• 1. Creative ideasworth spreadingPETE
  • 2. 2©2013 PETER MAYERGETTING CREATIVE WITH SOCIAL04.10.13Shira PinskerPETE
  • 3. 3©2013 PETER MAYERthe facebooknewsfeed
  • 4. 4©2013 PETER MAYER 4©2012 PETER MAYERwho sees yourcontent?10-20% Fans see your posts without paid support**fans arent all logged in at onceNEWSFEED
  • 5. 5©2013 PETER MAYERNEWSFEEDFacebook uses a private algorithmcalled EdgeRank to determine whatsin the newsfeedEdgeRank keeps users coming back toFacebook by serving them content thatinterests themEDGERANK
  • 6. 6©2013 PETER MAYERIf a post doesn’tperform well, Facebookrestricts the reach ofthe next day’s post
  • 7. 7©2013 PETER MAYERNEWSFEEDannounced newsfeedchangesmultiple feedsbigger imagesmobileconsistency
  • 8. 8©2013 PETER MAYERTYPES OF CONTENT
  • 9. 9©2013 PETER MAYERtypes of content9©2013 PETER MAYEREARNEDLIKESCLICKSSHARESCOMMENTSTAGSPAIDSPONSOREDSTORYLIKE ADOWNEDAPPSPAGE
  • 10. 10©2013 PETER MAYEREARNED CONTENTtypes of contentCANT DETERMINE WHICH TYPE OF ENGAGEMENTIS MOST VALUABLE TO FACEBOOKDETERMINE WHICH action ALIGNS TO YOURBRANDS GOALSEACH FAN base IS DIFFERENT
  • 11. 11©2013 PETER MAYERWHEN BRAINSTORMING, ask"WHAT ACTION DO I WANTTHE USER TO TAKE?"
  • 12. 12©2013 PETER MAYERShare or Like?types of content
  • 13. 13©2013 PETER MAYER 13©2012 PETER MAYERLOWPAGE LIKECLICKPOST LIKEMEDIUMCOMMENTSHAREHIGHPOST APHOTOOFFLINEACTIONlevels of investmentin contenttypes of content
  • 14. 14©2013 PETER MAYERASK USERS for ACTIONtypes of contentin imagein accompanyingtext
  • 15. 15©2013 PETER MAYERSTAND OUTtypes of contentUsers dont alwaysread accompaying textmake sure messagingcan stand alone
  • 16. 16©2013 PETER MAYERsnapshotstypes of contentincorporateother materialsinclude product,rather than logo
  • 17. 17©2013 PETER MAYERtypes of contentlike is more passivecontent is shareable if you cant resistpassing it onshareable vs likeable
  • 18. 18©2013 PETER MAYERShare or Like?types of content
  • 19. 19©2013 PETER MAYERinconclusion
  • 20. 20©2013 PETER MAYERsocial media is two-waycommunicationthe more your content resonates withyour audience, the more of your audiencethat will see itconsider user action when crafting posts
  • 21. 21©2013 PETER MAYERPETEThank you
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    Getting Creative with Social

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    Part of the PETE, Creative Ideas Worth Spreading series. This presentation by Shira Pinsker discusses how to best leverage your earned, paid and owned content on social media channels.
    Download Getting Creative with Social

    Transcript

    • 1. Creative ideasworth spreadingPETE
  • 2. 2©2013 PETER MAYERGETTING CREATIVE WITH SOCIAL04.10.13Shira PinskerPETE
  • 3. 3©2013 PETER MAYERthe facebooknewsfeed
  • 4. 4©2013 PETER MAYER 4©2012 PETER MAYERwho sees yourcontent?10-20% Fans see your posts without paid support**fans arent all logged in at onceNEWSFEED
  • 5. 5©2013 PETER MAYERNEWSFEEDFacebook uses a private algorithmcalled EdgeRank to determine whatsin the newsfeedEdgeRank keeps users coming back toFacebook by serving them content thatinterests themEDGERANK
  • 6. 6©2013 PETER MAYERIf a post doesn’tperform well, Facebookrestricts the reach ofthe next day’s post
  • 7. 7©2013 PETER MAYERNEWSFEEDannounced newsfeedchangesmultiple feedsbigger imagesmobileconsistency
  • 8. 8©2013 PETER MAYERTYPES OF CONTENT
  • 9. 9©2013 PETER MAYERtypes of content9©2013 PETER MAYEREARNEDLIKESCLICKSSHARESCOMMENTSTAGSPAIDSPONSOREDSTORYLIKE ADOWNEDAPPSPAGE
  • 10. 10©2013 PETER MAYEREARNED CONTENTtypes of contentCANT DETERMINE WHICH TYPE OF ENGAGEMENTIS MOST VALUABLE TO FACEBOOKDETERMINE WHICH action ALIGNS TO YOURBRANDS GOALSEACH FAN base IS DIFFERENT
  • 11. 11©2013 PETER MAYERWHEN BRAINSTORMING, ask"WHAT ACTION DO I WANTTHE USER TO TAKE?"
  • 12. 12©2013 PETER MAYERShare or Like?types of content
  • 13. 13©2013 PETER MAYER 13©2012 PETER MAYERLOWPAGE LIKECLICKPOST LIKEMEDIUMCOMMENTSHAREHIGHPOST APHOTOOFFLINEACTIONlevels of investmentin contenttypes of content
  • 14. 14©2013 PETER MAYERASK USERS for ACTIONtypes of contentin imagein accompanyingtext
  • 15. 15©2013 PETER MAYERSTAND OUTtypes of contentUsers dont alwaysread accompaying textmake sure messagingcan stand alone
  • 16. 16©2013 PETER MAYERsnapshotstypes of contentincorporateother materialsinclude product,rather than logo
  • 17. 17©2013 PETER MAYERtypes of contentlike is more passivecontent is shareable if you cant resistpassing it onshareable vs likeable
  • 18. 18©2013 PETER MAYERShare or Like?types of content
  • 19. 19©2013 PETER MAYERinconclusion
  • 20. 20©2013 PETER MAYERsocial media is two-waycommunicationthe more your content resonates withyour audience, the more of your audiencethat will see itconsider user action when crafting posts
  • 21. 21©2013 PETER MAYERPETEThank you
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