Slides from my presentation at BrightonSEO September 2015.

1. How to win fans and reach people
Practical tips for Facebook
@jesstiles

2. A little story from Africa

3. Website &
resources
Facebook
page
How to get
social sessions?
How to get
Facebook page likes

4. How to
win fans

5. Buy page likes

6. New page likes 968 15,423 1493%
Website clicks 24,741 4,431 -82%
Organic reach 7.57% 6.91% -9.55%
All sessions 1,387,120 1,247,286 -12%
Cost per session 0.0008 0.0016 100%
Doing the math
* Based on 4 weeks of test data

7. Spending money buying likes
leads to less website traffic
at almost double the cost per
session

8. I want it to be free

9. SEO your
Facebook
page

15. Use your owned media

16. Website

17. Emails

18. Confirmation pages

19. * Based on 5,000 sessions on desktop homepage, 300 sessions on confirmation pages and 1,000 sends of newsletter & transactional emails
CTR performance
CTR
Like box homepage 0.04% Nice to haves
Icon header 0.01%
Icon footer 0.06%
Icon newsletter 0.05%
Icon transactional 0.20% Do this
Confirmation page 6.26% Winning

20. Link to your Facebook page
at the end of every user
journey to win fans

21. How to
reach
people

22. Organic reach is declining

23. Edgerank simplified
Engaging
posts
Clickable
posts
+

24. Sessions
$
Engagement rate
(likes + comments + shares / reach)
Conversion rate
Reach
Fans
CTR

25. Step 1: Get engagement
No
grumpy cat

26. Puzzle
0.89%
engagement rate
Quote
0.62%
engagement rate
Humour
0.61%
engagement rate
Everyone can do this

27. TBT
0.75%
engagement rate
Holiday
1.00%
engagement rate
Birthdays
2.89%
engagement rate
You can do better
NationalismNostalgia Culture

28. Engagement Rate
Humour 0.61%
Quote 0.62%
TBT 0.75%
Puzzle 0.89%
Holidays 1.00%
Birthdays 2.89%
Be brand relevant
Connect on an
emotional level
to your persona
for better
engagement

29. Step 2: Get clicks

30. Brand
What is more clickable?
Product Category

31. Winner: Category posts
* Based off 371 posts
Your fans are looking to browse
Post CTR Bounce Rate
Product 2.69% 63%
Brand 2.47% 52%
Category 3.19% 33%

32. Grab attention with category
themed posts, get the click
and then lead your fans
down the conversion path.
Don’t only hard sell.

33. What about posting articles?
Blog articles
can be both
clickable and
engaging
May not be best
for conversions

34. Align format to objective
Engagement Reach Clicks
Image Best Average Poor
Link Average Average Best
Video Average Best Poor
Status update Poor Good Poor

35. Step 3: Post quality

36. QUESTION
How often are you posting
right now?

37. 4 to 6
posts per day
60 to 80
posts per day
Optimum post frequencies
Consumer goods Publishing
e.g. Asos, eBay e.g. BBC, HuffPost

38. Do social differently

39. Initial social Strategic social
Branded searches 16,000 16,000
Brand name SERP rank 4 2
Branded CTR 4% 11%
SEO FB page visits 640 1,760
Sessions at end of user journey 2,700 2,700
Owned media CTR 0.05% 6.26%
Owned media FB page visits 1 169
3x more Facebook fans

40. Initial social Strategic social
Number of posts per day 2 6
Organic reach per post 1,407 2,104
Impressions 19,698 59,094
CTR (with half clickable posts) 2.69% 3.19%
Sessions 265 942
Bounce rate 63% 33%
Non-bouncing sessions 98 631
6x more non-bouncing sessions

41. Winning strategy
SEO
Facebook
page and link
at the end of
user journeys
Post more
engaging and
clickable
content more
often
+
Follow @JesStiles