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Laurie Bucsek, Jay Feitlinger, Jeff Widman, Zach Welch presented at BOLO 2011

Laurie Bucsek, Jay Feitlinger, Jeff Widman, Zach Welch presented at BOLO 2011

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  • I run an internet marketing and social media agency out of Scottsdale, Arizona called StringCan Interactive and consulting with commerce based companies is one of my passions. I am always on the look out for new opportunities and when Facebook hit 200 million users in April 2009 I knew this was a huge opportunity for my ecommerce and Retail clients.To my surprise there wasn’t a business App in place to help any company easily and inexpensively create a shopping tab so I decided with my business partner to launch ShopTab where retailers could generate ROI from their Facebook efforts. ShopTab success has been beyond my wildest dreams where over 100,000 active users are using it with companies like Barneys NY and Coleman Outdoor Gear.
  • More than 2 billion posts are liked and commented on per day
  • Social graph intro
  • All about the news feed
  • Creating the edge, edge rank formula, news feed, etc.
  • The key metric going forward will be closer to how many people added your content or application to their timeline rather than how many connections you have.This is a radical shift to actions and engagement and away from reach and impressions.
  • Users will have ability to help Facebook learn easier
  • Getting users ENGAGED is key
  • Two way street, huge brands posts and don’t close the loop
  • Entry page – like is not as important, introduce social graph new verbs, etc.
  • Leverage social plugins off Facebook for light stream, etc.
  • Clear calls to action
  • Recognize fans, be human
  • I run an internet marketing and social media agency out of Scottsdale, Arizona called StringCan Interactive and consulting with commerce based companies is one of my passions. I am always on the look out for new opportunities and when Facebook hit 200 million users in April 2009 I knew this was a huge opportunity for my ecommerce and Retail clients.To my surprise there wasn’t a business App in place to help any company easily and inexpensively create a shopping tab so I decided with my business partner to launch ShopTab where retailers could generate ROI from their Facebook efforts. ShopTab success has been beyond my wildest dreams where over 100,000 active users are using it with companies like Barneys NY and Coleman Outdoor Gear.
  • I run an internet marketing and social media agency out of Scottsdale, Arizona called StringCan Interactive and consulting with commerce based companies is one of my passions. I am always on the look out for new opportunities and when Facebook hit 200 million users in April 2009 I knew this was a huge opportunity for my ecommerce and Retail clients.To my surprise there wasn’t a business App in place to help any company easily and inexpensively create a shopping tab so I decided with my business partner to launch ShopTab where retailers could generate ROI from their Facebook efforts. ShopTab success has been beyond my wildest dreams where over 100,000 active users are using it with companies like Barneys NY and Coleman Outdoor Gear.
  • …because the people who are crazy enough to think they can change the world, are the ones who do.
  • I run an internet marketing and social media agency out of Scottsdale, Arizona called StringCan Interactive and consulting with commerce based companies is one of my passions. I am always on the look out for new opportunities and when Facebook hit 200 million users in April 2009 I knew this was a huge opportunity for my ecommerce and Retail clients.To my surprise there wasn’t a business App in place to help any company easily and inexpensively create a shopping tab so I decided with my business partner to launch ShopTab where retailers could generate ROI from their Facebook efforts. ShopTab success has been beyond my wildest dreams where over 100,000 active users are using it with companies like Barneys NY and Coleman Outdoor Gear.
  • Transcript

    • 1. Facebook 2.0 Super Session<br />#Bolo2011<br />@JeffWidman<br />@ZachWelch<br />@JayFeitlinger<br />@lauriegbuczek<br />
    • 2.
    • 3. Laurie Buczek<br /><ul><li>Enterprise Marketing Manager, Intel, Storage Division
    • 4. Over 4 years at the forefront of launching internal and external social media initiatives
    • 5. Marketing, Technolog Consulting, IT background
    • 6. Member Social Business Council</li></ul>@lauriegbuczek | laurie.g.buczek@intel.com<br />
    • 7. Jay Feitlinger<br /><ul><li>Founder of StringCan Interactive
    • 8. Co-founder of Shop Tab, first Facebook app that showcases an eCommerce store through a data feed
    • 9. Entrepreneur
    • 10. Vice President of SEMPO (Search Engine Marketing Professionals Org) Phoenix chapter</li></ul>Jay Feitlinger | @JayFeitlinger | jay@stringcaninteractive.com<br />
    • 11. Jeff Widman<br /><ul><li>Co-founder PageLever &amp; BrandGlue
    • 12. Recognized expert in Facebook EdgeRank and analytics
    • 13. His Facebook marketing agency BrandGlue helped YouTube grow from 6M to 17M fans</li></ul>@JeffWidman<br />
    • 14. Zach Welch<br /><ul><li>VP of Client Services, BrandGlue.com
    • 15. Facebook user since only accessed by college students (6 years)
    • 16. Recognized expert on newsfeed optimization and Facebook analytics
    • 17. Optimizes social channels to enable brands to get more value from their marketing</li></ul>@ZachWelch<br />
    • 18. F8 Conference Highlights: What You Should Know<br />#Bolo2011<br />@JeffWidman<br />@ZachWelch<br />@JayFeitlinger<br />@lauriegbuczek<br />
    • 19. <ul><li>Encouraging fans to share your posts will increase viral growth of that post.</li></ul> <br /><ul><li>Social Graph is now more than just like button - you can watch, listen, etc.  
    • 20. Facebook will be offering contextual based advertising
    • 21. Facebook to tell brands what people are talking about.  A new “People Talking About This” metric.
    • 22. Facebook launched a new translation tool powered by Microsoft Bing Translate that lets users select to view Page posts in their native language.
    • 23. Easier for Fans to Hide your Status Updates in their Newsfeed</li></ul>#Bolo2011<br />@JeffWidman<br />@ZachWelch<br />@JayFeitlinger<br />@lauriegbuczek<br />
    • 24. <ul><li>The main focus at f8 was around consumers - brands/marketers on how best to leverage the 800+ million customer base and create personal connections.
    • 25. Personal profiles will soon become Timeline
    • 26. Subscribe feature 
    • 27. EdgeRank Formula&amp; Time Decay
    • 28. See how many Shares your Status Updates receive
    • 29. Newsfeed : Top Stories and Most Recent are now Combined 
    • 30. Ticker Live-Feed</li></ul>#Bolo2011<br />@JeffWidman<br />@ZachWelch<br />@JayFeitlinger<br />@lauriegbuczek<br />
    • 31. Facebook 2.0 Super Session<br />From Fan Growth toCustomer Engagement<br />@JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 32. facebook.com/StringCan<br />facebook.com/ShopTabApp<br />Connect With Me:Jay Feitlinger | @JayFeitlinger | jay@stringcaninteractive.com<br />@JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 33. Have you heard thisfrom a client before?<br />“Get me as many fans as you can!”<br />@JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 34. WHY?<br />@JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 35. image source: buyfacebookfan.devhub.com<br />@JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 36. Quality not quantity<br />image source: amazon.com<br />@JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 37. Social<br />Media<br />Optimization<br />@JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 38. information overload…<br />…2,000,000,000+ per day <br />17<br />image source: alexanderchen.com<br />
    • 39. SocialGraph 2.0<br />Watching<br />Reading<br />Listening to<br /> upgraded<br />http://bit.ly/Facebook-OpenGraph<br />@JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 40. @JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 41. @JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 42. @JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 43. @JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 44. @JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 45. @JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 46. But Likes May Not Be Created Equal!<br />@JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 47. @JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 48. @JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 49. @JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 50. @JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 51. Summary for Fan Engagement<br />Give initial brand introduction<br />Two Way Communication (increases engagement)<br />Leverage social plugins(for the ticker)<br />Strong Calls to Action (like, share, etc.)<br />Make your customer the hero &amp; W.I.F.M<br />Content is still king &amp; Metrics are important to watch<br />@JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 52. Thank you!<br />@JayFeitlinger | @StringCanAgency<br />#Bolo2011<br />
    • 53. Panel Discussion<br />@JeffWidman<br />@ZachWelch<br />@JayFeitlinger<br />@lauriegbuczek<br />#Bolo2011<br />
    • 54. Facebook 2.0 Super Session<br />What’s King? Content Strategy<br />Laurie Buczek<br />@lauriegbuczek<br />#Bolo2011<br />
    • 55. What is Content?<br />@lauriegbuczek<br />#Bolo2011<br />
    • 56. Traditional View<br />Text<br />Periodic Status Update<br />“We have a Facebook Fan Page. Isn’t that Enough?”<br />@lauriegbuczek<br />#Bolo2011<br />
    • 57. Today’s View<br />Enables Brand Objectives<br />Customer Centric<br />Visual<br />Engaging<br />Relevant<br />…and User Generated<br />@lauriegbuczek<br />#Bolo2011<br />
    • 58. Power Shift to Consumers<br />Means a Strategy that delivers engaging &amp; relevant content is more important than ever<br />#Bolo2011<br />@lauriegbuczek<br />Intel - Public<br />
    • 59. Content Strategy is Macro<br /> Isolated marketing does not serve broad marketing objectives<br />Nothing is Unto Itself<br />#Bolo2011<br />@lauriegbuczek<br />
    • 60. Content Strategy Supports Brand Strategy<br />Facebook<br />Corporate Website<br />Is There Brand Consistency?<br />#Bolo2011<br />@lauriegbuczek<br />
    • 61. Content Strategy Embraces Multiple Sources<br />User Generated <br />#Bolo2011<br />@lauriegbuczek<br />
    • 62. Content Enables Brand Advocacy<br />From Fan to Engagement<br />#Bolo2011<br />@lauriegbuczek<br />
    • 63. Content is Customer Centric<br />Engaging, Useful, Snackable, Interesting, Solves Problems, Builds Trust, Inspires, Human, Tells Stories, Frequent, Visual<br />#Bolo2011<br />@lauriegbuczek<br />
    • 64. Content Raises The Conversation Floor…<br />#Bolo2011<br />@lauriegbuczek<br />
    • 65. Final Thought<br />“Watch out for the content pushers. They want to create stuff and then dump it. People are looking for conversations and relevance.” -Bob Pearson, WCG<br />#Bolo2011<br />@lauriegbuczek<br />
    • 66. Thank you!<br />Connect With Me:Laurie Buczek| @lauriegbuczek | laurie.g.buczek@intel.com<br />#Bolo2011<br />
    • 67. Measuring Facebook<br />@jeffwidman<br />Better Facebook Analytics by<br />
    • 68. How many pages are you a fan of?<br />Better Facebook Analytics by<br />
    • 69. How many pages are you a fan of?<br />(Average: 5-20)<br />Better Facebook Analytics by<br />
    • 70. In last 6 months, how many of those pageshave you returned to?<br />Better Facebook Analytics by<br />
    • 71. In last 6 months, how many of those pages have you returned to?<br />(Average: 0-2)<br />Better Facebook Analytics by<br />
    • 72. People don’t revisit fan pages<br />So what should marketers do? <br />Better Facebook Analytics by<br />
    • 73. Street Cred<br />Better Facebook Analytics by<br />
    • 74. Ever felt frustrated with Facebook Insights? <br />Better Facebook Analytics by<br />
    • 75. Better Facebook Analytics<br />
    • 76. Launched beginning of August<br />Already measuring three-quarters of a billion fans<br />Including 4 of 10 largest fan pages<br />
    • 77. Fan Page Lifecycle:1) Get Fans2) Reach Fans3) Fans engage4) Reach fans’ friends<br />Better Facebook Analytics by<br />
    • 78. Fan Page Lifecycle:1) Get Fans<br />Better Facebook Analytics by<br />
    • 79. Important Metrics:1) New Fans2) New Fan Sources3) New Fan Demographics4) Removed Fans5) Removed Fan Sources<br />Better Facebook Analytics by<br />
    • 80. Fan Page Lifecycle:2) Reach Fans<br />Better Facebook Analytics by<br />
    • 81. Important Metrics:1) Pageviews2) Pageview referral sources3) Stream Impressions4) Unique Stream Impressions5) Estimated Percentage of Fans Reached<br />Better Facebook Analytics by<br />
    • 82. Fan Pages = Reach fans via newsfeed<br />Better Facebook Analytics by<br />
    • 83. Stat: 90%+ of comments &amp; likes on a status update come from newsfeed~10% from mobile devices<br />Better Facebook Analytics by<br />
    • 84. How many fans see my status updates?<br />Better Facebook Analytics by<br />
    • 85. PageLever shows the percentageof fans that you’re reaching<br />Better Facebook Analytics by<br />
    • 86. PageLever shows the percentageof fans that you’re reaching<br />10K fans ~ 25% | 5M fans ~ 10%<br />Better Facebook Analytics by<br />
    • 87. Fan Page Lifecycle:3) Fans engage<br />Better Facebook Analytics by<br />
    • 88. Important Metrics:1) New comments &amp; likes2) Sources of Comments &amp; Likes3) Removed Comments &amp; Likes4) Sources of Removed Comments &amp; Likes5) Engagement Rate<br />Better Facebook Analytics by<br />
    • 89. Fan Page Lifecycle:4) Reach fans’ friends<br />Better Facebook Analytics by<br />
    • 90. Important Metrics:1) Viral Reach2) Sponsored Story Impressions3) Sources of New Fans<br />Better Facebook Analytics by<br />
    • 91. Ever seen a story:“[Your Facebook Friend] liked ___ page”??<br />Better Facebook Analytics by<br />
    • 92. How do I reach more fans?<br />Better Facebook Analytics by<br />
    • 93. Tip: Post when previous post dies<br />Better Facebook Analytics by<br />
    • 94. Tip: Get comments &amp; likes<br />EdgeRank algorithm exists<br />Hides boring status updates from users<br />Better Facebook Analytics by<br />
    • 95. Tip: Questions less than 60 characters get more comments<br />Better Facebook Analytics by<br />
    • 96. Tip:Photos/video generally outperform links<br />Better Facebook Analytics by<br />
    • 97. Tip: Post 3 photos, not 1<br />Better Facebook Analytics by<br />
    • 98. Tip: http://pagelever.com/freemonth<br />Better Facebook Analytics by<br />
    • 99. Have you ever wondered whether or not your Facebook marketing efforts were successful?<br />Better Facebook Analytics by<br />
    • 100. Easy to measure input:$$ &amp; Man-hours<br />Better Facebook Analytics by<br />
    • 101. Easy to measure output:Fans, Comments, and Likes<br />Better Facebook Analytics by<br />
    • 102. Hard to measure success<br />Better Facebook Analytics by<br />
    • 103. Until success is defined<br />Better Facebook Analytics by<br />
    • 104. How do your clients define success on Facebook?<br />Better Facebook Analytics by<br />
    • 105. Marketers = Master BS’ers<br />Better Facebook Analytics by<br />
    • 106. More Fans, Comments, &amp; Likes does not equal success<br />Better Facebook Analytics by<br />
    • 107. Business Success = Higher Profits<br />Better Facebook Analytics by<br />
    • 108. 1) More Customers2) More $ per Customer3) Retain Customers Longer <br />Better Facebook Analytics by<br />
    • 109. Never obfuscate reality<br />Better Facebook Analytics by<br />
    • 110. Facebook Success:1) More Customers2) More $ per Customer3) Retain Customers Longer <br />Better Facebook Analytics by<br />
    • 111. And one more thing<br />Better Facebook Analytics by<br />
    • 112. Change the world for the better<br />Better Facebook Analytics by<br />
    • 113. Better Facebook Analytics by<br />
    • 114. Panel Discussion<br />@JeffWidman<br />@ZachWelch<br />@JayFeitlinger<br />@lauriegbuczek<br />#Bolo2011<br />

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