Michael lazerow ad age deck

STRATEGY FOR EFFECTIVE FACEBOOK

WALL POSTS (A STATISTICAL REVIEW)

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By Michael LazerowCEO, BUDDY MEDIATWITTER: @lazerow

©2010 Buddy Media Inc. Proprietary and Confidential

QUESTIONS WE ALL FACE

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• When should we post?• How often should we post?• What should I say?

©2010 Buddy Media Inc. Proprietary and Confidential

WHY?

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Do you want this? Or this?

©2010 Buddy Media Inc. Proprietary and Confidential

SO WE DID SOME RESEARCH

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• Analyzed Facebook Wall posts by 200 of the world’s largest brands over a 2 week period

• January 30, 2011 – February 12, 2011

©2010 Buddy Media Inc. Proprietary and Confidential

KEEP IT SHORT!

©2010 Buddy Media Inc. Proprietary and Confidential

BEWARE OF URL SHORTENERS

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©2010 Buddy Media Inc. Proprietary and Confidential

KEYWORDS: KEEP IT SIMPLE

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• Left column = best performing keywords for generating likes.

• Right column = best performing keywords for generating comments.

• As you can see, people follow instructions well!

©2010 Buddy Media Inc. Proprietary and Confidential

KEYWORD ENGAGEMENT

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©2010 Buddy Media Inc. Proprietary and Confidential

MASTER THE SOFT SELL

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Event

Winner

Offer

©2010 Buddy Media Inc. Proprietary and Confidential

AVOID THE HARD SALE

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Event

Winner

OfferSale

Free shipping

Save

©2010 Buddy Media Inc. Proprietary and Confidential

QUESTIONS WORK!

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• “Where,” “when,” “would,” and “should” drive highest engagement rates

• Avoid asking “why” questions

©2010 Buddy Media Inc. Proprietary and Confidential

WHICH DAY IS BEST?

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Posts on Thursdays and Fridays saw 18% higher engagement rates.

©2010 Buddy Media Inc. Proprietary and Confidential

WHAT TIME OF DAY IS BEST?

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Posts outside business hours had 20% higher engagement rates

©2010 Buddy Media Inc. Proprietary and Confidential

ENTERTAINMENT INDUSTRY

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©2010 Buddy Media Inc. Proprietary and Confidential

MEDIA INDUSTRY

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©2010 Buddy Media Inc. Proprietary and Confidential

FASHION INDUSTRY

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©2010 Buddy Media Inc. Proprietary and Confidential

FOOD & BEVERAGE INDUSTRY

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©2010 Buddy Media Inc. Proprietary and Confidential

BUSINESS & FINANCE INDUSTRY

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©2010 Buddy Media Inc. Proprietary and Confidential

HEALTHCARE & BEAUTY INDUSTRY

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©2010 Buddy Media Inc. Proprietary and Confidential

RETAIL INDUSTRY

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©2010 Buddy Media Inc. Proprietary and Confidential

TRAVEL & HOSPITALITY INDUSTRY

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©2010 Buddy Media Inc. Proprietary and Confidential

AUTOMOTIVE INDUSTRY

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©2010 Buddy Media Inc. Proprietary and Confidential

THANK YOU!

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Michael LazerowCEO, Buddy Media

facebook.com/buddymediaBuddymedia.com

E: michael@buddymedia.com

Twitter: @lazerow