How People Use Facebook -- And Why It Matters

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Most people never leave the newsfeed. What does that mean for Facebook Pages?

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  • FAME: User Posts on Page are invisible to 98% of followers.FORTUNE: Do not treat the Page as a microsite. Drive traffic to main site and not Page Tabs.
  • Peer comments on UGC posts represent more than 60% of UGC follow-up, and almost 30% of all content posted on the Cineworld Timeline.Further investigation suggests a vanishingly small subset of followers are responsible for a majority of this content: a mere 38 users (4% of unique UGC commenters) create 80% of the follow-up content on all UGC. While Cineworld should take pride in this, we recommend caution when extrapolating from this behaviour.It is unlikely to scale well.
  • How People Use Facebook -- And Why It Matters

    1. 1. HOW PEOPL E USEFACEBOOK AND WHY IT MATTERS
    2. 2. THE BLEEDING OBVIOUS HOW PEOPLE USE FACEBOOK OPEN NEWS FEED COME BACK LATER READ STORIES ENGAGE (OR NOT) LEAVE
    3. 3. THE BLEEDING OBVIOUS HOW PEOPLE USE FACEBOOK PAGES LIKE PAGE SEE STORIES (OR DON’T) ENGAGE (OR NOT)
    4. 4. A GROSS OVERSIMPLIFICATION HOW PEOPLE USE LIKE SOURCE 36% FACEBOOK PAGES <1% LIKE PAGE ON PAGE AD UNIT SEE STORIES (ORTIME OF DAY / DAY OF WEEK EDITORIAL ALGORITHM DON’T) < ENGAGE (OR NOT) 1%
    5. 5. “WE’RE GOING TO MAKE FACEBOOKTHE HUB OF ALL OUR ACTIVITY”
    6. 6. WWF: PAGE VISITS AS SHARE OF POST REACHIN-FEED VS ●ON-PAGE 4% ● ●REACH ● ● ● ● 3% ● share of reach ● ● ● ● ● ● ● ● ● ● 2% ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 1% ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ●● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Apr May Jun Jul Aug Sep time
    7. 7. ANOTHER WAY OF LOOKING AT IT All Fans 100% 470K MAU 53% 250K DAU 11% 52K Daily Page Visits (Unique) 0.3% 1.4K
    8. 8. THE SOMEWHAT LESS OBVIOUS ADMIN POSTS FAN POSTS NOT PUBLISHED TO PUBLISHED TO FAN OTHER FANS’ NEWSFEEDS NEWSFEEDS
    9. 9. WHY THIS MATTERS
    10. 10. “WE WANT TO CREATE A COMMUNITY” COMMUNITY HIERARCHY FACEBOOK PAGE
    11. 11. “WE JUST WANT TO LISTEN”
    12. 12. BRAND PAGE (BUDWEISER) 82 Comments from author/poster 747 291 128 Comments from P Admins age C omments on Stories stories posted C omments 81 posted by by F ans 1,100 Fans from peers Comments from Stories posted on 133 P Admins age BudweiserUK Wall 353 5,166 Comments on Stories posted stories posted by by P Admins age P Admins age 5,033 Comments from Fans Circle area is proportional to volume of activity
    13. 13. RETAILER (ASOS) 1,116 Comments from author/poster 1,061 2,591 1,394 Comments from P Admins age Stories posted C omments on C omments 1,092 by Fans stories posted from peers by F ans (81) Stories posted on Wall C omments from P Admins age (349) 1,317 Stories posted by P Admins age 968 Comments from Comments on Fans (31) stories posted by P Admins age Circle area is proportional to volume of activity
    14. 14. OMG WTF? (CINEWORLD) 1,481 Comments from P Admins age 5,676 16,469 4,623 Comments from author/poster Stories posted by Public Comments on 6,630 stories posted by Public 10,368 Comments from peers Posts Comments from Page Admins (282) 954 13,103 Comments on stories posted by P Admins age Stories posted by Page Admins 12,821 Comments from Public Circle area is proportional to volume of activity
    15. 15. 38 USERS CREATED 80% OF FOLLOWUP COMMENTS USERS
    16. 16. OMG WTF BBQ? (2 DAYS ONWAITROSE) Page Waitrose Comments from Data Start 2011-11-08 91 author/poster Data End 2011-11-10 T R otal ecords 607 Comments from Page 86 431 Admins (4) Comments on stories posted by Stories posted by F ans Fans 88 336 Comments from peers Stories posted on Wall Comments from Page Admins (0) 156 Stories posted by P Admins (2) age C omments Comments on stories 156 from Fans posted by P Admins age Circle area is proportional to volume of activity
    17. 17. “WE SHOULD REALLY POST ABOUTTHAT” Waitrose Kingsthorpe Flame War ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 200 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● new people joining conversation ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 150 ●● ● ● ● ● ● ●● ●● ● ● ● ●● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ●●● ● ● ● ● ● ● ●● ●● ● ●● ● ● ● ● 100 ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ●●● ● ● ● ● ●● ●● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ●● ● 50 ● ● ● ● ● ●● ● ●● ●● ● ● ● ● ●● ●● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●●● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 0 ● ● ●● ● ● ● ● ● ● ●● ●● ● ●● ● Nov 09 00:00 Nov 09 12:00 Nov 10 00:00 Nov 10 12:00 time
    18. 18. “WE SHOULD REALLY POST ABOUTTHAT” Waitrose Kingsthorpe Flame War ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 200 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● new people joining conversation ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 150 ●● ● ● ● ● ● ●● ●● ● ● ● ●● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ●●● ● ● ● ● ● ● ●● ●● ● ●● ● ● ● ● 100 ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ●●● ● ● ● ● ●● ●● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ●● ● 50 ● ● ● ● ● ●● ● ●● ●● ● ● ● ● ●● ●● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●●● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 0 ● ● ●● ● ● ● ● ● ● ●● ●● ● ●● ● Nov 09 00:00 Nov 09 12:00 Nov 10 00:00 Nov 10 12:00 time
    19. 19. DON’T MONTHLY ACTIVE USERSLIMIT YOURAPPS ASOSIMAGINATIO Marketplac e ASOSN 30,000 Facebook Store 200 ASOS Fashion Finder 8,000
    20. 20. I’D LIKE YOU TO REMEMBER… 1. A PAGE ISN’T A DESTINATION 2. IT’S ALL ABOUT THE NEWSFEED 3. A PAGE ISN’T A COMMUNITY 4. ALMOST NO-ONE SEES FAN POSTS 5. APPS CAN EXIST “OFF FACEBOOK”

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