facebook for real world business, july 11 - florence
DESCRIPTION
Presentation for both lunch and afternoon sessions at the Shoals Chamber of Commerce July 11, 2012.TRANSCRIPT
Reach more people.
Get more interactions.Shoals Chamber of Commerce, July 11 2012
UNDERSTANDING EDGERANK
Section
1 of 5
TOP STORY VIEW
What I see
What I
missed
MOST RECENT VIEW
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
For People
“Friends”
PAGES
For Businesses
“Fans”
www.facebook.com/pages/create.php
CREATING BUSINESS PAGES(Pick one)
PLACES
Share with friends where you are
“App - account created by mobile check-ins”
(smartphone required)
No single author, unofficial
Debuted in August 2010
PLACESThen in August 2011,
Facebook ditched
"Places" mobile app
Users can now add locations "from anywhere,"
whether it's the Web or a phone (past or present)
www.facebook.com/pages/create.php
This Create A “Place” Now
“That extra message you are
seeing is to ensure that real
business places are set up.”
OFFICIAL
“PAGE”
UNOFFICIAL
“PLACES”
SAME METRICS -- PLUS CHECK-INS
This Place has
check-ins
This Page does
not
• 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
HAVE A BUSINESS PLACE ACCOUNT? -- CLAIM IT
www.facebook.com/pages/create.php
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
Be Aware:
Facebook’s “REACH”
calculation just changed…
(as of July 2012)
• “REACH” now includes mobile data (apparently,
it didn’t before
• Fewer posts are being loaded into the News
Feed at a time
• Desktop News Feed no longer counts “REACH”
until a user scrolls and loads the page’s story
http://www.insidefacebook.com/2012/07/03/facebook-updates-page-insights-to-make-reach-metric-more-accurate-include-mobile/
The New Facebook REACH Metric
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
What will the
impact of the
new Reach
calculation be??
http://johnbell.typepad.com/weblog/2012/04/does-facebook-timeline-drive-up-
engagement-.html
Design Demands Multimedia Content
http://www.sociableblog.com/2012/01/09/facebook-timeline-vs-old-profiles/
WHAT WE SEE
1 - Cover picture
2 - Profile picture
3 - Personal info
… with longer
fixation on personal
information
The absence
of the
default tab
landing
means tab
usage is
down from
before – not
sure if this is
bad
http://allfacebook.com/pagelever-tab-engagement-down_b93762
TO IMMEDIATELY OPTIMIZE
YOUR FACEBOOK EFFORTS
Section
4 of 5
Page views to your website
( traffic )
Feedback from and Discussion with Fans
( engagement )
1. Define the Content Mission
Prioritize
2. Post Content related to your business, but
not specifically about the business – tap into
fan passions
3. Lead With the Pictures
4. Post Multiple Photos at Same TimeAlbum = 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?
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
9 FACEBOOK FEATURES
& UPDATES
Section
5 of 5
Posts by others
grouped together
here
Click on SEE ALL
To open the
notifications
panel
Or chance your default view to Posts By Others
Notice the greyed out comments?
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
• 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
Now, You have App Boxes
And You Can Change the Order
An ILLEGAL Facebook contest…
• Contests on Facebook must be administered within Apps
• Must have rules that acknowledges Facebook isn’t sponsoring it
• You CAN make them like a Page, check-in to a Place, or connect to your
app.
• You CANNOT ask them to like a Wall post, or comment or upload a photo
– and the act of liking a Page or checking in to a Place cannot
automatically register or enter a promotion participant.
• You CANNOT use the Like button as a voting mechanism for a promotion.
• You CANNOT notify winners through Facebook messages, chat, or posts
on profiles (timelines) or Pages.
Facebook’s Contest Rules …
https://www.facebook.com/page_guidelines.php#promotionsguidelines
• 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
example
BUT DON’T GET CARRIED AWAY…
example
example
example
You can now assign five different
admin roles
You can schedule posts right from
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
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
Facebook now lets you edit comments
You 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
You can CHANGE your custom URL
You can only change it once
Did you notice your contact email is
different?
@lorimillerwhnt