FROM SOCIALFOOL TOSOCIAL COOL !                Michael LeanderEDGE & MORE     • michael@michaelleander.me                •...
Your fans stream
Less than 1% ofyour ”fans” ever goback to your page
Cool is... Realy, really,really understanding your audience, their   problems, their   behavior, their     preferences
Anatomy of winning posts1.   Focused on meeting objective2.   Relevant message3.   Timely message4.   Compelling picture (...
Let’s talk numbers !Where is the disconnect?
The numbers thatmatter (momentarily)- Reach (158/2200=7%)- Talks about(comments)- Shared
How do you get eyeballs on your messages?                       Meet Facebook EDGE                       What decides if y...
Getting into the metrics
How to measure Edge?
A few hints• Third party apps posting no longer penalized• Comments far more valuable than ”likes”• Sharing not always pos...
Test which posts work best• Experiment with frequency (1, 3, 5, 10 x each  day)• Differentiate posts  ₊ Photos with short ...
Good ‘ol AIDA A = Attention (Awareness) I = Interest D = Desire A = Action
AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
Understandhow youraudienceengagesUse Facebookinsightsregularly2217 / 159 = ?%
• http://blog.campalyst.com/wp-   content/uploads/2011/10/Conversion-funnel-This is   21.png wherethe fun is >>>
Random tips andthoughts
What to call the ”baby” on Facebook?                  What is best for this                  telecommunication            ...
Where is yourprime real-estate?
Let’s have a look
Spread the word onsite
Advertising on Facebook
Which add did best?
Seriously important
Ad multiplication (agency can help here)
Facebook EDGE tips Lisbon
Facebook EDGE tips Lisbon
Facebook EDGE tips Lisbon
Facebook EDGE tips Lisbon
Facebook EDGE tips Lisbon
Facebook EDGE tips Lisbon
Facebook EDGE tips Lisbon
Facebook EDGE tips Lisbon
Facebook EDGE tips Lisbon
Facebook EDGE tips Lisbon
Facebook EDGE tips Lisbon
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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

Published in: Business, Technology, Travel
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Facebook EDGE tips Lisbon

  1. 1. FROM SOCIALFOOL TOSOCIAL COOL ! Michael LeanderEDGE & MORE • michael@michaelleander.me • mLn@fokusintegrated.com •@michaelleander < Twitter
  2. 2. Your fans stream
  3. 3. Less than 1% ofyour ”fans” ever goback to your page
  4. 4. Cool is... Realy, really,really understanding your audience, their problems, their behavior, their preferences
  5. 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. 6. Let’s talk numbers !Where is the disconnect?
  7. 7. The numbers thatmatter (momentarily)- Reach (158/2200=7%)- Talks about(comments)- Shared
  8. 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. 9. Getting into the metrics
  10. 10. How to measure Edge?
  11. 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. 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. 13. Good ‘ol AIDA A = Attention (Awareness) I = Interest D = Desire A = Action
  14. 14. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
  15. 15. Understandhow youraudienceengagesUse Facebookinsightsregularly2217 / 159 = ?%
  16. 16. • http://blog.campalyst.com/wp- content/uploads/2011/10/Conversion-funnel-This is 21.png wherethe fun is >>>
  17. 17. Random tips andthoughts
  18. 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. 19. Where is yourprime real-estate?
  20. 20. Let’s have a look
  21. 21. Spread the word onsite
  22. 22. Advertising on Facebook
  23. 23. Which add did best?
  24. 24. Seriously important
  25. 25. Ad multiplication (agency can help here)

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