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Change your content strategy The rules of engagement are changing on Facebook

Change your content strategy The rules of engagement are changing on Facebook. Photo: writerlisamason.com. “It’s a process, not an event.” Seth Godin Coming up Creating relevancy Edgerank How to improve your content strategy Engaging “Superfans” Integration techniques.

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Change your content strategy The rules of engagement are changing on Facebook

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  1. Change your content strategy The rules of engagement are changing on Facebook Photo: writerlisamason.com

  2. “It’s a process, not an event.” • Seth Godin • Coming up • Creating relevancy • Edgerank • How to improve your content strategy • Engaging “Superfans” • Integration techniques @KrisleighH | #digitalpr Source: edgerank.net

  3. Media Overload This year, make it your goal to fine-tune your content strategy. @KrisleighH | #digitalpr Source: edgerank.net

  4. What is Edgerank anyway? Affinity score between viewing user and edge creator Weight (like, tag, comment, video, etc.) Time decay @KrisleighH | #digitalpr Source: edgerank.net

  5. Facebook keeps killing my reach! Late September, Facebook adjusted its algorithm. The decrease is most often between 5 and 40 percent. @KrisleighH | #digitalpr Source: Beth Kanter

  6. I’m engaged! Only 6 percent of fans engage with a brand’s Facebook page. “Superfans” drive the page’s engagement. @KrisleighH | #digitalpr Source: Mashable.com | Oct. 2012

  7. Which is more impactful? This one? @KrisleighH | #digitalpr

  8. Or this one? @KrisleighH | #digitalpr

  9. Let’s do the math. Increased reach by 761 percent, Likes by 2,400 percent, comments By 516 percent and shares by 9,100 percent. @KrisleighH | #digitalpr Source: edgerank.net

  10. Don’t forget to integrate other platforms! @KrisleighH | #digitalpr Source: edgerank.net

  11. Lowe’s integrates other platforms and creates content on Facebook. @KrisleighH | #digitalpr Source: edgerank.net

  12. Pinterest app @KrisleighH | #digitalpr Source: edgerank.net

  13. Content • Increased followers by 62 percent • Reach more than 2.6 million followers @KrisleighH | #digitalpr Source: edgerank.net

  14. Case Study Our goal: To create engagement around Life’s Simple 7, and raise awareness of Cholesterol, AFIB and PAD. @KrisleighH | #digitalpr Photo: thefabulousgiver.com

  15. We used a variety of tactics • Event Post • Two weeks before • Pinned Post w/ photo • Week before • Facebook Advertising • Two days before • Superfan Engagement • From the start @KrisleighH | #digitalpr

  16. Other considerations • Teaser video • Celebrity participation @KrisleighH | #digitalpr @KrisleighH | #digitalpr Source: edgerank.net

  17. Life’s Simple 7 Chat Case Study Participants: 1,615 Reach: 66,976 Engagement: 1,615 Learnings: Ads boosted exposure and drove engagement @KrisleighH | #digitalpr Photo Credit: http://www.samuelmerritt.edu/

  18. Audit your content Commonalities Virality Negative Feedback Call-to-Action @KrisleighH | #digitalpr Photo: www.techknlg.com

  19. Choose your timing wisely. @KrisleighH | #digitalpr Source: edgerank.net

  20. Create content with weight. • Create opportunities @KrisleighH | #digitalpr Source: edgerank.net

  21. Find Your Balance Integration, imagery, videos, quotes, profiles, engagement @KrisleighH | #digitalpr Photo: www.yogahale.com

  22. In retrospect • Move beyond the noise • Pay attention to Edgerank • Think through the impact • Engage “Superfans” • Integrate • Audit your current content • Find relevancy • Timing • Add Weight • Find your balance @KrisleighH | #digitalpr @KrisleighH | #digitalpr Photo: reynosawatch.org

  23. @KrisleighH | #digitalpr

  24. @KrisleighH | #PRNews12

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