Facebook
the new face of
This talk throws
a ton of stuff at you.
Focus on one thing that
will make your page better.
The Changes
and what they mean for you1
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Graph Search combi...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Visibility Factors...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Visibility Factors...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Visibility Factors...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Other Factors:
1. ...
Pro Tips:
1. Tweak your page category
2. Edit your page sub-categories
3. Add your address
4. Complete your About section
...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Hashtags organize
...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Hashtags allow you...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Pro Tips:
1. Ident...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Helps you gather f...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

1. People Talking ...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

2. Post Virality m...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

3. Find out what t...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

4. Discover the be...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

5. Find out what y...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Richer, simpler,
m...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

1. Larger, richer ...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

2. Custom-tailored...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

3. Content-specifi...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Pro Tips:
1. Post ...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

1. You can now rep...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

2. Users can reply...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

3. Comments are no...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Users will soon be...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#

$
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

The Breakdown:
1. ...
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#

The Breakdown:
1. Fa...
Hint: it’s not about getting a ton of Likes.2How to Succeed
Page likes are over-rated.
16%
16%Average amount of people who
like your page who will see your content.
EdgeRank
Affinity: how close is your relationship?
Weight: different posts carry different weights.
Time Decay: Posts lose...
1. Affinity
Likes page = low affinity
Likes + interacts with page = medium affinity
Likes + interacts + friends also like ...
2. Weight
Photos > Links > Plain Text Updates
and
Shares > Comments > Likes
Tip: reach more fans by using new features.
3. Time Decay
Newer posts > Older posts
and
Newer Interactions > Older Interactions
Tip: reach more fans by posting fresh ...
EdgeRank Summary:
1. Post engaging content (increases affinity)
2. that is weighted in your favor (images, etc.)
3. on a r...
it’s all about
ENGAGEMENT
Likes, comments, shares, tags, post clicks, check ins -
any way a user interacts with your page ...
Pro Tips:
1. Keep it Short: 100-250 characters gets 60% more engagement.
2. Be Visual: media gets 100-180% more engagement...
Sunburst Races 20133Case Study
Case Study:
Sunburst Races
30th Anniversary Race
Wanted to increase awareness of the event
Facebook a cost-effective way t...
Audience Research
Early risers
Responded well to inspirational images
Connected to other running pages
Goal:
Increase awareness, drive traffic to website
Strategy:
Create stuff so good that people will want to
share or steal it (engagement strategy)
Tactics:
- Post early, post often
- Post awesome photos, with links
- Engage other running pages
- Boost the best content ...
Facebook Metrics at Start
1,583 page likes
Reaching 1,657 people/week
Only 50 people engaged/week (3% of fans)
Drove 3% of...
Results: Likes
0
1250
2500
3750
5000
Likes: 183% Growth
Start: 1,583 End: 4,505
Results: Weekly Reach
0
25000
50000
75000
100000
Reach
Start: 1,657 Average: 23,500 High: 92,430
Results: Weekly Engagement
0
750
1500
2250
3000
Engagement
Start: 3% Average: 21% High: 62%
Results: Website Traffic
0
7.5
15
22.5
30
All Traffic Referral Traffic
Start: 3% of total / 18% of referrals
End: 6% of to...
Questions?
Edgar Diaz
ediaz2@beaconhealthsystem.org
twitter.com/diptoe
facebook.com/diptoe
linkedin.com/in/edgarjd
The New Face of Facebook
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The New Face of Facebook

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Does it seem like Facebook is changing every other day? Strategies that worked yesterday to get Likes and for your customers/clients to see your posts may not work as well today. Here, get run-down of the latest changes, what it means for your enterprise, and what new strategies you can employ to continue realizing a positive return on your Facebook strategy. Presented 2013-08-07 at the Downtown South Bend Summer Learning Series.

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The New Face of Facebook

  1. 1. Facebook the new face of
  2. 2. This talk throws a ton of stuff at you.
  3. 3. Focus on one thing that will make your page better.
  4. 4. The Changes and what they mean for you1
  5. 5. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $ 
  6. 6. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $ 
  7. 7. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  Graph Search combines search and social.
  8. 8. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  Visibility Factors: Engagement Has the person or their friends interacted with your page? Recently?
  9. 9. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  Visibility Factors: Location Are you nearby? Is your location info listed?
  10. 10. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  Visibility Factors: Keywords Are you using relevant keywords in your page description? Is your page category correct?
  11. 11. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  Other Factors: 1. Page Name - make sure it’s relevant. 2. Vanity URL - claim yours. 3. Content - keep it fresh. 4. Photos - visual content has greater weight. 5. Events - these are a primary result. 1 2 5 4 3 (on timeline below)
  12. 12. Pro Tips: 1. Tweak your page category 2. Edit your page sub-categories 3. Add your address 4. Complete your About section 5. Tag your photos with your page name 6. Include keywords in photo descriptions 7. Create a username 8. Post engaging content Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $ 
  13. 13. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $ 
  14. 14. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  Hashtags organize public conversations around certain topics.
  15. 15. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  Hashtags allow you to interact with non-fans and extend your reach.
  16. 16. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  Pro Tips: 1. Identify key hashtags used by your audience. 2. Use them sparingly; no more than 3 per post. 3. Apply common sense when reacting to current events. 4. Engage with others, but don't be creepy or sales-y. 5. Make sure your hashtag posts are public. Trending hashtags, new insights, and paid offerings coming soon!
  17. 17. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $ 
  18. 18. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  Helps you gather facts and data that matters.
  19. 19. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  1. People Talking About This (PTAT) has been replaced by Engagement. Engagement is the #1 key indicator of your page’s health.
  20. 20. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  2. Post Virality metric broken down, renamed Engagement Rate. Pro Tip: Click to sort your posts by highest Engagement Rate. Note which ones did the best, and do more posts like those.
  21. 21. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  3. Find out what time your fans are on Facebook. Pro Tip: Use this info to schedule posts during peak times for maximum visibility.
  22. 22. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  4. Discover the best post types for your page. Pro Tip: Focus on the post types that get the best engagement, not the most reach.
  23. 23. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  5. Find out what your biggest fans are like. Pro Tip: Combine this with your new knowledge about their favorite post types, and give them more of what they love; or target underperforming groups.
  24. 24. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  Richer, simpler, more beautiful.
  25. 25. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  1. Larger, richer images. Profile photos, cover photos, place map photos, and web article photos in the timeline
  26. 26. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  2. Custom-tailored to user interests. Plus more focused on what their friends are doing and saying.
  27. 27. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  3. Content-specific News Feed switcher. Including a Following feed for brand pages.
  28. 28. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  Pro Tips: 1. Post images - they’re more important now than ever. Facebook recommends using 600 x 600 pixel images; the max is 2048 x 2048 pixels. 2. It’s not enough to engage just your fans - you need to engage their friends too. Getting comments, likes, shares, and check-ins will be key to staying in the newsfeed.
  29. 29. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $ 
  30. 30. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  1. You can now reply to comments. Pro Tip: Turn this feature on to encourage higher engagement.
  31. 31. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  2. Users can reply with a photo comment. This can be a huge benefit to your page in the form of user-generated content.
  32. 32. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  3. Comments are now arranged by Top Comments or the Most Recent. Most users only read the first 1-2 comments. Those high-engagement comments are key.
  33. 33. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $ 
  34. 34. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  Users will soon be able to embed public Facebook posts on websites outside of Facebook. Others can like, comment, share, or like your page from the embedded post.
  35. 35. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages #  $
  36. 36. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $  The Breakdown: 1. Facebook simplifying their ad products. 2. Distilled 27 ad offerings down to 14. 3. Streamlining the look and feel of their ads. Makes ad buying easier, simpler for you.
  37. 37. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages # $ 
  38. 38. Graph Search Hashtags Insights News Feed Comments Embeddable Posts Streamlined Ads Verified Pages #  The Breakdown: 1. Facebook verifying select pages and profiles. 2. Allows high-profile public figures to stake their true claim to their online profiles. You can’t ask to be verified; seal may be associated with trust, credibility, authority. $
  39. 39. Hint: it’s not about getting a ton of Likes.2How to Succeed
  40. 40. Page likes are over-rated.
  41. 41. 16%
  42. 42. 16%Average amount of people who like your page who will see your content.
  43. 43. EdgeRank Affinity: how close is your relationship? Weight: different posts carry different weights. Time Decay: Posts lose their value as they age. 27% of time on Facebook is spent looking at the newsfeed.
  44. 44. 1. Affinity Likes page = low affinity Likes + interacts with page = medium affinity Likes + interacts + friends also like = high affinity Tip: reach more fans by posting highly engaging content.
  45. 45. 2. Weight Photos > Links > Plain Text Updates and Shares > Comments > Likes Tip: reach more fans by using new features.
  46. 46. 3. Time Decay Newer posts > Older posts and Newer Interactions > Older Interactions Tip: reach more fans by posting fresh content daily.
  47. 47. EdgeRank Summary: 1. Post engaging content (increases affinity) 2. that is weighted in your favor (images, etc.) 3. on a regular basis. Tip: Instead of posting just a link, try posting a photo with the article title and link in the image description.
  48. 48. it’s all about ENGAGEMENT Likes, comments, shares, tags, post clicks, check ins - any way a user interacts with your page on Facebook.
  49. 49. Pro Tips: 1. Keep it Short: 100-250 characters gets 60% more engagement. 2. Be Visual: media gets 100-180% more engagement. 3. Ask Questions: use very specific, closed questions, or fill-in- the-blank posts to get 90% more engagement. 4. Post Daily: 96% of your fans won’t visit your page, so you must reach them in the news feed. 5. Be Relevant, But Not Pushy: Use the Rule of Thirds. 6. Be Timely: Post during times when your audience is online.
  50. 50. Sunburst Races 20133Case Study
  51. 51. Case Study: Sunburst Races 30th Anniversary Race Wanted to increase awareness of the event Facebook a cost-effective way to do that
  52. 52. Audience Research Early risers Responded well to inspirational images Connected to other running pages
  53. 53. Goal: Increase awareness, drive traffic to website
  54. 54. Strategy: Create stuff so good that people will want to share or steal it (engagement strategy)
  55. 55. Tactics: - Post early, post often - Post awesome photos, with links - Engage other running pages - Boost the best content with Facebook ads - Respond to comments - Ask questions Optimize everything to encourage engagement
  56. 56. Facebook Metrics at Start 1,583 page likes Reaching 1,657 people/week Only 50 people engaged/week (3% of fans) Drove 3% of total site traffic, 18% of referrals
  57. 57. Results: Likes 0 1250 2500 3750 5000 Likes: 183% Growth Start: 1,583 End: 4,505
  58. 58. Results: Weekly Reach 0 25000 50000 75000 100000 Reach Start: 1,657 Average: 23,500 High: 92,430
  59. 59. Results: Weekly Engagement 0 750 1500 2250 3000 Engagement Start: 3% Average: 21% High: 62%
  60. 60. Results: Website Traffic 0 7.5 15 22.5 30 All Traffic Referral Traffic Start: 3% of total / 18% of referrals End: 6% of total / 30% of referrals
  61. 61. Questions? Edgar Diaz ediaz2@beaconhealthsystem.org twitter.com/diptoe facebook.com/diptoe linkedin.com/in/edgarjd

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