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BRAND DRIVEN digital nick westergaard | branddrivendigital.com | 2015 social spotlight Facebook How to Activate Your Brand & Engage on the World’s Largest Social Network

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How to activate your brand and engage on the world's largest social network.

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Page 1: 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

Page 2: Facebook Social Spotlight

Facebook: Social Spotlight

‣ By the Numbers

‣ How Brands Engage

‣ Things to Remember

Page 3: Facebook Social Spotlight

1

Facebook by the Numbers

Page 4: Facebook Social Spotlight

THERE ARE OVER A BILLION PEOPLE ON FACEBOOK

Page 5: Facebook Social Spotlight

Facebook would be the THE LARGEST COUNTRY

Page 6: Facebook Social Spotlight

See for Yourself

Page 7: Facebook Social Spotlight

The Punchline with the Most Users?

Page 8: Facebook Social Spotlight

China Blocks Facebook

Page 9: Facebook Social Spotlight

More Facebook Users THAN CARS!

Photo via Flickr user epSos.de

Page 10: Facebook Social Spotlight

Photo via Flickr user Laughing Squid

Most Visited Site

Page 11: Facebook Social Spotlight

2/3 Have Been Users for at Least 3 Yrs

Page 12: Facebook Social Spotlight

Facebook, Twitter Lead in Awareness

Page 13: Facebook Social Spotlight

Use Continues to Climb

Page 14: Facebook Social Spotlight

Using Facebook Multiple Times/Day

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6 in 10 Wake Up with Facebook

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Over Half Take Facebook to Work

Page 17: Facebook Social Spotlight

It’s What’s on During Prime Time

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Most of Us Take It to Bed

Page 19: Facebook Social Spotlight

130 friends number of friends the average facebook user has

Page 20: Facebook Social Spotlight

Young Users Have Lots of Friends

Page 21: Facebook Social Spotlight

144 millionnumber of facebook friend requests each day

Page 22: Facebook Social Spotlight

72 millionnumber of likes on facebook each day

Page 23: Facebook Social Spotlight

Avg User Likes 80 Pages

Page 24: Facebook Social Spotlight

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

Page 25: Facebook Social Spotlight

30 billionpieces of content are shared each month

Page 26: Facebook Social Spotlight

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

Page 27: Facebook Social Spotlight

Over 2/3 Access via Mobile

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55+ Is the Fastest Growing Segment

Page 29: Facebook Social Spotlight

Facebook Usage by Age

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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

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Page 32: Facebook Social Spotlight

2

How Brands Engage

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Your Customers Are Here

Page 34: Facebook Social Spotlight

2.

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Facebook Leads In Brand Following

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Facebook Impacts Buying Decisions

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People ENJOY This Content

Page 38: Facebook Social Spotlight

Profile vs. Page

Page 39: Facebook Social Spotlight

Anatomy of a Page

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Timeline

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Insights

Page 42: Facebook Social Spotlight

Pages Have Walls

Page 43: Facebook Social Spotlight

Use Photos & Videos

Page 44: Facebook Social Spotlight

Photo via Flickr user BigTallGuy

350 MILLION PHOTOS UPLOADED TO

FACEBOOK DAILY

Page 45: Facebook Social Spotlight

Facebook Is Increasingly Visual

Page 46: Facebook Social Spotlight

Questions & Captions

Page 47: Facebook Social Spotlight

Fan of the Week

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Avatars = Action

Page 49: Facebook Social Spotlight

95% of postsare not answered by brands

Page 50: Facebook Social Spotlight

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

Source: Facebook

Page 51: Facebook Social Spotlight

Background on EdgeRank

Source: MoonToast.com

Page 52: Facebook Social Spotlight

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

Source: Ignite Social Media

Page 53: Facebook Social Spotlight

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

Page 54: Facebook Social Spotlight

Relationships Matter

Page 55: Facebook Social Spotlight

No More Free Rides

Page 56: Facebook Social Spotlight

A Brief History of Ads on Facebook

1

2

3

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Basic Ad Offerings

‣ Promote Your Page

‣ Promote Page Posts

‣ Advertise Current Promotions or Special Offers

‣ Promote Mobile App

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Facebook Ad Breakdown

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Advantages of Social Advertising

‣ Stronger Brand Awareness, Engagement, & Loyalty

‣ Increased Reach & Broader Customer Base

‣ Increased Web Traffic

‣ Increased Conversions, Leads, & Sales

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3

Things to Remember About Facebook

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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

Page 62: Facebook Social Spotlight

10 Most Liked Pages

‣ Facebook for Every Phone

‣ Facebook

‣ Rihanna

‣ Eminem

‣ Shakira

‣ Coca-Cola

‣ YouTube

‣ Cristiano Ronaldo

‣ The Simpsons

‣ Texas Hold ‘Em

Page 63: Facebook Social Spotlight

Photo via Flickr user davidking

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Why People Connect with Brands

Page 65: Facebook Social Spotlight

A Problem …

Page 66: Facebook Social Spotlight

Is Branded Content Making It Worse?

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Facebook Competitors Are Growing

Page 68: Facebook Social Spotlight

Which Pages Do You Like?

Page 69: Facebook Social Spotlight

nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

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