facebook newsfeed tips, feeding the beast by justin kistner, social fresh charlotte 2011

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

FEEDING THE BEASTMaximizing your Facebook newsfeed value

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

Social Networks 52%

Facebook 51%

Twitter

8%

Location

4%

THE USADOPTIONOF SOCIAL

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

The truth about wall posts

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Posts are filtered by EdgeRank

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Engagement = Reach

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DON’T THINK OF YOUR WALL AS TWITTER OR A BLOG

Casual, conversational content works better in Facebook

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

339K fans

High

Low

Engagement examples

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768K fans

Engagement examples

High

Low

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1.4M fans

Engagement examples

High

Low

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815K fans

Engagement examples

Low

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

• Touching, emotional stories

• Provocative, passionate debates2-3X• Important sports wins

• Simple, easy questions.5-2X

Most clicked on wall posts

1

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

• Improves EdgeRank

• Earns more repliesRespond• More active

• Schedule postsWeekends

Bonus pro tips

• Don’t over post

• Promos less than 1 in 10 postsBalance

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

Posts from apps are less engaging

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

Recap on what content works

• Fun content works• Simple questions work• Great pictures work• Using photo albums for promos work• Status updates with promotions don’t work• Complicated engagement doesn’t work• Top 10 tips don’t work• Reposting your blog to the wall doesn’t work

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

Offers go in ads, not in posts

Avg. CTR of ads to non-fans.05%Avg. CTR of ads to fans.35%

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

Sometimes offers work

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

Then what value do posts have?• Reach and Engagement• Community and Fan Growth

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

Engagement brings fans

Engagement

Total Fans

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75%

59%

49%

Friend

Search

Brand Invite/Ad

Friends are #2 reason to fan

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

CHANGES TO THE FEEDHow do upcoming newsfeed changes impact tactics?

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The ticker

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Top News & Most Recent together

Hat Tip: @ChadWittman

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Clustered stories

Hat Tip: @BrianCarter

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner

QUESTIONS?Thank you!