mr. alexander tho seeth - facebook visibility through engagement
TRANSCRIPT
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Facebook visibility through engagement!
Are you acquiring „likes“ for you fan pages and you
think these fans see what you are posting?
Kuwait May 2012
Alexander tho Seeth
© 2012 by FACELIFT brand building technologies GmbH
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Facebook dominates …
More than 900 million accounts globally
Size:
25% US citizens are checking FB after waking up
Usage:
Massively growing numbers of individual „friends“ and „likes“
Interconnection:
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… and keeps growing
New growth markets (MENA, Turkey, Brazil)
Size
Exploding advertising revenues and IPO
Value
Uncountable private & commercial social interactions
Complexity:
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The permanent Facebook challenge
system content growth
= MONETIZATION
individual content relevance
= USER RETENTION & FREQUENCY
$
∞
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Have you been facing this?
• Your best friend seems to be lost! He has apparently not posted or shared anything with you for months!
• Your wife or husband is posting every day but you never see their post?
• You „liked“ a Brand or Singer and postings appear on your wall only few times?
When ever did you interact with them?
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Facebook is filtering relevant content
Information
overflow
limited time &
changing interests
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The EDGERANK of an OBJECT is the sum of the scores of all its EDGES.
{Σ uewede}
Analyses object centric user behaviour
Any new piece of content on Facebook (pictures/status/video, comment) is an
OBJECT.
Every interaction with this OBJECT (likes, comments on the object , and even its
initial creation) is called an EDGE.
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Calculation and Impact
• The Edge Rank … – … is analysed object related, not Fan page related
– … is calculated and processed in real time
– … is dynamically reprocessed
– … is showing different results for individuals
• Determines if the post is displayed or not! – typically posts are only visible for 17% of Fans due
to poor interaction with content
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Dimensions of the edge score
EDGE SCORE of an OBJECT
Weight
Affinity Time
Decides if an object is visible on the Fans Timeline
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Edge Rank - Determining factors
• Affinity Score - If you frequently interact with a particular person/page or their content, their updates will have a high affinity score for you – resulting in higher chance of being displayed
– Dimension that personalizes the Content selection
– Unidirectional impact - if you always like a person’s or Brand’s updates, this will not make them more likely to see yours.
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Edge Rank - Determining factors
• Weight Score - Certain types of content are given priority by Facebook. e.g.
Video weight > photo weight > link weight
– No clear official announcements available
– Weight is applicable for interaction with objects as well, with comments and shares given higher weight than likes.
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Edge Rank - Determining factors
• Time Decay Factor – The third factor is time, as it passes the edge loses priority.
– Information looses value by aging!
– How much are you willing to pay for the newspaper from yesterday?
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Edge Rank – measures engagement
• „Like“ is only the first step
• Content interaction only gains visibility for Brands Engagement is the key to successful FB communication
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Thank you!
FACELIFT brand building technologies GmbH
Straßenbahnring 13
20251 Hamburg
Germany
Office Middle East and North Africa
+961 71 408070
• 100% Facebook.