BlogWorld panel on Facebook News Feed Optimization


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Slides from a panel on Facebook News Feed Optimization, held on Wednesday, May 25, 2011 at BlogWorld & New Media Expo in New York City.

Moderator: Bryan Person, LiveWorld
Panelists: Helen Todd, Sociality Squared; Chad Wittman, EdgeRank Checker; Dennis Yu, BlitzLocal

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  • The user’s affinity , or relationship, to the friend or Facebook Page that published the content. Users build affinity to friends and brands by interacting more frequently on their Walls with comments, Likes, shares, and tagging.
  • The weight for any piece of content. The more comments and Likes to a post from other friends and fans, the higher its weight. Content type — status updates, links, photos, videos, etc. –is also part of the equation.
  • Great work! Now we just need some industry benchmarks on fan counts, posts, engagement rates, etc...
  • But unless you understand the mechanics of the Facebook system – how ads and apps work together to drive traffic, then interpreting metrics like Post Quality Score, Edge Rank, Feedback Rate, action rate, conversion rate, CPC, and so forth – does it really mater what reports the tool generates? Does it matter how many ads your PPC platform can dumb multiply in the hopes that one of those ads shot into the dark will succeed. Or does it matter how many apps are in the software company ’s library, such that you can compare who has the most features?
  • In regression, the R 2 coefficient of determination is a statistical measure of how well the regression line approximates the real data points. An R 2 of 1.0 indicates that the regression line perfectly fits the data.
  • BlogWorld panel on Facebook News Feed Optimization

    1. 1. Why Facebook News Feed Optimization (NFO) matters to marketers Bryan Person * Helen Todd Chad Whittman * Dennis Yu #NFO #BWENY
    2. 2. Download our presentation <ul><ul><li> </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
    3. 3. Moderator <ul><ul><li>Bryan Person </li></ul></ul><ul><ul><li>LiveWorld </li></ul></ul><ul><ul><li>@BryanPerson </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
    4. 4. 96% Like your Page … <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
    5. 5. … and then never return <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
    6. 6. EdgeRank algorithm <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@DennisYu </li></ul></ul>
    7. 7. <ul><ul><li>In News Feed … or invisible </li></ul></ul><ul><ul><li>EdgeRank algorithm for “Top News” </li></ul></ul><ul><ul><li>Competing with 130 friends + 90 Pages </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
    8. 8. NFO Best Practices <ul><ul><li>Helen Todd </li></ul></ul><ul><ul><li>Co-founder, Sociality Squared </li></ul></ul><ul><ul><li>Sociality Squared </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
    9. 9. Know your audience <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
    10. 10. Use Facebook Questions <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
    11. 11. Target Wall posts to be relevant <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
    12. 12. Use photos to make posts pop <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
    13. 13. Content is King: Good. Relevant. Shareable <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
    14. 14. Customize link headers & descriptions <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
    15. 15. Customize link headers & descriptions <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
    16. 16. Customize link headers & descriptions <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
    17. 17. Win with fun and questions! <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
    18. 18. Share exclusive fan content <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
    19. 19. Share exclusive fan content <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
    20. 20. EdgeRank Data <ul><ul><li>Chad Wittman </li></ul></ul><ul><ul><li>EdgeRank Checker </li></ul></ul><ul><ul><li>@ChadWittman </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
    21. 21. A comparison: <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@ChadWittman </li></ul></ul>Top 20 brand Pages Top 20 EdgeRank Pages Avg. EdgeRank score: 7 Avg. EdgeRank score: 113 Avg. unlike rate: 0.03% Avg. unlike rate: 0.23% Avg. comments rate: 0.04% Avg. comments rate: 2.65% Avg. like rate: 0.14% Avg. like rate: 3.91%
    22. 22. Tactics for EdgeRank success <ul><ul><li>Sharing unique photos and related videos </li></ul></ul><ul><ul><li>Talking about bigger names/brands/events </li></ul></ul><ul><ul><li>Running contests </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@ChadWittman </li></ul></ul>
    23. 23. Intentionally polarizing <ul><ul><li>Sharing A LOT of content (fans love/hate that!) </li></ul></ul><ul><ul><li>Discussing topics that push fans’ buttons </li></ul></ul><ul><ul><li>Discussing “bubble”-type events </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@ChadWittman </li></ul></ul>
    24. 24. A comparison <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@ChadWittman </li></ul></ul>Company X Company Y 20,000 fans 500,000 fans Online coupon site Cable TV network ~ 13,000 NF impressions/day ~ 12,000 NF impressions/day Comment ratio: 0.35% Comment ratio: 0.12% Like ratio: 0.45% Like ratio: 0.28% Content seen in NF 18x/month Content seen in NF 1x/month
    25. 25. Insights & Advertising <ul><ul><li>Dennis Yu </li></ul></ul><ul><ul><li>Webtrends </li></ul></ul><ul><ul><li>@Dennis Yu </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
    26. 26. Affinity – Weight – Time Decay
    27. 27. Affinity – Weight – Time Decay Comment Share Photo Video Wall Post Like
    28. 28. Object Weight Rosetta Stone
    29. 29. Object Weight Rosetta Stone, Gordmans, Lane Bryant
    30. 30. Affinity – Weight – Time Decay
    31. 31. Time Decay
    32. 32. Athletic Shoes brand Energy Drink brand Time Decay
    33. 33. Industry Benchmarks
    34. 34. User User Profile Increases News feed impressions 3 6 7 2 5 More interaction increases Feedback % 1 Friends User likes the page Get on the News Feed Get on Facebook Suggested Pages News Feed Optimization 4
    35. 35. R = 0.96 Lady Gaga Barack Obama Rihanna Period: 4/21 – 5/21/2011 Top 24 Facebook Pages
    36. 36. Gordmans
    37. 37. Lane Bryant
    38. 38. More interactions = more NFO coverage
    39. 39. Discussion/Q&A <ul><ul><li>@DennisYu </li></ul></ul><ul><ul><li>@BryanPerson </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul><ul><ul><li>@ChadWittman </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
    40. 40. Thank you! <ul><ul><li> </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>