The document discusses strategies for effectively engaging an audience on social media, particularly focusing on Facebook. Key elements for creating successful posts include relevance, timeliness, emotional appeal, and clear calls to action. It also emphasizes the importance of using metrics to measure engagement and optimize content strategies.

1. FROM SOCIAL
FOOL TO
SOCIAL COOL !
Michael Leander
EDGE & MORE • michael@michaelleander.me
• mLn@fokusintegrated.com
•@michaelleander < Twitter

2. Your fans stream

3. Less than 1% of
your ”fans” ever go
back to your page

4. Cool is... Realy, really,
really understanding
your audience, their
problems, their
behavior, their
preferences

5. Anatomy of winning posts
1. Focused on meeting objective
2. Relevant message
3. Timely message
4. Compelling picture (emotions)
5. Compelling headline (emotions)
6. Intriguing text (draw the reader in)
7. Clear call to action (share, comment, click)
8. Balance news with messages that can be
repeated over and over again

6. Let’s talk numbers !
Where is the disconnect?

7. The numbers that
matter (momentarily)
- Reach (158/2200=7%)
- Talks about
(comments)
- Shared

8. How do you get eyeballs on your messages?
Meet Facebook EDGE
What decides if your message
appears in a users ”news-
stream”?
• How long ago was the
message published?
• How engaged are others
in this ”post”?
• Does this user interact
with your page often?

10. Getting into the metrics

11. How to measure Edge?

12. A few hints
• Third party apps posting no longer penalized
• Comments far more valuable than ”likes”
• Sharing not always possible on mobile, not
always possible through 3rd party apps

13. Test which posts work best
• Experiment with frequency (1, 3, 5, 10 x each
day)
• Differentiate posts
₊ Photos with short text with/without external or
internal link
₊ OPC = Other People’s Content shared
₊ Ask question, ask for advise, ask for help
₊ Incentivized content (sweepstakes etc.)
₊ Long stories with emotion or factual
₊ etc

14. Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action

15. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action

16. Understand
how your
audience
engages
Use Facebook
insights
regularly
2217 / 159 = ?%

17. • http://blog.campalyst.com/wp-
content/uploads/2011/10/Conversion-funnel-
This is
21.png
where
the fun
is >>>

18. Random tips and
thoughts

19. What to call the ”baby” on Facebook?
What is best for this
telecommunication
company?
A) Telia in Danmark
B) Tech’n Trends
C) Tech’n Trends
withTelia?

22. Where is your
prime real-
estate?

23. Let’s have a look

31. Spread the word onsite

33. Advertising on Facebook

34. Which add did best?

35. Seriously important

36. Ad multiplication (agency can help here)