Tag Archives: good news

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.

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.