emeric ernoult, agorapulse

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DEFINITIVE ANSWERS TO THE 6 MOST COMMON QUESTIONS

MARKETERS ASK ABOUT FACEBOOK

Inside Social Marketing, New York City, December 3-4, 2013

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1

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What percentage of your fans can you

expect to reach with each post?

“ You will reach 16% of your fans”(Facebook)

2

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“ Facebook Page posts reach 16% of their fans, on average ”

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Yours is somewhere in between…

Well, an average remains an average…

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Size does matter

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It’s all about big data!

http://barometer.agorapulse.com

5

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How is your page doing?

6

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All industries are not equal

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All industries are not equal

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Is a third party publishing app going to reduce the performance

of my posts?

“Facebook Content Published Via Third-Party Tools Suffers 67% Fewer Likes”(Hubspot)

9

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Facebook vs. Third party app

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What is the best practice to post on my

page (timing, quantity)?

“ Ideally, you should post between 5 and 10 times a week”(Socialbakers)

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Best practice for publishing

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Best practice for publishing

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Best practice for publishing

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Best practice for publishing

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Can I still expect my Facebook contest or

promotion to go viral?

“ Your Facebook contest will go viral, guaranteed!”Random Facebook app vendor

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Facebook users don’t accept invitations

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Only 12% of participants share

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Participants share, their friends don’t click

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OpenGraph Sharing works much better

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Will requiring the installation of my

Facebook app reduce conversions?

“I don’t want my fans to install an app to enter my contest, this hurts my conversion!”(A disgruntled client)

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Facebook app install conversion

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Facebook app install conversion

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http://newsroom.fb.com/News/696/Updates-to-Facebook-Login

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Facebook app install conversion

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Facebook app install conversion

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Facebook app install conversion

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Average conversion Best conversion Worst

conversion

Sweepstakes 74% 90% 60%

Instant Win 71% 90% 48%

Quiz 78% 100% 60%

Photo contest 70% 85% 55%

Fan Vote 58% 99% 28%

Personality test 71% 99% 50%

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Are Facebook users entering contests and

promotions via mobile?

“ Your Facebook tabs will not be visible on a mobile device ”(Fact)

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Facebook promotions on mobile

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Facebook promotions on mobile

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http://www.facebook.com/AgoraPulse/app_244041225639079

https://apps.agorapulse.com/go/1046/16551

VS.

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Facebook promotions on mobile

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Bonus!

No one checks your Facebook page. Ever. Really.We have evidence!

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No one visits your Facebook page

1.5%Of your traffic happens on your

Facebook page…

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No one visit your Facebook page