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”
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