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Facebook Secrets
    November 1, 2012




                       1
Approaching Facebook




                  2
Approaching Facebook

• Facebook is a business
• They don’t build in
response to request
• Their main product is
providing ads
• People are on Facebook to
look at babies
• Social context is our friend

                                 3
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
Is Facebook real life?




                         5
Who you gonna trust?




                 OR
Content on Facebook




                 7
Your Content In the Newsfeed

• A fan engages with a piece of
content and creates a STORY
• The STORY appears on the
newsfeed for friends of the fan
• A friend of the fan sees the STORY
and interacts with it
• Friend of fan engages with page
because of social context




                                       8
Your mission

• Create content that encourages the
most amount of story creation
(sharing, commenting, etc)
• Approach “friends of fans” as your
true target audience for conversion
• Cut through the “noise” on a
newsfeed




                                       9
Your challenge

• Facebook customizes content weight in newsfeed
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



                                               10
Engagement Model
Organic Reach              Free                         Paid

                 Brand   Page Posts                     Ads


                 User     Stories                 Sponsored Stories




   Viral Reach
                                    Paid Reach




                                             11
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 on
it/Less likely to those who aren’t
• Great content performs well
• Only way to “tell” Facebook that post is relevant and important is
to put ad money behind it
                                                  12
Frequently Asked Questions




                     13
How do I fix a Facebook typo?

• Scenario: There’s a typo on your Facebook post and the
post has been up for a few hours and has been getting a
ton 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
How do I fix a Facebook typo?




                                15
How do I fix a Facebook typo?




                                16
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
Size Images Correctly on Facebook
• A shared image is 403
x 403
  –843 x 403 if
    highlighted
• If not sized correctly, it
won’t be viewed
correctly



                               18
Size Images Correctly on Facebook




        YES!                NNO!


                                   19
YouTube vs Facebook Video

• Shared YouTube
Video = 130 x 73 in
newsfeed
• Shared Facebook
video = 398 x 223




                            20
YouTube vs Facebook Video

• Try posting the YouTube
Video as a link in an image
• Use YouTube when views
are important
• Use Facebook when you
want it shared easily



                              21
Resources




            22
Things worth reading

•   Facebook’s Developer Blog: https://developers.facebook.com/blog/
•   Facebook Studio: http://www.facebook-studio.com/
•   Allfacebook.com/Insidefacebook.com
•   Facebook for Businesses: https://www.facebook.com/business




                                                          23
Questions?




             24

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Secrets to Facebook

  • 1. Facebook Secrets November 1, 2012 1
  • 3. Approaching Facebook • Facebook is a business • They don’t build in response to request • Their main product is providing ads • People are on Facebook to look at babies • Social context is our friend 3
  • 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
  • 6. Who you gonna trust? OR
  • 8. Your Content In the Newsfeed • A fan engages with a piece of content and creates a STORY • The STORY appears on the newsfeed for friends of the fan • A friend of the fan sees the STORY and interacts with it • Friend of fan engages with page because of social context 8
  • 9. Your mission • Create content that encourages the most amount of story creation (sharing, commenting, etc) • Approach “friends of fans” as your true target audience for conversion • Cut through the “noise” on a newsfeed 9
  • 10. Your challenge • Facebook customizes content weight in newsfeed 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 10
  • 11. Engagement Model Organic Reach Free Paid Brand Page Posts Ads User Stories Sponsored Stories Viral Reach Paid Reach 11
  • 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 on it/Less likely to those who aren’t • Great content performs well • Only way to “tell” Facebook that post is relevant and important is to put ad money behind it 12
  • 14. How do I fix a Facebook typo? • Scenario: There’s a typo on your Facebook post and the post has been up for a few hours and has been getting a ton 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. How do I fix a Facebook typo? 15
  • 16. How do I fix a Facebook typo? 16
  • 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. Size Images Correctly on Facebook • A shared image is 403 x 403 –843 x 403 if highlighted • If not sized correctly, it won’t be viewed correctly 18
  • 19. Size Images Correctly on Facebook YES! NNO! 19
  • 20. YouTube vs Facebook Video • Shared YouTube Video = 130 x 73 in newsfeed • Shared Facebook video = 398 x 223 20
  • 21. YouTube vs Facebook Video • Try posting the YouTube Video as a link in an image • Use YouTube when views are important • Use Facebook when you want it shared easily 21
  • 22. Resources 22
  • 23. Things worth reading • Facebook’s Developer Blog: https://developers.facebook.com/blog/ • Facebook Studio: http://www.facebook-studio.com/ • Allfacebook.com/Insidefacebook.com • Facebook for Businesses: https://www.facebook.com/business 23

Editor's Notes

  1. 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.
  2. 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/Research 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.html
  3. From Paul Adams’ “Grouped”In real life – we group our friends and interact with light-weight content
  4. 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.
  5. Goal is to have maximum stories (either free or paid)This was supposed to be cleaner -
  6. Probably better off not hitting those people since engagement = currency
  7. http://allfacebook.com/sterne-agee-mobile-sponsored-stories-promoted-posts_b102132http://www.pagemodo.com/blog/sponsored-stories-promoted-posts-facebook-display-ads-my/Limited 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
  8. http://www.lunametrics.com/blog/2012/06/18/social-media-sizing-cheat-sheet/
  9. http://www.lunametrics.com/blog/2012/06/18/social-media-sizing-cheat-sheet/
  10. http://www.lunametrics.com/blog/2012/06/18/social-media-sizing-cheat-sheet/
  11. http://www.lunametrics.com/blog/2012/06/18/social-media-sizing-cheat-sheet/