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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
      #Bolo2011
      @JeffWidman
      @ZachWelch
      @JayFeitlinger
      @lauriegbuczek
    • 2.
    • 3. Laurie Buczek
      • 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
      @lauriegbuczek | laurie.g.buczek@intel.com
    • 7. Jay Feitlinger
      • 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
      Jay Feitlinger | @JayFeitlinger | jay@stringcaninteractive.com
    • 11. Jeff Widman
      • Co-founder PageLever & BrandGlue
      • 12. Recognized expert in Facebook EdgeRank and analytics
      • 13. His Facebook marketing agency BrandGlue helped YouTube grow from 6M to 17M fans
      @JeffWidman
    • 14. Zach Welch
      • 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
      @ZachWelch
    • 18. F8 Conference Highlights: What You Should Know
      #Bolo2011
      @JeffWidman
      @ZachWelch
      @JayFeitlinger
      @lauriegbuczek
    • 19.
      • Encouraging fans to share your posts will increase viral growth of that post.
       
      • 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
      #Bolo2011
      @JeffWidman
      @ZachWelch
      @JayFeitlinger
      @lauriegbuczek
    • 24.
      • 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& 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
      #Bolo2011
      @JeffWidman
      @ZachWelch
      @JayFeitlinger
      @lauriegbuczek
    • 31. Facebook 2.0 Super Session
      From Fan Growth toCustomer Engagement
      @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 32. facebook.com/StringCan
      facebook.com/ShopTabApp
      Connect With Me:Jay Feitlinger | @JayFeitlinger | jay@stringcaninteractive.com
      @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 33. Have you heard thisfrom a client before?
      “Get me as many fans as you can!”
      @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 34. WHY?
      @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 35. image source: buyfacebookfan.devhub.com
      @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 36. Quality not quantity
      image source: amazon.com
      @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 37. Social
      Media
      Optimization
      @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 38. information overload…
      …2,000,000,000+ per day
      17
      image source: alexanderchen.com
    • 39. SocialGraph 2.0
      Watching
      Reading
      Listening to
      upgraded
      http://bit.ly/Facebook-OpenGraph
      @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 40. @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 41. @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 42. @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 43. @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 44. @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 45. @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 46. But Likes May Not Be Created Equal!
      @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 47. @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 48. @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 49. @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 50. @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 51. Summary for Fan Engagement
      Give initial brand introduction
      Two Way Communication (increases engagement)
      Leverage social plugins(for the ticker)
      Strong Calls to Action (like, share, etc.)
      Make your customer the hero & W.I.F.M
      Content is still king & Metrics are important to watch
      @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 52. Thank you!
      @JayFeitlinger | @StringCanAgency
      #Bolo2011
    • 53. Panel Discussion
      @JeffWidman
      @ZachWelch
      @JayFeitlinger
      @lauriegbuczek
      #Bolo2011
    • 54. Facebook 2.0 Super Session
      What’s King? Content Strategy
      Laurie Buczek
      @lauriegbuczek
      #Bolo2011
    • 55. What is Content?
      @lauriegbuczek
      #Bolo2011
    • 56. Traditional View
      Text
      Periodic Status Update
      “We have a Facebook Fan Page. Isn’t that Enough?”
      @lauriegbuczek
      #Bolo2011
    • 57. Today’s View
      Enables Brand Objectives
      Customer Centric
      Visual
      Engaging
      Relevant
      …and User Generated
      @lauriegbuczek
      #Bolo2011
    • 58. Power Shift to Consumers
      Means a Strategy that delivers engaging & relevant content is more important than ever
      #Bolo2011
      @lauriegbuczek
      Intel - Public
    • 59. Content Strategy is Macro
      Isolated marketing does not serve broad marketing objectives
      Nothing is Unto Itself
      #Bolo2011
      @lauriegbuczek
    • 60. Content Strategy Supports Brand Strategy
      Facebook
      Corporate Website
      Is There Brand Consistency?
      #Bolo2011
      @lauriegbuczek
    • 61. Content Strategy Embraces Multiple Sources
      User Generated
      #Bolo2011
      @lauriegbuczek
    • 62. Content Enables Brand Advocacy
      From Fan to Engagement
      #Bolo2011
      @lauriegbuczek
    • 63. Content is Customer Centric
      Engaging, Useful, Snackable, Interesting, Solves Problems, Builds Trust, Inspires, Human, Tells Stories, Frequent, Visual
      #Bolo2011
      @lauriegbuczek
    • 64. Content Raises The Conversation Floor…
      #Bolo2011
      @lauriegbuczek
    • 65. Final Thought
      “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
      #Bolo2011
      @lauriegbuczek
    • 66. Thank you!
      Connect With Me:Laurie Buczek| @lauriegbuczek | laurie.g.buczek@intel.com
      #Bolo2011
    • 67. Measuring Facebook
      @jeffwidman
      Better Facebook Analytics by
    • 68. How many pages are you a fan of?
      Better Facebook Analytics by
    • 69. How many pages are you a fan of?
      (Average: 5-20)
      Better Facebook Analytics by
    • 70. In last 6 months, how many of those pageshave you returned to?
      Better Facebook Analytics by
    • 71. In last 6 months, how many of those pages have you returned to?
      (Average: 0-2)
      Better Facebook Analytics by
    • 72. People don’t revisit fan pages
      So what should marketers do?
      Better Facebook Analytics by
    • 73. Street Cred
      Better Facebook Analytics by
    • 74. Ever felt frustrated with Facebook Insights?
      Better Facebook Analytics by
    • 75. Better Facebook Analytics
    • 76. Launched beginning of August
      Already measuring three-quarters of a billion fans
      Including 4 of 10 largest fan pages
    • 77. Fan Page Lifecycle:1) Get Fans2) Reach Fans3) Fans engage4) Reach fans’ friends
      Better Facebook Analytics by
    • 78. Fan Page Lifecycle:1) Get Fans
      Better Facebook Analytics by
    • 79. Important Metrics:1) New Fans2) New Fan Sources3) New Fan Demographics4) Removed Fans5) Removed Fan Sources
      Better Facebook Analytics by
    • 80. Fan Page Lifecycle:2) Reach Fans
      Better Facebook Analytics by
    • 81. Important Metrics:1) Pageviews2) Pageview referral sources3) Stream Impressions4) Unique Stream Impressions5) Estimated Percentage of Fans Reached
      Better Facebook Analytics by
    • 82. Fan Pages = Reach fans via newsfeed
      Better Facebook Analytics by
    • 83. Stat: 90%+ of comments & likes on a status update come from newsfeed~10% from mobile devices
      Better Facebook Analytics by
    • 84. How many fans see my status updates?
      Better Facebook Analytics by
    • 85. PageLever shows the percentageof fans that you’re reaching
      Better Facebook Analytics by
    • 86. PageLever shows the percentageof fans that you’re reaching
      10K fans ~ 25% | 5M fans ~ 10%
      Better Facebook Analytics by
    • 87. Fan Page Lifecycle:3) Fans engage
      Better Facebook Analytics by
    • 88. Important Metrics:1) New comments & likes2) Sources of Comments & Likes3) Removed Comments & Likes4) Sources of Removed Comments & Likes5) Engagement Rate
      Better Facebook Analytics by
    • 89. Fan Page Lifecycle:4) Reach fans’ friends
      Better Facebook Analytics by
    • 90. Important Metrics:1) Viral Reach2) Sponsored Story Impressions3) Sources of New Fans
      Better Facebook Analytics by
    • 91. Ever seen a story:“[Your Facebook Friend] liked ___ page”??
      Better Facebook Analytics by
    • 92. How do I reach more fans?
      Better Facebook Analytics by
    • 93. Tip: Post when previous post dies
      Better Facebook Analytics by
    • 94. Tip: Get comments & likes
      EdgeRank algorithm exists
      Hides boring status updates from users
      Better Facebook Analytics by
    • 95. Tip: Questions less than 60 characters get more comments
      Better Facebook Analytics by
    • 96. Tip:Photos/video generally outperform links
      Better Facebook Analytics by
    • 97. Tip: Post 3 photos, not 1
      Better Facebook Analytics by
    • 98. Tip: http://pagelever.com/freemonth
      Better Facebook Analytics by
    • 99. Have you ever wondered whether or not your Facebook marketing efforts were successful?
      Better Facebook Analytics by
    • 100. Easy to measure input:$$ & Man-hours
      Better Facebook Analytics by
    • 101. Easy to measure output:Fans, Comments, and Likes
      Better Facebook Analytics by
    • 102. Hard to measure success
      Better Facebook Analytics by
    • 103. Until success is defined
      Better Facebook Analytics by
    • 104. How do your clients define success on Facebook?
      Better Facebook Analytics by
    • 105. Marketers = Master BS’ers
      Better Facebook Analytics by
    • 106. More Fans, Comments, & Likes does not equal success
      Better Facebook Analytics by
    • 107. Business Success = Higher Profits
      Better Facebook Analytics by
    • 108. 1) More Customers2) More $ per Customer3) Retain Customers Longer
      Better Facebook Analytics by
    • 109. Never obfuscate reality
      Better Facebook Analytics by
    • 110. Facebook Success:1) More Customers2) More $ per Customer3) Retain Customers Longer
      Better Facebook Analytics by
    • 111. And one more thing
      Better Facebook Analytics by
    • 112. Change the world for the better
      Better Facebook Analytics by
    • 113. Better Facebook Analytics by
    • 114. Panel Discussion
      @JeffWidman
      @ZachWelch
      @JayFeitlinger
      @lauriegbuczek
      #Bolo2011