Below is live coverage of the Building Buzz On Facebook: Getting Liked & Shared panel from the SMX West conference. This coverage is provided by Barry Schwartz of RustyBrick.
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Barry Schwartz:
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Starting in 5 minutes, lots of cookies up here.
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Yea I am serious
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Marty's fault
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Marty at aimClear is a sponsor of this panel and he has to give a sponsor message in a minute, so he is hoping to distract everyone with cookies.
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First up is Tami Dalley, Vice President of Analytics and Insights, Buddy Media (@DataDivaDalley)
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Tips for driving likes and comments
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(1) Keep your posts short, the more characters means the less engagement
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(2) Post on Thursday and Fridays
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But this doesn't apply to all industries
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(3) Photo and plain status posts work well
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(4) Have clear call to action
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Ask them to like something
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(5) If you are going to sell, do it softly
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(6) Place questions at the end of your post
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(7) Ask a question well
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Questions with "Why" engagement is very loww
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(8) Use fill in the blank posts such as I like X
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(9) Be topical and relevant
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There is success in posting around tragedies
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it helps a brand build a dialog
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(10) Win the super bowl it helps
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Tips For Driving Shares in Facebook:
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(11) Understand it's a bigger ask to ask them to share vs like
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(12) If you want people to share your content, you must ask them
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(13) Post visual content! Videos, photos, etc
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How do you drive shares outside of Facebook:
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(14) Add social sharing buttons to your web site
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People are more likely to trust info emailed or shared on a social network from a friend
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The average FB sharer has 240 friends
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That is 83% higher than the average FB user
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On average, a single share drives 6 new visitors
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But you need to measure the impact of a social share, otherwise you have no idea if it converts.
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(15) Tie Shares to Sales and ROI
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Next up is Aaron Friedman, Content Strategist, Resolution Media (@aaronfriedman)
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#1 rule, you need to be passionate about what you do. If you sell life insurance, don't write about insurance but write about life.
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EdgeRank is Facebook Algorithms
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Best way to grow your audience, by ads from mark
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Not
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Do not buy likes
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Buy ads directly on Facebook
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facebook.com/ads/create/
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Case study, Bass Fishing Favorites http://www.facebook.com/BassFishingFavorites
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Over 60,000 fans through buying ads... It was a cost of $0.15 per fan for the first 40,000 fans. They spent a total of $6,000. So when they do launch a site, these people will engage.
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Tools: They use Kenshoo Social, it is quick, advanced targeting options, lower cost per fan
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http://www.seomoz.org/blog/keyword-level-demographics
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Open Graph: It controls what people see in Facebook (meta data)
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Control which image shows up in the post
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The second image has nothing to do with the article
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Would you do this in Google, i.e. leave your title tags blank? If not, then leaving you pictures blank on FB is the same thing.
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@ipullrank helped him on building a new tool
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A Bookmarklet to help you monitor your facebook open graph tags, see http://www.ipullrank.com/open-graph-helper
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Dan Robbins, Director of Marketing, Fox Racing Shox (@reachdanro) is now up
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He is talking about passion
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They don't sell direct... They use Facebook to support their core marketing initiatives
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They developed their Facebook audience purely organically. They never paid for a like.
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Types of Content They Post:
(1) Photo galleries and videos both raw and polished
(2) Links to web site content, product reviews, event coverage and videos
(3) Contests and special offers
(4) Market research with their fans
(5) Fan calls to actions
(1) Photo galleries and videos both raw and polished
(2) Links to web site content, product reviews, event coverage and videos
(3) Contests and special offers
(4) Market research with their fans
(5) Fan calls to actions
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Their contests and offers are after they become a fan, they dont use it as a bribe
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How they handle user posted content:
(1) Answer every question in a timely manner
(2) They ignore the antagonists
(3) Remove only pure spam and hate posts
(4) Leave questions directed at the community for the community
(5) Check hidden posts daily
(1) Answer every question in a timely manner
(2) They ignore the antagonists
(3) Remove only pure spam and hate posts
(4) Leave questions directed at the community for the community
(5) Check hidden posts daily
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Their 3 Philosophies
(1) Post only quality relevant content
(2) Once posted, forever posted (never take it back)
(3) Time is not of the essence
(1) Post only quality relevant content
(2) Once posted, forever posted (never take it back)
(3) Time is not of the essence
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Take the time to fact check, etc.
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Top KPIs
(1) Weekly Like Growth
(2) Likes, comments, shares and clicks numbers
(3) User posts metrics
(1) Weekly Like Growth
(2) Likes, comments, shares and clicks numbers
(3) User posts metrics
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They also have their own branded short URL
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They look at their direct competitors as a bench mark
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They also look at the industry
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They want to see more mobile integration such as admin functionality, tabs, and post sharing
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Page communications to "Likes" and message users as a page
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That is all, Q&A Time
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Next sessions in about 45 minutes:
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4:21:21 pm
5:00pm – 6:15pm
How Siri, Search By Voice & Search By App Are Changing The Mobile Landscape by Barry Schwartz
Duplication, Aggregation, Syndication, Affiliates, Scraping And Information Architecture by Avi Wilensky
How Siri, Search By Voice & Search By App Are Changing The Mobile Landscape by Barry Schwartz
Duplication, Aggregation, Syndication, Affiliates, Scraping And Information Architecture by Avi Wilensky
