How to Make Facebook Pages Engage and Sizzle

Facebook Pages That Engage and Sizzle

Facebook Facts

• More than 650 million active users

Facebook Facts

• More than 650 million active users• >250 million people engage with

Facebook on external websites

Facebook Facts

• More than 650 million active users• >250m people engage with

Facebook on external websites • >2.5m Websites are integrated with

Facebook, including half of comScore’s Global Top 100 Websites

Facebook Facts

• More than 650 million active users• >250m people engage with Facebook

on external websites • >2.5m Web sites have integrated with

Facebook, including half of comScore’s Global Top 100 websites

•  The average user has 130 friends and connected to 80 community pages, groups and events

Facebook Facts• More than 650 million active users• >250m people engage with Facebook on

external websites • >2.5m Web sites have integrated with

Facebook, including half of comScore’s Global Top 100 websites

•  The average user has 130 friends and connected to 80 community pages, groups and events

•  There are more than 16M Facebook fan pages

Facebook Facts• More than 650 million active users• >250m people engage with Facebook on

external websites • >2.5m Web sites have integrated with

Facebook, including half of comScore’s Global Top 100 websites

•  The average user has 130 friends and connected to 80 community pages, groups and events

•  There are more than 16M Facebook fan pagesSource: Facebook

Texas Hold’em Poker is the most popular Facebook Page with over 44.4 million fans

• 16.6M Canadians on Facebook• 49% of population or 64% of online population

on Facebook• Ranked #8 globally• The average user spends seven hours/month on

Facebook

Source: Socialbakers

2008

2009

2010

M

8M

15M

23M

Canadian Facebook User Growth

Source: Facebook

Source: Hoggan.com

46%

54%

male

female

Gender Age

10%

26%

26%

38%

13-17 18-24 25-34

35+

Source: Total Canada active audience Facebook internal data August 2010

Canadian Demographic Breakdown

Source: Facebook

Engagement in Canada

64% daily

Active users log in(daily)

Daily

7 hours

Average time spent per user (monthly)

42 visits

Average visits per user(monthly)

Source: Nielsen August 2010 & Facebook Internal Data, August 2010

Source: Facebook

Actually, Tim Horton’s is the most popular

Canadian Facebook Page

with 1.5M “Likes”

Most Popular Facebook Pages

Source: Socialbakers

People who click the “Like” button are more engaged, active and connected than the average Facebook user.

The average “liker” has 2.4x the amount of friends than that of a typical Facebook user.

Source: Facebook

They’re also more interested in exploring content discovered on Facebook – clicking on 5.3x more links to external sites than the typical Facebook user.

Source: Facebook

The Downside of the “Like”

It’s easy to “Like”, making the low hanging fruit of social media

What Happens After the “Like”?

Content and Engagement

First, There Were Personal Pages

Then, Groups

And Finally, Facebook Pages

Connect

EngageReach

Facebook Pages vs. Web Sites

Facebook Pages vs. Web SitesMostly StaticSolid corporate citizenA one-way medium

DynamicSexyTwo-way medium

A No-Frills, Out of the Box Facebook Page

WallInfoDiscussionsReviews

Customization: Going from No-Frills to Frills

The Magic and Power of Tabs

Different options to meet the needs of

different users

Ask Me What I Think…Please!

Canadians may not vote in elections

but they vote on Facebook

Tell Me Things…and I’ll Tell You

Things Right Back

Entertain Me

People like…

actually, love

contests

Sell the Dream

Sadly, My Ride is Not a Porsche

ColorStyler

Social Commerce(aka Selling Stuff)

Source: Booz & Co.

F-Commerce

+

Post-Sales Support

Call to Action

Call to Action

Contests

Inform…and Entertain

Social Advocacy(aka Doing Good)

Donate Your Status

Encourage People to

Get Involved

Case Study

•Feature-lite•Not much engagement•Needs more photos and videos

•Feature-lite•Little engagement•More photos and videos needed

Facebook Insights

Activity

Who, Where

Content Activity, Sources

Takeaways

• Customize to offer more options and meet needs of different users

• Create content on a regular basis• Engage• Update and maintain• Monitor, Analyze