A study by Mindworks Innovation Lab, exploring recent changes in organic reach, showing that Facebook for brands is more Media than Social Media and proposing a new approach towards the medium.

1. RETHINKING
FACEBOOK
GIORGOS VARELOGLOU - 07.04.2014

2. HELLO

5. CHALLENGE
OURSELVES

6. CHALLENGE
THE STATUS QUO

7. 2.5 MILLION FANS
SEPTEMBER - FEBRUARY
1800 POSTS
GREECE

8. ANALYSING DATA FROM OUR
CLIENTS MEANS THAT NOT
EVERY INDUSTRY IS
REPRESENTED.
*DISCLAIMER:
*AND MANY OTHER THINGS THAT MAY AFFECT THE
VALIDITY OF THE FOLLOWING THOUGHTS.

9. FACEBOOK IS MASSIVE
1

10. FACEBOOK IS MASSIVE
1
+ MEDIA

11. 11
ASSUME THAT
YOU ARE A BRAND HAVING
A Facebook Page
of 300.000 likes.
A Twitter Account
of 10.000 followers.

12. 12
ASSUME THAT
YOU ARE A BRAND HAVING
A Facebook Page
of 300.000 likes.
this is your reach
if you don’t spend any media
(~25.000 users)
A Twitter Account
of 10.000 followers.

13. 13
ASSUME THAT
YOU ARE A BRAND HAVING
A Facebook Page
of 300.000 likes.
A Twitter Account
of 10.000 followers.
this is your potential weekly reach
on Twitter. 2x as big as your
follower base.
this is your reach
if you don’t spend any media
(~25.000 users)

14. 14
A Facebook Page
of 300.000 likes.
this is your weekly reach
if you don’t spend any media
(~25.000 users)
A Twitter Account
of 10.000 followers.
this is your potential weekly reach
on Twitter. 2x as big as your
follower base.
*EDGERANK.

15. -39% TOTAL DROP

16. TERMINOLOGY
● Reach%= Post’s Organic Reach/Page’s fans
Total drop ~47%
10-­‐70K 70-­‐100K 100+
Organic Reach% by # of Fans
FMCG0-10K
0.00%
5.25%
10.50%
15.75%
21.00%
September October November December January February

17. TERMINOLOGY
● Reach%= Post’s Organic Reach/Page’s fans
10-­‐70K 70-­‐100K 100+0-­‐10K 10-70K
0
0.0375
0.075
0.1125
0.15
September October November December January February
Total drop ~15%
Organic Reach% by # of Fans

18. TERMINOLOGY
● Reach%= Post’s Organic Reach/Page’s fans
10-­‐70K 70-­‐100K 100+0-­‐10K 70-100K
0
0.0225
0.045
0.0675
0.09
September October November December January February
Total drop ~27%
Organic Reach% by # of Fans

19. TERMINOLOGY
● Reach%= Post’s Organic Reach/Page’s fans
10-­‐70K 70-­‐100K 100+0-­‐10K 100+
0
0.02
0.04
0.06
0.08
September October November December January February
Total drop ~51%
Organic Reach% by # of Fans

20. TERMINOLOGY
● Reach%= Post’s Organic Reach/Page’s fans
10-­‐70K 70-­‐100K 100+0-­‐10K 100+
0
0.02
0.04
0.06
0.08
September October November December January February
7.619%
6.05%
4.476%
3.377%
4.151% 3.767%
Total drop ~51%
Organic Reach% by # of Fans

21. FACEBOOK IS
SOCIAL MEDIA
2

22. 2 2009:
FACEBOOK IS
SOCIALMEDIA.

23. 2 2014:
FACEBOOK IS
MEDIA.SOCIAL

24. FACEBOOK IS WAY CLOSER TO A MAILING
LIST COMPARED TO A COMMUNITY.

25. FACEBOOK IS WAY CLOSER TO A MAILING
LIST COMPARED TO A COMMUNITY.
*Mat Morrison 2012

26. !
WITH YOUR FANS.
YOU ARE NOT FRIENDS
3

27. !
WITH YOUR FANS.
YOU ARE NOT FRIENDS
3
Καληµέρα Fans!
Kaλό Σαββατοκύριακο!!!
Ωραίο καιρό έχει σήµερα να πας βόλτα!
Χρονια πολλά Κώστα!
Χρονια πολλά σε όλες τις µητερούλες του κόσµου!
Ξεκινάµε δυναµικά τη Δ∆ευτέρα µας!
Δ∆εν θέλεις να κοιµηθείς κι άλλο;
Μαρία, Παναγιώτα, Παναγιώτη
Χρόνια σας πολλάαααα! :)

28. 0.00%
2.25%
4.50%
6.75%
9.00%
0.00
500.00
1000.00
1500.00
2000.00
Product Fun General
Average Engaged Users Average Engagement Rate
TALK ABOUT YOUR DAMN PRODUCT.

29. 4 OK, HERE’S THE BRIEF:

30. WE HAVE TIGHT BUDGET
THAT’S WHY WE NEED A
CAMPAIGN ON FACEBOOK
THAT WILL GENERATE A
LOT OF
4 OK, HERE’S THE BRIEF:
VIRAL.

31. 4,64%

32. 4,64%THE AVG VIRAL REACH
OF A POST

33. 4,64%THE AVG VIRAL REACH
OF A POST
*Which is close to the viral reach generated
through a banner Campaign.

34. OK, I UNDERSTAND THAT.
BUT YOU KNOW THAT I HAVE SOME
MONEY TO INVEST IN MEDIA.
SO WHY DON’T YOU TAKE
MY 1000 EUROS AND
MAKE IT:

35. OK, I UNDERSTAND THAT.
BUT YOU KNOW THAT I HAVE SOME
MONEY TO INVEST IN MEDIA.
SO WHY DON’T YOU TAKE
MY 1000 EUROS AND
MAKE IT:

36. STOP HOPING THAT BY PAYING
YOU’LL ALSO GET INCREASED
ORGANIC REACH. YOU WON’T.
SAD FACT:
5

37. FOR EVERY 1000 USERS YOU PAY
YOU GET 2 FOR FREE*.
*Organic users
Hooray.

38. AND THE LAST PROOF
THAT FACEBOOK IS MORE
MEDIA THAN SOCIAL
6

39. GRAB A PIECE OF CONTENT:

40. GRAB A PIECE OF CONTENT:

41. BROADCAST IT
TO YOUR FANS - AND NON FANS

42. ENGAGEMENT RATE
WILL NOT DIFFER.
*COST PER ENGAGEMENT WILL, THOUGH.

43. THE ONLY VARIABLE THAT
WOULD AFFECT ENGAGEMENT RATE
IN THIS CASE IS:
CONTENT.
6

44. SO WHERE DOES
THIS BRING US?

45. FACEBOOK AS A TOOL, IS MUCH
CLOSER TO A BANNER THAN
YOU MIGHT THINK.

46. ONLY IT’S CHEAPER
!
YOU REACH 1000 USERS
WITH 1 EURO

47. IT’S BIGGER.

48. AND MORE CONVINCING

49. SO, WHAT SHOULD
WE DO NEXT?

50. NO PAY,
FIRST, SLEEP ON THIS:
NO PLAY.
- MARK ZUCKERBERG

51. INVEST ON YOUR CREATIVE.
AS YOU NORMALLY DO WITH
EVERY MATERIAL OF
A MEDIA PLAN.
THEN:
YOU WOULDN’T APPROVE A GOOGLE IMAGE FOR
A 300X250 BANNER, WOULD YOU?

52. START LOOKING
FOR THE NEXT
BIG THINK.
AND:

53. THANK YOU!
@VARELOGLOU
SPECIAL THANKS TO:
KATERINA YIANNOULI
GIANNIS AMAXOPOULOS
ANTONIS VENTOURIS
ANTONIS KOUTSOUKOS.