How to use and understand the Facebook News Feed
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TRYING TO UNDERSTAND THE FACEBOOK NEWS FEED TRYING TO UNDERSTAND THE FACEBOOK NEWS FEED 9/15/2016 Robert Lang CEO @robertslang /in/robertslang
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Transcript of How to use and understand the Facebook News Feed
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
TRYING TO UNDERSTAND
THE FACEBOOK NEWS FEED
9 / 1 5 / 2 0 1 6
R o b e r t L a n gCEO
@robertslang
/in/robertslang
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
0
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6
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Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q16
$U
S B
illio
ns
Post-IPO quarterly revenues
FACEBOOK IS A MASSIVE CHANNEL TODAY
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Note: Facebook IPO on May 18, 2012 (Q2 2012); Google IPO on August 19, 2004 (Q3 2004)
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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1SEARCH
SEARCH ENGINE OPTIMIZATION
1+FEED
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
NEWS FEED OPTIMIZATION
1.7 BnPEOPLE ON FACEBOOK
1.7 BnUNIQUE NEWS FEEDS
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
MEDIAMEDIASOCIAL
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
IN A CONSTANTLY CONNECTED WORLD WITH ALL
INFORMATION JUST A CLICK / SWIPE AWAY,
ATTENTION IS BECOMING THE NEW CURRENCY
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Source: Internet Trends 2016 – Mary Meeker
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5
10
15
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25
Facebook Instagram Snapchat Pinterest Twitter Tinder LinkedIn
Ho
urs
/ U
se
rs / M
on
th,
Va
rio
us
Pla
tfo
rms
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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RECENT FACEBOOK
PLATFORM CHANGES HAVE
ONE GOAL IN COMMON:
MAXIMIZE USERS’
TIME SPENT ON FACEBOOK
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
INSTANT
ARTICLES
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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NATIVE
VIDEO
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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LIVE
VIDEO
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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360°VIDEO
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
9 / 1 5 / 2 0 1 6
NEWS
FEED
REVISIONS
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
CANVAS ADS – BUY & INTERACT WITHOUT LEAVING
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
THE IMPORTANCE
OF GOOD CONTENT
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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FACEBOOK EVALUATES
CONTENT QUALITY
BY TESTING
YOUR CONTENT
(= RELEVANCY)
EACH TIME YOU POST
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
RELEVANCELOW $$$$
For bad content, you’re
paying more – just to be
seen!
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WHO
posted it
WHEN
it was posted
INTERACTIONS
on the post
TYPE
of content
HIGH $ RELEVANCE
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
WE ANALYZED 400K POSTS OVER 4 MONTHS
AND FOUND THAT THERE’S A PRICE ATTACHED
TO CONTENT QUALITY
9 / 1 5 / 2 0 1 6Source: Socialbakers analysis of 400 000 Facebook posts by brand Pages in September and December 2015
Note: Bad content is defined as the bottom 50% of a Page’s content by
engagement metrics and compared against the top 10% of the Page’s content4x more negative feedback
7x less viral
attracts 2.3x fewer interactions with the same reach
nearly 20% higher impression cost (CPM)
100% higher click cost (CPC)
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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WHAT WE CAN
DO FOR YOU
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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BE CLEAR ABOUT WHAT TARGETS YOU WANT
TO REACH & HOW TO MEASURE THEM
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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UNDERSTAND WHAT
GOOD CONTENT IS BY
LEARNING FROM
THE VERY BEST
AND USING IT
FOR INSPIRATION
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
INSPIRATION
PRO
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P R E S E N T A T I O N N A M E
SEARCH 10BN PIECES OF CONTENT
AND HOW WELL IT PERFORMED
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
A+
Better than
any other
post
GOOD CONTENT BAD CONTENT
Top 10%
of posts
A
Top 25%
of posts
B
Better than 50%
of other posts
C
Worse than 50% of other posts
D
vs
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PERFORMANCE OPTIMIZATION CATEGORIZES CONTENT
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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LOOK AT CONTENT
PERFORMANCE
BEFORE YOU ACTUALLY
INVEST YOUR
FULL BUDGET
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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PERFORMANCE
PREDICTION
P R E S E N T A T I O N N A M E
AND INVEST OVER-PROPORTIONATELY IN WHAT WORKS
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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COMPARE DIFFERENT
PLATFORMS
TO CREATE EFFECTIVE
CONTENT FOR YOUR
AUDIENCES
ON EACH ONE
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
VIDEO
ANALYTICS
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P R E S E N T A T I O N N A M E
VIDEO METRICS - FACEBOOK VS YOUTUBE COMPARISON
Video Views
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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PUBLISH CONTENT WHEN
YOUR AUDIENCE IS ONLINE
AND PREFERS TO INTERACT
WITH YOUR CONTENT
INDEPENDENT
OF ITS QUALITY
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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PRIME
TIME
P R E S E N T A T I O N N A M E
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P R E S E N T A T I O N N A M E
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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EXECUTIVE
VIEW
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
DEEP DATA ANALYSIS & PREDICTIVE TECHNOLOGY
TO SUPPORT YOU ALONG THE ENTIRE WORKFLOW
TRACKING
ROI /
COMPARISON
CREATION PUBLISHING PROMOTION
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
CASE 1: HOW PERFORMANCE OPTIMIZATION
INFLUENCED KPIS (JAN-APR AVERAGE VS MAY)
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
MORE CASES
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Results are two months before and two months after starting to use Socialbakers Performance Optimization
+40%
GROWTH OF
CTR
+53%
GROWTH OF
ORGANIC
IMPRESSIONS
+58%
GROWTH OF
ENGAGED USERS
/ USERS REACHED
-7%
DECLINE OF
NEGATIVE
FEEDBACK
AUTOMOTIVE COMPANY
+9%
GROWTH OF
PAID
INTERACTIONS
+131%
GROWTH OF
REACH ON
PAID POSTS
-56%
DECLINE OF
NEGATIVE FEEDBACK
ON PAID POSTS
MULTINATIONAL FMCG
+40%
GROWTH OF
PAID
INTERACTIONS
+26%
GROWTH OF
REACH ON
PAID POSTS
-31%
DECLINE OF
NEGATIVE FEEDBACK
ON PAID POSTS
MULTINATIONAL FMCG 2
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
TECHNOLOGY
PEOPLE
EXPERTISE
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
NUMBER OF SOCIAL PROFILES MONITORED
0
2
4
6
8
10
2008 2009 2010 2011 2012 2013 2014 2015 2016
ENGAGEMENT
RATE
October 2008
SOCIAL HEALTH
INDEX
October 2014
INDUSTRY
BENCHMARKING
January 2010
SOCIALLY
DEVOTED
April 2012
PROMOTED POST
DETECTION
July 2015
PREDICTIVE
ANALYTICS
April 2016
Millio
ns
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
TECHNOLOGY PEOPLE EXPERTISE
+ One of the biggest Product & Engineering teams on the planet
10 bncontent pieces
in database
9Mprofiles
monitored
5MAPI requests
every hour
40Mcontent pieces
per month
450servers
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
TRUSTED BY 100 FORTUNE 500 CLIENTS
(2 500+ OVERALL)
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T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
QUESTIONS? BRING
THEM ON!
9 / 1 5 / 2 0 1 6
T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E D
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Q&A
@robertslang
/in/robertslang
