Welch- Case Study


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Welch- Case Study

  1. 1.   Newsfeed Optimization: How the Phoenix Suns increased their reach on Facebook @ZachWelch VP of client Services, BrandGlue
  2. 2. What we’ll be looking at: <ul><li>How people use Facebook </li></ul><ul><li>Newsfeed Optimization </li></ul><ul><li>How the Suns improved engagement & reach </li></ul><ul><li>How NFO affected visibility </li></ul><ul><li>How to understand the data </li></ul><ul><li>How the recent Facebook changes impact NFO </li></ul>
  3. 3. <ul><li>How many pages are you a fan of? </li></ul><ul><li>How many times have you gone back? </li></ul>
  4. 4. <ul><li>How many pages are you a fan of? </li></ul><ul><li>Ave. 15-20 </li></ul><ul><li>How many times have you gone back? </li></ul><ul><li>Ave. 0-2 </li></ul>
  5. 5. Pageviews
  6. 6. Fans aren’t coming back <ul><li>562/610,415= .01% </li></ul><ul><li>On average, 90%+ never revisit your page after the initial visit. </li></ul>
  7. 7. So how do you reach your fans?
  8. 8. <ul><li>Out of 100 likes + comments by fans, </li></ul><ul><li>90 come from the Newsfeed & 10 come from the Wall </li></ul>
  9. 9. Are all my fans seeing my updates?
  10. 10. Why are the numbers so low? <ul><li>Newsfeed algorithm exists (Edgerank) </li></ul><ul><li>Ranks on relevance </li></ul><ul><li>Hides most of your status updates </li></ul><ul><li>Most brands don’t work at optimizing content </li></ul>
  11. 11. What do we know about the algorithm? <ul><li>Three main components </li></ul><ul><li>Edge score </li></ul>
  12. 12. Edge Score
  13. 13. What do we know about the algorithm? <ul><li>Three main components </li></ul><ul><li>Edge score </li></ul><ul><li>Affinity score </li></ul><ul><li>Time decay (half life) </li></ul><ul><li>With these components in mind you can: </li></ul><ul><li>Optimize your content </li></ul><ul><li>Rank higher in the newsfeed </li></ul>
  14. 14. Newsfeed Optimization (NFO)
  15. 15. <ul><li>Difference between raw impressions and unique impressions </li></ul><ul><li>Average baseline at the start of project was 42,000 </li></ul>
  16. 16. <ul><li>How do you drive these numbers up? </li></ul>
  17. 17. Call to Action
  18. 18. Call to Action
  19. 19. Short is Sweet 2 of the top 3 performing post were less than 60 characters
  20. 20. Rich Media
  21. 21. Rich Media
  22. 22. How much you post:
  23. 23. What were the results?
  24. 24. Impressions
  25. 25. Active users
  26. 26. Jeramie McPeek – VP of Digital, Phoenix Suns <ul><li>'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.'    </li></ul>
  27. 27. <ul><li>Increased Likes by 138% and Comments by 473% </li></ul><ul><li>Increased total interactions by 20,000+ </li></ul><ul><li>Increased visibility by 14,000 users a day </li></ul><ul><li>Generated 2.1 million more impressions in June than compared to May </li></ul>What NFO accomplished with the Phoenix Suns in 30 days:
  28. 28. www.brandglue.com [email_address] @zachwelch
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