How can you retain and engage fans on Facebook? My colleague and business partner, Ty Velde, shared somes tips in an interview.
Harry Gold: Ty, please tell us a bit about yourself.
Ty Velde: I am SVP, director of client services and a founding member at Overdrive Interactive. My role is to provide strategic and tactical oversight to a wide range of digital and social media programs for our clients and measure the results of our campaigns and efforts. Before Overdrive I served on the account side of agencies that included Interactive Promotions, A&G, and Digitas. I have overseen digital and social media programs for many top brand including Harley-Davidson, GE, John Hancock, Samsonite, Delta Airlines, AAA, and Dow Jones.
HG: What do you see as the primary focus of the social media programs you take over for different clients?
TV: Ask any social media marketer about the success of their efforts and one of the first qualifying metrics they will espouse is the size and growth of their fan base. This has always been a primary social key performance indicator, as a sizable fan base is equated to community, and developing a community is critical to social media success. As a result, companies spend a lot of time strategizing about ways to acquire new fans and spend countless dollars on fan acquisition programs based around everything from advertising, contests, promotions, giveaways, and more.
HG: OK, so what is missing?
TV: Typically missing from many big fan acquisition campaigns are plans to engage and retain fans once they have been acquired. It's almost as if there is an assumption that if someone takes the time to "Like" you, they will undoubtedly stick around. However, in many cases, often once a promotionally-based fan acquisition campaign has concluded, fan numbers start to decline; people actually "un-Like" you. Of course, if you are running a contest, part of this attrition will be due to "contest junkies" who sign up for anything and everything, but this attrition may also be due to the fact that you have not clearly demonstrated the value of forming an ongoing relationship with your organization or brand via the social channel to your newly acquired fans.
HG: So what can you do to engage and retain those who have decided to "Like" your brand and page?
TV: The first thing you have to ask is "Why would anyone want to be my friend?" I mean, why would anyone want to stay in a relationship with you? Are you interesting, funny, nice, or offering anything of value? The key is to think about the kind of relationship you want to have with your base and also, what kind of relationship they may want to have with you. In short, if you want to retain your base and insure that they listen to you, you need to think "beyond the 'Like.'"
HG: OK, can you give us more tactics tips?
TV: Well here are 10 tips I can give you that my team has found to be effective:
HG: Any closing thoughts?
TV: Getting people to "Like" you is easy, but getting someone to become a real "fan" – well, that's much more of a challenge. Remember, a fan is only worth their willingness to engage with you. So ultimately, success in social media is not just about how many people "Like" you. It's about converting the connections from that initial "Like" into an ongoing consumer relationship and creating a groundswell of support for your brand. This is not something that is built overnight or by focusing on just getting people to click "Like." It's about focusing on what you're going to do with your fans after they click "Like."
HG: Thanks Ty - great advice!
OK readers, as always please tweet and post your tips in the comments section!
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
March 19, 2014