This document summarizes the key reasons why rich posts are performing well on Facebook. It outlines that rich posts have bigger impact, higher engagement, and more viral reach than traditional posts due to their expanded format and inclusion of rich media. Rich posts also integrate conversion options well and are generally preferred by people, especially fans. The document provides best practices for rich post content and paid media optimization to maximize their performance.
5 Reasons Rich Media Posts Are Crushing It On Facebook
1. 5 Reasons Rich Posts are Crushing it on Facebook
Select Clients & Key Partners
Reach and convert social + mobile consumers
We are starting in less than 10 minutes. A few things to note:
• Everyone is and will be muted except the presenters
• We will record this webinar and email the recording to you
• Please enter your questions in the chat area and we’ll answer them at the end
#richpostcrush
2. We are starting in less than 5 minutes. A few things to note:
• Everyone is and will be muted except the presenters
• We will record this webinar and email the recording to you
• Please enter your questions in the chat area and we’ll answer them at the end
5 Reasons Rich Posts are Crushing it on Facebook
Select Clients & Key Partners
Reach and convert social + mobile consumers
#richpostcrush
3. 5 Reasons Rich Posts are Crushing it on Facebook
Select Clients & Key Partners
Reach and convert social + mobile consumers
Justin Kistner
Sr. Director Strategy
@justinkistner
Marko Muellner
VP of Marketing
@markozm
#richpostcrush
5. #richpostcrush
115B
news
feed
impressions
daily
10x
Engagement of
right column
16x
Perf vs right
column
We must reach them in their News Feed
6. #richpostcrush
65B
news
feed
impressions
daily
42x
Perf vs
desktop right
column
We must reach them in their News Feed
115B
news
feed
impressions
daily
10x
Engagement of
right column
16x
Perf vs right
column
7. #richpostcrush
It’s a mobile first world
65% Mobile
Facebook monthly active users
157M Mobile only
Facebook users +25M per quarter
71% Mobile
Twitter monthly active users
2/3
of social
is mobile
Source: ShopIgniter aggregate data. Facebook Q1 2013 earnings. Twitter
data from Strategy Analytcs (http://www.strategyanalytics.com/
default.aspx?mod=pressreleaseviewer&a0=5350)
8. #richpostcrush
Time Spent Mobile v. Desktop
6:06
4:24
??
3:11
2:25
11:28
4:47
2:20
1:39
0:58
Facebook Google Twitter Yahoo! Microsoft
Desktop Mobile
Hours Per Month (US)
Source: December 2012 comScore data
9. #richpostcrush
Display ads are 2/3 rich today
$6.0
$3.8
$5.0
2013 US Display Ad Spend
by Type (US$ Billions)
Rich Media Video Other
10. #richpostcrush
Now the News Feed is going rich
$6.0
$3.8
$5.0
2013 US Display Ad Spend
by Type (US$ Billions)
Rich Media Video Other
14. #richpostcrushWhat is a Rich Post?
A post with rich media behind it
• A person clicks to expand
15. #richpostcrushWhat is a Rich Post?
A post with rich media behind it
• A person clicks to expand
• The post slides open
16. #richpostcrushWhat is a Rich Post?
A post with rich media behind it
• A person clicks to expand
• The post slides open
17. #richpostcrushWhat is a Rich Post?
A post with rich media behind it
• A person clicks to expand
• The post slides open
• Revealing a rich media
experience within
Facebook
18. #richpostcrushWhat is a Rich Post?
A post with rich media behind it
• A person clicks to expand
• The post slides open
• Revealing a rich media
experience within
Facebook
19. #richpostcrush
• Responsive
design to
support all
smart devices
and desktop
visitors
• Fully branded,
“take over”
experience
• Include more
media for higher
consumption
• Integrated calls
to action to
increase
conversions
21. #richpostcrush
Do more in the stream
Reach
Convert
Engage
Social Aggregation
+ Amplification
• Event Buzz
• Social Feed (Instagram,
YouTube, Twitter)
• Customer Stories
Awareness
• Video Carousel
• Slideshow/Lookbook/Jukebox
Product Browsing
• Single Product Explorer
• Collection Explorer
• Shoppable Video
Lead Generation
+ Transaction
• Form Capture
• Pre Order
• Wish List/Cart
36. #richpostcrush
• Be product forward AND socially relevant
• Be mobile first because it’s most of total action
• Leverage fans to get higher PTAT & engagement
• Use large OG photos for maximum expands
Content best practices
37. #richpostcrush
Paid media best practices
C
B
Paid optimization
Promoted posts, sponsored stories, A/B testing, targeting,
optimized buying
Retargeting
Creative for in-stream retargeting or retarget users who engage
with RMPs
A
Shift spend to the News Feed
It’s where the eye balls are and the performance is better
D
Custom Audiences
Target key customer segments even if they’re not yet
Facebook fans
38. #richpostcrush
Thank You. Questions?
Marko Muellner, VP of Marketing | marko@shopigniter.com
Justin Kistner, Sr. Dir. Strategy | justin@shopigniter.com
www.shopigniter.com | @shopigniter | facebook.com/shopigniter