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Facebook: A New Era

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Facebook
Mayo Clinic Social Media Network - Residency
May, 2017

Publicado en: Redes sociales
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Facebook: A New Era

  1. 1. ©2016 MFMER | 3507910- Facebook: A New Era Makala Arce & Taryn Offenbacher
  2. 2. Active Facebook Users Q1 ’17 • Monthly: 1.94B • Daily: 1.28B
  3. 3. Reachpocalypse
  4. 4. Facebook’s Algorithm More of this: Less of this:
  5. 5. Why The Change? “The growth and competition in the publisher ecosystem is really, really strong.” Adam Mosseri Vice President of Product Management Facebook
  6. 6. What Will I See? 15,000 Max. # Stories Possible 1,500 Avg. # Stories Possible 300 # Selected Stories
  7. 7. How Does Facebook Choose What I See? • Connections • Activity and interaction • Engagement on story • Type of story • Advertising
  8. 8. Facebook is a Business • 98% of its quarterly revenue came from advertising • Ad revenue rose 51%, to $7.86B • 5M advertisers in April 2017 (4M: September 2016; 3M: March 2016 https://www.thestreet.com/story/14118076/1/facebook-s-earnings-got-a-boost-from-both-new-and- old-trends.html
  9. 9. ©2016 MFMER | 3507910- Stop, Collaborate, and Listen to Optimize Organic
  10. 10. Stop Posting Bad Content Before you post, consider: 1. Who you are trying to reach? 2. What you want them to do? 3. What are they already interested in? 4. Is your content adding value for them? 5. Who do they already follow?
  11. 11. Stop Posting Text Only Video and Graphics • Live: Play to the algorithm • Square: 78% more screen space than landscape; 28% more views • Designed for Sound Off: 85% video played with sound off • Short: Create immediate interest • Quality and authentic
  12. 12. “Be Tinder, Not eHarmony” Is your content: • Immediately interesting • Visually appealing • Aligned to their cause, mission, digital personality *Courtesy of Guy Kawasaki, Chief Evangelist at Canva
  13. 13. Collaborate With brand evangelists: • Nurture relationships with those who already love your brand and are willing to share it. • Employees, clients, students, partners With followers/community: • User-generated content is highly sharable
  14. 14. Listen Reviews: • If you enable reviews, read and respond Insights: • Insights can help you decide what to post and when to boost
  15. 15. ©2016 MFMER | 3507910- Insights
  16. 16. Which demographics are engaging?
  17. 17. Don’t exaggerate.
  18. 18. Which type of Facebook engagement is most valuable to us? • A. Comments • B. Likes/Reactions • C. Shares
  19. 19. Which type of Facebook engagement is most valuable to us? • A. Comments • B. Likes/Reactions • C. Shares
  20. 20. What can negative feedback teach us?
  21. 21. How frequently should we post? 0 50000 100000 150000 200000 4x/day 8x/day 12x/day Total Total Engagements Trend
  22. 22. How frequently should we post? 0 50000 100000 150000 200000 4x/day 8x/day 12x/day Total Total Engagements Trend Facebook Post Negative Feedback Trend
  23. 23. How are peers’ pages performing?
  24. 24. ©2016 MFMER | 3507910- Advertising
  25. 25. How can I boost a post?
  26. 26. Targeting Options
  27. 27. Targeting Options
  28. 28. Budget & Duration
  29. 29. A more detailed way: Ads Manager
  30. 30. Tips and Tricks • Little to no text • For better or for worse, Facebook optimizes • With many changes, start fresh
  31. 31. ©2016 MFMER | 3507910- What’s Next
  32. 32. Messenger Codes 1. Download messenger code. 2. Share it online or off. 3. Users can scan the code within the Messenger app to start a conversation with you directly.
  33. 33. Messenger 2.0 1. Smart Replies: AI bot engine automatically responds to frequently asked questions by scanning business Facebook profile. 2. Discover Tab: Helps people connect to the right businesses in their location. 3. Chat Extensions: Allows users to conduct tasks within a chat.
  34. 34. ©2016 MFMER | 3507910- Questions?

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