Read Write Web 2WAY Summit
-
Upload
michael-jaindl -
Category
Technology
-
view
2.972 -
download
0
description
Transcript of Read Write Web 2WAY Summit
![Page 1: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/1.jpg)
1
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: [email protected]
JUNE 14 2011
![Page 2: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/2.jpg)
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?
![Page 3: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/3.jpg)
3©2010 Buddy Media Inc. Proprietary and Confidential
HOW TO IMPROVE ENGAGEMENT
Strategy #1: Optimize your messaging
• Right time• Right frequency• Right content / message
![Page 4: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/4.jpg)
4
LET’S TALK ABOUT DATA
![Page 5: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/5.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
WHY?
5
Do you want this? Or this?
![Page 6: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/6.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
SO WE DID SOME RESEARCH
6
• Analyzed Facebook Wall posts by 200 of the world’s largest brands over a 2 week period
• January 30, 2011 – February 12, 2011
![Page 7: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/7.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
KEEP IT SHORT!
![Page 8: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/8.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
BEWARE OF URL SHORTENERS
8
![Page 9: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/9.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
KEYWORDS: KEEP IT SIMPLE
9
• Left column = best performing keywords for generating likes.
• Right column = best performing keywords for generating comments.
• As you can see, people follow instructions well!
![Page 10: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/10.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
KEYWORD ENGAGEMENT
10
![Page 11: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/11.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
MASTER THE SOFT SELL
11
Event
Winner
Offer
![Page 12: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/12.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
AVOID THE HARD SALE
12
Event
Winner
OfferSale
Free shipping
Save
![Page 13: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/13.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
QUESTIONS WORK!
13
• “Where,” “when,” “would,” and “should” drive highest engagement rates
• Avoid asking “why” questions
![Page 14: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/14.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
WHICH DAY IS BEST?
14
Posts on Thursdays and Fridays saw 18% higher engagement rates.
![Page 15: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/15.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
WHAT TIME OF DAY IS BEST?
15
Posts outside business hours had 20% higher engagement rates
8 am 10 pm
![Page 16: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/16.jpg)
16
LET’S PUT THE DATA TO WORK
![Page 17: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/17.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
THE RESULTS
17
322% increase in avg Wall activity from March to April
Today the community is very active
![Page 18: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/18.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
WHAT IS EDGERANK?
18
![Page 19: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/19.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
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?
19
![Page 20: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/20.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
PACK A SNOWBALL
20
![Page 21: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/21.jpg)
©2010 Buddy Media Inc. Proprietary and Confidential
PACK A SNOWBALL
21
![Page 22: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/22.jpg)
04/11/2023 22
LEVERAGE THE SNOWBALL EFFECT
![Page 23: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/23.jpg)
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
![Page 24: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/24.jpg)
CASE STUDYGIANTS V EAGLES
24
VS
![Page 25: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/25.jpg)
25
GAME WEEK
Friday December 17, 2010 – Misc
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
362Engagements
![Page 26: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/26.jpg)
26
GAME WEEK
Friday December 17, 2010 – Player Update
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
918 Engagements
![Page 27: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/27.jpg)
27
PRE GAME
Sunday December 19, 2010 – Player Update
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
1762Engagements
![Page 28: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/28.jpg)
28
DURING GAME
Sunday December 19, 2010 – Fact
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
1380Engagements
![Page 29: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/29.jpg)
29
DURING GAME
Sunday December 19, 2010 – Play-by-play
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
2011Engagements
![Page 30: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/30.jpg)
30
DURING GAME
Sunday December 19, 2010 – Play-by-play
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
2839Engagements
![Page 31: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/31.jpg)
31
THEN THIS HAPPENED
![Page 32: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/32.jpg)
32
DURING GAME
Sunday December 19, 2010 – Play-by-play
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
8254Engagements
![Page 33: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/33.jpg)
33
AFTER GAME
Sunday December 19, 2010 – Update
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
6448Engagements
![Page 34: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/34.jpg)
34
NEXT DAY
Monday December 20, 2010 – Question
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
1316Engagements
![Page 35: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/35.jpg)
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
![Page 36: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/36.jpg)
36
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
![Page 37: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/37.jpg)
37
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
![Page 38: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/38.jpg)
CASE STUDY THE OSCARS
38
![Page 39: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/39.jpg)
39
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
![Page 40: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/40.jpg)
40
TEST AND LEARN
Out of these 4 polls 1 received 10x more engagement
![Page 41: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/41.jpg)
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
![Page 42: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/42.jpg)
42
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
![Page 43: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/43.jpg)
43
LET THEM SHOW THAT THEY CARE
![Page 44: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/44.jpg)
44
MAKE YOUR AUDIENCE LOOK SMART
![Page 45: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/45.jpg)
45
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
![Page 46: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/46.jpg)
46
WHAT NOT TO DO?
Find us on Facebook?
![Page 47: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/47.jpg)
47
OWNED MEDIA – LEVERAGE FB COMMUNITY
2,251,328 fans
2,095,907 fans
![Page 48: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/48.jpg)
ENGAGE YOUR AUDIENCE
“How much money does he have on him right now?”
Take questions from the audience
![Page 49: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/49.jpg)
GIVE BACK – WHAT IS THE VALUE EXCHANGE?
![Page 50: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/50.jpg)
50
EARNED MEDIA – DO GOOD, CREATE BUZZ
Create a movement …
Secret encourages young women to be nice behind someone’s back
![Page 51: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/51.jpg)
EARNED MEDIA - GIVE FANS A VOICE
51
![Page 52: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/52.jpg)
52©2010 Buddy Media Inc. Proprietary and Confidential
PAID MEDIA
![Page 53: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/53.jpg)
53©2010 Buddy Media Inc. Proprietary and Confidential
OPTIMIZE PAID MEDIA
![Page 54: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/54.jpg)
WHY DOES IT MATTER?
54
![Page 55: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/55.jpg)
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
![Page 56: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/56.jpg)
56©2010 Buddy Media Inc. Proprietary and Confidential
THE FACEBOOK GENERATION IS GROWING UP
Facebook beats email for the 18-24 year old demographic
![Page 57: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/57.jpg)
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
![Page 58: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/58.jpg)
REMEMBER1) OPTIMIZE YOUR MESSAGING
2) CONTENT + CONTEXT = ENGAGEMENT
3) MAKE YOUR FANS LOOK GOOD
4) THINK HOLISTICALLY
58
![Page 59: Read Write Web 2WAY Summit](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549f9f7b4c905557a8b494e/html5/thumbnails/59.jpg)
THANK YOU!
59
MICHAEL“MJ” JAINDL
CHIEF CLIENT OFFICER @ BUDDY MEDIA
FACEBOOK.COM/JAINDL
TWITTER: @JAINDL
EMAIL: [email protected]