The document discusses the significance of Facebook in social media marketing, emphasizing the importance of understanding user engagement through the Edge Rank algorithm. It highlights how users interact with fan pages, including motivations for sharing content, and suggests methods to optimize visibility and engagement on the platform. Ultimately, successful Facebook marketing hinges on creating content that resonates with users and fosters engagement.

2. O hai.
@marcusnelson
Director of Social Media

3. Today’s Agenda
Facebook is big
Why do people share?
The basics
Fan pages
Fans equal value
Edge Rank
Q&A

5. million users

6. of US adult Internet users
are on Facebook

8. billion minutes spent on
Facebook per month
Last year that number was 150 billion minutes

9. Facebook is consuming people’s time

10. Facebook is the largest login provider

12. How many pages are
you personally a ‘fan’ of?
Average: 5-20

13. How many times have you
revisited those pages?
Average: 0-2

14. Harsh truth
Never return to your page
Source: http://pagelever.com

15. So what’s the value?
Access to their newsfeed
Remember, they don’t come back to your page.

16. of comments & likes come
from newsfeeds
Source: http://pagelever.com

18. Let’s talk Edge Rank

19. 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)
The majority of fans NEVER see your status updates

20. How does Edge Rank work?
Affinity score
the affinity between the user and the creator of the item
number of times the users profile was checked
Weight
comments & likes add points
my comments are worth more than those of my friends
comments are worth more than non-friend comments
Time Decay
as time passes, stories lose points

21. Curious little note here:
The native “Edge” score treats
photos & video better by default
than it does with text-only posts

22. You can’t SPAM it as hard as you may try
EdgeRank is between an object and a user
unlike SEO, an 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

23. You CAN optimize your content
The native “Edge” score treats
photos & video better by default
than it does with text-only posts

24. You CAN optimize your content
Posting time
Saturday mornings are best

25. You CAN optimize your content
Content
Does it connect with people.
Language should be at a 9th Grade Level

26. You CAN optimize your content
Format (text/photo/video/link)
Video/photo works best

27. You CAN optimize your content
Localization / relevancy
Target “become-a-fan” ad campaigns at friends of your fans

29. Start by making them fans
This is a “Fan Gate” »

30. Tell them what you want them to do
Replaces the old “Become a Fan”
Replaces “Share” by auto-posting to your wall

31. This is why we need the ‘like’
Getting posts into the
newsfeed is critical to
building impressions

32. Average impressions per post
Source: http://pagelever.com

33. Why do you think this
number so low?

35. People share for their own reasons

36. Motivations for sharing
1) reinforces shared views & social bonds.
2) need to proselytize or desire to connect.
3) emotional, positive, interesting, anger-inducing,
or sad most likely to be shared.
4) calm themselves or reduce uncertainty.
5) bolsters own sense of self.
source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org

37. At the end of the day…
broadcasting is self-focused
“I want you to think this about me.”

38. As Marketers, it’s your job to…
“Make your customers/fans
look like rock stars!”

40. Facebook Marketing is still:
content marketing.

41. Facebook Marketing is still:
about creating
engagement opportunities.

43. Facebook-facilitated on-site commerce

44. Facebook-initiated commerce

45. Commerce activities inside of Facebook

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

49. Linguistic content — sex sells!

50. Most sharable words

51. Least sharable words