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FACEBOOKWHAT YOU FORGOT ABOUT
AND WHY IT MATTERS
![Page 2: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/2.jpg)
OPEN NEWS FEED
READ STORIES
ENGAGE (OR NOT)
LEAVE
THE BLEEDING OBVIOUS
CO
ME B
AC
K L
ATER
HOW PEOPLE USE FACEBOOK
![Page 3: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/3.jpg)
THE BLEEDING OBVIOUS
LIKE PAGE
SEE STORIES (OR DON’T)
ENGAGE (OR NOT)
HOW PEOPLE USE FACEBOOK PAGES
![Page 4: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/4.jpg)
ON PAGE AD UNIT
1%
36%LIKE SOURCE
A GROSS OVERSIMPLIFICATION
TIME OF DAY / DAY OF WEEK
LIKE PAGE
SEE STORIES (OR DON’T)
ENGAGE (OR NOT)
EDITORIAL ALGORITHM
< 1%
<
HOW PEOPLE USE FACEBOOK PAGES
![Page 5: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/5.jpg)
ALL GOOD TOOLS BUT NO SILVER BULLET
COMPETITOR DATA ADMIN INSIGHTS DATA
![Page 6: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/6.jpg)
FACEBOOK INSIGHTS DOWNLOADS
Tend to prefer the CSV data download. Easier to process once you’ve got to grips with it.
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FACEBOOK API
https://developers.facebook.com/tools/explorer/ might be a good place to start…
![Page 8: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/8.jpg)
“WE’RE GOING TO MAKE OUR FACEBOOK PAGE THE HUB OF ALL OUR ACTIVITY”
![Page 9: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/9.jpg)
IN-FEED VS ON-PAGE REACH
UNIQUE FEED REACHUNIQUE PAGE VISITS
SHARE OF REACH: SEPTEMBER 2012
![Page 10: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/10.jpg)
SO THIS…
“CLICK ON THE HEINZ CHRISTMAS TAB ON THE LEFT”
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…LOOKS LIKE THIS
OH NOES! I CAN’T FIND THE HEINZ CHRISTMAS TAB!
![Page 12: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/12.jpg)
THE SOMEWHAT LESS OBVIOUS
ADMIN POSTS FAN POSTS
PUBLISHED TO FAN NEWSFEEDS
NOT PUBLISHED TO OTHER FANS’ NEWSFEEDS
![Page 13: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/13.jpg)
WHY THIS MATTERS
![Page 14: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/14.jpg)
FACEBOOK PAGE
“WE WANT TO CREATE A COMMUNITY”
COMMUNITY LIST
![Page 15: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/15.jpg)
“WE JUST WANT TO LISTEN”
![Page 16: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/16.jpg)
BRAND PAGE (BUDWEISER)
![Page 17: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/17.jpg)
RETAILER (ASOS)
![Page 18: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/18.jpg)
OMG WTF? (CINEWORLD)
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38 USERS CREATED 80% OF FOLLOW UP
USERS
CO
MM
EN
TS
![Page 20: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/20.jpg)
OMG WTF BBQ? (2 DAYS ON WAITROSE)
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![Page 22: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/22.jpg)
![Page 23: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/23.jpg)
THINK MOBILE
![Page 24: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/24.jpg)
REMEMBER THIS?
![Page 25: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/25.jpg)
RUH-ROH RAGGY!
PRO TIP: FACEBOOK TABS AREN’T VISIBLE ON MOBILE OR TABLET DEVICES
![Page 26: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/26.jpg)
MOBILE CLICKS
~8%
https://bitly.com/Hein...
9,553
963 860
WHERE DID THE CLICKS COME FROM?
desktop mobile other
PRO TIP: TRY ADDING + TO SHORT LINKS TO SEE CLICK DATA
![Page 27: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/27.jpg)
WHERE ARE HEINZ TODAY?
![Page 28: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/28.jpg)
MOBILE CLICKS~28%
9,553 11,222
963
5,597
860 2,784
WHERE DID THE CLICKS COME FROM?
desktop mobile other
MOBILE SHARE OF CLICKS HAS INCREASED ACROSS THE BOARD
![Page 29: Facebook - What You'd Forgotten (and Why it Matters)](https://reader036.vdocuments.net/reader036/viewer/2022062405/55577fb7d8b42ace7f8b58fa/html5/thumbnails/29.jpg)
I’D LIKE YOU TO REMEMBER…
A PAGE ISN’T A DESTINATION
A PAGE ISN’T A COMMUNITY
ALMOST NO-ONE SEES FAN POSTS
IT’S ALL ABOUT THE NEWSFEED
THINK MOBILE FIRST
1.
2.
3.
4.
5.