Does it seem like Facebook is changing every other day? Strategies that worked yesterday to get Likes and for your customers/clients to see your posts may not work as well today. Here, get run-down of the latest changes, what it means for your enterprise, and what new strategies you can employ to continue realizing a positive return on your Facebook strategy. Presented 2013-08-07 at the Downtown South Bend Summer Learning Series.

1. Facebook
the new face of

2. This talk throws
a ton of stuff at you.

3. Focus on one thing that
will make your page better.

4. The Changes
and what they mean for you1

5. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
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6. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
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7. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
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Graph Search combines
search and social.

8. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
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Visibility Factors:
Engagement
Has the person or their friends interacted with
your page? Recently?

9. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
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Visibility Factors:
Location
Are you nearby? Is your location info listed?

10. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
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Visibility Factors:
Keywords
Are you using relevant keywords in your page
description? Is your page category correct?

11. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
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Other Factors:
1. Page Name - make sure it’s relevant.
2. Vanity URL - claim yours.
3. Content - keep it fresh.
4. Photos - visual content has greater weight.
5. Events - these are a primary result.
1
2
5
4
3
(on timeline below)

12. Pro Tips:
1. Tweak your page category
2. Edit your page sub-categories
3. Add your address
4. Complete your About section
5. Tag your photos with your page name
6. Include keywords in photo descriptions
7. Create a username
8. Post engaging content
Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
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13. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
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14. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
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Hashtags organize
public conversations
around certain topics.

15. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
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Hashtags allow you to
interact with non-fans
and extend your reach.

16. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$
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Pro Tips:
1. Identify key hashtags used by your audience.
2. Use them sparingly; no more than 3 per post.
3. Apply common sense when reacting to current
events.
4. Engage with others, but don't be creepy or sales-y.
5. Make sure your hashtag posts are public.
Trending hashtags, new insights, and paid offerings
coming soon!

17. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
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18. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
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Helps you gather facts
and data that matters.

19. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
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1. People Talking About This (PTAT)
has been replaced by Engagement.
Engagement is the #1 key indicator of your
page’s health.

20. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$
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2. Post Virality metric broken
down, renamed Engagement Rate.
Pro Tip: Click to sort your posts by highest
Engagement Rate. Note which ones did the
best, and do more posts like those.

21. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$
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3. Find out what time your fans are
on Facebook.
Pro Tip: Use this info to schedule posts during
peak times for maximum visibility.

22. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$
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4. Discover the best post types for
your page.
Pro Tip: Focus on the post types that get the
best engagement, not the most reach.

23. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$
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5. Find out what your biggest fans
are like.
Pro Tip: Combine this with your new
knowledge about their favorite post types, and
give them more of what they love; or target
underperforming groups.

24. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$
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Richer, simpler,
more beautiful.

25. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$
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1. Larger, richer images.
Profile photos, cover photos, place map photos,
and web article photos in the timeline

26. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$
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2. Custom-tailored to user
interests.
Plus more focused on what their friends are
doing and saying.

27. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$

3. Content-specific News Feed
switcher.
Including a Following feed for brand pages.

28. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$
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Pro Tips:
1. Post images - they’re more important now
than ever.
Facebook recommends using 600 x 600 pixel
images; the max is 2048 x 2048 pixels.
2. It’s not enough to engage just your fans -
you need to engage their friends too.
Getting comments, likes, shares, and check-ins
will be key to staying in the newsfeed.

29. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$


30. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$
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1. You can now reply to comments.
Pro Tip: Turn this feature on to encourage
higher engagement.

31. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$
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2. Users can reply with a photo
comment.
This can be a huge benefit to your page in the
form of user-generated content.

32. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$
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3. Comments are now arranged by
Top Comments or the Most Recent.
Most users only read the first 1-2 comments.
Those high-engagement comments are key.

33. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$
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34. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
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Users will soon be able to embed
public Facebook posts on websites
outside of Facebook.
Others can like, comment, share, or like your
page from the embedded post.

35. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#

$

36. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
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The Breakdown:
1. Facebook simplifying their ad products.
2. Distilled 27 ad offerings down to 14.
3. Streamlining the look and feel of their ads.
Makes ad buying easier, simpler for you.

37. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#
$


38. Graph Search
Hashtags
Insights
News Feed
Comments
Embeddable Posts
Streamlined Ads
Verified Pages
#

The Breakdown:
1. Facebook verifying select pages and profiles.
2. Allows high-profile public figures to stake
their true claim to their online profiles.
You can’t ask to be verified; seal may be
associated with trust, credibility, authority.
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39. Hint: it’s not about getting a ton of Likes.2How to Succeed

40. Page likes are over-rated.

41. 16%

42. 16%Average amount of people who
like your page who will see your content.

43. EdgeRank
Affinity: how close is your relationship?
Weight: different posts carry different weights.
Time Decay: Posts lose their value as they age.
27% of time on Facebook is spent looking at the newsfeed.

44. 1. Affinity
Likes page = low affinity
Likes + interacts with page = medium affinity
Likes + interacts + friends also like = high affinity
Tip: reach more fans by posting highly engaging content.

45. 2. Weight
Photos > Links > Plain Text Updates
and
Shares > Comments > Likes
Tip: reach more fans by using new features.

46. 3. Time Decay
Newer posts > Older posts
and
Newer Interactions > Older Interactions
Tip: reach more fans by posting fresh content daily.

47. EdgeRank Summary:
1. Post engaging content (increases affinity)
2. that is weighted in your favor (images, etc.)
3. on a regular basis.
Tip: Instead of posting just a link, try posting a photo with the article title and link in
the image description.

48. it’s all about
ENGAGEMENT
Likes, comments, shares, tags, post clicks, check ins -
any way a user interacts with your page on Facebook.

49. Pro Tips:
1. Keep it Short: 100-250 characters gets 60% more engagement.
2. Be Visual: media gets 100-180% more engagement.
3. Ask Questions: use very specific, closed questions, or fill-in-
the-blank posts to get 90% more engagement.
4. Post Daily: 96% of your fans won’t visit your page, so you
must reach them in the news feed.
5. Be Relevant, But Not Pushy: Use the Rule of Thirds.
6. Be Timely: Post during times when your audience is online.

50. Sunburst Races 20133Case Study

51. Case Study:
Sunburst Races
30th Anniversary Race
Wanted to increase awareness of the event
Facebook a cost-effective way to do that

52. Audience Research
Early risers
Responded well to inspirational images
Connected to other running pages

53. Goal:
Increase awareness, drive traffic to website

54. Strategy:
Create stuff so good that people will want to
share or steal it (engagement strategy)

55. Tactics:
- Post early, post often
- Post awesome photos, with links
- Engage other running pages
- Boost the best content with Facebook ads
- Respond to comments
- Ask questions
Optimize everything to encourage engagement

56. Facebook Metrics at Start
1,583 page likes
Reaching 1,657 people/week
Only 50 people engaged/week (3% of fans)
Drove 3% of total site traffic, 18% of referrals

58. Results: Likes
0
1250
2500
3750
5000
Likes: 183% Growth
Start: 1,583 End: 4,505

59. Results: Weekly Reach
0
25000
50000
75000
100000
Reach
Start: 1,657 Average: 23,500 High: 92,430

60. Results: Weekly Engagement
0
750
1500
2250
3000
Engagement
Start: 3% Average: 21% High: 62%

61. Results: Website Traffic
0
7.5
15
22.5
30
All Traffic Referral Traffic
Start: 3% of total / 18% of referrals
End: 6% of total / 30% of referrals

62. Questions?
Edgar Diaz
ediaz2@beaconhealthsystem.org
twitter.com/diptoe
facebook.com/diptoe
linkedin.com/in/edgarjd