rpof tech - facebook presentation

The changing landscape

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The changing landscape

Source: Calculated based on December 2012 comScore data

Facebook MicrosoftTM YahooTM GoogleTM

Hours per month per user on desktop (US)

Facebook MicrosoftTM YahooTM TwitterTM GoogleTM

Hours per month per user on mobile (US)

6:06$4:24$

3:11$

2:25$

4:47$

2:20$

1:39$0:58$

11:28$

Reach people where they spend the most time on desktop and mobile

Youth & News

Registered Voters 18-29CRNC Report, 2013

Page Posting Tips

Reach your target audience at scale

179M%people use

Facebook every month

in the US

On average, more than

Content Best Practices

Page Posting Tips

1 Succinct Content 2 Photos & Videos

Page Posting Tips

3 Be Timely

Page Posting Tips

4 Regular Q&As

Keep the prompt simple and authentic. (ie: Diane Sawyer: “Let’s go. Taking your questions for the next 15 minutes. What do you want to know?”

Include the time of the Q&A in the post prompt. This way users who see it in their feed will know that it’s happening as they see it and not something they missed.

Include for how long the Q&A will go for.

Share a photo of the person behind a computer looking at their Facebook page to show it’s authentic.

When Q&A is over, thank people for participating with a comment or a new Facebook post linking to the Q&A.

Page Posting Tips

5 List Building

Newsfeed Update

The News Feed algorithm responds to signals from you, including, for example:

•  How often you interact with the friend, Page, or public figure (like an actor or journalist) who posted •  The number of likes, shares and comments a post receives from the world at large and from your

friends in particular •  How much you have interacted with this type of post in the past •  Whether or not you and other people across Facebook are hiding or reporting a given post

Now organic stories that people did not scroll down far enough to see can reappear near the top of News Feed if the stories are still getting lots of likes and comments.

Hashtags#

Facebook hashtags will now appear asclickable links in desktop posts. Clicking ona hashtag will open up a feed where you’llsee stories from the Pages and people whohave posted with the same hashtag. Peoplecan also find posts related to specific topicsor interests by searching on Facebook forrelevant hashtags.

People and Pages can create hashtags bywriting a status update. If you use a hashtagin an app that publishes to Facebook thenyour hashtags in those posts will become linkson Facebook.

How Hashtags Work

• If you have an existing publishing strategy that uses a hashtag—on Facebook or third party sites, including Instagram or Twitter—that campaign will also work on Facebook

• Any hashtags that you post elsewhere through linked third party sites will automatically populate on Facebook

• Insights or trending topics are not yet available, but you can view the real-time public conversation about your business by searching for relevant hashtags

Best Practices

Facebook Ads

91%$accurate

27%$The average online reach for narrowly targeted

campaigns is

accurate

The average Facebook reach for narrowly targeted

campaigns is

3rd Party Partner Categories Custom Audience

Lookalike Audiences Facebook Exchange

Native Demo

Geo Interests/ lifestyle

Targeting Solutions

3rd Party Partner Categories Custom Audience

Lookalike Audiences Facebook Exchange

Native Demo

Geo Interests/ lifestyle

Targeting Solutions

3rd Party Partner Categories Custom Audience

Lookalike Audiences Facebook Exchange

Native Demo

Geo Interests/ lifestyle

Targeting Solutions

Custom AudiencesReach your customers and prospects on Facebook using their email, phone , or user IDs to create unique targeting groups

Lookalike Audiences

Generate a targeting group of people with the same characteristics as those in your Custom Audience across 100s of parameters

Put your content in the most engaging space online and on mobile

Newsfeed Placement

Right-hand Side

Ad content options

Text

Offer

Photo

Link

Video

Event

New Page Insights

People Talking About This (PTAT)We're breaking out PTAT into elements that will now be reported separately as:

• Page Likes

• People Engaged (the number of unique people who have clicked on, liked, commented on, or shared your posts)

• Page tags and mentions

• Page checkins

• Other interactions on a Page.

Changes to insights

Virality

• Now going to include clicks

• Re-naming to ‘engagement rate’

Instagram

How Instagram Works

Home: New pictures and videos from people in your network.

Explore: Popular pictures and videos from people across Instagram.

News: Recent activity from your account, and people you follow.

Profile: Manage your pictures, tags, locations, and more from this tab.

Great Instagram Content

questions?facebook.com/uspoliticskatieharbath@fb.com