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