True love needs deeper understanding
Like many love stories, retailers’ search for the “affection” Facebook consumers has gone through some rocky patches, only to emerge stronger and more mature.
Retailers often fail to recognize that Facebook is a peer-to-peer communication channel which needs a consumer-to-consumer strategy rather than a business-to-consumer brand-push. A newsfeed is private space for users, and crowding it with branded content can be seen as a nuisance by those users and can actually harm your brand. Instead retailers should be focusing on maximizing consumer-to-consumer communication and the viral spread of their brand on Facebook. They need real fans on Facebook who are passionate about the brand, can become brand ambassadors, and spread the brand message via word-of-mouth.
Real fans love your brand
For real love from Facebook, retailers should find their fans not on Facebook but on their own sites. Users are most interested in your brand when they are on your website. Their purchase intent is highest and their attention towards your brand is at its peak, making it the most opportune time to convert them into Facebook fans. Social needs to be applied in the right context of commerce to convert website visitors into real passionate Facebook fans. That will move the relationship of Facebook and retailers from “it’s complicated” to “engaged”!
Relationship status: Engaged
An onsite fan acquisition tool is needed to weave this magic of converting users into genuine fans for your brand.
ShopSocially’s Get-a-Fan app has been the fan-acquisition tool of choice for many brands, and has now been added to the Yahoo Commerce Central app gallery. It offers a simple slider which can be embedded on your site in 2 minutes by inserting a couple of lines of code. Users can be incentivized to become Facebook fans through social couponing.
Get-a-Fan app offers discount coupons on the slider itself, helping keep users on your website. The app also allows users to email the coupon to themselves and opt-in to become email subscribers in the process. Users now feel they have “earned” the coupon by doing a social action of Like, and they convert at a 5-7 times higher rate.
Case Study: Fabness USA gets 33.28% sales conversion rate from genuine Facebook fans
Leading creative canvas designer, Fabness USA used Get-a-Fan app to convert website visitors into their Facebook fans. Using the incentivized Like-gate from the app, Fabness rewarded the site visitors with a $10 coupon for Liking Fabness on Facebook. The coupon was delivered in-line and immediately – pushing shoppers into becoming paying customers. The result was acquisition of more than 15,000 Facebook fans who converted at a rate of 33.28%. Also, 1 out of 3 new fans opted in to become a qualified email subscriber.
This is a guest post by ShopSocially — a social commerce platform app which is now part of the Yahoo Commerce Central app gallery. ShopSocially offers ROI-focused onsite social commerce modules that can drive meaningful uplift in sales conversion and revenue for internet retailers. Visit Commerce Central to learn more.