My deck from Social Media Marketing 2012. Many thanks to Luke Brynley-Jones and Our Social Times for putting this on. You can find links to some of the case studies at http://blog.magicbeanlab.com/networkanalysis/what-you-forgot-about-facebook-and-why-it-matters/

1. WHAT YOU FORGOT ABOUT
FACEBOOK
AND WHY IT MATTERS

2. THE BLEEDING OBVIOUS
HOW PEOPLE USE
FACEBOOK
OPEN NEWS FEED
COME BACK LATER
READ STORIES
ENGAGE (OR NOT)
LEAVE

3. THE BLEEDING OBVIOUS
HOW PEOPLE USE
FACEBOOK PAGES
LIKE PAGE
SEE STORIES (OR
DON’T)
ENGAGE (OR NOT)

4. A GROSS OVERSIMPLIFICATION
HOW PEOPLE USE LIKE SOURCE
36%
FACEBOOK PAGES
<1%
LIKE PAGE
ON PAGE AD UNIT
SEE STORIES (OR
TIME OF DAY / DAY OF WEEK EDITORIAL ALGORITHM
DON’T)
<
ENGAGE (OR NOT) 1%

5. ALL GOOD TOOLS BUT NO SILVER
BULLET
COMPETITOR DATA ADMIN INSIGHTS DATA

6. FACEBOOK
INSIGHTS
DOWNLOA
DS
Tend to prefer the
CSV data
download. Easier to
process once
you’ve got to grips
with it.

7. FACEBOOK
API
https://developers.facebook.com/tools/explorer/ might be a good place to start…

8. “WE’RE GOING TO MAKE OUR
FACEBOOK PAGE THE HUB OF ALL OUR
ACTIVITY”

9. IN-FEED VS
ON-PAGE
REACH
SHARE OF REACH: SEPTEMBER 2012
UNIQUE FEED REACHUNIQUE PAGE VISITS

10. SO THIS…
“CLICK ON THE HEINZ CHRISTMAS TAB ON
THE LEFT”

11. …LOOKS
LIKE THIS
OH NOES! I CAN’T
FIND THE HEINZ
CHRISTMAS TAB!

12. THE SOMEWHAT LESS OBVIOUS
ADMIN POSTS FAN POSTS
NOT PUBLISHED TO
PUBLISHED TO FAN
OTHER FANS’
NEWSFEEDS
NEWSFEEDS

13. WHY THIS MATTERS

14. “WE WANT TO CREATE A COMMUNITY”
COMMUNITY LIST
FACEBOOK PAGE

15. “WE JUST WANT TO LISTEN”

16. BRAND PAGE (BUDWEISER)
82
Comments from
author/poster
747 291 128 Comments from
P Admins
age
C omments on
Stories stories posted C omments
81
posted by by F ans
1,100 Fans
from peers
Comments from
Stories posted on 133
P Admins
age
BudweiserUK Wall
353 5,166
Comments on
Stories posted stories posted by
by P Admins
age P Admins
age
5,033
Comments from
Fans
Circle area is proportional to
volume of activity

17. RETAILER (ASOS)
1,116 Comments from
author/poster
1,061 2,591 1,394 Comments from
P Admins
age
Stories posted C omments on C omments
1,092
by Fans stories posted from peers
by F ans (81)
Stories posted
on Wall C omments from
P Admins
age
(349)
1,317
Stories posted by
P Admins
age 968 Comments from
Comments on Fans
(31) stories posted by
P Admins
age
Circle area is proportional to
volume of activity

18. OMG WTF? (CINEWORLD)
1,481 Comments from
P Admins
age
5,676 16,469 4,623 Comments from
author/poster
Stories posted by
Public
Comments on
6,630 stories posted by
Public 10,368 Comments from
peers
Posts
Comments from Page
Admins (282)
954 13,103
Comments on stories
posted by P Admins
age
Stories posted by Page
Admins
12,821
Comments from Public
Circle area is proportional to volume of
activity

19. 38 USERS CREATED 80% OF FOLLOW
UP
COMMENTS
USERS

20. OMG WTF BBQ? (2 DAYS ON
WAITROSE)
Page Waitrose
Comments from
Data Start 2011-11-08 91 author/poster
Data End 2011-11-10
T R
otal ecords 607
Comments from Page
86 431 Admins (4)
Comments on
stories posted by
Stories posted by F ans
Fans
88 336
Comments from
peers
Stories posted
on Wall
Comments from Page
Admins (0)
156
Stories posted by
P Admins (2)
age C omments
Comments on stories
156 from Fans
posted by P Admins
age
Circle area is proportional to volume of
activity

23. THINK MOBILE

24. REMEMBER THIS?

25. RUH-ROH RAGGY!
PRO TIP:
FACEBOOK TABS
AREN’T VISIBLE ON
MOBILE OR TABLET
DEVICES

26. WHERE DID THE CLICKS COME MOBILE
FROM?
desktop mobile other CLICKS
9,553
~8%
PRO TIP:
TRY ADDING + TO
963 860 SHORT LINKS TO
SEE CLICK DATA
https://bitly.com/HeinzChristmas+
2011-12-01

27. WHERE ARE HEINZ TODAY?

28. WHERE DID THE CLICKS COME MOBILE
FROM?
desktop mobile other CLICKS
9,553
11,222 ~28%
5,597
2,784
963 860
MOBILE SHARE OF
CLICKS HAS
INCREASED
ACROSS THE
BOARD

29. I’D LIKE YOU TO REMEMBER…
1. A PAGE ISN’T A DESTINATION
2. IT’S ALL ABOUT THE NEWSFEED
3. A PAGE ISN’T A COMMUNITY
4. ALMOST NO-ONE SEES FAN POSTS
5. THINK MOBILE FIRST