Presentation for both lunch and afternoon sessions at the Shoals Chamber of Commerce July 11, 2012.

1. Reach more people.
Get more interactions.
Shoals Chamber of Commerce, July 11 2012

2. Section
1 of 5
UNDERSTANDING EDGERANK

3. TOP STORY VIEW MOST RECENT VIEW
What I see
What I
missed

4. Affinity, Weight, Time Decay

5. AFFINITY - Favors people you know &
interact with most
Every action
builds affinity.
Listed
relationships
count, too

6. WEIGHT - Favors high interaction, is
weighted to different types
Comments are
about 4x more
valuable than
likes

7. TIME DECAY - Favors recent over old
A Facebook
post typically
lives for
about 3 hours

8. Section
2 of 5
TYPES OF FACEBOOK ACCOUNTS

9. PROFILES PAGES
For People For Businesses
“Friends” “Fans”

10. CREATING BUSINESS PAGES
(Pick one)
www.facebook.com/pages/create.php

11. PLACES
Debuted in August 2010
Share with friends where you are
“App - account created by mobile check-ins”
(smartphone required)
No single author, unofficial

13. PLACES Then in August 2011,
Facebook ditched
"Places" mobile app
Users can now add locations "from anywhere,"
whether it's the Web or a phone (past or present)

14. This Create A “Place” Now
www.facebook.com/pages/create.php

17. “That extra message you are
seeing is to ensure that real
business places are set up.”

18. OFFICIAL
“PAGE”
UNOFFICIAL
“PLACES”

19. SAME METRICS -- PLUS CHECK-INS
This Place has
check-ins
This Page does
not

20. POSSIBLE DRAWBACKS TO “UNCLAIMED” PLACE PAGES
• Duplicate places
listings
• Inaccurate business
info (and no
sourcing)
• Reviews & check-ins
split between
multiple (claimed)
profiles
• Can draw likes to the
wrong account

21. HAVE A BUSINESS PLACE ACCOUNT? -- CLAIM IT

24. HAVEN’T STARTED? CREATE AS A COMPANY
www.facebook.com/pages/create.php

25. Section
3 of 5
UNDERSTANDING INSIGHTS

27. Big picture view of
your page

28. See a spike?
Hover over a
data point and
get the numbers

29. What do these terms mean?

30. REACH - Unique
people who saw
the post

31. ENGAGED USERS -
clicked on the post
when they saw it and
went to the page that
generated it

32. TALKING ABOUT THIS -
engaged with it (liked,
commented, shared )

33. VIRALITY- % of unique
people who interacted
out of the total people
who saw it

36. Be Aware:
Facebook’s “REACH”
calculation just changed…
(as of July 2012)

37. The New Facebook REACH Metric
• “REACH” now includes mobile data (apparently,
it didn’t before
• Fewer posts are being loaded into the News
Feed at a time
• Desktop News Feed no longer counts “REACH”
until a user scrolls and loads the page’s story
http://www.insidefacebook.com/2012/07/03/facebook-updates-page-insights-to-make-reach-metric-more-accurate-include-mobile/

38. What will the
impact of the
new Reach
calculation be??
OF OUR FAN BASE
SEES ANY GIVEN POST
*Based on average reach of 28 posts starting Feb 9 2012 against 65,289 fans
**SOURCE: “Uh Oh, Facebook Pages Only Reach 17% of Fans,” http://www.allfacebook.com/facebook-page-17-2012-01

39. Design Demands Multimedia Content
http://johnbell.typepad.com/weblog/2012/04/does-facebook-timeline-drive-up-
engagement-.html

40. WHAT WE SEE
1 - Cover picture
2 - Profile picture
3 - Personal info
… with longer
fixation on personal
information
http://www.sociableblog.com/2012/01/09/facebook-timeline-vs-old-profiles/

41. The absence
of the
default tab
landing
means tab
usage is
down from
before – not
sure if this is
bad
http://allfacebook.com/pagelever-tab-engagement-down_b93762

42. Section
4 of 5
TO IMMEDIATELY OPTIMIZE
YOUR FACEBOOK EFFORTS

43. 1. Define the Content Mission
Page views to your website
( traffic )
Feedback from and Discussion with Fans
( engagement )
Prioritize

44. 2. Post Content related to your business, but
not specifically about the business – tap into
fan passions

45. 3. Lead With the Pictures

46. 4. Post Multiple Photos at Same Time
Album = More Clicks = Higher Weight
SOURCE: “Multiple Photo Posts Increased Clicks 1290% – Facebook Case Study,” convince andconvert.com

47. 5. Convert to Photo + Call to Action

48. 6. Watch 3rd Party Apps
Videos shared from third-party sites
(YouTube, Vimeo) appear to
generate less organic activity than
videos hosted on Facebook
SOURCE: http://mashable.com/2012/06/07/facebook-marketing-
mistakes/?
At one time, Facebook punished
users of third-party APIs by killing
their EdgeRank. Could it happen
again?
SOURCE:
http://sustainablejournalism.org/marketing/r
ecent-facebook-updates-cripple-pages

49. 7. Tell Fans What You Want Them to Do

50. 8. Monitor What Works
These are
industry
stats.
How many posts? What are
How many words? yours??
Any day of the week better?
What gets the most negative feedback?

51. 9. Ask - and Answer - Questions

52. 10. Check out Your Competition

53. Section
5 of 5
9 FACEBOOK FEATURES
& UPDATES

54. Posts by others
grouped together
here
Click on SEE ALL
To open the
notifications
panel

55. Or chance your default view to Posts By Others

56. Notice the greyed out comments?

58. You Can Star Posts to Make Widescreen
PICK THE STORY
HOVER AND
CLICK THE STAR
TO HIGHLIGHT

59. NOW IT’S
EXPANDED
TO FILL
BOTH
COLUMNS

60. You Can Pin An Important Post to Top
• Go to the really
important post
• Hover over the pencil
to get the drop down
• Select PIN TO TOP

61. You Can Pin An Important Post to Top
• The story is now
at the top -- and
will stay there
for 7 days
• Marked with
small, orange
flag
• Only one pin at
a time
• Unpins
automatically

62. Now, You have App Boxes

63. And You Can Change the Order

64. An ILLEGAL Facebook contest…

65. Facebook’s Contest Rules …
• Contests on Facebook must be administered within Apps
• Must have rules that acknowledges Facebook isn’t sponsoring it
• You CAN make them like a Page, check-in to a Place, or connect to your
app.
• You CANNOT ask them to like a Wall post, or comment or upload a photo
– and the act of liking a Page or checking in to a Place cannot
automatically register or enter a promotion participant.
• You CANNOT use the Like button as a voting mechanism for a promotion.
• You CANNOT notify winners through Facebook messages, chat, or posts
on profiles (timelines) or Pages.
https://www.facebook.com/page_guidelines.php#promotionsguidelines

66. Rules for Cover Photos
• No references to Facebook features such as “Like this Page”
• No purchase or pricing info such as “40% off”
• No calls to action like “Download at our website”
• No contact information such as web address or phone
number

67. example

68. example

69. BUT DON’T GET CARRIED AWAY…

70. example

71. example

72. example

73. You can now assign five different
admin roles

74. You can schedule posts right from
Facebook
NOTE: You have to be using the page “as the page” to see this option
- and you have to put in the year before you start to see the other
time options

75. Facebook promoted posts are
available
No “new”
people will see
it – no new
audience
More of the
fans you
already have
get shown your
post

76. Facebook now lets you edit comments

77. You Can Export Events To Calendar

78. You can CHANGE your custom URL
http://allfacebook.com/username-change-facebook_b93133
Before, page administrators would have to submit a
request to change the username – but not anymore!

79. You can only change it once

80. Did you notice your contact email is
different?

82. lori.miller@whnt.com
@lorimillerwhnt