We talked yesterdayHow to build a Facebook page from 0（See hereToday we went on to talk about how to add powder.

After the first week of setup and content release, our page has been shown to our target fans.Starting in the second week, in addition to the scheduled release of content, but also to start to "powder" efforts.

This week's "Operation Pull Powder" program is as follows:

Invite friends in your personal account to follow the page.

Remember how our Page opened?Yes, it was created through a New Page link in your personal account.The next task, which also needs to be done with a personal account, is to invite your current friends to follow the page and quickly accumulate your first fans.

Here's how:

a. On the right side of the page, you'll see one called“Community”The module, in which there is a button or link, is written on it“Invite Friends”, just click this button, will pop up all your personal account friends, check the need to invite friends, a click can send a request;

b. Your friend will see a message in his account message center inviting him to follow a page and click if he wants to“Like Page”Can be completed, the process is very simple;

c. You can also consider ticking when inviting“Also send each invite in Messenger”, so that your invitation will also be sent in the form of Messenger messages, the effect of the prompt is obvious.

Of course, this way can also make some friends feel harassed,So first measure the pros and cons, if not very familiar friends, do not easily send private messages；

d. If your account doesn't have as many friends and you want to powder your page by inviting them, you can search Facebook for the right "red man" or "big V" and pay a fee to invite his friends and accumulate your first fans (A "red man" with 5,000 followers spends about $100 on an invitation, very cost-effective, of course, first of all to ensure that his fans and our potential users have a re-fit, if it is completely unrelated fans, will pull down the late fan expansion and conversion rate, even if it is cheap can not be considered).

In this case, by inviting friends to follow the page,Our page has 263 followers in its second week online (real data)It's a good start.

With a certain number of fans, you can start planning onePosts that can interact with fanslet fans notice that this page is dynamic.

If you can design some rewards in your posts, you'll be more enthusiastic about your fans' participation.So we designed the following:

a. To thank fans for their attention, we decided to offer 5 free products for the sweepstakes;

b. If you want to win, it's under this postInteract, like and retweet this event lasts 7 days, so please hurry up and get involved;

c. When the fan retweets, his friend will see the update and will be involved (because there is also a chance of winning);

d. The activity time expires, after the interaction is over, and thenPost a separate award and list the winners' names and awards in a very high-profile way，And put the post on top for 3-5 daysso that all new fans can see it right now;

e. It's also important that, throughout the process, many fans will leave messages and retweets, this time,Be sure to read each message carefully and interact with your fans in a reply or private message。If you can achieve 100% interaction rate, fan activity will reach a very high level, the system will automatically recommend the content to more people;

f. In this way, the number of fans explodes during the last 2 days of the event.

In this case, after the event is over, after the statistics,The actual number of new fans added through the event post was 319。

In addition to these two actions, every dayRegular updatesContent posts can not fall, to let fans feel that there are often fresh, interesting, valuable, and brand-related content, in order to form a fan's habit of attention.

The second week, we performed a fan participation in the sweepstakes, which lasted one week.So the first thing we did in the third week was to issue the results of the draw.

At the same time, in order to keep fans' attention to the page, we plan to carry out the next similar event just in time for the second week of the raffle, but pay attention to changing the format so as not to repeat and monotony. 

Thus, the action plan for the third week is as follows:

Prizes are awarded at the raffle.

Post the winner's name and award on the page in a very high-profile manner and top the content.Both the paper and the picture should be specially designed and can be used“canva.com”Templated creations can fit your fan style and save you a lot of time.

For each winner, there is a need to communicate separately, focusing on both aspects.

a. Detailed steps to receive the prize to ensure that fans can receive the prize normally;

b. Invite each winner to comment on the page for us, that is, on the pageReviewsFunction, full score of 5 stars, the higher the score, the more you can let others trust the brand.Because the winner is completely free to get a prize, so generally are very happy to leave a 5 points praise, and because it is the fans themselves to leave a message content, so readability and authenticity are very high;

c. After the successful award, remind the winner of the prize arrival time, you can also suggest to him whether the information can be shared to his circle of friends, forming a secondary dissemination.

While it's hot, start the next sweepstakes right now.

But this time a slight make-up, can not be the same as the last time, so we replaced with product knowledge questions and answers.Among the fans who took part in the question-and-answer session, five winners were selected and free prizes were awarded.

This event is very similar to the previous one, so we won't go into the editing and publishing process, but we decided to do more to expand our reach through this event, because we still have $500 in marketing costs that we don't use, so we can:

a. Turn on ad push for the campaign;

b. If you have a BM account, you can use it“lookalike”The function is to target the precise crowd and improve the accuracy of the audience.

c. To observe the operation of the advertisement at any time (every day or every few hours) to avoid targeting failure, bidding errors and other anomalies;

d. If you have a foundation for Facebook ads, consider advanced techniques such as "A/B Test" to reduce CPA and zoom in.

With the current fan base more than double what it was at the start of the second week, and the increase in advertising (which actually cost only $200), the number of people participating in and expanding at the event has increased significantly from before.By the end of the third week, it had 823 followers.

After a series of actions in the first three weeks, our fan base is a little bit basic.The fourth week begins with, of course, an awards event, with the winners still sharing page reviews and social media.

At this point, you can set up your own page group, invite fans to a circle where you can share interactions together, and further increase your viscosity.

Therefore, our action plan for the fourth week includes:

Award the third week's activities, arrange prizes, follow up the receipt, etc.

Create a group of pages by:

a. Find the countdown below the menu on the left side of the page“Groups”Once clicked, the option to create a page appears on the right;

b. Follow the wizard to select a good category and group category (Public, Close, Secret, suggested to choose Public);

c. After the group is established, invite existing fans into the group, and set a number of active fans as group auditors (Moderator), which can ease the pressure of the operator's usual maintenance, on the other hand, will also promote this part of the people to play more subjective initiative, spontaneously become the brand promoter;

d. Group-published content can be synced with your Page account, or you can customize the content framework specifically for your group.

After four weeks of planned action,The entire page has more than 1000 fans and the actual number is 1039to achieve the goals set at the beginning of the article.

Throughout this case, several key points are important in the implementation process, again listed as follows:

1. Sort out the available resources at hand and plan and plan activities within the budget;

2. According to their own brand and product characteristics, in the early stage of the content to make a framework plan, targeted;

3. During the implementation process, the fan is taken into account and the enthusiasm of the participants is maximized;

4. When planning and carrying out various activities, the rules should be clear and fair, and the final results should be published clearly and transparently, without ambiguity;

5. Staying close to your fans throughout and responding to their voices is the most effective way to keep them loyal.

I hope this case can bring some inspiration to everyone's social media operations, but also hope that on this basis, the development of suitable for everyone, each team's own style, go faster, longer and farther.

(This article appears in the 67th issue of Focus Vision magazine)