How Facebook looks at engagement through Edgerank, the latest research on how to design Facebook posts and actions for highest engagement, best practices for higher return on engagement, measuring ROE, and two case studies.
5. The Power of Like: EdgeRank NFO weight Lightweight– Likes have little notice in the news stream Middleweight- Likes that are “upgraded” to a comment have more weight Heavyweight- The more interactions with the news stream item (tags, comments, likes, shares) the higher it will show in search and on the user’s Pages ** same principle at work with Facebook updates on your Page
32. Brand research: engaging content design Studied how 100 top brands used social media http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
33. Design engagement for highest ROE Participate Contribute Engage Create Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Create a video, message, tweet, blog post product about the company Visit Watch Download Read Play Lowest to highest Return on Engagement * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
34. Creators talked and proactively shared information about the brand the most. They also influenced buying decisions the most. Low-level engagement by itself did not produce significant ROE
35. How they influenced purchasing Participate Contribute Engage Create Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Create a video, message, tweet, blog post product about the company Visit Watch Download Read Play 20% 26% 32% 35% Percentage of each group that spurred a purchase
38. Content creation questions Why are people interested in your organization or cause? What content creates conversation? What content could create community? What can the community create for your content? (Collaborate and empower) What content or ideas can you open up? What added value can your content offer? What does the medium dictate?
39. What experience do you design? http://www.flickr.com/photos/moriza/2565606353/
47. Research: engaging through posts Post a question and ask for a response. It works! Fans are happier engaging in contests with the words “winning” and “events” than the words “contest” or “promotion.” Asking a question at the end of a post drives engagement “Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questions http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html
50. Industry benchmarks for perspective Only about 30% of the active fans re-engage with the fan page more than once (i.e. through posting). 70% of the active fans will post only once and never re-engage the fan page again! Most people engage through the Newsfeed. http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Are-Your-Facebook-Fans-Real-Fans/ba-p/28330
51. Know what you want to measure Remember your SMART goals!
52. There are two types of measurements Engagement and activism metrics Status Metrics (leading to ROE) http://www.flickr.com/photos/55714700@N00/5383102286/
53. Status metrics Engagement and activism metrics Numbers that are not in the context of social media conversations, nor reflect the impact of social network conversations Numbers that are in the context of social media conversations, and often reflect the impact of social network conversations Leading to ROE Used to measure ROE
54. Return on Engagement (ROE) is an approach The metric tied to time and investment spent participating or interacting with other social media users, and in turn, what transpired that's worthy of measurement* Hat tip to Brian Solis for the inspiration http://socialmediatoday.com/index.php?q=SMC/176801
57. ROE of social media actions: Lily the Black Bear http://www.facebook.com/lily.the.black.bear http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
58. Designing Lily’s Engagement on FB Engage: Watch videos on FB and Live cam on site, donate, read, visit site Contribute: give opinions and feedback, vote in contests, name the bear, etc. Participate: Facebook Friend, follow tweets, discuss and comment Create: Post their own photos, tweet proactively, comment proactively
59. ROE: Lily the Black Bear132,489 Facebook fans Raised $159,597 from 23,502 fans in one year 17,916 votes to win the second Chase Community Giving Challenge Motivated 1793 supporters to donate $39,597 in Minnesota’s Give to the Max day Helped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challenge Currently helping Soudan Underground Mine State Park in MN win $200,000 in a parks challenge; activated 1 million votes
65. Create a content calendar, designed with engagement in mindBest Practices creating Engagement Status and Engagement Metrics, deeper metrics, leading to SMART goals
The more interactive through likes, tags, comments, more likely it is to show up in Top News feeds. Likes can turn into Shares with a comment. Shares have more weight.
Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
Contributors = 80 more people talking than the engage set. Participators = 60 more than the engage set. Creators = 170 moreSocial media activity generated 2.5 times more conversations amongst creators than the engage set. http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
From Lithium article series on measuring fan engagement. So on average, only 3.45% of your fans are actively engaging (i.e. posting). This is slightly less than what the 90-9-1 rule would have predicted, but the distribution definitely covers the expected 10% active fans with a wide margin. What percentage have a comment? The median level for the fraction of interactive posts is about 66.8%. Most fans post only once and are unique. 90.4% of the active fans post only once in a thread and never return to that conversation again.
Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
Trust, reciprocity, engagement, participation, fans, and superfans in the Blue Key Tweetathon June 11, 201133% of the Blue Key Champions at the time participated in the Tweetathon (13 participants, out of approximately 35/36 Champions)