• Save
Boosting Social Media Engagement
Upcoming SlideShare
Loading in...5
×
 

Boosting Social Media Engagement

on

  • 1,394 views

How to boost social media engagement on facebook and hence increase visibility and EdgeRank

How to boost social media engagement on facebook and hence increase visibility and EdgeRank

Statistics

Views

Total Views
1,394
Views on SlideShare
1,372
Embed Views
22

Actions

Likes
1
Downloads
0
Comments
0

4 Embeds 22

http://pinterest.com 10
http://www.linkedin.com 9
http://www.john-shehata.com 2
https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Boosting Social Media Engagement Boosting Social Media Engagement Presentation Transcript

  • New York | March 19–23, 2012 | #sesnyBoosting Social Media Engagement John Shehata @JShehata 2012@JShehata | John Shehata 1
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 FACT The Average Page’s Posts Are Seen by less than 16% of Its Fans* * comScore, March 2011 @JShehata | John Shehata 2
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Facebook Algorithm (EdgeRank) Your Fans See the People and Pages They Interact With • New friends and newly liked pages are shown to you for a while, but if you don’t interact with them, you will stop seeing posts from them. • Facebook shows you posts from friends and pages whose posts you have liked or commented on in the recent past. • If you don’t get your fans to like and comment on your posts, they’ll stop seeing them. @JShehata | John Shehata 3
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Boosting Engagement is the best FREE Social Media Strategy @JShehata | John Shehata 4
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Why Focus on Engagement? EdgeRank determines where (and whether) your stories appear in your fans’ news feed @JShehata | John Shehata 5
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012• Relationship between • Every content • a newer item is user and brand object has a more likely to different weight: appear than an• Based on many (Photo > Link > older item factors (frequency of Status) contact, frequency of • With this in mind it FB logins, likes, is important to • Every Action has a comments, shares, different weight: consider the timing etc) of your posts. (Comments > Likes > Clicks)• If the user had an affinity to interact with • Comments have 4X your content in the the weight of Likes* past, you have a high affinity with this user * A study by EdgeRank.com @JShehata | John Shehata 6
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 FYI: Comments VS. Likes • Feel Good, Positive, Funny News • Bad News @JShehata | John Shehata 7
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 When fans no longer see your posts, it’s much harder to get them back. – Never stop engaging your fans. – Some of Your Fans are Unreachable Forever @JShehata | John Shehata 8
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Metrics @JShehata | John Shehata 9
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 How to Boost Facebook Engagement? @JShehata | John Shehata 10
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 The New Social Metric With facebook EdgeRank you need to Focus on fans engagement not fans count i.e. Never buy fans @JShehata | John Shehata 11
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook Engagement @JShehata | John Shehata 12
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 1. Post simple, concise, and short updates • Posts with 80 characters garnered 27% more engagement than posts that were more than 80 characters (BuddyMedia Study) • Posts 100 - 250 characters (less than 3 lines of text) see about 60% more likes, comments and shares than posts greater than 250 characters. (internal Facebook studies) @JShehata | John Shehata 13
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 2. Ask Questions Posts with a question or call to action from a journalist received the most feedback, with twice the comments as the average post and 64% more feedback overall. Despite their effectiveness, only 10% of posts on journalists’ pages were questions. @JShehata | John Shehata 14
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement The best questions are open-ended, not yes-or-no, answers. The goal is to get your fans talking. • “What do you think about…?” • “My ideal work day includes ______________. Fill in the blank and tell us!” • “If you could change one thing about …, what would it be?” • “What’s your favorite thing about…?” • “What ________ products do you like?” • “Do you have trouble finding products for…?” • “Do you buy _______ online?” • “Are you ready to…?” Fill-in-the-blank posts generate about 90% more engagement than the average text post. @JShehata | John Shehata 15
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 3. Share Stories with thumbnail photos Photos drew 50% more “likes” than non-photo posts; journalists who shared links with thumbnail images got 65% more likes and 50% more comments than posts without images. @JShehata | John Shehata 16
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Refresh Facebook Cache http://bit.ly/fbcache @JShehata | John Shehata 17
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 4. Post Photos - Include a short link back to the story or the photo gallery - Photo Galleries: Post few pics not all - Must have caption and/or call to action. Posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively.(facebook internal study) @JShehata | John Shehata 18
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement Include the word “Video” – Edit the title 5. Post Videos if needed Now videos can be playable directly in facebook @JShehata | John Shehata 19
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 6. Tweak Headlines – Make them interesting … @JShehata | John Shehata 20
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 7. Use Clear Call to Actions in your Posts (tell users what you want them to do) • To get likes, – say “Click like if…” and keep the second part simple. – Choose something that you’re pretty sure most of your fans like. • To get comments, – ask a question or say, “Tell us in the comments below…” followed by whatever you want to know. • To get clicks – say, “Click this link…” and tell them why. – You can also put the short URL in the status update @JShehata | John Shehata 21
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Words ranked in order of their effectiveness at converting Likes and comments. Be sure to include your call to action within the first 90 characters. @JShehata | John Shehata 22
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement “Click Like If…” • Choose something that most of your fans would like. • “Click like if you love…” (whatever applies to your niche). • “Click like if you think….” • “Click like if you’d love to have….” • “Click like if you believe that….” • “Click like if you want….” “Click this link…” • “Check out this blog post because…”; then tell them what the benefits of reading it are. • “Click here to get this discount now before it goes away!” • “Check out our latest … ”; then make sure they know why they should care. Other: @JShehata | John Shehata 23 • If you agree like, if you disagree comment
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 8. Give fans exclusive access to content, products, events, and offers. • Take fans behind the scenes of events and product launches to make them feel special. • Announce new products to fans before anywhere else • Give fans early access to sales • Post exclusive photos from events. @JShehata | John Shehata 24
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 @JShehata | John Shehata 25 ExactTarget and CoTweet
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 9. Post Games and Trivia @JShehata | John Shehata 26
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 10. Contests Contest prizes should target your prospects, customers, audience @JShehata | John Shehata 27
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 11. Interact with Fans @JShehata | John Shehata 28
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 12. Incorporate current events, popular/trending/breaking news in your updates In the 6 weeks leading up to The Super Bowl and on Super Bowl Sunday itself, brands that posted content using the keywords “Super Bowl” saw a 60% increase in engagement! (Buddy Media Study) posts mentioning Independence Day on July 4th generated about 90% more engagement than all posts published on that day. (Facebook Internal Study) @JShehata | John Shehata 29
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 13. Post Follow Ups @JShehata | John Shehata 30
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 14. Talk about facebook on facebook! @JShehata | John Shehata 31
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 15. Address Controversial Topics (High Risk) @JShehata | John Shehata 32
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 16. Bonus: Highlight Fans / Reward Engagement fanpageapps.com booshaka.com my-top-fans.com @JShehata | John Shehata 33
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement • Dunkin Donuts highlights fans with most interesting photos each week in their facebook icon @JShehata | John Shehata 34
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 17. Don’t Automate updates, Schedule instead @JShehata | John Shehata 35
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 18. Cross Promote Find other pages to push your content (Partners, vendors, deals, etc) @JShehata | John Shehata 36
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 19. GeoTargeting Check demographics on facebook insights - Launch parties - Local discounts - etc @JShehata | John Shehata 37
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 20. Be Relevant Read comments and understand your audience and what they do and don’t like @JShehata | John Shehata 38
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 21. Don’t overwhelm your fans @JShehata | John Shehata 39
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Reach Generator http://on.fb.me/xZB6BT • “Reach Generator guarantees that you reach 75% of your fans each month and an estimated 50% of fans each week in a simple, always-on way.” • Fans will see your message as a sponsored story on the right-hand side of their homepage or in their news feed on desktop or mobile. @JShehata | John Shehata 40
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Posting Frequency Post Regularly • There’s no hard rule on many posts you should publish – post at least 5 times a week to stay top of mind for fans. • 80% engagement posts and then 20% sales posts – If you’re not sure, start with one post per day, mostly engagement oriented, and do one or two sales posts per week. • On certain holidays, almost nobody is online • Seasonal: Don’t stop posting for weeks or months (EdgeRank’s time decay factor) @JShehata | John Shehata 41
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Optimal Posting Time • Only you know what’s right for your business • Use your Page Insights to figure out what’s working – (for instance, try posting at different times of day and see when you get the most engagement). • Facebook internal study found that restaurants post from 7am-12pm when people are making plans for the day, while retailers post in the 8am-2pm window. • User engagement with Facebook Pages is highest from 9-10pm and the 18-24 demographic is the most engaged during this time. @JShehata | John Shehata 42
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Timing Figure out your Weekends and Nights Social media strategy Media: Weekends Entertainment: Fri-Sun Retail: Sunday Fashion: Thursday Food: Tuesday, Saturday @JShehata | John Shehata 43
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Be Timely • Facebook Engagement has 3 peaks: 7am ET, 5pm ET and 11pm ET • brands must adapt to their consumers’ schedules in order to optimize their engagement (Playboy engagement peaks right after midnight) @JShehata | John Shehata 44
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Facts • Most fans never return to a page after they like it. • No more landing pages • When fans create new posts on your Facebook page, other fans don’t see them. @JShehata | John Shehata 45
  • Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 You must produce fresh, relevant, high quality content if you want ANY online tactic to be successful. @JShehata | John Shehata 46
  • New York | March 19–23, 2012 | #sesny Thanks John Shehata@JShehata | John Shehata 47