cracking the facebook feed web 2.0 2011

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


Awareness

Favorability

Consideration

Intent to Purchase

Purchase

Intent Vs. Propensity

VS


VS

Time Spent Online


Share of Time of Facebook


Percentage of Fans Who See Your Post


Source: Page Lever

The New “News Feed/s”


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


WeightLikes, Comments,Shares, Tags, etc.

Recency

Facebook’s Algorithm


Affinity

Likes Alone Are Not Sustainable


Gaining Weight


A Good Thing On Facebook – Will Spur on Recency & Affinity

Gaining Weight


Are You“Open”?

Is All Your Content Meant To Be Social?Gaining Weight


Automaticallyfeeds all

posts intoFacebook


Reasons People “Unlike” Brands On FacebookHow Much Can You Get Away With?

Timing of Your Posts


27% higherEngagement on PostsOutside of Business

Hours

Source: Buddy Media

Timing of Your Posts


Peaks out after 3Hours

Source: Bitly

Gaining Weight


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


Facebook Seems To Favor Direct Posts On Their Platform

We Live in a Limited WorldGaining Weight


Ingredients for Gaining Weight on Updates

Educational

Entertaining

Exclusives


Provide Facebook ExclusivesGaining Weight


Ask for the Like!Gaining Weight


Ask for the SharePosted before Game 5 of Divisional Series

Gaining Weight


Getting The Comment

Gaining Weight


Leverage Images to Stand Out in The Feed

Gaining Weight


Photos Don’t JustStand out in theNews Feed, on

Average GenerateMore Comments &

Shares

Getting The Comment – Leveraging Photos

Gaining Weight


Ask Questions, Leverage Polls

Gaining Weight



Questions andtrivia are a

great way toentertain your

audience.

Are You Connecting With Your Audience?

Gaining Weight


Make it Relevant

Gaining Weight


Not OurTarget

Market forThis Post

Make it Relevant

Gaining Weight


Target UsersFor Location

SpecificContent,

promotions

Continue The Conversation

Same Thread, Commentingon Your Own Thread

Leads to MoreEngagement


Are You Being Responsive?How Long Does it Take?

Gaining Weight


Could a Brand’sResponse TimeBe Factored Into

Edge Rank?

(Google Factors in LoadTime in Their Algorithm)


Watch What Your Competition is Doing

Leverage“Smart Lists”and segmentby industry,

and learn fromyour feed

Facebook Ads – Paid Media


Sponsored Posts in Ticker

Facebook Ads


Segment Your Ads For Better Performance/Engagement

Facebook Ads


Segmented our ads toMicro Groups.

Campaign – LimitedBudget Generated

1581 Likes and Over200% Increase In

Engagement.

Defeating Ad Fatigue


When Possible,Rotate Ads

When your CTRStarts to Drop


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


Facebook Ads: Leverage Your Content

Targeted at“Likers” ofInfluencing

Tools


Leverage Your Content

Reposted on Klout(Klout likes it)


Leverage Your Content


3 “Tags”on this

post

YouTubeVideo

embeddedon

Facebookpage

Facebookenabled

commentson log


Keep An Eye Out for Opportunities


Keep An Eye Out for Opportunities


Incentivizing Engagement


Leverage PreContest

Posts forEngagement



Feedback% Jumps

up



Top Fans CanWin Points

by Engagingon The Wall



This Reveal TabFeatured Over TheSummer Resultedin an Increase of950 Fans, from aNon Existent Fan

Base



Days AfterPromotion,

Feedback rateat 1%, no Paid

at the Time

Metrics to Keep in Mind


Raw Number ofUsers Who Are

Engage With YourBrand in The Last

7 Days



Content StrategyOff? PostingToo Much?



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


Reading andListening of AppsShowing up News

Feed


Do You Go Out of Your Page?

This “Like” IsUnique To This

Product, It Has itsOwn Fan Base!


Do You Go Out of Your Page?


Keep An Eye Out For Good Ideas / Competition

Bonus Step by Step to Set Up Your Own Lists


Setting Up Your Smart Lists

Like All The PagesYou Want to Track

On Your List



On Your Home PageNews Feed, Click On

“Lists”



On The Next Screen,Click on “Create a List”



Pop up Box Will ComeUp, Go Ahead & NameYour List, Then Click

On Create List



Next Screen, Click OnAdd Friends



This Box Will Pop Up, Clickon Pages, and Start

Selecting Pages That areRelevant To This List, Then

Click on Done on TheBottom Right



Go Back To Home Page,Click on the List You

Created, and Start Seeingthe News Feed Just for That

List


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

cracking the facebook feed web 2.0 2011

Technology

time of facebook

facebook ads paid media

social ads

facebook adssegment

facebook ads target

facebook adssponsored

seeingtargeted ads

leverage polls