Fanzy's 4 Fan Engagement Mistakes to Avoid

SocialMktgFella
Andre Bourque Managing Editor -Technorati Media, Content Marketing Expert, SMT Board of Advisors, Technorati Media | Status Creative | Social Media Today

Posted on September 9th 2013

Fanzy's 4 Fan Engagement Mistakes to Avoid

Image

 

I led a conference panel on "Fan Tools" at the Inbound Marketing Summit in San Francisco this summer. On my team of social media marketing experts was Adam Wright of Fanzy. Fanzy works with organizations to reward top consumers for amplifying brand awareness, turning top fan influencers into evangelists.  

In working with thousands of brands, Fanzy has identified four essentials of influencer engagement best practices for driving the best ROI from social media marketing. 

The Fanzy Four

1. Don't Rely on Social Media Posting Alone

Years ago Facebook introduced an algorithm called EdgeRank to determine what appears in your Facebook news feed. There's too much content out there, so Facebook picks and chooses what you'll see. Edge Rank is a combination of three factors: Affinity, Edge Weight and Freshness

But just recently the rules changed. Well, Facebook changed their algorithm to be more precise and little is known about what specific replacements are working behind the scenes. One publication went as far to declare Facebook's Edgerank “dead”. According to Lars Backstrom, Engineering Manager of News Feed, the elements of the old Edgerank are “still important.” He goes on to say that old factors such as affinity have been expanded upon: “There are now categories and sub-categories of affinity.”

Regardless of formulaic changes, the key to brand marketing success on Facebook is to do more than rely on content posting alone. Taking advantage of what is known is critical for increasing brand visibility. Because 96 percent of fans don’t go back to a brand’s page after initial engagement, you showing up on Facebook's News Feed is the only reliable way for fans to see your brand's posts. 40 percent of the time people spend on Facebook is on their News Feed. If you want to go where the people are, News Feed is the place to be. 

As a business, you're not reaching your social fans nearly as often as you think you are and the way to change that is to cultivate, encourage, and reward your most influential social fans who help spread the word about your brand with their large circle of friends. You need to know who they are, how to motivate them, and manage them like a little army.

Image

By building an army of power fans who are ready, willing and able to get your message out is the key to successfully marketing on the world's largest social playground. This "friend to friend" marketing can be, and as Fanzy explains, often is the difference between your brand's social marketing success or failure. 

2. Don't  Anticipate Your Customers Will Socially Share about You without  Rewards

It's impossible to have an effective content/inbound marketing strategy without rewarding your customers, and turning them into fans. Not that your social presence won't grow, it just won't quantum leap over your competition like a fully managed fan engagement system.

According to eMarketer58% of Facebook users “Like” brands on Facebook because they anticipate access to exclusive content, discounts, or brand promotions. Give social fans exactly the types of content, discounts, and promotions they want and incentivize them to get these rewards when they generate engagement from likes, comments and retweets from their existing social networks.

Fanzy shared a recent case study, and how the ROI can be staggering. 

Global electronic music brand Tiesto with over 10 million likes on his Facebook Page used Fanzy in connection with an album release.  In addition to music downloads and other rewards for Fanzy fans, Tiesto agreed to fly to the home town of the #1 Fanzy fan at the conclusion of the month to play a private show. 

In one month, the Fanzy campaign generated approximately 40,000 posts to FB including Tiesto's marketing content, 183,000 comments on those posts, 288,000 likes, 23,000 tweets and 175,000 retweets of those tweets.  When compared to an average month of engagement prior to launching with the tool, Fanzy fans increased Tiesto's Facebook reach and amplification by over 590% in FB likes and 2,410% in FB comments.

 

3. Don't Expect to Show Up in Facebook's Graph Search Unless Your Content's Hot 

You can no longer just throw up fluff and hope it sticks, because people won't find it. Users can now search Facebook with the powerful new Graph Search.  Graph Search lets users search for things like “photos of new phones,” or “the best places to eat Chinese food in Dallas.”

Like any search engine, you want your content to rank high. To do that, it needs to be content that consistently gets high engagement in the form of likes, comments and shares. What HubSpot calls "remarkable" content. Stuff that causes people to take action.

The guys at Fanzy are big fans of Mari Smith who said: "Content is King, but Engagement is Queen, and she rules the house."

Engagement is Queen and it's the difference in your brand being noticed in the world of social influence. Good content paired with good fans gives your brand high visibility with social media users. The way to make your content really hot is by generating the type of engagement Facebook values. Including first, second and third generation likes, comments and shares.


4. Don't Ignore Your Fan-base and Influencers

Big name companies are aggressively giving fans discounts, empowering them to support causes, and providing them with exclusive content and information all to reward them. For example, Pepsi's latest weapon is the "Like Machine," which dispenses on-the-spot soft drinks to fans who "Like" the brand on Facebook.

They're doing this for two reasons:

  1. Good fans are too valuable to lose
  2. Because it works

Engage your fans for the same reasons. Reward them for generating engagement on video and photo shares, inviting friends to join, sharing links, cross-polinating to other social networks like Twitter, Pinterest, and Instagram.

SocialMktgFella

Andre Bourque

Managing Editor -Technorati Media, Content Marketing Expert, SMT Board of Advisors, Technorati Media | Status Creative | Social Media Today

Andre Bourque (Social Marketing Fella) is the Managing Editor at Technorati Media. He is a contributing blogger here on Social Media Today, and sits on our Board of Advisors. Andre has held positions in technology marketing at Sun Microsystems, Intel, Web 2.0 startups, and most recently in the in-flight entertainment industry. He serves as a copywriter and content marketing strategy consultant for several firms and brands.

Available for content marketing and PR strategy. Email him here.

 

See Full Profile >

Comments

Sean Boulger
Posted on September 11th 2013 at 11:11PM

This article is embarrassing, and contains little to no actionable information.

Let's recap:

1. Don't rely on social media posting alone.

Alright. Not a bad suggestion. But apparently your takeaway for this subheader is "cultivate an army of fans and then reward them when they talk about your brand."

Incredibly vague, and pretty much standard information for any marketer. This is the basics of how marketing works.,

2. Don't Anticipate that Customers Will Share without Rewards

The takeaway here seems to be that fans should be rewarded for talking about your brand. Which was exactly the point of the previous subheader.

Also, Tiesto is one person. He's a musician. Calling him a "brand" seems way out-of-touch.

ALSO also, Tiesto is a worldwide brand with millions of fans. Maybe an example that could easily apply to marketers at smaller organizations (ones without massive amounts of built-in brand awareness) would be more helpful.

3. You Won't Show up in Graph Search without Great Content

The takeaway here seems to be "make great content."

You don't talk at all about HOW to make your content great. You basically just say "good content shows up in Graph search" and then tell your readers to go ahead and make that good content, please.

"The way to make your content really hot is by generating the type of engagement Facebook values."

Are you secretly Yogi Berra?

4. Don't Ignore Your Fan-Base and Influencers

Once again, you simply tell people to reward their fans for giving a brand likes.

You provide an example in the form of Pepsi. Truly relevant to all the marketers out there that don't work for a billion-dollar organization.

Also, you simply tell us to "reward" our fans for generating engagement. So far, this has been three of your four points.

 

I'd like to help you out, man. Here are Four Common Mistakes Marketing Bloggers Make

1. Incredibly Vauge Information

Telling marketers to increase their engagement by making better content is like telling an architect to make a better house by building it better. C'mon, now.

2. Reliance on Buzzwords, Instead of Information

'Good content paired with good fans gives your brand high visiblity with social media users."

Is there a human being in the house?

3. Terrible, Terrible Examples

Are you a marketer? Well, check out this example where Pepsi invented a machine to dispense their product for free! Surely you can use this example in your own marketing efforts.

4. Sneakily Repeating Yourself

Dressing up the exact same piece of advice and then repeating it three times in a list of four items says a lot about the way YOU think of an engage with your audience.