How to Convert Facebook Fans into ‘Superfans’

‘Likehunting’ is now a common derogatory term within the sphere of social media marketing. However, I think most social media managers have to admit that they, at some point, have regarded a boost in likes gained through a competition as an indicator of brand loyalty or success. The recent cry-out following the changes in Facebook’s Edgerank algorithm has helped social media managers focus on what really will make brands gain value from social media: To value your existing Facebook fans by providing them with relevant content and thereby making them grow into becoming Superfans over time.

 

Superfans drive brand loyalty and engagement

Brands don’t just have fans – they also have Superfans. Superfans are the biggest advocates of your brand and the ones who share, like and comment the most. Brands have to realise that a huge quantity of likes on a Facebook page doesn’t necessarily amount to brand loyalty. However, if brands acknowledge the power of brand ambassadors who regularly share content with their friends and drive engagement, they have understood something very essential about building a community – and are undoubtedly the ones who will succeed in building a strong relationship with their fans by involving them in richer experiences. A recent study by Napkin Labs, analysing 52 brand pages with up to 1 million fans, revealed that Superfans are way more valuable than the overall quantity of fans.

In fact, the engagement of just one Superfan is worth that of 75 regular fans. The study also found that the top 10 most engaged Superfans helped gain 2.3 times more likes and 1.8 times more comments than less active Superfans. As Riley Gibson, co-founder CEO of Napkin Labs says, “these numbers show that brand marketers need to focus less on the volume of fans and more on engaging the fans that they have.”

 

What is quality content?

In Mindjumpers, we consistently analyse fan behaviour in order to know what type of content will be of greatest relevance to a brand’s specific target group. Napkin Labs’ analytics tool can help brands determine who their Superfans are and get fan-level analytics about how often they share, post, and connect with a brand. For marketers to build a community and reach the Superfans, quality content is imperative. Here are some of our guidelines on how to create quality Facebook content, based on our own experience:

  1. Think local. Connect your brand stories to the cultural values of your fans, local events, topics and real-time happenings.
  2. Know your fans. Good content is meticulously created according to the fans’ passion points. Monitor what makes people comment and share – and what puts people off. Use insights actively to know your fans’ demographics such as age groups and gender.
  3. Inspire. Use humour and strong visual content and don’t be afraid to show some personality – corporate speak make fans turn away. People share your content because they can relate to your brand identity. Don’t forget that when people share your content, it’s part of their impression management.
  4. Be imaginative. Create catchy, subtle and exclusive content that is dedicated to the fans of your community.
  5. Get to the point. The text accompanying your visual content must be short (preferable less than 140 characters), so that people can grasp the message in a glance and engage with it immediately. In today’s fast moving world, being able to convey a message in a short compelling text accompanied by a visually engaging photo is imperative, as people can determine in the blink of an eye if the content is worth sharing and whether it mirrors their identity.
  6. Don’t be condescending. Don’t talk down to your fans or underestimate their knowledge. Provide them with content that adds true value to them, something they can learn from and be inspired from and avoid the clichéd engagement techniques.
  7. Collaborate and co-create. It can never be repeated too many times: Make sure your social media activities are part of an overall integrated marketing strategy. For the consumer, it’s about being a part of an experience. Partnerships between brands and digital, social and advertising agencies can make content even greater and ensure great creative resources.
  8. Involve fans in co-creation and encourage them to share stories about their experiences with your brand.

It is never an easy task to create quality content, and it is easier said than done. But if you keep these guidelines in mind and do your best to comply with them, it will get you far. What is good content in your opinion?

 

 

Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain messenger.com to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.

 

Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.

 

Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.

 

At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.