Read Write Web 2WAY Summit

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CONTENT + CONTEXT: BEST PRACTICES FOR REAL TIME ENGAGEMENT ON FACEBOOK

PRESENTED BY:

MICHAEL“MJ” JAINDL

CHIEF CLIENT OFFICER @ BUDDY MEDIA

FACEBOOK: FACEBOOK.COM/JAINDL

TWITTER: @JAINDL

EMAIL: MJ@BUDDYMEDIA.COM

JUNE 14 2011

2©2010 Buddy Media Inc. Proprietary and Confidential

BIG QUESTIONS

• How do I people to engage with my brand on Facebook?

• How do I encourage sharing and viral growth?

• Why does Facebook Page growth and engagement matter?

3©2010 Buddy Media Inc. Proprietary and Confidential

HOW TO IMPROVE ENGAGEMENT

Strategy #1: Optimize your messaging

• Right time• Right frequency• Right content / message

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LET’S TALK ABOUT DATA

©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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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

8 am 10 pm

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LET’S PUT THE DATA TO WORK

©2010 Buddy Media Inc. Proprietary and Confidential

THE RESULTS

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322% increase in avg Wall activity from March to April

Today the community is very active

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WHAT IS EDGERANK?

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THREE FACTORS TO INFLUENCE EDGERANK

• Affinity• How often to you interact with the post creator?• How many friends do you have in common with the post creator?

• Weight• How many people have interacted with the post? What type of interaction?• What kind of content is included in the post? Photo? Link? Video?

• Time• How timely is the post?

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©2010 Buddy Media Inc. Proprietary and Confidential

PACK A SNOWBALL

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©2010 Buddy Media Inc. Proprietary and Confidential

PACK A SNOWBALL

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04/11/2023 22

LEVERAGE THE SNOWBALL EFFECT

23©2010 Buddy Media Inc. Proprietary and Confidential

HOW TO IMPROVE ENGAGEMENT

Strategy #2: Content + Context = Engagement

• Know what your audience gets excited about!• Identify potential “couch conversations”• Publish brand content that enriches existing conversations

CASE STUDYGIANTS V EAGLES

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VS

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GAME WEEK

Friday December 17, 2010 – Misc

Good ContentBa

d Co

nten

t

Right Time

Wrong Time

362Engagements

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GAME WEEK

Friday December 17, 2010 – Player Update

Good ContentBa

d Co

nten

t

Right Time

Wrong Time

918 Engagements

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PRE GAME

Sunday December 19, 2010 – Player Update

Good ContentBa

d Co

nten

t

Right Time

Wrong Time

1762Engagements

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DURING GAME

Sunday December 19, 2010 – Fact

Good ContentBa

d Co

nten

t

Right Time

Wrong Time

1380Engagements

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DURING GAME

Sunday December 19, 2010 – Play-by-play

Good ContentBa

d Co

nten

t

Right Time

Wrong Time

2011Engagements

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DURING GAME

Sunday December 19, 2010 – Play-by-play

Good ContentBa

d Co

nten

t

Right Time

Wrong Time

2839Engagements

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THEN THIS HAPPENED

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DURING GAME

Sunday December 19, 2010 – Play-by-play

Good ContentBa

d Co

nten

t

Right Time

Wrong Time

8254Engagements

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AFTER GAME

Sunday December 19, 2010 – Update

Good ContentBa

d Co

nten

t

Right Time

Wrong Time

6448Engagements

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NEXT DAY

Monday December 20, 2010 – Question

Good ContentBa

d Co

nten

t

Right Time

Wrong Time

1316Engagements

CONTENT + CONTEXT = ENGAGEMENT

Pregame Kick-Off Giants up 24-3 in 4th

Eagles tie Game with 1 minute

remaining

Eagles WIN!

Post-Game Emotion

12:30 1:40 1:42 3:12 3:20 3:52 3:57 4:22 4:230

1000

2000

3000

4000

5000

6000

7000

8000

9000

Engagements

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CONTEXTUAL RELEVANCY IS CRITICAL

Sunday December 19, 2010 (Eagles v Giants)

17,541 engagement in 9 minutes on 3 posts

October 1 – October 10 (Eagles v Redskins)

16,312 engagement in 7 days on 30 posts

“Give me six hours to chop down a tree and I will spend the first four sharpening the axe”

-Abraham Lincoln

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SPARKING VIRAL GROWTH

Strategy #3: Make your fans look good

• Understand how your audience likes to be perceived• Create sharable content that creates that perception• If it doesn’t make them look good fans won’t share

CASE STUDY THE OSCARS

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A DAILY GLOW USER PROFILE

Meet Patti• Wife• 35 • Mother of 2• Movie buff• Likes to be “in the know”• Loves looking good, feeling good

and sharing beauty secrets with her close group of girl friends

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TEST AND LEARN

Out of these 4 polls 1 received 10x more engagement

41©2010 Buddy Media Inc. Proprietary and Confidential

POLLS TAKEN

Predictions

Most Improved

Most Memorable

Best of 2011

0 500 1000 1500 2000 2500 3000

Polls SharedPolls Taken

-relevant-real time-shareable

Over 10x Engagement

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KNOW YOUR DEMO

Patti is more likely to engage with content that:

• Is relevant• Is real time• Is part of an hot conversation• Makes Patti look like she is “in the know”

Give your audience opportunities to be perceived the way they want to be perceived

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LET THEM SHOW THAT THEY CARE

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MAKE YOUR AUDIENCE LOOK SMART

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AMPLIFYING FAN GROWTH AND ENGAGEMENT

Strategy #4: Think holistically

• Owned, earned, paid media need to work together• Continue conversations on Facebook • Give back to your fans

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WHAT NOT TO DO?

Find us on Facebook?

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OWNED MEDIA – LEVERAGE FB COMMUNITY

2,251,328 fans

2,095,907 fans

ENGAGE YOUR AUDIENCE

“How much money does he have on him right now?”

Take questions from the audience

GIVE BACK – WHAT IS THE VALUE EXCHANGE?

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EARNED MEDIA – DO GOOD, CREATE BUZZ

Create a movement …

Secret encourages young women to be nice behind someone’s back

EARNED MEDIA - GIVE FANS A VOICE

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52©2010 Buddy Media Inc. Proprietary and Confidential

PAID MEDIA

53©2010 Buddy Media Inc. Proprietary and Confidential

OPTIMIZE PAID MEDIA

WHY DOES IT MATTER?

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55©2010 Buddy Media Inc. Proprietary and Confidential

FACEBOOK IS WHERE PEOPLE SPEND TIME

• 650+ million users worldwide spending an average 25 minutes per day

• The most visited site in 2010 in the U.S., beating out Google and Yahoo

• Receives 3 out of every 10 website page views

FACEBOOK BY THE NUMBERS

56©2010 Buddy Media Inc. Proprietary and Confidential

THE FACEBOOK GENERATION IS GROWING UP

Facebook beats email for the 18-24 year old demographic

57©2010 Buddy Media Inc. Proprietary and Confidential

CONSUMER SPENDING ON THE RISE

Social commerce is on the rise:

• Social commerce is currently a $5 billion market globally

• Social commerce is estimated to expand to a $30 billion market in the next 4 years

• Facebook is the obvious social commerce play for brands

REMEMBER1) OPTIMIZE YOUR MESSAGING

2) CONTENT + CONTEXT = ENGAGEMENT

3) MAKE YOUR FANS LOOK GOOD

4) THINK HOLISTICALLY

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THANK YOU!

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MICHAEL“MJ” JAINDL

CHIEF CLIENT OFFICER @ BUDDY MEDIA

FACEBOOK.COM/JAINDL

TWITTER: @JAINDL

EMAIL: MJ@BUDDYMEDIA.COM