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Master Class at Congress FB (http://congresfacebook.nl)
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The Simple Complexity of Facebook Marketing
@EdgeRankChecker | #congresfb
Facebook Marketing Is A Fractal
@EdgeRankChecker | #congresfb
Simplicity
The Deeper We Dive…
Complexity
@EdgeRankChecker | #congresfb
Complexity Simplicity
@EdgeRankChecker | #congresfb
Facebook Post Cycle
Reach Engagement
Negative Feedback
@EdgeRankChecker | #congresfb
• Calls To Action
• Photos
• Cat Memes
What Drives Engagement?
@EdgeRankChecker | #congresfb
• Roughly 60-90% increase in engagement
@EdgeRankChecker | #congresfb
Calls to Action
• Tapping into human psychology
• Most Brands succeed with Photos
• 350 Million Photos Uploaded Daily
@EdgeRankChecker | #congresfb
Photos
Light interactions drive light business value
Cat Memes
@EdgeRankChecker | #congresfb
Those are simplistic drivers
@EdgeRankChecker | #congresfb
• Psychology
• Screen Real Estate
• Self-Idealization
@EdgeRankChecker | #congresfb
What Actually Drives Engagement?
• Seeking approval via Engagement
• Post Photos to influence our perception
@EdgeRankChecker | #congresfb
Psychology
How does a post's vertical space influence engagement probability?
@EdgeRankChecker | #congresfb
Screen Real Estate
• One's desired self-projection
• Interests/Likes/Groups build digital self
@EdgeRankChecker | #congresfb
Self-Idealization
• Use Call To Actions
• Understand psychological reasons for Engagement
• Use beautiful photography when applicable
• Maximize screen real estate
• Leverage self-idealization
@EdgeRankChecker | #congresfb
How to Take Advantage
@EdgeRankChecker | #congresfb
Facebook Wants You to Amplify Your Great Content
Facebook's New Mentality○ Brand's earn their way into the news feed○ Pay to build fans
Organic Results○ Monitor/Analyze content to drive Organic success○ Amplify great Organic media with Paid media
@EdgeRankChecker | #congresfb
Balancing Paid/Earned Media
• Search Results = News Feed
• Sponsored Posts = Paid Ads
• Organic Success > Paid Success
@EdgeRankChecker | #congresfb
The "New" SEO
@EdgeRankChecker | #congresfb
NBA & Burberry
Learning from the Best
• Frequent, applicable cover photo changes
• Nightly recaps & highlights
• Exclusive NBA content
@EdgeRankChecker | #congresfb
NBA
• Incredible photography worldwide
• Exclusive tie-ins
• Photo Albums
@EdgeRankChecker | #congresfb
Burberry
If you're not using Retargeted Ads today, start now!
• 48.4% lower cost-per-click
• 197.3% higher return on investment
• 17x higher clickthrough rates(Source: http://www.nanigans.com/2013/05/08/news-feed-roi-facebook-exchange-study/)
@EdgeRankChecker | #congresfb
Facebook Retargeted Ads
• The "New" Email
• Suffering from Innovator's Dilemma
@EdgeRankChecker | #congresfb
What is the Future of Facebook?
• Losing excitement
• Internet necessity
• Portal to one's digital self
@EdgeRankChecker | #congresfb
The New Email
• How users actually use Facebook
• How they think they want to use Facebook
@EdgeRankChecker | #congresfb
Disconnect
• How Facebook wants people to use Facebook
• Upstream Market Chasing
• Shoot past needs of actual customers (see Google+)
@EdgeRankChecker | #congresfb
The Innovator's Dilemma