Last night, Tim and I attended a local event hosted by two Twin Cities professional organizations, Minnesota Public Relations Society of America (MN PRSA) and Minnesota Interactive Marketing Association (MIMA). The event topic being Facebook for business and was presented by a representative from Facebook itself, Joe Benarroch.
With such a broad topic, I was curious to know where Joe would take his presentation and if he would keep it at simply presenting high-level information that wouldn’t really interest the audience; which consisted of many community managers, agency executives and people already familiar with high-level information about the platform itself. Much to my surprise, the presentation was nearly the perfect mix between high and mid-level advice and statistics.
So what did we learn?
Here’s an overview of Joe’s presentation and a few key takeaways for businesses of any size to incorporate into their Facebook fan page strategies.
Facebook on Facebook
At the core of what Facebook is doing, they’re attempting to make the world more open and connected with one another. News feeds are becoming each individual’s personal newspaper. For this reason, the news feed is critical inventory on the social platform.
Your audience seeing a business mixed into their feed can give a bad feeling. So, it’s important that you don’t act and sound like a business. You should be acting like a person and like a friend. Your business will have a much greater chance of interaction with your audience by doing this.
Facebook has 1.15 billion monthly active users. From a mobile perspective, Facebook has 819 million mobile monthly users and 469 million daily mobile users. On average, each of these users spend 320 minutes each month using Facebook from a desktop computer and 785 minutes each month from mobile devices. In the U.S. alone, people pick up their phones more than 100 times per day and check Facebook an average of 14-15 times per day.
40 percent of people report checking Facebook while at the gym.
47 percent of people check Facebook while cooking.
46 percent of people use Facebook while they’re shopping or running errands.
The Mobile Reach
The Facebook experience is the intersection of technology and tradition. They consider themselves a mobile first company and they place an emphasis on it because that’s where the people are. Brands will follow because they follow where people are.
So what does this mean for businesses?
Businesses need to atomize their content for the mobile audience. They need to make it bite size and thumb friendly (in other words, easy for mobile users to interact with).
Targeting the Masses
Facebook has become the new mass media with their mantra being scale, targeted reach and measurement. To run an effective Facebook campaign businesses need to combine all three and then structure the campaign by following these steps:
1. Start with a business objective for your campaign (not a social metric).
2. Structure it for success by including the right people across the brand.
3. Art + Science: pair the creative with the appropriate measurement to prove effectiveness.
4. Leverage the scale by determining which audiences to target and how targeted you want that audience to be.
5. Unlike traditional channels, you’ll get immediate feedback on your work. Make sure you’re using this feedback to refine and improve over time.
Food for Thought
There were a few key takeaways that we learned from Joe’s presentation. First, a business needs to step back and think about what ‘likes’ do for their business. It’s not all about ‘likes’ but about getting them from the right people that will move that company forward.
Second, brands shouldn’t be afraid to be creative on Facebook because they really have a chance to learn and grow from the feedback they’re receiving and then change what they’re doing.
Lastly, brands don’t always need to be reactive, they should be thoughtful and proactive to drive the conversation about their own business mantra.
What did you think about the statistics and advice Joe gave? Was anything surprising? What brands do you see as innovation leaders on the Facebook platform?