Facebook: A New Era
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Facebook Mayo Clinic Social Media Network - Residency May, 2017
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Facebook: A New Era
- 1. ©2016 MFMER | 3507910- Facebook: A New Era Makala Arce & Taryn Offenbacher
- 2. Active Facebook Users Q1 ’17 • Monthly: 1.94B • Daily: 1.28B
- 6. Facebook’s Algorithm More of this: Less of this:
- 7. Why The Change? “The growth and competition in the publisher ecosystem is really, really strong.” Adam Mosseri Vice President of Product Management Facebook
- 8. What Will I See? 15,000 Max. # Stories Possible 1,500 Avg. # Stories Possible 300 # Selected Stories
- 9. How Does Facebook Choose What I See? • Connections • Activity and interaction • Engagement on story • Type of story • Advertising
- 10. Facebook is a Business • 98% of its quarterly revenue came from advertising • Ad revenue rose 51%, to $7.86B • 5M advertisers in April 2017 (4M: September 2016; 3M: March 2016 https://www.thestreet.com/story/14118076/1/facebook-s-earnings-got-a-boost-from-both-new-and- old-trends.html
- 11. ©2016 MFMER | 3507910- Stop, Collaborate, and Listen to Optimize Organic
- 12. Stop Posting Bad Content Before you post, consider: 1. Who you are trying to reach? 2. What you want them to do? 3. What are they already interested in? 4. Is your content adding value for them? 5. Who do they already follow?
- 13. Stop Posting Text Only Video and Graphics • Live: Play to the algorithm • Square: 78% more screen space than landscape; 28% more views • Designed for Sound Off: 85% video played with sound off • Short: Create immediate interest • Quality and authentic
- 15. “Be Tinder, Not eHarmony” Is your content: • Immediately interesting • Visually appealing • Aligned to their cause, mission, digital personality *Courtesy of Guy Kawasaki, Chief Evangelist at Canva
- 17. Collaborate With brand evangelists: • Nurture relationships with those who already love your brand and are willing to share it. • Employees, clients, students, partners With followers/community: • User-generated content is highly sharable
- 20. Listen Reviews: • If you enable reviews, read and respond Insights: • Insights can help you decide what to post and when to boost
- 21. ©2016 MFMER | 3507910- Insights
- 23. Which demographics are engaging?
- 26. Which type of Facebook engagement is most valuable to us? • A. Comments • B. Likes/Reactions • C. Shares
- 27. Which type of Facebook engagement is most valuable to us? • A. Comments • B. Likes/Reactions • C. Shares
- 28. What can negative feedback teach us?
- 29. How frequently should we post? 0 50000 100000 150000 200000 4x/day 8x/day 12x/day Total Total Engagements Trend
- 30. How frequently should we post? 0 50000 100000 150000 200000 4x/day 8x/day 12x/day Total Total Engagements Trend Facebook Post Negative Feedback Trend
- 32. How are peers’ pages performing?
- 33. ©2016 MFMER | 3507910- Advertising
- 34. How can I boost a post?
- 38. A more detailed way: Ads Manager
- 39. Tips and Tricks • Little to no text • For better or for worse, Facebook optimizes • With many changes, start fresh
- 40. ©2016 MFMER | 3507910- What’s Next
- 41. Messenger Codes 1. Download messenger code. 2. Share it online or off. 3. Users can scan the code within the Messenger app to start a conversation with you directly.
- 43. Messenger 2.0 1. Smart Replies: AI bot engine automatically responds to frequently asked questions by scanning business Facebook profile. 2. Discover Tab: Helps people connect to the right businesses in their location. 3. Chat Extensions: Allows users to conduct tasks within a chat.
- 44. ©2016 MFMER | 3507910- Questions?
Notas do Editor
- Let’s walk through our construct of Facebook: Whether you’re new to Facebook marketing or have been there since the beginning – at some point in your work, you’ll come across these stats. Clients or your boss might see these types of user stats and expect this…
- This is what we can expect as our audience.
- Our friend Jay Baer says: Reachpocalypse After seeing and experiencing this
- We might be left feeling like this
- Last summer, FB announced it will increasingly prioritize posts shared by friends and family over those from publishers, brands, and other pages. This is a big deal. In 2015, Buzzfeed said even just a 10 percent boost in the social performance of BuzzFeed’s stories would mean 15 million new visitors a month. According to Parse.ly, 40% of publishers traffic comes from Facebook. https://contently.com/strategist/2016/06/29/7-ways-facebooks-big-algorithm-change-will-affect-marketers-and-publishers/
- Facebook started in 2004. The iPhone was released in 2007. There were dark ages when posting was labor-intensive. Harder to post + less awareness = less content. Easier + increased perceived value = more content. Exactly how much content are we talking about?
- A 2015 story on Facebook Business said: There is now far more content being made than there is time to absorb it. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on. On average, 1,500 stories could appear in a person’s News Feed each time they log onto Facebook. News Feed is designed to show each person on Facebook the content that’s most relevant to them. News Feed displays approximately 300. https://contently.com/strategist/2016/06/29/7-ways-facebooks-big-algorithm-change-will-affect-marketers-and-publishers/
- To choose which stories to show, News Feed ranks each possible story (from more to less important) by looking at thousands of factors relative to each person. Influenced by your connections and activity on Facebook. This helps you to see more stories that interest you from friends you interact with the most. The number of comments and likes a post receives and what kind of story it is (ex: photo, video, status update) can also make it more likely to appear in your News Feed.
- Facebook Q1 revenue = $8.03 billion Ad revenue rose 51%, to $7.86 billion, a growth rate nearly even with Q4's 53%. Payments & Other Fees revenue, hurt by declining PC gaming activity, fell 3%, to $175 million. https://www.thestreet.com/story/14118076/1/facebook-s-earnings-got-a-boost-from-both-new-and-old-trends.html
- Facebook warned on its Q3 2016 earnings call that the number of ads it could cram into users' news feeds would slow meaningfully in the second half of 2017 Paying is not a complete solution. You must harmonize organic and paid to get maximum benefit of both.
- Make a clear CTA – don’t make them guess what you want them to do. Your content aligns to what they feel passionate about. How do you tap into what they naturally feel passionate about. Know your audience and craft content based on their interest, then weave your brand into what they are already consuming. Nurture brand evangelists
- Video – it is largely underutilized; video gets 3x engagement but is lowest % of content If you have not fully engaged your audience after the first 30 seconds, you've likely lost 33% of viewers; and after one minute, 45% of viewers have stopped watching.
- 65K+ video views Almost 21K 10 second views 1400 engagements
- They have A LOT of content to get through – your content MUST be thumb stopping. They won’t take the time to get to know you if they don’t like what they see immediately. Explain what Tinder is – swipe left/right eHarmony – long questionnaires and profiles; prescriptive communication
- Over 2.1K reactions, 900 shares.
- Engage with users in comments
- Ask evangelists to post content using hashtag, based on a theme, etc.
- Transition to Insights
- Don’t exaggerate the facts or omit the definition.
- Takes the most effort
- Payer mix
- More Objectives
- Facebook shows your boosted post to fewer people if much text in photo. Facebook optimizes your campaign, leading to lower reach for some ads. Change can confuse the algorithm.
- Messenger Codes allow people to scan with their Messenger app to initiate a private message with your business. Open Messenger app Select “People” on bottom bar Select “Scan” Direct message with me should open.
- From your business manager page access this from the “Messages” tab. Bottom left will say “Download and Share your Messenger code” Can download in 3 sizes.
- At the F8 conference Facebook released new features of it’s Messenger platform to change the way people and business communicate. These developer tools rely on Artificial Intelligence and bots to drive the new communication. There are more than 100,000 bots for Messenger, most are not very well made and have a dubious existence. Smart Replies: The smart replies API gives businesses the ability to create an AI responder, powered by Facebook's Wit.ai code. Today the system will do this in a completely automatic way with no programming on the part of the merchant. The AI and Machine Learning (ML) will scan the Business Page and produce an instant and useful response to basic questions.