1. Austin Online Marketing for
Entrepreneurs
facebook.com/BeAUSOME
#AUSOME
@katebuckjr

2. Visual Revolution!
Optimizing Your Social
Strategy with Instagram &
Facebook
Presented by:
Kate Buck
http://kbjonline.com
@katebuckjr

3. How Did We Get Here?
Evolution of Technology
Speed
Quality
Research shows that the sense of sight is the
most dominant, developed sense for people
Our response to visual stimuli is equally
developed
Research shows an increase in believability of
5x when an image is included with statements
@katebuckjr

4. Welcome to…
The Visual Revolution
@katebuckjr

5. Why does it matter?
@katebuckjr

6. What is Facebook
Optimization?
Facebook SEO or
News Feed Optimization:
Getting a Facebook page’s
updates to “rank” or show up
in the newsfeed
@katebuckjr

7. Understanding Edgerank
• 90+ % of users don’t return to the fan
page after clicking the like button
• Only 1 of every 500 stories appear in
NF, according to 1 FB Engineer
• How does FB determine which stories
show up?
@katebuckjr

8. Understanding Edgerank
• Updates are scored & ranked
@katebuckjr

9. Affinity
• Measures the relationship between a
user an it’s connections
• Unique to each connection
• What does FB track to measure this?
EVERYTHING
• More engagement = higher Affinity
score
@katebuckjr

10. Weight
• Types of stories are valued differently.
• Actions by users have a value pre-
determined by Facebook
• Likes, comments, shares and tags on an
object all determine weight
• Views and clicks, too
@katebuckjr

11. Time Decay
• How recent is your post?
• New posts replace old posts
@katebuckjr

12. Post Optimization
• #1 RULE: Content over promotion
• Add value, Be relevant
• TRACK! What types of content does
your audience respond to?
– subject matter
– Funny/serious
• Bottom line: Share cool stuff
@katebuckjr

13. Frequency
• Post often – but don’t over post
– How do you know how much is too much?
• Time your posts out so you don’t cut
off engagement from a previous post
• ~3-4 hours
• Test, test, test!
@katebuckjr

14. Best Times to Post
• There is no magic time!
– Different for every page
– Not consistent per page
• TRACK & Test, test, test
• Use Tools: Crowdbooster & Sprout
Social
• Find 2-5 hot spots and post content
during those times
@katebuckjr

15. Types of Content
• Photo, Video, Text, Links
• Dan Zarella of Hubspot’s research
ranks them:
1.Photo 2. Text 3. Video 4. Links
http://mashable.com/2012/06/19/how-to-get-more-likes-shares-on-facebook-infographic/
@katebuckjr

16. @katebuckjr

17. Types of Content
• Views of Photo/Video and Clicks on
Links Count!
http://blog.getpostrocket.com/2012/06/facebook-marketing-down-to-the-core-4-factors-of-post-
optimization/
• The most engaging pages on FB rarely
post Text updates
• If you are going to post text-only… be
passionate. Do not post ‘neutral’
updates
@katebuckjr

18. Types of Content
• Beef up your text:
– Fill in the __________.
– Multiple Choice
– Feedback/Suggestions
– Inspiring Quotes
– Controversial statements
@katebuckjr

19. Go VISUAL…
• Focus on PHOTOS & GRAPHICS
• Create an image strategy that tells
your brand’s story
• Relevent Meme tag-along
• Descriptions *including* a URL
• Who is on your team that can help?
@katebuckjr

20. Tools
• Photobucket.com – Free online image
editor
• Shareasimage.com – Highlight any text
to create an image
• Smartphone apps
– Filters- Camera+
– Collage – Photo Collage
– Caption – Photo Caption Extreme
– Social Sharing - Instagram
@katebuckjr

21. Facebook is primarily a
photo-sharing network.
@katebuckjr

22. @katebuckjr

23. What are some ways to use
visual content on FB?
@katebuckjr

24. Write your own captions
@katebuckjr

25. Can you say, “One BILLION
dollars?”
@katebuckjr

26. Use it to your benefit…
• Instagram is the largest mobile, social
platform
• It’s married to Facebook 
• Engagement (likes and comments) are
highest on the network
• Filters help make images look better!
• Images tell stories & envoke emotions
@katebuckjr

27. Now with WEB PROFILES!
• Fuses mobile, social web together
• Good for Search Engine Optimization
– Optimize your profile and your images
• Extended reach through your other
social profiles
@katebuckjr

28. What can I do with it?
• Behind the Scenes
• How it’s Made
• Get Feedback
• Demo creative ways to use your
product
• Contests
• News, Events
@katebuckjr

29. Insta-TIPS!
• Post regularly
• Use popular hashtags or create your
own
• Geo-Tag your content
• Empower staff and customers to
contribute!
@katebuckjr

30. btw… it’s not just social!
@katebuckjr

31. Landing Pages
@katebuckjr

32. Contests
@katebuckjr

33. Offers & Deals
@katebuckjr

34. Key Tips for creating
compelling visual Content
• Know your audience
– What do they want?
– What do they need?
• Give it to them.
• Keep objectives in mind when creating
content or contests
@katebuckjr

35. Key Takeaways
It’s not just photo – it’s video, too!
Get Prepared… NOW. It’s already too late.
Importance of strong visual imagery & storytelling
Give users SOMETHING to take a picture of – and tell your story for
you
Graphic presence on web & social sites. What’s your Image Strategy?
Offsite – social platforms, cross posting
On-site
Identify someone on your team that is visually inclined.
Things to re-consider:
Identity, Logo
Typography
Icons
Photography, Graphics, Infographics
Brand Storytelling
Optimize images for SEO (title of image, filename, descriptions)
Use Keywords & your URL
Strategy
Engagement -> Site Visitor -> Prospect -> Customer
@katebuckjr

36. Visual Revolution!
Optimizing Your Social
Strategy with Instagram &
Facebook
Presented by:
Kate Buck
http://kbjonline.com
@katebuckjr