The Simple Complexity of Facebook Marketing — #congresfb
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The document discusses Facebook marketing and engagement. It notes that while calls to action, photos, and cat memes seem to drive engagement, deeper psychological factors are actually more influential. These include seeking approval, influencing perception through photos, and building one's digital self-identity. The document provides tips on leveraging these psychological factors, photography, and screen real estate to increase engagement. It also discusses Facebook's emphasis on organic over paid content and examples of how NBA and Burberry successfully use Facebook marketing.
The Simple Complexity of Facebook Marketing — #congresfb
- 1. The Simple Complexity of Facebook Marketing @EdgeRankChecker | #congresfb
- 2. Facebook Marketing Is A Fractal @EdgeRankChecker | #congresfb
- 3. Simplicity The Deeper We Dive… Complexity @EdgeRankChecker | #congresfb Complexity Simplicity
- 4. @EdgeRankChecker | #congresfb Facebook Post Cycle Reach Engagement Negative Feedback
- 6. • Calls To Action • Photos • Cat Memes What Drives Engagement? @EdgeRankChecker | #congresfb
- 7. • Roughly 60-90% increase in engagement @EdgeRankChecker | #congresfb Calls to Action • Tapping into human psychology
- 8. • Most Brands succeed with Photos • 350 Million Photos Uploaded Daily @EdgeRankChecker | #congresfb Photos
- 9. Light interactions drive light business value Cat Memes @EdgeRankChecker | #congresfb
- 10. Those are simplistic drivers @EdgeRankChecker | #congresfb
- 11. • Psychology • Screen Real Estate • Self-Idealization @EdgeRankChecker | #congresfb What Actually Drives Engagement?
- 12. • Seeking approval via Engagement • Post Photos to influence our perception @EdgeRankChecker | #congresfb Psychology
- 13. How does a post's vertical space influence engagement probability? @EdgeRankChecker | #congresfb Screen Real Estate
- 14. • One's desired self-projection • Interests/Likes/Groups build digital self @EdgeRankChecker | #congresfb Self-Idealization
- 15. • Use Call To Actions • Understand psychological reasons for Engagement • Use beautiful photography when applicable • Maximize screen real estate • Leverage self-idealization @EdgeRankChecker | #congresfb How to Take Advantage
- 16. @EdgeRankChecker | #congresfb Facebook Wants You to Amplify Your Great Content
- 17. Facebook's New Mentality ○ Brand's earn their way into the news feed ○ Pay to build fans Organic Results ○ Monitor/Analyze content to drive Organic success ○ Amplify great Organic media with Paid media @EdgeRankChecker | #congresfb Balancing Paid/Earned Media
- 18. • Search Results = News Feed • Sponsored Posts = Paid Ads • Organic Success > Paid Success @EdgeRankChecker | #congresfb The "New" SEO
- 19. @EdgeRankChecker | #congresfb NBA & Burberry Learning from the Best
- 20. • Frequent, applicable cover photo changes • Nightly recaps & highlights • Exclusive NBA content @EdgeRankChecker | #congresfb NBA
- 21. • Incredible photography worldwide • Exclusive tie-ins • Photo Albums @EdgeRankChecker | #congresfb Burberry
- 22. If you're not using Retargeted Ads today, start now! • 48.4% lower cost-per-click • 197.3% higher return on investment • 17x higher clickthrough rates (Source: http://www.nanigans.com/2013/05/08/news-feed-roi-facebook-exchange-study/) @EdgeRankChecker | #congresfb Facebook Retargeted Ads
- 23. • The "New" Email • Suffering from Innovator's Dilemma @EdgeRankChecker | #congresfb What is the Future of Facebook?
- 24. • Losing excitement • Internet necessity • Portal to one's digital self @EdgeRankChecker | #congresfb The New Email
- 25. • How users actually use Facebook • How they think they want to use Facebook @EdgeRankChecker | #congresfb Disconnect • How Facebook wants people to use Facebook
- 26. • Upstream Market Chasing • Shoot past needs of actual customers (see Google+) @EdgeRankChecker | #congresfb The Innovator's Dilemma