social 101 facebook
DESCRIPTION
Wanna learn more about Facebook for your business?• Why do people share?• Latest FB Statistics.• What's the value of a "Fan"• What happens after you click "like"• "Edge Rank" What is it, and why you need to care.TRANSCRIPT
Facebook !Social 101 Class Marcus Nelson Director of Social Media
@marcusnelson #fbclass
O hai.
@marcusnelson Director of Social Media
@marcusnelson #fbclass
Today’s Agenda
Why do people share?
Facebook is big
The basics
Fan pages
Fans equal value
Edge Rank
Social plugins
Q&A
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Why do people share
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Motivations for sharing
source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
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In other words…
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Facebook is big
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Facebook is consuming people’s time
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Facebook is the largest login provider
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The basics
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Facebook glossary
Profile = Your page, contains info, photos, videos, and list of your friends, or whatever else you choose to include.
Post = Message of 420 characters or less.
Wall = Where you & friends post to your profile.
‘like’= Button used to indicate appreciation, affiliation, or acknowledgement without having to add comment.
News Feed = Continuous stream of updates.
Fan Gate = Page requiring a ‘like’ in order to gain further value, content, of information.
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What does ‘like’ actually do
Replaces the old “Become a Fan”
Replaces “Share” by auto-posting to your wall
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Fan Pages
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Harsh truth…
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So what’s the value?
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Source: http://pagelever.com
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Fans equal value
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Start by making them fans
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This is why we need the ‘like’
Getting posts into the newsfeed is critical to building impressions
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Source: http://pagelever.com
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Edge Rank
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Edge Rank is Facebook’s algorithm
Ranks on relevancy Shows 3-5 most interesting posts
(FB randomizes it slightly so it doesn’t seem so stalkerish) Most fans NEVER see your status updates
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How does Edge Rank work?
Time decay – as time passes, stories lose points
Affinity score – comments & likes add points my comments are worth more than my friends comments are worth more than non-friend comments
The native “Edge” score – eg, photos have a default score that’s different than text
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Can’t SPAM it as hard as you may try
EdgeRank is between an object and a user – unlike SEO, EdgeRank score is different for each user
No such thing as generic “Edge Rank score” – the architecture of the algorithm makes it impossible
Real-time score – competes with everything in newsfeed… as long as a status update is in the top 3-7 posts, you’ll probably be shown until time decay reduces points OR other posts push you out
Note: Mobile uses “Most Recent” which makes up 30% of users
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You CAN optimize your content
Posting time – Saturday mornings are best Content – Does it connect with people. Format (text/photo/video/link) – Video/photo works best Localization – Target “become-a-fan” ad
campaigns at friends of your fans
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Optimal days to post
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Readability — speak in simple language
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Linguistic content — sex sells!
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Most sharable words
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Least sharable words
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Video performs better on Facebook
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Social Plugins
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Like button
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Send button
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Comments
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Activity feed
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Recommendations
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Like box
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Login button
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Registration
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Live stream
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Q & A
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Kraig’s points for discussion
FB platform
FB connect, what’s "login w/ FB", why do people use it
What are social plugins....
How are companies (that are not publishers like zynga) managing a brand and presence on FB?
what are best practices?
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Thank you
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Sources
University of Pennsylvania http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
Jeff Widman of http://pagelever.com
12 Awesome Facebook Stats, Charts & Graphs http://www.slideshare.net/HubSpot/12-awesome-facebook-stats-charts-graphs
Science of Facebook Marketing by Dan Zarrella http://www.slideshare.net/HubSpot/science-of-facebook-marketing-by-dan-zarrella