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Facebook Reach Generator

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Image representing Facebook as depicted in Cru...

Image via CrunchBase

I haven’t blogged here for awhile, something I am very keen to change in 2012, but for those who don’t know I do blog every other day (if not every day) on my football blog though.

But today I felt compelled to blog again, and that’s because I came across new Facebook advertising package “The Reach Generator”.

As we all know, Facebook ads tend to have a low click through, especially the basic link ads. What we also know is that as a Facebook Page we never reach 100% or even 30% of those who like our page.

That’s why Reach Generator is a very interesting prospect for brands and organisations.

In a nutshell Reach Generator allows advertisers to pay Facebook on an on going basis rather than the CPC or CPM model. Once switched on Reach Generator (and Facebook) guarantees a 75% reach of one story every day, over a month long period.

Apparently Ben and Jerry’s have been using this and they were able to reach 98% of their Facebook which is pretty astounding.

There is little more information at the moment, but what an opportunity for brands to reach even more people. Some may be cynical and say but we should be able to reach everyone who likes us, and yes I can see the point of view, but at the same time we know the game and we need to play it. It is also worth noting that the more engaged your page is, with better content, the more likely you are to reach more of your fan base too.

The only documentation on Facebook’s site I can find is a PDF of basic Reach Generator info but I can’t wait to get my hands on it. I also agree with as @BenAyers that you need scale and backing for it to work, which makes me think that the best use will be for big launches, big campaigns (like @TheBHF Vinnie Jones CPR anyone?) and brands with big existing reach.

The price? Not sure yet…

New Facebook Top Stories and Ticker

Image representing Facebook as depicted in Cru...

Image via CrunchBase

From today you will start to see a ‘new’ newsfeed on your own Facebook profile. The two biggest features are ‘Top Stories’ feature and a ‘Ticker’ feature.

Top Stories

All of your news is now in one place with the most interesting stories featured at the top. If you haven’t visited Facebook for a while, the first things you’ll see are top photos and status updates posted while you’ve been away. They’re marked with an blue corner.

If you check Facebook more frequently, you’ll see the most recent stories first. Photos will also be bigger and easier to enjoy while you’re scrolling through.

Facebook determines whether something is a top story based on lots of factors, including your relationship to the person/page who posted the story, how many comments and likes it got, what type of story it is, etc.

How does this impact your page?

Well. We don’t know yet. But…I will be keeping an eye on how this impacts on our Facebook posts and engagement.

My theory, and it is just a theory, is that this should be a good thing for pages. Mainly because Facebook needs to be seen as a major media platform so you would imagine that they are doing this to make Brand Pages more obvious in the newsfeed. Keep today in your diary as a date to keep a close eye on your engagement stats

In addition, we may see that stories have a longer shelf life, maybe up to 5 days as people who don’t log in as much see our top story when they log in, which may be a few days after the story was posted.

The Ticker.

The ticker, on the right-hand side of your account, lets you see all your friends’ activity in real-time – yes, that’s right, just like Twitter…

When you hover over an item on ticker, you can see the full story and join the conversation as it happens….just like when you click on a Tweet on Twitter it opens that up for you.

Ticker updates itself as stories happen. This gives you a more complete picture of what your friends and Pages you are following are up to right now.

How does this impact your page?

Be really succinct, we  have a rule that every Facebook post has a question or first line hook, this will become even more important to make sure people engage with us.

Finally, it will also mean – and again this is my theory – that less people will come your actual page wall but engage with you on posts that come up on their newsfeed, which is what happens already but I suspect will increase even further.

What do you think? Good or bad?

I have to say I think good and generally love the new design, wider and more relevant to me.

Facebook online/offline integration

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I blogged last year about offline integration of Facebook at Coca-Cola. Both fascinating and frightening.

Matt Rhodes G+ed this story today showing another example. Wonder how long til we see something in the UK…can see the Daily Mail headlines already: “BRAND TRACKS YOUR CHILD’S EVERY MOVE”

Data driven decisions on Facebook

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Image representing Facebook as depicted in Cru...

Image via CrunchBase

UPDATE: October 2011

Seems that with the new Facebook Insights that you can now export all the data that you need to make the below work again without using Plus there are some new metrics too, individual users who have seen each post as well as reach.

Good times!


UPDATE: seem to have been taken over by Simply Measured and don’t seem to offer the same, very cost effective, solution as what we did below.  Hoping to find out more, but as you can imagine, I’m very keen to keep using them!

I was having a chat with a colleague last week and she asked me why we update our Facebook page twice a day and how do we make that decision? Was it just a guess or a hunch?

The answer to both was by using data.

At the BHF we have a very healthy Facebook community with lots of engagement, take a look – I am very proud of it. We have worked very hard to make sure that we are talking to our ‘likers’ every day and engaging them in conversation not just broadcasting at them, using our top class content to build better relationships.

But how did we make decisions about when we should post a Facebook update?

In April, we used to export the previous 12 months Facebook data to a huge Excel file.

Our Analytics Executive Dan manipulated the Excel file and in a few hours we knew:

  • Time of our updates
  • Amount of likes per post
  • Amount of comments per post
  • Whether posts included a video, photo or if they were just a text update
  • Our top contributors to our page
  • Lots more treasures…

Now we had all that data we could cross reference the time of our updates by comments and likes and find out when updates had higher levels engagement – allowing us to make decisions on when we post using data rather than just a hunch.

We are due another data mine soon and due to the substantial increase in ‘likes’ that we have had since April I think that our timings may change slightly. I’m keen to find out whether our updates with a question are more engaging with our ‘likers’ than one’s without  too as well as some more extensive work into what topics get more engagement (if you’re reading this Dan then that’s what I’m going to ask next week..).

For the record, our highest engagement came between 11:30-13:00 and 18:30-19:30…

N.B We had to pay $50 dollars for our file due to the size of our Facebook page, but if you’re managing a page with less ‘likes’ then you may not have to pay at all. (We have 100,000+ likes now).

Asking for support via twitter. Your thoughts?

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Tweet from WWF to RktweetsSo I have the new iPad and it has given me inspiration to blog again (simple pleasures/simple minds).

On Saturday the WWF tweeted at me asking to spread the word about earth hour. I had no problem helping out, I like the WWF a lot and my first memory of a “charity” was of the WWF logo back when I was a child.

I noticed that they had also asked a lot of other people to do the same. Again I didn’t mind at all, I have done the same thing at the BHF to MP’s to support some of our campaigns, all part of trying new methods of engaging and experimenting, we have also had some MP’s who we were not as warm with talk to us because of it, which can only be a good thing.

It did get me thinking though, do people find it spammy? Or is it just another way of using Twitter with “influencers” to spread the word? Does it make a difference? And please…no mentions of slacktivism.

Be really interested in your thoughts.

And a big well done to the WWF for another year of earth hour and raised awareness of global sustainability.

Mark Zuckerberg talks Facebook & Mobile, Single Sign On & Places

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Facebook logo

Image via Wikipedia

Click the link to play the interview.

I am doing a lot of work around single sign on (long story) but interesting to see Facebook talking about it and also mobile/location. No Facebook phone at the moment, but the concept of single sign on with your Facebook ID across all sites (without having to re login) is interesting.

Also in the interview talks about deals and social deals. Obviously an idea that will evolve (as with places) but nice to hear such a big company talking about doing things slowly, when they are ready.

Love the passion for making online experiences social, massive culture shift. For me I wonder what this means for organisations/charities who are set up with their databases. If people use their Facebook data and ID to interact with websites. Awhile until this is an issue, but the iceberg may come.

Also, some interesting bits on Places. Apparently more people are going to places on their mobile app rather than their newsfeed. Which makes sense. Places is going to be big people!! It is so relevant in mobile for sure.

What do you think? Long and VERY interesting interview.

Real life social networks version 2

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Will be trying to summarise this presentation and the one below soon but this is one of the best I have seen for along time. What do you think? Really like the user examples.


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