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How to activate your brand and engage on the world's largest social network.
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BRAND DRIVEN digital
nick westergaard | branddrivendigital.com | 2015
social spotlight
FacebookHow to Activate Your Brand & Engage on the World’s Largest Social Network
Facebook: Social Spotlight
‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember
1
Facebook by the Numbers
THERE ARE OVER A BILLION PEOPLE ON FACEBOOK
Facebook would be the THE LARGEST COUNTRY
See for Yourself
The Punchline with the Most Users?
China Blocks Facebook
More Facebook Users THAN CARS!
Photo via Flickr user epSos.de
Photo via Flickr user Laughing Squid
Most Visited Site
2/3 Have Been Users for at Least 3 Yrs
Facebook, Twitter Lead in Awareness
Use Continues to Climb
Using Facebook Multiple Times/Day
6 in 10 Wake Up with Facebook
Over Half Take Facebook to Work
It’s What’s on During Prime Time
Most of Us Take It to Bed
130 friends number of friends the average facebook user has
Young Users Have Lots of Friends
144 millionnumber of facebook friend requests each day
72 millionnumber of likes on facebook each day
Avg User Likes 80 Pages
18 millionbrand pages on facebook — not including those businesses using personal profiles
30 billionpieces of content are shared each month
700 minutesamount of time the average user spends on facebook each month
Over 2/3 Access via Mobile
55+ Is the Fastest Growing Segment
Facebook Usage by Age
20 minutes- 1 million links are shared - 1.5 million event invites sent - 1.8 million statuses are updated - 2 million friend requests are accepted - 2.7 million messages are sent - 10.2 million comments made
2
How Brands Engage
Your Customers Are Here
2.
Facebook Leads In Brand Following
Facebook Impacts Buying Decisions
People ENJOY This Content
Profile vs. Page
Anatomy of a Page
Timeline
Insights
Pages Have Walls
Use Photos & Videos
Photo via Flickr user BigTallGuy
350 MILLION PHOTOS UPLOADED TO
FACEBOOK DAILY
Facebook Is Increasingly Visual
Questions & Captions
Fan of the Week
Avatars = Action
95% of postsare not answered by brands
16% of postsaverage reach of a brand page due to facebook’s edgerank algorithm
Source: Facebook
Background on EdgeRank
Source: MoonToast.com
3% of postsaverage reach of a brand page following facebook’s most recent news feed algorithm update
Source: Ignite Social Media
News Feed Algorithm Includes‣ Original EdgeRank Edges Plus Subcategories
‣ Personal Interactions + Global Interactions
‣ Post Type — Brand posting only one kind of post
(updates, photos, links) won’t be seen as much
‣ Hide/Spam Reporting
‣ Device Type/Technical Considerations — serving up
content based on what’s best for your device
‣ Ad Clicking & Timeline Behavior — what you click on
‣ Story Bumping & Last Actor — bumping bends decay
and allows old stories to resurface; last 50 actions
Relationships Matter
No More Free Rides
A Brief History of Ads on Facebook
1
2
3
Basic Ad Offerings
‣ Promote Your Page
‣ Promote Page Posts
‣ Advertise Current Promotions or Special Offers
‣ Promote Mobile App
Facebook Ad Breakdown
Advantages of Social Advertising
‣ Stronger Brand Awareness, Engagement, & Loyalty
‣ Increased Reach & Broader Customer Base
‣ Increased Web Traffic
‣ Increased Conversions, Leads, & Sales
3
Things to Remember About Facebook
Measurement
‣ Total likes
‣ Total impressions
‣ Monthly active users
‣ Engagement by post category
‣ Engagement by day/time
‣ Actions/conversions (paid)
‣ Fan demographics
‣ Unique page views
‣ Referring links on site
10 Most Liked Pages
‣ Facebook for Every Phone
‣ Rihanna
‣ Eminem
‣ Shakira
‣ Coca-Cola
‣ YouTube
‣ Cristiano Ronaldo
‣ The Simpsons
‣ Texas Hold ‘Em
Photo via Flickr user davidking
Why People Connect with Brands
A Problem …
Is Branded Content Making It Worse?
Facebook Competitors Are Growing
Which Pages Do You Like?
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard