1. Ruben Quinones
Director of New Media
Path Interactive
@rubenq
#EmMeCon

2. Who We Are
 Strategic Online Marketing Approach
 SEO, Social Media, Pay-Per-Click and Display Ad management
 Industry leading technology for managing, optimizing & tracking search based
campaigns
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3. Twitter: @rubenq #EmMeCon

4. Passive Audience
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5. Intent vs. Propensity
vs
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6. Brief Overview of Edgerank
Affinity
 Calculation of degree of interaction to object,
 relationship to interaction and recency of interaction
Weight
 Strength of action take by user
Time Decay
 How recent the object is
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7. Share of Time on Facebook
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8. Percentage of Fans Who See Your Post
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9. Timing of a Post
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10. “Likes/Follows Are Not Sustainable”
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11. Which Means to Stand Out…
Must increase
engagement
Build Affinity
Establish
Frequency
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12. Elements of Social Messaging
Educational
Entertaining
Exclusive
Promotional
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13. Some Acquisition Based Tactics Employed
 Gated Content – Make users like your content
 Contests – Incentives put in place to impact
impressions, likes, virality.
 Causes – Actions on your page donate to charity
 Cross Promotion – Are there other pages that you can
partner up with?
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14. Is your content strategically
marketed on the platform?
 Relevancy of Content – Are you segmenting and dynamically targeting
your social audiences.
 Accessibility – Are you responsive to comments, conversations, direct
messages?
 Exclusive Promotions/Contests – What can you offer your loyal fan
base?
 Optimization – Diagnose performance and apply what works
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15. Nurturing Tactics - Relevancy
Targeted Posts
Are your posts targeted?
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16. Nurturing Tactics – Relevancy Targeting Less
Reach, But Test for Higher Engagement
Targeted to women
Targeted to Married Users
Targeted to Men
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17. Nurturing Tactics - Accessibility
Manage accessibility
and relevancy at the
Page level via your
Admin tool
Consider checking these
Options as they influence
Edgerank
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18. Nurturing Tactics - Accessibility
Are you continuing
The conversation?
(same thread)
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19. Nurturing Tactics – Exclusive Promotions
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20. What Should Drive My Nurturing Strategy?
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21. How Do You Stack Up vs. Competitors
Measure the growth over time Here are some metrics that you
(can add additional tabs on excel) Will be able to view with the naked eye
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22. Identify Current Strategy/Frequency
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23. Identifying Performance of Content Themes
Themes Lifetime Post Consumers
Bible Trivia 44
Bible Verse 59
Catalyst 10
Christian lifestyle 27
Church/Biblical 44
Fill-In 22
General Interest 22
PrayerStream 17
Promotional 22
Shared Photo 14
Performance by Consumption
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24. Identifying Your Best Time - Optimization
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25. Optimizing Your Reach/Engagement
by Content Themes
Best Content Post Types
Engagem…
Testimonial
Promotional
Engagem…
Best Time of Day to Post
Blog Post
1000
Events
900
0 10 20 30 800 40
700
600
500
400
300
200
100
0
Early Morning Late Noon Early
Morning Morning Afternoon
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26. Photos Market Better?
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27. Experiment with Content Type
View From the Newsfeed
Experiment with different content types
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28. Text Based vs. Photo Based Posts
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29. Text Based vs. Photo Based Posts
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30. Nurturing Tactics – Graph Search
Tagging now may reap benef
in the long run
Find out more about your friends
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31. Some Passive Social Metrics to consider
 Bookmarks (not a converted follower)
 Views – Videos, Impressions, page views on site
 Click thrus
 Duration on property
 Deeper navigation – Navigation funnel
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32. Negative Metrics to Consider
Erodes Your Nurture Based Marketing
 Mentions with negative sentiment
 Unsubscribes
 Opt out
 Unlikes
 Unfollows (Churn rate)
 Follows / audience development of negative to brand
groups
 Blocks / Spam complaints
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33. Thank You!
Copy of presentation, click on Emmecon tab
facebook.com/pathinteractive
@rubenq
linkedin.com/in/rubenquinones
rquinones@pathinteractive
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