Category Archives: Facebook

The Council and the Redback Spider

As we’ve mentioned a time or two on this blog before, we regularly monitor around 25,000 New Zealand Facebook pages, taking particular note of the pages getting most talked about.

Over the last week, the Northland Regional Council‘s Facebook page has popped up on our radar, achieving 9,312 Engagements (what Facebook calls “People Talking About“) despite having just 3,840 followers.

What, we wondered, was all the fuss about?

Turns out that it’s Redback Spiders. Here’s the post that got most of the attention, talking about an Australian illegal immigrant:

redback

Apart from the 2,855 shares and 842 likes/reactions, the post also attracted 725 comments, many asking about the Council’s observation that “there are established red back populations in New Zealand”.  (Yes, notes the Council, “Red back spiders have been recorded as established in New Zealand since the 1980’s. There are populations in Otago, New Plymouth and most recently, Taupo.“)

Congrats, Northland Regional Council, for getting so much attention to your post. An important public service message (though we wish the topic wasn’t quite so disturbing).

Other Popular NZ Facebook Pages

Other high-performing Kiwi Facebook pages at the moment include:

AGI Education, celebrating the official opening of AGI’s new Epsom campus (9,012 Engagement, 2,240 followers):

AGI Education

Hossack Station Trophy Hunting (2,641 Engagement, 1,987 followers):

hossack

Zero to Five Baby Quality Baby and Kids Gear (5266 Engaged, 4916 followers)

thieves

(Sadly, this post also fell into the Public Service category, for the worst of reasons).

If you’d like to improve the performance of your Facebook posts, check out our Facebook Accelerator course:

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level and make this social sensation really work for you?

Introducing our Facebook Accelerator seven-part online course that will lead you through the steps necessary to supercharge your Facebook presence. Through this Facebook course you’ll learn:

  • how to take a cold, hard look at what you’ve achieved on Facebook so far (warning, icy water and a brisk dose of reality may lie ahead!)
  • how to pick yourself up, reboot your (brand) personality online and (it may be necessary!) give your Facebook outpost an urgent and extreme makeover
  • the importance of Facebook’s algorithms (what?) and how they shape your posts and comments
  • why consumers really bother engaging with brands — and the Number One most important secret you need to know to connect with them effectively
  • smart thinking (stolen from others’ successes!) that will help you reach out to key influencers and tap into the magic of viral
  • how a blend of old media habits and new social strategies can work wonders for you
  • the growing importance of social gaming — and how you can start to cash in as Facebook rolls out new tricks
  • selling stuff on Facebook directly — can you do it, should you do it and how can you do it?
  • why social shopping is so influential and how you can tap into this latest craze (without discounting the shirt off your back)
  • going social outside Facebook – and why it matters

WHO SHOULD TAKE THIS FACEBOOK COURSE?

Anyone who’s already developed a presence on Facebook and wants to make it grow.

COURSE CREATION AND TUTORING

This Facebook course has been created and will be tutored by Michael Carney. Michael is a veteran marketer with an insatiable passion for whatever’s new, different, exciting or interesting in the world of communications — and particularly in the social media marketing space.

COURSE CONTENTS

LESSON ONE: AUDIT AND MAKEOVER

In this first lesson we invite you to audit your current Facebook presence. Who have you attracted so far to your Facebook page, how much are they interacting with you and what do they get to see when they arrive at your Facebook Fan Page anyway? Then we show you some of the ways that leading brands and organisations have set themselves up on Facebook and identify the key elements you’ll need to include if you want to increase your success on Facebook. You may even find yourself rethinking your current Facebook activity entirely.

LESSON TWO: ENGAGEMENT

Know anything about Facebook’s algorithms? These not-very-well-known formulae determine exactly how visible you are on Facebook, especially to those who say they like you. We peek under the covers and show you exactly what you need to do to prosper under the algorithms — and how important it is to engage in particular ways with your fans and followers. A word of advice: don’t post anything more to Facebook until you’ve completed Lesson Two.

LESSON THREE: PLANTING VIRAL SEEDS

“Viral” is one of those magic qualities to which most marketers aspire. Alas, many are called but few are chosen. In this lesson we look at the principles behind some of the most effective viral campaigns of recent time — and show you how to harness those concepts to reach out to influencers and consumers alike. We’ll also discuss how you can (legally and legitimately!) make Other Peoples’ Content actually work for you!

LESSON FOUR: ADS AND SPONSORED STORIES

In Lesson Four we explore Facebook Ads and Sponsored Stories. They’re more accessible than you think, and they’re socially primed to drive fans to your page. Time to dig deep and find out what can be done, even on small budgets. In this lesson we also talk about Social Gaming and virtual currencies and how marketers are using them to good effect on Facebook.

LESSON FIVE: CREATING EFFECTIVE FACEBOOK POSTS (NEW FOR 2017)

The biggest challenge for any business using Facebook pages these days? Creating Facebook posts that get noticed and get shared.

So this lesson tackles this problem head on, identifies the secrets of effective Facebook posts and shows you exactly what you need to do to stand out on Facebook.

LESSON SIX: SOCIAL SHOPPING

There’s a whole lot more to social shopping than just offering a drop-dead, deeply discounted deal and ending up with bargain shoppers who won’t spend a penny more than their coupons allow. We take a serious look at some of the best practices in this space and identify smart ways to help your customers spend more of their hard-earned money with you. Along the way we’ll discuss pre-commerce, augmented recommendations and how to turn existing customers into advocated (without them having to do anything). And we also take a look at Facebook Apps and how they can be of use to you.

LESSON SEVEN: THE SOCIAL GRAPH

Finally, we look at the increasing number of ways that your consumers can connect with their friends outside Facebook, how you can help the process along and why it matters (hint: these days people trust their friends more than they trust you — nothing personal). Along the way, we’ll identify a few simple protocols that you (or your IT folk) can add to your own website to sharpen your social results.

TIMING

This online training course begins on Wednesday 05 April, 2017.

INVESTMENT

This seven-part Facebook course is available for $497 +GST. However we offer a $100 Early Bird Booking Discount — the course is just $397 +GST for bookings made and payment received by Wednesday 29 March, 2017.

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in this Facebook course, please pay by credit card through PayPal by clicking here.

(The service provider will be shown as Netmarketing Services Limited in your transaction and on your credit card statement).

WHAT HAPPENS NEXT?

Your booking will be confirmed by email (if you have not received a confirmation within 24 hours, feel free to email info (at) socialmedia.org.nz).

On the first day of the course you will be supplied by email with login details.

Don’t Post to Facebook at Weekends? Opportunity Lost

not-posting-at-weekends

If you’re like most organisations, you probably don’t post to Facebook — or indeed, any social medium — on Saturdays or Sundays.

Sadly, you’re missing out on the opportunity to engage with a large slice of your prospects and customers, while your competitors are snoozing their way through the weekend.

Mobile has changed everything

Sure, many people don’t go near their computers at the weekend. But did you know that the vast majority of consumers now access Facebook through their smartphones and tablets?

An incredible 1.74 billion Facebook users access the social network through their mobile device in a typical month (February 2017 data) — and more than a billion of us ONLY connect with Facebook via mobile.

And mobiles are always with us — and always on.

And, Facebook being where so many of peoples’ friends are, it’s easy to see why we spend so much time on our Facebook feeds, especially during the weekend when our time is not so taken up with work and other distractions.

 

Higher Engagement at the Weekends

So what exactly can you expect if you post at the weekends?

32% higher engagement, for one. Take a look at this data, drawn from a 2016 infographic summarising 16 research studies.

best-times-to-post-on-facebook

A 2016 study by Hubspot ranked 12-1 p.m. on Saturday and Sunday as one of the best three windows to post on Facebook.

That makes sense, of course, since life does still go on at the weekends. We still have things to do. But checking Facebook over (a later) breakfast and lunch is typical behaviour.

 

What Brands Actually Do at Weekends

This consumer behaviour isn’t new, of course — we’ve seen similar behaviour over the last seven years that we’ve been creating social media courses.

So have brands been paying attention?

Not enough, it seems.

Everypost shared the results of Marketing analytics firm TrackMaven analyzed 4,618 blogs published by brands over a year and evaluated which days of the week actually generated the most engagement across social media. Here is what they found, which may come as a surprise to social media marketers who focus mainly on posting content during the weekdays.

Average Posting Frequency by Day of the Week
Mondays: 17.2%
Tuesdays & Wednesdays: 18%
Thursdays: 17.9%
Fridays: 15.9%
Saturdays: 6.3%
Sundays: 6.8%

Average Social Shares by Day of the Week
Mondays: 12.5%
Tuesdays, Wednesdays & Thursdays: 14.1%
Fridays: 12.7%
Saturdays: 18%
Sundays: 14.6%

So what does this tell us? Even though most brands are posting content during the week, the 13% of posts that were published on Saturdays and Sundays actually generated the most social shares overall.

So here’s our recommendation: post at the weekends* (doh!), as well as during the week.

You’ll have less competition from other brands, and more engagement from consumers. Win win.

*You don’t actually have to be at your computer at the weekends. Social posting tools such as Hootsuite, and even Facebook itself, allow you to pre-prepare and pre-schedule your posts.

Are Your Posts Actually Getting Seen by Your Followers?

Of course, we  shouldn’t ignore the elephant in the room — Facebook has dialled back on the percentage of your followers who will actually see your posts, with the result that (across the more than 23,000 NZ Facebook pages we track, just half a percent (0.55%) of those pages’ followers will engage with their posts.

Appalling? Yes. But YOU can do better.

In fact, our online training courses are all about teaching you how to use social media more effectively, so that you can dramatically improve on your performance on Facebook and other social networks.

Check out our online courses today:

Facebook Accelerator Programme
fba-banner

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.

For more details of the Facebook Accelerator programme, please click here.

The Complete Facebook Marketing Course
completefb-banner

For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.

For more details of the Complete Facebook Marketing programme, please click here.

If you want to improve your performance beyond Facebook, check out our Social Media Marketing Essentials course:

Social Media Marketing Essentials

Social Media Marketing Essentials

Social media is an ever-changing environment and unless you’re involved on a day to day basis you’re unlikely to stay up-to-date with the latest developments in the medium. So we’ve devised this social media marketing essentials course to capture the latest developments across the expanding world of social media for 2017.

For more details of the Social Media Essentials course, please click here.

Outstanding Facebook Engagement: Eco Wanaka Adventures

Hats off to Eco Wanaka Adventures for their outstanding Facebook performance last week, when this dazzling post achieved 377% Engagement (compared with last week’s average of 0.55% Engagement across all 23,860 NZ Facebook pages we monitor).

This was the post that attracted all the attention:

eco-wanaka

The post attracted 6,600 reactions, 12 comments and 109 shares, more than enough to propel it into its preeminent position as perhaps the most engaging NZ post of the year so far.

Why Was This Facebook Post So Engaging?

Let’s face it, the photos are drop-dead amazing, so that helps.

Note the collection of hashtags, mostly themed around the Hobbit and Middle Earth.

Also, in our view, a certain amount of paid promotion was involved.

How Do You Make Your Facebook Posts Engaging?

You might like to check out our online course on the topic:

Creating Effective Facebook Posts

How To Create Effective Facebook Posts

The biggest challenge for any business using Facebook pages these days? Creating Facebook posts that get noticed and get shared.

So we’ve created a four-part online training course that tackles this problem head on, identifies the secrets of effective Facebook posts and shows you exactly what you need to do to stand out on Facebook.

This short course covers:

Lesson One: The Changing Facebook Environment

Why do you need to change the way that you do business on Facebook? In this lesson we examine Facebook’s changes over the last several years and why they have direct implications for marketers.

We explore why those changes are actually good news.

We review Facebook’s latest guidelines for business pages.

And we learn what a 90-year-old book can teach us about effective social media posts.

Lesson Two: Best Practices for Facebook Posts

What exactly should you be talking about on Facebook? In this lesson we discuss best practices and share compelling examples of effective Facebook posts.

We examine the most engaging Facebook posts and discuss ideal lengths and formats.

We talk about Last Actor Engagement and what that means to you.

And we recommend how to shape effective Facebook posts.

Lesson Three: Viral Success Secrets

What really works on Facebook? We spell out the characteristics of successful Facebook posts. We identify 20 different posting formats that get noticed and get shared.

Then we review the types of posts worth sharing, accompanied by a wide range of examples, including:

  • The hotel chain that has twice as many people talking about it as the chain has followers
  • The radio station that has truly mastered the art of Facebook
  • Examples of posts that really tug at the heartstrings
  • The Facebook page that had 247,756 Facebook likes but managed to get 775,600 people talking and 160,000 people sharing
  • Practical posts that get people sharing

And many many more.

Lesson Four: Facebook Video

Did you know that Facebook loves live video – and gives it top priority when it comes to sharing?

Video is central to Facebook’s vision for the future of the platform. In 2014 CEO Mark Zuckerberg was quoted as saying “In five years most of Facebook will be video”. Facebook has been working hard in 2016 to cement that vision, especially in the areas of live video and VR.

In this lesson, we discuss exactly what you need to know about Facebook video, including:

  • How much more likely people are to watch live video on Facebook (compared to video which is not live)
  • The dramatically-increased performance of Facebook video posts compared with photo posts
  • Why live video matters to marketers
  • The perceived benefits (and barriers) of live-streaming video and how live streaming is currently being used by businesses
  • Ten effective ways in which live video can be used by marketers
  • Success secrets of online video – including the exploding watermelon video that reached more than 10 million people
  • The key steps you need to take to ensure you are making effective use of Facebook Live

WHAT TO EXPECT FROM THIS COURSE

By the end of this course you will know how to create the most effective Facebook posts for your organisation.

TIMING

This course begins on Wednesday 05 April, 2017.

————————

INVESTMENT

This four-part online training course is available for $397 +GST. However we offer an Early Bird Discount of $100 +GST — pay just $297+GST for bookings received by Wednesday 29 March, 2017.

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in this course, please pay by credit card through PayPal by clicking here:

Register Now for the next course

If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for your online training course.

If you have any questions, or would like more information, please email us at [email protected]

MORE FACEBOOK TRAINING OPTIONS

Alternatively, if you feel you need more comprehensive Facebook training, check out these two courses:

Facebook Accelerator Programme
fba-banner

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.

For more details of the Facebook Accelerator programme, please click here.

The Complete Facebook Marketing Course
completefb-banner

For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.

For more details of the Complete Facebook Marketing programme, please click here.

93% of Users Access Facebook via Mobile

93-percent-access-Facebook-via-mobile

If you’re still questioning whether Mobile is taking over the world, wonder no more. According to the latest statistics collected by Expanded Ramblings (here and here), the world’s leading online destination, Facebook, now sees 93% of its monthly users access the site via mobile.

According to those stats (as at November 2016), 1.66 Billion Facebook Monthly Users (out of a total of 1.79 Billion Monthly Users) access the site via a mobile device.

Not only that, but more than one billion users ONLY access Facebook via Mobile.

So, if you’ve been wondering if you should devote a bit more attention to Mobile Marketing, the answer is YES.

Fortunately, we have some online training courses that can help you with both Facebook marketing and Mobile Marketing.

Upskill Yourself with Facebook and Mobile Marketing for 2017

Our online training courses cover a range of digital marketing topics, including:

Mobile Marketing course

mobile-header

Smartphone usage has hit the tipping point, in New Zealand as elsewhere. According to Google’s Consumer Barometer, three-quarters of New Zealanders now have smartphones — and these devices are dramatically changing consumer behaviour, with significant implications for Kiwi businesses.To help you master this challenging mobile environment, we’ve created a dedicated online training course about Mobile Marketing for NZ organisations.

For more details of the Principle & Practice of Mobile Marketing course, please click here.

The Complete Facebook Marketing Course
completefb-banner

For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take Kiwis from absolute beginners on Facebook to highly effective Facebook communicators.

For more details of the Complete Facebook Marketing programme, please click here.

Facebook Accelerator Programme
fba-banner

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brand(s).

For more details of the Facebook Accelerator programme, please click here.

 

How To Create Effective Facebook Posts

Creating Effective Facebook Posts

The biggest challenge for any business using Facebook pages these days? Creating Facebook posts that get noticed and get shared.

So we’ve created a four-part online training course for New Zealand organisations that tackles this problem head on, identifies the secrets of effective Facebook posts and shows you exactly what you need to do to stand out on Facebook.

For more details of the How To Create Effective Facebook Posts short course, please click here.

Social Media Marketing Essentials

Social Media Marketing Essentials

Social media is an ever-changing environment and unless you’re involved on a day to day basis you’re unlikely to stay up-to-date with the latest developments in the medium. So we’ve devised this social media marketing essentials course to capture the latest developments across the expanding world of social media for 2017, starting with Facebook but then expanding to consider all the social media channels that are relevant for NZ businesses.

For more details of the Social Media Essentials course, please click here.

Every Facebook Post Should Include an Image or a Video

Every Facebook Post should include either an image or a video

Seven Things You Should Know About Social Media Marketing in 2017

This is the first of seven articles about Social Media Marketing Essentials for 2017.

#1 Every Facebook Post Should Include Either an Image or a Video

In our Instant Gratification society, images allow people to communicate in the quickest and easiest way possible. Jess Loren and Ed Swiderski, in their book “Pinterest for Business” (Que, 2013), asked a psychotherapist (Dr Fran Walfish) and a psychologist (Dr Raphael Wald) why society is so drawn to visual images:

2drfran

2drwald

The statistics support the good doctors’ point of view:

60-thousand

ninety-percent

It’s a generational thing, as well: younger audiences are more likely to interact with something that you’re promoting if it’s accompanied by visual media.

And then there’s video, which is now 135% more effective on Facebook than images alone:

facebook_video_statistics_for_2016_infographic

Upskill Yourself in Social Media Marketing for 2017

Those are just some of the facts and figures you need to know about social media marketing in 2017. Our online training courses cover much, much more:

Social Media Marketing Essentials

Social Media Marketing Essentials

Social media is an ever-changing environment and unless you’re involved on a day to day basis you’re unlikely to stay up-to-date with the latest developments in the medium. So we’ve devised this social media marketing essentials course to capture the latest developments across the expanding world of social media for 2017.

For more details of the Social Media Essentials course, please click here.

 

Advanced Social Media Marketing course
advanced-banner-large

This course is designed to drill down into the specific details of the major Social Media channels, including Facebook, Twitter, LinkedIn, Pinterest, Instagram, YouTube, Google Plus and others.

For more details of the Advanced Social Media Marketing programme, please click here.

Facebook Accelerator Programme
fba-banner

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.

For more details of the Facebook Accelerator programme, please click here.

The Principles & Practice of Social Media Marketing
social-media-banner

This is a seven-part eCourse providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.

For more details of the Social Media Marketing online course, please click here.

The Complete Facebook Marketing Course
completefb-banner

For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.

For more details of the Complete Facebook Marketing programme, please click here.

How to Prepare an Effective Social Media Brief
brief-banner

Even if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This programme is designed to provide you with the insights necessary to prepare an effective brief.

For more details of the How to Prepare an Effective Social Media Brief programme, please click here.

How to Use LinkedIn Effectively – For Your Business And Your Career
linkedin-banner

This is a seven-part online training eCourse providing a comprehensive introduction to LinkedIn, from the basics to detailed instructions on how to use LinkedIn to promote your organisation, build your personal reputation, find a job, recruit prospective employees and even make sales.

For more details of the How to Use LinkedIn Effectively programme, please click here.

 

Do You Know What Your Competitors Are Doing On Facebook?

Do you know what your competitors are doing on Facebook?

Kiwis spend more time on Facebook* than anywhere else on the Internet. So are you keeping watch on your competitors and what they’re doing on the social giant, or are you in the dark?

*An average of 8 hours & 7 minutes a month, according to Nielsen Online Ratings (June 2016).

Considering the significance of Facebook as a destination for New Zealand audiences, it’s amazing how little attention NZ marketers pay to monitoring what’s going on in the medium.

You really should be tracking:

  • what exactly your competitors are doing on Facebook
  • how often they post updates
  • which of their posts (if any) have really resonated with their followers
  • how effective their posts are in terms of generating engagement and interaction
  • how your own Facebook page stacks up in comparison

FACEBOOK COMPETITIVE ANALYSIS – BENCHMARK REPORT

To help Kiwi marketers develop a much better understanding of the ways in which their competitors are using Facebook, we’ve developed a Facebook Competitive Analysis Report which provides a comprehensive analysis of your category.

This competitive evaluation of the Facebook performance of the competitors in your category will be based on a specific list of your competitors, and will also identify the leading performers in your category in other English-speaking markets, drawing on our database of more than 150,000 Facebook pages from New Zealand, USA, UK, Canada and Australia.

For example, in the Real Estate category, from our sample of 2320 NZ real estate pages we have established that the average NZ real estate page has 372 likes, but with just 4.49 people talking about a typical page (1.21% engagement).

In comparison, across 2270 Australian real estate pages, the average is 1202 likes, with 7 people talking (0.58% engagement).

We then report on the Top 20 Facebook pages in your category in NZ, the USA, UK, Canada and Australia, in terms of (a) Total Likes; (b) Numbers of People Talking About The Pages; and (c) Most Engaged Pages.

Here, for instance, are some of the raw results from our Real Estate Analysis:

Facebook Real Estate pages

Note the Engagement stats for three of the best-performing Real Estate pages (highlighted in yellow).

INSIGHTS

Once we’ve crunched all the numbers, we drill down even further. We review the most effective posts by the most engaged organisations in your product category and identify:

  • the strategies they’ve used
  • how successful they’ve been in encouraging engagement
  • ideas that you can steal and adopt for your own activity

For example (sticking with our real estate category), we’ve uncovered:

  • killer wording that almost forces prospects to like and engage with your page
  • a strategy that turns a dollar donation into a compelling engagement tool
  • a tactic that you simply must not use — because you’re attracting totally unqualified leads
  • a truly delightful content strategy that really pays off and proves the power of words
  • a low-cost but dramatically effective way to use Facebook video

For example, here’s a reward-based approach used by one of the real estate agents we singled out above as having a high engagement score:

matt-coren

RECOMMENDATIONS

As well as the Insights gleaned by examining the top performers in your category, we’ll also report on the 16 most effective viral strategies we recommend for Facebook marketing, and suggest ways that YOUR BRAND can take advantage of each relevant strategy.

We will also recommend the type of content on which you should focus most of your attention – content that best represents a combination of your expertise and relevant visitor interests.

For example, STORY-TELLING is an extremely powerful viral strategy, and one that Australian real estate agency Earnshaws uses to bring to life what might otherwise be pedestrian property listings.

PRICING

As you can imagine, this whole Competitive Analysis process requires a lot of individual effort and attention, and draws on our extensive knowledge of, and experience with, social media marketing.

Up until now, we have conducted such analyses as part of a comprehensive marketing audit for which we charge several thousand dollars.

For the Facebook Competitive Analysis Report as a standalone service, we could easily charge $1500 or more, and that would be a fair return on the effort involved.

Still, since this (as a standalone service) is a new project for us, we’re looking for some social proof in the form of very satisfied customers. So we’ve decided to offer our Facebook Competitive Analysis Report at a very enticing $999+GST.

SPECIAL INTRODUCTORY OFFER

We’re going to slice even more off that pricetag, but only for the first five clients.

If that’s you, you can sign up for our Facebook Competitive Analysis Report, for just NZ$699+GST.

Yes, that’s a further $300 savings. And yes, this is a classic direct marketing strategy — deep discount, limited availability — and it’s a “classic” because it works and keeps on working. In this instance, the strategy means an awesome deal for you.

To sign up for our Facebook Competitive Analysis Report programme, just click here: http://bit.ly/fbcompet

You’ll be taken to our PayPal payment page, where you’ll be asked to provide your name and email details and to pay for the programme.

If you’re one of the first five to sign up, the PayPal payment page will show a rate of NZ$699+GST. If you’re too late, the rate will automatically switch to NZ$999+GST — not as good a deal as the early birds got, but still great value for money.

If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking (normally fairly quickly, but please do allow up to 12 hours for us to get back to you). Then we’ll be in touch to provide you with some questions regarding your Competitors, your category and your Target Audience.

FOLLOW-UP PROGRAMME

We won’t just complete the Facebook Competitive Analysis Report and then leave you to your own devices. We do have several follow-up programmes that we will discuss with you as part of our recommendations, including ongoing monthly category monitor & social media content provision.

FINAL CALL TO ACTION

Want to take advantage of our Facebook Competitive Analysis Report to make your social media activity more effective?

Sign up today — be one of the first five to take action and grab this valuable competitive intelligence at an awesome bargain price, just $699+GST!

The Dirty Secret of Facebook Promoted Posts

Are you failing on Facebook? Do your posts attract plenty of likes, comments and shares — or do they just sit there, covered in cyberdust?

As you’re probably aware, over the years Facebook has steadily dialed back on organic (i.e. free) reach of Facebook page posts. Nowadays, if you want to get seen by more than a few percent of your followers, you have to pay to promote your posts.

That’s not news. But there’s another BIG BAD SECRET that you might not know about: just paying to promote your Facebook posts is not enough.

Pay to promote posts that no-one wants to read — “Sale Today”, “Here’s some dull news about our company” — and, guess what, no-one will read those posts even though you’re paying to show them to your followers.

You need to promote posts that already work. Otherwise you could be just throwing your money away.

There’s a bit of a Catch-22, though. If hardly anyone sees your unpaid posts, how will you know which works and which doesn’t?

Two Solutions

As you may or may not know, we’ve been focussed on Social Media in general, and on Facebook in particular, for the last six and a half years. We’ve been running online training courses since 2010.

Along the way, we’ve purchased or commissioned a number of software tools to enable us to dig deep into Facebook, gather data and crunch numbers.

As a result, we have tools that have allowed us to:

  • build a 150,000-strong global database of Facebook pages (including more than 25,000 NZ Facebook pages)
  • add thousands more in any specific category at any time
  • track Facebook page performances in terms of likes and talks whenever we wish (typically weekly and monthly)
  • identify the most effective Facebook pages in terms of likes, talks and overall engagement
  • drill down into those pages and find their most effective posts

So, for example, if we wanted to identify the most effective types of posts in the Real Estate category, we would:

  • assemble from our database all the Real Estate pages we currently monitor (several hundred)
  • using our specialist Facebook search tools, gather additional NZ Facebook real estate pages (around 2300 relevant Kiwi pages at last count)
  • gather additional Facebook real estate pages for major towns and cities in Australia, the UK, the US and Canada (i.e. the primary English-speaking markets)
  • upload that specialist real estate database to our Facebook monitoring software to determine the most effective, most engaged Facebook pages amongst them
  • select the top-performing pages and then, using another software suite, identify the most effective (in terms of likes, comments and shares) posts for those pages
  • reverse-engineer the most effective posts and then recommend the strategies to follow to develop engaging content that your followers will want to share

For example (sticking with our real estate category), we’ve uncovered:

  • killer wording that almost forces prospects to like and engage with your page
  • a strategy that turns a dollar donation into a compelling engagement tool
  • a tactic that you simply must not use — because you’re attracting totally unqualified leads
  • a truly delightful content strategy that really pays off and proves the power of words
  • a low-cost but dramatically effective way to use Facebook video

You could do all that too, if you had our software tools, our database, our six-and-a-half years of social media expertise and our forty-plus years of marketing experience.

Or you could opt for one of our two recommended solutions:

 

  1. JOIN OUR “CREATING EFFECTIVE FACEBOOK POSTS” ONLINE TRAINING COURSE

Sign up for our “Creating Effective Facebook Posts” short course, which will take you through the twenty most effective types of Facebook posts (crammed with tons of examples). Full details of this course are here: http://socialmedia.org.nz/ecourses/how-to-create-effective-facebook-posts/

The next course starts on Wednesday 05 April, 2017, and EARLY BIRD BOOKING DEADLINE for that course (saving you $100) is WEDNESDAY 29 March, 2017.

 

  1. CUSTOM ANALYSIS OF YOUR PRODUCT CATEGORY ON FACEBOOK

Alternatively, you could sign up to for our extensive analysis of your Facebook product category, out of which we will identify at least 15 content strategies for you to use to create effective and compelling posts.

During our custom analysis we will:

  • assemble from our database all the pages in your category that we currently monitor
  • gather as many additional Facebook pages in your category as possible, for major towns and cities in New Zealand
  • gather additional Facebook category pages for major towns and cities in Australia, the UK, the US and Canada
  • determine the most effective, most engaged Facebook pages in your category, based on current, real-time data
  • select the top-performing pages and identify the most effective (in terms of likes, comments and shares) posts for those pages
  • recommend at least 15 content strategies to follow to develop engaging content that your followers will want to share
  • suggest strategies that enable you to create original compelling content that will stand out from the crowd because it is unique

As you might imagine, despite the software tools we have at our disposal, this project requires significant individual analysis and insight, which is why we’re limiting the offer to just six clients.

For this service, we could easily charge $1500 or more, and that would be a fair price for all the effort involved.

Still, since this is a new project for us, we’re looking for some social proof in the form of very satisfied customers. So we’ve decided to offer our Facebook Custom Analysis programme for just $997+GST.

Here’s the link to sign up and pay via PayPal (and yes, it will automatically switch to sign you up for a waiting list once all six spots are taken): http://bit.ly/fbcustomanalysis

You’ll be taken to our PayPal payment page, where you’ll be asked to provide your name and email details and to pay for the programme.

If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking (normally fairly quickly, but please do allow up to 12 hours for us to get back to you). Then we’ll be in touch by email to gather more information from you.

PS Sure, you can pass these offers by. We just don’t want you to have any regrets if/when your Facebook posts fail.

Introducing Our Facebook Audit & Analysis Programme

Is Facebook working for you?

How effective is your Facebook page?

Are your customers and prospects engaging with your page — liking, commenting and sharing — or does the page just sit there, ticking over, not doing much for you?

If you’d like to improve that performance significantly, you could take our new “Creating Effective Facebook Posts” short course (today’s the Early Bird Booking deadline for that course, saving you $100 — details here: http://socialmedia.org.nz/ecourses/how-to-create-effective-facebook-posts/).

Or perhaps you’d like to have your Facebook activity audited and analysed for you, to determine:

  • what you’re doing wrong
  • what you’re doing right
  • what the most successful competitors in your category are doing; and
  • which Facebook strategies you should adopt for future posts

If that sounds appealing, we invite you to check out our new Facebook Audit & Analysis programme.

 

LIMITED RELEASE: ONLY 11 CLIENTS CURRENTLY BEING ACCEPTED

We should warn you upfront that we can accept no more than eleven clients at this time, based on the time and effort required to conduct each Audit, and because we have a very special introductory pricing offer (see below) — we’d go broke if we took on too many clients at these prices.

Also, please note that client audits will be processed in order of receipt so if you are interested, the sooner you sign up, the better.

With that caveat out of the way, let’s explore the new Facebook Audit & Analysis programme.

Here’s what the programme covers:

FACEBOOK AUDIT & ANALYSIS

We will conduct an audit of your Facebook activities over the last six to twelve months, including:

  • how your Facebook activities stack up against your marketing objectives
  • how your Facebook activities match up against your target audience
  • analysis of your Facebook post creative content
  • analysis of your Facebook post formats
  • analysis of your Facebook post sizes & durations
  • analysis of your Facebook post timings
  • analysis of your Facebook post frequency
  • analysis of customer interaction and engagement
  • review of the look and feel of your Facebook page, on desktop and mobile

NB To conduct the audit we will require administrator access to your Facebook page, along with details of your marketing objectives and your target audience.

 

COMPETITIVE ANALYSIS

We will also conduct a competitive evaluation of the Facebook performance of other marketers in your category, drawing on our database of more than 150,000 Facebook pages from New Zealand, USA, UK, Canada and Australia.

We will be benchmarking the overall performance of pages in your category, and determining how your own page stacks up in comparison.

For example, in the Real Estate category, from our sample of 2320 NZ real estate pages we have established that the average NZ page has 372 likes, but with just 4.49 people talking about a typical page (1.21% engagement).

In comparison, across 2270 Australian real estate pages, the average is 1202 likes, with 7 people talking (0.58% engagement).

We then report on the Top 20 Facebook pages in your category in each of the five markets, in terms of (a) Total Likes; (b) Numbers of People Talking About The Pages; and (c) Most Engaged Pages.

 

INSIGHTS

Once we’ve crunched all the numbers, we drill down even further. We review the most effective posts by the most engaged organisations in your product category and identify:

  • the strategies they’ve used
  • how successful they’ve been in encouraging engagement
  • ideas that you can steal and adopt for your own activity

For example (sticking with our real estate category), we’ve uncovered:

  • killer wording that almost forces prospects to like and engage with your page
  • a strategy that turns a dollar donation into a compelling engagement tool
  • a tactic that you simply must not use — because you’re attracting totally unqualified leads
  • a truly delightful content strategy that really pays off and proves the power of words
  • a low-cost but dramatically effective way to use Facebook video

 

RECOMMENDATIONS

As well as the Insights gleaned by examining the top performers in your category, we’ll also report on the 16 most effective viral strategies we recommend for Facebook marketing, and suggest ways that you can take advantage of each relevant strategy.

We will also recommend the type of content on which you should focus most of your attention – content that best represents a combination of your expertise and relevant visitor interests.

For example, STORY-TELLING is an extremely powerful viral strategy, and one that Australian real estate agency Earnshaws uses to bring to life what might otherwise be pedestrian property listings.

 

PRICING

As you can imagine, this whole Audit & Analysis process requires a lot of individual effort and attention, and draws on our extensive knowledge of, and experience with, social media marketing.

Up until now, we have conducted such analyses as part of a comprehensive marketing audit for which we charge several thousand dollars.

For the Facebook Audit & Analysis programme as a standalone service, we could easily charge $1500 or more, and that would be a fair return on the effort involved.

Still, since this is a new project for us, we’re looking for some social proof in the form of very satisfied customers. So we’ve decided to offer our Facebook Audit & Analysis programme at a very enticing $999+GST — though only for the first eleven customers to take us up on our offer.

 

BUT WAIT, THERE’S LESS!

(We always wanted to say that!)

We’re going to slice even more off that pricetag, but only for the first five clients.

If that’s you, you can sign up for our Facebook Audit & Analysis programme, for just NZ$699+GST.

Yes, that’s a further $300 savings. And yes, this is a classic direct marketing strategy — deep discount, limited availability — and it’s a “classic” because it works and keeps on working. In this instance, the strategy means an awesome deal for you.

To sign up for our Facebook Audit & Analysis programme, just click here: http://bit.ly/fbauditanalysis

You’ll be taken to our PayPal payment page, where you’ll be asked to provide your name and email details and to pay for the programme.

If you’re one of the first five to sign up, the PayPal payment page will show a rate of NZ$699+GST. If you’re too late, the rate will automatically switch to NZ$999+GST — not as good a deal as the early birds got, but still great value for money. Once we have our eleven, alas, you’ll be redirected to a waiting list instead.

If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

 

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking (normally fairly quickly, but please do allow up to 12 hours for us to get back to you). Then we’ll be in touch to request Administrator Access to your Facebook page and to provide you with some questions regarding your Marketing Objectives and your Target Audience.

 

FOLLOW-UP PROGRAMME

We won’t just complete the Facebook Audit & Analysis and then leave you to your own devices. We do have several follow-up programmes that we will discuss with you as part of our recommendations, including ongoing monthly category monitor & social media content provision.

 

FINAL CALL TO ACTION

Want to take advantage of our Facebook Audit & Analysis programme to make your social media activity more effective? Then sign up today — be one of the first five to take action and grab this valuable service at an awesome bargain price!

How To Create Effective Facebook Posts

Creating Effective Facebook Posts

How To Create Effective Facebook Posts

The biggest challenge for any business using Facebook pages these days? Creating Facebook posts that get noticed and get shared.

So we’ve created a four-part online training course that tackles this problem head on, identifies the secrets of effective Facebook posts and shows you exactly what you need to do to stand out on Facebook.

This short course covers:

Lesson One: The Changing Facebook Environment

Why do you need to change the way that you do business on Facebook? In this lesson we examine Facebook’s changes over the last several years and why they have direct implications for marketers.

We explore why those changes are actually good news.

We review Facebook’s latest guidelines for business pages.

And we learn what a 90-year-old book can teach us about effective social media posts.

Lesson Two: Best Practices for Facebook Posts

What exactly should you be talking about on Facebook? In this lesson we discuss best practices and share compelling examples of effective Facebook posts.

We examine the most engaging Facebook posts and discuss ideal lengths and formats.

We talk about Last Actor Engagement and what that means to you.

And we recommend how to shape effective Facebook posts.

 

Lesson Three: Viral Success Secrets

What really works on Facebook? We spell out the characteristics of successful Facebook posts. We identify 20 different posting formats that get noticed and get shared.

Then we review the types of posts worth sharing, accompanied by a wide range of examples, including:

  • The hotel chain that has twice as many people talking about it as the chain has followers
  • The radio station that has truly mastered the art of Facebook
  • Examples of posts that really tug at the heartstrings
  • The Facebook page that had 247,756 Facebook likes but managed to get 775,600 people talking and 160,000 people sharing
  • Practical posts that get people sharing

And many many more.

 

Lesson Four: Facebook Video

Did you know that Facebook loves live video – and gives it top priority when it comes to sharing?

Video is central to Facebook’s vision for the future of the platform. In 2014 CEO Mark Zuckerberg was quoted as saying “In five years most of Facebook will be video”. Facebook has been working hard in 2016 to cement that vision, especially in the areas of live video and VR.

In this lesson, we discuss exactly what you need to know about Facebook video, including:

  • How much more likely people are to watch live video on Facebook (compared to video which is not live)
  • The dramatically-increased performance of Facebook video posts compared with photo posts
  • Why live video matters to marketers
  • The perceived benefits (and barriers) of live-streaming video and how live streaming is currently being used by businesses
  • Ten effective ways in which live video can be used by marketers
  • Success secrets of online video – including the exploding watermelon video that reached more than 10 million people
  • The key steps you need to take to ensure you are making effective use of Facebook Live

 

WHAT TO EXPECT FROM THIS COURSE

By the end of this course you will know how to create the most effective Facebook posts for your organisation.

 

TIMING

This course begins on Wednesday 05 April, 2017.

————————

INVESTMENT

This four-part online training course is available for $397 +GST. However we offer an Early Bird Discount of $100 +GST — pay just $297+GST for bookings received by Wednesday 29 March, 2017.

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in this course, please pay by credit card through PayPal by clicking here:

Register Now for the next course

If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for your online training course.

If you have any questions, or would like more information, please email us at [email protected]