Date post: | 29-Jan-2015 |
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Technology |
Upload: | marcus-nelson |
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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