The document summarizes a Facebook marketing session with four presenters - Jay Feitlinger, Laurie Buczek, Jeff Widman, and Zach Welch. Jay Feitlinger discussed shifting from a focus on fan growth to customer engagement. Laurie Buczek emphasized that content strategy should support broader brand strategy and objectives. Jeff Widman discussed limitations of Facebook Insights and introduced PageLever analytics tools. He provided tips for optimizing reach and engagement.

1. Facebook 2.0 Super Session #Bolo2011 @JeffWidman @ZachWelch @JayFeitlinger @lauriegbuczek

4. Over 4 years at the forefront of launching internal and external social media initiatives

5. Marketing, Technolog Consulting, IT background

6. Member Social Business Council@lauriegbuczek | laurie.g.buczek@intel.com

8. Co-founder of Shop Tab, first Facebook app that showcases an eCommerce store through a data feed

9. Entrepreneur

10. Vice President of SEMPO (Search Engine Marketing Professionals Org) Phoenix chapterJay Feitlinger | @JayFeitlinger | jay@stringcaninteractive.com

12. Recognized expert in Facebook EdgeRank and analytics

13. His Facebook marketing agency BrandGlue helped YouTube grow from 6M to 17M fans@JeffWidman

15. Facebook user since only accessed by college students (6 years)

16. Recognized expert on newsfeed optimization and Facebook analytics

17. Optimizes social channels to enable brands to get more value from their marketing@ZachWelch

18. F8 Conference Highlights: What You Should Know #Bolo2011 @JeffWidman @ZachWelch @JayFeitlinger @lauriegbuczek

20. Facebook will be offering contextual based advertising

21. Facebook to tell brands what people are talking about. A new “People Talking About This” metric.

22. Facebook launched a new translation tool powered by Microsoft Bing Translate that lets users select to view Page posts in their native language.

23. Easier for Fans to Hide your Status Updates in their Newsfeed#Bolo2011 @JeffWidman @ZachWelch @JayFeitlinger @lauriegbuczek

25. Personal profiles will soon become Timeline

26. Subscribe feature

27. EdgeRank Formula& Time Decay

28. See how many Shares your Status Updates receive

29. Newsfeed : Top Stories and Most Recent are now Combined

30. Ticker Live-Feed#Bolo2011 @JeffWidman @ZachWelch @JayFeitlinger @lauriegbuczek

31. Facebook 2.0 Super Session From Fan Growth toCustomer Engagement @JayFeitlinger | @StringCanAgency #Bolo2011

32. facebook.com/StringCan facebook.com/ShopTabApp Connect With Me:Jay Feitlinger | @JayFeitlinger | jay@stringcaninteractive.com @JayFeitlinger | @StringCanAgency #Bolo2011

33. Have you heard thisfrom a client before? “Get me as many fans as you can!” @JayFeitlinger | @StringCanAgency #Bolo2011

34. WHY? @JayFeitlinger | @StringCanAgency #Bolo2011

35. image source: buyfacebookfan.devhub.com @JayFeitlinger | @StringCanAgency #Bolo2011

36. Quality not quantity image source: amazon.com @JayFeitlinger | @StringCanAgency #Bolo2011

37. Social Media Optimization @JayFeitlinger | @StringCanAgency #Bolo2011

38. information overload… …2,000,000,000+ per day 17 image source: alexanderchen.com

39. SocialGraph 2.0 Watching Reading Listening to upgraded http://bit.ly/Facebook-OpenGraph @JayFeitlinger | @StringCanAgency #Bolo2011

40. @JayFeitlinger | @StringCanAgency #Bolo2011

41. @JayFeitlinger | @StringCanAgency #Bolo2011

42. @JayFeitlinger | @StringCanAgency #Bolo2011

43. @JayFeitlinger | @StringCanAgency #Bolo2011

44. @JayFeitlinger | @StringCanAgency #Bolo2011

45. @JayFeitlinger | @StringCanAgency #Bolo2011

46. But Likes May Not Be Created Equal! @JayFeitlinger | @StringCanAgency #Bolo2011

47. @JayFeitlinger | @StringCanAgency #Bolo2011

48. @JayFeitlinger | @StringCanAgency #Bolo2011

49. @JayFeitlinger | @StringCanAgency #Bolo2011

50. @JayFeitlinger | @StringCanAgency #Bolo2011

51. Summary for Fan Engagement Give initial brand introduction Two Way Communication (increases engagement) Leverage social plugins(for the ticker) Strong Calls to Action (like, share, etc.) Make your customer the hero & W.I.F.M Content is still king & Metrics are important to watch @JayFeitlinger | @StringCanAgency #Bolo2011

52. Thank you! @JayFeitlinger | @StringCanAgency #Bolo2011

53. Panel Discussion @JeffWidman @ZachWelch @JayFeitlinger @lauriegbuczek #Bolo2011

54. Facebook 2.0 Super Session What’s King? Content Strategy Laurie Buczek @lauriegbuczek #Bolo2011

55. What is Content? @lauriegbuczek #Bolo2011

56. Traditional View Text Periodic Status Update “We have a Facebook Fan Page. Isn’t that Enough?” @lauriegbuczek #Bolo2011

57. Today’s View Enables Brand Objectives Customer Centric Visual Engaging Relevant …and User Generated @lauriegbuczek #Bolo2011

58. Power Shift to Consumers Means a Strategy that delivers engaging & relevant content is more important than ever #Bolo2011 @lauriegbuczek Intel - Public

59. Content Strategy is Macro Isolated marketing does not serve broad marketing objectives Nothing is Unto Itself #Bolo2011 @lauriegbuczek

60. Content Strategy Supports Brand Strategy Facebook Corporate Website Is There Brand Consistency? #Bolo2011 @lauriegbuczek

61. Content Strategy Embraces Multiple Sources User Generated #Bolo2011 @lauriegbuczek

62. Content Enables Brand Advocacy From Fan to Engagement #Bolo2011 @lauriegbuczek

63. Content is Customer Centric Engaging, Useful, Snackable, Interesting, Solves Problems, Builds Trust, Inspires, Human, Tells Stories, Frequent, Visual #Bolo2011 @lauriegbuczek

64. Content Raises The Conversation Floor… #Bolo2011 @lauriegbuczek

65. Final Thought “Watch out for the content pushers. They want to create stuff and then dump it. People are looking for conversations and relevance.” -Bob Pearson, WCG #Bolo2011 @lauriegbuczek

66. Thank you! Connect With Me:Laurie Buczek| @lauriegbuczek | laurie.g.buczek@intel.com #Bolo2011

67. Measuring Facebook @jeffwidman Better Facebook Analytics by

68. How many pages are you a fan of? Better Facebook Analytics by

69. How many pages are you a fan of? (Average: 5-20) Better Facebook Analytics by

70. In last 6 months, how many of those pageshave you returned to? Better Facebook Analytics by

71. In last 6 months, how many of those pages have you returned to? (Average: 0-2) Better Facebook Analytics by

72. People don’t revisit fan pages So what should marketers do? Better Facebook Analytics by

73. Street Cred Better Facebook Analytics by

74. Ever felt frustrated with Facebook Insights? Better Facebook Analytics by

75. Better Facebook Analytics

76. Launched beginning of August Already measuring three-quarters of a billion fans Including 4 of 10 largest fan pages

77. Fan Page Lifecycle:1) Get Fans2) Reach Fans3) Fans engage4) Reach fans’ friends Better Facebook Analytics by

78. Fan Page Lifecycle:1) Get Fans Better Facebook Analytics by

79. Important Metrics:1) New Fans2) New Fan Sources3) New Fan Demographics4) Removed Fans5) Removed Fan Sources Better Facebook Analytics by

80. Fan Page Lifecycle:2) Reach Fans Better Facebook Analytics by

81. Important Metrics:1) Pageviews2) Pageview referral sources3) Stream Impressions4) Unique Stream Impressions5) Estimated Percentage of Fans Reached Better Facebook Analytics by

82. Fan Pages = Reach fans via newsfeed Better Facebook Analytics by

83. Stat: 90%+ of comments & likes on a status update come from newsfeed~10% from mobile devices Better Facebook Analytics by

84. How many fans see my status updates? Better Facebook Analytics by

85. PageLever shows the percentageof fans that you’re reaching Better Facebook Analytics by

86. PageLever shows the percentageof fans that you’re reaching 10K fans ~ 25% | 5M fans ~ 10% Better Facebook Analytics by

87. Fan Page Lifecycle:3) Fans engage Better Facebook Analytics by

88. Important Metrics:1) New comments & likes2) Sources of Comments & Likes3) Removed Comments & Likes4) Sources of Removed Comments & Likes5) Engagement Rate Better Facebook Analytics by

89. Fan Page Lifecycle:4) Reach fans’ friends Better Facebook Analytics by

90. Important Metrics:1) Viral Reach2) Sponsored Story Impressions3) Sources of New Fans Better Facebook Analytics by

91. Ever seen a story:“[Your Facebook Friend] liked ___ page”?? Better Facebook Analytics by

92. How do I reach more fans? Better Facebook Analytics by

93. Tip: Post when previous post dies Better Facebook Analytics by

94. Tip: Get comments & likes EdgeRank algorithm exists Hides boring status updates from users Better Facebook Analytics by

95. Tip: Questions less than 60 characters get more comments Better Facebook Analytics by

96. Tip:Photos/video generally outperform links Better Facebook Analytics by

97. Tip: Post 3 photos, not 1 Better Facebook Analytics by

98. Tip: http://pagelever.com/freemonth Better Facebook Analytics by

99. Have you ever wondered whether or not your Facebook marketing efforts were successful? Better Facebook Analytics by

100. Easy to measure input:$$ & Man-hours Better Facebook Analytics by

101. Easy to measure output:Fans, Comments, and Likes Better Facebook Analytics by

102. Hard to measure success Better Facebook Analytics by

103. Until success is defined Better Facebook Analytics by

104. How do your clients define success on Facebook? Better Facebook Analytics by

105. Marketers = Master BS’ers Better Facebook Analytics by

106. More Fans, Comments, & Likes does not equal success Better Facebook Analytics by

107. Business Success = Higher Profits Better Facebook Analytics by

108. 1) More Customers2) More $ per Customer3) Retain Customers Longer Better Facebook Analytics by

109. Never obfuscate reality Better Facebook Analytics by

110. Facebook Success:1) More Customers2) More $ per Customer3) Retain Customers Longer Better Facebook Analytics by

111. And one more thing Better Facebook Analytics by

112. Change the world for the better Better Facebook Analytics by

113. Better Facebook Analytics by

114. Panel Discussion @JeffWidman @ZachWelch @JayFeitlinger @lauriegbuczek #Bolo2011