Facebook Is Important: Like or Share if You Agree

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“Facebook Is Important: Like or Share if you agree” discusses the depth of Facebook as both a platform and a key component to every digital strategy. It gives an overview of how Facebook’s various elements (organic, paid, app build/site integration) can be leveraged to optimize your social strategy both on and off the platform. It goes through key Facebook product updates that you may (or may not) have known about like Graph Search, the new News Feed, etc. and how these impacts brands.

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  • @robbinblock1 The client i work on is a networking company with zero consumer-facing products. The focus we put was on the folks who work with the service every day to make our Facebook page a celebration of what THEY do. Facebook is a prime way to build advocacy and we've definitely seen a ROI. The reality is that Facebook success is seen if you can find a way to get your brand to connect in a personal way with groups of people (easier for consumer brands than B2B but definitely done with B2B brands - look at Intel and HP). There is no reason to completely remove it from your program. it's got a billion people on it, pretty good chance some of them are interacting or working with your product/service on a daily basis.
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  • I say 'it depends' a lot in my presentations. And yes, FB can be a point for a certain kind of content distribution. What I'm still wondering though is how much it's generating real, measurable business for B2B. It would be helpful to know what types of B2B clients you have who are benefitting from FB. And what its impact has been on others who market B2B -- on the ground, real concrete results. In other words, do those leads convert or are we just talking website traffic?

    Similar to PR, we may never be able to measure the true ROI of FB, but we do need to know something -- with some degree of confidence -- if we're going to be telling B2B'ers to keep investing in it vs. spending their time doing something else. It seems like businesses love earned media, because it doesn't feel like theye're spending any money, but time has a cost too.
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  • @robbinblock1 It depends what you're using it for. I work mostly with b2b clients and Facebook is being used for advocacy and brand ambassador platform. LinkedIn for thought leadership. We use various Facebook ads for lead generation that have been way cheaper than other methods. It just depends. The issue with LinkedIn is that if the employees of the company aren't active on LinkedIn, your campaign will suffer as there's only so much you can do from a company page. On Facebook, there are a lot more options. We've raised an incredibly successful ambassador program through Facebook.
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  • I see that the data came from Hubspot. There are several holes. Only 972 people were surveyed, and only 72% of those were in B2B...and in many different industries. Makes the data pretty thin; in other words, is it really extensible to all B2B? And taking into account how surveys notoriously can be answered incorrectly (confusion over questions, respondents forgetting where their business really came from, did they only get 1 customer, etc.) makes it even less reliable.

    For B2B companies that are trying to figure out if they should be using FB or not, the jury is still out. Even Hubspot's report says that LinkedIn is more useful for them.
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  • Here you go!
    http://www.hubspot.com/marketing-resources/marketing-statistics/
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  • http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/http://www.insideview.com/social-selling?utm_source=infographic&utm_medium=howsocialisb2b&utm_campaign=social-sellinghttp://mashable.com/2012/11/01/facebook-sales/http://www.digitalbuzzblog.com/infographic-social-media-statistics-for-2013/http://www.huffingtonpost.com/brian-honigman/100-fascinating-social-me_b_2185281.html
  • Research from Napkin Labs, October 2012, http://mashable.com/2012/10/18/facebook-fan-engagement-2/Research from comScore Power of Like 2, June 2012, http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/The_Power_of_Like_2-How_Social_Marketing_WorksResearch from Facebook.com, http://news.cnet.com/8301-1023_3-57480950-93/facebook-over-955-million-users-543-million-mobile-users/http://www.cnn.com/2013/01/30/tech/social-media/facebook-mobile-usersResearch fromhttp://www.statisticbrain.com/social-networking-statistics/Research from Pew Center: http://www.washingtonpost.com/business/technology/your-facebook-friends-have-more-friends-than-you/2012/02/03/gIQAuNUlmQ_story.htmlResearch from Social Media Examiner: http://www.secorebiz.com/actualite/25-essential-facts-about-social-mediaAverage user connected to 80 pages: http://www.jeffbullas.com/2011/04/28/50-fascinating-facebook-facts-and-figures/Mobile Stats - http://techcrunch.com/2013/01/30/for-the-first-time-facebook-mobile-daus-exceeded-web-daus-in-q4-2012/Facebook newsfeed stats: http://www.businessinsider.com/what-brands-need-to-know-about-facebooks-news-feed-redesign-2013-32.7 Billion likes per day: http://www.businessweek.com/articles/2012-10-04/facebook-the-making-of-1-billion-users#p2
  • A September 2012 Insit survey of 6,000 consumers in 19 markets found that 51% of internet users have a smartphone. These smartphone users are heavy users of social media. According to Google, 61% of smartphone users already access social on their mobile. These people aren’t just using mobile social a little. According to Nielsen, nearly one-third (30%) of all time spent on mobile devices is spent on social networks, compared with 20% of all time spent on PCs. (Nielsen, July 2012). Social media platforms are quickly adjusting. Facebook bought Instagram for its mobile community as much as its feature set. On the phone, the visual experience is even more pronounced than on a PC, where people, thumb, scroll, like through their experience. This is why Zuckerberg has directed that all new Facebook features should be designed for mobile first.
  • The concept behind Facebook is to take the way you interact with people, places, and things – and turn it into an ecosystem that thrives on those same principals.
  • Before we talk about what makes good content on Facebook, it’s important to know HOW content works on FacebookFrom Paul Adams’ “Grouped”In real life – we group our friends and interact with light-weight content
  • 92% of consumers trust personal recommendations - http://www.nielsen.com/us/en/newswire/2012/consumer-trust-in-online-social-and-mobile-advertising-grows.htmlWhy people follow brands on Facebook: http://allfacebook.com/ambassador-infographic-sold-on-facebook_b110979#more-110979It’s important to know how Facebook is built for the consumer, because it’s built for them first, then for brands. This is how you will be successful
  • Possibly change to slide of various content pieces
  • Your success on Facebook lives and dies by a combination of all of these factors
  • Advocacy can’t be bought. Placement in news feed for normal items, and user generated content are examples of organic on Facebook
  • Highlights of content based on targeting
  • What’s Open Graph?
  • Add image of the new products
  • App activity is now organized as Collections focusing on data that can be visualized in either a list, a gallery, or a map.
  • http://www.fastcompany.com/1793781/mark-zuckerberg-and-sheryl-sandberg-respond-great-tech-war-2012
  • Facebook Is Important: Like or Share if You Agree

    1. 1. FACEBOOK IS IMPORTANT:LIKE AND SHARE IF YOU AGREE Adam Rosenberg Account Supervisor @Phillyberg
    2. 2. WHY FACEBOOK?• 1 Million Websites Integrate with Facebook• 80% of social media users prefer to connect to brand via Facebook• 77% of B2C/43% of B2B acquired new customers through Facebook
    3. 3. WHAT ARE PEOPLE DOING ON FACEBOOK?• People spend 40% of their time on the Facebook newsfeed• 1 super fan = 75 average fans• 70 billion pieces of content are shared each month • More than 50% of posts are photos• 2.7 billion likes per day• 680 million mobile MAU/(158 million mobile-ONLY users)
    4. 4. DID SOMEBODY SAY “MOBILE”?61 All new Facebook % features designed for mobile first.of smartphone usersaccess social media Instagram buy wason their mobile billion dollar investmentdevice. in its rapidly-growing mobile base.
    5. 5. GUIDING PRINCIPLES TO FACEBOOK3 things it CAN DO: • Connect your brand with potential advocates • Help you engage with customers • Generate new business leads3 things it CAN’T DO: • Make bad content more interesting • Be simply a wire service • Replace your web site
    6. 6. THINGS TO REMEMBER• Facebook is a business• They have a developmental roadmap• Their main product is providing ads• People are on Facebook to look at babies/puppies/food/etc.• Social context is our friend 6
    7. 7. APPROACHING CONTENTDEVELOPMENT 7
    8. 8. HOW CONTENT WORKS ON FACEBOOK• Facebook is driven by relationships and interactions• The best relationships take time• Lightweight interactions (content items) build a relationship• Facebook gives you the tools to create the most relevant content for your audience 8
    9. 9. WHY IS THIS IMPORTANT?• 92% of consumers trust personal recommendations• Facebook’s content/business model is built around this• People on Facebook want their friends involved in their life 9 9
    10. 10. FACEBOOK CONTENT LIFE CYCLE• A fan engages with a piece of content and creates a STORY• The STORY appears on the News Feed for friends of the fan• A friend of the fan sees the STORY and interacts with it• RESULT: Friend of fan engages with page because of social context 10 10
    11. 11. BUT THERE’S A CATCH…• Facebook customizes content weight in News Feed based on each individual user• A post is considered “fresh” for 3-7 days, but the window for it to stretch organic reach is only 3-4 hours• Only way to “tell” Facebook that a post is “important” is to put money behind it 11
    12. 12. WHAT MAKES GOOD FACEBOOK CONTENT?• Evokes an emotion• Visual• Milestone-oriented• Relevant• Isn’t solely focused on the brand 12 12
    13. 13. EXAMPLE: JUNIPER NETWORKS• Election Day 2012• Call to action and creative visual• Leveraged community love for product to gain insights• Celebrated the user 13
    14. 14. EXAMPLE: POP TARTS• Not overly promotional• Creative visual• Light-hearted and personality-driven 14
    15. 15. HOW TO SUCCEED ONFACEBOOK(without really trying)(ok, trying a little) 15
    16. 16. THE ELEMENTS OF FACEBOOK SUCCESS Organic • Likes/Shares/Comments • Advocacy • Viral Reach/Engagement Website Paid •Social •Sponsored Plugins Stories/Ads •Login via •Paid Search Facebook •Reach Applications •Open Graph Apps •Mobile 16
    17. 17. ORGANIC: ARE YOU ENGAGING WITH FANS?• What is it: Generating stories through your fans.• How you get it: Sharing/Creating content that resonates with your community. Engaging fans, Organic developing relationships. • Likes/Shares/Comments• Why it’s important: The actions • Advocacy of your fans are the primary vehicle for spreading content. • Viral Reach/Engagement• Intended Result: Build advocacy, improve Edgerank. Extend viral reach. 17
    18. 18. WHAT ORGANIC SUCCESS ON FACEBOOK LOOKS LIKE 18
    19. 19. PAID: DO YOU NEED TO ENSURE REACH?• What is it: Extending your reach and engagement through hypertargeted Facebook Ad products Paid• How you get it: Sponsored Stories, Promoted Posts, FBX • Sponsored Stories/Promoted• Why it’s important: Only way to tell delivery algorithm that your Posts content is more important and • Paid Search relevant than everyone else’s • Reach• Intended Result: Expand reach, community growth, increase engagement 19
    20. 20. WHAT PAID SUCCESS ON FACEBOOK LOOKS LIKE 20
    21. 21. APPLICATIONS: ARE YOU LEVERAGING OPEN GRAPH?• What is it: Sharing stories of content you’ve consumed/activities completed• How you get it: Open Graph Applications/Mobile Applications Applications• Why it’s important: Turns static • Open Graph actions into social actions Apps• Intended Result: Fans create consistent brand content for you, • Mobile aggregates activity into recommendations 21
    22. 22. 22
    23. 23. WAIT! WHAT’S OPEN GRAPH?• Interactions between you, everything you like, and everything you interact with on Facebook• Combines with technologies to turn static actions into social actions• Lives on Timeline• Hits “friends of fans” demographic• Extends Facebook off of Facebook• Examples: Spotify stories, Pinterest pinning, Foursquare check-ins 23
    24. 24. WHAT APPLICATIONS ON FACEBOOK LOOK LIKE 24
    25. 25. WEBSITE: DOES YOUR SITE HAVE SOCIAL PLUGINS?• What is it: Integration of Facebook functionality with your existing website• How you get it: Social Plugins, Like buttons, Facebook Login Website• Why it’s important: Increases • Social Plugins site visits, allows web site activity to appear on Facebook • Login via• Intended Result: Create two-way Facebook conversation, personalized experience 25
    26. 26. WHAT FACEBOOK WEBSITE INTEGRATION LOOKS LIKE 26
    27. 27. INDIVIDUAL ELEMENTS, MULTI-FACETED STRATEGY• Brands tend to leverage Organic • Likes/Shares/Comments different elements of Facebook • Advocacy at different times • Viral Reach/Engagement• Turns Facebook into an a la carte experience Website Paid • Sponsored • Social• A brand’s performance in Plugins Stories/Ads • Paid these areas dictates its overall • Login via Facebook Search Facebook health • Reach• Example: Community Management (Organic) + Building on Open Graph Applications (Application), but no paid support or • Open Graph Apps website integration • Mobile 27
    28. 28. LEVERAGING PLATFORMUPDATES FOR YOURBRAND 28
    29. 29. RECENT FACEBOOK DEVELOPMENTS• Graph Search• New News Feed• New Timeline/App Galleries• Facebook Events• 20 Percent Text Rule 29
    30. 30. GRAPH SEARCHWhat is it:Facebook’s search tool for mining data of networks for recommendations,new products, and new connections.Why it’s important: The ability to mine information that no other search site hasallows for better targeting and community insights.What you should do: Make sure all business info is filled out on profiles, set upbusiness as a Place, encourage recommendations from community. 30
    31. 31. GRAPH SEARCH• Will require behavioral change in way people search• Little short-term impact/Huge long- term impact in search battle• Categorization of actions and experiences into content pieces• Ads based on what you’ve done/not just your interests• Will lead to more personalized recommendations and user experiences 31
    32. 32. THE NEW NEWS FEEDWhat is it:Facebook’s redesign of how content appears and is accessed on thesite’s home page. Content specific feeds including a Photos Feed. Emphasis onyour connections are doing.Why it’s important: New user filtering options could affect content delivery, butphotos and video content are now displayed in a richer and more prominent way.What you should do: Continue to leverage highest quality visual content, addcover photos to pages, optimize web site for social sharing. 32
    33. 33. THE NEW NEWS FEED• Photo ads will become even more important• Redesign NOT Delivery Change• Consistent UX across ALL platforms• Larger “Like” button/Larger “Hide” button• Potential for more targeting and engagement through additional feeds• Higher value on advocacy and action versus just fan count 33
    34. 34. NEW TIMELINEWhat is it: New profile page format allowingusers to customize and display all their appactivities in clearer way. Moves updates andposts to the right side only.Why it’s important: More user-friendly wayto display data aggregations. Furtherprogression of offline actions (and intendedactions) being turned into social actions.What you should do: Prepare for likelyformat change on brand pages in future.Explore app creation for your business. 34
    35. 35. NEW TIMELINE• Increasing importance of Facebook places on app building• Think about ways your business or service could be displayed as a data collection• Facebook’s slow conditioning of an information-sharing culture 35
    36. 36. FACEBOOK EVENTSWhat is it:Facebook’s events producthas recently rolled out upgradesincluding event cover photos, links foroff-site tickets, and mobile optimization.Why it’s important: No longer need tokeep users on Facebook with eventsand have a better method for linkingFacebook to ROI (ticket sales).What you should do: Create events forall company activities, optimize coverphotos for events. 36
    37. 37. THE 20 PERCENT TEXT RULEWhat is it:New rule on Facebook stating that no ad image can contain more than20% textWhy it’s important: Brands have to think creatively about their ads by leveragingstorytelling visuals instead of textWhat you should do: Err on the side of caution and take this as a hint thatFacebook is becoming a place for pictures, not text 37
    38. 38. OTHER UPDATES• Facebook Exchange (FBX)• Custom Audiences• Hashtags (rumored)• New Open Graph actions 38
    39. 39. SO WHERE ARE THEY GOING WITH THIS?• Facebook goes beyond Facebook.com• Leveraging user data for personalized experiences• Making things mobile and accessible for all users• Getting users to trust apps 39
    40. 40. “Our goal is not to build a platform – it’s tobe across all of them…” -Mark Zuckerberg
    41. 41. THANK YOU!QUESTIONS? 41

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