Kick Ass Facebook: How to Engage, Grow, and Wow Your Fans by John Lawson

Contact John: john@colderice.comGet the book: bit.ly/KASCbook
Kick Ass Facebook
How to Engage, Grow and Wow Your
Fans
by: John Lawson 
@ColderICE 
CEO of ColderICE Media  
Author: Kick Ass Social Commerce for E-preneurs

Available wherever books are sold

Opportunity

john@colderice.com © 2013 ColderICE, LLcjohn@colderice.com © 2013 ColderICE, LLcjohn@colderice.com © 2013 ColderICE, LLc
What is driving social’s importance
The Social Commerce Factor
eCommerce
Social Mobile
Global
‣ Mobile is rapidly becoming an
extension of the customer
experience
‣ New countries and regions are
in hyper growth. New untaped
sales channels can spur growth
‣ Marketplaces like Ebay and
Amazon help your product
expand.
‣ Social covers the
communication and technology
for small business budgets
Access Everywhere

How we are adopting to new technologies
Social Adoption Curve
Innovators Early Adopters Early Majority Late Majority Laggards
TheChasm
Early Market
Early adopters have seen huge
advantage and leverage that came from
being in social media early in the mix.

TheChasm
Early Market
Crossing the Chasm
Ashton Kutcher is ﬁrst person to get 1
million followers on Twitter and
Oprah sends out her ﬁrst tweet

© 2013 ColderICE, LLc
We are past the point where brands need “presence” on every new social network. Successful marketing has always been based on picking a few focused areas to
invest time and money, and social should be no different. Pinterest is for women who are interested in: Food, Fashion, Fitness, Beauty, Décor, Crafts, Babies, Kids,
Pets and Travel.
!14

TheChasm
Early Market
Crossing the Chasm
Mainstream Market
TV’s rapid integration of all things social for its
live shows like The Voice and Idol. We have
deﬁnitely moved into the mainstream. My Mom
is on Facebook, it is DONE!

TheChasm
Early Market
Crossing the Chasm
Mainstream Market
TV’s rapid integration of all things social for its
live shows like The Voice and Idol. We have
deﬁnitely moved into the mainstream. My Mom
is on Facebook, it is DONE!
Late Market
Late to the market with a thought that
they can follow the crowd, but the
crowd may already be gone

1,300,000,000+ Users Worldwide
Facebook is the largest social network by far. More
than 4x the size of the #2 network (Google+).
170,000,000+ in the US alone.

680,000,000 Mobile Users
Use this slide to make a key point such as presenting
a mission statement or providing a break between
sections.

747,000,000 - Daily Active Users
sections.

20 - The Number of Minutes per Visit
sections.

45 - The Percentage of Seniors
45% of seniors over the age of 65 use Facebook and
66% of millennials are users of Facebook

147 - The Avg. Number of Friends
On average each Facebook user has 147 friends in
their network.

8.3 - The Number of Hours per Month
The average Facebook user is on about 8.3 hours a
month. Each time a user is on Facebook they are
potentially exposed to 1,500 pieces of content.

Welcome'to'
Fantasy'Island'
8

6

F’d Up?!?

the foundation

The Edge Rank Formula
Close to the Edge

User Afﬁnity Score
How “connected” a particular user is to the Edge
Time Decay
As an Edge gets older is becomes “old news”
1
3
Weight
Each “type” of Edge carries a different weight 2
The Edge Rank Formula

How “connected” a particular user is to the Edge 1

Your Fan’s Action
Lower
Secondary
Highest Rank
Their Friend’s Action
Friend of a Friend’s Action

smaller

We are Family…

Duh, we know…

Video
Lower
Secondary
Highest Rank
Photos
Text
Weight
Note: Could vary by user, mix it up…

Comments
Lower
Secondary
Highest Rank
Likes
Clicks
Weight

Comments
Lower
Secondary
Highest Rank
Likes
Clicks
Weight
Share It !!!

New Features Trump…
…well for a while they do

BTW Facebook page is
running, I checked…

Brand, brand, brand!

Time Decay
As an Edge gets older is becomes “old news” 3
• Time since posted 
• How long since
user last log-in 
• Frequency of user
log in 
• Still a “black box”

A Few Tactics for ya

Google Trends
google.com/trends

Twitter Trends

Facebook Trends

#HashTags

Memejacking

memegenerator.net

CopyShare
for BEST
Results

The Social Commerce Factor
If It Don’t Make $$$ 
It Don’t Make Sense

Follow, follow, follow

Optimize

AddShoppers.com

Tick-Tock Check?!?

john@colderice.com © 2013 ColderICE, LLcjohn@colderice.com © 2013 ColderICE, LLc
You
Should
Be
on
TVA
ColderICE
Case
Study

!79

!84

Do You Get IT?!?

Give me some!

Join over 2,700 ecommerce  
professionals FREE on  
 
TheEcommerceGroup.org

Kick Ass Facebook: How to Engage, Grow, and Wow Your Fans by John Lawson

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Kick Ass Facebook: How to Engage, Grow, and Wow Your Fans by John Lawson