Spectrum 2012 Conference: Facebook: Beyond the Basics

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  • 1. Facebook Beyond the Basics Patrick PowersDirector of Digital Marketing and Communications Webster University
  • 2. Introduction Director of Digital Marketing and Communications Adjunct Faculty Blogger Speaker @patrickjpowers
  • 3. Where Are You?  1 2 3 4 5  
  • 4. Goals and Objectives•  Revisit the basics.•  Understand recent changes.•  Generate better content.•  Demonstrate success.•  Discuss.
  • 5. The Basics•  Complete the Information tab.•  Integrate Facebook with the web.•  Be present, authentic, honest, genuine, transparent, blah, blah, blah…
  • 6. New Open Graph•  Apps no longer need continual permission to post content.•  Updates sent to ticker; held back from news feed unless “important.”•  Verbs go beyond “like.”
  • 7. EdgeRank∑edge e = uewede
  • 8. ue = affinity we = weightde = time decay
  • 9. Affinity  
  • 10. Weight  
  • 11. Time  Decay  
  • 12. How You Post Matters 80%
  • 13. People won’t see it just because you posted it.
  • 14. Post Better Stuff•  Heighten the user experience.•  Increase conversions.•  Provide clear call to action.•  Strengthen identity.•  Provide measurable ROI.
  • 15. Social networks are not created equal. ≠ ≠
  • 16. Customize the Content
  • 17. Geo-targeting Posts
  • 18. Geo-targeting Posts
  • 19. What Works for You?•  Photo: 0.37%•  Video: 0.31%•  Status update: 0.27%•  Link: 0.15%
  • 20. Data Knows What Works
  • 21. Know Your Audience
  • 22. Measure FacebookBeyond Facebook
  • 23. Remember the Links
  • 24. Google URL Builder
  • 25. Custom Tab Performance
  • 26. Review•  Keep pace with the changes.•  Generate better content to drive engagement.•  Know what works for you.•  Track all that’s important.
  • 27. Thank You•  patrickpowers59@gmail.com•  www.patrickpowers.net•  facebook.com/patrickpowers•  314-540-0356•  @patrickjpowers