Today several useful resources have been published which are handy tools and reference points for Facebook Best Practice Building well spec'd ads and page posts on Facebook is critical to campaign success. Well designed adverts will have a much greater chance of generating fan engagement, likes, shares and comments
Facebook has published their best practice guidelines for page posts and adverts which you can download from here: Guide Page Post Best Practices
ComScore has published a Whitepaper: The Power of Like Europe: How Social Marketing Works for Retail Brands; which you can download from here.
Below is a summary of key findings and implications of this study:
1. Europe is one of the largest markets for social networking, with an engaged user base accounting for a larger proportion of total minutes on social networking sites than any other region. The time spent social networking in Europe continues to grow at a healthy pace of 17 percent year over year (comScore MMX, May 2012). 2. On Facebook in the UK, France and Germany, 32 percent of a user’s time is spent on the Homepage, which features the Newsfeed. The Newsfeed represents the primary location where branded content is consumed. However, despite the dominance of consumption in the Newsfeed relative to the brand page, a relatively small portion of Fans see content from a brand in a given week (across retail and other categories) 3. Impressions directed toward Fans, which if “Liked” are subsequently seen by Friends of Fans on their Newsfeed, can successfully expand a brand’s reach and create a new audience with which to engage. European retail brands such as ASOS, H&M and Zara have the ability to disseminate marketing messages to up to 44 Friends of Fans for every Fan the brand has on Facebook. 4. Friends of Fans often have slightly different demographic profiles to the core Fan base of a brand. Understanding where the differences lie provides brands the ammunition to strategically target these demographics to drive them into the physical or online stores. 5. Fans of retail brands and across all categories often represent a brand’s best customers. For the retailers studied, both Fans and Friends of Fans were disproportionately more likely to visit the brand websites – where purchases occur – compared to the average internet user. For example, ASOS fans were 3.6x as likely to visit the ASOS website as non-fans, which may be expected given their stated affinity for the brand. Friends of Fans were 2.7x as likely to visit the site as well. 6. Using paid media to leverage the potential of earned properties such as the Facebook Brand Page yields positive ROI. Using an exposed versus control test, Facebook paid advertising generated a 130% uplift in purchase behaviour on the ASOS website in the four weeks following ad exposure. This is relative to those consumers who were not exposed and importantly demonstrated a similar affinity to ASOS as the test group (e.g. site visitation and purchase) in the four weeks prior to the advertising campaign.
One new Facebook feature we have been testing recently is the Promoted Page Post. We quickly identified for one of our clients that promoting new products or heavy brand related content was well received by the current fan base, more so than non fans through Marketplace or Facebook Premium adverts. So we switched to promoting new products with Promoted Page posts only and the results have been great. Now we keep Marketplace and Premium adverts for campaign content.