Archive for : customer relationship

5 Types of Facebook Fans and How to Win Them

Have you ever wondered what are the types of fans that have liked you on Facebook, beyond the given demographics? The thing is this – it is impossible to please every single one of them with a single update and at the same time, bombarding your fans with updates of different nature will drive them away too.

The trick: Talk to them, not at them.

Truth be told, there isn’t a need to engage every single one of your fans all the time simply because not all of them can be reached at one go. Instead of trying to please everyone, try identifying the types of fans you have and understanding the 5 different types of Facebook fans will help you engage them better, at their pace.

#1: The Friend

These are the people you know and maybe you’ve invited them to like your page and they did. Many pages started with this to get a head start in the number of fans (and it is absolutely fine) but that also poses a challenge – to keep them engaged or ‘entertained’. I say it’s a challenge because they may not actually like what you have to offer, but did it as a mere form of support.

What to do?

While they are a challenge, they can work to your advantage as you (should) have a better idea on their preferences. Try breaking them into smaller groups based on their interest (e.g. sports / cooking / gaming) and ask yourself, “What would they like to see?” and try creating content in that area.

They make great sounding boards too! Ask them for opinions to see how are you doing thus far – are your updates too frequent? Are they relevant? Are they eye-catching enough? These are great people to receive honest feedback from. Occasionally, consider getting them to promote your updates / content for you.

#2: The Observer

This group of fans may have liked your page for various reasons – whether its because a friend did the same, something you posted caught their attention or they liked you by accident (it happens). Regardless of how they liked your page, these are fans that prefers consuming content instead of participating.

What to do?

This is a tough one and there’s no one way to do it. Experiment. And keep experimenting. You’ll need to be able to sniff out what content sells and what does not. Are your fans more receptive to photos, quotes, videos, product updates, event updates or polls?

Note: most observers are reluctant to post a comment but they may be good ‘likers’. Use that as an initial indication to determine which content type works and see if you can push it further the next time by initiating a simple call-to-action.

#3: The Customer

It is common for brands to think that this is the most important group of fans – but they aren’t (we’ll come to that soon). These are fans that your brand has come in contact with in one way or another – through a roadshow, a past purchase, a flyer that has created an interest in them or fans that are saying “Let’s see what you’ve got”.

What to do?

Don’t sell. Instead, provide value. Consider providing them social exclusives. Show them how you are improving and how mindful you are to meet their needs and expectations and always look out for opportunities to reward their support. KRAFT Macaroni & Cheese went as far as producing a ‘Likeapella’ to say ‘Thank You’ to 4,800 fans that Liked them on their Facebook page. Now that’s one special way to say thank you!

#4: The Advocate

Nope, these aren’t the most important group of fans either. These fans are awesome to have for every business (who doesn’t want their customers talking about them anyway?) and will actively ‘Like’, ‘Share’, comment and even reply to other fans on your behalf.

What to do?

Don’t smile to yourself and leave them be. Acknowledge their support, contribution and help by simple rewards and recognition. Tools like Crowdbooster are great (and free!) to identify which are the most engaging fans on your page. Mashable went to the extend of putting up a wallpaper of all their Facebook fans in their office.

#5: The Haters

These fans are what brands fear the most. In fact, this is the reason why many brands do not want to have an online presence – the fear of negative comments and bashing from the fans. However, this group of fans is in fact the most important of them all for one reason: a chance to show them (and the other fans) your dedication and sincerity to them.

What to do?

Address them and address them quick. Negative comments spread like wildfire over social platforms and it is up to you to reply them almost as soon as you spot them, but tactfully. Do not, ever, delete or hide their complaints for whatever reasons or to defend yourself. Instead, apologize first and seek whatever clarifications you would require and always offer to compensate.

In most cases, your Advocates will step in to defend against your plight and this is the perfect opportunity to show them that you indeed care and value your fans and to turn haters into lovers.

Everyone is a Potential Customer

By now you should have noticed that regardless of the type of fan they are, every fan is a potential (repeating) customer. Take some time to understand, to experiment and to converse at their own pace and you will be seeing results soon.

What type of fans do you have and how have you been engaging them? I would love to hear your thoughts!

Social Only Exclusives

Exclusivity is not a new marketing strategy. It has always been a friend of both marketers and consumers. Whether it is a service or a product, exclusivity has the ability to make one feel special, appreciated and belonged. With the increasing importance of having an online social presence, marketers have been asking this question:
“How do I invoke that very same feeling online?”

5 Ideas for Creating Social Only Exclusives

Leneys Facebook Page

click for larger image

Idea #1: Facebook Fan Gates

This is perhaps one of the most popular ways business and brands are capitalizing on Facebook today and it’s a great way to grow your presence online – but it isn’t as simple as just placing a welcome message (where most do). Consider describing the benefits of “Liking” your page, what can followers expect and a call to action. Even better, place a Facebook widget to show friends that have already “Liked” the page (it gives them another reason to “Like” you). Source of example: Leneys    

Idea #2: FourSquare

While this location based app may not seem like a popular choice for businesses out there (especially in Malaysia), FourSquare do offer great promotional functions for both product or service related businesses. How about a free dessert for every new check-in? Or a free basket of fries for those who check-in with 5 friends? Or a complimentary cold drink on a hot day? A free hair cut on the 5th check-in?

Types of Foursquare Specials - source of example: Optify

There is really no limit to what you can offer so be creative! Consumers love getting rewarded so do that and earn yourselves in their good books and positive reviews. Note: FourSquare also allows users to leave tips and share their location with their friends so that’s free publicity!

Idea #3: Special Fan Features on Facebook

Oreo Fan Feature

No, this is not a new Facebook functionality but it is surely a great way to get your customers involved. Oreo allows its fans to submit pictures of themselves with Oreos to be randomly featured on Oreo’s Facebook page. This not only gets your customers involved but that feeling to be featured on a brand’s profile photo, it’s definitely something to shout about.

Idea #4: Digital Vouchers / Coupons

McDonalds Malaysia Mid Month Giveaway Vouchers are a great way to drive online visits into offline sales. On top of that, online vouchers saves you the cost of printing AND physical distribution with a higher potential reach and conversion rate. Think about it, excited customers may be sharing the digital voucher with their friends across platforms – that’s free publicity, something printed vouchers may not be able to achieve. McDonalds Malaysia did gave out a whole bunch of digital vouchers in 2011, giving away Double Cheeseburgers to Mc Chickens on a Buy 1 Free 1 campaign. The result?

Customers queuing up for the offer around this outlet

While at it, sometimes it is also good to consider having something in return for the vouchers – it may be a simple database collection system to create your own email list or even a forced sharing mechanism (see #5 below).

Pizza Hut - share with your friendsIdea #5: Facebook Sharing

One of the biggest advantages of social networks is that it allows you to tap into the networks of others – and that can be done through sharing. Not only this can bring about visibility, it also promotes greater interaction and participation as sharing is essentially word-of-mouth (WOM) marketing. Pizza Hut launched a campaign on Facebook allowing fans to share 5 other spots on their new product. When all spots are filled, all 6 takes home free cinnamon sticks upon a specified purchase. Use sharing with caution though – it may turn your customers off. You do not want to make it too complicated just so they can redeem a free drink or a 10% off at your outlet. On the other hand, you do not want to leave yourself without benefit too so find the balance between the procedures and the freebie.

Have you come across a unique marketing campaign on social media? We would love to hear them!