figuring out edgerank

#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


EdgeRank determines where (and whether) your stories appear in

your fans’ News Feed.

#solvingedgerank


#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.


#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.


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.

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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.


AFFINITY x


#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.


AFFINITY x


#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.


AFFINITY x


History determines affinity. Make every post count.

#solvingedgerank

SharesComments

LikesClicks

VideoPhoto

LinkStatus

Objects have weight: Actions have weight:


AFFINITY x


#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


AFFINITY x


#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


AFFINITY x


Comments have 4x the weight of likes.

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• 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


AFFINITY x


#solvingedgerank


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!

figuring out edgerank

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