5 Reasons Rich Media Posts Are Crushing It On Facebook
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This document summarizes the key reasons why rich posts are performing well on Facebook. It outlines that rich posts have bigger impact, higher engagement, and more viral reach than traditional posts due to their expanded format and inclusion of rich media. Rich posts also integrate conversion options well and are generally preferred by people, especially fans. The document provides best practices for rich post content and paid media optimization to maximize their performance.
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5 Reasons Rich Media Posts Are Crushing It On Facebook
- 1. 5 Reasons Rich Posts are Crushing it on Facebook Select Clients & Key Partners Reach and convert social + mobile consumers We are starting in less than 10 minutes. A few things to note: • Everyone is and will be muted except the presenters • We will record this webinar and email the recording to you • Please enter your questions in the chat area and we’ll answer them at the end #richpostcrush
- 2. We are starting in less than 5 minutes. A few things to note: • Everyone is and will be muted except the presenters • We will record this webinar and email the recording to you • Please enter your questions in the chat area and we’ll answer them at the end 5 Reasons Rich Posts are Crushing it on Facebook Select Clients & Key Partners Reach and convert social + mobile consumers #richpostcrush
- 3. 5 Reasons Rich Posts are Crushing it on Facebook Select Clients & Key Partners Reach and convert social + mobile consumers Justin Kistner Sr. Director Strategy @justinkistner Marko Muellner VP of Marketing @markozm #richpostcrush
- 4. #richpostcrush Marketers, having generated fans, must now focus on monetization Reach ConvertEngage
- 5. #richpostcrush 115B news feed impressions daily 10x Engagement of right column 16x Perf vs right column We must reach them in their News Feed
- 6. #richpostcrush 65B news feed impressions daily 42x Perf vs desktop right column We must reach them in their News Feed 115B news feed impressions daily 10x Engagement of right column 16x Perf vs right column
- 7. #richpostcrush It’s a mobile first world 65% Mobile Facebook monthly active users 157M Mobile only Facebook users +25M per quarter 71% Mobile Twitter monthly active users 2/3 of social is mobile Source: ShopIgniter aggregate data. Facebook Q1 2013 earnings. Twitter data from Strategy Analytcs (http://www.strategyanalytics.com/ default.aspx?mod=pressreleaseviewer&a0=5350)
- 8. #richpostcrush Time Spent Mobile v. Desktop 6:06 4:24 ?? 3:11 2:25 11:28 4:47 2:20 1:39 0:58 Facebook Google Twitter Yahoo! Microsoft Desktop Mobile Hours Per Month (US) Source: December 2012 comScore data
- 9. #richpostcrush Display ads are 2/3 rich today $6.0 $3.8 $5.0 2013 US Display Ad Spend by Type (US$ Billions) Rich Media Video Other
- 10. #richpostcrush Now the News Feed is going rich $6.0 $3.8 $5.0 2013 US Display Ad Spend by Type (US$ Billions) Rich Media Video Other
- 12. #richpostcrushWhat is a Rich Post?
- 13. #richpostcrushWhat is a Rich Post? A post with rich media behind it
- 14. #richpostcrushWhat is a Rich Post? A post with rich media behind it • A person clicks to expand
- 15. #richpostcrushWhat is a Rich Post? A post with rich media behind it • A person clicks to expand • The post slides open
- 16. #richpostcrushWhat is a Rich Post? A post with rich media behind it • A person clicks to expand • The post slides open
- 17. #richpostcrushWhat is a Rich Post? A post with rich media behind it • A person clicks to expand • The post slides open • Revealing a rich media experience within Facebook
- 18. #richpostcrushWhat is a Rich Post? A post with rich media behind it • A person clicks to expand • The post slides open • Revealing a rich media experience within Facebook
- 19. #richpostcrush • Responsive design to support all smart devices and desktop visitors • Fully branded, “take over” experience • Include more media for higher consumption • Integrated calls to action to increase conversions
- 20. #richpostcrush
- 21. #richpostcrush Do more in the stream Reach Convert Engage Social Aggregation + Amplification • Event Buzz • Social Feed (Instagram, YouTube, Twitter) • Customer Stories Awareness • Video Carousel • Slideshow/Lookbook/Jukebox Product Browsing • Single Product Explorer • Collection Explorer • Shoppable Video Lead Generation + Transaction • Form Capture • Pre Order • Wish List/Cart
- 22. #richpostcrush The 5 Reasons Rich Posts Crush It
- 23. #richpostcrush 1. Bigger impact 2. Higher engagement 3. More viral reach 4. Integrated conversion options 5. People prefer them, especially fans Why rich posts are crushing it
- 24. #richpostcrush 1. Bigger impact 2. Higher engagement 3. More viral reach 4. Integrated conversion options 5. People prefer them, especially fans Why rich posts are crushing it
- 25. #richpostcrush Bigger impact • “Take Over” on mobile • In-stream on desktop • Product forward • Fully branded
- 26. #richpostcrush 1. Bigger impact 2. Higher engagement 3. More viral reach 4. Integrated conversion options 5. People prefer them, especially fans Why rich posts are crushing it
- 27. #richpostcrush Higher engagement • More total engagements • Higher fan engagement rate • Higher fan PTAT rate
- 28. #richpostcrush 1. Bigger impact 2. Higher engagement 3. More viral reach 4. Integrated conversion options 5. People prefer them, especially fans Why rich posts are crushing it
- 29. #richpostcrush More viral reach • More total PTAT • Higher PTAT rate • Higher Reach per Talker
- 30. #richpostcrush 1. Bigger impact 2. Higher engagement 3. More viral reach 4. Integrated conversion options 5. People prefer them, especially fans Why rich posts are crushing it
- 32. #richpostcrush Product launch & lead generation
- 33. #richpostcrush 1. Bigger impact 2. Higher engagement 3. More viral reach 4. Integrated conversion options 5. People prefer them, especially fans Why rich posts are crushing it
- 34. #richpostcrush People prefer rich posts • Lower negative feedback rate • 99.9995% satisfaction rate • Less negative feedback means more viral reach
- 36. #richpostcrush • Be product forward AND socially relevant • Be mobile first because it’s most of total action • Leverage fans to get higher PTAT & engagement • Use large OG photos for maximum expands Content best practices
- 37. #richpostcrush Paid media best practices C B Paid optimization Promoted posts, sponsored stories, A/B testing, targeting, optimized buying Retargeting Creative for in-stream retargeting or retarget users who engage with RMPs A Shift spend to the News Feed It’s where the eye balls are and the performance is better D Custom Audiences Target key customer segments even if they’re not yet Facebook fans
- 38. #richpostcrush Thank You. Questions? Marko Muellner, VP of Marketing | marko@shopigniter.com Justin Kistner, Sr. Dir. Strategy | justin@shopigniter.com www.shopigniter.com | @shopigniter | facebook.com/shopigniter