Clara Shih of Hearsay Social and Marcus Nelson of Salesforce.com describe best practices for marketing your business on Facebook.

1. Facebook Marketing:
Maximizing Your Time and Money
Marketing Professionals
Marcus Nelson, Salesforce.com @marcusnelson
Clara Shih, HearsaySocial.com @clarashih

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3. Marcus Nelson
Director of Social Media
@marcusnelson

4. of US adult Internet users
are on Facebook

5. billion minutes spent on
Facebook per month
Last year that number was 150 billion minutes

6. Facebook is consuming people’s time

7. Facebook is the largest login provider

8. Fan Pages

9. Harsh truth
Never return to your page
Source: http://pagelever.com

10. So what’s the value?
Access to their newsfeed
Remember, they don‟t come back to your page.

11. of comments & likes come
from newsfeeds
Source: http://pagelever.com

12. This is why we need the ‘like’
Getting posts into the
newsfeed is critical to
building impressions

13. Edge Rank

14. Edge Rank is Facebook’s algorithm
 Ranks on relevancy
 Shows 3-5 most interesting posts
(FB randomizes it slightly so it doesn‟t seem so stalkerish)
 The majority of fans NEVER see your
status updates

15. How does Edge Rank work?
 Affinity score
– the affinity between the user and the creator of the item
– number of times the users profile was checked
 Weight
– comments & likes add points
– my comments are worth more than those of my friends
– comments are worth more than non-friend comments
 Time Decay
– as time passes, stories lose points

16. You can’t SPAM it as hard as you may try
 EdgeRank is between an object and a user
unlike SEO, an EdgeRank score is different for each user
 No such thing as generic “Edge Rank score”
the architecture of the algorithm makes it impossible
 Real-time score
competes with everything in newsfeed… as long as a status
update is in the top 3-7 posts, you‟ll probably be shown until
time decay reduces points OR other posts push you out
 Note: Mobile uses “Most Recent” which makes up 30% of users

17. Clara Shih
Founder and CEO
Bestselling author, The Facebook
Era
@clarashih

18. About Hearsay Social
Faceforce Wrote 1st Founded Launch Facilitated Raise $18M Series
“kickstarts the social media Hearsay from beta Guinness B from Sequoia
social business business book Social World Record and NEA
movement” for Facebook
“likes”

19. Top Enterprise Challenges on Social
Which of my
employees are on
social media?
How do I protect
my brand and
get compliant?
How do we make
money using
social media?
How do we measure
and integrate our
efforts?

20. About Hearsay Social
• Enterprise leader in social media page management
• Enables reps to compliantly capitalize on LinkedIn, Twitter, Facebook, and Yelp
• Cash-flow positive and backed by Sequoia, NEA, Steve Chen, FB execs
• LinkedIn, Twitter, and Facebook Preferred Partner

21. 1. Think and act like a consumer

22. 2. Facebook Pages are the new website
Website Facebook Page
+ Control the experience + Easy to update
+ Full customizability + No SEO/SEM required

23. 3. Schedule and target your posts

24. 4. Amplify your message through local

25. 5. Don’t forget about compliance
don‘t let this be you!

26. Key takeaways for this session
 Your goal is to get customers to „like‟ your page
 Create content your fans want to engage with
 Edge Rank is Affinity Score, Weight, & Time Decay
 Think and act like a consumer
 Schedule and target your posts
 Amplify your message through your sales force
 Don‟t forget about compliance!

27. Questions & Answers
Marcus Nelson
Dir of Social Media @marcusnelson
Clara Shih
Founder and CEO @clarashih
NY Times-featured bestselling author of
The Facebook Era
Book signing immediately following

28. http://facebook.com/thefacebookera