O hai.

@marcusnelson Director of Social Media

Today’s Agenda

Facebook is big

Why do people share?

The basics

Fan pages

Fans equal value

Edge Rank

Q&A

million users

of US adult Internet users are on Facebook

billion minutes spent on Facebook per month

Last year that number was 150 billion minutes

Facebook is consuming people’s time

Facebook is the largest login provider

How many pages are you personally a ‘fan’ of?

Average: 5-20

How many times have you revisited those pages?

Average: 0-2

Never return to your page

Harsh truth

Source: http://pagelever.com

Access to their newsfeed Remember, they don’t come back to your page.

So what’s the value?

of comments & likes come from newsfeeds

Source: http://pagelever.com

Let’s talk Edge Rank

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

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

Curious little note here:

The native “Edge” score treats photos & video better by default than it does with text-only posts

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

You CAN optimize your content

The native “Edge” score treats photos & video better by default than it does with text-only posts

You CAN optimize your content

Posting time Saturday mornings are best

You CAN optimize your content

Content Does it connect with people.

Language should be at a 9th Grade Level

You CAN optimize your content

Format (text/photo/video/link) Video/photo works best

You CAN optimize your content

Localization / relevancy Target “become-a-fan” ad campaigns at friends of your fans

Start by making them fans

This is a “Fan Gate” »

Tell them what you want them to do

Replaces the old “Become a Fan”

Replaces “Share” by auto-posting to your wall

This is why we need the ‘like’

Getting posts into the newsfeed is critical to building impressions

Average impressions per post

Source: http://pagelever.com

Why do you think this number so low?

People share for their own reasons

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

At the end of the day…

broadcasting is self-focused “I want you to think this about me.”

As Marketers, it’s your job to…

“Make your customers/fans

look like rock stars!”

Facebook Marketing is still:

content marketing.

Facebook Marketing is still:

about creating engagement opportunities.

Facebook-facilitated on-site commerce

Facebook-initiated commerce

Commerce activities inside of Facebook

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

Linguistic content — sex sells!

Most sharable words

Least sharable words