Secrets to Facebook


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A "Secrets to Facebook" presentation I did that included ideas for content approach based on Facebook's delivery methods, some FAQs, and key stats to think about in your content strategy.

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  • They have a highly successful ad product that brings in their revenue, they have built their company around this. You need to think about this as they roll things out. Social context is what helps you decide to make a purchase.
  • Research from Napkin Labs, October 2012, from comScore Power of Like 2, June 2012, from, from from Pew Center:
  • From Paul Adams’ “Grouped”In real life – we group our friends and interact with light-weight content
  • Obviously a little extreme, but point is you take recommendations from your friends. Facebook is designed to give social context to the things we do.
  • Goal is to have maximum stories (either free or paid)This was supposed to be cleaner -
  • Probably better off not hitting those people since engagement = currency
  • research shows the promoted posts out-perform the sponsored stories, since promoted posts are at the core going after folks who’ve already engaged with your page
  • Secrets to Facebook

    1. 1. Facebook Secrets November 1, 2012 1
    2. 2. Approaching Facebook 2
    3. 3. Approaching Facebook• Facebook is a business• They don’t build inresponse to request• Their main product isproviding ads• People are on Facebook tolook at babies• Social context is our friend 3
    4. 4. Stats You Need to Know• People spend 40% of their time on the newsfeed – Newsfeed is where people go to share most important updates• 6% of fans engage with a brand’s content – 1 super fan = 75 average fans• 57% of Facebook users are mobile• 70 billion pieces of content are shared each month• Average user has 245 friends – Average friend of a user has 359 friends 4
    5. 5. Is Facebook real life? 5
    6. 6. Who you gonna trust? OR
    7. 7. Content on Facebook 7
    8. 8. Your Content In the Newsfeed• A fan engages with a piece ofcontent and creates a STORY• The STORY appears on thenewsfeed for friends of the fan• A friend of the fan sees the STORYand interacts with it• Friend of fan engages with pagebecause of social context 8
    9. 9. Your mission• Create content that encourages themost amount of story creation(sharing, commenting, etc)• Approach “friends of fans” as yourtrue target audience for conversion• Cut through the “noise” on anewsfeed 9
    10. 10. Your challenge• Facebook customizes content weight in newsfeedbased on each individual user• A post is considered “fresh” for 3-7 days, but thewindow for it to stretch organic reach is only 3-4 hours• Only way to “tell” Facebook that a post is important is toput money behind it 10
    11. 11. Engagement ModelOrganic Reach Free Paid Brand Page Posts Ads User Stories Sponsored Stories Viral Reach Paid Reach 11
    12. 12. Algorithm Change: EXPLAINED• This is a user experience issue –Delivering relevant content to fans• Finite amount of space on a newsfeed –Mechanism for sorting relevant content from poor content• Content now more likely to go to those who are likely to act onit/Less likely to those who aren’t• Great content performs well• Only way to “tell” Facebook that post is relevant and important isto put ad money behind it 12
    13. 13. Frequently Asked Questions 13
    14. 14. How do I fix a Facebook typo?• Scenario: There’s a typo on your Facebook post and thepost has been up for a few hours and has been getting aton of engagement• Solution – If the post is NOT a photo, go to “Activity Log” and hide original post from timeline – Post corrected version and backdate – This allows you to keep the insights, and stop the engagement – Alternatively, if the post IS a photo, simply go to “edit” for the description 14
    15. 15. How do I fix a Facebook typo? 15
    16. 16. How do I fix a Facebook typo? 16
    17. 17. Sponsored Stories or Promoted Posts?• Sponsored Stories – Good for fan acquisition – Only show up when there’s a social context• Promoted Posts – Displayed in newsfeed – Increase current post visibility amongst fans 17
    18. 18. Size Images Correctly on Facebook• A shared image is 403x 403 –843 x 403 if highlighted• If not sized correctly, itwon’t be viewedcorrectly 18
    19. 19. Size Images Correctly on Facebook YES! NNO! 19
    20. 20. YouTube vs Facebook Video• Shared YouTubeVideo = 130 x 73 innewsfeed• Shared Facebookvideo = 398 x 223 20
    21. 21. YouTube vs Facebook Video• Try posting the YouTubeVideo as a link in an image• Use YouTube when viewsare important• Use Facebook when youwant it shared easily 21
    22. 22. Resources 22
    23. 23. Things worth reading• Facebook’s Developer Blog:• Facebook Studio:•• Facebook for Businesses: 23
    24. 24. Questions? 24