The Simple Complexity of Facebook Marketing — #congresfb

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Master Class at Congress FB (http://congresfacebook.nl)

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The Simple Complexity of Facebook Marketing — #congresfb

  1. 1. The Simple Complexityof Facebook Marketing@EdgeRankChecker | #congresfb
  2. 2. Facebook Marketing Is A Fractal@EdgeRankChecker | #congresfb
  3. 3. SimplicityThe Deeper We Dive…Complexity@EdgeRankChecker | #congresfbComplexity Simplicity
  4. 4. @EdgeRankChecker | #congresfbFacebook Post CycleReach EngagementNegative Feedback
  5. 5. @EdgeRankChecker | #congresfb
  6. 6. • Calls To Action• Photos• Cat MemesWhat Drives Engagement?@EdgeRankChecker | #congresfb
  7. 7. • Roughly 60-90% increasein engagement@EdgeRankChecker | #congresfbCalls to Action• Tapping into human psychology
  8. 8. • Most Brands succeed with Photos• 350 Million Photos Uploaded Daily@EdgeRankChecker | #congresfbPhotos
  9. 9. Light interactions drive light business valueCat Memes@EdgeRankChecker | #congresfb
  10. 10. Those are simplistic drivers@EdgeRankChecker | #congresfb
  11. 11. • Psychology• Screen Real Estate• Self-Idealization@EdgeRankChecker | #congresfbWhat Actually Drives Engagement?
  12. 12. • Seeking approval via Engagement• Post Photos to influence ourperception@EdgeRankChecker | #congresfbPsychology
  13. 13. How does a posts vertical spaceinfluence engagement probability?@EdgeRankChecker | #congresfbScreen Real Estate
  14. 14. • Ones desired self-projection• Interests/Likes/Groupsbuild digital self@EdgeRankChecker | #congresfbSelf-Idealization
  15. 15. • Use Call To Actions• Understand psychological reasonsfor Engagement• Use beautiful photography when applicable• Maximize screen real estate• Leverage self-idealization@EdgeRankChecker | #congresfbHow to Take Advantage
  16. 16. @EdgeRankChecker | #congresfbFacebook Wants You toAmplify Your Great Content
  17. 17. Facebooks New Mentality○ Brands earn their way into the news feed○ Pay to build fansOrganic Results○ Monitor/Analyze content to drive Organic success○ Amplify great Organic media with Paid media@EdgeRankChecker | #congresfbBalancing Paid/Earned Media
  18. 18. • Search Results = News Feed• Sponsored Posts = Paid Ads• Organic Success > Paid Success@EdgeRankChecker | #congresfbThe "New" SEO
  19. 19. @EdgeRankChecker | #congresfbNBA & BurberryLearning from the Best
  20. 20. • Frequent, applicable coverphoto changes• Nightly recaps & highlights• Exclusive NBA content@EdgeRankChecker | #congresfbNBA
  21. 21. • Incredible photography worldwide• Exclusive tie-ins• Photo Albums@EdgeRankChecker | #congresfbBurberry
  22. 22. If youre not using Retargeted Ads today, start now!• 48.4% lower cost-per-click• 197.3% higher return on investment• 17x higher clickthrough rates(Source: http://www.nanigans.com/2013/05/08/news-feed-roi-facebook-exchange-study/)@EdgeRankChecker | #congresfbFacebook Retargeted Ads
  23. 23. • The "New" Email• Suffering from Innovators Dilemma@EdgeRankChecker | #congresfbWhat is the Future of Facebook?
  24. 24. • Losing excitement• Internet necessity• Portal to ones digital self@EdgeRankChecker | #congresfbThe New Email
  25. 25. • How users actually use Facebook• How they think they wantto use Facebook@EdgeRankChecker | #congresfbDisconnect• How Facebook wants peopleto use Facebook
  26. 26. • Upstream Market Chasing• Shoot past needs of actual customers(see Google+)@EdgeRankChecker | #congresfbThe Innovators Dilemma

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