How People Use Facebook -- And Why It Matters
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Transcript of How People Use Facebook -- And Why It Matters
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FACEBOOKHOW PEOPL E USE
AND WHY IT MATTERS
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OPEN NEWS FEED
READ STORIES
ENGAGE (OR NOT)
LEAVE
THE BLEEDING OBVIOUS
CO
ME B
AC
K L
ATER
HOW PEOPLE USE FACEBOOK
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THE BLEEDING OBVIOUS
LIKE PAGE
SEE STORIES (OR DON’T)
ENGAGE (OR NOT)
HOW PEOPLE USE FACEBOOK PAGES
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ON PAGE AD UNIT
1%
36%LIKE SOURCE
A GROSS OVERSIMPLIFICATION
TIME OF DAY / DAY OF WEEK
LIKE PAGE
SEE STORIES (OR DON’T)
ENGAGE (OR NOT)
EDITORIAL ALGORITHM
< 1%
<
HOW PEOPLE USE FACEBOOK PAGES
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“WE’RE GOING TO MAKE FACEBOOK THE HUB OF ALL OUR ACTIVITY”
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IN-FEED VS ON-PAGE REACH
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All Fans 100%470K
MAU53%250K
ANOTHER WAY OF LOOKING AT IT
DAU11%52K
Daily Page Visits (Unique)0.3%1.4K
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THE SOMEWHAT LESS OBVIOUS
ADMIN POSTS FAN POSTS
PUBLISHED TO FAN NEWSFEEDS
NOT PUBLISHED TO OTHER FANS’ NEWSFEEDS
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WHY THIS MATTERS
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FACEBOOK PAGE
“WE WANT TO CREATE A COMMUNITY”
COMMUNITY HIERARCHY
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“WE JUST WANT TO LISTEN”
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BRAND PAGE (BUDWEISER)
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RETAILER (ASOS)
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OMG WTF? (CINEWORLD)
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38 USERS CREATED 80% OF FOLLOW UP
USERS
CO
MM
EN
TS
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OMG WTF BBQ? (2 DAYS ON WAITROSE)
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“WE SHOULD REALLY POST ABOUT THAT”
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“WE SHOULD REALLY POST ABOUT THAT”
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DON’T LIMIT YOUR APPS IMAGINATION
ASOS Market-place
30,000
ASOS Fashion Finder8,000
ASOS Facebook
Store200
MONTHLY ACTIVE USERS
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I’D LIKE YOU TO REMEMBER…
A PAGE ISN’T A DESTINATION
A PAGE ISN’T A COMMUNITY
ALMOST NO-ONE SEES FAN POSTS
IT’S ALL ABOUT THE NEWSFEED
APPS CAN EXIST “OFF FACEBOOK”
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