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BlogWorld panel on Facebook News Feed Optimization

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Slides from a panel on Facebook News Feed Optimization, held on Wednesday, May 25, 2011 at BlogWorld & New Media Expo in New York City.

Moderator: Bryan Person, LiveWorld
Panelists: Helen Todd, Sociality Squared; Chad Wittman, EdgeRank Checker; Dennis Yu, BlitzLocal

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BlogWorld panel on Facebook News Feed Optimization

  1. 1. Why Facebook News Feed Optimization (NFO) matters to marketers Bryan Person * Helen Todd Chad Whittman * Dennis Yu #NFO #BWENY
  2. 2. Download our presentation <ul><ul><li>http://www.bit.ly/NFOslides </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
  3. 3. Moderator <ul><ul><li>Bryan Person </li></ul></ul><ul><ul><li>LiveWorld </li></ul></ul><ul><ul><li>@BryanPerson </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
  4. 4. 96% Like your Page … <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
  5. 5. … and then never return <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
  6. 6. EdgeRank algorithm <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@DennisYu </li></ul></ul>
  7. 7. <ul><ul><li>In News Feed … or invisible </li></ul></ul><ul><ul><li>EdgeRank algorithm for “Top News” </li></ul></ul><ul><ul><li>Competing with 130 friends + 90 Pages </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
  8. 8. NFO Best Practices <ul><ul><li>Helen Todd </li></ul></ul><ul><ul><li>Co-founder, Sociality Squared </li></ul></ul><ul><ul><li>Sociality Squared </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
  9. 9. Know your audience <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
  10. 10. Use Facebook Questions <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
  11. 11. Target Wall posts to be relevant <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
  12. 12. Use photos to make posts pop <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
  13. 13. Content is King: Good. Relevant. Shareable <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
  14. 14. Customize link headers & descriptions <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
  15. 15. Customize link headers & descriptions <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
  16. 16. Customize link headers & descriptions <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
  17. 17. Win with fun and questions! <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
  18. 18. Share exclusive fan content <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
  19. 19. Share exclusive fan content <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul>
  20. 20. EdgeRank Data <ul><ul><li>Chad Wittman </li></ul></ul><ul><ul><li>EdgeRank Checker </li></ul></ul><ul><ul><li>@ChadWittman </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
  21. 21. A comparison: <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@ChadWittman </li></ul></ul>Top 20 brand Pages Top 20 EdgeRank Pages Avg. EdgeRank score: 7 Avg. EdgeRank score: 113 Avg. unlike rate: 0.03% Avg. unlike rate: 0.23% Avg. comments rate: 0.04% Avg. comments rate: 2.65% Avg. like rate: 0.14% Avg. like rate: 3.91%
  22. 22. Tactics for EdgeRank success <ul><ul><li>Sharing unique photos and related videos </li></ul></ul><ul><ul><li>Talking about bigger names/brands/events </li></ul></ul><ul><ul><li>Running contests </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@ChadWittman </li></ul></ul>
  23. 23. Intentionally polarizing <ul><ul><li>Sharing A LOT of content (fans love/hate that!) </li></ul></ul><ul><ul><li>Discussing topics that push fans’ buttons </li></ul></ul><ul><ul><li>Discussing “bubble”-type events </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@ChadWittman </li></ul></ul>
  24. 24. A comparison <ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul><ul><ul><li>@ChadWittman </li></ul></ul>Company X Company Y 20,000 fans 500,000 fans Online coupon site Cable TV network ~ 13,000 NF impressions/day ~ 12,000 NF impressions/day Comment ratio: 0.35% Comment ratio: 0.12% Like ratio: 0.45% Like ratio: 0.28% Content seen in NF 18x/month Content seen in NF 1x/month
  25. 25. Insights & Advertising <ul><ul><li>Dennis Yu </li></ul></ul><ul><ul><li>Webtrends </li></ul></ul><ul><ul><li>@Dennis Yu </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
  26. 26. Affinity – Weight – Time Decay
  27. 27. Affinity – Weight – Time Decay Comment Share Photo Video Wall Post Like
  28. 28. Object Weight Rosetta Stone
  29. 29. Object Weight Rosetta Stone, Gordmans, Lane Bryant
  30. 30. Affinity – Weight – Time Decay
  31. 31. Time Decay
  32. 32. Athletic Shoes brand Energy Drink brand Time Decay
  33. 33. Industry Benchmarks
  34. 34. User User Profile Increases News feed impressions 3 6 7 2 5 More interaction increases Feedback % 1 Friends User likes the page Get on the News Feed Get on Facebook Suggested Pages News Feed Optimization 4
  35. 35. R = 0.96 Lady Gaga Barack Obama Rihanna Period: 4/21 – 5/21/2011 Top 24 Facebook Pages
  36. 36. Gordmans
  37. 37. Lane Bryant
  38. 38. More interactions = more NFO coverage
  39. 39. Discussion/Q&A <ul><ul><li>@DennisYu </li></ul></ul><ul><ul><li>@BryanPerson </li></ul></ul><ul><ul><li>@HelensTravels </li></ul></ul><ul><ul><li>@ChadWittman </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>
  40. 40. Thank you! <ul><ul><li>http://www.bit.ly/NFOslides </li></ul></ul><ul><ul><li>#NFO </li></ul></ul><ul><ul><li>#BWENY </li></ul></ul>

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