Every pub manager wants more customers, more often and Facebook is a really effective way of doing that. Put simply, they need to get as many people to see their page as possible, Like what they see, and come into the pub. To do that, every Page Manager needs to know what posts their Fans are engaging with the most.
That’s where the new Insights come in:
The Facebook Objective
The best way to explain exactly how using Facebook Insights can help your pub, is by using a real life page and a real life pub manager called Sally.
Sally runs a large family friendly pub in Birmingham. Her reason for using Facebook is the same as most other pub managers’ – she wants to get more people into her pub.
To make this happen Sally needs to make sure that her posts are interesting, engaging and attracting the attention of the customers and potential customers she wants in her pub.
Sally’s pub’s offers are based around great value food and drinks offers which are family friendly. The pub’s atmosphere is fun and they show sports on their big screens. So, she wanted to make sure her posts appeal to people with families who would take advantage of the food offers but also a crowd who would come in to watch the live sports and enjoy the drinks offers.
That’s where Facebook Insights come in…and here’s how Sally used them:
Step 1. Using the People Tab to get to know your Fans:
First, Sally wanted to find out who made up the majority of her Fans on her Facebook page to make sure that her audience on Facebook reflects the customers she wants in the pub.
She found that majority of her Fans were 18-24 years old, followed by 25-34 year olds. The 18-34 age group is the most active on Facebook and, as the graph shows, they make up a large proportion of all Facebook users, so it’s no surprise that they dominate Sally’s Fans too.
Knowing who your Fans are is great, but with only an estimated 16% of your Fans seeing your Facebook posts in their newsfeeds, you need to know who your posts are appealing to most. The best way to do that is to find out who likes them enough to Like, Share , Comment or simply click on them to see more:
Although 18-24 year olds made up the majority of Sally’s Fans, it is the 25-34 age group who are engaging with Sally’s posts the most. The 18-24 Male group only make up 3% of the people engaging which is very low considering they make up such a high number of Sally’s Fans.
What can Sally learn from the People data in Insights? It seems that her posts really struck a cord with the 25-34 age group and it’s an age group which does fit her family friendly pub. However, her posts didn’t seem to be inspiring the younger age group, especially the males. That’s a problem for Sally; she wanted to get more people in for her live sports, and she believes those customers are mainly males. Sally should post more which would appeal to her male Fans.
The 18-24s age group which weren’t engaging with Sally’s posts make up half of a very important group in Social Media. Deloitte’s Taste of The Nation research found that the 18-34 age group uses social media to make going out decisions more than any other age group; and the launch of Facebook’s Graph Search feature will mean that Facebook will become an even more powerful tool for Users to find a place to go. Sally should aim to include this group as much as possible so that her pub is top of their list when they’re looking for a place to go. Take a look at our post on preparing for the Graph Search so you can make sure you benefit from this great feature.
Step 2. Picture, Text, Video Posts: which do your Fans like best?
Now that Sally had a good idea of who her posts were appealing to and who she needs to concentrate on more, she can looked at the types of posts which work best for her.
Sally’s text posts were ‘Reaching’ the most people, which means that they were being seen by the most people in their newsfeeds.
Interestingly, they didn’t produce the most engagement and it is engagement which increases the page’s long term chances of being seen more often and by more people and will stay at the top of newsfeeds for longer.
It’s her picture posts which produced the most engagement. Facebook’s changes to users newsfeeds means that when your fans engage with your posts, Facebook makes sure that they prioritise your next post in that Fan’s newsfeeds. The new newsfeed also lets users filter posts, so they can view picture posts separately to other posts. Picture and photo posts are obviously great for producing engagement and Sally should continue to post what works. However, it is important for Sally to post a variety pictures, text and video posts too, so her audience don’t get bored of seeing the same things in their newsfeed.
Step 3. Page Performance: what’s influencing your Likes
Sally wanted to find out whether the effort she made on Facebook posts was paying off with new Page Likes. Sally knows that the more Likes she can get on her page, the better the exposure for her pub. Plus, the launch of the Graph Search feature will mean that the more Likes she has, the more search results she’ll appear in, which will lead to more customers. Read up on how you can prepare for Graph Search.
Here’s what Sally found:
Sally could see that she had a few Unlikes and peaks in Likes on certain days. She decided to check where each of the peaks in Likes came from and whether there was any correlation with certain types of posts and Unlikes on their page over past weeks. She looked back at what types of posts coincided with a peak in Likes and whether those posts had a high level of engagement. Using this information, Sally could see that posts with high engagement led to more Likes and posting more regularly seemed to increase the number of page Likes too.
Using the data to get more customers, more often
Since first reviewing her Insights, Sally has put together a more structured plan for what she posts on a weekly basis. She now posts more content which appeals to her male Fans and has tried to engage more of the 18-24 year old age group by entrusting a staff member of that age group with adding post to the page that he thinks will appeal to them. She is continuing to post the great content which has got the 25-34 year olds hooked and hopes that this will also draw in the 35-44 year olds as more of them Like her page. To find out more about what types of content to post on your Page, take a look at our post which has some great advice.
As Sally has added and changed her content, she has made sure that she continues to monitor her page Likes and Unlikes, post and page engagement to make sure that she is continuing to reach, engage and attract more of her ideal customers to her page with the ultimate goal of getting them into her pub.