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Welch- Case Study
 

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