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TRANSCRIPT
Working Out Your Facebook Strategy
May 11, 2017
classpass.com [email protected]
275 7th Ave, Floor 11, New York, NY 10001
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1. Did You Know… 2. Best Practices 3. Facebook Insights 4. Q&A
A G E N D A
Did You Know…
The Good News.
Some Facts: Facebook takes up 22% of the internet time Americans spend on mobile devices
11%
67%
22%
Other
Time Spent on Mobile Devices
Users spend on average 20 minutes per day on Facebook
S O M E M O R E F A C T S :
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Did you know… Videos earn the highest rate of engagement, despite only making up 3% of content
Adding a CTA button can lift click-through rate by 2.85 times
O N AV E R A G E :
Generally speaking: Posts published on Thursday and Friday receive the highest engagement
0
25
50
75
100
Sun Mon Tues Wed Thurs Fri Sat
The Not So Good News.
Your content is seen by 5% of your Facebook fans with organic
reach at an all time low
O N AV E R A G E :
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Did you know… Facebook is introducing new features and product updates weekly, but not all of them are available to brands
Promotional links and content are being highly evaluated by Facebook
when it comes to News Feed placement
S O M E F A C T S :
Best Practices
Create content that will be seen. 1
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Understand the News Feed and how it works• This is why engagement is important
• “Interactions” are weighted more than “likes”
• Take into consideration thousands of factors
• Learns from each user
Publisher Engagement Type RecencyN E W S F E E D V I S I B I L I T Y
= x x x
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Be smart about what you post
• Is this something the community wants?
• Every post affects the next
• Timing is important
Remember who you’re competing with.
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Strive to elicit a response
• Include a call to action where appropriate
• Links are an implied CTA
• Questions, relatable content that makes a user want to tag a friend are ways to elicit a
response without a CTA
Is this something the community wants?
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Brainstorm a video strategy
• Don’t dwell on budget and quality
• Leverage Facebook Live
• Most users watch videos on autoplay with no sound
Remember, videos earn the highest rate of engagement.
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Use strategic boosting
• You can target a post by location, demographic, interest, etc.
• When you boost a post, it will show up in the news feed as “Sponsored”
• Facebook will only spend on users that fit your criteria
A small budget can go a long way.
Always think community first. 2
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Respond to everything• … yes, everything!
• Negative comments are an opportunity to address issues and show the community
that you listen
• Give the same time and attention to positive comments as you would to negative
comments
Remember, all the comments on your page are public.
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Be consistent• Your brand in studio, in emails and on collateral, should carry through to your
social media efforts
• No matter who is responding, it should sound like your brand
• Identify what your brand sounds like; identify language your brand uses (and
doesn’t use)
Consistency is key.
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Feel empowered to own your community• Create a safe environment for your community
• Draft Community Guidelines that will outline the purpose and rules of your
Facebook page
• Do not delete comments (unless they violate your community guidelines)
Your Community Guidelines can go beyond your Facebook.
Learn from the data. 3
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Check-in often
• Find a regular cadence for checking on your social media stats
• Identify the numbers that matter to you and do a weekly/monthly check-in
• Use the findings from each week/month to inform the next week/month
Find a schedule that works for you because without reporting, you can’t
create a strategy.
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Be adaptable and adjust as needed
• Leverage Facebook Insights to learn about your audience, understand what
content is working, find the best times of day for posting, challenge yourself to
better response times, etc.
• Plan your social media strategy in advance but prepare to adapt when the data
tells you to
Facebook Insights
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Actions on Page is the number of clicks on your Page’s contact info and CTA button
Reach is the number of people who have seen any of your Page posts
Engagement includes likes, comments, shares and more
Messages looks at the percentage of message you’ve answered and your response time
Overview
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Pages to Watch lets you compare the performance of your page and posts with similar Facebook pages
Overview
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Days shows which day of the week you get the most reach
Times shows which time of day your audience is most engaged
Posts
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Reach: Organic/Paid shows you how much reach you are getting organically versus how much you get from boosting
Reach: Fans/Non-Fans shows you how many fans were reached versus non-fans
Engagement Rate is calculated by dividing engaged users by total reach
Posts
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People Reached show the people who your post was served to (including non-fans)
People Engaged show the people who liked, commented on, shared or engaged with a post (including non-fans)
People
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Page data exports key page metrics for engagement, like sources and audience details
Export Page
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Export Posts
Post data exports key post metrics for reach, impressions and feedback
Questions?
Thank You!