Why Facebook News Feed Optimization (NFO)

matters to marketers

Why Facebook News Feed Optimization (NFO)

matters to marketers

Bryan Person * Helen ToddChad Wittman * Dennis YuBryan Person * Helen ToddChad Wittman * Dennis Yu

#NFO#NFO#BWENY#BWENY

Download our presentationDownload our presentation

http://www.bit.ly/NFOslides

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ModeratorModerator

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• Bryan Person• LiveWorld• @BryanPerson

96% Like your Page …96% Like your Page …

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… and then never return… and then never return

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EdgeRank algorithmEdgeRank algorithm

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• In News Feed … or invisible

• EdgeRank algorithm for “Top News”

• Competing with 130 friends + 90 Pages

NFO Best PracticesNFO Best Practices

• Helen Todd• Co-founder, Sociality Squared• Sociality Squared

#NFO#BWENY@HelensTravels

Know your audienceKnow your audience

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Use Facebook QuestionsUse Facebook Questions

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Target Wall posts to be relevantTarget Wall posts to be relevant

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Use photos to make posts popUse photos to make posts pop

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Content is King: Good. Relevant. Shareable

Content is King: Good. Relevant. Shareable

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Customize link headers & descriptions

Customize link headers & descriptions

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Customize link headers & descriptions

Customize link headers & descriptions

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Customize link headers & descriptions

Customize link headers & descriptions

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Win with fun and questions!Win with fun and questions!

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Share exclusive fan contentShare exclusive fan content

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Share exclusive fan contentShare exclusive fan content

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EdgeRank DataEdgeRank Data

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• Chad Wittman• EdgeRank Checker• @ChadWittman

A comparison:A comparison:

Top 20 brand Pages Top 20 EdgeRank Pages

Avg. EdgeRank score: 7 Avg. EdgeRank score: 113

Avg. unlike rate: 0.03% Avg. unlike rate: 0.23%

Avg. comments rate: 0.04% Avg. comments rate: 2.65%

Avg. like rate: 0.14% Avg. like rate: 3.91%

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Tactics for EdgeRank success Tactics for EdgeRank success

• Sharing unique photos and related videos• Talking about bigger names/brands/events• Running contests

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Intentionally polarizingIntentionally polarizing

• Sharing A LOT of content (fans love/hate that!) • Discussing topics that push fans’ buttons• Discussing “bubble”-type events

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A comparisonA comparison

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Company X Company Y

20,000 fans 500,000 fans

Online coupon site Cable TV network

~ 13,000 NF impressions/day ~ 12,000 NF impressions/day

Comment ratio: 0.35% Comment ratio: 0.12%

Like ratio: 0.45% Like ratio: 0.28%

Content seen in NF 18x/month Content seen in NF 1x/month

Insights & AdvertisingInsights & Advertising

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• Dennis Yu• BlitzLocal/Webtrends• @Dennis Yu

Affinity – Weight – Time DecayAffinity – Weight – Time Decay

Affinity – Weight – Time Decay

Comment Share

Photo Video Wall Post

Like

Object WeightObject WeightRosetta Stone

Object WeightObject WeightRosetta Stone, Gordmans, Lane Bryant

Affinity – Weight – Time DecayAffinity – Weight – Time Decay

Time DecayTime Decay

Athletic Shoes brand

Energy Drink brand

Time DecayTime Decay

Industry BenchmarksIndustry Benchmarks

User

User Profile

Increases News feed impressions

3

4

672

5

More interaction increases

Feedback %

1 Friends

User likes the page

Get on the News Feed Get on Facebook Suggested

Pages

News Feed Optimization

R = 0.96

Lady Gaga

Barack Obama

Rihanna

Period: 4/21 – 5/21/2011

Top 24 Facebook PagesTop 24 Facebook Pages

Gordmans

Lane Bryant

More interactions = more NFO coverage

@DennisYu

@BryanPerson

@HelensTravels

@ChadWittman

Discussion/Q&ADiscussion/Q&A

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Thank you!Thank you!

http://www.bit.ly/NFOslides

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