facebook marketing at pubcon 2012

@aaronfriedman 1

@aaronfriedman 2 Where do we start?

@aaronfriedman 3

Pros

1B Users

Engaged Audience

52.1% of sharing on

web*

Cons

1B Users (hard to

target)

Random

Conversation

Visibility of posts

Source:

http://www.newfangled.com/stuff/contentmgr/files/1/70d53cfaa2a8fc29fdd7

b7b56a2510d3/misc/facebook_copy.jpg

@aaronfriedman 4

Different way of finding content

@aaronfriedman 5

Facebook vs. Google on Information Discovery

Searching

vs. Engagement

@aaronfriedman 6

SERPS Are Also

More Social

Than Ever

@aaronfriedman 7

Its already happening

on Bing

BECOME ONE OF THESE PEOPLE!

@aaronfriedman 8

Frictionless Sharing Verbs Action Attribution

https://developers.google.com/+/api/latest/activities

http://ogp.me/

@aaronfriedman 9

Sometimes

It Feels Like

FB is Out to

Get Us

@aaronfriedman 10

Its also

pretty

addictive

@aaronfriedman 11

Has the

Power to

Mess

with your

Mind

@aaronfriedman 12

And

Share the

Faults of

Stupid

People

@aaronfriedman 13

Srsly,

Lots of

them… See :

http://failblog.cheezb

urger.com/failbook

@aaronfriedman 14

But its

also

REALLY

Useful

@aaronfriedman 15

And can

Help Get

Your

Message

Across

@aaronfriedman 16 How Do We Ensure Its Useful and Not Stealing our Lives?

@aaronfriedman 17

Two Barriers

To Overcome

@aaronfriedman 18 18

Let’s Improve Reach

• Factors of reach

(Edgerank)

• Growing Audience

size

• Off Facebook Factors

(for better

engagement)

@aaronfriedman 19

Facebook is Social. Social is About Passion.

No Passion = No Social

@aaronfriedman 20

What is edge Rank

@aaronfriedman 21

Grow Audience Just pay Mark

Don’t be afraid to

buy some ads to

further target your

audience.

… Zuckerberg?!??!?

@aaronfriedman 22 http://www.businessinsider.com/facebook-changed-edgerank-algorithm-to-hurt-advertisers-2012-10

“We’re continuing to optimize the news feed to show the posts that people are

most likely to engage with, ensuring they see the most interesting stories. This

aligns with our vision that all content should be as engaging as the posts you see from

friends and family.”

Facebook Said

Now you kinda

have to use the ad

market… WELP! 45% September 21: Average

Decrease in Organic Reach

@aaronfriedman 23

Despite That, It’s Still Useful

Use Advertising tool (facebook.com/ads/create/)

@aaronfriedman 24

Cost: $0.15 per fan

(for first 50K fans)

Total spent $10,000

@aaronfriedman 25

Posts about products on Bass Fishing Favorites

2M Impressions To MTB Products

1k Paid Subscribers

26k+ Facebook Subscriptions to MTB

@aaronfriedman 26

Tools to Streamline & Advanced Targeting

facebook.com/ads/create/

@aaronfriedman 27

Quantity vs. Quality

But Don’t forget the Quality

@aaronfriedman 28

Welcome to the Open Graph

@aaronfriedman 29

And

It’s the difference between

Well

Optimized

WUT?!?!

@aaronfriedman 30

Let’s look at that closer

HOLY S#!T…

Is That the

Triforce?!?!?

@aaronfriedman 31

The Good

This Image comes directly from the

post

Description clearly explains what the article is

about, and it speaks to my audience, people I

am connected to.

Title is exactly what I wanted to

it be & not truncated

@aaronfriedman 32

The Bad (Not Optimized)

This is John Bell, Global Managing

Director at Social@Ogilvy. Not Brian Solis

Description has nothing do to with the

article.

Truncated

@aaronfriedman 33

The Ugly (How Posts Look)

No Image

Not

Utilizing

Character

lengths

Non

informative

Description

@aaronfriedman 34

<title>Once upon a time in a land far away is a stoy about…</title>

<meta name='description' content=title> Because you didn’t optimize this, we will put whatever we want here from the post. ha ha…'/>

<meta property='og:title' content=‘ '/>

<meta property='og:description' content=‘ '/>

<meta property=‘og:image’ content=‘ />

Is Facebook Special???

@aaronfriedman 35

Open Graph Optimization

Og: Title ~ 95 Characters

Og: Description ~ 297 Characters

Sample of 300 Webpages

<meta property='og:title' content=‘ '/>

<meta property='og:description' content=‘ '/>

<meta property=‘og:image’ content=‘ />

@aaronfriedman 36

Big shout out to @ipullrank for helping me build this tool

Open Graph DIY Optimization

Bookmarklet which gives you a peak at how

Facebook renders each post and ensures you are

hitting the proper criteria.

http://ipullrank.com/open-graph-helper

@aaronfriedman 37

1. Be passionate about what you post and make quality content

2. Don’t be afraid to invest a bit of money to grow your fan base.

3. Open Graph tags are your friend, and crucial to the user experience.

Re-cap

@aaronfriedman 38

@aaronfriedman 39

Aaron Friedman SEO Manager at

www.digitalhighrise.com

aaron.friedman@sparksmg.com

@aaronfriedman

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