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The Simple Complexity
of Facebook Marketing
@EdgeRankChecker | #congresfb
Facebook Marketing Is A Fractal
@EdgeRankChecker | #congresfb
Simplicity
The Deeper We Dive…
Complexity
@EdgeRankChecker | #congresfb
Complexity Simplicity
@EdgeRankChecker | #congresfb
Facebook Post Cycle
Reach Engagement
Negative Feedback
@EdgeRankChecker | #congresfb
• Calls To Action
• Photos
• Cat Memes
What Drives Engagement?
@EdgeRankChecker | #congresfb
• Roughly 60-90% increase
in engagement
@EdgeRankChecker | #congresfb
Calls to Action
• Tapping into human psychology
• Most Brands succeed with Photos
• 350 Million Photos Uploaded Daily
@EdgeRankChecker | #congresfb
Photos
Light interactions drive light business value
Cat Memes
@EdgeRankChecker | #congresfb
Those are simplistic drivers
@EdgeRankChecker | #congresfb
• Psychology
• Screen Real Estate
• Self-Idealization
@EdgeRankChecker | #congresfb
What Actually Drives Engagement?
• Seeking approval via Engagement
• Post Photos to influence our
perception
@EdgeRankChecker | #congresfb
Psychology
How does a post's vertical space
influence engagement probability?
@EdgeRankChecker | #congresfb
Screen Real Estate
• One's desired self-projection
• Interests/Likes/Groups
build digital self
@EdgeRankChecker | #congresfb
Self-Idealization
• Use Call To Actions
• Understand psychological reasons
for Engagement
• Use beautiful photography when applicable
• Maximize screen real estate
• Leverage self-idealization
@EdgeRankChecker | #congresfb
How to Take Advantage
@EdgeRankChecker | #congresfb
Facebook Wants You to
Amplify Your Great Content
Facebook's New Mentality
○ Brand's earn their way into the news feed
○ Pay to build fans
Organic Results
○ Monitor/Analyze content to drive Organic success
○ Amplify great Organic media with Paid media
@EdgeRankChecker | #congresfb
Balancing Paid/Earned Media
• Search Results = News Feed
• Sponsored Posts = Paid Ads
• Organic Success > Paid Success
@EdgeRankChecker | #congresfb
The "New" SEO
@EdgeRankChecker | #congresfb
NBA & Burberry
Learning from the Best
• Frequent, applicable cover
photo changes
• Nightly recaps & highlights
• Exclusive NBA content
@EdgeRankChecker | #congresfb
NBA
• Incredible photography worldwide
• Exclusive tie-ins
• Photo Albums
@EdgeRankChecker | #congresfb
Burberry
If you're not using Retargeted Ads today, start now!
• 48.4% lower cost-per-click
• 197.3% higher return on investment
• 17x higher clickthrough rates
(Source: http://www.nanigans.com/2013/05/08/news-feed-roi-facebook-exchange-study/)
@EdgeRankChecker | #congresfb
Facebook Retargeted Ads
• The "New" Email
• Suffering from Innovator's Dilemma
@EdgeRankChecker | #congresfb
What is the Future of Facebook?
• Losing excitement
• Internet necessity
• Portal to one's digital self
@EdgeRankChecker | #congresfb
The New Email
• How users actually use Facebook
• How they think they want
to use Facebook
@EdgeRankChecker | #congresfb
Disconnect
• How Facebook wants people
to use Facebook
• Upstream Market Chasing
• Shoot past needs of actual customers
(see Google+)
@EdgeRankChecker | #congresfb
The Innovator's Dilemma

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The Simple Complexity of Facebook Marketing — #congresfb

  • 1. The Simple Complexity of Facebook Marketing @EdgeRankChecker | #congresfb
  • 2. Facebook Marketing Is A Fractal @EdgeRankChecker | #congresfb
  • 3. Simplicity The Deeper We Dive… Complexity @EdgeRankChecker | #congresfb Complexity Simplicity
  • 4. @EdgeRankChecker | #congresfb Facebook Post Cycle Reach Engagement Negative Feedback
  • 6. • Calls To Action • Photos • Cat Memes What Drives Engagement? @EdgeRankChecker | #congresfb
  • 7. • Roughly 60-90% increase in engagement @EdgeRankChecker | #congresfb Calls to Action • Tapping into human psychology
  • 8. • Most Brands succeed with Photos • 350 Million Photos Uploaded Daily @EdgeRankChecker | #congresfb Photos
  • 9. Light interactions drive light business value Cat Memes @EdgeRankChecker | #congresfb
  • 10. Those are simplistic drivers @EdgeRankChecker | #congresfb
  • 11. • Psychology • Screen Real Estate • Self-Idealization @EdgeRankChecker | #congresfb What Actually Drives Engagement?
  • 12. • Seeking approval via Engagement • Post Photos to influence our perception @EdgeRankChecker | #congresfb Psychology
  • 13. How does a post's vertical space influence engagement probability? @EdgeRankChecker | #congresfb Screen Real Estate
  • 14. • One's desired self-projection • Interests/Likes/Groups build digital self @EdgeRankChecker | #congresfb Self-Idealization
  • 15. • Use Call To Actions • Understand psychological reasons for Engagement • Use beautiful photography when applicable • Maximize screen real estate • Leverage self-idealization @EdgeRankChecker | #congresfb How to Take Advantage
  • 16. @EdgeRankChecker | #congresfb Facebook Wants You to Amplify Your Great Content
  • 17. Facebook's New Mentality ○ Brand's earn their way into the news feed ○ Pay to build fans Organic Results ○ Monitor/Analyze content to drive Organic success ○ Amplify great Organic media with Paid media @EdgeRankChecker | #congresfb Balancing Paid/Earned Media
  • 18. • Search Results = News Feed • Sponsored Posts = Paid Ads • Organic Success > Paid Success @EdgeRankChecker | #congresfb The "New" SEO
  • 19. @EdgeRankChecker | #congresfb NBA & Burberry Learning from the Best
  • 20. • Frequent, applicable cover photo changes • Nightly recaps & highlights • Exclusive NBA content @EdgeRankChecker | #congresfb NBA
  • 21. • Incredible photography worldwide • Exclusive tie-ins • Photo Albums @EdgeRankChecker | #congresfb Burberry
  • 22. If you're not using Retargeted Ads today, start now! • 48.4% lower cost-per-click • 197.3% higher return on investment • 17x higher clickthrough rates (Source: http://www.nanigans.com/2013/05/08/news-feed-roi-facebook-exchange-study/) @EdgeRankChecker | #congresfb Facebook Retargeted Ads
  • 23. • The "New" Email • Suffering from Innovator's Dilemma @EdgeRankChecker | #congresfb What is the Future of Facebook?
  • 24. • Losing excitement • Internet necessity • Portal to one's digital self @EdgeRankChecker | #congresfb The New Email
  • 25. • How users actually use Facebook • How they think they want to use Facebook @EdgeRankChecker | #congresfb Disconnect • How Facebook wants people to use Facebook
  • 26. • Upstream Market Chasing • Shoot past needs of actual customers (see Google+) @EdgeRankChecker | #congresfb The Innovator's Dilemma