Tag Archives: pay

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.

Were Your Posts Just Banned By Facebook?

banned-by-facebook

Late last week, Facebook gave businesses the bad news:

Overtly promotional posts will no longer be shown to page followers, beginning in January 2015.

Exactly what types of posts are banned? Here’s what Facebook specified:

  1. Posts that solely push people to buy a product or install an app
  2. Posts that push people to enter promotions and sweepstakes with no real context
  3. Posts that reuse the exact same content from ads

Facebook gave some hypothetical examples of undesirable posts, but here are just a few of the millions of real Facebook page posts that would seem to fall foul of Facebook’s new rules.

Posts that only talk about products you should buy:

banned-post-1

Or contests you can enter:

contents

 

And even big brands have Facebook page posts unlikely to survive the January 2015 promotional massacre:

uniqlo

Those 762 people who like the above post? They’re going to be out of luck, when January rolls around. They won’t see the Uniqlo promotional posts in their newsfeeds, so they won’t know about the deals.

The Continuing Push Towards Zero Facebook Engagement

This move by Facebook is just the latest step in the social network’s efforts to:

  • reduce unwanted clutter on users’ Facebook newsfeeds
  • drive down the reach of brands’ Facebook page posts (towards zero)

From a user-centric point of view, Facebook’s motives are not merely practical but praise-worthy. As Facebook notes, “our goal with News Feed has always been to show people the things they want to see. When people see content that’s relevant to them, they’re more likely to be engaged with News Feed”.

From the point of view of businesses, however, Facebook’s moves are typically not viewed in such a benign fashion.

As re/code notes, it’s “likely going to anger brands in the process, many of whom spent years building up a following for this very purpose. Why would Coca-Cola pay Facebook to promote one of its posts when it already has 90 million users following its updates?”

Facebook’s own guidelines for business pages spell out the social giant’s thinking:

Publicize exclusive discounts and promotions with ads
If you’re looking to inspire more purchases from your posts, create Facebook Ads with special discounts or promotions.

  • Use link ads to drive people to your site, and include special codes they can use at checkout
  • Drive urgency with a time prompt like “free shipping, this weekend only” or “12 hour flash sale”
  • Promote only products or services you think your audience is most interested in
  • Advertise end-of-year contests and giveaways to drive customer loyalty and sales

In other words, if you want to use Facebook to actually sell stuff, you can now expect to have to PAY.

Overcoming Facebook Frustration & Reaching Your Followers

So what should you do? Simply abandon your carefully-constructed Facebook presence? Or pay every time to reach your followers?

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

 

Free Report on Facebook Advertising

If you want to sell anything through Facebook, it’s time to face the grim reality:

you’re simply going to have to pay to promote your products, through Facebook Advertising.

A word of warning, however: if you don’t know what you’re doing, it’s easy to burn through a lot of money fast, with minimal results.

To help, we’ve put together a special FREE report on getting started with Facebook Advertising.

 

GSWFB-cover-cropped-3D

This free report will tell you the 5 essential tips you simply MUST KNOW before you start advertising on Facebook.

So go ahead — grab your FREE copy right now!

Just click here for your free report.

 

 

Facebook Ads: Smart Or Not?

Are Facebook Ads a good idea?

As we’ve pointed out in the recent past, marketers can no longer rely on “organic reach” to build a relationship with followers: a steady succession of algorithm tinkering by Facebook, accompanied by more and more noise on the social network, means that now you can typically expect no more than 2-6% of your followers to see your Facebook posts.

Oh sure, there are exceptions. Take for example Team Midwives Whangarei, which has around 20% of its followers talking about its Facebook Page:

Midwives don't need Facebook Ads

Clearly, Whangarei midwives don’t need Facebook Ads, at least not right now. But what about the rest of us?

If we want more people to talk about us on Facebook, then we need to either:

1. Create posts that are relevant to our brand but have the potential to go feverishly viral (like this one by NZ-based Paw Justice):

With posts like this, who needs Facebook Ads?

2. Pay to boost any of our posts that we believe are worth promoting:

Was this post worth promoting?

3. Buy Facebook Ads

 

PS Facebook Ads are one of the topics we cover in our Facebook Accelerator course. More details by clicking here.

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