Facebook Newsfeed Optimization

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Facebook Newsfeed Optimization

  1. 1. FACEBOOK NEWSFEED OPTIMIZATION
  2. 2. CONTENT WHY IS IT SO IMPORTANT BEST PRACTICES RELEVANT EXAMPLES LEVERAGING THE NETWORK WHAT ARE YOUR NETWORKS ENGAGING THE PAGE ANALYTICS KNOW YOUR AUDIENCE MEASURING RELATING TO THE CLIENT
  3. 3. CONTENT IS KING
  4. 4. HOW MANY PAGES DO YOU “LIKE”? HOW MANY PAGES DO YOU REVISIT WITHOUT SEEING THEM IN YOUR NEWSFEED?
  5. 5. 96%fansthatnever revisitafanpage 95%interactionscome fromthenewsfeed HOW MANY PAGES DO YOU “LIKE”? HOW MANY PAGES DO YOU REVISIT WITHOUT SEEING THEM IN YOUR NEWSFEED?
  6. 6. DESKTOP MOBILE
  7. 7. GOAL #1APPEAR IN THE NEWSFEED
  8. 8. GOAL #2 ENGAGE USERS
  9. 9. WHY IS ENGAGEMENT SO IMPORTANT?
  10. 10. WHY IS ENGAGEMENT SO IMPORTANT? ENGAGEMENT = INCREASED REACH
  11. 11. EDGERANK ∑=uewede ue = AFFINITY SCORE BETWEEN VIEWING USER AND EDGE CREATOR we = WEIGHT FOR THIS EDGE TYPE (COMMENT, LIKE, SHARE, TAG, ETC.) de = TIME DECAY FACTOR BASED ON HOW LONG AGO THE EDGE WAS CREATED
  12. 12. EDGERANK ∑=uewede ue = HOW OFTEN IS A GIVEN USER INTERACTING we = HOW ARE THEY INTERACTING de = TIME IS OF THE ESSENCE
  13. 13. 46INTERACTIONS 10774COUNTEDNETWORK 3 4562NETWORK 909NETWORK 1SHARE 1SHARE 1SHARE2SHARES 5303NETWORK ?NETWORK ?NETWORK 20 7 6 14COMMENTS
  14. 14. NEWSFEED OPTIMIZATION
  15. 15. POSTS MADE BETWEEN 8PM & 7AM RECEIVE 20% MORE USER ENGAGEMENT. ON WEDNESDAYS FAN ENGAGEMENT IS 8% ABOVE AVERAGE. POSTING 1 TO 2 TIMES PER DAY PRODUCES 40% HIGHER USER ENGAGEMENT. POSTING 1 TO 4 TIMES PER WEEK PRODUCES 71% HIGHER USER ENGAGEMENT.
  16. 16. POSTS WITH 80 CHARACTERS OR LESS RECEIVE 66% HIGHER ENGAGEMENT. POSTS BETWEEN 1AND 40 CHARACTERS GENERATE THE HIGHEST ENGAGEMENT. ONLY 5% OFALL RETAIL BRAND POSTSARE LESS THAN 40 CHARACTERS IN LENGTH EVEN THOUGH THESE RECEIVE 86% HIGHER FAN ENGAGEMENT. “$ OFF” OFFERS RECEIVE TWICE THE ENGAGEMENT OF “% OFF” OFFERS.
  17. 17. AVOID COMPLICATED POSTS. STATUS-ONLY POSTS RECEIVE 94% HIGHER THAN AVERAGE ENGAGEMENT. “QUESTION” POSTS GENERATE COMMENT RATES DOUBLE THAT OF “NON-QUESTION” POSTS. FILL IN THE BLANK POSTS RECEIVE 9 TIMES MORE COMMENTS THAN OTHER POSTS.
  18. 18. WE’VE CHOSEN THE $1,000 FACEBOOK FAN WINNER. CLICK LIKE IF YOU THINK WE SHOULD HAVE MORE FACEBOOK GIVEAWAYS! SHOW OF LIKES, WHO LOVES THEIR SPERRYS?
  19. 19. GOOD DAUGHTRY WILL BEAT HARD ROCK JUNE 15TH. MY FAVORITE DAUGHTRY SONG IS __________________.
  20. 20. PIN A QUESTION
  21. 21. TAG FANS IN PHOTOS
  22. 22. TAG FANS IN PHOTOS
  23. 23. INVITE FANS TO TAG THEMSELVES IN PHOTOS
  24. 24. GENERATE BRANDED IMAGES
  25. 25. POST MULTIPLE IMAGES
  26. 26. COMMENT COMMERCE?
  27. 27. RESEARCH WHAT BRAND OF SHOES SHOULD WE CARRY NEXT? WHAT BAND/MUSICIAN SHOULD WE BOOK? LIKE THIS POST IF YOU ENJOY CHARITY RUNS. WHAT’S YOUR FAVORITE THING ABOUT HOUMA? SHOW YOUR SCHOOL SPIRIT. WHAT COLLEGE IS YOUR CHILD ATTENDING? WHAT WOULD YOU LIKE TO SEE ADDED TO OUR MENU? WHERE SHOULD WE OPEN OUR NEXT LOCATION? WHAT’S YOUR FAVORITE THING TO DO AT HARD ROCK?
  28. 28. RESEARCH
  29. 29. ENTERTAINMENT
  30. 30. ENTERTAINMENT
  31. 31. ENTERTAINMENT
  32. 32. HARD SELL DOES NOT WORK
  33. 33. HARD SELL DOES NOT WORK
  34. 34. WHY LINKS ARE BAD
  35. 35. HOW TO PROPERLY POST A LINK PROMPT A RESPONSE BEFORE THE USER LEAVES FACEBOOK
  36. 36. GUIDELINES INTERESTING CALL TO ACTION ENTERTAINING RELEVANT HARD SELLING DOESN’T WORK
  37. 37. GUIDELINES INTERESTING CALL TO ACTION ENTERTAINING RELEVANT HARD SELLING DOESN’T WORK TAKE OFF YOUR MARKETER HAT PUT ON YOUR CONSUMER HAT
  38. 38. LEVERAGING THE NETWORK ENGAGE THE PAGE
  39. 39. FANS COMPANY PAGE FRIENDS OF FANS TRADITIONAL NETWORK
  40. 40. EMPLOYEES OTHER PAGES THEIR FANS THEIR FRIENDSNS FRIENDS OF FANSFRIENDS OF FRIENDS LEVERAGED NETWORK COMPANY PAGE FANS FRIENDS OF FANS
  41. 41. NETWORKS TO LEVERAGE LOCAL INDUSTRY INFLUENCERS PAGES WITH SIMILAR AUDIENCE RELATED BRANDS
  42. 42. ANALYTICS MEASURING SUCCESS
  43. 43. KNOW YOUR AUDIENCE
  44. 44. KNOW YOUR AUDIENCE
  45. 45. KNOW YOUR AUDIENCE
  46. 46. HOW OFTEN SHOULD I POST?
  47. 47. HOW OFTEN SHOULD I POST? 1-2 TIMES PER DAY
  48. 48. HOW OFTEN SHOULD I POST? 1-2 TIMES PER DAY GENERAL RULE SHOULD POST WHEN YOUR LAST POST DROPS OUT OF USERS’ NEWSFEED • AFFECTED BY AFFINITY • AFFECTED BY # OF POSTS COMPETING
  49. 49. HOW TO CHECK IMPRESSIONS?
  50. 50. FACEBOOK METRICS VISUALIZATION FANS FRIENDS OF FANS ORGANIC REACH TOTAL REACH ENGAGED USERS PTAT NEW/REMOVED FANS TOTAL GROWTH
  51. 51. FANS FRIENDS OF FANS ORGANIC REACH TOTAL REACH ENGAGED USERS PTAT NEW/REMOVED FANS TOTAL GROWTH 6,415 3,647,853
  52. 52. FANS FRIENDS OF FANS ORGANIC REACH VISIBILITY RATE TOTAL REACH ENGAGED USERS PTAT NEW/REMOVED FANS TOTAL GROWTH 6,415 3,647,853 2,776 43.3% 6,173
  53. 53. FANS FRIENDS OF FANS ORGANIC REACH VISIBILITY RATE TOTAL REACH ENGAGED USERS PTAT NEW/REMOVED FANS TOTAL GROWTH 6,415 3,647,853 2,776 43.3% 6,173 457 111
  54. 54. FANS FRIENDS OF FANS ORGANIC REACH VISIBILITY RATE ENGAGEMENT RATE TOTAL REACH ENGAGED USERS PTAT NEW/REMOVED FANS TOTAL GROWTH 6,415 3,647,853 2,776 43.3% 7.4% 6,173 457 111
  55. 55. FANS FRIENDS OF FANS ORGANIC REACH VISIBILITY RATE ENGAGEMENT RATE TOTAL REACH ENGAGED USERS PTAT NEW/REMOVED FANS TOTAL GROWTH 6,415 3,647,853 2,776 43.3% 7.4% 6,173 457 111 12/2 2 11 1 1 4 1 3
  56. 56. FANS FRIENDS OF FANS ORGANIC REACH VISIBILITY RATE ENGAGEMENT RATEVIRALITY RATE TOTAL REACH ENGAGED USERS PTAT NEW/REMOVED FANS TOTAL GROWTH 6,415 3,647,853 2,776 43.3% 7.4%1.8% 6,173 457 111 12/2 2 11 1 1 4 1 3
  57. 57. FANS FRIENDS OF FANS ORGANIC REACH VISIBILITY RATE ENGAGEMENT RATEVIRALITY RATE TOTAL REACH ENGAGED USERS PTAT NEW/REMOVED FANS TOTAL GROWTH 6,415 3,647,853 2,776 43.3% 7.4% 6,173 457 111 12/2 10 2 11 1 1 4 1 3 1.8%
  58. 58. FANS FRIENDS OF FANS ORGANIC REACH VISIBILITY RATEGROWTH RATE ENGAGEMENT RATEVIRALITY RATE TOTAL REACH ENGAGED USERS PTAT NEW/REMOVED FANS TOTAL GROWTH 6,415 3,647,853 2,776 43.3%.15% 7.4% 6,173 457 111 12/2 2 11 1 1 4 1 3 10 1.8%
  59. 59. HOW CAN I RELATE THESE METRICS TO MY CLIENT?
  60. 60. TRADITIONAL SOCIAL FRIENDS OF FANS TOTAL REACH ENGAGED USERS PTAT TOTAL POPULATION # SAW YOUR AD # THAT CAME IN THE STORE TOLD FRIENDS OR FAMILY
  61. 61. WHAT’S THE RETURN ON INVESTMENT? HOW MUCH IS A FAN WORTH?
  62. 62. WHAT’S THE RETURN ON RELATIONSHIP?
  63. 63. WHAT’S THE RETURN ON RELATIONSHIP? $ NOW
  64. 64. WHAT’S THE RETURN ON RELATIONSHIP? OR$ NOW
  65. 65. $ $$$$ $$$$$$$ $$$$$$$$$$ LATER WHAT’S THE RETURN ON RELATIONSHIP? OR$ NOW
  66. 66. KEYS TO A SUCCESSFUL FAN PAGE CONTENT SIMPLE ENTERTAIN CALL TO ACTION LEVERAGE THE NETWORKS ENGAGE THE PAGE ANALYTICS KNOW YOUR AUDIENCE MEASURE
  67. 67. SPECIAL THANKS

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