Content + Context: Best Practices for Real Time Engagement on Facebook<br />June 14 2011<br />Presented by:<br />	MICHAEL“...
Big Questions<br />How do I people to engage with my brand on Facebook?<br />How do I encourage sharing and viral growth?<...
How to improve engagement<br />Strategy #1: Optimize your messaging<br />Right time<br />Right frequency<br />Right conten...
Let’s Talk about Data<br />4<br />
WHY?<br />Or this?<br />Do you want this?<br />5<br />
So we did Some research<br /><ul><li>Analyzed Facebook Wall posts by 200 of the world’s largest brands over a 2 week period
January 30, 2011 – February 12, 2011</li></ul>6<br />
Keep it short!<br />
Beware of Url SHORTENERS<br />8<br />
Keywords: Keep it Simple<br /><ul><li>Left column = best performing keywords for generating likes.
Right column = best performing keywords for generating comments.
As you can see, people follow instructions well!</li></ul>9<br />
Keyword ENGAGEMENT<br />10<br />
MASTER THE SOFT SELL<br />Event<br />Winner<br />Offer<br />11<br />
AVOID THE HARD SALE<br />Sale<br />Free shipping<br />Save<br />Event<br />Winner<br />Offer<br />12<br />
QUESTIONS WORK!<br /><ul><li>“Where,” “when,” “would,” and “should” drive highest engagement rates
Avoid asking “why” questions</li></ul>13<br />
Which day is best?<br />Posts on Thursdays and Fridays saw 18% higher engagement rates.<br />14<br />
What time of day is best?<br />Posts outside business hours had 20% higher engagement rates<br />8 am<br />10 pm<br />15<b...
Let’s put the data to work<br />16<br />
The Results<br />322% increase in avg Wall activity from March to April<br />Today the community is very active<br />17<br />
What is Edgerank?<br />18<br />
three factors to influence edgerank<br />Affinity<br />How often to you interact with the post creator?<br />How many frie...
Pack a snowball<br />20<br />
Pack a snowball<br />21<br />
6/21/11<br />22<br />Leverage the snowball effect<br />
How to improve engagement<br />Strategy #2: Content + Context = Engagement<br />Know what your audience gets excited about...
Case studyGiants v Eagles<br />vs<br />24<br />
Game Week<br />25<br />Friday December 17, 2010 – Misc<br />Right Time<br />Bad Content<br />Good Content<br />362<br />En...
Game week<br />26<br />Friday December 17, 2010 – Player Update<br />Right Time<br />Bad Content<br />Good Content<br />91...
Pre Game<br />27<br />Sunday December 19, 2010 – Player Update<br />Right Time<br />Bad Content<br />Good Content<br />176...
During Game<br />28<br />Sunday December 19, 2010 – Fact<br />Right Time<br />Bad Content<br />Good Content<br />1380<br /...
During Game<br />29<br />Sunday December 19, 2010 – Play-by-play<br />Right Time<br />Bad Content<br />Good Content<br />2...
During Game<br />30<br />Sunday December 19, 2010 – Play-by-play<br />Right Time<br />Bad Content<br />Good Content<br />2...
Then this happened<br />31<br />
During Game<br />32<br />Sunday December 19, 2010 – Play-by-play<br />Right Time<br />Bad Content<br />Good Content<br />8...
AFTER GAME<br />33<br />Sunday December 19, 2010 – Update<br />Right Time<br />Bad Content<br />Good Content<br />6448<br ...
NEXT DAY<br />34<br />Monday December 20, 2010 – Question<br />Right Time<br />Bad Content<br />Good Content<br />1316<br ...
Content + context = engagement<br />
Contextual Relevancy is critical<br />36<br />October 1 – October 10 (Eagles v Redskins)<br />16,312 engagement in 7 days ...
Sparking viral growth<br />37<br />Strategy #3: Make your fans look good<br />Understand how your audience likes to be per...
Case Study The Oscars<br />38<br />
A Daily Glow User profile<br />39<br />Meet Patti<br />Wife<br />35 <br />Mother of 2<br />Movie buff<br />Likes to be “in...
Test and learn<br />40<br />Out of these 4 polls 1 received 10x more engagement<br />
POLLs TAKEN<br />41<br />-relevant<br />-real time<br />-shareable<br />Over 10x Engagement<br />
Know your demo<br />42<br />Patti is more likely to engage with content that:<br />Is relevant<br />Is real time<br />Is p...
Let them show that they care<br />43<br />
Make your audience look smart<br />44<br />
Amplifying Fan growth and engagement<br />45<br />Strategy #4: Think holistically<br />Owned, earned, paid media need to w...
What not to do?<br />46<br />Find us on Facebook?<br />
Owned media – leverage FB Community<br />47<br />2,251,328 fans<br />2,095,907 fans<br />
Engage your Audience<br />Take questions from the audience<br />“How much money does he have on him right now?”<br />
Give back – what is the value exchange?<br />
Earned Media – do good, Create Buzz<br />50<br />Create a movement … <br />Secret encourages young women to be nice behind...
Earned Media - Give Fans A Voice <br />51<br />
Paid media<br />52<br />
Optimize Paid Media<br />53<br />
WHY DOES it Matter?<br />54<br />
Facebook is where people spend time<br />FACEBOOK BY THE NUMBERS<br />650+ million users worldwide spending an average 25 ...
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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 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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Read Write Web 2WAY Summit

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