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Using Facebook Traffic to Drive Brand Loyalty

The Big Brands Do it. Why Can't You?

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[ Social Media]

WebProNews recently covered a study from Chitika, which found that Facebook was the most valuable social media tool for driving repeat readers to content sites. The study was based on 33 million unique users across Chitika’s publisher network in September. It compared the number of visitors coming from major traffic sources Digg, Facebook, Google, Yahoo, Bing, and Twitter, to the number of times those visitors came back to the referred site. Visitors that went to a site four or more times in one week were considered loyal users. By a wide margin, Facebook led the pack in providing loyal traffic. 20% of all visitors from Facebook visited the site four or more times per week.

Where does your most loyal traffic come from? Facebook or somewhere else? Comment here.

"We’ve received the most clients from Facebook than any other social media website," a reader commented on the article. "Although we’ve received slightly more visitors from Digg and Stumbleupon, the viewers have not converted into customers the same way they had through Facebook."

Loyal Readers - Where they come from

There has certainly been plenty of talk about how Facebook can drive traffic, but clearly there are still a lot of people struggling with just how to go about doing so.

"Why am I not getting this?" another reader asked. "Blogs I’ve done are boosting my Google, Yahoo, and Bing ratings and getting traffic to my web site, but I’m not getting how Facebok can do this."

Comments like these are not uncommon, and to be fair, this one was made prior to Microsoft’s announcement of a deal with Facebook (Google has been rumored to be in talks with Facebook as well).

But not all traffic has to come from search, although Facebook exposure can certainly contribute to that as well, if nothing else, than simply through promotion leading to links.

When a Facebook user frequently checks for status updates, he/she is likely to see new posts made from Facebook Pages he/she is subscribed to. This means creating a Facebook page can have a great effect on page owners. Making readers aware of the page is key as well. Luckily Facebook has a widget called the Fan box, that you can put on your site, which can lead new visitors directly to your Facebook page.

Facebook has also just updated another important widget – the share button. Now it will provide a live count of shares, as well as analytical information. You can find out how people are sharing and engaging with your content, and gain further insight into how your stuff is doing with the Facebook community (and adjust your strategy accordingly).

Traffic is a common goal, but it is not the only one. Going back to the topic at the beginning of this article, brand loyalty is a big one.

A representative for Stuzo Group, one of Facebook’s exclusive development partners, shared some interesting case studies with us, looking at how they created branded applications and fan pages for brands like Doritos, Budweiser, Smashbox, and Purina.

"When Stuzo works with these brands, the goals that they have most often in creating these promotions is to increase brand loyalty and recognition, boost traffic to their website, and drive sales," the representative said. "These goals all go hand in hand, and explain why Chitika’s study was so valuable; hits to a website are great, but they don’t mean much unless they contribute to brand loyalty and positive recognition of the brand." (emphasis added)

A common theme among the case studies provided by Stuzo is that they all present clear objectives for what they want to accomplish with Facebook. For example, Budweiser’s were:

1. Create brand awareness through a strong fan base and social channel opt-ins

2. Incentivize users to engage with the brand on a regular basis

3. Convert new customers and drive increase in sales

Budweiser Facebook page

Budweiser went the route of contests and competitions (which are viral by nature). According to the case study, this has resulted in:

- Hundreds of thousands of Unique Pageviews

- Sustained high level of brand engagement by all measurements

- Significant, continued growth in Budweiser’s Social CRM and social channel opt-ins

Budweiser is just one example of a big brand finding success through social media, and through the use of Facebook in particular. As I recently discussed, you can find new and interesting ways to integrate social media into your own plans by looking at some of the brands you use yourself and how they employ different tools. This helps you to put yourself in the customer’s shoes and determine the things that work and the things that don’t.

What brands have you seen using social media in interesting ways?
 Discuss here.

Related Articles:

The Most Loyal Traffic Comes from Facebook

Facebook/Twitter Use May Now Mean More for Google/Bing Rankings

Some Brands Have Good Ideas For Social Media. Do You?

Using Facebook Traffic to Drive Brand Loyalty
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  • http://increasetargetedtraffictoyourwebsite.that-is-simple.com/IncreaseTargetedTraffictoYourWebsite/ Yevgeniy

    Thanks you articles are really helpfull. Now we online marketers can see where should we more concenrate our actions on. Thanks

  • http://www.pokerfreeforall.co.uk Ant

    Wise words, we started using social media to promote our competitons, and have never looked back.

  • Bring Back Old FB News Feed

    Many people have changed to “Status Updates Only” since a few days ago when FB changed their News Feed to the TMI “Live Feed.” Too many people have instead moved the Status Updates Only to the top of their page and can only see individual’s status updates, now. Not good for those of us who depended on traffic from the old News Feed to our fan pages.

  • http://www.alleghenyhealth.com Chiropractic Pittsburgh

    I could have sworn I saw that graph on another article and they said the results were made up just to make a point about Facebook and other social media VS search.

    Are you sure this graph and results are real, maybe Chitika snatch them up from this other blog that I saw and mistook it for real data.

  • http://www.writtenbysumer.com Britt

    In my personal experience, I completely agree with the above statistic that FB drives the most repeat visitor count to a website. I also find that many times people won’t even visit our site, they’ll simply get all the information they need to know about our company from our FB company page. I love how FB company pages are working more like “mini sites” or satellite sites. These tools simply help businesses increase online exposure, which is more effective (in my opinion) than trying to just drive traffic to a website.

  • Guest

    If I were an advertiser I’d be raising bloody hell with Facebook because at last count some 150,000 people can not access their homepages or profiles -where all the ads are -some of us now since early October. Repeated trips to their help center are futile, because the only ‘help’ is from other users, not techs. It is obviously some glitch with them because other accounts can gain access from the same home computer. If revenue generating advertisers stepped in things might actually get fixed.

  • Nick Baer

    I have 2 concerns:

    1) My customers might not ant to be a “Friend” and therefore their identity known to other customers, and

    2) I don’t want my competitors to know my customers.

    I wish FB members could be my “Friends”, so that my wall postings can appear on their newsfeeds, but only I could see the list of my Friends.

    • Chris Crum

      These are interesting, and valid concerns, particularly the second one.

    • http://www.neeshdesign.com.au Lance

      Yes, its not everyones thing to become a fan. You’d have to market yourself well to get anyone interested enough to do it. But in saying that, it’s another market that you can tap into with minimal outlay. As with all the social marketing sites though, there’s no point going down that track for marketing sake if you aren’t going to put any effort into it. That’s just a waste of everyones time.

      I think you can change your preferences so only you can see your list of friends. It’s pretty versatile in the settings although you have to dig around a bit sometimes to find what you want to change. I’m no facebook guru though.

  • http://thietkewebsiteviet.net Mr Tra

    welcome http://thietkewebsiteviet.net. Thanks

  • http://tinyurl.com/affiliateclassroom3 Delords The Blogger

    I Actually Agree with this Topic, in recent times Facebook has seem to be the most widely used Advertising methods that works for so many people and Companies, I have been Using Facebook to Drive much Traffic and Repeat Traffic to most of My Sites and Blogs.

    There are many advantage that Facebook Advertising gives compare to so many other methods.
    Creating a Group about Yourself or Product and inviting friends and every other persons to join and your friends gets updated each time you post to the Group.

    I have really seem facebook as a Great Marketing group and its really been helping my Business Successes and i have used it in promoting several sites and its been working fine.

  • http://aquariumdigest.wordpress.com/ Steven

    My partner has a facebook page as well as multiple weblogs with aquarium information, hosts forums (& is active in these). However of these the facebook page is not even on the radar when it comes to driving traffic to our web sites. The fact that links in facebook do not provide any SEO aspect (they are not direct URLs) further makes facebook a poor source of traffic.
    I am not saying facebook is worthless (it beats MySpace which we have deleted), however why this and other social media is being rammed down our throats as an effective business tool, yet I this is far from reality leaves us scratching our heads.

  • http://officialsafetyandsecurity.com Official Safety and Security

    I also use FaceBook to socially market my safety and security web site so your artlicle gives me lots to think about. Thanks, Chris.

  • http://www.blackriverbullmastiffs.com Black River Bullmastiffs

    From reading the comments I guess there is no consensus on face book driving traffic for all who try to utilize it.

  • http://increasetargetedtraffictoyourwebsite.that-is-simple.com/IncreaseTargetedTraffictoYourWebsite/ Yevgeniy

    Well Facebook is famouse, and whats famouse is popular, popular means crowd/or many people ) Hence a lot of traffic. Thanks for great article review.

  • http://mlmincomeguaranteed.com/ Claude Fullinfaw

    I just read your article on driving web traffic to sites by using your profile page to show important aspects of your business such as video, latest content or links to other authority sites of interest to our visitors.

    I too had just been using the major search engines upto now but will start using and experiment FaceBook from now on and will keep stats on how I perform.

    Do you recommend that users should have more than one face book acccount if they are in different niches so as not to confuse their audience or is it too hard to concentrate on different facebook account. Please reply. Claude

  • http://www.ebookeducation.net Online Income Streams

    I think the proper social networking strategy is really dependent on what sort of business you are running. For the traditional B&M, brand loyalty is the only reason to engage. For the offline business, once again, its really dependent on what you are marketing. I wouldn’t think of wasting time building a facebook group for most of my ventures because it is just not a good fit. I would much rather spend that time writing content and building back-links, or even networking with other webmasters via social networking. Brand loyalty is for Coke and Pepsi, but I’m not going to waste my time reading their twitter or joining facebook, and if I do, I am just trying to use them for my own selfish reasons.

  • http://www.photoswomens.com/ Gennadiy

    I also use FaceBook.

  • http://homebusinesshints.com Chuck Anthony

    Facebook – Overrated!

  • http://www.gamescapes.com/ Video Games PS3 XBOX360 Wii

    And here I thought Google ruled the world! Great info!

  • http://www.bulksmsgateways.com/ Bulk SMS Ludhiana

    Thanks For Sharing the nice articles. I also use the face book.it is very good social site and best For Traffic.

  • http://www.lamiematinale.ca La Mie Matinale

    Very interesting article. Sounds great ! Thank you!

  • http://firstlife360.blogspot.com Spiritual

    Yeah it is a great idea. I am into it lately. After the search engines this is the most important source of traffic. In fact I consider it as a human search engine.

  • http://www.angelsangelsangels.org Angel Lightfeather

    Totally love the words of wisdom constantly guiding those who seek present day web promotion. Many thanks to Web Pro News! Web Pro News levels the playing field for branding and understanding social media. Many clients have found my website http://www.angelsangelsangels.org through these social media sites and many clients have come from these sites such as Facebook, Google, Twitter, Stumbleupon, Myspace and it is an amazing time in history. Every time I read Web Pro News I am learning vital info for the times we live. Thanks and keep up the great work! Angel Lightfeather

  • http://www.cyberframe.in/ SEO

    Thanks For sharing the nice articles. This articles really help me. Now I am always use facebook social bookmarking site for web traffic.

  • http://www.steelmans.com/ Spline Broach

    Thanks for sharing the nice info of facebook. I don’t know about the facebook. but i am read your articles.I know that what is a facebook.when I am join the facebook. Now i am understand that facebook is best for traffic. I like this articles. This is very helpful for me.

    Thanks dude….

  • http://www.toronto-airportlimo.com/ Limo Toronto Airport

    Good Article !! I m agree with you because I am always use a Facebook For Big Traffic. Facbook is Professional Website. Facebook is use by all of the world user. it is very helpful Website.

    I Like your Article. Thanks For Sharing with us.

  • http://www.canamlimo.com Buffalo Airport Limo

    Nice stuff.You have shared a good stuff and important to.Thanks a lot for the information you have shared..

  • http://www.cygnismedia.com Aris

    Your brand is how customers feel about you..Your personal identify is how people react on your communication. In this new media or you can say MEDIA age you have to do your branding in Nth dimensions. Well yes, anybody can do communication by creating a page/profile on facebook or continuously posting tweets on twitter but you can not do effective communication without having in-depth knowledge about social media engagement. You need to learn the ability to spread your story and nudge people down the sales funnel at zero incremental cost.

    If you don’t like change you are going to like irrelevance even less.

    If anybody is interested on learn the ability to spread your story using facebook or interested in the development of a facebook app or custom facebook page in most effective manner than contact us at www.cygnismedia.com

    • http://www.socialcubix.com Roses Mark

      We believe in providing quality work to our customers.. To survive in this era u must do quality branding .. .If u dont have knowledge about social media it will be very difficult for u to create a good impact in the social media industry .. Twitting and staying in connection is just not enough .. The ability to nudge people down the sales funnel at zero incremental cost and to spread ur story is really what matters.. If u r keen enough to learn these skills and looking forward in the development of facebook app or custom facebook page than contact us at.

      http://www.socialcubix.com

  • http://www.ghardukaan.com benjamin franklin

    Nice Job!! Thanks for sharing a good collection. Now I am use this important steps for our website. Thanks a lot…Now I am use this tips for our website.

    keep it up…

    Please share with more new features of face book.

    Property in India

  • http://www.biocarve.com/ Andrewstaflin

    Thanks for sharing a nice thread. tips are very useful. I have use the twitter for traffic.I have gain Huge traffic on website. Now I am Promote a personal website on facebook.

    Facebook is very useful website……………..for every online user.

  • http://www.berkeley-edu.co.uk elbert

    Nice stuff. You have shared a good stuff and important to. Thanks a lot for the information you have shared..

    • http://www.berkeley-edu.co.UK/ kent roy

      very nice information. its very useful to get more traffic on the website. You are doing really good job. keep sharing more and more information..
      Thanks

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