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Reach more people.Get more interactions.
AGENDA:(1)   Understanding Edgerank(2)   Types of Facebook Accounts(3)   Understanding Insights(4)   Tips to Optimize Your...
Section 1 of 5  UNDERSTANDING EDGERANK
TOP STORY VIEW                     MOST RECENT VIEW                 What I see                          What I            ...
The greater the number of     edges on an object,     the higher its score.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                   Authorized & Official                  For Businesses, Brands, Personal U...
CREATING BUSINESS PAGES                www.facebook.com/pages/create.php
COMMUNITY    Topics, Causes, Experiences, Interests  “Created from fields on your profile page”         No single author, ...
PLACES     Debuted in August 2010     Share with friends where you are“App - account created by mobile check-ins”         ...
PLACES         CHANGE:          March 2011 = added         check-ins and maps to          business pages with            s...
OFFICIAL “PAGE”UNOFFICIAL “PLACES”
PLACES                    Then in August 2011,                    Facebook ditched this standalone                      "P...
POSSIBLE DRAWBACKS TO “UNCLAIMED” PLACE PAGES                                            • Duplicate places               ...
Now Businesses Can CreateA Place Account from theBeginning …
CREATING BUSINESS PAGES                www.facebook.com/pages/create.php
“That extra message you areseeing is to ensure that realbusiness places are set up.”
SAME METRICS -- PLUS CHECK-INS                                 This Place has check-ins                                 Th...
HAVE A BUSINESS PLACE PAGE? 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
Post + photoPost + link to websitePost – text only
likes, comments& shares
We average 10,933                                                                                            people per po...
Section 4 of 5          TO IMMEDIATELY OPTIMIZE           YOUR FACEBOOK EFFORTS
1. Define the Content Mission  Pageviews to your website  ( traffic )  Feedback from and Discussion with Fans  ( engagemen...
2. Post Content related to your   business, but not specifically about   the business.SOURCES: http://facebook-studio.com/...
3. Lead With the Pictures
4. Post Multiple Photos at Same Time                   Album = More Clicks = Higher Weight                  SOURCE: “Multi...
5. Convert to Photo + Call to Action
6. Watch 3rd Party Apps                                                   Videos shared from third-party sites            ...
CHANGES IN NEWSFEED = 50% drop in    impressions (per post over 6 months)SOURCE: http://edgerankchecker.com/blog/2012/01/p...
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        CHANGES RELEVANT      FOR BUSINESS ACCOUNTS
We Look At Timeline Differentlyhttp://www.sociableblog.com/2012/01/09/facebook-timeline-vs-old-profiles/
http://www.sociableblog.com/2012/01/09/facebook-timeline-vs-old-profiles/
WHAT WE SEE                                                   1 - Cover picture                                           ...
Design Demands Multimedia Contenthttp://johnbell.typepad.com/weblog/2012/04/does-facebook-timeline-drive-up-engagement-.html
COMMENTING
2 COLUMNSFOR POSTS
DEFAULTS TO“HIGHLIGHTS”VIEWNOT INCHRONOLOGICALORDER…
Posts by othersgrouped togetherhereIt’s a condensedversionClick See All touse …
No way to chronologically mix “Posts by Others” with “Postsby WHNT” in the same view
CHANGE YOUR VIEW TO “POSTS BY OTHERS”                   Omits the WHNT posts, so you only see other                   peop...
OR, USE ADMIN PANEL TO “SEE ALL” NOTIFICATIONS
A NOTE ABOUT COMMENTS: See the “grayed out” comments? Theseare comments flagged as spam by Facebook’s algorithms.
PRIVATE MESSAGES
Fans Can Direct Message Pages Privately                    Pages can’t send messages,                    you can only resp...
HIGHLIGHTING(making widescreen)
You Can Star Posts to Make Widescreen                            PICK THE STORY                            HOVER AND      ...
NOW IT’SEXPANDEDTO FILLBOTHCOLUMNS
PINNING TO THE TOP
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...
APP BOXES
Now, You have App Boxes
And You Can Change the Order
COVER PHOTOS
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
MORE AFTER-THE-IPO    CHANGES
1. Each post now shows what percentage of your fanswere reached
2. You can now assign five different admin roles
3. You can schedule posts right from Facebook     NOTE: You have to be using the page “as the page” to see this option    ...
4. “Show in News Feed” can be unclicked
5. Facebook promoted posts are available                                      No “new”                                    ...
6. Facebook now lets you edit comments
Did you see  the changesJUST THIS WEEK?
Friday June 22 - Facebook Users Can Export Events To Calendar
Wednesday June 27 - You can CHANGE your custom URL  http://allfacebook.com/username-change-facebook_b93133 Before, page ad...
You can only change it once
Tuesday June 26 – Did you notice your contact email is different?(personal accounts, not PAGES)
Tuesday June 26 – Did you notice your contact email is different?(personal accounts, not PAGES)
lori.miller@whnt.com@lorimillerwhnt
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
Facebook for Real World Business June 28, 2012 Fayetteville
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Facebook for Real World Business June 28, 2012 Fayetteville

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Thanks to all the great folks who came out to see us at the Fayetteville-Lincoln County Chamber of Commerce on Thursday, June 28, 2012.

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Transcript of "Facebook for Real World Business June 28, 2012 Fayetteville"

  1. 1. Reach more people.Get more interactions.
  2. 2. AGENDA:(1) Understanding Edgerank(2) Types of Facebook Accounts(3) Understanding Insights(4) Tips to Optimize Your Posts - TODAY(5) Facebook Updates You Need to Know
  3. 3. Section 1 of 5 UNDERSTANDING EDGERANK
  4. 4. TOP STORY VIEW MOST RECENT VIEW What I see What I missed
  5. 5. The greater the number of edges on an object, the higher its score.Affinity, Weight, Time Decay
  6. 6. AFFINITY - Favors people you know &interact with most Every action builds affinity. Listed relationships count, too
  7. 7. WEIGHT - Favors high interaction, isweighted to different types Comments are about 4x more valuable than likes
  8. 8. TIME DECAY - Favors recent over old A Facebook post typically lives for about 3 hours
  9. 9. Section 2 of 5 TYPES OF FACEBOOK ACCOUNTS
  10. 10. PROFILES PAGES Authorized & Official For Businesses, Brands, Personal Use CelebritiesFor Individuals & Organizations “Friends” “Fans”
  11. 11. CREATING BUSINESS PAGES www.facebook.com/pages/create.php
  12. 12. COMMUNITY Topics, Causes, Experiences, Interests “Created from fields on your profile page” No single author, unofficialUsually starts with Wikipedia story + comments
  13. 13. PLACES Debuted in August 2010 Share with friends where you are“App - account created by mobile check-ins” (smartphone required) No single author, unofficial
  14. 14. PLACES CHANGE: March 2011 = added check-ins and maps to business pages with street address
  15. 15. OFFICIAL “PAGE”UNOFFICIAL “PLACES”
  16. 16. PLACES Then in August 2011, Facebook ditched this standalone "Places" location mobile app Users can now add locations "from anywhere," whether its the Web or a phone (past or present)
  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. Now Businesses Can CreateA Place Account from theBeginning …
  19. 19. CREATING BUSINESS PAGES www.facebook.com/pages/create.php
  20. 20. “That extra message you areseeing is to ensure that realbusiness places are set up.”
  21. 21. SAME METRICS -- PLUS CHECK-INS This Place has check-ins This Page does not
  22. 22. HAVE A BUSINESS PLACE PAGE? CLAIM IT
  23. 23. HAVEN’T STARTED? CREATE AS A COMPANY www.facebook.com/pages/create.php
  24. 24. Section 3 of 5 UNDERSTANDING INSIGHTS
  25. 25. Big picture view of your page
  26. 26. See a spike?Hover over adata point andget the numbers
  27. 27. What do these terms mean?
  28. 28. REACH - Uniquepeople who sawthe post
  29. 29. ENGAGED USERS -clicked on the postwhen they saw it andwent to the page thatgenerated it
  30. 30. TALKING ABOUT THIS -engaged with it (liked,commented, shared )
  31. 31. VIRALITY- % of uniquepeople who interactedout of the total peoplewho saw it
  32. 32. Post + photoPost + link to websitePost – text only
  33. 33. likes, comments& shares
  34. 34. We average 10,933 people per post* That’s the average for most Pages** 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
  35. 35. Section 4 of 5 TO IMMEDIATELY OPTIMIZE YOUR FACEBOOK EFFORTS
  36. 36. 1. Define the Content Mission Pageviews to your website ( traffic ) Feedback from and Discussion with Fans ( engagement ) Prioritize
  37. 37. 2. Post Content related to your business, but not specifically about the business.SOURCES: http://facebook-studio.com/news/item/page-publishing-that-drives-engagement; http://www.smallbusinesssem.com/facebook-content-ideas-straight-facebook/5801/#ixzz1yMpfV2Kq
  38. 38. 3. Lead With the Pictures
  39. 39. 4. Post Multiple Photos at Same Time Album = More Clicks = Higher Weight SOURCE: “Multiple Photo Posts Increased Clicks 1290% – Facebook Case Study,” convince andconvert.com
  40. 40. 5. Convert to Photo + Call to Action
  41. 41. 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
  42. 42. CHANGES IN NEWSFEED = 50% drop in impressions (per post over 6 months)SOURCE: http://edgerankchecker.com/blog/2012/01/post-impressions-june-vs-dec-2011/
  43. 43. 7. Tell Fans What You Want Them to Do
  44. 44. 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?
  45. 45. 9. Ask - and Answer - Questions
  46. 46. 10. Check out Your Competition
  47. 47. Section 5 of 5 CHANGES RELEVANT FOR BUSINESS ACCOUNTS
  48. 48. We Look At Timeline Differentlyhttp://www.sociableblog.com/2012/01/09/facebook-timeline-vs-old-profiles/
  49. 49. http://www.sociableblog.com/2012/01/09/facebook-timeline-vs-old-profiles/
  50. 50. 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/
  51. 51. Design Demands Multimedia Contenthttp://johnbell.typepad.com/weblog/2012/04/does-facebook-timeline-drive-up-engagement-.html
  52. 52. COMMENTING
  53. 53. 2 COLUMNSFOR POSTS
  54. 54. DEFAULTS TO“HIGHLIGHTS”VIEWNOT INCHRONOLOGICALORDER…
  55. 55. Posts by othersgrouped togetherhereIt’s a condensedversionClick See All touse …
  56. 56. No way to chronologically mix “Posts by Others” with “Postsby WHNT” in the same view
  57. 57. CHANGE YOUR VIEW TO “POSTS BY OTHERS” Omits the WHNT posts, so you only see other people. (This only changes what YOU see).
  58. 58. OR, USE ADMIN PANEL TO “SEE ALL” NOTIFICATIONS
  59. 59. A NOTE ABOUT COMMENTS: See the “grayed out” comments? Theseare comments flagged as spam by Facebook’s algorithms.
  60. 60. PRIVATE MESSAGES
  61. 61. Fans Can Direct Message Pages Privately Pages can’t send messages, you can only respond to users that have already contacted you. You can choose to disable this function
  62. 62. HIGHLIGHTING(making widescreen)
  63. 63. You Can Star Posts to Make Widescreen PICK THE STORY HOVER AND CLICK THE STAR TO HIGHLIGHT
  64. 64. NOW IT’SEXPANDEDTO FILLBOTHCOLUMNS
  65. 65. PINNING TO THE TOP
  66. 66. 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
  67. 67. 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
  68. 68. APP BOXES
  69. 69. Now, You have App Boxes
  70. 70. And You Can Change the Order
  71. 71. COVER PHOTOS
  72. 72. 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
  73. 73. example
  74. 74. example
  75. 75. BUT DON’T GET CARRIED AWAY…
  76. 76. example
  77. 77. example
  78. 78. example
  79. 79. MORE AFTER-THE-IPO CHANGES
  80. 80. 1. Each post now shows what percentage of your fanswere reached
  81. 81. 2. You can now assign five different admin roles
  82. 82. 3. You can schedule posts right from Facebook 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
  83. 83. 4. “Show in News Feed” can be unclicked
  84. 84. 5. Facebook promoted posts are available No “new” people will see it – no new audience More of the fans you already have get shown your post
  85. 85. 6. Facebook now lets you edit comments
  86. 86. Did you see the changesJUST THIS WEEK?
  87. 87. Friday June 22 - Facebook Users Can Export Events To Calendar
  88. 88. Wednesday June 27 - 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!
  89. 89. You can only change it once
  90. 90. Tuesday June 26 – Did you notice your contact email is different?(personal accounts, not PAGES)
  91. 91. Tuesday June 26 – Did you notice your contact email is different?(personal accounts, not PAGES)
  92. 92. lori.miller@whnt.com@lorimillerwhnt
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