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Session 03

Creating
Great Content
By Chris Meylan @
facebook.com/SocialMediaLounge
Learning Outcomes
To clarify the importance of GREAT content for
successful Facebook Pages marketing.
Review the performan...
The Importance of
Great Content
Why, oh why?
As a Facebook user, why
would you ‘Like’ a Fan Page?
What would you like to see
on that Page?
What would make...
You HAVE TO create GREAT Content
Content is:

the most important
component of any social
media programme.
Content is: ‘any...
You need to create GREAT Content
Status updates, pictures,
videos, music, articles, ebooks, FAQs, are example of
content t...
You need to create GREAT Content
For the hospitality industry, it
could be:

-

News release,
Blog post about events,
Cust...
Scott (2010) explained that
the new marketers must now
be preoccupied by creating
news and attractive content
and should b...
It’s vital to be Liked!
WHY?
Because of the newsfeed
The newsfeed is the first thing
that a user sees.
The newsfeed is important
because research shows:...
Newsfeed
Most fans only see and
interact with your content in
their newsfeed.

But they might not see
your content!
Becaus...
HOW THE ALGORITHM WORKS
The Facebook algorithm ranks objects in the Facebook
News Feed. Pages with high scores will be mor...
Newsfeed

The number of interactions
each post obtains–‘likes’,
comments, and shares–
affects Affinity and therefore
the ra...
Newsfeed
Pages admins must therefore
focus on getting interactions
with their fans for each post.
They must engage their f...
Newsfeed
If there is no interaction with
the content of a Page, the
algorithm will conclude that
the user is not intereste...
“Breaking into the newsfeed
is currently the easiest and
most important consideration
for brands and companies
looking to ...
In order to achieve this,
brands must post
regularly relevant, highquality, useful, educative
and entertaining content,
in...
Let’s look at the
results of the
Social Media Lounge!
SML Results... so far!
SML Results... so far!

An engagement rate of 24.74% (73/295)
SML Results... so far!
SML Results... so far!
SML Results... so far!

Likes analysis
SML Results... so far!

Likes analysis
SML Results... so far!
SML Results... so far!

Reach per post Analysis
SML Results... so far!

Engagement Analysis
SML Results... so far!

Non-Engagement Analysis
SML Results... so far!

Total Reach Analysis
SML Results... so far!

Reach per post Analysis
SML Results... so far!

Specificities by post
SML Results... so far!

All details about one specific post
Terminology
PTAT (People Talking About This)
The number of unique people who have created a story
about the Page, during a...
SML Results...
Very few people actually
posted anything directly on
the Page,
And there has been very little
questions, or...
SML Results...
Very little engagement with the ‘theoretical’ articles. There has been
very little questions, or comments b...
SML Results...
Much higher engagement pictures
involving people we know, and
‘personal’ content.

An engagement
rate of 5....
SML Results...
Much higher engagement with
pictures, that seek to entertain
and create fun.

An engagement
rate of 3.73%
SML Results...
Pictures must be relevant to
current time and activities
happening on real-time.

An engagement
rate of 5.9...
In theory, how should
admin create more
engagement?
Be up-to-date
Brands should be posting every 2
to 3 days minimum to be effective.
Some argue that with the increase
number...
Fun Content, not Promotional

80% of the content should be
informational, educational, or have
entertainment value.
Only 2...
Personalised Posts
Companies should personalize
interactions by providing
authentic people-to-people
connections.
Each pos...
Post Length
Keep it Short and Sweet!
Research indicate that the
longer the post length, the less
engaging fans find it.
Con...
Post Length
Keep it Short and Sweet!

Studithat the
Research indicate es sho
w 37% m
longer theng length, the less
e post ...
Have fun posts
Fans are on Facebook not to
connect with brands, but rather
for entertainment and fun.
To get noticed by yo...
Post Videos
Try to create a series of similar
videos around the same concept.
Your video should be no longer
than three mi...
Best Time to Post
Post When People Are Listening:
Brands that post outside of
business hours, have higher
engagement rates...
Best Time to Post
Schedule Posts to appear early in
the morning or late at night.
Don’t publish Posts simply when
you’re i...
Best Day to Post
86% of Posts are published between Monday through
Friday, with user engagement on these Posts peaking on
...
Best Day to Post
The less people want to be at
work, the more they are on FB!
Utilize the flexibility of prescheduled Posts...
A tool to help you
Admin should use a social
media dashboard, (such as
hootsuite) that allows admins
to manage Facebook.
I...
Travel and Hospitality Industry
Look towards the end of the week. The lowest engagement
rates are on the weekend and Wedne...
Facebook tells you when your fans are online
Action Keywords
Use easy call-to-action!
To drive ‘Likes,’ be direct in asking
for the ‘like.’ Outright requests
worked mo...
Use Action Keywords
To drive Comments, ask a direct
question and ask for the
response.
Ask fans to “post,” “comment” or
“t...
Example of asking for caption
These are the type of action verb that fans tend to respond to
(BuddyMedia, 2011)
Use Games + Trivia
Incorporating games + trivia and
into your Posts can be an effective
strategy to increase engagement.
F...
Use “Quote of the Week”
Quotes tend to have quite a
high level of engagement.
But an even better trick is to
add the quote...
Use “Quote of the Week”
Ask for Feedback
Asking for fans’ feedback, and
show that you care what they
have to say.
Fan feedback can be very
valuabl...
Relate to Current Events
Facebook is a great hub to
find information about recent
news, events and trends.
Brands should re...
Sell... sometimes
Finally, it is also important to
lead your fans to purchase.
When brands provide sufficient
value on thei...
Pre-Conclusion
Marketers are becoming brand
journalists!
They must find interesting
things to talk about around their
brand...
Conclusion
Observe the results for each
of your post.
Analyse which types of posts
work better, take day + time
into accou...
Conclusion
Observe the results for each
of your post.

BE CREAT
IVE
+
HAVE FUN
!
Be inline with your brand.
Analyse which ...
References
Buddy Media (n.d.) Strategies for effective Facebook wall posts: a statistical
review. White Paper [online]. Ava...
Facebook for Business Master class - Creating Great Content
Facebook for Business Master class - Creating Great Content
Facebook for Business Master class - Creating Great Content
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Facebook for Business Master class - Creating Great Content

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Third session of the Facebook for Business Master class where we talked about the importance of creating great content, and the importance of creating content that engages the fans. Also with some tips and examples on how to create content that will engage people.

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Facebook for Business Master class - Creating Great Content

  1. 1. Session 03 Creating Great Content By Chris Meylan @ facebook.com/SocialMediaLounge
  2. 2. Learning Outcomes To clarify the importance of GREAT content for successful Facebook Pages marketing. Review the performance of the Social Media Lounge so far. Look at the type of content that can create the higher level of engagement.
  3. 3. The Importance of Great Content
  4. 4. Why, oh why? As a Facebook user, why would you ‘Like’ a Fan Page? What would you like to see on that Page? What would make you like a Page and comment with the content of that Page?
  5. 5. You HAVE TO create GREAT Content Content is: the most important component of any social media programme. Content is: ‘anything created and uploaded to a website: the words, images, tools or other things that reside online’. The Page admin creates content and shares it social media, including Facebook.
  6. 6. You need to create GREAT Content Status updates, pictures, videos, music, articles, ebooks, FAQs, are example of content that could be shared. Companies need now to supply valuable content to their customers that is useful for them first, and then promotional.
  7. 7. You need to create GREAT Content For the hospitality industry, it could be: - News release, Blog post about events, Customer-reviews, Blog post from a travel expert, User-generated video about the hotel or the destination, Photos from a customer, ‘How-To’ videos, Industry-related article.
  8. 8. Scott (2010) explained that the new marketers must now be preoccupied by creating news and attractive content and should be obsessed by readership as much as an editor or a publisher would.
  9. 9. It’s vital to be Liked!
  10. 10. WHY?
  11. 11. Because of the newsfeed The newsfeed is the first thing that a user sees. The newsfeed is important because research shows: That 90% of Facebook users don’t return to the Page after having clicked the ‘like’ button.
  12. 12. Newsfeed Most fans only see and interact with your content in their newsfeed. But they might not see your content! Because Facebook has created an algorithm that decides the content that is displayed.
  13. 13. HOW THE ALGORITHM WORKS The Facebook algorithm ranks objects in the Facebook News Feed. Pages with high scores will be more likely to show up in the news feed, than Pages with low scores.The algorithm is made up of 3 variables: Affinity, Weight, and Time Decay. Affinity: the user's relationship with a certain Page. Weight: the type of content, such as a photo/video/link/etc. Time Decay: as an object gets older, the lower the value.
  14. 14. Newsfeed The number of interactions each post obtains–‘likes’, comments, and shares– affects Affinity and therefore the ranking of each post in the newsfeed.
  15. 15. Newsfeed Pages admins must therefore focus on getting interactions with their fans for each post. They must engage their fans. Facebook is a TWO-WAY communication channel. The Page should focus on maintaining a dialogue and conversation with the fans.
  16. 16. Newsfeed If there is no interaction with the content of a Page, the algorithm will conclude that the user is not interested in this particular content. It will automatically hide the content from the newsfeed, making this particular user more difficult to reach with future posts.
  17. 17. “Breaking into the newsfeed is currently the easiest and most important consideration for brands and companies looking to establish a presence and identity on Facebook” (Treadaway and Smith, 2010: 45).
  18. 18. In order to achieve this, brands must post regularly relevant, highquality, useful, educative and entertaining content, in order to encourage users to comment and to ‘Like’ them (O’Neill, 2011).
  19. 19. Let’s look at the results of the Social Media Lounge!
  20. 20. SML Results... so far!
  21. 21. SML Results... so far! An engagement rate of 24.74% (73/295)
  22. 22. SML Results... so far!
  23. 23. SML Results... so far!
  24. 24. SML Results... so far! Likes analysis
  25. 25. SML Results... so far! Likes analysis
  26. 26. SML Results... so far!
  27. 27. SML Results... so far! Reach per post Analysis
  28. 28. SML Results... so far! Engagement Analysis
  29. 29. SML Results... so far! Non-Engagement Analysis
  30. 30. SML Results... so far! Total Reach Analysis
  31. 31. SML Results... so far! Reach per post Analysis
  32. 32. SML Results... so far! Specificities by post
  33. 33. SML Results... so far! All details about one specific post
  34. 34. Terminology PTAT (People Talking About This) The number of unique people who have created a story about the Page, during a full week. A story is created when someones: 1) 2) 3) 4) 5) 6) 7) 8) Likes the Page; Posts to the timeline; Likes, comments on or shares one of the Page posts; Answers a question posted by the Page; Responds to an event; Mentions the Page (with @); or tags the Page in a photo; Checks-in at your Place; Or recommends your Place.
  35. 35. SML Results... Very few people actually posted anything directly on the Page, And there has been very little questions, or comments by our fans. This is something that we should strive to create for any Page, and encourage our fans to participate.
  36. 36. SML Results... Very little engagement with the ‘theoretical’ articles. There has been very little questions, or comments by our fans => little engagement. This is something that any Page should aim to get. An engagement rate of 1.55%
  37. 37. SML Results... Much higher engagement pictures involving people we know, and ‘personal’ content. An engagement rate of 5.13%
  38. 38. SML Results... Much higher engagement with pictures, that seek to entertain and create fun. An engagement rate of 3.73%
  39. 39. SML Results... Pictures must be relevant to current time and activities happening on real-time. An engagement rate of 5.97%
  40. 40. In theory, how should admin create more engagement?
  41. 41. Be up-to-date Brands should be posting every 2 to 3 days minimum to be effective. Some argue that with the increase number of brands using Facebook, the posting interval could even be 2 to 3 times a day.
  42. 42. Fun Content, not Promotional 80% of the content should be informational, educational, or have entertainment value. Only 20% of content should be promotional (Owyang et al., 2010).
  43. 43. Personalised Posts Companies should personalize interactions by providing authentic people-to-people connections. Each post and response should be signed by the Page admin writing the post. Brands that enable fans to interact with the admins have a better chance at creating relationships with their fans.
  44. 44. Post Length Keep it Short and Sweet! Research indicate that the longer the post length, the less engaging fans find it. Concise copy increases readability and consumption. Posts between one and 80 characters have a higher engagement. Source: BuddyMedia
  45. 45. Post Length Keep it Short and Sweet! Studithat the Research indicate es sho w 37% m longer theng length, the less e post gem ore a it. ent engaging fans find on page when 80 posts characte Concise copy increases rs or sho rter. readability and consumption. Posts between one and 80 characters have a higher engagement.
  46. 46. Have fun posts Fans are on Facebook not to connect with brands, but rather for entertainment and fun. To get noticed by your fans, it’s important to know their “fun triggers”. But the content you share has to be in accordance with the brand.
  47. 47. Post Videos Try to create a series of similar videos around the same concept. Your video should be no longer than three minutes. Think short! This is not something hospitality does well, yet. But there is an opportunity to create engaging content with videos.
  48. 48. Best Time to Post Post When People Are Listening: Brands that post outside of business hours, have higher engagement rates. It’s important to make the Posts appear at the top of fans’ Newsfeed during the times of day they are most likely on Facebook.
  49. 49. Best Time to Post Schedule Posts to appear early in the morning or late at night. Don’t publish Posts simply when you’re in front of your computer. Publish when your fans are online, otherwise the post will be missed.
  50. 50. Best Day to Post 86% of Posts are published between Monday through Friday, with user engagement on these Posts peaking on Thursday and Friday. THU RS SUN FR I MON TUE WE D S AT Source: BuddyMedia
  51. 51. Best Day to Post The less people want to be at work, the more they are on FB! Utilize the flexibility of prescheduled Posts to communicate to fans when they are most engaged. Take into consideration your industry when determining posting schedule.
  52. 52. A tool to help you Admin should use a social media dashboard, (such as hootsuite) that allows admins to manage Facebook. It allows admins to distribute targeted messages across multiple channels and schedule postings in advance for the rest of the week.
  53. 53. Travel and Hospitality Industry Look towards the end of the week. The lowest engagement rates are on the weekend and Wednesday, while highest engagement occurs on Thursday and Friday. TH UR S TU E M ON SU N WED FR I S AT Source: BuddyMedia
  54. 54. Facebook tells you when your fans are online
  55. 55. Action Keywords Use easy call-to-action! To drive ‘Likes,’ be direct in asking for the ‘like.’ Outright requests worked most effectively. The simpler, the better. ‘Liking’ a Post requires the least amount of effort asked of a user, so if you want users to ‘like’ a Post, just ask them outright!
  56. 56. Use Action Keywords To drive Comments, ask a direct question and ask for the response. Ask fans to “post,” “comment” or “tell” you something. You could also ask fans to write a caption about a picture. Fans will listen and respond by commenting.
  57. 57. Example of asking for caption
  58. 58. These are the type of action verb that fans tend to respond to (BuddyMedia, 2011)
  59. 59. Use Games + Trivia Incorporating games + trivia and into your Posts can be an effective strategy to increase engagement. Fans like to provide answers as a way to show off their knowledge about a topic. This is a great way to engage people, and to get to know your fans and your fan base.
  60. 60. Use “Quote of the Week” Quotes tend to have quite a high level of engagement. But an even better trick is to add the quote inside an image, so the post will stand out in the news feed. As the quote will be more visible, it will give you also the opportunity for more engagement.
  61. 61. Use “Quote of the Week”
  62. 62. Ask for Feedback Asking for fans’ feedback, and show that you care what they have to say. Fan feedback can be very valuable. It will give you great insights in what your fans/ customers want. When you let people know what you’re working on, you can create some buzz around your upcoming projects.
  63. 63. Relate to Current Events Facebook is a great hub to find information about recent news, events and trends. Brands should relate their content to the current events. If done correctly, there is a potential to produce a significant amount of traffic.
  64. 64. Sell... sometimes Finally, it is also important to lead your fans to purchase. When brands provide sufficient value on their Page, they should mix their “fun” content with promotional content. Businesses can start with simple but immediate call to actions, such as sign-up for newsletters to finally give them opportunities to buy products.
  65. 65. Pre-Conclusion Marketers are becoming brand journalists! They must find interesting things to talk about around their brand and show it on FB. Mix-up the format, and strive for interaction. Encourage people to like, comment and share.
  66. 66. Conclusion Observe the results for each of your post. Analyse which types of posts work better, take day + time into account. Be inline with your brand. Keep experimenting Strive for conversations.
  67. 67. Conclusion Observe the results for each of your post. BE CREAT IVE + HAVE FUN ! Be inline with your brand. Analyse which types of posts work better, take day + time into account. Keep experimenting Strive for conversations.
  68. 68. References Buddy Media (n.d.) Strategies for effective Facebook wall posts: a statistical review. White Paper [online]. Available at: <http://forms.buddymedia.com/whitepaperform_review-strategies-for-effective-facebook-wall-posts.html>. Owyang, J., Tran, C., and Webber (2010) The 8 Success Criteria For Facebook Page Marketing. White Paper [online] Altimeter Group. Available at: <http://www.webstrategist.com/blog/2010/07/27/altimeter-report-the-8-success-criteria-for-facebookpage-marketing/>. Pickering, B. (2011) 4 reasons why contests should be part of your marketing strategy. Blog Post [online] Mashable. Available at: <http://mashable.com/2011/07/21/ contest-marketing/>. Porterfield, A. (2012) 5 Facebook Posts that spark massive engagement. Blog Post [online]. Available at: <http://www.amyporterfield.com/2012/02/5-facebook-posts-thatspark-massive-engagement/#dsq-form-area>.

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