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Mastering Facebook Edgerank
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Mastering Facebook Edgerank

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Do you struggle to make sense out of Facebook's Edgerank? Annalise Kaylor, Director of Social Media at Intrapromote, cracks the code in her presentation "Mastering Facebook Edgerank." Learn the ins …

Do you struggle to make sense out of Facebook's Edgerank? Annalise Kaylor, Director of Social Media at Intrapromote, cracks the code in her presentation "Mastering Facebook Edgerank." Learn the ins and outs of fan engagement that's actually meaningful on Facebook.


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  • excellent presentation - Edgerank has potential for disaster the privacy settings are confusing - have had to revise my public settings but all sorted now !
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  • Just like Google, Bing, and Yahoo have their own algorithms that determine search results, Facebook uses and algorithm to determine how to serve up content to its users. The algorithm is constantly being tweaked, and many times users aren’t even aware of the minor changes that take place throughout the month.But in order to understand how to manipulate Edgerank in our favor, we must first re-examine who exactly it is that we’re trying to beat.
  • The news feed is the most engaging place for marketers
  • If you’re Pepsi, you may think that Coca-Cola would be one of your top competitors would be Pepsi. But Edgerank changes the competitive landscape. Facebook, being a place where people mostly interact with people of varying degrees of importance in their lives, isn’t just serving up marketing content all day, as much as we’d like to think it is.
  • The three components: Affinity – Weight - Time
  • The three components: Affinity – Weight - Time
  • The three components: Affinity – Weight - Time
  • Time – The life of a post based on the volume of content being posted at any given time.
  • Does your product appeal to a demographic that is more active on weekends?
  • Transcript

    • 1. Mastering Facebook Edgerank@ANNABELLEBLUE @INTRAPROMOTE
    • 2. What is Edgerank?Edgerank is the algorithm usedby Facebook to determine whichcontent shows up in a News Feedhow often, where, and when.In other words, it determineseverything.
    • 3. Building It Won’t Make Them Come 950 million people use Facebook. 40% of the time people spend on Facebook is within their News Feed.Source: comScore, June 2012
    • 4. Where the Action HappensSource: Facebook internal data, August, 2012
    • 5. Your CompetitionIT’S NOT WHO YOU THINK IT IS
    • 6. Edgerank
    • 7. Organic Placement
    • 8. Organic Placement
    • 9. Organic Placement
    • 10. Organic Placement
    • 11. Seduce Your Audience a BitSTRATEGIC PLACEMENT OF “ENGAGING” CONTENT• Use a strong call-to- action• ASK your fans to share, comment, or like a post• Gently nudge participation• Interact in the comments, and “like” comments when you can
    • 12. Get Them to Commit By placing the “Caption This” post a few days prior to a marketing message, we manipulate Edgerank and increase the number of fans and friends of fans who will see the marketing message.July 10, 2012 July 18, 2012 July 19, 2012
    • 13. Prove You’re Worth ItFan Exclusives are one of themost popular reasons peoplechoose to “like” a brand onFacebook.
    • 14. Not All Edges Are EqualPHOTO POSTS ARE 7X MORE ENGAGING THAN STATUS POSTS Photos New Features Status Videos Links Updates
    • 15. Not All Responses Are EqualCOMMENTS HAVE 4X WEIGHT OF LIKES Shares Comments Likes Clicks
    • 16. Making the Most of TimeOUTSIDE HOURSPosts made outside of business hours garner upto 20% higher response ratesWEEKEND WARRIORSPosts made on the weekends generate up to16% more responses from fansCAPITALIZE ON EMOTIONOn-brand posts relating to timely, current newsor events creates a ripple effect.
    • 17. Best PracticesVALUE. VALUE. VALUE.Fans will continue to engage with you when youprovide them with consistently valuable content.80% of your posts should NOT be marketingmessages.COMPETE AGAINST YOURSELF FIRSTFan Count numbers mean nothing if fans neverwant to talk with you.FEED EGOSMake your Facebook property about your fansand the experience your brand or productprovides for them.
    • 18. Best PracticesDATA. DATA. DATA.Facebook Insights is a free, easily accessible toolthat will tell you almost everything you need toknow about your fan base and of what they arecapable.1% OF EVERYONE’S JOBMarketing should not own your social mediachannels.SHED THE FEARTest ideas by geo-targeting posts.Don’t be afraid to try things that may not work.If you’re transparent, your fans forgive.
    • 19. Don’t Beat It. Impress It.
    • 20. Contact Intrapromote www.facebook.com/intrapromote @annabelleblue | @intrapromote http://www.intrapromote.com/contact/ 866.570.1785