Getting Creative with Social
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Transcript of Getting Creative with Social
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Creative ideasworth spreadingPETE
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2©2013 PETER MAYER
GETTING CREATIVE WITH SOCIAL04.10.13Shira Pinsker
PETE
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3©2013 PETER MAYER
THE fACEbOOk NEWSfEEd
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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
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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
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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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7©2013 PETER MAYER
NEWSFEED
ANNOuNCEd NEWSfEEd CHANGES
multiple feeds
bigger images
mobile consistency
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8©2013 PETER MAYER
TyPES Of CONTENT
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9©2013 PETER MAYER
tyPES oF CoNtENt
9©2013 PETER MAYER
EARNEdliKes
clicKssHares
commentstags
PAIdsponsored
storyliKe ad
OWNEdappspage
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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
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11©2013 PETER MAYER
WhEN BraINStormING, aSk "WHAT ACTION dO I WANT THE uSER TO TAkE?"
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12©2013 PETER MAYER
SHARE OR LIkE? tyPES oF CoNtENt
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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
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14©2013 PETER MAYER
ASk uSERS fOR ACTIONtyPES oF CoNtENt
in image
in accompanying text
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15©2013 PETER MAYER
STANd OuT tyPES oF CoNtENt
users don't always read accompaying text
maKe sure messaging can stand alone
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16©2013 PETER MAYER
SNAPSHOTStyPES oF CoNtENt
incorporate otHer materials
include product, ratHer tHan logo
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17©2013 PETER MAYER
tyPES oF CoNtENt
LIkE IS mORE PASSIVE
CONTENT IS SHAREAbLE If yOu CAN'T RESIST PASSING IT ON
SHAREAbLE VS LIkEAbLE
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18©2013 PETER MAYER
SHARE OR LIkE? tyPES oF CoNtENt
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19©2013 PETER MAYER
IN CONCLuSION
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20©2013 PETER MAYER
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
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21©2013 PETER MAYER
PETEthaNk you