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Lessons from the Facebook
Trenches: Thinking Beyond
‘Likes’

Matt Hicks
@matthicks
Social Media Masters Kansas City
Oct. ,
What’s the value of a ‘Like’?
of time
spent


   - X more
 impressions
 than Page
Source: comScore, “The Power of Like: How Brands Reach and
Influence Fans Through Social Media Marketing," May 2011
Sharing
Connections
The forgotten handshake
Power tip #
Track active users vs. Likes
Power tip #
        Track active users vs. Likes
Track reach and people talking about this
Put people first   Tell stories
Put people first
Speak like a person, not a company
What’s your brand persona?
     Think about the profile
What’s your brand persona?
     Think about the profile
Style for the short form
Be Brief: Say more with fewer words


Be Direct and Authentic: Avoid adjectives, marketingese


Be Casual: Simple language; colloquial, abbreviations, non-AP
style OK


Be Personal: Use nd person and avoid “users”


Make a Call to Action: Ask readers to do something or answer
a question
Speak regularly




Blog: Weekly   Facebook: Daily   Twitter: Hourly

  Less                                  More
Power tip #
Serialize and syndicate content




        Story of the Week
Power tip #
Serialize and syndicate content
Be relevant to people’s lives
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
Power tip #
 Target posts




     Location:
 country, state, city
Power tip #
 Target posts




    Languages:
         +
Speak
English
or f---ing
die.
Tell stories
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
The
Tundra’s
TCS did
of the work
and kept
my fiance
and I on the
road, and
home safe!
Million: What does that
mean?
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
Power tip #
  Create limits




The magic of
Ongoing opportunity to tell
stories
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
Lessons from the Facebook Trenches: Thinking Beyond "Likes"
New Year’s Week
Put people first   Tell stories
Takeaways from new Facebook
▪   Competition in News Feed just got tougher
▪   The past matters (Facebook as yearbook of your life)
▪   As does immediacy (common experiences)
▪   Apps are back -- take another look
▪   Brand ‘Likes’ may get a second life and more context

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Lessons from the Facebook Trenches: Thinking Beyond "Likes"