Reach more people.Get more interactions.Shoals Chamber of Commerce, July 11 2012
Section 1 of 5  UNDERSTANDING EDGERANK
TOP STORY VIEW                     MOST RECENT VIEW                 What I see                          What I            ...
Affinity, Weight, Time Decay
AFFINITY - Favors people you know &interact with most                             Every action                            ...
WEIGHT - Favors high interaction, isweighted to different types                              Comments are                 ...
TIME DECAY - Favors recent over old                              A Facebook                             post typically    ...
Section 2 of 5 TYPES OF FACEBOOK ACCOUNTS
PROFILES        PAGES For People   For Businesses  “Friends”       “Fans”
CREATING BUSINESS PAGES         (Pick one)                      www.facebook.com/pages/create.php
PLACES              Debuted in August 2010     Share with friends where you are“App - account created by mobile check-ins”...
PLACES                    Then in August 2011,                           Facebook ditched                          "Places...
This Create A “Place” Now                 www.facebook.com/pages/create.php
“That extra message you areseeing is to ensure that realbusiness places are set up.”
OFFICIAL “PAGE”UNOFFICIAL “PLACES”
SAME METRICS -- PLUS CHECK-INS                                 This Place has                                 check-ins   ...
POSSIBLE DRAWBACKS TO “UNCLAIMED” PLACE PAGES                                     • Duplicate places                      ...
HAVE A BUSINESS PLACE ACCOUNT? -- CLAIM IT
HAVEN’T STARTED? CREATE AS A COMPANY                           www.facebook.com/pages/create.php
Section 3 of 5          UNDERSTANDING INSIGHTS
Big picture view of     your page
See a spike?Hover over adata point andget the numbers
What do these terms mean?
REACH - Uniquepeople who sawthe post
ENGAGED USERS -clicked on the postwhen they saw it andwent to the page thatgenerated it
TALKING ABOUT THIS -engaged with it (liked,commented, shared )
VIRALITY- % of uniquepeople who interactedout of the total peoplewho saw it
Be Aware:Facebook’s “REACH”calculation just changed…(as of July 2012)
The New Facebook REACH Metric            • “REACH” now includes mobile data (apparently,              it didn’t before    ...
What will the                                                                                                 impact of th...
Design Demands Multimedia Contenthttp://johnbell.typepad.com/weblog/2012/04/does-facebook-timeline-drive-up-engagement-.html
WHAT WE SEE                                                   1 - Cover picture                                           ...
The absence                                                              of the                                           ...
Section 4 of 5          TO IMMEDIATELY OPTIMIZE           YOUR FACEBOOK EFFORTS
1. Define the Content Mission  Page views to your website  ( traffic )  Feedback from and Discussion with Fans  ( engageme...
2. Post Content related to your business, butnot specifically about the business – tap intofan passions
3. Lead With the Pictures
4. Post Multiple Photos at Same Time                                                            Album = More Clicks = High...
5. Convert to Photo + Call to Action
6. Watch 3rd Party Apps                                                   Videos shared from third-party sites            ...
7. Tell Fans What You Want Them to Do
8. Monitor What Works                                        These are                                         industry   ...
9. Ask - and Answer - Questions
10. Check out Your Competition
Section 5 of 5          9 FACEBOOK FEATURES               & UPDATES
Posts by othersgrouped togetherhereClick on SEE ALLTo open thenotificationspanel
Or chance your default view to Posts By Others
Notice the greyed out comments?
You Can Star Posts to Make Widescreen                            PICK THE STORY                            HOVER AND      ...
NOW IT’SEXPANDEDTO FILLBOTHCOLUMNS
You Can Pin An Important Post to Top                       • Go to the really                         important post      ...
You Can Pin An Important Post to Top                            • The story is now                              at the top...
Now, You have App Boxes
And You Can Change the Order
An ILLEGAL Facebook contest…
Facebook’s Contest Rules …       • Contests on Facebook must be administered within Apps       • Must have rules that ackn...
Rules for Cover Photos   • No references to Facebook features such as “Like this Page”   • No purchase or pricing info suc...
example
example
BUT DON’T GET CARRIED AWAY…
example
example
example
You can now assign five differentadmin roles
You can schedule posts right fromFacebook    NOTE: You have to be using the page “as the page” to see this option    - and...
Facebook promoted posts areavailable                          No “new”                          people will see           ...
Facebook now lets you edit comments
You Can Export Events To Calendar
You can CHANGE your custom URL http://allfacebook.com/username-change-facebook_b93133 Before, page administrators would ha...
You can only change it once
Did you notice your contact email isdifferent?
lori.miller@whnt.com@lorimillerwhnt
Facebook for Real World Business, July 11 - Florence
Facebook for Real World Business, July 11 - Florence
Facebook for Real World Business, July 11 - Florence
Facebook for Real World Business, July 11 - Florence
Facebook for Real World Business, July 11 - Florence
Facebook for Real World Business, July 11 - Florence
Facebook for Real World Business, July 11 - Florence
Facebook for Real World Business, July 11 - Florence
Facebook for Real World Business, July 11 - Florence
Facebook for Real World Business, July 11 - Florence
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Facebook for Real World Business, July 11 - Florence

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Presentation for both lunch and afternoon sessions at the Shoals Chamber of Commerce July 11, 2012.

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Facebook for Real World Business, July 11 - Florence

  1. 1. Reach more people.Get more interactions.Shoals Chamber of Commerce, July 11 2012
  2. 2. Section 1 of 5 UNDERSTANDING EDGERANK
  3. 3. TOP STORY VIEW MOST RECENT VIEW What I see What I missed
  4. 4. Affinity, Weight, Time Decay
  5. 5. AFFINITY - Favors people you know &interact with most Every action builds affinity. Listed relationships count, too
  6. 6. WEIGHT - Favors high interaction, isweighted to different types Comments are about 4x more valuable than likes
  7. 7. TIME DECAY - Favors recent over old A Facebook post typically lives for about 3 hours
  8. 8. Section 2 of 5 TYPES OF FACEBOOK ACCOUNTS
  9. 9. PROFILES PAGES For People For Businesses “Friends” “Fans”
  10. 10. CREATING BUSINESS PAGES (Pick one) www.facebook.com/pages/create.php
  11. 11. PLACES Debuted in August 2010 Share with friends where you are“App - account created by mobile check-ins” (smartphone required) No single author, unofficial
  12. 12. PLACES Then in August 2011, Facebook ditched "Places" mobile app Users can now add locations "from anywhere," whether its the Web or a phone (past or present)
  13. 13. This Create A “Place” Now www.facebook.com/pages/create.php
  14. 14. “That extra message you areseeing is to ensure that realbusiness places are set up.”
  15. 15. OFFICIAL “PAGE”UNOFFICIAL “PLACES”
  16. 16. SAME METRICS -- PLUS CHECK-INS This Place has check-ins This Page does not
  17. 17. POSSIBLE DRAWBACKS TO “UNCLAIMED” PLACE PAGES • Duplicate places listings • Inaccurate business info (and no sourcing) • Reviews & check-ins split between multiple (claimed) profiles • Can draw likes to the wrong account
  18. 18. HAVE A BUSINESS PLACE ACCOUNT? -- CLAIM IT
  19. 19. HAVEN’T STARTED? CREATE AS A COMPANY www.facebook.com/pages/create.php
  20. 20. Section 3 of 5 UNDERSTANDING INSIGHTS
  21. 21. Big picture view of your page
  22. 22. See a spike?Hover over adata point andget the numbers
  23. 23. What do these terms mean?
  24. 24. REACH - Uniquepeople who sawthe post
  25. 25. ENGAGED USERS -clicked on the postwhen they saw it andwent to the page thatgenerated it
  26. 26. TALKING ABOUT THIS -engaged with it (liked,commented, shared )
  27. 27. VIRALITY- % of uniquepeople who interactedout of the total peoplewho saw it
  28. 28. Be Aware:Facebook’s “REACH”calculation just changed…(as of July 2012)
  29. 29. The New Facebook REACH Metric • “REACH” now includes mobile data (apparently, it didn’t before • Fewer posts are being loaded into the News Feed at a time • Desktop News Feed no longer counts “REACH” until a user scrolls and loads the page’s storyhttp://www.insidefacebook.com/2012/07/03/facebook-updates-page-insights-to-make-reach-metric-more-accurate-include-mobile/
  30. 30. What will the impact of the new Reach calculation be?? OF OUR FAN BASE SEES ANY GIVEN POST*Based on average reach of 28 posts starting Feb 9 2012 against 65,289 fans**SOURCE: “Uh Oh, Facebook Pages Only Reach 17% of Fans,” http://www.allfacebook.com/facebook-page-17-2012-01
  31. 31. Design Demands Multimedia Contenthttp://johnbell.typepad.com/weblog/2012/04/does-facebook-timeline-drive-up-engagement-.html
  32. 32. WHAT WE SEE 1 - Cover picture 2 - Profile picture 3 - Personal info … with longer fixation on personal informationhttp://www.sociableblog.com/2012/01/09/facebook-timeline-vs-old-profiles/
  33. 33. The absence of the default tab landing means tab usage is down from before – not sure if this is badhttp://allfacebook.com/pagelever-tab-engagement-down_b93762
  34. 34. Section 4 of 5 TO IMMEDIATELY OPTIMIZE YOUR FACEBOOK EFFORTS
  35. 35. 1. Define the Content Mission Page views to your website ( traffic ) Feedback from and Discussion with Fans ( engagement ) Prioritize
  36. 36. 2. Post Content related to your business, butnot specifically about the business – tap intofan passions
  37. 37. 3. Lead With the Pictures
  38. 38. 4. Post Multiple Photos at Same Time Album = More Clicks = Higher WeightSOURCE: “Multiple Photo Posts Increased Clicks 1290% – Facebook Case Study,” convince andconvert.com
  39. 39. 5. Convert to Photo + Call to Action
  40. 40. 6. Watch 3rd Party Apps Videos shared from third-party sites (YouTube, Vimeo) appear to generate less organic activity than videos hosted on Facebook SOURCE: http://mashable.com/2012/06/07/facebook-marketing- mistakes/? At one time, Facebook punished users of third-party APIs by killing their EdgeRank. Could it happen again? SOURCE: http://sustainablejournalism.org/marketing/r ecent-facebook-updates-cripple-pages
  41. 41. 7. Tell Fans What You Want Them to Do
  42. 42. 8. Monitor What Works These are industry stats.How many posts? What areHow many words? yours??Any day of the week better?What gets the most negative feedback?
  43. 43. 9. Ask - and Answer - Questions
  44. 44. 10. Check out Your Competition
  45. 45. Section 5 of 5 9 FACEBOOK FEATURES & UPDATES
  46. 46. Posts by othersgrouped togetherhereClick on SEE ALLTo open thenotificationspanel
  47. 47. Or chance your default view to Posts By Others
  48. 48. Notice the greyed out comments?
  49. 49. You Can Star Posts to Make Widescreen PICK THE STORY HOVER AND CLICK THE STAR TO HIGHLIGHT
  50. 50. NOW IT’SEXPANDEDTO FILLBOTHCOLUMNS
  51. 51. You Can Pin An Important Post to Top • Go to the really important post • Hover over the pencil to get the drop down • Select PIN TO TOP
  52. 52. You Can Pin An Important Post to Top • The story is now at the top -- and will stay there for 7 days • Marked with small, orange flag • Only one pin at a time • Unpins automatically
  53. 53. Now, You have App Boxes
  54. 54. And You Can Change the Order
  55. 55. An ILLEGAL Facebook contest…
  56. 56. Facebook’s Contest Rules … • Contests on Facebook must be administered within Apps • Must have rules that acknowledges Facebook isn’t sponsoring it • You CAN make them like a Page, check-in to a Place, or connect to your app. • You CANNOT ask them to like a Wall post, or comment or upload a photo – and the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant. • You CANNOT use the Like button as a voting mechanism for a promotion. • You CANNOT notify winners through Facebook messages, chat, or posts on profiles (timelines) or Pages.https://www.facebook.com/page_guidelines.php#promotionsguidelines
  57. 57. Rules for Cover Photos • No references to Facebook features such as “Like this Page” • No purchase or pricing info such as “40% off” • No calls to action like “Download at our website” • No contact information such as web address or phone number
  58. 58. example
  59. 59. example
  60. 60. BUT DON’T GET CARRIED AWAY…
  61. 61. example
  62. 62. example
  63. 63. example
  64. 64. You can now assign five differentadmin roles
  65. 65. You can schedule posts right fromFacebook NOTE: You have to be using the page “as the page” to see this option - and you have to put in the year before you start to see the other time options
  66. 66. Facebook promoted posts areavailable No “new” people will see it – no new audience More of the fans you already have get shown your post
  67. 67. Facebook now lets you edit comments
  68. 68. You Can Export Events To Calendar
  69. 69. You can CHANGE your custom URL http://allfacebook.com/username-change-facebook_b93133 Before, page administrators would have to submit a request to change the username – but not anymore!
  70. 70. You can only change it once
  71. 71. Did you notice your contact email isdifferent?
  72. 72. lori.miller@whnt.com@lorimillerwhnt
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