Content + Context: Best Practices for Real Time Engagement on Facebook<br />April 1 2011<br />Presented by:<br />	MICHAEL“...
Big Questions<br />How do I get people to engage with my brand on Facebook?<br />How do I encourage sharing and viral grow...
How to improve engagement<br />Strategy #1: Optimize your messaging<br />Right time<br />Right frequency<br />Right conten...
Let’s Talk about Data<br />4<br />
WHY?<br />Or this?<br />Do you want this?<br />5<br />
So we did Some research<br /><ul><li>Analyzed Facebook Wall posts by 200 of the world’s largest brands over a 2 week period
January 30, 2011 – February 12, 2011</li></ul>6<br />
Keep it short!<br />
Beware of Url SHORTENERS<br />8<br />
Keywords: Keep it Simple<br /><ul><li>Left column = best performing keywords for generating likes.
Right column = best performing keywords for generating comments.
As you can see, people follow instructions well!</li></ul>9<br />
Keyword ENGAGEMENT<br />10<br />
MASTER THE SOFT SELL<br />Event<br />Winner<br />Offer<br />11<br />
AVOID THE HARD SALE<br />Sale<br />Free shipping<br />Save<br />Event<br />Winner<br />Offer<br />12<br />
QUESTIONS WORK!<br /><ul><li>“Where,” “when,” “would,” and “should” drive highest engagement rates
Avoid asking “why” questions</li></ul>13<br />
Which day is best?<br />Posts on Thursdays and Fridays saw 18% higher engagement rates.<br />14<br />
What time of day is best?<br />Posts outside business hours had 20% higher engagement rates<br />8 am<br />10 pm<br />15<b...
Let’s put the data to work<br />16<br />
The Results<br />322% increase in avg Wall activity from March to April<br />Today the community is very active<br />17<br />
What is Edgerank?<br />18<br />
three factors to influence edgerank<br />Affinity<br />How often to you interact with the post creator?<br />How many frie...
Pack a snowball<br />20<br />
Pack a snowball<br />21<br />
6/15/11<br />22<br />Leverage the snowball effect<br />
How to improve engagement<br />Strategy #2: Content + Context = Engagement<br />Know what your audience gets excited about...
Case studyGiants v Eagles<br />vs<br />24<br />
Game Week<br />25<br />Friday December 17, 2010 – Misc<br />Right Time<br />Bad Content<br />Good Content<br />362<br />En...
Game week<br />26<br />Friday December 17, 2010 – Player Update<br />Right Time<br />Bad Content<br />Good Content<br />91...
Pre Game<br />27<br />Sunday December 19, 2010 – Player Update<br />Right Time<br />Bad Content<br />Good Content<br />176...
During Game<br />28<br />Sunday December 19, 2010 – Fact<br />Right Time<br />Bad Content<br />Good Content<br />1380<br /...
During Game<br />29<br />Sunday December 19, 2010 – Play-by-play<br />Right Time<br />Bad Content<br />Good Content<br />2...
During Game<br />30<br />Sunday December 19, 2010 – Play-by-play<br />Right Time<br />Bad Content<br />Good Content<br />2...
Then this happened<br />31<br />
During Game<br />32<br />Sunday December 19, 2010 – Play-by-play<br />Right Time<br />Bad Content<br />Good Content<br />8...
AFTER GAME<br />33<br />Sunday December 19, 2010 – Update<br />Right Time<br />Bad Content<br />Good Content<br />6448<br ...
NEXT DAY<br />34<br />Monday December 20, 2010 – Question<br />Right Time<br />Bad Content<br />Good Content<br />1316<br ...
Content + context = engagement<br />
Contextual Relevancy is critical<br />36<br />October 1 – October 10 (Eagles v Redskins)<br />16,312 engagement in 7 days ...
Sparking viral growth<br />37<br />Strategy #3: Make your fans look good<br />Understand how your audience likes to be per...
Case Study The Oscars<br />38<br />
A Daily Glow User profile<br />39<br />Meet Patti<br />Wife<br />35 <br />Mother of 2<br />Movie buff<br />Likes to be “in...
Test and learn<br />40<br />Out of these 4 polls 1 received 10x more engagement<br />
POLLs TAKEN<br />41<br />-relevant<br />-real time<br />-shareable<br />Over 10x Engagement<br />
Know your demo<br />42<br />Patti is more likely to engage with content that:<br />Is relevant<br />Is real time<br />Is p...
Let them show that they care<br />43<br />
Make your audience look smart<br />44<br />
Amplifying Fan growth and engagement<br />45<br />Strategy #4: Think holistically<br />Owned, earned, paid media need to w...
What not to do?<br />46<br />Find us on Facebook?<br />
Owned media – leverage FB Community<br />47<br />2,251,328 fans<br />2,095,907 fans<br />
Engage your Audience<br />Take questions from the audience<br />“How much money does he have on him right now?”<br />
Give back – what is the value exchange?<br />
Earned Media – do good, Create Buzz<br />50<br />Create a movement … <br />Secret encourages young women to be nice behind...
Earned Media - Give Fans A Voice <br />51<br />
Paid media<br />52<br />
Optimize Paid Media<br />53<br />
WHY DOES it Matter?<br />54<br />
Facebook is where people spend time<br />FACEBOOK BY THE NUMBERS<br />650+ million users worldwide spending an average 25 ...
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Michael Jaindl_ReadWriteWeb 2WAY Summit Presentation

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Michael Jaindl_ReadWriteWeb 2WAY Summit Presentation

  1. 1. Content + Context: Best Practices for Real Time Engagement on Facebook<br />April 1 2011<br />Presented by:<br /> MICHAEL“MJ” Jaindl<br /> Chief client officer @ Buddy Media<br /> Facebook: facebook.com/jaindl<br />Twitter: @jaindl<br />Email: MJ@buddymedia.com<br />1<br />
  2. 2. Big Questions<br />How do I get people to engage with my brand on Facebook?<br />How do I encourage sharing and viral growth?<br />Why does Facebook Page growth and engagement matter?<br />2<br />
  3. 3. How to improve engagement<br />Strategy #1: Optimize your messaging<br />Right time<br />Right frequency<br />Right content / message<br />3<br />
  4. 4. Let’s Talk about Data<br />4<br />
  5. 5. WHY?<br />Or this?<br />Do you want this?<br />5<br />
  6. 6. So we did Some research<br /><ul><li>Analyzed Facebook Wall posts by 200 of the world’s largest brands over a 2 week period
  7. 7. January 30, 2011 – February 12, 2011</li></ul>6<br />
  8. 8. Keep it short!<br />
  9. 9. Beware of Url SHORTENERS<br />8<br />
  10. 10. Keywords: Keep it Simple<br /><ul><li>Left column = best performing keywords for generating likes.
  11. 11. Right column = best performing keywords for generating comments.
  12. 12. As you can see, people follow instructions well!</li></ul>9<br />
  13. 13. Keyword ENGAGEMENT<br />10<br />
  14. 14. MASTER THE SOFT SELL<br />Event<br />Winner<br />Offer<br />11<br />
  15. 15. AVOID THE HARD SALE<br />Sale<br />Free shipping<br />Save<br />Event<br />Winner<br />Offer<br />12<br />
  16. 16. QUESTIONS WORK!<br /><ul><li>“Where,” “when,” “would,” and “should” drive highest engagement rates
  17. 17. Avoid asking “why” questions</li></ul>13<br />
  18. 18. Which day is best?<br />Posts on Thursdays and Fridays saw 18% higher engagement rates.<br />14<br />
  19. 19. What time of day is best?<br />Posts outside business hours had 20% higher engagement rates<br />8 am<br />10 pm<br />15<br />
  20. 20. Let’s put the data to work<br />16<br />
  21. 21. The Results<br />322% increase in avg Wall activity from March to April<br />Today the community is very active<br />17<br />
  22. 22. What is Edgerank?<br />18<br />
  23. 23. three factors to influence edgerank<br />Affinity<br />How often to you interact with the post creator?<br />How many friends do you have in common with the post creator?<br />Weight<br />How many people have interacted with the post? What type of interaction?<br />What kind of content is included in the post? Photo? Link? Video?<br />Time<br />How timely is the post?<br />19<br />
  24. 24. Pack a snowball<br />20<br />
  25. 25. Pack a snowball<br />21<br />
  26. 26. 6/15/11<br />22<br />Leverage the snowball effect<br />
  27. 27. How to improve engagement<br />Strategy #2: Content + Context = Engagement<br />Know what your audience gets excited about!<br />Identify potential “couch conversations”<br />Publish brand content that enriches existing conversations<br />23<br />
  28. 28. Case studyGiants v Eagles<br />vs<br />24<br />
  29. 29. Game Week<br />25<br />Friday December 17, 2010 – Misc<br />Right Time<br />Bad Content<br />Good Content<br />362<br />Engagements<br />Wrong Time<br />
  30. 30. Game week<br />26<br />Friday December 17, 2010 – Player Update<br />Right Time<br />Bad Content<br />Good Content<br />918 Engagements<br />Wrong Time<br />
  31. 31. Pre Game<br />27<br />Sunday December 19, 2010 – Player Update<br />Right Time<br />Bad Content<br />Good Content<br />1762<br />Engagements<br />Wrong Time<br />
  32. 32. During Game<br />28<br />Sunday December 19, 2010 – Fact<br />Right Time<br />Bad Content<br />Good Content<br />1380<br />Engagements<br />Wrong Time<br />
  33. 33. During Game<br />29<br />Sunday December 19, 2010 – Play-by-play<br />Right Time<br />Bad Content<br />Good Content<br />2011<br />Engagements<br />Wrong Time<br />
  34. 34. During Game<br />30<br />Sunday December 19, 2010 – Play-by-play<br />Right Time<br />Bad Content<br />Good Content<br />2839<br />Engagements<br />Wrong Time<br />
  35. 35. Then this happened<br />31<br />
  36. 36. During Game<br />32<br />Sunday December 19, 2010 – Play-by-play<br />Right Time<br />Bad Content<br />Good Content<br />8254<br />Engagements<br />Wrong Time<br />
  37. 37. AFTER GAME<br />33<br />Sunday December 19, 2010 – Update<br />Right Time<br />Bad Content<br />Good Content<br />6448<br />Engagements<br />Wrong Time<br />
  38. 38. NEXT DAY<br />34<br />Monday December 20, 2010 – Question<br />Right Time<br />Bad Content<br />Good Content<br />1316<br />Engagements<br />Wrong Time<br />
  39. 39. Content + context = engagement<br />
  40. 40. Contextual Relevancy is critical<br />36<br />October 1 – October 10 (Eagles v Redskins)<br />16,312 engagement in 7 days on 30 posts<br />Sunday December 19, 2010 (Eagles v Giants)<br />17,541 engagement in 9 minuteson 3 posts<br />“Give me six hours to chop down a tree and I will spend the first four sharpening the axe”<br />-Abraham Lincoln<br />
  41. 41. Sparking viral growth<br />37<br />Strategy #3: Make your fans look good<br />Understand how your audience likes to be perceived<br />Create sharable content that creates that perception<br />If it doesn’t make them look good fans won’t share<br />
  42. 42. Case Study The Oscars<br />38<br />
  43. 43. A Daily Glow User profile<br />39<br />Meet Patti<br />Wife<br />35 <br />Mother of 2<br />Movie buff<br />Likes to be “in the know”<br />Loves looking good, feeling good and sharing beauty secrets with her close group of girl friends<br />
  44. 44. Test and learn<br />40<br />Out of these 4 polls 1 received 10x more engagement<br />
  45. 45. POLLs TAKEN<br />41<br />-relevant<br />-real time<br />-shareable<br />Over 10x Engagement<br />
  46. 46. Know your demo<br />42<br />Patti is more likely to engage with content that:<br />Is relevant<br />Is real time<br />Is part of an hot conversation<br />Makes Patti look like she is “in the know”<br />Give your audience opportunities to be perceived the way they want to be perceived <br />
  47. 47. Let them show that they care<br />43<br />
  48. 48. Make your audience look smart<br />44<br />
  49. 49. Amplifying Fan growth and engagement<br />45<br />Strategy #4: Think holistically<br />Owned, earned, paid media need to work together<br />Continue conversations on Facebook <br />Give back to your fans<br />
  50. 50. What not to do?<br />46<br />Find us on Facebook?<br />
  51. 51. Owned media – leverage FB Community<br />47<br />2,251,328 fans<br />2,095,907 fans<br />
  52. 52. Engage your Audience<br />Take questions from the audience<br />“How much money does he have on him right now?”<br />
  53. 53. Give back – what is the value exchange?<br />
  54. 54. Earned Media – do good, Create Buzz<br />50<br />Create a movement … <br />Secret encourages young women to be nice behind someone’s back<br />
  55. 55. Earned Media - Give Fans A Voice <br />51<br />
  56. 56. Paid media<br />52<br />
  57. 57. Optimize Paid Media<br />53<br />
  58. 58. WHY DOES it Matter?<br />54<br />
  59. 59. Facebook is where people spend time<br />FACEBOOK BY THE NUMBERS<br />650+ million users worldwide spending an average 25 minutes per day<br />The most visited site in 2010 in the U.S., beating out Google and Yahoo<br />Receives 3 out of every 10 website page views<br />55<br />
  60. 60. The Facebook generation is growing up<br />Facebook beats email for the 18-24 year old demographic<br />56<br />
  61. 61. Consumer spending on the rise<br />Social commerce is on the rise:<br />Social commerce is currently a $5 billion market globally<br />Social commerce is estimated to expand to a $30 billion market in the next 4 years<br />Facebook is the obvious social commerce play for brands<br />57<br />
  62. 62. Remember1) Optimize your messaging2) Content + context = engagement3) Make your fans look good4) Think holistically<br />58<br />
  63. 63. Thank You!<br />MICHAEL“MJ” Jaindl<br />Chief client officer @ Buddy Media<br />Facebook.com/jaindl<br />Twitter: @jaindl<br />Email: MJ@buddymedia.com<br />59<br />
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