Facebook is the largest social network with over 1.5 billion monthly active users. Most major brands maintain a Facebook page to engage with customers. While 95% of brand posts receive no response, Facebook advertising allows brands to boost reach and engagement. To succeed on Facebook, brands should post varied high-quality content and monitor key metrics like likes, impressions, and engagement over time. Regular posting and interacting builds stronger customer relationships on the platform.

1. BRAND DRIVEN digital
nick westergaard | branddrivendigital.com
social spotlight
FacebookHow to Activate Your Brand & Engage
on the World’s Largest Social Network

2. facebook social spotlight
‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember

3. By the Numbers
1

4. 1.5 billionmonthly active users
Source: Facebook Newsroom

5. 1.09 billionDaily active users
Source: Facebook Newsroom

6. 79%of users access Facebook via mobile

7. it’s larger than any country’s population

8. see for yourself …

9. china blocks facebook
Photo via Flickr user Max Braun

10. more users than cars in the world
Photo via Flickr user epSos.de

11. The most visited site in the world
#1 #2

12. facebook leads in awareness

13. also leads in use

14. not in every demographic anymore (12-24!)

15. but 31% of us senior citizens are on Facebook

16. use has actually gone up YOY

17. used the most frequently

18. 200+friends in their personal network
half of Facebook users have

19. 150,000messages sent
every minute, there are

20. 49 millionnew posts
every 15 minutes, there are

21. 500,000“likes” occur
every minute

22. 1.3 millionpieces of content on Facebook
every minute of every day
people share

23. $1.4 millionin revenue … every MINUTE
Facebook generates

24. 73%of facebook's ad revenue comes
from mobile advertising
nearly

25. Photo via Flickr user wwarby
the avg user spend 21 minutes
a day on Facebook

26. don’t forget the bigger Facebook family

27. that 800-lb gorilla?
Photo via Flickr user angela n

28. How Brands Engage
2

29. Duh - your customers are here!

30. what’s in a …?

31. brand following(where people go to follow brands)
Facebook also leads in

32. 97%of interbrand 100 use facebook
Source: Simply Measured

33. profile vs. page vs. group

34. anatomy of a page

35. timeline

36. insights

37. Photo via Flickr user BigTallGuy
350MILLION PHOTOS
UPLOADED TO
FACEBOOK DAILY

38. 8 billionvideos viewed on Facebook each day
OVER
Source: Simply Measured

40. what are brands posting?
‣ 53 brand posts per month
‣ 29 links posted per month
‣ 15 photos posted
‣ 9 videos posted per month

41. Tuesdayswhile the best time for engagement
is between 12 PM to 1 PM CT
WHEN to post?
Source: Bitly

42. rated as a highly effective channel

43. 96%of marketers say Facebook
produced the best ROI
nearly
Source: Social Fresh - The Future of Social

44. 76%of marketers say they’ll invest
more in Facebook next year
Source: Social Fresh - The Future of Social

45. 95%of posts on brand pages go
without a response
and yet …
Source: Social Fresh - The Future of Social

46. why? “fun” with algorithms …

47. in the beginning …

48. 16%avg Facebook page
reach — “edgerank"
algorithm
3%avg Facebook page
reach — “News
feed” algorithm

49. ‣ Original EdgeRank Edges Plus Subcategories
‣ Personal Interactions + Global Interactions
‣ Post Type — Brand posting only one kind of post (updates, photos,
links) won’t be seen as much
‣ Hide/Spam Reporting
‣ Device Type/Technical Considerations — serving up content based
on what’s best for your device
‣ Ad Clicking & Timeline Behavior — what you click on
‣ Story Bumping & Last Actor — bumping bends decay and allows old
stories to resurface; last 50 actions
newsfeed algorithm includes

50. relationships matter

51. bottom line?
create content people spend time with
Photo via Flickr user Tyler M

52. pay to play – no more free rides

53. history of Facebook advertising
1
2
3

54. overview of Facebook advertising

55. basic Facebook ad offerings
‣ Promote Your Page
‣ Promote Page Posts
‣ Advertise Current Promotions or Special Offers
‣ Promote Mobile App

56. Advantages of facebook advertising
‣ Stronger Brand Awareness, Engagement, & Loyalty
‣ Increased Reach & Broader Customer Base
‣ Increased Web Traffic
‣ Increased Conversions, Leads, & Sales

57. connect & engage
with your target audience
best uses for Facebook:

58. Things to Remember
3

59. ‣ Total likes
‣ Total impressions
‣ Monthly active users
‣ Engagement by post category
‣ Engagement by day/time
‣ Actions/conversions (paid)
‣ Fan demographics
‣ Unique page views
‣ Referring links on site
Facebook measurement

60. ‣ Coca-Cola
‣ YouTube
‣ Red Bull
‣ Nike Football
‣ Oreo
‣ Playstation
‣ Converse All Star
‣ Starbucks Coffee
‣ Pepsi
‣ iTunes
Top 10 Brands on Facebook
Source: Statista

61. Photo via Flickr user davidking

63. #UIMKTG
@nickwestergaard

64. nick@WESTERGAARD.COM
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