BlogWorld panel on Facebook News Feed Optimization
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![Page 1: BlogWorld panel on Facebook News Feed Optimization](https://reader036.fdocuments.net/reader036/viewer/2022062513/5551001db4c90572478b4dae/html5/thumbnails/1.jpg)
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
![Page 2: BlogWorld panel on Facebook News Feed Optimization](https://reader036.fdocuments.net/reader036/viewer/2022062513/5551001db4c90572478b4dae/html5/thumbnails/2.jpg)
Download our presentationDownload our presentation
http://www.bit.ly/NFOslides
#NFO#BWENY
![Page 3: BlogWorld panel on Facebook News Feed Optimization](https://reader036.fdocuments.net/reader036/viewer/2022062513/5551001db4c90572478b4dae/html5/thumbnails/3.jpg)
ModeratorModerator
#NFO#BWENY
• Bryan Person• LiveWorld• @BryanPerson
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96% Like your Page …96% Like your Page …
#NFO#BWENY
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… and then never return… and then never return
#NFO#BWENY
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EdgeRank algorithmEdgeRank algorithm
#NFO#BWENY@DennisYu
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#NFO#BWENY
• In News Feed … or invisible
• EdgeRank algorithm for “Top News”
• Competing with 130 friends + 90 Pages
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NFO Best PracticesNFO Best Practices
• Helen Todd• Co-founder, Sociality Squared• Sociality Squared
#NFO#BWENY@HelensTravels
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Know your audienceKnow your audience
#NFO#BWENY@HelensTravels
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Use Facebook QuestionsUse Facebook Questions
#NFO#BWENY@HelensTravels
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Target Wall posts to be relevantTarget Wall posts to be relevant
#NFO#BWENY@HelensTravels
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Use photos to make posts popUse photos to make posts pop
#NFO#BWENY@HelensTravels
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Content is King: Good. Relevant. Shareable
Content is King: Good. Relevant. Shareable
#NFO#BWENY@HelensTravels
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Customize link headers & descriptions
Customize link headers & descriptions
#NFO#BWENY@HelensTravels
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Customize link headers & descriptions
Customize link headers & descriptions
#NFO#BWENY@HelensTravels
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Customize link headers & descriptions
Customize link headers & descriptions
#NFO#BWENY@HelensTravels
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Win with fun and questions!Win with fun and questions!
#NFO#BWENY@HelensTravels
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Share exclusive fan contentShare exclusive fan content
#NFO#BWENY@HelensTravels
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Share exclusive fan contentShare exclusive fan content
#NFO#BWENY@HelensTravels
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EdgeRank DataEdgeRank Data
#NFO#BWENY
• Chad Wittman• EdgeRank Checker• @ChadWittman
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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%
#NFO#BWENY@ChadWittman
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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
#NFO#BWENY@ChadWittman
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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
#NFO#BWENY@ChadWittman
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A comparisonA comparison
#NFO#BWENY@ChadWittman
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
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Insights & AdvertisingInsights & Advertising
#NFO#BWENY
• Dennis Yu• BlitzLocal/Webtrends• @Dennis Yu
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Affinity – Weight – Time DecayAffinity – Weight – Time Decay
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Affinity – Weight – Time Decay
Comment Share
Photo Video Wall Post
Like
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Object WeightObject WeightRosetta Stone
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Object WeightObject WeightRosetta Stone, Gordmans, Lane Bryant
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Affinity – Weight – Time DecayAffinity – Weight – Time Decay
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Time DecayTime Decay
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Athletic Shoes brand
Energy Drink brand
Time DecayTime Decay
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Industry BenchmarksIndustry Benchmarks
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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
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R = 0.96
Lady Gaga
Barack Obama
Rihanna
Period: 4/21 – 5/21/2011
Top 24 Facebook PagesTop 24 Facebook Pages
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Gordmans
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Lane Bryant
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More interactions = more NFO coverage
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@DennisYu
@BryanPerson
@HelensTravels
@ChadWittman
Discussion/Q&ADiscussion/Q&A
#NFO#BWENY
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Thank you!Thank you!
http://www.bit.ly/NFOslides
#NFO#BWENY