Welch- Case Study
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Welch- Case Study

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Welch- Case Study Welch- Case Study Presentation Transcript

  •   Newsfeed Optimization: How the Phoenix Suns increased their reach on Facebook @ZachWelch VP of client Services, BrandGlue
  • What we’ll be looking at:
    • How people use Facebook
    • Newsfeed Optimization
    • How the Suns improved engagement & reach
    • How NFO affected visibility
    • How to understand the data
    • How the recent Facebook changes impact NFO
    • How many pages are you a fan of?
    • How many times have you gone back?
    • How many pages are you a fan of?
    • Ave. 15-20
    • How many times have you gone back?
    • Ave. 0-2
  • Pageviews
  • Fans aren’t coming back
    • 562/610,415= .01%
    • On average, 90%+ never revisit your page after the initial visit.
  • So how do you reach your fans?
    • Out of 100 likes + comments by fans,
    • 90 come from the Newsfeed & 10 come from the Wall
  • Are all my fans seeing my updates?
  • Why are the numbers so low?
    • Newsfeed algorithm exists (Edgerank)
    • Ranks on relevance
    • Hides most of your status updates
    • Most brands don’t work at optimizing content
  • What do we know about the algorithm?
    • Three main components
    • Edge score
  • Edge Score
  • What do we know about the algorithm?
    • Three main components
    • Edge score
    • Affinity score
    • Time decay (half life)
    • With these components in mind you can:
    • Optimize your content
    • Rank higher in the newsfeed
  • Newsfeed Optimization (NFO)
    • Difference between raw impressions and unique impressions
    • Average baseline at the start of project was 42,000
    • How do you drive these numbers up?
  • Call to Action
  • Call to Action
  • Short is Sweet 2 of the top 3 performing post were less than 60 characters
  • Rich Media
  • Rich Media
  • How much you post:
  • What were the results?
  • Impressions
  • Active users
  • Jeramie McPeek – VP of Digital, Phoenix Suns
    • 'I understood, to an extent, how EdgeRank populates the newsfeed, but was surprised to see just how few of our fans we were reaching . Fully understanding the data and optimizing our content proved to be invaluable, as we were able to extend our reach considerably . I can't wait to see how these techniques can help us during the excitement of the upcoming season.'   
    • Increased Likes by 138% and Comments by 473%
    • Increased total interactions by 20,000+
    • Increased visibility by 14,000 users a day
    • Generated 2.1 million more impressions in June than compared to May
    What NFO accomplished with the Phoenix Suns in 30 days:
  • www.brandglue.com [email_address] @zachwelch