My deck from Social Media Marketing 2012. Many thanks to Luke Brynley-Jones and Our Social Times for putting this on. You can find links to some of the case studies at http://blog.magicbeanlab.com/networkanalysis/what-you-forgot-about-facebook-and-why-it-matters/
2. THE BLEEDING OBVIOUS
HOW PEOPLE USE
FACEBOOK
OPEN NEWS FEED
COME BACK LATER
READ STORIES
ENGAGE (OR NOT)
LEAVE
3. THE BLEEDING OBVIOUS
HOW PEOPLE USE
FACEBOOK PAGES
LIKE PAGE
SEE STORIES (OR
DON’T)
ENGAGE (OR NOT)
4. A GROSS OVERSIMPLIFICATION
HOW PEOPLE USE LIKE SOURCE
36%
FACEBOOK PAGES
<1%
LIKE PAGE
ON PAGE AD UNIT
SEE STORIES (OR
TIME OF DAY / DAY OF WEEK EDITORIAL ALGORITHM
DON’T)
<
ENGAGE (OR NOT) 1%
5. ALL GOOD TOOLS BUT NO SILVER
BULLET
COMPETITOR DATA ADMIN INSIGHTS DATA
16. BRAND PAGE (BUDWEISER)
82
Comments from
author/poster
747 291 128 Comments from
P Admins
age
C omments on
Stories stories posted C omments
81
posted by by F ans
1,100 Fans
from peers
Comments from
Stories posted on 133
P Admins
age
BudweiserUK Wall
353 5,166
Comments on
Stories posted stories posted by
by P Admins
age P Admins
age
5,033
Comments from
Fans
Circle area is proportional to
volume of activity
17. RETAILER (ASOS)
1,116 Comments from
author/poster
1,061 2,591 1,394 Comments from
P Admins
age
Stories posted C omments on C omments
1,092
by Fans stories posted from peers
by F ans (81)
Stories posted
on Wall C omments from
P Admins
age
(349)
1,317
Stories posted by
P Admins
age 968 Comments from
Comments on Fans
(31) stories posted by
P Admins
age
Circle area is proportional to
volume of activity
18. OMG WTF? (CINEWORLD)
1,481 Comments from
P Admins
age
5,676 16,469 4,623 Comments from
author/poster
Stories posted by
Public
Comments on
6,630 stories posted by
Public 10,368 Comments from
peers
Posts
Comments from Page
Admins (282)
954 13,103
Comments on stories
posted by P Admins
age
Stories posted by Page
Admins
12,821
Comments from Public
Circle area is proportional to volume of
activity
20. OMG WTF BBQ? (2 DAYS ON
WAITROSE)
Page Waitrose
Comments from
Data Start 2011-11-08 91 author/poster
Data End 2011-11-10
T R
otal ecords 607
Comments from Page
86 431 Admins (4)
Comments on
stories posted by
Stories posted by F ans
Fans
88 336
Comments from
peers
Stories posted
on Wall
Comments from Page
Admins (0)
156
Stories posted by
P Admins (2)
age C omments
Comments on stories
156 from Fans
posted by P Admins
age
Circle area is proportional to volume of
activity
25. RUH-ROH RAGGY!
PRO TIP:
FACEBOOK TABS
AREN’T VISIBLE ON
MOBILE OR TABLET
DEVICES
26. WHERE DID THE CLICKS COME MOBILE
FROM?
desktop mobile other CLICKS
9,553
~8%
PRO TIP:
TRY ADDING + TO
963 860 SHORT LINKS TO
SEE CLICK DATA
https://bitly.com/HeinzChristmas+
2011-12-01
28. WHERE DID THE CLICKS COME MOBILE
FROM?
desktop mobile other CLICKS
9,553
11,222 ~28%
5,597
2,784
963 860
MOBILE SHARE OF
CLICKS HAS
INCREASED
ACROSS THE
BOARD
29. I’D LIKE YOU TO REMEMBER…
1. A PAGE ISN’T A DESTINATION
2. IT’S ALL ABOUT THE NEWSFEED
3. A PAGE ISN’T A COMMUNITY
4. ALMOST NO-ONE SEES FAN POSTS
5. THINK MOBILE FIRST
Notes de l'éditeur
Peer comments on UGC posts represent more than 60% of UGC follow-up, and almost 30% of all content posted on the Cineworld Timeline.Further investigation suggests a vanishingly small subset of followers are responsible for a majority of this content: a mere 38 users (4% of unique UGC commenters) create 80% of the follow-up content on all UGC. While Cineworld should take pride in this, we recommend caution when extrapolating from this behaviour.It is unlikely to scale well.