“Facebook Is Important: Like or Share if you agree” discusses the depth of Facebook as both a platform and a key component to every digital strategy. It gives an overview of how Facebook’s various elements (organic, paid, app build/site integration) can be leveraged to optimize your social strategy both on and off the platform. It goes through key Facebook product updates that you may (or may not) have known about like Graph Search, the new News Feed, etc. and how these impacts brands.

1. FACEBOOK IS
IMPORTANT:
LIKE AND SHARE IF YOU
AGREE
Adam Rosenberg
Account Supervisor
@Phillyberg

2. WHY FACEBOOK?
• 1 Million Websites Integrate with
Facebook
• 80% of social media users prefer
to connect to brand via Facebook
• 77% of B2C/43% of B2B acquired
new customers through
Facebook

3. WHAT ARE PEOPLE DOING ON FACEBOOK?
• People spend 40% of their time on the
Facebook newsfeed
• 1 super fan = 75 average fans
• 70 billion pieces of content are shared
each month
• More than 50% of posts are
photos
• 2.7 billion likes per day
• 680 million mobile MAU/(158 million
mobile-ONLY users)

4. DID SOMEBODY SAY “MOBILE”?
61
All new Facebook
% features designed
for mobile first.
of smartphone users
access social media Instagram buy was
on their mobile billion dollar investment
device. in its rapidly-growing
mobile base.

5. GUIDING PRINCIPLES TO FACEBOOK
3 things it CAN DO:
• Connect your brand with potential advocates
• Help you engage with customers
• Generate new business leads
3 things it CAN’T DO:
• Make bad content more interesting
• Be simply a wire service
• Replace your web site

6. THINGS TO REMEMBER
• Facebook is a business
• They have a developmental
roadmap
• Their main product is
providing ads
• People are on Facebook to
look at
babies/puppies/food/etc.
• Social context is our friend
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7. APPROACHING CONTENT
DEVELOPMENT
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8. HOW CONTENT WORKS ON FACEBOOK
• Facebook is driven by
relationships and interactions
• The best relationships take time
• Lightweight interactions
(content items) build a
relationship
• Facebook gives you the tools to
create the most relevant content
for your audience
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9. WHY IS THIS IMPORTANT?
• 92% of consumers trust
personal
recommendations
• Facebook’s
content/business model is
built around this
• People on Facebook want
their friends involved in
their life
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10. FACEBOOK CONTENT LIFE CYCLE
• A fan engages with a piece of
content and creates a STORY
• The STORY appears on the
News Feed for friends of the
fan
• A friend of the fan sees the
STORY and interacts with it
• RESULT: Friend of fan
engages with page because of
social context
10
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11. BUT THERE’S A CATCH…
• Facebook customizes content weight in News Feed
based on each individual user
• A post is considered “fresh” for 3-7 days, but the
window for it to stretch organic reach is only 3-4 hours
• Only way to “tell” Facebook that a post is “important”
is to put money behind it
11

12. WHAT MAKES GOOD FACEBOOK CONTENT?
• Evokes an emotion
• Visual
• Milestone-oriented
• Relevant
• Isn’t solely focused
on the brand
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13. EXAMPLE: JUNIPER NETWORKS
• Election Day 2012
• Call to action and
creative visual
• Leveraged community
love for product to
gain insights
• Celebrated the user
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14. EXAMPLE: POP TARTS
• Not overly promotional
• Creative visual
• Light-hearted and
personality-driven
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15. HOW TO SUCCEED ON
FACEBOOK
(without really trying)
(ok, trying a little)
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16. THE ELEMENTS OF FACEBOOK SUCCESS
Organic
• Likes/Shares/Comments
• Advocacy
• Viral Reach/Engagement
Website Paid
•Social •Sponsored
Plugins Stories/Ads
•Login via •Paid Search
Facebook •Reach
Applications
•Open Graph Apps
•Mobile
16

17. ORGANIC: ARE YOU ENGAGING WITH FANS?
• What is it: Generating stories
through your fans.
• How you get it: Sharing/Creating
content that resonates with your
community. Engaging fans, Organic
developing relationships.
• Likes/Shares/Comments
• Why it’s important: The actions • Advocacy
of your fans are the primary
vehicle for spreading content.
• Viral Reach/Engagement
• Intended Result: Build advocacy,
improve Edgerank. Extend viral
reach.
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18. WHAT ORGANIC SUCCESS ON FACEBOOK LOOKS LIKE
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19. PAID: DO YOU NEED TO ENSURE REACH?
• What is it: Extending your reach
and engagement through
hypertargeted Facebook Ad
products Paid
• How you get it: Sponsored
Stories, Promoted Posts, FBX
• Sponsored
Stories/Promoted
• Why it’s important: Only way to
tell delivery algorithm that your Posts
content is more important and • Paid Search
relevant than everyone else’s
• Reach
• Intended Result: Expand reach,
community growth, increase
engagement
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20. WHAT PAID SUCCESS ON FACEBOOK LOOKS LIKE
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21. APPLICATIONS: ARE YOU LEVERAGING OPEN GRAPH?
• What is it: Sharing stories of
content you’ve
consumed/activities completed
• How you get it: Open Graph
Applications/Mobile Applications
Applications
• Why it’s important: Turns static • Open Graph
actions into social actions
Apps
• Intended Result: Fans create
consistent brand content for you, • Mobile
aggregates activity into
recommendations
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22. 22

23. WAIT! WHAT’S OPEN GRAPH?
• Interactions between you, everything
you like, and everything you interact
with on Facebook
• Combines with technologies to turn
static actions into social actions
• Lives on Timeline
• Hits “friends of fans” demographic
• Extends Facebook off of Facebook
• Examples: Spotify stories, Pinterest
pinning, Foursquare check-ins
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24. WHAT APPLICATIONS ON FACEBOOK LOOK LIKE
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25. WEBSITE: DOES YOUR SITE HAVE SOCIAL PLUGINS?
• What is it: Integration of
Facebook functionality with your
existing website
• How you get it: Social Plugins,
Like buttons, Facebook Login
Website
• Why it’s important: Increases • Social Plugins
site visits, allows web site activity
to appear on Facebook • Login via
• Intended Result: Create two-way Facebook
conversation, personalized
experience
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26. WHAT FACEBOOK WEBSITE INTEGRATION LOOKS LIKE
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27. INDIVIDUAL ELEMENTS, MULTI-FACETED STRATEGY
• Brands tend to leverage Organic
• Likes/Shares/Comments
different elements of Facebook • Advocacy
at different times • Viral Reach/Engagement
• Turns Facebook into an a la
carte experience Website Paid
• Sponsored
• Social
• A brand’s performance in Plugins
Stories/Ads
• Paid
these areas dictates its overall • Login via
Facebook
Search
Facebook health • Reach
• Example: Community Management
(Organic) + Building on Open Graph Applications
(Application), but no paid support or • Open Graph Apps
website integration • Mobile
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28. LEVERAGING PLATFORM
UPDATES FOR YOUR
BRAND
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29. RECENT FACEBOOK DEVELOPMENTS
• Graph Search
• New News Feed
• New Timeline/App
Galleries
• Facebook Events
• 20 Percent Text Rule
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30. GRAPH SEARCH
What is it:Facebook’s search tool for mining data of networks for recommendations,
new products, and new connections.
Why it’s important: The ability to mine information that no other search site has
allows for better targeting and community insights.
What you should do: Make sure all business info is filled out on profiles, set up
business as a Place, encourage recommendations from community.
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31. GRAPH SEARCH
• Will require behavioral change in way
people search
• Little short-term impact/Huge long-
term impact in search battle
• Categorization of actions and
experiences into content pieces
• Ads based on what you’ve done/not
just your interests
• Will lead to more personalized
recommendations and user
experiences
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32. THE NEW NEWS FEED
What is it:Facebook’s redesign of how content appears and is accessed on the
site’s home page. Content specific feeds including a Photos Feed. Emphasis on
your connections are doing.
Why it’s important: New user filtering options could affect content delivery, but
photos and video content are now displayed in a richer and more prominent way.
What you should do: Continue to leverage highest quality visual content, add
cover photos to pages, optimize web site for social sharing.
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33. THE NEW NEWS FEED
• Photo ads will become even more
important
• Redesign NOT Delivery Change
• Consistent UX across ALL platforms
• Larger “Like” button/Larger “Hide”
button
• Potential for more targeting and
engagement through additional feeds
• Higher value on advocacy and action
versus just fan count
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34. NEW TIMELINE
What is it: New profile page format allowing
users to customize and display all their app
activities in clearer way. Moves updates and
posts to the right side only.
Why it’s important: More user-friendly way
to display data aggregations. Further
progression of offline actions (and intended
actions) being turned into social actions.
What you should do: Prepare for likely
format change on brand pages in future.
Explore app creation for your business.
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35. NEW TIMELINE
• Increasing importance of Facebook
places on app building
• Think about ways your business or
service could be displayed as a data
collection
• Facebook’s slow conditioning of an
information-sharing culture
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36. FACEBOOK EVENTS
What is it:Facebook’s events product
has recently rolled out upgrades
including event cover photos, links for
off-site tickets, and mobile optimization.
Why it’s important: No longer need to
keep users on Facebook with events
and have a better method for linking
Facebook to ROI (ticket sales).
What you should do: Create events for
all company activities, optimize cover
photos for events.
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37. THE 20 PERCENT TEXT RULE
What is it:New rule on Facebook stating that no ad image can contain more than
20% text
Why it’s important: Brands have to think creatively about their ads by leveraging
storytelling visuals instead of text
What you should do: Err on the side of caution and take this as a hint that
Facebook is becoming a place for pictures, not text
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38. OTHER UPDATES
• Facebook Exchange
(FBX)
• Custom Audiences
• Hashtags (rumored)
• New Open Graph actions
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39. SO WHERE ARE THEY GOING WITH THIS?
• Facebook goes beyond
Facebook.com
• Leveraging user data for
personalized experiences
• Making things mobile and
accessible for all users
• Getting users to trust
apps
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40. “Our goal is not to build a platform – it’s to
be across all of them…”
-Mark Zuckerberg

41. THANK YOU!
QUESTIONS?
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