This is the year of Facebook. Mark Zuckerberg has recently been named TIME Magazine’s man of the year. Facebook is being credited with toppling evil despots, reinventing communications and reshaping global social behavior. Heck, it’s even starring in its own Oscar-nominated movie. However, this is not a blog about how amazing Facebook is. This is a blog about how to not waste your marketing dollars trying things that have yet to work with Facebook.
Peter Yared, Vice President and General Manager of Webtrend Apps recently shared several Facebook trends that your brand should avoid.
1) Sweepstakes never go viral
Many brands have launched sweepstakes campaigns on Facebook only to see them fizzle. Whereas, some promotions are past on as postings on Facebook, sweepstakes rarely are. Yared explains: ”Marketers are learning that sweepstakes have very low conversion rates and almost no viral uptake… Why would you invite more people to join a sweepstakes? It reduces your own chances.” Most advertising agencies don’t seem to get this and still sell their clients these programs.
3) Photo and Video Contests Rarely Work
The cutest baby, the dopiest dog, the hottest abs. You’ve seen these contests, right? “Uploading a photo or video is a big investment on the part of the user,” explains Yared, “They do not expect to do it for the vast majority of businesses.” Plus, the marketer has to wrangle somebody to moderate the contest submissions, declare a winner, etc. For the persistent marketer hopelessly in love with the picture contest idea, Yared gives this advice to marketers and their branding agencies. “If you must run a photo or video Facebook campaign, the best way to do it is actually NOT in an app. Instead, have users upload the photos and videos to the brand's page, and moderate them there.”
3) There is such a thing as too many Apps
“It is easy to think of a Facebook tab like a web page,” continues Yared, “(You) throw a bunch of features on it - such as a poll, gifting, and some videos - all on one tab.”
The problem is that Facebook is not like other web pages. For example: A friend’s news post feed will say “Are you a vacation avoider? Take this quiz.” Now, after clicking this link a user is dropped into a Facebook Page tab with eight or more things on it. Too much stuff! The user is not going to see the quiz immediately and then bounce off the page. Yared’s advice? “There should only be one engagement feature per tab.” No more.
4) “Like” blocks are a bad idea
This is when marketers and their creative agencies make people click the “Like” button before they can access a feature. Typically, there’s 50% or more drop off rate even when you entice them with something of value, like a coupon. Like blocks are counter productive. Avoid them.
5) Extended permissions rarely work
Play hard to get. Facebook is an environment where people and brands hang out. When you begin to require heavy levels of commitment and interaction, your brand starts to feel like that stalker chick that won’t stop calling and can’t take a hint. Asking the user for a laundry list of information access to their profile usually results in a 30% or more drop off rate. Bad idea.
6) Dedicated Facebook Storefronts are an endangered species
Dedicated Facebook storefronts are all the rage on Facebook right now. Ad agencies are recommending them to their clients. And clients are lapping them up. However, they are not integrated with an e-commerce site's existing payment and inventory systems, and are therefore a logistical nightmare. “The best bet right now, “ suggests Yader, “is to list featured products on a Facebook Page with click-thrus off of Facebook to the e-commerce site. “
So what does work on Facebook? Anything? Yared has some advice on this as well.
Bottom line, if you want to get people to like you, pay them off. “Make sure your fans get something in return for liking your page, “ advises Yader. Something that is easily redeemed.
Secondly, stay relevant. Update your page regularly. “A brand on Facebook should offer their users regularly updated, simple to interact with engagement features,” says Yader.
Every engagement app should be fully branded, and run in a separate tab with traffic driven from wall posts, news feed and Facebook ad units to increase engagement.
Facebook is powerful stuff, but be careful how you use it. One false move, and you might set off a revolution you can’t put down.
