How to Keep Your EdgeMastering EdgeRank & Maximizing Facebook

ExposureFebruary 2013

Facebook Page Objectives

EdgeRank Overview

Recommendations Tactics

Agenda

Facebook Page Goals & Objectives

Facebook Page Strategic Goals What is our strategic goal for executing a Facebook strategy?

Influencing brand perception? Customer service? Dialog? Thought leadership? Drive direct actions?

Sample Facebook Page Metric Objectives

Increase volume of page “likes” by at least 1% month over month

Increase engagement rate to be between .80-1.00% or higher month

over month

Increase the number of “likes” within the target demographics by at least 2%

month over month

EdgeRank Overview

Simple, Right?

•How much “edge” do you share with another Facebook page? EdgeRank is a one way unique relationship based on shared connections and interactions.

Affinity

•The more involved an action the higher the weight. Photos used in updates are higher than text status updates. Comments are higher than Likes. Clicks may have little to no EdgeRank.

Weight

•Fresh content wins.Time

How is EdgeRank Calculated?

How to create Edge Shared connections creates “Edge”

Affinity

Bill likes running, fishing, boating, Toyota Trucks, SEO, Bon Jovi, Quaker Steak and Bell’s Brewery

Rob likes fishing, Jeeps, SEO, Bon Jovi, the Pittsburgh Steelers, Quaker Steak, the Pittsburgh Pirates and Game of Thrones

Tommy likes running, Ford cars, SEO, Miles Davis, the Pittsburgh Pirates and all things Buckeyes Football

Interactions refine Edge Affinity is a one-way measurement based on interactions

with objects

Affinity

Bill likes running, fishing, Toyota Trucks, SEO, Bon Jovi, Quaker Steak and Bell’s Brewery

Rob likes fishing, Jeeps, SEO, Bon Jovi, the Pittsburgh Steelers, Quaker Steak and Game of Thrones

High Edge

Low Edge

Weight

If it takes a lot of time and keeps someone on Facebook, it’s more likely to be heavy

Uploading a photoSharingCommentingLikingClicking

Time

Fresh content wins When news breaks.. On a global or personal level, fresh

content can beat out weighty content

EdgeRank depends on ratios

Pages with high “Likes” should have a corresponding number of high interactions. If “Likes” increase and

off-page clicks increase, you lose EdgeRank.

That is, a page with rapidly growing “Likes” should show an increase in “weighty”

interactions.

Increasing “Likes” and off-page clicks negatively impacts EdgeRank.

EdgeRank Assumption

Sample EdgeRank Analysis

Recommendations

To improve EdgeRank, focus on tactics that will not only grow your audience but also encourage engagement with your page.

Tactics include: Clearly segmenting audiences Developing content themes Identifying optimal posting frequency & timing Leveraging unutilized real estate Utilizing targeting features

Overview

Moms Women, aged 35-64 Mothers to children 8+ years of age

Technology Professionals Fans of Cisco Targeting geographic locations

Caregivers for Diabetics Fans of American Diabetes Association Fans of Glucerna Women with Baby Boomer parents

Clearly Segment Audiences

Moms Maintaining your health, fitness, & safety so you can better take

care of your family Maintaining the healthy, fitness, & safety of your child athletes Battling back-to-school germs

Technology Professionals Innovation, funding and events Five Myths of the Cloud

Caregivers for Diabetics Tips on cooking for Diabetics Information on clinical trials and research How to have a happy social life and be a great caregiver

Develop Content Themes

Note the blend of timely and evergreen content

Mindful Mom Monday Happy Mindful Mom Monday! Concussions are a very real fear for moms of active

children. Do you make your child wear a helmet when riding a bike? What’s your take on helmet safety?

Tech Tuesdays Minimize the risk of outsourcing with these five strategies. How likely are you to

outsource software development and support in 2013? Take Time for Yourself This Weekend

As caregivers, we need to make sure we do our best to recharge. If you had your choice of a 3 mile run, a movie at home night or dinner with an old friend, which would you choose?

Develop Content Themes

Test, test and test. There is no perfect posting frequency or time, it varies by audience.

In an effort to reach all audiences and touch upon all content themes, an ideal number of posts would be ?? per week

All posts should be sent our between the hours of x – y to solicit maximum engagement

Posting Frequency and Timing

Update cover photo frequently to drive engagement More audience/consumer/patient-focused Organize photos by audience centric categories (think “Living

with Arthritis” NOT “Meet our Doctors”) Utilize testimonials to demonstrate value with an audience focus Build custom Facebook apps to drive interactions (appointments

and referrals) Contact forms Calculators/Cosmo-quizzes/Symptom Checker Submit Your Story – Especially for any organization with an

emotional appeal… and almost anything can have an emotional appeal.

Leverage Unutilized Real Estate

Post targeting allows you to reach specific segments of your fan base in order to improve engagement and allow users to see content relevant to them For example, content directed at our Mom audience will be

targeted specifically toward them.

Utilize Targeting Features

Understand the basics of EdgeRank Don’t drive fake Fans or fake engagement Stack the deck in favor of real engagement, no matter how

much you want to talk to everyone.... Tell yourself it is good to focus!

Keep Your Edge!

@bbalderaz bbalderaz@fathomdelivers.com

Questions?