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Read Write Web 2WAY Summit

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In this presentation, Michael Jaindl shares data and case studies from working with the world's largest brands on Facebook via his role as Buddy Media's Chief Client Officer. This presentation …

In this presentation, Michael Jaindl shares data and case studies from working with the world's largest brands on Facebook via his role as Buddy Media's Chief Client Officer. This presentation answers the following:

- How do I get people on Facebook to engage with my brand?

- How do I encourage "earned media" aka people talking about my brand and spreading it to their friends?

- Why does Facebook Page growth and engagement matter?

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  • 1. Content + Context: Best Practices for Real Time Engagement on Facebook
    June 14 2011
    Presented by:
    MICHAEL“MJ” Jaindl
    Chief client officer @ Buddy Media
    Facebook: facebook.com/jaindl
    Twitter: @jaindl
    Email: MJ@buddymedia.com
    1
  • 2. Big Questions
    How do I people to engage with my brand on Facebook?
    How do I encourage sharing and viral growth?
    Why does Facebook Page growth and engagement matter?
    2
  • 3. How to improve engagement
    Strategy #1: Optimize your messaging
    Right time
    Right frequency
    Right content / message
    3
  • 4. Let’s Talk about Data
    4
  • 5. WHY?
    Or this?
    Do you want this?
    5
  • 6. So we did Some research
    • Analyzed Facebook Wall posts by 200 of the world’s largest brands over a 2 week period
    • 7. January 30, 2011 – February 12, 2011
    6
  • 8. Keep it short!
  • 9. Beware of Url SHORTENERS
    8
  • 10. Keywords: Keep it Simple
    • Left column = best performing keywords for generating likes.
    • 11. Right column = best performing keywords for generating comments.
    • 12. As you can see, people follow instructions well!
    9
  • 13. Keyword ENGAGEMENT
    10
  • 14. MASTER THE SOFT SELL
    Event
    Winner
    Offer
    11
  • 15. AVOID THE HARD SALE
    Sale
    Free shipping
    Save
    Event
    Winner
    Offer
    12
  • 16. QUESTIONS WORK!
    • “Where,” “when,” “would,” and “should” drive highest engagement rates
    • 17. Avoid asking “why” questions
    13
  • 18. Which day is best?
    Posts on Thursdays and Fridays saw 18% higher engagement rates.
    14
  • 19. What time of day is best?
    Posts outside business hours had 20% higher engagement rates
    8 am
    10 pm
    15
  • 20. Let’s put the data to work
    16
  • 21. The Results
    322% increase in avg Wall activity from March to April
    Today the community is very active
    17
  • 22. What is Edgerank?
    18
  • 23. three factors to influence edgerank
    Affinity
    How often to you interact with the post creator?
    How many friends do you have in common with the post creator?
    Weight
    How many people have interacted with the post? What type of interaction?
    What kind of content is included in the post? Photo? Link? Video?
    Time
    How timely is the post?
    19
  • 24. Pack a snowball
    20
  • 25. Pack a snowball
    21
  • 26. 6/21/11
    22
    Leverage the snowball effect
  • 27. How to improve engagement
    Strategy #2: Content + Context = Engagement
    Know what your audience gets excited about!
    Identify potential “couch conversations”
    Publish brand content that enriches existing conversations
    23
  • 28. Case studyGiants v Eagles
    vs
    24
  • 29. Game Week
    25
    Friday December 17, 2010 – Misc
    Right Time
    Bad Content
    Good Content
    362
    Engagements
    Wrong Time
  • 30. Game week
    26
    Friday December 17, 2010 – Player Update
    Right Time
    Bad Content
    Good Content
    918 Engagements
    Wrong Time
  • 31. Pre Game
    27
    Sunday December 19, 2010 – Player Update
    Right Time
    Bad Content
    Good Content
    1762
    Engagements
    Wrong Time
  • 32. During Game
    28
    Sunday December 19, 2010 – Fact
    Right Time
    Bad Content
    Good Content
    1380
    Engagements
    Wrong Time
  • 33. During Game
    29
    Sunday December 19, 2010 – Play-by-play
    Right Time
    Bad Content
    Good Content
    2011
    Engagements
    Wrong Time
  • 34. During Game
    30
    Sunday December 19, 2010 – Play-by-play
    Right Time
    Bad Content
    Good Content
    2839
    Engagements
    Wrong Time
  • 35. Then this happened
    31
  • 36. During Game
    32
    Sunday December 19, 2010 – Play-by-play
    Right Time
    Bad Content
    Good Content
    8254
    Engagements
    Wrong Time
  • 37. AFTER GAME
    33
    Sunday December 19, 2010 – Update
    Right Time
    Bad Content
    Good Content
    6448
    Engagements
    Wrong Time
  • 38. NEXT DAY
    34
    Monday December 20, 2010 – Question
    Right Time
    Bad Content
    Good Content
    1316
    Engagements
    Wrong Time
  • 39. Content + context = engagement
  • 40. Contextual Relevancy is critical
    36
    October 1 – October 10 (Eagles v Redskins)
    16,312 engagement in 7 days on 30 posts
    Sunday December 19, 2010 (Eagles v Giants)
    17,541 engagement in 9 minuteson 3 posts
    “Give me six hours to chop down a tree and I will spend the first four sharpening the axe”
    -Abraham Lincoln
  • 41. Sparking viral growth
    37
    Strategy #3: Make your fans look good
    Understand how your audience likes to be perceived
    Create sharable content that creates that perception
    If it doesn’t make them look good fans won’t share
  • 42. Case Study The Oscars
    38
  • 43. A Daily Glow User profile
    39
    Meet Patti
    Wife
    35
    Mother of 2
    Movie buff
    Likes to be “in the know”
    Loves looking good, feeling good and sharing beauty secrets with her close group of girl friends
  • 44. Test and learn
    40
    Out of these 4 polls 1 received 10x more engagement
  • 45. POLLs TAKEN
    41
    -relevant
    -real time
    -shareable
    Over 10x Engagement
  • 46. Know your demo
    42
    Patti is more likely to engage with content that:
    Is relevant
    Is real time
    Is part of an hot conversation
    Makes Patti look like she is “in the know”
    Give your audience opportunities to be perceived the way they want to be perceived
  • 47. Let them show that they care
    43
  • 48. Make your audience look smart
    44
  • 49. Amplifying Fan growth and engagement
    45
    Strategy #4: Think holistically
    Owned, earned, paid media need to work together
    Continue conversations on Facebook
    Give back to your fans
  • 50. What not to do?
    46
    Find us on Facebook?
  • 51. Owned media – leverage FB Community
    47
    2,251,328 fans
    2,095,907 fans
  • 52. Engage your Audience
    Take questions from the audience
    “How much money does he have on him right now?”
  • 53. Give back – what is the value exchange?
  • 54. Earned Media – do good, Create Buzz
    50
    Create a movement …
    Secret encourages young women to be nice behind someone’s back
  • 55. Earned Media - Give Fans A Voice
    51
  • 56. Paid media
    52
  • 57. Optimize Paid Media
    53
  • 58. WHY DOES it Matter?
    54
  • 59. Facebook is where people spend time
    FACEBOOK BY THE NUMBERS
    650+ million users worldwide spending an average 25 minutes per day
    The most visited site in 2010 in the U.S., beating out Google and Yahoo
    Receives 3 out of every 10 website page views
    55
  • 60. The Facebook generation is growing up
    Facebook beats email for the 18-24 year old demographic
    56
  • 61. Consumer spending on the rise
    Social commerce is on the rise:
    Social commerce is currently a $5 billion market globally
    Social commerce is estimated to expand to a $30 billion market in the next 4 years
    Facebook is the obvious social commerce play for brands
    57
  • 62. Remember1) Optimize your messaging2) Content + context = engagement3) Make your fans look good4) Think holistically
    58
  • 63. Thank You!
    MICHAEL“MJ” Jaindl
    Chief client officer @ Buddy Media
    Facebook.com/jaindl
    Twitter: @jaindl
    Email: MJ@buddymedia.com
    59

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