Lessons from the Social Edge Confronting Facebook, and Winning

Kelly Cutler CEO, Marcel Media

@kfcutler

11/14/2011

Agenda

1 • About Kelly

• The Facebook Breakdown

2

• Facebook Applications

• Optimizing Your Facebook Page

• Understanding Facebook Advertising

3

• Case Studies

• Getting to Know Google+

• Summary

About Kelly & Marcel Media

Kelly Cutler is the CEO of Marcel Media, a Google Certified interactive,

marketing firm specializing in Search Engine and Social Media Marketing.

Kelly’s achievements include serving as the first woman president of the

Chicago Entrepreneurs’ Organization, instructing at the University of

Chicago and DePaul University, and speaking on industry topics across

the country.

@marcelmedia

Facebook.com/marcelmedia

Why Facebook Matters

• Facebook has over 750 million users

• Facebook is now used by 1 in every 13 people on earth

• Over 700 Billion minutes a month are spent on Facebook

• 20 million Facebook applications are installed per day

• Over 200 million people access Facebook via their mobile phone

Source: Mashable.com

The Facebook Breakdown

EdgeRank:

Facebook’s News Feed Algorithm

• The news feed only displays a subset of the stories generated by your

friends

• Every item that shows up in your News Feed is an “object”

• If your brand has an “object” in the News Feed (i.e. status update,

application, comment), whenever another user interacts with that

object they’re creating an “Edge.”

• An object is more likely to show up in your News Feed if people you

know have been interacting with it recently.

The Anatomy of EdgeRank

Each Edge has three components important to Facebook’s algorithm:

• Affinity Score: This is the relationship between the user and the

“objects” creator. If you send your friend a lot of Facebook messages

and check their profile often, then you’ll have a higher affinity score.

• Edge Authority: There’s a weight given to each type of “Edge.” A

comment likely has more importance than a “like.”

• Time: The older the “Edge” the less relevant the content.

Multiply these factors for each “Edge” then add the “Edge” scores up

and you have an Object’s EdgeRank.

Social Media Marketing & Facebook

So how do you increase engagement

with your branded content?

Increasing Engagement with

Facebook Applications

1. Branding

2. Customer Engagement

3. Drive Traffic to Top Converting Landing Pages

4. Reputation Management

5. Customer Acquisition

6. Lead Generation

7. Client Retention

8. Viral Marketing

9. Real-Time Feedback

10.Build Business Cases

10 Benefits of Facebook Applications

Most Platforms Offer:

• Applications: Create value, drive sales, generate impressions and

foster community engagement.

• Publishing: Plan, author, and schedule content to auto publish in

advance. Many also allow you to geo-target posts in local languages

and time zones.

• Moderation: Features can include keyword filtering, comment views,

customer service escalation and workflow, tracking and deletion of

comments, and archiving.

• Tracking/Reporting: Competitive analysis and summary stats for fan

count, fan growth, page views and demographics.

Facebook Applications: Features

Gorjana Homepage Facebook Application Gorjana is a high end, online jewelry and accessory retailer that uses their

custom Facebook tab application to offer exclusive deals to their fans.

Progressive Welcome Tab App

Progressive Welcome Tab Application

• Encourages visitors to “like”

their page.

• Offers a variety of resources

including links to mobile apps,

Twitter page, travel routes etc.

• Offers users the ability to

request a free quote

• Give fans something exclusive & reward super fans

• Let fans help create the offer

• Be concise-posts should be 80

characters or less

• Posts that occur outside of

business hours increased

engagement rates by 20%

• Facebook engagement has three peaks:

o Early morning (7 a.m. EST)

o After work (5 p.m. EST)

o Late at night (11 p.m. EST)

Tips to Increase Brand Engagement

• Entertainment: Friday-Sunday

• Media: Weekends

• Automotive: Sunday

• Business & Finance: Wednesday & Thursday

• Retail: Sunday

• Healthcare & Beauty: Thursday

• Food & Beverage: Tuesday & Saturday

• Travel & Hospitality: Thursday & Friday

A Breakdown of Engagement by Industry

Source: Mashable

• Like Button: One-click share functionality

• Send Button: Allows your users to Facebook

message your content directly to their friends.

• Recommendations: Gives users personalized

suggestions for pages on your site they might like.

• Live Stream: Lets your users share activity and comments in real-time as

they interact during a live event.

• Facepile: Displays the Facebook profile pictures of users who have liked

your page or have signed up for your site.

Social Plugins for your Website & Fan Page

Don’t Forget About SEO

• Push Your Brand Name: The names of your Facebook page, custom URL,

and custom tabs are of utmost importance. Search engines see these titles

in H1 tags.

• Links: As is the case with traditional SEO, getting links to your Facebook

page and custom tabs is extremely beneficial. Links are like

recommendations.

• Optimize Custom Tabs: Tabs and tab content are given more weight then

wall posts (or streaming apps that we mentioned earlier). Likes are a

significant ranking factor in Bing. Google doesn’t have access to Facebooks

API but Bing does.

• Optimize Your Video: Video titles are heavily weighted. So make sure

you’re giving your videos good titles, both on Facebook and on sites like

YouTube and Vimeo.

Cost Per Like (CPL)

Facebook Fan Acquisition or Cost Per Like (CPL)

There are some questions regarding the best strategy for Facebook media buys

used to promote branding and increasing the “likes” of a fan page.

• Target Audience: Is it better to go with a broad with a greater reach or narrow reach to a small demographic with a high affinity for a product.

• Should you design copy with click through rate (CTR) in mind?

• Since there is little effort in “liking” a product or brand, is it safe to assume a user who clicks on a Facebook ad will likely also “like” your fan page.

What we think?

High CTRs doesn’t ensure high CVRs (conversions) if you are interested

in conversions (which can be identified as “likes” here) start out with a targeted campaign. If you are interested in branding with minimal CVRs a broader reach is the way to go.

Tips for Managing a Like

Acquisition Campaign on Facebook

• Start by targeting audiences that have a high affinity for your product.

• Build out broadly targeted audiences to get additional traffic but keep your maximum bids low, this will help to scale the build outs of your campaign.

• Build upon on segments you know work well

• (i.e. if a campaign to target women age 25-35 is performing well, expand that to reach to age 45)

• Focus on improving ad copy for campaigns that have a low CTR but high CVR.

• Leverage Sponsored Stories; an inherently viral toolsthat can help you acquire Fans at a significantly lower CPL.

• CTRs of ads on Facebook will drop if they are not changed regularly, test new ad copy and keep in queue for when CTRs begin to drop.

What are Sponsored Stories?

https://www.facebook.com/video/video.php?v=10100328087082670

Case Study:

Healthcare 2.0 Interactive Chat Application

Interactive Chat App: The Results

• The Online Interactive Chat applications allow users to submit questions and comments prior to the live chat event.

• The number of visits to this application has increased by 420% month over month, with a total of approximately 17,000 fan visits.

• The engagement metrics of visitors that share this application has gone up 566%.

• The clients comparative fan totals industry-wide was up 99% when measured against their competitors.

• Brand engagement on Facebook increased by over 293%

• The organization saw an overall increase in their Fan Page “likes” with approximately 5,935 new page “likes” in less than three months.

Case Study: Contiki Vacations’

“Get on the Bus” Promotion

Case Study: Contiki Vacations’

“Get on the Bus” Promotion

• Contiki, a travel firm that caters to the 18-35 year-old demo, dropped a promotion encouraging fans to create their perfect vacation.

• The winner got one of eight vacations worth around $25,000.

• The “Get on the Bus” promo challenged fans to get a crew with four friends together, choose a trip and then try to get as many votes as possible in order to win.

• The promotion garnered 8,000 Likes for Contiki.

• Generated more than 10 million ad impressions through Facebook shares, Likes, tweets and blog coverage.

Google+ Fact Sheet

• 3 most important features for business:

• Sparks(what’s trending),

• Circles (allows for segmentation of content),

• Hangouts (chat live with up to 10 ppl and stream it)

• Has the potential to be more authoritative then a Facebook “like”

• Google+ is now open to brands • www.marcelmedia.com/how-to-create-a-google-page-for-your-business/

• Google+ is not another social destination site and will continue to enhance synergy between search and social

• Google+1 can currently be embedded into any owned digital asset

Google+ & Social Search

• Currently Google does not have access to Facebook data, so it is possible a “+1” could be more authoritative then a “like.”

• Circles provide marketers with the ability to segment their network out into a social database that will allow for hyper customization and targeted messaging.

• Integration: a user could “+1” a paid search ad, then the brands Google + page appears and user is prompted to join the brands page, they receive rich, branded, and highly targeted content, and ultimately that brand will have an influence on that users search experience.

• “+1” generates a “earned” impression and your sites content will benefit from Google’s indexing of these social search signals.

Takeaway Points

• Understanding the Anatomy of EdgeRank

• The Features and Benefits of Facebook Applications

• What’s Next How Google+ will Compete with Facebook

Thank You

Confronting Facebook, and Winning

Kelly Cutler CEO, Marcel Media kelly@marcelmedia.com (312) 280-1974 @kfcutler www.linkedin.com/in/kellycutler

Lessons from the Social Edge