Social 101 Facebook

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Wanna learn more about Facebook for your business? …

Wanna learn more about Facebook for your business?
• Why do people share?
• Latest FB Statistics.
• What's the value of a "Fan"
• What happens after you click "like"
• "Edge Rank" What is it, and why you need to care.

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  • 1. Facebook!Social 101 ClassMarcus NelsonDirector of Social Media
  • 2. O hai. @marcusnelson Director of Social Media @marcusnelson #fbclass
  • 3. Today’s Agenda   Why do people share?   Facebook is big   The basics   Fan pages   Fans equal value   Edge Rank   Social plugins   Q&A @marcusnelson #fbclass
  • 4. Why do people share @marcusnelson #fbclass
  • 5. Motivations for sharingsource: @marcusnelson #fbclass
  • 6. @marcusnelson #fbclass
  • 7. In other words… @marcusnelson #fbclass
  • 8. Facebook is big @marcusnelson #fbclass
  • 9. @marcusnelson #fbclass
  • 10. @marcusnelson #fbclass
  • 11. @marcusnelson #fbclass
  • 12. @marcusnelson #fbclass
  • 13. Facebook is consuming people’s time @marcusnelson #fbclass
  • 14. Facebook is the largest login provider @marcusnelson #fbclass
  • 15. The basics@marcusnelson #fbclass
  • 16. Facebook glossary Profile = Your page, contains info, photos, videos, and list of your friends, or whatever else you choose to include. Post = Message of 420 characters or less. Wall = Where you & friends post to your profile. ‘like’= Button used to indicate appreciation, affiliation, or acknowledgement without having to add comment. News Feed = Continuous stream of updates. Fan Gate = Page requiring a ‘like’ in order to gain further value, content, of information. @marcusnelson #fbclass
  • 17. What does ‘like’ actually do Replaces the old “Become a Fan” Replaces “Share” by auto-posting to your wall @marcusnelson #fbclass
  • 18. Fan Pages@marcusnelson #fbclass
  • 19. @marcusnelson #fbclass
  • 20. @marcusnelson #fbclass
  • 21. @marcusnelson #fbclass
  • 22. Harsh truth… @marcusnelson #fbclass
  • 23. So what’s the value? @marcusnelson #fbclass
  • 24. Source: @marcusnelson #fbclass
  • 25. Fans equal value @marcusnelson #fbclass
  • 26. Start by making them fans @marcusnelson #fbclass
  • 27. This is why we need the ‘like’ Getting posts into the newsfeed is critical to building impressions @marcusnelson #fbclass
  • 28. Source: @marcusnelson #fbclass
  • 29. @marcusnelson #fbclass
  • 30. Edge Rank@marcusnelson #fbclass
  • 31. @marcusnelson #fbclass
  • 32. 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) Most fans NEVER see your status updates @marcusnelson #fbclass
  • 33. How does Edge Rank work? Time decay – as time passes, stories lose points Affinity score – comments & likes add points my comments are worth more than my friends comments are worth more than non-friend comments The native “Edge” score – eg, photos have a default score that’s different than text @marcusnelson #fbclass
  • 34. Can’t SPAM it as hard as you may try EdgeRank is between an object and a user – unlike SEO, 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 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 Note: Mobile uses “Most Recent” which makes up 30% of users @marcusnelson #fbclass
  • 35. You CAN optimize your content Posting time – Saturday mornings are best Content – Does it connect with people. Format (text/photo/video/link) – Video/photo works best Localization – Target “become-a-fan” ad campaigns at friends of your fans @marcusnelson #fbclass
  • 36. Optimal days to post @marcusnelson #fbclass
  • 37. Readability — speak in simple language @marcusnelson #fbclass
  • 38. Linguistic content — sex sells! @marcusnelson #fbclass
  • 39. Most sharable words @marcusnelson #fbclass
  • 40. Least sharable words @marcusnelson #fbclass
  • 41. Video performs better on Facebook @marcusnelson #fbclass
  • 42. @marcusnelson #fbclass
  • 43. @marcusnelson #fbclass
  • 44. Social Plugins@marcusnelson #fbclass
  • 45. Like button @marcusnelson #fbclass
  • 46. Send button @marcusnelson #fbclass
  • 47. Comments @marcusnelson #fbclass
  • 48. Activity feed @marcusnelson #fbclass
  • 49. Recommendations @marcusnelson #fbclass
  • 50. Like box @marcusnelson #fbclass
  • 51. Login button @marcusnelson #fbclass
  • 52. Registration @marcusnelson #fbclass
  • 53. Live stream @marcusnelson #fbclass
  • 54. Q&A@marcusnelson #fbclass
  • 55. Kraig’s points for discussion   FB platform   FB connect, what’s "login w/ FB", why do people use it   What are social plugins....   How are companies (that are not publishers like zynga) managing a brand and presence on FB?   what are best practices? @marcusnelson #fbclass
  • 56. Thank you@marcusnelson #fbclass
  • 57. Sources   University of Pennsylvania index.html?inline=nyt-org   Jeff Widman of   12 Awesome Facebook Stats, Charts & Graphs   Science of Facebook Marketing by Dan Zarrella @marcusnelson #fbclass