michael jaindl_readwriteweb 2way conference
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CONTENT + CONTEXT: BEST PRACTICES FOR REAL TIME ENGAGEMENT ON FACEBOOK
PRESENTED BY:
MICHAEL“MJ” JAINDL
CHIEF CLIENT OFFICER @ BUDDY MEDIA
FACEBOOK: FACEBOOK.COM/JAINDL
TWITTER: @JAINDL
EMAIL: [email protected]
APRIL 1 2011
2©2010 Buddy Media Inc. Proprietary and Confidential
BIG QUESTIONS
• How do I get people to engage with my brand on Facebook?
• How do I encourage sharing and viral growth?
• Why does Facebook Page growth and engagement matter?
3©2010 Buddy Media Inc. Proprietary and Confidential
HOW TO IMPROVE ENGAGEMENT
Strategy #1: Optimize your messaging
• Right time• Right frequency• Right content / message
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LET’S TALK ABOUT DATA
©2010 Buddy Media Inc. Proprietary and Confidential
WHY?
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Do you want this? Or this?
©2010 Buddy Media Inc. Proprietary and Confidential
SO WE DID SOME RESEARCH
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• Analyzed Facebook Wall posts by 200 of the world’s largest brands over a 2 week period
• January 30, 2011 – February 12, 2011
©2010 Buddy Media Inc. Proprietary and Confidential
KEEP IT SHORT!
©2010 Buddy Media Inc. Proprietary and Confidential
BEWARE OF URL SHORTENERS
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©2010 Buddy Media Inc. Proprietary and Confidential
KEYWORDS: KEEP IT SIMPLE
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• Left column = best performing keywords for generating likes.
• Right column = best performing keywords for generating comments.
• As you can see, people follow instructions well!
©2010 Buddy Media Inc. Proprietary and Confidential
KEYWORD ENGAGEMENT
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©2010 Buddy Media Inc. Proprietary and Confidential
MASTER THE SOFT SELL
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Event
Winner
Offer
©2010 Buddy Media Inc. Proprietary and Confidential
AVOID THE HARD SALE
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Event
Winner
OfferSale
Free shipping
Save
©2010 Buddy Media Inc. Proprietary and Confidential
QUESTIONS WORK!
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• “Where,” “when,” “would,” and “should” drive highest engagement rates
• Avoid asking “why” questions
©2010 Buddy Media Inc. Proprietary and Confidential
WHICH DAY IS BEST?
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Posts on Thursdays and Fridays saw 18% higher engagement rates.
©2010 Buddy Media Inc. Proprietary and Confidential
WHAT TIME OF DAY IS BEST?
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Posts outside business hours had 20% higher engagement rates
8 am 10 pm
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LET’S PUT THE DATA TO WORK
©2010 Buddy Media Inc. Proprietary and Confidential
THE RESULTS
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322% increase in avg Wall activity from March to April
Today the community is very active
©2010 Buddy Media Inc. Proprietary and Confidential
WHAT IS EDGERANK?
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©2010 Buddy Media Inc. Proprietary and Confidential
THREE FACTORS TO INFLUENCE EDGERANK
• Affinity• How often to you interact with the post creator?• How many friends do you have in common with the post creator?
• Weight• How many people have interacted with the post? What type of interaction?• What kind of content is included in the post? Photo? Link? Video?
• Time• How timely is the post?
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©2010 Buddy Media Inc. Proprietary and Confidential
PACK A SNOWBALL
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©2010 Buddy Media Inc. Proprietary and Confidential
PACK A SNOWBALL
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04/07/2023 22
LEVERAGE THE SNOWBALL EFFECT
23©2010 Buddy Media Inc. Proprietary and Confidential
HOW TO IMPROVE ENGAGEMENT
Strategy #2: Content + Context = Engagement
• Know what your audience gets excited about!• Identify potential “couch conversations”• Publish brand content that enriches existing conversations
CASE STUDYGIANTS V EAGLES
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VS
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GAME WEEK
Friday December 17, 2010 – Misc
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
362Engagements
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GAME WEEK
Friday December 17, 2010 – Player Update
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
918 Engagements
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PRE GAME
Sunday December 19, 2010 – Player Update
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
1762Engagements
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DURING GAME
Sunday December 19, 2010 – Fact
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
1380Engagements
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DURING GAME
Sunday December 19, 2010 – Play-by-play
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
2011Engagements
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DURING GAME
Sunday December 19, 2010 – Play-by-play
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
2839Engagements
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THEN THIS HAPPENED
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DURING GAME
Sunday December 19, 2010 – Play-by-play
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
8254Engagements
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AFTER GAME
Sunday December 19, 2010 – Update
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
6448Engagements
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NEXT DAY
Monday December 20, 2010 – Question
Good ContentBa
d Co
nten
t
Right Time
Wrong Time
1316Engagements
CONTENT + CONTEXT = ENGAGEMENT
Pregame Kick-Off Giants up 24-3 in 4th
Eagles tie Game with 1 minute
remaining
Eagles WIN! Post-Game Emotion
12:30 1:40 1:42 3:12 3:20 3:52 3:57 4:22 4:230
1000
2000
3000
4000
5000
6000
7000
8000
9000
Engagements
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CONTEXTUAL RELEVANCY IS CRITICAL
Sunday December 19, 2010 (Eagles v Giants)
17,541 engagement in 9 minutes on 3 posts
October 1 – October 10 (Eagles v Redskins)
16,312 engagement in 7 days on 30 posts
“Give me six hours to chop down a tree and I will spend the first four sharpening the axe”
-Abraham Lincoln
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SPARKING VIRAL GROWTH
Strategy #3: Make your fans look good
• Understand how your audience likes to be perceived• Create sharable content that creates that perception• If it doesn’t make them look good fans won’t share
CASE STUDY THE OSCARS
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A DAILY GLOW USER PROFILE
Meet Patti• Wife• 35 • Mother of 2• Movie buff• Likes to be “in the know”• Loves looking good, feeling good
and sharing beauty secrets with her close group of girl friends
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TEST AND LEARN
Out of these 4 polls 1 received 10x more engagement
41©2010 Buddy Media Inc. Proprietary and Confidential
POLLS TAKEN
Predictions
Most Improved
Most Memorable
Best of 2011
0 500 1000 1500 2000 2500 3000
Polls SharedPolls Taken
-relevant-real time-shareable
Over 10x Engagement
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KNOW YOUR DEMO
Patti is more likely to engage with content that:
• Is relevant• Is real time• Is part of an hot conversation• Makes Patti look like she is “in the know”
Give your audience opportunities to be perceived the way they want to be perceived
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LET THEM SHOW THAT THEY CARE
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MAKE YOUR AUDIENCE LOOK SMART
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AMPLIFYING FAN GROWTH AND ENGAGEMENT
Strategy #4: Think holistically
• Owned, earned, paid media need to work together• Continue conversations on Facebook • Give back to your fans
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WHAT NOT TO DO?
Find us on Facebook?
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OWNED MEDIA – LEVERAGE FB COMMUNITY
2,251,328 fans
2,095,907 fans
ENGAGE YOUR AUDIENCE
“How much money does he have on him right now?”
Take questions from the audience
GIVE BACK – WHAT IS THE VALUE EXCHANGE?
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EARNED MEDIA – DO GOOD, CREATE BUZZ
Create a movement …
Secret encourages young women to be nice behind someone’s back
EARNED MEDIA - GIVE FANS A VOICE
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52©2010 Buddy Media Inc. Proprietary and Confidential
PAID MEDIA
53©2010 Buddy Media Inc. Proprietary and Confidential
OPTIMIZE PAID MEDIA
WHY DOES IT MATTER?
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55©2010 Buddy Media Inc. Proprietary and Confidential
FACEBOOK IS WHERE PEOPLE SPEND TIME
• 650+ million users worldwide spending an average 25 minutes per day
• The most visited site in 2010 in the U.S., beating out Google and Yahoo
• Receives 3 out of every 10 website page views
FACEBOOK BY THE NUMBERS
56©2010 Buddy Media Inc. Proprietary and Confidential
THE FACEBOOK GENERATION IS GROWING UP
Facebook beats email for the 18-24 year old demographic
57©2010 Buddy Media Inc. Proprietary and Confidential
CONSUMER SPENDING ON THE RISE
Social commerce is on the rise:
• Social commerce is currently a $5 billion market globally
• Social commerce is estimated to expand to a $30 billion market in the next 4 years
• Facebook is the obvious social commerce play for brands
REMEMBER1) OPTIMIZE YOUR MESSAGING
2) CONTENT + CONTEXT = ENGAGEMENT
3) MAKE YOUR FANS LOOK GOOD
4) THINK HOLISTICALLY
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THANK YOU!
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MICHAEL“MJ” JAINDL
CHIEF CLIENT OFFICER @ BUDDY MEDIA
FACEBOOK.COM/JAINDL
TWITTER: @JAINDL
EMAIL: [email protected]