Killer Facebook Fan Pages: 5 Inspiring Case Studies

While the ability to make a Facebook page is incredibly simple, knowing how to engage your audience takes a little more savvy.  Here’s a list that details how five of the best Facebook fan pages have accomplished that feat.

Key Takeaways: In addition to providing a forum around which your brand advocates can develop a community, some key elements of a successful Facebook fan page include:

• Content that is targeted to both the audience and the channel.  Facebook is a place for more informal communications.
• Provide a steady stream of content.  Give something for your fans to talk about.
• Encourage and reward your fan’s enthusiasm.

Display Campaigns Boost Search Effectiveness

The Sensis Take: The findings from a recent iCrossing white paper offers strong anecdotal evidence in support of coordinating the efforts between your search and display strategies.  This reaffirms our assertion that no campaign lives in a vacuum.   Integrating your marketing efforts across channels can have significant compounding effect, particularly with digital.

Key Takeaways:

• 27% of people exposed to the display ad searched for the product, brand or company using a search engine.
• 21% of people exposed to the display ad typed the Web address directly into their browser and navigated to the advertiser’s site.
• 9% of people exposed to the display ad investigated the product, brand or company through social media or message boards.

“Running a display campaign causes a statistically significant increase in search traffic, specifically search visits, unique visits and SEM click-throughs,”

Tuesday Super For Facebook Brand Pages

New data from ViTrue suggests that click-through rates for content posted on Facebook fan walls are incredibly high when compared to other forms of digital marketing communications.   These rates are significantly higher Monday-Wednesday, with a peak click-through rate of 9.89% on Tuesday and a low of 2.67% on Friday.

The Sensis Take: We’ve seen a number of studies suggesting that Tuesday is also the peak day for Social Media content consumption.  This data certainly confirms our experiences at Sensis, where the traffic of our thought leadership contributions to the social web receives the most traffic on Tuesdays.

We’ll continue to track these trends as we look for more sophisticated messaging strategies that account for variables as macro as demographic distribution and as granular as time of day.

Basic Twitter Advice to Companies: Shorten Your Tweets

The Sensis Take: Time and time again, we see Twitter posts that are interesting, but can only be retweeted by major editing from the retweeter, or without attribution.  Both of these barriers to retweeting offer significant barriers to the viral spread of your communications.

You’ll also see a significant reduction in click-through rates if the retweets fail to offer a sufficient description of the content (i.e. “Check this out: http://bit.ly/TXge0”).  Incidentally, that link goes to an interesting article by Sensis CEO Jose Villa on the engagement model of digital marketing.

Key Takeaway: Make the maximum length of your tweet 130 characters minus your username.

-Blair Goldberg, Associate Digital Strategist

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