Facebook for Real World Business June 28, 2012 Fayetteville

Reach more people.

Get more interactions.

AGENDA:

(1) Understanding Edgerank

(2) Types of Facebook Accounts

(3) Understanding Insights

(4) Tips to Optimize Your Posts - TODAY

(5) Facebook Updates You Need to Know

UNDERSTANDING EDGERANK

Section

1 of 5

TOP STORY VIEW

What I see

What I

missed

MOST RECENT VIEW

The greater the number of

edges on an object,

the higher its score.

Affinity, Weight, Time Decay

AFFINITY - Favors people you know &

interact with mostEvery action

builds affinity.

Listed

relationships

count, too

WEIGHT - Favors high interaction, is

weighted to different typesComments are

about 4x more

valuable than

likes

TIME DECAY - Favors recent over old

A Facebook

post typically

lives for

about 3 hours

TYPES OF FACEBOOK ACCOUNTS

Section

2 of 5

PROFILES

Personal Use

For Individuals

“Friends”

PAGES

Authorized & Official

For Businesses, Brands,

Celebrities

& Organizations

“Fans”

www.facebook.com/pages/create.php

CREATING BUSINESS PAGES

COMMUNITY

Topics, Causes, Experiences, Interests

“Created from fields on your profile page”

No single author, unofficial

Usually starts with Wikipedia story + comments

PLACES

Share with friends where you are

“App - account created by mobile check-ins”

(smartphone required)

No single author, unofficial

Debuted in August 2010

CHANGE:

March 2011 = added

check-ins and maps to

business pages with

street address

PLACES

OFFICIAL

“PAGE”

UNOFFICIAL

“PLACES”

PLACESThen in August 2011,

Facebook ditched this standalone

"Places" location mobile app

Users can now add locations "from anywhere,"

whether it's the Web or a phone (past or present)

• Duplicate places

listings

• Inaccurate business

info (and no

sourcing)

• Reviews & check-ins

split between

multiple (claimed)

profiles

• Can draw likes to the

wrong account

POSSIBLE DRAWBACKS TO “UNCLAIMED” PLACE PAGES

Now Businesses Can Create

A Place Account from the

Beginning …


CREATING BUSINESS PAGES

“That extra message you are

seeing is to ensure that real

business places are set up.”

SAME METRICS -- PLUS CHECK-INS

This Place has check-ins

This Page does not

HAVE A BUSINESS PLACE PAGE? CLAIM IT


HAVEN’T STARTED? CREATE AS A COMPANY

UNDERSTANDING INSIGHTS

Section

3 of 5

Big picture view of

your page

See a spike?

Hover over a

data point and

get the numbers

What do these terms mean?

REACH - Unique

people who saw

the post

ENGAGED USERS -

clicked on the post

when they saw it and

went to the page that

generated it

TALKING ABOUT THIS -

engaged with it (liked,

commented, shared )

VIRALITY- % of unique

people who interacted

out of the total people

who saw it

Post + photo

Post + link to website

Post – text only

likes, comments

& shares

OF OUR FAN BASE

SEES ANY GIVEN POST

*Based on average reach of 28 posts starting Feb 9 2012 against 65,289 fans

**SOURCE: “Uh Oh, Facebook Pages Only Reach 17% of Fans,” http://www.allfacebook.com/facebook-page-17-2012-01

We average 10,933

people per post*

That’s the average

for most Pages**

TO IMMEDIATELY OPTIMIZE

YOUR FACEBOOK EFFORTS

Section

4 of 5

Pageviews to your website

( traffic )

Feedback from and Discussion with Fans

( engagement )

1. Define the Content Mission

Prioritize

SOURCES: http://facebook-studio.com/news/item/page-publishing-that-drives-engagement; http://www.smallbusinesssem.com/facebook-

content-ideas-straight-facebook/5801/#ixzz1yMpfV2Kq

2. Post Content related to your

business, but not specifically about

the business.

3. Lead With the Pictures

4. Post Multiple Photos at Same Time

Album = More Clicks = Higher Weight

SOURCE: “Multiple Photo Posts Increased Clicks 1290% – Facebook

Case Study,” convince andconvert.com

5. Convert to Photo + Call to Action

6. Watch 3rd Party Apps

Videos shared from third-party sites

(YouTube, Vimeo) appear to

generate less organic activity than

videos hosted on Facebook

SOURCE: http://mashable.com/2012/06/07/facebook-marketing-

mistakes/?

SOURCE:

http://sustainablejournalism.org/marketing/r

ecent-facebook-updates-cripple-pages

At one time, Facebook punished

users of third-party APIs by killing

their EdgeRank. Could it happen

again?

SOURCE: http://edgerankchecker.com/blog/2012/01/post-impressions-june-vs-dec-2011/

CHANGES IN NEWSFEED = 50% drop in

impressions (per post over 6 months)

7. Tell Fans What You Want Them to Do

8. Monitor What Works

How many posts?

How many words?

Any day of the week better?

What gets the most negative feedback?

These are

industry

stats.

What are

yours??

9. Ask - and Answer - Questions

10. Check out Your Competition

CHANGES RELEVANT

FOR BUSINESS ACCOUNTS

Section

5 of 5

http://www.sociableblog.com/2012/01/09/facebook-timeline-vs-old-profiles/

We Look At Timeline Differently


WHAT WE SEE

1 - Cover picture

2 - Profile picture

3 - Personal info

… with longer

fixation on personal

information

http://johnbell.typepad.com/weblog/2012/04/does-facebook-timeline-drive-up-

engagement-.html

Design Demands Multimedia Content

COMMENTING

2 COLUMNS

FOR POSTS

DEFAULTS TO

“HIGHLIGHTS”

VIEW

NOT IN

CHRONOLOGICAL

ORDER…

Posts by others

grouped together

here

It’s a condensed

version

Click See All to

use …

No way to chronologically mix “Posts by Others” with “Posts

by WHNT” in the same view

Omits the WHNT posts, so you only see other

people. (This only changes what YOU see).

CHANGE YOUR VIEW TO “POSTS BY OTHERS”

OR, USE ADMIN PANEL TO “SEE ALL” NOTIFICATIONS

A NOTE ABOUT COMMENTS: See the “grayed out” comments? These

are comments flagged as spam by Facebook’s algorithms.

PRIVATE MESSAGES

Pages can’t send messages,

you can only respond to

users that have already

contacted you.

You can choose to disable

this function

Fans Can Direct Message Pages Privately

HIGHLIGHTING

(making widescreen)

PICK THE STORY

HOVER AND

CLICK THE STAR

TO HIGHLIGHT

You Can Star Posts to Make Widescreen

NOW IT’S

EXPANDED

TO FILL

BOTH

COLUMNS

PINNING TO THE TOP

• Go to the really

important post

• Hover over the pencil

to get the drop down

• Select PIN TO TOP

You Can Pin An Important Post to Top

• The story is now

at the top -- and

will stay there

for 7 days

• Marked with

small, orange

flag

• Only one pin at

a time

• Unpins

automatically

You Can Pin An Important Post to Top

APP BOXES

Now, You have App Boxes

And You Can Change the Order

COVER PHOTOS

• No references to Facebook features such as “Like this Page”

• No purchase or pricing info such as “40% off”

• No calls to action like “Download at our website”

• No contact information such as web address or phone

number

Rules for Cover Photos

example

BUT DON’T GET CARRIED AWAY…

example

MORE AFTER-THE-IPO

CHANGES

1. Each post now shows what percentage of your fans

were reached

2. You can now assign five different admin roles

3. You can schedule posts right from Facebook

NOTE: You have to be using the page “as the page” to see this option

- and you have to put in the year before you start to see the other

time options

4. “Show in News Feed” can be unclicked

5. Facebook promoted posts are available

No “new”

people will see

it – no new

audience

More of the

fans you

already have

get shown your

post

6. Facebook now lets you edit comments

Did you see

the changes

JUST THIS WEEK?

Friday June 22 - Facebook Users Can Export Events To Calendar

Before, page administrators would have to submit a

request to change the username – but not anymore!

http://allfacebook.com/username-change-facebook_b93133

Wednesday June 27 - You can CHANGE your custom URL

You can only change it once

Tuesday June 26 – Did you notice your contact email is different?

(personal accounts, not PAGES)

[email protected]

@lorimillerwhnt

Facebook for Real World Business June 28, 2012 Fayetteville

Business

Transcript of Facebook for Real World Business June 28, 2012 Fayetteville