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social networks: facebook

uwsmc. social networks: facebook. lianne lindeke charlie mayfield. january 25 , 2012. uwsmc. social networks: facebook. lianne lindeke charlie mayfield. january 25 , 2012. people on facebook. more than 800 million active users 150M fb us users 80% fb users outside us

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social networks: facebook

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  1. uwsmc social networks:facebook lianne lindeke charlie mayfield • january 25, 2012

  2. uwsmc social networks:facebook lianne lindeke charlie mayfield • january 25, 2012

  3. people on facebook • more than 800 million active users • 150M fb us users • 80% fb users outside us • more than 50% of active users log on to facebook in any given day • average user has 130 friends • average user is connected to 80 community pages, groups and events

  4. facebook worldwideover 50% share of social media sites •  (ComScore, November 2011)

  5. mobile • more than 350 million active users - 45% - currently access facebook through mobile devices

  6. fb “member profile” (for individuals’ fb page)

  7. new member "timeline" profile

  8. fb has 3 types of business “fan pages” – each has a little different setup and information • local businesses • a brand, product, or organization • a public figure, artist, band, etc.

  9. use the “like” button to become a “fan”

  10. all fan pages have some universal “tab” elements • wall • info • friend activity • photos • events • videos

  11. “iframes” – embed external content on fb pages • static html content • coupons • youtube video • rss feed • twitter feed • flickr photo galleries

  12. all sorts of fan page customizations possible • unique opening “landing page” • - design in fb or 3rd party applications • - shortstack

  13. 3rd party custom page creation - "shortstack"

  14. some fan landing pages ask viewer to select the “like” button – “fan-gating”

  15. fb advertising • inexpensive • very targeted to fb user demographics • highly trackable

  16. fb ads

  17. detailed measurement metrics • fb insightsmeasures fans and interactions • 3rd party advanced analytics • webtrends • coremetrics • objective marketer

  18. notable fb fan pagescreate “stopping power” • create fan engagement!! • gotta be a fan!!!

  19. compelling fan pages

  20. "fangate" • - contests • - exclusive content

  21. "fangate" • - contests • - exclusive content

  22. "fangate" • - contests • - exclusive content

  23. friend activity on selected fan page

  24. purchase on fb

  25. embedded videos

  26. Leveraging • EdgeRank 88% of Facebook users who join your fan page never return to the actual page A typical post reaches only about 17% of your fans A Facebook post typically lives for about 3 hours Comments are about 4x more valuable than Likes Facebook tracks everything to determine affinity

  27. “edgerank” • Facebook EdgeRank formula is Affinity x Weight x Time Decay. • Affinity x Weight x Time Decay • edgerank = affinity x weight x time decay Affinity X Weight X Time Decay

  28. Example 1: • Your brand posts a message. One of your fans, with lots of friends. • 1. Facebook scores "edges." • A. because the fan in the past, might have clicked on all your messages and been on your page numerous times, there is a high degree of affinity between you and the fan. For that reason, the affinity score might be 5. • B. There is a link in the post which may have weight score of 3. • C. The post is a day old, so let's say the age score is 2. • D. Total edge score is 5 * 3 * 2 = 30 • E. There is only one edge, so the total object score is 30. • 2. As the fan logs into FB, FB will score all posts in a similar way and put the top-scoring posts at the top of the feed and/or in "highlighted stories" • If your post, with a score of 30, is one of the top-scoringposts, you will show near the top of the fan's news feed.

  29. Add another edge, Example 2: • The fan, from last example, makes a comment on your post. The fan's friend logs in. Will the friend see your post? • 1. By making a comment, the fan added an edge to the post. • 2. Now FB needs to rank two edges. First edge: • A. Affinity between friend and your brand = 1(very low) • B. Weight of your post = 3 (from last example) • C. Time decay = 2 • D. Edge score of first edge: 1 * 3 * 2 = 6 • 3. Second edge (fan's comment) • A. Affinity between friend and fan = 7 (high) • B. Weight of a comment, say 5 • C. Time decay = 4 (friend logged in quickly after comment). • D. Edge score of second edge: 7 * 5 * 4 = 140 • Total object EdgeRank score becomes: 6 + 140 = 146 • Recorded, monitored and impacts your future scores.

  30. Strategy is Leverage for Engagement • Innovate, Serve as Resource, Be Real,Give Voice to Fans, Build and Foster Community • Tip #1: Ask Questions • Tip #2: Post Games and Trivia • Tip #3: Interact with Fan Engagement • Tip #4: Incorporate Apps • Tip #5: Incorporate Relevant Photos • Tip #6: Relate to Current Events • Tip #7: Incorporate Videos • Tip #8: Post Content for Time-Sensitive Campaigns • Tip #9: Include Links within Posts • Tip #10: Be Explicit in Your Posts

  31. people on facebook • more than 800 million active users • 150M fb us users • 80% fb users outside us • more than 50% of active users log on to facebook in any given day • average user has 130 friends • average user is connected to 80 community pages, groups and events

  32. facebook worldwideover 50% share of social media sites •  (ComScore, November 2011)

  33. mobile • more than 350 million active users - 45% - currently access facebook through mobile devices

  34. fb “member profile” (for individuals’ fb page)

  35. new member "timeline" profile

  36. fb has 3 types of business “fan pages” – each has a little different setup and information • local businesses • a brand, product, or organization • a public figure, artist, band, etc.

  37. use the “like” button to become a “fan”

  38. all fan pages have some universal “tab” elements • wall • info • friend activity • photos • events • videos

  39. “iframes” – embed external content on fb pages • static html content • coupons • youtube video • rss feed • twitter feed • flickr photo galleries

  40. all sorts of fan page customizations possible • unique opening “landing page” • - design in fb or 3rd party applications • - shortstack

  41. 3rd party custom page creation - "shortstack"

  42. some fan landing pages ask viewer to select the “like” button – “fan-gating”

  43. fb advertising • inexpensive • very targeted to fb user demographics • highly trackable

  44. fb ads

  45. detailed measurement metrics • fb insightsmeasures fans and interactions • 3rd party advanced analytics • webtrends • coremetrics • objective marketer

  46. notable fb fan pagescreate “stopping power” • create fan engagement!! • gotta be a fan!!!

  47. compelling fan pages

  48. "fangate" • - contests • - exclusive content

  49. "fangate" • - contests • - exclusive content

  50. "fangate" • - contests • - exclusive content

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