Over the years we've seen trends in consumer applications open the door to much more dynamic and collaborative enterprise-class products. With profiles, feeds, file sharing, and many other social features, business-class apps will never look the same again. Join us as we discuss the vision and tactics behind Facebook marketing, as well as where the platform is going to take us. We'll also offer practical tips for marketers and Q&A time to ask the experts how you can leverage the platform to extend the reach of brand, connect to customers, and grow communities.

3. Facebook is big
million users

4. Lots of people
of US adult Internet users
are on Facebook

5. Average user spends 11 hours per month on FB
1350 1350
Average minutes per month
8450
5040
2010
700
facebook eating watch tv other work sleep

6. Huge amount of time spent
billion minutes spent on
Facebook per month
Last year that number was 150 billion minutes

8. How many pages are
you personally a ‘fan’ of?
Average: 5-20

9. How many times have you
revisited those pages?
Average: 0-2

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

11. I know what you’re thinking to yourself…

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

13. You have to get into their newsfeed
of comments & likes come
from newsfeeds
Source: http://pagelever.com

15. Start by making them fans
This is a “Fan Gate” »

16. Tell them what you want them to do
Replaces the old “Become a Fan”
Replaces “Share” by auto-posting to your wall

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

18. Average impressions per post
Source: http://pagelever.com

19. Why do you think this
number is so low?

21. 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

22. 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

23. Curious little note here:
The native “Edge” score treats photos &
video better by default than it does with
text-only posts

24. 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 the 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

26. You CAN optimize your content
The native “Edge” score treats photos &
video better by default than it does with
text-only posts

27. Ever think about posting on Saturday mornings?
• Best time to post

28. Write at a 9th grade level
• Content

29. Video & photos work best
• Format (text/photo/video/link)

30. Target friends of friends with campaigns
• Localization / relevancy

31. And target content to your users & friends of users
1. Customer service
2. Friends of fans interested in biz/tech/news
3. Fans of Salesforce pages

32. Marcus Nelson
Director of Social Media
@marcusnelson
Rich Liu
Global Marketing Solutions