Six weeks ago, Forté began a modest campaign to increase the Facebook audience and exposure for a client of ours. The client opened in November of last year and their Facebook page accumulated a respectable 50 “likes” within the first four months.
Given that the average Facebook user has 338 friends, we can estimate a reach of just under 17,000-as the activity of those 50 friends could be seen by each of their 338 friends. The reality is that the potential impact is significantly less, since those 338 average friends include family, distant friends and other users that aren’t true prospects.
We began the campaign by implementing page ads–the basic ads you see on the right sidebar of a Facebook page. We targeted those ads by age, gender and residence proximity to the community. The ads–and again, this is a modest campaign–began producing immediately, and we doubled our “likes” to more than 100 in just over a week. We’ve repeated the ads on and off over the past 5 weeks and are currently at 208 “likes” (a 300% increase in 6 weeks)!
The other paid component we’ve implemented are the post “boosts.” If you’re familiar with Facebook, these are the sponsored stories that appear directly in your news feed. They’re used specifically to target users who haven’t “liked” your page.
As an example, you may have seen a sponsored story by Nike, even though you’ve never visited Nike’s Facebook page. That ad may also boast that “your friend, Joe Smith likes Nike”–using a personal friend of yours as an endorsement reference.
Our approach was to select certain posts and target the “boost” to engage a highly-specific audience. One such post related to cooking. We promoted the story directly in the news feeds of prospects that live within 15 miles of the community, who fit our target age group and have shown an interest in cooking. As you can guess, the engagement level was quite high, as the content matched the recipient so closely.
Last week we shared a collection of new photographs of the community. Again we “boosted” the post, this time to 4,300 users, and we netted an engagement of 5,500+ users. That means the total number of comments, shares and views actually exceeded our paid audience as their friends took notice as well. 125 users officially “liked” the post, 56 clicked through to the website and 5,262 photos were viewed.
Think about that–5,262 photos of this beautiful community were viewed by highly-qualified prospects.
An impression of “quality and beauty” has been established among target prospects, and as we continue the campaign, those prospects will be invited to events that are in line with their interests (e.g. a bridge tournament invitation that is only seen by age/location-qualified prospects who specifically note bridge as a hobby).
While we’ve experienced positive results from Facebook campaigns before, the additional controls and analytics they’ve made available now provide truly compelling benefits to senior living communities. That’s something we like.