figuring out edgerank
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#solvingedgerank
Who’s presenting?
Jill Carlson
@carlsonjillCommunity ManagerArgyle Social
Chad Wittman
@chadwittmanFounder & CEOEdgeRank Checker
#solvingedgerank
Details
Jill will lead Q & A at the end of the call.
Tag your tweets with #solvingedgerank.
We’re recording this shin dig.
We’ll send an email follow up to everyone.
#solvingedgerank
Short, Shameless Plug – Chad
www.edgerankchecker.com
#solvingedgerank
Short, Shameless Plug – Jill
Social Review Whitepaperhttp://ar.gy/review• Do you have the fans you
want?
• How do you drive more value through social?
• What content resonates with your audience?
#solvingedgerank
Agenda
The birth of EdgeRank Checker
Why does your EdgeRank score matter?
How is it calculated?
What are best practices?
Questions & Answers
THE BIRTH OF EDGERANK CHECKER
Part 1
#solvingedgerank
EdgeRank announced at f8 2010
WHY DOES EDGERANK MATTER?
Part 2
#solvingedgerank
Doubled revenue within two weeks of adding the FB like button to their site
When a user posted in their news feed that they bought a ticket, friends spent an additional $5.30 on Ticketmaster.com
Users referred by Facebook spend 57% more than average on the site
“We now have a direct link between sharing on Facebook and revenue generation at e-commerce sites.”
Dan Rose VP of Partnerships
& Platform Marketing Facebook
Why does EdgeRank matter?
#solvingedgerank
Doubled revenue within two weeks of adding the FB like button to their site
When a user posted in their news feed that they bought a ticket, friends spent an additional $5.30 on Ticketmaster.com
Users referred by Facebook spend 57% more than average on the site
“We now have a direct link between sharing on Facebook and revenue generation at e-commerce sites.”
Dan Rose VP of Partnerships
& Platform Marketing Facebook
Why does EdgeRank matter?
EdgeRank determines where (and whether) your stories appear in
your fans’ News Feed.
#solvingedgerank
Why does EdgeRank matter?
#solvingedgerank
Top 20 Brand Pages
Top 20 EdgeRank Pages
Avg. Unlike Rate 0.03% 0.23%
Avg. Like Rate 0.04% 2.65%
Avg. Comments Rate
0.14% 3.91%
Take Aways:
1) When it comes to engaging users, brands have a long way to go.
2) If you can succeed at using EdgeRank to your advantage, you have a significant opportunity to increase recognition + revenue.
Why does EdgeRank matter?
#solvingedgerank
Top 20 Brand Pages
Top 20 EdgeRank Pages
Avg. Unlike Rate 0.03% 0.23%
Avg. Like Rate 0.04% 2.65%
Avg. Comments Rate
0.14% 3.91%
Take Aways:
1) When it comes to engaging users, brands have a long way to go.
2) If you can succeed at using EdgeRank to your advantage, you have a significant opportunity to increase recognition + revenue.
Why does EdgeRank matter?
EdgeRank is absolutely critical to your Facebook marketing efforts.
HOW IS EDGERANK CALCULATED?
Part 3
#solvingedgerank
How is EdgeRank calculated?First, some basics:
• Every post (status update, photo, video, question) is an object
• Every object has an edge
• Therefore, every post has an edge
• Objects with low EdgeRank scores risk never appearing in the News Feed
• The higher an EdgeRank of a particular object, the higher it will appear in that user’s News Feed
*Every single object is scored based on the individual Facebook user consuming the content.
#solvingedgerank
EdgeRank is an algorithm designed to show you the content you like when you want to see it.
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
#solvingedgerank
Affinity [uh-fin-i-tee] a natural liking for or attraction to a person, thing, idea, etc.
• In social media, affinity is the relationship between a user and a brand.
• Affinity fluctuates, grows, shrinks, strengthens, weakens over time.
• Affinity is based on many factors including frequency of contact, frequency of FB logins, likes, comments, shares, etc.
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
#solvingedgerank
Has this user had an affinity to interact with this content in
the past?
Yes.Congrats! You have a high
affinity with this user.
No.You have a low affinity with this
user.
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
#solvingedgerank
Has this user had an affinity to interact with this content in
the past?
Yes.Congrats! You have a high
affinity with this user.
No.You have a low affinity with this
user.
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
History determines affinity. Make every post count.
#solvingedgerank
SharesComments
LikesClicks
VideoPhoto
LinkStatus
Objects have weight: Actions have weight:
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
#solvingedgerank
• EdgeRankChecker analyzed how many clicks a post received against each major metric within Facebook:• Avg clicks per like: 3.103• Avg clicks per comment: 14.678• Avg clicks per impression: 0.005
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
#solvingedgerank
• EdgeRankChecker analyzed how many clicks a post received against each major metric within Facebook:• Avg clicks per like: 3.103• Avg clicks per comment: 14.678• Avg clicks per impression: 0.005
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
Comments have 4x the weight of likes.
#solvingedgerank
• The half-life of a FB post is shortening due to the sheer amount of content being produced.
• “Speed and brevity are the twin rails of technology and customer interaction.”
– Jay Baer
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
#solvingedgerank
How is EdgeRank calculated?
AFFINITY
WEIGHT
TIME DECAY
Find your audience.
Create and post engaging content.
Post when they want to engage.
HOW DO I MAXIMIZE EDGERANK?
Part 4
#solvingedgerank
• Connect on- and offline offers
• Offer exclusives to your fans & fans alone
• Make the rewards of being a fan obvious, rewarding, and valuable
• Keep them coming back!
Best Practice #1: Offer exclusive content
and/or deals to your fans
#solvingedgerank
• Connect on- and offline offers
• Offer exclusives to your fans & fans alone
• Make the rewards of being a fan obvious, rewarding, and valuable
• Keep them coming back!
Best Practice #1: Offer exclusive content
and/or deals to your fans
Exclusive content creates an immediate community.
#solvingedgerank
• Share unique photos & videos fans otherwise couldn’t access
• Start your own traditions (NBA’s Old School Monday)
• Photos, videos, and thought-provoking questions are all great content that give your brand personality
Best Practice #2: Give your brand
personality. Fly your freak flag.
#solvingedgerank
• Share unique photos & videos fans otherwise couldn’t access
• Start your own traditions (NBA’s Old School Monday)
• Photos, videos, and thought-provoking questions are all great content that give your brand personality
Best Practice #2: Give your brand
personality. Fly your freak flag.
For the first time, brands have to compete with photos of baby Sam,
that bachelor party & videos of sleepy puppies.
#solvingedgerank
• Talking about your brand = meh
• Others talking about your brand = amazing
• Every person with a Facebook account = potential brand ambassador or saboteur
• Channel & direct that energy in a way that benefits your brand
Best Practice #3: Feed the competitive
spirit. Run contests.
#solvingedgerank
• Talking about your brand = meh
• Others talking about your brand = amazing
• Every person with a Facebook account = potential brand ambassador or saboteur
• Channel & direct that energy in a way that benefits your brand
Best Practice #3: Feed the competitive
spirit. Run contests.
Every contest participant is a brand ambassador.
#solvingedgerank
• Look beyond individual posts to recognize larger trends.
• Strong campaigns = higher engagement = higher EdgeRank
• Data is on your side! Direct strategy with your own insights.
Best Practice #4: Use campaigns to
drive content strategy.
#solvingedgerank
• Look beyond individual posts to recognize larger trends.
• Strong campaigns = higher engagement = higher EdgeRank
• Data is on your side! Direct strategy with your own insights.
Best Practice #4: Use campaigns to
drive content strategy.
Campaigns help identify post performance over time.
#solvingedgerank
Use the right words:• If you agree, like• If you disagree, comment• Please share• Join• Check it out• Show your friends• Enter
Best Practice #5: Use calls to action!
#solvingedgerank
Use the right words:• If you agree, like• If you disagree, comment• Please share• Join• Check it out• Show your friends• Enter
Best Practice #5: Use calls to action!
Your fans can’t read your mind. Use calls to action to direct
consumer behavior.
#solvingedgerank
Best Practice #6: Focus on engagement,
not size!
Source: EdgeRank Checker blog
#solvingedgerank
Best Practice #6: Focus on engagement,
not size!
Source: EdgeRank Checker blog
Social is leveling the playing field for small businesses &
social-savvy big brands.
#solvingedgerank
• Share A LOT of content (indifference is not an option)
• Intentionally polarize your fan base
• Fire up your fans! Push their buttons & they’ll engage (for better or worse)
• Hop on the bandwagon & discuss “bubble”-type events
Best Practice #7: (For the brave) Stir the
hornet’s nest.
#solvingedgerank
• Share A LOT of content (indifference is not an option)
• Intentionally polarize your fan base
• Fire up your fans! Push their buttons & they’ll engage (for better or worse)
• Hop on the bandwagon & discuss “bubble”-type events
Best Practice #7: (For the brave) Stir the
hornet’s nest.
Polarizing your fans is risky, but it incites action.
Q&A
Part 5
#solvingedgerank
But first! We’d love to have you back…
Building a Social AgencyWith Jim Tobin, Founder of Ignite Social Media
January 26, 2012 @ 1PM ESTar.gy/socialagency
#solvingedgerank
Q&A
Jill Carlson
@carlsonjillCommunity ManagerArgyle Social
Chad Wittman
@chadwittmanFounder & CEOEdgeRank Checker
Hashtag your questions with #solvingedgerank.Thanks for joining us!
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