The Future for Facebook and Social Media Strategy

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Presentation from a "Facebook Training Camp for Marketers" talk I gave for the Triangle AMA in Raleigh, NC.

http://www.triangleama.org/facebook-training-camp-for-marketers/

Published in: Technology, Education

The Future for Facebook and Social Media Strategy

  1. 1. O hai. @marcusnelson Director of Social Media
  2. 2. Today’s Agenda Facebook is big Why do people share? The basics Fan pages Fans equal value Edge Rank Q&A
  3. 3. million users
  4. 4. of US adult Internet users are on Facebook
  5. 5. billion minutes spent on Facebook per month Last year that number was 150 billion minutes
  6. 6. Facebook is consuming people’s time
  7. 7. Facebook is the largest login provider
  8. 8. How many pages areyou personally a ‘fan’ of? Average: 5-20
  9. 9. How many times have you revisited those pages? Average: 0-2
  10. 10. Harsh truth Never return to your pageSource: http://pagelever.com
  11. 11. So what’s the value? Access to their newsfeed Remember, they don’t come back to your page.
  12. 12. of comments & likes come from newsfeedsSource: http://pagelever.com
  13. 13. Let’s talk Edge Rank
  14. 14. Edge Rank is Facebook’s algorithm Ranks on relevancy Shows 3-5 most interesting posts (FB randomizes it slightly so it doesn’t seem so stalkerish) The majority of fans NEVER see your status updates
  15. 15. How does Edge Rank work? Affinity score the affinity between the user and the creator of the item number of times the users profile was checked Weight comments & likes add points my comments are worth more than those of my friends comments are worth more than non-friend comments Time Decay as time passes, stories lose points
  16. 16. Curious little note here: The native “Edge” score treats photos & video better by default than it does with text-only posts
  17. 17. You can’t SPAM it as hard as you may try EdgeRank is between an object and a user unlike SEO, an EdgeRank score is different for each user No such thing as generic “Edge Rank score” the architecture of the algorithm makes it impossible Real-time score competes with everything in newsfeed… as long as a status update is in the top 3-7 posts, you’ll probably be shown until time decay reduces points OR other posts push you out Note: Mobile uses “Most Recent” which makes up 30% of users
  18. 18. You CAN optimize your content The native “Edge” score treats photos & video better by default than it does with text-only posts
  19. 19. You CAN optimize your content Posting time Saturday mornings are best
  20. 20. You CAN optimize your content Content Does it connect with people. Language should be at a 9th Grade Level
  21. 21. You CAN optimize your content Format (text/photo/video/link) Video/photo works best
  22. 22. You CAN optimize your content Localization / relevancy Target “become-a-fan” ad campaigns at friends of your fans
  23. 23. Start by making them fans This is a “Fan Gate” »
  24. 24. Tell them what you want them to do Replaces the old “Become a Fan” Replaces “Share” by auto-posting to your wall
  25. 25. This is why we need the ‘like’ Getting posts into the newsfeed is critical to building impressions
  26. 26. Average impressions per postSource: http://pagelever.com
  27. 27. Why do you think this number so low?
  28. 28. People share for their own reasons
  29. 29. Motivations for sharing 1)  reinforces shared views & social bonds. 2)  need to proselytize or desire to connect. 3)  emotional, positive, interesting, anger-inducing, or sad most likely to be shared. 4)  calm themselves or reduce uncertainty. 5)  bolsters own sense of self.source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
  30. 30. At the end of the day… broadcasting is self-focused “I want you to think this about me.”
  31. 31. As Marketers, it’s your job to… “Make your customers/fans look like rock stars!”
  32. 32. Facebook Marketing is still: content marketing.
  33. 33. Facebook Marketing is still: about creating engagement opportunities.
  34. 34. Facebook-facilitated on-site commerce
  35. 35. Facebook-initiated commerce
  36. 36. Commerce activities inside of Facebook
  37. 37. Sources University of Pennsylvania http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html? inline=nyt-org Jeff Widman of Pagelever http://pagelever.com 12 Awesome Facebook Stats, Charts & Graphs http://www.slideshare.net/HubSpot/12-awesome-facebook-stats-charts-graphs Science of Facebook Marketing by Dan Zarrella http://www.slideshare.net/HubSpot/science-of-facebook-marketing-by-dan-zarrella
  38. 38. Linguistic content — sex sells!
  39. 39. Most sharable words
  40. 40. Least sharable words

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