Facebook - What You'd Forgotten (and Why it Matters)

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My deck from Social Media Marketing 2012. Many thanks to Luke Brynley-Jones and Our Social Times for putting this on. You can find links to some of the case studies at http://blog.magicbeanlab.com/networkanalysis/what-you-forgot-about-facebook-and-why-it-matters/

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  • Peer comments on UGC posts represent more than 60% of UGC follow-up, and almost 30% of all content posted on the Cineworld Timeline.Further investigation suggests a vanishingly small subset of followers are responsible for a majority of this content: a mere 38 users (4% of unique UGC commenters) create 80% of the follow-up content on all UGC. While Cineworld should take pride in this, we recommend caution when extrapolating from this behaviour.It is unlikely to scale well.
  • http://blog.magicbeanlab.com/networkanalysis/how-should-page-admins-deal-with-flame-wars/
  • Facebook - What You'd Forgotten (and Why it Matters)

    1. WHAT YOU FORGOT ABOUTFACEBOOK AND WHY IT MATTERS
    2. THE BLEEDING OBVIOUS HOW PEOPLE USE FACEBOOK OPEN NEWS FEED COME BACK LATER READ STORIES ENGAGE (OR NOT) LEAVE
    3. THE BLEEDING OBVIOUS HOW PEOPLE USE FACEBOOK PAGES LIKE PAGE SEE STORIES (OR DON’T) ENGAGE (OR NOT)
    4. A GROSS OVERSIMPLIFICATION HOW PEOPLE USE LIKE SOURCE 36% FACEBOOK PAGES <1% LIKE PAGE ON PAGE AD UNIT SEE STORIES (ORTIME OF DAY / DAY OF WEEK EDITORIAL ALGORITHM DON’T) < ENGAGE (OR NOT) 1%
    5. ALL GOOD TOOLS BUT NO SILVERBULLET COMPETITOR DATA ADMIN INSIGHTS DATA
    6. FACEBOOKINSIGHTSDOWNLOADSTend to prefer theCSV datadownload. Easier toprocess onceyou’ve got to gripswith it.
    7. FACEBOOK APIhttps://developers.facebook.com/tools/explorer/ might be a good place to start…
    8. “WE’RE GOING TO MAKE OURFACEBOOK PAGE THE HUB OF ALL OURACTIVITY”
    9. IN-FEED VSON-PAGEREACH SHARE OF REACH: SEPTEMBER 2012 UNIQUE FEED REACHUNIQUE PAGE VISITS
    10. SO THIS… “CLICK ON THE HEINZ CHRISTMAS TAB ON THE LEFT”
    11. …LOOKSLIKE THISOH NOES! I CAN’TFIND THE HEINZCHRISTMAS TAB!
    12. THE SOMEWHAT LESS OBVIOUS ADMIN POSTS FAN POSTS NOT PUBLISHED TO PUBLISHED TO FAN OTHER FANS’ NEWSFEEDS NEWSFEEDS
    13. WHY THIS MATTERS
    14. “WE WANT TO CREATE A COMMUNITY” COMMUNITY LIST FACEBOOK PAGE
    15. “WE JUST WANT TO LISTEN”
    16. BRAND PAGE (BUDWEISER) 82 Comments from author/poster 747 291 128 Comments from P Admins age C omments on Stories stories posted C omments 81 posted by by F ans 1,100 Fans from peers Comments from Stories posted on 133 P Admins age BudweiserUK Wall 353 5,166 Comments on Stories posted stories posted by by P Admins age P Admins age 5,033 Comments from Fans Circle area is proportional to volume of activity
    17. RETAILER (ASOS) 1,116 Comments from author/poster 1,061 2,591 1,394 Comments from P Admins age Stories posted C omments on C omments 1,092 by Fans stories posted from peers by F ans (81) Stories posted on Wall C omments from P Admins age (349) 1,317 Stories posted by P Admins age 968 Comments from Comments on Fans (31) stories posted by P Admins age Circle area is proportional to volume of activity
    18. OMG WTF? (CINEWORLD) 1,481 Comments from P Admins age 5,676 16,469 4,623 Comments from author/poster Stories posted by Public Comments on 6,630 stories posted by Public 10,368 Comments from peers Posts Comments from Page Admins (282) 954 13,103 Comments on stories posted by P Admins age Stories posted by Page Admins 12,821 Comments from Public Circle area is proportional to volume of activity
    19. 38 USERS CREATED 80% OF FOLLOWUP COMMENTS USERS
    20. OMG WTF BBQ? (2 DAYS ONWAITROSE) Page Waitrose Comments from Data Start 2011-11-08 91 author/poster Data End 2011-11-10 T R otal ecords 607 Comments from Page 86 431 Admins (4) Comments on stories posted by Stories posted by F ans Fans 88 336 Comments from peers Stories posted on Wall Comments from Page Admins (0) 156 Stories posted by P Admins (2) age C omments Comments on stories 156 from Fans posted by P Admins age Circle area is proportional to volume of activity
    21. THINK MOBILE
    22. REMEMBER THIS?
    23. RUH-ROH RAGGY! PRO TIP: FACEBOOK TABS AREN’T VISIBLE ON MOBILE OR TABLET DEVICES
    24. WHERE DID THE CLICKS COME MOBILE FROM? desktop mobile other CLICKS 9,553 ~8% PRO TIP: TRY ADDING + TO 963 860 SHORT LINKS TO SEE CLICK DATAhttps://bitly.com/HeinzChristmas+ 2011-12-01
    25. WHERE ARE HEINZ TODAY?
    26. WHERE DID THE CLICKS COME MOBILE FROM?desktop mobile other CLICKS9,553 11,222 ~28% 5,597 2,784 963 860 MOBILE SHARE OF CLICKS HAS INCREASED ACROSS THE BOARD
    27. I’D LIKE YOU TO REMEMBER… 1. A PAGE ISN’T A DESTINATION 2. IT’S ALL ABOUT THE NEWSFEED 3. A PAGE ISN’T A COMMUNITY 4. ALMOST NO-ONE SEES FAN POSTS 5. THINK MOBILE FIRST

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