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Scaling Up While Maintaining Quality: Life After the Like

Nadav Weinberg | Director of Business Development

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About Adotomi

Amsterdam London Sao Paulo San Francisco Tel Aviv

Global Presence

Industry Leading Clients

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Digital Ad Evolution

Search EnginesCPC DisplayCPM SocialCPA

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Agenda

• How do I increase my Facebook reach?– Balancing quality– EdgeRank explained– Paid, Earned and Owned in the Facebook Ecosystem

• Life after the Like: How can I drive deeper fan engagement?– Measuring success– When to post– Tools of engagement– Build relationships– Be responsive

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How Do I Increase My Facebook Reach?

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Is Bigger Better?

1 Billion+ Facebook

MAU

Your Fans

Your Fans

Your Fans

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Balancing Scale and Quality

1 Billion+ Facebook

MAU

Your Fans

Your Fans

Your Fans

ROI

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What is a Quality Fan?

1 Billion+ Facebook

MAU

Your Fans

• Active• Engaged • Influencers• Relevant• Caring

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EdgeRank

• Edge – Anything that happens in Facebook (comment, status update, like, share)

• - User affinity to creator’s edge• - Weight of the content• - Time decay factor• - Complaint penalty

∑𝑒𝑑𝑔𝑒𝑠𝑒

𝑢𝑒𝑤𝑒 𝑑𝑒𝑐𝑒

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Organic Growth via Owned Media

Owned Assets• Pages• Posts• Apps• Events

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Viral Growth – Word of Mouth

Earned

Actions• Like/fan• Share• Post• Check-in• Comment

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Paid Growth

Paid Ads• Web Ads• Social Ads• Sponsored

Stories

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Facebook Targeting

InterestsAge

Gender Location

EducationConnections

Precise Online Interaction

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Paid

Sponsored Stories - Amplification

Owned

Earned

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KPIs – Define Your Goals

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Merging the Data Streams

Proprietary DataCRM

Web AnalyticsSearch/Display/Affiliate

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Who are Engaged Users?

• 66% of Facebook users who have liked a brand have 100+ friends

• 84% of Facebook users have liked a brand are active on Facebook daily

• 59% of Facebook users who have liked a brand have mentioned a brand in status update

• 57% of Facebook users who have liked a brand have shared a brand link/video

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Social Case Study: Wal-Mart

• 2012 Black Friday Strategy:– Social Ad Spend: $50 Million– Time period: 72 hours

• Results:– 164,000 New Fans– 1+ Million Social Interactions on Facebook (likes,

comments, etc.)– 100,000+ Negative Comments (newsfeed

spamming, etc.)

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Engage Your Fans

“Your brand isn’t what you say it is, it’s what Google, Facebook, Twitter, etc. say it is.”

- Chris Anderson

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Life After the Like

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When to Post

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Facebook Ad Click Volume USA

Sunday

Monday

Tuesd

ay

Wed

nesday

Thursd

ayFri

day

Saturd

ay11.50%

12.50%

13.50%

14.50%

15.50%

Facebook Ad Click & Impression Volume USA

ClicksImpressions

Sunday

Monday

Tuesd

ay

Wed

nesday

Thursd

ayFri

day

Saturd

ay0.0860%

0.0880%

0.0900%

0.0920%

0.0940%

Facebook Ad CTR USA

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Localize for Results

• Unique campaigns per region and time zone• Understand cultural differences

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Don’t Overwhelm Your Fans

• Fresh Content is great but too much is spam

1-2 Posts Per day

3+ Posts Per Day

25% Interaction Rate Increase

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Tools of Engagement

Picture

Text Update

45% Interaction Rate Increase

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Tools of Engagement

• 4-6x higher engagement for “Caption this” and/or “Fill in the blank”

• 50% higher engagement for calls to action– Like, Share, Comment

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Build a Relationship Outside of Facebook

• Engagements inside Facebook can lead to relationships outside of Facebook

Paid Owned

Earned

World Outside Facebook

• Website• Email• Word of Mouth• In store

Your Fans

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Case Study: Soda Stream

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Are you responsive

• 95% of Facebook wall posts are not answered by brands

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Thank You!

Nadav.W@adotomi.com | www.adotomi.com