Optimising the Facebook Stack for Earned Media

Optimising the Facebook StackMat MorrisonThursday October 6, 2011Draft for Chinwag Insight: Facebook Marketing

How people use Facebook Ignore, Login to View Leave Like or Facebook Newsfeed Facebook Comment 1

How people use a Facebook Page (Client 1) ∑uwd e e e edges e EdgeRank See Brand See/Don’t Ignore, Post in See Like Page Like or News Future Comment Feed Posts Like source First exposure Responders Ongoing Exposure 0.6% 11% 36% 99% 0.6% attributed to Estimate Comments + Likes DAU “on Page” Likes Total Fans DAU 2

How people use a Facebook Page (Client 2) ∑uwd e e e edges e EdgeRank See Brand See/Don’t Ignore, Post in See Like Page Like or News Future Comment Feed Posts Like source First exposure Responders Ongoing Exposure 1.4% 21% 60% 99% 60% in-Ad unit Estimate Comments + Likes DAU 0.5% attributed to Total Fans DAU 3 “on Page” Likes

Most people don’t visit the Page (Client 1) All Fans 100% 470K MAU 53% 250K DAU 11% 52K Daily Page Visits (Unique) 0.3% 1.4K 4

Most people don’t visit the Page (Client 2) All Fans 100% 56.7K MAU 99.7% 56.4K DAU 21.3% 12K Daily Page Visits (Unique) 2.1% 1.2K 5

Response Windows (Client 1) 50% •  80% of responses within 3 hours. 91.4% •  90% within 6 hours 40% 30% 20% 10% 0% 0 6 12 18 24 30 36 42 48 Elapsed Hours %age responses cumulaNve 6

Response Windows (Client 2) 35% •  70% of response within 3 hours •  85% within 6 hours 30% 25% 84% 20% 69% 15% 10% 5% 0% 0 6 12 18 24 30 36 42 48 % response cumulative 7

Activity by hour and day (Client 2) Posts by hour Posts by day 50 60 45 40 50 35 40 30 25 30 20 15 20 10 10 5 - 0 0 6 12 18 Mon Thu Sun 8

How fan growth Aﬀects Daily Active Users (Client 1) 90 600 11.60 Thousands Thousands 80 11.40 500 11.20 70 y = 1.6541x - 10.598 11.00 R² = 0.59878 60 400 10.80 ln(DAU) 50 DAU Fans 300 10.60 40 10.40 30 200 10.20 20 100 10.00 10 9.80 12.50 12.60 12.70 12.80 12.90 13.00 13.10 13.20 0 0 ln(Fans) Feb Mar Apr May Jun Jul Aug 1% increase in fans leads to 1.65% increase in DAU 9 (0.35% increase in MAU)

ImpacT of PosT FreqUency 10

What’s the impact of Post Frequency? Count of Post Frequency Weekly Post Frequency Trend 25 90 40% 80 20 70 60 27% 15 50 23% 40 10 30 20 7% 5 10 3% 0 0 1 2 3 4 0 Posts Per Day Feb Mar Apr May Jun Jul Aug

Impressions grow strongly inline with post frequency 3500 15.5 Thousands y = 1.108x + 11.63 21 15 3000 R² = 0.94383 14.5 2500 17 17 14 ln(7-day rolling imps) 2000 13.5 12 1500 13 12.5 1000 4 12 500 11.5 0 11 Jan Feb Mar Apr May Jun Jul 0 0.5 1 1.5 2 2.5 3 3.5 7-day rolling imps 7-day rolling posts ln(7-day rolling posts) 12

Reach grows with post frequency 25% -1.4 -1.6 20% y = 0.4005x - 2.3461 -1.8 R² = 0.5301 15% -2 ln(reach) 10% -2.2 -2.4 5% -2.6 0% -2.8 Posts Reach 0 0.5 ln(posts) 1 1.5 13

..while unsubscribes increase 250 7.5 y = 0.4594x + 5.5239 R² = 0.57793 200 7 ln(7-day rolling unsubs) 150 6.5 100 6 5.5 50 5 0 0 0.5 1 1.5 2 2.5 3 3.5 Posts Daily Unsubs ln(7-day rolling posts) 14

ImpacT of Fan GroWTh 15

Active Users increase with fan growth: Daily Reacharound 20% (Client 2) DAU vs Fan Growth Fan Reach vs Fan Growth 20000 60% 70,899 70,899 18000 50% 16000 14000 51,508 51,508 40% 12000 Reach DAU 10000 30% 8000 20% 6000 19,857 19,857 4000 10% 2000 2,051 2,051 0 0% Jan Feb Mar Apr May Jun Jul Aug Jan Feb Mar Apr May Jun Jul Aug DAU Fans reach Fans 16

Unsubscribes grow strongly in line with active users(Client 2) 700 7 y = 1.0593x - 5.1934 600 6 R² = 0.93978 500 5 400 Ln(Unsubs) 4 300 3 200 2 100 1 0 0 Jan Feb Mar Apr May 5 6 7 8 9 10 11 12 7-‐day Unsubs WAU ln(WAU) 17

So unsubscribes grow strongly inline with fan growth(Client 1) 250 5.5 y = 2.2197x - 24.016 R² = 0.50316 467,512 5 200 4.5 ln(unsubscribes) 150 288,631 4 100 3.5 50 3 0 2.5 Feb Mar Apr May Jun Jul Aug 12.5 12.6 12.7 12.8 12.9 13 13.1 13.2 Daily Unlikes Fans ln(fans) 18

http://bundlr.com	13
http://paper.li	6
http://gobundlr.com	2

Optimising the Facebook Stack for Earned Media

by Mat Morrison

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Optimising the Facebook Stack for Earned Media Presentation Transcript