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Serena Ehrlich 2011 Presentation to PRSA LA: Understanding Recent Facebook Changes
 

Serena Ehrlich 2011 Presentation to PRSA LA: Understanding Recent Facebook Changes

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Serena Ehrlich 2011 Presentation to PRSA LA IPA: Understanding Recent Facebook Changes 2011

Serena Ehrlich 2011 Presentation to PRSA LA IPA: Understanding Recent Facebook Changes 2011

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    Serena Ehrlich 2011 Presentation to PRSA LA: Understanding Recent Facebook Changes Serena Ehrlich 2011 Presentation to PRSA LA: Understanding Recent Facebook Changes Presentation Transcript

    • Understanding the New Facebook PRSA – LA Independent Practitioner Alliance
      • Platform Updates
      • News Feed
      • Ticker
      • Timeline
      • Status updates and sharing
      • Customer Habit Discovery
      • Reading
      • Movies
      • Music
      Ch-ch-ch-ch-changes…..
      • All newsfeeds are consolidated into Recent Stories
        • Visibility based users viewing habits (EdgeRank algorithm)
        • Updates via automated tools are placed lower in feeds
        • Blocked content affects weight
      • News articles are combined to show who is sharing the same link
      The Newsfeed Just Got Smarter
      • Newsfeed is controlled by user
        • New measurement features
        • Users can now subscribe without liking your page
        • Brands with bad updates hidden by fans will have lower visibility on all walls
        • Photos are larger and receive higher visibility
      • However….. the Ticker shows all interactions with businesses
        • Found on the far left of your page
        • Includes all status updates
        • Friend (fan) interaction
      Newsfeed and Ticker for Business
      • Timeline is the new interface for Facebook users
        • Great new cover art!
        • ALL content ever shared is now easily accessible
        • Lifestyle content is sorted
        • Apps related to movies, music, lifestyle activities lead to discovery of new friends
        • Users can supplement old information via “way back”
        • Content placed on pages can be featured or hidden
      Timeline – The New Facebook Scrapbook
      • New timeline offers new update options
      • Custom friends lists (Smart Lists) allow users to selectively share updates
      • Strong sharing for fans who like the same app
      • Friend activity for Fan Pages depends on privacy settings
        • Likes
        • Comments
        • Status mentions
        • Comment tags
        • Check-ins
      Status Updates and Sharing
      • Get ready for Timeline for Business
        • Select your cover art
        • Curate your wall to feature key milestones
        • Include photos and video with updates
        • Use targeting
        • Write compelling content
        • Increase message frequency to stay top in users feeds
        • Build apps!
      Timeline for Business
      • Open Graph allows apps that target user behavior
        • Washington Post: Reading
        • Hulu: Watching TV + Movies
        • Spotify: Listening to music
      • All apps include Graph Rank user information
      • Graph Rank gives weight to information users are engaging with
      • Affects user timelines
      • Apps can include user timeline integration
      Apps!
        • Features include
        • Insights
        • Social content reach diagrams
        • Total likes
        • Total FB Fans
        • People talking about this
        • Weekly total reach of page
        • Detailed insights by update
        • People Talking About This
          • Page likes, posts, shares
          • RSVP-ing to an event
          • Page mentions
          • Photo tagging
          • Checking-in
        • Weekly Total Reach of a Page
      Measurement
      • Post great, relevant content
      • Move past the Like
      • Always include photos or video with your posts
      • Build or implement apps that encourage user habit sharing to gain more users
      • Move beyond the Like and start targeting consumer behavior
        • User says going for a run – perfect opp for NIKE
      • MEASURE!!!
      Tips!
      • Contact me with questions!
      • Serena Ehrlich
      • [email_address]
      • @serena
      Thank you!