The Simple Complexity of Facebook Marketing — #congresfb
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The Simple Complexity of Facebook Marketing — #congresfb



Master Class at Congress FB (

Master Class at Congress FB (



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The Simple Complexity of Facebook Marketing — #congresfb The Simple Complexity of Facebook Marketing — #congresfb Presentation Transcript

  • The Simple Complexityof Facebook Marketing@EdgeRankChecker | #congresfb
  • Facebook Marketing Is A Fractal@EdgeRankChecker | #congresfb
  • SimplicityThe Deeper We Dive…Complexity@EdgeRankChecker | #congresfbComplexity Simplicity
  • @EdgeRankChecker | #congresfbFacebook Post CycleReach EngagementNegative Feedback
  • @EdgeRankChecker | #congresfb
  • • Calls To Action• Photos• Cat MemesWhat Drives Engagement?@EdgeRankChecker | #congresfb
  • • Roughly 60-90% increasein engagement@EdgeRankChecker | #congresfbCalls to Action• Tapping into human psychology
  • • Most Brands succeed with Photos• 350 Million Photos Uploaded Daily@EdgeRankChecker | #congresfbPhotos
  • Light interactions drive light business valueCat Memes@EdgeRankChecker | #congresfb
  • Those are simplistic drivers@EdgeRankChecker | #congresfb
  • • Psychology• Screen Real Estate• Self-Idealization@EdgeRankChecker | #congresfbWhat Actually Drives Engagement?
  • • Seeking approval via Engagement• Post Photos to influence ourperception@EdgeRankChecker | #congresfbPsychology
  • How does a posts vertical spaceinfluence engagement probability?@EdgeRankChecker | #congresfbScreen Real Estate
  • • Ones desired self-projection• Interests/Likes/Groupsbuild digital self@EdgeRankChecker | #congresfbSelf-Idealization
  • • Use Call To Actions• Understand psychological reasonsfor Engagement• Use beautiful photography when applicable• Maximize screen real estate• Leverage self-idealization@EdgeRankChecker | #congresfbHow to Take Advantage
  • @EdgeRankChecker | #congresfbFacebook Wants You toAmplify Your Great Content
  • Facebooks New Mentality○ Brands earn their way into the news feed○ Pay to build fansOrganic Results○ Monitor/Analyze content to drive Organic success○ Amplify great Organic media with Paid media@EdgeRankChecker | #congresfbBalancing Paid/Earned Media
  • • Search Results = News Feed• Sponsored Posts = Paid Ads• Organic Success > Paid Success@EdgeRankChecker | #congresfbThe "New" SEO
  • @EdgeRankChecker | #congresfbNBA & BurberryLearning from the Best
  • • Frequent, applicable coverphoto changes• Nightly recaps & highlights• Exclusive NBA content@EdgeRankChecker | #congresfbNBA
  • • Incredible photography worldwide• Exclusive tie-ins• Photo Albums@EdgeRankChecker | #congresfbBurberry
  • If youre not using Retargeted Ads today, start now!• 48.4% lower cost-per-click• 197.3% higher return on investment• 17x higher clickthrough rates(Source: | #congresfbFacebook Retargeted Ads
  • • The "New" Email• Suffering from Innovators Dilemma@EdgeRankChecker | #congresfbWhat is the Future of Facebook?
  • • Losing excitement• Internet necessity• Portal to ones digital self@EdgeRankChecker | #congresfbThe New Email
  • • How users actually use Facebook• How they think they wantto use Facebook@EdgeRankChecker | #congresfbDisconnect• How Facebook wants peopleto use Facebook
  • • Upstream Market Chasing• Shoot past needs of actual customers(see Google+)@EdgeRankChecker | #congresfbThe Innovators Dilemma