I prefer email list subscribers to Facebook "likers" because I've found the former to do a better job of driving profitable actions for my company than the latter.
But Facebook Like's can function as a social proofing juggernaut and provide awesome credibility. Thus, we practice "fan-gating".
"Fan-Gating" defined
A restaurant in Washington increased their 'like' conversions on Facebook by 136%* using a practice called "fan-gating"; the act of showing non-fans one landing page design and then after they click like, showing them another design.
To get a clear idea, check out their page: http://www.facebook.com/wafrostcompany?sk=app_191963584188739
Here is another company called "All Facebook" who uses the same fan-gating practice on their fan page: http://www.facebook.com/allfacebook
And here is a blog post by the same company detailing the HTML code they use to create fan-gated pages:http://www.allfacebook.com/create-reveal-tab-2010-09
Your opportunity:
Create a landing page that teases with an enticing offer and then rewards on its promise and watch your likes multiply.
Hire a developer who isn't just a designer, but has an emphasis on conversion testing and influencing user behavior. This is the difference between having a landing tab that converts and having a landing tab thats just "pretty".
Best practices
On average, 90%** of Facebook fans will never visit a fan page again after clicking "like". This means a fan page should function as a conversion page, not a destination page. Custom landing tabs can on average convert about 50%*** better than a pages wall can.
Since only 10% of fans will ever visit a fan page again after liking it, your only interaction with fans will be through status updates which show in fans newsfeeds. This means your goal should be increasing engagement on each status update because the more engaged your fans are, the higher their edge rank will be, and Facebook will show their future statuses to more newsfeeds. This gives you greater social influence.
Statistics for success
- Fans gained through social influence are more likely to become engaged with status updates than fans gained through advertising.
- The status update formula that produces the most engagement is two sentences long with a question as the first sentence. Use this formula sparingly or it looses it's power, perhaps only one out of every 5 updates. On average, update 1.3 times a day.
- You can earn up to 300%**** more interaction on your status updates over the weekend by taking advantage of the 5 day workweek enjoyed by other fan pages.
Sources:
No comments:
Post a Comment