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Digital marketing in media
Industry:
Media
Domains:
Social media
For who: Large International Magazines Edition Company
Challenge
Paper edition has been losing buyers for years due to the continuous growth of online alternatives. It’s especially the case for newspapers and monthly magazines. As a consequence magazines become a promotional channel that seems less and less attractive for most brands.
On top of that Belgian French Magazines have to fight against French famous titles. Competition is very tough and price war is occuring (not the case for Belgian Dutch Magazines).
Solutions
We have to find smart ways to promote our products such as creating and managing Facebook pages. Visibility is the first step to have an online existence. Gathering key users that will comment and like what we post on it is the second step. The advantage of this process is that it’s free and it can magnify offline campaigns you’re handling with a tight budget.
Tips
Text is definitely not a good driver to get people like your page. What you should put prior to text are pictures, videos or articles.
The key is to allow people to express themselves, thus don’t limit their write access once they are fans of your page. It’s also not an issue if they promote their business on your page as, most of the time, they’ll speak of you in return. Use your page to start a real conversation around your brand.
Content shouldn’t be assimilated to spam (by default, every post on a page you’re a fan of is sending you an email). Simple rule to avoid that is to limit the number of posts by day to maximum 3. On the other hand, content shouldn’t be static and updates should occur at least twice a week.
Be aware that rules about Facebook pages are on a continuous change so beware of reading them when you want to try something creative.
For instance contests are forbidden on a page except if you create a Facebook application to implement it. Announcing a contest with an extern url is still possible on the page and can create some buzz around it.
For instance contests are forbidden on a page except if you create a Facebook application to implement it. Announcing a contest with an extern url is still possible on the page and can create some buzz around it.
Every profile, page, video, comment, picture… on Facebook can generate many "likes" but on the other hand they can generate reports. Avoid using chocking terms or images on your page because when several reports (sometimes only a dozen is enough) focus on the same source, the page itself can be censured or suppressed.
Results
In a space of two months, we built up a page for a monthly magazine and gathered hundreds of fans eager to speak about their preferred articles or artists. Possible complaints should be quick answered to reassure the fan, explain what the solution is, don’t focus on the problem itself.
Fans are readers but also potential customers or business partners.
Used knowledge
To create and administer a Facebook page you need an account, thus an email address that will be linked to Facebook. Creating a page doesn’t require any development knowledge. The interface is very user-friendly. Once the page is launched, you’ll have to invite friends to share it and to become a fan of it. Once you have 25 fans, you can alias the url name of your page with some significant key words. And the buzz will do the rest.
Facebook offers an integrated monitoring program to show statistics on fans and their behavior. This service is free.
