5 Reasons Rich Posts are Crushing it on FacebookSelect Clients & Key PartnersReach and convert social + mobile consumersWe...
We are starting in less than 5 minutes. A few things to note:•  Everyone is and will be muted except the presenters•  We w...
5 Reasons Rich Posts are Crushing it on FacebookSelect Clients & Key PartnersReach and convert social + mobile consumersJu...
#richpostcrushMarketers, having generated fans,must now focus on monetizationReach ConvertEngage
#richpostcrush115B	  news	  feed	  impressions	  daily	  10x	  Engagement ofright column16x	  Perf vs rightcolumnWe must r...
#richpostcrush65B	  news	  feed	  impressions	  daily	  42x	  Perf vsdesktop rightcolumnWe must reach them in their News F...
#richpostcrushIt’s a mobile first world65% MobileFacebook monthly active users157M Mobile onlyFacebook users +25M per quar...
#richpostcrushTime Spent Mobile v. Desktop6:064:24??3:112:2511:284:472:201:390:58Facebook Google Twitter Yahoo! MicrosoftD...
#richpostcrushDisplay ads are 2/3 rich today$6.0$3.8$5.02013 US Display Ad Spendby Type (US$ Billions)Rich Media Video Other
#richpostcrushNow the News Feed is going rich$6.0$3.8$5.02013 US Display Ad Spendby Type (US$ Billions)Rich Media Video Ot...
#richpostcrushAbout Rich Posts
#richpostcrushWhat is a Rich Post?
#richpostcrushWhat is a Rich Post?A post with rich media behind it
#richpostcrushWhat is a Rich Post?A post with rich media behind it•  A person clicks to expand
#richpostcrushWhat is a Rich Post?A post with rich media behind it•  A person clicks to expand•  The post slides open
#richpostcrushWhat is a Rich Post?A post with rich media behind it•  A person clicks to expand•  The post slides open
#richpostcrushWhat is a Rich Post?A post with rich media behind it•  A person clicks to expand•  The post slides open•  Re...
#richpostcrushWhat is a Rich Post?A post with rich media behind it•  A person clicks to expand•  The post slides open•  Re...
#richpostcrush•  Responsivedesign tosupport allsmart devicesand desktopvisitors•  Fully branded,“take over”experience•  In...
#richpostcrush
#richpostcrushDo more in the streamReach	   Convert	  Engage	  Social Aggregation+ Amplification•  Event Buzz•  Social Fee...
#richpostcrushThe 5 ReasonsRich Posts Crush It
#richpostcrush1.  Bigger impact2.  Higher engagement3.  More viral reach4.  Integrated conversion options5.  People prefer...
#richpostcrush1.  Bigger impact2.  Higher engagement3.  More viral reach4.  Integrated conversion options5.  People prefer...
#richpostcrushBigger impact•  “Take Over” onmobile•  In-stream ondesktop•  Product forward•  Fully branded
#richpostcrush1.  Bigger impact2.  Higher engagement3.  More viral reach4.  Integrated conversion options5.  People prefer...
#richpostcrushHigher engagement•  More total engagements•  Higher fan engagement rate•  Higher fan PTAT rate
#richpostcrush1.  Bigger impact2.  Higher engagement3.  More viral reach4.  Integrated conversion options5.  People prefer...
#richpostcrushMore viral reach•  More total PTAT•  Higher PTAT rate•  Higher Reach per Talker
#richpostcrush1.  Bigger impact2.  Higher engagement3.  More viral reach4.  Integrated conversion options5.  People prefer...
#richpostcrushIntegrated conversion options
#richpostcrushProduct launch & lead generation
#richpostcrush1.  Bigger impact2.  Higher engagement3.  More viral reach4.  Integrated conversion options5.  People prefer...
#richpostcrushPeople prefer rich posts•  Lower negative feedback rate•  99.9995% satisfaction rate•  Less negative feedbac...
#richpostcrushBest Practices
#richpostcrush•  Be product forward AND socially relevant•  Be mobile first because it’s most of total action•  Leverage f...
#richpostcrushPaid media best practicesC	  B	   Paid optimizationPromoted posts, sponsored stories, A/B testing, targeting...
#richpostcrushThank You. Questions?Marko Muellner, VP of Marketing | marko@shopigniter.comJustin Kistner, Sr. Dir. Strateg...
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5 Reasons Rich Media Posts Are Crushing It On Facebook

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5 Reasons Rich Media Posts Are Crushing It On Facebook

  1. 1. 5 Reasons Rich Posts are Crushing it on FacebookSelect Clients & Key PartnersReach and convert social + mobile consumersWe are starting in less than 10 minutes. A few things to note:•  Everyone is and will be muted except the presenters•  We will record this webinar and email the recording to you•  Please enter your questions in the chat area and we’ll answer them at the end#richpostcrush
  2. 2. We are starting in less than 5 minutes. A few things to note:•  Everyone is and will be muted except the presenters•  We will record this webinar and email the recording to you•  Please enter your questions in the chat area and we’ll answer them at the end5 Reasons Rich Posts are Crushing it on FacebookSelect Clients & Key PartnersReach and convert social + mobile consumers#richpostcrush
  3. 3. 5 Reasons Rich Posts are Crushing it on FacebookSelect Clients & Key PartnersReach and convert social + mobile consumersJustin KistnerSr. Director Strategy@justinkistnerMarko MuellnerVP of Marketing@markozm#richpostcrush
  4. 4. #richpostcrushMarketers, having generated fans,must now focus on monetizationReach ConvertEngage
  5. 5. #richpostcrush115B  news  feed  impressions  daily  10x  Engagement ofright column16x  Perf vs rightcolumnWe must reach them in their News Feed
  6. 6. #richpostcrush65B  news  feed  impressions  daily  42x  Perf vsdesktop rightcolumnWe must reach them in their News Feed115B  news  feed  impressions  daily  10x  Engagement ofright column16x  Perf vs rightcolumn
  7. 7. #richpostcrushIt’s a mobile first world65% MobileFacebook monthly active users157M Mobile onlyFacebook users +25M per quarter71% MobileTwitter monthly active users2/3  of socialis mobileSource: ShopIgniter aggregate data. Facebook Q1 2013 earnings. Twitterdata from Strategy Analytcs (http://www.strategyanalytics.com/default.aspx?mod=pressreleaseviewer&a0=5350)
  8. 8. #richpostcrushTime Spent Mobile v. Desktop6:064:24??3:112:2511:284:472:201:390:58Facebook Google Twitter Yahoo! MicrosoftDesktop MobileHours Per Month (US)Source: December 2012 comScore data
  9. 9. #richpostcrushDisplay ads are 2/3 rich today$6.0$3.8$5.02013 US Display Ad Spendby Type (US$ Billions)Rich Media Video Other
  10. 10. #richpostcrushNow the News Feed is going rich$6.0$3.8$5.02013 US Display Ad Spendby Type (US$ Billions)Rich Media Video Other
  11. 11. #richpostcrushAbout Rich Posts
  12. 12. #richpostcrushWhat is a Rich Post?
  13. 13. #richpostcrushWhat is a Rich Post?A post with rich media behind it
  14. 14. #richpostcrushWhat is a Rich Post?A post with rich media behind it•  A person clicks to expand
  15. 15. #richpostcrushWhat is a Rich Post?A post with rich media behind it•  A person clicks to expand•  The post slides open
  16. 16. #richpostcrushWhat is a Rich Post?A post with rich media behind it•  A person clicks to expand•  The post slides open
  17. 17. #richpostcrushWhat is a Rich Post?A post with rich media behind it•  A person clicks to expand•  The post slides open•  Revealing a rich mediaexperience withinFacebook
  18. 18. #richpostcrushWhat is a Rich Post?A post with rich media behind it•  A person clicks to expand•  The post slides open•  Revealing a rich mediaexperience withinFacebook
  19. 19. #richpostcrush•  Responsivedesign tosupport allsmart devicesand desktopvisitors•  Fully branded,“take over”experience•  Include moremedia for higherconsumption•  Integrated callsto action toincreaseconversions
  20. 20. #richpostcrush
  21. 21. #richpostcrushDo more in the streamReach   Convert  Engage  Social Aggregation+ Amplification•  Event Buzz•  Social Feed (Instagram,YouTube, Twitter)•  Customer StoriesAwareness•  Video Carousel•  Slideshow/Lookbook/JukeboxProduct Browsing•  Single Product Explorer•  Collection Explorer•  Shoppable VideoLead Generation+ Transaction•  Form Capture•  Pre Order•  Wish List/Cart
  22. 22. #richpostcrushThe 5 ReasonsRich Posts Crush It
  23. 23. #richpostcrush1.  Bigger impact2.  Higher engagement3.  More viral reach4.  Integrated conversion options5.  People prefer them, especially fansWhy rich posts are crushing it
  24. 24. #richpostcrush1.  Bigger impact2.  Higher engagement3.  More viral reach4.  Integrated conversion options5.  People prefer them, especially fansWhy rich posts are crushing it
  25. 25. #richpostcrushBigger impact•  “Take Over” onmobile•  In-stream ondesktop•  Product forward•  Fully branded
  26. 26. #richpostcrush1.  Bigger impact2.  Higher engagement3.  More viral reach4.  Integrated conversion options5.  People prefer them, especially fansWhy rich posts are crushing it
  27. 27. #richpostcrushHigher engagement•  More total engagements•  Higher fan engagement rate•  Higher fan PTAT rate
  28. 28. #richpostcrush1.  Bigger impact2.  Higher engagement3.  More viral reach4.  Integrated conversion options5.  People prefer them, especially fansWhy rich posts are crushing it
  29. 29. #richpostcrushMore viral reach•  More total PTAT•  Higher PTAT rate•  Higher Reach per Talker
  30. 30. #richpostcrush1.  Bigger impact2.  Higher engagement3.  More viral reach4.  Integrated conversion options5.  People prefer them, especially fansWhy rich posts are crushing it
  31. 31. #richpostcrushIntegrated conversion options
  32. 32. #richpostcrushProduct launch & lead generation
  33. 33. #richpostcrush1.  Bigger impact2.  Higher engagement3.  More viral reach4.  Integrated conversion options5.  People prefer them, especially fansWhy rich posts are crushing it
  34. 34. #richpostcrushPeople prefer rich posts•  Lower negative feedback rate•  99.9995% satisfaction rate•  Less negative feedback meansmore viral reach
  35. 35. #richpostcrushBest Practices
  36. 36. #richpostcrush•  Be product forward AND socially relevant•  Be mobile first because it’s most of total action•  Leverage fans to get higher PTAT & engagement•  Use large OG photos for maximum expandsContent best practices
  37. 37. #richpostcrushPaid media best practicesC  B   Paid optimizationPromoted posts, sponsored stories, A/B testing, targeting,optimized buyingRetargetingCreative for in-stream retargeting or retarget users who engagewith RMPsA   Shift spend to the News FeedIt’s where the eye balls are and the performance is betterD   Custom AudiencesTarget key customer segments even if they’re not yetFacebook fans
  38. 38. #richpostcrushThank You. Questions?Marko Muellner, VP of Marketing | marko@shopigniter.comJustin Kistner, Sr. Dir. Strategy | justin@shopigniter.comwww.shopigniter.com | @shopigniter | facebook.com/shopigniter
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