Acquiring ‘fans’ on Facebook is one thing, but keeping them engaged is another.
Here are 2 questions we should ask ourselves, in order to find an effective way to keep our fans engaged…
What are the main reasons people have ‘liked’ our Facebook page?
Which leads to the next question…
What content from us, would these different segments of people find valuable?
It’s likely you’ve driven people to like your Facebook page through incentives, such as ‘Like our page and you’ll be in to win X, Y & Z’.
This particular segment of fans will be very receptive to future special offers, discounts & competitions.
Another segment of your fans, will be those that love your brand and support what your company does, they don’t need a special offer incentive to ‘like’ your Facebook page – they’re brand ambassadors, they want their friends to know they’re a fan, because they’re proud of that fact.
This particular segment of fans will be more receptive to your general updates about what’s going on behind the scenes, what’s the company been doing? what’s in development? what’s next?
You’ll also find these fans to be very receptive to special offers, discounts and competitions, as they’re likely repeat customers who value what you provide very highly.
Considering these 2 segments of fans we’ve identified above, we’d recommend a mixture of presenting special offers, discounts, competitions, ‘behind the scenes’ updates, questions about hot topics which concern your industry and unique, valuable content that’s not self promotional.
Lets have a look at 10 different ways we can implement some of these ideas, by looking at how companies have successfully done so in the past…
1. Let customers know about your latest product releases
Microsoft do this particularly well on their xBox Facebook page. Fans who love the console, love to hear about the latest releases. As shown in the update below. Over 40,000 liked this update, who in turn spread the message to their own friends.
2. Be relevant to what’s currently going on in the world
If there’s something on the majority of your fans minds, then it’s time to get creative and find a tie-in with your own products.
McDonalds did this superbly at Halloween, dressing their products up with a Halloween theme and driving 14,000 likes, along with a big discussion and people directly sharing the post on their own Facebook page.
3. Share the great things you’re doing for the community
Fans love to know what you’re doing to make the world a better place. Capture and share those behind-the-scenes moments. Just like when Cadbury hand delivered a bouquet of flowers and made a dream come true.
4. Build anticipation
If there’s an event or product release coming up, build up anticipation. Post a countdown at different stages up until the release.
The UK music festival, Glastonbury, do this effectively. 50 days before the festival began, they posted an update which was shared by over 1,200 people. This raises awareness across social media that the festival is coming, prompting those without tickets to get their hands on them.
5. Build curiosity
Reveal interesting information about your products that’s not very well known. Build curiosity in the wording of your posts and prompt your fans to find out more by visiting a link or watching a video.
6. Post limited time discounts
Everyone loves a discount, so post one through for your fans every once in awhile.
Burts Bees did this effectively, by offering $1.50 off their lip colour products for a limited time. 13,946 people liked the update and 1,055 people shared the update with their friends.
7. Run a sweepstakes
Running a sweepstakes on your Facebook page not only gives your fans a chance to win something of value to them, but it also provides you with the opportunity to ask for your fans email addresses.
As part of the entry process, you ask entrants if they’d like to ‘subscribe to receive future offers, promotions etc’.
Email is the most effective marketing tool you have. The most effective way to acquire your fans email addresses is through a competition such as a sweepstakes.
Below is a simple sweepstakes that the Heart Foundation ran through our sweepstakes creator, which was a very successful method in acquiring additional subscribers to their tick club membership.
8. Run a photo competition
Photo competitions are also an excellent way to get your fans engaged. Entrants will actively share their entry with friends and encourage them to vote for them.
Coca Cola implemented this well to raise awareness of their summer Coca Cole Can design. Requesting users to take a photo of themselves with the new Coca Cola Can in exchange for a chance to win some great prizes. Fans love engaging in these types of competitions.
9. Run a quiz competition
A quiz is another effective way of engaging effectively with your fan base. An opportunity for fans to show their knowledge and the chance for them to win something of value in return.
Fujifilm used our quiz competition creator to run a quiz for their Instax camera.
Entrants were entered into the draw to win 1 of 4 signature Instax camera fashion packs. Entrants also had the opportunity to ‘share their result’ on Facebook, which many did, which sent a huge number of additional fans to Fujifilm.
10. Put out a survey
Fans love to give their feedback on your products / services and have an impact on the future direction of your company.
A survey is a valuable tool for you to research the market and engage with your fan base. We’ve seen these used effectively time and time again.
I hope this article is of value to you, helping you shape the content you’ll be delivering to your fans on a consistent basis.
Making a few small changes to the way you approach your Facebook updates can make a big difference.
By far the best way to increase your “Likes” & keep those who have “Liked” your page engaged, is to create competitions and promotions.
We’ve created a tool that you can use to create competitions and promotions for your Facebook page & website.
To give it a go for free, click here.
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