Tag Archives: Facebook pages

NZ Facebook Marketing 2015: June Update

There’s been a lot of talk — and, frankly, a fair amount of doom and gloom — about marketing on Facebook in 2015. The most significant development in that sphere came from Facebook itself, which announced late last year that from January 2015 self-promotional posts on Facebook pages would no longer be shown to Facebook followers.

As we’ve commented previously, that’s both good news and bad news. Bad news because marketers fondly hoped that the fascinating news that they were offering a discount or having a sale would be freely distributed to all their followers by Facebook; good news, however, because the new rules actually require that marketers create posts that are relevant and interesting if they are to be shared.

So, here we are at the middle of 2015. How are we doing?

NZ Facebook Marketing 2015

If we look at how New Zealand Facebook pages scored this time last year versus this year, the answer is: not so good.

Across the 25,603 New Zealand pages we track, just 0.75% of followers were (to use Facebook’s terminology) “talking about” the pages in June 2015, compared with 1.92% in June 2014.

In other words, on average expect less than one in 100 of your followers to be “talking about” your posts this year, half the engagement you might have expected last year.

As always, of course, there are outliers — Facebook pages that achieve far better results. Let’s take a look at some of those pages and see what we can learn.

Most engaged Kiwi Facebook page of all (in percentage terms), at least in mid-June 2015, was the Fox Glacier TOP 10 Holiday Park & Motels page.

This normally unassuming page, with just 647 likes, achieved a “talking about” score of 812.86% – 5254 people were talking about this page, more than eight times as many as actually followed the page.

The reason for this indecent popularity: a single good Samaritan post that was widely shared.

Fox Glacier TOP 10 Holiday Park & Motels

This success is, alas, likely to be a one-off. On the other hand our next example is more replicable. It’s from Kings Sound Centre, whose page enjoyed 367.69% popularity thanks to a series of videos as part of an online talent quest, their NZ Music Month Ibanez Guitar competition:

Kings Sound Centre

For a more sustained success formula, check out ZM Online, whose success (272.82%) derives from multiple posts each contributing to total engagement.

ZM Online Facebook Stats

One common thread that you see across all these pages: these marketers are NOT talking about themselves, surprise surprise!

Media channels such as ZM Online obviously find it really easy to talk about other things that are relevant to their audience, without lapsing into self-promotion. They’re simply doing online what they already do through their own channels.

On the other hand, if we look at some of the NZ Facebook pages that are under-performing the average, we typically find plenty of posts that Facebook has deemed self-promotional and not to be shared (without the advertiser paying for the privilege).

For example, when NZ Breakers writes about products it is selling, such posts only get 9 likes and 1 share (despite the team’s 79,209 Facebook followers):

NZ Breakers

On the other hand, posts about its returning superstars do so much better:

NZ Breakers-2

Similarly, despite 1391 followers, My Little Gift‘s really cute pictures also fell afoul of Facebook’s new rules and attracted just 10 likes.

My Little Gift

Perhaps the toughest task in NZ Facebook Marketing 2015 is faced by retailers (both online and traditional), who’ve been accustomed to posting their new products to Facebook and attracting attention as a result. Now, businesses such as Designer Gear Women are greeted by deafening silence (just a single like for the post below) despite having 6,854 followers.

Designer Gear Womens

It’s not that their followers don’t like what’s being posted, but rather that (under NZ Facebook Marketing 2015 new rules), they’re simply not being shown the posts.

By the way, we should note that the three examples we’ve chosen are simply that — examples, drawn from the 13,836 New Zealand Facebook pages that have less than 1% of their followers talking about them. In fact, these three are much more successful than most, having already attracted thousands of followers. All we’re saying is that times have changed and now new Facebook Marketing strategies are required in 2015 and beyond.

 

So how can you actually succeed with NZ Facebook Marketing 2015?

For you to achieve success with NZ Facebook Marketing 2015, you need to put on your thinking caps and do some serious brainstorming about your content.

In our Facebook online training courses (Facebook Accelerator and the Complete Facebook Marketing course), we tackle the issue head-on, and recommend that you:

  • use Graph Search to learn more about your followers and the sort of content that will interest them
  • identify the types of posts that your followers are most likely to share
  • create more of those types of posts
  • create posts in styles and formats that encourage more engagement
  • identify when your followers are most likely to be active on Facebook
  • publish your posts at those times
  • post more frequently than in the past
  • pay to promote the best of your posts to your followers
  • bump evergreen popular content
  • aim to drive Last Actor engagement as much as possible
  • crunch your numbers regularly to see exactly how well you’re doing (and whether or not you’re fulfilling your potential)
  • use Facebook advertising to drive Facebook users to your website

PS We would be remiss if we didn’t suggest that you check out our Complete Facebook Marketing and Facebook Accelerator online training courses, which discuss in great detail exactly what you need to succeed in NZ Facebook Marketing 2015.

Most Talked About NZ Facebook Pages – August 2013

If you’ve taken any of our Social Media courses, you’ll know that we keep harping on about Engagement — creating content that your followers want to talk about and share with their friends.

We thought it was time once again to check out which Kiwi Facebook pages are the most engaging right now, as at 19 August 2o13. We’ve sliced and diced the numbers two ways, firstly measuring Engagement as a percentage of Page Likes and secondly in terms of total volume.

Leading the first list by a country mile: Made4Baby.

made4baby

This Kiwi brand, which provides natural skincare for babies & children, has only 2,457 Likes but was talked about by 14,300 last week, representing 584.2% Engagement — nearly six times as many people talking about the Facebook page as it has followers.

And the most talked-about post? This one, on August 6:

dirtydishes

This image attracted 286 likes and a staggering 7,393 shares — the sentiment too good not to spread. Clearly Made4Baby understands its audience!

What other New Zealand Facebook pages got people talking? Here’s our Top 10 list:

Most Engaged NZ Facebook Pages August 2013
Engagement as a percentage of Page Likes

Page Name Likes Talking Engagement %
1 Made4Baby 2,448 14,300 584.2%
2 Kaukapakapa Veterinary Services. 55 176 320.0%
3 Shed 10 36 68 188.9%
4 TripMe.co.nz 618 1,139 184.3%
5 Deborah Quin 259 403 155.6%
6 The Factory 570 763 133.9%
7 The Natural Parent Magazine 41,718 55,002 131.8%
8 nzblokes.co.nz 38,527 47,232 122.6%
9 O’Neill New Zealand 587 634 108.0%
10 Dairy Womens Network 1,107 1,123 101.4%

On the other hand, if we just look at the total numbers talking about Facebook pages, these are the Top Ten:

Most Engaged NZ Facebook Pages August 2013
Highest Numbers of People Talking About The Page

Page Name Likes Talking About Engagement %
1 All Blacks 2,016,724 101,459 5.0%
2 The Natural Parent Magazine 41,718 55,002 131.8%
3 nzblokes.co.nz 38,527 47,232 122.6%
4 Paw Justice 268,229 28,398 10.6%
5 Flight of the Conchords 1,626,814 24,782 1.5%
6 Made4Baby 2,448 14,300 584.2%
7 Air New Zealand 647,475 13,710 2.1%
8 Tip Top Ice Cream 129,218 13,560 10.5%
9 Vodafone Warriors 107,180 13,416 12.5%
10 Peter Jackson 1,029,657 13,327 1.3%

NB: We’ve discarded a few pages which were Australia/New Zealand pages (eg BlackBerry Australia/New Zealand) or which were parent/child pages (eg Nissan NZ, where reported Likes and Talking About statistics were cumulative totals of all official Nissan pages globally).

Source of this analysis: the 19 August 2013 edition of our own Netmarketing Courses database of more than 31,000 NZ Facebook pages, for which we gather updated data weekly.

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Facebook Revamps The News Feed

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Facebook just announced a revamped version of its News Feed, which it is starting to roll out around the world. The Facebook video above (supplied via CNET) highlights the key points:

1. User Controls of News Feed Content

Users Can Choose The Contents Of Their News Feed

Users can now determine exactly what populates their News Feed.

PC World explains this new approach:

The existing News Feed displays a mash-up of posts from friends alongside Facebook pages you’ve liked . Those posts include check-ins, photos, videos, and status updates in some arcane order determined by an algorithm. The updated News Feed, by contrast, separates  types of content, and lets users choose to view only photos, or only music, or only updates from businesses like yours—in other words, the pages they’ve liked.

TechHive drills into more detail about the new News Feed options:

The Music feed

One of the biggest changes to the design is the way it handles music. There’s a new feed to deal only with music-related stuff. You just choose the feed from a feeds drop-down list at the top right of the page.

Facebook News Feed

Music feed

The Spotify music your friends are listening to is now featured in the music feed. Facebook has moved your friends’ song listens out of the old ticker at the right hand side of the screen, and into the music feed.

And Facebook is doing a lot more with those Spotify listens. It looks for artists and songs that multiple friends are listening to and groups them together in an article in the news feed. The article contains a large picture of the artist, and at the left you can see all your friends who’ve listened to the artist lately. Mouse over any of the pictures and you can see what those people said about the artist.

The Following feed

Facebook News Feed

Some of these themes are continued in other feeds. In the Following feed, Facebook now builds media rich articles using content from the pages of publications or public figures you like. For instance, if you follow the Onion’s page, you might see an article in your feed with the three most recent articles from the publication. Each article has its own image, and a 20-word summary. You might also find in-page videos of public figures you follow.

The Photos feed

Facebook News Feed

Photos feed

The Photos feed simply displays all the posts that include photographs. The photos appear larger in the feed, as well as the text around them. Even the text in the comments boxes below the photos appears to be a little bit bigger than before. At the top of the Photos feed page, you’ll find a small header image that incorporates one of the images from your feed. (Actually, all the new feeds pages have these header images.)

2. Larger Pictures for More Visual Impact

Images are to be given much more priority in the new-look News Feed, for which we can probably thank Pinterest and Instagram (and the fact that, as revealed by Mark Zuckerberg, 50 percent of the content in the Facebook News Feed already comprises photos and videos). Little wonder, then, that the News Feed is being given a visual makeover.

Here’s what you’ll see if you look at a typical Facebook News Feed now:

Current Appearance of the Facebook News Feed

And how it will look once the revamp rolls out:

Larger Visual Images in Facebook News Feeds

3. Facebook Albums Look Better Too

From this:

How Facebook Albums Look Now

To this:

How Facebook Albums will look

4. New Look For Shared Stories

Perhaps the most dramatic change is to the way that links are shared on Facebook. You’ll be familar with the current appearance:

How links are shared on Facebook

Look again:

The new look for shared links on Facebook

The new Sharing layout resembles (and was probably inspired by) the table of contents of a magazine. The new look includes:

  • A much larger image
  • A more prominent title
  • And a longer summary that tells you what this article is about

Facebook is also starting to add the logos of the publishers in the corner, its own effort to add authority and credibility to the shared content.

5. Desktop Mobilised

Facebook Looks The Same Across Desktop and Mobile

This visual makeover will see Facebook adopt similar layouts across both desktop and mobile, taking advantage of recent mobile styling.

What About The Marketers?

Collectively, the changes add up to a bold new look to the Facebook News Feed, at least for consumers. But where are marketers in all this?

AdWeek reported on the reaction from the marketing industry:

Many marketers gleefully anticipated that the content-specific feeds that Facebook was reportedly prepping would improve their ability to target ads. But when Facebook announced the new feeds on Thursday, advertisers were all but shut out—many of them feeling none too happy about it. CEO Mark Zuckerberg said the company has yet to determine how it wants to handle ads in the four new feeds.

The ability to target, say, image-rich ads to the Photos feed, or promote a brand-related jingle to the Music Feed ads would be “definitely a great opportunity for advertisers. I don’t know why they’re not making that available right now,” said Performics global CEO Daina Middleton.

Facebook isn’t leaving Madison Avenue completely in the dark. After the announcement, the company emailed marketers with a follow-up overview of the new feeds and design “and said right now ad units aren’t going to change,” said iCrossing’s head of social media Amanda Peters, who received such an email.

Despite that outreach, “I was surprised that there wasn’t any mention of ad units [during Thursday’s announcement],” Peters said. “I think [the new feeds] do present an opportunity for new units and potentially more dynamic units, more targeted units for specific feeds. My guess is that would come very soon.”

But maybe marketers shouldn’t be surprised about a lack of initial ad talk, given past Facebook announcements regarding product changes, said MEC managing partner and social practice lead Kristine Segrist.

“I feel like historically whether it was Timeline or other big platform changes, they roll out the user experience first, get some learnings, test it in the wild, then roll out the accompanying ad products,” she said. However “the scary story for marketers is whether users have newfound controls and can choose to spend time where brands or businesses can’t be part of the conversation.”

“There will be a section of the new News Feed dedicated to pages that users have liked”, says Tony Bradley. However:

Borrowing the personalized newspaper analogy, that section will be the equivalent of the classifieds section.

It’s fair to assume that the users who have liked your Facebook page are at least peripherally interested in your products and services. However, people spend time on the social network to be, well, social.

Their first thought won’t be, “Hey, I wonder if that company I liked has anything new to say.” It probably won’t be their second or third thought, either.

Don’t wait for users to find you in the equivalent of the classifieds. To stay in the game and engage with your community, take your business to them. How do you do that? Use lots of photos and videos to help you business show up in the sections of the new Facebook News Feed, such as Photos, that will have the most traffic.

In other words, even in the new-look Facebook News Feeds, old-fashioned Engagement is as essential as ever.

The Hobbit, The Facebook and The Wisdom Of The Crowd

New Zealand has been a little obsessed with The Hobbit in the lead-up to the world premiere — well, the NZ media have, anyway, with more television coverage devoted to the meanderings of Middle Earthers than with anything since the Rugby World Cup.

But, we wondered, has all this media attention translated into word of mouth amongst the people? What do us ordinary folks think about all this palaver? Are we mere mortals talking about The Hobbit as much as we might?

We delved into our ongoing monitor of some 8000 NZ and NZ-related Facebook pages to find out.

The Hobbit

If we look back to the beginning of 2012, we find that The Hobbit‘s Facebook page had 385,739 likes and 8,202 People Talking About the page on the 29th of January.

Fast-forward ten months to today, 1 December 2012 (with the movie’s release just under two weeks away), and those numbers read 830,164 likes and 120,395 People Talking. Massive gains, especially when it comes to the buzz.

There’s a bit more to Middle Earth than just The Hobbit, of course. There’s Air New Zealand and its Hobbit-themed marketing, another 68,633 chatting about the inhabitants of the Shire:

The Hobbit

Add in another 30,167 supporting 100% Pure New Zealand as our tourism marketing kicks into full swing behind the movie:

The Hobbit

And, of course, let’s not forget our very own Sir Peter Jackson, whose own Facebook page has been attracting the attention of another 92,935 wanting to be heard.

The Hobbit

And last, but by no means least, there’s the mothership itself, the Facebook page patrolled by nearly eleven million followers of The Lord Of The Rings Trilogy. 236,547 are Talking About that page — and you can be assured that a healthy number of those are focussed on The Hobbit round about now.

The Hobbit

Add up all the chitchat (just on these official pages) and that translates to more than half a million Facebook mentions of The Precious, just by one simple measure alone. Not all Kiwis, of course, but clearly the Crowd is indeed Wise when it comes to the Third Age.

The Hobbit Likes: Trending Upwards

We took a look at the three primary Hobbit-related Facebook pages (The Hobbit, Peter Jackson and The Lord of The Rings Trilogy) over the last three months. Once we indexed the pages against their starting positions (i.e. the number of Likes for the first week shown), we saw steady growth, with people Liking The Hobbit up nearly a quarter in that time period:

The Hobbit

Our conclusion from all this number-crunching: The Hobbit has indeed attracted solid word of mouth thus far, both locally and internationally, not just media hype. With two more movies still to go, we can expect the buzzing to continue for the next eighteen months, at least.

Most Talked About Kiwi Facebook Pages November 2012

Time for a new update on local statistics about Facebook.

This time round, let’s look at New Zealand’s Most Talked About Facebook Pages. This data is drawn from our weekly tracking monitor of 8110 NZ Facebook Pages, as at 1 November 2012.

First, let’s grab some stats from our database as a whole:

Across the 8110 Kiwi Facebook Pages we monitor, the average number of Likes has increased 14% since October 1, to stand at 7041.

Kiwi Facebook Pages

And the average number of people talking about those Facebook pages is up 20% compared with October, with an average of 376 people talking as at November 1:

Kiwi Facebook Pages

And Talks as a percentage of Likes:

Kiwi Facebook Pages

Averages are wonderful things, of course, but they do tend to obscure the extremes. For example, on November 1:

  • 1532 NZ Facebook pages had NO-ONE Talking About Them
  • 720 pages had just one person Talking
  • 1981 NZ Facebook pages had attracted between 2 and 10 Talks

And, at the other end of the scale, the Most Talked About NZ Facebook page right now:

Kiwi Facebook Pages

Paw Justice: “Paw Justice, a non profit organisation established earlier this year, has engaged the help of over 30 New Zealand celebrities and actors to spread the word that pet abuse must stop and people who mistreat pets must be punished.”

Talks on the Paw Justice Facebook page are currently hovering around just below half a million, but the chatter peaked in the last week of October at 859,268 Talks — and yes, with total Likes standing at 243,180, that puts the Talks/Likes percentage at 353%. Definitely a little better than the 5.34% average …

How to use Social Media for Business: What to Track

Companies in New Zealand and around the world are now starting to use social media for business purposes more effectively, tapping into tools such as Facebook and Twitter, to market their services and to communicate more effectively with their customers.

According to a recent study reported by the Los Angeles Times, around 90% of U.S. small businesses are now using social networking platforms. That’s the good news.

Slightly less cheerful news, however, comes from a study by eConsultancy and Adobe, which finds that there’s little deep tracking going on by those who use social media for business.

use social media for business

One In Five Companies Who Use Social Media For Business Do Virtually No Tracking

You’ll recall the old saying “Half of my advertising is wasted. I just don’t know which half.” That situation was almost acceptable in the context of mass marketing, where companies cast their advertising upon the vast watery expanse of print and broadcast media and the only way to figure out what was working was to count the number of sales you made (or, more likely, how often the Chairman was told “saw you on TV” by his golfing buddies) — but when you’re dealing with one-to-one methods such as social media, it’s simply poor business practice not to know what results you’re achieving.

So what should you track?

To answer this question, let’s just focus on Facebook for now. Through Facebook’s built-in Insights tools, you can track:

  • Likes. That, sadly, is where many marketers start and stop their tracking. In our view, that’s a lot like monitoring the number of people who come into your store — but not bothering to track whether or not they buy.
  • Talking About. Knowing this information is a big step up. Social Media, as the name suggests, is all about talking – engaging with your followers, and having them engage with you. Take a look at how many of your fans were actually “talking about” you last week, and calculate that as a percentage of your overall followers. The whole idea, when you use social media for business, is to engage — otherwise, you might as well devote your time and money  to mass media advertising instead, you’ll reach far more people.
  • Reach. Facebook calculates how many people saw your posts, either directly or via your followers. This will be low at first, but don’t worry — one of the first lessons to learn when you set out to use social media for business is that size (of audience) doesn’t matter. Engagement is the key.
  • Sentiment. It’s good to have people talking about you, but if they’re not saying nice things, clearly something’s rotten in the state of Denmark (or Dargaville). Still, it’s better to know when bad things are being said (rather than remain in blissful ignorance) — it may be hurtful, but at least you can do something about it. So how do you measure sentiment (without poring over your own Facebook pages every other moment)? Start with a free Sentiment Analysis tool such as the Chrome plugin offered by Viral Heat, and consider other, more powerful paid options as budget allows.

What else can you track to use social media for business effectively?

As the graph above suggests, Revenue is an obvious measure (and one which will matter most to your CEO and CFO). “Why am I spending so much time on Facebook? Take a look at these sales!”

How can you track revenues and attribute them to your use of social media for business marketing?

  • If you sell online, use a unique web link to send people from Facebook (or whatever social media site you’re using) to your website
  • If you only sell offline, make an offer that’s unique to your social media efforts (eg “free giftwrap when you quote OFFER FB”)

Traffic

Another metric that many of those who use social media for business choose to track: how much traffic was driven from their social media pages to their website. We don’t want to delve into the technical aspects here — suffice it to say that your webmaster (if you have one) will tell you what you need to know about setting up Google Analytics to monitor such efforts.

Social Media Training

If you’d like more detailed advice on how best to use social media for business, we encourage you to check out our social media training courses.We cover a variety of topics, including:

The courses are all online and they provide comprehensive explanations of tracking and the many other aspects that matter when you use social media for business.

NZ’s Top 50 Facebook Pages September 2012

There’s a bit of a debate raging over at Stop Press about the validity or otherwise of the latest NZ Facebook data released by Social Bakers. In particular, one commenter noted that “Socialbakers only tracks 131 brand pages in New Zealand”.

We took the opportunity to crunch our own numbers — we have a rather larger sample, of some 6,250 New Zealand Facebook pages — and came up with our own sets of results.

First, we took a look at the Top 50 Most “Liked” New Zealand Facebook Pages. Here are the Top Twenty as at today, September 12 2012 (you’ll be able to download the Top 50 in PDF form at the end of this article):

Yes, we know there are some debatable entries in there. For example, Lord of the Rings and The Hobbit probably don’t rank as truly NZ pages, and the Rugby World Cup, formerly administered by NZ, has now gone troppo. Even so, there’s plenty of useful information for those of a statistical bent, especially with the Top 50 Reports (see below).

The second set of numbers we examined: Facebook’s “Talking About” metric. Here are the Top Twenty Pages that attracted the most “talking” (which includes liking, commenting and sharing) as reported on September 12 2o12:

And the third set of numbers we reviewed: the percentage of those “Engaged” with the page (which we’ve defined as “the number of Talks as a percentage of the total number of Likes”). As you’ll see below, the first 15 pages on our list actually have more people Talking About them than have Liked them (see last month’s Wanganui Chronicle blog post for an extreme example of this phenomenon).

And here’s the link to the PDF file containing the three sets of Top 50 Lists, with our compliments.

PS Our research sample of 6250 NZ Facebook pages is pretty comprehensive, but we’re sure we’ve missed our fair share. If you know of an NZ Facebook page whose performance would put it into one of our Top 50 lists, please let us know in the comments and we’ll add it to our database.

Wanganui Chronicle Goes Ballistic!

A few minutes ago we started to sort our database of New Zealand Facebook pages by Engagement — the numbers of People Talking About NZ Facebook Pages (as a percentage).

The average percentage (of the 5000 Facebook pages we analysed) for the most recent week (July 27-August 2) is 7.2%. In other words, typically just 7.2% of your Facebook followers were talking about you last week.

That’s the current average. But we were blown away to find that the highest percentage last week belonged to the Wanganui Chronicle, who came out of nowhere to record a astounding percentage of 2865% talking about the paper’s Facebook page!

We were sceptical, so went to the paper’s Facebook page to see for ourselves. Here’s what we found:

Yep, the paper has just 988 likes, but suddenly 28,309 people were talking about it.

What happened? This, according to the paper itself:

An Angel at the Checkout

One man’s generosity at the checkout has prompted an outpouring of goodwill and calls to “pay it forward” among Wanganui people.

Janet Hartell posted her thanks on the Wanganui Chronicle’s Facebook page to a man who gave her an extra $10 when she was caught short at the supermarket on Wednesday.

Overnight and during the course of the day yesterday [August 2], the page attracted more than 24,000 “likes” from all around the world, and more than 1,300 comments.

Way to go, Wanganui!

Check out the rest of the Top 20 Most Talked About NZ Facebook Pages by downloading our latest chart in PDF form (click here).

PS: Do note that Facebook is a realtime medium, so these numbers are constantly changing — check out the latest stats for any one of these pages by actually visiting their page