Recently, ComScore, the global leader in measuring the digital world, published a report on social marketing and how it’s not just about getting likes!
The report called “The Power of Like2 – How Social Marketing Works” was made in a research collaboration with Facebook in order to deliver unique insights on social media marketing.
Facebook pages are the go-to destination
The report presents how companies should focus on engaging fans and sharing relevant content in order to successfully manage a Facebook page. Compared to brands’ normal websites, a Facebook page has become the go-to destination for consumers and fans. To actually interact with the fans on the Facebook page is therefore crucial. Many of us probably recognise this from when we are on the search for information about a brand or product. Rather than visiting the website, we go to the Facebook page, as we may already be online on the social platform. Furthermore, we can then also see if our friends like the brand and what people in general write about the brand on the given page.
In the report, the fruity candy named Skittles is used as a case to show this development. Here, it is stated that the Skittles brand website had 23,000 U.S. unique visitors in March 2012, whereas the brand’s Facebook page attracted 14 times as many with 320,000 visitors within the same period.
Put into perspective, this definitely pressures brands to make an effort when having established a social presence. It’s all about planning! And not least reaching people with relevant content in their News Feed, where they spend the highest percentage (40%) of their time on the platform.
As shown in the above model from the report, the first step for a brand is then to actually be seen by fans in their News Feed. Not all updates are exposed to fans due to Facebook’s algorithm EdgeRank (which you can also read more about here), and therefore it’s about finding the right conversational touch points to get fans to engage and talk about your content. This can also be part of spreading your message to friends of fans, which is of course the aim in order to expand your target group with preferred consumers.
Good community management increases sales
Being able to manage a Facebook page in a successful way, a social presence can carry along a positive effect for the brand’s sales figures. A case presented in the report is the popular coffee brand Starbucks that through earned media exposure has experienced greater in-store purchasing:
Using a test vs. control methodology, the in-store purchasing behaviour of exposed fans was compared to the control group during four weeks subsequent to exposure. After four weeks of exposure, the test group had a purchase incident of 2.12 percent, 0.58 percentage higher than the 1.54 percent incidence in the control group. Furthermore, the purchase incidence increased for each of the weeks passing. And this is definitely an interesting finding to take into account as a brand establishing a social presence!
To see further details about the examples presented here and in general gain more insights into the report by ComScore and Facebook, please click here.