facebook super forum

Facebook 2.0 Super Session

#Bolo2011@lauriegbuczek @JayFeitlinger @ZachWelch@JeffWidman

Times Type of Presentation (Presentation, Panel, Interactive Workshop, Q&A)

Speaker Name

10:15am-10:20am

Welcome, Introductions & Housekeeping Laurie Buczek

10:20-10:45am F8 Conference Highlights: What’s new with Facebook

All

10:45-11:05am Presentation: From Fan Growth to Customer Engagement

Jay Feitlinger

11:05-11:15am Panel Q&A All

11:15-11:25am Presentation: What’s King?: Content Strategy

Laurie Buczek

11:25-11:35am Panel Q&A All

11:35-11:55am Presentation: Impactful Measurement & Results

Jeff Widman

11:55am-12:05pm

Panel Q&A All

12:05-12:20pm Interactive Workshop: Case Study Analysis & Recommendations

All

12:20-12:30pm Panel: Final Thoughts, Q&A All

@lauriegbuczek | [email protected]

Laurie Buczek

• Enterprise Marketing Manager, Intel, Storage Division

• Over 4 years at the forefront of launching internal and external social media initiatives

• Marketing, Technolog Consulting, IT background• Member Social Business Council

Jay Feitlinger

• Founder of StringCan Interactive• Co-founder of Shop Tab, first Facebook app that

showcases an eCommerce store through a data feed

• Entrepreneur• Vice President of SEMPO (Search Engine

Marketing Professionals Org) Phoenix chapter

Jay Feitlinger | @JayFeitlinger | [email protected]

Jeff Widman

• Co-founder PageLever & BrandGlue• Recognized expert in Facebook EdgeRank and

analytics • His Facebook marketing agency BrandGlue helped

YouTube grow from 6M to 17M fans

@JeffWidman

Zach Welch

• VP of Client Services, BrandGlue.com• Facebook user since only accessed by college

students (6 years)• Recognized expert on newsfeed optimization and

Facebook analytics• Optimizes social channels to enable brands to get

more value from their marketing

@ZachWelch

F8 Conference Highlights: What You Should Know


• Encouraging fans to share your posts will increase viral growth of that post.

• Social Graph is now more than just like button - you can watch,

listen, etc.

• Facebook will be offering contextual based advertising

• Facebook to tell brands what people are talking about. A new “People Talking About This” metric.

• Facebook launched a new translation tool powered by Microsoft Bing Translate that lets users select to view Page posts in their native language.

• Easier for Fans to Hide your Status Updates in their Newsfeed


• The main focus at f8 was around consumers - brands/marketers on how best to leverage the 800+ million customer base and create personal connections.

• Personal profiles will soon become Timeline

• Subscribe feature

• EdgeRank Formula & Time Decay

• See how many Shares your Status Updates receive

• Newsfeed : Top Stories and Most Recent are now Combined

• Ticker Live-Feed



From Fan Growth toCustomer Engagement

@JayFeitlinger | @StringCanAgency #Bolo2011

facebook.com/StringCan facebook.com/ShopTabApp

Connect With Me:

Jay Feitlinger | @JayFeitlinger | [email protected]


Have you heard thisfrom a client before?

“Get me as many fans as you can!”


WHY?@JayFeitlinger | @StringCanAgency #Bolo2011


image source: buyfacebookfan.devhub.com

Quality not quantity

image source: amazon.com


Social

Media

Optimization@JayFeitlinger | @StringCanAgency #Bolo2011

17

information overload…

image source: alexanderchen.com

… 2 , 0 0 0 , 0 0 0 , 0 0 0 + p e r d ay

SocialGraph 2.0


upgraded

Watching

Reading

Listening to

http://bit.ly/Facebook-OpenGraph


But Likes May Not Be Created Equal!

Summary for Fan Engagement

• Give initial brand introduction• Two Way Communication (increases

engagement)• Leverage social plugins (for the ticker)• Strong Calls to Action (like, share, etc.)• Make your customer the hero & W.I.F.M• Content is still king & Metrics are important to

watch


Thank you!


@lauriegbuczek

#Bolo2011

Panel Discussion

@JayFeitlinger @ZachWelch@JeffWidman


What’s King? Content StrategyLaurie Buczek

@lauriegbuczek #Bolo2011

What is Content?


Traditional ViewText Periodic Status Update

“We have a Facebook Fan Page. Isn’t that Enough?”


Today’s ViewVisual

…and User Generated

Customer Centric Enables Brand Objectives

Relevant Engaging


Power Shift to Consumers

Intel - Public

Means a Strategy that delivers engaging & relevant content is more important than ever


Nothing is Unto Itself

Isolated marketing does not serve broad marketing objectives

Content Strategy is Macro


Content Strategy Supports Brand Strategy

Is There Brand Consistency?

@lauriegbuczek

Facebook Corporate Website

#Bolo2011

Content Strategy Embraces Multiple Sources

User Generated


Content Enables Brand Advocacy

From Fan to Engagement@lauriegbuczek #Bolo2011

Content is Customer Centric

Engaging, Useful, Snackable, Interesting, Solves Problems, Builds Trust, Inspires, Human, Tells Stories, Frequent, Visual


Content Raises The Conversation Floor…


“Watch out for the content pushers. They want to create stuff and then dump it.

People are looking for conversations and relevance.” -Bob Pearson, WCG

@lauriegbuczek

Final Thought

#Bolo2011

Connect With Me:

Laurie Buczek| @lauriegbuczek | [email protected]

#Bolo2011

Thank you!

Measuring Facebook

Better Facebook Analytics by

@jeffwidman

How many pages are you a fan of?


How many pages are you a fan of?

(Average: 5-20)


In last 6 months, how many of those pages

have you returned to?


In last 6 months, how many of those pages

have you returned to?

(Average: 0-2)


People don’t revisit fan pages

So what should marketers do?


Street Cred


Ever felt frustrated with Facebook Insights?


Better Facebook Analytics

Launched beginning of August

• Already measuring three-quarters of a billion fans

• Including 4 of 10 largest fan pages

Fan Page Lifecycle:1) Get Fans

2) Reach Fans3) Fans engage

4) Reach fans’ friends


Fan Page Lifecycle:1) Get Fans


Important Metrics:1) New Fans

2) New Fan Sources3) New Fan Demographics

4) Removed Fans5) Removed Fan Sources


Fan Page Lifecycle:2) Reach Fans


Important Metrics:1) Pageviews

2) Pageview referral sources3) Stream Impressions

4) Unique Stream Impressions5) Estimated Percentage of Fans Reached


Fan Pages = Reach fans via newsfeed


Stat:

90%+ of comments & likes on a status update come from newsfeed

~10% from mobile devices


How many fans see my status updates?


PageLever shows the percentageof fans that you’re reaching


PageLever shows the percentageof fans that you’re reaching

10K fans ~ 25% | 5M fans ~ 10%


Fan Page Lifecycle:3) Fans engage


Important Metrics:1) New comments & likes

2) Sources of Comments & Likes3) Removed Comments & Likes

4) Sources of Removed Comments & Likes5) Engagement Rate


Fan Page Lifecycle:4) Reach fans’ friends


Important Metrics:1) Viral Reach

2) Sponsored Story Impressions3) Sources of New Fans


Ever seen a story:“[Your Facebook Friend] liked ___ page”??


How do I reach more fans?


Tip: Post when previous post dies


Tip: Get comments & likes

• EdgeRank algorithm exists

• Hides boring status updates from users


Tip: Questions less than 60 characters

get more comments


Tip:Photos/video generally outperform links


Tip: Post 3 photos, not 1


Tip: http://pagelever.com/freemonth


http://pagelever.com/freemonth

Have you ever wondered whether or not your Facebook

marketing efforts were successful?


Easy to measure input:$$ & Man-hours


Easy to measure output:Fans, Comments, and Likes


Hard to measure success


Until success is defined


How do your clients define success on Facebook?


Marketers = Master BS’ers


More Fans, Comments, & Likes does not equal success


Business Success = Higher Profits


1) More Customers2) More $ per Customer

3) Retain Customers Longer


Never obfuscate reality


Facebook Success:1) More Customers

2) More $ per Customer3) Retain Customers Longer


And one more thing


Change the world for the better


@lauriegbuczek

#Bolo2011

Panel Discussion

@JayFeitlinger @ZachWelch@JeffWidman

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