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Matt Peters

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Matt Peters

  1. 1. The Science of Social:Facebook Engagement October 2, 2012
  2. 2. Why are we here?Explore the science of attention and usagehabits on Facebook in order to maximizebrand engagement 2
  3. 3. Who am I? Matt Peters Founder & Creative Director Pandemic Labs On Twitter: @Fracked @Pandemiclabs 3
  4. 4. The problemFacebook is a mess! 4
  5. 5. 5
  6. 6. And on Mobile 6
  7. 7. The Deck Is Stacked Against You1. People are on Facebook to connect with other people2. Facebook’s algorithm de-prioritizes brand posts3. Facebook even alters the way they display brand posts compared to user posts4. So you have to be BETTER & SMARTER than everyone else 7
  8. 8. Two Things to Study1. When people use Facebook2. How they behave when using Facebook 8
  9. 9. Two Things to Study1. How/When people use Facebook2. Why people behave they way they do 9
  10. 10. Two Things to Study1. How/When people use Facebook2. Why people behave they way they do 10
  11. 11. Let the Data Guide You 11
  12. 12. Let’s look at some timing 12
  13. 13. Let the Numbers Speak 13
  14. 14. Let the Numbers Speak 14
  15. 15. What about human behavior? 15
  16. 16. To Achieve Success High Engagement Content: Minimal attention Minimal Cognitive Resources High Emotional Value 16
  17. 17. Minimal Attention 17
  18. 18. The Brain Takes Shortcuts 18
  19. 19. The Brain Takes Shortcuts 19
  20. 20. Minimal Cognitive Attention 20
  21. 21. Know Thy Brain! Visit the most relaxing place on earth and enjoy a revival of mind and body! This is, quite simply, the most relaxing vacation you will ever take in your entire life. Look at the crystal blue water under a cloudless azure sky. Imagine yourself swinging softly in a hammock as the sounds of the ocean wash away all the cares of your world-weary mind. Dig your toes into our golden sand when you’re ready to walk us the beach to our cabanas for some tropical refreshment. 21
  22. 22. Know Thy Brain! 22
  23. 23. Example in Action 23
  24. 24. High Emotional Value 24
  25. 25. Understand Emotions 25
  26. 26. Putting it all together 26
  27. 27. Example of HEC 27
  28. 28. The Winner • Related to product • Aesthetically pleasing • Emotional impact • Cognitively effective 28
  29. 29. Next StepsHow do you start improving your Page? 29
  30. 30. Take Action1. Apply the global truths you’ve learned here2. Remember HEC3. Don’t just take my word for it, study your own Page4. Always think about the mobile user5. Remember that the better you do, the easier it becomes 30
  31. 31. Thank Youwatchtower.pandemiclabs.com 31

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