Social Media Summit and SES 2011 presentation by Kelly Cutler, CEO, Marcel Media

1. Lessons from the
Social Edge
Confronting Facebook, and Winning
11/14/2011
Kelly Cutler
CEO, Marcel Media
@kfcutler

2. Agenda
• About Kelly
• The Facebook Breakdown
1
• Facebook Applications
• Optimizing Your Facebook Page
2 • Understanding Facebook Advertising
• Case Studies
• Getting to Know Google+
3 • Summary

3. About Kelly & Marcel Media
Kelly Cutler is the CEO of Marcel Media, a Google Certified interactive,
marketing firm specializing in Search Engine and Social Media Marketing.
Kelly’s achievements include serving as the first woman president of the
Chicago Entrepreneurs’ Organization, instructing at the University of
Chicago and DePaul University, and speaking on industry topics across
the country.
@marcelmedia
Facebook.com/marcelmedia

4. Why Facebook Matters
• Facebook has over 750 million users
• Facebook is now used by 1 in every 13 people on earth
• Over 700 Billion minutes a month are spent on Facebook
• 20 million Facebook applications are installed per day
• Over 200 million people access Facebook via their mobile phone
Source: Mashable.com

5. The Facebook Breakdown

6. EdgeRank:
Facebook’s News Feed Algorithm
• The news feed only displays a subset of the stories generated by your
friends
• Every item that shows up in your News Feed is an “object”
• If your brand has an “object” in the News Feed (i.e. status update,
application, comment), whenever another user interacts with that
object they’re creating an “Edge.”
• An object is more likely to show up in your News Feed if people you
know have been interacting with it recently.

7. The Anatomy of EdgeRank
Each Edge has three components important to Facebook’s algorithm:
• Affinity Score: This is the relationship between the user and the
“objects” creator. If you send your friend a lot of Facebook messages
and check their profile often, then you’ll have a higher affinity score.
• Edge Authority: There’s a weight given to each type of “Edge.” A
comment likely has more importance than a “like.”
• Time: The older the “Edge” the less relevant the content.
Multiply these factors for each “Edge” then add the “Edge” scores up
and you have an Object’s EdgeRank.

8. Social Media Marketing & Facebook
So how do you increase engagement
with your branded content?

9. Increasing Engagement with
Facebook Applications

10. 10 Benefits of Facebook Applications
1. Branding
2. Customer Engagement
3. Drive Traffic to Top Converting Landing Pages
4. Reputation Management
5. Customer Acquisition
6. Lead Generation
7. Client Retention
8. Viral Marketing
9. Real-Time Feedback
10. Build Business Cases

11. Facebook Applications: Features
Most Platforms Offer:
• Applications: Create value, drive sales, generate impressions and
foster community engagement.
• Publishing: Plan, author, and schedule content to auto publish in
advance. Many also allow you to geo-target posts in local languages
and time zones.
• Moderation: Features can include keyword filtering, comment views,
customer service escalation and workflow, tracking and deletion of
comments, and archiving.
• Tracking/Reporting: Competitive analysis and summary stats for fan
count, fan growth, page views and demographics.

12. Gorjana Homepage Facebook Application
Gorjana is a high end, online jewelry and accessory retailer that uses their
custom Facebook tab application to offer exclusive deals to their fans.

13. Progressive Welcome Tab App

14. Progressive Welcome Tab Application
• Encourages visitors to “like”
their page.
• Offers a variety of resources
including links to mobile apps,
Twitter page, travel routes etc.
• Offers users the ability to
request a free quote

15. Tips to Increase Brand Engagement
• Give fans something exclusive & reward super fans
• Let fans help create the offer
• Be concise-posts should be 80
characters or less
• Posts that occur outside of
business hours increased
engagement rates by 20%
• Facebook engagement has three peaks:
o Early morning (7 a.m. EST)
o After work (5 p.m. EST)
o Late at night (11 p.m. EST)

16. A Breakdown of Engagement by Industry
• Entertainment: Friday-Sunday
• Media: Weekends
• Automotive: Sunday
• Business & Finance: Wednesday & Thursday
• Retail: Sunday
• Healthcare & Beauty: Thursday
• Food & Beverage: Tuesday & Saturday
Source: Mashable
• Travel & Hospitality: Thursday & Friday

17. Social Plugins for your Website & Fan Page
• Like Button: One-click share functionality
• Send Button: Allows your users to Facebook
message your content directly to their friends.
• Recommendations: Gives users personalized
suggestions for pages on your site they might like.
• Live Stream: Lets your users share activity and comments in real-time as
they interact during a live event.
• Facepile: Displays the Facebook profile pictures of users who have liked
your page or have signed up for your site.

18. Don’t Forget About SEO
• Push Your Brand Name: The names of your Facebook page, custom URL,
and custom tabs are of utmost importance. Search engines see these titles
in H1 tags.
• Links: As is the case with traditional SEO, getting links to your Facebook
page and custom tabs is extremely beneficial. Links are like
recommendations.
• Optimize Custom Tabs: Tabs and tab content are given more weight then
wall posts (or streaming apps that we mentioned earlier). Likes are a
significant ranking factor in Bing. Google doesn’t have access to Facebooks
API but Bing does.
• Optimize Your Video: Video titles are heavily weighted. So make sure
you’re giving your videos good titles, both on Facebook and on sites like
YouTube and Vimeo.

19. Cost Per Like (CPL)
Facebook Fan Acquisition or Cost Per Like (CPL)
There are some questions regarding the best strategy for Facebook media buys
used to promote branding and increasing the “likes” of a fan page.
• Target Audience: Is it better to go with a broad with a greater reach or
narrow reach to a small demographic with a high affinity for a product.
• Should you design copy with click through rate (CTR) in mind?
• Since there is little effort in “liking” a product or brand, is it safe to assume
a user who clicks on a Facebook ad will likely also “like” your fan page.
What we think?
High CTRs doesn’t ensure high CVRs (conversions) if you are interested
in conversions (which can be identified as “likes” here) start out with a targeted
campaign. If you are interested in branding with minimal CVRs a broader reach is
the way to go.

20. Tips for Managing a Like
Acquisition Campaign on Facebook
• Start by targeting audiences that have a high affinity for your product.
• Build out broadly targeted audiences to get additional traffic but keep your
maximum bids low, this will help to scale the build outs of your campaign.
• Build upon on segments you know work well
• (i.e. if a campaign to target women age 25-35 is performing well,
expand that to reach to age 45)
• Focus on improving ad copy for campaigns that have a low CTR but high
CVR.
• Leverage Sponsored Stories; an inherently viral toolsthat can help you
acquire Fans at a significantly lower CPL.
• CTRs of ads on Facebook will drop if they are not changed regularly, test
new ad copy and keep in queue for when CTRs begin to drop.

21. What are Sponsored Stories?
https://www.facebook.com/video/video.php?v=10100328087082670

22. Case Study:
Healthcare 2.0 Interactive Chat Application

23. Interactive Chat App: The Results
• The Online Interactive Chat applications allow users to submit
questions and comments prior to the live chat event.
• The number of visits to this application has increased by 420%
month over month, with a total of approximately 17,000 fan visits.
• The engagement metrics of visitors that share this application has
gone up 566%.
• The clients comparative fan totals industry-wide was up 99% when
measured against their competitors.
• Brand engagement on Facebook increased by over 293%
• The organization saw an overall increase in their Fan Page “likes”
with approximately 5,935 new page “likes” in less than three months.

24. Case Study: Contiki Vacations’
“Get on the Bus” Promotion

25. Case Study: Contiki Vacations’
“Get on the Bus” Promotion
• Contiki, a travel firm that caters to the 18-35 year-old demo, dropped
a promotion encouraging fans to create their perfect vacation.
• The winner got one of eight vacations worth around $25,000.
• The “Get on the Bus” promo challenged fans to get a crew with four
friends together, choose a trip and then try to get as many votes as
possible in order to win.
• The promotion garnered 8,000 Likes for Contiki.
• Generated more than 10 million ad impressions through Facebook
shares, Likes, tweets and blog coverage.

26. Google+ Fact Sheet
• 3 most important features for business:
• Sparks(what’s trending),
• Circles (allows for segmentation of content),
• Hangouts (chat live with up to 10 ppl and stream it)
• Has the potential to be more authoritative then a Facebook “like”
• Google+ is now open to brands
• www.marcelmedia.com/how-to-create-a-google-page-for-your-business/
• Google+ is not another social destination site and will continue to
enhance synergy between search and social
• Google+1 can currently be embedded into any owned digital asset

27. Google+ & Social Search
• Currently Google does not have access to Facebook data, so it is
possible a “+1” could be more authoritative then a “like.”
• Circles provide marketers with the ability to segment their network out
into a social database that will allow for hyper customization and
targeted messaging.
• Integration: a user could “+1” a paid search ad, then the brands
Google + page appears and user is prompted to join the brands page,
they receive rich, branded, and highly targeted content, and ultimately
that brand will have an influence on that users search experience.
• “+1” generates a “earned” impression and your sites content will
benefit from Google’s indexing of these social search signals.

28. Takeaway Points
• Understanding the Anatomy of EdgeRank
• The Features and Benefits of Facebook Applications
• What’s Next  How Google+ will Compete with Facebook

29. Thank You
Lessons from the Social Edge
Confronting Facebook, and Winning
Kelly Cutler
CEO, Marcel Media
kelly@marcelmedia.com
(312) 280-1974
@kfcutler
www.linkedin.com/in/kellycutler