– Aaron Smith, Director, Client Solutions, ePrize
Since the conclusion of Facebook’s F8 conference, digital marketing managers everywhere have been scrambling to add the latest Facebook plugins to everything from their homepages to skinny jeans. But why? What does the simple act of clicking a Like button do for a brand? I decided to seek out some industry professionals to find out what all the hubbub was about. I sat down with two of my colleagues I knew would be able to help: Tony Vecchiato, Director of Product Innovation and Don Fairbanks, Senior Director of Strategic Services.
Why is it so important for consumers to “Like” your content?
“There are many benefits for a consumer “Liking” your brand,” says Vecchiato. “Three benefits in particular truly drive value”:
1. The Trust Factor - Consumers trust other consumers – so if “Jack” visits your website and notices three of his friends have Liked content on your site (or the website itself), they’re more likely to interact with it. Even if your site has non-friend “endorsements”, the trust evoked through the opinions of others makes the tool very persuasive.
2. Increase Fan Base – When I Like something on your site, all my friends are notified through an automatic Facebook newsfeed post. They can then see what I “Like” and, because we share interests and trust each other’s opinions, are more willing to “Like” the same things.
3. Increase Website Traffic – Following the last idea, when my friends see my Facebook newsfeed, the fact that I “Liked” something may pique their interest. They are then more likely to click on the post and proceed to your site to get more info, thus increasing traffic to your site.”
That makes sense, but what on earth do you do with these 47,549 Facebook Connections once you have them?
“You deliver on the promise you made that compelled them to connect in the first place,” Fairbanks states. “This might be in the form of rich entertainment, practical utility or compelling offers. The bottom line is that, like any other relationship, some level of fair trade value needs to be present. The minute you start taking this for granted and cease to hold up your end of the deal, is the moment your fans will assuredly find another source to satisfy their needs.”

One example can be found in a current Coca-Cola “99 Days of Summer” campaign. It’s a photo contest where consumers are asked to vote for their favorite entry by “Liking” it. When they do, they’re prompted to post it on Facebook, complete with the photo and personal comments.
Sounds to me like the ‘Like’ button can help bring people to your site and connect them to your brand, but it’s up to you to make sure they stay where they are.
I’d like to hear from you. What are some compelling “Like” button success stories you’ve seen or experienced?
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Author: jen-gray
Filed under: Latest Postings on July 22nd, 2010 | No Comments » Add Comment
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