What the new Facebook means for Brands
Transcript of What the new Facebook means for Brands
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How do Facebook
Changes effect Brands?
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• Posts can be upto 5,000 characters
• Subscription
• Picture Resolution (300 by 200)
• Smart Lists
• Ticker
• Newsfeed (Top Stories)
• Edgerank
• Graphrank
• Insights
FacebookChanges
(Overview)
EdgeRank
Know Facebook
GraphRank
Challenges
Strategy
Insights
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• Page updates and your friends’ activities show up in the
news feed and real-time
ticker both.
• Effects Brand Pages (Decides
which posts to show in your
news feed and at what rank)
• 3 components:– Affinity – User relation
– Weight – Type and Level of Interaction
– Time Decay – How Recent?
FacebookChanges
(Overview)
EdgeRank
Know Facebook
GraphRank
Challenges
Strategy
Insights
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• Impressions Interaction• Understand the influence
of EdgeRank and GraphRank Logarithms.
• Users don’t have to ‘like’ your page to comment/like/share /participate in a quiz/contest.
• Users only have to ‘Like’ a page if they want to support your brand, your belief/idea or follow your posts.
• Challenging to show up and remain in New Feed.
Research by: EdgeRank Checker
FacebookChanges
(Overview)
EdgeRank
Know Facebook
GraphRank
Challenges
Strategy
Insights
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• Content is King – Build Content Strategy.
• More Targeted and Influential Facebook Ads and Sponsored Stories( Page-Like story and Post-Like Story work like Personal Recommendation for Fans Friends’).
• Subscriptions (Wall posts) can be used for Celebrity Endorsement, to leverage Page Views.
• For a new or dead page: Throw a teaser, improve the page rank and then throw in the net.
FacebookChanges
(Overview)
EdgeRank
Know Facebook
GraphRank
Challenges
Strategy
Insights
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• Measure how viral your content is. Learn. The key is to create shareable content but at the same time, maintain a brand association.
• Let there be a catch. But don’t overdo sales. Try to create as rich a user experience as possible.
• Share more photos, links and videos. (Tip: Give Complete URLs, not shortened ones as people are
3 times more likely to click the original ones)
• Time your posts. (Tip: Posts posted outside the working hours of a day have 20% more engagement).
• Listen and Respond to Positive & Negative comments, both.
FacebookChanges
(Overview)
EdgeRank
Know Facebook
GraphRank
Challenges
Strategy
Insights
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• Fb ads are based on the location mentioned in your profile, not your IP address.
• Facebook Recommendations (of Pages) is organic and is generated by evaluating your unique interests.
• Featured Ads and Sponsored Stories are paid.
• Facebook is working on Interactive Ads.
• Posting with 3rd party apps is not penalized anymore.
• Ticker increases your chances of Social Discovery.
• Editing your News Feed is now more easy than ever. Even more difficult for Marketeers..
FacebookChanges
(Overview)
EdgeRank
Know Facebook
GraphRank
Challenges
Strategy
Insights
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GraphRank
• New Facebook Game Ticker has been added.
• It gives a live feed of game activity, score and achievement.
• App Page design is clean and shows (in a glance) your friends’ interaction with apps.
• You know, without any effort or navigation, that the game exists and which of your friends are playing it.
FacebookChanges
(Overview)
EdgeRank
Know Facebook
GraphRank
Challenges
Strategy
Insights
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• A step towards creating a tight Facebook Game Community.
• Organic.
• Discover More Content due to Automatic Generation of Stories - Quicker and Easier.
Hit over 198, 000 fans in less than 3 days.
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FacebookChanges
(Overview)
EdgeRank
Know Facebook
GraphRank
Challenges
Strategy
Insights
• Evaluate the correlation between the posts and people talking about this.
• See how viral each post is. Analyze what people expect from your page
and what they appreciate the most.
• Click ‘reach’ to see a breakdown of whether that reach came directly from your Page
activity, Facebook Ads, or was viral (fans generating stories).
• Click ‘engaged users’ to see : Other clicks (clicks on other parts of the post, such as
the name of the person that posted it) ; Link clicks (the number of clicks in a link on your
post) ; the number of stories generated from your post, by fans.
• Click ‘talking about this’ to see whether these stories generated were someone liking
your post, or sharing your post.
• Virality is a percentage of people that created a story about your post, against the total
reach.
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FacebookChanges
(Overview)
EdgeRank
Know Facebook
GraphRank
Challenges
Strategy
Insights
• Friends of Friends (Exposed to your Page Activity but are not fans.
• Takes into account all the interaction and posts generated in a specific
time period. (A week by default)
• The number of times someone has been exposed to your Page organically or
through an ad in a week.
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FacebookChanges
(Overview)
EdgeRank
Know Facebook
GraphRank
Challenges
Strategy
Insights
• Get to know the demographics( Gender and Age), Location and
Language of the People who liked your Page. Understand what type of
people you are reaching out to.
• Understand the sources that generate the maximum traffic and
interaction for your page. Use these sources in the future.
• Use this in adjusting content for future.
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FacebookChanges
(Overview)
EdgeRank
Know Facebook
GraphRank
Challenges
Strategy
Insights
How many times each person
viewed your content.
How people visited your Page.
See which source you need to
work on.
• Demographic, Location and
Language of your Reach.
• Total Page Views and
unique visitors.
• Total Tab Views and
External Referrals (a URL
not belonging to Facebook).
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FacebookChanges
(Overview)
EdgeRank
Know Facebook
GraphRank
Challenges
Strategy
Insights
• Unique Visitors who
interacted with your
Page or created a
Story.
• Friends of Fans that
saw a story published
about your page.
• Demographic, Location and
Language of your Reach.
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