The document discusses strategies for optimizing a brand's presence on Facebook, including posting regularly to gain engagement, using high-quality content like photos and videos to increase reach, running always-on page post ads to target both fans and non-fans, and using premium page post ads tactically to maximize impact and ROI. It also provides recommendations around budget allocation, with initially higher spending on non-fans to expand the audience.

1. A L
See . Listen . Speak
Social Media
Story
By Sameh Al Tawil (Tattlr KSA manager)

2. Vs.
Simple Situation Analysis
*Alexa stats / Socialbakers, 27.04.2012

3. Vs.
*Alexa stats, 27.04.2012

4. Vs.
443 242 fans 384 993 fans
31 452 8% Growth rate 12 174 3%
Avg. Engagement
0.08% 0.00% Rate
0.07% 0.01%
68% 18% Page score 45% 10%
8.09 0.22% Country reach 7.13% 0.07%
*Socialbakers stats, 27.03:27.04.2012

5. Vs.
*Socialbakers stats, 27.03:27.04.2012

6. Vs.
*Socialbakers stats, 27.03:27.04.2012

7. Vs.
*Socialbakers stats, 27.03:27.04.2012

8. Vs.
*Socialbakers stats, 27.03:27.04.2012

9. Vs.
*Socialbakers stats, 27.03:27.04.2012

10. Apply the Social
business design

11. Tattlr will Apply the Social Ecosystem “ From Disparate Silos To Connected Nodes ”
•An expanded constituent base including core and extended
business design:
•A robust, integrated network of nodes and connections
Metafilter
•A holistic technology architecture
(From Filter Failure To Clear Signals •Strong and weak ties
“Finding meaning in all the noise”) •Active and ambient awareness
•Filter, tag sort
•Define constructs for measurement
•Measure patterns not counts
•Depth over surface
•Trends versus snapshots
•Analyzing for meaning Hive-mind (From Hoarding To Collaborating)
•A primary social calibration
•Active Participation
•Active Engagement
•Active Involvement
•Crowd-sourcing ideas
Dynamic Signal (From Static To Dynamic)
“Communication as work, not for work”
•Dynamic real time signals of all nodes in the ecosystem
•A change in the mode of authorship
•Updates on location
•Creates efficiencies
11

12. A hiveminded, dynamically signaling,
metafiltered ecosystem will perform
exponentially better.

13. Managing the
Social Media
Ecosystem

14. RAINBOW
Air
Rain Cloud
Political, Economic,
Social, Technology factors,
competition
Inactivities
Spectators
Joiners Social Media Lifestyle, Culture,
Psychographic factors
Smart phone
Mobile phone
Collectors
Ecosystem
Cri cs
Creators
Laptop
Computer
Infrastructure

15. ∑
edges e
u w d
e e e
Affinity
Weight
Time Decay Story
Music
Image
Document
Event
Etc...

16. 3
Overlaps & interferences 3
2 4
3
2 4
4 2
3 4
4
2 1
4 2 4
4
4 3 4 3
2 1 4
4 2 4
3 3
4
4
4 2
Key Influencers
4
4
3
2 1
2 4
4
3
4 2
4
4
2 1 3
4 4
4
4 3
4
Influence ripple

17. Bloggers who exert a larger 4 -100 links
“Sphere of influence” have a 200+ links
board ripple effect. 3
2 500+ links
Bloggers at the lower ranking levels also influence,
but their ripples are smaller. Bloggers with smaller
“Influence ripples” tend to higher in volume. 1 1000+ links
Multiple “Influence ripples” are happening
right now, all across the Social Network. They
overlap, interact, and span across time and digital
3
2 4
space. If the ripple is big enough, eventually it spills 3
2
over into areas outside of the Network
4
4
4
2 1
4
4 3
4
* links represent # of other blogs/sites referring to recipient.

18. Social Media
Lake analysis
Mobily Team, SM
consultant & Crowd
sourcing
%
Mobily loyal users, Active
bloggers, %
Mobily interested users,
KSA bloggers, %
Mobily inspectors,
visitors, bloggers, %
Mobily silent visitors %

19. Social Media
Canal
Social Social
network A Canal network B
API pla orm

20. Social Media
Channels
Social
network
A
canal
Social Social
network network
E Dominance B
social
network
Social Social
network network
D C

21. What are we going to do?

22. I.Tattlr & Connect Ads aim to be your Digital & Social media
partners that can manage your Social Media strategy, advertising,
activities and be heavily involved with your social calendar with a
proactive and reactive social plan that maximizes the engagement.
II.Raising Mobily Edge Rank to average of 20 (strategy)
III.Reach up to 50% of friends of fans (through Reach Generator
or Always on CPC)
V.Reach 50%+ of fans on regular basis, 1 million fans by the end
of 2012
VI.Strategy to get People talking about this to average around
8,000 up to 200%
VIII.Provide custom Daily, weekly and monthly reports and
analytics that show ER, REO, reach, engagement, brand tracking
and competition reports.

23. &
A L
Partnership outline

24. Content manager
Social media team Content manager Community Manager
SM Admins
Content coordinator 5 Ghost writers
Social Media Manager
Strategies: SM Appz
Monitoring Training
Edgerank Training
SMS Analyzing Workshops Brainstorming
Contents REO
Reporting
SMO Workshops
posts SM Auditing
Engagement
R.R.S.
Etc...
A L 2 Ghost writers
Social media & technical
team
I.social media partnership

25. ∑
edges e
u w d
e e e
e
and edge creator
we- Weight for this edge type (photo,
video, like, tags, event, etc.)
d e- Time decay factor based on how long
ago the edge was created
II.Edge Rank Strategy outline

26. ∑ u w d
The EdgeRank Algorithm is made up of 3 parts – Affinity, Weight & Time.
Every piece of content shared on Facebook (status update, a Like, a Share, a picture, an
app, etc) is an Edge and each Edge has a rank or score based on the additive values of
these 3 elements:
e e e
∑
• Affinity = How Popular you are with a user.
• Weight = A score based on how likely the content being shared is to drive
edges e action/engagement. Much like Google’s Search Engine rewards relevant content
with a higher rank, so does Facebook. Photos, Apps, Videos, etc are among the
highest weights.
• Time Decay = The simplest of the 3, time decay is simple a degradation based on
how old the edge is.
Hint, your edge does not age like a fine wine…
So what does this have to do with the News Feed?
Simple. The higher your EdgeRank, the higher your post goes on the list of News Feed
items. At a certain point, your score will be too low to matter, and it won’t show up.
This is why it’s crucial to make sure your
edges are heavy, relevant and timely.

27. Affinity
COMMENTS
Links Updates
Creator
Tim
Facebook Objects
ht
eD
ig
Photos Videos
We
ecay
LIKES

28. 1- Post Daily (posting frequency)
On average, Facebook Fan pages were updated only once every 16 days!
With time decay weighing.
Against you, you’re essentially counting yourself out of the game if you aren’t posting at
least once a day.
Some brands with highly engaged fans and great content will post from
3-5 times per day ( Mobily posts Av. 1 post/day) .
We’ll need to test what frequency is acceptable for your audience.
Using our advanced page managers and social analyzers, monitoring the best time to 3
2
post for getting new Likes. 4
3
Use tools to deduce what frequency and content is best for your fans. 2
4
4
4
2 1
4
4 3
4

29. 2. Gain Some Weight (Quality control)
Although there is no pre-set hierarchy of weight value, the edges which tend to
Story
get high weight scores are posts w/links, videos, pictures and apps.
Music
The reason behind their weight is simple.
Image
More people will want to click them & Facebook wants users to click. So, we make
Document
sure that your status updates include media whenever possible but keep a nice mix.
Event
Just because photos may do well for clicks doesn’t mean you should only share
Etc...
pictures the goal is to keep your audience intrigued with new types of content
they’ll enjoy.

30. 3- Expose Yourself & Get People Talking
Facebook introduced the “People Talking About This” Rating last September as an
on-page measure of fan engagement.
A good goal is to aim for 10% of your fans to be talking about you on
any given day/week/month.
A great way to encourage response to posts are to ask questions. Figment, our
ghost writers does a great job of incorporating Apps & Questions into their
Facebook posting mix using our tools and App In News Feed Question and
Answer Feature – a double win for weight factor (app) and engagement
(responses).
When a fan engages with a fun interactive personality quiz (for example)
and then shares their results with friends, their post includes a question
from the Facebook quiz which their friends will then be enticed to click &
respond to. This method will help increase their on-page People Talking
About This Rating as well as increase the weight of their edges, expand
their reach with sharing, and bring new visitor back to their page where
the interactive personality quiz app lives.
ROE will be defined and measured month by month .

31. 4. “Ad” Repeat Page Viewings
The good thing about Facebook ads is that,
compared to other cost-per-click ad options, they’re relatively low cost.
And, the flexibility with targeting on the platform makes it easy to hit
precise audiences.
Since you pay only for the click, you can also count the other impressions as
inexpensive branding.
Another option we consider is getting creative about driving conversion ON your
Facebook page.
Think of ads that drive entries for a Facebook sweepstakes or
content download back to a Programed App living on your Facebook
page. Including a lead gen form and email opt-in (for example) within your app
is an effective way to drive acquisition on page & leads can be posted to
your CRM or email system in real-time.

32. 5. Engage With Fans On The Go
With 44% of Facebook’s current 800M+ members accessing through
mobile phones or tablets, you’d do yourself a huge disservice to discount
the experience for mobile visitors. But many page managers are unaware
of how their special promotions/apps will work for mobile viewers.
Take a look at the example where someone was using a contest app to
get votes to win a “Dream Job”:
The experience here for the mobile user was an error code. They were
unable to access the content, and unable to vote. This experience –
especially if it is the first time engaging with a brand – is likely not the one
you’d be aiming for. Make sure when planning your Facebook promotion
that you ask your vendor about the mobile experience so you don’t risk
losing conversions, leads or customers.
Coming up with a physical engagement LBS, AR, VR, Etc...

33. III.Reach Generator
February 29th 2012, Facebook announced Reach Generator, a new premium
advertising solution for large clients seeking to reach a higher percentage of fans via
sponsored activity.
Reach Generator allows advertisers to pay Facebook on an ongoing basis, as
opposed to a CPC or CPM basis, to sponsor one page post every day, and
guarantee a 75% reach of the page’s fan-base over a month-long period. The
company said that test partners, including Ben & Jerry’s, were able to reach 98
percent of their page’s fans using Reach Generator, a massive increase over the 16
percent of fans that Pages, on average, reach without ads or Sponsored Stories.
Reach Generator was outlined briefly on Facebook’s mobile site for the event, and
then hidden from view.

34. Reach Generator for Mobily
Edgerank is important to consider but ultimately amplifying Mobily page content via
Page Posts will re-ignite their stagnant fans (This is something that cannot be
achieved organically or by trying to manipulate Edgerank (as Facebook ultimately
control the algorithm and want brands to pay for reach).
In other markets Facebook have launched a product called ‘Reach Generator’.
Reach Generator guarantees that a minimum of 75% of fans are reached
during a given period. The pricing model is based upon ‘Cost per fan
reached’. We are checking with Facebook if they can consider Mobily to be the first
to trial this in the region.
* Our suggestion (In the absence of the reach generator product) would be to run
with an always on CPC Page Post strategy (To showcase content).
This should be combined with Premium Page Post Bursts (To drive and encourage
engagement)

35. &

36. Page Post Ad - Introduction

37. Your Page is mission control
on Facebook
Everything starts with your Page

38. Think 2 Target Audiences!
5.1 Million friends of fans
(KSA)
385,000 existing fans

39. Page Post Ad – Marketplace and Premium

40. Premium Page Post Ads (CPM and Homepage)
Post on your Page
Make the Post into an Ad
that can appear on the
Home Page
Ads will expand for fans and
friends of fans

41. Premium Page Post Ads (CPM and Homepage)
Non-Fans with no friends Non-Fans who are friends of
Fans of the page
who are fans fans

42. Marketplace Page Post Ads (CPC and ROS)
Non-Fans will see………. Existing Fans will see……..

43. Suggested Lay-down

44. Always on ‘Marketplace’ Page Posts
Marketplace Page Posts
May Jun Jul Aug Sep Oct Nov Dec

45. Use Premium Tactically
The most impactful way to distribute your content
3X ROI based on testing with subset 5-10x higher CTR Desktop and mobile
of clients* than the rest of Facebook
Right-hand side: Ads and sponsored stories News feed (desktop & mobile)
sponsored stories only

46. + Tactical Bursts of Premium
Marketplace Page Posts
May Jun Jul Aug Sep Oct Nov Dec

47. Approx. Budget Split by audience
Initially 70% for non fans & friends of fans
(Estimated Reach 5.1 Million users)
Initially 30% for fans
(Estimated Reach 385,000 - This will continue to
grow)

48. Approx. Budget Allocation.
35%
30%
22%
CPC Page Post (targeting non fans) 13%
CPC Page Post(targeting fans)
Premium Ads
Social Media consultency, monitoring and analysis

49. Thank you
A L Sameh
Al
Tawil
TATTLR
KSA
Manager
sameh.altawil@tattlr.net
See . Listen . Speak i n f o @ t a t t l r. n e t
h t t p : / / w w w. t a t t l r. n e t
M +966 56 370 0006 O +966 01 219 0303
M +966 50 583 0061 F +966 01 219 0503
.