facebook edge tips from porto, portugal
DESCRIPTION
Facebook EDGE Presentation from Michael Leander's ASAP Facebook Marketing Workshop in Porto, Portugal in partnership with E-Goi.TRANSCRIPT
FROM SOCIAL FOOL TO SOCIAL COOL ! EDGE & MORE
Michael Leander • [email protected] • [email protected] •@michaelleander < Twitter
Your fans stream
Less than 1% of your ”fans” ever go back to your page
Cool is... Realy, really, really understanding your audience, their
problems, their behavior, their
preferences
Anatomy of winning posts
1. Focused on meeting objective
2. Relevant message
3. Timely message
4. Compelling picture (emotions)
5. Compelling headline (emotions)
6. Intriguing text (draw the reader in)
7. Clear call to action (share, comment, click)
8. Balance news with messages that can be repeated over and over again
Let’s talk numbers ! Where is the disconnect?
The numbers that matter (momentarily) - Reach (158/2200=7%) - Talks about (comments) - Shared
How do you get eyeballs on your messages?
Meet Facebook EDGE What decides if your message appears in a users ”news-stream”?
• How long ago was the message published?
• How engaged are others in this ”post”?
• Does this user interact with your page often?
Getting into the metrics
How to measure Edge?
A few hints
• Third party apps posting no longer penalized
• Comments far more valuable than ”likes”
• Sharing not always possible on mobile, not always possible through 3rd party apps
Test which posts work best
• Experiment with frequency (1, 3, 5, 10 x each day)
• Differentiate posts ₊ Photos with short text with/without external or
internal link
₊ OPC = Other People’s Content shared
₊ Ask question, ask for advise, ask for help
₊ Incentivized content (sweepstakes etc.)
₊ Long stories with emotion or factual
₊ etc
Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action
AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Understand how your audience engages Use Facebook insights regularly
2217 / 159 = ?%
• http://blog.campalyst.com/wp-content/uploads/2011/10/Conversion-funnel-21.png This is
where the fun is >>>
Random tips and thoughts
What is best for this telecommunication company? A) Telia in Danmark B) Tech’n Trends C) Tech’n Trends withTelia?
What to call the ”baby” on Facebook?
Where is your prime real-estate?
Let’s have a look
Spread the word onsite
Advertising on Facebook
Which add did best?
Seriously important
Ad multiplication (agency can help here)