dreamforce 2011 - facebook 101: maximizing your time and money
DESCRIPTION
Clara Shih of Hearsay Social and Marcus Nelson of Salesforce.com describe best practices for marketing your business on Facebook.TRANSCRIPT
Facebook Marketing:
Maximizing Your Time and Money
Marketing Professionals
Marcus Nelson, Salesforce.com @marcusnelson
Clara Shih, HearsaySocial.com @clarashih
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Marcus Nelson
Director of Social Media
@marcusnelson
of US adult Internet users
are on Facebook
billion minutes spent on
Facebook per month
Last year that number was 150 billion minutes
Facebook is consuming people’s time
Facebook is the largest login provider
Fan Pages
Access to their newsfeed Remember, they don‟t come back to your page.
So what’s the value?
This is why we need the ‘like’
Getting posts into the
newsfeed is critical to
building impressions
Edge Rank
Edge Rank is Facebook’s algorithm
Ranks on relevancy
Shows 3-5 most interesting posts (FB randomizes it slightly so it doesn‟t seem so stalkerish)
The majority of fans NEVER see your
status updates
How does Edge Rank work?
Affinity score
– the affinity between the user and the creator of the item
– number of times the users profile was checked
Weight
– comments & likes add points
– my comments are worth more than those of my friends
– comments are worth more than non-friend comments
Time Decay
– as time passes, stories lose points
You can’t SPAM it as hard as you may try
EdgeRank is between an object and a user
unlike SEO, an EdgeRank score is different for each user
No such thing as generic “Edge Rank score”
the architecture of the algorithm makes it impossible
Real-time score
competes with everything in newsfeed… as long as a status
update is in the top 3-7 posts, you‟ll probably be shown until
time decay reduces points OR other posts push you out
Note: Mobile uses “Most Recent” which makes up 30% of users
Clara Shih
Founder and CEO
Bestselling author, The Facebook
Era
@clarashih
Launch
from beta
Wrote 1st
social media
business book
Faceforce
“kickstarts the
social business
movement”
Raise $18M Series
B from Sequoia
and NEA
Facilitated
Guinness
World Record
for Facebook
“likes”
Founded
Hearsay
Social
About Hearsay Social
Top Enterprise Challenges on Social
Which of my
employees are on
social media?
How do I protect
my brand and
get compliant?
How do we make
money using
social media?
How do we measure
and integrate our
efforts?
About Hearsay Social
• Enterprise leader in social media page management
• Enables reps to compliantly capitalize on LinkedIn, Twitter, Facebook, and Yelp
• Cash-flow positive and backed by Sequoia, NEA, Steve Chen, FB execs
• LinkedIn, Twitter, and Facebook Preferred Partner
1. Think and act like a consumer
2. Facebook Pages are the new website
Website
+ Control the experience
+ Full customizability
Facebook Page
+ Easy to update
+ No SEO/SEM required
3. Schedule and target your posts
4. Amplify your message through local
5. Don’t forget about compliance
don‘t let this be you!
Key takeaways for this session
Your goal is to get customers to „like‟ your page
Create content your fans want to engage with
Edge Rank is Affinity Score, Weight, & Time Decay
Think and act like a consumer
Schedule and target your posts
Amplify your message through your sales force
Don‟t forget about compliance!
Questions & Answers
Marcus Nelson
Dir of Social Media @marcusnelson
Clara Shih
Founder and CEO @clarashih
NY Times-featured bestselling author of
The Facebook Era
Book signing immediately following
http://facebook.com/thefacebookera