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adotomi.com | Copyright Adotomi 2013
Scaling Up While Maintaining Quality: Life After the Like
Nadav Weinberg | Director of Business Development
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About Adotomi
Amsterdam London Sao Paulo San Francisco Tel Aviv
Global Presence
Industry Leading Clients
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Digital Ad Evolution
Search EnginesCPC DisplayCPM SocialCPA
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Agenda
• How do I increase my Facebook reach?– Balancing quality– EdgeRank explained– Paid, Earned and Owned in the Facebook Ecosystem
• Life after the Like: How can I drive deeper fan engagement?– Measuring success– When to post– Tools of engagement– Build relationships– Be responsive
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How Do I Increase My Facebook Reach?
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Is Bigger Better?
1 Billion+ Facebook
MAU
Your Fans
Your Fans
Your Fans
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Balancing Scale and Quality
1 Billion+ Facebook
MAU
Your Fans
Your Fans
Your Fans
ROI
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What is a Quality Fan?
1 Billion+ Facebook
MAU
Your Fans
• Active• Engaged • Influencers• Relevant• Caring
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EdgeRank
• Edge – Anything that happens in Facebook (comment, status update, like, share)
• - User affinity to creator’s edge• - Weight of the content• - Time decay factor• - Complaint penalty
∑𝑒𝑑𝑔𝑒𝑠𝑒
𝑢𝑒𝑤𝑒 𝑑𝑒𝑐𝑒
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Organic Growth via Owned Media
Owned Assets• Pages• Posts• Apps• Events
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Viral Growth – Word of Mouth
Earned
Actions• Like/fan• Share• Post• Check-in• Comment
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Paid Growth
Paid Ads• Web Ads• Social Ads• Sponsored
Stories
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Facebook Targeting
InterestsAge
Gender Location
EducationConnections
Precise Online Interaction
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Paid
Sponsored Stories - Amplification
Owned
Earned
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KPIs – Define Your Goals
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Merging the Data Streams
Proprietary DataCRM
Web AnalyticsSearch/Display/Affiliate
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Who are Engaged Users?
• 66% of Facebook users who have liked a brand have 100+ friends
• 84% of Facebook users have liked a brand are active on Facebook daily
• 59% of Facebook users who have liked a brand have mentioned a brand in status update
• 57% of Facebook users who have liked a brand have shared a brand link/video
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Social Case Study: Wal-Mart
• 2012 Black Friday Strategy:– Social Ad Spend: $50 Million– Time period: 72 hours
• Results:– 164,000 New Fans– 1+ Million Social Interactions on Facebook (likes,
comments, etc.)– 100,000+ Negative Comments (newsfeed
spamming, etc.)
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Engage Your Fans
“Your brand isn’t what you say it is, it’s what Google, Facebook, Twitter, etc. say it is.”
- Chris Anderson
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Life After the Like
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When to Post
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Facebook Ad Click Volume USA
Sunday
Monday
Tuesd
ay
Wed
nesday
Thursd
ayFri
day
Saturd
ay11.50%
12.50%
13.50%
14.50%
15.50%
Facebook Ad Click & Impression Volume USA
ClicksImpressions
Sunday
Monday
Tuesd
ay
Wed
nesday
Thursd
ayFri
day
Saturd
ay0.0860%
0.0880%
0.0900%
0.0920%
0.0940%
Facebook Ad CTR USA
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Localize for Results
• Unique campaigns per region and time zone• Understand cultural differences
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Don’t Overwhelm Your Fans
• Fresh Content is great but too much is spam
1-2 Posts Per day
3+ Posts Per Day
25% Interaction Rate Increase
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Tools of Engagement
Picture
Text Update
45% Interaction Rate Increase
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Tools of Engagement
• 4-6x higher engagement for “Caption this” and/or “Fill in the blank”
• 50% higher engagement for calls to action– Like, Share, Comment
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Build a Relationship Outside of Facebook
• Engagements inside Facebook can lead to relationships outside of Facebook
Paid Owned
Earned
World Outside Facebook
• Website• Email• Word of Mouth• In store
Your Fans
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Case Study: Soda Stream
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Are you responsive
• 95% of Facebook wall posts are not answered by brands