This presentation takes a deep dive into understanding activation on Facebook. You have fans but how do you make them take action? What are organic activation techniques for Facebook marketing? Where does paid activation fit in?

1. Organic and Paid Tactics on
Facebook

2. Agenda
// Understanding Activation on Facebook
// Organic Activation
• Native Facebook Tools
• Social Plugins
• Frictionless Apps
• Facebook Promotions
// Paid Activation
• Facebook Engagement Ads
• Ads
• Sponsored Stories
// Q&A

3. Understanding Activation on Facebook

4. Why is Engagement Important?
// Facebook’s Edge Rank Algorithm determines newsfeed content.
Affinity
• Engagement and Interactions
Weight
• Relevance (has a user commented or liked from that
brand before)
Recency
• Timeliness of content – fresh content is valued over
over old content

5. Why is Engagement Important?
// To put it simply, the more engagement – typically the more
newsfeed inclusions. The more newsfeed inclusions, the more organic
fan growth.
Engagement
Newsfeed
Inclusions
Organic
Fan Growth
Awareness
of Product

6. Why is Engagement Important?
“…companies that
are both deeply and
widely engaged in
social media
surpass their peers
in terms of both
revenue and profit
performance by a
significant
difference.”
Altimeter Group, EngagementDB report of the
top 100 worldwide brands

7. Recent Newsfeed Changes
// Recent Changes
• News Ticker
• Comments
• Check-ins
• Likes
• Top Stories & Recent Stories
• Top stories- features the
interesting stories at the top
• Photos are larger

8. Recent Newsfeed Changes
// Recent Changes
• Frictionless Sharing

9. Recent Newsfeed Changes
// An analysis of 600+ Facebook
pages of different size and activity
revealed the recent newsfeed
changes:
-
Decreased Impressions by 22%
Increased Likes by 16%
Increased Comments by 14%

10. Organic Activation: Native Tools

11. Organic Activation: Native Tools
// Social Plugins
• Like Button: Share pages from your
site to a Facebook profile
• Send Button: Helps users send
content to their friends.
•
Comments: Comment on content on
a website or a Facebook tab

12. Organic Activation: Native Tools
// Social Plugins
• Activity Feed: Shows users likes and
comments from others on your site.
• Recommendations: Gives users
personalized suggestions for pages on
your site they might like.
•
Like Box: Lets users like your
Facebook page and see its stream

13. Organic Activation: Native Tools
// Social Plugins
• Login/Registration: Shows profile pics
who have signed up in addition to a
login button, allows users to easily
sign up for your website.
• Facepile: Shows users profile pics of
users who have liked your page or
signed up for your site.
•
Live Stream: Allows users to share
activity and comments in real time, as
they interact with a life event.

14. Organic Activation: Native Tools
// Social Plugin Example: MetaCafe
• Daily likes more than tripled,
going from an average of 2,000
likes per day to over 7,000 likes.
• Daily referral traffic from
Facebook to Metacafe doubled,
going from about 60,00 to
120,000.
• Total Facebook actions (likes,
shares, comments) rose to
20,000 per day.

15. Organic Activation: Native Tools
// Social Plugin Example: American
Eagle
• American Eagle added the Like
button next to every product on
their site and found Facebook
referred visitors spent an
average of 57% more money
than non-Facebook referred
visitors

16. Organic Activation: Promotions

17. Organic Activation: Facebook Promotions
// Birding the Net

18. Organic Activation: Facebook Promotions
// Birding the Net

19. Organic Activation: Facebook Promotions

20. Organic Activation: Facebook Promotions

21. Organic Activation: Facebook Promotions

22. Organic Activation: Facebook Promotions

23. Paid Activations

24. Relevant Facebook Advertising
// Self Serve Ads
• CPC vs. CPM: Have the choice whether you
want to pay on a Cost per click basis or a costper-impression basis. Can set a daily budget.
• Typically used to traffic to a Facebook Page,
Application/Tab, Website, Event
• Can be targeted by:
• Location, Language, Education, Work
• Age, Gender, Birthday, Relationship
Status
• Likes & Interests (“camping”, “hiking”)

25. Relevant Facebook Advertising
Newer targeting options:
• Friends of Connections
• Targets friends of users who have already
connected with your page
• Connections
• Targets current fans of your page.

26. Relevant Facebook Advertising
// Sponsored Stories
• Designed to bring to light organic
actions.
• For instance if someone:
• Likes your page
• Interacts with your application
• Checks in to a location
This activity can be served in an ad
unit

27. Relevant Facebook Advertising
// Sponsored Stories
1.
Page Like Stories: Shows that
someone “likes” your page, from
Facebook of from the Like box on
your website.
2.
Page Post Stories: Shows current
fans a post from Facebook, to
increase engagement
3.
Page Post Like: Friends of fans will
see posts that are liked

28. Relevant Facebook Advertising
// Sponsored Stories
4.
Check-In Stories: Are shown when a
user’s friend checks in to a location,
points to a place page
5.
App Shared Stories: Shared stories
from apps (typically activity within
the last 7 days). Takes users to a
specific page in the Canvas app.
6.
Game Played Stories: Promoted to
friends of users who play your game
at least twice or for at least 10
minutes in the last month.

29. Relevant Facebook Advertising
// Sponsored Stories
7.
Domain Story: Promotes to friends
of users who have in the last 7 days:
• Liked a piece of content on your
website using the Like button
• Shared using the Share button
• Pasted a link to your website in a
status update
• Domain stories take you to the home
page of the domain

30. Relevant Facebook Advertising
// Expanded Premium Ads
-
Newest ad unit for Facebook
-
Displayed on the homepage
-
Ad recall can double, and engagement increases

31. Learn More
• InsideFacebook.com
• developers.facebook.com/blog

32. Questions?
Lisa Braziel
lisa@ignitesocialmedia.com
919.653.2587
@lisabraziel