6 Best Practices for Programmatic Advertising

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By: David DeMartini

There are few locations within the world of digital media that can rival the reputation of San Francisco and Silicon Valley. Last month, Backbone was invited to attend a client immersion day hosted by Rocket Fuel, a programmatic partner with which we work closely. Eager to experience what some call the promised land of innovation, we jumped at the opportunity.

For two days, we attended roundtable discussions covering a range of programmatic topics spanning from ad security and viewability, to mobile device tracking. We were amazed by the level of intelligence and drive to innovate, evidenced by the group of 50 young, eager new hires attending orientation.

Anyone working in the digital advertising space would tell you programmatic advertising has profoundly impacted the marketing landscape. While this shift has provided brands with great opportunity, it’s also become difficult to navigate. In attempts to alleviate some of the challenges, we’ve compiled a list of 6 best practices for programmatic adverting.

 

6 Best Practices for Programmatic Advertising         

1. Integrate prospecting and retargeting efforts – Programmatic advertising works best when it’s allowed to combine upper- and lower-funnel efforts. Delineating funnel objectives can have a negative effect on performance and should be avoided if possible. Integration allows for maximum data capture, driving faster learning and optimization.

2.  Collect pixel data on every page of the advertiser’s website – Allowing for more data capture drives faster optimization and more efficient impression buying.  Programmatic tactics work best when the maximum amount of data is provided.  While capturing data from conversion pages is important, the systems can also learn from the behavior of users who do not convert, which in most cases is just as valuable.

3. Relax your constraints – Programmatic tactics perform best when they are free to optimize without constraints. Limiting the initial audience to a specific demographic slows the optimization process as less data can be collected. There may be users who convert that fall outside of the target audience- allowing the systems to test this audience will identify either a new group that’s likely to convert or a group that can be ruled out. Either scenario is a useful insight.

4.  Test multiple creative variations in real time – Just as programmatic tactics work best when they are free to analyze many different audience segments, allowing for creative/messaging optimization can vastly increase performance. When optimizing in real time, small variations in creative can greatly impact performance. Allowing the algorithms to make these optimizations based on the millions of data points they collect is the most efficient way to ensure maximum performance. The reality is that these algorithms are able to identify optimal messaging much more efficiently than humans, eliminating errors we sometimes don’t catch.

5. Allow the algorithms to make daily optimization decisions – Marketers by nature, carry a very hands-on mentality. We are used to constantly checking in on our campaigns and making adjustments when necessary: shifting targets, adjusting budgets, changing creative messaging. While this is necessary for traditional advertising tactics, it can be counterproductive in the programmatic space. The systems are able to take environmental variability into account and adjust at the most opportune time. Changing or shifting campaign initiatives can cause models to reset and decrease efficiency.

6. Embrace view-through conversions – View-through conversion is a topic we discuss frequently here at Backbone Media. If we as marketers are succeeding in our profession, a consumer’s path to conversion should be filled with our advertiser’s messaging. Whether it be a display ad, an FBX in feed post, a search result or an email, each play an integral role in driving users to convert. For this reason, it makes little sense to attribute the full conversion to the last touchpoint or click that the user executed before purchase. Ignoring view-through eliminates the value on any top-funnel initiatives. While it’s tempting to take this approach, the reality is it oversimplifies attribution models and can have far reaching negative effects on marketing strategies.

 

The programmatic space can be difficult to navigate. Feel free to leave any further questions in the comments section or reach out to us directly.

Source: www.1daybanner.com

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Posted in: Digital, Interesting Read, Technology, Uncategorized \ Tagged: , , ,

Content is not a new Concept

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800px-Pancho_Villa_Expedition_-_Around_the_Campfire_HD-SN-99-02005.JPEGJust when you think you’ve cracked the code to creating a successful communications strategy, things change. Whether it’s big data, UGC, virality, influencers, followers, fans…the communications landscape is fast-paced and ever-evolving (and full of buzzwords).  In the midst of change, it’s important as an agency to take a step back and understand how we got here.

Backbone Media’s business model was built on telling memorable, authentic stories about the products, people and places we love. When you have great stories, you want to tell them, enjoy them, and maybe learn something along the way. This is a pretty basic concept, but one that won’t ever change because it’s based on a meaningful interaction.

ContentKing

More and more we’re hearing that “content is king,” “content is the new social currency,” and “content is the center of communications.” What is content? To us, it’s a great story, a memorable message or a shared experience. We want to help craft these stories in an authentic and compelling way, and we want to share them with the world. The only difference with telling brand stories today versus five or even two years ago is that these stories can now be multidimensional­ with, images, videos, animation, infographics and editorial. Change in the media medium is inevitable and attention spans may be depleting, but the value of good storytelling stays the same.

At Backbone, content isn’t a new trend we’re chasing—it’s something we’ve always been all about. It’s the heart and passion of our business. It’s a PR manager taking editors backcountry skiing in the Wasatch or fly-fishing in Argentina to build a story about that experience. It’s our digital team putting a great consumer testimonial into an ad unit and delivering it to a targeted audience across various media platforms. It’s our social team developing a hashtag strategy to bring a community together to be a part of the brand story.

We’re doing it right. We’re always adapting to change and new technology, but most importantly, we’re staying rooted in the basics—telling great stories. And to me, that’s the most refreshing and human approach to communications.

Posted in: Digital, Interesting Read, Social Media, Technology

Bringing Value of High Impact Digital

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So often, despite brand KPIs, digital marketing success boils down to conversions.  Did they click my banner?  After they clicked, did they immediately buy my product?

But, is a digital impression worth more than a click and more than a post-click conversion?  When trying to change a brand perception, launch a new product or simply making the brand introduction to the consumer, the value of an impression goes well beyond immediate actions taken.  The challenge is, when all of this data is available, how do we exercise the self-control to remain true to upper-funnel objectives?

Sure, high impact units (large canvas overlays, site skins, pushdown windows, etc.) often “perform” well when looking at total clicks.  But, how do they deliver on true brand objectives?  Thankfully, Ipsos ASI, in partnership with Undertone, recently validated the power of a high impact digital impression.

The study monitored campaigns for Special K, Macy’s, Nair and Volvo (CPG, Retail, Auto).  Each campaign included full screen takeovers, large canvas display (IAB Rising Start units) and skins.

When looking at unaided brand recall and ad recall, high impact display significantly out-performed a standard 300×250 banner.   The full-screen takeover delivered a 124% higher unaided brand recall than the standard banner.  Makes sense that a giant, standout placement would have better brand recall.  But, what is the deeper benefit?  Well, turns out that high impact ads are also more likeable than standard banners (30-49% more).  People like the uniqueness and entertainment value, and they find them worth sharing with friends and family (many of these units will include social elements and video).

Is high impact display the right tactic to fill your site’s shopping carts?  Maybe not directly.  But, is it a valuable tactic to move the needle for your brand?  Absolutely.

The full study, as well as other insightful white papers, can be downloaded here.  Thanks to our friends at Undertone for their valuable work in digital research!

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Posted in: Digital, Technology, Uncategorized

What is Native Advertising?

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What’s all the talk about native advertising?

Dan Vaughan from Competitor Group explains native ads and the trend toward real time video.
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We were excited to share the Competitor Group POV following OR. That sparked a great conversation internally at Backbone. Below we’ve included our thoughts and an update:

“Native” comes in all shapes and sizes, when done right it is that perfect alignment of advertisers’ and publishers’ message. It should be seamless, and it should not be obvious. The voice between brand and content should be cohesive.  We think some of the following examples do this well, and others have a ways to go. It is up to you to decide what is going to be the best fit, and we invite responses and discussion regarding this emerging hot topic.

Backbone Associate Media Director Page Kelley recently put together some links native advertising to spur discussion within the media team. “Native” comes in a lot of shapes and sizes, so these kind of run the gambit. If you have additional comments or questions please feel free to reach out to Page at the link above.

  • The Yahoo! homepage recently launched native placements.  These placements are designed to look like any other article, but they are shaded in yellow to indicate that they are sponsored.
  • Wired and Olympus cameras:  this example is much more seamless and a less obvious integration.  Wired and Olympus partnered on their Spring Camp edit, which featured a variety of different products and content.  The catch was, all the photos used in the section were taken with an Olympus camera.  The banners within the section are no longer Olympus, but for a program like this, they would typically have 100% share of voice at the time of launch.  Their logo remains, as does the subtext below the fold that all photos were taken with Olympus.  This is a much more subtle approach to “native”/content integration.
  • Buzzfeed:  Probably the most widely referenced when it comes to native.  Just go to their homepage, and you will find (similar to Yahoo approach), sponsored stories shaded in yellow for brands from Slimfast to Virgin Mobile to Levis.  The idea here is for a brand to link themselves to highly shareable content that somehow ties to the messaging and personality they want to communicate.  i.e.:  Levis and creativity.
  • Afar:  This is an example of placement that doesn’t perfectly fit in the definition of “native” as easily as the above cases.  This is more about the actual banner placement, rather than the brand contributing to the content on the page.  Afar is able to take a standard 300×250 banner, and help it look like a piece of content within their site.  When the brand messaging aligns with what readers are already consuming, this can be highly effective.  Their homepage layoutis a great example of this tactic.

 

 

 

 

Posted in: Interesting Read, Outdoor Industry News, Social Media, Technology, Uncategorized \ Tagged: , , , , , , ,

Big Idea Day | Summer OR Recap

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On July 30th, the day before the start of the Outdoor Retailer show, Backbone hosted its first-ever Big Idea Day (BID). The concept behind BID was simple—bring together the most influential media outlets in the active lifestyle space and ask them to present their lens into the future of media, the outdoors and adventure. In a marathon of seven, one-hour sessions, Backbone met with Outside Magazine, Men’s Journal, National Geographic, GearJunkie, Active Interest Media (Climbing, Backpacker, Ski, Skiing, etc), the Competitor Group (Velo, Triathlete, etc) and Mountain Magazine.

Backbone isn’t stopping there, and we already have plans to follow the same format with partners like Wired, ESPN, The Atlantic, Rodale, Demand Media, Google, Sports Illustrated and On the Snow to name a few. Below is a summary of what we learned. 

Partnerships

  • Without question, publishers are eager and open to partner with brands in new and creative ways. Almost every media partner now offers video production capabilities. Many are building slick, customized branded content for big and small brands alike.
  • For example:
  • Brands used to rely on media to deliver audience and scale. Now, through social media, many brands have their own audience that rivals the reach of many media outlets. The unique value proposition media offers today is engaging content with third-party validation.
  • A buzzword for 2013, Native advertising is advertising that is done in a style or format that is indistinguishable from editorial. This means greater collaboration between brands and media.
  • Regardless of whether it’s the brand or the media partner delivering content must be authentic in order to be valued.

Content

  • While short stories, slide shows and lists like Buzzfeed delivers are driving a lot of digital content, there is still a demand for long-format journalism, especially if it incorporates multi-media elements and a beautiful presentation. For example this 5,500 word story on Outside.com is one of the most popular on the site right now. 

Urban, Fitness, Technology

  • Obstacle racing, Cross-Fit and exercise in general continues to be a major U.S. trend. In many cities, people are using social media to schedule large scale fitness meet ups – or fitness flash mobs.
  • Marketers need to point their ideas beyond the outdoor niche. Consumers are becoming more urban. How can we engage and excite this segment? Whether it’s running, yoga, or SUP—there are many urban adventures to be had. Several media partners offer popular urban outdoor events.
  • Bike commuting is exploding in the U.S. Cargo bikes are everywhere. Ally cat races, gran fondos and gravel grinders are proving to be popular alternatives to traditional road racing.
  • Half marathons continue to be the fastest growing race segment but the explosion of fad runs (color runs, rave runs, neon runs, zombie runs, etc.) is unmistakable.
  • No longer is it a debate of whether technology belongs outdoors. Fitness is changing along side technology with the introduction and increased usage of mobile apps like Strava and Map My Run.

Social — bridging the social conversation to reality 

  • Use and create local events to create a 1 to 1 relationship with consumers. Bring people with common interest together for an afternoon run, happy hour, scavenger hunt — something that fits your brand’s voice.
  • Scalability: Don’t cross your fingers and hope that people attending actually capture the moment with the right hashtag. Instead, make sure you have the right people and partners on the ground to capture the moment and distribute your branded content beyond the event.

Thank you for your interest in our Big Ideas. For more information please check out these posts:

 

Posted in: Case Study, Client News, Interesting Read, Outdoor Industry News, Social Media, Technology \ Tagged: , ,

PR, Social and Media – 8 things to know

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A good friend told me the other day that we should share more insight into the gory details of what we do here at Backbone. He had a good point. At times we are misunderstood.

“So you guys just write press releases and send out product?”

Umm, not exactly.

Heavy boxes and light bikes

We started Backbone 16 years ago as a social experiment to see if we could create a company that provided skilled professionals an environment that blended their outdoor lifestyle with challenging, engaging work.

We strive to deliver best-in-class results in public relations, media planning, social strategy and branded content. Our roots are in the active lifestyle segment—outdoor, snowsports, hunting and fishing, travel, nutrition and beer; and we proudly represent a portfolio of over 50 brands large and small. We work with brands in which we believe, we partner with people we respect and we seek out clients that will push us to be a better agency. Yet beyond these overarching themes, it is the more tactical stuff that makes Backbone work.

So what are some of the nuts and bolts? Here are four mundane daily tasks (at the risk of sounding boring) and four more progressive trends we’re following (at the risk of sounding buzz-wordy).

1. Communicate – Duh? Right? We talk to our clients aiming to provide the best customer experience using media as a channel. This is an everyday process. With the media we’re pitching targeted, newsworthy and relevant stories that will appeal to their readers. With clients, we’re creating strategies, developing tactics and crafting stories. Regardless of the recipient, we work to keep our communication professional, succinct and on point.

Carbon oars, a proto ski, boxes to ship and a crash pad couch

2. Action– Every client asks us to THINK BIG, but to get those dream editorial placements or launch an innovative media program it takes a daily grind.  Pick your favorite quote: “A goal without a plan is just a wish,” Antoine de Saint-Exupery or Jay-Z: “I’m not a businessman, I’m a business… man.”

Action, everyday. We pack lots of boxes. We chase down the UPS truck to ship product. We build action plans and then we execute them. We create content and we share it. We put a ton of stock in the blocking and tackling of daily tasks, making sure we have a list and we’re performing against it to achieve our goals.

3. Incubate – This one is a tough one–but we encourage people to get away from their computers and think. We have a ‘quiet’ conference room with overstuffed couches where our team can collaborate. Even better, we urge people to get out and exercise–ride their bikes, run, hike, to process and think.

A view beyond the espresso machine and keg – into the comfy conference room

4. Measure– building the media side of our business has made our PR work much stronger. Why? Media is metric driven. It’s acronym central. But looking at your KPI’s to maximize your ROI and CTR’s has helped us challenge subjective and intuitive rationale to become more defined and objective with our PR strategy and measurement.

So to get just a little more buzz-worthy–here are four more progressive themes we’re focused on:

1. Channel segmentation – social media is becoming a more complex matrix. The Facebook lemming effect days are over; brands and influencers have to win their followers with true value proposition. Instagram just added video. Zuckerberg tours Samsung. Vine integrated into the marketing for the upcoming Monsters University film. Within each channel there are sub strata that need to managed individually but that ladder up into the overall brand ID.

2. Frequency and relevancy – in all marketing the frequency and relevancy is critcal. These metrics have always been primary to a paid media plan but now we’re using them to evaluate our PR strategies as well.

3. PTAT – people talking about this – (sorry I couldn’t resist at least one of these). PTAT is a metric derived from Facebook that tracks engagement and thus quantifies WOM (word of mouth). Good article here in terms of how it is measured.

4. Endgame – perhaps the most common mistake we see consistently is the loss of focus on the absolute goals that pertain to a business. Disciplined systems help counter the fast paced nature of business as does a dogmatic adherence to the endgame. The common mistake is to campaign instead of sustain. Beware of the trend to make a big splash and move on.

The last example here comes from our friend Jason Kintzler at PitchEngine. He was researching a brand by spending time on their site. Wanting more he went to their Instagram feed. After a quick run through their photostream he knew everything he needed by seeing what the brand’s users had posted.
The takeaway is that a new school social media channel gave him what he needed more effectively than the traditional model. Through imagery he clearly understood the brand he was reviewing was better represented by its consumers than by the brand itself.

Posted in: Musings, Social Media, Technology \ Tagged: , ,

Who is Backbone Media?

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People ask us all the time “What exactly does Backbone do?”

It’s a legit question, as we offer custom services for each of the 35+ brands we represent with work far reaching beyond our PR, social/digital and media focus.

Looking beyond our defined scope of services we range from researching media plans and markets to creative concept and execution/management of branded experiences in FB and mobile apps. We build partnerships and help coordinate events, like the Sylvan Sport/Jordan Romero tour and participate in them when time allows as evidenced here at the recent Teva Mountain Games. Kudos to Ian Anderson and Sage Williams (Greg’s 10-year old daughter) for competing in the Bouldering Comp.

Ian takes Silver in between penning PRs (press releases not personal records)

We recently worked with Teton Gravity Research to launch the Co-Lab a $100K open source video contest, launched apps providing triple digit percentage gain in engagement for Ocean Kayak, SmartWool, New Belgium/Pandora, Redington and Snowmass/Instagram and as always kept the press flowing with releases and news from SNOCRU, Black Diamond, Eddie Bauer, MIPS, Big Agnes, La Sportiva, Horny Toad and others.

And coverage? Yes, blocking and tackling is what we do everyday – right after crossfit workouts and before mid-day bike rides, travel to NYC showrooms, sales meetings and R&D. Whether Inc.,  Oprah or Outside – it’s all in a days work.

BD athlete Angel Collinson in Outside Mag

So, “Who is Backbone?” No doubt, Backbone is defined by the acumen and quality of the people we hire. We’re proud to announce a number of new hires. Danielle Grivalsky comes to Backbone with previous experience from MRI, and as the Research Director from Men’s and Women’s Health (Rodale) for 12 years. Danielle will integrate with the media team bolstering research and planning.

Mike Shea joins the PR team from Ripple Media, an industry leader in on-mountain resort advertising. Mike is wicked fast on a bike and part of the shaved legs men’s club at Backbone. James Logan and Brian Kinslow, interns, are fulfilling critical support to our entire crew and working on ongoing research projects.

New business continues to roll in on the media side via collaboration with agencies such as Hammerquist on Taos, and on the PR side work with MIPS Sweden AB, brain protection systems, Avalanche Ranch and Crystal River Meats a Carbondale based healthier and more sustainable food source. Say what? No, we are not going all Zuck on you here – and only eating what we kill with our bare hands. Simply put, Crystal River Meats is all about serving the local economy and putting food on the table while respecting uncompromising land stewardship. It is a great local story that scales as Crystal River supplies meats to local restaurants, regional farmer’s markets, Whole Foods and Vitamin Cottage.

With more exciting news waiting in the wings, we’ll get back to our regularly scheduled programming now.

See you out there.

Posted in: Client News, Interesting Read, Outdoor Industry News, Social Media, Technology

Backbone POV

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What would you do if someone handed you a Shift beer and told you to get up in front of 60+ filmmakers, athletes, writers, podcasters, bloggers and marketing directors to moderate a discussion on emerging media?

Emerging media elicits different responses from everyone, Shannon, Jimmy and DC

Stinger's LZ and Colin, seriously?

You’d stand up. Ask a few good questions. And let it go from there.

Last Friday, Backbone hosted a POV event on Emerging Media.

What started as a conversation between Greg and Fitz...

With so many from our professional community visiting Carbondale for the 5 Point Film Festival (which was A+ Awesome for those wondering), Backbone hosted the POV event as a collective gathering to share information and cross pollinate ideas.

Turned into this

Brand marketers from Polartec, Patagonia, New Belgium, Trimble, Black Diamond, Big Agnes, Horny Toad, Honey Stinger, Aspen Snowmass attended as well as film makers/producers such as Anson Fogel, Dan Ransom, Jimmy Chin , Renan Ozturk, Shannon Ethridge , Dirk Collins, and Matt Hobbs. Throw in talented athletes like Chris Davenport, photographers Corey Rich, Pete McBride and David Clifford, story teller dirtbag Fitz Cahall and well, there was plenty of dynamic thought and energy.

Aspen's Christian Knapp, Kristine and Allon Cohne from Polartec, Ian, Mike Mac and Boo the Backbone guard dog

Patagonia crew with Beda Calhoun from Brick and Mortar

Thanks to all who attended and shared their thoughts and ideas. Thanks to 5 Point – Justin, Julie and Jake for continuing to raise the bar with the film fest and a special shout out to Fitz Cahall for the initial thinking and  Michele Cardamone Photography for her wonderful photos (click on Michele’s link to view all photos).

Rock & Ice's Andrew Bisharat, JT from BD, Mavis and mad musician/podcaster Chris Kalous

Boomer, slot canyoneers Rich and Ransom and the venerable Jon Turk

See you out there!

Posted in: Backbone Adventures, Interesting Read, Musings, Technology

GOAT – 2012 Jackson Hole

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Most of these days surprises are no longer the good kind.

Doctor. Taxman. Kid’s teacher calling. Travel. Yeah, you get the picture. That’s why the recent GOAT event in Jackson Hole, was so great. GOAT is a Gathering of Athletes, Artists & Technologists and the offspring of Alex Hillinger and Dirk and Jenny Collins.

On the hill with Hash, Dom, Aaron, Alex, DC and Hudacsko

GOAT is a loosely structured event built on the premise “that magic happens when you bring the right mix of good people into a room,” as Jenny likes to say. Small by design, with a giving component, GOAT is a mix of presentations, dinners, convos on chairlifts and meeting new people. It is the only business gathering/seminar that I have attended in the last many years where I have walked out with true friendships. Seriously. Pretty darn cool really.

Circe, Aaron, Dom, Dirk, Penn, Jenny, Alex and Teresa

This past year the event was attended by Dom Sagolla, Co-founder of twitter and Square, Aaron Gutman photographer and materials artist, Circe Wallace SVP at Wasserman Media and designer of rad women’s ski wear Circe Snow, Teresa Kellett from Sprint 4G, Rachel Kropa CAA Foundation, snowboarder Travis Rice, artist Mike Parillo, VP Blue Sphere Chris Hashley, 1% for the Planet’s Terry Kellogg and Melody Badgett, Yasmina Zaidman from the Acumen Fund, Kristen Quigley from ICON Clinical Research, Shannon Ethridge from Camp 4 Collective and others. You can get in touch with Andy Defrancesco, if you need the best photographer in town!

We learned, laughed and rode JH in an atmosphere of collaboration and walked out the door with a clear call to action – something GOAT strives toward as a concrete takeaway is a must if we are to lead by example.

Melody and Terry from 1%

So next time you get a surprise that grabs you by the scruff of the neck and dismantles what little semblance of order remains in your day – remember the solitary GOAT on a high alpine ridge. No matter the wind, snow or roughness it prevails by searching out new terrain and always walking uphill in its quest.

Special thanks to Sargent Schutt and Heather Erson photography for images

Posted in: Backbone Adventures, Environment, Interesting Read, Technology

Understanding Facebook Engagement with EdgeRank

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For a little over a week now, I have been the newest member of the Backbone Media team. As most of you have probably noticed, there have been some recent changes to the layout of your Facebook news feed. Although this may have initially thrown some people off (evident in the flurry of negative feedback seen around the web), the intent was to provide a more personalized experience for users.

Facebook’s continued struggle is essentially blending your real life experiences with relevant content and stories posted from friends and brands – all organized in an easy to digest timeline. The monkey behind all of that is a set of algorithms called EdgeRank. On September 21, Facebook improved its EdgeRank system to display content and interactions from your friends to be more relevant. Meaning, EdgeRank is optimizing Top Stories for users who are more likely to interact, thus dropping less engaging content into your Recent Stories – we’ll get back to this later.

For those of you who find yourself instinctively heading for the “X” at the top of the page, fear not, I promise it’s not as frightening as it looks. Before we get into the actual formula it’s important to understand what an edge is and how they’re created. Edges begin simply as objects, which can be any input (a video, photo, like, status update, etc.). Three factors are then taken into account when determining the edge associated with an object.

The EdgeRank formula is based on three elements: affinity, weight and time decay. While this does make the algo seem simple, there’s actually a huge amount of complexity behind these three factors.

1.) Affinity score: An object’s Affinity score is determined by the amount you interact with a person/brand’s objects. For example a person whose photos you view often will have a high affinity score. Higher Affinity scores drive higher EdgeRank.
2.) Weight: Weight is believed to be determined by the current objectives of the Facebook team when the object is created. The most recent weight hierarchy generally places videos, photos, links, and status updates at the top of the list. Just like with Affinity scores, greater weighted objects receive higher EdgeRank.
3.) Time Decay: The last factor in determining EdgeRank ensures that old “news” does not repeatedly appear in the top news section of your feed, an object must receive constant interaction or its EdgeRank will decline.

These three factors work together to give every object an EdgeRank. The higher the EdgeRank, the more likely the object is to appear in a user’s top stories.

So what can be done to ensure your brand is able to break into a user’s news feeds?

First, brands need to provide continuous, engaging content to ensure affinity scores among users remain at high levels, and that time-decay does not lead to page stagnancy. Asking questions about who, what, when, etc. are great ways to keep users engaged. An emphasis on posting highly weighted objects such as videos, photos, and links will also contribute to a strong EdgeRank. It should be noted that content quality should not deteriorate, as interesting creative (stories, posts, videos) are still the primary drivers of user engagement.

Now with an understanding of this new process of populating the Top Stories section of a news feed, we took a look at a sample set of Backbone clients to determine what effects this has. Four criteria were taken into account in our analysis:

1.) Daily Active Users–The number of people who have interacted with or viewed the brand page or its posts.

2.) Daily Logged in Views–Daily page views from users logged into Facebook.

3.) Daily Likes/Comments– The number of likes and comments made on news feed stories.

4.) Daily News Feed Impressions–The raw number of times people have viewed a story in a news feed.

The Results.

Looking at the percentage change across these four metrics showed substantial increases virtually across the board:

  • The increase in daily impressions suggests high EdgeRank scores are associated with these clients. The remaining data implies that users, who are now able to quickly and easily find news from their favorite pages, are more inclined to engage.
  • Although this defines a positive correlation between users and established pages, it may pose additional issues for brands new to Facebook by making it more difficult to break into user’s news feeds.
  • Brands with a higher post frequency will see higher daily active user scores, but I would be careful of posting too much for the sake of EdgeRank – content is still the biggest game in town.
  • Cross referencing page engagement metrics with the Reach Insights will uncover more insight to maximize your content and its virality.

As of this morning, Facebook launched a new set of Page Insights to further glean insight to the types of content users engage with, as well as what people are talking about. More on that later…

Posted in: Social Media, Technology