Presented as part of ad:tech uni Sydney, November 2011
Engineering for social sharing
The competition for attention
What are social objects
How insights help to deliver optimized content
The role of third party content
How influencers can help maximize engagement
Real time versus past tense tracking
Advanced - what is Facebook's edge rank algorithm?
What's New in Teams Calling, Meetings and Devices March 2024
How to maximize engagement in social channels
1. 10
23 November 2010, Sydney
Tiphereth Gloria
Social Media Strategist, GPYR Sydney
http://twitter.com/tiphereth
http://www.digitaltip.com.au
http://www.gpyr.com.au/blog/
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
2. 23 November 2010, Sydney
How to maximize engagement
in social channels
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
3. Agenda
23 November 2010, Sydney
1. Engineering for social sharing
2. The competition for attention
3. The basics - what every digital site should have
4. What are social objects
5. How insights help to deliver optimized content
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
4. Agenda
23 November 2010, Sydney
6. The power of the extended network
7. The role of third party content
8. How influencers can help maximize engagement
9. Real time versus past tense tracking
10. Advanced - from Facebook's edge rank algorithm to G+
Pages
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
5. The basics
23 November 2010, Sydney
• Link your digital channels online
• Advertising/marketing material
should lead to at least one of your
digital destinations
• What are your social objectives
linked to?
• How are you measuring those?
• How are you reporting back?
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
6. 23 November 2010, Sydney
SOCIAL = PEOPLE NOT PLATFORMS
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
7. 23 November 2010, Sydney
ENGINEERING FOR SOCIAL SHARING
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
8. The competition for attention
23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
9. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
10. What do social media
participants expect?
23 November 2010, Sydney
• The following report supports Facebook’s claim via an
independent global study
• Study prepared for World Federation of Advertisers
• Not about an arbitrary $ figure for media/ sales value
• All about how to build brand and optimise fan pages
• Survey of 24 fan pages from large companies
• Categories included confectionery, alcoholic and non-
alcoholic drinks, personal care and telecommunications
• US, UK, Australia, France, Germany and Sweden plus
some global
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
11. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
12. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
13. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
14. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
15. Examples of brand as facilitator
23 November 2010, Sydney
• You have 2 options as a brand:
• use other people’s content (third party content) as social
objects
• build/construct/converse using existing brand strategic
direction (create your own social objects)
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
16. 23 November 2010, Sydney
Example 3rd party:
Virgin uses your
Facebook content to
start a conversation
about Virgin’s first
times
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
17. 23 November 2010, Sydney
Example 3rd party:
Virgin uses your
Facebook content to
start a conversation
about Virgin’s first
times
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
18. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
19. What are social objects?
23 November 2010, Sydney
• A reason for people to have a conversation
• The interesting thing about the Social Object is the not
the object itself, but the conversations that happen
around them.
• Best place to “see” social objects in action:
– Twitter hashtags [text memes]
– Tumblr [visual memes]
– Facebook [visual memes since latest changes]
– Buzzfeed
– Meme generator sites
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
20. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
21. 23 November 2010, Sydney
YOUR CONTENT COULD GO ANYWHERE
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
22. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
23. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
24. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
25. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
26. The role of third party content
23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
27. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
28. Gay marriage
23 November 2010, Sydney
18,000 Likes,
about 2,400 comments,
almost 14,000 shares and
1,000 new followers
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
29. Why?
23 November 2010, Sydney
• Facebook algorithm change – big images in the feed +
images get into top stories
• Meme generator sites - http://memegenerator.net/
• Occupy wall street
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
30. 23 November 2010, Sydney
How insights help to deliver
optimized content
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
31. Example channel analysis for
Brand Mentions
23 November 2010, Sydney
Twitter – much less than the rest of
Forums are the industry
most important
channel for
brand mentions
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
34. How we Reached People (Reach
and Frequency)
23 November 2010, Sydney
The number of unique
people who saw a story
about this Page published
by a friend from 1 Oct to 31
Oct. These stories include:
liking our Page, posting to
the Page
wall, liking, commenting on
or sharing one of the Page
posts, and taking other
actions related to to the
page that their friends could
see.Each point represents
the unique people reached
in the 7-day period ending
with that day.
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
35. The percentage of people
Most viral posts who've created a story from
your Page post out of the
total number of unique
people who have seen it
23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
36. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
37. The power of the extended
network
23 November 2010, Sydney
• Freemium versus paid (only some pay for a version with
more features)
• Gifting economy – reputation (bloggers operate in this
space)
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
38. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
39. 23 November 2010, Sydney
How influencers can help maximize
engagement
Honda Jazz & Old Spice
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
40. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
41. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
42. Real time versus past tense
tracking
23 November 2010, Sydney
• Real time = Twitter
• Past tense = everything else
• Social monitoring tools
– Radian6
– Alterian SM2
– Buzznumbers
– PeopleBrowsr
– Facebook Insights (+ 3rd party ad ons e.g. Socialbakers, Wildfire)
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
44. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
45. All the trending topics related
to #QantasLuxury
23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
46. 23 November 2010, Sydney
Advanced
Facebook's edge rank algorithm
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
47. Edgerank algorithm
23 November 2010, Sydney
• Affinity
– Affinity is a score based on the proximity or how “friendly” you
are with someone.
• Edge Weight
– Edge Weight is a basic formula which decides that certain pieces
of content are more likely to appear in news feeds than others.
• Recency
– The final element of the EdgeRank is related to recency, which is
actually known as time decay.
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
48. Photos are the most popular on
Facebook
23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
49. If you ask for likes you get them
23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
50. 23 November 2010, Sydney
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
51. the experiment
23 November 2010, Sydney
• http://memegenerator.net
/
• http://www.buzzfeed.com/
• Try Tumblr, Instagram or
another visual social
platform you don’t
normally use
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
52. 23 November 2010, Sydney
Thank you
ANY QUESTIONS?
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
Notes de l'éditeur
Its about behaviour. Social being the new mainstream means everyone has become a content sharerPhotocredit: http://www.flickr.com/photos/guiguibu91/2889883615/
Social Networks form around Social Objects, not the other way around.Influencers act as facillitators Brands can act as facillitatorsPhoto credit: http://www.flickr.com/photos/portland_mike/6140660504/sizes/l/in/photostream/.jpg
It’s not just about your competitors anymore – you’re competing with every single post, tweet, status update and paid adhttp://www.allfacebook.com/facebook-ticker-sponsored-stories-2011-11
The days of setting up a Facebook Page and automatically getting fans is overIn 2011, brands who are either engaging in Facebook need to consider differentiators for community, variety, fun, interactionhttp://www.slideshare.net/MillwardBrown/value-of-a-fan
From David Armano on FlickrPhoto credit: http://www.flickr.com//photos/7855449@N02/2781278148/.gif
2 options for
Disruptor brands do really well at harnessing the power of social objectse.g. Virgin First Timeshttps://www.facebook.com/virgin?sk=app_183196278426346
http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/Example 1. You and your friend, Joe like to go bowling every Tuesday. The bowling is the Social Object. Example 2. You and your friend, Lee are huge Star Wars fans. Even though you never plan to do so, you two tend to geek out about Darth Vader and X-Wing fighters every time you meet. Star Wars is the Social Object. Example 3. Apple release iPhone 4GS. You line up to buy it and then you take photos of it to share whith your friends. People It’s the social object. Example 4. You’ve been married for less than a year, and already your first child is born. In the last year, you and your spouse have acquired three beautiful new Social Objects: The marriage, the firstborn, and your own new family. It’s what life’s all about
http://www.tumblr.com/explore
How easy is it to share your content? Seems like an obvious question, but sending people a word document press release is not the most sharable. When you’re trying to get to influencers, make sure you make your message and content easy for them to pass it along. The best buzzword of the last couple of months: Frictionless Sharing.Photo credit: http://www.flickr.com/photos/jurvetson/882193732/sizes/l/in/photostream/
I shared a graphic of social posting within Facebook. I tracked what happened to it over the few weeks that followed
A few hours after I shared it, 4 other friends shared it straight away
Within a few hours, their friends had also started sharing it.
3 weeks later, it had reached 656 shares. This content was set a spublic so it was visible and sharable by many
The only clue as to where the content came from was on the graphic itself. I did a search for Breaking Copy to find the original post.http://www.breakingcopy.com/social-media-flowchart-status
Once the graphic had gone round the friend nework, it turned up being shared by a couple of brand pages
On a normal day, the Facebook page for NYC Pride, the organization that puts on gay and lesbian pride events in New York, gets about 10 new fans. A typical NYC Pride wall post gets fewer than 50 comments, and very few posts get any “reshares” (that’s when a Facebook user decides to broadcast one of NYC Pride’s posts to his full network). But on Monday, a world-changing news story forever altered NYC Pride’s social media presence: Kim Kardashian got divorced. A short time later, Chris Frederick, managing director of Heritage of Pride (NYC Pride’s parent group), spotted an image on Facebook that summed up the gay rights message in Kardashian’s divorce, he posted it on the page.By Thursday morning, the post had received nearly 18,000 Likes, about 2,400 comments, and—most significantly—almost 14,000 shares. According to All Facebook, a site that keeps track of Facebook fan pages, NYC Pride saw a huge spike in Facebook fans—over the course of two days, it earned 1,000 new followers. Frederick told me that he doesn’t know who created the image—he doesn’t remember which of his friends posted it—but that it proved more effective than anything else the group has ever posted.Source:http://www.slate.com/articles/technology/technology/2011/11/facebook_images_why_your_feed_is_crammed_with_visual_gags.single.html#pagebreak_anchor_2
Scren captures are from Alterian SM2 http://www.alterian.com/socialmedia/
The number of unique people who saw a story about this Page published by a friend from 1 Oct to 31 Oct. These stories include: liking our Page, posting to the Page wall, liking, commenting on or sharing one of the Page posts, and taking other actions related to to the page that their friends could see.Each point represents the unique people reached in the 7-day period ending with that day.
http://www.youtube.com/watch?v=ive3vXv-XRkOld Spice went ballistic after it aired on the Superbowl spot more than 18 months ago. But the campaign that put Old Spice into a different viral league, "Responses," broke speed records online. It flew passed 35 million views in one week. After that, the campaign ran hot for about six months, charging through 500,000-plus views each week. Today, the campaign brings home about 200,000 views per week. It spiked to 400,000 views with Old Spice's new Fabio campaign, a phenomenon called viral reactivation, but fell back to 200,000 weekly views afterwards. At this rate, "Responses" will hit 100 million views in about two years.
http://trendsmap.com/local/au/sydney
http://trendsmap.com/local/au/sydney
http://trendsmap.com/local/au/sydney
Affinity =You’ve probably seen this in action. Spy on an ex-boyfriend or girlfriend, snoop on their profile and suddenly they’re in your news feed all the timeEdge Weight = Photos are more important than someone “liking” a business profile, etc.The three types of content which are widely understood to have the highest Edge Weight are Videos, Photos, and Links. Knowing that these are have the heaviest weighting should alter the way you communicate using Facebook. You should try and incorporate objects with high weight scores into any announcements that you want to reach as many of your followers as possible .Recency = For example, regardless of how much the EdgeRank is based on Affinity and Weight, if it’s old news it becomes less likely to appear. This is different to Twitter which relies only on chronological order.http://econsultancy.com/us/blog/7885-edgerank-the-most-important-algorithm-you-ve-never-heard-of
http://www.emarketer.com/Article.aspx?id=1008677&ecid=a6506033675d47f881651943c21c5ed4&R=1008677Companies on Facebook and other social sites are always trying to determine what to post to get fans engaged. While each brand is different, and its fans will respond to different things, there are some common threads that companies can keep in mind when planning social media posts and status updates.Digital marketing agency Web Liquid analyzed 16 brands and more than 1,500 brand posts from March to May 2011 to see which Facebook posts saw the most engagement, such as comments and “likes.
http://www.emarketer.com/Article.aspx?id=1008677&ecid=a6506033675d47f881651943c21c5ed4&R=1008677Within the text of a post, companies can encourage action by asking fans to “like” or comment on the post. Momentus Media found that Facebook status updates that contained the word “like” saw a 0.38% engagement rate and those that said “comment” saw a 0.14% engagement rate. Text updates without “like” or “comment” saw 0.11% engagement.
http://www.d3.do/labs/circleoftrust/index.phpThe problems with G+?Geeks and tech peopleCompany pages are basic and can’t run competitions or engagement piecesNo internal analyticsSo you’re Reliant on