FACEBOOKHOW PEOPL E USE

AND WHY IT MATTERS

OPEN NEWS FEED

READ STORIES

ENGAGE (OR NOT)

LEAVE

THE BLEEDING OBVIOUS

CO

ME B

AC

K L

ATER

HOW PEOPLE USE FACEBOOK

THE BLEEDING OBVIOUS

LIKE PAGE

SEE STORIES (OR DON’T)

ENGAGE (OR NOT)

HOW PEOPLE USE FACEBOOK PAGES

ON PAGE AD UNIT

1%

36%LIKE SOURCE

A GROSS OVERSIMPLIFICATION

TIME OF DAY / DAY OF WEEK

LIKE PAGE

SEE STORIES (OR DON’T)

ENGAGE (OR NOT)

EDITORIAL ALGORITHM

< 1%

<

HOW PEOPLE USE FACEBOOK PAGES

“WE’RE GOING TO MAKE FACEBOOK THE HUB OF ALL OUR ACTIVITY”

IN-FEED VS ON-PAGE REACH

All Fans 100%470K

MAU53%250K

ANOTHER WAY OF LOOKING AT IT

DAU11%52K

Daily Page Visits (Unique)0.3%1.4K

THE SOMEWHAT LESS OBVIOUS

ADMIN POSTS FAN POSTS

PUBLISHED TO FAN NEWSFEEDS

NOT PUBLISHED TO OTHER FANS’ NEWSFEEDS

WHY THIS MATTERS

FACEBOOK PAGE

“WE WANT TO CREATE A COMMUNITY”

COMMUNITY HIERARCHY

“WE JUST WANT TO LISTEN”

BRAND PAGE (BUDWEISER)

RETAILER (ASOS)

OMG WTF? (CINEWORLD)

38 USERS CREATED 80% OF FOLLOW UP

USERS

CO

MM

EN

TS

OMG WTF BBQ? (2 DAYS ON WAITROSE)

“WE SHOULD REALLY POST ABOUT THAT”

“WE SHOULD REALLY POST ABOUT THAT”

DON’T LIMIT YOUR APPS IMAGINATION

ASOS Market-place

30,000

ASOS Fashion Finder8,000

ASOS Facebook

Store200

MONTHLY ACTIVE USERS

I’D LIKE YOU TO REMEMBER…

A PAGE ISN’T A DESTINATION

A PAGE ISN’T A COMMUNITY

ALMOST NO-ONE SEES FAN POSTS

IT’S ALL ABOUT THE NEWSFEED

APPS CAN EXIST “OFF FACEBOOK”

1.

2.

3.

4.

5.