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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/
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FACEBOOKWHAT YOU FORGOT ABOUT
AND WHY IT MATTERS
OPEN NEWS FEED
READ STORIES
ENGAGE (OR NOT)
LEAVE
THE BLEEDING OBVIOUS
CO
ME B
AC
K L
ATER
HOW PEOPLE USE FACEBOOK
THE BLEEDING OBVIOUS
LIKE PAGE
SEE STORIES (OR DON’T)
ENGAGE (OR NOT)
HOW PEOPLE USE FACEBOOK PAGES
ON PAGE AD UNIT
1%
36%LIKE SOURCE
A GROSS OVERSIMPLIFICATION
TIME OF DAY / DAY OF WEEK
LIKE PAGE
SEE STORIES (OR DON’T)
ENGAGE (OR NOT)
EDITORIAL ALGORITHM
< 1%
<
HOW PEOPLE USE FACEBOOK PAGES
ALL GOOD TOOLS BUT NO SILVER BULLET
COMPETITOR DATA ADMIN INSIGHTS DATA
FACEBOOK INSIGHTS DOWNLOADS
Tend to prefer the CSV data download. Easier to process once you’ve got to grips with it.
FACEBOOK API
https://developers.facebook.com/tools/explorer/ might be a good place to start…
“WE’RE GOING TO MAKE OUR FACEBOOK PAGE THE HUB OF ALL OUR ACTIVITY”
IN-FEED VS ON-PAGE REACH
UNIQUE FEED REACHUNIQUE PAGE VISITS
SHARE OF REACH: SEPTEMBER 2012
SO THIS…
“CLICK ON THE HEINZ CHRISTMAS TAB ON THE LEFT”
…LOOKS LIKE THIS
OH NOES! I CAN’T FIND THE HEINZ CHRISTMAS TAB!
THE SOMEWHAT LESS OBVIOUS
ADMIN POSTS FAN POSTS
PUBLISHED TO FAN NEWSFEEDS
NOT PUBLISHED TO OTHER FANS’ NEWSFEEDS
WHY THIS MATTERS
FACEBOOK PAGE
“WE WANT TO CREATE A COMMUNITY”
COMMUNITY LIST
“WE JUST WANT TO LISTEN”
BRAND PAGE (BUDWEISER)
RETAILER (ASOS)
OMG WTF? (CINEWORLD)
38 USERS CREATED 80% OF FOLLOW UP
USERS
CO
MM
EN
TS
OMG WTF BBQ? (2 DAYS ON WAITROSE)
THINK MOBILE
REMEMBER THIS?
RUH-ROH RAGGY!
PRO TIP: FACEBOOK TABS AREN’T VISIBLE ON MOBILE OR TABLET DEVICES
MOBILE CLICKS
~8%
https://bitly.com/Hein...
9,553
963 860
WHERE DID THE CLICKS COME FROM?
desktop mobile other
PRO TIP: TRY ADDING + TO SHORT LINKS TO SEE CLICK DATA
WHERE ARE HEINZ TODAY?
MOBILE CLICKS~28%
9,553 11,222
963
5,597
860 2,784
WHERE DID THE CLICKS COME FROM?
desktop mobile other
MOBILE SHARE OF CLICKS HAS INCREASED ACROSS THE BOARD
I’D LIKE YOU TO REMEMBER…
A PAGE ISN’T A DESTINATION
A PAGE ISN’T A COMMUNITY
ALMOST NO-ONE SEES FAN POSTS
IT’S ALL ABOUT THE NEWSFEED
THINK MOBILE FIRST
1.
2.
3.
4.
5.
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