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Serena Ehrlich 2011 Presentation to PRSA LA: Understanding Recent Facebook Changes


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Serena Ehrlich 2011 Presentation to PRSA LA IPA: Understanding Recent Facebook Changes 2011

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Serena Ehrlich 2011 Presentation to PRSA LA: Understanding Recent Facebook Changes

  1. 1. Understanding the New Facebook PRSA – LA Independent Practitioner Alliance
  2. 2. <ul><li>Platform Updates </li></ul><ul><li>News Feed </li></ul><ul><li>Ticker </li></ul><ul><li>Timeline </li></ul><ul><li>Status updates and sharing </li></ul><ul><li>Customer Habit Discovery </li></ul><ul><li>Reading </li></ul><ul><li>Movies </li></ul><ul><li>Music </li></ul>Ch-ch-ch-ch-changes…..
  3. 3. <ul><li>All newsfeeds are consolidated into Recent Stories </li></ul><ul><ul><li>Visibility based users viewing habits (EdgeRank algorithm) </li></ul></ul><ul><ul><li>Updates via automated tools are placed lower in feeds </li></ul></ul><ul><ul><li>Blocked content affects weight </li></ul></ul><ul><li>News articles are combined to show who is sharing the same link </li></ul>The Newsfeed Just Got Smarter
  4. 4. <ul><li>Newsfeed is controlled by user </li></ul><ul><ul><li>New measurement features </li></ul></ul><ul><ul><li>Users can now subscribe without liking your page </li></ul></ul><ul><ul><li>Brands with bad updates hidden by fans will have lower visibility on all walls </li></ul></ul><ul><ul><li>Photos are larger and receive higher visibility </li></ul></ul><ul><li>However….. the Ticker shows all interactions with businesses </li></ul><ul><ul><li>Found on the far left of your page </li></ul></ul><ul><ul><li>Includes all status updates </li></ul></ul><ul><ul><li>Friend (fan) interaction </li></ul></ul>Newsfeed and Ticker for Business
  5. 5. <ul><li>Timeline is the new interface for Facebook users </li></ul><ul><ul><li>Great new cover art! </li></ul></ul><ul><ul><li>ALL content ever shared is now easily accessible </li></ul></ul><ul><ul><li>Lifestyle content is sorted </li></ul></ul><ul><ul><li>Apps related to movies, music, lifestyle activities lead to discovery of new friends </li></ul></ul><ul><ul><li>Users can supplement old information via “way back” </li></ul></ul><ul><ul><li>Content placed on pages can be featured or hidden </li></ul></ul>Timeline – The New Facebook Scrapbook
  6. 6. <ul><li>New timeline offers new update options </li></ul><ul><li>Custom friends lists (Smart Lists) allow users to selectively share updates </li></ul><ul><li>Strong sharing for fans who like the same app </li></ul><ul><li>Friend activity for Fan Pages depends on privacy settings </li></ul><ul><ul><li>Likes </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Status mentions </li></ul></ul><ul><ul><li>Comment tags </li></ul></ul><ul><ul><li>Check-ins </li></ul></ul>Status Updates and Sharing
  7. 7. <ul><li>Get ready for Timeline for Business </li></ul><ul><ul><li>Select your cover art </li></ul></ul><ul><ul><li>Curate your wall to feature key milestones </li></ul></ul><ul><ul><li>Include photos and video with updates </li></ul></ul><ul><ul><li>Use targeting </li></ul></ul><ul><ul><li>Write compelling content </li></ul></ul><ul><ul><li>Increase message frequency to stay top in users feeds </li></ul></ul><ul><ul><li>Build apps! </li></ul></ul>Timeline for Business
  8. 8. <ul><li>Open Graph allows apps that target user behavior </li></ul><ul><ul><li>Washington Post: Reading </li></ul></ul><ul><ul><li>Hulu: Watching TV + Movies </li></ul></ul><ul><ul><li>Spotify: Listening to music </li></ul></ul><ul><li>All apps include Graph Rank user information </li></ul><ul><li>Graph Rank gives weight to information users are engaging with </li></ul><ul><li>Affects user timelines </li></ul><ul><li>Apps can include user timeline integration </li></ul>Apps!
  9. 9. <ul><ul><li>Features include </li></ul></ul><ul><ul><li>Insights </li></ul></ul><ul><ul><li>Social content reach diagrams </li></ul></ul><ul><ul><li>Total likes </li></ul></ul><ul><ul><li>Total FB Fans </li></ul></ul><ul><ul><li>People talking about this </li></ul></ul><ul><ul><li>Weekly total reach of page </li></ul></ul><ul><ul><li>Detailed insights by update </li></ul></ul><ul><ul><li>People Talking About This </li></ul></ul><ul><ul><ul><li>Page likes, posts, shares </li></ul></ul></ul><ul><ul><ul><li>RSVP-ing to an event </li></ul></ul></ul><ul><ul><ul><li>Page mentions </li></ul></ul></ul><ul><ul><ul><li>Photo tagging </li></ul></ul></ul><ul><ul><ul><li>Checking-in </li></ul></ul></ul><ul><ul><li>Weekly Total Reach of a Page </li></ul></ul>Measurement
  10. 10. <ul><li>Post great, relevant content </li></ul><ul><li>Move past the Like </li></ul><ul><li>Always include photos or video with your posts </li></ul><ul><li>Build or implement apps that encourage user habit sharing to gain more users </li></ul><ul><li>Move beyond the Like and start targeting consumer behavior </li></ul><ul><ul><li>User says going for a run – perfect opp for NIKE </li></ul></ul><ul><li>MEASURE!!! </li></ul>Tips!
  11. 11. <ul><li>Contact me with questions! </li></ul><ul><li>Serena Ehrlich </li></ul><ul><li>[email_address] </li></ul><ul><li>@serena </li></ul>Thank you!