[Posted by Mickael Bentz, Product Marketing Manager, Neolane]
Recent research from Social Media Examiner shows roughly two out of three B2C marketers put Facebook at the top of their social media list for such purposes as keeping customers informed, establishing brand identity, and broadening their reach. But with only 37% of B2C respondents indicating that they felt their Facebook social marketing was effective—and a whopping 84% claiming they didn’t know which social media tools worked best—it seems clear that marketers could benefit from a refresher on the various tools and applications available through the most widely used social channel.
To help brands better understand how to use Facebook marketing to target and engage their audience, we’ve put together the following list of Facebook marketing terms. Enjoy!
Canvas Page: A canvas page is like a landing page within Facebook on which marketers can run their apps. Canvas pages allow marketers to build out space for their apps and an added bonus is that it’s also available on mobile.
Canvas pages can be promoted through posts on Facebook as well as via Twitter, emails, etc.
Facebook Custom Audiences: Facebook Custom Audiences is a brand new and very successful advertising offer of Facebook. It allows marketers to target their audiences on Facebook, using email addresses, phone numbers, or Facebook IDs. You simply have to provide a list of emails, mobile phone numbers, or Facebook IDs to Facebook and then you can push those individuals ads on Facebook. This means that in addition to targeting the broader Facebook population, you can reach segments of specific people based on information you have about them: purchases, loyalty status, email subscribers / unsubscribers, scores, etc. For instance, a brand can upload a list of cart abandoners within the past 24 hours and use their email addresses to remarket to them on Facebook. As another exemple, a brand can reengage people who unsubscribed from their newsletter on Facebook.
Facebook Exchange: With Facebook Exchange (FBX), advertisers can take advantage of ad retargeting on Facebook via real-time bidding. FBX allows advertisers to target audiences based on web history data. In other words, when a user visits a product page on a retailer’s website but fails to make a purchase, the retailer can then display an ad for that same product on Facebook with FBX.
Previously, FBX was restricted to ads in the side columns, but, now that it’s available in news feeds, advertisers looking to drive engagement should expect improved response rates. In fact, Marcus Pratt, director of insights and tech at Mediasmith, pegs news feed response rates at 10 to 50 times that of ad placements in the right column.
Facebook Login: Facebook Login (formerly Facebook Connect) is a social sign-on solution that allows visitors to log into websites using their Facebook credentials. It’s advantageous for marketers because it allows them to eliminate traditional barriers to filling out forms, resulting in fresh, reliable data, and it provides quick and easy website access for consumers.
According to a Neolane sample of 150 leading websites using Facebook Login, brands are gathering basic information via logins (i.e., email address, birthday, location), but could be missing out on opportunities to capture high-value qualification data (i.e., likes or interests on Facebook) that could be used to personalize experiences across channels. In addition, let’s look at some business benefits: Facebook says that Facebook Login increases site registration from 30% to 200%. ShoeDazzle, a shoe and apparel ecommerce website, says that connected users are 50% more likely to make repeat purchases every month than average shoppers.
Facebook Notification: Facebook Notifications alert users every time a Facebook app, mobile app or website with a Facebook login button wants to send them a notification, just like users are alerted to posts/comments made on their wall by friends. By getting social opt-in through Facebook login and thus getting the right to send Facebook Notifications, brands can help ensure their fans are getting all of their content and posts. Notifications can be personalized and segmented the same way brands can segment emails or SMS today. It’s the most promising 1:1 social channel.
Fan Gate: A fan gate allows brands to display in page tabs of their Facebook page different content to those who are fans versus those who are not. In other words, access to brand information is limited to those who have “liked” a brand’s Facebook page; those who have not will see a tab asking them to like the page in order to see what’s behind it. According to a recent Neolane study, fan gating is much more common among French brand pages, whereas only 9% of American brand pages employ this technique, perhaps the simplest way to acquire more fans.
One way for marketers to effectively use a fan gate is to pair it with an exclusive offer or promotion, which can boost then engagement with non-fans as it attracts users who want to claim the offer. Here is an example of what a user might see after clicking a brand’s like button:
Page Tab: A Facebook page is one of the most basic ways for brands to market their businesses and establish their brand identity. The Page Tab application can be added to the header of the brand page as well as promoted in user bookmarks. It is not, however, available on mobile.
By setting up Page Tab in Facebook, brands can make a good first impression on fans and followers, feature their products or services, run contests or promotions, gather social opt-ins, and more.
Open Graph: Open Graph enables storytelling on Facebook across multiple devices, which increases engagement, distribution, and growth for brands. Apps need to use Facebook Login to enable Open Graph action sharing, such as “I listened to X”, “I’ve cooked Y,” or “I’ve added Z in my wishlist.” Once it’s done, brands can let people publish stories from their app in one click. Brands can also capture open-graph actions shared by individuals. This rich behavioral data can be used to deliver personalized messages and experiences across channels.
Thanks to the recent acquisition of Storyline, Facebook could be betting big on Open Graph. In fact, more than 400 billion Open Graph actions have been shared thus far and Facebook has just enriched built-in Open Graph actions related to fitness, books, TV, etc.
Social Opt-In: Similar to permission marketing concepts used on other channels, the social opt-in is a mechanisn whereby a Facebook user consents to provide certain profile information to a brand in exchange for access to a Facebook app offering exclusive contents, deals, etc. While the term social opt-in applies generally to many social networks, it has become a crucial contact acquisition and data enrichment strategy on Facebook.
With social media marketing growing exponentially, brands have the opportunity to not only connect with their fans but to become better acquainted with them and tailor real-time messages, offers, and content to individuals. Facebook in particular allows marketers to target their audience, driving increased engagement and brand loyalty.
In addition to the terms outlined above, how have you used Facebook marketing to connect with your fans and followers?