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Increasing Facebook Engagement with Content, Conversation & Context

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Increasing Facebook Engagement Staying on top of it all
Facebook Engagement • What is Facebook Engagement? • • • • How Facebook defines engagement News Feed Factors affecting your content Latest updates from Facebook • Tips for increasing Facebook Engagement • Best practice tips • Analysing your Facebook performance • Paying to improve your engagment
How does Facebook define engagement? FACEBOOK ENGAGEMENT
What is Facebook engagement? Post clicks Created stories Photo views Likes Link clicks Comments Other clicks Shares
What is Facebook engagement? Post clicks Created stories When people interact with your content When people respond to your content
Where do people engage? • • • • Their news feed Your Page Timeline News ticker (desktop) Sidebar ads (desktop)
Facebook’s Holy Grail for engagement THE NEWS FEED
News feed • What you see when you log in to Facebook • A filtered view of the stories (activities) from your: • The people you’re “friends” with on Facebook • Facebook business/community Pages you “like” • Fun fact: there are over 1500 possible stories that could appear on your News Feed every visit • Facebook filters your feed based on 100,000 factors
Getting the perfect mix THE MAGIC FORMULA
There is no magic formula  Facebook’s algorithms • Likes, comments, shares • Previous engagement with page • Type of content • Timing • Negative feedback • Quality of content • Article types • Bumping • …the list goes on and on! User behaviour • Family and friends • Time on site • Demographics • Questions • Call to actions • Cats, dogs and babies? • Specials • Mobile/desktop
The latest from Facebook • Greater focus on sharing ‘high quality’ news • Fewer memes • Fewer picture quotes • Need to pay for boosting/advertising • Focus on mobile • Facebook Paper • Facebook Messenger • Instagram • Story bumping
Everything Changes.
Everything Changes.
What can I do to connect with my audience better? INCREASING ENGAGEMENT
What’s the best practice? Post updates about things you and your audience want to talk about in a way that they expect. (and be prepared to pay)
What’s the best practice? Conversation Content Context Engagement
What should I share on my Facebook Page? CONTENT
What should I share? Community Your original content Interactions Other people's content
What should I share? • Content you create and about your business Community Interactions Your original content Other people's content • Blog posts, new products, opening times etc. • Videos • Photos
Content: What should I share? • Content other people create related to you and your community Community Interactions Your original content Other people's content • News articles • Videos • Fun stuff
What should I share? Community Interactions Your original content Other people's content • Ask questions • Involve your community in your content • Share your community’s photos, stories, posts
What should I share? Community Interactions Your original content Other people's content • Replies to comments and posts by others • Posting on other Facebook Pages as your Page
Content: What should I share? What do people want to talk about? Content Conversation What do people expect to be posted? Content Context
What do people want to talk about? CONVERSATION
What do people want to talk about? Questions to ask • What outcome am I helping my client/customer achieve? • What are we both interested in? • What would we talk about outside of the ‘shop’?
How do we create conversation? • Talk about them • Post their content • Use Facebook as your Page and comment on other Pages • (demo) Switch your user profile to your Page • Share content from other pages and be sure to say thanks • (demo) Find out what other Pages your fans like
What do people expect to be posted? CONTEXT
What do people expect? Timing Styling Device When are they on? How does it look? What are they using? What are they doing? How does it sound? What are they clicking?
What do people expect? Remember, it’s all about people!
Increasing your engagement with Facebook’s data LET’S GET ANALYTICAL
Test your performance • Use Facebook Insights for: • Demographics about people who like your content • When people are online • What type of posts work best • What other Pages are doing well
Time to pay for it Think seriously about your Facebook marketing budget. • Boost your best posts • Target your promotions

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Increasing Facebook Engagement with Content, Conversation & Context

  • 2. Facebook Engagement • What is Facebook Engagement? • • • • How Facebook defines engagement News Feed Factors affecting your content Latest updates from Facebook • Tips for increasing Facebook Engagement • Best practice tips • Analysing your Facebook performance • Paying to improve your engagment
  • 3. How does Facebook define engagement? FACEBOOK ENGAGEMENT
  • 4. What is Facebook engagement? Post clicks Created stories Photo views Likes Link clicks Comments Other clicks Shares
  • 5. What is Facebook engagement? Post clicks Created stories When people interact with your content When people respond to your content
  • 6. Where do people engage? • • • • Their news feed Your Page Timeline News ticker (desktop) Sidebar ads (desktop)
  • 7. Facebook’s Holy Grail for engagement THE NEWS FEED
  • 8. News feed • What you see when you log in to Facebook • A filtered view of the stories (activities) from your: • The people you’re “friends” with on Facebook • Facebook business/community Pages you “like” • Fun fact: there are over 1500 possible stories that could appear on your News Feed every visit • Facebook filters your feed based on 100,000 factors
  • 9. Getting the perfect mix THE MAGIC FORMULA
  • 10. There is no magic formula  Facebook’s algorithms • Likes, comments, shares • Previous engagement with page • Type of content • Timing • Negative feedback • Quality of content • Article types • Bumping • …the list goes on and on! User behaviour • Family and friends • Time on site • Demographics • Questions • Call to actions • Cats, dogs and babies? • Specials • Mobile/desktop
  • 11. The latest from Facebook • Greater focus on sharing ‘high quality’ news • Fewer memes • Fewer picture quotes • Need to pay for boosting/advertising • Focus on mobile • Facebook Paper • Facebook Messenger • Instagram • Story bumping
  • 14. What can I do to connect with my audience better? INCREASING ENGAGEMENT
  • 15. What’s the best practice? Post updates about things you and your audience want to talk about in a way that they expect. (and be prepared to pay)
  • 16. What’s the best practice? Conversation Content Context Engagement
  • 17. What should I share on my Facebook Page? CONTENT
  • 18. What should I share? Community Your original content Interactions Other people's content
  • 19. What should I share? • Content you create and about your business Community Interactions Your original content Other people's content • Blog posts, new products, opening times etc. • Videos • Photos
  • 20. Content: What should I share? • Content other people create related to you and your community Community Interactions Your original content Other people's content • News articles • Videos • Fun stuff
  • 21. What should I share? Community Interactions Your original content Other people's content • Ask questions • Involve your community in your content • Share your community’s photos, stories, posts
  • 22. What should I share? Community Interactions Your original content Other people's content • Replies to comments and posts by others • Posting on other Facebook Pages as your Page
  • 23. Content: What should I share? What do people want to talk about? Content Conversation What do people expect to be posted? Content Context
  • 24. What do people want to talk about? CONVERSATION
  • 25. What do people want to talk about? Questions to ask • What outcome am I helping my client/customer achieve? • What are we both interested in? • What would we talk about outside of the ‘shop’?
  • 26. How do we create conversation? • Talk about them • Post their content • Use Facebook as your Page and comment on other Pages • (demo) Switch your user profile to your Page • Share content from other pages and be sure to say thanks • (demo) Find out what other Pages your fans like
  • 27. What do people expect to be posted? CONTEXT
  • 28. What do people expect? Timing Styling Device When are they on? How does it look? What are they using? What are they doing? How does it sound? What are they clicking?
  • 29. What do people expect? Remember, it’s all about people!
  • 30. Increasing your engagement with Facebook’s data LET’S GET ANALYTICAL
  • 31. Test your performance • Use Facebook Insights for: • Demographics about people who like your content • When people are online • What type of posts work best • What other Pages are doing well
  • 32. Time to pay for it Think seriously about your Facebook marketing budget. • Boost your best posts • Target your promotions