The document discusses strategies for optimizing Facebook pages and content. It provides tips on acquiring new fans through tactics like gated content and contests. It also discusses nurturing existing fans by focusing on relevancy, exclusive promotions that highlight fans, and ensuring accessibility through translation and responses. The document emphasizes analyzing Facebook Insights data to identify the best times, days, and types of content to post to maximize reach and engagement.

1. I thought they
“Liked” me…….
November 19th, ,London
November 19th London
Twitter: @rubenq #allfacebookconf
Twitter: @rubenq

2. Who We Are
•Strategic Online Marketing Approach
•Strategic Online Marketing Approach
•SEO, Social Media, Pay-Per-Click and Display Ad
•SEO, Social Media, Pay-Per-Click and Display Ad
management
management
•Industry leading technology for managing, optimizing &
•Industry leading technology for managing, optimizing &
tracking search based campaigns
tracking search based campaigns
Some Brands We Have Worked With
Twitter: @rubenq #allfacebookconf

3. Intent Vs. Propensity
VSVS
@rubenq
Twitter: @rubenq @pathinteractive
#allfacebookconf #w2e

4. Brief Overview of Edgerank
Affinity How close are
you to me?
Calculation of degree of interaction to object,
relationship to interaction and recency of interaction
Weight
Strength of action take by user
It has a little bit of
Time Decay time left before it
How recent the object is goes off…….
Twitter: @rubenq #allfacebookconf

5. Share of Time of Facebook
All I need to
know is
right here…..
Twitter: @rubenq #allfacebookconf

6. Percentage of Fans Who See Your Post
Twitter: @rubenq #allfacebookconf

7. “Likes Are Not Sustainable”
Twitter: @rubenq #allfacebookconf

8. Top Level Data Points
Reach
Unique Impressions or people that came across your
content, 3 ways that they can…….
Organic – Unique users who saw your content on your page,
newsfeed or ticker.
Paid – Saw your content as a result of a sponsored ad.
Viral – Users who saw a “story” as a result of your content.
Twitter: @rubenq #allfacebookconf

9. Facebook Insights
I wonder if he even
knows how to use
this stuff…..
Twitter: @rubenq #allfacebookconf

10. Facebook Insights
Best Content Post Types
Best Time of Day to Post
Twitter: @rubenq #allfacebookconf

11. How do you stack up vs competitors?
Here are some metrics that you
Measure the growth over time
Will be able to view without
(can add additional tabs on excel)
Being an admin of a page
Twitter: @rubenq #allfacebookconf

12. Identify Current Content Themes
What are some themes currently in
place? Intended or unintended
Introduce strategic content themes
to experiment the consumption rate
of each one
Twitter: @rubenq #allfacebookconf

13. Diving into Facebook Insights
Page level data for higher level data
Post level for detailed data
Twitter: @rubenq #allfacebookconf

14. Identifying Performance of Content
Themes
Lifetime Post Consumers is a Key Metric,
Providing insights into Engaged users
Manually insert your content
themes and sort
Twitter: @rubenq #allfacebookconf

15. Identifying Performance of Content
Themes
Themes Lifetime Post Consumers
Bible Trivia 44
Bible Verse 59
Catalyst 10
Christian lifestyle 27
Church/Biblical 44
Fill-In 22
General Interest 22
PrayerStream 17
Promotional 22
Shared Photo 14
Manually insert your content
themes and sort
Twitter: @rubenq #allfacebookconf

16. Identify Best Time to Post
Over 30% of your reach occurs
Within the first 10 min after
publishing
Twitter: @rubenq #allfacebookconf

17. Identifying Best Time to Post
Unique users who view a post organically
Twitter: @rubenq #allfacebookconf

18. Identifying Best Time of Day to Post
Create column with time of day or
specific timeframe
Twitter: @rubenq #allfacebookconf

19. Identifying Best Time Day to Post
Twitter: @rubenq #allfacebookconf

20. Best Day of the Week to Post?
Add in column for day of the week
Twitter: @rubenq #allfacebookconf

21. Best Day of the Week to Post
Twitter: @rubenq #allfacebookconf

22. Photos Market Better?
Twitter: @rubenq #allfacebookconf

23. View from the Newsfeed
Twitter: @rubenq #allfacebookconf

24. Text Based vs. Photo Based Posts
Twitter: @rubenq #allfacebookconf

25. Text Based vs. Photo Based Posts
Took a content segment
Twitter: @rubenq #allfacebookconf

26. Text Based vs. Photo Based Posts
Twitter: @rubenq #allfacebookconf

27. Common Facebook Mistakes
Posting too much (content frequency)
Solution: Diagnose in Facebook Insights
Identify best times to post (including weekends and nights) and schedule posts
accordingly, think of your audience. To identify your audience’s sweet spot, gauge
their feedback when you are experimenting with post frequency. View insights for
“hidden”, “unlikes”, “unsubscribes”.
Twitter: @rubenq #allfacebookconf

28. Common Facebook Mistakes
Posting Irrelevant Content
Diagnosis: View Insights for demographics including gender, age,
location, language, etc.
Twitter: @rubenq #allfacebookconf

29. Common Facebook Mistakes
Posts that are too long
Diagnosis:
According to several studies, short posts have proven to
increase engagement. Other major networks also limit their
characters, users have adapted to shorter messages.
Twitter: @rubenq #allfacebookconf

30. Common Facebook Mistakes
Content that lacks “Sharing” potential
Diagnosis:
Validate post type and content type engagement rates in insights.
Twitter: @rubenq #allfacebookconf

31. Common Facebook Mistakes
Not being geographically relevant
Diagnosis:
Manual evaluation of posts that are off target. View most
engaged locations via insights.
Twitter: @rubenq #allfacebookconf

32. Common Facebook Mistakes
Promotions that are irrelevant to brand
Diagnosis:
If brand is guilty of this, evaluate users that have liked page
and how they have contributed to fan growth, “stories”.
Determine how promotion ties in with brand.
Twitter: @rubenq #allfacebookconf

33. Acquisition Based Tactics
Employed
Gated Content – Make users like your content
Contests – Incentives put in place to impact impressions, likes,
virality
Causes – Actions on your page donate to charity
Cross Promotion – Are there other pages that you can partner up
with?
Twitter: @rubenq #allfacebookconf

34. Acquisition Tactics – Insights to
Consider
REACH
Do these demos
appeal to
your brand?
Twitter: @rubenq #allfacebookconf

35. Nurturing Based Tactics
Relevancy of Posts– What is relevant to your geography,
demographics, and ad targeting?
Exclusive Promotions – What can you offer your loyal fan base?
Highlighting Fans– Engagement tool that highlights your fan base
and develops “Brand Advocates”.
Relevancy – Make sure that you check off “Recent Posts by
Others” in the admin tool.
Accessbility – Turn on translation if applicable, allow users to tag,
post,
and send a direct message to your page. Are you responsive to
comments and conversation?
Twitter: @rubenq #allfacebookconf

36. Nurturing Tactics – Insights to
Consider
“LIKES”
Does your marketing
appeal to your audience
base?
Twitter: @rubenq #allfacebookconf

37. Nurturing Tactics – Exclusive
Promotions
Twitter: @rubenq #allfacebookconf

38. Nurturing Tactics – Relevancy
Targeted Posts
Are your posts targeted?
Twitter: @rubenq #allfacebookconf

39. Nurturing Tactics – Relevancy
Twitter: @rubenq #allfacebookconf

40. Targeting
Less Reach, But Test for Higher
Engagement
Targeted to women
Targeted to Men Targeted to Married Users
Twitter: @rubenq #allfacebookconf

41. Nurturing Tactics - Accessibility
Are you continuing
The conversation?
(same thread)
Twitter: @rubenq #allfacebookconf

42. Nurturing Tactics - Accessibility
Manage accessibility
and relevancy at the
Page level via your
Admin tool
Consider checking these
Options as they influence
Edgerank
Twitter: @rubenq #allfacebookconf

43. Thank You!
Presentation available at …….
facebook.com/pathinteractive
@rubenq
linkedin.com/in/rubenquinones
rquinones@pathinteractive
Twitter: @rubenq #allfacebookconf