10 Ways to Leverage Facebook for Startups Part II

10 Ways to Hook Into & Onto Facebook. Part II: On-FacebookRyan Spoon: ryanspoon.comPolaris Venture Partners: polaris.vcDogpatch Labs: dogpatchlabs.com

About Us:Sample Companies

On-Facebook.

6. Interact. Don’t Push.It’s not an advertisement.It’s a conversation.Remember, you’re asking fans to follow you.Ask yourself, is this worthy of an SMS?“The biggest mistake we see companies make… is tothink about it as a channel to push out information.”Tim O’Reilly.

6. Interact. Don’t Push (example) Broadcast. Interaction. Fun.

6. Interact. Make Fans the Stars!Dunkin Donuts spotlights one fan with mostinteresting picture each week in their Facebook Icon.Drives significant page activity & photo tagging.

7. Optimize for EngagementConversations have at least two participants!And if you don’t optimize for engagement…Facebook will assume fans don’t want to interact.Meaning: Facebook penalizes low engagement by hidingfrom the feed. Effectively killing that relationship.

7. Optimize for Engagement. How?Understand Edgerank: Facebook’s algorithm todetermine what content gets surfaced.According to Tim Chae (PostRocket) four components tooptimize for. Each dependent on your users, brand:1. Time: optimize for when to post based on users, geo.2. Type: status update vs. images vs. polls, etc.3. Frequency: stay relevant without annoying.4. Content: must be interactive & more than marketing. Read more

7. Optimize for Engagement. How?Track, test, repeat.Facebook Insights revealswhat’s working with yourcontent. Study time, format &frequency.…Then study what worksfor other high engagementbrands.

7. Optimize for Engagement (example)Best example? The Rock.Unique, fun, fresh, &personal content.Mix of content type.Frequent poster.10 hours after last night’spicture:50,000 likes, 6,000comments, 2,000 shares.Higher engagement thanStarbucks: rate & total.

7. Optimize for Engagement (example) And users take notice… organically.

8. Target & Refresh AdsUse Facebook Ads to test & validate: - Demand - Conversions - Demographic relevance - Site creative - Landing pages - etcAt scale though, it can require full time dedicationand/or working with platforms like: AdParlor, ContextOptional, TBG, etc. Larger list here.

8. Target & Refresh AdsFacebook Ads work differently than AdWords. At highest level, they require: - sensitive demographic targeting - great attention to visuals - greater refresh rates - and flighting numerous campaigns to optimize creative + copy + targeting + cost… And it’s getting more expensive by the day.So test & optimize now.

9. Drive Likes, then ConversionsMany brands try to convert Facebook ads tooff-Facebook transactions. It’s tough.- Try driving Likes and converting fans to traffic & transactions.- Might find better success and get fans / relationships / virality atop that.- More likely to “like” and build relationship than transact click and transact in-line.

9. Drive Likes, then ConversionsApplicable off-Facebook as well.Use your web product to drive brand fans.Try building more topical hubs as fan pages too.Content more topical = engagement is higher.

9. Drive Likes, then ConversionsLeverage fan page & canvas applications to boost likes

10. Be a First MoverFacebook is continually rolling out new features forconsumers & brands.Be a first mover. It’s an opportunity to: - test & learn - find market inefficiencies - distinguish yourself (to users & to Facebook) - strike gold (hello Spotify!)

10. Be a First Mover (example)Facebook Photo Tagging for Brands

10. Be a First Mover (example)Facebook Open Graph & Verbs

10. Be a First Mover (example)New Ad Formats

10. Be a First Mover (example)Publishing: Subscribe, Comments, etc

Learn more.Connect with us. polaris.vc dogpatchlabs.com ryanspoon.com @polarisvc @dogpatchlabs @ryanspoon fb.com/polarisventures fb.com/dogpatchlabs fb.com/ryanspoon

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10 Ways to Leverage Facebook for Startups Part II

by Ryan Spoon

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