1. HOW PEOPL E USE
FACEBOOK
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 (OR
TIME OF DAY / DAY OF WEEK EDITORIAL ALGORITHM
DON’T)
<
ENGAGE (OR NOT) 1%

5. “WE’RE GOING TO MAKE FACEBOOK
THE HUB OF ALL OUR ACTIVITY”

6. IN-FEED VS
ON-PAGE
REACH

7. ANOTHER WAY OF LOOKING AT IT
All Fans
100%
470K
MAU
53%
250K
DAU
11%
52K
Daily Page Visits (Unique)
0.3%
1.4K

8. THE SOMEWHAT LESS OBVIOUS
ADMIN POSTS FAN POSTS
NOT PUBLISHED TO
PUBLISHED TO FAN
OTHER FANS’
NEWSFEEDS
NEWSFEEDS

9. WHY THIS MATTERS

10. “WE WANT TO CREATE A COMMUNITY”
COMMUNITY HIERARCHY
FACEBOOK PAGE

11. “WE JUST WANT TO LISTEN”

12. BRAND PAGE (BUDWEISER)

13. RETAILER (ASOS)

14. OMG WTF? (CINEWORLD)

15. 38 USERS CREATED 80% OF FOLLOW
UP
COMMENTS
USERS

16. OMG WTF BBQ? (2 DAYS ON
WAITROSE)

17. “WE SHOULD REALLY POST ABOUT
THAT”

18. “WE SHOULD REALLY POST ABOUT
THAT”

19. DON’T MONTHLY ACTIVE USERS
LIMIT YOUR
APPS ASOS
IMAGINATIO Marketplac
e ASOS
N 30,000 Facebook
Store
200
ASOS
Fashion
Finder
8,000

20. 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. APPS CAN EXIST “OFF FACEBOOK”