Facebook  Beyond the Basics                   Patrick PowersDirector of Digital Marketing and Communications              ...
Introduction   Director of Digital Marketing     and Communications   Adjunct Faculty   Blogger   Speaker   @patrickjpowers
Where Are You?	  1   2      3      4      5	  
Goals and Objectives•  Revisit the basics.•  Understand recent changes.•  Generate better content.•  Demonstrate success.•...
The Basics•  Complete the Information tab.•  Integrate Facebook with the web.•  Be present, authentic, honest,   genuine, ...
New Open Graph•  Apps no longer need continual   permission to post content.•  Updates sent to ticker; held back   from ne...
EdgeRank∑edge e = uewede
ue = affinity we = weightde = time decay
Affinity	  
Weight	  
Time	  Decay	  
How You Post Matters    80%
People won’t see it just because you posted it.
Post Better Stuff•  Heighten the user experience.•  Increase conversions.•  Provide clear call to action.•  Strengthen ide...
Social networks are not created equal.    ≠       ≠
Customize the Content
Geo-targeting Posts
Geo-targeting Posts
What Works for You?•  Photo: 0.37%•  Video: 0.31%•  Status update: 0.27%•  Link: 0.15%
Data Knows What Works
Know Your Audience
Measure FacebookBeyond Facebook
Remember the Links
Google URL Builder
Custom Tab Performance
Review•  Keep pace with the changes.•  Generate better content to drive   engagement.•  Know what works for you.•  Track a...
Thank You•  patrickpowers59@gmail.com•  www.patrickpowers.net•  facebook.com/patrickpowers•  314-540-0356•  @patrickjpowers
Spectrum 2012 Conference: Facebook: Beyond the Basics
Spectrum 2012 Conference: Facebook: Beyond the Basics
Spectrum 2012 Conference: Facebook: Beyond the Basics
Spectrum 2012 Conference: Facebook: Beyond the Basics
Spectrum 2012 Conference: Facebook: Beyond the Basics
Spectrum 2012 Conference: Facebook: Beyond the Basics
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Spectrum 2012 Conference: Facebook: Beyond the Basics

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Spectrum 2012 Conference: Facebook: Beyond the Basics

  1. 1. Facebook Beyond the Basics Patrick PowersDirector of Digital Marketing and Communications Webster University
  2. 2. Introduction Director of Digital Marketing and Communications Adjunct Faculty Blogger Speaker @patrickjpowers
  3. 3. Where Are You?  1 2 3 4 5  
  4. 4. Goals and Objectives•  Revisit the basics.•  Understand recent changes.•  Generate better content.•  Demonstrate success.•  Discuss.
  5. 5. The Basics•  Complete the Information tab.•  Integrate Facebook with the web.•  Be present, authentic, honest, genuine, transparent, blah, blah, blah…
  6. 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. 7. EdgeRank∑edge e = uewede
  8. 8. ue = affinity we = weightde = time decay
  9. 9. Affinity  
  10. 10. Weight  
  11. 11. Time  Decay  
  12. 12. How You Post Matters 80%
  13. 13. People won’t see it just because you posted it.
  14. 14. Post Better Stuff•  Heighten the user experience.•  Increase conversions.•  Provide clear call to action.•  Strengthen identity.•  Provide measurable ROI.
  15. 15. Social networks are not created equal. ≠ ≠
  16. 16. Customize the Content
  17. 17. Geo-targeting Posts
  18. 18. Geo-targeting Posts
  19. 19. What Works for You?•  Photo: 0.37%•  Video: 0.31%•  Status update: 0.27%•  Link: 0.15%
  20. 20. Data Knows What Works
  21. 21. Know Your Audience
  22. 22. Measure FacebookBeyond Facebook
  23. 23. Remember the Links
  24. 24. Google URL Builder
  25. 25. Custom Tab Performance
  26. 26. Review•  Keep pace with the changes.•  Generate better content to drive engagement.•  Know what works for you.•  Track all that’s important.
  27. 27. Thank You•  patrickpowers59@gmail.com•  www.patrickpowers.net•  facebook.com/patrickpowers•  314-540-0356•  @patrickjpowers

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