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The Science
 of Social:
Facebook Engagement




               October 2, 2012
Why are we here?

Explore the science of attention and usage
habits on Facebook in order to maximize
brand engagement




                                             2
Who am I?




 Matt Peters
 Founder & Creative Director
 Pandemic Labs
 On Twitter:
 @Fracked
 @Pandemiclabs




                               3
The problem


Facebook is a mess!




                                4
5
And on Mobile




                6
The Deck Is Stacked Against You


1. People are on Facebook to connect with
   other people
2. Facebook’s algorithm de-prioritizes brand
   posts
3. Facebook even alters the way they display
   brand posts compared to user posts
4. So you have to be BETTER & SMARTER
   than everyone else
                                               7
Two Things to Study




1. When people use Facebook
2. How they behave when using Facebook




                                         8
Two Things to Study




1. How/When people use Facebook
2. Why people behave they way they do




                                        9
Two Things to Study




1. How/When people use Facebook
2. Why people behave they way they do




                                        10
Let the Data Guide You




                         11
Let’s look at some timing




                            12
Let the Numbers Speak




                        13
Let the Numbers Speak




                        14
What about human behavior?




                             15
To Achieve Success


  High Engagement Content:

          Minimal attention
     Minimal Cognitive Resources
        High Emotional Value


                                   16
Minimal Attention




                    17
The Brain Takes Shortcuts




                            18
The Brain Takes Shortcuts




                            19
Minimal Cognitive Attention




                              20
Know Thy Brain!



                                                                                 Visit the most
                                                                                 relaxing place
                                                                                 on earth and
                                                                                 enjoy a revival
                                                                                 of mind and
                                                                                 body!



 This is, quite simply, the most relaxing vacation you will ever take in your entire life. Look at the crystal
 blue water under a cloudless azure sky. Imagine yourself swinging softly in a hammock as the sounds of
 the ocean wash away all the cares of your world-weary mind. Dig your toes into our golden sand when
 you’re ready to walk us the beach to our cabanas for some tropical refreshment.

                                                                                                                 21
Know Thy Brain!




                  22
Example in Action




                    23
High Emotional Value




                       24
Understand Emotions




                      25
Putting it all together




                          26
Example of HEC




                 27
The Winner




             •   Related to product
             •   Aesthetically pleasing
             •   Emotional impact
             •   Cognitively effective
                                          28
Next Steps


How do you start improving your Page?




                                        29
Take Action


1. Apply the global truths you’ve learned here
2. Remember HEC
3. Don’t just take my word for it, study your own
   Page
4. Always think about the mobile user
5. Remember that the better you do, the easier
   it becomes

                                                 30
Thank You

watchtower.pandemiclabs.com




                              31

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Matt Peters