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Social 101 Class
Marcus Nelson
Director of Social Media
O hai.




                               @marcusnelson
                               Director of Social Media




         @marcusnelson   #fbclass
Today’s Agenda

   Why do people share?
   Facebook is big
   The basics
   Fan pages
   Fans equal value
   Edge Rank
   Social plugins
   Q&A




            @marcusnelson   #fbclass
Why do people share




      @marcusnelson   #fbclass
Motivations for sharing




source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org




                           @marcusnelson                    #fbclass
@marcusnelson   #fbclass
In other words…




          @marcusnelson   #fbclass
Facebook is big




 @marcusnelson    #fbclass
@marcusnelson   #fbclass
@marcusnelson   #fbclass
@marcusnelson   #fbclass
@marcusnelson   #fbclass
Facebook is consuming people’s time




          @marcusnelson   #fbclass
Facebook is the largest login provider




           @marcusnelson   #fbclass
The basics




@marcusnelson   #fbclass
Facebook glossary

 Profile = Your page, contains info, photos, videos, and list
   of your friends, or whatever else you choose to include.
 Post = Message of 420 characters or less.
 Wall = Where you & friends post to your profile.
 ‘like’= Button used to indicate appreciation, affiliation, or
     acknowledgement without having to add comment.
 News Feed = Continuous stream of updates.
 Fan Gate = Page requiring a ‘like’ in order to gain further
   value, content, of information.


            @marcusnelson     #fbclass
What does ‘like’ actually do




 Replaces the old “Become a Fan”
 Replaces “Share” by auto-posting to your wall




           @marcusnelson   #fbclass
Fan Pages




@marcusnelson   #fbclass
@marcusnelson   #fbclass
@marcusnelson   #fbclass
@marcusnelson   #fbclass
Harsh truth…




         @marcusnelson   #fbclass
So what’s the value?




          @marcusnelson   #fbclass
Source: http://pagelever.com




                          @marcusnelson   #fbclass
Fans equal value




  @marcusnelson    #fbclass
Start by making them fans




          @marcusnelson   #fbclass
This is why we need the ‘like’

 Getting posts into the
 newsfeed is critical to
 building impressions




           @marcusnelson   #fbclass
Source: http://pagelever.com




                          @marcusnelson   #fbclass
@marcusnelson   #fbclass
Edge Rank




@marcusnelson   #fbclass
@marcusnelson   #fbclass
Edge Rank is Facebook’s algorithm




 Ranks on relevancy
 Shows 3-5 most interesting posts
   (FB randomizes it slightly so it doesn’t seem so stalkerish)


 Most fans NEVER see your status updates




                  @marcusnelson               #fbclass
How does Edge Rank work?


 Time decay – as time passes, stories lose points
 Affinity score – comments & likes add points
   my comments are worth more than my friends
   comments are worth more than non-friend comments
 The native “Edge” score – eg, photos have a
   default score that’s different than text




          @marcusnelson   #fbclass
Can’t SPAM it as hard as you may try

 EdgeRank is between an object and a user – unlike
   SEO, EdgeRank score is different for each user
 No such thing as generic “Edge Rank score” – the
   architecture of the algorithm makes it impossible
 Real-time score – competes with everything in
   newsfeed… as long as a status update is in the top 3-7
   posts, you’ll probably be shown until time decay
   reduces points OR other posts push you out

 Note: Mobile uses “Most Recent” which makes up 30% of users



                @marcusnelson         #fbclass
You CAN optimize your content



 Posting time – Saturday mornings are best
 Content – Does it connect with people.
 Format (text/photo/video/link) – Video/photo works best
 Localization – Target “become-a-fan” ad
   campaigns at friends of your fans




           @marcusnelson   #fbclass
Optimal days to post




          @marcusnelson   #fbclass
Readability — speak in simple language




          @marcusnelson   #fbclass
Linguistic content — sex sells!




            @marcusnelson   #fbclass
Most sharable words




          @marcusnelson   #fbclass
Least sharable words




          @marcusnelson   #fbclass
Video performs better on Facebook




          @marcusnelson   #fbclass
@marcusnelson   #fbclass
@marcusnelson   #fbclass
Social Plugins




@marcusnelson    #fbclass
Like button




              @marcusnelson   #fbclass
Send button




          @marcusnelson   #fbclass
Comments




           @marcusnelson   #fbclass
Activity feed




            @marcusnelson   #fbclass
Recommendations




         @marcusnelson   #fbclass
Like box




           @marcusnelson   #fbclass
Login button




          @marcusnelson   #fbclass
Registration




           @marcusnelson   #fbclass
Live stream




          @marcusnelson   #fbclass
Q&A




@marcusnelson   #fbclass
Kraig’s points for discussion

   FB platform
   FB connect, what’s "login w/ FB", why do people use it
   What are social plugins....
   How are companies (that are not publishers like zynga)
    managing a brand and presence on FB?
   what are best practices?




            @marcusnelson      #fbclass
Thank you




@marcusnelson   #fbclass
Sources

   University of Pennsylvania
   http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/
   index.html?inline=nyt-org

   Jeff Widman of http://pagelever.com
   12 Awesome Facebook Stats, Charts & Graphs
   http://www.slideshare.net/HubSpot/12-awesome-facebook-stats-charts-graphs

   Science of Facebook Marketing by Dan Zarrella
   http://www.slideshare.net/HubSpot/science-of-facebook-marketing-by-dan-zarrella




                 @marcusnelson               #fbclass

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