Third session of the Facebook for Business Master class where we talked about the importance of creating great content, and the importance of creating content that engages the fans. Also with some tips and examples on how to create content that will engage people.

1. Session 03
Creating
Great Content
By Chris Meylan @
facebook.com/SocialMediaLounge

2. Learning Outcomes
To clarify the importance of GREAT content for
successful Facebook Pages marketing.
Review the performance of the Social Media
Lounge so far.
Look at the type of content that can create the
higher level of engagement.

3. The Importance of
Great Content

4. Why, oh why?
As a Facebook user, why
would you ‘Like’ a Fan Page?
What would you like to see
on that Page?
What would make you like a
Page and comment with the
content of that Page?

5. You HAVE TO create GREAT Content
Content is:
the most important
component of any social
media programme.
Content is: ‘anything created
and uploaded to a website: the
words, images, tools or other
things that reside online’.
The Page admin creates
content and shares it social
media, including Facebook.

6. You need to create GREAT Content
Status updates, pictures,
videos, music, articles, ebooks, FAQs, are example of
content that could be shared.
Companies need now to
supply valuable content to
their customers that is useful
for them first, and then
promotional.

7. You need to create GREAT Content
For the hospitality industry, it
could be:
-
News release,
Blog post about events,
Customer-reviews,
Blog post from a travel expert,
User-generated video about
the hotel or the destination,
Photos from a customer,
‘How-To’ videos,
Industry-related article.

8. Scott (2010) explained that
the new marketers must now
be preoccupied by creating
news and attractive content
and should be obsessed by
readership as much as an
editor or a publisher would.

9. It’s vital to be Liked!

10. WHY?

11. Because of the newsfeed
The newsfeed is the first thing
that a user sees.
The newsfeed is important
because research shows:
That 90% of Facebook users
don’t return to the Page after
having clicked the ‘like’ button.

12. Newsfeed
Most fans only see and
interact with your content in
their newsfeed.
But they might not see
your content!
Because Facebook has
created an algorithm that
decides the content that is
displayed.

13. HOW THE ALGORITHM WORKS
The Facebook algorithm ranks objects in the Facebook
News Feed. Pages with high scores will be more likely to
show up in the news feed, than Pages with low
scores.The algorithm is made up of 3 variables: Affinity,
Weight, and Time Decay.
Affinity: the user's relationship with a certain Page.
Weight: the type of content, such as a photo/video/link/etc.
Time Decay: as an object gets older, the lower the value.

14. Newsfeed
The number of interactions
each post obtains–‘likes’,
comments, and shares–
affects Affinity and therefore
the ranking of each post in
the newsfeed.

15. Newsfeed
Pages admins must therefore
focus on getting interactions
with their fans for each post.
They must engage their fans.
Facebook is a TWO-WAY
communication channel.
The Page should focus on
maintaining a dialogue and
conversation with the fans.

16. Newsfeed
If there is no interaction with
the content of a Page, the
algorithm will conclude that
the user is not interested in
this particular content.
It will automatically hide the
content from the newsfeed,
making this particular user
more difficult to reach with
future posts.

17. “Breaking into the newsfeed
is currently the easiest and
most important consideration
for brands and companies
looking to establish a
presence and identity on
Facebook” (Treadaway and
Smith, 2010: 45).

18. In order to achieve this,
brands must post
regularly relevant, highquality, useful, educative
and entertaining content,
in order to encourage
users to comment and to
‘Like’ them (O’Neill,
2011).

19. Let’s look at the
results of the
Social Media Lounge!

20. SML Results... so far!

21. SML Results... so far!
An engagement rate of 24.74% (73/295)

22. SML Results... so far!

23. SML Results... so far!

24. SML Results... so far!
Likes analysis

25. SML Results... so far!
Likes analysis

26. SML Results... so far!

27. SML Results... so far!
Reach per post Analysis

28. SML Results... so far!
Engagement Analysis

29. SML Results... so far!
Non-Engagement Analysis

30. SML Results... so far!
Total Reach Analysis

31. SML Results... so far!
Reach per post Analysis

32. SML Results... so far!
Specificities by post

33. SML Results... so far!
All details about one specific post

34. Terminology
PTAT (People Talking About This)
The number of unique people who have created a story
about the Page, during a full week.
A story is created when someones:
1)
2)
3)
4)
5)
6)
7)
8)
Likes the Page;
Posts to the timeline;
Likes, comments on or shares one of the Page posts;
Answers a question posted by the Page;
Responds to an event;
Mentions the Page (with @); or tags the Page in a photo;
Checks-in at your Place;
Or recommends your Place.

35. SML Results...
Very few people actually
posted anything directly on
the Page,
And there has been very little
questions, or comments by
our fans.
This is something that we
should strive to create for
any Page, and encourage
our fans to participate.

36. SML Results...
Very little engagement with the ‘theoretical’ articles. There has been
very little questions, or comments by our fans => little engagement.
This is something that any Page should aim to get.
An engagement
rate of 1.55%

37. SML Results...
Much higher engagement pictures
involving people we know, and
‘personal’ content.
An engagement
rate of 5.13%

38. SML Results...
Much higher engagement with
pictures, that seek to entertain
and create fun.
An engagement
rate of 3.73%

39. SML Results...
Pictures must be relevant to
current time and activities
happening on real-time.
An engagement
rate of 5.97%

40. In theory, how should
admin create more
engagement?

41. Be up-to-date
Brands should be posting every 2
to 3 days minimum to be effective.
Some argue that with the increase
number of brands using Facebook,
the posting interval could even be
2 to 3 times a day.

43. Fun Content, not Promotional
80% of the content should be
informational, educational, or have
entertainment value.
Only 20% of content should be
promotional (Owyang et al., 2010).

44. Personalised Posts
Companies should personalize
interactions by providing
authentic people-to-people
connections.
Each post and response should
be signed by the Page admin
writing the post.
Brands that enable fans to
interact with the admins have a
better chance at creating
relationships with their fans.

45. Post Length
Keep it Short and Sweet!
Research indicate that the
longer the post length, the less
engaging fans find it.
Concise copy increases
readability and consumption.
Posts between one and 80
characters have a higher
engagement.
Source: BuddyMedia

46. Post Length
Keep it Short and Sweet!
Studithat the
Research indicate es sho
w 37% m
longer theng length, the less
e post gem
ore
a it. ent
engaging fans find
on page
when 80
posts
characte
Concise copy increases
rs or sho
rter.
readability and consumption.
Posts between one and 80
characters have a higher
engagement.

47. Have fun posts
Fans are on Facebook not to
connect with brands, but rather
for entertainment and fun.
To get noticed by your fans, it’s
important to know their
“fun triggers”.
But the content you share has to
be in accordance with the brand.

48. Post Videos
Try to create a series of similar
videos around the same concept.
Your video should be no longer
than three minutes. Think short!
This is not something hospitality
does well, yet.
But there is an opportunity to
create engaging content with videos.

49. Best Time to Post
Post When People Are Listening:
Brands that post outside of
business hours, have higher
engagement rates.
It’s important to make the Posts
appear at the top of fans’
Newsfeed during the times of day
they are most likely on Facebook.

50. Best Time to Post
Schedule Posts to appear early in
the morning or late at night.
Don’t publish Posts simply when
you’re in front of your computer.
Publish when
your fans are online,
otherwise the post will be missed.

51. Best Day to Post
86% of Posts are published between Monday through
Friday, with user engagement on these Posts peaking on
Thursday and Friday.
THU RS
SUN
FR I
MON
TUE
WE D
S AT
Source: BuddyMedia

52. Best Day to Post
The less people want to be at
work, the more they are on FB!
Utilize the flexibility of prescheduled Posts to communicate
to fans when they are most
engaged.
Take into consideration your
industry when determining
posting schedule.

53. A tool to help you
Admin should use a social
media dashboard, (such as
hootsuite) that allows admins
to manage Facebook.
It allows admins to distribute
targeted messages across
multiple channels and
schedule postings in advance
for the rest of the week.

55. Travel and Hospitality Industry
Look towards the end of the week. The lowest engagement
rates are on the weekend and Wednesday, while highest
engagement occurs on Thursday and Friday.
TH UR S
TU E
M ON
SU N
WED
FR I
S AT
Source: BuddyMedia

56. Facebook tells you when your fans are online

57. Action Keywords
Use easy call-to-action!
To drive ‘Likes,’ be direct in asking
for the ‘like.’ Outright requests
worked most effectively.
The simpler, the better.
‘Liking’ a Post requires the least
amount of effort asked of a user,
so if you want users to ‘like’ a
Post, just ask them outright!

58. Use Action Keywords
To drive Comments, ask a direct
question and ask for the
response.
Ask fans to “post,” “comment” or
“tell” you something.
You could also ask fans to write
a caption about a picture.
Fans will listen and respond by
commenting.

60. Example of asking for caption

61. These are the type of action verb that fans tend to respond to
(BuddyMedia, 2011)

62. Use Games + Trivia
Incorporating games + trivia and
into your Posts can be an effective
strategy to increase engagement.
Fans like to provide answers as a
way to show off their knowledge
about a topic.
This is a great way to engage
people, and to get to know your
fans and your fan base.

63. Use “Quote of the Week”
Quotes tend to have quite a
high level of engagement.
But an even better trick is to
add the quote inside an image,
so the post will stand out in
the news feed.
As the quote will be more
visible, it will give you also the
opportunity for more
engagement.

64. Use “Quote of the Week”

65. Ask for Feedback
Asking for fans’ feedback, and
show that you care what they
have to say.
Fan feedback can be very
valuable. It will give you great
insights in what your fans/
customers want.
When you let people know
what you’re working on, you
can create some buzz around
your upcoming projects.

66. Relate to Current Events
Facebook is a great hub to
find information about recent
news, events and trends.
Brands should relate their
content to the current events.
If done correctly, there is a
potential to produce a
significant amount of traffic.

67. Sell... sometimes
Finally, it is also important to
lead your fans to purchase.
When brands provide sufficient
value on their Page, they should
mix their “fun” content with
promotional content.
Businesses can start with
simple but immediate call to
actions, such as sign-up for
newsletters to finally give them
opportunities to buy products.

68. Pre-Conclusion
Marketers are becoming brand
journalists!
They must find interesting
things to talk about around their
brand and show it on FB.
Mix-up the format, and strive
for interaction.
Encourage people to like,
comment and share.

69. Conclusion
Observe the results for each
of your post.
Analyse which types of posts
work better, take day + time
into account.
Be inline with your brand.
Keep experimenting
Strive for conversations.

70. Conclusion
Observe the results for each
of your post.
BE CREAT
IVE
+
HAVE FUN
!
Be inline with your brand.
Analyse which types of posts
work better, take day + time
into account.
Keep experimenting
Strive for conversations.

71. References
Buddy Media (n.d.) Strategies for effective Facebook wall posts: a statistical
review. White Paper [online]. Available at: <http://forms.buddymedia.com/whitepaperform_review-strategies-for-effective-facebook-wall-posts.html>.
Owyang, J., Tran, C., and Webber (2010) The 8 Success Criteria For Facebook Page
Marketing. White Paper [online] Altimeter Group. Available at: <http://www.webstrategist.com/blog/2010/07/27/altimeter-report-the-8-success-criteria-for-facebookpage-marketing/>.
Pickering, B. (2011) 4 reasons why contests should be part of your marketing
strategy. Blog Post [online] Mashable. Available at: <http://mashable.com/2011/07/21/
contest-marketing/>.
Porterfield, A. (2012) 5 Facebook Posts that spark massive engagement. Blog Post
[online]. Available at: <http://www.amyporterfield.com/2012/02/5-facebook-posts-thatspark-massive-engagement/#dsq-form-area>.