cracking the facebook feed web 2.0 2011
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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
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Awareness
Favorability
Consideration
Intent to Purchase
Purchase
Intent Vs. Propensity
VS
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VS
Time Spent Online
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Share of Time of Facebook
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Percentage of Fans Who See Your Post
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Source: Page Lever
The New “News Feed/s”
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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
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WeightLikes, Comments,Shares, Tags, etc.
Recency
Facebook’s Algorithm
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Affinity
Likes Alone Are Not Sustainable
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Gaining Weight
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A Good Thing On Facebook – Will Spur on Recency & Affinity
Gaining Weight
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Are You“Open”?
Is All Your Content Meant To Be Social?Gaining Weight
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Automaticallyfeeds all
posts intoFacebook
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Reasons People “Unlike” Brands On FacebookHow Much Can You Get Away With?
Timing of Your Posts
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27% higherEngagement on PostsOutside of Business
Hours
Source: Buddy Media
Timing of Your Posts
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Peaks out after 3Hours
Source: Bitly
Gaining Weight
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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
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Facebook Seems To Favor Direct Posts On Their Platform
We Live in a Limited WorldGaining Weight
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Ingredients for Gaining Weight on Updates
Educational
Entertaining
Exclusives
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Provide Facebook ExclusivesGaining Weight
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Ask for the Like!Gaining Weight
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Ask for the SharePosted before Game 5 of Divisional Series
Gaining Weight
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Getting The Comment
Gaining Weight
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Leverage Images to Stand Out in The Feed
Gaining Weight
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Photos Don’t JustStand out in theNews Feed, on
Average GenerateMore Comments &
Shares
Getting The Comment – Leveraging Photos
Gaining Weight
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Ask Questions, Leverage Polls
Gaining Weight
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Questions andtrivia are a
great way toentertain your
audience.
Are You Connecting With Your Audience?
Gaining Weight
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Make it Relevant
Gaining Weight
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Not OurTarget
Market forThis Post
Make it Relevant
Gaining Weight
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Target UsersFor Location
SpecificContent,
promotions
Continue The Conversation
Same Thread, Commentingon Your Own Thread
Leads to MoreEngagement
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Are You Being Responsive?How Long Does it Take?
Gaining Weight
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Could a Brand’sResponse TimeBe Factored Into
Edge Rank?
(Google Factors in LoadTime in Their Algorithm)
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Watch What Your Competition is Doing
Leverage“Smart Lists”and segmentby industry,
and learn fromyour feed
Facebook Ads – Paid Media
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Facebook Ads – Paid Media
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Sponsored Posts in Ticker
Facebook Ads
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Segment Your Ads For Better Performance/Engagement
Facebook Ads
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Segmented our ads toMicro Groups.
Campaign – LimitedBudget Generated
1581 Likes and Over200% Increase In
Engagement.
Defeating Ad Fatigue
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When Possible,Rotate Ads
When your CTRStarts to Drop
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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
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Facebook Ads: Leverage Your Content
Targeted at“Likers” ofInfluencing
Tools
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Leverage Your Content
Reposted on Klout(Klout likes it)
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Leverage Your Content
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Leverage Your Content
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Leverage Your Content
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Leverage Your Content
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3 “Tags”on this
post
YouTubeVideo
embeddedon
Facebookpage
Facebookenabled
commentson log
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Keep An Eye Out for Opportunities
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Keep An Eye Out for Opportunities
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Keep An Eye Out for Opportunities
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Keep An Eye Out for Opportunities
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Incentivizing Engagement
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Leverage PreContest
Posts forEngagement
Incentivizing Engagement
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Feedback% Jumps
up
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Incentivizing Engagement
Top Fans CanWin Points
by Engagingon The Wall
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Incentivizing Engagement
This Reveal TabFeatured Over TheSummer Resultedin an Increase of950 Fans, from aNon Existent Fan
Base
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Incentivizing Engagement
Days AfterPromotion,
Feedback rateat 1%, no Paid
at the Time
Metrics to Keep in Mind
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Raw Number ofUsers Who Are
Engage With YourBrand in The Last
7 Days
Metrics to Keep in Mind
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Content StrategyOff? PostingToo Much?
Metrics to Keep in Mind
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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
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Reading andListening of AppsShowing up News
Feed
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Do You Go Out of Your Page?
This “Like” IsUnique To This
Product, It Has itsOwn Fan Base!
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Do You Go Out of Your Page?
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Keep An Eye Out For Good Ideas / Competition
Bonus Step by Step to Set Up Your Own Lists
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Setting Up Your Smart Lists
Like All The PagesYou Want to Track
On Your List
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Setting Up Your Smart Lists
On Your Home PageNews Feed, Click On
“Lists”
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Setting Up Your Smart Lists
On The Next Screen,Click on “Create a List”
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Setting Up Your Smart Lists
Pop up Box Will ComeUp, Go Ahead & NameYour List, Then Click
On Create List
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Setting Up Your Smart Lists
Next Screen, Click OnAdd Friends
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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
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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
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Thank You!Presentation and ask additional questions on our
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facebook.com/pathinteractiveConnect/Subscribe @ Facebook.com/rubenquinones
@rubenq
linkedin.com/in/rubenquinones
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