The document discusses changes to Facebook's news feed algorithm in 2018 and how brands and organizations can adapt. The key points are: 1. Facebook will prioritize posts that generate meaningful engagement and conversations between friends over public content from brands. This favors posts that encourage longer comments and responses between users. 2. Brands should focus on creating content that users will want to share with friends and family, such as content that provides social currency or emotions. Tracking shares is more important than overall engagement. 3. Live videos are more likely to generate engagement and discussion compared to regular posts. Brands should measure video retention and repeat views, not just total views.

1. NEWS FEED
IN 2018
WHAT ARE THE CHANGES?
HOW CAN YOU ADAPT?

2. JERALDINE PHNEAH
Account Manager, JAPAC
jeraldine.phneah@socialbakers.com

3. > $
”You can expect to see more from your friends,
family and groups… you'll see less public content
from brands and media.”
- Mark Zuckerberg, January 2018

4. Hear him speak @
Engage Bali 2018
WHY DO WE NEED SUCH CHANGES?

5. FOCUS ON
MEANINGFUL
INTERACTIONS

6. Pages making posts that people generally don’t
comment on could see the biggest decreases in
distribution.
Pages whose posts prompt conversations between
friends will see less of an effect.
Adam Mosseri
Head of News Feed
WHAT IS A MEANINGFUL ENGAGEMENT?1

7. We're going to be weighing long comments more than
short comments, because we find regularly that if you take the time
to actually write a more thoughtful perspective on something that correlates
positively with a comment that someone actually would respond to or Like.
Adam Mosseri
Head of News Feed
WHAT IS A MEANINGFUL ENGAGEMENT?1

8. 1
“Starting this week, we will
begin demoting individual
posts from people and
Pages that use engagement
bait.”
– Facebook, 18 December 2017
WHAT IS NOT A MEANINGFUL ENGAGEMENT?

9. 1 HOW TO GET PEOPLE TO COMMENT?
TIP 1: Ask
them
questions

10. 1 HOW TO GET PEOPLE TO COMMENT?
Total fans for CNA: 2 395 693Total fans for The Straits Times: 1 146 561

11. 1 HOW TO GET PEOPLE TO COMMENT?
Tip 2:
Respond to
comments to
invite more
comments

12. 1 MANAGING INCOMING COMMENTS & MESSAGES
Stay on top of incoming
comments and messages
on your pages with
COMMUNITY

13. WHICH METRICS TO MEASURE?1
Which posts receive the most comments?
Content
Which category performs the best?
Campaign view

14. 1 FACEBOOK GROUPS
Creating a Facebook Group
Group content tends to inspire a
lot of conversation. Communities
on Facebook are becoming
increasingly active and vibrant.
Adam Mosseri
Head of News Feed

15. 1 FACEBOOK GROUP BEST PRACTICES
A. Useful and
informative to others
Seedly Personal Finance Group

16. 1 FACEBOOK GROUP BEST PRACTICES
B. Common Cause or interest

17. FOCUS ON MEANINGFUL INTERACTIONS1
• Stop using engagement bait or you would be penalized
• Encourage users to post longer comments by asking them questions and
responding to them.
• Revisit KPI: Track number of comments as a metric in your reporting
More comments – higher ranking on news feed – better reach
• Understand which post and category of post generate the most comments
and repeat your success
• Groups: Ensure that your content is useful to the reader and cater to a specific
interest. Meet them in real life to deepen your relationship with them.

18. LEVERAGE
FRIENDS & FAMILY

19. WHY IMPORTANT FOR
PEOPLE TO SHARE?
“Word of mouth is the
primary factor behind
20 – 50% of all
purchasing
decisions.”
― Jonah Berger, Contagious: Why
Things Catch On
”You can expect to see
more from your friends,
family and groups…
you'll see less public
content from brands and
media.”
- Mark Zuckerberg, January 2018

20. 2 WHICH POST ENCOURAGES SHARING?
1. Include posts with top
shares in your monthly
report
2. Track number of
shares, not just
engagement as a whole

21. 2 WHAT MAKES PEOPLE SHARE?
Credits: Jonah Berger,marketing professor at the Wharton School at the University of Pennsylvania

22. 2 WHAT MAKES PEOPLE SHARE?
Malaysian Airlines
Chinese New Year video different races speaking in
Chinese languages such as Mandarin, Hokkien and
Cantonese.
• Social currency
• Emotion

23. 2 WHAT MAKES PEOPLE SHARE?
Johnnie Walker Philippines
Tutorial on how to make The Dragon Dance
cocktail
• Practical value
• Stories

24. 2 INSPIRATION: LEARN FROM BEST PRACTICES

25. Influencers &
KOL

26. 2 INFLUENCERS & KOL
Objectives: Help young Singaporeans get
interested in the budget process
KPI: Follower count, number of likes and
comments

27. 2 INFLUENCERS & KOL
TIP 1: RELEVANCE

28. 2 INFLUENCERS & KOL
TIP 2: Influencers need to be genuinely interested

29. 2 HOW TO SELECT THE RIGHT INFLUENCER OR KOL?
• How many followers do they have?
Are they growing their fan base over
time?
• What’s the ratio of likes to comments
to shares on posts over time?
• Does your content resonate and
authentically align with your
audience?
• How successful were past
promotions?
• Which platforms were they strong in?

30. ENGAGE “FAMILY + FRIENDS”2
• Create content that people will share with their friends
and family by understanding historical performance and
psychology
• Track shares, not just engagement alone
• Consider engaging influencers or KOL but remember to
do your due diligence when engaging influencers such
as evaluating them for relevance, authenticity and
growth.

31. A DIFFERENT
APPROACH TO
VIDEOS

32. SHOULD YOU STILL INVEST
IN VIDEO?
"We've seen people interact way more
around live videos than regular ones.
Some news helps start conversations on
important issues. But too often today,
watching video, reading news or getting
a page update is just a passive
experience."
Mark Zuckerberg
Founder of Facebook

33. Live videos generates
10Xthe number of
engagement on Facebook.
82%prefer live video from a
brand to social posts

34. “Page posts that generate conversation between people will show higher in News
Feed. For example, live videos often lead to discussion among viewers on
Facebook.” - Adam Mosseri, Head of News Feed

35. 3 MEASURE THE RIGHT METRICS
“We’re announcing a change to the way we rank
videos in News Feed to adjust the value we give
to how much of a video is watched.
One of the signals we look at is “percent
completion” — the percent of each video you
watch — to help us understand which videos you
enjoyed.
If you watch most or all of a video, that tells us
that you found the video to be compelling.”
– Facebook, January 2017

36. 3 MEASURE THE RIGHT METRICS
Learn about how your audience is consuming your video so that you can engage them better
Repeat viewership matters. Also
with this update, we will show
more videos in News Feed that
people return to watch from the
same publisher or creator week
after week.
– Facebook, December 2017

37. 3 MEASURE THE RIGHT METRICS
Learn about how your audience is consuming your video so that you can engage them better

38. VIDEOS3
• Focus on generating comments and shares for videos.
Live videos is one way you can do that
• Measuring the success of your videos need to go
beyond views
ü Focus on video retention
ü Focus on repeated views
ü Ensure you are reaching the right audience

39. 2018
1– 2 MARCH 2018 | Grand Hyatt Bali
www.engagebali.com

40. 1 / 2 9 / 1 8
ANY QUESTIONS?