The Future for Facebook and Social Media Strategy
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The Future for Facebook and Social Media Strategy

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Presentation from a "Facebook Training Camp for Marketers" talk I gave for the Triangle AMA in Raleigh, NC.

Presentation from a "Facebook Training Camp for Marketers" talk I gave for the Triangle AMA in Raleigh, NC.

http://www.triangleama.org/facebook-training-camp-for-marketers/

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  • very well done good stats on how many brands people fan and how they never come back to your page.
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The Future for Facebook and Social Media Strategy The Future for Facebook and Social Media Strategy Presentation Transcript

  • O hai. @marcusnelson Director of Social Media
  • Today’s Agenda Facebook is big Why do people share? The basics Fan pages Fans equal value Edge Rank Q&A
  • million users View slide
  • of US adult Internet users are on Facebook View slide
  • billion minutes spent on Facebook per month Last year that number was 150 billion minutes
  • Facebook is consuming people’s time
  • Facebook is the largest login provider
  • How many pages areyou personally a ‘fan’ of? Average: 5-20
  • How many times have you revisited those pages? Average: 0-2
  • Harsh truth Never return to your pageSource: http://pagelever.com
  • So what’s the value? Access to their newsfeed Remember, they don’t come back to your page.
  • of comments & likes come from newsfeedsSource: http://pagelever.com
  • Let’s talk Edge Rank
  • 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
  • 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
  • Curious little note here: The native “Edge” score treats photos & video better by default than it does with text-only posts
  • 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 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
  • You CAN optimize your content The native “Edge” score treats photos & video better by default than it does with text-only posts
  • You CAN optimize your content Posting time Saturday mornings are best
  • You CAN optimize your content Content Does it connect with people. Language should be at a 9th Grade Level
  • You CAN optimize your content Format (text/photo/video/link) Video/photo works best
  • You CAN optimize your content Localization / relevancy Target “become-a-fan” ad campaigns at friends of your fans
  • Start by making them fans This is a “Fan Gate” »
  • Tell them what you want them to do Replaces the old “Become a Fan” Replaces “Share” by auto-posting to your wall
  • This is why we need the ‘like’ Getting posts into the newsfeed is critical to building impressions
  • Average impressions per postSource: http://pagelever.com
  • Why do you think this number so low?
  • People share for their own reasons
  • Motivations for sharing 1)  reinforces shared views & social bonds. 2)  need to proselytize or desire to connect. 3)  emotional, positive, interesting, anger-inducing, or sad most likely to be shared. 4)  calm themselves or reduce uncertainty. 5)  bolsters own sense of self.source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
  • At the end of the day… broadcasting is self-focused “I want you to think this about me.”
  • As Marketers, it’s your job to… “Make your customers/fans look like rock stars!”
  • Facebook Marketing is still: content marketing.
  • Facebook Marketing is still: about creating engagement opportunities.
  • Facebook-facilitated on-site commerce
  • Facebook-initiated commerce
  • Commerce activities inside of Facebook
  • Sources University of Pennsylvania http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html? inline=nyt-org Jeff Widman of Pagelever http://pagelever.com 12 Awesome Facebook Stats, Charts & Graphs http://www.slideshare.net/HubSpot/12-awesome-facebook-stats-charts-graphs Science of Facebook Marketing by Dan Zarrella http://www.slideshare.net/HubSpot/science-of-facebook-marketing-by-dan-zarrella
  • Linguistic content — sex sells!
  • Most sharable words
  • Least sharable words