social networks: facebook lianne lindeke charlie mayfield january 25, 2012 uwsmc

social networks: facebook

lianne lindeke

charlie mayfield january 25, 2012

uwsmc

social networks: facebook

lianne lindeke

charlie mayfield january 25, 2012

uwsmc

people on facebook

more than 800 million active userso 150M fb us userso 80% fb users outside us

more than 50% of active users log on to facebook in any given day average user has 130 friends

average user is connected to 80 community pages, groups and events

facebook worldwide over 50% share of social media sites

 (ComScore, November 2011)

mobile

more than 350 million active users - 45% - currently access facebook through mobile devices

fb “member profile” (for individuals’ fb page)

new member "timeline" profile

fb has 3 types of business

“fan pages” – each has a little different setup and

information local businesses a brand, product, or organization a public figure, artist, band, etc.

use the “like” button to

become a “fan”

all fan pages have some

universal “tab” elements

wall info friend activity photos events videos

“iframes” – embed external content on fb pages

static html content coupons youtube video rss feed twitter feed flickr photo galleries

all sorts of fan page customizations possible

unique opening “landing page”§- design in fb or 3rd party applications

§ - shortstack§

3rd party custom page creation - "shortstack"

some fan landing pages ask viewer to select the “like” button

– “fan-gating”

fb advertising

inexpensive very targeted to fb user demographics highly trackable

fb ads

detailed measurement metrics

fb insights measures fans and interactions 3rd party advanced analytics

webtrends coremetrics objective marketer

notable fb fan pages

create “stopping power”

§create fan engagement!!

§ gotta be a fan!!!

compelling fan pages

"fangate"- contests- exclusive content

"fangate"- contests- exclusive content

"fangate"- contests- exclusive content

friend activity on selected fan page

purchase on fb

embedded videos

88% of Facebook users who join your fan page never return to the actual page

A typical post reaches only about 17% of your fans

A Facebook post typically lives for about 3 hours

Comments are about 4x more valuable than Likes

Facebook tracks everything to determine affinity

LeveragingEdgeRank

“edgerank”

§Facebook EdgeRank formula is Affinity x Weight x Time Decay.

§Affinity x Weight x Time Decay

edgerank = affinity x weight x time decayAffinity X Weight X Time Decay

Example 1:Your brand posts a message. One of your fans, with lots of friends.

1. Facebook scores "edges." A. because the fan in the past, might have clicked on all your messages and been on your page numerous times, there is a high degree of affinity between you and the fan. For that reason, the affinity score might be 5. B. There is a link in the post which may have weight score of 3. C. The post is a day old, so let's say the age score is 2. D. Total edge score is 5 * 3 * 2 = 30 E. There is only one edge, so the total object score is 30.

2. As the fan logs into FB, FB will score all posts in a similar way and put the top-scoring posts at the top of the feed and/or in "highlighted stories"

If your post, with a score of 30, is one of the top-scoringposts, you will show near the top of the fan's news feed.

Add another edge, Example 2:The fan, from last example, makes a comment on your post. The fan's friend logs in. Will the friend see your post?

1. By making a comment, the fan added an edge to the post.

2. Now FB needs to rank two edges. First edge: A. Affinity between friend and your brand = 1(very low) B. Weight of your post = 3 (from last example) C. Time decay = 2 D. Edge score of first edge: 1 * 3 * 2 = 63. Second edge (fan's comment) A. Affinity between friend and fan = 7 (high) B. Weight of a comment, say 5 C. Time decay = 4 (friend logged in quickly after comment). D. Edge score of second edge: 7 * 5 * 4 = 140

Total object EdgeRank score becomes: 6 + 140 = 146Recorded, monitored and impacts your future scores.

Strategy is Leverage for EngagementInnovate, Serve as Resource, Be Real,

Give Voice to Fans, Build and Foster Community

Tip #1: Ask Questions

Tip #2: Post Games and Trivia

Tip #3: Interact with Fan Engagement

Tip #4: Incorporate Apps

Tip #5: Incorporate Relevant Photos

Tip #6: Relate to Current Events

Tip #7: Incorporate Videos

Tip #8: Post Content for Time-Sensitive Campaigns

Tip #9: Include Links within Posts

Tip #10: Be Explicit in Your Posts

people on facebook

more than 800 million active userso 150M fb us userso 80% fb users outside us

more than 50% of active users log on to facebook in any given day average user has 130 friends

average user is connected to 80 community pages, groups and events

facebook worldwide over 50% share of social media sites

 (ComScore, November 2011)

mobile

more than 350 million active users - 45% - currently access facebook through mobile devices

fb “member profile” (for individuals’ fb page)

new member "timeline" profile

fb has 3 types of business

“fan pages” – each has a little different setup and

information local businesses a brand, product, or organization a public figure, artist, band, etc.

use the “like” button to

become a “fan”

all fan pages have some

universal “tab” elements

wall info friend activity photos events videos

“iframes” – embed external content on fb pages

static html content coupons youtube video rss feed twitter feed flickr photo galleries

all sorts of fan page customizations possible

unique opening “landing page”§- design in fb or 3rd party applications

§ - shortstack§

3rd party custom page creation - "shortstack"

some fan landing pages ask viewer to select the “like” button

– “fan-gating”

fb advertising

inexpensive very targeted to fb user demographics highly trackable

fb ads

detailed measurement metrics

fb insights measures fans and interactions 3rd party advanced analytics

webtrends coremetrics objective marketer

notable fb fan pages

create “stopping power”

§create fan engagement!!

§ gotta be a fan!!!

compelling fan pages

"fangate"- contests- exclusive content

"fangate"- contests- exclusive content

"fangate"- contests- exclusive content

friend activity on selected fan page

purchase on fb

embedded videos

88% of Facebook users who join your fan page never return to the actual page

A typical post reaches only about 17% of your fans

A Facebook post typically lives for about 3 hours

Comments are about 4x more valuable than Likes

Facebook tracks everything to determine affinity

LeveragingEdgeRank

“edgerank”

§Facebook EdgeRank formula is Affinity x Weight x Time Decay.

§Affinity x Weight x Time Decay

edgerank = affinity x weight x time decayAffinity X Weight X Time Decay

Example 1:Your brand posts a message. One of your fans, with lots of friends.

1. Facebook scores "edges."

A. because the fan in the past, might have clicked on all your messages and been on your page numerous times, there is a high degree of affinity between you and the fan. For that reason, the affinity score might be 5.

B. There is a link in the post which may have weight score of 3.

C. The post is a day old, so let's say the age score is 2.

D. Total edge score is 5 * 3 * 2 = 30

E. There is only one edge, so the total object score is 30.

2. As the fan logs into FB, FB will score all posts in a similar way and put the top-scoring posts at the top of the feed and/or in "highlighted stories"

If your post, with a score of 30, is one of the top-scoringposts, you will show near the top of the fan's news feed.

Add another edge, Example 2:The fan, from last example, makes a comment on your post. The fan's friend logs in. Will the friend see your post?

1. By making a comment, the fan added an edge to the post.

2. Now FB needs to rank two edges. First edge:

A. Affinity between friend and your brand = 1(very low)

B. Weight of your post = 3 (from last example)

C. Time decay = 2

D. Edge score of first edge: 1 * 3 * 2 = 6

3. Second edge (fan's comment)

A. Affinity between friend and fan = 7 (high)

B. Weight of a comment, say 5

C. Time decay = 4 (friend logged in quickly after comment).

D. Edge score of second edge: 7 * 5 * 4 = 140

Total object EdgeRank score becomes: 6 + 140 = 146

Recorded, monitored and impacts your future scores.

Strategy is Leverage for EngagementInnovate, Serve as Resource, Be Real,

Give Voice to Fans, Build and Foster Community

Tip #1: Ask Questions

Tip #2: Post Games and Trivia

Tip #3: Interact with Fan Engagement

Tip #4: Incorporate Apps

Tip #5: Incorporate Relevant Photos

Tip #6: Relate to Current Events

Tip #7: Incorporate Videos

Tip #8: Post Content for Time-Sensitive Campaigns

Tip #9: Include Links within Posts

Tip #10: Be Explicit in Your Posts