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Part of the PETE, Creative Ideas Worth Spreading series. This presentation by Shira Pinsker discusses how to best leverage your earned, paid and owned content on social media channels.
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Creative ideasworth spreadingPETE
2©2013 PETER MAYER
GETTING CREATIVE WITH SOCIAL04.10.13Shira Pinsker
PETE
3©2013 PETER MAYER
THE fACEbOOk NEWSfEEd
4©2013 PETER MAYER 4©2012 PETER MAYER
WHO SEES yOuR CONTENT? 10-20% fANS SEE yOuR POSTS WITHOuT PAId SuPPORT*
*fANS AREN'T ALL LOGGEd IN AT ONCE
NEWSFEED
5©2013 PETER MAYER
NEWSFEED
fACEbOOk uSES A PRIVATE ALGORITHm CALLEd EdGERANk TO dETERmINE WHAT'S IN THE NEWSfEEd
EdGERANk kEEPS uSERS COmING bACk TO fACEbOOk by SERVING THEm CONTENT THAT INTERESTS THEm
EdGERANk
6©2013 PETER MAYER
IF a PoSt DoESN’t PErForm WEll, fACEbOOk RESTRICTS THE REACH oF thE NExt Day’S PoSt
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NEWSFEED
ANNOuNCEd NEWSfEEd CHANGES
multiple feeds
bigger images
mobile consistency
8©2013 PETER MAYER
TyPES Of CONTENT
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tyPES oF CoNtENt
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EARNEdliKes
clicKssHares
commentstags
PAIdsponsored
storyliKe ad
OWNEdappspage
10©2013 PETER MAYER
EARNEd CONTENTtyPES oF CoNtENt
CAN'T dETERmINE WHICH TyPE Of ENGAGEmENT IS mOST VALuAbLE TO fACEbOOk
dETERmINE WHICH ACTION ALIGNS TO yOuR bRANd'S GOALS
EACH fAN bASE IS dIffERENT
11©2013 PETER MAYER
WhEN BraINStormING, aSk "WHAT ACTION dO I WANT THE uSER TO TAkE?"
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SHARE OR LIkE? tyPES oF CoNtENt
13©2013 PETER MAYER 13©2012 PETER MAYER
LOWpage liKe
clicKpost liKe
mEdIumcomment
sHare
HIGHpost a pHoto
offline action
LEVELS Of INVESTmENT IN CONTENT
tyPES oF CoNtENt
14©2013 PETER MAYER
ASk uSERS fOR ACTIONtyPES oF CoNtENt
in image
in accompanying text
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STANd OuT tyPES oF CoNtENt
users don't always read accompaying text
maKe sure messaging can stand alone
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SNAPSHOTStyPES oF CoNtENt
incorporate otHer materials
include product, ratHer tHan logo
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tyPES oF CoNtENt
LIkE IS mORE PASSIVE
CONTENT IS SHAREAbLE If yOu CAN'T RESIST PASSING IT ON
SHAREAbLE VS LIkEAbLE
18©2013 PETER MAYER
SHARE OR LIkE? tyPES oF CoNtENt
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IN CONCLuSION
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SOCIAL mEdIA IS TWO-WAy COmmuNICATIONthE morE your CoNtENt rESoNatES WIth your auDIENCE, thE morE oF your auDIENCE that WIll SEE It
CoNSIDEr uSEr aCtIoN WhEN CraFtING PoStS
21©2013 PETER MAYER
PETEthaNk you
