Facebook were in our basement the other night talking about what the future looks like for social. It was a really interesting talk with one subject in particular catching my attention.
More and more we hear about the influence fans of brands have on their friends but, increasingly so it’s more about friends of fans. These guys have for more influence as it’s perceived as unbiased, if, the message gets that far.
As it stands 90% of fan pages on Facebook have fewer than 100 fans. Mainly because the page isn’t backed by media so there’s nothing driving traffic (I’ve certainly had my share of clients who assume that just by sticking a brand page up, the world will ‘like’ them and share the love).
Shock, horror and revelation! This is not so.
Whilst the media buying and planning lot of you out there will know that’s old news, the exciting revelation is that bridging the gap between media spend v social currency seems to be closing, and it’s doing so in the guise of Polling Ads.
You still buy the initial space either on a CPC or CPM basis but the reach they can achieve improves the potential ROI several times over.
Facebook claim that current case studies have shown: 160% uplift in brand recall, 200% uplift in message awareness of the ad and a whopping 400% uplift in purchase intent.
That, coupled with the current predicted reach for potential customers falling in at around more than 500 million and as we all know, still being able to profile your audience by; location, age and interests really leads to a no brainer.
I have a few clients trying this already and the rewards have been notable for them: extended reach, higher awareness, growing loyalty and a marked improvement of their brands resonating online.
My advice – get all over it!
It is indeed all about the polls. They are far more effective at building ‘likes’ and the fact that the poll should be at least vaguely related to what that brand does, means you should be capturing a relevant audience.