Austin Online Marketing for        Entrepreneursfacebook.com/BeAUSOME#AUSOME                     @katebuckjr
Visual Revolution!  Optimizing Your SocialStrategy with Instagram &        Facebook        Presented by:          Kate Buc...
How Did We Get Here?Evolution of Technology  Speed  QualityResearch shows that the sense of sight is themost dominant, dev...
Welcome to…The Visual Revolution                   @katebuckjr
Why does it matter?                 @katebuckjr
What is Facebook     Optimization?     Facebook SEO or  News Feed Optimization: Getting a Facebook page’supdates to “rank”...
Understanding Edgerank• 90+ % of users don’t return to the fan  page after clicking the like button• Only 1 of every 500 s...
Understanding Edgerank• Updates are scored & ranked                                @katebuckjr
Affinity• Measures the relationship between a  user an it’s connections• Unique to each connection• What does FB track to ...
Weight• Types of stories are valued differently.• Actions by users have a value pre-  determined by Facebook• Likes, comme...
Time Decay• How recent is your post?• New posts replace old posts                                @katebuckjr
Post Optimization• #1 RULE: Content over promotion• Add value, Be relevant• TRACK! What types of content does  your audien...
Frequency• Post often – but don’t over post  – How do you know how much is too much?• Time your posts out so you don’t cut...
Best Times to Post• There is no magic time!  – Different for every page  – Not consistent per page• TRACK & Test, test, te...
Types of Content• Photo, Video, Text, Links• Dan Zarella of Hubspot’s research  ranks them:1.Photo 2. Text 3. Video 4. Lin...
@katebuckjr
Types of Content• Views of Photo/Video and Clicks on  Links Count! http://blog.getpostrocket.com/2012/06/facebook-marketin...
Types of Content• Beef up your text:  –   Fill in the __________.  –   Multiple Choice  –   Feedback/Suggestions  –   Insp...
Go VISUAL…• Focus on PHOTOS & GRAPHICS• Create an image strategy that tells  your brand’s story• Relevent Meme tag-along• ...
Tools• Photobucket.com – Free online image  editor• Shareasimage.com – Highlight any text  to create an image• Smartphone ...
Facebook is primarily aphoto-sharing network.                   @katebuckjr
@katebuckjr
What are some ways to use  visual content on FB?                   @katebuckjr
Write your own captions                   @katebuckjr
Can you say, “One BILLION        dollars?”                     @katebuckjr
Use it to your benefit…• Instagram is the largest mobile, social  platform• It’s married to Facebook • Engagement (likes ...
Now with WEB PROFILES!• Fuses mobile, social web together• Good for Search Engine Optimization  – Optimize your profile an...
What can I do with it?• Behind the Scenes• How it’s Made• Get Feedback• Demo creative ways to use your  product• Contests•...
Insta-TIPS!• Post regularly• Use popular hashtags or create your  own• Geo-Tag your content• Empower staff and customers t...
btw… it’s not just social!                     @katebuckjr
Landing Pages                @katebuckjr
Contests           @katebuckjr
Offers & Deals                 @katebuckjr
Key Tips for creating  compelling visual Content• Know your audience  – What do they want?  – What do they need?• Give it ...
Key TakeawaysIt’s not just photo – it’s video, too!Get Prepared… NOW. It’s already too late.Importance of strong visual im...
Visual Revolution!  Optimizing Your SocialStrategy with Instagram &        Facebook        Presented by:          Kate Buc...
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Visual Revolution - Optimizing Your Social Strategy with Facebook & Instagram

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  • Photos with testimonials
  • Layout: the addition of cover photos and the switch to the timeline layout has moved the profile to a visually-based page. EdgeRank: Under the “Top Stories” sorting feature, stories are itemized by Facebook ranking system EdgeRank, which uses comments, likes and shares to rank posts. Images, photos, and videos consistently rank higher than text. People don’ t read text, they read what ’ s on quote cards.
  • Should be called Instant Visual Sharability (Istavish) App utilizes the awesome cameras on smartphones now Made it easy to share personal, visual content to main streams of communication – FB, Twitter, Foursquare, Tumblr
  • Visual Revolution - Optimizing Your Social Strategy with Facebook & Instagram

    1. 1. Austin Online Marketing for Entrepreneursfacebook.com/BeAUSOME#AUSOME @katebuckjr
    2. 2. Visual Revolution! Optimizing Your SocialStrategy with Instagram & Facebook Presented by: Kate Buck http://kbjonline.com @katebuckjr
    3. 3. How Did We Get Here?Evolution of Technology Speed QualityResearch shows that the sense of sight is themost dominant, developed sense for peopleOur response to visual stimuli is equallydevelopedResearch shows an increase in believability of5x when an image is included with statements @katebuckjr
    4. 4. Welcome to…The Visual Revolution @katebuckjr
    5. 5. Why does it matter? @katebuckjr
    6. 6. What is Facebook Optimization? Facebook SEO or News Feed Optimization: Getting a Facebook page’supdates to “rank” or show up in the newsfeed @katebuckjr
    7. 7. Understanding Edgerank• 90+ % of users don’t return to the fan page after clicking the like button• Only 1 of every 500 stories appear in NF, according to 1 FB Engineer• How does FB determine which stories show up? @katebuckjr
    8. 8. Understanding Edgerank• Updates are scored & ranked @katebuckjr
    9. 9. Affinity• Measures the relationship between a user an it’s connections• Unique to each connection• What does FB track to measure this? EVERYTHING• More engagement = higher Affinity score @katebuckjr
    10. 10. Weight• Types of stories are valued differently.• Actions by users have a value pre- determined by Facebook• Likes, comments, shares and tags on an object all determine weight• Views and clicks, too @katebuckjr
    11. 11. Time Decay• How recent is your post?• New posts replace old posts @katebuckjr
    12. 12. Post Optimization• #1 RULE: Content over promotion• Add value, Be relevant• TRACK! What types of content does your audience respond to? – subject matter – Funny/serious• Bottom line: Share cool stuff @katebuckjr
    13. 13. Frequency• Post often – but don’t over post – How do you know how much is too much?• Time your posts out so you don’t cut off engagement from a previous post• ~3-4 hours• Test, test, test! @katebuckjr
    14. 14. Best Times to Post• There is no magic time! – Different for every page – Not consistent per page• TRACK & Test, test, test• Use Tools: Crowdbooster & Sprout Social• Find 2-5 hot spots and post content during those times @katebuckjr
    15. 15. Types of Content• Photo, Video, Text, Links• Dan Zarella of Hubspot’s research ranks them:1.Photo 2. Text 3. Video 4. Linkshttp://mashable.com/2012/06/19/how-to-get-more-likes-shares-on-facebook-infographic/ @katebuckjr
    16. 16. @katebuckjr
    17. 17. Types of Content• Views of Photo/Video and Clicks on Links Count! http://blog.getpostrocket.com/2012/06/facebook-marketing-down-to-the-core-4-factors-of-post- optimization/• The most engaging pages on FB rarely post Text updates• If you are going to post text-only… be passionate. Do not post ‘neutral’ updates @katebuckjr
    18. 18. Types of Content• Beef up your text: – Fill in the __________. – Multiple Choice – Feedback/Suggestions – Inspiring Quotes – Controversial statements @katebuckjr
    19. 19. Go VISUAL…• Focus on PHOTOS & GRAPHICS• Create an image strategy that tells your brand’s story• Relevent Meme tag-along• Descriptions *including* a URL• Who is on your team that can help? @katebuckjr
    20. 20. Tools• Photobucket.com – Free online image editor• Shareasimage.com – Highlight any text to create an image• Smartphone apps – Filters- Camera+ – Collage – Photo Collage – Caption – Photo Caption Extreme – Social Sharing - Instagram @katebuckjr
    21. 21. Facebook is primarily aphoto-sharing network. @katebuckjr
    22. 22. @katebuckjr
    23. 23. What are some ways to use visual content on FB? @katebuckjr
    24. 24. Write your own captions @katebuckjr
    25. 25. Can you say, “One BILLION dollars?” @katebuckjr
    26. 26. Use it to your benefit…• Instagram is the largest mobile, social platform• It’s married to Facebook • Engagement (likes and comments) are highest on the network• Filters help make images look better!• Images tell stories & envoke emotions @katebuckjr
    27. 27. Now with WEB PROFILES!• Fuses mobile, social web together• Good for Search Engine Optimization – Optimize your profile and your images• Extended reach through your other social profiles @katebuckjr
    28. 28. What can I do with it?• Behind the Scenes• How it’s Made• Get Feedback• Demo creative ways to use your product• Contests• News, Events @katebuckjr
    29. 29. Insta-TIPS!• Post regularly• Use popular hashtags or create your own• Geo-Tag your content• Empower staff and customers to contribute! @katebuckjr
    30. 30. btw… it’s not just social! @katebuckjr
    31. 31. Landing Pages @katebuckjr
    32. 32. Contests @katebuckjr
    33. 33. Offers & Deals @katebuckjr
    34. 34. Key Tips for creating compelling visual Content• Know your audience – What do they want? – What do they need?• Give it to them.• Keep objectives in mind when creating content or contests @katebuckjr
    35. 35. Key TakeawaysIt’s not just photo – it’s video, too!Get Prepared… NOW. It’s already too late.Importance of strong visual imagery & storytellingGive users SOMETHING to take a picture of – and tell your story foryouGraphic presence on web & social sites. What’s your Image Strategy? Offsite – social platforms, cross posting On-siteIdentify someone on your team that is visually inclined.Things to re-consider: Identity, Logo Typography Icons Photography, Graphics, Infographics Brand StorytellingOptimize images for SEO (title of image, filename, descriptions) Use Keywords & your URLStrategy Engagement -> Site Visitor -> Prospect -> Customer @katebuckjr
    36. 36. Visual Revolution! Optimizing Your SocialStrategy with Instagram & Facebook Presented by: Kate Buck http://kbjonline.com @katebuckjr

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