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How to Create an Effective Company Facebook Page

admin » 23 March 2011 » In Internet, Social Media » No Comments

How to Create an Effective Company Facebook Page

You’ve decided to create a Facebook page for your company. Seems easy enough: first you registered your page, created a company name and filled in your basic information. You’ve got less than 10 fans and a pretty basic profile picture. Now what? You obviously want the page to broaden your online presence and attract customers but how on earth do you do that? What makes some company Facebook pages more effective than others?

“In order to build a compelling Facebook page that yields measurable results, business owners first need to identify their main objectives,” says Mari Smith, relationship marketing expert and co-author of Facebook Marketing: An Hour A Day. “So many small business fail to fully benefit from all that Facebook offers quite simply due to a lack of clear goals and a strategy to achieve those goals.”

So your first question should be: why am I on Facebook; what’s my goal? Whether it’s selling more products, improving customer service or creating new relations, determining what you want to achieve with your company page should be the first necessary step. Then it’ll be easier to use Facebook more effectively.

“There’s a number ways that businesses can utilizes Facebook,” says Grady Burnett, director of global online and inside sales at Facebook. “The world’s always been social and the web has traditionally been fairly anonymous and Facebook is very focused on trying to provide tools and an environment to drive engagement and discussion between people and communities, institution brands, companies and small businesses.”

Facebook makes it easy for business owners to set up pages. After speaking with the company and a few of the top social media experts, Inc.com has compiled a list of four key steps to create an effective company Facebook page.

How to Create an Effective Company Facebook Page: Understanding the Features

“Getting the page right and understanding what content is there is probably the best starting point,” Burnett says. “There’s a lot of different features and if you just focus on one, it might not get the benefit that you need overall.”

From creating events to posting photos of your product to updating your status announcing a new service or deal, understanding what capabilities you have at the tip of your fingers will help you develop a rock-solid strategy, and look, for your page.

“So if you’re a restaurant, sharing a video of a head chief giving a cooking tip or something like that, it’s a great opportunity where that functionality is built into the page,” Burnett says. “If a company is using all of that it provides a great rich environment to engage their user base.”

It may seem overwhelming, at first, determining which features to use to enhance the look of your page, but it’s easier than you think. Here are a few popular features that have proven to be effective for many business pages:

Wall Posts – This is the platform that allows customers to express themselves and tell you exactly how they feel about your product or service. Any feedback is useful feedback. So to encourage customer interaction make sure you enable that capability on your privacy settings. Click the privacy settings option on the account tab and make sure the “Friends can post on my Wall” and “Can comment on posts” option is set to “Everyone.”

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Facebook Insights Gets Real-Time Analytics

admin » 15 March 2011 » In Internet, Social Media, Tech News » No Comments

Facebook Insights Gets Real-Time Analytics

Facebook has released extensive updates to its Insights tool, which provides publishers who use Facebook plugins with analytics on how content is performing. Now they can see those analytics in real time.

The update enables publishers to get real-time distribution and engagement metrics of how the content on their site is performing on Facebook, meaning they’ll be able to optimize it for Facebook. For example, publishers will be able to see if a certain post is performing exceedingly well and could adjust its prominence. The metrics, of course, are exportable through the Graph API.

The update also includes a well-rounded look into content performance on and off Facebook. Publishers now can see the impressions, referral clicks and the most popular pages on their site. The Popular Pages view was expanded to include the top 100 pages that are getting the most likes, comments or shares.

Deeper Engagement Analytics

What’s useful is that one can break down the analytics by Facebook plugin (Like button, Comments, etc.). Website owners with Like buttons, for example, will be able to see how many people saw the button, clicked on them, saw the stories that got posted through the Like button and how many of them clicked on it to come to view it on your site. It also provides metrics for the recently updated Comments plugin, enabling publishers to see the rate of comments taking place and from whom.

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5 Innovative Mobile Marketing Campaigns

admin » 08 March 2011 » In Google, Marketing, Tech News » No Comments

5 Innovative Mobile Marketing Campaigns

Mobile is an area of intense fascination for marketers and advertisers, partially because it’s so confounding.

Ideally, mobile marketing can be even more effective than search. Its targeted consumers are not sitting on their couches thinking about buying something — they’re out in the real world and are open to suggestions about where to go next. A well-timed coupon or even just a reminder that a store is nearby can create a sales opportunity out of thin air.

That said, there are huge barriers to getting an effective mobile campaign underway, including privacy issues, wireless carriers’ individual policies and the still low rate of smartphone adoption in the U.S.

Nevertheless, here are five mobile campaigns that worked within those limitations and showed the industry the potential of the mobile medium.

1. PowerMat on MyTown

If you haven’t heard of Booyah’s MyTown, imagine if Second Life was overlaid on the real world. Considered the world’s largest location-based game with 3.3 million players, MyTown offers virtual rewards when players check in to real locations. In early 2010, the game’s zealous user base caught the attention of PowerMat, a consumer electronics firm known for its wireless charging devices. In May 2010, the brand launched the first-ever sweepstakes on MyTown, offering virtual items when players checked in to a PowerMat retailer like Best Buy, Target or Bed, Bath and Beyond.

Results: PowerMat virtual goods garnered nearly 15 million interactions during the program. The clickthrough rate to PowerMat’s sweepstakes page was 1.8%, compared to an industry average of 0.1%. Players submitted more than 21,000 entries.

2. InterContinental Hotels Group Boosts Mobile Search

What’s the best mobile marketing tool: a mobile website or an app? For InterContinental Hotels Group, it’s no contest: a mobile website is much more valuable, according to Interactive Marketing Manager Marco De Rosa. Why? In a case study published by Google about IHG’s European mobile program, De Rosa points out that websites are more flexible across different platforms. Of course, apps have their place, and IHG launched one — called the Priority Club Reward app — which lets customers book hotel rooms, check their points balance and view reservations. IHG got the word out about its expanded mobile offerings via old school media, including print and on-premise signage.

Results: The push resulted in a 91% year-over-year increase in mobile search revenues, and traffic to the company’s mobile site jumps about 20% every month. In the U.S., the mobile program added another feature: Click-to-Call from Google AdWords. Click-to-Call now accounts for 40% of IHG’s mobile web revenue globally, according to De Rosa.

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