EdgeRank Ninja

edgerank ninjutsu: how to become a edge rank ninjaTuesday, January 24, 12

Facebook is trying to assassinate your content.Tuesday, January 24, 12

Today’s Ninjenda: •What is it? •How EdgeRank has driven changes to Facebook UX •What does it measure? •EdgeRank and Total Audience Analytics •Objects, Edges, Weight, Affinity, Decay •Calculating a general EdgeRank score •Trending Topics and Facebook Ads •What’s comin’ atcha like a ninja? •“Seeing” EdgeRank •EdgeRank optimization outcomes •True Business Impact of Engagement •Tactics and adviceTuesday, January 24, 12

So - what exactly is Facebook EdgeRank? •Facebook EdgeRank is an algorithm that determines where, when, and whether your content is shown in a user’s newsfeed. •Here’s the math: E = Ue x We x De •EdgeRank is Affinity times Weight times Decay. •More on this later.Tuesday, January 24, 12

So . . . it’s an algorithm . . . like the Google one, right?Tuesday, January 24, 12

Yes - both are all about . . . content quality! Facebook isn’t the only one filtering content for users based on quality, timeliness and engagement . . . Freshness update - November 3rd 2011 +1 Button Update - March 30th, 2011 Farmer / Panda update - February 23rd, 2010 Every major Google algorithm shift for the last year! It’s all about content quality!Tuesday, January 24, 12

Does Twitter have something like this too? •Not yet. •But they probably will.Tuesday, January 24, 12

ty ! li t ua ten Q n Co v Digital marketing doesn’t work without content.Tuesday, January 24, 12

How do we measure “quality content”? •Relevant? the audience has made a decision to view the content. •Engaging? the audience has taken an action that indicates they have experienced the content. •Compelling? the audience was compelled to take the desired action. •Remarkable? literally, the audience remarked to someone else about the content. •How do we quantify that? Reach. Engagement. Conversion. Amplification.Tuesday, January 24, 12

The big difference with EdgeRank: •Facebook has more of your data than anyone else. •Therefore, it can be much, much more specific about which content to show you based on your behavior, behavior of people like you, and even the behavior of your friends. •Like an email database with hundreds of thousands of fields of data that update in real time as you use Facebook. •Context vs. BehaviorTuesday, January 24, 12

So back to the math: What exactly is Edgerank? Affinity (i.e. past engagement) Weight (i.e. content type) Decay (i.e. frequency / activity)Tuesday, January 24, 12

EdgeRank determines quality of “objects” specific to the user. •Each individual “object” will have “n” EdgeRank scores, where “n” is the number of people with Facebook accounts. •This object will have a higher quality score (EdgeRank) for me than it will for you, because it is more relevant, engaging, compelling, or remarkable to me than it is to you. •This content will probably have a higher EdgeRank score in general because just about everyone loves cute, cuddly little ninja kittens.Tuesday, January 24, 12

Not JUST content - Everything has an “edge”. •Every action on Facebook is an “object”. •Status update. Link share. Video. Photo. •Comments. Likes. Shares. Clicks. •Every “object” has multiple Edges - and an associated EdgeRank score unique to each audience member.Tuesday, January 24, 12

Impact of Weight •New Home page breaks out status separately. •Top Stories weighted heavily toward images and video. •Friend Lists / Affinity plays a role. •Impacts the stream as well.Tuesday, January 24, 12

Impact of Decay •Different than Activity. •Activity still has an impact across channels. •Higher levels of frequency may be ok - but be careful of cross platform audience burn! •Highest engagement by time of day testing. •Average half-life of bit.ly link shares is between 5 and 10 hoursTuesday, January 24, 12

Impact of Affinity •Past Engagement drives Affinity. •Engagement (we think) includes Viewing as it relates to affinity in EdgeRank. •More engagement = more engagement! •More user control exists in Settings.Tuesday, January 24, 12

Trending Topics on Facebook •Unsure of the impact on EdgeRank but huge implications for Content. •Common topic + multiple friends engaged = top of feed. •Grouping content around trending topics. •Either way - huge for Engagement, and therefore drives Affinity score.Tuesday, January 24, 12

What about Facebook Ads + EdgeRank? •Found no evidence to suggest ads drive EdgeRank scores DIRECTLY •However - ads can drive Reach, which can drive Engagement . . . •Which can drive Amplification . . •Which drives more Reach . . . •and so on.Tuesday, January 24, 12

“Seeing” EdgeRank in action •Why did Facebook make these changes around EdgeRank? •To drive engagement. •A picture tells a thousand words.Tuesday, January 24, 12

Gaze Plot •#1 and #2 - both picture shares. •#3 Facebook Logo. •#4 and #5 - images. •#6 - back to the SAME photo.Tuesday, January 24, 12

Heatmap View •How do users “read” the internet? •They don’t. They scan it. •Usually in an F or E shaped pattern.Tuesday, January 24, 12

What the user sees •Facebook has made monumental changes in order to give users the content they want, when they want it, from the sources they trust, without ever having to do anything, in order to do one thing: •Drive engagement.Tuesday, January 24, 12

Why does engagement matter?Tuesday, January 24, 12

Engagement •457,041 interactions 30000" Engagement( 25000" •Average of 12,027 20000" interactions every week 15000" 10000" •1,718 interactions per day 5000" 0" •Very highly engaged 2/20/11" 3/20/11" 4/20/11" 5/20/11" 6/20/11" audience 7/20/11" 8/20/11" 9/20/11" 10/20/11"Tuesday, January 24, 12

Effect of Engagement on Intent to Purchase (Retail) •Strong trend correlation from Intent%to%Purchase%vs%Engagement% engagement (blue) to intent to 80000" 70000" purchase (orange) - “Find A 60000" Store” 50000" 40000" •Nearly identical trend lines - 30000" as engagement increases, so 20000" does intent to purchase at 10000" 0" retail. 1" /1 1" /1 19 " 11 26 6/ 1" 3/ /1 6/ 1" 7/ 10 /1 1" 17 7/ /1 1" 7/ 24 /1 " 11 7/ 31 7/ 1" 7/ /1 8/ 1" 14 /1 8/ 1" 21 •Only data available from /1 8/ " 28 11 8/ 4/ 1" 9/ /1 11 1" /1 9/ 18 1" /1 9/ 6/19-9/25 (Omniture import) 25 9/Tuesday, January 24, 12

Effect of Engagement on Product Views (eCom) •Showing Engagement in blue, Product(Views(vs(Engagement( Product Views in orange from 70000" Omniture 60000" 50000" •Product Views are in Millions 40000" (x.01) 30000" 20000" •Clear correlations between 10000" Engagement and online 0" shopping. 6/19/11" 6/26/11" 7/3/11" 7/10/11" 7/17/11" 7/24/11" 7/31/11" 8/7/11" 8/14/11" 8/21/11" 8/28/11" •Only data available from 9/4/11" 9/11/11" 9/18/11" 9/25/11" 6/19-9/25 (Omniture import)Tuesday, January 24, 12

Effect of Engagement on Mobile (Store Finder) •Mobile site store finder 50000" MobileStoreFindervsEngagement visits in orange 45000" 40000" 35000" •Engagement in blue 30000" 25000" 20000" •Only data available from 15000" 10000" 6/19-9/25 (Omniture 5000" 0" import) 6/19/11" 6/26/11" 7/3/11" 7/10/11" 7/17/11" 7/24/11" 7/31/11" 8/7/11" 8/14/11" 8/21/11" 8/28/11" 9/4/11" 9/11/11" 9/18/11" 9/25/11"Tuesday, January 24, 12

Effect of Engagement on Shipping (Online Sales) •Shipping in thousands 60000" ShippingvsEngagement (x .1) in orange 50000" 40000" •Engagement in Blue 30000" 20000" •Only data available from 10000" 6/19-9/25 (Omniture 0" import) 6/19/11" 6/26/11" 7/3/11" 7/10/11" 7/17/11" 7/24/11" 7/31/11" 8/7/11" 8/14/11" 8/21/11" 8/28/11" 9/4/11" 9/11/11" 9/18/11" 9/25/11"Tuesday, January 24, 12

Engagement is the force that moves the marketing needle. •Not just for EdgeRank. •Sales. •Intent to Purchase. •Loyalty. •Just about everything.Tuesday, January 24, 12

Facebook Changes: The Timeline •Timeline Format •More focus on rich media •More space for images •Birth to Now •Designed to drive engagementTuesday, January 24, 12

New Insights •Insights •Likes •Reach •Talking About This •CheckIn’s •Designed to measure engagement.Tuesday, January 24, 12

What else is new in Facebook Insights? •Nothing we haven’t already been measuring. •Reach. Activity. Engagement. Amplification. Conversion. •New Nomenclature: • Total Likes - Direct Facebook Audience (Page Likes) • Friends of Fans - Amplification Potential (your audience’s audience) • People Talking About This - Amplification (a form of engagement with the express intent to share) • Posts - Activity • Total Reach - Total Reach, but now can include Ads and Sponsored StoriesTuesday, January 24, 12

EdgeRank and Total Audience Analytics® •If you’re managing multiple platforms, consider the impact on total audience. •Important to understand that there may be (most likely is) some platform crossover between your Facebook, Website, Email, Twitter, etc. audiences. •The number one reason people unfriend, unfollow, unsubscribe, etc. is audience burn - too much frequency.Tuesday, January 24, 12

Calculating Your EdgeRank Score (I/P)=X I= Total Impressions P= Number of Posts (A) X= Average Impressions Per Post A= Monthly Active Users Total Impressions divided by Number of Posts = Average Impressions Per Post Divide that by Monthly Active Users and you get, on average, what percentage of your posts are being shown to your users who could have reasonably seen them. This should be a number between 1 and 100. That gives you a good general indication of how well EdgeRank thinks your content is doing, based on the outcome (Total Impressions) of the decisions it makes. Tuesday, January 24, 12

Facebook of the future •Profiles will become a much more personal, visceral experience... •Think about sitting together with all your friends and family and looking through a photo album from birth until right now. •Much more rich media focus. •Much more focus on understanding the users unique social graph. •Much more focus on time relevancy. •Much more engaging!Tuesday, January 24, 12

Facebook Connect and Open Graph: EdgeRank Everywhere!!! •The more Facebook infiltrates sites and services via Facebook Connect and Open Graph, the more decisions Facebook will make about the user experience based on EdgeRank - even when you’re NOT on Facebook! •Not just “like” •I “verbed” this. •Ka-Pow!Tuesday, January 24, 12

EdgeRank optimization in the real world.Tuesday, January 24, 12

We moved the needle from 300,000 passive fans to over 800,000 engaged fans in 9 months using EdgeRank optimization. Online sales are up 60%, representing $1.5 million dollar increase in revenue.Tuesday, January 24, 12

Need more proof?Tuesday, January 24, 12

Sand ah deck. Paint ah fence. •You must do the work, Daniel-san. •The Kung Fu Masters of the Internet are telling you loud and clear: •You must produce fresh, relevant, high quality content if you want ANY online tactic to be successful. •There are no shortcuts. Period.Tuesday, January 24, 12

Tactics to consider for driving post EdgeRank •Exclusive content A •Exclusive deals •A well-developed, interesting brand persona •Contesting Content •Framework + Campaigns Relevancy •Test. Test. Test. Optimize. Test. Test. Test. W B • What time of day are you getting the best engagement? • What type of content gets the most engagement? •Ask the user to take an action! •Focus on ENGAGEMENT as a % of total audience.Tuesday, January 24, 12

Now we’ll take your questions.Tuesday, January 24, 12

More information on Raidious + Awareness: •Raidious builds audiences for brands. •Check us out at raidious.com or on Twitter @Raidious. •Raidious uses The Hub by Awareness to build engaged audiences for some of the largest brands on the planet. •Check out AwarenessNetworks.com or follow @AwarenessInc.Tuesday, January 24, 12

May your path to audience growth be inspired.Tuesday, January 24, 12

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EdgeRank Ninja

by Taulbee Jackson

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