Get an Edge on Facebook; Edgerank Explained, Post Reach, Ads Explained: Social Media Day Miami 2013

Get an Edge on Facebook
Edgerank, Post Reach, & Ads Explained
Bill Grunau

What is Edgerank Great Posts Getting an Edge Facebook Ads Ad Examples Resources
Don’t freak out!
There is a really simple explanation.

Every action on Facebook is an “Edge”
It looks complicated, but it works like this…
• Edgerank determines reach & visibility of posts.
• Likes, shares, and comments increase Edgerank.
• Interaction increases Edgegrank.
• Post Edgerank decreases over time.
u = affinity; relationship with user
w = weight, relevance of & interest in the post.
d = decay, age of the post

What makes a Great Post
Content Drives Visibility and Reach!
• Short posts.
• First 3 to 5 words determine if they will read.
• Interesting, funny, engaging picture.
• No advertorials! Engage, do not sell.
• Likes, comments, shares increase Edgerank.
• Compare posts, A‐B testing


Getting an Edge
Using Facebook Ads to Increase
Edgerank, Visibility &  Reach!
• Promoted Posts.
• Show Stories about; Likes, comments, shares.
• News Feed Ads – right hand column.
• Ads increase Likes, comments and shares –
which increases Edgerank for Page and Posts.


Facebook Average CTR and CPC
• Average Click Thru Rate 0.04%, just 4 in 10,000  views
• Average Cost per Click $0.70
• We average over 1%, and some over 5% or more
http://www.insidefacebook.com/2012/04/04/survey‐suggests‐facebook‐advertising‐benchmarks‐0‐80‐cpc‐0‐014‐percent‐ctr/

• Ad CTRs from 1% to 3% ‐ 75X industry average!
• Post Engagement CTR over 20%!
• Big budget NOT required for BIG results

• 3,957 page Likes generated for $325 and 2,603 Likes for $504
• Ad CTRs 0.7% ‐ nearly 20X industry average!
• Big budget NOT required for BIG results

Testimonial Delivers 13% CTR

Luxury Yacht 5.7% CTR!

Best Vacation Ever… 1.5% CTR

Unforgettable Vacations… 1.1% CTR

Sailing 0.26% CTR

How to get an Edge!
• Engage your fans!
 Less than  1 in 20 returns within 30 days!
 Make it fun and interesting.
 Reach out via your posts.
• Create exceptional posts
 Fun, exciting, cute pictures.
 Interesting and fun content.
 Make it something they would want to share.
• Grow your audience
 Promote your BEST posts.
 Advertise your page to target audience.

Resources and References
1. Facebook advertising benchmarks
http://www.insidefacebook.com/2012/04/04/survey‐suggests‐facebook‐advertising‐benchmarks‐0‐80‐
cpc‐0‐014‐percent‐ctr/
2. Facebook blog: Update on Facebook Ads
https://newsroom.fb.com/News/620/An‐Update‐on‐Facebook‐Ads
3. Facebook Kills Sponsored Stories
http://blog.hubspot.com/facebook‐kills‐sponsored‐stories
4. Increase Your Facebook Edgerank
http://www.esotech.org/blog/seo/increase‐facebook‐edgerankreach‐engagement
5. Effective Social Media Campaign for Small Business
http://www.esotech.org/blog/smo‐social‐media/developing‐effective‐social‐media‐campaign‐small‐
businesses
6. Edgerank Checker
https://www.edgerankchecker.com/

Resources and References
Blogs Worth Reading
1. Hubspot
2. Social Media Examiner
3. Heidi Cohen
4. Duct Tape Marketing
5. Mashable
6. Esotech.org/blog


Get an Edge on Facebook; Edgerank Explained, Post Reach, Ads Explained: Social Media Day Miami 2013

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Get an Edge on Facebook; Edgerank Explained, Post Reach, Ads Explained: Social Media Day Miami 2013