serena ehrlich 2011 presentation to prsa la: understanding recent facebook changes

PRSA – LA Independent Practitioner Alliance

Understanding the New Facebook

Platform Updates•News Feed•Ticker•Timeline•Status updates and sharing

Customer Habit Discovery•Reading•Movies•Music

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Ch-ch-ch-ch-changes…..

• All newsfeeds are consolidated into Recent Stories • Visibility based users viewing

habits (EdgeRank algorithm)• Updates via automated tools

are placed lower in feeds• Blocked content affects

weight

• News articles are combined to show who is sharing the same link

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The Newsfeed Just Got Smarter

• Newsfeed is controlled by user• New measurement features• Users can now subscribe

without liking your page• Brands with bad updates

hidden by fans will have lower visibility on all walls

• Photos are larger and receive higher visibility

• However….. the Ticker shows all interactions with businesses• Found on the far left of your

page• Includes all status updates• Friend (fan) interaction

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Newsfeed and Ticker for Business

• Timeline is the new interface for Facebook users• Great new cover art!• ALL content ever shared is

now easily accessible• Lifestyle content is sorted• Apps related to movies,

music, lifestyle activities lead to discovery of new friends

• Users can supplement old information via “way back”

• Content placed on pages can be featured or hidden

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Timeline – The New Facebook Scrapbook

• New timeline offers new update options

• Custom friends lists (Smart Lists) allow users to selectively share updates

• Strong sharing for fans who like the same app

• Friend activity for Fan Pages depends on privacy settings• Likes• Comments• Status mentions• Comment tags• Check-ins

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Status Updates and Sharing

• Get ready for Timeline for Business• Select your cover art• Curate your wall to feature

key milestones• Include photos and video with

updates • Use targeting • Write compelling content• Increase message frequency

to stay top in users feeds• Build apps!

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Timeline for Business

• Open Graph allows apps that target user behavior • Washington Post: Reading• Hulu: Watching TV + Movies• Spotify: Listening to music

• All apps include Graph Rank user information

• Graph Rank gives weight to information users are engaging with

• Affects user timelines• Apps can include user timeline

integration

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Apps!

• Features include• Insights• Social content reach diagrams• Total likes• Total FB Fans• People talking about this• Weekly total reach of page• Detailed insights by update• People Talking About This

• Page likes, posts, shares• RSVP-ing to an event• Page mentions• Photo tagging• Checking-in

• Weekly Total Reach of a Page

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Measurement

• Post great, relevant content• Move past the Like• Always include photos or video

with your posts• Build or implement apps that

encourage user habit sharing to gain more users

• Move beyond the Like and start targeting consumer behavior• User says going for a run –

perfect opp for NIKE• MEASURE!!!

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Tips!

Contact me with questions!

Serena Ehrlichsehrlich@attentionusa.com@serena

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Thank you!