There comes a time in the lives of companies and brands when they have to ask themselves what level of engagement they have with their fans or followers, how they can maintain it, and how they can segment those committed followers to take potential customers apart and turn them into regular clients.
While businesses are working on this, they cannot stop trying to drive new fans, since this will allow for new followers to learn about the brand, and potentially engage with it. If we manage to get them engaged, we will then try to seduce them to buy our products and services, so that, little by little, they become regular buyers.
To make it simple, any brand or company should try to turn users into fans, and then fans into clients. Getting to know the fans we are wiling to turn into clients is an essential part of this cycle: Who they are, what level of engagement they have with us, what kind of fans/users they are, and when they last interacted with our brand. All this information will be available in your Audience Administration Panel, where you will be able to segment fans, export filtered data and import them into your CRM, your emailing or newsletter service provider, or even Facebook Ads.
Get to Know Your Audience with the New Cool Tabs Panel
The Audience Administration Panel will provide several filters for you to segment your fans:
You can sort your followers by gender (female or male) to be able to collect statistical information and know which gender group likes you the most.
This is the most important filter, since it shows the level of engagement of each of your fans with your fan page. According to their level of engagement, users will be classified as:
- Top Influencers: The users with the highest levels of engagement which are considered as such because they have participated in nearly all the campaigns run by your brand, they have spread the word about your promos or competitions, and they have managed to attract referred participants to your campaign. We need to take good care of Top Influencers since they are the most likely to become our clients, in case they haven’t done so yet.
- Super Fans: They are the second place in this ranking of engagement with the brand. They have taken part in most campaigns run by the brand but they haven’t produced as much virality and as many referred users as Top Influencers. We should take as much care of Super Fans as we do of the previous group and we can try to increase their engagement.
- Loyal fans: These are fans who participate in some of the campaigns organised in social media. This means that if we take interesting engagement actions, we might manage to keep their levels of loyalty or even achieve higher ones. This is why it is important to get to know them in depth.
- Quiet fans: These users have participated in a campaign or two but they haven’t come back to us since then. Generally, these fans are still not very engaged with the brand. We need to try and get more and better interactions with them.
3. Last activity.
This filter adds a very important piece of information to the two previous filters. It tells us when each user from our audience interacted with the brand for the last time: Last week, last month, three months ago, six months ago, or a year ago. To make the most out of this piece of information, we need to take into account when our last campaign was launched, to see if this date coincides with the last time most of our users interacted with our fan page.
This information will help you identify those fans who haven’t interacted with your brand in the last year or the last six months, specially those classified as Loyal Fans, Super Fans or Top Influencers. In short, this filter helps you not to neglect any user from your audience.
4. Types of fans.
This filter enables you to segment your audience and separate new fans from previously established fans. If we have already run several promos and competitions, a new fan will never be considered as having a high level of engagement. However, if we are running our first campaign and this particular new fan has participated, spread the word and managed to drive referred users to the competition, s/he will then occupy the highest positions in the engagement section. Therefore, this section is important as it tells us whether or not we are managing to attract users and make them become loyal to our brand.
5. Types of users.
This filter distinguishes between regular users and experts. Experts are those users who participate in many campaigns organised by many brands in social networks. Even though it is particularly difficult to keep this kind of user loyal, we might find them in the highest positions in the engagement rankings, as they have participated in most of our campaigns, creating virality and driving many referred users.
What should you do if you have many experts in contests? The question you need to ask yourself here is what you want to achieve. If you only want to keep really engaged fans, you might want to address your campaigns to normal users only, as they may have a greater interest in your products and services. For instance, you could launch simple campaigns to give away discount vouchers for your products and services.
In addition to filters, we can access detailed information about each of the users that make up your audience. This information includes the number of participations, referred users, wall posts and votes, as well as their engagement, including a list of participations and the progress of engagement over time.
The Cycle of Customised Social Media Marketing
This new audience panel can be very useful if we use it as part of the cycle of customised social media marketing.
What would be the steps of customised social media marketing?
1. Create promos and contests to drive and engage fans.
There are several types of promos and competitions which you can run and customise for your brand. Moreover, with our plans, you can create as many promos as you need using the application for each particular deal. In order to use the new Audience Administration Panel, you just need to have the Gold Plan or Diamond Plan, for us to start gathering all the information about your users.
2. Get to know your potential clients and segment them.
This is exactly why we have created the panel and filters described above. You can create all the filters you want and export data to several files, so that you can sort your users into different types and get them engaged accordingly (customisation).
3. Manage and optimise expenses in Facebook Ads.
As you gather information about your audience, you can export the details of the users you would like to drive to your next campaigns and include their IDs in Facebook Ads. This is how you can manage to customise your ads as well.
Don’t forget to include the conversion pixel to learn how many participants you have managed to drive to your campaign through Facebook Ads, and to create a customised link campaign to know which sources have been used the most to spread your promo or contest.
4. Send customised mails to turn potential customers into regular buyers.
As you drive more and more fans and you manage to make them loyal to your brand, use the filters available in the audience panel and integrate user details into your emailing or newsletters service providers, so that you can send custom emails to each user group according to their levels of engagement and interaction with your brand.
You can also include their details in your CRM in order to carry out other marketing actions. The idea is to be able to make your contents as personalised as possible when addressing your users, taking into account the information gathered for every user in order for you to increase their engagement.