facebook social spotlight

BRAND DRIVEN digital

nick westergaard | branddrivendigital.com | 2015

social spotlight

FacebookHow to Activate Your Brand & Engage on the World’s Largest Social Network

Facebook: Social Spotlight

‣ By the Numbers

‣ How Brands Engage

‣ Things to Remember

1

Facebook by the Numbers

THERE ARE OVER A BILLION PEOPLE ON FACEBOOK

Facebook would be the THE LARGEST COUNTRY

See for Yourself

The Punchline with the Most Users?

China Blocks Facebook

More Facebook Users THAN CARS!

Photo via Flickr user epSos.de

Photo via Flickr user Laughing Squid

Most Visited Site

2/3 Have Been Users for at Least 3 Yrs

Facebook, Twitter Lead in Awareness

Use Continues to Climb

Using Facebook Multiple Times/Day

6 in 10 Wake Up with Facebook

Over Half Take Facebook to Work

It’s What’s on During Prime Time

Most of Us Take It to Bed

130 friends number of friends the average facebook user has

Young Users Have Lots of Friends

144 millionnumber of facebook friend requests each day

72 millionnumber of likes on facebook each day

Avg User Likes 80 Pages

18 millionbrand pages on facebook — not including those businesses using personal profiles

30 billionpieces of content are shared each month

700 minutesamount of time the average user spends on facebook each month

Over 2/3 Access via Mobile

55+ Is the Fastest Growing Segment

Facebook Usage by Age

20 minutes- 1 million links are shared - 1.5 million event invites sent - 1.8 million statuses are updated - 2 million friend requests are accepted - 2.7 million messages are sent - 10.2 million comments made

2

How Brands Engage

Your Customers Are Here

2.

Facebook Leads In Brand Following

Facebook Impacts Buying Decisions

People ENJOY This Content

Profile vs. Page

Anatomy of a Page

Timeline

Insights

Pages Have Walls

Use Photos & Videos

Photo via Flickr user BigTallGuy

350 MILLION PHOTOS UPLOADED TO

FACEBOOK DAILY

Facebook Is Increasingly Visual

Questions & Captions

Fan of the Week

Avatars = Action

95% of postsare not answered by brands

16% of postsaverage reach of a brand page due to facebook’s edgerank algorithm

Source: Facebook

Background on EdgeRank

Source: MoonToast.com

3% of postsaverage reach of a brand page following facebook’s most recent news feed algorithm update

Source: Ignite Social Media

News Feed Algorithm Includes‣ Original EdgeRank Edges Plus Subcategories

‣ Personal Interactions + Global Interactions

‣ Post Type — Brand posting only one kind of post

(updates, photos, links) won’t be seen as much

‣ Hide/Spam Reporting

‣ Device Type/Technical Considerations — serving up

content based on what’s best for your device

‣ Ad Clicking & Timeline Behavior — what you click on

‣ Story Bumping & Last Actor — bumping bends decay

and allows old stories to resurface; last 50 actions

Relationships Matter

No More Free Rides

A Brief History of Ads on Facebook

1

2

3

Basic Ad Offerings

‣ Promote Your Page

‣ Promote Page Posts

‣ Advertise Current Promotions or Special Offers

‣ Promote Mobile App

Facebook Ad Breakdown

Advantages of Social Advertising

‣ Stronger Brand Awareness, Engagement, & Loyalty

‣ Increased Reach & Broader Customer Base

‣ Increased Web Traffic

‣ Increased Conversions, Leads, & Sales

3

Things to Remember About Facebook

Measurement

‣ Total likes

‣ Total impressions

‣ Monthly active users

‣ Engagement by post category

‣ Engagement by day/time

‣ Actions/conversions (paid)

‣ Fan demographics

‣ Unique page views

‣ Referring links on site

10 Most Liked Pages

‣ Facebook for Every Phone

‣ Facebook

‣ Rihanna

‣ Eminem

‣ Shakira

‣ Coca-Cola

‣ YouTube

‣ Cristiano Ronaldo

‣ The Simpsons

‣ Texas Hold ‘Em

Photo via Flickr user davidking

Why People Connect with Brands

A Problem …

Is Branded Content Making It Worse?

Facebook Competitors Are Growing

Which Pages Do You Like?

nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard