RPOF Tech - Facebook Presentation
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This document provides information about reaching audiences across different platforms and tips for using Facebook and Instagram effectively. It discusses how people now spend more time on mobile than desktop, with the most time spent on Facebook, and how youth engagement has shifted from traditional news to social platforms. It then provides best practices for creating engaging content on Facebook like using succinct posts, photos, videos and regular Q&As, as well as tips for list-building and using hashtags. The document also outlines Facebook's advertising solutions and how to target audiences using both native tools and third-party data.
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RPOF Tech - Facebook Presentation
- 3. Reach people where they spend the most time on desktop and mobile Hours per month per user on desktop (US) Hours per month per user on mobile (US) 11:28$ 6:06$ 4:24 $ 4:47 3:11 $ $ 2:25 $ 0:58 $ MicrosoftTM YahooTM GoogleTM Facebook MicrosoftTM 1:39 2:20 $ $ YahooTM TwitterTM GoogleTM Facebook Source: Calculated based on December 2012 comScore data The changing landscape
- 4. Registered Voters 18-29 CRNC Report, 2013 Youth & News
- 5. Reach your target audience at scale On average, more than 179M% people use Facebook every month in the US Page Posting Tips
- 7. 1 Succinct Content 2 Photos & Videos Page Posting Tips
- 8. 3 Be Timely Page Posting Tips
- 9. 4 Regular Q&As Keep the prompt simple and authentic. (ie: Diane Sawyer: “Let’s go. Taking your questions for the next 15 minutes. What do you want to know?” Include the time of the Q&A in the post prompt. This way users who see it in their feed will know that it’s happening as they see it and not something they missed. Include for how long the Q&A will go for. Share a photo of the person behind a computer looking at their Facebook page to show it’s authentic. When Q&A is over, thank people for participating with a comment or a new Facebook post linking to the Q&A. Page Posting Tips
- 10. 5 List Building Page Posting Tips
- 11. Newsfeed Update
- 12. The News Feed algorithm responds to signals from you, including, for example: • • • • How often you interact with the friend, Page, or public figure (like an actor or journalist) who posted The number of likes, shares and comments a post receives from the world at large and from your friends in particular How much you have interacted with this type of post in the past Whether or not you and other people across Facebook are hiding or reporting a given post
- 13. Now organic stories that people did not scroll down far enough to see can reappear near the top of News Feed if the stories are still getting lots of likes and comments.
- 14. # Hashtags
- 15. How Hashtags Work Facebook hashtags will now appear as clickable links in desktop posts. Clicking on a hashtag will open up a feed where you’ll see stories from the Pages and people who have posted with the same hashtag. People can also find posts related to specific topics or interests by searching on Facebook for relevant hashtags. People and Pages can create hashtags by writing a status update. If you use a hashtag in an app that publishes to Facebook then your hashtags in those posts will become links on Facebook.
- 16. Best Practices • If you have an existing publishing strategy that uses a hashtag—on Facebook or third party sites, including Instagram or Twitter—that campaign will also work on Facebook • Any hashtags that you post elsewhere through linked third party sites will automatically populate on Facebook • Insights or trending topics are not yet available, but you can view the real-time public conversation about your business by searching for relevant hashtags
- 17. Facebook Ads
- 18. The average online reach for narrowly targeted campaigns is 27%$ accurate The average Facebook reach for narrowly targeted campaigns is 91%$ accurate
- 19. Targeting Solutions 3rd Party Partner Categories Custom Audience Lookalike Audiences Facebook Exchange Native Demo Geo Interests/ lifestyle
- 20. Targeting Solutions 3rd Party Partner Categories Custom Audience Lookalike Audiences Facebook Exchange Native Demo Geo Interests/ lifestyle
- 21. Targeting Solutions 3rd Party Partner Categories Custom Audience Lookalike Audiences Facebook Exchange Native Demo Geo Interests/ lifestyle
- 22. Custom Audiences Reach your customers and prospects on Facebook using their email, phone , or user IDs to create unique targeting groups
- 23. Lookalike Audiences Generate a targeting group of people with the same characteristics as those in your Custom Audience across 100s of parameters
- 24. Put your content in the most engaging space online and on mobile
- 26. Right-hand Side
- 29. Changes to insights People Talking About This (PTAT) We're breaking out PTAT into elements that will now be reported separately as: • Page Likes • People Engaged (the number of unique people who have clicked on, liked, commented on, or shared your posts) • Page tags and mentions • Page checkins • Other interactions on a Page. Virality • Now going to include clicks • Re-naming to ‘engagement rate’
- 32. Instagram
- 33. How Instagram Works Home: New pictures and videos from people in your network. Explore: Popular pictures and videos from people across Instagram. News: Recent activity from your account, and people you follow. Profile: Manage your pictures, tags, locations, and more from this tab.