The Attention Show News: Facebook Messenger for Business

The Attention Show News

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[powerpress]

Apps and brands are set to invade Facebook Messenger. Facebook recently revealed its Messenger Platform and Messenger Business, allowing businesses to integrate with the social network’s chat service. Messenger for Business will allow consumers to get alerts about things you buy online and interact with customer service directly through the Messenger app. This allows consumers to speak to a brand by writing a message as if they were writing their friends.

With this release, there is a huge customer service component allowing brands to interact with their consumers in a different way. There will be more to come from Facebook and a Facebook Payment application could be right on the horizon.

In this Attention Show John and Chris talk about the opportunity Messenger Business presents for your business no matter the size.

Using Facebook Graph Search to Find New Customers

Did you know that Facebook Graph Search can help you find valuable information that could lead to new customers?

Many people say that Facebook is losing it’s market share to the likes of Twitter, Snapchat and Instagram. However, the research says otherwise:

*As of mid 2013

  • 71% of adults use Facebook – 63% of them visit the site daily (pewinternet.org).
  • 94% of teens have a Facebook profile (pewinternet.org).
  • 81% of teens say they use Facebook more than any other social platform (pewinternet.org).
  • 45% of people use Facebook to login to websites or mobile apps (allfacebook.com).

The numbers don’t lie!

So now that I have you back on the Facebook bandwagon [at least for the moment], let’s get to the good stuff – how to use Facebook Graph Search to find new customers.

What is Facebook Graph Search?

The Facebook Graph Search is Facebook’s internal search engine allowing users to type in keywords and phrases to find relevant information within the network. In the simplest possible way, it’s a Google to search inside Facebook.

However, unlike Google, Facebook Graph Search uses search terms to connect you to relevant Facebook profiles and pages. This can provide a plethora of useful information to marketers.

Let’s take a look.

If you begin to search “Companies in….”, Facebook will automatically populate related search terms.

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Notice that Facebook populates the queries related to your personal information such as location.

Another example is when searching for something specific, like “Photos…” – Facebook fills the in the search bar with automated search terms relevant to the first word.

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The results will show content that is relevant to you – your area, your interests, your friends.

You can see how a simple search can bring you valuable personalized, localized information about target audiences.

So how exactly do I find new customers?

First off – you should begin by using your personal Facebook profile (as opposed to your business profile) to use Facebook Graph Search, otherwise your searches will be highly limited. Now begin to experiment with the search terms. You can begin by searching things like “People who like…” – again, search terms will auto populate. The search terms will be related to you (notice: Good Monster page is the first that is listed)

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When you select an option, the results will show everyone that likes that page or topic (i.e. Birthdays). The people who are in your network will appear first, followed by more distantly connected people and finally, those that are not connected to you at all.

Search Queries

When using the Facebook Graph Search bar, Facebook uses several queries to trigger it’s search results. Quite simply, type in “People, Places and things” to find the content you want.

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The following is are some (but not all) query categories that will help you direct your searches and allow you to identify useful marketing information.

  • Page Name
  • Person
  • Interests (Food, Music, Movie, Games)
  • Places
  • Businesses
  • Topics
  • Gender
  • Age

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What are you marketing?

As a marketer, you have very specific messages that you need to get to a very specific audience. You might be a B2B company – who sells to a consumer brand – looking to use the Facebook Graph Search to identify the demographics that follow your customers. You can then help boost your customers brand or educate certain demographics about the industry through promoted posts. Or you might be a shoe retailer that wants to see what other interests your fans have, so that you can identify high-quality prizes for a contest. Whatever your business goal, the Facebook Graph Search will give you insight into what your PNC’s (potential new customers) are interested in.

Fan Research

Fan research is probably the most valuable use of the Facebook Graph Search. Using the search queries to find out what your fans (or someone else’s fans) are interested in could give you insight into what gets people jacked up!

What to type: “Favorite interests of people who like PAGE NAME”

This will populate a list of that page’s fan’s favorite interests, as well as links to those pages. Just like that, whalla you have a list of your fan’s (or maybe a competitors fan’s) interests.

Another use is to do gender specific-research. You can use the search queries to find out what women are interested in, or what music they like the most, or what places they visit the most.

What to type: “Favorite interests of GENDER who live in CITY, STATE”

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Competitor Research

Another use for the Facebook Graph Search, is to do some competitor research. You can search for men or women that like a certain page, in a certain area. You can search to find out what other pages they like, or where they visit. The possibilities are endless!

What to type: “GENDER who like PAGE NAME who live in CITY, STATE”

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Here’s a sneaky little secret: You can combine search queries to look for photos of competitors fans. Then you can share a relevant photo of theirs on your page and insert a welcoming message like, “Looks like you are having a blast in this picture <INSERT NAME TAG> – if you stop by our location this week you can enjoy a free <INSERT PRODUCT> on us!”. This is to be used sparingly and only for those that are Facebook power users or influencers – otherwise it might get a little creepy.

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Potential Partners

Get creative when using the Facebook Graph Search bar. You can look for potential business partners or affiliate businesses. Think about ways you can get the word out to new customer bases.

See what other pages your fans like – reach out to those pages and offer to cross promote their page to your fans.

What to type: “Pages liked by people who like PAGE NAME”

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Location

One huge use of Facebook Graph Search is to find out where people are visiting – whether it’s your business, a competitors business or a city. It uses check-in information to show you who is going where. From here you can narrow it down to gender, or even age ranges.

What to type: “People who visited LOCATION and are between AGE RANGE”

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Groups

Just when you thought we were done! One more awesome query is to search Facebook groups. You can use this to join “Open Groups” that might be valuable to your industry (note: you will have to join these groups as yourself, not your business).

What to type: “Groups that fans of PAGE NAME joined.”

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The End

So there you have it – a bunch of ways you can use Facebook Graph Search to find new customers, what they are interested in and where they visit.

One tip of advice – write down and answer the following questions before you begin your research:

  1. What demographic are you trying to find/attract (gender, age, location)?
  2. List your top 10 competitors.
  3. What other industries are aligned or related to yours?

Oh and one more thing: try different search queries, you never know what you might find!

Why You Shouldn’t Fear Bad Reviews on Facebook

Want to know the difference between doing business 20 years ago versus today? Customer service has become the make or break of most small businesses. It can build you into a local hot spot, or it can crush your hopes and dreams in a weekend.

One of the most frequent customer service related questions that we get from business owners who are [still] reluctant about building a social media presence is something like “But what if someone writes bad reviews on Facebook?”

That question still haunts an unbelievable amount of [mostly old-school] business owner – and with good reason.

A couple of days ago I spoke to a small group of business owners about adding more social media to their marketing plans for several reasons. Among those reasons is the fact that they can see what customers think of their brand. This is a very important part of social media, but it is what most businesses are afraid of. They are afraid that their social media profiles will turn into a virtual comment boxes. They are afraid that too many people will complain about their brand to the point that it will make them look bad.

One reality you have to think about is that if people have a bad experience, they are going to talk crap about your brand. If they don’t write bad reviews on Facebook or another social media network, then they are going to go to their friends, family, co-workers, their kids friends parents, and the person behind them in line at the bank. I will agree that social media will allow bad publicity to spread much, MUCH quicker than traditional word of mouth, but if your business sucks then it will get out eventually.

This concern is valid, however, and has happened to some of the largest brands out there.

Just take a look at the 11 Biggest Social Media Disasters of 2012 from Mashable

But there is a sure fire way to turn this around so that a nasty comment actually helps build your brand in a bright shiny light.

I know this is going to sound crazy, but it’s actually an awesome thing when someone gives you a bad review (unless you’re in a pickle like Hobby Lobby – then you better have some expert PR people on your social networks). But this allows businesses to explain their position and try to rectify the issue.

Example:

  • Customer: Hey I don’t like your product.
  • Business: I’m sorry you feel that way, what don’t you like about it? – Suzie
  • Customer: It broke the first day I used it.
  • Business: I apologize that the product you received broke, our defective product return rate is only 10%, so as an apology I would like to send you two products at no cost and a refund for the one that was broken. Is that Okay with you – Suzie
  • Customer: Wow, thank you! ‘
  • Business: Absolutely! And again I’m so sorry that this happened, after all awesome people like you are why we are here! So thank YOU! – Suzie

The issue was resolved, the customer is happy and that person shares their satisfaction with friends.

So moral of the story is don’t be afraid of social media embrace it. Use it to see what your customers issues are, and if it is a common problem you know that I needs to be addressed immediately.