Cracking the Facebook Feed web 2.0 2011

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Cracking the Facebook Feed web 2.0 2011

  1. 1. Awareness Favorability ConsiderationIntent to Purchase Purchase
  2. 2. Who We Are Strategic Online Marketing Approach SEO, Social Media, Social Ads & Pay-Per-Click management Industry leading technology for managing, optimizing & tracking search based campaigns Awareness Some Brands We Have Worked With Favorability Consideration Intent to Purchase Purchase@rubenq @pathinteractive #w2e
  3. 3. Lead Funnel – Search Vs. Social Awareness Favorability Consideration Intent to Purchase Purchase@rubenq @pathinteractive #w2e
  4. 4. Intent Vs. Propensity VS VS@rubenq @pathinteractive #w2e
  5. 5. Time Spent Online@rubenq @pathinteractive #w2e
  6. 6. Share of Time of Facebook@rubenq @pathinteractive #w2e
  7. 7. Percentage of Fans Who See Your Post Source: Page Lever@rubenq @pathinteractive #w2e
  8. 8. The New “News Feed/s” Real Time Ticker Friends, Pages,SubscriptionsWill Come up under News Feed based Facebook will offeron Algorithm Suggestions in yourand Timing of Feed. Since a Few Post Weeks ago, Users can dictate what a top story is for them @rubenq @pathinteractive #w2e
  9. 9. Facebook’s AlgorithmObjectEdge @rubenq @pathinteractive #w2e
  10. 10. Facebook’s Algorithm WeightLikes, Comments,Shares, Tags, etc.Recency Affinity @rubenq @pathinteractive #w2e
  11. 11. Likes Alone Are Not Sustainable@rubenq @pathinteractive #w2e
  12. 12. Gaining WeightA Good Thing On Facebook – Will Spur on Recency & Affinity @rubenq @pathinteractive #w2e
  13. 13. Gaining Weight Are You “Open”?@rubenq @pathinteractive #w2e
  14. 14. Gaining Weight Is All Your Content Meant To Be Social?Automatically feeds all posts into Facebook @rubenq @pathinteractive #w2e
  15. 15. Reasons People “Unlike” Brands On Facebook How Much Can You Get Away With? @rubenq @pathinteractive #w2e
  16. 16. Timing of Your Posts Source: Buddy Media 27% higher Engagement on Posts Outside of Business Hours@rubenq @pathinteractive #w2e
  17. 17. Timing of Your Posts Peaks out after 3 Hours Source: Bitly@rubenq @pathinteractive #w2e
  18. 18. Gaining Weight Make sure they can engage with your post within the feedPrevious concern with Third PartyEngagement API’sBranded URL Shortner Source: allfacebook.com Facebook seems to have recently collapsed API generated posts @rubenq @pathinteractive #w2e
  19. 19. Gaining WeightFacebook Seems To Favor Direct Posts On Their Platform @rubenq @pathinteractive #w2e
  20. 20. Gaining Weight We Live in a Limited World@rubenq @pathinteractive #w2e
  21. 21. Ingredients for Gaining Weight on Updates Educational Entertaining Exclusives@rubenq @pathinteractive #w2e
  22. 22. Gaining Weight Provide Facebook Exclusives@rubenq @pathinteractive #w2e
  23. 23. Gaining Weight Ask for the Like!@rubenq @pathinteractive #w2e
  24. 24. Gaining Weight Ask for the Share Posted before Game 5 of Divisional Series@rubenq @pathinteractive #w2e
  25. 25. Gaining Weight Getting The Comment@rubenq @pathinteractive #w2e
  26. 26. Gaining Weight Leverage Images to Stand Out in The FeedPhotos Don’t Just Stand out in the News Feed, onAverage GenerateMore Comments & Shares @rubenq @pathinteractive #w2e
  27. 27. Gaining Weight Getting The Comment – Leveraging Photos@rubenq @pathinteractive #w2e
  28. 28. Gaining Weight Ask Questions, Leverage Polls@rubenq @pathinteractive #w2e
  29. 29. Questions and trivia are a great way toentertain your audience. @rubenq @pathinteractive #w2e
  30. 30. Gaining Weight Are You Connecting With Your Audience?@rubenq @pathinteractive #w2e
  31. 31. Gaining Weight Make it Relevant Not Our TargetMarket forThis Post @rubenq @pathinteractive #w2e
  32. 32. Gaining Weight Make it RelevantTarget UsersFor Location Specific Content,promotions @rubenq @pathinteractive #w2e
  33. 33. Continue The Conversation Same Thread, Commenting on Your Own Thread Leads to More Engagement@rubenq @pathinteractive #w2e
  34. 34. Gaining Weight Are You Being Responsive? How Long Does it Take? Could a Brand’s Response Time Be Factored Into Edge Rank? (Google Factors in Load Time in Their Algorithm)@rubenq @pathinteractive #w2e
  35. 35. Watch What Your Competition is Doing Leverage“Smart Lists” and segment by industry,and learn from your feed @rubenq @pathinteractive #w2e
  36. 36. Facebook Ads – Paid Media@rubenq @pathinteractive #w2e
  37. 37. Facebook Ads – Paid Media@rubenq @pathinteractive #w2e
  38. 38. Facebook Ads Sponsored Posts in Ticker@rubenq @pathinteractive #w2e
  39. 39. Facebook AdsSegment Your Ads For Better Performance/Engagement Segmented our ads to Micro Groups. Campaign – Limited Budget Generated 1581 Likes and Over 200% Increase In Engagement. @rubenq @pathinteractive #w2e
  40. 40. Defeating Ad Fatigue When Possible, Rotate Ads When your CTR Starts to Drop@rubenq @pathinteractive #w2e
  41. 41. Facebook Ads Target Users Who Are Discussing Your Topic/s PosedQuestionon Profile Minutes Later, I Started Seeing Targeted Ads Related To My Post @rubenq @pathinteractive #w2e
  42. 42. Facebook Ads: Leverage Your Content PosedQuestionon Page@rubenq @pathinteractive #w2e
  43. 43. Facebook Ads: Leverage Your ContentTargeted at“Likers” ofInfluencing Tools @rubenq @pathinteractive #w2e
  44. 44. Leverage Your ContentReposted on Klout (Klout likes it) @rubenq @pathinteractive #w2e
  45. 45. Leverage Your Content@rubenq @pathinteractive #w2e
  46. 46. Leverage Your Content@rubenq @pathinteractive #w2e
  47. 47. Leverage Your Content@rubenq @pathinteractive #w2e
  48. 48. Leverage Your Content@rubenq @pathinteractive #w2e
  49. 49. Keep An Eye Out for Opportunities 3 “Tags” on this post Facebook enabled YouTube comments Video on logembedded onFacebook page @rubenq @pathinteractive #w2e
  50. 50. Keep An Eye Out for Opportunities@rubenq @pathinteractive #w2e
  51. 51. Keep An Eye Out for Opportunities@rubenq @pathinteractive #w2e
  52. 52. Keep An Eye Out for Opportunities@rubenq @pathinteractive #w2e
  53. 53. Incentivizing Engagement@rubenq @pathinteractive #w2e
  54. 54. Incentivizing Engagement Leverage Pre Contest Posts for Engagement@rubenq @pathinteractive #w2e
  55. 55. Feedback% Jumps up @rubenq @pathinteractive #w2e
  56. 56. Incentivizing EngagementTop Fans Can Win Pointsby Engaging on The Wall @rubenq @pathinteractive #w2e
  57. 57. Incentivizing Engagement This Reveal TabFeatured Over TheSummer Resulted in an Increase of 950 Fans, from a Non Existent Fan Base @rubenq @pathinteractive #w2e
  58. 58. Incentivizing Engagement Days After Promotion,Feedback rateat 1%, no Paid at the Time @rubenq @pathinteractive #w2e
  59. 59. Metrics to Keep in Mind Raw Number of Users Who AreEngage With YourBrand in The Last 7 Days @rubenq @pathinteractive #w2e
  60. 60. Metrics to Keep in MindContent Strategy Off? Posting Too Much? @rubenq @pathinteractive #w2e
  61. 61. Metrics to Keep in MindThe missing link,unique viewers of your individual post Uniques Who Uniques Have Clicked Who Took into Your Post An Action “Talking About This” Divided by “Engaged Users” @rubenq @pathinteractive #w2e
  62. 62. Passive Engagement – An Improved Open Graph Will this be considered into the Edge Rank score? Reading and Listening of Apps Showing up News Feed@rubenq @pathinteractive #w2e
  63. 63. Do You Go Out of Your Page? This “Like” Is Unique To ThisProduct, It Has its Own Fan Base! @rubenq @pathinteractive #w2e
  64. 64. Do You Go Out of Your Page?@rubenq @pathinteractive #w2e
  65. 65. Keep An Eye Out For Good Ideas / CompetitionBonus Step by Step to Set Up Your Own Lists@rubenq @pathinteractive #w2e
  66. 66. Setting Up Your Smart ListsLike All The PagesYou Want to Track On Your List @rubenq @pathinteractive #w2e
  67. 67. Setting Up Your Smart ListsOn Your Home PageNews Feed, Click On “Lists” @rubenq @pathinteractive #w2e
  68. 68. Setting Up Your Smart Lists On The Next Screen,Click on “Create a List” @rubenq @pathinteractive #w2e
  69. 69. Setting Up Your Smart ListsPop up Box Will ComeUp, Go Ahead & Name Your List, Then Click On Create List @rubenq @pathinteractive #w2e
  70. 70. Setting Up Your Smart ListsNext Screen, Click On Add Friends @rubenq @pathinteractive #w2e
  71. 71. Setting Up Your Smart ListsThis Box Will Pop Up, Click on Pages, and Start Selecting Pages That areRelevant To This List, Then Click on Done on The Bottom Right @rubenq @pathinteractive #w2e
  72. 72. Setting Up Your Smart Lists Go Back To Home Page, Click on the List You Created, and Start Seeingthe News Feed Just for That List @rubenq @pathinteractive #w2e
  73. 73. Thank You!Presentation and ask additional questions on our wall at facebook.com/pathinteractive Connect/Subscribe @ Facebook.com/rubenquinones @rubenq linkedin.com/in/rubenquinones rquinones@pathinteractive@rubenq @pathinteractive #w2e
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