cracking the facebook feed web 2.0 2011
Post on 28-Jan-2015
105 Views
Preview:
DESCRIPTION
TRANSCRIPT
Awareness
Favorability
Consideration
Intent to Purchase
Purchase
Who We Are
@rubenq @pathinteractive #w2e
Awareness
Favorability
Consideration
Intent to Purchase
Purchase
Strategic Online Marketing ApproachSEO, Social Media, Social Ads & Pay-Per-Click management
Industry leading technology for managing, optimizing & trackingsearch based campaigns
Strategic Online Marketing ApproachSEO, Social Media, Social Ads & Pay-Per-Click management
Industry leading technology for managing, optimizing & trackingsearch based campaigns
Some Brands We Have Worked With
Lead Funnel – Search Vs. Social
@rubenq @pathinteractive #w2e
Awareness
Favorability
Consideration
Intent to Purchase
Purchase
Intent Vs. Propensity
VS
@rubenq @pathinteractive #w2e
VS
Time Spent Online
@rubenq @pathinteractive #w2e
Share of Time of Facebook
@rubenq @pathinteractive #w2e
Percentage of Fans Who See Your Post
@rubenq @pathinteractive #w2e
Source: Page Lever
The New “News Feed/s”
@rubenq @pathinteractive #w2e
Facebook will offerSuggestions in yourFeed. Since a FewWeeks ago, Users
can dictate what a topstory is for them
Friends,Pages,
SubscriptionsWill Come upunder NewsFeed based
on Algorithmand Timing of
Post
Real Time Ticker
Object
Edge
Facebook’s Algorithm
@rubenq @pathinteractive #w2e
WeightLikes, Comments,Shares, Tags, etc.
Recency
Facebook’s Algorithm
@rubenq @pathinteractive #w2e
Affinity
Likes Alone Are Not Sustainable
@rubenq @pathinteractive #w2e
Gaining Weight
@rubenq @pathinteractive #w2e
A Good Thing On Facebook – Will Spur on Recency & Affinity
Gaining Weight
@rubenq @pathinteractive #w2e
Are You“Open”?
Is All Your Content Meant To Be Social?Gaining Weight
@rubenq @pathinteractive #w2e
Automaticallyfeeds all
posts intoFacebook
@rubenq @pathinteractive #w2e
Reasons People “Unlike” Brands On FacebookHow Much Can You Get Away With?
Timing of Your Posts
@rubenq @pathinteractive #w2e
27% higherEngagement on PostsOutside of Business
Hours
Source: Buddy Media
Timing of Your Posts
@rubenq @pathinteractive #w2e
Peaks out after 3Hours
Source: Bitly
Gaining Weight
@rubenq @pathinteractive #w2e
Previous concernwith Third Party
Engagement API’s
Make sure they can engage with your post within the feed
Source: allfacebook.com
Facebook seemsto have recentlycollapsed API
generated posts
Branded URL Shortner
Gaining Weight
@rubenq @pathinteractive #w2e
Facebook Seems To Favor Direct Posts On Their Platform
We Live in a Limited WorldGaining Weight
@rubenq @pathinteractive #w2e
Ingredients for Gaining Weight on Updates
Educational
Entertaining
Exclusives
@rubenq @pathinteractive #w2e
Provide Facebook ExclusivesGaining Weight
@rubenq @pathinteractive #w2e
Ask for the Like!Gaining Weight
@rubenq @pathinteractive #w2e
Ask for the SharePosted before Game 5 of Divisional Series
Gaining Weight
@rubenq @pathinteractive #w2e
Getting The Comment
Gaining Weight
@rubenq @pathinteractive #w2e
Leverage Images to Stand Out in The Feed
Gaining Weight
@rubenq @pathinteractive #w2e
Photos Don’t JustStand out in theNews Feed, on
Average GenerateMore Comments &
Shares
Getting The Comment – Leveraging Photos
Gaining Weight
@rubenq @pathinteractive #w2e
Ask Questions, Leverage Polls
Gaining Weight
@rubenq @pathinteractive #w2e
@rubenq @pathinteractive #w2e
Questions andtrivia are a
great way toentertain your
audience.
Are You Connecting With Your Audience?
Gaining Weight
@rubenq @pathinteractive #w2e
Make it Relevant
Gaining Weight
@rubenq @pathinteractive #w2e
Not OurTarget
Market forThis Post
Make it Relevant
Gaining Weight
@rubenq @pathinteractive #w2e
Target UsersFor Location
SpecificContent,
promotions
Continue The Conversation
Same Thread, Commentingon Your Own Thread
Leads to MoreEngagement
@rubenq @pathinteractive #w2e
Are You Being Responsive?How Long Does it Take?
Gaining Weight
@rubenq @pathinteractive #w2e
Could a Brand’sResponse TimeBe Factored Into
Edge Rank?
(Google Factors in LoadTime in Their Algorithm)
@rubenq @pathinteractive #w2e
Watch What Your Competition is Doing
Leverage“Smart Lists”and segmentby industry,
and learn fromyour feed
Facebook Ads – Paid Media
@rubenq @pathinteractive #w2e
Facebook Ads – Paid Media
@rubenq @pathinteractive #w2e
Sponsored Posts in Ticker
Facebook Ads
@rubenq @pathinteractive #w2e
Segment Your Ads For Better Performance/Engagement
Facebook Ads
@rubenq @pathinteractive #w2e
Segmented our ads toMicro Groups.
Campaign – LimitedBudget Generated
1581 Likes and Over200% Increase In
Engagement.
Defeating Ad Fatigue
@rubenq @pathinteractive #w2e
When Possible,Rotate Ads
When your CTRStarts to Drop
@rubenq @pathinteractive #w2e
PosedQuestionon Profile
Minutes Later, IStarted SeeingTargeted AdsRelated To My
Post
Target Users Who Are Discussing Your Topic/s
Facebook Ads
Facebook Ads: Leverage Your Content
PosedQuestionon Page
@rubenq @pathinteractive #w2e
Facebook Ads: Leverage Your Content
Targeted at“Likers” ofInfluencing
Tools
@rubenq @pathinteractive #w2e
Leverage Your Content
Reposted on Klout(Klout likes it)
@rubenq @pathinteractive #w2e
Leverage Your Content
@rubenq @pathinteractive #w2e
Leverage Your Content
@rubenq @pathinteractive #w2e
Leverage Your Content
@rubenq @pathinteractive #w2e
Leverage Your Content
@rubenq @pathinteractive #w2e
3 “Tags”on this
post
YouTubeVideo
embeddedon
Facebookpage
Facebookenabled
commentson log
@rubenq @pathinteractive #w2e
Keep An Eye Out for Opportunities
@rubenq @pathinteractive #w2e
Keep An Eye Out for Opportunities
@rubenq @pathinteractive #w2e
Keep An Eye Out for Opportunities
@rubenq @pathinteractive #w2e
Keep An Eye Out for Opportunities
@rubenq @pathinteractive #w2e
Incentivizing Engagement
@rubenq @pathinteractive #w2e
Leverage PreContest
Posts forEngagement
Incentivizing Engagement
@rubenq @pathinteractive #w2e
Feedback% Jumps
up
@rubenq @pathinteractive #w2e
Incentivizing Engagement
Top Fans CanWin Points
by Engagingon The Wall
@rubenq @pathinteractive #w2e
Incentivizing Engagement
This Reveal TabFeatured Over TheSummer Resultedin an Increase of950 Fans, from aNon Existent Fan
Base
@rubenq @pathinteractive #w2e
Incentivizing Engagement
Days AfterPromotion,
Feedback rateat 1%, no Paid
at the Time
Metrics to Keep in Mind
@rubenq @pathinteractive #w2e
Raw Number ofUsers Who Are
Engage With YourBrand in The Last
7 Days
Metrics to Keep in Mind
@rubenq @pathinteractive #w2e
Content StrategyOff? PostingToo Much?
Metrics to Keep in Mind
@rubenq @pathinteractive #w2e
The missing link,unique viewers of
your individualpost
Uniques WhoHave Clickedinto Your Post
UniquesWho TookAn Action “Talking About
This” Dividedby “Engaged
Users”
Will this be considered into the Edge Rank score?
Passive Engagement – An Improved Open Graph
@rubenq @pathinteractive #w2e
Reading andListening of AppsShowing up News
Feed
@rubenq @pathinteractive #w2e
Do You Go Out of Your Page?
This “Like” IsUnique To This
Product, It Has itsOwn Fan Base!
@rubenq @pathinteractive #w2e
Do You Go Out of Your Page?
@rubenq @pathinteractive #w2e
Keep An Eye Out For Good Ideas / Competition
Bonus Step by Step to Set Up Your Own Lists
@rubenq @pathinteractive #w2e
Setting Up Your Smart Lists
Like All The PagesYou Want to Track
On Your List
@rubenq @pathinteractive #w2e
Setting Up Your Smart Lists
On Your Home PageNews Feed, Click On
“Lists”
@rubenq @pathinteractive #w2e
Setting Up Your Smart Lists
On The Next Screen,Click on “Create a List”
@rubenq @pathinteractive #w2e
Setting Up Your Smart Lists
Pop up Box Will ComeUp, Go Ahead & NameYour List, Then Click
On Create List
@rubenq @pathinteractive #w2e
Setting Up Your Smart Lists
Next Screen, Click OnAdd Friends
@rubenq @pathinteractive #w2e
Setting Up Your Smart Lists
This Box Will Pop Up, Clickon Pages, and Start
Selecting Pages That areRelevant To This List, Then
Click on Done on TheBottom Right
@rubenq @pathinteractive #w2e
Setting Up Your Smart Lists
Go Back To Home Page,Click on the List You
Created, and Start Seeingthe News Feed Just for That
List
@rubenq @pathinteractive #w2e
Thank You!Presentation and ask additional questions on our
wall at
facebook.com/pathinteractiveConnect/Subscribe @ Facebook.com/rubenquinones
@rubenq
linkedin.com/in/rubenquinones
rquinones@pathinteractive
top related