wildfire’s campaigns are designed to help you achieve all these goals – sweepstakes, contests, giveaways and coupons have been shown to be one of the most effective ways to not only grow a fan base but to keep them engaged and to keep them ‘looking out’ for your brands content.


Advertisements

Upcoming Facebook Fan Page Tab Design Changes

We wanted to inform you about some upcoming changes to the way campaigns are rendered on Facebook Fan pages. Facebook has announced several changes to the look and function of Fan pages, one of which can affect the way campaigns are displayed within your fan page. Fan Page tabs will shrink from 760 pixels wide (current) to 520 pixels wide to accommodate a slightly revised design. This change has been scheduled for Early 2010, but more specific timing details have not yet been announced. We will certainly post an update once the official dates have been released.

What follows is a pictorial explanation of the expected changes.


What it currently looks like to run a promotion on a Facebook Fan page from Tab View.



Pictured below is the same promotion running in the new Fan page Tab View format, at 520 pixels wide. The header  banner has been adjusted to fit the width of this display, and it can  be seen that some of the details and pictures within the banner are no longer visible past this point. To make sure users see everything you want to show them, we suggest that in the creation of your custom 760 pixel header banners, to leave the banner past the 520 pixel mark without any messages or pictures.



This change only affects the Tab view. When the user enters deeper into the page, like to view the rules, or to submit their entry, they are directed into canvas view, which has not changed in appearance, and remains at the full 760 pixels wide. For this reason, we are not changing the upload specifications of the Header Banner in the Wildfire Promotion Builder tool, and keeping the upload width specification at 760 pixels.


Screenshot of canvas view

What this means for your campaign:

Because the width of the tab display is decreased to 520 pixels, the display of the header banner will be affected. Uploaded header banners which are 760 x 100 pixels will be cut off by the display at the 520 pixel mark. This is a design change that our developers are working on adapting the Wildfire tool to. However, in order to adapt to these display differences rapidly, we recommend that any custom header banners uploaded to the Wildfire Promotion Builder tool be adaptable to both sizes. In other words, you should still upload a 760 x 100 pixel header banner image, but design your image so that if 240 pixels are not displayable off the right side, none of the message is lost.

Our developers have already adjusted the Promotion Builder tool so that the rest of the characteristics of your promotion will not be affected by the Facebook display changes.

As always, we value your feedback and welcome your comments. Feel free to email us at any time if you encounter questions while setting up your promotion.

TIPS & TRICKS: Keep your Fans and Users Coming Back for More

Image of Lightbulb If  you’ve ever tried reaching out to your fan base or users on the web through any social media channel, you know how hard it can be to get their attention. It’s even harder holding on to that attention once you’ve gotten it. One strategy that has proven itself to be highly effective within the social web is developing a routine. A routine is anything that can be established according to a schedule, and just like we all have our individual (and sometimes completely wacky) morning routines that we feel lost without, establishing some scheduled marketing elements can not only help to ensure that you keep on top of your social marketing activities but it can also help to increase your audience’s trust and engagement because they become used to the routine and expect that on certain days, they will be interacting with your brand, like on “Fashion Fridays” or Monday giveaways.

Screenshot of Win it Wednesday Promotion

A great example of this type of routine promotional effort can be found on the Facebook Fan page of Swell.com. Swell is an online-only retailer of clothing, gear, and other products for the surf industry. Every Wednesday, they use Wildfire’s Social Media Marketing Platform to put out a sweepstakes called “Win it Wednesday!” where they give away cool but relatively inexpensive prizes such as a cute dress by Billabong or a trendy pair of board shorts. Swell’s Facebook fan base, which is at over 4,500 people as of this blog post, has become used to this weekly routine, which Swell has been running for several months. Based on the steady fan growth that Swell has experienced as well as the comments that fans are posting on Swell’s wall, “Win it Wednesdays” is proving to be a hit with fans and a highly effective strategy for Swell.

Your creativity is the limit on the type of outreach you could consider to run on a scheduled basis. It could be that the first of every month you giveaway a gift card, or every Friday you put up a new coupon to your store. You could be like Swell and set up your own Wednesday win-it, based on the product or service you are marketing.

Social media marketing outreach done around a routine doesn’t need to be a big, complicated affair. We can see from the successful example at Swell, if you can promise your users that once a week, if they come back to your page and check in, there might be something awesome waiting for them (like those really cute sunglasses) you might be surprised with just how many of your fans begin to make their own routines of visiting and interacting with your Fan Page around the promotions you’ve created for them.

NEW: Multiple ‘Become a Fan’ Feature

We have added a great new feature to the Wildfire Social Media Marketing platform that we wanted to share with you:

Feature Overview

With our White Label solution, promotions that are created can now require that a user become a fan of multiple Facebook fan pages before being able to enter in a promotion!  Our application is the only brand marketing application on Facebook that provides the ability to mandate that users become a fan of multiple Facebook Fan Pages within one promotion. This feature is ideal for any campaigns that have co-branding between different promotion administrators or those involving a company brand as endorsed by a  celebrity, athlete, or another brand.  For example, the Phoenix Suns and Right Guard are using this feature with their current quiz and sweepstakes promotion. See it here through March 15!


The Right Guard and Phoenix Suns co-branded campaign is a sweepstakes to win a trip to see the basketball team play.


Screenshot of Phoenix Suns RIght Guard Sweepstakes

When a user is attempting to enter the sweepstakes, the entry form page clearly stipulates that users must become fans of both Right Guard and The Phoenix Suns in order to be eligible to enter.


As a user clicks to enter the Sweepstakes, he is shown the two Fan page buttons, and told he has to be a fan of each page in order to be eligible.


Screenshot of Fan mandate

Additionally, when white label promotions are configured to mandate Fan Page sign-up, the feature works like a gatekeeper, locking the user out of official entry to the promotion unless they are confirmed by the tool to be a fan of the Facebook page in question. Below, we can see the reminder screen barring the user from entering the Phoenix Suns Right Guard Sweepstakes, telling the user that he “need[s] to be a fan” to be eligible to win.”


Even if the user attempts to enter the sweepstakes without first being a fan of each page, his entry form is not processed and he is displayed a screen which reminds him that he must first be a fan of each Facebook fan page to enter.


Our application provides a more seamless user experience when it comes to acquiring Facebook fans. We display the ‘Become a Fan’ feature naturally into the user flow whereas most other apps force consumers to become a fan of their page before the user can even access the application to see what becoming a fan would offer them. In this way, the barrier to access and engage with our campaigns is much lower than with other apps that force users to become fans upfront.

There is no limit on the amount of Fan Pages that can now be added at one time, so co-branding and reaping all the fan base benefits has never been easier!

HOT TIP: Building your Fan Base is More Important than Ever!

Wildfireapp Social Media Marketing TipThere has been a lot of big news from Facebook over the past few days and while the reaction from consumers and developers has been mixed, the news for Fan Page owners is exciting! To begin with, the action of ‘becoming a fan’ will now be dramatically more viral because every time someone becomes a fan of your brand a newsfeed will automatically be published (e.g. “Joe became a fan of XYZ Brand”). This means that for every person that fans your Page, potentially hundreds of their friends will be exposed to your brand and many of them may choose to become your fan also. For Fan page owners, this will result in even greater brand exposure and should make it easier to build your fan base. Of course, you still need to give Facebook users a reason to want to become a fan of your brand – that’s where Wildfire’s tools can be so powerful (FYI, last week we launched a campaign for a nationwide gifts company that generated 100K fans in just 4 days!).

Also positive are proposed changes to the friend invite (otherwise known as “Facebook Requests”) functionality of fan page applications. Currently, when users wish to invite their friends to engage with a Fan Page application they choose from an alphabetical list of all their friends. Given that the average Facebook user has 150 friends, this makes it very time consuming for users to carefully select relevant friends and many end up either not inviting their friends or randomly selecting friends (usually those with names beginning with ‘A’!). According to new changes proprosed by Facebook, the new friend selector will include better ways to categorize and sort friends so that users can more easily select those friends for whom a given invitation will be particularly relevant. We anticipate that this will result in a much higher response rate to friend invites.

Finally, Facebook also announced exciting plans with regard to Fan Page analytics. Details are limited at this stage, but according to Facebook they will soon be providing a richer analytics experience for Fan Page owners, which should make it easier for Page owners to evaluate the performance and value of their fan interactions.

IMPROVED: Coupons for Facebook Fan Pages & Facebook Connect

img-coupons

Want to be able to individually track your coupon sales or ensure that coupons are only redeemed once? We’ve now updated our coupon solution to allow for the upload, display and tracking of unique coupon codes (i.e. each coupon redeemed contains a unique code). Jamba Juice launched a campaign this week (‘Jamba Bucks’) that uses our unique code functionality in a very unique way. They are giving out coupons via our Facebook Connect Product and Facebook Fan Page Product that can be redeemed at Jamba Juice stores. When consumers redeem the coupons they either recieve $1 off their purchase or they may find they are the lucky recipient of one of the many thousands of prizes that Jamba Juice is giving away, including cash prizes of $10,000! To make Jamba’s campaign even more fun and viral, we have combined it with our virtual gift solution so users can send Jamba Bucks to their friends in the form of fun, Jamba-branded virtual gifts like smoothies, bucks, and cartoons.


About

We are a group of innovative developers, designers and marketers with a passion for creating a social media marketing platform that helps companies & agencies to engage the millions of social network users. Our platform allows you to easily grow and cultivate your fans & followers.

Wildfire Interactive, Inc.
3485 El Camino Real
Palo Alto, CA 94306
USA

Email: info@wildfireapp.com
Phone: +1 (888) 274-0929
Website: www.WildfireApp.com

Twitter

Error: Please make sure the Twitter account is public.

August 2018
M T W T F S S
« May    
 12345
6789101112
13141516171819
20212223242526
2728293031  
Advertisements