1. Awareness
Favorability
Consideration
Intent to Purchase
Purchase

2. Who We Are
Strategic Online Marketing Approach
SEO, Social Media, Social Ads & Pay-Per-Click management
Industry leading technology for managing, optimizing & tracking
search based campaigns
Awareness
Some Brands We Have Worked With
Favorability
Consideration
Intent to Purchase
Purchase
@rubenq @pathinteractive #w2e

3. Lead Funnel – Search Vs. Social
Awareness
Favorability
Consideration
Intent to Purchase
Purchase
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4. Intent Vs. Propensity
VS
VS
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5. Time Spent Online
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6. Share of Time of Facebook
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7. Percentage of Fans Who See Your Post
Source: Page Lever
@rubenq @pathinteractive #w2e

8. The New “News Feed/s”
Real Time Ticker
Friends,
Pages,
Subscriptions
Will Come up
under News
Feed based Facebook will offer
on Algorithm Suggestions in your
and Timing of Feed. Since a Few
Post Weeks ago, Users
can dictate what a top
story is for them
@rubenq @pathinteractive #w2e

9. Facebook’s Algorithm
Object
Edge
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10. Facebook’s Algorithm
Weight
Likes, Comments,
Shares, Tags, etc.
Recency Affinity
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11. Likes Alone Are Not Sustainable
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12. Gaining Weight
A Good Thing On Facebook – Will Spur on Recency & Affinity
@rubenq @pathinteractive #w2e

13. Gaining Weight
Are You
“Open”?
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14. Gaining Weight
Is All Your Content Meant To Be Social?
Automatically
feeds all
posts into
Facebook
@rubenq @pathinteractive #w2e

15. Reasons People “Unlike” Brands On Facebook
How Much Can You Get Away With?
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16. Timing of Your Posts
Source: Buddy Media
27% higher
Engagement on Posts
Outside of Business
Hours
@rubenq @pathinteractive #w2e

17. Timing of Your Posts
Peaks out after 3
Hours
Source: Bitly
@rubenq @pathinteractive #w2e

18. Gaining Weight
Make sure they can engage with your post within the feed
Previous concern
with Third Party
Engagement API’s
Branded URL Shortner
Source: allfacebook.com
Facebook seems
to have recently
collapsed API
generated posts
@rubenq @pathinteractive #w2e

19. Gaining Weight
Facebook Seems To Favor Direct Posts On Their Platform
@rubenq @pathinteractive #w2e

20. Gaining Weight
We Live in a Limited World
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21. Ingredients for Gaining Weight on Updates
Educational
Entertaining
Exclusives
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22. Gaining Weight
Provide Facebook Exclusives
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23. Gaining Weight
Ask for the Like!
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24. Gaining Weight
Ask for the Share
Posted before Game 5 of Divisional Series
@rubenq @pathinteractive #w2e

25. Gaining Weight
Getting The Comment
@rubenq @pathinteractive #w2e

26. Gaining Weight
Leverage Images to Stand Out in The Feed
Photos Don’t Just
Stand out in the
News Feed, on
Average Generate
More Comments &
Shares
@rubenq @pathinteractive #w2e

27. Gaining Weight
Getting The Comment – Leveraging Photos
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28. Gaining Weight
Ask Questions, Leverage Polls
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29. Questions and
trivia are a
great way to
entertain your
audience.
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30. Gaining Weight
Are You Connecting With Your Audience?
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31. Gaining Weight
Make it Relevant
Not Our
Target
Market for
This Post
@rubenq @pathinteractive #w2e

32. Gaining Weight
Make it Relevant
Target Users
For Location
Specific
Content,
promotions
@rubenq @pathinteractive #w2e

33. Continue The Conversation
Same Thread, Commenting
on Your Own Thread
Leads to More
Engagement
@rubenq @pathinteractive #w2e

34. Gaining Weight
Are You Being Responsive?
How Long Does it Take?
Could a Brand’s
Response Time
Be Factored Into
Edge Rank?
(Google Factors in Load
Time in Their Algorithm)
@rubenq @pathinteractive #w2e

35. Watch What Your Competition is Doing
Leverage
“Smart Lists”
and segment
by industry,
and learn from
your feed
@rubenq @pathinteractive #w2e

36. Facebook Ads – Paid Media
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37. Facebook Ads – Paid Media
@rubenq @pathinteractive #w2e

38. Facebook Ads
Sponsored Posts in Ticker
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39. Facebook Ads
Segment Your Ads For Better Performance/Engagement
Segmented our ads to
Micro Groups.
Campaign – Limited
Budget Generated
1581 Likes and Over
200% Increase In
Engagement.
@rubenq @pathinteractive #w2e

40. Defeating Ad Fatigue
When Possible,
Rotate Ads
When your CTR
Starts to Drop
@rubenq @pathinteractive #w2e

41. Facebook Ads
Target Users Who Are Discussing Your Topic/s
Posed
Question
on Profile
Minutes Later, I
Started Seeing
Targeted Ads
Related To My
Post
@rubenq @pathinteractive #w2e

42. Facebook Ads: Leverage Your Content
Posed
Question
on Page
@rubenq @pathinteractive #w2e

43. Facebook Ads: Leverage Your Content
Targeted at
“Likers” of
Influencing
Tools
@rubenq @pathinteractive #w2e

44. Leverage Your Content
Reposted on Klout
(Klout likes it)
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45. Leverage Your Content
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46. Leverage Your Content
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47. Leverage Your Content
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48. Leverage Your Content
@rubenq @pathinteractive #w2e

49. Keep An Eye Out for Opportunities
3 “Tags”
on this
post
Facebook
enabled
YouTube comments
Video on log
embedded
on
Facebook
page
@rubenq @pathinteractive #w2e

50. Keep An Eye Out for Opportunities
@rubenq @pathinteractive #w2e

51. Keep An Eye Out for Opportunities
@rubenq @pathinteractive #w2e

52. Keep An Eye Out for Opportunities
@rubenq @pathinteractive #w2e

53. Incentivizing Engagement
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54. Incentivizing Engagement
Leverage Pre
Contest
Posts for
Engagement
@rubenq @pathinteractive #w2e

55. Feedback
% Jumps
up
@rubenq @pathinteractive #w2e

56. Incentivizing Engagement
Top Fans Can
Win Points
by Engaging
on The Wall
@rubenq @pathinteractive #w2e

57. Incentivizing Engagement
This Reveal Tab
Featured Over The
Summer Resulted
in an Increase of
950 Fans, from a
Non Existent Fan
Base
@rubenq @pathinteractive #w2e

58. Incentivizing Engagement
Days After
Promotion,
Feedback rate
at 1%, no Paid
at the Time
@rubenq @pathinteractive #w2e

59. Metrics to Keep in Mind
Raw Number of
Users Who Are
Engage With Your
Brand in The Last
7 Days
@rubenq @pathinteractive #w2e

60. Metrics to Keep in Mind
Content Strategy
Off? Posting
Too Much?
@rubenq @pathinteractive #w2e

61. Metrics to Keep in Mind
The missing link,
unique viewers of
your individual
post
Uniques Who Uniques
Have Clicked Who Took
into Your Post An Action “Talking About
This” Divided
by “Engaged
Users”
@rubenq @pathinteractive #w2e

62. Passive Engagement – An Improved Open Graph
Will this be considered into the Edge Rank score?
Reading and
Listening of Apps
Showing up News
Feed
@rubenq @pathinteractive #w2e

63. Do You Go Out of Your Page?
This “Like” Is
Unique To This
Product, It Has its
Own Fan Base!
@rubenq @pathinteractive #w2e

64. Do You Go Out of Your Page?
@rubenq @pathinteractive #w2e

65. Keep An Eye Out For Good Ideas / Competition
Bonus Step by Step to Set Up Your Own Lists
@rubenq @pathinteractive #w2e

66. Setting Up Your Smart Lists
Like All The Pages
You Want to Track
On Your List
@rubenq @pathinteractive #w2e

67. Setting Up Your Smart Lists
On Your Home Page
News Feed, Click On
“Lists”
@rubenq @pathinteractive #w2e

68. Setting Up Your Smart Lists
On The Next Screen,
Click on “Create a List”
@rubenq @pathinteractive #w2e

69. Setting Up Your Smart Lists
Pop up Box Will Come
Up, Go Ahead & Name
Your List, Then Click
On Create List
@rubenq @pathinteractive #w2e

70. Setting Up Your Smart Lists
Next Screen, Click On
Add Friends
@rubenq @pathinteractive #w2e

71. Setting Up Your Smart Lists
This Box Will Pop Up, Click
on Pages, and Start
Selecting Pages That are
Relevant To This List, Then
Click on Done on The
Bottom Right
@rubenq @pathinteractive #w2e

72. Setting Up Your Smart Lists
Go Back To Home Page,
Click on the List You
Created, and Start Seeing
the News Feed Just for That
List
@rubenq @pathinteractive #w2e

73. Thank You!
Presentation and ask additional questions on our
wall at
facebook.com/pathinteractive
Connect/Subscribe @ Facebook.com/rubenquinones
@rubenq
linkedin.com/in/rubenquinones
rquinones@pathinteractive
@rubenq @pathinteractive #w2e