The Death of Facebook App. What’s next.
Facebook made some major announcement recently on their blog site. If our sources are correct, you can expect many Facebook applications after 5th Nov 2014 to not have a like gate or commonly known as “Fan Gate”*
You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives.
Fan Gate*> The “darling” of most Facebook marketers, it has been the most effective (cost included) way to build LIKES on your page by incentivizing your fan base to participate in a contest. Surely you have “sold your soul” for a chance to win something before?
What is it to a Consumer like me?
We believe numbers are fast dropping in Singapore for Facebook active users, a probable result of an explosion of social media platforms in the past 3 years. The truth is it is still the no. 1 social media platform in Singapore & Malaysia. Believe it or not, your “LIKE” to a page is worth a great deal to a business. From our digital agency, the average cost per like can cost businesses here in Singapore and Malaysia between $1.50 – $5.00.
In recent years, businesses have been more intrusive in their methods of reaching out. Even with a lure of great incentives, you will no longer need to join up with a business page. That’s a great deal for keeping your wall feed uncluttered and relevant to the news you would like to hear.
What is it to a Business like me?
Content was, is, still KING.
If you haven’t been asking questions on your strategy to reach out to your fan base, you should after Nov 5th 2014.
Too many businesses have been looking religiously at the growth of their fan base (as if it is a price in stock exchange) without understanding what digital marketing is really all about. Social Media is after all about the power to consumers and staying relevant is the no. 1 metric that should ever matter.
Here’s some useful tips by our digital agency on how you can stay more effective with your digital marketing.
Organic Reach vs Boosted Post
Be prepared to pay to use Facebook as a business channel. They have not crossed the 10% mark by reaching out organically via Facebook. Reach out between an organic and boosted post can pull as far as 75X. Understand Facebook is now a listed company, everything is revenue generated focus.
Emails vs Likes
Don’t neglect your emails subscribers. Industry’s average open rates are 25% and click throughs are 3%. Keep track of the conversion rates between these 2 mediums and channel your budget correctly.
Not about your product but its relevance.
Have an editorial strategy. By identifying your personas, you will have a good understanding of how your products can stay relevant with your potential customers. Whatever your product unique selling points maybe (brand, design, price, functions etc), work out with your team what your editorial content strategy maybe.
Watch for the birth of Independent Social Platform
If you had clicked on one of those “10 reasons why you should be…”, you are probably hooked on 1 min bite sized content that oozes clever and entertaining information. The world may still take 365.25 days to make a full turn but everything around us has accelerated pretty much faster. From publications, blogs, microblogs, tweets to IG, we are definitely consuming content faster than our previous generation.
If your brand strategy is still to push your products out like an honest salesman, chances are there are many alternatives out there that are probably either better or cheaper than your ware (somewhere in China). We are sitting on way too much noise in the ad world today. If you belong to a big brand organization that could buy out a media space anytime soon, this article probably makes no sense to you. But for most brands, it’s increasingly to difficult to garner campaign impression (even worse with Facebook’s recent implementations)
Digital Influenza is an independent media platform not because it is free from brand influences but because it produces creative contents that end consumers can relate to. There are many independent growing social platforms (smart local.com, therealsingapore.com, etc) that craft their content in different interesting angles. Working with some these platforms (be selective) can give you the additional advantage if you are
- thinking about giving life to your products (or services) but yet there isn’t an official platform to do so.
- creating a blog for that reason is either just too tedious to maintain
- regional brand guidelines are too restrictive
- improve your search engine optimization
- increase sustainability for campaign/brand reach out