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HOW PEOPL E USE
FACEBOOK
        AND WHY IT MATTERS
THE BLEEDING OBVIOUS
           HOW PEOPLE USE
             FACEBOOK
           OPEN NEWS FEED




                             COME BACK LATER
            READ STORIES


           ENGAGE (OR NOT)


               LEAVE
THE BLEEDING OBVIOUS
           HOW PEOPLE USE
           FACEBOOK PAGES

               LIKE PAGE


            SEE STORIES (OR
                 DON’T)

           ENGAGE (OR NOT)
A GROSS OVERSIMPLIFICATION
                            HOW PEOPLE USE       LIKE SOURCE
                                                        36%
                            FACEBOOK PAGES
                                               <1%
                               LIKE PAGE
                                              ON PAGE     AD UNIT

                            SEE STORIES (OR
TIME OF DAY / DAY OF WEEK                     EDITORIAL ALGORITHM
                                 DON’T)

                                                      <
                            ENGAGE (OR NOT)          1%
“WE’RE GOING TO MAKE FACEBOOK
THE HUB OF ALL OUR ACTIVITY”
WWF: PAGE VISITS AS SHARE OF POST REACH
IN-FEED VS                                                                     ●




ON-PAGE                   4%                       ●
                                                                                                                                                                                   ●




REACH                                      ●




                                                                                           ●
                                                                                                                                                                                                               ●
                                                                                                                                                                                                                                                                               ●




                          3%                                                                           ●




             share of reach
                                                           ●


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                                               ●
                                                                                   ●
                                       ●                                                                           ●                                                                                                                                                                                                                                                                ●                        ●

                                                                                                                                                                                                       ●
                          2%                                                                                                                                                           ●
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                                       Apr                                                                         May                                                             Jun                                                                 Jul                                                          Aug                                                     Sep
                                                                                                                                                                                                                               time
ANOTHER WAY OF LOOKING AT IT
                        All Fans
                        100%
                        470K



                        MAU
                        53%
                        250K



     DAU
     11%
     52K
                        Daily Page Visits (Unique)
                        0.3%
                        1.4K
THE SOMEWHAT LESS OBVIOUS


   ADMIN POSTS         FAN POSTS
                    NOT PUBLISHED TO
 PUBLISHED TO FAN
                    OTHER FANS’
 NEWSFEEDS
                    NEWSFEEDS
WHY THIS MATTERS
“WE WANT TO CREATE A COMMUNITY”




           COMMUNITY      HIERARCHY
          FACEBOOK PAGE
“WE JUST WANT TO LISTEN”
BRAND PAGE (BUDWEISER)
                                                                             82
                                                                                    Comments from
                                                                                    author/poster



                                            747               291            128 Comments from
                                                                                    P Admins
                                                                                     age
                                                          C omments on
                                          Stories         stories posted            C omments
                                                                             81
                                         posted by           by F ans
           1,100                           Fans
                                                                                    from peers



                                                                                    Comments from
      Stories posted on                                                      133
                                                                                    P Admins
                                                                                     age
      BudweiserUK Wall
                                            353           5,166
                                                           Comments on
                                        Stories posted   stories posted by
                                       by P Admins
                                           age             P Admins
                                                            age


                                                                                   5,033
                                                                                   Comments from
                                                                                       Fans
      Circle area is proportional to
      volume of activity
RETAILER (ASOS)

                                                                               1,116 Comments from
                                                                                      author/poster




                                             1,061              2,591          1,394 Comments from
                                                                                       P Admins
                                                                                        age


                                         Stories posted     C omments on        C omments
        1,092
                                            by Fans         stories posted      from peers
                                                               by F ans         (81)

      Stories posted
      on Wall                                                                      C omments from
                                                                                   P Admins
                                                                                     age
                                                                                   (349)
                                                                1,317
                                       Stories posted by
                                         P Admins
                                          age                                  968   Comments from
                                                             Comments on             Fans
                                              (31)         stories posted by
                                                             P Admins
                                                              age



      Circle area is proportional to
      volume of activity
OMG WTF? (CINEWORLD)

                                                                                           1,481             Comments from
                                                                                                             P Admins
                                                                                                              age




                                            5,676                  16,469                 4,623              Comments from
                                                                                                             author/poster


                                        Stories posted by
                                              Public
                                                                  Comments on
     6,630                                                      stories posted by
                                                                      Public             10,368              Comments from
                                                                                                             peers


     Posts


                                                                                                   Comments from Page
                                                                                                   Admins (282)

                                              954                  13,103
                                                               Comments on stories
                                                              posted by P Admins
                                                                         age
                                     Stories posted by Page
                                             Admins
                                                                                         12,821
                                                                                     Comments from Public


             Circle area is proportional to volume of
             activity
38 USERS CREATED 80% OF FOLLOW
UP

      COMMENTS




                 USERS
OMG WTF BBQ? (2 DAYS ON
WAITROSE)
    Page                   Waitrose
                                                                                                      Comments from
    Data Start             2011-11-08                                                        91       author/poster

    Data End               2011-11-10

    T R
     otal ecords           607
                                                                                                      Comments from Page
                                                        86                   431                      Admins (4)
                                                                          Comments on
                                                                        stories posted by
                                                  Stories posted by           F ans
                                                        Fans


           88                                                                                     336
                                                                                              Comments from
                                                                                                 peers

       Stories posted
       on Wall
                                                                                             Comments from Page
                                                                                             Admins (0)

                                                                             156
                                                  Stories posted by
                                                  P Admins (2)
                                                    age                                                       C omments
                                                                       Comments on stories
                                                                                             156              from Fans
                                                                      posted by P Admins
                                                                                 age


       Circle area is proportional to volume of
       activity
“WE SHOULD REALLY POST ABOUT
THAT”
                                                                                      Waitrose Kingsthorpe Flame War
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                                             Nov 09 00:00       Nov 09 12:00                                                                       Nov 10 00:00                  Nov 10 12:00
                                                                                                                       time
“WE SHOULD REALLY POST ABOUT
THAT”
                                                                                      Waitrose Kingsthorpe Flame War
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                                             Nov 09 00:00       Nov 09 12:00                                                                       Nov 10 00:00                  Nov 10 12:00
                                                                                                                       time
DON’T             MONTHLY ACTIVE USERS
LIMIT YOUR
APPS          ASOS
IMAGINATIO   Marketplac
                 e                   ASOS
N             30,000                Facebook
                                      Store
                                       200


                           ASOS
                          Fashion
                           Finder
                           8,000
I’D LIKE YOU TO REMEMBER…
   1.   A PAGE ISN’T A DESTINATION

   2. IT’S ALL ABOUT THE NEWSFEED

   3.   A PAGE ISN’T A COMMUNITY

   4. ALMOST NO-ONE SEES FAN POSTS

   5. APPS CAN EXIST “OFF FACEBOOK”

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How People Use Facebook -- And Why It Matters

  • 1. HOW PEOPL E USE FACEBOOK AND WHY IT MATTERS
  • 2. THE BLEEDING OBVIOUS HOW PEOPLE USE FACEBOOK OPEN NEWS FEED COME BACK LATER READ STORIES ENGAGE (OR NOT) LEAVE
  • 3. THE BLEEDING OBVIOUS HOW PEOPLE USE FACEBOOK PAGES LIKE PAGE SEE STORIES (OR DON’T) ENGAGE (OR NOT)
  • 4. A GROSS OVERSIMPLIFICATION HOW PEOPLE USE LIKE SOURCE 36% FACEBOOK PAGES <1% LIKE PAGE ON PAGE AD UNIT SEE STORIES (OR TIME OF DAY / DAY OF WEEK EDITORIAL ALGORITHM DON’T) < ENGAGE (OR NOT) 1%
  • 5. “WE’RE GOING TO MAKE FACEBOOK THE HUB OF ALL OUR ACTIVITY”
  • 6. WWF: PAGE VISITS AS SHARE OF POST REACH IN-FEED VS ● ON-PAGE 4% ● ● REACH ● ● ● ● 3% ● share of reach ● ● ● ● ● ● ● ● ● ● 2% ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 1% ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ●● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Apr May Jun Jul Aug Sep time
  • 7. ANOTHER WAY OF LOOKING AT IT All Fans 100% 470K MAU 53% 250K DAU 11% 52K Daily Page Visits (Unique) 0.3% 1.4K
  • 8. THE SOMEWHAT LESS OBVIOUS ADMIN POSTS FAN POSTS NOT PUBLISHED TO PUBLISHED TO FAN OTHER FANS’ NEWSFEEDS NEWSFEEDS
  • 10. “WE WANT TO CREATE A COMMUNITY” COMMUNITY HIERARCHY FACEBOOK PAGE
  • 11. “WE JUST WANT TO LISTEN”
  • 12. BRAND PAGE (BUDWEISER) 82 Comments from author/poster 747 291 128 Comments from P Admins age C omments on Stories stories posted C omments 81 posted by by F ans 1,100 Fans from peers Comments from Stories posted on 133 P Admins age BudweiserUK Wall 353 5,166 Comments on Stories posted stories posted by by P Admins age P Admins age 5,033 Comments from Fans Circle area is proportional to volume of activity
  • 13. RETAILER (ASOS) 1,116 Comments from author/poster 1,061 2,591 1,394 Comments from P Admins age Stories posted C omments on C omments 1,092 by Fans stories posted from peers by F ans (81) Stories posted on Wall C omments from P Admins age (349) 1,317 Stories posted by P Admins age 968 Comments from Comments on Fans (31) stories posted by P Admins age Circle area is proportional to volume of activity
  • 14. OMG WTF? (CINEWORLD) 1,481 Comments from P Admins age 5,676 16,469 4,623 Comments from author/poster Stories posted by Public Comments on 6,630 stories posted by Public 10,368 Comments from peers Posts Comments from Page Admins (282) 954 13,103 Comments on stories posted by P Admins age Stories posted by Page Admins 12,821 Comments from Public Circle area is proportional to volume of activity
  • 15. 38 USERS CREATED 80% OF FOLLOW UP COMMENTS USERS
  • 16. OMG WTF BBQ? (2 DAYS ON WAITROSE) Page Waitrose Comments from Data Start 2011-11-08 91 author/poster Data End 2011-11-10 T R otal ecords 607 Comments from Page 86 431 Admins (4) Comments on stories posted by Stories posted by F ans Fans 88 336 Comments from peers Stories posted on Wall Comments from Page Admins (0) 156 Stories posted by P Admins (2) age C omments Comments on stories 156 from Fans posted by P Admins age Circle area is proportional to volume of activity
  • 17. “WE SHOULD REALLY POST ABOUT THAT” Waitrose Kingsthorpe Flame War ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 200 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● new people joining conversation ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 150 ●● ● ● ● ● ● ●● ●● ● ● ● ●● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ●●● ● ● ● ● ● ● ●● ●● ● ●● ● ● ● ● 100 ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ●●● ● ● ● ● ●● ●● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ●● ● 50 ● ● ● ● ● ●● ● ●● ●● ● ● ● ● ●● ●● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●●● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 0 ● ● ●● ● ● ● ● ● ● ●● ●● ● ●● ● Nov 09 00:00 Nov 09 12:00 Nov 10 00:00 Nov 10 12:00 time
  • 18. “WE SHOULD REALLY POST ABOUT THAT” Waitrose Kingsthorpe Flame War ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 200 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● new people joining conversation ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 150 ●● ● ● ● ● ● ●● ●● ● ● ● ●● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ●●● ● ● ● ● ● ● ●● ●● ● ●● ● ● ● ● 100 ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ●●● ● ● ● ● ●● ●● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ●● ● 50 ● ● ● ● ● ●● ● ●● ●● ● ● ● ● ●● ●● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●●● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 0 ● ● ●● ● ● ● ● ● ● ●● ●● ● ●● ● Nov 09 00:00 Nov 09 12:00 Nov 10 00:00 Nov 10 12:00 time
  • 19. DON’T MONTHLY ACTIVE USERS LIMIT YOUR APPS ASOS IMAGINATIO Marketplac e ASOS N 30,000 Facebook Store 200 ASOS Fashion Finder 8,000
  • 20. I’D LIKE YOU TO REMEMBER… 1. A PAGE ISN’T A DESTINATION 2. IT’S ALL ABOUT THE NEWSFEED 3. A PAGE ISN’T A COMMUNITY 4. ALMOST NO-ONE SEES FAN POSTS 5. APPS CAN EXIST “OFF FACEBOOK”

Editor's Notes

  1. FAME: User Posts on Page are invisible to 98% of followers.FORTUNE: Do not treat the Page as a microsite. Drive traffic to main site and not Page Tabs.
  2. Peer comments on UGC posts represent more than 60% of UGC follow-up, and almost 30% of all content posted on the Cineworld Timeline.Further investigation suggests a vanishingly small subset of followers are responsible for a majority of this content: a mere 38 users (4% of unique UGC commenters) create 80% of the follow-up content on all UGC. While Cineworld should take pride in this, we recommend caution when extrapolating from this behaviour.It is unlikely to scale well.