how to maximize engagement in social channels
DESCRIPTION
Presented as part of ad:tech uni Sydney, November 2011 Engineering for social sharing The competition for attention What are social objects How insights help to deliver optimized content The role of third party content How influencers can help maximize engagement Real time versus past tense tracking Advanced - what is Facebook's edge rank algorithm?TRANSCRIPT
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23 November 2010, Sydney
Tiphereth Gloria Social Media Strategist, GPYR Sydney
http://twitter.com/tipherethhttp://www.digitaltip.com.au
http://www.gpyr.com.au/blog/
10 November 2010, Sydney
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23 November 2010, Sydney
How to maximize engagement in social channels
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Agenda
1. Engineering for social sharing2. The competition for attention3. The basics - what every digital site should have4. What are social objects5. How insights help to deliver optimized content
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Agenda
6. The power of the extended network 7. The role of third party content8. How influencers can help maximize engagement9. Real time versus past tense tracking10. Advanced - from Facebook's edge rank algorithm to G+
Pages
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23 November 2010, Sydney
The basics
• Link your digital channels online• Advertising/marketing material
should lead to at least one of your digital destinations
• What are your social objectives linked to?
• How are you measuring those?• How are you reporting back?
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SOCIAL = PEOPLE NOT PLATFORMS
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ENGINEERING FOR SOCIAL SHARING
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The competition for attention
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What do social media participants expect?
• The following report supports Facebook’s claim via an independent global study
• Study prepared for World Federation of Advertisers• Not about an arbitrary $ figure for media/ sales value• All about how to build brand and optimise fan pages• Survey of 24 fan pages from large companies• Categories included confectionery, alcoholic and non-
alcoholic drinks, personal care and telecommunications• US, UK, Australia, France, Germany and Sweden plus some
global
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23 November 2010, Sydney
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23 November 2010, Sydney
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23 November 2010, Sydney
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Examples of brand as facilitator
• You have 2 options as a brand: • use other people’s content (third party content) as social
objects• build/construct/converse using existing brand strategic
direction (create your own social objects)
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Example 3rd party: Virgin uses your
Facebook content to start a conversation about Virgin’s first
times
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Example 3rd party: Virgin uses your
Facebook content to start a conversation about Virgin’s first
times
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23 November 2010, Sydney
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What are social objects?
• A reason for people to have a conversation• The interesting thing about the Social Object is the not
the object itself, but the conversations that happen around them.
• Best place to “see” social objects in action: – Twitter hashtags [text memes]– Tumblr [visual memes]– Facebook [visual memes since latest changes]– Buzzfeed– Meme generator sites
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23 November 2010, Sydney
YOUR CONTENT COULD GO ANYWHERE
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23 November 2010, Sydney
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23 November 2010, Sydney
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23 November 2010, Sydney
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23 November 2010, Sydney
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23 November 2010, Sydney
The role of third party content
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Gay marriage
18,000 Likes, about 2,400 comments, almost 14,000 shares and1,000 new followers
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Why?
• Facebook algorithm change – big images in the feed + images get into top stories
• Meme generator sites - http://memegenerator.net/• Occupy wall street
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How insights help to deliver optimized content
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Example channel analysis for Brand Mentions
Forums are the most important
channel for brand mentions
Twitter – much less than the rest of industry
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Twitter @mentions
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23 November 2010, SydneyFacebook:Talking about this
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How we Reached People (Reach and Frequency)
The number of unique people who saw a story about this Page published by a friend from 1 Oct to 31 Oct. These stories include: liking our Page, posting to the Page wall, liking, commenting on or sharing one of the Page posts, and taking other actions related to to the page that their friends could see.Each point represents the unique people reached in the 7-day period ending with that day.
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Most viral postsThe percentage of people who've created a story from your Page post out of the total number of unique people who have seen it
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The power of the extended network
• Freemium versus paid (only some pay for a version with more features)
• Gifting economy – reputation (bloggers operate in this space)
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How influencers can help maximize engagement
Honda Jazz & Old Spice
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Real time versus past tense tracking
• Real time = Twitter• Past tense = everything else
• Social monitoring tools– Radian6– Alterian SM2– Buzznumbers– PeopleBrowsr– Facebook Insights (+ 3rd party ad ons e.g. Socialbakers, Wildfire)
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#QantasLuxury
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All the trending topics related to #QantasLuxury
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Advanced
Facebook's edge rank algorithm
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Edgerank algorithm
• Affinity– Affinity is a score based on the proximity or how “friendly” you
are with someone.
• Edge Weight– Edge Weight is a basic formula which decides that certain pieces
of content are more likely to appear in news feeds than others.
• Recency– The final element of the EdgeRank is related to recency, which is
actually known as time decay.
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Photos are the most popular on Facebook
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If you ask for likes you get them
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the experiment
• http://memegenerator.net/
• http://www.buzzfeed.com/
• Try Tumblr, Instagram or another visual social platform you don’t normally use
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ANY QUESTIONS?Thank you