Get an Edge on Facebook; Edgerank Explained, Post Reach, Ads Explained: Social Media Day Miami 2013

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Explanation of how Facebook Edgerank works and how it affects post visibility and engagement. Tips on how to increase post reach and visibility and how to Facebook Ads to increase fans AND increase Edgerank and post reach.

Business Technologie

Get an Edge on Facebook
Edgerank, Post Reach, & Ads Explained
Bill Grunau

What is Edgerank Great Posts Getting an Edge Facebook Ads Ad Examples Resources
Don’t freak out!
There is a really simple explanation.

What is Edgerank Great Posts Getting an Edge Facebook Ads Ad Examples Resources
Every action on Facebook is an “Edge”
It looks complicated, but it works like this…
• Edgerank determines reach & visibility of posts.
• Likes, shares, and comments increase Edgerank.
• Interaction increases Edgegrank.
• Post Edgerank decreases over time.
u = affinity; relationship with user
w = weight, relevance of & interest in the post.
d = decay, age of the post

What makes a Great Post
Content Drives Visibility and Reach!
• Short posts.
• First 3 to 5 words determine if they will read.
• Interesting, funny, engaging picture.
• No advertorials! Engage, do not sell.
• Likes, comments, shares increase Edgerank.
• Compare posts, A‐B testing

What is Edgerank   Great Posts    Getting an Edge   Facebook Ads    Ad Examples   Resources

Getting an Edge
Using Facebook Ads to Increase
Edgerank, Visibility &  Reach!
• Promoted Posts.
• Show Stories about; Likes, comments, shares.
• News Feed Ads – right hand column.
• Ads increase Likes, comments and shares –
which increases Edgerank for Page and Posts.

What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources

Facebook Average CTR and CPC
• Average Click Thru Rate 0.04%, just 4 in 10,000  views
• Average Cost per Click $0.70
• We average over 1%, and some over 5% or more
http://www.insidefacebook.com/2012/04/04/survey‐suggests‐facebook‐advertising‐benchmarks‐0‐80‐cpc‐0‐014‐percent‐ctr/
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources

What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources
• Ad CTRs from 1% to 3% ‐  75X industry average!
• Post Engagement CTR over 20%!
• Big budget NOT required for BIG results

What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources
• 3,957 page Likes generated for $325 and 2,603 Likes for $504
• Ad CTRs 0.7% ‐ nearly  20X industry average!
• Big budget NOT required for BIG results

Testimonial Delivers 13% CTR
What is Edgerank Great Posts Getting an Edge Facebook Ads Ad Examples Resources

Luxury Yacht 5.7% CTR!
What is Edgerank Great Posts Getting an Edge Facebook Ads Ad Examples Resources

Best Vacation Ever… 1.5% CTR
What is Edgerank Great Posts Getting an Edge Facebook Ads Ad Examples Resources

Unforgettable Vacations… 1.1% CTR
What is Edgerank Great Posts Getting an Edge Facebook Ads Ad Examples Resources

What is Edgerank Great Posts Getting an Edge Facebook Ads Ad Examples Resources
Sailing 0.26% CTR

How to get an Edge!
• Engage your fans!
 Less than  1 in 20 returns within 30 days!
 Make it fun and interesting.
 Reach out via your posts.
• Create exceptional posts
 Fun, exciting, cute pictures.
 Interesting and fun content.
 Make it something they would want to share.
• Grow your audience
 Promote your BEST posts.
 Advertise your page to target audience.
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources

Resources and References
1. Facebook advertising benchmarks
http://www.insidefacebook.com/2012/04/04/survey‐suggests‐facebook‐advertising‐benchmarks‐0‐80‐
cpc‐0‐014‐percent‐ctr/
2. Facebook blog: Update on Facebook Ads
https://newsroom.fb.com/News/620/An‐Update‐on‐Facebook‐Ads
3. Facebook Kills Sponsored Stories
http://blog.hubspot.com/facebook‐kills‐sponsored‐stories
4. Increase Your Facebook Edgerank
http://www.esotech.org/blog/seo/increase‐facebook‐edgerankreach‐engagement
5. Effective Social Media Campaign for Small Business
http://www.esotech.org/blog/smo‐social‐media/developing‐effective‐social‐media‐campaign‐small‐
businesses
6. Edgerank Checker
https://www.edgerankchecker.com/
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources

Resources and References
Blogs Worth Reading
1. Hubspot
2. Social Media Examiner
3. Heidi Cohen
4. Duct Tape Marketing
5. Mashable
6. Esotech.org/blog

What is Edgerank Great Posts Getting an Edge Facebook Ads Ad Examples Resources

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