We’ll be speaking at 12:30, but until then…
Marcus has a good sense of humor, an engaging speaking persona and a noted addiction to the f-word. Today he’s speaking about Facebook. Key points:
- Facebook is HUGE
- It’s content marketing
- Friday nights and Saturday mornings are the best times to post
- Media-rich posts rank better than text-only posts (so post pics and videos!)
- EdgeRank is Facebook’s algorithm to determine which updates people will see
- 96% of users who “like” your page never visit your page again
Ok, so that last point is kind of a downer, but here’s the takeaway: your access to your fans is through their newsfeeds. The value of having them “like” you is that you now have access to appear in their newsfeeds… so produce great content.
- 90% of comments and likes come from newsfeeds
- PageLever – an upgrade from Facebook Insights
Now he’s in Q&A. Wouldn’t give details about SalesForce’s plans for Radian6, but said to watch for exciting news from DreamForce.
Next up Angela Connor, Social Media Manager at Capstrat
Today Angela is talking about social media marketing strategies.
She says to check out: SocialBakers.com for social media statistics.
First she sets out some guiding principles, such as determining your goals and objectives, letting go of your obsession with “likes,” understanding the rules, understanding EdgeRank, using apps to engage and encourage sharing and finally, measure, refine and measure again.
Going beyond the Wall: Custom landing pages on Facebook using apps. Here you can provide things like whitepaper downloads, quizzes, live Q&A, etc. These are ways to provide value so that visitors have a reason to “like” you.
Don’t obsess over “likes.” Go for the “share” and “vote.” Like we learned in the first session, what’s important is the EdgeRank of the content you post – that determines who will see it.
Check out Echo View Farm’s Facebook page (specifically their extra tabs) for good examples: http://www.facebook.com/EchoviewFarm
Let’s talk about apps. For instance, they created a form in which people could sign a petition from within Facebook. The form was important so that they could make sure that the people signing the petition lived in the right area to be eligible for the petition.
Use Facebook ads to promote your apps. Make sure that your agency is testing multiple ads and A/B testing. Also, there’s a big difference between using Facebook ads to send people to your Fan Page versus sending them off Facebook.
Beef up your strategy. The content on your Wall DOES matter. Go back and establish goals. Go remind yourself of your goals and make sure your strategy aligns. Create an editorial calendar. Don’t try to game the system – provide value. Stop broadcasting – start engaging.
What does Angela include in a strategy?
-an overview of goals
-examples of apps to build
-to advertise or not?
-metrics for measurement
Lisa Braziel, Strategy Director at Ignite Social Media talks about Privacy Issues on Facebook:
Good point off the bat that Facebook does actually provide extensive privacy, it’s just that a lot of users don’t know how to use them. She also makes a point that it’s good for marketers that most people don’t know how to control their privacy settings, because it helps target them with ads.
Good point that apps, games and websites can gain access to your personal information. A note for marketers: be aware which bits of information you pull in your app because users have to accept all the terms of your app or none, they can’t pick and choose – what this means is that you have to be careful not to request too much info, or people will decline your app permission request.
There is a company called Social Intelligence. They have been allowed by the FTC to store online data about you for up to seven years. This can mean Facebook updates, blog posts, etc. This agency shares this information with prospective employers.
HOWEVER, the company will only share this information with the company if it falls into one of the following categories: racist remarks, sexually explicit photos / videos and illegal activity.
What are some limitations for marketers to be aware of?
- You can only request the data that you NEED in order to operate your application (so don’t get greedy with the info you request).
- You still need opt-ins for e-mail. You can’t just use the e-mail address and contact them directly through Facebook. You’ll see high drop-off rates if you ask for too much.
- You cannot transfer data to another ad network or sell any data
- You will not include data you receive from FB concerning a user in advertising creative, EVEN IF THE USER CONSENTS TO SUCH USE
- A user’s friends’ data can be used, but only within the context of the application that the user has granted permission to
What CAN you do?
A cool example is the Intel Museum of Me. Haven’t seen it? Check it out.
Shared experiences, like the Hulu example:
And you can also do better targeting on your Facebook Ads – Sponsored Stories — great conversion rates!
Adam Covati of Argyle Social on Facebook Analytics:
Great point: data points are pointless on their own. There’s a big difference between measuring the height of a table and analyzing that measurement to say that the table is the right height for the projector.
Despite the bashing that Facebook Insights has gotten today, it does provide extensive data, considering that it’s free. You can see all kinds of things like, are people viewing your videos, are people visiting only once or consistently visiting, are people commenting on your comment or are they unsubscribing?
Track conversions. You can do this through Google Analytics. You want to drive your audience to your website, because you don’t own your Facebook fans. You only own the data when it’s on your site, NOT on Facebook.
If you notice that your Google Analytics is telling you that all of your traffic came from “direct,” that means is that they either typed your URL right into the browser or they were using a mobile app or another tool like Tweetdeck. This means that you are not getting as much credit as you deserve for your Facebook and Twitter efforts. The remedy? Append Web Analytics (urchin code) to your links (ahem, this is where Argyle comes in…).
Check out the Google Analytics plugin for the Facebook “like” button that you place on your website. You might need a bit of help from a Web developer friend, but worth it for the valuable data.
When you’re monitoring data, analyze by campaign. This way you can differentiate where your spikes in clicks came from. For instance, you might consider using a different campaign code for conferences vs. blog posts.
Thanks for a great event today, Triangle AMA!
Here are video recaps with Michael, Jon & Morgan: Recap: Media Two presentations at Triangle AMA Facebook Camp