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BRAND DRIVEN digital
nick westergaard | branddrivendigital.com
social spotlight
FacebookHow to Activate Your Brand & Engage
on the World’s Largest Social Network
facebook social spotlight
‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember
By the Numbers
1
1.5 billionmonthly active users
Source: Facebook Newsroom
1.09 billionDaily active users
Source: Facebook Newsroom
79%of users access Facebook via mobile
it’s larger than any country’s population
see for yourself …
china blocks facebook
Photo via Flickr user Max Braun
more users than cars in the world
Photo via Flickr user epSos.de
The most visited site in the world
#1 #2
facebook leads in awareness
also leads in use
not in every demographic anymore (12-24!)
but 31% of us senior citizens are on Facebook
use has actually gone up YOY
used the most frequently
200+friends in their personal network
half of Facebook users have
150,000messages sent
every minute, there are
49 millionnew posts
every 15 minutes, there are
500,000“likes” occur
every minute
1.3 millionpieces of content on Facebook 

every minute of every day
people share
$1.4 millionin revenue … every MINUTE
Facebook generates
73%of facebook's ad revenue comes 

from mobile advertising
nearly
Photo via Flickr user wwarby
the avg user spend 21 minutes 

a day on Facebook
don’t forget the bigger Facebook family
that 800-lb gorilla?
Photo via Flickr user angela n
How Brands Engage
2
Duh - your customers are here!
what’s in a …?
brand following(where people go to follow brands)
Facebook also leads in
97%of interbrand 100 use facebook
Source: Simply Measured
profile vs. page vs. group
anatomy of a page
timeline
insights
Photo via Flickr user BigTallGuy
350MILLION PHOTOS
UPLOADED TO
FACEBOOK DAILY
8 billionvideos viewed on Facebook each day
OVER
Source: Simply Measured
what are brands posting?
‣ 53 brand posts per month
‣ 29 links posted per month
‣ 15 photos posted
‣ 9 videos posted per month
Tuesdayswhile the best time for engagement 

is between 12 PM to 1 PM CT
WHEN to post?
Source: Bitly
rated as a highly effective channel
96%of marketers say Facebook 

produced the best ROI
nearly
Source: Social Fresh - The Future of Social
76%of marketers say they’ll invest
more in Facebook next year
Source: Social Fresh - The Future of Social
95%of posts on brand pages go 

without a response
and yet …
Source: Social Fresh - The Future of Social
why? “fun” with algorithms …
in the beginning …
16%avg Facebook page
reach — “edgerank"
algorithm
3%avg Facebook page
reach — “News
feed” algorithm
‣ 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
relationships matter
bottom line? 

create content people spend time with
Photo via Flickr user Tyler M
pay to play – no more free rides
history of Facebook advertising
1
2
3
overview of Facebook advertising
basic Facebook ad offerings
‣ Promote Your Page
‣ Promote Page Posts
‣ Advertise Current Promotions or Special Offers
‣ Promote Mobile App
Advantages of facebook advertising
‣ Stronger Brand Awareness, Engagement, & Loyalty
‣ Increased Reach & Broader Customer Base
‣ Increased Web Traffic
‣ Increased Conversions, Leads, & Sales
connect & engage
with your target audience
best uses for Facebook:
Things to Remember
3
‣ 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
‣ Coca-Cola
‣ YouTube
‣ Red Bull
‣ Nike Football
‣ Oreo
‣ Playstation
‣ Converse All Star
‣ Starbucks Coffee
‣ Pepsi
‣ iTunes
Top 10 Brands on Facebook
Source: Statista
Photo via Flickr user davidking
#UIMKTG
@nickwestergaard
nick@WESTERGAARD.COM
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