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Facebook EDGE tips Lisbon


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Presentation covering part of Facebook EDGE from ASAP Facebook Marketing Workshop in Lisbon organized by Markedu and presented by Michael Leander

Presentation covering part of Facebook EDGE from ASAP Facebook Marketing Workshop in Lisbon organized by Markedu and presented by Michael Leander

Published in: Business, Technology, Travel

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  • 1. FROM SOCIALFOOL TOSOCIAL COOL ! Michael LeanderEDGE & MORE • • •@michaelleander < Twitter
  • 2. Your fans stream
  • 3. Less than 1% ofyour ”fans” ever goback to your page
  • 4. Cool is... Realy, really,really understanding your audience, their problems, their behavior, their preferences
  • 5. Anatomy of winning posts1. Focused on meeting objective2. Relevant message3. Timely message4. Compelling picture (emotions)5. Compelling headline (emotions)6. Intriguing text (draw the reader in)7. Clear call to action (share, comment, click)8. Balance news with messages that can be repeated over and over again
  • 6. Let’s talk numbers !Where is the disconnect?
  • 7. The numbers thatmatter (momentarily)- Reach (158/2200=7%)- Talks about(comments)- Shared
  • 8. How do you get eyeballs on your messages? Meet Facebook EDGE What decides if your message appears in a users ”news- stream”? • How long ago was the message published? • How engaged are others in this ”post”? • Does this user interact with your page often?
  • 9. Getting into the metrics
  • 10. How to measure Edge?
  • 11. A few hints• Third party apps posting no longer penalized• Comments far more valuable than ”likes”• Sharing not always possible on mobile, not always possible through 3rd party apps
  • 12. Test which posts work best• Experiment with frequency (1, 3, 5, 10 x each day)• Differentiate posts ₊ Photos with short text with/without external or internal link ₊ OPC = Other People’s Content shared ₊ Ask question, ask for advise, ask for help ₊ Incentivized content (sweepstakes etc.) ₊ Long stories with emotion or factual ₊ etc
  • 13. Good ‘ol AIDA A = Attention (Awareness) I = Interest D = Desire A = Action
  • 14. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
  • 15. Understandhow youraudienceengagesUse Facebookinsightsregularly2217 / 159 = ?%
  • 16. • content/uploads/2011/10/Conversion-funnel-This is 21.png wherethe fun is >>>
  • 17. Random tips andthoughts
  • 18. What to call the ”baby” on Facebook? What is best for this telecommunication company? A) Telia in Danmark B) Tech’n Trends C) Tech’n Trends withTelia?
  • 19. Where is yourprime real-estate?
  • 20. Let’s have a look
  • 21. Spread the word onsite
  • 22. Advertising on Facebook
  • 23. Which add did best?
  • 24. Seriously important
  • 25. Ad multiplication (agency can help here)