18. What if nobody comes?
@jfouts
Wednesday, October 19, 2011 18
19. COMSCORE
• Users 40-150% rely on • 30% revisit a page they
newsfeed have fanned
• 3.5% of users active on a • 9.6% revisit a conversation
page
• 2/3 of posts have activity
Wednesday, October 19, 2011 19
20. EDGERANK
• Every object is scored • Use photos and videos
• No engagement = 0 • Open Graph on websites
visibility
• Create affinity
• EdgeRankChecker.com
• Ask for the share
Wednesday, October 19, 2011 20
21. UP YOUR EDGERANK
• Be direct • Choose images for POP
• Don’t use jargon • Usereal interests for
keywords
• Be personal
• Narrow demographics
• Show your passion
• Create multiple ads (A&B
• ASK for the like test)
• Promo codes • Focus on performance
@jfouts
Wednesday, October 19, 2011 21
23. DEMOGRAPHIC TARGETING
• 24-30 yr old women whose
status = “engaged”
• $600 ad investment
• $40,000 direct revenue
• 19,610 fans
@jfouts
Wednesday, October 19, 2011 23
24. SOCIAL ADS
• 85% more effective
• Leverage friends’ likes
• Users profile image
• Especially good for events
@jfouts
Wednesday, October 19, 2011 24
25. EARNED MEDIA
800,000 users shown 125 ads by 75 brands
@jfouts
Wednesday, October 19, 2011 25
26. THE LESSON?
• Paidmedia is a catalyst-follow
through with valuable content
• Don’t re-invent the wheel
• Be real, be human
• It’s all about what the user wants
@jfouts
Wednesday, October 19, 2011 26
27. MEASUREMENT
Website Referral tracking, clickthroughs, comments on website
Analytics
Conversation Listen and respond to user discussions on the page
Monitoring
Facebook Number of fans, engagement, comments, views of video and photos
Insights
Word of Ask your volunteers, donors, recipients what they think!
Mouth
Wednesday, October 19, 2011 27