welch- case study
TRANSCRIPT
Newsfeed Optimization:How the Phoenix Suns increased their
reach on Facebook
@ZachWelchVP of client Services, BrandGlue
What we’ll be looking at:
• How people use Facebook• Newsfeed Optimization• How the Suns improved engagement & reach• How NFO affected visibility• How to understand the data • How the recent Facebook changes impact
NFO
How many pages are you a fan of?
How many times have you gone back?
How many pages are you a fan of?Ave. 15-20
How many times have you gone back? Ave. 0-2
Pageviews
Fans aren’t coming back
562/610,415= .01%
On average, 90%+ never revisit your page after the initial visit.
So how do you reach your fans?
Out of 100 likes + comments by fans, 90 come from the Newsfeed & 10 come from the Wall
Are all my fans seeing my updates?
Why are the numbers so low?• Newsfeed algorithm exists (Edgerank)
• Ranks on relevance
• Hides most of your status updates
• Most brands don’t work at optimizing content
What do we know about the algorithm?
Three main components1. Edge score
Edge Score
What do we know about the algorithm?
Three main components1. Edge score2. Affinity score3. Time decay (half life)
With these components in mind you can: • Optimize your content • Rank higher in the newsfeed
Newsfeed Optimization (NFO)
• Difference between raw impressions and unique impressions
• Average baseline at the start of project was 42,000
How do you drive these numbers up?
Call to Action
Call to Action
Short is Sweet
2 of the top 3 performing post were less than 60 characters
Rich Media
Rich Media
How much you post:
What were the results?
Impressions
Active users
Jeramie McPeek – VP of Digital, Phoenix Suns
'I understood, to an extent, how EdgeRank populates the newsfeed, but was surprised to see just how few of our fans we were reaching. Fully understanding the data and optimizing our content proved to be invaluable, as we were able to extend our reach considerably. I can't wait to see how these techniques can help us during the excitement
of the upcoming season.'
• Increased Likes by 138% and Comments by 473%
• Increased total interactions by 20,000+• Increased visibility by 14,000 users a day• Generated 2.1 million more impressions in June
than compared to May
What NFO accomplished with the Phoenix Suns in 30 days:
