blogworld panel on facebook news feed optimization
DESCRIPTION
Slides from a panel on Facebook News Feed Optimization, held on Wednesday, May 25, 2011 at BlogWorld & New Media Expo in New York City. Moderator: Bryan Person, LiveWorld Panelists: Helen Todd, Sociality Squared; Chad Wittman, EdgeRank Checker; Dennis Yu, BlitzLocalTRANSCRIPT
Why Facebook News Feed Optimization (NFO)
matters to marketers
Why Facebook News Feed Optimization (NFO)
matters to marketers
Bryan Person * Helen ToddChad Wittman * Dennis YuBryan Person * Helen ToddChad Wittman * Dennis Yu
#NFO#NFO#BWENY#BWENY
Download our presentationDownload our presentation
http://www.bit.ly/NFOslides
#NFO#BWENY
ModeratorModerator
#NFO#BWENY
• Bryan Person• LiveWorld• @BryanPerson
96% Like your Page …96% Like your Page …
#NFO#BWENY
… and then never return… and then never return
#NFO#BWENY
EdgeRank algorithmEdgeRank algorithm
#NFO#BWENY@DennisYu
#NFO#BWENY
• In News Feed … or invisible
• EdgeRank algorithm for “Top News”
• Competing with 130 friends + 90 Pages
NFO Best PracticesNFO Best Practices
• Helen Todd• Co-founder, Sociality Squared• Sociality Squared
#NFO#BWENY@HelensTravels
Know your audienceKnow your audience
#NFO#BWENY@HelensTravels
Use Facebook QuestionsUse Facebook Questions
#NFO#BWENY@HelensTravels
Target Wall posts to be relevantTarget Wall posts to be relevant
#NFO#BWENY@HelensTravels
Use photos to make posts popUse photos to make posts pop
#NFO#BWENY@HelensTravels
Content is King: Good. Relevant. Shareable
Content is King: Good. Relevant. Shareable
#NFO#BWENY@HelensTravels
Customize link headers & descriptions
Customize link headers & descriptions
#NFO#BWENY@HelensTravels
Customize link headers & descriptions
Customize link headers & descriptions
#NFO#BWENY@HelensTravels
Customize link headers & descriptions
Customize link headers & descriptions
#NFO#BWENY@HelensTravels
Win with fun and questions!Win with fun and questions!
#NFO#BWENY@HelensTravels
Share exclusive fan contentShare exclusive fan content
#NFO#BWENY@HelensTravels
Share exclusive fan contentShare exclusive fan content
#NFO#BWENY@HelensTravels
EdgeRank DataEdgeRank Data
#NFO#BWENY
• Chad Wittman• EdgeRank Checker• @ChadWittman
A comparison:A comparison:
Top 20 brand Pages Top 20 EdgeRank Pages
Avg. EdgeRank score: 7 Avg. EdgeRank score: 113
Avg. unlike rate: 0.03% Avg. unlike rate: 0.23%
Avg. comments rate: 0.04% Avg. comments rate: 2.65%
Avg. like rate: 0.14% Avg. like rate: 3.91%
#NFO#BWENY@ChadWittman
Tactics for EdgeRank success Tactics for EdgeRank success
• Sharing unique photos and related videos• Talking about bigger names/brands/events• Running contests
#NFO#BWENY@ChadWittman
Intentionally polarizingIntentionally polarizing
• Sharing A LOT of content (fans love/hate that!) • Discussing topics that push fans’ buttons• Discussing “bubble”-type events
#NFO#BWENY@ChadWittman
A comparisonA comparison
#NFO#BWENY@ChadWittman
Company X Company Y
20,000 fans 500,000 fans
Online coupon site Cable TV network
~ 13,000 NF impressions/day ~ 12,000 NF impressions/day
Comment ratio: 0.35% Comment ratio: 0.12%
Like ratio: 0.45% Like ratio: 0.28%
Content seen in NF 18x/month Content seen in NF 1x/month
Insights & AdvertisingInsights & Advertising
#NFO#BWENY
• Dennis Yu• BlitzLocal/Webtrends• @Dennis Yu
Affinity – Weight – Time DecayAffinity – Weight – Time Decay
Affinity – Weight – Time Decay
Comment Share
Photo Video Wall Post
Like
Object WeightObject WeightRosetta Stone
Object WeightObject WeightRosetta Stone, Gordmans, Lane Bryant
Affinity – Weight – Time DecayAffinity – Weight – Time Decay
Time DecayTime Decay
Athletic Shoes brand
Energy Drink brand
Time DecayTime Decay
Industry BenchmarksIndustry Benchmarks
User
User Profile
Increases News feed impressions
3
4
672
5
More interaction increases
Feedback %
1 Friends
User likes the page
Get on the News Feed Get on Facebook Suggested
Pages
News Feed Optimization
R = 0.96
Lady Gaga
Barack Obama
Rihanna
Period: 4/21 – 5/21/2011
Top 24 Facebook PagesTop 24 Facebook Pages
Gordmans
Lane Bryant
More interactions = more NFO coverage
@DennisYu
@BryanPerson
@HelensTravels
@ChadWittman
Discussion/Q&ADiscussion/Q&A
#NFO#BWENY
Thank you!Thank you!
http://www.bit.ly/NFOslides
#NFO#BWENY